Glastonbury has become the largest green space open air festival in the world. It attracts more than 150,000 festival goers and it’s where artists can make, break or further their careers. Glastonbury is a market/pilgrimage town situated in the heart of Somerset, in the south-west of England, with a population of almost 10,000. It is often described as a ‘new age’ town with many people visiting for its spiritual connections, myths and legends. However, the main attraction to the area is undoubtedly the Glastonbury Festival. In 1970, Michael Eavis, a farmer, inspired by a local blues festival, put on an event on his own farm in Pilton – then called the Pilton Festival. Tickets were only £1 and all milk from the farm was free to the 1,500 attendees. Over 40 years later the Glastonbury Festival is one of the largest, most renowned festivals in the world with bands scrambling for a slot on the line-up. Attendance at the Festival has slowly increased from 1,500 to nearly 200,000 in 2014. The impact on local residents around the Festival can be astronomical: traffic, people and bad behaviour all play a part, with many local residents finding it impossible to get to work, or to function in their normal day-to-day lives. However, the local economy does benefit from spending in surrounding towns.
Using the above case study answer the following questions (your answers will form the main body of your report).
1. Explain how special events are defined and classified. Your definition should draw upon relevant core texts and examples.
2. Conduct a SWOT Analysis describing the scope and impact of marketing and events for the organising body of Glastonbury Festivals.
3. (a) Explain the role the marketing mix (4P’s/7P’s) play in developing an event marketing strategyand how is this applied in the case of the Glastonbury Festival.
(b) Describe the marketing strategies and resources that the Glastonbury Festivals Ltd would use in the event planning and implementation process using the sub-headings below;
(i) Creating their marketing strategy
- Targeting and Positioning
(ii) Monitoring and Control
- Monitoring and evaluation and