Festival and Event Management

Module: Planning and Public Policy for Festivals and Events

Contents 1.0 Introduction 3 1.1 The Event chosen 3 1.1. 1 Background of Event 3 1.1.2 Justification of event 3 2.0 Kilmarnock Football Club’s Annual Open Day 4 2.1 The existing Open day 4 2.1.1 Shareholders 4 2.1.2 Stakeholders 4 2.2 Initiatives already in place 5 2.3 Proposed development 5 2.3.1 Initiative A 5 2.3.1.1 How would Initiative A work? 6 2.3.2 Initiative B 6 2.3.2.1 How would Initiative B work? 6 3.0 The impacts affected by the Kilmarnock Football Club ‘s Open Day. 7 3.1 Economic Impacts 7 3.2 Social Impacts 7 3.3 Political Impacts 7 4.0 Conclusion 8

1.0 Introduction
“An event is any gathering of people for a specific purpose.” (Carter 2007:3)
Events can be used to enhance a product, service, create or recreate an experience or attitude. In this report, the aim is to use a new or existing event and identify an area for development, in line with government policy priorities and/ or initiatives.
Through the use of theoretical research; a report will be produced discussing potential development towards the event and relevant policies and strategies.

1.1 The Event chosen
The event chosen to look at and identify an area for development is the Kilmarnock football Club Annual Open day also known as ‘Killie Fc Open day.

1.1. 1 Background of Event It is a community based special event/ Special event meaning; ...Infrequently occurring event outside normal programmes or activities of the sponsoring organisation.” (Bowdin, et al, 2006:9)
The one day event occurs July/ August and is the catalyst for launching new products such as the new football strip, new merchandise etc and is a chance for visitors to meet the football players and get signatures. The event usually runs competitions and has a big fun fair and lasts on average 4 – 6 hours. A club spokesman of Kilmarnock Football Club said: “It’s