Table of Contents
Introduction Melbourne Show Nature and Organization of Show Event Design Visitor Experience List of Citations Footnotes
Abstract
The study examines the inventiveness of the Melbourne Show in terms of the variety of its programs, its design, and the evaluation of the visitors' experience. The newspaper discusses the inventiveness with which event organizers organize live performances, agricultural expositions, and art exhibitions. In addition, the ticketing system that encourages families to visit rather than individuals has been lauded as an innovative innovation that attracts more tourists. The evaluation of visitors' experiences with the varied programs of the exhibition is also included in the study. The data are contrasted with pertinent literature on event management in order to support the points made in the article.
Introduction
According to organizations, sponsoring an event is a means of communicating with the public. The incident may take various forms. It can promote a cause to public attention, collect funding, attract collaborators, and even inspire a celebration. Excellent event management will ensure the success of the aforementioned activities. The event management requires a diversified group to organize the events. The reason for this is because event managers must have relevant customer service experience. In addition to planning, event managers must possess the skills of organization and graphic design as part of their supplementary qualifications. To ensure the success of an entertainment event such as the Melbourne Show, the organizers must determine their objectives and number of activities, including site selection, materials, live performances, and other exhibitions and speakers. Additionally, it is essential to identify the audience and tailor the programs accordingly. Before preparing and presenting an event, it is necessary to collect the necessary components for the arrangement of programs. Before that, event planners must be inventive to showcase the occasion as its flavor grows (Vanguard Communications, 2006). 1
Therefore, event managers must acknowledge that creativity is a continual process and must demonstrate innovation in all facets of event management. Therefore, it is essential to visit a monthly art exhibit and live performances. In addition, an event manager's creativity can be enhanced by a passion for and knowledge of music, dance, literature, the visual arts, and acting. A creative event manager must possess the skills of a caterer, marketer, writer, entertainment manager, musical contractor, graphic designer, and decorator. Thus, events such as the Melbourne show can serve as a model for event organizers who demonstrate the aforementioned abilities for organizing a creative event (Joe Jeff Goldblatt, 2005, pp. 49-50). 2
Melbourne Display
In this study, the Melbourne show, a pure entertainment event for people of all ages, is evaluated. This show's originality is understandable when we consider that it began in 1848 as a plowing competition. One can see that the ploughing competition was original in those days, and each year the number of programs and exhibits at the fair has expanded, demonstrating inventiveness in expression. The inventive events added to the festival lengthened it to eleven days of nonstop enjoyment. From agriculture to rural lifestyle, from leisure activities to entertainment, from food, wine, and horticulture to rides and more, the show's unique events are diverse. The innovation comes in the fact that the event organizers attempted to give city dwellers a peek of rural life. Additionally, the presentation promotes agricultural excellence in addition to entertainment. As a result, the event rewards the sector and highlights the finest Victorian goods. As part of the show, one can find competitions and organisations in agricultural and rural communities. Nonetheless, the inventiveness does not end here. Unlike the agricultural and rural way of life, the
The beer awards, wine display, and horse show lend glitz and elegance to the occasion. Consequently, the Melbourne Show is considered as Australia's largest and most adaptable indoor/outdoor exposition and event site. It provides room and versatility for staging exhibitions, trade displays, film production, concerts, and other events that draw individuals from all walks of life (Royalshow.com, 2009). 3 Consequently, innovation in the management of an entertainment event such as the Melbourne Show is what innovatively entertains and draws a huge number of attendees.
Nature and Structure of Display
The ticketing system is essential when examining the nature and organization of entertainment shows like the Melbourne Show. Individual tickets cost $28, however family tickets that admit two adults and two children cost $65, indicating to clients that families are permitted at a discounted rate. People choose to come with their families in order to take advantage of the discount offered by the organizers. Due to the fact that each family consists of four individuals, this increases the number of visitors to the exhibition, and thus, the company within the exhibition thrives as well (Royalshow.com, 2009). 4
In light of the foregoing, Graham Berridge (2007) asserts that the management of experiences is crucial and should be carefully crafted as an approach to the delivery of services, activities, and programs. In the aforementioned environment, the organizers are effective in drawing families as customers in order to meet the needs of all the displays in the show (Graham Berridge, 2007 pp. 70-71). 5
Design of the Occasion
After a big number of people have purchased tickets, the design of the event will play a significant role in attracting additional people through word-of-mouth and increasing attendance next year. Inviting celebrities to the show for a particular event to attract more viewers can also be considered a creative element in the creation of the show's programs. Regarding food activities, the organizers recruited Master Chef Chris Badenoch from the renowned reality cooking show for a food tasting and Victorian Premier John Brumby for the opening ceremony on September 17 of this year. In addition, schoolchildren are drawn to activities such as painting fiberglass cows and sky-high rides and fireworks. However, allowing guests to view animals, art and craft, and live entertainment over the course of 11 days demonstrates that the festival is intended to attract people from all walks of life and of all ages (Herald Sun, 2009). 6
Therefore, the above design falls under the event organizers' leisure management and expresses leisure as an experimental encounter. Graham Berridge (2007) opines in the preceding context that leisure experience is a thing in which consumer motives can be transformed into results or rewards via the consumer process. Graham cites Buswell (2004, p.3) in the aforementioned context, who states that the consumer process involves interaction between three fundamental factors: time, flow, and expression. The Melbourne exhibition changes the experience of visitors by limiting the availability of time or allowing an unlimited amount of time, depending on whether the organizers require visitors to engage in freely chosen activities. In the aforementioned framework, the flow of visitors corresponds to the sensations people have at various stages of any event. In light of the aforementioned, Melbourne Show is an event that interacts with people through the design of programs and provides them with a limited-time, programmed leisure experience (Graham Berridge, 2007, pp. 69-71). 7
Evaluation of the Visitor Experience
The next and final step is the evaluation of guests' experiences with free live shows and entertainment. As visitors undoubtedly attend both free live shows and featured entertainment, the total number of attendees throughout the course of the 11-day exhibition can serve as an indicator of the visitors' satisfaction. If participation grows from day one to day 11, the experience might be rated as outstanding. The experiences of visitors must be evaluated for a variety of events, since the programs range from ping-pong races to fireworks displays to the Bush Games, which demonstrate Australia's talents, strengths, and traditions. If live performances such as pig racing and fireworks displays examine the experience of visitors who are interested in viewing an adventure or a spectacular event, then the Bush Games programs assess the experience of visitors who are interested in demonstrating or testing their talents. Moreover, there is no lack of entertainment for art enthusiasts, as the organizers presented a wide variety of live music. In addition, the Sunday programs provide guests with a respite from the commotion and noise of the exhibition. Consequently, similar to the diversity of the show's programs, visitors from all walks of life and all lifestyles have diverse experiences (Royal Show.com, 2009). 8
Thus, the event management in the Melbourne Show may be viewed as a collection of many tactics employed by destination managers to overcome obstacles. Particularly, the management focused on attracting a large number of return visitors to the exhibition over the course of 11 days. The return of visitors within 11 days bolsters Melbourne Show's competitive position, resulting in an increase in the rate of visitors. The aforementioned criterion evaluates the visitors' experiences as those that compel them to return to the show and cause a considerable portion of visitors to return the following year for the same experience. Positive visitor experiences are the result of pursuing excellence in all elements of the show's events and producing consistent performances. This is the reason for the continued existence and success of the Melbourne Show since 1848. (Dimitri Tassiopoulos, 2005, pp. 2-6). 9
List of Citations
Event Management: A Professional and Developmental Approach, published by Juta and Company Limited in Zambia in 2005.
Graham Berridge, (2007), Events Design and Experience, Oxford, UK: Butterworth-Heinemann.
Herald Sun, "Opening of the Royal Melbourne Show," Web.
Joe Jeff Goldblatt (2005) published Special Events: Event Leadership for a New World with Wiley & Sons in Hoboken, United States.
Royalshow.com, Services and Information on the Internet, 2009.
Royalshow.com, Tickets and Packages, 2009. Web.
Royal Show.com (2009). Internet. Live Shows and Entertainment.
Preparation and Creativity Make Event Planning a Breeze, according to Vanguard Communications (2006). Web.
Footnotes
Preparation and Creativity Make Event Planning a Breeze, according to Vanguard Communications (2006). Joe Jeff Goldblatt, 2005, Special Events: Event Leadership for a New World, Website. Hoboken, United States: Wiley and Sons. Royalshow.com, (2009), Information and Services. Royalshow.com, (2009), Ticket and Package Information Graham Berridge, (2007), Events Design and Experience, Butterworth-Heinemann, Oxford, United Kingdom. Web. Herald Sun, (2009), Royal Melbourne Show to Open. Web. Graham Berridge, (2007), Events Design and Experience, Oxford, UK: Butterworth-Heinemann. Live Shows and Entertainment, Royal Show.com, 2009. Web. Dimitri Tassiopoulos, 2005. Event Management: A Professional and Developmental Approach.
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