RECN 344 Event Management Week 7 Lecture 2

RECN 344: Event Management Week 7 Lecture 2: Creating a festivalscape

Week 7 Lecture 2: Overview • Event design, conceptualisation, & theming • Servicescape/festivalscape • Case studies

Week 7 Lecture 2: Readings • R 12: Tattersall, J & Cooper, R. (2014). Creating the eventscape. In L. Sharples, P. Crowther, D May & C. Orefice (Eds. ) Strategic event creation (pp. 141 -165). Oxford: Goodfellow • R 13: Bladen, C. et al. (2012). Chapter 3: Event design and production. In Events management (pp. 54 -77), London: Routledge. 472 pages • e-book Getz, D. (2012). Ch. 7: Event design. In Event Studies: Theory, research and policy for planned events (2 nd ed. )(pp. 221 -246), Butterworth-Heinemann: Oxford, UK. • Learn: Axelsen, M. , & Swan, T. (2010). Designing festival experiences to influence visitor perceptions: The case of a wine and food festival. Journal of Travel Research, 49(4), 436 -450. • Learn: Lee, Y. K. , Lee, C. K. , Lee, S. K. , & Babin, B. J. (2008). Festivalscapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61(1), 56 -64.

Recap from Monday: Festivalscapes (Lee et al. , 2008) • Environmental psychology: tangible environmental cues serve as a stimulus influencing the emotions that consumers experience within an environment • these emotions determine approach-avoidance behaviour • Service quality and consumer satisfaction is affected by the physical surroundings • Concept of ‘servicescape’ (Bitner, 1990)

Servicescape (Bitner, 1990) • Responses to environment are cognitive, emotional and physiological • e. g. • Personal characteristics influence responses • Personality • e. g. • Socio-demographic characteristics • Mood • Image from Tattersall & Cooper, 2014, p. 148 5

Servicescape (Bitner, 1992) Image from Tattersall & Cooper, 2014, p. 149 6

Festivalscapes (Lee et al. , 2008) • Draws on servicescape model • Environmental dimensions include: • Ambient conditions – temperature, noise, music, odor, air quality • Space/function – layout (proxemics), furnishings • Signs, symbols & artifacts – signage, interpretation, decor • Lee et al (2008) suggest that emotional responses to these elements will determine event satisfaction and loyalty 7

Image from: Lee et al. , (2008, p. 58)

Image from: Lee et al. , (2008, p. 59)

Festivalscapes (Lee et al. , 2008) • Findings: • Visitors judge festivalscape on 7 environmental dimensions, and some of these affect emotions, satisfaction & loyalty • Programme content had a significant positive effect on positive emotion and satisfaction • Staff dimension had an effect on negative emotion, but no effect on positive emotion or satisfaction 10

Case study • Axelsen, M. , & Swan, T. (2010). Designing festival experiences to influence visitor perceptions: The case of a wine and food festival. Journal of Travel Research, 49(4), 436 -450. • Moonlight wine tour – • Creates positive impression of Queensland wine through unique, different and sophisticated atmosphere/experience • 11

Designing experiences: FESTA (Festival of Transitional Architecture) How has FESTA been conceptualised, then designed and themed to maximise visitor experiences? What changes to the festivalscape might improve event experiences? Watch this video on FESTA • See the FESTA website • See this article https: //www. stuff. co. nz/life-style/foodwine/106905243/cafe-chat-festa-returns-to-christchurch 12

Conclusions • Event design should be more than ticking off a checklist • Creativity and innovation will create more memorable and unique impressions • 13