This report has been commissioned by James Armstrong of Hobby Star Marketing to critically analyse and evaluate the Fan Expo Canada event. A general overview of the event will be provided as well as the event category it falls under and the implications of this. The event will then be analysed in terms of its social impact, the stakeholders involved and economic implications. This report is limited to the event information available on the internet and in the prescribed text for theory based arguments.
This report aims to advise Hobby Star Marketing on the current and future states of their event and as related to tourism theory, what impact this may have on social and economic factors, as well as impact on event stakeholders as a whole. In conclusion recommendations will be put forward as to the best approach for event organisers to take in the future to ensure all stakeholders are kept satisfied as well as the wider community.
2.0 Description of EventFan Expo Canada is held annually at the end of each summer in Toronto Canada and features three days of non-stop festivities in the areas of video games, anime, science fiction, horror and comic books. The expo has been running for 12 years with its name recently being changed from the Canadian National Expo. Fan Expo is held primarily in the Toronto Metro Convention Centre and last year boasted over 37 000 admissions.
Fan Expo is a unique event targeted to a specific range of markets. Having been dubbed in the past the 'Nerd Prom', the Fan Expo draws visitors from all around the globe to Toronto Canada, enhancing awareness of the region and its status in gaming, anime, science fiction, horror and comic book realms. Due to these factors it is suitable to classify this expo as a Hallmark event. This type of event is typically defined as a major one time or recurring event of limited duration developed primarily to enhance awareness or appeal and profitability of a tourism destination in the short or long term. In order to obtain success such events rely primarily on their uniqueness, status or timely significance to create both interest and to attract attention (Ritchie, 1984, p.2; Getz 1997 pp.5-6 in Allen et al. 2005). Fan Expo is highly significant to its target markets and provides the host venue, community and destination as a whole with a competitive advantage over other conventions of a simular nature in North America (third largest event of its kind in this region) (Hobbystar 2006).
3.0 Social Impact3.1 Social BenefitsAll events have a direct social and cultural impact on their participants and sometimes on the broader host communities (Hall, 1989; Getz, 1997 in Allen et al. 2005). In terms of the Fan Expo, the social impacts are expansive and many benefits come to fruition as a result of the event taking place. One in particular is the validation of community groups associated with the event. A positive impact can be seen here through the acknowledgment of local comic book artists, with the talents of the normally ostracised minority being recognised and applauded at an international level. As the community is one of the major event stakeholders, not only are these groups validated but further encouragement of community participation also results due to the overwhelming achievements of specific community members.
Social constancy and community pride are again other factors that result in benefits to the community of Toronto. Fan Expo brings tourists from all over the world to one epicentre of likeminded people. Through this experience the local community may volunteer and band together to present their city in the greatest state possible to expo visitors. The impact this effect has on the tourists is also significant as it encourages migration attractiveness as well as an increased positive image tourists have about the city of Toronto. This has a two fold effect as the community also notes the economic gain of for example encouraging a major video game...
References: llen, J O 'Toole, W Harris, R McDonnell, I 2005, Festival and Special Event Management, John Wiley & Sons, Milton.
Hobby Star 2006, Fan Expo Canada, viewed 20 August 2006, Getz, D 1997, Event Management and Event Tourism, Cognizant Communication Corporation, New York.
Wikimedia Foundation 2006, Fan Expo Canada, viewed 6 August 2006,
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