Event Management Report: A Business Analysis of Perth Events 2018-2019

This report provides an analysis of four significant business events held in Perth, Australia: the Australian Tourism Exchange 2019, the Perth Royal Show 2018, the Perth Travel Expo 2018, and the Fringe Festival Perth. Each event is examined in terms of its purpose, target audience, and economic benefits to the country. The report highlights how these events contribute to the growth of various sectors, including tourism, agriculture, and the arts, and how they attract both local and international audiences. The analysis concludes that business events are crucial for economic development, revenue generation, and enhancing a city's global image.

RUNNING HEAD: EVENT MANAGEMENT
0
Event Management
Report
Student Name
4/15/2019

Event Management 1
Table of Contents
Introduction.................................................................................................................................................2
Australian Tourism Exchange 2019..............................................................................................................2
Perth Royal Show 2018................................................................................................................................4
Perth Travel Expo 2018................................................................................................................................7
Fringe Festival Perth....................................................................................................................................8
Conclusion.................................................................................................................................................10
References.................................................................................................................................................11

Event Management 2
Introduction
Business events are organized to increase the involvement of customers in businesses
that help in growth and building of customer base for the organization. There are various
events that can be classified using different approaches that are on the basis of scale, number
of participants, purpose and venue of the event (Wagen & White, 2018). Keeping in mind this
classification four events are selected that is held in Perth, Australia. The events include
Australia Tourism Exchange, Perth Royal show, Perth Travel Expo and Fringe Festival Perth. All
these events have different purpose some target the artists, travelers and other the business
professionals. The target audience and purpose of each event is different that mix covers all the
aspects of event classification.
The report provides the insight on each event, which includes purpose, target audience
and economic benefit to the country for organizing the event. These four events are held in
Perth quarterly or annually and are most famous events of the Western Australia. Fringe
Festival Perth is third largest event across the world that brings the more revenue and visitors
to the Perth.
Australian Tourism Exchange 2019
Australian Tourism Exchange is held in Perth from 8th to 12th April 2019 at the Perth
Convention and Exhibition Centre and sponsored by Tourism Australia partnering with Tourism
Western Australia. The event comprises of various networking opportunities for business class
people and is a mix of business appointments in between international travel buyers and
Australian tourist segment. This is the 40th annual Australian Tourism Exchange program hosting
4th time in Perth. This event is mainly classified in business appointments and building network
to develop the tourism industry in Australia. The purpose of conducting ATE program is to get
the global traveler buyers attention and for the growth of tourism sector (WhitsundayTimes,
2019).
The economic benefits for hosting ATE to the country are, during the event in Perth it is
anticipated that an immediate addition of around $9 million in flow of money take place to the

Event Management 3
local economy. The event helps in growth of overall Australian’s tourism industry to $100billion
through the international relationships and future business deals that will take place at
Australian Tourism Exchange (TourismAustralia, 2019). The stakeholders of the event are
Australian tourism businesses, tourism wholesalers, and retailers that target the international
travel buyers in sake of increasing their networks and business. The people who will attend the
event includes 1,500 Australian sellers representatives from 550 companies, 650 buyers
representatives from around 30 countries in the world and further 70 media representative of
Australia and from other countries will attend this global event (AustraliaEvents, 2019).
The target market of this event is tourism Australia, and to make the event successful at
global place. The key attraction to attend the event is purpose of appointment that facilitates
the meeting of buyers and sellers with a proper social setting. Marketing of the event is done
through social media and sponsors that focus on attracting the business professionals from
different countries and the international travelers who are interested in booking of holiday
trips. The promotion technique includes the use of vibrant calendars of events to increase the
awareness for the program amongst the major travelers.

Event Management 4
Source: (Eventstourism, 2019)
Source: (Destinantionnsw, 2019)
Perth Royal Show 2018
Perth Royal show held in Western Australia, this event is planned by the Royal
Agricultural Society and focus on agricultural aspects of the country by organizing agricultural
activities such as displaying animals, fairground and rides and showcasing the show bags that is
a themed based bag made of plastic to promote the theme of events and programs in Australia
(Wagen & White, 2018). The event is organized from last 100 years in Australia by the Royal
Agricultural society in the month of September or October and attracts 500,000 people in a
year to the event in Claremont Showground (Henryks, Ecker, & Denness, 2016).
Claremont showground is a venue where the Perth Royal Show is held and it is owned
by Royal Agricultural Society. In 2018, event was held from 22nd to 29th September 2018 and will
be held in 2019 from 28th September to 5th October. This event targeted the agricultural sector
and the people working in that segment, it showcases agricultural product, energy equipment,

Event Management 5
animal health products, organic chemicals for food and dairy equipment. The purpose of this
event is the growth of agricultural sector in the Australia and understanding the needs and
demand of the people considering this segment (Perthroyalshow, 2019).
Perth Royal show take entries for community stage performers that make it attractive
for others group too who wants to showcase their talent in the event. The event is held
systematically for 8 days and all entries and competition result is updated through its online
sites and portals. The economic benefits of holding the Perth royal show is that agriculture
sector in Australia is developing and the event leads to profit of $2.8m and 450,000 plus visitors
to the event in 2013 (McNeill, 2019). The event gives opportunity of employments to the youth
and targeted the kids, seniors, children and families to experience the different activities held in
the event in an interactive way. The government of Australia gave huge funding to the Royal
Agricultural society to attract the audiences by reducing the entry fee and make it accessible to
the majority of western Australian people. The Perth Royal Show helps in conveying the
attributes of regional Western Australia to the city, providing forum to showcase the
contribution of hardworking sector that is agricultural sector in a fun and interactive way
(Mediastatements, 2019).
Source: (Perthroyalshow, 2019)

Event Management 6
Source: (Claremont, 2019)
Source: (fpc.wa, 2019)

Event Management 7
Perth Travel Expo 2018
The Perth Travel Expo is a trade show held in Perth Convention and Exhibition Centre,
Perth, Australia. Travel Expo provides the opportunity to the audiences to have deep
knowledge on exclusive travel deals, including cruise, railways price offered by the businesses
and people can take the travel expertise for amazing holidays. This trade show mainly focus on
travel and tourism sector to promote the various deals to the potential customers through
exhibition and trade fairs (Bathelt, Golfetto, & Rinallo, 2014). The show attracts around 50,000
visitors and 500 plus exhibitors who offer different products at the trade show in exclusive
prices and held quarterly, 29 July 2018, 14 October 2018.
The event is organized to boost the exhibitor sales and for promotion of their products
with a wide range including travel services, travel insurance, travel equipment, tour operators,
cruises and airlines. The target of the event is travelers, local store operators, travel product
companies includes Virgin Australia, Singapore Airlines, haggis, travel associates and scenic
luxury cruises and tours (travelexpo, 2019).
The show includes free presentation that gives the insight about travel experts and
leading players in the travel and tourism industry. The deals can be offered to local flight
centers, student flights and travel associates store. To make the trade show successful and
worthy the organizers promote it using attractive display boards that become the reason of
attraction for the travel planners and all this benefits the tour and travel industry in Australia.
This event provide one stop shop for all the travel lovers to compare and book the next holiday
plans under the one roof and inspires people to plan the trips. This will benefits the businesses
in Australia and also promote the trade in other countries and in home country. Most of the
events are done in Perth to promote tourist and travelers or make the Australia a great
attraction for the tourists. Marketing is done by the sponsors through different platforms that
include social media, banners and free tickets for entry or discounted offers (weekendnotes,
2019).

Event Management 8

Event Management 9
Fringe Festival Perth
Fringe World festival is a multi-art festival that is a platform for different artists to
showcase their talent. The event features different artists from background of music, theatre,
film, comedy and circus. The fringe festival is held in Perth on annual basis and considered as
the largest fringe festival in the world. In 2018, festival showed a hike in number of tickets sold
that was 368,000 tickets worth of $10.1 million, and approximately one million people attended
the event including free and tickets attendees.
The event is for art genre and is an open access festival that is anyone can register in
different categories according to their interest areas. This festival is organized by Artrage that is
the one of the most successful arts organization in the Western Australia. The main target of
the event is artists from all over the world. In 2019, fringe world festival took place within 138
venues and performance spaces on18 January to 17 February. The event was promoted using
print media and through e-mails marketing and social media marketing and web sessions. All
these leads to reach of 53,923,990 audiences, all this marketing covers $10,028,770 of spend in
media coverage (Perth, 2018).
The fringe world manages a marketing campaign at greater scale that helps in
promoting overall fringe festivals and it became the place to attract artists and the audiences to
the festival. The reasons that attracted the audiences toward show are entertainment, festival
atmosphere, and specific show related to their interest. The benefits of organizing the festival
are that it helps in build the image of Perth and contribute more in growth of Western Australia
and also transformed the perception of community about art work (Festival, 2019). To make it
accessible for each one the reasonable ticket price for the event was kept at $25 and tickets of
700 shows was sold that was in at large scale so this event take place to the high level with
more audiences and artists from all over the word (Fringe, 2019).

Event Management 10

Event Management 11
Source: (X-Press, 2019)
Source: (Scenestr, 2019)