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Principles and Practice Of Festivals & Events Management

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Principles and Practice Of Festivals & Events Management
Executive Summary
Description of the festival
Haineken Open’er Festival is the largest musical event organized in Poland since 2002. It is organized by Alter Art with the cooperation of the city of Gdynia, and the main sponsor of the festival is the producer of Haineken beer. Open’er will take place from 3 to 6 July in Gdynia in Poland.

Finance Required
Opener total cost is estimated to about 5 million pounds. Festival expenditure covers three main areas: management, costs of festival and promotion. The largest part of the budget is required to cover the fees for the artists that can absorb up to 65% of the total budget.

Financial Projections
The largest income for the organization of the Open’er festival will come from various sponsors. Furthermore, the additional money will come from the sales of festival souvenirs, Gdynia city, advertising on promotional materials and from the sale of tickets. It is expected that revenue of the festival will increase at about 10%.

Business Differentiators
The distinguishing factor of Open’er among other festivals in Poland is definitely the line-up with the world 's biggest music stars, who often had never performed in Poland before. In addition, the festival offers unique attractions, theatrical performances, fashion show, as well as it combines different types of music.
Festival Credibility
Opener festival every year is becoming more popular, and attracts more participants, not only from Poland but also from all over Europe. The festwal has been twice awarded as the best large festival. Its popularity is also evidenced by the fact that the sale of tickets starts even before the announcement of performing artists.

The Company & The Industry
Haineken Open 'er Festival is an open-air music and performing arts festival which takes place from 3 to 6 July 2013 year in Gdynia and the municipalities of Kosakowo in Poland (Opener, 2013). Apart from the concerts of about 120 artists on seven stages, the festival



References: Forbes (2010), Concert profits, Available from: http://www.forbes.pl/artykuly/sekcje/sekcja-strategie/koncertowe-zyski,3013,1 [Electronically accessed 23th April, 2013.] Getz D Jenner S., Barr U. and Eyre A. (2012), The UK festival market report 2012, Available from: http://www.festivalawards.com/wp-content/uploads/2012-UK-Festival-Market-Report.pdf [Electronically accessed 28th April, 2013.] Nelson J Wojdas J. (2009), ‘Era of Open 'er’, Polityka, Available from: http://www.polityka.pl/kultura/295554,1,era-openera.read [Electronically accessed 22th April, 2013.] Bibliography: Bladen Ch., Kennell J, Abson E. and Wilde N. (2012). Events Management an Introduction, Great Britain: Routledge Bowdin A Devine A. and Devine F. (2012), ‘The challenge and opportunities for an event organiser during an economic recession’, International Journal of Event and Festival Management, Vol. 3, No. 2, pp. 122-136. Edinburg International Festival (2013), How the Festval is Funded, Available from: http://www.eif.co.uk/about-festival/how-festival-funded [Electronically accessed 23th April, 2013.] Getz D Getz, D. (2007), Event Studies: Theory, Research and Policy for Planned Events. Oxford: Elsevier Gdynia (2012), Gdynia Lee S.and Goldblatt J. (2012), ‘The current and future impacts of the 2007-2009 economic recession on the festival and event industry’, International Journal of Event and Festival Management, Vol. 3, No. 2, pp. 137-148. Mair J. and Whitford M. (2013), ‘An exploration of events research: event topics, themes and emerging trends’, International Journal of Event and Festival Management, Vol. 4, No. 1, pp. 6-30 Raj R., Walters P Rowley J. and Williams C. (2008), ‘The impact of brand sponsorship of music festivals’, Marketing Intelligence & Planning, Vol. 26, No. 7, pp. 781-792. Sharkey, F. (2010), ‘The contribution of music festivals and major concert in the UK’ UK Music, Available from: http://www.ukmusic.org/assets/media/UK%20Music%20-Music%20Tourism.pdf [Electronically accessed 27th April, 2013.]

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