Critical Analysis of Lohri Festival Event Management and Impacts

This report provides a comprehensive analysis of the Lohri Punjabi Folk Festival, focusing on its event management aspects. It begins with an overview of the festival, including its significance, target audience (primarily Sikhs and Hindus in the Punjab region), and key objectives, which are centered around celebrating the winter solstice and fostering community togetherness. The report delves into the event's impacts across economic, social, environmental, and political dimensions, using the theory of sustainability and the triple bottom line approach to evaluate both positive and negative outcomes. Positive impacts include revenue generation, business promotion, and social cohesion, while negative impacts involve price gouging and environmental concerns like waste disposal. The report concludes with recommendations for future events, emphasizing the need to mitigate negative impacts and maximize the benefits for the local community. It underscores the festival's cultural and economic importance, highlighting its role in promoting seasonal celebrations and community engagement.

FESTIVAL AND SPECIAL EVENT PLANNING 1
FESTIVAL AND SPECIAL EVENT PLANNING
By Name
Course
Instructor
Institution
Location
Date

FESTIVAL AND SPECIAL EVENT PLANNING 2
Table of Contents
Introduction......................................................................................................................................1
Overview..........................................................................................................................................1
Event.........................................................................................................................................1
Target audience........................................................................................................................3
Key objectives..........................................................................................................................4
Impacts of Lohri event.....................................................................................................................4
Sustainable event......................................................................................................................4
Economic impacts....................................................................................................................5
Social impact............................................................................................................................5
Environmental impacts.............................................................................................................6
Political impacts.......................................................................................................................6
Conclusion.......................................................................................................................................6
Recommendations............................................................................................................................7
References........................................................................................................................................7
Appendix..........................................................................................................................................9

FESTIVAL AND SPECIAL EVENT PLANNING 3
Introduction
The main purpose of this report is to critically analyze event management of Lohri. Typically,
Lohri refers to a popular winter time Punjabi Folk festival. This festival is very important in
Punjabi where a lot people celebrate this festival as a form of entertainment and recreation. The
main groups that celebrate this festival are Sikhs and Hindu from Punjab region that is located in
Indian subcontinent. The main activities carried out in Lohri festival are bonfire, dance and
songs (Slaper & Hall, 2011). Therefore, the main purpose of this report is to summarize this
event so as to draw certain observations concerning the event. In addition, the report will provide
both positive and negative impacts of this festival in different areas such as economic,
environmental, sociocultural and political. These impacts will provide the main objectives that
need to be considered when performing this event. Another aspect of this report is to determine
the main objectives of Lohri festival to all stakeholders in different capacities.
In addition to certain impacts of this event, the report will provide a review of the event by
applying both theory on sustainability and triple bottom line to analyze positive and negative
impacts of this event from political, economic, sociocultural and environmental perspectives.
With all these factors, the report will provide conclusions and recommendations that need to be
formulated as well as implemented concerning Lohri festival (McKenzie & Pharoah, 2009).
Photos and maps concerning Lohri Punjabi Folk festival will also be part of this report.
Overview
Event
Lohri refers to a popular winter time Punjabi Folk festival. This event involved bonfire, songs
and dance. The main significance idea for this festival was to celebrate Midwinter festivals as
well as celebration of Winter Solstice. The celebration primarily involved Sikhs and Hindu.
These event was carried out in Punjab region of Indian subcontinent. The legends and
significance of this event were many since the Lohri marked passing of Winter Solstice. It also
marked the end of winter season (Sanders & Tamma, 2015). The event also marked a traditional
welcome to longer days that come along after winter. Therefore, a lot people came from different
parts of India in order to celebrate this festival. A lot of people had to welcome the long days of
sunny season after winter season. Different groups had prepared songs and dances to entertain
visitors and other part of the community in Punjab region. The event was so lively due to bonfire

FESTIVAL AND SPECIAL EVENT PLANNING 4
that covered the whole area where the event was held. A lot of people were gathered along
bonfire paths so as to keep warm from winter.
This event was held in Punjab region that is located in Indian subcontinent. This was the most
strategic place for this event so as to attract different communities from Hindu and Sikhs. This
event was held on 13th January 2017 (Marshall, 2013). This season is based on Gregorian
calendar. Lohri is usually celebrated one day before the festival of Maghi that many people in
India participated. The main venue was at Punjab social hall that was constructed by a group of
investors in the area. This hall was very appropriate because the compound outside the social hall
was pleasant for performing dances and songs. Bonfire was also prepared outside the hall where
a lot of people gathered so as to keep warm. The main reason for holding this event was to
celebrate Winter Solstice. It was also part of midwinter festival that was related to Maghi-Makar
Sankranti that was celebrated the following day.
The following are screenshots Google Maps for Punjab and Punjab social hall ground where the
event took place.
Image 1.1- Punjab hall social ground.

FESTIVAL AND SPECIAL EVENT PLANNING 5
Image 1.2-map to Punjab
Target audience
The main audience that was targeted by Lohri festival was the community of Punjab region
across all age groups. Both adults and children were involved in celebration of Winter Solstice
and Midwinter festival. There were no costs associated to attending this event since it was a
cultural event. This festival also consisted a portion of religious aspects (Krugman, Obstfeld &
Melitz, 2012). All the costs involved in this event were contributed by each community so as to
cater for all the requirements. The main theme of Lohri songs was based on Dulla Bhatti who
was a legend in Punjab. This legend was a recognized hero who rescued Hindu girls from slavery
in Middle East. During this event, children were fully involved and many could be spotted going
round the Hall and the open ground where bonfires were prepared. Lohri festival was celebrated
with bonfire. The bonfire was prepared between 9 pm to 6 am of the next day. This bonfire was
prepared during winter festival as set by ancient traditions (Krugman, Obstfeld & Melitz, 2012).
Therefore, everything concerning bonfire was performed according to the traditions. The event
also involved preparation of food so as to fully represent cultural aspect in indigenous food. As a

FESTIVAL AND SPECIAL EVENT PLANNING 6
tradition in Punjab, Lohri festival involved eating of food such as “til rice” that was prepared
from mixing rice with jiggery sesame seeds. During this event, boys engaged in many activities
such as smearing each other with ash. They also participated in squeezing a rope around the
waist. The adults were involved in singing songs and dances.
Key objectives
Lohri Punjabi Folk festival had three main objectives that were agreed upon by the host. These
objectives were set by consulting all the communities in Punjab region so as to offer contribution
in cultural and religious aspects. The objectives were set so as to promote culture beliefs as well
as to appreciate seasonal variations. They include but not limited to:
1. To celebrate Midwinter festivals so as to join different communities together. The
community sounding Punjab area could share ideas during this event.
2. To celebrate Winter Solstice and welcome the long days in summer quarters.
3. To encourage families and friends the importance of holding togetherness despite facing
challenges associated with weather variations. It was also a way of sharing resources to
disadvantaged families since the community contributed a lot of money to support this
event.
Impacts of Lohri event
Sustainable event
There were both positive and negative impacts of this event from different perspectives such as
political, sociocultural, environmental and economic. These impacts are analyzed using theory
on sustainability and triple bottom line. This event can impact the cultural growth and
development. It also promote religious beliefs and promote ancient traditions. To fully
understand the impacts of this event in these areas, it is important to incorporate theory of
sustainability and triple bottom line (Hausman, 2007). Typically, this theory relates to
sustainability of society through economic empowerment. In that connection, economic
sustainability of a particular society need to be embraced in global level. This theory is based on
research unit sustainability and climate policies such as winter facing Punjab region (Dann &
Dann, 2004). If we consider the key objectives of this event, we realize the role of theory on
sustainability in encouraging families and friends the importance of holding togetherness despite
facing challenges associated with weather variations. This is why different people contribute
resources to support this event that involve the people of Punjab region. This is a way of sharing

FESTIVAL AND SPECIAL EVENT PLANNING 7
economic resources through indirect means of holding bonfire, songs and dances. As a result,
many people get empowered after the event. On the other hand, triple bottom line approach
refers to accounting framework that consist of three main sections. That is, financial,
environmental and social. Therefore, positive and negative impacts of this event in areas of
economic, environmental and sociocultural will be analyzed via triple bottom line approach.
Economic impacts
Positive
This event contributed to generation of revenue. A lot of people came from different regions of
Punjab. Transport sector generated a lot of revenue as people travelled from different regions to
attend the event. Again, many people would arrive to the venue of the event several days before
the event (Dann & Dann, 2007). In that case, businesses providing accommodation services
benefited. Hotels sold a lot of food at a cost.
Another positive impact of this event to local areas where the event was held involved promotion
of businesses (Bell, 2005). Many investors within this region gained a lot of revenue from
temporary market created by huge numbers of people attending the event.
Moreover, children from poor families were able to access sponsorship in their education from
many visitors who aimed at giving back to the society. Lohri festival was a society event that
involved sponsorship to needy individuals.
Employment opportunities were also created from this event since a lot of people purchased
commodities from local businesses so as to fuel the event (Secker, 2010). A lot of people seized
opportunities that enable them to generated resources. The event also attracted many people from
different regions of Punjab so as to participate in cultural activities performed in this event.
Negative
The main impact of this event was pricing of commodities. Due to huge market, business people
exploited the consumers through high prices (Reece and Walker, 2007). Again, the event created
a temporary employment since after the event the situation turned back to normal.
Social impact
Positive
This event contributed a lot to social life of different communities in Punjab region. The event
promoted healthy lifestyle to the community by embracing culture. Through bonfire, songs and
dances, the local communities were entertained.
Negative

FESTIVAL AND SPECIAL EVENT PLANNING 8
There was a lot of congestion in roads when traveling to the event. Many people complained of
fatigue that was associated with long travelling hours. There was overcrowding in the venue of
this event due to large number of people. Again, bonfire was not secure since a number of
children sustained injuries caused by bonfire (Dunn & Norton, 2013). Inflated prices of goods
and services also affected the participants.
Environmental impacts
Positive
There was a lot of money that sponsors contributed to upgrade the area where the event was held.
This was a great impact since the local community benefited from environmental upgrade (Malin
& Maidment, 2003). The local community would use these venue to hold annual meeting and
other festivals in future.
Negative
The environment was affected by improper waste disposal. When people consumed goods during
the event, waste were not disposed properly. This polluted the environment. Toxic gases were
released to the atmosphere as people travelled to and from the event.
Political impacts
Positive
The event was attended by political figures who managed to relate with different communities
from Punjab regions. The communities managed to request provision of social amenities from
government representatives.
Negative
Some of political leaders did not attend the event. Some regions were not represented which
would affect their economic growth and development.
Conclusion
If we analyze both positive and negative impacts of political, sociocultural, economic and
environmental aspects concerning this event, we realize that the event was very beneficial to
local host. Positive impacts outweigh negative impacts. The local host managed to generate a lot
of revenue that would propel economic growth and development (Kotler, Bowen & Makens,
2010). Positive impacts were long term while negative impacts were temporary. Sponsorship of
children in terms of education will assist local host in the future. The upgraded environmental
condition will be used by many generations in many years to come. Local transport operators

FESTIVAL AND SPECIAL EVENT PLANNING 9
managed to generate revenue that would be used to develop this area. Lastly, if the host will be
required to host that same event or similar event again in the future, there is a reference point so
as to avoid negative impacts from happening again. It was a great event to local host.
Recommendations
If we consider the negative impacts associated to this event, we realize some gaps to be filled so
as to make the event more successful. The local host would consider accommodation facilities.
Due to large number of people who attended this event, more accommodation services would
encourage more people to attend the event (Blaxtel, Hughes &Tight, 2006). In return, the local
host would generate more revenue.
The problem of overpricing of commodities would be solved by setting a standard price so as to
promote uniform revenue collection (Holmes, Hughes, Mair & Carlsen, 2015). This would also
encourage many investors so as to create employment in the area.
This event was fully funded by sponsors whose aim was to give back to the society. The local
host would have charged small fees so as to generate extra revenues to promote economic
growth and development. If these recommendation are implemented, the event would be more
beneficial to local host.

FESTIVAL AND SPECIAL EVENT PLANNING 10
References
Holmes, K, Hughes, M, Mair, J & Carlsen, J. (2015) Events and sustainability.1st edition.
Abingdon: Routledge.
Kotler, P, Bowen, J & Makens, J. (2010) Marketing for hospitality and tourism. 5th edn.
Pearson, Upper Saddle River: NJ.
Reece, I. and Walker, S. (2007) Teaching, training & learning: a practical guide. 6th ed.
London: Business Education Publishers Limited.
Secker, J. (2010) Copyright and e-Learning: a guide for practitioners. London: Facet Publishing.
Bell, j. (2005) Doing your research project: a guide for first time researchers in education,
health and social science. Berkshire: Open University Press.
Blaxtel, L., Hughes, C., Tight, M. (2006) How to research. 3rd edn. Berkshire: Open University
Press.
Dann, S., & Dann, S. (2004) Strategic Internet marketing. Brisbane: John Wiley & Sons.
Dann, S., & Dann, S. (2007) Competitive marketing strategy. French’s Forest, NSW: Pearson
Education.
Hausman, D. M. (2007) The philosophy of economics: An anthology. 3rd ed. Cambridge:
Cambridge University Press.
Krugman, P. R., Obstfeld, M., & Melitz, M. J. (2012) International economics: Theory & policy
9th ed. Harlow: Pearson Education.
Marshall, B. (2013) Accounting Information Systems. Australian edition. French’s Forest, NSW:
Pearson Australia.
Sanders, M & Tamma, F. (2015) The science behind why people give money to charity, viewed
19 January 2017, https://www.theguardian.com/voluntary-sector-network/2015/mar/23/the-
science behind-why-people-give-money-to-charity
Slaper, T.F, & Hall, T.J. (2011) The triple bottom line: What is it and how does it work, viewed 7
January 2017, http://www.ibrc.indiana.edu/ibr/2011/spring/article2.html
McKenzie, T & Pharoah, C. (2009) Measure for measure, viewed 2 January 2017,
http://www.charityfinancials.com/charity-financials-insider/measure-for-measure-583.html

FESTIVAL AND SPECIAL EVENT PLANNING 11
Malin, M & Maidment, D. (2003) ‘Education, indigenous survival and well-being: Emerging
ideas and programs’, Australian Journal of Indigenous Education, vol. 32, pp. 85-100, viewed
18 January 2017, http://www.atsis.uq.edu.au/ajie/docs/20033285100.pdf
Dunn, E.W & Norton, M.I. (2013) How to make giving feel good, viewed 19 January 2017,
http://greatergood.berkeley.edu/article/item/how_to_make_giving_feel_good

FESTIVAL AND SPECIAL EVENT PLANNING 12
Appendix
Images of Lohri dance

FESTIVAL AND SPECIAL EVENT PLANNING 13