Reason 5 - Create experiences through events

We thought we would take this opportunity to share what we, the team at The Marketing Collective, enjoy about working in tourism and how we’re championing the industry.

Reason 5 – Create experiences through events

Hosting or even organising an event, whether it be small or large, can give many cultural, social and economical benefits. Whilst events take a lot of energy in planning, co-orindating and delivery, it is one of the most enjoyable and rewarding - especially when you see hundreds or thousands of people enjoying themselves.

Hosting an event can raise the profile of a city, region or business and the people behind the event! Last year we re-launched the Hamble Valley Festival of Food in Hamble, which saw the waterside village busy with stalls from Hampshire Farmers' Market, craft stalls and entertainment. Local businesses got involved with themed menus, chef demonstrations and special offers. A trail around the village was put together to promote the heritage and encourage visitors to explore. The event was part of the relaunch of the Hamble Valley destination brand and acted as a reminder of what makes the area unique - tapping into the local distinctiveness of the Hamble Valley region.  Two more events are being planned for 2016 which include a St. George's Day celebration on the 23rd and the return of the Hamble Valley Festival of Food on the 3rd September.

As part of the 100th anniversary of Titanic in April 2012, we planned and organised a commemorative Titanic themed event down on Oxford Street in Southampton's, which has historic links with the Titanic and White Star Line plus is the foodie hub. We opened up the high street to the hustle and bustle of market stalls and live music, and encouraged the businesses to put on specifically themed menus or events to coincide with the wider event. This gave us the opportunity to raise the profile of Oxford Street as a destination in Southampton, attract new visitors and boost the local economy.

When thinking about event planning, to be successful it needs to centre around the visitor experience. A positive and enjoyable experience can result in repeat and return visits.

Here are some helpful ideas and suggestions for planning events:

• Focus on what makes your venue/city/event different from all the other events out there.
• Celebrate the past - find out what historical events have helped shape the area, what links with historical people and characters, anniversaries.
• Collaborate with local businesses and encourage them to be involved.
• Keep it simple! Events don't have to be 'all singing and dancing' Start with an idea or theme and build easy to deliver events around it. It is important that the events are manageable.
• Make sure you plan. Check whether planning permission is required, what licences are needed, inform the right authorities and assess the risks.
• Shout it from the roof tops! Have a plan on how are you going to publicise your event. Get passionate and involved people to be advocates for the event.. get word of mouth flowing.
• Use the free tool that we all know and love - Social media!!

Event planning and delivery can be daunting but they can provide a wealth of benefits to destinations.  If you would like any support, ideas or assistance with events we would love to hear from you : info@themarketing-collective.com