CASE STUDY

Summary of scenario Every year the City of Melbourne runs a free welcome event - the Lord Mayor's Student Welcome - for new students to the city. Your event planning team is to plan the next event, which will take place during Cultural Diversity Week on Saturday, 19 March, 2022 and be held in The Atrium at Federation Square.

Your aim is to design and deliver an event that is MEMORABLE and ENGAGING, with appeal to a large and diverse audience. You are a member of a four person event team that has been employed by Federation Square on behalf of the Lord Mayor and the City of Melbourne to design, plan and deliver this event.

Event GOAL: The goal of the event is to attract a large audience and build a sense of welcome and belonging for the international student population in Melbourne. Your event should celebrate Melbourne as a city with several world-class Universities (including Deakin University with its Burwood campus). The design of the event should provide an opportunity to build meaningful connections and friendships with other with local and international students.

Budget The City of Melbourne budget for this event is $15,000. Your team can choose to raise additional income through ticket sales, stall holder fees, sponsorship (in-kind and/ or cash), sale of merchandise, stall holder feesetc. There is no need for your event to make a profithowever it should NOT result in a loss. You do NOT need to account for your team's salaries in the event budget. You WILL need to account for expenses related to volunteers, casual staff, talent, and contractors/suppliers.

Venue For the purposes of your event planning, you have been granted free use of The Atrium space at Federation Square.

For the purposes of your event planning, note that you will have access to The Atrium from 6am on Saturday, March 19 to 6am on Sunday, March 20, 2022. Marketing and promotion Your event will be communicated and promoted as part of Federation Square. This means that for your marketing and communications plan you will need to conform to and support Federation Square's brand and communication strategies.

Question:-

• A SWOT analysis that is specific to the event from a management and planning team point of view.
• Identification of evaluation and performance measures/ indicators for the event
• Evaluation of the feasibility of the event from a management and planning perspective: timing, demand, supply, competition,

(Sophisticated and highly effective use of event management planning tools)

(the answer should enhance and build on the design and goals of the event. Actions identified in the event plan should demonstrate complex understanding of the issues raised in the SWOT analysis)

(The answer should succinctly and clearly explain in detail the work needed to deliver the event. The answer should offer the event team clear and consistent direction and help ensure the success of the event.)