Analytical Analysis of the Adelaide Festival of Arts - Case Study Example

Analytical Report Name Course Name and Code Instructor’s Name Date Table of Contents Table of Contents 2 Adelaide Festival of Arts 3 Event impact and evaluation 3 Event management 5 Event analysis 6 Event impact and evaluation on Adelaide Festival of Arts 6 Event management on Adelaide Festival of Arts 8 Conclusion 9 Adelaide Festival of Arts The Adelaide Festival of Arts is a festival in the Australian culture that is held every year in Adelaide, South Australia. It is an arts festival that is deemed one of the globe’s biggest arts celebrations. Besides, the festival is well known worldwide and the Australian pre-eminent cultural event (Starick, 2006). Adelaide Festival of Arts initiated in the year 1960 and it is cerebrated in autumn, in March every year (Starick, 2006). The festival comprises of a number of events, however, general features encompasses theatre, opera, novel media, dance, cabaret, contemporary and classical music. The event Nucleus is formed by the River Torrens and Adelaide Festival Centre, and currently, Elder Park plays a major role in opening the festival. The Matchless design of the city (referred to as Lights Vision) has contributed to the success of the Adelaide Festival of Artsas it offers numerous enjoyable settings. According to the Australian state government, the festival will be funded in order to be held every year from 2012. This report will focus on event management and event impact and evaluation, describing the ideas and theories in each topic and linking the same to the Adelaide Festival of Arts. Event impact and evaluation Event evaluation assess how successful or unsuccessful an event has been. Apparently, event evaluation helps us to answer the question of what worked, what did not, where and why in order to make improvements in the future (Ritchie 2004). Event evaluation is a vitally significant aspect of the armoury of the tools and approaches of evaluation as well as critical to the global efforts to enhance the efficacy of aid conveyance and public spending in bettering the living standards. Event evaluation is a prerequisite to make a person and his team effective and efficient when they next organize an event. Typically, event evaluation helps one identify mistakes so you can learn from them. It is carried out right after an event is over (Ritchie 2004). The team leader holds a meeting with his team members to analyze the event. An event evaluation is conducted using two steps: 1. Identify the degree to which the objectives of the event as well as advertising have been attained. It does not matter how much people enjoyed the event or its popularity. If the event’s objectives are not accomplished, then on a commercial level, the event is a complete failure. 2. Acquire feedback from your target audience and clients. An appropriate way of acquiring feedback from the target audience is through a feedback form. The desire to study event impacts have been catalyzed by the need to identify the negative and positive impacts of holding events so as to make a justification of why the public spends so much on events (Carlsen, et al, 2000). Additionally, people will be able to influence the probable benefits accrued by the communities, which hold events usually termed as legacy (Ritchie 2004). In the context of an event, the impacts comprise of a number of both negative benefits and positive benefits, which are acquired because of the occurrence of an event. Evidently, the benefits and the impacts could be seen before the commencement of an event, when the event is ongoing or after completion of the event (Carlsen, et al, 2000). Researchers have revealed that the impacts could be felt by a number of people including the participants, the host community as well as the local businesses. Clearly, an event impacts people in varying ways and therefore there could be some imbalance in the benefit and impacts distribution (Carlsen, et al, 2000). Event management Event management encompasses the use of project management with an aim of creating and developing events, festivals and conferences. It entails studying the brand intricacies, identification of the target viewers, formulating the concept of the event, coordinating and planning prior to the actual execution of the event. The festivals and events industry has been considerably driven by post-event analysis as well as making sure that there is ROI (return on investment (Ramsborg et al., 2008; Shone and Parry, 2004). In the current time, there has been increased growth in the events and festival industry all over the globe and this implies that the management has to be efficient (Ramsborg et al., 2008) as these events have a great effect in the community as well as the country at large. The event management encompasses proper decision-making, planning, promotions and financial management all, which necessitates an efficient and effective leader. Event leaders/managers together with their team members play a key role in running the festival/event (Shone and Parry, 2004). They plan, execute, build the brand, market and communicate strategy to the audience. Besides, in order to ensure the success of the event, event mangers/leaders are experts at logistics, technical and creative components that encompasses event design, client service, scriptwriting, budgeting and logistics (Chaturvedi, 2009). Event mangers also have budget roles for the early development stages of the event. These stages encompass budget drafting, site design, risk management, and scheduling amongst others (Ramsborg et al., 2008). Financial management is a very significant component for any event, as funds are required to make events/festivals a success. Besides, it is important to set a budget and forecast the revenues to make certain that the intended gains are achieved. Generally, in order to ensure that events and festivals emerge successful, proper and full knowledge and understanding of how the required actions are to be communicated to the target audience and the public in general are required. Besides, proper decision-making is a prerequisite from the success of the event (Chaturvedi, 2009). Decisions are generally made by the leaders and then communicated to the other team members with an aim of ensuring that all individuals involved in the planning of the festivals work towards attaining the same objective. According to Ramsborg et al., (2008) most festivals succeed because of proper planning. In this case, Adelaide Festival of Arts is not an exception. Although it is held annually, efficient planning accompanied with sufficient funds are required to ensure success. Event analysis The above part has discussed the theory of the event management, event impact and evaluation. This has provided a clear understanding of the theory and this will facilitate in the application of the same to the Adelaide Festival of Arts. Event impact and evaluation on Adelaide Festival of Arts Performing an event evaluation after the Adelaide Festival of Arts has been performed is of paramount the event organizers. This is due to the fact that event evaluation helps one assess how successful or unsuccessful an event has been by answering the questions what has worked, what did not work, where and why (Ritchie 2004). Getting a feedback on these questions from the evaluation forms often issued to the targeted audience through as part of a gift voucher or an exit pass from the venue will be important for the organizers of the Adelaide Festival of Arts as they will identify their mistakes and learn from them to make the next event successful. In addition evaluating the Adelaide Festival of Arts will benefit the Australian culture. It is apparent that the event is among the biggest Arts events in the universe and so it attracts audience from across the globe. Improving on the mistakes identified will enhance the popularity of the Adelaide Festival of Arts as well as ensure that the objectives of festival are attained to achieve success on a commercial level (Ritchie 2004). On the other hand, event impact will not only benefit the event organizers but it will impact largely on the Australian citizens, the government as well as the local businesses and the tourist sector (Carlsen, et al, 2000). To begin with the tourist sector will fetch more money from the event as the being one of the biggest Arts festival in the world, it will attract audience and clients across the globe. Secondly, the Australian citizens will benefit from getting jobs that will in turn improve their living standards. In organizing such a big event, many people are required to set the stage and ensure everything deemed right to make the event successful is put in place and hence job creation to the citizens. The local businesses will also benefit from the event and especially the hotels and restaurants close to the venue of the event. It is apparent that those in attendance of the event will seek accommodation, food and beverages from the nearby hotels. Lastly, the event itself will benefit from the s ale of its cultural products to its clients and audience. Generally, event impact and evaluation will have both social and economic impacts to Australia (Fredline et al, 2003). This is because it will be the pride of the country to celebrate their culture and that the event will earn them money leading to a positive economic growth. Event management on Adelaide Festival of Arts As put forth by Ramsborg et al., (2008) event management is one of the major components, which ensure the success of any event/festival. It entails studying the brand intricacies, identification of the target viewers, formulating the concept of the event, coordinating and planning prior to the actual execution of the event. Such aspects as leadership, decision-making, financial management and planning are core elements in event management. In order to foresee efficient management of the Adelaide Festival of Arts, various bodies and corporations have been established. The Adelaide Festival Corporation was established in 1999 and it replaced the Adelaide Festival Board. The main objective of the corporation is the management and operation of the Adelaide Festival of Arts and this is aimed at making certain that the festival is carried out every year successfully. The corporation has been delegated with various objectives amongst them; ensuring that there is efficient planning, decisions are made appropriately, and the financial budget is made and it is reasonable. It is apparent that in order to hold a festival, sufficient funds for the same are required. As such, according to the Australian state government, the festival will be funded in order to be held every year from 2012. Efficient communication is also a major element that results to the success of the event. Such communications, which are done by the leaders’, offers information to the target audience and the public in general regarding the time of the event, and scheduling amongst others. The Adelaide Festival Corporation also aims at ensuring that the Adelaide Festival of Arts is developed further as an event of global excellence and standing, provision of consultative, advisory, support and leadership/managerial services necessitated, and carrying other responsibilities, which enhance the art or stimulate the public into the arts through proper employment of its resources. Conclusion Adelaide Festival of Arts initiated in the year 1960 and it is cerebrated in autumn, in March every year. This is a good indication that the event has been successful as it is celebrated yearly since its inception. The event has been a way for Australia to celebrate its culture alongside theatre, opera, novel media, dance, cabaret, contemporary and classical music. The Adelaide Festival of Arts has also contributed to the growth of the tourism sector of Australia as many foreigners visit the country to enjoy their rich culture. On the commercial level this has been a success and the government of Australia will fund the festival so as it can be held every year from 2012. The Matchless design of the city (referred to as Lights Vision) has contributed to the success of the Adelaide Festival of Arts as it offers numerous enjoyable settings. As a result, the event is able to attain its objectives as well as popularize the event across the globe thus earning more audience. In conclusion, the Adelaide Festival of Artshas gained popularity as the only event that celebrates Australian culture. As a result, it has acquired more clients thus its sustainability. References Adelaide Festival of Arts to go annual. The Advertiser. 26 February 2010. Carlsen, J., Getz, D., Soutar, G., 2000. Event Evaluation Research. Event Management, vol.6, no. 4, vol. 247-257 Chaturvedi, A., 2009, Event Management: A Professional & Development Approach, Global India Publications. Fredline, E., Jago, L., Deery, M., 2003.The development of a generic scale to measure the social impact of events. Event Management, vol. 8, no. 1, pp. 23-37 Ramsborg, G.C.; B Miller, Breiter, D.; Reed, B.J., and Rushing, A., 2008, Professional meeting management: Comprehensive strategies for meetings, conventions and events, 5th ed, Kendall/Hunt Publishing, Dubuque, Iowa. Ritchie, B.W. and Adair, D., (eds.) 2004. Sport Tourism: Interrelationships, Impacts and Issues., Channel View Publications, Clevedon. Shone, A., and Parry, B., 2004, Successful Event Management: A Practical Handbook, 2nd ed, Cengage Learning EMEA, London. Starick, P., 2006, Festival back as best in nation. The Advertiser. Read More