Executive Summary

This report evaluates the event performance of Maroon 5: Red Pill Blues Tour Music Concert – Melbourne to explain the concept of event evaluation and discuss the major problems of the music concert during evaluating this event.

Table of Contents

Executive Summary………………………………………………………………………..1

Content Page………………………………………………………………………………….2

Introduction…………………………………………………………………………………..3

Reason to evaluate………………………………………………………………………..4

Things to evaluate………………………………………………………………………….4

Evaluation Time……………………………………………………………………………..5

Discussion……………………………………………………………………………………..5

Conclusion……………………………………………………………………………………..6

References…………………………………………………………………………………….7

Introduction

A three-time Grammy Award-winning American band Maroon 5 initially from Los Angeles, California started their six-concert tour “The Red Pill Blues Tour” on May 30, 2018, in Washington through North and South America, Australia, Asia, Middle East and Europe. At the beginning of this year, the tour hits Australia in February 2019 for three exclusive music concerts in Sydney, Melbourne and Brisbane. The Red Pill Blues Tour Melbourne conducted in Rod Laver on 22nd February.

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In this Maroon 5: Red Pill Blues tour music concert Evaluation Report is going to discuss some major points of event evaluation process use this concert as an example. Such as the reason to evaluate an event (why evaluate), things to evaluate during an event (what to evaluate) and the timing of evaluating an event. Follow with a discussion of the event evaluation process of this event.

Lastly, with a conclusion to summarize this evaluation report of Maroon 5 the Red Pill Blues tour music concert.

Reason to evaluate (why evaluate)

Brown said, “evaluating event quality and event outcomes is vital to long-term sustainability” (Brown et al., 2015). Being a famous band performing a world tour means that the concert will be held one after another. At the same time, it means that the event manager needs to plan one activity after another, and the content is the same and the venue is different. Therefore, it is necessary to evaluate the activity to identify any problems that exist and how to solve them. This can improve performance and make later events more perfect and achieve a better overall result. As a music concert event, there are three main reasons for evaluation:

Identify and solve problems

Although the Melbourne concert is not the first or last stop of this tour, even the same concerts but held in different cities and there will be certain problems exist and needs to be fixed.

Satisfy sponsors/authorities

Satisfy the needs of the sponsors and play a certain role in promoting marketing.

Find a way to improve management

Could give the event manager an improvement from the event preparation stage to the operation of similar events later on.

Things to evaluate (what to evaluate)

To make this concert a complete success and all the objectives of this concert are achieved. Evaluation of organisations, personnel and event quality, and event experiences is a key issue in the planned-events sector (Getz, 2018). It is of critical importance to ensure success from the multiple perspectives of owners, producers, customers, and other stakeholders (Getz, 2018). In this music concert, there were three major points should be focus on when evaluating:

Evaluate the satisfaction of participants and behaviours of participants which including all the stakeholders such as sponsors, attendees, staff, organizations.

Evaluate the planning progress of the event and the operation during the event: task completion under time control, event timing, running sheet.

Evaluate venue location, accessibility of location, facilities of the venue and the area.

Evaluation time (when evaluating)

From the perspective of the event manager, the time of the event evaluation played a decisive role in the overall event evaluation. The focus of the event evaluation during the different periods of the event is also different. In order to get more comprehensive results, the event evaluation should be divided into the following three different stages: before, during and after.

The basis on the Maroon 5 concert, the best time to evaluate this event is during and after the concert concluded. Evaluating during the concert can help the show to be smoother and thus give the participants a better experience. Evaluating after the concert can help to get feedback and opinions, and to carry out the other concerts that will be carried out more perfectly and effectively.

Discussion

From the Maroon 5: Red Pill Blues tour music concert Melbourne could find out there were several problems should be improved after evaluation of the event.

Event timing

During the event, Maroon 5 did not perform on time at 8:30 instead of half-hour late according to the running sheet, which led to a large attendee’s dissatisfaction, especially after those attendees of the general standing area have been standing for a long time.

From the research of Lewis mentioned if attendees are not satisfied, they will be less likely to attend in the future used Academic Conference as the research subject (Lewis & Kerr, 2012). The same reason could be implanted into any type of events. Negative experiences may change the attendee’s attitude and influence future attendance (Oppermann & Chon, 1997).

Facilities

The organizers ignored the need for one of the facility which is garbage collection. After the event concluded, attendees left a lot of rubbish since there were not enough garbage bin or recycling bins around inside the venue. Of course, this has a lot to do with the quality of the attendees and the attendee’s behaviours coming from the satisfaction of the event.

In terms of understanding customer behaviour, a variety of “form interest, demand, decisions, and real event attendance and involvement” leads to particular behaviours and trends (Getz, 2012, p. 248).

Participants

One of the major participations of the event was their huge number of sponsors but there were only a few sponsors from the event been noticed by the attendees such as the major ticket sales company Ticketmaster and the event venue Rod Laver. It was hard to recall other sponsors who participated in the sponsorship of this event. Therefore, it might cause dissatisfaction of sponsors as well. If the event manager evaluates before the event, it could improve the problem and increase the marketing promotion.

Conclusion

In conclusion, this event performance evaluation report of Maroon 5: Red Pill Blues Tour Music Concert – Melbourne provided the background information of the event. By analysing the evaluation of this music concert, it points out the issues that need to pay attention during the event evaluation process as a concert. Through the discussion and examples of evaluating the problems that occurred during this concert, it concluded that the event evaluation at any stage of the event plays an important role in the overall of event conduction.

References

Brown, S., Getz, D., Pettersson, R. and Wallstam, M. (2015), “Event evaluation: definitions, concepts and a state of the art review”, International Journal of Event and Festival Management, Vol. 6 No. 2, pp. 135-157.

Getz, D. (2012), Event Studies: Theory, Research and Policy for Planned Events, 2nd ed., Routledge, Abingdon.

Getz, D (2018), Event Evaluation theory and methods for event management and tourism (p.3), Goodfellow Publishers, Oxford3

Lewis, C., & Kerr, G. (2012). Towards the Development of an Evaluation Questionnaire for Academic Conferences. Event Management, 16(1), 11-23. doi: 10.3727/152599512×13264729827514

Oppermann, M. (1997). Tourism conferences-academic tit- illation, social interactions or job market? Tourism Management, 18(5), 255–257.

Wysong, S., Rothschild, P. and Beldona, S. (2011), “Receiving a standing ovation for the event: a comprehensive model for measuring fan satisfaction with sports and entertainment events”, International Journal of Event Management Research, Vol. 6 No. 1, pp. 1-9.