Event issues/problems

Among the different stakeholders, each encountered diverse challenges during the course of the event. Various issues were experienced by residents, established businesses and venue owners and are explored in this section. Most residents (85.8%) did not experience any major problems; however some issues were experienced (14.2%).

Table 4.12 highlights the problems residents (n=37) had with the event. Residents view the event as an occasion where alcohol is misused (24.3%), and when event attendees are inebriated, it can lead to physical assaults on locals (24.3%). Some residents (18.9%) chose not to attend the Festival as the event largely attracts white attendees and claimed that this made them feel uncomfortable. This clearly displays the remnants of apartheid and the constant inferior attitude and mind frame of non-white residents. In support of this response, residents contended that there were still noticeable signs of racism and arrogance displayed by event attendees. This is supported by the racial demographics of event attendees. This may hold severe implications for the success of the event, as potential profits may be lost in the process and may also result in negative behaviour and perceptions of the Festival on local residents‟ part. The residents (18.9%) also argued that there is a lack of local involvement and participation in the event and even though residents wish to attend the event, they are unable to do so as the entrance fee is too expensive (8.1%).

Table 4.12: Residents’ problems with the Festival (in %, n=37)

Problem categories Number of respondents %

Alcohol misuse 9 24.3

Physical assaults by white event attendees 9 24.3

Racism/arrogance 7 18.9

No local involvement 7 18.9

Entry fee expensive 3 8.1

Too many children at event 1 2.7

Few activities and little entertainment 1 2.7

Total 37 100.0

Event organisers should not disregard the wellbeing of local people in an effort to satisfy visitor needs (Delamere, 1999:1). It could also be of particular value to explore the opportunity to host free and diverse events/concerts for locals to enjoy too. The event organiser explained that a way forward would be to breakdown the different festival activities at the BOWF to create smaller, more focused event experiences. This would therefore

showcase the strengths of the region: wine, outdoor activities, culture and adventure. Locals could obtain a free pass or pay a small entry fee to enjoy the festival activities in their region.

Established businesses tend to have very valuable information concerning event matters and should not be overlooked; their views should be taken into account to improve the event and exploit potential business opportunities. Most established businesses (90.9%) did not have any major issues with the Festival as only 9.1% encountered problems.

Although very few respondents identified problems experienced with the Festival, it is still vital to acknowledge the problems and discover ways to improve the event. Nine established businesses highlighted different ways to improve the Festival. There was a strong need for additional and enhanced marketing and advertising activities. More activities for event attendees should also be investigated and these should vary between the different event venues. This view was shared by various stakeholders, such as event attendees and residents.

The event was largely perceived by established business as poorly organised. Event programmes were only made available a few days before the event and each cellar carried on with its own activities during the event.

It is quite clear that the established businesses expressed the need for a more central venue to host event activities. A reduced entrance fee/local rate is deemed necessary, a view shared by residents and event attendees, or even the introduction of a coupon system similar to that used for the Soetes and Soup Festival hosted in July in the Breedekloof region. Like the BOWF, this event is hosted at different wineries in the Breedekloof area and the focal point is visitors enjoying homemade country soup and dessert wines (Hanepoot, Port and Muscadel). Visitors also purchase a festival pass priced at a R100 p/p and enjoy live entertainment and activities, stalls, wine pairing, and more. Visitors also receive a free tasting glass, a soup mug and a coupon booklet. This event is viewed as being more sophisticated and pleasant, and the coupon system works well. The BOWF should be transformed to reflect a more corporate image and this could be achieved by linking a recognised sponsor to the region/festival. It may also be necessary to alter the current target market of the event and refrain from attracting minors (under 18s) who will consume alcohol.

Even though Dodd et al. (2006) note that wine festivals should attract younger visitors as this will contribute to wine education, this does not imply that underage drinking should be tolerated. Established businesses agreed that the event attracts too many underage youngsters consuming alcohol and felt there was a need to alter the current target market. A similar view was shared by event attendees and residents.

Established businesses expressed the need to use and involve more tour operators in the region that could provide more exposure for such businesses. This also gave rise to the need for shuttle services at the event.

Some established businesses believed that owing to the lack of well-known performers/artists at the event, the Festival is unable to attract large crowds from the surrounding areas. Established businesses referred to the event as just another wine festival that is hosted in the Western Cape, where people consume alcohol and junk food. The event has lost its identity and offers very little variation to visitors. This is largely due to the increase in competitive events in the surrounding wine regions and the large amounts of money required to invest in the hosting of events and festivals. According to Beverland et al.

(2001), wine festivals move through a series of phases. If event organisers don‟t take into account these stages and establish suitable strategies, the event may suffer severe repercussions. This was one of the key challenges that led to the termination of the BOWF in 2014. It is thus fundamental for event organisers to remain innovative to prevent an event from becoming repetitive and from declining, and consequently losing its popularity.

Additionally, business owners stressed that the event occurs over three days, but most event venues and very few restaurants were open on the Sunday. Since there are very few activities on Sundays and most establishments are closed, overnight visitors decide to return home on Saturday instead of staying over and spending Sunday at the event. Potential revenue is lost through this process. In the past there were famous bands and well-known performers to entertain visitors on Fridays, but in 2013, attendance was poor and bands were non-existent. It is evident that the Breedekloof region is in strong competition with areas such as Robertson, Franschhoek and Paarl which all have events that are strongly supported by recognised sponsors and institutions.

As with established businesses, venue owners also hold vital information about the Festival since they have direct contact with visitors and are event organisers themselves. If there were major problems encountered, the venue owners would be the ideal stakeholders to shed light on matters concerning the Festival. However, venue owners might only be able to elaborate on personal encounters and not on the event as a whole.

The results were fairly positive, as 70.0% of the venue owners did not experience any problems, while 30.0% confirmed that they did come across a few issues. It is vital to identify the problems that were experienced, even though they might be a minority. Any problem, big or small, should be resolved, since unresolved problems could militate against the success of the Festival.

There were only three problem areas brought to light by venue owners. One of the most prevalent problems encountered was underage drinking, despite security checks. This was a common concern across different stakeholders (i.e. event attendees, residents, event organiser and established businesses). Venue owners stressed that this was not just a problem at the BOWF, but at festivals in South Africa generally. Irrespective of the efforts made to keep underage drinkers away, there are always a few under-18 attendees that obtain an over-18 festival pass.

Other problems encountered were that people are not able to spend much money at the Festival because they do not have money left to spend. This is mainly because there are so many festivals in the area to choose from that visitors tend to pick their favourites where they could spend less or no money at all. The Festival is hosted annually with very similar activities to those of other festivals, and visitors desire a new and different experience.

Marais and Saayman (2011:159) encourage event organisers to be acquainted with the needs of visitors and plan their events based on these needs as opposed to following what other event organisers do, in the process jeopardising the growth and sustainability of an event. The authors further recommend that continuous research into the needs of visitors be done. This should ensure that an event offers a unique and desirable experience enjoyed and accepted by visitors and residents alike.

The weather played a very important role in the success of the event and this was a problem identified by venue owners. The weather deterred visitors from attending the outdoor and wine event. However, the event has become a dreary affair, as the event programme has become monotonous and predictable.

Verbal abuse from locals outside the venues was also a serious concern. However it should be noted that this could be due to a lack of involvement and the exclusion of local people. A lack of local involvement and awareness as well as the exclusion of local people from the BOWF may increase hostility, crime levels and resentment towards tourists visiting the Breedekloof area. Therefore Gupta (2007b:265) rightly notes that event organisers, like those of the BOWF, should note that a “major phenomenon seen in many destination areas, but especially in the developing regions, is growth of resentment and hostility towards the tourist on the part of the local resident”.