Introduction:

As outlined in the class notes, events are an integral part of the Destination Mix, and are a subset of a Destination's Attractions. Events can occur frequently, annually, or seasonally in a destination like the Red Bull Crashed Ice competition in Quebec City that attracts huge crowds, https://www.youtube.com/watch?v=dsYdkYNIq14 or once only in a generation or more - Olympics, World Cup, charitable events.

Over the past 30 years, events have grown significantly, and this has resulted in the emergence of a global events industry sector. Events are available in all types and scope, but many become defined by the location - The Cannes Film Festival, Toronto International Film Festival, Sundance Film Festival, and many more film festivals that have emerged in the past 25 years. In sports, there is The World Cup, Wimbledon, Super Bowl, Stanley Cup, various Grand Prix races, Kentucky Derby, Super Bowl, March Madness Final Four, Australian Open and many more. Of course, there are also lots of minor and local and regional events.

Advantages of Events for Destinations:

Because of significant benefits, many DMO's are creating plans and actively seeking events as ways to create additional awareness and publicity, attract visitors, stimulate urban development, and help reposition a destination. Other benefits are:

• Reduce seasonality to maximize tourist revenue potential ( have an event in cold weather, off season months)
• Attract media attention to the destination and earned media promotion (free publicity)
• Generate economic benefits (employment, investment, revenue)
• Social benefits of building/renovating communities
• Attract regional development

Categorizing Events:

It's important to define events so their impact and size can be measured as well as planning and policy reasons. Major categories are:

• Cultural Celebrations - festivals, religious events, art/culture (TIFF -Toronto International Film Festival, CNE - Canadian National Exhibition held annually in Toronto which began as an agricultural fair.
• Business Events- meetings, conferences, exhibitions (Consumer Electronics Show - Las Vegas), The many annual AUTO Shows in Europe and North America.
• Sporting Events

Future

Events are part of a destination (sometimes temporary for big events that are awarded on a one- time basis - Olympics, World Cup) and sometimes create controversy around issues like real economic benefit, social impacts, e.g., past Summer Olympics in Brazil, and the World Cup in South Africa that had questionable economic, social, and environmental impacts. As a result, the consequences of holding some of the bigger events is a risk to the destination's image.

Questions:

1. Select and describe any (your choice) recent large sporting or a local/regional commercial event that you are familiar with - maybe it's an event that you were went to growing up.

Answer the following questions about it.

NOTE: Please do not use a religious or cultural celebration as your event choice for this assignment. It should be a commercial (for profit or not for profit) that a DMO would be involved in. The reason is that DMO's do not usually have any control, or jurisdiction over these types of religious or cultural celebrations and generally do not get involved. Total 15 Marks

1. Very briefly describe the event -and is the event you chose a one time only, or a recurring event?
2. Discuss why you think the DMO would want this event you have selected - what are the advantages of hosting an event like this for the DMO - are there any disadvantages in your opinion?
3. Would this event attract the kind of visitors who would want to enjoy/experience other attractions within the local DMO - would they combine tourist events with this event?
4. Has the event become synonymous/famous with this destination, or is the connection to the destination or DMO weak in your opinion? Why?
5. Does this event fit the overall positioning of the DMO brand? For example, if the Consumer Electronics Show or a Mixed Martial Arts event was held in the Bordeaux Wine region in France - that would be an odd mix of attractions!
6. In class Week 5, the Red Bull "Crashed Ice" event in Quebec City was featured. Please provide you point of view on the following regarding this event. (As background, the Class 5 lecture slides have links to 2 short videos about the event in Quebec City and a link to short Backpacker Magazine article about the event) Total 12 Marks
7. Do you believe this event is a specific destination event for tourists or is it just a part of the Quebec City DMO overall destination package? Why?
8. 2 Pros and 2 Cons of this event? (Point form is ok)
9. Who are the stakeholders for this event in Quebec City? (at least 5 )
10. If you were the head of the Quebec City DMO (or any other) would you want this event? Why?
11. Ignoring the economic benefits for a moment, if you were the Director of Marketing for the DMO where you grew up or an area close to it, and were considering what kind of an event you could add to your DMO's attraction mix, explain why you believe that one of the alternatives below is more beneficial in the long term - discuss the advantages and disadvantages for your selection?Total 6 Marks
12. A one-time event like the World Cup, X Games, Olympics etc.) or
13. An annual 1 - 3-day event or festival

Report Requirements:

• Answers to the Questions
• Sources if required