Royal Queensland Show: Event Research Report for EVN101

This report provides an overview of the Royal Queensland Show (Ekka), an agricultural festival held in Brisbane, Australia. It discusses the background of the event, highlighting its significance as the largest annual event in Queensland, attracting around 400,000 visitors each year. The report identifies key stakeholders, including the Royal National Agricultural and Industrial Association of Queensland (the organizer), visitors, and competitors, detailing their respective roles and contributions to the event's success. It also examines the marketing strategies employed to promote the festival, emphasizing its rich cultural heritage and the use of tourism websites for publicity. Furthermore, the report analyzes the social and economic impact of the Ekka festival, noting its contribution to the local economy, the promotion of Australian tourism, and the fostering of family gatherings and cultural preservation. The report concludes that the Royal Queensland Show has a significant positive impact on the social, cultural, and economic aspects of Queensland and Australia.

Running head: ROYAL QUEENSLAND SHOW
ROYAL QUEENSLAND SHOW
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Background:...............................................................................................................................2
Stakeholder Overview:...............................................................................................................2
Marketing:..................................................................................................................................3
Impact:........................................................................................................................................4
Bibliography...............................................................................................................................6

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Background:
Ekka festival also known as Royal Queensland Show is an agriculture festival in
Australia. The venue of the festival is Brisbane show ground. This is also known as Brisbane
exhibition (Vlack et al. 2017). Ekka is the short form exhibition. The organizer of the show is
The Royal National Agricultural and Industrial Association of Queensland.
Ekka is considered as the largest annual event and the average number of visitors
visits the exhibition each year is 400,000. There are 21,000 competition entries, free family
entertainment along with the spectacular night programs (Barontini et al. 2017). Apart from
that the some of the programs included are sideshow alley, showbag pavilion and display of
nightly fireworks. The time frame for this festival is from 10th to 19th August each year.
The name of the festival “Ekka” implies that it is a festival related to agriculture. At
the initial time, the main objective of Ekka was to show different agricultural and industrial
exhibits (Peli et al. 2017). This was the show where the people at initial time of the festival
can show present their agricultural devices, sowing and harvesting artefacts. Apart from that
cattle and other farm animals are also exhibited in the show.
Some of the attractions of Ekka are side show alley, animal parade. One of the iconic
item found in Ekka festival is strawberry sundae. Apart from all these things show bag is also
an integral part of Ekka festival (Foo and Teng 2017). There are certain competitions held in
Ekka festivals such as cake decorating festivals, presentation of agricultural products such as
livestock, fruits and vegetables.
Stakeholder Overview:
Stakeholders are the people who are directly or indirectly associated with this
programs. The main stakeholder of the Ekka festival is the organizer of this festival- The
Royal National Agricultural and Industrial Association of Queensland. Apart from that the

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competitors who are associated with this festival can also be regarded as the stakeholders of
the festivals. Along with that the large numbers of visitors are also included as the
stakeholder of Ekka festival.
The stakeholders in this project have different contributions in different sectors. The
organizer of the festival is The Royal National Agricultural and Industrial Association of
Queensland (Li 2016). This association gives financial support for organizing the festival.
Apart from that arranging the venue and managing the festival events can are arranged by this
organization. The main objective of this organization is to deliver the Royal Queensland
Show in such a way so that it can justify its famous status.
The visitors are the stakeholders of the project, who are responsible for the success of
the project (Vasant et al. 2017). The success of the Ekka festival depends on the large number
of visitors. It can be said that the visitors are responsible to support the success of the Ekka
festival.
The competitors are considered as the stakeholders of this festivals. Due to their participation,
the festival gets much attention to the visitors (Larsen 2017). Apart from that, the competitors
has to donate some money in order to take part in the competitions. In this case, it can be said
that the competitor financial contributors as well as they are also making contribution through
providing the products.
Marketing:
The marketing of this festival is done in a proper way. The main advantage of this
festival is that, this festival is running for long years. So, it holds the rich culture and heritage
of the past days. This attribute works positively for the marketing of the Ekka festivals as the
history associated with this festival attracts the visitors (Uthayan 2016). Significant

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improvisations are made in the modern day Ekka festival. However, it can be said that the
rich culture and heritage of this festival is the key attraction of this festival.
Apart from that Ekka festival is used as an example of one of the main attraction of
Australia during the month of August. This kind of publicity is done through different
government and private tourism websites. Through this publicity, the people from all around
the world come to know about this spectacular festival. Apart from that “word of mouth”
plays an important role for the publicity of this festival.
Large amount of money is invested for the organizing this festival. One part of money
comes from the participators. Apart form that the large amount of money is spent by the
organizer and the sponsors of the festival.
The organizers of the festival supports the sustainability and the green environment.
This is helping this festival to gain the attention of the people. It can be said that the standard
and the long history of this festival have helped Ekks festival to gain a brand image, which
works positively for the marketing of this festival (Xiaohua 2017). Initially, it is an
agriculture exhibition, however, at presently, it has extend its domain and become the largest
festival of Queensland. Overall it can be said the marketing of this festival is successful.
Impact:
Ekka festival has significant impact on the society and economy for both Queensland
and overall Australia. The revenue collected from this festival is in large amount. This
improves the local economy of Queensland. The locals can present their products and can sell
them in a good price (Henryks et al.2016). This will enhance the financial condition of the
individuals. Apart from that, due to this festival large number of visitors visit he festival.
During this time, the government of Queensland gain a large percentage of profit. The
Australian government can use the reference of this festival to promote their tourism.

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Due to this festival the family gathering can happen. So, it can be said that, this
festival has positive social impact on the citizens of Australia. Through this festival the
presentation of the cultural heritage is shown to the present generation, which is a positive
social impact. Through this festival the advancement of the agricultural sector as well as the
industrial sector can be presented. The well-known feature of this festivals helps to represent
the Queensland itself. It can be said that the Ekks festival of Queensland has significant
positive impact on social, cultural and economic aspects.
It can be said the through the conduction of Ekka festival the families can gather
together. This has a positive social impact. On the other hand many visitors visit the fair and
a large amount of revenue collected from this festival which makes the financial condition of
the Queensland locality strong. So, it can be said this fair has positive economic impact.
Apart from that Royal Queensland Show is an important event for Australia as it represents
the heritage and culture of Australia.

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Bibliography
Barontini, S., Boselli, V., Louki, A., Ben Slima, Z., Ghaouch, F. E., Labaran, R., ... &
Borroni, M. (2017). Bridging Mediterranean cultures in the International Year of Soils
2015: A documentary exhibition on irrigation techniques in water scarcity
conditions. Hydrology Research, 48(3), 789-801.
Foo, M., & Teng, P. (2017). Agriculture at the Crossroads: Bridging the Rural Urban
Divide. Food Security, 9(2), 401-404.
Henryks, J., Ecker, S., Turner, B., Denness, B., & Zobel-Zubrzycka, H. (2016). Agricultural
Show Awards: A Brief Exploration of Their Role Marketing Food Products. Journal
of International Food & Agribusiness Marketing, 28(4), 315-329.
Larsen, M. H. (2017). Getting a Sense of Agriculture: Visitor Experiences from an
Agricultural Fair. Sociologia Ruralis, 57, 661-681.
Li, L. (2016, September). A Study on Interactive Development of Conference & Exhibition
Industry and Tourism industry of Jilin Province. In 2016 4th International Education,
Economics, Social Science, Arts, Sports and Management Engineering Conference
(IEESASM 2016). Atlantis Press.
Ortiz, E. J. L., Relampagos, F. J. P., & Pejana, J. R. S. THE TRANSITION OF SINULOG
DANCE FESTIVAL IN THE FACE OF MODERNIZATION.
Uthayan, C. (2016). A Community Based Event Management in Agricultural Products
Exhibition: The Royal Queensland Show (EKKA) Australia.
วารสาร วิจัย ม ทร.กรุงเทพ, 10(1), 45-50.
Vasant, B. R., Stafford, R. J., Jennison, A. V., Bennett, S. M., Bell, R. J., Doyle, C. J., ... &
Jarvinen, K. A. (2017). Mild Illness during Outbreak of Shiga Toxin− Producing

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Escherichia coli O157 Infections Associated with Agricultural Show,
Australia. Emerging infectious diseases, 23(10), 1686.