Event Management: Australian Rules Football - Book Report/Review Example

Event Management: Australian Rules Football Executive Summary Events are designed to captivate and inspire the masses. Throughout modern civilisation, events have been used to showcase the best that society has to offer, while providing an outlet for individuals from all walks of life to enjoy a moment of escapism from their everyday lives. Events have become such a part of who we are that we take them for granted. Any event, however large or small, certainly is much more difficult to pull off than one might expect. As such, event management is a growing field within the hospitality industry, and one that requires professionals who can see that various trends reflected in society and be able to provide the populace with what they want. All of this must be done safely, efficiently, on budget, and with the minimum of disruptions (Parasuraman, Zeithaml, & Berry, 1985). As this report synthesises, planned events are generally limited in duration, so their purpose must be specific and unique so that it can target the proper audience. At the same time, there are various management fundamentals that must be accounted for, resulting is a great deal of planning and market research. As with the case of most major sporing events in the world, for example, Australian Rules Football serves as a brilliant case study to just these very concepts. By analysing one such sporting event, this report will detail to the reader the nature of planned events and the management principles that prove most necessary to its eventual success and sustainability. 1.0 Introduction Attending an Adelaide Crows Australian Rules Football League game allowed this student to be able to see first hand the experience that is created by an event of a limited duration, and with a special purpose. In addition, it was easy to visualise and experience that various managerial aspects that went into creating the event itself as well. While it might appear to be common sense that sporting events involve much more than just the actual players on the pitch, it is another thing to experience that in person and witness it in action. From the unique blend of sport and entertainment, this event encompassed many concepts that lead to an enjoyable experience for all who attended. While the event itself only spanned a few hours on one afternoon, the cultural components that went into the match allowed people from all walks of life to attend and has the reasonable expectation of attending a well managed and multi faceted affair. In addition, the event itself contributes greatly the economy of the Adelaide area, providing jobs for hundreds on a full time basis, and even more on a part time basis during event days, such as the one attended by this student. What follows in a detailed discussion of the event itself, the experience that was created, and the way in which the management of the event was successful, in addition to providing recommendations for future improvement. 2.0 Discussion 2.1 How the Experience was Created This particular event was created in much the same fashion as other major sporting events throughout Australia. There were clearly delineated special places within the oval itself designed to be used for special purposes. These included clear boundaries to ensure that the athletes were protected and that the integrity of the experience was maintained (Allen, Harris, & McDonnel, 2011). In addition, fans attending the event had a clearly designated entrance that they were to go through, as well as a section where they were to actually sit to watch the match. Taking place in a large oval type arena setting, this event was easily able to accommodate the approximately 45,000 individuals in attendance. There were a host of banners and advertising pieces throughout the stadium itself designed to elicit support for each side, with the home team obviously being well represented. This enable the event itself to be well coordinated, with the safety and security of both fans and athletes being of obvious importance (Nicholson & Pearce, 2001). 2.2 Importance of the Experience to Event Visitors Visitors to sporting events are generally passionate about the squad that they support. In addition, during the season, weekly matches are look forward to eagerly as an outlet to escape the normal routines of life and be transformed into an atmosphere where individuals from all walks of life can come together in a mutual event designed to be high energy and exciting. While Australian Rules Football matches are certain spectacles of entertainment, the primary function of the event itself is socialisation. Individual spectators come together at the event, usually in groups of supporters for one team or the another, in a sprit of revelry. Through being entertained, fans can be seen supporting their respective squads, catching up one with one another, and generally catching up on social happenings that each has been involved in since the last match attended. At this particular event, fans were seen congregating before the match itself. In essence, the match was just one of a series of events happening, culminating in the game itself. Before the ball dropped, individuals roamed the Oval grounds, participating in a variety of events designed to captivate the thousands that had attended. Some played games, other drank in the variety of bars surrounding the pitch, and many meals were consumed in a community type atmosphere designed to be social in nature. This event concept works for sporting events as individuals are typically passionate about their particular squad, and it is the one event through the week that brings many individuals together in a setting that they all enjoy and can develop a camaraderie not typically experienced in other types of events (Getz & McConnell, 2011). 2.3 Importance of the Experience to the Event Managers Any event experience is designed by the satisfaction the customer expresses after have partaking in the experience. As such, the event manager for an Australian Rules Football match, in keeping with the event concept of sociability, must begin by providing a reliable product. Spectators coming to the event have generated a certain mindset about what they will be experiencing while in the stadium, from the beginning of the match through to the end, so it is important for event managers to judge reliability by their ability to deliver the product in a stable and dependable manner. Customers also determine themselves to be satisfied when the event manager is able to provide an assurance that all of their staff will work together to make the experience enjoyable and satisfying (Lee & Babin, 2008). The staff are the voice of the event manager, so it is important that they are properly trained and that they all work in sync to provide a football match, and outside experience, and inspires trust in the customer to keep coming back. In addition, it is important the area (or oval) is kept in great condition and that personnel are well groomed and ready to receive fans. This also means that the event manager should be conscious that their staff show empathy for those at the event and that they are willing to not only anticipates the needs of the guest, but deliver upon them. This will show a level of responsiveness that is likely to create a positive experience, allow individuals to socialise in a warm venue surrounding by friends and family, and be reasonably assured that they will leave satisfied having spent a few hours at the match (Prahalad & Ramaswamy, 2004). 2.4 How the Experience Could be Better Managed No event is ever perfect. Sporting events, because they are live and unscripted, are often difficult to manage to the exact desires and anticipation of everyone in attendance. As such, it is important that the event be conducted in such as a way as to maximise the positive experiences realised by those in attendance, while at the same time working to minimise any negative experiences before, during, and after the event itself (Pine & Gimore, 1999). As a match wears on, the tendency is for some spectators to lose interest in the event if there are not alternative activities available to peak and keep their interest. This is particular true for children. While some children may certainly enjoy the entire experience from beginning to end, there are many who need other distractions in order to make it through and have an overall positive experience. If a child has a negative experience, then the adults in attendance with them are likely to have a similar experience as well, which could limit the opportunities they have to come to a similar event at some point in the future. One way that this particular event could be better managed is to have a kids play area outside of most major sections scattered sporadically throughout the oval. This would enable adults with children to leave their seats for a short period of time, have an interactive experience for their kids, and then return to their seats to resume watching the mean event itself. This is likely to generate interest from the children. As they have a positive experience, then they are likely to encourage parents and other adult figures in their lives to attend a future Australian Rules Football match. By incorporating various activities within the scope of the main match, the even managers can focus on providing a complete event experience that is much more appealing for a broader type of audience. 3.0 Recommendations Football matches, if not properly managed, have the potential to look like every other sporting event offered throughout Australia. While Australian Rules Football will most certainly always appeal to the avid fan, the event itself must continually transform itself into appealing to a much wider demographic group. Many Australian families, for example, desire to attend events themselves together as a group. As a consequence, event managers will want to look at ways that it can make a football match more family friendly moving forward, but also be able to balance this with maintaining the integrity of the sporting contest as well. Family sections could potentially be created, providing an area where families with small children can be better serviced, without sacrificing the comfort and social atmosphere of those in attendance that do not have children. In addition, the entire event experience needs to result in a positive experience from as many individuals as possible so as to ensure that word of mouth to other potential event goers is largely positive. In the end, some football matches have an attendance level based upon the quality of the team that is playing. While event managers cannot necessarily control this aspect of the event experience, they can work hard to ensure that the match itself is not the only focus of the event. In so doing, there will be a continual stream of new spectators attending the event to not only experience an Australian Rules football match, but also to partake in the carnival like atmosphere that can be created within the oval if the even manager is effective at doing so. 4.0 Conclusion Aside from the outcome, one generally gets out of this event that which they had anticipated. A football match itself is largely standardised and conducted in the same way across Australia. This allows the event itself to truly focus on the needs of the fan. At this particular event, there seemed to be something for every age group and interest. Realising that not everyone might be fanatical about AFL (perhaps attending with a partner or friend), the goal of the event seems to be to genuinely make everyone happy. The game itself is usually upbeat and fast, and music and stadium announcing seems to be geared to the total person and making them happy. As a spectator, most people find themselves quite satisfied with the overall experience, from the game itself, to everything taking place around them. Some, however, do require more than just the match to make their experience a positive one, so this is a reality that even managers must take into considerations as they continue host such matches in the years to come. While it appears that most people enjoy the event, it only takes a few negative experiences to have word of mouth referrals result in individuals opting not to attend in the future. An event such as this one is great to attend with other people, fulfilling the concept of socialisation in an even experience context. References Allen, J., O’Toole, W., Harris, R., and McDonnell, I. (2011). Festival and special event management, 5th ed. John Wiley and Sons: Milton, Queensland. Getz, D. and McConnell, A. (2011). Serious sport tourism and event travel careers. Journal of Sport Management, 25, 326-338. Lee, Y., Lee, C., Lee, S., and Babin, B. (2008). Fesitvalscapes and patrons emotions, satisfaction, and loyalty. Journal of Business Research, 61, 56-64. Nicholson, R. and Pearce, D. (2001). Why do people attend events: A comparative analysis of visitor motivations at four south island events. Journal of Travel Research, 39, 449-460. Parasuraman, A., Zeithaml, V. and Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. Pettersson, R. and Getz, D. (2009). Event experiences in time and space: A study of visitors to the 2007 World Alpine Ski Championships in Are, Sweden. Scandinavian Journal of Hospitality and Tourism, 9(2), 308-326. Pine, B. and Gimore, J. (1999). The experience economy: Work is theatre and every business a stage. Harvard Business School Press: Boston, MA. Prahalad, C. and Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. Appendix - Event Experience LOG Name of event Adelaide Crows Football Game Type of event Australian Football League Location of event Adelaide Oval - Adelaide South Australia Date of event experience April 20, 2014 With whom did you go to the event? Two friends Experience Log 1. Briefly describe your event experience. (150 words) The Adelaide Crows are a mid-level Premiership team in the Australian Football League with tremendous fan support. I enjoy going to their matches, but have never really considered it from an event management perspective until this particular match. The game itself was rather exciting with a great many goals and behinds being scored. In addition, the Adelaide Oval was packed with more than 44,000 fans, which added to the excitement of the experience. Of course, it was even better that the home team won a sizeable results (137-72). The event itself had a bit of everything. As a spectator event, the venue tried it best to get everyone involved. During breaks in play, there was always something to keep the crowd entertained. Before the fixture, there was plenty of things to do in the foyers of the Oval, and the bantering with rival fans is always fun as well. Through it all, I would describe the event as quite enjoyable, interactive, and a value for the money spent. It was also well organised, and the Oval itself is a great place to host an event. 2. How would you rate your level of satisfaction on your event experience? Extremely unlikely 1 2 3 4 5 6 X Extremely likely 3. How likely is it that you will return to this event? Extremely unlikely 1 2 3 4 5 6 X Extremely likely 4. How likely would be to recommend this event to a friend? Extremely dissatisfied 1 2 3 4 5 X 7 Extremely satisfied 5. What exactly made you feel this way (Explain what your emotional response was and why it was elicited)? (150 words) While the outcome of a sporting event is not pre-determined, individuals choosing to attend such a spectacle have a general expectation of what to expect. This particular Australian Rules Football match delivered on that expectation. From the arrival process through to the end of the match itself, the event was organised and seamless in its operation. Spectators knew where to enter the Oval, where to sit, and they understood what would be taking place. Generally, if a person is not interested in this particular sport, then they would not attend in the first. From this perspective, my expectations were met and the event itself was exciting and entertaining. It was not just the match itself that made this even so, as the events surrounding the match, the dining and drinking experience, and the event staff all worked to make it a memorable and enjoyable experience for all. 6. Identify a relevant concept (from the list of concepts) and briefly explain how the relevant concept is applicable to this experience (argue for it). (200 words) A primary function of an Australian Rules Football event is socialisation. In this regard, individual fans assemble together at the event, usually in groups of supporters for one team or the another, in a sprit of camaraderie. It is via this outlet of entertainment that spectators can generally be seen supporting their respective squads, catching up one with one another, and enjoying the event that they have each mutually decide their time and money attending. At this particular event, fans were seen interacting before the match itself ever kicked off. In essence, the match was just one of a series of events happening, culminating in the game itself. Before the even actually began, fans roamed the Oval grounds, participating in one of numerous events designed to keep the thousands that had attended occupied. Some played various carnival like games, other drank in one of the bars surrounding the pitch, and many meals were consumed in a community type atmosphere designed to be social in nature. This event concept works for sporting events as people are usually quite passionate about their particular team and city, and it is the one event through the week that brings many individuals together in a setting that they all enjoy and can develop a spirit of togetherness not typically experienced in other types of events. Read More