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    Attraction and Event Management

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    Dinithi Sneha
    The Santos Tour Down Under is a major annual cycling event held in Adelaide, South Australia. The event was established in 1999 and features stages that pass through famous areas of South Australia. It is organized and managed by Events South Australia. The summary highlights that the event provides domestic and international attention for South Australia's tourism destinations and brands the region. It also generates an estimated economic impact of $66.4 million and benefits stakeholders like sponsors, local businesses, and participants. Both positive and negative impacts on the destination's image are discussed.

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    Attraction and Event Management

    Uploaded by

    Dinithi Sneha
    37 views15 pages
    The Santos Tour Down Under is a major annual cycling event held in Adelaide, South Australia. The event was established in 1999 and features stages that pass through famous areas of South Australia. It is organized and managed by Events South Australia. The summary highlights that the event provides domestic and international attention for South Australia's tourism destinations and brands the region. It also generates an estimated economic impact of $66.4 million and benefits stakeholders like sponsors, local businesses, and participants. Both positive and negative impacts on the destination's image are discussed.

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    Attraction and Event Management - PPT

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    The Santos Tour Down Under is a major annual cycling event held in Adelaide, South Australia. The event was established in 1999 and features stages that pass through famous areas of South Australia. It is organized and managed by Events South Australia. The summary highlights that the event provides domestic and international attention for South Australia's tourism destinations and brands the region. It also generates an estimated economic impact of $66.4 million and benefits stakeholders like sponsors, local businesses, and participants. Both positive and negative impacts on the destination's image are discussed.

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    37 views15 pages

    Attraction and Event Management

    Uploaded by

    Dinithi Sneha
    The Santos Tour Down Under is a major annual cycling event held in Adelaide, South Australia. The event was established in 1999 and features stages that pass through famous areas of South Australia. It is organized and managed by Events South Australia. The summary highlights that the event provides domestic and international attention for South Australia's tourism destinations and brands the region. It also generates an estimated economic impact of $66.4 million and benefits stakeholders like sponsors, local businesses, and participants. Both positive and negative impacts on the destination's image are discussed.

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    THE EVENT OF SANTOS TOUR

    DOWN UNDER
    Subject Code: HAT301
    Subject Name: Attraction and Event Management
    Name:
    Student ID:
    Flow of the Presentation
    • Introduction to the Event
    • Strategies of the Event
    • Importance of the Location
    • Domestic and international attention
    • Branding Strategy of the Event
    • Impact of Event on Economy
    • Stakeholders of the Event
    • Destination’s plans to develop other tourism
    • Positive and negative impacts on destination’s image
    • Conclusions
    • References
    Introduction to the Event –
    The Santos Tour Down Under
    • Cycling event in Adelaide and surrounding areas.
    • Traditionally, the UCI World Tour begins with this race.
    • It was established in the year 1999.
    • The largest cycling race takes place in the southern hemispheres.
    • There are plenty of related occurrences (street parties, live music and bicycle rides)
    • The phases meandered their way into some of South Australia's most famous areas.
    • Owned and managed by Events South Australia.
    • It was created to take the position of the Australian Grand Prix.
    • Recognized under the south Australian commission act 1993 (Santos Tour Down Under, 2021).
    Strategies of the Event
    The view of event programming from the standpoint
    of making the event memorable.

    The committee integrates interpersonal,


    commercial, and strategic approaches.
    To be an event loop.

    Assign duties to one another.

    Functioning together to produce the greatest


    results with a greater efficiency
    Source: (Shipway, et al., 2016)
    Importance of the Location
    • Adelaide is the venue for this event.
    • Increases the amount of color and glitz.
    • There are many interesting places to visit in
    South Australia (Erfurt & Johnsen, 2003).
     Beautiful beaches
     Wineries with a global reputation
     Ancient Towns
     Refugees for wildlife
     Mountain ranges and cascades
    Domestic and International Attention
    • South Australia built a comprehensive brand recognition.
    • On a worldwide scale, enhancing the event's awareness and
    effectiveness.
    • It boosted tourism while highlighting the country's natural
    beauty (Wickham, et al., 2021).
    • A total of 44800 out-of-state and foreign visitors arrived in
    the country.
    • A total of 779,362 people are watching the race
    (Santos Tour Down , 2021).
    Branding Strategy of the Event
    A campaign began in Beyond the Europe,
    2007, to advertise the gain UCI ProTour
    event as the inaugural status and invite all
    race. elite teams.

    The event will be held Becoming a part of


    for the second straight the UCI global
    season. rankings schedule.
    Source: (Clayton, 2016)
    • The economic
    Content gain is estimated
    Content Content to be
    Content

    about $66.4 million (Ritchie, 1996).


    • It offers a large number of career
    possibilities to the inhabitants of the area.
    • It benefits other businesses such as,
     Local stores
     Sponsorship advertising
    Impact of Event on  Ticketing firms.

    Economy (Santos, 2019)


    Stakeholders of the Event
    • Sponsors, supporting sponsors, corporate sponsors, SA police, SA health, and, most
    importantly, participants are all stakeholders.
    • The advertiser and 7 news Adelaide are the event's primary media sponsors.
    • They plan, coordinate, and carry out the appropriate activities at the appropriate times
    in accordance with the Santos' sustainability strategy (Smith, 2010).
    • Stakeholders have risen over time as a result of their intentional sustainability approach.
    Destination’s plans to develop other
    tourism

    Source: (Crowther, 2011)


    Positive and negative impacts on
    destination’s image
    Positive Impacts Negative Impacts
    Feeling of Belonging to community Over tourism and overcrowding
    Enhancement of Destination Promotion Damage to environment

    Creation of social relationship Commercialization of culture


    Maximizing tourism attraction Loss and exploitation of cultural
    identity
    Advancement of Citizens Lives Dependency of tourism
    Increase new employment Culture clashes
    opportunities
    Greater demand for local foods Local prices increase
    Source: (Srivastava, et al., 2021)
    Conclusion
    • The Santos Tour Down Under is a cycling race held in Adelaide and the surrounding areas.
    • The view of event programming from the standpoint of making the event a success.
    • Adelaide is the venue for this event.
    • South Australia gained a positive brand image as a result of this.
    • The event's advertising was carried out using an event branding approach.
    • The economic gain is estimated to be about $66.4 million.
    • Stakeholders plan, coordinate, and carry out the appropriate activities at the appropriate
    times.
    References
    • Clayton, D., 2016. Strategic Event Creation. Tourism Management, Volume 52, pp. 537-538.
    • Crowther, P., 2011. Marketing event outcomes: from tactical to strategic. International Journal of Event and Festival
    Management, 2(1), pp. 68-82.
    • Erfurt, R. A. & Johnsen, J., 2003. Influence of an event on a destination's image — The case of the annual meeting of the
    World Economic Forum (WEF) in Davos/Switzerland. Tourism Review, 58(4), pp. 21-27.
    • Ritchie, B. W., 1996. How Special are Special Events? The Economic Impact and Strategic Development of the New
    Zealand Masters Games. Festival Management and Event Tourism, 4(3), pp. 117-126.
    • Shipway, R., King, K., Lee, I. S. & Brown, G., 2016. Understanding cycle tourism experiences at the Tour Down Under.
    Journal of Sport & Tourism, 20(1), pp. 21-39.
    • Srivastava, P. R., Sharma, D. & Eachempati, P., 2021. Fourteen Years of Event Management: A Bibliometric Analysis. Event
    Management.
    References Cont.…
    • Wickham, M., Donnelly, T. & French, L., 2021. Strategic Sustainability Management in the Event Sector. Event
    Management, 25(3), pp. 279-296.
    • City of Adelaide. 2021. Santos Tour Down Under. [online] Available at: <https://explore.cityofadelaide.com.au/see-and-
    do/major-events/tour-down-under/> [Accessed 15 August 2021].
    • Santos TDU, 2013, Santos Tour Down Under: Events and media, Web.
    • Santos Tour Down Under: A Traveller’s Guide n.d., Bike Exchange, viewed 15 August 2021,
    <https://www.bikeexchange.com.au/blog/santos-tour-down-under-travel-guide>.
    • Smith, H, 2010, Adelaide & South Australia Travel Adventures, Hunter Publishing, Adelaide.
    • Santos powers the Tour Down Under for another three years 2019, Santos, viewed 15 August
    2021,<https://www.santos.com/news/santos-powers-the-tour-down-under-for-another-three-years/>.
    Thank
    You………..

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