Definition of a Business Event
According to the Business event council of Australia (BECA), a business event is defined as a minimum of fifteen people held up by an activity, who has a common vocation or interest and it was organized by any organization (BECA, 2011). These activities include management functions, corporate communication, training, marketing, incentives, employee relations, and customer relations. Also, festivals or sporting events main focus on entertainment, competition, social cohesion, and celebration. The primary purpose of business events is to support the growth of the business. At the same time, generating resources, advertising a product, communicating messages, collaborating on solutions and issues, or training as well as educating is the aim of having a business event.
Perth Royal Show has founded the Royal Agricultural Society belongs to the field days exhibition. That is celebrated at Claremont in Western Australia every year.
According to the Royal Agricultural Society of WA (2021), Perth Royal Show is known as Annual Fair and Cattle Show in Guildford which is the first official show in 1834. At that time, 307 cows, 96 working cattle, 97 bulls and steers, 3545 sheep, 492 goats, and 374 pigs amounted to the colony’s stock. At the same time, the Perth Royal Show is creating high opportunities for networking that might empower success in the future.
The business purpose of this event is to offer a commercial site that is fully focused on goods and services in traditional styles. Experience and demonstration on the exhibition in an agricultural society in WA. The showcase is shown their business and has their products or services seen by more than 350,000 people. Interacting with exhibitors and visitors. Making value for the business by collaboration. Increasing the product sale (Qian, 2019). Expanding the database for future potential sales. Providing samples or giveaways to a diverse range of visitors. Introducing new products or expanding the network of existing products in front of a regular, captive audience. Advertising opportunities are available for the collaborators at the Show for promoting their business (Royal Agricultural Society, 2021).
The event participant includes volunteers and local people, host, and sponsors who belonged to the customer group, such as Coca-cola, Flight Centre, and Harvey Beef. Also, the consumers who are interested in the Royal show and taste some food.
The entertainment is one of the most attractions of the show. The royal show is the program that provided arts and lifestyle such as photography, craft, and cookery, in Perth royal flower show. Also, animals and agriculture are other attractions such as alpacas, cattle, dairy goats, and Perth royal dog show. This is because the Royal Agricultural Society of WA is proud to showcase the best of competitions.
The marketing approach of this show is the product that is provided to develop and service products for business. This is because the shows offer a commercial site that is fully focused on the goods and services in traditional styles, food forums, or even outdoor sites. For example, in an outdoor setting, the Perth royal shows offer opportunities for businesses to showcase their product and services (Royal Agricultural Society, 2021).
The Perth Royal Show
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It has for the proposed business corporation
The good food and wine show are presented by Citi, the perfect day for food and wine lovers to come to the show. This show is operated in Melbourne, Sydney, Perth, and Brisbane. An approximate 120,600 attendees joined this active business event in Australia. Its venue is located in Perth Convention Exhibition Centre, Melbourne Convention Exhibition Centre, Sydney Olympic Park, and the Brisbane Convention Exhibition Centre.
The good food and wine show are classified as Australia’s largest consumer exhibition. It further exhibits the cuisine matches and the celebrity chefs (Backman, 2018). This consumer exhibition was inaugurated in the year 2001 and has been organized by Talk2 Media & Events. The show was staged in the year 2001 in the Melbourne City of Australia. Its very first event featured almost 130 exhibitors (Ziyadin, et al., 2019). The Goof Food& Wine Show was titled and headed by celebrity chef Jamie Oliver. An approximate 38,000 visitors appeared in this show for 3 days only.
The show focuses on being one of the most popular drinks and food shows in Australia. Earlier, approximately 110,000 visitors almost near about 6 to 7 hours with their exhibitors. They also invested millions of their savings on the show floor (Nolan, 2020). The show was backed up by a comprehensive marketing campaign who was having several platforms. This will further make the show in 2022 to be one of the perfect methods to meet the involved, engaged, targeted, and to have the highest spending audiences (Rolfe, 2019). Their business has an average income of $100,000 – $150,000 with the targeted customers having an average age of 35 years to 44 years.
The Presenting partner of the Good Food & Wine Show is powered by Citi. The major partners of this successful event show include the Harris Scarfe, Wine Selectors, and the Kleenheat. The event partners of the show are Smelly Cheese, Glenfiddich, Riedel the glass wine company, Margaret River Wine, and Mt Barker. Supporting partners include the Le Gruyere, v2 good, Maldon sea salt flakes, Australia Post, and Somerdale. Become an exhibitor in Good Food & Wine Show provides them a unique kind of opportunity to represent their products to a very highly involved and high spending audience who come to attend this show (Chamberlain, et al., 2019). Their intention includes discovering several new brands, updated products and to have more and more purchases.
The marketing approach of the Good Food and Wine Show is to attract the youngsters and adults of Australia to be one of the most popular foods and drink shows (Kim, 2018). They made their services in such a way that the visitors spend approximately 6 to 7 hours with their exhibitors. The marketing approaches also include strategies that made the visitors spend millions of dollars on their show floor (Higgins-Desbiolles, 2021). The mean spending on the site is almost $101 – $200. It focuses on discovering new products and services in its food and wine categories (Morrish, 2020). Visitors categorized that the main reason to attend this show includes that it makes their day enjoyable and the best day out.
Attractions and Business Purpose
The event of Fremantle Harbour, 17 Years of Digital Photography is a sort of community photographic exhibition which focuses on Fremantle’s Victoria Quay. The event is going to be conducted at the WA Maritime Museum from the 5th of February to the 8th of May in the year 2022.
The visitors visit this evolving and vibrant exhibition in Port City. There have been numerous visitors who visited with their digital cameras (Mair, 2019) This exhibition further allowed them to showcase their results of photography and excursions. It allows the visitors to reflect on numerous landmarks and monuments across Australia.
This event of community photographic exhibition allows the visitors to reflect on several landmarks and buildings. It further reflects on the people who work and show their dedication in the field of photography (Robinson, 2018) Fremantle Harbour, 17 years of Digital Photography has a broad range of several subjects which will allow the visitors to have something nostalgic during their trip by having the several aspects of Fremantle Harbour. The pictures of buildings of character are captured having the focus on the WA Maritime Museum.
Have the images and collection of specific interest are the views of Fremantle Harbour that have been rarely seen by the general population. This event of photography is staged and managed by the WA Maritime Museum. During the last year, it has had an attraction of a combination of recreational and elite photographers.
The tickets for this particular photography event include a free exhibition and only the entry fees of WA Maritime Museum are applied. The image that is selected during the exhibition emphasizes Fremantle’s Victoria Quay (Chamberlin, 2018). David Nicholson, a local photographer, alone captured 50 images and is also a constant visitor in the Harbour when he came to the SS Orcades along with his parents in the year 1954 (Wang, et al., 2019). The ships are one of the prominent factors in the photos.
Adelaide Fringe born in 1960, identifies and pays respect to the population of First Nations across Australia. It is one of the biggest art festivals in the Southern Hemisphere. Fringe transforms the greater South Australia and Adelaide with 31 magical summer nights and days.
The importance and respect to the people of First Nations are provided to those individuals whose lands were never surrendered and it remains crucial to the livelihood of the First Nations population in today’s world (Getz, 2018). Their festivals are stretched from the Whyalla all around the state to Naracoorte by conducting vibrant and eclectic events which include circus, visual arts, theatre, music, workshops and comedy shows, and much more.
Particularly, Adelaide Fringe is emphasizing acknowledging and giving respect to the Karna Yatra Miyurna First Nations People. Adelaide Fringe also identifies and acknowledges the ancestral lands of the Kaurna Yatra Miyurna First Nations population (Scherrer, 2020). These ancestral lands have their offices and festivals that are conducted during the event. It also focuses on the diverse range of artists and venues and entitled them “The People’s Festival”. They conduct festivals on the business approach of no profit to be gained. This indicates that each and everyone is allowed to register for a specific event in Adelaide Fringe
Marketing Approach of the Perth Royal Show
At Adelaide Fringe, it brings more than 6000 independent artists having 300 plus venues in South Australia conducting approximately more than 1200 shows. During Covid-19, they conducted more than 900 events with proper guidelines for the public to enjoy. It is a registered charity and is a part of the cultural fabric since 1960 in South Australia. Their principal partner is bank SA, community partner is LUMO Energy, and government partners are Adelaide, the Government of South Australia, Australian government RISE Fund.
The marketing approach of Adelaide Fringe includes the identification and providing respect to the First Nations people. They also emphasize respecting the spirit, living cultures, religions, diversity, and livelihood of the First People of Australia (Robertson, et al., 2018). They also embrace and accept the diversity and consequences of the contributions that are made by the people of First Nation in their organization and also in the great community of arts.
Conclusion
The study conducted here highlights the significant importance of various business event industries in Australia by making the evaluations of business purpose, participants of the events, marketing approaches, classification, and the description of their events. Business events are also the necessary segment of the visitor economy and two attract more and more high-yielding business travelers to help Australia in meeting its objectives and goals. The business events discussed in this study include the Perth Royal Show which is an agricultural show, the Good Food & Wine Show which emphasizes branded quality of wines and food, Adelaide Fringe giving respect to the First Nations people by celebrating various art festivals, and Fremantle Harbour, 17 years of Digital Photography which is a community photographic exhibition emphasizing on Fremantle’s Victoria Quay.
References
Adelaide Fringe. 2022. [Online]. Available through: https://adelaidefringe.com.au/
Backman, K. F. (2018). Event management research: The focus today and in the future. Tourism management perspectives, 25, 169-171.
BECA. (2011). About Business Events. Retrieved from Business Events Council of Australia:
https://www.businesseventscouncil.org.au/page/about_business_events.html
Chamberlain, D. A., Edwards, D., Lai, J., & Thwala, W. D. (2019). Mega event management of formula one Grand Prix: an analysis of literature. Facilities.
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Digital Photography show: 2022. [Online]. Available through: https://www.destinationperth.com.au/events/fremantle-harbour-17-years-digital-photography
Getz, D. (2018). Event Evaluation:: Theory and methods for event management and tourism. Goodfellow Publishers Ltd.
Higgins-Desbiolles, F., & Monga, M. (2021). Transformative change through events business: a feminist ethic of care analysis of building the purpose economy. Journal of Sustainable Tourism, 29(11-12), 1989-2007.
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Morrish, S. C., & Jones, R. (2020). Post-disaster business recovery: An entrepreneurial marketing perspective. Journal of Business Research, 113, 83-92.
Nolan, E. (2020). The supply and design of different types of venues for business events. International Journal of Tourism Cities.
Qian, Y., Deng, X., Ye, Q., Ma, B., & Yuan, H. (2019). On detecting business events from the headlines and leads of massive online news articles. Information Processing & Management, 56(6), 102086.
Robertson, M., Ong, F., Lockstone-Binney, L., & Ali-Knight, J. (2018). Critical event studies–issues and perspectives. Event management, 22(6).
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Rolfe, J. (2019). Simple economic frameworks to evaluate public investments in sporting events in regional Australia. Economic Analysis and Policy, 63, 35-43.
Scherrer, P. (2020). Tourism to serve culture: the evolution of an Aboriginal tourism business model in Australia. Tourism Review.
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Ziyadin, S., Koryagina, E., Grigoryan, T., Tovma, N., & Ismail, G. Z. (2019). Specificity of using information technologies in the digital transformation of event tourism. International Journal of Civil Engineering and Technology, 10(1), 998-1010.
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