Successfully Organizing and Setting Up a Food and Drink Festival

This project brief outlines the planning and execution of a food and drink festival for Tesco PLC. It details the project definition, background, and business case, emphasizing the need to revitalize the company's image and connect with consumers. The report covers the intended timeline, project design including objectives, process, deliverables, and success criteria, alongside a stakeholder analysis identifying key internal and external parties. A Gantt chart is provided, outlining key tasks and milestones. The risk assessment identifies potential challenges, such as poor public response and unfavorable weather conditions, and the report concludes that a well-organized festival can significantly enhance brand equity and customer engagement. The project aims to promote Tesco's local suppliers, support charitable organizations, and raise environmental awareness, all within a budget of £1,000,000.

SUCCESSFULLY
ORGANISE AND SET
UP A FOOD & DRINK
FESTIVAL

Table of Contents
INTRODUCTION...........................................................................................................................1
PROJECT BRIEF DOCUMENT.....................................................................................................1
Project Definition........................................................................................................................1
Background.................................................................................................................................1
Outline Business Case.................................................................................................................2
Intended Time Scale....................................................................................................................2
Project Design.............................................................................................................................2
Stakeholders................................................................................................................................4
Gantt Chart..................................................................................................................................5
Risk Assessment..........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDICES.................................................................................................................................9

INTRODUCTION
Food and Drink Festivals have gained worldwide acceptance as well as popularity among
audiences of diverse ages. UK has been a hub of almost 1,000 festivals held on an annual basis
ranging from music and beer festivals to literary festivals. Thus, nowadays, companies have
started to collaborate or sponsor large-scale events to gain a competitive advantage (Getz and
Robinson, 2014). However, the logistics involved behind staging a successful music an food
festival that not only promotes the company but also gives an insight of culture to their visiting
audience requires a time-bound, carefully thought process.
This project report aims to provide a project brief document that gives an account of
outline business case, activities needed to be executed for setting up a highly successful event.
In addition to this, the company also provides a project document fit to be presented to the
stakeholders of the company.
PROJECT BRIEF DOCUMENT
Project Abbreviation FAMF019
Project Title Food and Music Festival (2019) Project
Project Start Date 1 May 2019
Project End Date 30 June 2019
Project Definition
This project brief document enlists a business case, objectives, process of designing,
monitoring, controlling project along with key stages, tasks, milestones and a critical path (Hall
and Gössling, 2013). In addition to this the document shall be updated on a weekly basis by
identifying significant risks of the project and changes highlighted thereof. This project aims to
achieve a wider customer base by expanding its horizons to encourage creative promotional
activities as well as provide an opportunity to enhance brand awareness among customers.
Background
Tesco PLC has been a market leader of retail sector with a share of 28.1%. With the
advent of technology and rising competition, Tesco has been experiencing strategic shifts in its
internal management. The company has been unable to retain its quality as well as customer
satisfaction, especially after the merger of Sainsbury and Asda (Jung and et.al., 2015). In order to
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get in touch with consumers, the company has decided to organize a food and drink event filled
with soulful music in order to reset its service quality and provide quality service to the
customers and their families. This event should serve as a beacon of quality service and
promotional activities at the last stage.
Outline Business Case
In UK, Food and Music Festivals have been quite a rave among individuals of different
ages and income classes. This industry has been fast growing among organizations too as they
consider it a perfect opportunity to promote their business, have a personal contact with
customers as well as generate additional profits. Some of them have even started to set-up their
own events rather than being a part of another's festival line-up (Larson, 2013).
Tesco has been struggling with a tarnished reputation as well as criticism regarding its
pricing strategies. Until the organization is unable to connect with its customers on a personal
level, the company would not be able to create a sense of belonging and touch with its target
audience (Meretse, Mykletun and Einarsen, 2016). Hence, in order to promote its business as
well as develop an image of sustenance and quality service, the company has decided to organize
as well as set up a food, drink and music festival.
Intended Time Scale
The project shall be initiated on May 1, 2019 as well as be accomplished by the end of
June 2019.
Project Design
Project Objectives:
 Provide a platform for diverse and music, food & drink companies as well as associated
products that are supported by local and other small producers with least amount of
environmental impact.
 Support charitable institutions as well as organizations within the community to help
achieve their goals through donations made by the visitors.
 To actively promote Tesco's local and primary producers as well as suppliers to the
visitor base.
 Promote Green initiatives to spread awareness among individuals to live life sustainably.
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 Collaborate with upcoming pop-ups, start-ups and musicians to showcase their talents to
a pre-established visiting audience (Turkulainen, Aaltonen, and Lohikoski, 2015).
 Bringing together like-minded people in an environment meant to be soulful and
soothing.
Process:
 Creation of Festival Teams responsible to overlook different segments of the festival such
as music, operations, sponsor acquisition, accommodation as well as a Council
overlooking coordination among individual teams.
 Acquisition of licenses and permits regarding event set-up and venue.
 Acquisition of necessary light, sound and video-equipment that would be attached to the
stage as well as other areas of the festival.
 Close Coordination and Monitoring of Festival Project team with Tesco's PR Department
as well as Finance, Marketing and Operations Department to ensure efficient and
effective planning and delivery of the project during the intended time-scale.
 Work with established systems to acquire sponsorships and collaborations in order to
assemble a diverse line-up for the Festival. This is important to induce a joint-effort
mentality among those involved in the festival across each level and stage of the project.
 Manage budget to ensure excellent delivery of event without incurring additional costs.
Deliverables:
 List of event participants such as sponsors, artists including chefs, bloggers, musicians as
well as comedians, exhibitors.
 Food and Drink Market as well as Craft and Local Goods including workshops.
 Gain insights on customer preferences and buying patterns through the amoung of
footfall received as well as feedback provided by the visitor base.
 Support charitable organizations through the extension of Company's Little Helps
Program.
 Bring awareness regarding the environment as well as ingredients used in the products of
Tesco by inducing interaction between company's producers and suppliers with their
customer base.
Success Criteria:
 Achieve project planning objectives within 10% of the initial deadline.
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 Ensure controlling of budgeted costs within 15% of the primary budget set by the firm.
 Monitor staff performance on inter as well as intra-departmental bases so as to ensure the
roles and responsibilities of each member of the festival team.
 At least a footfall of 80% must be achieved to ensure successful implementation of the
event.
 Leverage Tesco's online presence so as to invite additional profit margins.
 Achieve an increase in brand equity, awareness as well as reconfigure company's image
in the eyes of the newly added as well as existing customer base.
Constraints:
 Budget Limit of £1,000,000.
 Availability of pre-decided line-up that is expected to be present in the event in order to
make it successful.
 Limitations of area.
 Availability of sufficient sponsorships to make a profit.
Stakeholders
Tesco intends to showcase the aspired success of this proposed project to its stakeholders,
both internal as well as external. This is presented with the help of a stakeholder analysis matrix
shown in the Appendices [1] section of this brief. Internal Stakeholders: Sponsors/Owners/Shareholders: As these parties have their names and goodwill
involved in the event, they have the highest power as well as interest in the succession of
event. This will result them in gaining benefit of performance and quality improvement.
Completion of projects within prescribed limits and budgets (Van and Bueddefeld, 2016).
They would be required to be communicated on a fortnightly, weekly and monthly basis
respectively. Staff Managers: They are the ones that are directly involved in the execution as well as
organization of the festival. Hence, their power as well as interest are rated highest. They
ensure that the work is completed in a timely fashion without any deviation from the
budget or contingency. As they are responsible for the maintaining the quality of the
event being organized, they require to conduct a detailed review of each activity
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conducted at each and every stage on a daily basis through conducting meetings and
creating a end-of-day report. Suppliers: The Suppliers of this festival includes the vendors, primary producers of fresh
produce, artistes performing in the festival as well as venue leasing parties. These will
determine the success or failure of the overall event as one of them backs out or does not
holds true on their commitments Tesco may have to incur heavy losses leading to failure
of the project. Thus, these have highest power as well as interest as their reputation
depends on it too. Therefore, they require a regular update of the event as well
confirmation of time slots, usually, monthly.
 Customers: Being the recipients of the services catered to, through the successful
execution of the festival, customers are the most important stakeholders of the project.
Customer Satisfaction and Service Delivery are the crucial ways of communicating with
this section of stakeholders. They would require communication of ticket booking and
other accommodation plans every four days so as to remind them to not miss the festival. External Stakeholders:
 Media, Competitors and Local Residents: Being a large-scale event, the festival held by
Tesco is bound to turn the heads of media, competitors as well as local residents residing
nearby the venue. However, local residents may not have much power nor interest in the
event. Whereas Competitors as well as Media are keen to know the details of the festival
to make strategic decisions for future and further their purpose of spreading news in the
public, respectively (Yeoman and et.al., 2012).
Gantt Chart
From the Gantt Chart mentioned in Appendices [2] section of this brief following key tasks are
recognized:
Key Tasks:
 Division of various tasks into cost centres and related teams to overlook their progress on
a continual basis.
 Identification of important or critical cost centres and proper allocation of Budget among
them.
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 Hire necessary infrastructure, equipment as well as receive the licenses and permissions
from respective authorities in order to initiate the project after its approval. Also ensure
that these tools and equipments are insured.
 Deciding on the cost of tickets, expected footfall, food, beverages and entertainment
requirements for the festival.
 Setting-up of stage, acquiring sponsors as well as collaborators in order to manage the
event in a successful manner.
 Creation of a website as the main point of contact for the business with the customers in
regards to ticket-booking, accommodation as well as any other communication in regards
to queries that arise thereof.
 Arrange for parking areas in the nearby neighbourhoods so as to prevent any commotion
or disruption in locality's usual traffic.
Milestones:
 Project's initial meeting shall be held on 1 May, 2019. This will include the investors,
primary producers as well as suppliers along with Head of Marketing, Public Relations,
Finance and Operations Departments.
 On 5 May, 2019, the departments would be expected to give in the names of volunteers
as well as point of contacts that would be responsible for different segments of the
festival.
 On 6 May, 2019, segregation of the employees into teams is finalized and the project is
officially initiated.
 Between 7 May to 24 June, 2019 weekly meetings shall be held discussing the project
status and communicating the same on a regular basis.
 From 25 to 27 June 2019, the festival is held. All the departments are expected to
coordinate and manage the footfall as a team with quick resolution of any disputes or
queries on a personal level.
 From 28 to 30 June, 2019, final payments made to the suppliers including artists and
other line-up participants. Also, the venue is duly handover in the primal condition it was
received in along with removal of stage and other equipments.
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Risk Assessment
The following risks have been identified through risk assessment matrix provided in Appendices
[3] section:
 Poor response from the public leading to failure of event.
 Failure to show-up at the event on the participant's side.
 Unfavourable weather conditions leading to poor execution or hold-up on the scheduled
events of the festival altogether.
CONCLUSION
From the above report it can be concluded that the food and drink festival will have a
positive impact on Tesco's image as well as customer base, if its able to execute this plan
effectively and precisely in accordance with the budget. This would lead to not only
development of new areas for the business but also prove to be helpful in achieving its social
objectives and goals.
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REFERENCES
Books and Journal
Getz, D. and Robinson, R.N., 2014. Foodies and food events. Scandinavian Journal of
Hospitality and Tourism. 14(3). pp.315-330.
Hall, C. M. and Gössling, S. eds., 2013. Sustainable culinary systems: Local foods, innovation,
and tourism & hospitality. Routledge.
Jung, T. and et.al., 2015. Influence of festival attribute qualities on Slow Food tourists’
experience, satisfaction level and revisit intention: The case of the Mold Food and Drink
Festival. Journal of Vacation Marketing. 21(3). pp.277-288.
Larson, M., 2013. Innovation and creativity in festival organizations. In Event Tourism and
Cultural Tourism (pp. 55-78). Routledge.
Meretse, A. R., Mykletun, R. J. and Einarsen, K., 2016. Participants' benefits from visiting a
food festival–the case of the Stavanger food festival (Gladmatfestivalen). Scandinavian
Journal of Hospitality and Tourism. 16(2). pp.208-224.
Turkulainen, V., Aaltonen, K. and Lohikoski, P., 2015. Managing project stakeholder
communication: the Qstock festival case. Project Management Journal. 46(6). pp.74-
91.
Van Winkle, C. M. and Bueddefeld, J. N., 2016. Service-dominant logic and the festival
experience. International Journal of Event and Festival Management. 7(3). pp.237-254.
Yeoman, I. and et.al., 2012. Festival and events management. Routledge.
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APPENDICES
1. Stakeholder Analysis Matrix:
Key Stakeholder Type Power
(1 to 5)
Interest
(1 to 5)
Communication System
What When How
1 Sponsors 5 5 Project Status Fortnightly Meetings
2 Owners 5 5 Project Status Weekly Meetings
3 Staff Managers 5 4 Review Key tasks Daily Meetings and
Reports
4 Suppliers 5 3 Project Status Monthly Calls, E-mails
and Meetings
5 Customers 4 5 Customer
Satisfaction and
Service Delivery
Every Four
Days
Through SMS,
E-mails
regarding the
event.
6 Local Residents 2 3 Inform regarding
deliverables that
may affect them
Start and
End of
Project
Presentation of
the Event
7 Media 3 4 Project Status Monthly or
Fortnightly
Newspapers,
Blogs and
Reports
8 Competitors 2 4 Project Status Start and
End of
Project
Regular visits
as customers
9 Shareholders 5 5 Project Status Monthly Meetings
2. Gantt Chart:
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3. Risk Assessment Matrix:
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