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Transforming Greenwich as a tourist centre

Extracts from this document...

Introduction

Content Page Introduction.....................................................................................................................3 Background of Greenwich................................................................................................5 Project Aims and Objectives.............................................................................................7 Market Audit ...................................................................................................................8 SWOT Analysis................................................................................................................8 PESTEL analysis............................................................................................................11 Marketing Research........................................................................................................17 Customer Analysis..........................................................................................................17 Market environment........................................................................................................24 Location and Demography..............................................................................................26 Market size......................................................................................................................26 Competition.....................................................................................................................27 Promotion........................................................................................................................32 Pricing.............................................................................................................................32 Advertising......................................................................................................................33 Funding and Sponsorship................................................................................................36 Benefit of Musical Concert in Greenwich.......................................................................37 Promoting Greenwich as a Tourist Destination..............................................................39 Justification for choosing a musical concert...................................................................40 Budget and Costing........................................................................................................42 Security...........................................................................................................................44 Sustainability...................................................................................................................48 Recommendation............................................................................................................54 Bibliography....................................................................................................................55 Introduction The purpose of this report is to promote and transform Greenwich as a tourist destination during the forthcoming 2012 Olympic in London up until the year 2020. The generally idea is motivate and attract people to Greenwich during Olympic. The report is going to show how we intend to align Greenwich with the Olympic brand, how we intend to transform Greenwich in to a location everyone coming to the Olympics would want to visit and explore. A visit to Greenwich is regarded as an unforgettable experience. Known around the world as the place where time begins, Greenwich is regarded as one of the most important and most popular tourist destinations in the United Kingdom. This is because of its historic architecture, picturesque parks, shops and quality entertainment. Greenwich is recognised as a place to visit not only for its heritage and stunning scenery, but also for its culture and rich mix of events. Whenever you come to Greenwich, you will always have an opportunity to discover new exhibitions, activities and performances. Greenwich Council publication (2008) Among the numerous tourist attractions in Greenwich are the Greenwich Maritime which according to a Greenwich Council publication was inscribed as a world heritage site by the United Nations Educational, Scientific and Cultural Organisation (UNESCO) in 1997. Because of its popularity around the world and available state of the art infrastructure and amenities, Greenwich is one of the locations chosen to play host to some very important events (Equestrian, modern pentathlon E.T.C) In the London 2012 Olympic and Paralympics Games. ...read more.

Middle

Entry is about �25 6. The Greenwich Festivals: Summer Sessions is an outdoor, open-air concerts season. The stage is covered but the audience area is open to the elements. The concerts will take place come sun shine or rain 7. Access and wheelchair users: The site is fully accessible for people in wheelchairs and tickets are sold as 'general admission'. A limited number of spaces are available on a designated platform on a strictly first-come-first-served basis. O2 Arena. Located in Greenwich Borough, The 02 Arena is one of the biggest events centres in the world. The centrepiece of The O2 is the 20,000 capacity arena. It provides London with the first purpose built music venue since the Royal Albert Hall was built in 1837. The O2 arena is designed specifically for music events whilst retaining all the functionality to transform it into an indoor sports facility within hours, meaning it can accommodate a wide range of sports and entertainment events. (http://www.o2.com/about/14252.asp) This venue has played host to many major artists. Every A list artist in the world have or wants to perform in the 02 arena. A big tourist attraction The Charlton great get together and Mbawula music event These are two separate events that have merged together to provide an amazing quality entertainment in Charlton. The Charlton Great Get Together merged with the Mbawula performance of South African township choir music. This event is family oriented, and attracts mainly local day visitors This event is free entry Promotion To encourage a younger audience to the event, will offer students a 50% ticket price reduction, in the first two years of the events and will review the effect of this over on attendance figure after this period. Pricing The aim of our project is to boost tourism into Greenwich, to provide alternative entertainment to the Olympic visitor to Greenwich in 2012 and continue as a self sustaining event thereafter. ...read more.

Conclusion

Generally they will be made aware of the sustainability idea of reduction of waste, reusing materials and recycling. RAISING AWARENESS All stakeholders will be made aware of their sustainability responsibilities and all measures being taken to protect the environment and improve the events sustainability image. This includes making use of every opportunity to get the sustainability message across to the staff working at the venue, local community and the general public e.g. making announcement at the event welcome session or pre passed messages through electronic communication during the marketing campaign. EVALUATION The event sustainability evaluation applies to all aspect of the whole project management, especially the areas of water, energy, air, waste, transport, and products and services procurement. Periodic evaluation of these areas has to be carried out in order to measure the sustainability progress and achievement of the campaign. Processes such as engaging in a two ways feedbacks from all sustainability stakeholders passing information on successes and areas of improvements increases the successes of a sustainability campaign A well managed sustainability plan of the above mentioned areas will ultimately result in a cost saving exercise as well as saving the environment. Recommendations Based on research, we have meticulous looked at the advantages and disadvantages of organising a Classical music festival in Greenwich. Although some may argue that the this genre of music is no longer popular with todays youth, it however remains a music genre that will forever remain synonimous with culture, which is also what Greenwich is all about. Our event will target the youth through direct marketing, involvement and promotional incentives as outlined in our promotional strategy, while at the same time providing quality entertainment to the older people who are already fans of classical music. Our database is aimed at keeping the visitors to Greenwich. It will provide them with affordable accommodation within Greenwich and will add value to the local economy. We (KATO Consultants) hereby recommend this project and urge for your support participation in this project. ...read more.

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