A world musical concert that brings classy musician all over the world and with great cultural features has always been known as a world’s attraction. However, considering Greenwich area, which is well known for its tourist attraction which includes the Royal observatory, the royal naval college, the Greenwich maritime museum, the cutty sarks. Etc. And now been part of the host centres for the 2012 Olympics, will no doubt host people from all over the world who are coming to be part of this great Olympic event. With this proposed world’s musical event building towards an ever running event even when the 2012 Olympics is come and gone, the PESTEL analysis of the macro-environment must be put consideration. As such there are so many factors within the macro-environment that affects our decisions both positively and negatively eg. New law, government policies, trade barriers, tax changes, environment changes etc. All these are macro factors that make up the PESTEL analysis.
PESTEL ANALYSIS
Marketing Research
This market research will be centred at the following group of tourists to London
- The customer, which is made up of the following three groups.
- Domestic visitors staying at destinations for at least one night
- Tourism day visitors
- Overseas visitors.
- The music festivals/events or concert market environment
- The completion
- Promotion
The currently economic climate is affecting tourism. There is a gradual but steady shift taking place in event driven tourism. Tourist/customer behaviour is changing continuously with regards to the type and duration of holiday taken. Competition is growing faster than the pool of tourists; therefore we will also take into consideration.
The Customer
The targets are the three groups of tourists mentioned above. (Domestic visitors staying at destinations for at least one night, the day visitors and overseas visitors,) Available statistics, graphs, tables and data from the office of national statistic, visit Britain and other sources will be used to establish current annual and in some cases quarterly size of visitors to Greenwich, London and UK. The aim here is to gain an understanding of what is already obtainable in Greenwich, i.e. the current number of visitors to Greenwich, and the size of the potential customer base i.e. where we hope to attract more visitors from into Greenwich.
Greenwich
A Greenwich tourism board publication (2004) on tourism in Greenwich reported that Greenwich supported around 6.8 million visitors per year between 2000 and 2004; about 92% of them were day visitors. In total, these visitors spent about £327 million.
Information from the Local Area Tourism Impact (LATI) (2008) suggested that Greenwich attracted about 3.7million visitors in 2009. In total, these visitors spent an estimated total of £219m. Domestic visitors (both day visitors and those staying one night or more) contributed the majority (61%) to this total (£133.2m). It is estimated that 13% of visitors to Greenwich stay overnight in the Borough. The majority of these (53%) choose hotels with 25% in B&Bs and 16% staying with friends and relatives
Meanwhile at the same period, overseas visitors contributed £85.8m (39% of all spending). The table below provides more information.
Table 1. Headline visitor numbers and spending
Sources: Lati, All figures in Thousands
Another report by The Tourism Company (2007) suggested that “Greenwich’s visitor market is pretty evenly split between domestic and overseas visitors Domestic visitors make up 49% of the Borough’s visitors, with 51% coming from overseas. Visitors from London make up about half (48%) of domestic visitors.” It how ever note that Greenwich attracts proportionately more people from higher socio economic groups For instance, 39% of Greenwich’s visitors are from the highest socio economic group (AB) compared with the 16.5% of people who fall into this category in the GB population4. Similarly, 44% of Greenwich visitors are from group C1, compared with 5% of the GB population. Those from lower socio-economic groups constitute 17% of visitors, compared with 57% within the wider population.”
London
According to a publication by visit London (2009), “In spite of a global recession that has impacted on the tourist industry worldwide, London remains the number one city destination for international travellers.”
Statistics shows that London in 2009 attracted just about 25 million overnight visitors, generating approximately £10.6 billion of visitor expenditure. This figure is the highest since 2000 and was largely due to the higher spending power that overseas visitors have been enjoying as a result of Sterling’s weakness. A typical overseas visitor stayed 6 days in London. The overseas visitor spent an average of £590 per trip in London
Source www.visitlondon.com
Source
In the same period, the domestic market attracted 10.8 million visitors, yielding £2.23 million in revenues. A domestic tourist stayed a shorter 2.2 days. A domestic visitor spent an average of £206.
England
The economic downturn of 2008-9 had a negatively impact on the number of visitors to England, but again the weaker pounds supported and held spending.
In 2009, there were 25.4 million inbound visits to England, together accounting for £14.4 billion in expenditure. It is estimated that the average overseas visitor to Britain stayed for 7.8 day. Whilst overseas visitors travelled to all regions of England, London and the South East are the most popular destinations, together accounting for over 70% of international value and volume.
At the same period in 2009 there were, 102.9 million domestic overnight trips in England, generating a total spend of £17.3bn. Domestic visitors spent 313 million bed nights in England, and the average visitor stayed for 3 nights and spent £168 during the trip.
The table below shows the top ten most visited towns/cities in 2009
Market environment
Music tourism is not a clearly defined segment within the tourism industry. The United Nations World Tourism Organization (UNWTO), which develops comprehensive guidelines on various elements of the tourism industry, does not offer any criteria regarding what does and what does not constitute a ‘music tourist’. What is relatively clear, however, is that music tourism is a subset of what is known as cultural tourism. http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=294968/display/id=426954#hit1) Therefore although the proposed event is an outdoor classical music festival, this market research will be concerned with cultural music festivals/events visitors as well as Classical.
According to Alan James “Head of Contemporary Music, Arts Council of England” The cultural music festival sector has grown incrementally over the past ten years, to the point that it’s now estimated that 350 classical festivals take place in the UK each year. . Between them they attract over 350,000 attendances from 106,000 people, each of whom attends an average of 3.3 cultural festivals per year.
The largest classical music festival in worldwide, “The BBC Proms” attracts a live audience of just over 250,000. However, many of these concert-goers will attend more than one concert during the eight-week season. The capacity of the Royal Albert Hall, where all but a few of the Prom concerts are held, is just under 6,000 compared to the large outdoor pop festival venues that can accommodate audiences of over 100,000.( )
However a survey by Mintel (2008) on music tourism concluded that there is a large crossover between the audiences for different musical genres, rock and pop remains the preserve of the under-40s, whereas jazz listeners are likely to be slightly older, with classical music appealing to an older audience still.
The Figure below shows the consumer demographics for seven key genres based on ticket sales to live music performances in the UK. It is based on a sample survey of over 2,000 adults It shows a predominance of male interest in blues, folk, jazz and world music. Note that while these figures reflect the purchase of tickets to all music events (not just festivals) the demographics broadly reflect those of each genre of music festival. ()
Note: Percentages include people who attend less frequently than once a year
Source: Target Group Index (1994/95 – 2008/09) © BMRB
Demography
The likelihood of attending a classical music concert appears to rise significantly in relation to educational attainment. For example, approximately 40% of adults who have attended graduate school had attended a classical music concert 12 months prior to the survey compared with 25% of those with a college degree and 21% of those who had attended some college. In contrast, only about 8% of adults with a high school education or less had attended a classical music concert in the prior 12 months.
(According to a survey by Princeton University on classical music (2005) Of adults in the 55-64 age group, 19% indicated that they attended a classical music concert in the 12 months prior to the survey. Approximately the same percentage of adults in the 18-34 age group (18%), 45-54 age group (17%) and 65-74 age group (17%) attended a classical music concert over the same time frame.
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Classical music events seem to find its audience among those within the age group of 50 and 65 years. And within this group most of them are women.
The Figure below based on a survey by Mintel shows the consumer demographics for seven music genres based on ticket sales to live music performances in the UK. It is based on a sample survey of over 2,000 adults and shows that rock performances are the most popular, with 78% of respondents having purchased tickets in the last 12 months. It also shows a predominance of male interest in blues, folk, jazz and world music. Note that while these figures reflect the purchase of tickets to all music events (not just festivals) the demographics broadly reflect those of each genre of music festival.
Market Size
About 20,000 visitors will be expected in Greenwich for the Olympics. The events to be held in Greenwich will attract both the young and older visitors. Based on available data and statistic, it would be safe to make the following assumptions.
In the UK, classical music events attract visitors within the age demography of 45 to 64; they are predominantly UK residents and cultural overseas visitors. They are mostly educated upper-class that also visits cultural heritage locations. However we are also targeting the younger generation through targeted marketing and promotion.
Having established the size of possible visitors to Greenwich, London and England,
Source: Adapted from ONS UK population 2009
Competition
Our competition will be all tourism driven events in and around Greenwich. Among them will be musical events both in and out doors and attractions. The table below high lights some of this events and there relevance to the tourism market share in Greenwich.
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. We identified four pricing strategies,
- Premium pricing which uses high price where a product or service is unique e.g luxury goods.
- Economy pricing which usually synonymous with supermarkets, whereby goods are manufactured at economy prices.
- Price skimming, which is used where substantial competitive advantage is established.
- Penetration pricing; this strategy pursues the objective quantity by means of low price.
Based on the nature and general aim of our project, our pricing strategy will be the penetration pricing strategy. This is because of the following factors.
- Demand will be highly elastic. Our aim is to drive quantity, i.e. more tourist into Greenwich
- We intend to keep our cost as low as possible, by taking advantage of existing structures on the ground in Greenwich i.e. venue, websites E.T.C
- The project is of the nature of something that can gain mass appeal fairly quickly
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The event its-self faces a stiff competition with other sorts of musical events, i.e. pop, rap and rock music festivals which can be argued are more popular with the younger people. Therefore the price charged for the event will be set artificially low in order to gain market share. ricing.html
Advertising
Our advertising objective will be to
- Inform our target visitors about the Greenwich Classical music festival, the venue, ticket price, expected performers and the availability of local short term accommodation in and around Greenwich through our database.
- Persuade and encourage our target visitors to come to the event, and to choose our event during this period among other events that will be held in and around Greenwich.
- Remind them as the day approach of the event, again outlining the benefits and attractions that will be available in this event.
We will promote and advertise the event with the help of the following marketing media
Press
We will take advantage of the Olympic media buzz for promotion. According to Visit Britain (2009) “unaccredited media do not have access to cover sports and so will be interested in coverage of Britain.” Such opportunities will be taken. Over 20,000 unaccredited media will be expected, 10,000 visited Athens during the 2004 Games.
Furthermore all major festivals in the UK and around the world years have been able to use specific media to successfully convey messages to its audience. The marketing campaign will be ongoing, and will use a cross selection of music industry press, national, local and available international print and electronic media as well as radio and the internet.
We propose the use of music industry titles such as Q Magazine, NME, Mix-Mag, Mojo and Kerrang, these titles appeal to the young audience whom we are also on our target list. Other are, The Guardian, which has a strong influence on the classical music audience, however there are other influential papers, such as Time Out Magazine, student papers and The Big Issue.
Editorial and Press Articles
Publicity through articles and editorials has been a very successful method of developing the profile of festival. Many festivals e.g. Glastonbury used this to good effect and result. In all successful UK music festival this approach has being adapted. The Press Corps is international and highly influential. According to visitbritain, festival organisers are constantly approached for interviews by local, national and international press (including music press). These opportunities will be used to reinforce the core objectives.
Flyers
Flyers will be distributed through various outlets available to both overseas and domestic visitors.
Radio
Radio is another medium that will be used to promote and advertise the event. We will use radio to communicate to both the regular and expected new visitors. The core message will be the venue of the event, the importance of culture to young people and hospitality of Greenwich. Local radio is a potent medium to target our key audience.
Internet
In the weeks around the Festival, the official website will be launched. The home page headline articles will reinforce the PR messages for the event, with a link to the database site and Greenwich tourism board. It will also feature links to our sponsors.
Public Transport
Local transports, trains, buses, underground and other available local transports will also be used to advertise and promote the event.
We will also provide information at all visitors’ information centres in and around Greenwich on the event as well as the housing database.
Funding and Sponsorship
The target is to secure funding for the event from both the public and private sectors. To achieve this we will have to look at the current trend in music festivals sponsorships.
In return for sponsorship it is envisaged that we would offer all, or some of the benefits detailed below. Sponsorship benefits will depend on the value of sponsorship received.
- Sponsors logo will feature on all event publicity and in the main programme.
- Logo on festival website and link to sponsor’s website.
- Exposure on relevant media releases to both local and national press.
- Logo on relevant print advertisements.
- Logo on event tickets.
- Exclusive business marketing opportunity at event venue (banners, flyers, flags, billboards etc)
- Complimentary tickets to event and invitation to V.I.P. launch at a choice location after the event
- Opportunity to host a reception before event
Current sponsorship Trend
According to Feargal Sharkey, CEO UK Music (2008) Brands investing in music are drawn to it through the potential audience affinity and reach; this means that much of the major expenditure is biased towards the larger priorities and artists, which provide larger fan bases.
Part of a report by on corporate live music events sponsorship by FRUKT (An online specialist music marketing agency) reads “Investment in live music platforms has traditionally been a core part of brands’ spend in music and still makes up over 25% of total with £23m invested in 2008. The report went on to identify six primary channels where brands can spend their money on music in the UK:
(i) live music sponsorship, (ii) event creation, (iii) artist endorsement, (iv) digital,
(v) television and (vi) advertising and marketing support. In total, 2008 revenues came to £89m, down marginally on 2007, with the breakdown illustrated in the pie chart below.
Advertising and Sponsorship: Where brands were spending in 2008
Source: FRUKT 2009
BENEFITS OF MUSICAL CONCERT IN GREENWICH
In this section the benefits of hosting the 2012 Olympic Games in Greenwich will be discussed. This will be focussing on what the Greenwich borough will benefit by hosting the equestrian and modern pentathlon events at Greenwich Park and most importantly, the benefit of KATO’s proposal to host a musical concert at Greenwich Borough, which will promote Greenwich as a tourist centre to the world during the Olympics and beyond to 2020.
A ‘mega event’ like the Olympics can be considered as a one time or recurring event of limited duration, developed primarily to enhance the awareness, appeal and profitability of a tourism destination in the short and/or long term.
Hosting part of the Olympic Games will be one of the most important events in Greenwich’s history and this can bring a lot of benefits to the borough; economic benefits to be specific. These benefits can either be in short-term or long- term. The short term economic benefits can have effect on Greenwich in terms of local investments and regeneration. The benefits include fresh cash flows from the visitors that will be coming to Greenwich borough, media activities, “cultural events linked to the Olympics”, education, entertainment and general urban infrastructural development (Carros et al, 2001). In summary, the above benefits can lead to employment after the games.
The impact of the free musical concert may consequently lead to an increase in the number of international tourists to London and Greenwich borough in particular. It might also increase the international visibility of Greenwich borough which in turn, may lead to an increase in tourist visits and tourist expenditure, which means an increase in the borough’s revenue.
From the initial analysis on ways which Greenwich borough can be promoted as a tourist attraction, the project team has been working on the idea of organising a musical event to promote Greenwich as tourist centre since Greenwich Park has been selected as the venue to host the events.
Promoting Greenwich as a Tourist Destination
To promote Greenwich as a tourist centre, KATO will ensure that local residents and visitors are warmly welcomed and remain committed to securing opportunities to engage the communities and bolster the local economy.
More so, KATO will take all necessary steps to ensure that the music will be of great benefit to the borough, while also taking into account that the musical event could have a negative impact on the image of Greenwich if not properly organised.
A recent study by Mintel indicates that, in 2007, the UK live music market was worth over £700 million in ticket sales alone, which was up by eight percent in 2006. According to Mintel’s surveys, the proportion of adults attending live music concerts grew by almost one-fifth between 2001 and 2006, from 32 percent to 38 percent.
KATO recognises the important place that the Greenwich Park has in the heart of community and the local residents during the 2012 Olympic game. The team has carefully selected some local tourist attractions in Greenwich to host the Classical Music Events; this includes the Cutty Sark, Meridian, Naval College and Royal Observatory, all this attractions are located around the River Thames on which the music event will be hosted. This venue was selected for the events for a number of reasons, showcasing Greenwich and London as a tourist attraction to tourist around the world. The team strongly believes that hosting the musical concert in the selected area mentioned above will provide unparalleled opportunity for the local community, create job opportunities during the Olympic Games and beyond, and cost neutral budget to the Greenwich council could be achieved with the concrete agreement between us and the private companies sponsoring the project. Above all, the event will increase the global profile of Greenwich, inspiration for its residents, and to bring music to a new audience across the borough and worldwide
KATO have listened carefully to the views of the local community, conducted a street survey and fully aware of global economic, particularly with the recent government public cost cut that has badly affected individual spending rate. As a result, we have estimated the sum of £2.5million for the three days free musical events, which will be sponsored by Coca-cola, Western union, Rolex, Virgin, and Sony. KATO have identified the improved steps required in the detailed designed and set-up of the events, and this will be supported by an appropriate reinstatement programme implemented during and after the musical events.
KATO’s plan is to organise a three- day musical concerts during the Olympic Games zand once every year until 2020. We have put in place strategic plans on how to minimise disruption during the period of the events and we will continue to work closely with the borough over the next eight years to ensure that the musical concerts is a success.
Justification for choosing a musical concert
Music events have played an important part in human societies for thousands of years and give a true sense of achievement. Throughout history, people both ancients and modern have felt the need to mark particular dates and times with many kinds of ceremonies or celebration.
There is an increasing belief in the power of music to contribute to whole development of community regeneration. Those that are involved in music know the long term benefits they get from it. Music can activate human sensitive and feeling which enables them in understanding themselves and others. Buildings and public spaces provided for music and its audiences create iconic symbols of a community’s aspirations and physical regeneration. As a proven contributor to physical and social regeneration, educational attainment and economic and community development, it is no surprise that many cities have used positive policies in music development to raise their profile and establish their image, attract inward investment and build community cohesion.
KATO’s long term aim or goal is to turn Greenwich into a destination for classical music festival; our choice of classical music has to do with its relationship with the Olympic events that will be hosted in Greenwich. The equestrian and modern pentathlon are games that appeal to both young and old enthusiast and having a classical music concert will only cement this relationship further. The music event will be held in the evenings after the games as a thing of relaxation for tourists. Classical music has a reputation for reducing crime and making people spend more money. To classical music enthusiasts, the genre needs no help in extolling its virtues, but researchers have come across some rather surprising benefits of classical music anyway.
Among them is the finding that classical music is associated with deterring crime.
In 2004 in London, the British Transport Police piped classical music into London Underground stations in some of the area's most dangerous neighbourhoods. They saw a reduction of rubbery by 33%, staff assault decreased by 25%. So, classical music has a soothing effect on the human minds. It has been proved that hearing this form of music helps to reduce stress and anxiety. In general classical music is associated with positivity.
Budgeting and Costing
To achieve success, it is imperative that we have a break down cost of the different items or activities that are involved in organising a music concert; this document could also prevent us from over-spending taking into consideration the recent economy downturn that has forced the government to cut the public funds in order to reduce deficit, that has reduced the power rate of spending of an individual.
The objectives of the music concert:
- To achieve maximum growth in sales of ticket to the tourists
- To encourage upcoming local musician to develop their talent in Greenwich
- To ensure continuous profit maximization of our project after the Olympic game
- To promote Greenwich as a tourist centre and create awareness of other tourist destination in Greenwich to the world.
The following is the recommended breakdown costs of the music concert:
Equipment Rental
All music instruments will be provided by the musicians but if the musician need a certain music instrument for the show that they cannot travel with, they will need to make arrangements with the host on how to rent the required music instrument.
According to the local cost of renting a good venue that will take about 2000 sitter ranges from £60,000 to £80,000. However, we intend talk with Greenwich Council to ascertain the possibility of getting the venue for free.
Security Cost
From the research conducted by Kato, we estimated that the audience for each day of the 3-day music concert during the Olympic game will be between 2000 to 2500 people.
Due to the large number of audience that we are expecting, KATO has decided to contract the security of the venue to a private company in order to reduce cost and improved efficiency. This will cost about £10,000 to provide a minimum of 17 door supervisors or security officers. This provision will enable the venue to be well guarded, there will be security presence in every corner and audience will feel safe and be able to report any incident as soon as they spot one to the nearest security officer, who should handle the situation professionally.
Artist Fee
This phase of the project is concerned with the hiring of professional music artist that will perform each day of the music concert. There are at least, two methods of hiring professional and accomplished music artists for a program of this magnitude such as via record label or company and contacting the artist management directly.
Based on the extensive research carried out by KATO, it was found that Sony records give massive discounts to customers or clients for hiring classical music artist.
This is the rationale for choosing Sony records as the source of the professional classical music artist who will be performing at the music concert.
Therefore the cost of hiring two classical musicians per day is estimated as £20,000 (£10,000 per musician).
Cost for booking the Venue
The venue chosen for a music concert most times depends on the cost of the venue, the location of the venue, the musical infrastructure provided in the venue and the capacity of the venue.
This cost can either be fixed or varies according to the management policy of the venue. Hence, according to the owners, the cost of renting the venue is £10,000 per day.
Security
The KATO Marketing Groups’ security strategy shares the overall project’s vision of the group: “Hosting a unique, safe annual music festival that will boost Tourism in Greenwich and leave a sustainable legacy”
Aim: Our overall security aim is to deliver a safe and secure environment to accommodate the projected increase in the number of tourists in Greenwich as a result of our music festival.
Objectives: In order to achieve our security aim,
- We need to protect the event’s venue, its infrastructure, the invited guests and the people attending the event.
- We also have to prepare for incidents that could cause interruption and disorderly or anything that could affect the safety and security of everyone attending and also plans to alleviate this incidents should be in place.
- We will need to identify and disrupt threats to the event’s safety and security.
- Our security strategic plan will have to engage and involve others such as the Greenwich local community and the security organiser of the Olympic event.
Security Success Criteria
The following standards need to be met in order for our security aims and objectives can be considered successfully accomplished.
- We should be able to disrupt any attempt by individual or organised criminals that want to target the venue and its infrastructure.
- Management of any incident that threatens the event’s safety and security
- We must be able to deliver an event guaranteed of safe and orderly experience to the invited guests, the crowd, the event workforce and the local community.
The safety and security of the crowd, invited artists and the venue workforce will be a core hygiene factor towards the planning of our project. This is vital in order to ensure that all participants across the board can be assured safety on the venue as well as guaranteed a safety trip on their way home.
In order to successfully accomplish our project plans, the overall project planning procedures must incorporate a security and safety plans in its delivery.
The security plans should make sure that proper management of security and safety are ensured. It should also ensure that compulsory processes and measures are adhered to in avoiding accidents occurrence.
SECURITY STAKEHOLDER
The Port of London Authority (PLA) -
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Marine Policing Unit (MPU) -
- Greenwich Council
- Security Guards and Stewards
- Local Community
The Port of London Authority (PLA) is responsible for ensuring safe navigation along River Thames. It promotes the use of the river and maintains its environment for safe trade, tourism and recreation. According to PLA publication (pla.co.uk - Accessed 17.07.10). It monitors and approves nearly 300 events on the river and also promotes riverside safety.
KATO Marketing Group will require the approval of the PLA in granting the licence for the Barge that will be used as music stage to host the music festival. KATO will also need to liaise with PLA for the required training and awareness needed in other to holding the event on the River Thames vicinity.
The Marine Policing Unit (MPU) of the Metropolitan Police Service has several divisions, which includes the Marine Intelligence Team (MIT) and the TAC Team (Terrorism and Crime).
The MPU are 24 hours response teams that carry out high visibility security patrols of the River Thames. Their duties include checking of river infrastructure and vulnerable locations along the Thames this includes the riverbank side of our music festival venue. They generally respond to crime, suspicious incident or emergency using fast boats
The MIT department of MPU based on their information and intelligence gathered relating to London's marine environment would be liaising closely with KATO marketing Group’s security committee and advising on security procedures regarding any potential security risks that could emerge from the riverbank side of the venue.
Greenwich Council
We will have to liaise with the Greenwich local council to share local intelligence about the local community that will help in security and safety plans and also to be informed of environmental legislations that needed to be aware of. prior to being issued public entertainment licence.
Security Guards and Stewards
Physical presence of stewards will be required, minding the perimeter of the river and the stage.
Access control of the entrances to the venue will be needed in order check for drug abuse and sign of alcohol possession or consumption as the event will be a zero tolerance of drug or alcohol policy in complying with the Port of London Authority riverside safety code.
Stewards’ assistance will also be needed to distribute safety leaflets, the venue guide & map and inform the guests on all safety procedures relating to the events and the riverside.
Local Community
The local community should be engaged in dialogue throughout the planning process of the event. They should be kept informed on plans being made to deliver a safe and secure event in their community.
The event organising committee will try and build bridges with the local community by listening to their concern, gaining their support and confidence and ensure that their security concerns are understood.
SECURITY DELIVERY STARTEGY
- Protecting the ground of the Thames
- Monitoring crowd’s peace and safety at the event venue
- Maintain crowd safety and security on leaving the venue.
Protecting the ground of the Thames
The actual events venue and its infrastructure will have to be fully protected. A comprehensive survey will have to be carried out to determine which side of the site needed security manpower to be deployed.
Peace and safety of the crowd’s at the event venue.
The Health and Safety Executive publication Event and Safety Guide 2nd Edition 1999 classified the person in control of the event as the occupier. It further explained that the occupier of the site (KATO Marketing Group) would have a responsibility of making sure that the invited guests or visitors will be reasonably safe using the premises for the purposes for which they are invited or permitted.
This translate that the organiser has to exercise their legal duty of making sure that the location is safe and posses no risk or hazards to people’s health.
In order to ensure KATO comply to their security responsibilities while hosting the music festival, there are some security and safety standard they must adhere to prior to the event being given a go ahead, which includes:
- Conforming to PLA riverside safety code standard.
- Conforming to HSE event safety guide
- Conforming Greenwich Council’s Outdoor Events Guide
- Training workforce and educating visitors and invited guests about safety standards and procedures.
Sustainability
The term Sustainability is derives from a political and socially constructed terminology that support the unambiguous policy of sustainable development (Dresner, 2002, Rogers et al, 2008).
The Brundtland Commission report (1987) also described sustainability as a development process that “meets the needs of the present without compromising the ability of the future generations to meet their own needs”.
Sustainability is multidimensional in nature and it relates to how the quality of life of the community will change, whether the community’s economic, social and environment systems are providing healthy productive, meaningful life for the residents during and after the proposed project.
The UK Sustainable Development Publication report describes the sustainability development as conforming to “living within environmental limits, achieving a strong healthy and just society and these are achievable by means of sustainable economy, good governance, and sound science.”
Sustainable event programme has been going on for a while now. Our aim is to develop a framework that will aid our sustainability plan and leave a legacy for the successive generations.
The ECONOMIC impact that the project will have in Greenwich are promoting employment. It will also provide solution to shortage of accommodation in Greenwich through availability of short term accommodations through the housing database. It will also aid increase in business transactions and new business developments.
The ENVIRONMNETAL impact of the project are it will develop increase in awareness of environmental issues, it will promotes long term conservation initiative of the area. Implementing the project will reduce the carbon footprint which on the long run will be cost effective.
The SOCIAL impacts of the project are it will give a sense of pride to the community, the community will also benefit from the increase in the generated employment opportunities. The location of the project will also enjoys long term promotional benefit being in the central of attraction of the event. There is also the advantage of promoting community development and it also encourages construction expenditure.
Advantages of the project’s sustainability identity
- The project will gain a competitive advantage in the market by attracting and aligning potential artist and sponsors that want to support sustainability.
- The project will have the opportunity to carve out its brand or image by developing a reputation as a distinguish tourism enhanced project that promotes shift into new and sustainable society.
- The sustainability process will eventually be a money saving process in the long run.
- The project could also be able to create history by being part of a movement that creates a sustainable society.
The Music Festival Sustainability Framework
In order to have an achievable sustainability programme, an agreed framework or principles must be established.
These principles should represent the project’s sustainability philosophy and should mirror its sustainability vision.
Organisation Structure: The roles and training, structure, policies and procedure that generate positive attitude, compliance and understanding with employee, contractors and other stakeholders must be clearly defined.
Location: The event’s venue has to be in a location that provides convenience and accessibility without compromising the principles of sustainability. The Music event’s venue is strategically chosen to be close to few hundred yards away from the Cutty Sark station. The location is close to the heart of Greenwich town which has a restricted and regulated car parking policy this is substituted with a good network of public transport system which comprises two railway stations and good bus routes system.
Education: It is imperative to get all stakeholders informed about the purpose and principles of sustainability. The event’s employees, contractors, invited guests, general public and the local community should be educated and made aware of best practises.
Strategic management: A tactical management team will have to be established that will have a significant role in identify timely interventions, increase the influence of action taken and increase the understanding of cause and effect against other stakeholders, resources and principles of sustainability
Incentive and Motivation: Strategic ideas on incentives should be on offer in form of saving for compliance to the sustainability policies.
Legacy: Sustainability process regular performance measurement should be in place and all stakeholders should be inform of its good progress as this will attracting future investors and promote the project’s longevity.
No trace: The policy of waste elimination and reduction in consumption of energy should be implemented towards product and service lifecycle processes. Thorough assessment of the whole project should be made to identify and cut off or reduce waste and energy consumption. Or employ alternative energy source.
Engagement: Time and resources should be invested in the local community’s culture and way of life. This will promotes sense of local partnership and increases participation and involvement.
Avoidance: The project should have a pre-planned assessment to have reduction to damages and disruption to the surrounding environmental system.
Design for duality: Creation of new innovative ideas whereby products, services and amenities can be reused or recycled.
TRANSPORT: Road transports in major cities are major contributor to higher emission levels recorded. According to an article published by www.actionsustainability.com (Accessed 27/07/2010) London has been found to be one of the most polluted places in Europe.
This calls for need to use alternative mode of transportation in order to reduce air pollution. Reducing travelling by road will reduce carbon emission as well as saving cost and also improves the health of everyone.
We intend to promote travel plan to the event whereby public transport only will be used especially non road transports such as tube and light railways.
Our intention is also to persuade those who cannot travel by public transport to either co share cars rather than driving alone. Providing bicycle facilities is also intended to promote the use of bike.
VENUE
In order to encourage more environmentally friendly measures, we intend to include sustainability terms and requirements in the contracts of all the contractors that will be trading at the musical concert’s venue.
We also intends to employ the service of a event sustainability consultancy firm in order to help achieve the BS 8901 standard specification within the project venue and in the whole project development.
Some of the specific areas needed to comply with in order to achieve the BS8901 standard at the venue are:
- Training and reorienting member of staff working at the venue regarding environmental management and social responsibility.
- Ensuring that reduced environmental impact products such as energy efficient electrical, recycled material and facilities are available, natural cleaning materials and so on are use at the venue.
CATERING
The event catering contractor will be source from a selection of sustainability conscious firms. Some of the criteria use in the selection will be:
Insisting that they use fresh produce in season that will mean that less utilisation of energy has been employ in its production.
Catering contractors will be made to agree to terms that fairly traded products and food used are from sustainable managed sources that are harvested in a manner that does not lead to depletion of the environment or from exploited population. The idea of reusable cutlery, glassware, crockery as opposed to disposable will be implored. In case of unavoidable use of disposable materials, materials such as disposable paper, wooden recyclables or ecological recyclable plastic could be utilised.
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.
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