Oktoberfest in Sydney: A Comprehensive Festival Management Report

This report provides a comprehensive analysis of the Oktoberfest festival held in Sydney, Australia. It delves into the core concept of the event, highlighting its roots in the traditional Bavarian festival and its focus on beer, food, and entertainment. The report examines the target market, identifying participants as the primary focus and analyzing their segmentation based on demographics, psychographics, and geographic locations. It further explores the unique elements of the festival, such as location selection, etiquette, equipment, and decoration, emphasizing the importance of advertising and promotional strategies. The report also outlines the essential resources required to stage the event, including budgeting, location, and decorations, while also providing recommendations for improvements in people management to ensure smooth event operations. This assignment, contributed by a student, is available on Desklib, a platform providing AI-based study tools and resources, including past papers and solved assignments, to aid students in their academic endeavors.

Running head: "OKTOBERFEST" IN SYDNEY
Festival and Event Management
["OKTOBERFEST" in Sydney]
Name of the student:
Name of the university:
Author note:

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Table of Contents
Introduction......................................................................................................................................2
Main Body:......................................................................................................................................2
A. Concept underpinning the concept.........................................................................................2
B. The target market....................................................................................................................2
C. Identification of the unique elements......................................................................................3
D. An overview of the resources necessary in staging the event.................................................4
Recommendations and Explanations...............................................................................................5
References........................................................................................................................................6

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Introduction
Festivals and events have always been close to the hearts of humans. Since the old days,
these events have remained a resource of excitement and entertainment for people. There are so
many popular festivals and events celebrated across the globe. However, organizing an event or a
festival these days is not at all an easy task to commence. An event or a festival requires robust
management from the group of organizers or else they might fail to live up to the expectations of
the target audience (Jones, 2017). This study is also on a similar topic area. The chosen festival
for this study is "OKTOBERFEST", which is celebrated in Sydney. The study will shed lights on
the concept of the event, its target market, its unique elements and the resources required to stage
the event.
Main Body:
This section discusses the main themes of the study, which is already there into the
introductory section of this study.
A. Concept underpinning the concept
Oktoberfest is Australia’s biggest and best festival celebrated across its major cities
including Sydney, Perth, Melbourne and Adelaide. This festival is inspired by a love for the
traditional Bavarian festival and great beer. It normally features separate spaces for beer lovers
such as massive beer halls, authentic food stalls such as the German, sideshow alley, roving
performances, silent disco, and an electric mix of entertainment and competitions
(Sydney.oktoberfestinthegardens.com.au, 2019). The festival serves various objectives and is a
sheer resource of entertainment for people living in major cities in Australia. Since the festival
usually offers massive spaces for beer lovers; it is promoting social development. People get
ample of time to celebrate and spend some time together. Indeed, this is hardly possible these
days considering the busy schedules at offices and educational institutions (Lefebvre, 2017).

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B. The target market
An event normally has two types of target market such as the participants and the
audiences (Dolnicar & Leisch, 2017). However, Oktoberfest is totally about participating. It has
no audience. People gather at one big place to drink, eat, dance and make fun. The segmentation
of the target market fundamentally happens under three distinct categories such as
psychographics, demographic and geographic (Dolnicar, Grün & Leisch, 2018). This helps to
identify customer needs. For example, it helps to target audience in major cities in Australia like
Sydney, Perth, Melbourne and Adelaide. On a similar note, the event is particularly for young
people; however, baby boomers are also a part of the event. Furthermore, the festival is
particularly for those who love social gathering and drinking beer.
The segmentation process to organize the festival has purchasing power and size, which
is easily measurable. The segmentation delivers an appropriate profit-level for the organizers.
The organizers are able to design a marketing plan, which prompts a particular segment
(McDonald & Wilson, 2016).
C. Identification of the unique elements
There are various unique elements in Oktoberfest. Unlike many other festivals and events
celebrated in the world, this festival is entirely for participants. It does not have any audience for
the event. Since, it does not have any audience the importance of contents used for advertising
the event gets increased (Kerin & Hartley, 2015). Indeed, the organizers appear to have good
control of the advertisement activity. For example, the organizers give a 5% discount and free
shopping on orders that are over $49 (Sydney.oktoberfestinthegardens.com.au, 2019). Indeed,
this is an exciting offer and quite convincing for those who want to participate in the festival.There are some more elements discussed below (Raj, Walters & Rashid, 2017):
 Selection of the location
The selection of the location is one of the essential elements of the Oktoberfest festival. As this is
entirely for those who love social gathering and love to drink beer, location selection is an

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essential element of this festival. The organizers will have to select locations that are bigger and
able to accommodate a huge population.
 Etiquettes
As the festival is especially for those who love drinking beer, they mustn't involve in unsocial
practices like violence. The organizers have to care for all these things and ensure the smooth
progress of the event.
 Equipment
The list of equipment will comprise of instruments to be used for entertainment purpose, for
serving beer to participants, etc. The organizers work hard to ensure that all pieces of equipment
are working fine.
 Decoration
The decoration is an essential and very vital part of any event. Likewise, the decoration is also
important for the Oktoberfest festival. The organizers sometimes select a major indoor space like
a giant hall or go for a big garden especially dedicated for doing such events.
 Budgeting
Without this, the organizers will not have an idea of the total amount to be invested in organizing
the festival. The budgeting has calculations on several kinds of stuff like food, drink, music, rent
and so forth.
D. An overview of the resources necessary in staging the event
As discussed above, the Oktoberfest festival requires various resources in place.Budgeting is one of these resources. Budgeting decides the investments in separate activities
associated with the festival.
Location is one of the resources needed to organize the festival. The
organizers go through an extensive strategy-making process to finalize a location.
The
decoration is also a part of the resources needed to organize the Oktoberfest festival. The
surroundings should be attractive and enjoyable to participants (Van Niekerk, 2016).

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Recommendations and Explanations
Therefore, the event aims to promote and facilitate a social environment where people
feel relaxed and relieved from their daily tensions. However, the event still has areas for
improvements. It is worth noting that people management is challenging during the entire event
management process. Hence, it is
recommended that organizers have good measures of their
people’s strengths and weaknesses. If at all they feel they have an insufficient number of people,
they should plan routines accordingly. This is necessary to avoid people to feel overburdened
with their tasks or else they will feel pressurized and will harm their performance. In this way,
they will harm the entire project.

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References
Dolnicar, S., & Leisch, F. (2017). Using segment level stability to select target segments in data-
driven market segmentation studies. Marketing Letters, 28(3), 423-436.
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation Analysis. In Market
Segmentation Analysis (pp. 11-22). Springer, Singapore.
Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.
Kerin, R., & Hartley, S. (2015). Marketing: the core. McGraw-Hill.
Lefebvre, H. (2017). Everyday life in the modern world. Routledge.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Raj, R., Walters, P., & Rashid, T. (2017). Events management: principles and practice. Sage.
Sydney.oktoberfestinthegardens.com.au. (2019). Australia's Oktoberfest - Oktoberfest in the
Gardens - Sydney. Retrieved 14 August 2019, from
https://sydney.oktoberfestinthegardens.com.au/
Van Niekerk, M. (2016). The applicability and usefulness of the stakeholder strategy matrix for
festival management. Event Management, 20(2), 165-179.