EVENTS MANAGEMENT REPORT - Analysis of Glastonbury Festival, Assignments of Hospitality and Tourism

Download EVENTS MANAGEMENT REPORT - Analysis of Glastonbury Festival and more Assignments Hospitality and Tourism in PDF only on Docsity! UNIVERSITY OF SUNDERLAND Department of Tourism, Hospitality and Events EVENTS MANAGEMENT STUDIES CHTM30 INDIVIDUAL REPORT Analysis of Glastonbury Festival MODULE LEADER: Dr Nikolaos Pappas Prepared by: Thi Bao Nhung Ho Student ID: 169110857 Table of Contents Introduction 1. Evolution of Glastonbury Festival...........ccssccsssssssssecssssssecsssecsessseecssssessssesecseeeseseeeceeasseesseeeos 3 Il. Complexity of its Managerial Aspects...........cssccsssessssssecssssessssssecsessssecsssseseeecsseeecsseeeenneeeaes 5 1. Operations. 2. Human Resource: 3. Marketing..... 4. Risk Management. IIL External Environmental Impact............cscscccsssssssssecsssessecssecesssseccsssessesseeessaessessseeessassseasees 7 1. Economic Impact of Tourism.. 2. Socio-cultural Impact... 3. Environmental Impact. IV. Relationship Of This Event With Tourism...........sccssscessssssesssecessssseccscessssseeesssesssseesseeeenaes 10 1. Destination Marketing.. 2. Tourism Development.. 3. Accommodation Infrastructure. V. Suggestions. 1. Managerial Aspect.. 2. Impact of Event. 3. Value Addition Conclusion. RefErences......scccsssserereeeessssssenceeesesssssnceeesesssnsesseneaeeeeaesseseaeeessesssacaeesesessseeaceesseseaneaeeesneseeesge® 15 (Source: goldmadesimplenews.com) The Glastonbury Festival is the largest event in the world, which include performing arts, and popular music festival in the world. Initially, this event was set up in 1970 by Michael Eavis for Worthy Farm located in Pilton. This festival was attended by Eavis’s family farm and this trend was continued for four generations. Conversely, this festival has been attended by different people around the globe including approximately 175,000 individual annually. In 1997, a show of the year catapulted Radiohead to mega-band level, along with the release of the masterpiece that year. Guitarist Ed O'Brien confessed on BBC Radio that the 1997 show, epic for anyone who watched it. on the other hand, this festival was almost uproar for the band on stage due to technical problems in the sound. In relation to this, Ed says that the group spent much of the presentation without hearing right what they were playing (Spotswood and Whitaker, 2017). The initial event of this festival has several flows, which include Turn, and play this first show of Radiohead while headliner in Glasto appears on the internet, but everything indicates that they had reached a definitive version, with images and sound treated. The Glastonbury Festival was founded by Michael Eavis, a local farmer, and friend of the band, and is organized at Worthy Farm, a dairy farm located in the south-west of England between the villages of Pilton and Pyle in the county of Somerset, 10km of the city of Glastonbury. In addition to music, the festival also features plays, dance, comedy, and circus. Around 150 thousand people participate in the event, which is more or less 5 days long and is held annually in the last week of June (Withers, 2016). The band was formed in 1970, with the participation of hundreds of artists. The almost 40-year anniversary of the festival is almost the same as the career of Canadian rocker Neil Young, who closes the main stage on Friday. After controversial last year, with rapper Jay Z and the Kings of Leon youngsters at the top of the line-up, the organization once again put medallions as headliners in Glastonbury festival. When it repeats itself every year, an individual has 135,000 reasons multiplied by the number of times it happened. However, Glastonbury festival has exhausted tens thousands of tickets for almost five decades. Contrarily, this event is able to provide every issue with new reasons to get people down there in Pilton, South England, where the estate is located, which has been hosting the festival since the 1970s. In addition to the above discussion, it has been identified that Coldplay performed for the sixth time at the Glastonbury Festival, one of the most coveted festivals in the world for both artists and fans (McKay and Webster, 2016). In relation to Glastonbury festival, there are many stories that are linked with this event which include press zone, the backstage adventures, and the glasses with the artists, the whirlpools to three, the friendships for life, and all different things. Robbins (2017) specified that Glastonbury is the ideal place to see this cruel and fun success machine running at full capacity. In addition to this, earlier in year 2000, management of the event announced the reunion with a series of shows in England. Tickets sold out in minutes. Some small shows were made last week, but the Glastonbury audience expected to see the first great act of returning. However, the reminiscence and celebration of old hits of the festival do not take its role expected by most pop music fans. In contrast to this, it has been found that Glastonbury is a great showcase as in act year, Americans MGMT and Vampire Weekend had presentations that helped them to enable the passage of success for promises status in the pop scene (Jamison-Powell et al., 2014). II. Complexity of its Managerial Aspects The Glastonbury festival has a lot of mud which includes a sea of camping tents, 135 thousand people, 100 stages and more than 1000 artistic presentations in this event, in this aspect, it is crucial for the management of this event to work effectively in different activities to attain a specific outcome. In contrast to this, Withers specified that the Glastonbury festival is one of the largest events in the world, which starts on a farm in the Somerset region (England) that is pulled by a line of weight attractions (Withers, 2016). This event contains much attraction that has include headliners of the event such as bullish betting targets every year. In edition of 2016, the main attractions were Florence and Mary J Blige and Kanye West performance. The complexity of managing this event is tougher as the largest event require appropriate promotional activities, management of operations, managing any uncertain risk and marketing activities of this event. This aspect of Glastonbury festival is briefly discussed in the following: 1. Operations Operational activities in this event are the heart for maintaining this event successful due to the fact is that Glastonbury goes way beyond the main stage. All the performance that takes places is supported through management system of the event. In fact, the grace of the event is in their secondary stages because they are the ones that highlight the bands pointed out the following week as the next thing in the British press, or even some unexpectedly amazing show from someone who has his career in Franca ancestry (Collins and Cooper, 2017). The operational complexities of this event include uncertainty managing many people at one place and maintaining all activities based on time. The festival is considered one of the best in the world, but performance shows that music has a dark side. In contrast to this, Robbins (2017) specified that the cleaning crew filmed what lies behind a sea of tents is a scary scenario. The main operation flow of these activities is to reduce the impact at the end of this festival. At the biggest music festival in the world, spectators leave behind a trail of garbage, tents, and bed bags. This camping material will now be sent to refugees. 2. Human Resources It has been found that promotion of Glastonbury Festival supports this region to generate many opportunities for employment. However, the main complexities that are faced by management are to hire appropriate workforce for managing operations of the company. In this aspect, Anderton (2015) indicated that for making any event successful is the primary contribution of individuals that work hard for attaining the projected performance of an event. According to Ziakas and Boukas (2014), complexity related to human resource of this festival may include stability and certainty of organizational structure that requires management learning capabilities among human capital. On the other hand, this supports Glastonbury Festival to attain competitive advantage. Furthermore, another issue related to human resource is development of an overall structure for assigning tasks. In this aspect, it becomes crucial for management to meet the requirement of human resource for attaining projected business performance. 3. Marketing The marketing activities of any event or business remain as the most complicated part which spontaneously becomes more complex when certain activities are executed for the event(Webster, 2017). In this aspect, it is important for the management to evaluate the marketing aspect of the business based on investment and return from this. Moreover, management of Glastonbury Festival needs to make the plan for budgeted business performance and evaluate that whether plan objective of the business is attained or not. In this aspect, the main complication of the business is to initially identify the target market of this festival. After identification of this target market, the management can make a plan for appropriate promotional 2. Socio-cultural Impact The social impact of this event has been found is improvement in standard of living, which reflected in development of social class. An important feature of Glastonbury Festival in the region is the propensity to travel events through presenting the larger income brackets. In contrast to this, Connell et al. (2015) identified that most revealing activity due to Glastonbury Festival can be evaluated through two elements that include average stay of the visitors and reason for travel. This aspect identifies the social aspect of this event whether visitors are interested towards the social-cultural value of the event or they come for participating in event only. In relation to this, the low average stay also reflects the lack of perception on the part of the tourist that visits in the region due to attending the event Glastonbury Festival. In contrast to this, the dynamic aspect of sociocultural elements of this event is to draw up a strategy aimed at restoring the competitiveness of festival in this region (McKay and Webster, 2016). The socio- cultural aspect of this festival is to promote the value of this culture among the international participant of Glastonbury Festival. Furthermore, the other social-cultural impact of this festival is that domestic residence gets aware of culture and values of different nations and countries. It is important to consider the profile of domestic visitors in Glastonbury Festival. In contrast to this, tourism development may result in cultural clashes as tourists may not respect the cultural values and they bring about change in local communities that threatening the identity of community and their lifestyle. 3. Environmental Impact The environment impact of any event on location is an important factor, which may develop due to overcrowding and higher wastage of material. In contrast to this, the main heads of the Glastonbury music festival were Muse, Adele, and Coldplay. The maximum capacity of this event was set at 135 thousand and the tickets of the event have run out. The problem of managing the impact of this event repeats itself. Year after year, some 200,000 Glastonbury festivals, held in June on a farm in Somerset, UK, leaving behind a trail of junk and camping gear (Withers, 2016). In addition to this, Collins and Cooper (2017) indicated that the non- governmental organization such as Air Box Convoy joined to reduce the environmental impact of this festival through collecting and sending material to another region. According to the organization, last year there were eleven tons of tents and clothes. Among which the numbers impress were 5500 tents, 6500-bed bags, 3500 inflatable mattresses. From the overall discussion, it has been identified that the segment of events emerges as a strategy to boost tourism activity in this region and surrounding. The visit of tourism due to Glastonbury Festival as Compared to leisure tourism has two characteristics, which should be emphasized on related economic impact provided by this modality or related demand profile of the visitors. In addition to this, the second characteristic is related to access to this market (Robbins, 2017). Unlike the leisure market, the event market is extremely crushed and therefore does not generate market power by the companies that promote these products. . Relationship Of This Event With Tourism It has been identified that Glastonbury’s festival is a significant element of the tourism product, attending intrinsically to the requirements of the market in terms of entertainment, leisure, knowledge, rest and many other motivations. In this aspect, it has been identified that the event market has become a highly specialized and relevant segment for the tourism sector. As a result, Glastonbury’s festival includes a number of well-established elements make up the event segment each of which has a different function (Anderton, 2015). In many societies, event tourism stands out significantly as a promising trend that generates economic and social movement to the place Glastonbury’s festival takes place. 1. Destination Marketing The Glastonbury festival promotes the area where this event takes place. The purpose of this is to increase the number of visitors in that place (Agarwal, Busby and Huang, 2018). For promoting the destination it is important for the management to identify potential benefits of staging this event. In relation to this, it is important for making further improvements for promoting inputs and outputs for creating the destination of the event. This has been done with multi-layered method for development of such construct (Getz and Page, 2016). In addition to this, it has been identified that Glastonbury festival has created unique experience for tourists. The central concept of the event is made on the basis of core community concept as Glastonbury support for growing communal experience. 10 The impact of Glastonbury Festival is significant in the region. This event support for development of location that has positive or negative impacts on the regions or localities. Glastonbury Festival has an important economic impact that is evaluated by different researchers. Connell et al. (2015) specified that Glastonbury Festival promote the importance of location along with the development of many opportunities and diversified population to understand different cultural elements of the world. In addition one of the reasons for this scenario is identified that investigations of this event are funded by the organizers. Therefore, these events need to have a particular focus on the economic aspects of location (Andersen et al., 2015). In contrast to this, events tend to be viewed positively by the public and private sector in which the economic impacts of different participants are neglected. Furthermore, Glastonbury Festival creates learning opportunities for local individuals to manage and deal with different nationals of the world. 2. Tourism Development It has been identified from the study of Davis and Martin, (2014) that festival events are becoming an important element for tourism development. These festivals not only provide economic benefits to the region but also provide significant economic benefits to communities. The Glastonbury festival provides a platform for making a significant contribution for promoting place cultural heritage and communities. This facilitates tourists to provide services for enriching experience of visitors with fun and music. In this aspect, the most influential and popular event in the UK is music festival which has participants of around 135000 in Glastonbury festival in 2016. In addition to the goals and objectives of recognized by Horner and Swarbrooke (2016) that emphasize events in the field of tourism seek to achieve the multiple business goals. It has been identified that Glastonbury Festival is the main source of developing tourism on the basis of seasonality. In addition to this, Holden (2016) has been found that Glastonbury’s festival support for development of community, urban renewal or awakening to culture. Additionally, the realization of a spirit of celebration generated through the exchange of values and the development of a sense of belonging with location. In this aspect, the most important element is marketing activities of this event through the promotion of uniqueness and developed experiences and favourable environments for the visitors. in relation to this, Ruhanen et al. 11 Conclusion From the overall discussion on the evaluation of Glastonbury festival and its impact on external environment, it has been concluded that this is the biggest event of the world. This event contains many musical concerts with multiple events and shows. 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