Lauren Berg
Case Study: Strategic Event Planning for the Florida Music Festival
1.
Why are domestic and international tourists a viable market for events in Orlando?
a.
Orlando is already a very popular vacation destination for both domestic and
international tourists. As stated in the case study, “a key component of event
tourism is that the destination becomes synonymous with he image of the event
and vice versa.” Orlando has an advantage when it comes to event tourism
because the location has often been home to very widely known and highly
successful events similar to the Florida Music Festival. There is also an
exponential increase in the number of domestic and international travelers who
are there for “concerts, plays, and dance”.
2.
How can the strategic event planning process be used effectively to capture the local
community and the tourist market for the Florida Music festival?
a.
The strategic event planning process can be used effectively to capture the local
community and the tourist market for the Florida Music Festival by helping the
festival organizers figure out exactly what they are going now and what they are
accomplishing with what they already have. The next two phases will help the
festival organizers figure out a plan for the future that is focused on reaching the
local community and the tourist market. This process ends with a check to see if it
worked. All of this will help the festival plan out exactly what they are doing and
how they are going to do. Also, it gives them a way to check it and see if they
need to change their plan for the next year or keep it the same.
3.
Based on the current visitor profile and external and internal environment and mission of
the event, what new tourist market segments and initiatives should be targeted?
a.
Some initiatives that should be looked into is putting more effort into marketing
the festival outside Florida. The festival is currently only attracting 0.03% of the
entire Florida market. Also using the strategies set forth in the Strategic Event
Planning process would greatly help the organizers reach more of their target
market. Another segment that the organizers could look to as a possible market
would be to hone in on adults traveling alone. They could use the hotel
partnerships mentioned in the strategic event planning to create a deal for adults
traveling alone to the event.
4.
What are the perceived and actual effects of implementing strategies compared to the
desired outcomes?
a.
The desired outcomes of implementing the strategies would be that there is an
increase in the attendance of the festival by international and domestic tourists.
Also a desired outcome would be name recognition of the festival, meaning that
they are more recognizable by name to the average person. The actual effects of
implementing the strategies may not achieve these desired outcomes but it will at
least give the organizers a new guide for what works and what will not work in
the future.
