TOUR2009 Foundations Of Event Management

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TOUR2009 Foundations Of Event Management

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TOUR2009 Foundations Of Event Management

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Course Code: TOUR2009
University: University Of South Australia

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Country: Australia

Question:
1. Provide key information about the two events. 2. Identify the two most important stakeholders of each event under the option you chose, and explain why they are (the most) important stakeholders.3. Compare and discuss how and why there are differences and/or similarities in stakeholder relationships between the two events. – refer this answer to the 2 most important stakeholders identified under point 2. You can also reflect on broader stakeholder relationships that  exist within the two events4. If the events (you have chosen) become too dependent on the identified stakeholders, how would the events be influenced? Provide examples to illustrate your answer5. Provide recommendations on how to reduce the dependency on the identified stakeholders for each event
Answer:

Introduction:
Festivals play important role in the development of cultural and social roles, and most important festivals are the important aspect through which tourists are attracted. They are used as tools for the purpose of marketing and image building, and they are valued as per their ability to animate cities, resorts, and attractions. Sustainability of festivals clearly depends on the support of key stakeholders.
In this paper, two events are compared that is Adelaide Fringe and Christmas carols by candlelight for the purpose of analyzing the difference in management and stakeholder relationship in these two events. Subsequently, this paper is concluded with brief conclusion.
Brief history of events:
Adelaide Fringe: In 1960, small group of independent artist introduced Adelaide Fringe because of the limited opportunity provided for local talent in the exclusive Adelaide Festival of Arts. Anyone who has creative vision can join this festival because it was an open access festival and there would be no barriers. This festival was hosting almost 52 art exhibitions, collections and performances by the period of 1964. In 1975, Fringe changed its focus, and their new idea focus on the development of own culture in South Australia. In 2012, government provided extra funds for the purpose of extension of 2013 festival from 3 weeks to 4 weeks.
Today, this event is celebrated in entire city with almost 1100 staged events at established venues such as theatres, hotels, art galleries, cafes and town halls, and also in parks, warehouses, lane-ways and empty buildings. This event invites their audience for discover something new, and enjoy the festival at their best (Adelaide Fringe, n.d.).
Christmas carols by candlelight: in 1937, this festival was started in Melbourne, Australia by the Norman Banks a radio announcer. He started this festival after watching that a woman lonely listening the carols. Norman decided to reduce the loneliness and isolation feel by some person during Christmas period, and he make announcement for joining the community carol singing. Concept introduced by Norman become popular, and now this program is broadcast in large number of states over the world. This festival is organized every year before the Christmas week, and thousands of people gather at one place for the purpose of singing their Christmas carols. This event commence before the darkness falls, and this event make the children’s and other participants more excited for Christmas (TWW, n.d.).
Stakeholders and their importance:
Adelaide Fringe: the two important stakeholders of this event are artists and government, and their importance is stated below:
Artists- there are large number of artists who repeatedly participate in the event, and this indicates the popularity and success of Adelaide fringe. Level of satisfaction provided by this event to its key stakeholder’s shows that event is going in right direction and works well. This event is related to culture and art. Talented artists are the important stakeholder because this festival is not possible without talent of artists, and contribution of artists is the only thing which makes this event successful.
Government- the other important stakeholder of this festival is government, and they play important role in the management and funding of this festival. Organizers of this event collaborate with government for the purpose of attracting more people to this event, and for getting adequate funds for effective management of this event (Government of SA, n.d.).
Christmas carols by candlelight: the two important stakeholders of this event are state Government and Businesses, and their importance is stated below:
State Government- state governments are the key stakeholder of this event and they play important role in managing these events. Government not only provides funds for such events but also help in arranging charities for these events. Through these events government try to build capability of existing businesses and also attract new business ventures.
Businesses- businesses are also the most important stakeholder of Christmas carols by candlelight because maximum funds to organize such events are arranged from business entities, and they sponsor the activities of such events. Therefore, they also play important role in ensuring the success of such events by providing financial security (Adelaide city Council, n.d.).
Differences and similarities between the stakeholder relationships of these two events:
Differences: In Adelaide Fringe, stakeholders ensure their financial benefit because it is not any charitable event and both artists and government try to achieve their own benefits. This event is organized to foster the local talent and for the development of social and cultural aspects. Therefore, in this stakeholders relationship are depend on the financial benefits and other benefits. In this government achieve various benefits such as tourist attraction and other benefits.
On the other hand, Christmas carols by candlelight is an event organized for social welfare. In this relationship of stakeholders does not depend on financial benefits because this event is organized for charity purpose. The main aim of this event is to provide social benefits to the large number of community. Therefore, stakeholders related to this event focus on building good image in the eyes of public or they sponsor this event for the purpose of fulfilling their social responsibility (YMCA, n.d.).
Similarities: in both the events, stakeholders sponsoring the event which is relate to public welfare. Both the events are related to some kind of social benefit, and both these events support the specific community of the society. In Adelaide Fringe, stakeholders try to encourage the local talent of the state and they also provide various opportunities to artists for the purpose of foster their talent in the front of country. On the other hand, Christmas Carols by candlelight try to reduce the loneliness and isolation of people at Christmas night. This event is mainly focus on social welfare and organized for the purpose of raising charity for the different effected communities of the society.
Both the events are directly or indirectly try to help the particular community of the society, and their stakeholders focus on their social responsibility instead of financial benefits (Caust & Glow, 2011).
Dependencies of events on the identified stakeholders:
Adelaide Fringe- this event is completely depends on its stakeholders, especially local artists. It is not possible to conduct this event without artists because this event is clearly depending on the art and culture. There are large numbers of artists who contribute in this event and their contribution makes this event successful. This event is largely depends on the funds raised by government and their other stakeholders which increase the dependency of this event.
Because of lack of resources, festivals are depends on the different actors, and some these actors become the vital partners and they influence the development of festival. Some of them become so important that it is difficult to replace them in short or long term perspective. Too much dependency of any event on stakeholders influences the idea or basic concept of the festival. If mangers of festival completely depend on the local artist of the state, than it influence the interest and development of this festival, and complete dependency of mangers on government for arranging funds can also effect the development of this festival (Getz, 2002).
Christmas carols by candlelight- the dependency of this event is on State Government and businesses because of the charity and funds provided by these stakeholders. This event is conducted for the purpose of social welfare and the main aim of this system is to raise funds for the effected community of the society. The funds and charity provided by the government and other business entities is used for the purpose of providing funds to that part of community which is in need.
Too much dependency of this event on stakeholders influence the main aim of this event that is social welfare because it might be possible that some corrupt politics or greedy businessman use this event for their own welfare and make financial benefits for their parties or organizations (Locca & pressenza, 2012).
Recommendations for reducing dependencies on stakeholders:
Adelaide Fringe- in these mangers of the event clearly depends on the local artist and government for success of the event. As stated above too much dependency on local artist reduce the scope and innovation capability of the event. Therefore, it is necessary that mangers of the event also focus on the art and culture of different states and traditions this will encourage the scope and innovation aspect of this event. For this purpose they can invite artists and cultural experts from different parts of the world and provide them platform on which they can show their talent. Such kind of this makes this event more popular and successful.
Other important stakeholder is government which provides funds for this event, and maximum funds for this event are raised from government. Therefore, it is necessary that mangers also try to find other ways for arranging resources and achieve their set target (Rogers & Robertson, n.d.).
Christmas Carols by Candlelight- this event is depend on the state government and businesses for the purpose of raising funds. As stated above too much dependency on these stakeholders can influence the main purpose of this event as social welfare because businesses and political parties can use this event for their own purpose and financial benefits. Therefore, it is necessary that mangers of the event also arrange resources from other ways also in equal manner so that this event does not depend on any single stakeholder or few numbers of stakeholders. If event is depend on large number of different stakeholders than chances of corruption are less or mangers can also raise funds from general public because these funds are used ultimately for their benefit such as for making the society better place to live (Andersson, 2008).
Conclusion:
After analyzing all the above facts, the influence or importance of stakeholders in any event is clear. This paper also states the importance of management of stakeholders. Mangers of event must frame adequate strategies for the purpose of managing the stakeholders in festival event. It is necessary that dependency of any event on stakeholders must be limited because too much dependency can influence the success and main aim of the event.  
References:
Adelaide City Council. Christmas In The City 5 Year Strategy & Action Plan 2014-18. Available at: https://www.cityofadelaide.com.au/assets/Policies-Papers/docs/STRATEGY-Christmas-in-the-city.pdf. Accessed on 22th march 2017.
Adelaide Fringe. History. Available at: https://www.adelaidefringe.com.au/history. Accessed on 22th march 2017.
analysis of newspaper media. Available at: https://eprints.bournemouth.ac.uk/23083/1/RobertsonRogersSJHT.pdf. Accessed on 22th march 2017.
Andersson, D. T. (2008). Stakeholder Management Strategies of Festivals. Journal of Convention & Event Tourism, Volume 9 (3).
Caust, J. & Glow, H. (2011). Festivals, artists and entrepreneurialism: The role of the Adelaide fringe festival. International Journal of Event Management Research Volume 6 (2).
Getz, D. (2002). “Editorial on the nature and significance of event studies. Event management, Volume7 (3), Pp-141-142.
Government of SA. Festival Adelaide. Available at: https://www.festivalsadelaide.com.au/wp-content/uploads/2013/03/FestivalsAdelaide-Brochure_email.pdf. Accessed on 22th march 2017.
Locca, A. & Pressenza, S. (2012). The weight of Stakeholders on festival management. Special issue, Volume 10(2), Pp-25-35.
Rogers, M. & Robertson, P. Festivals, cooperative stakeholders and the role of the media: a case
TWW. Carols by Candlelight. Available at: https://tww.id.au/christmas/carols.html. Accessed on 22th march 2017.
YMCA. Carols by Candlelight. Available at: https://www.ymcachch.org.nz/amigo/wp-content/uploads/2013/02/Donor-newsletter-Issue-10-Dec-2013.pdf. Accessed on 22th march 2017.

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