Case Study Report On Vivid Sydney

Discuss about the Case Study Report On Vivid Sydney.

As commented by Jani (2017), events have been emerging throughout the world and the events have showed significant impact on the economy and the socio-cultural aspects of a country. It is not only the organisers or the participants of the events who are influenced as a part of the festival, but a festival has some direct and indirect impact on the community and the local people. It aims at influencing a wider community that include the visitors, tourists and the business stakeholders as well. Vivid Sydney is the annual festival of Sydney that is held for 23 days is the festival of light, music and ideas. This year the festival is held from 25^th May to 16^th June 2018 (Vividsydney.com 2018). This festival gives the prime opportunities to the world’s most creative industry forum and creates a mesmerising free exhibition for the publics by outdoor lighting sculptures along with vivid music programs.

The aim of this case study report is to carry out a detailed analysis of the aims and objectives of the cultural festival, the Vivid Sydney and how this festival has been able to attract huge crowd from around the world to be a part of this festival. The economic, developmental and the socio-cultural factors affecting the advent of the festival will be analysed throughout the report in order to understand how effective this festival has been in achieving the set aims and objectives.

• Name: Vivid Sydney
• Date: This year, the festival is being held on 25^th May and will continue till 16^th June 2018. Usually, the festival is held for a prolonged time of 15-20 days (com 2018).
• Location: Sydney, Australia. The lighting and the various programs of the festival can be seen in various locations that include the Opera House and the Harbour Bridge. This festival has successfully been able to create the same charm in the several sites of interests including Central Park, Chatswood as well as the University of Sydney (sydney.com 2018). The Darling Harbour and The rocks are some other places where the lighting and the festivity have also been found to make vivid activities to attract the visitors of the festival.
• Type of event: Vivid Sydney is a global event as a place for the creative industries to create an ideal environment for the business to conduct. It includes around 100 industries and the sector focused event that eventually helps in establishing and creating a new relationship between the creative industry professionals.
• Attendance numbers: Last year the Festival was able to attract 1.7 million attendees, where there were 26,000 international visitors. This year, the Festival aims at attracting more numbers of people (com 2018). The event has also been able to generate around $63 million with the numbers of attendees and the figure is expected to be increased this year.

The festival aims at providing a global forum for many organisations to deliver a creative stage where one can easily deliver their creative conversation. Vivid Sydney has always been successful in attracting many talented people from around the world to perform in this event. Every year the Event has managed to attract many international identities to perform in this international forum and show their creativity (Noyes 2018). This year in 2018, the festival has aimed at attracting 31 international and Australian music performances throughout the various venues where Vivid Sydney has set to organise the event. The aim of this festival is to create a shared experience with the people coming together and sharing their part of knowledge. The idea is to revitalise the tradition of Australia and bring a pride to the community by improving the cultural and the environmental perspective of the community (Abc.net.au 2018). This is also a challenging platform for many people who are directly involved in the various projects related to decoration and lighting and that Vivid Sydney has given them a platform to showcase their individual capabilities.

Evaluation of the success or failure in achieving the aims and objectives of the event

If the success of Vivid Festival is taken into account, it can be said that the Festival has been successful in many ways in delivering the right community alienation that has helped the local and the other community to make decisions on the part of activity that they do. The 18 days’ festival of light and colour accompanied by music and business ideas has been able to attract huge crowds. In the view point of Holmes and Mair (2018), any social or cultural impacts are hard to measure and needs certain parameters to examine the effectiveness of the festival. However, the success of Vivid Sydney can be measured by the means of which the festival had been able to engage a wide community of people and helped them deliver the level of satisfaction in terms of presenting the talent of the people involved in the Festival. For example, this festival is held for a prolonged time of 16 days, which is a direct indicator of the demand of the festival among the people of the community (Woosnam and Aleshinloye 2015). This is definitely a platform that created a level of cultural polarisation and competitiveness for the resources. The host country, Australia, has benefitted much with the advent of this festival and this can be known by the economic benefits that this festival had brought to the country.

The aim of the event was to attain the economic benefits as well as sustainability of the environment. The theme of the event has definitely helped in attracting huge crowd and has rightly contributed to the economy of the country (Scott and Chhabra 2017). In order to achieve the aims and the objectives of the festival, the festival has to offer the right platform to those who shall be taking advantage of the festival and at the same time, the marketing activities has to be carried out in a way to make sure that it attracts the maximum target group of people.

The triple bottom line approach of an event deals with the sustainability of an event in terms of the imperative development of the event along with the sustainability that the event will promise to the stakeholders related to the event. In the view point of Rozier et al. (2016), triple bottom line approach helps in creating a sustainable and accountable footprint for the event organisers in accordance to the evaluation technique used for carrying out the event. The desired economic and the socio-cultural outcome of the event should be clear enough in the areas of operation. The event should provide the enough employment opportunities to the people of the country and at the same time shall be sustainable enough in terms of saving water and energy (Teffer 2018). Thus, the ultimate context of the triple bottom approach of an event is to make an effort towards the society that would help in achieving the desired objectives of the event made towards creating a sustainable and economically benefitted towards the event.

Recommendations about attaining the aims and objectives

As stated by Apte and Sheth (2016), an event holds the economic impact of a country because an event aims at attracting huge money from the base region and also from the international locations. For example, the international events like Olympics or World cup attract audiences from around the world and the event or the festival directly contribute to the economy of the country because there is an increase in the number of bookings in the hotels and other accommodation. Commercially, this festival has been able to attract 500,000 visitors from the outdoor locations in 2012 that has been able to generate around $10 million as the income for the state (Elphick 2018).

If the socio-cultural impact of a festival is taken into account, it has been pointed out by Andersson et al. (2013), that the contribution of an event towards the socio-cultural aspects of an event contribute to the cultural activities along with the accessibility and the inclusion of the effect of the cultural event. The outcome of an event perhaps results in the enhancement in the sense of a place and helps in creating a unique identity of the place. A festival has both short-term and long-term impact on the country where the festival is held. The long-terms impact shall results in the changes in the social relationship along with the norms and standard of the host country. These changes include, changes in the behaviours, attitude, perception, the knowledge and well-being along with the perception and the beliefs of the people attending the festival (Getz 2017). Although, Sydney has always been considered as a lively city of Australia but the Vivid Sydney has given an opportunity for this city to show how vivid this city could be and offered the right platform to the people to show their talent. The participants of the festival include the community members, the local residents along with the external community like visitors, tourists and the major business stakeholders as well (Wise 2016). If the success of the festival is taken into account, it can be said that Vivid Sydney has helped to bring many people together and encouraged them to share their experiences and tradition with each other.

If the sustainability or the environmental factors related to the festival is taken into account, it has to be said that the festival has also contributed to the sustainability. This festival offers a right combination of art, craft and dance and thus, reinforced the pride of the community and helped in improving the environmental as well as community of the region. In fact, the festival has also been able to create a platform of learning and experience for the visitors that they have never seen before (Natarajan 2016). For example, the different types of lighting that the festival is being able to showcase to the visitors has been able to give a platform to the talented one to showcase their talent in front of huge crowd from around the globe.

Identification and the critical analysis of the positive and negative economic, environmental, Socio-cultural impact of the event

It has been found that the festival had been able to attract the right crowd and has contributed to the economy of the country. In fact, it had significant impact on the socio-cultural factors of the country as well. However, the need of improving the safety and precautionary activities has been found because the festival has attracted millions of people and as a result if which, there might safety mishap as well (Natarajan 2016). For instance, the festival that is held by the Sydney Harbour has the potential risk for the visitors that might lead to some accidents like drowning or might result in severe injuries or illnesses.

The entire assessment has been based on the information gained from the various secondary sources. These sources were available online in the official sites of the Vivid Festival, Sydney. The results of the success and the failure of the festival have been known by the various reports and news that were published by major newspapers and chronicles. In order to get the information on the actual data and statistics of the income and the profitability of the event, several newspapers and articles have been referred that were available both online and in the printed form as well (Apte and Sheth 2016). There has been no kind of primary data involved and no person had been interviewed or asked to share the experience. However, it has be kept in mind that I have personally a part of the event and that I was being able to understand how lively the festival was and the enthusiasm among the participants as well as the visitors.

Conclusion:

A detailed analysis on the triple bottom line approach undertaken for the purpose of carrying out a festival has been done in the report. It has been found that Vivid Sydney has been able to attract huge crowd and has also been able to reach the expectations of meeting the economic and the sustainability goals of an event. It has offered a right platform to the industries in the creative and innovative field to showcase their activity and talent among the visitors from the various regions around the world. This festival has been attracting visitors since a long time and it is expected that the festival will be a success in the future as well.

Reference list:

Abc.net.au 2018 Vivid Sydney gets Living Lights with neon algae Available at: https://www.abc.net.au/news/2018-05-25/vivid-sydney-gets-living-lights-with-neon-algae/9799136 [Accessed on: 29-5-2018]

Andersson, T.D., Armbrecht, J. and Lundberg, E., 2016. Triple impact assessments of the 2013 European athletics indoor championship in Gothenburg. Scandinavian Journal of Hospitality and Tourism, 16(2), pp.158-179.

Apte, S. and Sheth, J.N., 2016. The Sustainability Edge: How to Drive Top-line Growth with Triple-bottom-line Thinking. University of Toronto Press.

Available at: https://www.theguardian.com/culture/gallery/2018/may/29/vivid-2018-shows-sydney-in-new-light-in-pictures [Accessed on: 29-5-2018]

Elphick, N. 2018 Vivid Sydney: What to see at this year's festival of art, technology and ideas Available at: https://www.smh.com.au/entertainment/vivid-sydney-what-to-see-at-this-years-festival-of-art-technology-and-ideas-20180507-h0zqoy.html [Accessed on: 29-5-2018]

Getz, D., 2017. Developing a Framework for Sustainable Event Cities. Event Management, 21(5), pp.575-591.

Holmes, K. and Mair, J., 2018. Events, Festivals, and Sustainability: The Woodford Folk Festival, Australia. In The Palgrave Handbook of Sustainability (pp. 583-597). Palgrave Macmillan, Cham.

In.sydney.com 2018 VIVID SYDNEY Available at: https://in.sydney.com/destinations/sydney/sydney-city/vivid-sydney [Accessed on: 29-5-2018]

Jani, D., 2017, October. Local attendees' perceptions of festival impacts: A factor-cluster analysis approach to the Zanzibar International Film Festival. In Journal of Convention & Event Tourism (Vol. 18, No. 4, pp. 301-317). Routledge

Natarajan, G., 2016. Putting Vision Into Action Through a Triple Bottom Line Approach at Zensar Technologies. Global Business and Organizational Excellence, 35(6), pp.36-42.

Noyes, J. 2018 Sydney lights up for Vivid but big crowds deter some visitors Available at: https://www.smh.com.au/national/nsw/sydney-lights-up-for-vivid-but-big-crowds-deter-some-visitors-20180526-p4zho8.html [Accessed on: 29-5-2018]

Rozier, S., Stacy, R., Andrea, S. and Wayne, W., 2016. Measuring the Economic, Social, and Environmental Impacts of Special Events A Mixed Methods Approach.

Scott, K. and Chhabra, D., 2017. Economic viability of heritage festivals in Wickenburg, Arizona (USA). Anatolia, 28(3), pp.432-443.

Teffer, M. 2018 Vivid Sydney 2018: here are the highlights of this year's festival of light Available at: https://www.afr.com/brand/sophisticated-traveller/vivid-sydney-2018-here-are-the-highlights-of-this-years-festival-of-light-20180507-h0zqn6 [Accessed on: 29-5-2018]

Theguardian.com 2018 Vivid 2018 casts new light on Sydney – in pictures

Vividsydney.com 2018 Vivid Sydney Available at: https://www.vividsydney.com/ [Accessed on: 29-5-2018]

Wise, N., 2016. Outlining triple bottom line contexts in urban tourism regeneration. Cities, 53, pp.30-34.

Woosnam, K.M. and Aleshinloye, K.D., 2015. Residents’ emotional solidarity with tourists: Explaining perceived impacts of a cultural heritage festival. Journal of Hospitality & Tourism Research, p.1096348015584440.