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Event Evaluation: Mother's Day in Sydney

Specific implications to event management 3. Identify and analyse the economic, environmental, sociocultural and political impacts associated with events and discuss the management of associated issues. 

Task description

Attend the event nominated in Assignment 2. 

Identify and critically analyse the positive and negative impacts of the event utilising the principles of sustainability and the triple bottom line approach. 

Provide recommendations for future activities which clearly identify issues relevant to event management. 

The evaluation report should use creativity in the approach to the task style. 

The assignment may be presented either as a 2000 word essay, or as a 5-6 minute video, or as a audio narrated powerpoint of 10-15 slides, or as a photo essay supported with 500 words. The process for submission of this assessment will depend upon the format chosen and prior negotiation with the tutor is required. 

Please note: This is an independent, self-directed assessment task and therefore students will be responsible for attending, negotiating any permissions if appropriate, their own transportation and any expenses incurred. 

Assessment 

It is understood that more than one student will attend the same event. In fact it is recommended that an overseas student teams up with a local student for the event evaluation for assistance with language and cultural differences. In such cases, students can share the evaluation processes of observation, surveying, and recording, but should take great care that they do not duplicate each other's findings and recommendations. In instances where identical or very similar work is submitted the tutor will ask each student to explain how the similarities occurred. 

Learning outcomes

 1. Comprehend and evaluate the role of festivals and special events in contemporary society. 2. Identify and discuss the various planning processes of the events industry and explore specific implications to event management 


Answer

Event Evaluation

Introduction

The last phase of occasions administration is the assessment of the results of the events and the procedures utilized to accomplish set results. The basic reason for occasion assessment is to distinguish positive and negative practices with a view to enhancing future execution, regardless of whether this is as far as monetary execution, ecological effects or the general task of the occasion. In the event that particular points and destinations were set at the beginning of the arranging procedure, at that point the assessment will likewise look to build up whether the objectives have been met and if not then it would attempt to identify the potential reasons behind the shortcomings. The other motivation behind the assessment is a detailing instrument, to accumulate information to enable criticism to various partners engaged with the occasion in respect to their interests. For instance, the nearby committee and retailers affiliation might be occupied with the quantity of individuals who went to the occasion and where they originated from i.e. the extent from the neighborhood group and those from promote away from home. A noteworthy aspect to recollect is that assessment isn't something which occurs toward the finish of the occasion, it must be fused into the arranging of the occasion, so assets are designated, the right inquiries are asked and information gathered. Along these lines, the current paper will attempt to assess the Mother's Day Classic event held in Sydney. This is an annual event which is organized for increasing awareness regarding breast cancer and motivate the victims of the ailment. Like every year, this event took place a couple of weeks ago this year. Now, there is a significant need for evaluating the event as it will help in addressing if the event was successful in achieving the objectives and how successful it was.

Background of the Event

On every Mother’s Day since 1998, Women in Super, a not-for-profit organization, has been conducting Mother’s Day Classic(Mother's Day Classic, 2018). Mother’s Day Classic is a mix of cultural, social and sporting event where participants can choose to take part in a run or a walk; for 2018 Sydney edition, one could choose to participate in a 4km walk, 4km run, 7km walk and/or 8km run (Mother's Day Classic, 2018). The cultural and social aspects of this event can be attributed to the fact that the primary aim of this event was to raise funds for breast cancer research and raise awareness about breast cancer. Sydney has hosted this one-day event on 13th May 2018 (Mother’s Day); the event started on Macquarie Street and ended on the Domain passing through various other locations. The runs/walks were scheduled to be conducted between 7:10 am and 10:30 am; these were preceded by registration, a minute of silence for breast cancer victims and warm-ups starting at 6:15 am and succeeded by team presentations, prize giveaways and formal closing by 12pm. In addition to the actual runs and walks, the event also had other entertainment offerings like roving performers, a food court and a children’s play area with face painting and jumping castles.

The purpose is defined as the mission or the reasons for existence of an entity (Hewetrson, 2014), of Mother’s Day Classic has been to fight breast cancer and to increase the social capital in the city it was organized. To fulfill this purpose, the event had several short-term and long-term goals, which it attempted to achieve through several objectives. Goals are defined as successfully progressing towards a purpose and objectives as measurable steps to achieve the goals (Hawkins, 2005). One of the event’s long-term goals was to continuously and sustainably raise funds for breast cancer research. The second goal has been to raise awareness regarding the breast cancer. Another long-term goal is to make this event a sustainable Mother’s Day tradition in Sydney. One of the primary short-term goals of the event was to engage the locals in an inclusive, short distance fun run/walk. Although the run/walk had a competitive side with winners being announced and prizes being distributed, winning the race was not the primary goal for this event. Entire families showed up and even children participated with their family members. On the special occasion of Mother’s Day, families got to spend time together engaged in a fun activity that also helped in improving the health. 

The Evaluation

Mother’s Day Classic will be evaluated on two criteria: on the basis of whether or not it was able to achieve its short-term and long-term goals and on the basis of the triple line principles. Comparing the funds that the event will raise in 2018 to the amounts raised in the previous years would be the first step to evaluate this year’s Mother’s Day Classic Sydney. To evaluate the event Mother’s Day Classic Sydney on the principles of the triple bottom line, its social, economic and environmental impacts will have to be analyzed(Elkington, 1998). These impacts could be positive or negative.

The event had an objective to raise funds through the occasion. Raising awareness not only results in more funds for research but also increases society’s empathy and understanding towards the victims. Over the course of 20 years, this event has raised over $33 million for cancer research (Mother's Day Classic, 2018). This was achieved through donations, fundraising activities, sales of merchandise and entry fees. Furthermore, the event also attempted to raise awareness regarding breast cancer and motivate the victims. This goal has been attempted to be achieved through several talks/speeches by breast cancer victims and/or experts during the event and through campaigns in social media. Furthermore, in order to make the event a sustainable tradition in the city of Sydney, the ownership of the event had been handed down to the locals in the form of thousands of local people’s participation, hundreds of local volunteers and by using local contractors to manage the logistics. In addition to this, Mother’s Day Classic also helps in improving the social capital of Sydney by mobilizing the social relations into action (Adler & Kwon , 2002).

The entry fee for Mother’s Day Classic ranged from $20-$60 depending on participants’ age, their choice of run/walk and when they purchased the tickets. The registration opened on 7th February; the entry fees for early birds was significantly less ($20 less in some cases) than that for those who opted to buy the tickets on the event-day. This strategy had two benefits for the organizers: first, they were able to register more participants as they promoted the event for more than two months; second, they were able to estimate the number of people that ended up participating in the event so that they could take care of the event infrastructure including registration, staging, food stalls, power supply, water supply, toilets, food stalls, health and safety precautions, ambulances, insurance, waste management, parking and so on and plan the event day team like number of volunteers, health personnel, speakers, emcees and so on; the aspect allowed the organizers to gain an insight on when things need to happen and how they would happen(Allen, 2008).

In the wake of arranging the occasion, a spending assurance is essential. For this situation, the financial backing was set up as indicated by the wage and costs for the occasion. Initial, a draft spending plan was set up by presumption the rates of the diverse things for the occasion. At the point when the occasion was advancing, a moment spending plan was framed by taking the genuine rates of the things for the occasion. It was more reasonable spending plan and the rates for the main spending plan were refreshed. In the wake of finishing the occasion, the last spending plan was readied that was genuine and operational of the second spending plan. The organized spending plan was made by taking the specialized necessities, sellers and different administrations for the advancement of the occasion. The diverse wellsprings of assets have been distinguished and organized the occasion. The diverse sources included sponsorship, volunteer commitment, cooperation charges, gathering pledges, bank enthusiasm for the occasion, open commitment, commitment by nearby chamber and so on. The required assets has been used in a way with the goal that the overall revenue ought to be expanded. The occasion was a get-together that pulled in more members and patrons which offered a financial advantage. The budget of expenses can be described as the following:

ItemsCosts (in million AUD)
Transport cost:8.9
Travelling expenses2.20
Allowances3.00
Medical exp1.50
Guests and Judges2.20
Marketing:1.20
Posters0.50
Journal1.70
Communication media2.00
Certificates0.80
Promotional gifts6.40
Press contact60
Technical Equipment5.58
PC, laptops, projectors0.70
Loudspeakers0.40
Display screens0.25
Video0.25
Event materials (dresses, socks etc.)0.18
Voice and interpreters0.30
Other stationery exp0.80
Venue1.50
Hiring the sport facilities1.50
Catering0.40
Launching the festival0.40
Insurances3.0
Other Misc. Expenses2.5
Grand Total:50.98



The event also lead to a huge income. The income can be displayed as the below:

ItemsAmounts (in million AUD)
Collection from Participants13.00
Sponsorships (public & private)32.00
Volunteer contribution8.00
Public Institutions12.00
Grand Total65.00


Therefore, the total profit garnered by the event was (65 - 50.98) = 14.02 million AUD. This was a huge success from the financial point of view as compared to the previous years as the previous events could not arrange and collect such a huge amount of profit. Therefore, the event was really successful in meeting the objective of raising funds that can be utilized in breast cancer research and supporting the victims of the disease.

Furthermore, the engagement of the event as per the triple bottom line principles has also been successful and fruitful. It has already been found out that the event succeeded in raising a huge amount of monetary fund that can bolster the future research works on the breast cancer and support the victims as well as the related communities to a huge extent. Moreover, it also contributed immensely to the social dimensions. One can principally find out a couple of particular kinds of the objective market if there should arise an occurrence of such an occasion. The first is the members and the other is the gatherings of people, fans, and observers from the group. In this way, the two members and groups of onlookers are fundamental for any occasion program. The showcasing arrangement was to achieve the these sorts of target crowds and increment the gathering of people base. In view of this occasion, the aggregate market was fragmented as psychographics, geographic and statistic factors. The primary point of the division showcase was to recognize members' needs. Occasion directors chose the occasion by studying the fragmented markets. In order to choose the objective markets, a mass-advertise approach had been embraced in which the interest has been effective with less promoting exertion. The occasion has an interest to all individuals of different age gatherings, different districts, distinctive intrigue level, individual and the families and additionally came to various pay gatherings. Accordingly, choosing the mass market, the occasion ended up being effective by achieving the potential partners and the group individuals. Once more, the occasion required a market that is separated by the division procedure in which the need was given to the ladies' gatherings and the casualties of the bosom malignancy. Furthermore, the event succeeded in helping the families to come along and spend some quality time. It also helped in increasing the awareness regarding the disease and how the victims can be supported in a viable manner. Thus, the event was also socially successful. The event thoroughly utilized the environment-friendly materials and approaches in order to ensure sustainability. There was hardly any material that was not eco-friendly or that could cause a damage to the sustainability. The registrations were mainly done through the websites and thus, it reduced the usage of paper. Moreover, the authorities also implemented a waste-management approach and a team of experts to deal with this issue properly. The products used in the foot stalls were mainly from the local suppliers and thus, they were fresh and healthy. The event managers also promoted the aspects of maintaining this angle through the campaigns and promotions. Furthermore, the event was completed through an approach that engaged the participants to think more critically about environmental sustainability. Therefore, the event has accomplished success from this perspective also.

Conclusion

The current paper has thoroughly evaluated the Mother's Day Classic 2018 event held in Sydney on 13th May. The paper has presented a brief introduction to the issue and a background to the event alongside some significant details before assessing it comprehensively. It has been witnessed that the event succeeded in achieving the short-term goals and viably contributed to the long-term objectives. The event also successfully adhered to and thoroughly addressed the components and aspects of the triple bottom line principles. Therefore, one can conclude that the event was successful in a wholesome manner. However, the event managers might make some technical improvements and enhance the marketing as well as social engagements to ensure that more fruitful results can be accomplished.

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