Development of a New or Existing Festival and Event - Research Proposal Example

Development proposal for a new or existing festival/event Executive Summary This study is a development proposal for an existing event taking place at Hong Kong. Hong Kong’s Arts Festival has been selected as the event to be focused on and evaluated on basis of government policies. Theoretical frameworks are included in the study and thorough research is conducted to identify development idea. Contents Contents 2 Introduction 3 Literature Review 3 Event/festival development idea 6 Event background and policies 6 Conclusion 9 References 10 Appendices 11 Introduction This study would be focused towards outlining various dimensions of an existing event of Hong Kong. In this particular study there would be different theoretical dimensions included along with some government policies. The event to be focused on is the Art Festival of Hong Kong. Culture is greatly associated with events or festivals that are organized in a country. In every country there exist certain events which clearly represent local cultural aspect. Hong Kong too comprises of wide array of events that to some extent highlights its culture. It can be stated that tourism industry of a country seeks growth only when culture appears as an attracting element for visitors. The culture of Hong Kong is closely knitted with China and is even influenced by British colonialism. British western influences has shaped culture of Hong Kong ranging from education, politics, food, law, thought process and language. Hong Kong Arts Festival was initially launched in 1973. During the starting phase major focus was on promoting local culture but incorporating overseas talent to some extent has subdued culture of Hong Kong. The major development idea with respect to this existing festival is to promote more of local culture that would facilitate attracting large number of tourists from across the globe. Literature Review As per Getz (2007), an event can be defined as an opportunity for cultural, social or leisure experience beyond normal range of everyday experiences or choices. There are special events which are hosted to reflect upon some idea. Planned events are developed so as to achieve certain outcomes that are related to culture, environment, society and economy. There are various forms of events such as mega events, special events, community events and hallmark events. All these events possess certain characteristics and are aligned towards a specific target audience. Mega events mainly represent global audience or participants. All forms of media are normally included in mega events and typical examples are Olympic, Expos, World Cup, etc. Special events has a specific group of audience who are national or continental or from around the world. Hallmark events are organized for regional or national target audience. Big city festivals or national sporting are key examples of hallmark events. Community events are mainly for regional or local target audience. Community focused, local or regional events usually fall under this category (Getz, 2007). According to Veal (2002), small and large events possess different set of characteristics and they have significant impact on external environment. Small events are organized for corporate or private sphere of interest. On the other hand, large events are created for public sphere of interest and covered through wide media coverage, sharing common set of values or attitudes. Policy implications in case of small events are generally related to venues or events. Whereas in context of large events it is highly associated with infrastructure investments, bidding, impact assessments and feasibility studies. However such events have positive and negative impacts on a country’s growth and development (Veal, 2002). As stated by Ali-Knight and Chambers (2006), positive impacts mainly comprise of shared experiences, building pride of community, increasing environmental awareness, improved country profile, increased tax revenue, promotion in terms of tourist destination, job creation, commercial and business opportunities. Negative impacts encompasses loss of amenity, negative community image, bad behaviour, event failure risk, funds misallocation, pollution, environmental damage, heritage destruction, traffic congestion, financial loss, inflated prices and opportunity costs. There are various issues which are witnessed by event managers while organizing any event. Event managers are not able to ignore regulations, laws or public policies that have a significant impact on event sector (Ali-Knight and Chambers, 2006). Allen (2008) in his studies stated that policy makers have to gain thorough understanding in public policy domain in order to achieve sustainable cultural, economic and social progress. Public sector usually retains overall responsibility and provides funds for operational activities. Cultural, sport and leisure activities are heavily taxed or regulated by the government. Hong Kong’s policy making can be represented in a diagrammatic form as given in figure1 in Appendices. As stated in figure 1, each of the departments is responsible for handling different set or activities and policy framing. Home Affairs Bureau is responsible for outlining policy in context of leisure, culture and arts. Tourism Commission or Economic Development Bureau is usually inclined towards developing policy of economy and tourism. Environment protection Bureau is another organization that takes into consideration environmental policy. Hong Kong’s Arts Festival is usually aligned towards arts and culture policy. This policy provides opportunities in order to participate in arts and culture. It even facilitates development of artistic talent possessing hidden potential. The policy is focused towards creating environment conducive to balanced development and diversified arts and culture. This policy of Hong Kong government even supports promotion and preservation of traditional cultures. The government has framed this particular policy in order to transform the country into a cultural hub. Apart from promoting the cultural aspect of the country, environmental concern is an alarming issue for the government. Explicit themes for events are often chosen and work is done in collaboration with environmental agencies. Green events are hosted by Hong Kong and there is a specific fund raised so as to support such events. Environment and Conservation Fund Ordinance is actively indulged into such environmental awareness activities (Allen, 2008). This committee provides lump sum amount for developing events that clearly reflects importance of sustainable environment. Stakeholders are basically defined as those groups or individuals who are affected or can affect achievement of organizational objectives. Festivals even consist of these stakeholders who have a critical role to play towards its success. Figure 2 represents festival stakeholders. According to figure 2, co-producers are regarded as groups that undertake ownership of a festival. According to Bowdin (2006), facilitators are government agencies, corporate sponsors, media sponsors, and media coverage. Venues and suppliers usually highlight a specific cost and they are hired on board in order to save money. Audiences are those stakeholders who are greatly affected by an event. Regulators are elements which are politically driven and needs to be taken into consideration while organizing an event. Allies or contributors as stated in figure2 are similar themes or other festivals that has an impact on festival been organized. Obtaining stakeholders interest is essential while organizing festival but proper decision making is equally important. Rationality model is a well known framework that is utilized during framing decisions. This model is all about rational evaluation of actions and information. There are nine steps involved in this model as stated in figure 3 and it guarantees likelihood of achieving organizational objectives. Events or festivals of a country facilitates economic stability, adds value, provides a platform for employment, enhance facilities or physical infrastructure, etc (Bowdin, 2006). In Hong Kong, events or festivals been organized are given governmental support because it serves as a medium to attract tourists and generate high revenue margins. Event/festival development idea Event background and policies Hong Kong Arts Festival was started in 1973 and it encompasses cultural program series in Hong Kong. This festival includes performances from around the world. It can be stated as a major attraction for tourists visiting the region. The Arts Festival is stated as performing arts promoter and host of cultural life. Genres that are heard or seen at this event are classical music, world music, Chinese music, dance, drama, Western opera, etc. Some well known artists from Western countries are invited to perform in the Arts Festival of Hong Kong. This event also publish, commissions and produces new works in chamber opera, contemporary dance and theatre by emerging artists and creative talents of Hong Kong. Various projects are undertaken by HKAF or Hong Kong Arts Festival in relation to investing in young people’s arts education. Government funding, donations and sponsorships are major sources of funding for this event. The cultural policy of Hong Kong government clearly indicates that arts and culture needs to be promoted so as to attract maximum tourists. In this chosen event the major developmental area is incorporating more performances representing local culture rather than focusing on Western performances. Western Opera might be attractive to maximum audience but it causes a negative impact on Hong Kong’s culture. Western culture has strongly influenced culture of Hong Kong and this has resulted into exploitation of traditional culture. The main focus of the event should be promoting youth talent of Hong Kong and highlighting traditional culture of this region. Chinese culture and Hong Kong’s culture are similar and this is the root of development idea. There are wide array of traditional festivals that are conducted in this region and Arts Festival should be a medium to promote traditional festivals or beliefs. On the other hand, some theatrical elements from Western countries can be adopted with a bit of modifications. This kind of alteration would lead to outlining local culture in performances. More countries should be invited to this festival more as guests than performers. Chinese music though included in this event has been submerged by English Opera and music. This should be major area of concern for event organizers. It can be stated that cultural policy of the region is all about bringing forth culture in front of audience without causing any such harm towards external society. The idea been thought of in this proposal would be a reflection of cultural policy. Arts Festival is a platform not only for enhancing young talent and promoting local culture but even increasing interests of visitors. Government always desire to promote culture in such manner that it proves to be a source for earning revenue through tourism. There are some strategic objectives behind this idea such as increasing opportunities for tourism industry, increased revenue margins through this event, staying competitive in context of arts or culture, being a major visitor attraction, etc. These objectives can be accomplished only through incorporating local culture within the arts festival and eliminating all forms of Western cultural performances. Target audience of this event are majorly tourists coming from different corners across the globe or local people. Hence by including more Western performances the event is losing on its importance as Hong Kong’s traditional festival. Destination profiling can be stated as another strategic objective behind this developmental idea. This is simply because Hong Kong’s culture remains unrecognized at times and this causes negative impact on its tourism industry. Through such structural changes within arts festival the region can develop a new profile stating that they implement best practices in order to sustain their culture and enhance skills of young talent. There lies a specific need behind all such development which is to encourage local people for enhancing their skill set, increasing visits of tourists and spreading cultural strength of this region across the globe. On basis of such developments Hong Kong would emerge as a region encompassing traditional culture practices. This development idea would not only attract foreign tourists but will serve as a medium to closely tie local people with traditions and culture. Hong Kong’s Arts Festival to certain extent is aligned with cultural policy framed by the government. However certain changes shall guarantee full-fledged implementation of arts and cultural policy developed by Hong Kong’s government. Conclusion This study has clearly stated relationship between government policies or priorities with festivals or events. Hong Kong hosts many events or festivals and all of them are centred towards increasing profits earned through tourism. As per this study, there are wide base of stakeholders who are indirectly or indirectly linked with an event. While designing an event it is important to take into consideration choices or interests of these stakeholders. It can be stated that success or failure of an event is highly dependent on stakeholder’s views or opinions. Apart from this factor rationality while decision making also plays a major role. There are number of steps undertaken while making a decision. Hong Kong Arts Festival is mainly highlighted throughout this development proposal. In overall context this arts festival has been able to attract large base of target audience but certain areas of improvement are not taken into consideration. This study states that more local cultural performance in the Arts Festival shall facilitate accomplishment of strategic objectives. References Ali-Knight, J., and Chambers, D., 2006. Festivals and events: beyond economic impacts, case studies in festival and event marketing and cultural tourism. Eastbourne: Leisure Studies Association. Allen, J., 2008. Festival and special event management. Australia: John Wiley & Sons. Bowdin, G., 2006. Events management. Oxford: Elsevier. Getz, D., 2007. Events studies: theory, research and policy for planned events. Oxford: Elsevier Butterworth-Heinemann. Veal, A.J., 2002. Leisure and tourism policy and planning. Wallingford: CABI. Appendices Appendix 1: Figure 1: Policy Making in Hong Kong Appendix 2: Figure 2: Festival Stakeholders Appendix 3: Figure 3: Rational-Comprehensive Model Read More