Introduction to Events — Major Event Analysis Essay Example

“Australian Open”

Tennis Championship

Analysis

Introduction

As event managers we take the time to analyse a remarkable event that is host in Australia (Melbourne, VIC to be more specific) during January, the Australian Open. One of the most famous events in the state of Victoria, with an incredible success increasing the number of attendees every year.

The event has been designed to provide a spectacular experience for tennis enthusiasts, and it’s the most popular tennis tournament among the other Grand Slam’s events. Many superstars come to join the competition, and get some major sport sponsors interested in Australia.

The city of Melbourne becomes home of many international and local tennis fans during this period, increasing jobs and revenues for domestic firms in exchange of a impeccable hospitality service.

Even though, we were able to identify some areas of opportunity to an event this big; by analysing its core values, market, success and possible weaknesses, we can provide some recommendations for the Australian Tennis Association in order to achieve a better outcome.

Table of Contents

Description of Event

Australian Open Tennis Championship is a major international tennis tournament that is held on an annual basis in January. (Australian Open, 2017) It is held in Melbourne, Australia. It is a remarkable grand slam tennis tournament, with its complements across the globe being French Open (Roland Garros), US Open, and Wimbledon. The event features both men and women’s singles; mixed doubles as well as junior championships. Certainly, it also involves wheelchair, legends and exhibition events.

Research indicates that Australian Open experiences a higher level of attendances, which in fact rivals and often surpasses the US Open. As a matter of fact, Australian Open Tennis Championship holds the record for the highest attendance at any given Grand Slam event. (Australian Open, 2017)

The event is managed by Tennis Australia and was first conducted in 1905. (Australian Open, 2017) It is important to note that the event is broadcasted internationally on both, television and online platform, with each geographical region attracting a substantial number of viewers. Some of the notable television stations for which this tournament is held include; Seven Network in Australia; Euro-sport in Europe; BBC in the United Kingdom, beIN Sports that focuses on broadcasting throughout the Middle East and Northern Africa, and in Sub-Sahara Africa, the event is broadcasted through SuperSport channels. (Australian Open, 2017)

The event is conducted in Melbourne Park that is located in Melbourne Sports and Entertainment Precinct, with the current 3 courts having retractable roofs that have allowed continued play even in the rainy season (Australian Open, 2017). In 2017, the number of attendees amounted to 728, 763 people, which is close to 8,000 people more from 2016 attendance number. It is notably clear that the attendance size has continued to increase at an alarming 7% in comparison to 3% within a similar period for US Open (Australian Open, 2017).

In this regards, the event can be said to be international in size and attracts both local and internal acts that compete in a tennis-based tournament. In fact, tennis and its packages like travel packages becomes the form and content of this event. It is also a fun-based event that seeks to attract people of different generation that are enthusiastic in the game.

Market Size for Australian Open

The event attracts both local and international attendants. The target market for this event is specifically customised to fit in with sport enthusiasts from all over the globe that have passion for tennis and want to experience awesome matches while enjoying the serene (serene?) Australian hospitability. This is attributed to the fact that it forms one of the most popular Grand Slams events of the year that further attracts international players like Roger Federer and Serena and Venus Williams.

In fact, in order to attract a greater number of international sports enthusiasts, the event offers travel packages for both, individuals and groups that are very interested with the event. The travel packages seek to improve the overall event experience by securing seats to the attendants currently at the A02018 (Australian Open, 2017) and having them enjoy different Australian cuisines hence enjoy the local culture.

The process of booking tickets has also been made online to facilitate international bookings. It thus goes without saying that any person from any part of the world is indeed able to book the event wherever they are and be assured of securing top quality services at any given moment.

It is important to notice that this event has successfully ensured to apply policies for different product requirements that are set “to improve on international market existence’. These efforts are meant to uphold the status quo of the event visa vie the complements tournaments held elsewhere. Some of these include; social factors, whereby the event has managed to indicate its overalls social impact and benefits to the society as whole; the environmental impact in relation to how different concepts have been made to ensure that there will be no air and noise pollution (Akaka, Vargo, & Lusch, 2013). This especially relates to the modern design adopted to develop environmental-sensitive stadiums.

Of particular interest to notice the event has managed to adopt a distinctive global strategy that is characterised by companion products that have been directly tailored to favour international tourists. Companion products are those whose sale is entirely dependent upon the sale of the primary product (Akaka, Vargo, & Lusch, 2013). In this case, the primary product is the ticket to the events while the companion service included is the hospitality and travel packages that are in offer for the 2018 event. The pricing of these products have been developed to involve such features as the price floors and ceilings” that are vehemently adopted to ensure that the international customer is not exploited at all in their travel packages that include; transportation services, VIP courtside seats and 5 Star hotels amenities as well as city tour cruise offers.

Timeframe, Attendance, Tourism& Economic Impact and Organisational Structure

The tournament is one of the most popular and thus, receives more attendees within the January period of the year.

It is conducted in the last fortnight of January of every given year. The tournament takes place in three notable arenas that include; Rod Laver Arena; Margaret Court Arena and the Hisense Arena. (Australian Open, 2017) All of the schedules are generated by the underlying Scheduling Committee that is made up of the Referee, Tournament Director, Representatives from all the other Grand Slams as well as both local and international-based TV executives. The aim of this schedule lies in coming up with a balanced schedule that should be fair to all of the existing players, patrons and the TV audiences across the globe. (Australian Open, 2017)

The attendance of the tournament has continued to grow over the years at a tremendous 7% growth rate. Prior to 1987, the tournament was being played ay Kooyong Tennis Club but then later and till date, the event is being conducted at the Melbourne Park. In a 10-year period starting 2007, the attendance of the tournament has grown from 554, 858 people to 728,763 in 2017. (Australian Open, 2017)

In relation to tourism, the impact of the tournament can be felt across board especially since most of the international visitors are focused on exploring Australian culture; that relates to both food and the hospitality environment as a whole (Australian Open, 2017). Most of the local hotels and accommodation joints, especially in Melbourne city record a substantial amount of profits within this period. In fact, it is noted that the number of casual labourers also increases within this period as most of the hospitality facilities are booked and are in dire need of additional labour helps that is sourced from the locals (Australian Open, 2017).

The economic impact of this tournament is also felt far and wide. The amount of foreign currencies influx within this period is at a constant high. This means that the state as well as the national governments is positioned fairly to harness these foreign currencies that can be used to conduct future important trading transactions (Australian Open, 2017).

Tennis Australia is the sole manager of the tournament. The body is also involved in managing other notable tennis tournaments in the country that include; Brisbane International and World Tennis Challenge. The current president of this federation is Stephen Healy (Australian Open, 2017). The organisational structure is considered to be flat because it is made up of the board and executive team. The team is made up of the following people;

Tennis Australia Board

• Chris Freeman AM (Chair)

• Greg Hutchinson

• Ken Laffey

• Harold Mitchell

• Jayne Hrdlicka

• Diane Grady

• Elizabeth Minogue

• Graham Bradley (Tennis Australia, 2017).

Executive team

• Craig Tiley, Chief Executive Officer & Australian Open Tournament Director

• David Roberts, Chief Operating Officer

• Anna Caple,  General Manager Performance

• Richard Heaselgrave, Commercial Director

• Darren Pearce, Director Media & Communications

• Tom Larner, Director Events & Facilities

• Paul Cammack, Director of Participation

• Ann West, Head of Integrity and Compliance

• Jacquie Mangan, General Counsel