TAFE NSW - SITEEVT013: Sydney Food & Wine Festival Feasibility Report

This report provides a comprehensive feasibility analysis of the Sydney Food & Wine Appreciation Festival, examining various aspects crucial for its success. The report begins with an introduction outlining the event's rationale and concept, emphasizing its celebration of diverse cuisines and its curation by local experts. It then delves into the current industry trends, highlighting the importance of food passion and cultural diversity. The analysis covers the event's management structure, staffing requirements, and organizational objectives, emphasizing the need for effective human resource management and alignment with social norms. Resource constraints, including event planning, staging, regulatory, and environmental impacts are addressed, alongside the influence of social, political, and economic factors. The report also evaluates the event environment through SWOT analysis and contingency planning. The student's work draws from references to support the various recommendations and conclusions made within the report.

4.2 Industry Context
The hospitality industry have been filled with number of start-up ventures that offer
the market with variety of services. Considering the food and wine industry, it is approaching
to multiple forms of cuisine that is a sign of variety which can put the cultural diversity on
questions of viability. The multiple culture amalgamation and differences can create a severe
impact on the society hampering the social cause of the restaurant companies to serve.
According to the recent trends in the industry, becoming passionate about food and trying for
different varieties has marked the partial success of the society in terms of advancing (Devin
and Richards 2018).
Events like Sydney Food & Wine appreciation approaches to the interest of food
loving audiences in form of enjoyment along with other crucial supportive of entertainment.
The motive of the event in to bring cultures together and celebrate the food. The concept is
easily feasible as the industry calls for new and innovation concepts. From statistics on
tourism to market street music performances, the people are ready to accept all that comes in
as a change. Moreover, the industry will gain certain opportunities to develop economically.
People in Australia are much enthusiast with food and beverage variation that has led to
formation of communities organising events on eatables.
The Australian food industry is keen about researching on the development of the
existing food knowledge as well as the other perceptions. Taking the instances of Master
Chef Programs and other cooking or competition shows, it can be referred that the
development of the state based on uplifting their culture is immense. With the support from
agricultural sources and industrial export-import services, the couture had been spread as
words for further development.
4.3 Management Structure

Event industry requires a lot of human capital and more of traditional set up of
marketing rather than digital. This is due to reaching the target audience in complete versions
makes the objectives of the campaign possible because they attend to listen and interact of
whatever is being promoted. Approaching the audience physically can create the sense of
trust in both the communicating parties. Hence, a large number of staffing is required to
interact with the customers and their need. The events on food and wine festivals require
healthy management structures that abide by the social norms and maintain integrity of the
industry of reference. Staffing feasibility in the event industry needs sourcing of supplies that
can provide caterers for any upcoming or recurring events on food and wine.
The staffing feasibility needs proper planning, organising of staging the event. With
reference to food and wine event, staffs from hotel management are mostly favourable. The
industry is all about experimenting and hardly have some strict theories to maintain. Hence,
the event is likely to hire sufficient personnel who will be available for serving every kind of
tasks. The risk involved in the development of staffing needs involve financial scrutinies,
employment related issues and causing harm to environment. However, as per the human
resource development concepts, there are motivational factors that can urge and maintain the
interests of the working members and developmental tools to avoid or tackle disputes in the
service rendered (Jones et al 2016).
The human resource development aspects encourages the management of event
organising by developing the right candidates for the right task. The concepts and elements of
management helps the event to be feasible in terms of planning, organising, allocating roles
and monitoring the functions. The incorporation of proper skills and techniques for the tasks
required involves good sense of the role function and hence, in order to understand the need
of food festival requirements, the manager should be of the same ground and skilfully assigns
the right person for food and wine based on cuisines available to be served (Jones 2017).

4.4 Organization Objectives
The objectives of event is to promote natural essence of food making in the Australian
culture in the market. Apart from that, the purpose of enhancing festivity comes up with
variation of cuisines and making a successful utilisation of the platform. The organisations
aims to promote the necessity and love for food in the market. With the participation of
different organisations associated in the same industry, the purpose of the organisation will be
seeming to succeed that will pull up a lot more interested candidates and audiences in the
market. The organisation is intended to research on how the existing culture of food and wine
variations can bring innovation and ideas to reform refined dishes (Ziakas and Boukas 2014).
The event is supported to have sponsors, suppliers and consumers from different end
and hence, not only the representation of its own culture matters but representing it in a
worldwide context does. The motive is clear and precise that the market will easily grab.
However, the context of competition is likely to hamper the needs competitive companies
with more or less a same kind of objective. Keeping aside the terms of competition, the entire
movement focuses on the development of existing culture and that is supported by relevant
stakeholders of the company (Booth and Whelan 2014).
The quality standards of the food and production does increases with festivals.
Arranging the events involve huge number of guests who are efficient enough in
understanding the reforms of existing food culture and comment on with flaws detected.
Apart from standard development of the services offered, the functions will be encouraging
new or local restaurants to be a part of the development and come up with their part of
innovation. With terms of wine and other beverages, the demonstration styles and functions
of each formula will attract the significance of nurturing food culture. It is a part of art and

science that involves good mix of spices and at legitimate proportion to bring forward the
new taste (Bhatt et al 2014).
4.5 Resource Constraints
There could be a number of constraint on the part of the resources of the festivals,
which could have let the event to be a downfall and leave the entire festival to be a loss.
According to Everett and Slocum (2013), the engagement with the organizer can be a great
problem in such a food and wine festival. Prior to the event the organizer must be provided
with an implemented plan of the entire festival. Also the involvement and the engagement
with the stall holders might be an issue (Santini, Cavicchi and Bellleti, 2013). Much prior to
the commencement of the food and wine festival needed to decide and confirm the
participation of the small and the large retailers. The main theme of the food festival being
“plastic free festival”, required compostable cutlery and serving ware and biodegradable
plates and cups and a water station needed to be provided as well. The shortage of these
resources ultimately resulted the festival to be the traditional polluting event, with the
disposable cutlery (Mount et al, 2013).
4.6
Social Factors
The success of the Sydney Food and Wine appreciation festival is influenced by a lot
of social factors, which primarily involve of the incorporation of the social media tools. The
major determining factor being the behaviour patter and current demand in the food and wine
lovers have bound the event managers to involve the social media marketing tools that would
attract the new generation people. According to Boesen, Sundbo and Sundhbo (2017), the
traditional marketing tool used by the earlier food festivals seem to be less effective. The
most influencing marketing tool is the social media since the people can interact socially over

the social media platforms. They can comment, like and view and share their experience of
the event and this will help the festival gain its appreciation, and success. It will gather more
number of people. Thus the social interactions, the behaviour and the attention of the people
help the food and the wine festival gain larger attention. Also the involvement of the media
partners and the sponsorship can be an important social factor that would be responsible for
the feasibility of the programme. The publicity over the media would eventually attract more
number of people and would help to alter the perceptions of the people. The festival would be
a success if it benefits them with the observation, the participation of the visitors in different
kinds of activities and the enjoyment of food and environment (Kkine, Shah and Rubright,
2014).
Political Factors
There are also a number of political factors that help to decide the feasibility of the
Sydney Wine and Food Festival. The government uses these kinds of events to punctuate the
end of their term in the office because the government generally tend to create nationalism,
enthusiasm. Most importantly these events are used by the different political parties to
demand and ask for votes. The festivals and events of this nature help to develop the social
cohesion and confidence and the pride that connect the local communities and the authorities
together. These authorities secure the political power and the influence through these events
to gain momentum among the local businesses. According to Moragues et.al. (2013), the
political parties play a very important role in the success as well as the failure of the events.
The political authorities use the community based food festivals and the events in
strengthening the communities, the cultural heritage of the nation. They get involved in the
social events creating a positive image and often taking the help of social charity they help in
the involvement of a large number of the tourists and visitors to such events. They are also
responsible for publicity of these food festivals and also in the publicity of the positive

entertainment. Also these events help the prevailing political power to fulfil their cultural,
festivals and art strategies and strengthen their own position in the politics of the nation. As
stated by Charlton (2016), the government also uses these events and makes them an integral
part of the policies for the regional development and therefore it is very important to make
ensure the public event policies has the capability to facilitate the opportunities for the
regional development.
Economic Factors
According to Manthiou, Tang and Chiang (2014), the economic factors that influence
the success of the event also have a positive impact over the economy of the nation as well as
the other small and large business organisations. These festivals have both primary and
secondary economic impact over the nation. The primary impact is the direct economic
impact of the event. It can be measured by the business sales. The more number of people if
participates in this food festival, the greater effect it will have on the economy of the nation.
There will be a great amount of sales, which will help in the introduction of new and direct
money into the economy. It will generate the “ripple effect” in the economy. This effect is
caused by spending of new money in the local region on some local products. Also the more
amount of money that is invested in the food and the wine festival will increase its publicity
eventually and the involvement of different small and large scale business will be increased.
The food festival includes the import and the export of a large number of raw materials and
this helps to manifold the price. The involvement and incorporation of different tastes of all
over the world helps in the increase of the foreign investment. A number of small food and
drink retailers to participate which helps to increase the footfall. Aside from managing to get
some of the best known restaurants and food retail brands to set up their stalls and pop-ups.
Each of the space is sold for varying amount of money, the trump card being the venue of the
food and wine festival- Sydney.

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