The Queensland Show - Ekka

The Royal Queensland Show – EKKA

1- Introduction

Every August of each year, one of the most famous shows takes place in Brisbane, attracting thousands of people from all the Queensland state but also from all parts of Australia. The Royal Queensland Show – EKKA is the most popular in Queensland and celebrates the agricultural and industrial development and the lifestyle of Queensland. More than a thousand exhibitors from urban areas come in the town to meet and celebrate Ekka together with the people from the city. Animals, traditional food and favourites, showbags, music, firework, expositions… and more, constitutes this incredible show.

1.4- Literature review:

N. Author Year Context Findings

1 Dr Warwick Frost & Dr Jennifer Laing 2011 Definition of Events & Identification of stakeholders o Hallmark events: characterise by the destination, a competitive advantage; the hallmark’s name usually includes the destination name and is held on a recurring basis in the same place.

o Stakeholders includes: event attendees, delegates, performers or participants, sponsors both private and government, government departments and authorities, local businesses and citizens, and community groups; it also includes internal stakeholders who are volunteers, permanent staff and /or the management committee.

2 Daniel Getz 2007 Environmental outcomes;

Economic outcomes; o Potential environmental impacts and possible responses

o Potential economic impacts and possible responses

3 D G Conway 2009 The importance of defining the criteria for an ideal site Criteria to choose and evaluate the best site for an event; The place should be chosen in order to provide safety and welfare for everyone affected by the event. Attractions, stalls/plots, display/arena, services and access must be conscientiously investigated, researched and evaluated to estimate the size needed for the event.

4 Anton Shone & Bryn Parry 2004 The target market The target market relates to the people who would be coming to a particular event.

Psychographic segmentation:

2- Report body

2.1- General description:

Each year, the EKKA show attracts thousands of people. In 2014, the show attracted more than 400,000 people from all parts of Queensland (EKKA 2015).

According to Frost and Laing, the Royal Queensland show presents the main characteristics of a Hallmark event that are a competitive advantage to the destination which is the city of Brisbane, the same place located in town, and happening on a recurring basis which is usually on the second week of August (W, Frost, J, Laing 2011)(Ekka 2015).

2.2- Brief history (major milestone):

The National Agricultural and Industrial Association of Queensland was created in August 1875 when a group of colonists came at the Brisbane Town Hall (RNA 2015). The purpose of this association was to encourage and promote the development of agricultural and industrial field in Queensland. The objective was to allow rural and urban citizens to meet in a celebration of Queensland lifestyle. The first show was held a year after the establishment of the association in 1876 and took place at Bowen Park. The first show met an immense success, which attracted more than 17,000 people. In 1988, 800,000 were counted marking the Ekka’s highest attendance since its launch. In 2013, Ekka was internationally recognised and rewarded by the International Association of Fairs and Expositions Awards and won the Best in Show title (EKKA 2015).

2.3- Timing:

This year, the Ekka show started on August 7th and finished on August 16th. It was a ten days event, started each morning at 9am and finished at 8pm with a beautiful firework show to close the day (EKKA 2015). Eleven hours allow people to take part of the show: beginning at 9am, it gives time for guests to access the show; moreover, until 8pm, people have time to appreciate exhibitions, traditional foods, music and the weather which is usually sunny and warm.

2.4- Location:

The Royal Queensland show – EKKA takes place in Brisbane, the capital and the most populated city in the Queensland state. Because it is the place where the National Agricultural and Industrial Association of Queensland was created (RNA 2015), the show takes place in Brisbane to perpetuate the traditions since its launch. It is in January 1876 that the Brisbane Showgrounds,