Comprehensive Report on the Melbourne Cup Event: Success and Impact

This report provides a comprehensive analysis of the Melbourne Cup event, a prestigious horse race held annually in Australia. It begins with an executive summary highlighting the event's significance and economic impact, followed by a detailed description of the race, its history, aims, and objectives. The report identifies key success factors, marketing strategies, and the event's influence on the Australian community and economy. It discusses the event's evolution, the role of stakeholders, and the impact on tourism and business. Furthermore, it examines the marketing approaches, including traditional and online media, and the environmental and social impacts. The conclusion summarizes the report's findings, emphasizing the positive contributions of the Melbourne Cup to the Australian economy and community, and recommendations are provided to improve the event's marketing and address potential concerns.

Running Head: INTRODUCTION TO EVENTS 1
Introduction to Events: The Melbourne
Cup Event

INTRODUCTION TO EVENTS 2
Executive Summary
Australia has a history of hosting and bidding major international sport events and world
championships. It has hosted various events such as Commonwealth games, Olympics, FIFA,
championships etc. Melbourne Cup is one of the most significant and profitable sports events in
Australia. This is a racing event for horses 3 years old and more run over a distance of 3200
metres. The major objective of this report is to describe various aspects related to Melbourne
Cup event in Australia. This report includes the major aims and objectives of this event.
Moreover, there is the discussion regarding the key success factors and marketing of this event.
Furthermore, it analyzes the impact of this event on Australian community and economy.
Melbourne Cup has a large impact on community, economy and businesses in Australia.

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Table of Content
1. Introduction
Australia is very popular country for its love of sports and these sports events include the Grand
Prix, The Melbourne Cup, Australian Tennis Open etc. These events have attracted various
visitors to Australian cities.
1.1 Background
For this report, the chosen event is the Melbourne Cup that is one of the most prestigious
Thoroughbred horse race of Australia.
1.2 Purpose
The Melbourne Event is help for the purpose to bring entire population of Australia to a
standstill. This is the reason that the Melbourne Cup day is declared as public holiday in the city.

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1.3 Scope
The limitations of this event are that it is held on first Tuesday in November and there may be
possibility that people are busy that day. Some of the people dislike this event as it hurts the
horses.
2. The Melbourne Cup
2.1 Description
The Melbourne Cup is the most prestigious Thoroughbred horse race of Australia that is held
annually. It is a 3200 metre race for the horses of 3 years old or more and it is staged by the
Victoria Racing Club on Flemington Racecourse in Melbourne. It is held as the part of
Melbourne Spring Racing Carnival. This event is quality handicap race for the horses that is held
at 3 pm on first Tuesday in November. The minimum handicap weight for this race is 50
kilograms. This event can be described under a quote, i.e. “the race, which stops the country” as
it is a public holiday in the city and most of the people stop what they are doing before 3 pm to
visit or listen to the race via internet, radio and television. The indirect quotation that can
describe this racing event is “The faster you run, the sooner you are done” (McDowall, 2014).
It is a social and racial event that is profitable for host communities and attracting tourists to
Melbourne. This is the major reason that it is in the category of Hallmark events. It has various
positive effects on Australian economy as it contributed $374.2 million of gross economic profit
to the state (Docherty, & Melia, 2015). The key stakeholders of this event are media and event
partners, race sponsors, visitors, suppliers etc.
2.2 History
The first Melbourne Cup event was conducted on 7 November 1861 in which 17 horses
contested racing for modest prize of 710 gold sovereigns’ cash and a gold watch. This first
Melbourne Cup was held with 17 runners. The winner of first Melbourne Cup was a 16.3 hand
bay stallion that John Cutts Rode. The name of this horse was Archer that has become the first
horse to win the race two times in 1861 and 1862. In the year 1964, The Victoria Turf Club and
Victoria Jockey Club merged to establish Victoria Racing Club. This club had taken the charges
of all the processes (Melbourne Cup, 2018). Under this club, The Melbourne Cup gained more
popularity and it has become a most popular and prestigious event of Australia.

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2.3 Aims and Objectives
The major aim and objective of Melbourne Cup is to provide an authentic racing experience with
this exclusive Horse Racing tournament style event in Melbourne. This event aims to provide all
that one needs to create an excellent evening’s entertainment. The Melbourne Cup Day is
announced as a public holiday in Melbourne so that people can meet and develop their social
relations (Getz, 2017). The organizers aim to enhance the community and economy of Australia.
The organizers of event are able to meet this objective by providing a unique and better event
experience to the visitors.
2.4 Success Factors
The Melbourne Cup is the event that brings Australia to a halt and it is the day when hosting a
party or celebration is more than acceptable. There are various factors which are behind the
success of Melbourne Cup in Australia. One of the major success factors behind The Melbourne
Cup’s success is the support and sponsorships from well-established businesses. Emirates
Airlines is one of the biggest examples for this. Lexus is another luxury car maker that took over
the sponsorship of Melbourne Cup (Mahoney, et al. 2015). The location and timing of this event

INTRODUCTION TO EVENTS 6
are also major factors behind its success. As it is a holiday for all the employees so most of the
people are able to watch it either live or through TV and Radio. This is the major reason that this
event is the most famous spectator event in Australia. At Melbourne Event, additional facilities
and services such as food, drinks, sitting arrangement etc. are also better than other events.
Marketing and promotion also play an important role in success of this event (Getz & Page,
2016).
Apart from this, the event may face some issues such as people have started to dislike this event.
The people in Australia found that many of the horses die due to stress and heart attacks after the
race. They think that animals are forced to their limits for human entertainment. It can reduce the
visitor base to Melbourne Cup event in Australia. Furthermore, now Emirates Airlines is
planning to wind up its long term sponsorship with Melbourne Cup. It will have adverse impact
on event’s finance and promotion (Jones, 2014).
2.5 Marketing
Marketing is the most important process to approach the population all over the world. The
Melbourne Cup is marketed through internet and e-commerce. It is the best platform for reaching
to the customers globally. To promote this event, marketers have used both traditional and online
advertising media. The marketing of this event is done on social media sites such as Facebook,
Instagram and Twitter. There are various businesses, which are promoting their business through
this event (Shin, Lee & Perdue, 2018). They are giving Facebook ads to promote their firm in
lead-up of Melbourne Cup event by offering new and discounted deals. Under traditional media,
the marketers are advertising and promoting this event through regional newspapers, television
ads, magazines etc. This marketing is aimed at race lovers, youngsters, business professionals
etc. In addition to this, the event organizes different competitions such as fashion competition
that attracts female segment towards this event. Tickets, hospitality and dining offerings are
available through the website Flemington.com.au. (VRC Staff, 2015). However, the marketers
are making various efforts to market this event, but it is not enough for this prestigious event of
Australia. They should expand their marketing and advertising activities (Masterman, 2014).
2.6 Impact
Each and every event has some positive or negative impacts on a country’s community
financially, culturally and environmentally. Victoria Racing Club has focused majorly on

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environment and sustainable initiatives, while holding this event. These initiatives are successful
and they have a positive impact on environment in Melbourne. It has developed various
initiatives like Flemington Green Fields that intended to attain highest standards in venue and
event management, providing tangible reductions to the environmental effect of Melbourne Cup
event’s operations (Flamington, 2018).
In the state, most of the human resource managers reported that hosting the sports event
enhances employee engagement. Melbourne Racing event has a positive effect on the morale of
employees and increases loyalty among employees. In addition to this, this event has boosted the
overall economy of Australia. The financial impact of this event can be analyzed from the fact
that number of North American people has increased continuously (Banger, 2018). Their
attendance has been doubled in the year 2017 from the last year. This event has contributed
$374.2 million of gross economic profit to Melbourne state that was more than previous year
(VRC Staff, 2015). The people from all over the world are arriving to Melbourne to visit this
event that has a positive cultural event on Melbourne’s community. They are learning about each
other’s culture and language. Thus, the event has positive impact on economy, community and
businesses of Melbourne.
3. Conclusion
In the limelight of above report, it can be concluded that Melbourne Cup has increased the
tourism in Melbourne, Australia. Every year in Melbourne, on first Tuesday in November horses
race for this event and the entire nation stops for three and half minutes. This event is very
profitable for both the community and economy of the Australia. Melbourne Cup is a racing
event that is promoting various businesses in the state. These companies are offering food
products and drinks to the visitors of this horse racing event. There are various businesses and
companies, which are sponsoring this event. It is hereby concluded that Melbourne Cup is the
richest handicap race in the world that is improving the social and economic state of Australian
community. The marketers are using different modes of advertising to promote this event. It
impacts the Australian community both socially and culturally.

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4. Recommendations
It is hereby recommended that marketers of Melbourne Cup should focus on its marketing
process. Currently, the club is using both traditional and online media of advertising. The
marketers should expand its marketing activities by providing offers and discounts on tickets.
They should provide a combo pack that should include all things like ticket, hospitality and
dining. It will assist them in attracting more visitors to the most-happening event, i.e. Melbourne
Cup. There are various people, who are very concerned about environment and animals. To deal
with the future issues, the event organizers should emphasize on the health of horses which are
participating in this event. In this way, the people may have better event experience in
Melbourne.
5. References
Banger, M. (2018). More Americans attending the Melbourne Cup. Retrieved from . (Accessed
on 17 March 2018).
Docherty, P., & Melia, A. (2015). The race that stops the equity market. Applied Economics
Letters, 22(14), 1179-1183.
Flamington. (2018). Sustainability Initiatives. Retrieved from . (Accessed on 17 March 2018).

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Getz, D. (2017). Developing a Framework for Sustainable Event Cities. Event
Management, 21(5), 575-591.
Getz, D., & Page, S. J. (2016). Progress and prospects for event tourism research. Tourism
Management, 52, 593-631.
Jones, M. (2014). Sustainable event management: A practical guide. 3rd Edition. UK. Routledge.
Mahoney, K. L., Esckilsen, L. A., Jeralds, A., & Camp, S. (2015). Public assembly venue
management: Sports, entertainment, meeting, and convention venues. Brown Books
Publishing Group.
Masterman, G. (2014). Strategic sports event management. 3rd Edition, pp. 320-321. UK.
Routledge.
McDowall, C. (2014). Melbourne Cup – The Race That Stops The Nation In Its Tracks.
Retrieved from . (Accessed on 17 March 2018).
Melbourne Cup. (2018). . Retrieved from . (Accessed on 17 March 2018).
Shin, H., Lee, H., & Perdue, R. R. (2018). The congruity effects of commercial brand
sponsorship in a regional event. Tourism Management, 67, 168-179.
VRC Staff. (2015). Melbourne Cup Carnival boosts economy. Retrieved from . (Accessed on 17
March 2018).