The most famous place for international music festivals in Austria is Wiesen. It is located in Burgenland and Mr. Bogner, the founder of these festivals has satisfied millions of people, including myself, with his events by now.
Due to my general interest in event management I decided to do my studies on music festivals. It gave me the chance to have a deeper sight into this subject.
Music festivals are special events, which can give a great experience to musicians, organizers and customers if they are properly organized. Everyone can gain a profit out of it – musicians with promoting their music, organizers with making profit and visitors with enjoying several concerts in one or more days.
Furthermore I wanted to go into detail of the indirect profitability. The buying behaviour is not just influenced by media but also by transfer of visitors, accommodation abilities, food and beverage choice and many more. The marketing mix should address not just inbound but also outbound tourists to increase the customer awareness in the European festival market.
The Wiesen Festival & Concert Veranstaltungs GMBH provides customers with high quality in concerts, F&B, security, waste management, etc.
Nevertheless, no event passes by without any crisis. The reader should get an idea about upcoming problems and their solution during the festival.
This diploma is focused on the positive consumer satisfaction which is only reached by proper planning. A customer is highly satisfied when the product is better than promised.
Studies are done on the organizational methods, the customers feedback and the different service providers.
The primary research is based on interviews with members of the organization team, journalists of music magazines, public transfer members, involved companies and festival visitors.
The secondary research consisted of information from special event books, magazines and the Internet.
The purpose of this thesis was to get a better view of creating a music festival. The reader should get a more complex idea of the whole performance in Wiesen. Furthermore it shows how the individual needs for an event are linked together.
Table of Contents
CHAPTER 1 – INTRODUCTION
1.1. Problem statement
1.2. Significance of study
1.3. Methodology
1.4. Review of literature
CHAPTER 2 – OVEREVIEW OF A FESTIVAL
2.1. Definition of an event and festival tourism
2.2. The importance and complexity of a music festival
2.3. The effects of an event
2.3.1. Events are influencing the social and cultural life
2.3.2. Events and the environmental impact
2.3.3. Events and their sphere on tourism and economic
2.4. Wiesen – the festival place in Austria
CHAPTER 3 – ORGANIZATION OF A FESTIVAL
3.1. The organization and leadership style
3.2. Vision and mission statement
3.3. Aims and objectives
3.4. Managing of the festival
3.5. Human resources strategy
3.6. Stakeholders in these events
3.6.1. Participants and Spectators
3.6.2. The Host Community
3.6.3. Sponsors
3.6.4. The Media
3.6.5. The Co-Workers
CHAPTER 4 – FUNDING OF FESTIVALS
4.1. Budgeting
4.1.1. Cash Flow
4.1.2. Costing
4.1.3. Reducing costs and increasing income
4.2. Sponsorship
4.2.1. Culture sponsoring
4.2.2. Sponsoring in Austria
4.2.3. Sponsoring in Wiesen
CHAPTER 5 – MARKETING OF THE WIESEN FESTIVALS
5.1. Marketing definition
5.2. The importance of marketing in the music festival industry
5.3. MC Marketing
5.4. Marketing mix
5.5. Customer decision process
5.6. Consumer expectations
5.7. The target market
5.7.1. The Jazz Festival’s target group vs. the Kick Off’s target group
5.8. The festival tourist – Why does he visit a festival
5.8.1. Festival Promotion
5.9. SWOT analyse
5.8. The image of the Wiesen festivals
CHAPTER 6 – THE FESTIVALS TECHNICAL FEATURES
6.1. The stage
6.2. Power
6.3. Lights
6.4. Sound
CHAPTER 7 – THE FESTIVALS INFRASTRUCTURE WITH ITS BEST OUTCOME
7.1. Transportation
7.2. Parking space
7.3. Accommodation
7.4. Sanitary equipment
7.5. Catering inside the festival
7.6. Medical aid and safety
7.7. The infrastructure outside the festival
7.8. Waste Management
CHAPTER 8 – THE CUSTOMER AND THE ARTIST AS THE FESTIVAL MAIN ATTRACTION
8.1. Customer care
8.2. Problems with the crowd
8.3. Managing the crowd
8.4. Performers needs
CHAPTER 9 – EVALUATION
9.1. Evalution of the festival
9.2. Customer evaluation
CHAPTER 10 – CONCLUSION
Project Objectives and Key Topics
This diploma project aims to provide a comprehensive analysis of the organizational and marketing structures required to successfully create and manage music festivals, with a specific focus on the Wiesen festival venue in Austria. The research addresses the complexities of event management, including indirect profitability, consumer satisfaction, infrastructure challenges, and the vital role of stakeholder management.
- Organizational structures and leadership styles within festival management.
- Strategic marketing approaches, including target group segmentation and sponsor relations.
- Infrastructure requirements, such as transportation, waste management, and safety protocols.
- Analysis of consumer decision-making processes and satisfaction levels at Wiesen festivals.
Excerpt from the Book
1.1 Problem Statements
Organizing an event or a festival can be quite an experience as hidden risks and obvious risks are likely to turn the event into an adventure.
An event or festival always features live performances, which means that the organizers can’t revise the performing acts in order to get it done properly.
Therefore, if an event is not correctly planned with reaching objects, staff planning, time planning, etc the organizers will fail badly.
Festivals in particular have a great influence on their surrounding. Due to the large number of people and the noise, which is created, it affects the people as well as the infrastructure outside the venue.
Consequently the neighbouring environment has to be involved, with the purpose of achieving the best outcome for all parties concerned.
Masses of people also increase dangerous risks for the organization itself. Alcohol and narrow places are the basis for chaos. The management has to be prepared for the worst and must also have to have alternative solutions at hand before the event starts.
Summary of Chapters
CHAPTER 1 – INTRODUCTION: This chapter defines the core challenges of organizing music festivals and outlines the significance of proper planning to avoid common operational risks.
CHAPTER 2 – OVEREVIEW OF A FESTIVAL: It provides definitions of event tourism and explores the social, cultural, environmental, and economic impacts of hosting such festivals.
CHAPTER 3 – ORGANIZATION OF A FESTIVAL: This section details the organizational hierarchy, leadership strategies, human resource management, and the crucial role of different stakeholders.
CHAPTER 4 – FUNDING OF FESTIVALS: It discusses the financial aspects, specifically budgeting, cash flow management, and the vital strategies for cost reduction and sponsorship acquisition.
CHAPTER 5 – MARKETING OF THE WIESEN FESTIVALS: The focus here is on the marketing mix, consumer decision-making processes, target market segmentation, and the specifics of festival promotion.
CHAPTER 6 – THE FESTIVALS TECHNICAL FEATURES: This chapter covers the essential technical requirements for event success, including stage planning, power supply, lighting, and sound systems.
CHAPTER 7 – THE FESTIVALS INFRASTRUCTURE WITH ITS BEST OUTCOME: An analysis of the physical infrastructure, including transportation, parking, accommodation, sanitary facilities, and waste management.
CHAPTER 8 – THE CUSTOMER AND THE ARTIST AS THE FESTIVAL MAIN ATTRACTION: This part examines the importance of customer care and how to manage both the diverse audience and the specific needs of performing artists.
CHAPTER 9 – EVALUATION: This chapter outlines the necessity of post-event evaluation, utilizing feedback and surveys to measure satisfaction and improve future operations.
CHAPTER 10 – CONCLUSION: A summary of findings, highlighting the success of the Wiesen festivals and offering recommendations for further development and improved community collaboration.
Keywords
Event Management, Music Festivals, Wiesen, Austria, Marketing Mix, Sponsoring, Organizational Structure, Festival Infrastructure, Consumer Satisfaction, Crowd Management, Human Resources, Waste Management, Financial Budgeting, Stakeholder Analysis, Tourism Impact.
Frequently Asked Questions
What is the primary focus of this thesis?
The work examines the organizational and marketing structures required for the successful management of music festivals, with a specific case study of the Wiesen festival venue in Austria.
What are the main thematic areas covered?
The key themes include event organization, festival funding (sponsoring/budgeting), marketing strategies, infrastructure and logistics, crowd management, and the specific requirements of both customers and performing artists.
What is the primary goal of the research?
The goal is to provide a comprehensive view of how music festivals are created and operated, offering an overview of necessary steps and strategies to overcome common challenges and ensure consumer satisfaction.
Which research methodology was applied?
The primary research is based on interviews with organizers, journalists, and service providers, while secondary research incorporates existing literature on event management, industry magazines, and online resources.
What does the main part of the document cover?
The main sections delve into the practicalities of festival operations, including human resource strategies, technical features (sound, light, stage), logistics (parking, transport), and how the overall image of the venue is built.
Which keywords characterize this work?
Central terms include Event Management, Wiesen, Sponsoring, Marketing Mix, and Festival Infrastructure.
How does the local government in Wiesen affect the festivals?
According to the document, the local government provides minimal financial support and has increased the "Lustbarkeitssteuer" (entertainment tax), which increases the difficulty for the organizers to remain competitive.
Why is the "Raider" (Rider) important for performers?
The "Raider" is a document submitted by the artist detailing all specific requirements, such as technical equipment, catering, and accommodation preferences, which helps the organizers prepare adequately to ensure artist satisfaction.
- Quote paper
- Katharina Maier (Author), 2004, Music festivals with a closer look on Wiesen, Munich, GRIN Verlag, https://www.grin.com/document/31987
