Assignment Three: Case study report –mixed media Value: 40% of the total marks for the unit Length: 2000 words, or 5-6 minute video, or audio-narrated powerpoint of 10-15 slides, or photo essay...

ASSIGNMENT THREE— CASE STUDY REPORT –MIXED MEDIA
(GOOD BEER WEEK FESTIVAL OF MELBOURNE, AUSTRALIA)
Table of Contents
Details of the Attended Event    3
Positive and Negative Impacts of the Event    3
Event’s Programme Elements relating to Aims and Objectives    4
Marketing of the Event Achieving its Aims and Objectives    5
Recommendations for Future Activities    6
References    8
Details of the Attended Event
Considering the conditions of choosing an event that had taken place within 26 April to 20 May 2019, in Melbourne Australia, The Good Beer Week Festival, which in 2019 has reached 8th year of the celebration, has been chosen for the current discussion sections. The event started on 10th May 2019 and it ended on 19th May 2019, offering 10 days of excellent beer festival on international levels. The event was hosted at the venue of Festival Hub Beer Deluxe Federation Square in Melbourne. Considering the sheer size, scale and duration of the festival, it is assumed that nearly 10,000 people visited the Good Beer Week Festival. As it is a beer festival, which majorly deals in the selling of alcoholic beverages, the demographic of the event mainly consistent of young adult, middle aged and elderly people, from both gender, although the majority of the people being male. I attended all the activities of the festivals for four days straight, but could not attend the day long events on all tend days. However, I gathered information from my friends and also by attaining a part of the event on regular basis.
Positive and Negative Impacts of the Event
Starting with the positive aspects of Good Beer Week Festival, it is seen that in the event, the breweries range from all sizes and nature, which gives equal exposure to the entire beer industry in Australia, giving a platform for international showcasing of the beers, their flavours, aroma and quality. The offering of the same platform, which allows local breweries to share their space with big and established brewery giants, the scope of sustainability, is increased. As stated by Ben Youssef et al. (2018), as all business organisations are given equal treatment and scope for showcasing their offering to the potential customer bases in festivals or in events, the market competition is sustained, as the big organisations learn from the smaller and more innovative offerings, while the new businesses, follow the style of bigger organisations to strive for betterment.
In terms of the aspect of Triple Bottom Line Approach (TBL approach), Good Beer Week Festival is seen to perform positively as the event, based on its wide offering and unique cultural approach generates a lot of revenue, which it earns from selling tickets, charging a price on selected products and selling merchandises. During the event, my friends and I tasted dozens of types of beer, which were given to us for free, while for selected beers, we were charged and we had to buy the tickets to visit the venue. I ended up buying a couple of t-shirts, on which the name of the event was printed and was sold as a souvenir of the event. The event gathered people not only from Melbourne, but also from other parts of the country as well as international countries, which promoted social integrity development. As explained by Hansen (2018), as the local and faraway breweries got recognition from the events their profiting scope and market traction increased, which gave the social sections, higher monetary flow, helping in development. In terms of the environmental aspect, it can be observed that Good Beer Week Festival promoted environment friendly business approach, which promoted higher dedication and awareness about environment aspect of breweries, including the use of the waste, nutritional value, bottle recycling and reduction of carbon footprints, which made positive impact on the environmental perspective.
Despite the promotion of an equal platform, the bigger breweries have higher capacity of making their stalls more lucrative, which I personally felt outshined the smaller breweries and reduced the scope of sustainable competition in the market to a considerable degree. In terms of the consideration of financial aspect, I felt that the number of foreign visitors visiting the place and the quantity of beer they consumed hinted at an improper assumption of...