The future of a Marathon as perceived by its stakeholders
Conference: International Event Management Summit
Dates: 6-7 July 2009
Publisher: Australian Centre for Event Management, University of Technology, Sydney
Place of Publication: Sydney
Meeting the challenges of sustainable development not only includes the environmental issues involved with greening events or the triple bottom line of emerging standards, but also with the basics of maintaining events themselves. This paper focuses on one community-based sport event, the Marathon, held on an island in Europe and organised by the main sponsor who is no longer willing to continue with this role. The survival of the event is therefore unclear. The aim of this research was to identify if the continuation of the event was supported by its stakeholders and what their objectives were for its future. The research attempted to understand if the stakeholders desired event growth, and if so, in which areas and to what level.
Shoemaker’s (1995) scenario planning process was adapted to suit the research. Three scenarios were presented to the stakeholders; a small scale event, medium scale event and large scale event and within these scenarios a range of event features were covered. The overall finding was that the stakeholders wanted to maintain the event and to support its growth. They viewed the Marathon as currently being a small scale event with elements of a medium scale event and saw it growing to become a medium scale with elements of a large scale event. A key finding was that the stakeholders had conflicting views throughout and this was due to their varying backgrounds and objectives for the event. These potential differences will need to be carefully managed by the event organisers if the future development of the event is to be successful.
Preferred by: Miguel Moital