Recommendations to improve the event

Recommendations to improve the event are necessary, irrespective of whether problems were or were not experienced. This section presents recommendations by event attendees, residents and venue owners for improving the event.

Recommendations from event attendees should assist in improving other similar events, especially in the Breedekloof region. Table 4.13 presents the event attendees‟

recommendations for improving the Festival; key recommendations are then elaborated upon. Most event attendees (20.9%) felt strongly about the implementation of more entertainment and activities. These results are supported by the findings of Tassiopolous and Haydam (2006:71) that to improve this event, more entertainment is required. Marais and Saayman (2011:159-160) also stress the need for and importance of ample entertainment and activities for attendees at a festival or event. An event programme should incorporate an assortment of activities and entertainment options (Saayman et al., 2010:95).

Marais and Saayman (2011:160) note children‟s activities and entertainment are equally important.

Table 4.13: Event attendees’ recommendations to improve Festival (in %, n=158)

Recommendations Number of respondents %

More entertainment and activities 33 20.9

Improve marketing and advertisement 23 14.5

Improve event planning and management 22 13.9

Implement shuttle service 18 11.4

Improve facilities i.e. toilets, baby changing, ATMs 17 10.7

More non-alcoholic activities/free entrance for non-drinkers 10 6.3

Better music suitable for all markets/cultures 7 4.4

Prevent alcohol misuse/control underage drinking 5 3.2

Inform/involve local community 5 3.2

Reduce entrance fees 5 3.2

Improve/provide more maps 4 2.5

More stalls 4 2.5

Host more similar events/continue this event 3 1.9

Warmer month to host event 2 1.3

Total 158 100.0

Some event attendees (14.5%) also felt strongly that the marketing and advertising of the event should be improved. Tassiopolous and Haydam (2006:71) also found this in their study and noted that this would potentially attract more visitors and increase attendee numbers. The planning and management (13.9%) of the event should also be improved. If greater effort is devoted to improving the event, event attendee experience should also

improve. Taking note of visitor recommendations is vital as these can assist in improving the Festival and contributing to a more successful event.

Although most residents felt that there were no major problems, it is still necessary to determine whether residents felt that the Festival could be enhanced. They should be granted the opportunity to identify ways to improve the Festival. Only 267 (71.4%) residents responded to this question, as 107 (28.6%) respondents were unaware of the BOWF and as a result, were unable to respond to this question. There were diverse views but the majority (66.0%) confirmed that the Festival could be improved, while 14.2% stressed the opposite and 19.8% were not sure. Respondents that claimed that the Festival could not be improved most likely perceived the Festival as successful. Those that stated the Festival should be improved in all probability felt that there was room for improvement, while the residents that were unsure, conceivably had no recollection of the event and were thus unable to comment.

Gaining insight into the views of residents may shed light on areas that need urgent attention and in so doing assist the event organising team to improve the event. As highlighted in Table 4.14, there are different views among residents on ways to improve the event but in the midst of all the recommendations provided by respondents, most suggested a need for greater local involvement and participation in the event, especially by those from different racial/cultural backgrounds (44.1%). This also implies that a platform be established to provide opportunities for locals from diverse cultural and racial backgrounds to engage in the event planning and implementation and to enjoy the festivities too. In addition, more activities and entertainment (9.9%) are indispensable and a decrease in the entrance fee (9.9%) is required.

Bearing in mind the problems highlighted by some venue owners, it is important to identify various techniques to improve the event. Only nine venue owners suggested techniques to develop the event. The most common was to improve marketing activities. The official event organisers and the CEO of BWT should broaden the marketing scope and efficiently use and include more advertising platforms to inform and attract more visitors.

The event should be repositioned and should focus on a different target market.

Additional/improved marketing should be done to ensure effective communication with the public. Innovation is key to ensure the event will not be a repetition of events of previous years. In essence, the Festival should maintain its uniqueness and decrease entrance fees, taking cognisance of the current economic condition. This should ensure that more people are able to attend the festival and enjoy the region. A shuttle service was a further recommendation for visitors attending the event. Visitors could make a once-off additional

payment and have access to the mobile shuttle to transport them between venues. This would create a safer travel experience between the various venues and guarantee a safer event experience.

Table 4.14: Residents’ recommendations to improve the Festival (in %, n=161)

Recommendations Number of

respondents % Involvement/participation of local people from all races 71 44.1

More activities and entertainment 16 9.9

Reduce entrance fees 16 9.9

Create opportunities, awareness and involve local people 9 5.6

Improve marketing and advertising 7 4.3

Control/prevent alcohol abuse/consumption 6 3.7

Provide more stalls 5 3.1

Poor planning/improve event 5 3.1

Generate more employment opportunities and improve work conditions 4 2.5

Underage drinking 4 2.5

Event hosted different time of year and extend event operating hours 4 2.5

Shuttle service and transport for community to Festival 3 1.9

Improve facilities i.e. toilets, seating. 3 1.9

Attract non-drinkers 2 1.2

Road safety 1 0.6

Festival was very quiet as attendance was poor 1 0.6

Host festival closer to community in Rawsonville 1 0.6

Fewer children should attend 1 0.6

Treat all races equally (drunk driving and policing) 1 0.6

Visitors are arrogant 1 0.6

Total 161 100.0

Another venue owner suggested that the wine tasting activity should not be free of charge or even hosted, because visitors continue to taste and do not buy any wine. The control of underage drinking was also a complex task and more senior staff should be responsible for controlling underage drinking. Venue owners noted a dearth of activities and additional outdoor activities and entertainment should be provided. This view is shared across different stakeholders (event attendees, residents and established businesses). The hosting of local markets on a quarterly basis may also be a useful strategy to attract local visitors. The venue owners that offered activities for employees/labourers and local residents requested that more schools should compete in activities at the wine cellar.

The venue owners (n=10) did not deploy measures to ensure the safety and security of visitors to the Festival but had disaster management plans in place. The majority (80.0%) implemented measures to control large crowds and traffic congestion at the event while 20.0% failed to implement such measures.

Each venue owner (n=4) had a different experience of the event and therefore had dissimilar lessons learnt through the planning and implementation of the Festival. Some venue owners noted that the Festival was relatively established and as a result nothing new was truly learned. It was also noted that if an event is well organised, things run more smoothly. In the same light, the compilation of a marketing and budget timeline prior to the event is vital to schedule marketing activities in advance and appoint persons responsible for these activities accordingly. Lastly, a venue owner raised a similar viewpoint as identified in the recommendations to improve the event, that is, that wine tasting should not be allowed and stricter control should be deployed to manage underage drinking. This was yet another view shared across different stakeholders such as event attendees, residents and established businesses.