Event Planning and Management: QMF Analysis Report

This report provides a comprehensive analysis of the Queenscliff Music Festival (QMF). It begins with an introduction to the event, highlighting its history and significance as a major music festival in Victoria, Australia. The report delves into both the internal and external environments of the QMF, utilizi...Read More

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EVENT PLANNING AND MANAGEMENT
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Introduction

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Introduction
The Queenscliff Music Festival (QMF) is a registered non-profit organisation. Queenscliff Music
Festival came into existence through several public forums that were held way back in 1996. The
forums were organised in order to come up with dream for the community support in order to
have Queenscliff hosting a major music festival. The event period was selected as the last
weekend of November. This was arrived at in order to convert to transform the dull tourist
season into a peak time for the local tourism industry. The vision has been transformed to reality
being that currently, QMF is identified as one of tourism victoria honoured hall of fame
inductees (Acnc.gov.au., 2019). It has also been awarded as the official regional Victorian
hallmark event and branded the most significant festival and event by the Australian Tourism
Department.
The event features wide and broad contemporary Australian artists and majors on promoting
emerging talent. It is also based on the idea of embracing the involvement of special guests from
different countries. It offers an extraordinary event that has high quality venues, management
and services. The event is important since it brings along several economic and cultural benefits
to the country as well as promoting and developing community ownership attained by having a
well-supporting and enthusiastic volunteers and staff (Beat Magazine, 2019). The promotion for
the event is highly done on several avenues and the tickets for the events are availed as early as
January. The event is open to people from all walks of race and ages. There are several activities
happening during the event and individuals from all age groups, from children, youths to adults,
will definitely have something for them. Activities range from camping, glamping, ferry rides,
food and drinks. The town is brought to life by sounds of sweet music, drinks, gourmet food,

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comedy and family fun. The QMF is a highly publicised event and at times the tickets are even
sold out, like in the 2016 event when it was commemorating its 20th anniversary. The organisers
therefore have a major role in coming up with the best strategies that will ensure the event is a
success each year and leaving the attendants fully contented (Bowden, 2019).
External and internal analyses of the event
Understanding both the internal and external environment of an event is very important for the
purposes of marketing given that the factors can determine how the event is run. The internal and
external environment will play a major role in several decision making processes (Drengner,
Gaus & Jahn, 2008). Both environments present strengths and weaknesses in varying measures
and equally present opportunities to the organisers of the event. To understand the internal and
external analysis of the environment for the Queenscliff Music Festival, the following models
will provide a description for the analysis;
 Macro environment (PESTEL)
 C-PEST elements
 Analysis of internal resource
PESTEL
The PESTEL model presents several that can determine the successful organisation of the the
Queenscliff Music Festival. It encompasses political, economic, socio-cultural, technological,
environmental and legal factors.

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Political
The successful organisation of the Queenscliff music festival can greatly be owed to enough
government support and political will within the region. The festival is rather a symbolical and
historic event that equally puts Australia in the face of the world, having been in existence for
over two decades. The basic test on whether a government should be involved in an event and
whether the event can be constructive is majorly dependent on if the event is for the public good
(Forte, 2019). The QMF generates its own revenues through the sale of tickets and sponsorship
from different institutions. Besides that, the organisers still need partnerships with the local
authorities in economic and tourism development. The local government has been responsible
for licencing the event and there have been no setbacks as a result of that. They are also in charge
in laying down policies that will ensure the event runs smoothly. They also collaborate with the
event organisers in providing transportation services. Being an event attended by large crowds of
people, security becomes a major priority. The local government have been in the forefront in
providing enough security in combating possible terrorist threats and other criminal activities
(Weekendnotes.com, 2019).
Economic
The Queenscliff music festival has continued to receive large crowds over the past few years and
the numbers just seem to keep rising. Many of the attendees often begin arriving as early as a
week before the event. Businesses around the event location, therefore, always witness a major
rise in sales. The event brings about several advantages to the region’s economy. Several locals
always have increased chances to temporary employment opportunities during the period

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(Geelong Indy, 2019). The local government equally benefit due to the large crowds that attend
the event, from increased parking fees to more disposable incomes.
Socio-cultural
The event is greatly influenced by the socio-cultural factors. Being a historic and cultural event,
most Australian locals are more excited to attend the event. The event is quite symbolical in
many ways and for that purpose, the locals always cherishes the chance to attend the event. This
is an event that only cones once in a year and presents the opportunity to all members of the
society to equally attend it together (Geelongadvertiser.com.au, 2019). The event is open to all
people, from children to youths to adults. There are several events that can be enjoyed by
individuals from all ages and walks of life. The event simply brings together people from all
walks of life together. Recent statistics have revealed that there have been increased attendances
by women and children. There has however been no influx by migrants to the event, implying
that the event is mostly local and is aimed at promoting the Australian culture.
Figure 1: Showing attendance rate of different age groups

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Technological
The use of technology has been on the rise in basically all industries. The organisers of
Queenscliff Music Festival have not been left behind. In order to popularise the event, they have
been making several advertisements that keep reminding the potential attendees of the upcoming
event and whatever is lined up for them (Gibson & Connell, 2016). Several social media sites
have been used to publicise the event and the discussion keeps going on and on. The organisers
have prepared a website for the event that equally keeps records of all the events since its
inauguration as well as give highlights on the preparations for the upcoming event. A digitalised
ticketing system has also been put in place to ensure those willing to book a place at the event do
that from the comfort of their home at whatever time they wish. The organisation of the event
itself is just perfect. The venue is well organised by the use of modern event organisation
techniques. Security is equally enhanced at the venue given that there have been instances of
adoption of the facial recognition software (Music Feeds, 2019).
Legal
The organisation of the event needs to meet the set Australian guidelines that are aimed at
regulating events of such magnitude. Some of the legal issues are largely related to the political
factors initially discussed. The organisers have to comply with these set guidelines on licensing,
issues relating to occupational health and safety, the welfare of children, possible discrimination
as well as pay provisions. Licensing of the event is majorly never been an issues. Health and
safety concerns are one of the legal issues that the local government has been paying much
attention to (Preston, 2012). It is the responsibility of the organisers to ensure that all the
products sold at the event meet the required standards. Cases of waste and pollution management

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must also be looked into considerably. The organisers took waste issue seriously and have put in
place several strategies to correct these concerns. There are close to 20000 attendances to the
event leading a challenge in waste management. The organisers partnered with local
environmental organisations to come up with a plan that will ensure the waste management at the
venues becomes a reality.
Figure 2: war on waste pollution
C-PEST Analysis
The major components of performing this analysis are based on the following;
 Sociocultural
 Economic
 Technological
 Political
 Global entertainment
 Competitors

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Some of these factors have been discussed above in the PESTEL analysis.
Competitors
When it comes to the field of entertainment, Australia provides several high quality music
festivals that have always lived up to their status. Australia has got several states and each state
has got several music festival events that are always held yearly. From camping festivals to inner
city dance parties, each promises to bring something spectacular to the attendees. Queenscliff is a
music festival in victoria and is one of the most common festivals in that region. The city of
Victoria alone accounts for up to 77 official music festivals each year.
Figure 3: Number of festival according to states (Ross, 2019).

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The QMF festival is conducted in the month of November and during the same period alone,
more than 10 similar events takes place. Some of the common music festivals include;
 Happy wanderer festival
 Wangaratta festival
 Maldok folk festival
 Bendigo blues and roots festivals
 Beechworth celtic festival
 Melbourne music week
The music festivals always take place in different locations and each event promises a wide
range of scintillating performances in order to attract more crowds. Each event has got varying
events and performances by artists invited from across the country. Such similar events present a
major competitive factor to the Queenscliff music festival that has to be addressed in order to
remain relevant and continue to attract more crowds each year.(Ross, 2019).
Internal Resource Analysis
Financial
Besides QMF being a symbolical event and a way of promoting culture and talent, there still
exists the economical concept of organising the event. Several organisations invest a lot of
money and resources into the event to ensure that it takes place successfully (The Conversation,
2019). Each investment is always expected to result to some yield. For the several decades that
the event has been organised, there have been a considerable return and gains. The profit gains
are largely as a result of the ticket sales implying the more the attendance, the higher the profit.
The recorded profit during the 2014 event stood at an impressive $ 214060. The 2016 event that

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marked 20 years of existence had more attendance hence more profit (Tripadvisor.com.au,
2019).
Human
Being that the event is attended by several people and equally has many participant, the
organisers also need to have appropriate staff members to assist in running different activities.
Over the years, the even has been greatly supported by several volunteers who have assisted in
running different activities during the course of the event (Acnc.gov.au., 2019). The event
greatly relies on the volunteers given that they help to save on cost for employing the required
staff. The volunteers and employed staff are always subjected to relevant training to ensure they
are well equipped with the duties they will be required to perform during the event.
Figure 4: Concept of volunteering (Acnc.gov.au., 2019)

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Physical resources
The QMF is a live music festival event that is always held in Queenscliff Town that is situated in
Bellarine Peninsula, Victoria, Australia. It is often held at the same venue yearly since it was first
inaugurated in 1997. The licensing of the event and venue is always facilitated by the local
authorities of the region. Access to the venue has therefore really never been an issue. The local
authorities have for all the years provided support to the organisation of the event. The venue for
the event is always organised by state of the art facilities as well as modern facilities that make
the event quite impressive and attracts more people. The staging of the event is always carried
out within the required tie and the preparations begin much earlier. Different scenes that stage
different events are organised differently in order to match it purpose (Abs.gov.au, 2019).
SWOT Analysis
This involves the identification of the strengths, weaknesses, opportunities and threats for the
Queenscliff Music Festival.
Strengths Weaknesses
 The attendance base form the locals is
quite impressive each and year (Ross,
2019).
 There is a wide range of popular artists
who are always available to perform
during the event (Bowden, 2019).
 The event is largely recognised within
 Low turnouts imply fewer sales of
tickets hence the profits will also be
reduced (Ross, 2019).
 Reduced availability of internal funds
that may be as a result of a decline in
profits (Beat Magazine, 2019).
 There is generally no continuity among
the team in charge of organising the

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and out of the country hence portraying
a good image (Weekendnotes.com,
2019).
 Perfect venue location that always
available every year
 Experienced organisers who have been
successfully delivering the event every
year (Forte, 2019).
event (Forte, 2019).
 The problem of out-dated attendee
database (Wohlfeil & Whelan, 2016).
 Attendees conflict of interest on the
invited artists for the event (Wohlfeil &
Whelan, 2016).
Opportunities Threats
 The local authorities have assured their
commitment towards ensuring the
annual event is a success through yearly
licensing (Beat Magazine, 2019).
 The organisers together with the foot-
in-the-door-program are work hand in
hand to ensure the youths are given a
chance to express and build on their
talents by performing at the main stage
(Weekendnotes.com, 2019).
 There is enough goodwill from the
locals and various organisations that
have support through volunteering
(Beat Magazine, 2019).
 Lack of enough goodwill from several
cooperate societies and groups in
partnering with the organisers
(Weekendnotes.com, 2019).
 Similar programmes being organised
by sponsors within the region has
created competition as well as possibly
shifting the locals interests (Bowden,
2019).
 Reduced funding from the local
authorities who also have similar
programs to finance and run.
 The constant abuse of drugs in the
event threatens to destroy the image of

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the event (Forte, 2019).
Recommendations
The Queenscliff Music Festival has largely been viewed as a successful event since it was first
held more than two decades ago. With each coming year, various challenges often arise
depending on different situations. Some of these challenges seem to threaten the occurrence of
this event. In order to continue achieving the same success as has been over the years, the
organisers need to take the following considerations (Weekendnotes.com, 2019).
Australia is currently facing one of the greatest increases in drugs and substance abuse. One of
the major promoters of this culture is the existence of several music festivals and dance parties or
other events of the same kind. Recent statistics prove that a good percentage of the youth who
attend such events will always end up using drugs and alcohol. This has been a major headache
to the local authorities who often have to deal with drunk individuals coming from the event
(Wohlfeil & Whelan, 2016).

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Figure 5: Drugs usage according to age groups (Abs.gov.au,
2019).
Strict measures should be put in place by the event organisers to ensure that cases of drugs and
alcohol abuse are reduced.
The organisers need to capitalise on the goodwill that exists from the locals and the local
authority. The goodwill should be able to translate to increased ticket sales in all the successive
events. The existing goodwill should also be capitalised to reduce or overcome the currently
existing competition coming from events of similar stature as well as luring more support from
the local government and other financial and charity organisations (Yeoman et al, 2012). The
existing program that supports the promotion of youth talent should be broad and open to many
individuals since it will not only increase the attendants but also enhance the already existing
goodwill.
Executive summary
In order to successfully plan and conduct a high profile event, it is important put in place several
marketing strategies that will ensure the event is properly attended as expected and the event is

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finally considered a success. Event marketing is therefore one of the most beneficial ways of
promoting the event to ensure it becomes a success. Event marketing will assist the organisers to
perform an assessment of the needs of all the attendees as well as the main motivations for
conducting the event (Abs.gov.au, 2019). It also forms a major part in the process of decision
making. Here, we will be discussing some of the major factors that could affect the experiences
in event marketing. The marketing planning process will be used to assess one of the most
famous events in Australia, the Queenscliff music festival. An evaluation the various approaches
for an event will also be performed considered the Queenscliff music festival as the case study.

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References
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[Accessed 9 May 2019].
Acnc.gov.au. (2019). Queenscliff Music Festival | Australian Charities and Not-for-profits
Commission. [online] Available at:
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2019].
Beat Magazine. (2019). The Queenscliff Music Festival. [online] Available at:
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Bowden, E. (2019). Queenscliff Music Festival review: The annual event music-lovers shouldn't
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Geelong Indy. (2019). Election hits festival numbers while...Drunks spoil the party | Geelong
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