The Sunshine Coast Hot Air Balloon Festival

Event Proposal

Sunshine Coast Event Corporation

Executive Summary

This report identifies research contributing to the success of event, The Sunshine Coast Hot Air Balloon Festival – a festival hosted by Sunshine Coast Event Cooperation showcasing hot air balloons, live entertainment, arts and crafts and fresh local produce, held at Maleny Showgrounds on 19 July 2014. The report identifies target markets and outlines marketing strategies that will reach those markets including print and online media and partnerships with sponsors. An analysis of specific event strategies used in managing operations, maintaining consistent industry competitiveness, and building and maintaining stakeholder relationships is discussed, highlighting strategic marketing methods that contribute to and promote the successful outcome of event. Significant findings indicate that the event is strategically feasible and built upon strong community partnerships and communication. The resulting support built on local tourism, community spirit and charity – as well as the sourcing and delivery of a diverse and exciting program of events – ensures The Sunshine Coast Hot Air Balloon Festival possesses a unique and competitive edge within the region, state and country.

Table of contents

Executive Summary

Introduction Authorisation Limitations Scope of the Report

1. The Sunshine Coast Hot Air Balloon Festival 1.1Type of Event 1.3 Contact Information 1.4 Management Structure 1.5 Location 1.6 Event Plan 1.7 Description of Event & Activities 1.8 Event Environment 1.9 Stakeholders 1.10 Competitive Environment 1.11 Target Market 1.12 Marketing 1.13 Sponsorship 1.14 Triple Bottom Line 1.15 Budget

List of References

List of Appendices Appendix A – Location of the Sunshine Coast Hot Air Balloon Festival Appendix B – Event Plan/Schedule Appendix C – Event Vendors Appendix D – Event Activities Appendix E – Event Stakeholders Appendix F – Target Market Appendix G – Marketing Plan Appendix H – Event Budget Appendix I – Visitor Survey 28 Appendix J – Certificate of company registration with ASIC 29 Appendix K – Certificate of Incorporation 30 Appendix L – Letter of support from council 31 Appendix M – Letter of support from RTO 32 Appendix N – Evidence of listing with ATDW 33 Appendix O – Letter of support from suppliers of in-kind support 34

List of tables:

Table 1: Sunshine Coast Hot Air Balloon Festival – Location Features

Table 2: Sunshine Coast Hot Air Balloon Festival SWOT Analysis

Table 3: The Sunshine Coast Air Balloon Festival and Porters Five Forces Model

Table 4: Broadly defined Target Market for the Sunshine Coast Hot Air Balloon Festival

Table 5: Sponsorship of the Sunshine Coast Hot Air Balloon Festival

1. The Sunshine Coast Hot Air Balloon Festival

The Sunshine Coast Hot Air Balloon Festival is an event held on 19th July 2014, that

incorporates the magnificence of hot air balloons, fresh local produce and world-class

entertainment.

1.1 Type of Event

The Sunshine Coast Hot Air Balloon Festival can be categorised as a major event and festival

due to its scale and media attention, ability to attract consumers, attractions, and economic

benefits to the region (Allen et al. 2011).

1.3 Contact Information

1.4 Management Structure

The management structure of this event is displayed in the table below. The four main areas

comprising the structure are: marketing, sales, logistics and finance. Each management level

of the structure has a key person in charge, with volunteers and contract workers underneath

them.

1.5 Location

Maleny is a rural area of rolling green hills and paddocks, perched 436 metres above sea level

in the Blackall Range. Features of the town are listed in the table below.

Table 1: Sunshine Coast Hot Air Balloon Festival – Location Features

Maleny – Sunshine Coast, Queensland

● Located within the Sunshine Coast Hinterland north of Brisbane, in South East Queensland, covering an expanse of 8,420 hectares and home to 4,708 residents.

● Although rural, Maleny is closely accessible by domestic travellers (40-minute drive from Sunshine Coast Airport; 15-minute drive from Landsborough Train Station; bus services available) and a 30-minute commute for local Sunshine Coast residents.

● Township is the pristine natural environment covering rainforest, bushland, green spaces, and

the undulating hills of the Blackall Range and Glasshouse Mountains with a view to the coastline – making it a picture-perfect location for flights of fancy hot air balloons

● The town itself is home to many accommodation types to suit any budget, including: boutique

retreats, country cottages, bed and breakfasts, motels and family-friendly billings (caravan and camping onsite at the event) if visitors decide to stay

● The locals of Maleny are community-minded, friendly and family-orientated – connected

through the ecologically vibrant and artistic atmosphere that emanates throughout the locality – providing plenty for any tourist to see and do (whether it be history, arts and crafts, food, landmarks, fashion or cultural delights).

The Maleny Showgrounds hosts a number of large community events including the region’s

annual Agricultural Show, as well as sporting, equestrian, camping and caravanning clubs,

groups and association gatherings. The showground consists of open flat space split into two

fields and has an approximate venue capacity of up to 8,000 – providing camping facilities,

bathroom amenities, water and power access (Appendix A), as well as the use of two rotund

fields (one for hot air balloon facilitation, one for musical stage and arena), hall and industrial

pavilion (for fresh food and craft vendor stalls), as well as over 100 fee-per-site trade spaces.

During the event, ATM and EFTPOS facilities will be made available, and dine-in eating

areas will be erected in communal areas relative to food stalls. The location of the

showgrounds is accessible by any terrain and large-sized vehicles (catering for hot air balloon

transporters, stall holders and campers), with the provision of free onsite and street car

parking for attendees (Maleny Show Society 2013).

Maleny weather during the designated period of the event, July 2014, is in the winter season

– ideal for hot air ballooning with cool temperatures and minimal rainfall. The weather will

be monitored leading up to the event, as conditions including rain, strong winds and low

visibility may result in postponement of the event.

Maleny Showgrounds is a suitable location not only for its size and layout, but also for its

breathtaking location, facilities, and soulful atmosphere.

1.6 Event Plan

Events are very complex and require the organisers to focus on several demands, therefore it

is essential for the event to be carefully and strategically planned in order for it to be

successful (Shone & Parry 2010). The Sunshine Coast Hot Air Balloon Festival positions

itself as a complex event, therefore organisers have prepared a cohesive event plan that needs

to be followed (Appendix B).

1.7 Description of Event & Activities

The Sunshine Coast Hot Air Balloon Festival will be held on the 19th July 2014. The festival

is targeted at families from the Sunshine Coast region.

In order to guarantee success of the event the organisers have created a diverse program to

ensure a memorable time for all consumers. The main focus of the event is based on the hot

air balloons, including the experience to participate and fly in a hot air balloon. Consumers

can book their flights in advance from the event website. In addition, the showgrounds will

have a selection of vendors from the Sunshine Coast trading in food and arts and crafts.

During the day consumers are invited to enjoy live entertainment tailored to meet their needs

and expectations.

Hot Air Balloon related activities for the visitors to enjoy:

● Pilot briefing

● Inflation of balloons

● Inflation of the Pathfinder balloon

● Balloon layout

Vendors also offer activities for the consumers to participate in – all chosen vendors in

agreeance to be active during the event to create an unforgettable experience for consumers.

Each vendor stall will offer a special activity for the consumers, mostly themed and related to

hot air balloons. Businesses associated with the festival believe in the success of the event,

actively contributing and to its success through strong commitment and dedication to

providing creative ideas for the festival.

See Appendix C and D for detailed list of event activities and vendors.

1.8 Event Environment

Analysing the event’s internal strengths and weaknesses, as well as the external opportunities

and threats, helps to further understand the factors that make up the event. From the SWOT

analysis we can create solutions and strategies that will help ensure the event meets its

objectives.

Table 2: Sunshine Coast Hot Air Balloon Festival SWOT Analysis

Strengths

Unique product

Strong event staff

Competitive prices

Weaknesses

Weak image

Not yet established

Limited funds

Venue/location

Community support

Opportunities

Little local

competition

Serve additional

markets

Public willing to

accept new events

Media coverage

Local businesses

Threats

Weather

Growing competitive

environment

Vulnerable to

recession

Our event offers a unique opportunity, as there are no other hot air balloon festivals occurring

in Queensland, and only one competitive hot air balloon festival occurring nationally

(Canberra). Our staff possess extensive experience with hosting large events – only the most

competent, well-trained staff are hired to work at our events. The admission price is

competitive with similar family-targeted activities (e.g. movie ticket prices, local attraction

admission prices). This will help combat the growing competitive environment and the

event’s vulnerability to the recession. The venue boasts a natural beauty that can be admired

and appreciated by the local community. The local community is also likely to attend this

event to support the local businesses and economy.

Due to this being the event’s first year running, a strong image and reputation has yet to be

created. The event is also constrained by a finite amount of funding. Due to the event taking

place outdoors, the potential for bad weather can be avoided by holding the event during the

dry season and by purchasing limited rain insurance.

To maximise the success of the event, both the opportunities and weaknesses should be

converted to strengths. To create a reputable image for the event, we will need to effectively

advertise to the target markets. As there are many different media outlets in the area, there is

an opportunity to bring them on board as sponsors to offer in kind advertising. There are also

many local businesses that will want to showcase their products and services to consumers in

order to increase exposure and revenue for their business.

1.9 Stakeholders

The stakeholders encompass all groups that are involved in the running of the event. Event

organisers need to keep stakeholders informed during the planning of the event, as they need

to be given the opportunity to voice their input, creating effective cooperation during the

project management (Van der Wagen 2007). Stakeholders are often the ones who invest in

the event, therefore the event organisers need to inspect the event environment to ensure that

all internal as well as external stakeholders are identified (Goldenblatt 2011). For the

Sunshine Coast Hot Air Balloon Festival the organisers also identified stakeholders to secure

they understand to meet their expectations. All stakeholders are identified in Appendix E.

1.10 Competitive Environment

The Porters Five Forces tool is a simple and effective way to analyse an events competitive

environment (Porter 2008). The table below has been constructed to assess the Sunshine

Coast Hot Air Balloon Festival’s position in the market. It can be seen that the supplier power

is moderate and buyer power and substitution is low.

Table 3: The Sunshine Coast Air Balloon Festival and Porters Five Forces Model Porter’s

Five Forces

Sunshine Coast Air Balloon Festival Supplier ● Venue : The Maleny Showgrounds has been strategically selected and is

a marketing point for this event, holding high supplier power ● Venue Facilities/Equipment : The facilities and equipment (stages,

sound equipment, audio and visual services etc) that need to be hired for the event are available from a high number of companies in the surrounding regions, resulting in low supplier power.

● Entertainment : The entertainment showcased at the event holds moderate supplier power, as headline acts are difficult to replace, though there is a high supply of local artists.

● Air Balloon Companies : Though this is the key marketing point for this event, there are 4 companies that can supply their products and services, resulting in a low supplier power.

● Activities : Due to the high number of businesses that provide the products needed (venders, rides etc) substitutes are available.

● Sponsors : The large sponsors that have been chosen (Tourism Queensland, Sunshine Coast Council, Channel 7 etc) hold high supplier power, as they are a key stakeholder for the event, though the smaller businesses (IGA, Mantra Resort etc) hold less power, as they can be replaced.

● Labor : From event coordinators to ticket scanners, this area is vital to the execution of this event, although the labor supply is higher than the demand.

● Utilities : The businesses that supply these products (portable toilets,

fencing, tents etc) hold low supplier power, as there are a high number of substitute companies.

Buyer Power ● The current ticket price for the Sunshine Coast Air Balloon Festival is $15 for an adult, $10 for a student, and free for children under 12 years of age.

● Due to the price being fixed there is small buyer power in regards to the entry fee.

● Buyer power will come into effect in future years of the festival, as prices and products will be evaluated.

Competitive Rivalry

● There are very few hot air balloon festivals in Australia and none in Queensland.

● Within Queensland, there are no festivals that aim to target the market.

Substitution ● There is no threat of substitution only threat of competitors, as consumers cannot replicate the event.

Threat of New Entry

● Due to the unavailability of these events in Queensland, the threat of new entry is high.

● Each year the Sunshine Coast Air Balloon Festival is run, threat will lower as reputation builds.

1.11 Target Market

Well-defined target markets have been established and further analysed in the process of

market segmentation. The comprehensive profile of the target market will assist in

competitively positioning the event, enabling the provision of direct marketing to those

consumers whose needs align with the experience that our event provides (Van der Wagen

2007).

Table 4: Broadly defined Target Market for the Sunshine Coast Hot Air Balloon Festival

Maleny – Sunshine Coast, Queensland

families (parents/adults aged 25-50; grandparents/adults 50+; children aged 4-12)

local to Maleny, the Sunshine Coast Region, South East Queensland, Queensland and

Australian interstate

of any socioeconomic status yet are budget conscious (seek value for money)

value experience, family bonding and creating memories

motivated by shared family happiness and enjoyment, as well as the prospect of ‘winding

down’

most importantly, enjoy hot air balloons/culture/art/food/music/nature.

The key target market identified for direct marketing is families (parents/adults aged 25-50

and children aged 4-12) local to Maleny and the Sunshine Coast Region of which there are

86,304 in total and 46,542 relative to the key target market. The Sunshine Coast adult

population percentage for this market is a potential 31%, equating to 95,302 consumers. An

extension of the key target age (grandparents and other adults aged 50+) equates to 38.8%, or

119,240 consumers. Therefore, demographically there are a possible 214,542 event attendees

on the Sunshine Coast alone, however this number is variant on psychographics, which is

difficult to measure (Sunshine Coast Council 2013). (Refer Appendix F and Grant

Application Consumer Survey)

1.12 Marketing

In order to build the foundation of the Sunshine Coast Hot Air Balloon Festival strategic

marketing plan, a situational analysis was identified in close alignment with event

organisation Sunshine Coast, through extensive marketing research of both internal and

external event environments as well as a thorough competitor analysis. Market segmentation

and targeting was performed and marketing objectives developed, contributing to the choice

of Porter’s Differentiation marketing strategy for growth (Refer Appendix G for Marketing

Plan).

1.13 Sponsorship

Sponsorship arrangements can be broken down into five groups: funding, media, activity

sponsors, in-kind sponsors and small businesses.

Table 5: Sponsorship of the Sunshine Coast Hot Air Balloon Festival

Sponsor/Type Contribution

Tourism QLD Marketing funds

Queensland Council In-kind representatives for opening and closing ceremonies

Channel Seven Television coverage before, during and after event

Sunshine Coast Daily Print media coverage and advertising before the event

Courier Mail Services Fliers sent out to local markets for advertisement purposes

Hot FM 91.1 Radio advertising before event, live coverage during the event

Bank of QLD Funding for miscellaneous expenses

Jetstar Airlines In-kind flights for entertainers

Telstra Sponsoring stage and children’s entertainment

IGA Markets Funding for miscellaneous expenses

Mantra Resort Advertisement, free shuttle bus for guests at resort to event location, in kind accommodation for traveling workers

Various Maleny Small Businesses

In-kind volunteers

Balloon Companies: Balloons Over Brisbane Hot Air Gold Coast & Cairns Balloons Aloft Gold Coast Byron Hot Air Balloon

Tethered and hot air balloon rides available for purchase

1.14 Triple Bottom Line

This event will not only produce positive economic, social and environmental sustainability

for our organisation, but also the local community. The event will stimulate the local

economy. Profits made will help improve the running of next year’s event. Several local

businesses will also be able to feature their products to create and build brand loyalty from

attendees. The event will serve as an opportunity to bring community members together in a

family friendly, welcoming environment. It will also create temporary job opportunities for

both local paid and volunteer workers to control the increased amount of people to the area

the days before and of the event. The event will showcase the beauty of the landscape not

only from the ground, but also in the air. The event will adhere to environmentally friendly

practices in the areas of waste management, recycling and land preservation by following a

carry in and carry out policy. Also, limited public transportation will be available to reduce

petrol consumption and fuel emissions.

1.15 Budget

A budget was constructed to review the finances of the event, which can be located in

Appendix H. It outlines the expenditure of the festival by highlighting the key areas where

finances will be used. Any profits incurred will be used on unforseen costs, or allocated to

reproducing the event in future years.

List of References

Allen, J, O’Toole, W, Harris, R & McDonnell, I 2011, Festival & Special Event

Management , 5th edn, John Wiley & Sons Australia Ltd, Milton.

Goldenblatt, J 2011, Special Events: A new generation and the next frontier , Wiley & Sons

Inc, New Jersey, USA.

Maleny Show 2013, Maleny Show Society - Maleny Agricultural Show , viewed on 1 October

2013, <http://www.malenyshowsociety.org.au/>.

Porter, M 2008, The Five Competitive Forces That Shape Strategy , HBR, pages 78-97.

Shone, A & Parry, B 2010, Successful Event Management , Cengage Learning EMEA,

Hampshire, United Kingdom.

Sunshine Coast Council 2013. Sunshine Coast Council , viewed on 1 October 2013,

<http://www.sunshinecoast.qld.gov.au>.

Van der Wagen, L 2007, Event Management for Tourism, Cultural, Business and Sporting

Events , 3rd edn, Pearson, Frenchs Forest, Australia.

List of Appendices

Appendix A – Location of the Sunshine Coast Hot Air Balloon Festival

Appendix B – Event Plan/Schedule

Appendix C – Event Vendors

Appendix D – Event Activities

Appendix E – Event Stakeholders

Appendix F – Target Market

Appendix G – Marketing Plan

Appendix H – Event Budget

Appendix I – Visitor Survey

Appendix J – Certificate of company registration with ASIC

Appendix K – Certificate of Incorporation

Appendix L – Letter of support from council

Appendix M – Letter of support from RTO

Appendix N – Evidence of listing with ATDW

Appendix O – Letter of support from suppliers of in-kind support

Appendix A – Location of the Sunshine Coast Hot Air Balloon Festival Figure 1 – Maleny Town Plan (Sunshine Coast Council 2013).

Source: http://www.sunshinecoast.qld.gov.au/addfiles/documents/planning/dscpstext2/part7/s_7_2_21.pdf Figure 2 – Local Regional Distances to Maleny Showgrounds (ExploreOz.com 2013).

Source: http://www.exploroz.com/Places/98274/QLD/Maleny_Showgrounds.aspx Figure 3 – Maleny Showground Facilities (ExploreOz.com 2013).

Source: http://www.exploroz.com/Places/98274/QLD/Maleny_Showgrounds.aspx Figure 4 – Maleny Showground Trade Space Area and Grounds (Maleny Show Society

2013).

Source: http://www.malenyshowsociety.org.au/tradespace.php Figure 5 – Maleny Showground Trade Space Area and Costing (Maleny Show Society

2013).

Source: http://www.malenyshowsociety.org.au/tradespace.php Figure 6 – Maleny Showground Vehicle Access and Parking (Maleny Show Society

2013).

Source: http://www.malenyshowsociety.org.au Figure 7 – Maleny Weather Predictions (ExploreOz.com 2013).

Source: http://www.exploroz.com/Places/98274/QLD/Maleny_Showgrounds.aspx

Appendix B – Event Plan/Schedule

Thursday 17th July 2014 Time Activity 8am – 4pm Stage builders arrive, vendors are able to arrive and deliver necessities

Banners need to be hung Deliveries Mowers mow the balloon grounds

Friday 18th July 2014 Time Activity 8am – 10am Stage set up finalisation 11am – 3pm Sound, technique installation, sound checks

Musicians and actors come for sound check and rehearsals (coordination Brian)

8am – 4pm Vendors arrive to set up booths 8 am – 4pm Hot air balloon companies arrive for set ups, some tests 8 am – 4pm Event team Sunshine Coast sets up all entrances according to set up

chart 5pm Walk the grounds, event crew all on site 6pm Briefing also with Maleny Showgrounds representative 8pm Set up complete

Emergency/late set ups, refer to Maleny Showgrounds representative Saturday 19th July 2014 Time Activity 4am Event crew arrives to open venue 4.30 am All exhibitors/vendors may arrive (they are responsible to set up stalls) 4am – 5.30am Finalisation of set ups, greet balloon crews, Council representative 6am Concession open to the public 6am Welcome and introduction to the event by the Council representative 6.10am Pilot briefing, public is invited 6.40am Inflate Pathfinder Balloon 7am Fair begins, all vendors are open, public invited to have breakfast 9am Sending off balloons 9.30am Stage entertainment begins (Stage Program below) 9.30am Vendor activities begin 4.45pm Last show act 5pm Evening program starts 5pm Discounted concession 5.10pm Fundraising 6pm Pilot briefing, public is invited 6.30pm Balloon lay out for big glow 7pm – 9pm Big Glow 7pm Vendors start packing up 10pm End of event, Sunshine Coast check Showgrounds for condition, tidiness,

Coordination of vacating the venue Stage schedule Saturday 19th July 2014:

Time Act 6am City Council, introduction and welcome to the event 6.10am Event host / Moderator Balloon explanations Balloon Moderation from the field with portable microphones, Moderator

on the field 9.30am Moderator on stage to name main acts 9.35am Dance act from Caloundra Dance School 10.30am Presentation of the Crafts 11am Clown show 1pm Sunshine Coast Choir 1.40pm Buderim Orchestra 2.10pm Best Hairstyle Show 2.50pm Dance show from Caloundra Ballet Group 3.30pm All vendors present the days best and introduce themselves

Hot air balloon operators inform about highlights 4.45pm X Factor Singer after Moderator introduces the Big Glow

Appendix C – Event Vendors

● Food and Beverage:

o Cappriccio’s o The Terrace of Maleny o Mapleton Tavern o Montville Café Bar Grill o Poets Café Montville o King Ludwig’s German Restaurant o Maleny Dairies o Maleny Super IGA o Maleny Cheese

● Halo of Mooloolaba

● ONQ Photography

● Ginger Factory

● Nut Works Yandina

● Sunshine Coast Crafts

● Maleny Magic Patchwork and Quilts

● Opals down under

● Chocolate Country, Montville

● The Candle Shop, Montville

● Candy Addictions, Montville

Appendix D – Event Activities

Vendor

Activity

Stage Entertainment program

ONQ Photography Photos with visitors in front of a Balloon Photo Wall, (Souvenir for $15), USB of action balloon photos during the day and night glow show (Souvenir for $25).

Halo Mooloolaba Special hairstyle for visitors and face painting for kids.

Opals down under Opals will be engraved for the visitors for a discounted price and the Opals down under team will hold a ‘learn about the Opal sessions’.

Cappriccio´s Kids can create a balloon cookie, while parents enjoy their coffee.

Maleny Dairies There will be a cow brought along and the Maleny Dairy employees will milk it in front of the visitors. In addition the employees will demonstrate at their stall how to include their products for a healthy family meal.

Ginger Factory Meet the Ginger bread man, colouring for kids and the Ginger Factory Pirate Show.

Nut Works Yandina & Chocolate Country

Kids chocolate hub session, kids get to make chocolates to take home. In addition, a chocolate fountain will be at the booth to dip the Macadamia nuts in.

Sunshine Coast Crafts There will be the option for adults and kids to paint a painting on canvas with the assistance of an artist.

Maleny Magic Patchwork and Quilts

Learn how to make a quilt.

Candy Addictions The vendor will provide customised candy with the hot air balloon logo and also sell fairy floss which kids can make themselves. With admission to the event, every visitor gets a free piece of hot air balloon festival candy.

The Candle Shop Make your own candle – the wax will be in the same colours of the balloons and the Candle Shop has logos which will remind the visitor of the festival.

Appendix E – Event Stakeholders

Stakeholder Interest Vendors ▪ Revenue from the event and gain brand awareness as well as PR

for their business.

Sunshine Coast Council ▪ Promote local event to attract more visitors to the Sunshine Coast.

▪ The aim is to make the Sunshine Coast a popular and frequently visited destination.

Local Community ▪ The community gains a valuable event, which they can visit themselves.

▪ However, the event organizers need to ensure that the local community is not impacted too much by the event.

▪ In order to show the appreciation of the resident’s patience, the event organisers provide vouchers for free entry for one adult per house close by.

Media ▪ The media is an influential stakeholder because the event organisers want them to report about the event and attract visitors.

▪ Also, after the event the event organisers are aiming for a positive reputation in the media to ensure the event can reoccur.

Sponsors ▪ The sponsors hope to gain brand awareness as well as PR for their businesses.

▪ Therefore, the sponsors need to match the event and should represent themselves in a way the target market can identify with.

Show acts ▪ Acts want to be booked again and maybe also become more popular.

▪ The interest for the dance school or choir may attract new members.

Suppliers ▪ The suppliers aim to profit from their client as well as gaining new ones.

Local businesses ▪ They hope for more customers to come into their shops. ▪ Local hospitality and tourism operators aim to gain more guests

and have them become repeat guests hopefully. Showground operators ▪ The Maleny Showgrounds aim to have successful events which

will guarantee them following events and more bookings. Hot Air Balloon operators

▪ The operators are interested in filling all their slots during the event and they provide the main attraction during and for the event.

▪ Therefore, the marketing of the event needs to be that successful that a huge number of visitors attend the festival.

Event agency/organisers ▪ Sunshine Coast aims for a successful repeat event that will bring more consumers each year.

Co-workers ▪ The co-workers expect that the event has a structured plan and will be implemented in professional manner so that all parties can work efficiently.

▪ The team needs to understand the vision and idea of the event and this must be clearly communicated by the managers.

Appendix F – Target Market Figure 8 – Summary Target Market defined by Market Segment (Moore 2013)

Figure 9 – Tourism Queensland Domestic Holiday Target Market Segmentation (Moore

2013). Adapted from (Tourism Queensland 2013).

Figure 10 – Regional Location Map of Queensland (Council 2013).

Source: http://upload.wikimedia.org/wikipedia/commons/e/e0/Queensland_Local_Government_Areas.png

Figure 11 – Sunshine Coast Population Snapshot 2011 (Australian Bureau of Statistics

2013).

Source:

www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/LGA36710?opendocument&navpos=220

Figure 12 – Sunshine Coast Age Population Statistics 2011 (Australian Bureau of

Statistics 2013).

Source: http://www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/LGA36710?opendocument&navpos=220 Figure 13 – Sunshine Coast Family Composition Statistics 2011 (Australian Bureau of

Statistics 2013).

Source: http://www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/LGA36710?opendocument&navpos=220

Appendix G – Marketing Plan

Appendix H – Event Budget

Income Cash In In Kind Ticket Sales

Adult 2000 @ $15 30000 Senior & Student 2000 @ $10 20000 Souvenir Sales 250 Shirts @ $20 5000 Balloon Companies 4 @ $2,500 10000 Vendors 19 @ $400 7600 Total 72600 $9,000

Expenditure Cash Out In-Kind Administration Costs 1965 Insurance 4300 Travel & Accom 500 Salaries 21700 Event Evaluation 400 Venue/Facility 26500 2500 Production Costs 1150 Ceremonies 1150 Entertainment 4950 1000 Merchandising 1250 Ent. Travel 1450 Operations Comm 450 Ticketing Production 470 Other Misc. 2250 Marketing - Interstate 500 3500 Intrastate 300 2000 Promotions 2450 Total 71735 9000