Detailed Report: Moore Park Foodies and Farmers Market Event

This report provides a comprehensive analysis of the Moore Park Foodies and Farmers Market, a weekly event in Sydney. It delves into the event's purpose, objectives, and goals, highlighting its role in celebrating farmers and providing a convenient market location. The report details the event's program, community and corporate stakeholder relationships, and event governance, including health and safety, marketing, and risk management. It also assesses the event's impact, focusing on increasing farmer participation, enhancing marketing efforts, and empowering farmers. The report concludes by emphasizing the market's success in offering a lively atmosphere and quality produce, making it a popular choice for Sydney residents. References are provided to support the analysis.

Running Head: Event Management
Moore Farm Produce and Farmers Market
Event Management

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Table of Content
Introduction...........................................................................................................................................2
Purpose, Objective & Goal of the Event................................................................................................3
Event Location, duration & frequency of the event...............................................................................4
Event Program.......................................................................................................................................4
Community and corporate stakeholder relationship.............................................................................5
Event Governance.................................................................................................................................6
Expected event impact and impact assessment....................................................................................7
Conclusion.............................................................................................................................................8
References.............................................................................................................................................9

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Introduction
An event can be understood as a public assembly for the purpose of celebration, education, reunion,
marketing & creating awareness (Masterman, 2014). Events are further classified on the basis of
type, size and content, events can be social, business, education, career event, sports event,
entertainment, fundraiser, cultural, corporate, political, cause related and so on(Jones, 2014). The
success of any event is based on the pillars of Production, marketing & communication, revenue
plan, sales & operations & execution; if any of the above mentioned pillars falls weak the entire
event collapses (Testa & Metter, 2017)
The Event which will be discussed in the report is Moore Park Foodies and Farmers Market; it is one
of its kind weekly events starting from 6th January 2018. The event starts at morning 9 and goes up
till 2 PM in the afternoon. The USP of the event lies in its offering of top quality famers produce at a
great price in an absolutely convenient location. The purpose if the study is to identify the purpose,
goals & objectives of the event, event location, duration and frequency. Understand the nature of
the event, community and corporate stakeholder relationship along with event governance. At the
end, event impact assessment will be done in order to analyse the impact the event will have on the
community or the society(Sydney.com Destination NSW, 2017)

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Purpose, Objective & Goal of the Event
It is high priority to define the objective goal and purpose of any event, the reason behind defining
the goal is to measure the result and the effectiveness of the event. In absence of goal and purpose
the relevancy of the event gets lost and it becomes extremely impossible to measure and compare
the results of the event with the historical ones.
Moore Park Foodies and farmers market is a weekly event which will make its way until the last day
of December 2018. The purpose of the event is to celebrate the contribution of the friendly farmers
& celebrate their achievement in their habitat. The event is organized at Moore’s park which is
located at a very convenient location, which is, 10 minutes journey from the Sydney Central Business
District. Event showcases some of the amazing produce of the farmers in terms of vegetable, food,
flowers, live food counters and a never to be seen price. The event embarks on the achievements of
the farmers and is a way of saying thank you for their services in feeding the nation.
Hence, the goal of the Event is to create a fun filled happy environment for the visitor s including
family households, kids, newly wed and working professionals and provide them with an opportunity
to buy products at a very reasonable price. Another USP of the event is its timing and the day; the
event commences in the morning around 9 and goes up till 2 PM on a Saturday, which is equally
comfortable and relaxing for the people attending the event(Sydney.com Destination NSW, 2017)

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Event Location, duration & frequency of the event
Event Description  Moore Park Foodies and Farmers
Market
Event Duration  5 Hours duration, 0900 Hours till 1400
Hours, Saturday
Frequency of the event  It is a weekly event
Event Program
An event program can be understood as a comprehensive guide in depth which will provide overlay
of the event according to the timelines (Murphy, 2017). Event program lays down in detail the
attractions of the event along with the timeline.
In the case of Moore Park foodies and market there is no specific program or an agenda. The market
which was curated by Famous Chef Matt Kemp few years back has quickly become one of the
famous events of Australia. The market is committed to provide quality product, integrity and
provenance. The market is located at a very convenient location which is extremely friendly for kids
and families. Another USP of the Moore Park Foodies and market is that people can get free parking
and can also enjoy extended stay at lesser parking cost. The event happening next to the EQ (The
entertainment quarter) makes it more appealing to the general public, as the venue promises a fun
filled morning, afternoon and evening. The event is greatly facilitated by the venues at the
Entertainment quarter.

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Community and corporate stakeholder relationship
Community and corporate stakeholder relationship is what organizers have to take care of at every
step of the event formation and planning. In the case of Moore park produce market the
stakeholders is the local community, the local government, the population, farmers and artisans.
Hence the organizers have to ensure that they have to maintain a steady relationship and balance
between the community stakeholders.
Another important aspect of community stakeholder relationship is taking care of the environment
and ensuring the environmental sustainability at every cost. Australia is extremely poignant about its
environment and has imposed hefty penalties on corporates, industries, organization damaging the
environment, and hence at Moore park special attention is given to not cause any harm to the
nature and stop people from throwing away the waste and littering.
EQ, another prominent venue located near the Moore Park has additional responsibility towards the
community, preserving the nature and ensuring the sustainability of the nature is the primary
concern of the organizers. It is often seen that the venue is often very crowded and gets a lot of rush
during Saturday, thus keeping the law and order and traffic in place is another responsibility while
ensuring the community stakeholder relationship.
Hence it is clear that stakeholders who form an important part of stakeholders are to be treated
with utmost care and respect, the surrounding properties and the environment sustainability have
to be ensured while maintaining the relationship with the stakeholders. Like every business
organization has to take care of its stakeholders, the same goes with the event.
Event Governance
Establishing appropriate and effective governance framework is the responsibility of every event
organizer before designing an operating model for the event and the execution. Event governance
helps in conducting a risk assessment of the event and hence proper measures can be taken to tone
down the risk the risks can be related to financial, health, safety and hence a special care has to be

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taken with event governance (Parent, 2016) some of the points which fall under the purview of
Event governance are:
 Health & Safety: According to the health and safety act 2015 all the arrangements have to be
made. Hence, ambulances, wheelchairs and necessary facilities will be provided at
appropriate intervals. Crowd management also forms a part of it.
 Leverage & Legacy planning: It is linked to the engagement the event drives and the eye
balls it attracts leading to amazing memories for the participants
 Marketing & Communications: IMC campaign falls under the event governance, without a
proper marketing and communication the effectiveness and the purpose of the event is sure
to get lost
 Security and accreditation: Measures for safety falls a big part of event governance.
Significant number of security personnel is required to keep the crowd in control and
prevent any damages, fights or any adverse situation.
 Sponsorship Management: Sponsors are the ones who get maximum attraction from the
event and also spend in a lot of money for the run, hence it is extremely important to take
care of the sponsors and have a collaboration with sponsors relevant to the run
 Workforce and volunteers: Volunteers are required to guide the participants, distribute
medals, t-shirts, drinks, first aid kits etc., and the workforce to organize such a huge event.
This also falls under the event governance
 Transport and logistics: Logistics is one of the most important parts of an event and hence
have to be ably managed by the event organizers. Any less of efforts to ensure proper
transport and logistics can cause mayhem and ruckus in the event.
 Risk Management: After conceptualizing the event, risk assessment has to be done by the
event authority and the organizers. Risk assessment helps in doing a proactive risk
management(Haimes, 2015)
 Parking: As mentioned earlier in the report, the nature of the event makes the location very
crowded and hence it is the duty of the event organizers to stop the traffic from blocking
other people’s way and ensure a smooth flow of the traffic. As mentioned earlier, the
parking is free for two hours hence a lot of people park the vehicles just for free parking and
wander around. Thus the governance has to take care of this aspect as well.

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Expected event impact and impact assessment
Every event is conducted with a purpose of making a difference and creating a stir in the existing
system. On the similar lines Moore Park foodies and farm market is organized (Christianson, 2016).
Since the inception the event had SMART goals identified for itself, which it achieved and set new
goals in comparison to the milestone achieved last year. Some pointers of Event impact identified
are:
 Increase the number of farmers participating at the event, at least by 10%
 Increase the popularity of the event by conducting a year round exercise of marketing and
communications.
 The organizers are in process of creating an independent website for the event, and hence
the same has to be completed at the earliest.
 It is also being thought of how to make the event more engaging and increasing the
conversation around the event.
 The Facebook page of the Moore Farm produce market has to be revamped to grab the
attention of more people.
 One of the major impact that Moore Farm produce Market wants to bring is empowering
the farmers and giving them a wonderful platform to celebrate their success and give the
population a medium to appreciate their efforts in producing rich quality food products.
 Increase the variety of vegetable, food products, flowers and live counters at the venue.

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Conclusion
Moore farm produce and farmers market is a weekly event which has been happening in Sydney
from last couple of years. It is Australia’s one of the finest famers produce market which has gained
immense popularity since its inception. The people attending the event get to enjoy the spectacular
view of the Moore Park and spend an eventful Saturday morning. The farmers produce is available at
a very reasonable price and hence it is one of the most popular choices for the people staying in
Sydney. It has often been seen that people from nearby areas come to attend the event and enjoy
the produce of the farmers. Lively atmosphere infused with plethora of products from farmers is the
USP of the event. The weekly nature of the event allows the visitors to not miss an opportunity to
have a fun filled Saturday while enjoying food at amazing prices along with buying organic
vegetables directly from the farmland of Australia.

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References
Masterman, G., 2014. Strategic sports event management. Routledge.
Jones, M., 2014. Sustainable event management: A practical guide. Routledge.
Testa, M.R. and Metter, M., 2017. Assessing Economic Impact as a Means for Event Efficacy: A
Proposed Model and Case Study. Event Management, 21(1), pp.61-70.
Murphy, T., 2017. Campus Author 2016 Event Program.
Parent, M.M., 2016. The governance of the Olympic Games in Canada. Sport in Society, 19(6),
pp.796-816.
Haimes, Y.Y., 2015. Risk modeling, assessment, and management. John Wiley & Sons.
Christianson, S.A., 2014. The handbook of emotion and memory: Research and theory. Psychology
Press.
Sydney.com Destination NSW. , 2017. Moore park foodies and farmers market [Online]. Available at
https://in.sydney.com/destinations/sydney/sydney-east/moore-park/events/moore-park-foodies-
and-farmers-market [ accessed on 5th January 2018]