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Monash University

Festival and event assignment one
Shenzhen International Food festival carnival

Name: Yundie Li
ID: 21546037
Word count: 1496
Unit code: MGW2200
Tutor name: Rumi Ramkissoon
Unit co-ordinator’s name: Judith Mair
Date of submission: 26/08/2011

Executive summary
It is planning to use foods festival as an example to build event concept, and detailing the purpose, process and the risk of the international food festival. The purpose of this report is developing a concept of event and outlines the timing, location, venue and season. It aims to build up an international food festival which located in Shenzhen, and it will be hold during the period of Chinese spring festival for attracting more local people and tourists, furthermore, the purpose of this international food festival is reunion for family activities, culture, attracting more people come to Shenzhen, increasing the different cultural interaction and stimulating the growth of local economy.

Organizers need to design an effective and efficiency market strategy to motivate and attract people to attend and consume in the international food festival, and the participators can be local residents, tourists, chefs and restaurant managers.

The international food carnival will be held around 26 January on 2012, and the duration of the food festival is 10 days. During the period of the food festival, it is also the public holiday in China for celebrating the traditional Chinese spring festival. It aims to choose central of Shenzhen which is one of the biggest cities in China to be the place for holding the food festival.

The event planner is planning to use mass media for promoting the event and create awareness, furthermore the part of risk management also can be a crucial element to consider when organizers are organizing the event.

Table of content 1.0 Introduction 4 2.0 Identifying the objectives 4 3.0 Targeting the event participants 5 4.0 Identifying the event stakeholders 6 5.0 Summarizing the event process and determining the event timing and location 7 6.0 Building the event concept 8 7.0 Promotion channels and risk management strategies 9 8.0 Conclusion 9 9.0 References 10

1.0 Introduction
The purpose of this report is developing an event concept for a festival, outline the timing, location, venue and season of the specific event. Festival and major events are the circumstance arising from those non-routine situations which have specific objectives set different from the normal activity in a limited duration, and the event primarily for enhancing the awareness, celebrate or challenge the experience of a group of human (Getz, 2005). It aims to use foods festival as an example to build event concept, and detailing the purpose, process and the risk of the international food festival.

2.0 Identifying the objectives
The topic of event is international food carnival located in Shenzhen which is one of the cities in China, and the food festival carnival will stage during the period of Chinese spring festival. The main purpose of this event is attracting more people come to Shenzhen, increasing the different cultural communication and stimulating the growth of local economy.

1. Providing a chance for local people communicate with foreign people through different type of food culture and exchange skills about how to make tasty dishes. 2. It helps for increasing the recognition and awareness of the city of Shenzhen, thus, the tourism industry also have chance for earning more profit during the season of the food festival and after the event. 3. To build up and stimulate the growth of local industry through the international food festival. 4. Due to the importance of spring festival in China is reunion; the international food festival can attract more people to attend for the purpose of family activities.

3.0 Targeting the event participants
During the period of the international food festival, the participators can be local residents, tourists, chefs and restaurant managers. Festival has the advantage of accelerating the development of cities’ economics, better political relationship and cultural communication (Kim, Uysal and Chen, 2002). To attract participators to attend the event can be the main goal of an event, and the event planner need to design an effective and efficiency market strategy to motivate and attract people to attend and consume in the international food festival, therefore, the inducement for participators can be significant during an event planning (Kim 2002).

Firstly, the local residents and tourists are the main participants for the international food festival in Shenzhen, because Shenzhen is one of the biggest in China, and the place of Shenzhen is nearby Hong Kong. There are many residents live in the city of Shenzhen which is around 10 million people live in there, and many tourists are willing to travel Shenzhen or Hong Kong during the period of Chinese spring festival, therefore, it is a good opportunity for marketer to stage the international food festival carnival in Shenzhen (Fodness, 1994).

Secondly, the restaurant chefs and managers also may attend the international food festival, because during the period of the event, it will have the competition for cooking international dishes, and the different types of restaurants have exhibition, it is also a good chance for restaurant chefs and managers to communicate with other restaurant chefs and managers to earn more experiences.

4.0 Identifying the event stakeholders
To create a successful food festival, identifying the event stakeholders can be significant. Stakeholders can be defined as “people and organisations with a legitimate interest in the outcomes of an event.” (Allen, O’Toole, Harris and McDonnell, 2011). It includes primary stakeholders and secondary stakeholders, the primary stakeholders are employees, sponsors, suppliers, volunteers, attendees, spectators and participants, and the secondary stakeholders include in the host community, government, media, emergency services, general business, and tourism organizations (Getz, Andersso and Larson, 2007).

Different stakeholders will be in different position, some of them will attend every year of the event, and some of them just occasionally attend few of it (Getz, et. al, 2007). For the event of the international food festival, managing stakeholders are important for event planner, such as the sponsors and participants can influence in the implementation of strategies, thus, regular meetings, formal consultation either can help for reach or communicate with stakeholders (Kim 2002).

About evaluating the event of international food festival, dealing with connection with different types of stakeholders can be significant, because stakeholders should corporate with each other to gain the best benefit for the event (Morgan, 2008). For example, the exhibition about different type of dishes from different countries can help for gaining more attention from people and create awareness for specific restaurants through sponsors for the event, and the food restaurant exhibition also can build brand reputation, prove quality and bring more profit for the food festival.

5.0 Summarizing the event process and determining the event timing and location
The timing of the international food carnival will be held around 26 January on 2012, and the duration of the food festival is 10 days. During the period of the food festival, it is also the public holiday in China for celebrating the traditional Chinese spring festival. Due to the advantage of public holiday and traditional Chinese spring festival, it is help for attracting more tourists and citizens to engage into the international food carnival.

The weather of Shenzhen at the period of international food carnival is the starting of winter, actually winter in the south of China is not really cold, temperature during winter around 10-23 degree, therefore, tourists can easily to get used to it (Travel China guide, 2011).

For the choice of location for the international food festival, it is going to choose Shenzhen to be the place for stage the event. Shenzhen is one of the biggest cities in China, and there is also one of the greatest places for people to find tasty food in Guangdong province, therefore, the food carnival is held in Shenzhen can attract more attention compare with other places (Travel China guide, 2011). It is planning to choose the central of city which is Shenzhen exhibition canter to stage the event, because it is convenience for local people and tourists to find the place and easier to gain more attention.

About the part of event schedule, the duration of the food festival is 10 days, and people does not cost money for enter in the event location. At the first day of the event, it will have the opening ceremony at afternoon, and event planner will invite singer to perform during the opening ceremony for attracting people’s attention. During the following days of the food festival, there are many restaurants sponsor will have international food exhibition, some of the restaurants will provide free food while most of them should cost money but with price discount. At the end of the food festival, it also will organize an international cooking competition, and event planner will invite many different countries’ chefs to take part in the competition.

6.0 Building the event concept
The main purpose for this international food festival is reunion for family members and catering culture communication with different counties, therefore, it will be the main event concept for the international food carnival in Shenzhen.

Firstly, in order to attracting more people to attend the international food festival, the event will be hold during the period of Chinese spring festival. And the tradition of Chinese spring festival is reunion during the festival for family activities; therefore, people can attend the food carnival during the spring festival with their family members for entertainment.

Secondly, the international food festival also provide a good chance for people to communicate with each other about culture differences as well as boost the growth of economy about local community and tourism industry. According to Morgan (2008), a successful event should design a place for social interaction and participant for personal experiences. For example, the international food festival gives an opportunity for people to see and try different countries’ dishes and interact with each other for increasing knowledge.

7.0 Promotion channels and risk management strategies
Event planner can use several ways for promoting the food festival, such as advertising, directing marketing, and sale promotion, and those promotion channels can help for create awareness for the food event (Kerr, Powell, Waller & Xavier, 2009). For the event of international food festival in Shenzhen, it is planning to use mass media for promoting, because it is effective way to reach and attract people’s attention, furthermore, the food event also can be the popular topic at the period of Chinese spring festival through using mass media such as TV advertising.

The event planner also needs to consider about the part of risk management of the event, because if the event have any unpredicted situation occur will impact on the procedure of it (Jones, Scott and Khaled, 2008). About the event of international food festival, it should think about the part of outdoor activities, because the weather of Shenzhen can be unpredictable, therefore, organizers should prepare big umbrellas to prevent intensive sunshine or rain. Additionally, organizers also have to prepare for the contingency issue such as Medical station for unexpected medical treatment, safety issue about setting up the fire department and security department.

8.0 Conclusion
The purpose of this report is developing a concept of event and outlines the timing, location, venue and season. It aims to create an international food festival located in Shenzhen, and it will be hold during the period of Chinese spring festival for attracting more local people and tourists, furthermore, the purpose of this event is reunion for family, culture interaction as well as boost local economy.

9.0 References
Allen, J., O’Toole, W., Harris, R. and McDonnell, I (2011). Festival and Special Event Management. Brisbane: Wiley, 5th Ed.

Fodness, D. (1994). Measuring tourist motivation. Annals of Tourism Research, 21(3), 555-581.

Get, D. (2005). Event Management and Event Tourism. New York: Cognizant, 2nd Ed.

Jones, B., Scott, D and Khaled, H. A. (2008). A case study of three special events in Canada’s national capital region. Event Management, 10, 63-76

Kim, K., Uysal, M. and Chen, J. S. (2002). Festival visitor motivation from the organizers’ points of view. Event Management, 7, 127-134.

Kerr, G., Powell, H, I., Waller, D and Xavier,R. (2009). Advertising and promotion, Australia: McGraw Hill

Morgan, M. (2008). What make a good festival? Understanding the event experience. Event Management, 12, 81-93.

Travel China Guide. (2011). Shenzhen travel guide. Retrieved from:…...

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