Business Analysis of Tomorrowland Festival - Case Study Example

Sandrela Mubarak 5/12 Introduction The of Boom played host to the inaugural Tomorrowland festival. The event took place in Belgium. The festival is characterised by its unique electronic dance and music. The annual event takes place in July of very year. The theme of the festival is electronic music, which attracts individuals from different parts of the world. The 10th anniversary of the event took place in 2014 and Brazil was the preferred destination. The report will focus on this festival with details being sourced from the festival’s official website and Mygola website. The organised nature of the event made it suitable for the research. The nature in which the event draws comparison from other world major events makes it unique and a place to desire. The event creates an ambient atmosphere created by the event organiser makes it dribble with goodness for visitors and performers. Background The inaugural edition took place in Belgium and was organised by ID&T. the Dutch based company took part in organising the 2005 festival. The festival attracted 180000 attendants. The main performance included Technoboy and Push (Tomorrowland, 2014). The highly published event gave rise to a series of events. The successive years saw a 50000 increase in attendance. The yearly event took place in 2008 attracting a record 1000 DJ’s. In 2013, the first Tomorrowworld festival took place (Tomorrowland, 2014). The Georgia festival in USA attracted 140000 attendances. The extended version of the Belgian festival was a success and gave birth to a number of world Tomorrowworld festivals. The 2014 saw into attendance increase by 10,000 people. The 2015 edition is staged to take place in 2015. Brazil is the chosen as the event country. The festival has won a number of awards including the international dance music awards in 2013 and the Red Elektropedia awards in 2012 as the best festival (Tomorrowland, 2014). Human resource The festival attracts more than 400 deejays with the 2008 edition attracting a hundred DJs. Other staffs as selected by the human resource department include security and police officer (Tomorrowland, 2014). Their job description allows them to ensure a safe environment needed for the event. The other staff at the festival included the photographers and journalist whose main duty was to ensure the event is documented for future reference. The festival outsourced catering and accommodation services. This included tents and hotel room for the visiting audiences. The available capacity only allows accommodation for the performers thus to cater for the demand the organisers opted to outsource these services. Other staffs included volunteers and suppliers (Tomorrowland, 2014). Marketing and Promotion The inaugural event was publicised through the print media and other forms of flyers and posters. The target audience was within the Boom city thus a smaller audience was target and print media was a preferred median while advertising. Successive yeas saw the marketing department transform its advertisement nature. The event has created its website with information being availed online. The festival has a social media platform, which allows direct interaction between event organiser and the customers (Tomorrowland, 2014). The festival is more interested to the international market. The social media has a wider coverage compared to the print and electronic media thus being used as a preferred component in advertisement. The marketing department offer branded tickets with details of the festival inscribed on them. The online strategy has proven effective as the number of attendance increased. The amount used in ticket sales have also decreased thus giving time for the event organisers to concentrate on event organisation based on the expected attends (Tomorrowland, 2014) Sponsorship Brussels airlines are the official transport sponsors. The mutual agreement between the vent planners and the airline gives room for the performance to use the platform for their travels. They offer special tickets for the annual events. Other sponsors include local bars and partner hotels. The Belgium edition attracts local sponsors including the Belgian lottery, desperado and other ID&T affiliates (Tomorrowland, 2014) The Brazilian edition attracted 40 sponsors with the main sponsors being Age of Love, Blue Flame, Cocoon and smash. The major sponsor is the Brussels airlines with different country editions attracting local sponsors. The number of sponsors has been on the rise. The publicity the festival has enjoyed has been the contributing factor to the increased corporate interest. Financing and Budgeting Tomorrow land enjoys a maximum revenue collection from their ticket sales. There is minimal third part involvement thus reducing on the cost. The online sale has reduced to losses that could have resulted from ticket counterfeit. A price per ticket is 475 Euros. This implies that the total revenue collection from ticket sales was €85.5 Million (i.e 180000*475) (Tommorowland, 2013).Other revenues collected included the travelling packages in collaboration with Brussels airlines and the Dreamville accommodation service. Local hotels pay loyalty fee to the event organisers. The expenses range from logistics to outsourced services. Other expenses include venue fee, DJs allowance and staff allowances. Risk management In matters risk management, the event organisers should identify the number of uncertainties related to the event. The first risk the event faces is fire in that there should be an adequate fire response team to react in an event the uncertainty happens. The needs t be paramedics that would respond to any health related perils. Technical problem in the event include system failures where the festival should have a backup plan to ensure continues flow of events. Employing technicians and outsourcing backup program will prevent an event cancellation do to system failures (Tomorrowland, 2014). The vent should avoid overcrowding by ensuring ample space for attendants. The outdoor event is suitable as it reduces the impact of a fire hazard, as people would have enough room to seek help. Logistics The ticketing services have been digitalised and an online platform utilised for the services. The event organisers offer a wide range of ticket packages to cater for various groups and clients. In matters transport, the Brussels airlines provide air transport for international visitors. The event organisers have collaborated with various transport services to offer the services to the event performance and for the clients with limited transportation means. The services are in form of road and rail transportation. In matters accommodation the organisers stage their event in an environment that allow ample hospitality spaces for their attendants. The local hotels offer services for the available capacity. The event organisers have a camping service that offers accommodation to the visitors (Tomorrowland, 2014). Venue, location and facility The annual Brussels edition takes place in a number of venues including the provincial recreation domain. The central location of the venue makes it accessible. The global event is staged in major cities to allow access and due to available resources and infrastructure at the location. The event offers a number of services including sports, recreation, congress and meetings (Tomorrowland, 2014). Other facilities include accommodation for those in attendance, food and shops. Other social amenities are available. This includes toilets, sanitation services, postal services and banks. The event organiser creates an information desk to allow easy access to the event and avenues in which individual report and complaint on matters concerning the event. Staging Different these are represented in the annual event. Changes in the annual theme give room for the event organisers to attract more clients. The staging of the 2014 event was characterised by a main stage with other extravagant stage characterised fireworks and other visual displays (Tomorrowland, 2014).The main theme of the display was a volcano eruption firework. The negative report on the stage lies on the performance. The simultaneous performance makes it impossible for the attendants to trace the line-ups. Other stage themes include the church of love and the lakes. Evaluation and reporting The unique nature of the event provides a high-level completion to its competitor. The level of organisation and publicity created prior to the event has been a positive to the ID&T as an event organiser. The social media platform has proven to be a positive medium for the event organisers to plan for event. Feedback from social media has enabled the event organisers to a improve performance annually while at the same time introducing new elements to the existing packages. The inaugural event registered 9000 attendants. The figure has been on the rise with the Brazilian edition attracting 180000 individuals. Satisfied customers take on social media to show their gratitude. This has improved the rating of the event thus the reason for increased sponsorship and yearly attendance. Recommendation The event organisers should focus on maximizing on their revenues by introducing alternative advertisement. They should concentrate on utilizing the electronic and print media in enhancing public awareness. The organisers should develop alternative accommodation for travelling audience. This will enhance customer satisfaction and increase revenue collection. The performance need to diversify and introduce other genre of music and should introduce packages that accommodate children and senior family members. The organisers should concentrate in marketing their world tour to increase the number of sponsors. The event organisers should offer direct accommodation services. This will increase their revenue collection. Conclusion The event organisers of the Tomorrowland festival successfully used the social media platform for the strategic planning. They use the media as a tool in the marketing strategies. The festival has utilised the platform to create awareness to the audiences. Negative feedback has helped them improved on other related events. The online ticket sales have increased their revenue collection. This has been made possible by the organiser effort to reduce intermediaries. The fair prices are as an event of reduced third party participation. The event organisers need to improve on their overall stage organization with focus being on the simultaneous performance by the DJ’s. A successful event is one that ensures customer’s satisfaction and meets their revenue targets. Tomorrowland has been a success this has been attributed to their nature of organisation. Reference Gutefrage.net. 2014. Tomorrowland, Token (Boozebags) (dreamville, Festival, Freizeit). [online]Available at: http://www.gutefrage.net/frage/tomorrowland-token-boozebags [Accessed 2 Dec. 2014]. Tomorrowland.com, 2014. Tomorrowland. [online]Available at: http://www.tomorrowland.com/global-splash/ [Accessed 2 Dec. 2014]. Tomorrowland. 2013. Tomorrowland ticket. [online]. Available at: http://www.tomorrowland.com/en/tomorrowland-tickets#field-page-section-tab-1[Accessed 2 Dec. 2014] Read More