Reference no: EM133152365

Scenario 1:

The French International Cabernet Sauvignon Society wants to host a three-day international event in honor of International Cabernet Sauvignon Day which occurs each year at the end of August. They want this event to bring in 500 attendees, specifically those who are from or are familiar with the wine industry as well. They anticipate for the majority of attendees to be from neighboring wine regions in France but, ideally, want to aim to have many attendees from prominent wine regions in Italy and Spain. The society wants to have day 1 devoted to attendees exploring their vineyards and cellars through tours, day 2 devoted to educational components like seminars and panels, and day 3 devoted to social aspects where a dinner gala will be held that evening with local entertainment. Their top goals and objectives for hosting this event are:

• Objective #1: Showcase their local wines and facilities to a broader audience in the hopes of selling more bottles of wine and vineyard tours and tastings
• Objective #2: Discuss emerging styles, best practices, and key trends in the wine industry to be recognized as a key organization in the industry
• Objective #3: Earn 50,000 Euros through dinner gala tickets and gifts purchases to expand their vineyard

1. Discuss two strategies or actions you would use to help achieve each objective. What is your rationale for choosing these strategies?
2. Discuss three ways that you will measure your return on investment for this event. Include both quantitative and qualitative methods.
3. How will you determine the audience's receptivity to attending before the event? How will you use audience receptivity to determine if you should conduct this event again in the future?