Woody Point Music Festival Case Study Essay

2084 Words Nov 14th, 2013 9 Pages
Woody Point Festival Case Analysis

Introduction With its inception in 2004, the Writers at Woody Point Festival have become an ever increasingly popular annual literature festival for Newfoundland’s west coast. The festival has grown each year and has now reached the point where council believes a formal marketing strategy and plan is necessary for the festivals short and long term economic sustainability in the ever-increasingly competitive literature festival market. To create the marketing strategy for the festival, analysis will include looking at the events strengths and weaknesses, as well as its opportunities and threats in its external environment. Viable options will then be considered that will dismiss managements
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Possible Options The first strategy would see the festival shift demographics and focus more on making the festival family friendly. The location of the festival is in a national park which would make it seem practical to attract camping families in the summer months of August. Festival packages and passes will be created that will allow a small discount to those campers in the park that attend the festival for one day, three day, and full week periods. More activities will be created for the demographic through offering movie screenings in the evenings, large social camp fires where all ages could roast marshmallows, and even story tellings’ by the festivals famous book reading authors. More readings will be done under large party tents and outdoors, in addition to the readings already at the Woody Point Heritage Theatre, and Woody Point RCL building with a small portion of ticket sales being donated to the local Gros Morne schools. The second strategy would not see the shift to appeal to camping families, but appeal to the younger 18-35 crowd interested in attending music concerts. Concerts will be held at the Heritage Theatre and on the tour boat, every evening. The concerts will not only include local artists of Newfoundland, but offer a variety of folk, jazz, and celtic. Passes for the music concerts will be available separate for those music goers who are

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