Vinyl Fair Final Report

30.05.14

Författare: Mushtak Awad, Karin

Eriksson, Andrea Hernando

Arnaiz, Solveig Klaas

Examinator: Hans Wessblad

Termin: VT14

Ämne: Events Management

Kurskod: 1FE621

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INDEX

1 INTRODUCTION ____________________________________________________ 1

2 PREPARATION _____________________________________________________ 2 2.1 PARTNERS _____________________________________________________ 2 2.2 PLANNING _____________________________________________________ 2 2.3 PRACTICE ______________________________________________________ 3

3 EXPECTATIONS ____________________________________________________ 5 3.1 STAKEHOLDERS ________________________________________________ 5 3.2 SEGMENTATION ________________________________________________ 5 3.3 MARKETING CHANNELS ________________________________________ 5

4 PERFORMANCE ____________________________________________________ 6 4.1 THE ORGANIZATION ____________________________________________ 6 4.2 SAFETY AND CRISIS-PLAN ______________________________________ 7

5 EXPERIENCE _______________________________________________________ 8 5.1 WHY AND WHY NOT TO ATTEND THE EVENT _____________________ 8 5.2 EVENT EXPERIENCE ____________________________________________ 9

5.3 EVENTS AS BRANDS ___________________________________________ 10

6 POST PROCEDURES _______________________________________________ 10 6.1 EVALUATION _________________________________________________ 10 6.2 LEARNING ____________________________________________________ 11

7 EFFECTS __________________________________________________________ 12 7.1 IMPACT ON THE ATTENDEES ___________________________________ 12

7.2 THE SOCIO-CULTURAL IMPACTS _______________________________ 13 7.3 BENEFICIARIES ________________________________________________ 13 7.4 IMAGE PRODUCTION __________________________________________ 14

8 CONCLUSION _____________________________________________________ 15

9 REFERENCES _____________________________________________________ 16

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1 INTRODUCTION

Vinyl-records has not only been an important keystone in the history of music, but in

the recent years we are experiencing an incremental interest of vinyl-records. “Vinyl

revival” is a term used by the media and listeners of music to describe the renewed

interest and increased sales of the vinyl that has been taking place in the Western world

since 2006. While CD sales declined 14.5% last year, vinyl sales grew 32% from 4.5

million units sold in 2012 to 6 million sold in 2013, according to Nielsen SoundScan

(2013). Only in Sweden, swedish produced vinyls have increased from 36 000 units

sold in 2009 to 200 000 units sold in 2013 and the numbers are rising (Tv4.se). The

reason for this could be discussed but vinyl records have always been described as a

media that brings out the “purest and warmest” sound of a song and that could be what

people are looking for, instead of the “boring” mp3´s in the digital age that we live in.

With vinyl records, experiencing music becomes a physical activity, where people go to

different vinyl shops/second-hand-stores and fairs to look for “new” music. It becomes

some sort of a treasure hunt since a lot of records on vinyl is not always available on the

internet or in other places. The whole vinyl collecting culture has a long history behind

it and it seems as if that history is repeating itself in this modern age. We have also

seen that there is a big interest of buying vinyls in the area of Kalmar. The past six

months there has been at least three vinyl-fairs in this area that we know of.

This big revival is the reason why we are planning on arranging a vinyl fair in Kalmar.

We want to maintain the culture and give people a place to meet and to share their love

and interest in vinyl and music. The vinyl fair is to be taken place during the 25th and

26th October 2014, during Ljus på Kultur. Those days are on the weekend which makes

it easy for most people to come even if they are not living in Kalmar and working

usually. Also, people are in town often on the weekend so they are close by anyway

which makes it easy to attract them. We consider vinyl and music an important part of

culture therefore Ljus På Kultur will be a great forum. Also, not only people from

Kalmar will be attending and in that way we will help the main event to get more

visitors and show Kalmar in an interesting light and way.

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2 PREPARATION

Preparation is one of the most important aspects that we have to take into account when

planning and event since there are a lot of things that we have to take into account

(Wessblad, 2013). We will start planning now and the preparations will take place until

the first day of the vinyl fair.

2.1 PARTNERS

When talking about the stakeholders, we have to take into consideration that there are

different kinds (Wessblad, 2013). According to Getz, Andersson and Larson (2007), the

role of stakeholders is extremely important and we can find two types of stakeholders,

those that are affected by the organization and those other ones who affect the

organization. In relation with that, partners are the most involved stakeholders.

Regarding our Vinyl Fair, we were thinking that a good partner could be Svenskt

Rockarkiv, which has been organizing vinyl fairs before. They could have their own

table at the fair where they could sell their records and provide the visitors who are

interested with information about their organization. Svenskt Rockarkiv is an

organization which is placed in Hultsfred, Kalmar län. They collect vinyls and

everything that is related to Swedish popular music. They are also researching on this

subject. (svensktrockarkiv.se, 2014). This means they have the knowledge to provide

our attendees with information.

Since we are planning on holding the vinyl fair at Akademikrogen we are considering

them as partners as well. They are located close to the city center of Kalmar and can

provide us with enough space but also snacks and beverages.

2.2 PLANNING

We are having a systemic view on planning as it is described in the book “Effective

events are sustainable experiences” (Wessblad, H. 2013). From a rational perspective, a

systemic way of planning is the best way to plan an event, but it should be said that it

takes both time and energy (Bramwell 1957). Our event can only take place due to a

change in society when it comes to its view on vinyl. The view on music and paying for

it changed since the time when illegal downloads were usual and more and more people

are interested in vinyl again. They are exchanging the music and this is happening in a

social context.

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To be able to plan we have to be aware of what the outputs should be and what

the goals are with this event (Wessblad, 2013). The goal of the vinyl fair is to give

people space to exchange music and culture and where they can share what they love,

this means a meeting place. They can get to know people with the same interests and

meet old friends. They also might develop a passion for something new, which could

happen because we will not only have vinyl, but also other stuff related to it, as eg

workshops and exhibitions (by eg Svenskt Rockarkiv).

The next thing that is important to consider is what inputs are needed to reach

our goals (Wessblad, 2013). For the vinyl fair it is important to have a good marketing

strategy to make people come. To have the opportunity to buy something, there have to

be people that are willing to sell their vinyls and other stuff, eg instruments. For

reaching private sellers and professional stores, marketing is to be used. It is also

important to get some DJ:s to come here, so we have music playing in the background

and can add value by having that experience.

We have to make sure that we are offering a good program and a good quality

event to the attendees. In order to accomplish that goal we must follow the program

offered and be both effective and efficient. Moreover, we should deliver a good

experience to the attendees and make sure that we have good solutions for the problems

that can arise. (Wessblad, 2013).

2.3 PRACTICE

The preparation of the event also includes the actual exercising of all the important

procedures in order to be successful. During the practice of the event, the different

elements involved in the planning have to work. (Wessblad, 2013).

We are going to start planning the event with Svenskt Rockarkiv around

the 16th of June so everything is set up before summer. During this month we also want

to contact the DJs and Linnaeus University and make sure that Akademikrogen is not

booked during the weekend of our event. In addition, we want to order the posters and

flyers that we are going to give as part of our marketing campaign.

After summer, the first of September, we want to contact some vinyl related

stores in a bigger area so they can have their own table at the fair and, in that way, they

can also promote themselves to the attendees. The promotion campaign will start also

during that month. We want to attend other vinyl fairs and give our flyers there as well

as start an online promotion via different social media, as for example a facebook event

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where everyone in our network will be invited. The week before the event starts we

want to go to regional radio stations and promote our fair to make more people aware of

this happening.

Regarding the sellers, they will be able to sign up and apply for a table at the

cost of 100 SEK. We will have around 25 tables available for each day so the sellers,

according to the amount of things (not only vinyls but also music related stuff) they

have, will decide the number of tables they want. As the event will take place during the

whole weekend the sellers can choose if they want to buy it for one day or for two

days. The advantage of having a two day event is that there could be different sellers

both days so people may come back even if they have already been there.

The day before, 24th October, volunteers will arrange the place in the evening so

that the fair can get started in time the day after.

Regarding the budget, which is important when planning an event, we have

considered that the costs of doing this event will not be very high. According to other

fairs that have taken place in the area, the number of attendees could be around 120

people. There will be an entrance fee (20 SEK). With this money and the income from

the sellers (100 SEK per table around 25 tables each day), the revenues should be more

than enough to cover the planned expenses. These would include the costs for the DJ

(who will be playing for free, but we need to cover other expenses), flyers, posters,

promotion tours through other fairs and the rent of Akademikrogen (in writing we have

no information about how high the rent is.) Even if the attendance is not very high the

costs are easily covered by the revenues. In the case that we have money left, we would

give it to Svenskt Rockarkiv and in that way we will be commiting even more with the

vinyl and music sphere.

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3 EXPECTATIONS

3.1 STAKEHOLDERS

Attendees are the most important stakeholders to be found at an event (Wessblad, 2013)

because without anyone attending, the goals could not be reached. In addition, another

important stakeholder is Linneaus University. We think that the University should help

us and be involved in the event as it is supposed to take place in Akademikrogen. They

might cooperate with us in the permissions needed for establishing the fair in the

selected location, for instance.

Important stakeholders are also people that are selling, stores and private persons. It is

about exchanging and selling vinyl, something that would not work without them. In

addition, we want to collaborate with Radioshore so they can promote the event and talk

about it so people are aware of what it is going on during the fair.

3.2 SEGMENTATION

It is important that you know where your attendees are coming from and who they are

(Wessblad, 2013). When targeting the people who would be interested in coming to the

vinyl fair we do not look as much on demographic factors. However, we know that

there is a broad interest among different groups and it is in our interest to reach all age

groups. But, considering that the vinyl fair is supposed to be hold in Kalmar we are

targeting geographically, we are not considering to promote the event all over Sweden.

It is mostly about the region around Kalmar, which is the reason why we are planning

on going to vinyl fairs in this area.

3.3 MARKETING CHANNELS

When it comes to communication a major issue is to choose the right communication

mix to reach the potential attendees. It is important to know the target groups and know

what media habits they have for it to be legitimating. (Wessblad, 2013). As we

mentioned before, much of the input is related to marketing. By going to other vinyl

fairs we can have direct marketing for the segments that are there and are already

interested in vinyl. We will give the flyers and print out some posters in these fairs to

promote ourselves.

We will also start cooperation with the radio (P4 Kalmar & Radioshore) where

we on different occasions visit the studio and talk about our event. On one occasion we

were thinking that Svenskt Rockarkiv shall concur, another occasion when we who are

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planning the event are concurring and then one when one of the the DJ’s come and talk

about his participation on the fair. Radio is something that both young adults and older

adults are listening to, so we believe we could reach a lot of age groups by promoting

ourselves via radio.

Another way we want to market ourselves is by creating a Facebook-event

where we easily can use our network to invite both our friends and our friends network.

Since a lot of us are studying and are active in the music-business we can use different

“ambassadeurs” that have a wide network of people who may be interested in attending

a vinyl-fair. Since the social media is a strong and effective marketing tool, this will be

a marketing channel that will not necessarily cost any money or a lot of time.

4 PERFORMANCE

For organizations to be able to perform and deliver a good event, all the parts in the

organization must cooperate in an eminent way. (Wessblad 2013). To do this, a

supportive organizational culture is needed (Wessblad 2013) which includes the

“behavior-activities” taking place in the organization as results from norms, visions and

working languages for example (Businessdictionary 2014).

4.1 THE ORGANIZATION

Our event-organization is mainly going to consist of volunteers. The reason for this is

because our event and concept is pretty simple and we are not in need of this kind of

manpower since this also would be difficult to afford, especially considering the lack of

starting capital. Since we do not need to hire anybody and the event is “self-going”, we

who are arranging the event will act as volunteers. One of us will be placed at the

entrance to gather the entrance-fee and the rest of will make sure everything is going

well and the customers are pleased, and then we rotate during the event. The actual

“workers” on this event will be the ones coming there to sell their records and

instruments and they know exactly what to do during the event - promote and try to sell

their stuff to the attendees.

The ones we want to include in our organization is the cafeteria inside of

Akademikrogen. During events like these, it is important both for the attendees and

“workers” to have the opportunity to be able to enjoy a coffee, soft-drink or a sandwich.

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We think that by offering snacks and drinks people will stay longer at the event, be able

to take a break from the record-hunting and relax for a moment. “Fika” is also a

winning concept here in Sweden so people will expect the event to offer something to

eat and drink. According to Maslow (Wessblad 2013), hunger is one of the main

primary needs for a human to be satisfied before it can reach a level of self-actualization

and to feel motivated. And this is something we want our organization and attendees to

reach. To make this possible it is important for us to contact the people who are in

charge of the cafeteria and make the proposition that we will bring customers to their

cafeteria through our event.

As mentioned before, there are not a lot of people needed for this event except us

involved as volunteers. Since we are so few people we think the best way to look at and

manage our organization as a “self-managing process” where all of the “workers” in the

organization is allowed to make decisions and take responsibility. By doing this we

reduce the need for someone in the organization to give instructions to one-another

(Wessblad 2013). We believe that this is the best way for us since we are to be a small

organization and want to create an aura of that everybody working with us, are a part of

the event.

4.2 SAFETY AND CRISIS-PLAN

According to Maslow (Wessblad 2013), safe is also something you have to feel before

you can reach self-actualization. In case of an emergency we will make sure that the

venue is fully equipped with a high level of security. Smoke detectors will be tested, fire

extinguishers will be placed where needed in the premises and emergency exits will not

be blocked. We will also have a crisis/emergency plan which everyone in the

organization will take part of. It will be a clear emergency plan describing who does

what and how if an emergency situation (at different levels) appear where someone is or

could be in danger. We will not have security personnel or paramedics on place because

we assess the event to be safe and no alcoholic beverages are being sold at the venue.

We will prepare and be in contact with the security services and paramedics incase

something happens. Our main focus is the fire safety since that is our highest risk. To

make sure these procedures are being managed we will contact head of security of the

venue in good time before the event.

Performing an event it is to consider that it is a job both before, during and after. To

prevent that someone in our organisation gets burnout as a result for working too hard

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and stressing, we will make sure that the tasks are meaningful and varying. (Wessblad

2013). This is a smaller event so we don not expect it to be too much work, but we are

aware that personal problems can appear and challenge everyone. Also there will be

need for a back-up in case someone gets ill. Therefore, our “ad hoc model” for project

management described by Jaafari (2003) is the perfect one for our organization so if

someone suddenly is not able to work, anyone else from the organization has the

possibility to do the work.

5 EXPERIENCE

5.1 WHY AND WHY NOT TO ATTEND THE EVENT

As Wessblad (2013) claims in his book, attending events is something special.

Attendees have expectations in relation with the event, which makes them want to

satisfy needs. Also, they want to interact and share their interests. (Wessblad 2013).e In

our case, people will attend the fair because of their interest in vinyl and music. Their

expectation is to share experience with people having the same interests and share the

same value through this comeback culture. From our point of view it is also a need to

talk about what you like and socialize with like-minded people, to be able to develop

the interest which is something that happens at fairs like this. From our experience we

can state that the fair will attract the really interested ones because they finally have a

place where they can meet, which can be hard to find in everyday life and to share that

experience as we mentioned before. Furthermore, other people will attend the event

such as because they want to get to know more about the vinyl and music.

However, it is important to know the reasons why people will not attend the event.

Sometimes, the desire about going to an event never turns into real action, or people

choose to attend another event instead (Wessblad, 2013). During all the “Ljus på

Kultur” week, there will be different events and chances are high that other events are

taking place at the same time as the Vinyl Fair.People have a bigger amount of choices

than usual and they might prefer going to another events. Reasons not to attend could

also be the location, costs or the time when the fair is taking place. The price for

attending the fair is not high (20kr), but having to pay for the journey to Kalmar can be

a problem. On the other hand attendees might be more willing to travel due to the big

amount of events taking place under the same period of time. However, people being

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interested in vinyl will take an effort to experience something they love. Moreover,

Akademikrogen as a location is quite central regarding the city of Kalmar with plenty of

parking spots in the surroundings. The only problem that might occur is that there are

not as many people passing spontaneously, as there would be on Kvarnholmen. On the

other hand most of the attendees will be so interested in the subject that they will know

about the event before. In addition, we decided to do it on the weekend so most people

who are working have enough time to come to the fair any of the days.7

5.2 EVENT EXPERIENCE

Attendees at an event are creating shared memories by making new relations and

sharing their interests. As Berry (2011) claims in his article, we have to focus to make

the “customer” experience the better. We need to fulfill their needs, treat them with

respect, solve their problems but also connect with them emotionally. We are doing this

by giving them an experience, that they cannot be part of everyday, so when they can it

has to be enjoyable.

Our event, the Vinyl Fair, is an opportunity to celebrate a subculture that is shared

with people from everywhere and who are meeting each other and share experiences

(Green & Chaplin, 1998). Because of that attendees are more than espectators, they are

participating in making the event possible. In order to achieve all these goals this has

different dimensions of experience: We can see that our event enables people to have an

active participation in the experience, by not just being spectators, but also buying and

selling (with previous registration though). In addition, they can also participate in the

workshops and in the instrument buy/sell.

By an active participation the attendance to the event is usually higher and more

satisfactory as they are more involved. In addition, the vinyl fair provides a completely

immersion in the vinyl and music, there is a sensory engagement. Combining these two

aspects we can conclude that escapist would be the dimension closest to our event, as it

is a bodily and active immersion where the attendees take an enthusiastic part. The

escapist dimension is the one closest to the emotional values and this makes an event

unforgettable for the people. When the experiences are connected to people’s emotions

they are more difficult to forget (Wessblad, 2013).

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5.3 EVENTS AS BRANDS

It is important to have a strong brand when doing an event. A brand is essential since it

creates a reputation, separates one event from something similar and can imprint the

event brand into the people’s memories (Wessblad, 2013). The events could be seen, as

in our case, as a noise- reduced area where attendees could meet under something

specific. The event is sending a message to the attendees of the event and it also creates

affinity between them. This is very clear in relation with our event. It is trying to gather

people around one common kind of music, the Vinyl, is sending people a message in

relation with the importance that it has been gaining the past few years.

6 POST PROCEDURES

6.1 EVALUATION

After the event it is important to evaluate and see what could be changed and improved

for the future (Wessblad, 2013). As Gursoy, Kim and Uysal (2004, p. 172) claim in

their article, it is very important that organizers are aware of the impacts that their

festivals have in order to be successful.

Internal, in the organization that will say, the plan is to meet up after the festival

and talk about the experiences everyone who was involved had. Being a pretty small

organization, with not many partners it means that this meeting will be informal and

everyone will be able to talk about what was important for them. What is happening

during the meeting is that we are measuring the performance of the event through the

evaluation process (Getz et al. 2001).

We make use of the "three principles of the evaluation process":

Appropriateness is the first of them and it is “the issue of satisfying the needs of the

core stakeholder groups” (Wessblad, 2013). Our main stakeholders are the attendees,

who will be discussed later. The second principle is effectiveness, how the event meets

the goals that were established in first place, the goal achievement. Goals setting is an

important thing to take into consideration when planning an event because without them

we have no knowledge of the effects of it (Wessblad, 2013). This means that during the

meeting we will think of our goals and we have to discuss if we accomplished them and

also why we did and how we did it or why it did not work out. This is something that

makes it easy to see the mistakes and then also to avoid them. We can ask ourselves

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questions like: "What is accomplished? What was supposed to be accomplished? What

to do next?" (Wessblad, 2013). The third one is efficiency, the issue of reaching the

outputs that were planned with the available resources (Wessblad, 2013). It is a matter

of comparison input versus output - did we use our resources and how? The

organization is to consider what to do with resources that are left over. The ammount

that is left over really depends on the attendance, the expenses are not very high though

and could easily be covered with low attendance.

6.2 LEARNING

Taking notes at the same time as evaluating will make it easy to document everything.

All the material from the festival including the evaluation document will be saved and

can be used next time the event is to be arranged. This means we are learning. Learning

is according to Wessblad (2013), hard because of factors such as time that are limiting

the learning. Time pressure for example can make people make the same mistakes

again.

Parameters that can cause issues are the 4Ts which are time, task, team and

transistion. We do not think that we will have problems with time, because we planned

the steps and we are very clear about the planning. Without time pressure we will be

able to learn. For us transistion is important as well: It is about the change that the event

is demanding. The transition for the vinyl fair is to provide “Ljus på Kultur” in Kalmar

with a place where collecting music is in the center and where people interested in it can

meet. Furthermore, we want this to expand the event to make it bigger and a returning

annual event. This is something that is to be considered in the learning and evaluation

processes.

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7 EFFECTS

7.1 IMPACT ON THE ATTENDEES

We also have to evaluate the effects the vinyl fair has on its surroundings. Parts of the

surroundings are the stakeholders and as we mentioned before the most important

stakeholders for us are the attendees.

One of the effects the event will have is the impact it will have on the attendees.

They will communicate about something they love and meet new people, also they will

go home and listen to their new records and feel satisfied about that one record they

found which can make a big impact on them. People can always make an impact on

others, too. This also involves emotions. Besides the emotions other things that are

unmeasurable are involved such as the identity, excitement, friendship, health and

inspiration. All those are parts of the down side output-iceberg. Things such as tickets

sold and food or beverages sold are at the up side because they can be measured. Part of

our aim is to create a meeting place so friendships and contact will grow but to make the

attendees experience and learn is important as well. This means that we are very

interested in the part of the output that is hard to see.

Having a hard time measuring friendship or identity there are ways of

evaluating. We will use surveys to do that. One survey will be done at the very second

people are leaving to see what they were thinking about the event. But, the vinyl fair

will hopefully also have an impact on friendships and identity for example. These are

things that need time to develop so to follow up there is the possibility of doing a survey

via our Facebook event page. This means we will ask people on there about their

experiences one more time. A question could be about new contacts with the same

interests. We believe this should not be too close in time to the vinyl fair but not too late

either so that people did not forget about too much about how they experienced the

event.

The up side of the iceberg should not be forgotten. For us as an organization it

might not be important as long as we do not lose any money but it can be good to use

something more concrete to show for stakeholders and the surroundings that it is an

event that is working. This is because it is easier to make statistics about the up side and

it is also easier to understand them, than talking about how someone got to know

someone else and why this was important for the vinyl fair.

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Before, we were asking ourselves questions that were about the organization, the

budget and other more internal things. But, we also have to ask ourselves questions

when it comes to the impacts. Questions can be about how we used our resources in

relation to how the attendees were feeling or about giving them the meeting points that

were needed so that we could reach our goal. Another question could be if the range of

things we had to offer was enough or maybe too much or were the sellers happy, how

were they being treated, how were they feeling?

7.2 THE SOCIO-CULTURAL IMPACTS

By creating the event we are having social and economic responsibilities that not always

might go hand in hand. (Wessblad, 2013). Attendees arriving by car can pollute the air.

Sellers might be standing and blocking the street for some moment while taking out

their vinyl and instruments. Incidents like this can have effects on people passing who

might not be amused which can in the end lead to people being against events at this

particular spot. These are only examples for smaller incidents that can occur and have

effects.

We also have to consider if our event has any more economical effects or

responsibilities. Costs are an important factor (Wessblad, 2013). This is why we have to

think about what the sellers, who are the primary beneficiaries, could have done instead.

Were there any other vinyl fairs in the region at the same time that we did not know

about? Could they have sold more or earned more while staying at their store this

particular weekend? What about Akademikrogen, did they go plus or would they have

gained by not doing the event? And could Svenskt Rockarkiv spread some of their

knowledge or was it worthless for them to be our partner?

7.3 BENEFICIARIES

When it comes to the benefits which we mentioned before, there are three different

categories, the primary, the secondary and the tertiary (Andersson, 1999). The primary

beneficiaries in our case are all attendees. Both sellers and buyers do benefit directly, by

getting money or a new vinyl and many new contacts and meeting old friends as well.

However, the businesses selling and gaining money in that way can also be counted as

secondary beneficiary. Another important secondary beneficiary is Akademikrogen

because they are gaining money from the attendees but are not involved in the vinyl part

directly.

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The tertiary beneficiary would be, in our case, the ones getting money that was

earned under the vinyl fair. This means that if one of our sellers, who earned money

during the fair, later goes and buys food for this money the tertiary beneficiaries would

be the place where he or she buys it. Seeing our event as a part of the bigger event “Ljus

på Kultur” it would be good for us if the money earned would be spent in Kalmar and

especially in other events that are part of “Ljus på Kultur”. In that case the big event

itself is a tertiary benefician.

7.4 IMAGE PRODUCTION

It is important to imprint memories. Good memories and media coverage means it was

successful. What counts is the time when the message of the event reaches the reader or

listener that it makes any difference. When the event achieves its goal it becomes

effective. (Wessblad, 2013). Imprinting memories, so forming an image, also happens

by getting information from information sources such as newspapers according to Gunn

(1991). This means that people not attending will get some sort of information

implemented in their memory as well. (Fakeye & Crompton, 1991). This happens also

by e.g. attendees talking about the event. Therefore it is very important for us to create

an event that lives up to the attendees expectations so that they spread positive

information about our event and “Ljus på Kultur” in general. This good reputation can

also be an advantage for our partner Svenskt Rockarkiv and for Akademikrogen, too.

The DJ can also take advantage of this. But, even those three can spread negative

comments and information about our event in case they are not satisfied with our work.

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8 CONCLUSION In conclusion, there are many factors we have to take into consideration both before,

during and after the event.

The preparation and planning is essential for the outcome of the event and this

is the part where we structure our organization and involve our relevant stakeholders

and partners. Important here is also to evaluate possible risks and problems that can

occur in our organization and during the event and how we can find possible solutions

for these. It is also here where we mark out our segmentation so that we can apply our

marketing strategy in a efficient way.

The preparation and planning is the most important phase and the result of this

will be put to test during the event. The goal is to live up to the expectations we have

built up before and to make this possible we have to make sure that everything goes as

planned, and if not how to tackle possible obstacles. During the event, our main goal

with this vinylfair is, as mentioned before, to create a forum and meeting place for vinyl

and music lovers in the region of Kalmar. But also, contribute to Ljus På Kultur with a

culture that are on the rise of a comeback.

After the event, we have to ask ourselves how it went and if we lived up to

both our own and the attendees expectations. Where the attendees happy with the event?

Was the organization-structure that we used the best one for us? Could we have been

marketing the event in a more efficient way, and if so, how? The post procedures are

very important so that we can evaluate the event for future improvement. All in all, we

think that our event is relevant for Ljus På Kultur and will hopefully be appreciated by

many people around the region of Kalmar.

16

9 REFERENCES

Articles

Andersson, T. D. (1999) Impact Analysis of Events from an Economic Point of View, in

Andersson, T. D. Persson, C. Sahlberg, B & Ström L-I (Eds.) The Impact of mega event,

Östersund: European Tourism Research Institute (ETOUR).

Bramwell, B., (1997). Strategic planning before and after a mega-event. Tourism

Management, Vol. 18, No. 3, pp. 167-176

Fakeye C, P. & Crompton L, J., (1991). Image Differences between Prospective, First-

Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research,

30; 10: 10 DOI: 10.1177/004728759103000202

Getz, D. & Andersson, T. & Larson M., (2007). Festival stakeholder roles: concepts

and case studies, Event Management, Vol. 10, No. 2, pp. 103-122.

Gursoy, D. & Kim, K. & Uysal, M., (2004). Perceived impacts of festivals and special

events by organizers: an extension and validation. Tourism Management, 25: 171-181

Books

Wessblad, H., (2013). Effective events are sustainable experiences - performance and

communication, from vision to vitality. Mölndal: DigitalTryckNu.se.

Media

Ekonominyheterna (2014) Comeback för vinylen, TV4, 25 april.

Internet

Nielsen Soundscan (2014) Nielsen Entertainment & Billboards 2013 Mid-Year Music

Industry Report.http://www.nielsen.com/us/en/press-room/2013/nielsen-entertainment--

-billboards-2013-mid-year-music-industry-.html (2014-05-29)

I

10 APPENDIX 1

VINYL FAIR PLANNING:

Project stage Date Project stage Date

Planning with Svenskt Rockarkiv 16/06/14 Deadline to sing up for

selling 19/10/14

Contact DJs 18/06/14 Promotion in P4

Kalmar 16/10/14

Contact LNU for Akkademikrogen 19/06/14 Promotion in

Radioshore 23/10/14

Order posters & flyers 26/06/14 Preparation 24/10/14

Contact Vinyl stores 01/09/014 Event 24/10/14 &

25/10/14

Promoting by visiting other fairs 09/14 Post-procedures 24/10/14 -

1/11/14

Promoting online (via facebook,

social media) 15/09/14

11 APPENDIX 2

Budget information:

Expenses

DJ- travel expenses 600 SEK

Flyers- 250 x 60/50st = 300 SEK

Posters: 50 posters: 490 SEK

Promotion-tour: 1500 SEK

Akademikrogen: to be announced

Total expenses: 2890 SEK

Revenues

Vendors: One table per day: 100 SEK, approx. 25 tables. 2500*2= 5000 SEK

Entrance: Approx. 120 attendees per day, 20 SEK: 4800 SEK

Total revenues: 9800 SEK