The Role of Melbourne Food and Wine Festival to Tourism in the Melbourne - Case Study Example

Introduction: Food is a big business all over the world and it has been the case in Australia.Julia Tum, Philippa Norton, J. Nevan Wright states that the Melbourne Food and Wine festival is a unique event which is operating on a not for profit basis. The Melbourne charm can be understood better by food and wine tours (Age).The event was started in the year 1993 and it has been operating on a yearly basis. The programme had started with 12 events and the recent event on the year 2009,7 March to 23rd March .The festival is managed by a small team who are responsible for the successful completion of the project. Anne-Mette Hjalager states that the food festival was born as the brainchild of Peter Clemenger who was head of Advertising Agency. The idea was initiated when Melbourne lost the bid to host Olympics and discussion was done to make advantage of the lost opportunity.Clemenger was member of Olympic Committee bid and he had noticed the positive comments made by the International bid team about the Melbourne food and wine restaurants. That was what prompted the need for promoting Food and Wine festival as tourist attraction. Anne-Mette Hjalager states that the first event had little support from the State Promotion Board which was Victoria. The 2001 event had seen listing of 93 events in the programme. A large amount of money has been generated in to the economy of Victoria due to this tourism event. The main source of income generators are the food and wine sales, accomdation in hotels, selling of consumer items and employment. Anne-Mette Hjalager states that the event has become a hallmark in the Australian Tourism like the Australian open which is played in Melbourne in January and the Formula One Grand Prix for racing. Anne-Mette Hjalager states that the initial target of the event was confined to the local populace of Melbourne and that had changed to include national and international populace. Anne-Mette Hjalager states that the event has been done in collaboration with the country and city restaurants, the artistic institutions like the regional galleries, special food shops, wine shops, fresh markets and so on. The programme will be having thematic dinners, lunch and breakfast, the cooking classes that has been done by local and overseas guests and seminar and workshops. The funding for the project has been done from private sponsors and public institutions. Anne-Mette Hjalager states that the aim of the event is to fit into the perfect blend of consumption tourism and it is like promoting the high excursion to the rural area of Victoria. Anne-Mette Hjalager states that the support of multinational food giants like Nescafe, Kellog and Schweppes was taken in the year 2001.The event 2009 had 200+ programmes. Anne-Mette Hjalager states that the event has become the only stage in Melbourne that is promoting the issue of sustainability and natural produce and relevant public and media exposure has been got on this topic. Anne-Mette Hjalager states that the role of allowing Bertolii, a large industrial olive producer in sponsoring pancake producer, that had switched to produce the organic. Anne-Mette Hjalager states that the event had ventured into the regional Victoria. Anne-Mette Hjalager states that the event had been largely responsible for helping the metropolitan crowd to understand the process of where the food is coming from and before reaching the body and table. Anne-Mette Hjalager states that there have been many threats to the event in the form of lack of transparency and accountability. These two terms has been considered as vital to any form of development. Anne-Mette Hjalager states that the there has been allegation that the event had been run by the same management. The International Flour Festival and the Wicked Sunday has been the highlight and that had attracted large number of population. Paul Smitz, Carolyn Bain, Sandra (CON) Bao, Susannah (CON) Farfor had stated that the top ten food festival that has been identified in Australia are Barossa Vintage Festival, Clare Valley Gourmet weekend,Festivale ,Melbourne food and Wine Festival, National Festival of beers, Sardine Festival, Taste of Byron, Taste of Rutherglen, Taste of Tasmania, and Valley fiesta. The food and celebrations are linked in the Australian culture. Food events and Food tourism has been increasing in Australia. River of Food and Wine states that Melbourne has been reaffirmed as the leading city in Australia for food and wine in the National 2008 brand health survey. The world’s longest lunch was held on March 13, in the Melbourne Food and Wine Festival. The 400 metre white colured table was on the banks of Yaara river at crown riverside and the three course lunch was followed by Victorian wine and this will be the ideal place to gulp down Italian alfresco. The wicked Sunday can be said as day of indulgence in Melbourne. It will be a day when handmade chocolates, global coffee, speciality cheese, artisan cakes, iced tea, sweet treats and many more. The Victorian finest handmade chocolates will be on display here. The coffee will have creamy latte and the kids will have rollicking time by collecting facts in a game and get to collect special treats. The best of Victorian wine was tasted on March 22 in the Cellar door at Southgate. River of food and wine has stated that the wineries that were on display on this year edition were All Saints Estate, Bacchus Hill Winery, Balgownie Estate, Bellarine Estate,Berrys Bridge Wines, Best’s Great Western, Bluestone Lane Vineyard,Boat O’Craigo, Boggy Creek Vineyard, Box Stallion, Brown Brothers, BrumfieldWinery, Buller View Wines, Buller Wines, Campbells Wines, Chambers Rosewood, Coombe Farm, D’Angelo Estate Winery, Delatite Winery, Downing Estate, Elgo Estate Wines, Gapsted Wines, Goulburn Terrace, Grampians Estate,Hanging Rock Winery, Hickinbotham of Dromana, Hirsch Hill Estate, Innocent Bystander, King River Estate, Lake Cooper Estate, Lake Moodemere Vineyards,Littore Family Wines, M.Chapoutier Australia, Macedon Ranges Sparkling Showcase, Mandala Wines, McIvor Estate, Miller’s Dixons Creek Estate,Milvine Estate Wines, Mitchelton and Preece Wines, Mount Avoca, Mount Cole Wineworks, Mount Langi Ghiran, Pizzini Wines, Punt Road Wines, Rutherglen Estates, Scotchmans Hill, Seppelt Great Western, Seville Estate, Shadowfax Winery, Shelmerdine Vineyards, Smiths Vineyard, Stanton & Killeen Wines, Tahbilk Winery, The Local Collection, Tisdall Wines, Wine Ballarat, Witchmount Estate, Yarra Burn, YarraLoch, Yering Farm Wines, Yering Station. The role of the report is to find out festival role in tourism promotion. The role of Melbourne Food and Wine Festival to tourism in the Melbourne Melbourne has been considered as a cosmopolitan and vibrant city and that has been thriving on sport, cultural experience and festivals. The city has been host to event all over the year and themes ranging from arts and film, fashion, comedy food and wine. Melbourne has been in name for food and atmospheric eating place but all that has been international thanks to Melbourne Food and Wine Festival. The bars that are hidden with intimate basement restaurants, the contemporary cafe that has been overlooking Yaara River and lone away bars. The fashion bars are there in Melbourne with alternative fashion and bargain buys. There have been excellent accommodation facilities and public transport system has improved. There is tourism life beyond Melbourne with some of the beautiful and diverse landscapes, having coastlines, wildlife reserve, surf beaches, coastal villages and rejuvenating hot mineral springs. Push & pull factors of the festival The pull factors can be said of the Melbourne food and Wine festival .The role of food and wine has been found to be most deciding factor in attracting tourists and it has been found out that Melbourne tourism has been on continuous season after Australian Open. The Australian Open is played on the month of January and that has been found to be attracting large number of visitors. The same principle applies to Melbourne Food and Wine festival where people flock together to be part of the festive atmosphere and it is an occasion for those who like food. The festival has attracted for children and there have been many attractions like five course designation dinner at five different points in Southgate at the same time. Political Agenda The state of Victoria was initially reluctant to this concept and gradually it had been changed and It has become the largest event of its kind after inception in the year 1993.This was made possible the Victorian political agenda and this has been treated as occasion to show the internationally acclaimed wineries. Fresh produce.gourment food producers and it has been boosting the economy of Victoria. The political agenda of promoting the Melbourne Food and Wine Festival has meant that it has been attracting lot of interstate and overseas visitors. Community involvement Melbourne has been considered as one of the strongest food city in the world and that has been because of the nature of eating out, cooking, shopping and thinking of food all day. This has been one of the reasons for iconic status that has been achieved in the mind of local community and that has helped to gain acceptance among national and international tourists. Contemporary importance of festival The concept of Legends of Melbourne Food and Wine has been to pay tribute to the leaders and visionaries who have changed the concept of Melbourne Food and Wine Festival. Every year new invitees has been announced to be inducted into Festival Legend Status and it has been seen that chef, producers, culinary has been inducted into hall of fame. The entry to legend does not mean that they are persons who were satisfied with meeting the expectations of the market and being running a successful wine and food business but will be driven forward by perfection .The legend tag fills well with those who were striving to create blazing wine trail and they are the main reasons for informing and inspiring the public about food. They have been instrumental in enriching Victorian food and Wine culture. The Melbourne food and Wine festival has been good for those who were interested in growing food and has achieved excellence in food production. It has been estimated that at least 1200 people will make an visual impact in the 2009 Melbourne Long Festival (Age,The). Mission of the festival Julia Tum, Philippa Norton, J. Nevan Wright states that the mission of the festival can be identified as “The festival charter is to promote the quality produce, talent and lifestyle of Melbourne and the State of Victoria and to reinforce Melbourne as the pre-eminent culinary city of Australia”. SWOT analysis Strengths: Melbourne as Food city.The Melbourne Food and Wine Festival has been able to attract the finest and innovative chefs (Hospitality) and has been able to offer the finest meat for the meat lovers (Top Five,Age).The Melbourne Lunch has the cooperation of nearby areas (Leader). Weakness: Lack of Transparency and Accountability in the issue of funding. Oppurtunities: More events can be showcased and more nationalities to be addressed.The Melbourne food and wine festival has a number of events like spoken word that are more interesting for all those who are interested in food and controversy (Lethlean, John).The Melbourne Long Lunch money has been used for assisting the less fortunate people(Caulfield Glen Eira - Port Philip Leader) Threats: More than 3.28 million fresh nutritious foods was driven to the event and in the background there was a report that more than 310000 Victorians did not have enough food. Human resources The recruitment of volunteers will be taken by seeking applications from online and the supervision and motivation has been done from the present time. Sponsorship – (http://www.melbournefoodandwine.com.au/www/html/219-sponsors.asp) PRESENTING PARTNER: OFFICIAL HOTEL: OFFICIAL DOMESTIC AIRLINE:              GOVERNMENT PARTNERS:             MAJOR PARTNERS:                       MEDIA PARTNERS:                                     VENUE PARTNERS:             PRODUCT PARTNERS:                       WINE PARTNERS:                         BEER PARTNERS:               PARTNERS:                             TRAINING PARTNERS:           ONLINE PARTNER: OFFICIAL CREATIVE AGENCY:                       What benefits sponsors get from this festival; what benefits sponsors provide to the festival organization; how to reduce costs or increase revenues. The benefit that sponsors will bring to the festival will be the funding and the increased knowledge of the event. For example it has been The Age that has been the sponsor for the year 2009 and the media blistering would have created an interest in the national tourists. The aim will be to increase revenue by reducing cost and this can be done by opening for more sponsorship and that can create more funds for more events that can increase the revenue. The sponsors can be benefited with this festival in the form of global reach and that has been the main impetus for more and more sponsors to come forward. It has been estimated that Melbourne Food and Wine Festival has been bracketed in the top order like Australian Open and Formula One grand prix. Marketing – promotion; marketing mix; product major elements; pricing; target markets etc. The marketing of the event will be one by a creative agency who will be having wide expertise in the field of food promotion and has the trends and what is happening in the field of food industry all over the world. The target market in the field on Melbourne Food and Wine festival has been the people who love food and that has been created all over the world. The pricing has been competitive and it has been done to attract the family segments. The main aim of the marketing will be to attract the family segments to the festival and there have been many advantages for the children and the family alike. Legal and risk management – duty of care, contracts, insurance, licenses, health and safety, crowd management, security etc. The crowd management will be the main concern for the Melbourne food and Wine festival. It has been estimated that the festival has seen increasing crowd and that has been the main highlight. It has been seen that the World Longest Lunch has been attracting more visitors and it has to be clearly managed and it is here the role of volunteers that has to be appreciated and they have done a good role every year in ensuring that the Melbourne Festival goes off smoothly. Evaluation of the festival – purpose of evaluation; is there any evaluation of the festival; Briefly evaluate the impacts of the festival (e.g. economic impacts, social/cultural impacts, environmental impacts) and identify problems associated with the outcomes of the festival. Evaluate how your festival achieves the goals/objectives listed in the section of ‘Planning’ (e.g. the visitor numbers, incomes, sponsorship). The economic Impact:The state of Victoria has been benefitted. Social /cultural impact: The social impact of the Melbourne Food and Wine festival has been the increased awareness globally about the culture of Melbourne people who are more interested in spending time taking good food .The social impact has been the increased awareness of the community to make the event more memorable. The problem that has been identified with the festival There has been doubt about the transparency and accountability of the festival plus the additional income that has been generating. It has to be seen whether this festival has benefitted the economic downtrodden and has got a long way for removing poverty. The objective has been to get more visitors every year and it has to be acknowledged that Melbourne Food and Wine festival has been attracting more visitors every year. The sponsorship has been increasing. Conclusions and Recommendations – The festival was successful in reaching the wide several of segments and it has attracted family and children alike. The recommendation is that the income generated should be made more useful for the common man and every step has to be taken to make sure that the event becomes more transparent and accountable. There is a personal opinion that the Melbourne Festival can be bought closer to Australian open as both the segments can be made as a combo package. Reference Anne-Mette Hjalager,2002,"The Melbourne Food and Wine Festival",Tourism and gastronomy ,pp133,136,142,143. Carolyn Webb, "Disadvantaged can stand HEAT of the kitchen." Age, The (Melbourne, Australia) 13 Mar. 2009, First, News: 4. NewsBank Access World News. 2 Jun. 2009. . Caulfield Glen Eira - Port Philip Leader ,"Top Five ... Meat Lovers', Melbourne Food & Wine Festival - eat, drink, cook ...." Age, The (Melbourne, Australia) 28 Feb. 2009, First, A2: 6. NewsBank Access World News. 2 Jun. 2009. . David,2009,"Eat, sip, walk - MELBOURNE FOOD & WINE FESTIVAL 2009." Age, The (Melbourne, Australia) 24 Feb. 2009, First, Supplement: 8. NewsBank Access World News. Retrieved on . 2 Jun. 2009. . "Get out and enjoy a nice, long lunch." Leader - Hume Moreland Leader (Melbourne, Australia) 26 Mar. 2003, 1 - HOV, News: 024. NewsBank Access World News.. 2 Jun. 2009. . Julia Tum, Philippa Norton, J. Nevan Wright,2006,"Mission Statements",Management of event operations ,pp.32 Paul Smitz, Carolyn Bain, Sandra (CON) Bao, Susannah (CON) Farfor,2005,"Top Ten Food Festivals",Australia ,pp.76 "Top Five ... Meat Lovers', Melbourne Food & Wine Festival - eat, drink, cook ...." Age, The (Melbourne, Australia) 28 Feb. 2009, First, A2: 6. NewsBank Access World News. 2 Jun. 2009. . 2008,"Top chefs head to Melbourne for gastronomic celebration",Hospitality Issue 633, p5-5, retrieved from http://ezlibproxy.unisa.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=hjh&AN=29363224&site=ehost-live Lethlean, John,2004, "MELBOURNE RESTAURANT NEWS", Australian Gourmet Traveller, Vol. 4, Issue 9 “River of food and wine”,Viewed on May 31,2009,retrieved from http://www.melbournefoodandwine.com.au//resources/documents/River_of_Food_and_Wine.pdf “Sponsorship”,Viewed on May 31,2009,retrieved from http://www.melbournefoodandwine.com.au/www/html/219-sponsors.asp Read More