Detailed Report: Planning an Organic Italian Wine Festival

This report outlines the comprehensive planning of an organic Italian wine and music festival in Melbourne, Australia. It begins with an executive summary and introduction, emphasizing the importance of event planning in the hospitality and tourism industries. The report details the event's concept, which combines wine trading with music entertainment to attract a diverse audience. It includes a co-creative element focusing on wine tasting and sales, targeting wine enthusiasts and industry professionals. A thorough site analysis of The Shepparton Golf Club is provided, along with a market analysis considering political, economic, technological, and social factors. The report details an integrated marketing strategy encompassing local media advertising, website development, content strategy, social media marketing, email campaigns, and sponsorship opportunities. Logistics and staging considerations, including venue logistics, warehousing, traffic management, and risk assessment, are also covered. Furthermore, the report addresses financial feasibility, event evaluation, and legacy, concluding with a summary of the event's overall planning and potential impact. References are included to support the findings and recommendations.

Running head: FESTIVAL AND EVENTS
Planning an Italian Wine Festival
Name of the Student
Name of the University
Author note

1Planning an Italian Wine Festival
Executive Summary
Previously, Festivals and events were just for entertainment once in a while, but with the
passing time, they have become a necessity and plays a significant role in everyday life. It has
also left an impact in the hospitality and tourism industry. The events need a venue to happen
and the international events need more space for welcoming their guests. Also, the events that
are hosted internationally attracts attendees from all over the world, which has a profitable
influence on the tourism industry as well. It is more or less like a chain where one industry
has a link with the other. In this report, an event of organic Italian wine and festival will be
planned. The main purpose of hosting this event is to trade wine and entertain the attendees
with music at the same time. This not only profits the business but the entertainment industry
as well. This one of a new amalgamation of events that is unique and going to happen in
Victoria, Melbourne for the first time.

2Planning an Italian Wine Festival
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................4
Discussion..................................................................................................................................4
Concept of the Event..............................................................................................................4
Co-Creative Element..............................................................................................................5
Site Analysis...........................................................................................................................6
Market Analysis.....................................................................................................................7
1. Political Factors:......................................................................................................8
2. Economic Factors:...................................................................................................8
3. Technological factors:..............................................................................................9
4. Social factors:........................................................................................................10
Integrated Marketing Strategy..............................................................................................11
1. Advertising in Local Media:..................................................................................11
 Radio:........................................................................................................................11
 Billboards:.................................................................................................................12
 Television channel:....................................................................................................12
 Public Relations:........................................................................................................12
 Newspapers:..............................................................................................................12
2. Designing an event website:..................................................................................13
3. Developing a content strategy:..............................................................................13

3Planning an Italian Wine Festival
4. Social Media Marketing:.......................................................................................13
5. Planning an E-mail Campaign:..............................................................................13
6. Sending Invites:.....................................................................................................14
Sponsorship..........................................................................................................................14
Logistics and Staging...........................................................................................................15
 Venue Logistics:........................................................................................................15
 Warehousing and Distribution:..................................................................................15
 Delivery management and Loading schedules:.........................................................16
 Traffic Management:.................................................................................................16
 Organizing all types of transfers:..............................................................................16
Risk Assessment and Disaster Management........................................................................16
Financial Feasibility.............................................................................................................17
Event Evaluation and Legacy...............................................................................................18
Conclusion................................................................................................................................19
References................................................................................................................................20

4Planning an Italian Wine Festival
Introduction
An effective event is definitely akin with planning similarly as brevity being the
mother of wit. Without proper planning it is difficult to execute an event. In order to
successfully organize an event, it is very important to plan the event prior one month as many
legal procedures are also concerned (Simon, Parker & Stockpot, 2018.) If the organizers
visualize no stressful experiences, long check-in queues, placing of the buffet at a wrong
place by the guests because of not knowing what to do about it, and similar other experiences
then they have to plan the event in a way that everything is handy and no chaos is faced at the
day of event. In this report, an event of organic Italian wine and music festival will be
organized at the Victorian region of Australia (Gibson & Connell, 2016.) The festival will be
aimed both towards the tourist and the host community. The tourists are targeted for a
special reason for initiating business by selling wines and building contacts through
networking. In this report, the event planning of this organic Italian wine and music festival
will be discussed along with the opportunities in Australia for organizing new event and how
much scope it has to benefit the host community.
Discussion
Concept of the Event
Buying an organic Italian wine ten years ago was vocational for the true believers.
The militants specifically fired with the eco fervor were the only ones to discipline their own
palates towards ignoring the faulty structure and musty aromas of organic wines mostly,
which made Italy the globe’s largest country for producing wine. There are great organic
wines that are found in Italy and many of those organic wines are getting available in the
European markets and beyond that (Van Niekerk, 2017.) The event that is to be organized in
the Victorian region of Australia will mainly focus on trading of these organic Italian wine

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that will be exported straight from Italy vineyards. The concept of this event has been kept
very minimal yet quirky which allows both trading and entertainment at the same time. The
event is planned very trickily with the keeping the purpose intact in mind. The idea is to do
an amalgamation of music and wine festival so that it can attract more attendees and achieve
the business prospect at the same time. The attraction of this event is to trade wine and
showcase the viticulture of wines but keeping the music event alongside makes it more fun
and interesting for the people to attend. The attendees will get accustomed to the organic
Italian wines and the businesspersons get to showcase their organic wine as well adding to
aim of the event. Some of the connoisseur of organic wines will be invited as t=chief guests
and renowned local and two international music acts will be there at the event. The event will
consist of 10,000 per day. The number of audience is kept limited so that there is more space
available and the trade can be done without any hassle.
Co-Creative Element
Co-Creative element for any business or event means highlighting an interaction of
series between various stakeholders such as investors, customers and managers where the
goal at end is a productive value. It is basically a context driven effort collaborative in nature
for developing new services, products and paradigms to satisfy the needs of humans. The
element of co-creation is built over the perceptions of provocations, relationship of cause-
effect, required constraints and available alternatives as well for overcoming or dealing with
the situations of problem (Campos et al. 2018) In this event of organic Italian wine festival,
the Co-Creative element is the tasting and selling of wine along with the opportunity of
having an experience same as the music festival. The main aim of this event revolves around
building business relationship with the attendees and sells the organic wine. Here, the
stakeholders are the customers or attendees to sound more appropriate (Delmas & Lessem,
2017) It will be a sophisticated and context driven opportunity for both the attendees and

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sellers of wine. The attendees will be given a sample first to taste the wine. Organic wines
from different countries especially Italy will be showcased and there will be activities like
organic wine tasting of wine from more than over twenty regions, grape pressing, buying of
organic wine, workshops for pairing and how every wine was born, music performances and
exciting gift hampers will be given. The target audience here is the wine lovers all over the
globe aging from 22 to 50 mainly and businessmen of wine import and export business. The
preparation of the event starts prior six months from the main day.
Site Analysis
The organic Italian wine and music festivals will be hosted at the Victorian region of
Melbourne in Australia. Melbourne has always proven itself to be a magnificent host for
having quality events both regional and international over decades. Major of the events that
take place in this Victorian capital tend to be well marketed and well resourced. The place of
Melbourne and Melbournians are known for their support and passion for major events that
take place in the area (Mercer & Mayfield, 2015.) The people there are very enthusiastic
about events and welcome all of its kinds. Especially the international events that happens in
Melbourne have resulted in a spectacular record of attendance always drawing crowds from
both overseas and Australia along with the enthusiastic locals. Melbourne is known as the
heart of the city for justifying reasons. It offers event managers with an outstanding backdrop
for some major events be it in the city’s heart of diverse regions of Victoria. The site chosen
for hosting this event is The Shepparton Golf Club. The place is suitable for outdoor events
and has the ability to accommodate 10,000 people per day. It has a space for stage as well
where the musical acts can take place. The factors which make this site best for hosting an
organic Italian wine and music festival are as follows:

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 Availability of public transport for 24 hour even throughout the weekend with largest
network of tram even outside Europe that also includes a free zone of tram right in the
center of city making it accessible and reliable for the attendees.
 Two international airports those are free of curfews; Avalon and Tullamarine
Airports.
 Largest seaports and airports in Australia.
 The perfect city for walking in between restaurants, hotels and venues (Ford, 2018)
The event have to be organized looking at all the available legal resources from the official
website of Victoria Police relating to the management of events and places that will be
crowded. There is Australia’s strategy for protecting the crowd from threats like terrorism
that are to be concerned. The health and safety of the crowded places are of utmost priority
when organizing an event.
Market Analysis
To conduct the event of Organic Italian Wine and Music festival, it is very important to
analyze the market of the chosen place that is Melbourne in order to get an idea about the
potentiality of customers and people residing there. The Market analysis will also help to

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conduct the Political, Economic, technological and social aspects of the site in order to host
the event in a more decisive way. The pointers that are to be considered are discussed below:
1. Political Factors: The political factors have a significant role to play in determining
elements which have an impact on organizing the wine and music festival. Whether it
deals with the changing regimes of government or the fear of terrorism worldwide,
considering the political facts are very important (Neale & May, 2018.) The political
factors that are important for this event to conducts are as follows:
 Importance and political stability of services and software sector in economy
of the country.
 Risk for invasion of military.
 Corruption level especially the regulation levels in service and software
sectors.
 A legal framework for the enforcement of contracts.
 Protection of intellectual property.
 Rates of taxation and incentives.
 Legislation of wage.
 Regulations of working hours in the event management industry.
 Mandatory benefits for the employees.
 Favored partners for trading.
 Regulations of industrial safety and event management measures.
 Requirements and labelling of products.
2. Economic Factors: The factors of macro environment like rate of foreign exchange,
rate of interest, rate of inflation, and cycle of the economy figures out the aggregate
invest and aggregate demand investment into the economy. Whereas, on the other
hand factors of macro environment like norms of competition have an impact into the

9Planning an Italian Wine Festival
competitive advantage in any organization or company. Melbourne has the ability to
utilize limited economic elements of the country such as inflation, rate of growth and
economic indicators of the country (Sanchez, Fernandez & Lara, 2017.) The
economic elements important to conduct this event are as follows:
 Type and operation of economic system in Melbourne, Victoria and how much
the system is stable.
 Intervention of government into the markets that are free and places hosting
events.
 Stability and exchange rates of the currency in host country.
 Quality of infrastructure.
 Efficiency of the financial market.
 The host country’s comparative advantage.
 Level of skills in the workforce in the hospitality and servicing industry.
 Discretionary of income.
 Rate of economic growth.
 Rate of inflation.
 Rate of interest.
 Stages of business cycle.
3. Technological factors: Industries all over the globe are disrupted by the fast paced
technology and development. It is not only important for an organization to go
through a technological analysis of the industry but also important to analyze the rate
of speed at which the technology is disrupting the industry. In recent years, the
hospitality and tourism industry has seen immense number of growth due to
technology and exposure into the digital world. The slow speed gives more time to the
industry but on the other hand, fast pace of technology disruption tend to give an

10Planning an Italian Wine Festival
industry a little bit more time for coping up and become profitable (Tidd & Bessant,
2018.) The technological event to conduct this event are as follows:
 The recent development of tourism and hospitality industry in Melbourne
against its competitors.
 The impact of technology over offering of products and services.
 The impact of service industry over the cost structure of the country.
 The impact of value chain structure on the service and event sector in the
country.
 The rate of diffusion in technology.
4. Social factors: The culture of a society has a very important impact on any industry
running in that place. It is very important for any organization to know and adapt to
the culture of any place to sustain there. The attitudes and shared beliefs of population
play a very big role in making the people of hospitality and tourism industry
understand the markets and customers of Melbourne and how the marketing strategy
shall be designed accordingly (Dunn, Bos & Brown, 2018.) The social elements to
conduct this event are as follows:
 Skill level and demographics of the population.
 Hierarchy, structure of class and structure of power into the society.
 The level of education along with the standard of education in the hospitality
and tourism industry of Melbourne.
 The culture of Melbourne that includes roles of gender and conventions of the
society.
 The spirit of entrepreneurship and broad nature of society.
 The urge and acceptance of discovering something unique.

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 The attitude towards entertainment, health, consciousness of environment and
so on.
 Interests of leisure.
Integrated Marketing Strategy
The trick for hosting an event and make it successful is no just about putting up the show
and tell people to enjoy. Moreover, it is not a matter of being sure that the interested fans
already have an idea about the event in the first place. In today’s date, there are already so
many content in the digital platform competing with each other for attention of the customers
that it is very easy for any promising event to become lost in this fray. There are some
strategies based on locations for both the digital channel and outside as well. The concept of
integrated marketing basically deals with the approach of creating a unified and indecorous
experience for its customers to know and interact with the company or services it provides
(Bosak, 2016.) It includes all the aspects of communicational marketing like advertising,
public relations, sales promotion, social media marketing, direct marketing and so on. The
integrated marketing strategy that suits best for organizing the Italian organic wine and music
festival are discussed below:
1. Advertising in Local Media: The advertising into the local media gets maximum
number of engagement for the host community of event. The people who pass by will
be able to know about the event and get engaged. The advertising in Local Media
includes Radio broadcasting, Billboards, Newspapers, Television channels and
magazines.
 Radio: The radio broadcast will give advertisement about the event vigorously
so that people get to hear it even if they are rushing for work or relaxing at
home on a Sunday eve listening to the radio. Radio is a very convenient
medium as it is always present somewhere in the surrounding. Advertising in