2. Hallmark event as a tourist attraction also becomes an institution and its permanence is taken for granted. Its traditions generate a stronger sense of community and place identity. The event and city images become inextricably linked.
3. Hallmark events can also exist within the context of social worlds and for special-interest groups as iconic tourist attractions that facilitate communitas and identity building.
To attract tourists (preferably long-distance and international in origin), generate economic benefits, and combat seasonality of demand.
-consider the entire portfolio of events and attractions in the destination, relative to competitors
-prior to event production, demand can only be estimated through comparison with similar events and longitudinal, market-penetration studies
A-1: Develop an attractive, unique theme and program that will appeal widely to residents and visitors as well as to targeted segments with special interests.
-identify the key target market areas and segments; focus on high-yield, dedicated event tourists
-market area research as well as visitor surveys are required in advance of planning the event and while refining the concept
-test attractiveness and 'staying power' with residents (it has to become a tradition for them)
A-2: Produce a high-quality event with the potential to become iconic; focus on customer value and satisfaction
-quality can be judged through benchmarking against other successful events; and in the context of the planned theme and programme, by experts which constantly monitor customer satisfaction and future intentions to return or spread positive word of mouth
A-3: Develop an attractive and effective community setting for the event(s) including specific indoor and outdoor venues.
-involve the community in identifying suitable venues, determining the need for new infrastructure or improvements; plan for a permanent legacy
-consider aesthetic and functional venue requirements and community improvements; set a design capacity for audiences
A-4: Develop high standards and accessibility in terms of services and consumables.
-offer basic services that match the visitors´ needs.
Evaluation of Attractiveness
Each of the six major goals requires separate evaluation, employing a range of specific measures and methods. Research will be needed to test attractiveness and image among target audiences.
-measure the fit between program components and the expressed needs/preferences of specific target audiences
-test the theme’s generic effectiveness in terms of uniqueness and appeal to broad audiences
-evaluating the Unique Selling Proposition has to include benchmarking comparisons with other events and destinations.
-evaluate the aesthetic appeal and functional effectiveness of venues and the community setting
-marketing planning will deal with many of these indicators
Image and Branding
IMAGE and BRANDING GOALS
-To develop an iconic brand for the event, and to co-brand the hallmark event and destination, taking into account the identity residents attach to their community and the event.
-widespread consultation is essential
-residents and other stakeholders must be directly asked to consider place identity and desired image
-the band must reflect destination and community strengths and convey a unique and attractive
I-1: Generate and sustain positive media coverage of the event and destination.
-integrate event and destination marketing
-plan visuals and messages at the concept stage and integrate into all aspects of design and production
I-2: Develop and sustain strong media partners
-obtain media input to planning and evaluation
-maximise number and types of media as sponsors
I-3: Develop and constantly monitor brand equity
-conceive the event as a brand with its own values, co-branded with the destination
-build brand equity with target segments through co-production of events and related destination experiences
I-4: maintain positive event image among all key stakeholders
- monitor media coverage
- visitor and target-market surveys employing measures of awareness, strength (positive or negative), and appeal (desire and intent to visit) among target audiences
I-5: Specifically foster a strong reputation through media communications, quality, uniqueness, and positive word-of-mouth recommendations
-media management to include dealing with image problems and disasters
-managing word-of-mouth requires attention to product and service quality, co-creation of experiences, and incentives
Evaluation of Image and Branding
-media monitoring should be continuous
-implement meaningful consumer/resident feedback
-employ experts to make comparisons and evaluate overall image and branding effectiveness
To establish and sustain an event that will directly benefit and be supported by residents, effectively becoming a tradition and a permanent institution
Community participation in the process is essential, allowing all voices to be heard. Key stakeholders that can support or scuttle the process should be emphasized
C-1: Generate specific benefits for the community
-new and better employment (measure direct and indirect
jobs created; full and part-time; wages/benefits)
-infrastructure improvements (parks, leisure facilities)
-better entertainment (new opportunities)
-animation and more efficient use of facilities and parks
-improved sense of community pride (measured by
community attitude survey)
-new forms of social interaction and integration (public
-physical appearance and design (lights, public art)
C-2: Create attractive opportunities for volunteerism and other forms of participation in the hallmark event
-measure volunteer numbers (age/gender distribution)
-measure other participation (athletic, artistic)
-improved capacity for community development
-organizational and decision-making capacity
-demonstrated innovation and vision
C-3: Avoid, and where necessary ameliorate, negate impacts on the community
-avoid traffic and parking problems, noise and other amenity threats
-avoid rowdy crowds and tourist activities; keep the peace
-avoid negative environmental impacts (waste disposal, recycling, control of movement), to avoid sensitive areas
C-4: Sustain political satisfaction and support for the event; ensure effectiveness in securing regulatory approvals
-lobbying to obtain funding and key votes
-internalizing political support through seats on boards of directors is often necessary
C-5: Implement full accountability regarding the event's costs and benefits, its management and planning.
-consider setting up a monitoring and advisory group open
to residents and other stakeholders
Evaluation of Community Goals
-periodic community surveys ( knowledge, attitudes, measures of involvement and participation)
-periodic stakeholder forums ( police, elected officials, community groups, industry)
-reports from the organizers and volunteers
-direct observation of the event(s) with video evidence
-annual visitor surveys (perceived impacts)