​​​HOS302A Assessmentworksheet EXPERIENCEEVENT BRIEF (What, Why, When, Who, Where) Experiencename Date/s Venue/ Destination Event Times Number of Attendees(max) AttendeeDemographics Create personas...

​​​HOS302A Assessmentworksheet

EXPERIENCEEVENT BRIEF

(What, Why, When, Who, Where)

Experiencename
Date/s
Venue/ Destination
Event Times
Number of Attendees(max)
AttendeeDemographics Create personas ofprospectiveattendees:age, social demographics, interestsetc
Objective MAIN MESSAGE What is this Experience? Why is it being delivered? What does your client want from the attendees/customers? What do the attendees/customerswant from theexperience?

VENUE RESEARCH

VENUE LOCATION& Contact details
VENUESITE MAP •insertsite /floorplan
SERVICESCAPESIGNAGE •Note all areas where signage can be used, whether for promotional or directional purposes.
ANYVENUE REGULATIONS/ RULES TO ADHERETO?

Subject Title Service & Experience Management Subject Code HOS302A Assessment Title Case Study Graduate Capabilities   Professional Expertise Technology and Information Literacy Skilled Collaboration Innovative problem solving Learning Outcome/s (found in the Subject Outline) a. Explain the role and characteristics of the experience economy. b. Reflect on the realms of the experience economy whilst interacting with a brand. c. Assess existing experiences in the service industry. d. Design a unique experience. Assessment type Individual Weighting % 35% Word count 2000 words (+/-10%) Due day Week 10: Sunday at 11.55pm Submission type Turnitin ☒ Layout ICMS Cover Page ☒ Case Study Question 1 ☒ Case Study Question 2 ☒ Case Study Question 3 ☒ Case Study Question 4 ☒ *Include subheadings in each section as per relevant topics / theories contained in the case study and subject content. *Recommended to use tables and diagrams ie. not essay format, to keep the presentation of the case study & design proposal succinct. Reference List ☒ Appendices (optional) ☒ Case Study See below. Assessment instructions Chanel, the famous Fashion House, has bought the vineyards of Domaine d’Ile, which is an island off the coast of Southern France. The island grows grape varietals for the production of rosé - the famous wine colour, which reflects the ambience of the south of France. Chanel’s business strategy for buying this island’s vineyards - is to bottle this wine under their own branding, and launch their first hospitality sector product, Chanel Rosé wine. As part of the product branding strategy, Chanel is seeking to design an ongoing service experience over the summer using this product, in a hospitality venue in the destination of Cannes, France. This hospitality experience service will not be just one day – it will be continuous ie. the designed experience will be offered on a daily basis throughout a whole summer, so that this service & branding can be monetised mid-long term, for Chanel Rosé wine, and the partnering hospitality venue (which you will choose). The content in the below resource links provide context to inform you of the history and general overview of the product, and the Sense of Place related to this brand. From this, and from performing your own independent research, compile a case study and show evidence of your own unique design experience: 1. Complete a critical analysis on the role & characteristics realms of the Experience Economy related to similar beverage product s and launchesservices in the global hospitality sector. Include subject theory models of Service Design Thinking, the Experience Economy, & Sense of Place. 2. Analysis of the customer experience: the potential target market. Create 3 a potential persona profile of customers who Chanel should target for this new wine experience. Complete one customer demographic profile for each of the below: a) the product to be launched b) the brand c) the destination 3. Assess 2 luxury brand launches or leisure / hospitality / retail experiences that have previously been delivered, in this destination. And then widen this assessment, by completing a market evaluation of beverage product promotion experiences globally, targeted at this same customer market you evaluated in Question 2. 4. Curate an experience design brief at a hospitality venue or event space r destination of your choosing in Monte CarloCannes, MonacoFrance: · Justify your choice of venue. and / or destination. · Explain your experience design concept. · Justify your experience design by applying it to the models of Servicescape Service Design Thinking, the Experience Economy, & Sense of Place. · Justify how your service experience will: a) optimise the branding & monetising via sales / exposure for the destination/venue b) optimise / monetise branding / sales for Chanel rosé c) satisfy the experience expectations of the target customer demographic/s *Being a case study and design proposal – the format is not to be essay style answers. Use subheadings, tables, diagrams etc., to focus your content, in a professional format, as if you were presenting this to Chanel’s marketing department. Readings for the assessment Chanel buys rosé island, Domaine d’Ile. Media resources: https://luxurylaunches.com/gastronomy/after-matchless-couture-chanel-tantalizes-with-its-latest-offering-of-rose-wines.php https://www.lifestyleasia.com/fr/food-drink/drinks/what-is-provence-rose/ https://www.decanter.com/wine-news/chanel-provence-rose-winery-purchase-426225/ https://www.winespectator.com/articles/chanel-group-expands-its-wine-ambitions-to-provence Chanel’s French Riviera history: https://www.nydailynews.com/entertainment/ny-coco-chanel-riviera-book-20200206-sworfz2pvzewbkckqsqryowlxa-story.html Rosé Wine Branding & Product Sales statistics: https://www.shankennewsdaily.com/index.php/2019/10/04/23981/exclusive-vintus-wins-u-s-import-rights-to-provence-rose-label-chateau-minuty/ https://www.vinsdeprovence.com/en/iconic-provence/rose-today-tomorrow/provence-roses-in-the-spectrum-of-global-roses https://www.thedrinksbusiness.com/2019/08/the-rise-and-rise-of-rose/ https://www.beveragemedia.com/2020/06/02/rethinking-pink/ Monaco service experiences example: https://www.thepartyplannersmonaco.com/monaco-party-planners HYPERLINK "https://www.visitmonaco.com/en/event/trade-shows-fairs/18495/monte-carlo-wine-festival" https://www.visitmonaco.com/en/event/trade-shows-fairs/18495/monte-carlo-wine-festival Sense of Place Beyond the Wine experiences: cellar door tours  https://beyondthewine.fr/accueil/wine-tours-2019/ South-of-France Wine Tourism Visitor demographics: VisitFrenchWine (n.d) Wine Tourism numbers in France. Retrieved from: https://www.visitfrenchwine.com/en/product/wine-tourism-france-numbers Conseil Interprofessionnel des Vins de Provence CIVP (n.d). Provence Iconic Panel Summit. Retreived from: https://www.vinsdeprovence.com/en/iconic-provence/intro-to-iconic-provence European Commission (n.d). Growth Regional Innovation Monitor Tool. Internal Market, Industry, Entrepreneurship and SME’s. Retrieved from: https://ec.europa.eu/growth/tools-databases/regional-innovation-monitor/base-profile/sud-r%C3%A9gion-provence-alpes-c%C3%B4te-d%E2%80%99azur-0 France.fr Tourism Office (n.d) Vignobles & Découvertes. Retrieved from: https://au.france.fr/en/news/article/vignobles-et-decouvertes Gidrol, J. (2018) INSEE report. Saison touristique d’été 2018. Retrieved from: https://www.insee.fr/fr/statistiques/3649918#graphique-figure3 Route Des Vins de Provence (n.d) Saint Tropez route des Vins. Retrieved from: https://www.routedesvinsdeprovence.com/en/ Other brand activation ideas for customer experiences: http://www.ulalaevents.com/page54/blog/ https://www.dailytelegraph.com.au/news/nsw/a-fourday-ros-festival-is-coming-to-sydneys-opera-bar/news-story/356a5fe64e487dd8fa8f092d689d423e Competitors. Brand activation experiences. Aperol Spritz: https://www.youtube.com/watch?v=f48-CHjVRXo https://www.aperolspritz.com.au/events/the-sound-of-a-spritz-6 https://www.drinkstrade.com.au/aperol-celebrates-centenary-with-summer-activations Rosé product competitors: https://www.tatler.com/article/dolce-gabbana-rose-wine-2020 https://www.prnewswire.com/news-releases/chateau-desclans-cotes-de-provence-the-world-leader-in-luxury-rose-wines-joins-moet-hennessy-300966912.html Subject Theory Reference Books & Journals: · Fitzsimmons, M. J., & Fitzsimmons, J. A. (2000). New Service Development : Creating Memorable Experiences. SAGE Publications, Inc. · Ghahramani, L., & Zare, S. M. (2013). Tourist Behavior Analysis: An Experiential Marketing Approach. Journal of Hospitality & Tourism, 11(2), 65–71. · Gilmore, A. (2003). Services Marketing and Management. SAGE Publications Ltd. · Gilmore, J. H., & Pine, B. J. (2002). The experience is the marketing. Seattle: Brown Herron Publishing. · 28. https://doi.org/10.1016/j.jort.2018.11.007 · Lawn, J. (2004). Every Café is a Stage. Food Management, 39(7), 8. · Pine, B. J., Pine, J., & Gilmore, J. H. (2019) The Experience Economy, With a New Preface by the Authors: Competing for Customer Time, Attention, and Money. Boston: Harvard Business Press. · Pine, B. J., Pine, J., & Gilmore, J. H  (2011) The Experience Economy, Updated Edition. Boston: Harvard Business Press. · Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business Press. · Saurabh Kumar Dixit. (2019). The Routledge Handbook of Gastronomic Tourism. Routledge · Saurabh Kumar Dixit. (2020). The Routledge Handbook of Tourism Experience Management and Marketing. Routledge · Sherry, J. F. (Ed.). (1998). Servicescapes: The concept of place in contemporary markets. Seattle: NTC Business Books. · Sundbo, J., & Darmer, P. (Eds.). (2008). Creating experiences in the experience economy. Massachusetts: Edward Elgar Publishing. · Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (No. 2nd Eu). New York: McGraw Hill. Refer to Class notes and Moodle Resources Block. Perform your own independent research. Grading Criteria / Rubric Please see below. ASSESSMENT BRIEF___________________________________________________ Page 1 of 8 HOS302A Assessment  2: Case Study  – Marking Rubric Criteria  HD  (85-100)  D  (75-84)  CR  (65-74)  PASS  (50-64)  FAIL  (0-49)  Question 1 Content: Experience Economy theory models in global beverage sector 10% Exemplary application of theory content covered in class. Demonstrates a critical reflection of all realms of the experience economy, experience design and applying subject theories of of Service Design Thinking, the Experience Economy, & Sense of Place. Insightful original content relayed relative to the services experiences in the beverage industry. Excellent application of theory content covered in class. Demonstrates a critical reflection of most realms of the experience economy, experience design and applying subject theories of of Service Design Thinking, the Experience Economy, & Sense of Place. Relevant content applied to the services experiences in the beverage industry. Good application of theory content covered in class. Provides a summary, though lacking somewhat in areas of a critical reflection of the realms of the experience economy, experience design and applying subject theories of of Service Design Thinking, the Experience Economy, & Sense of Place. Some content applied to the services experiences in the beverage industry. Basic application of theory content covered in class. Provides a summary, though lacking in originality in areas of a critical reflection of the realms of the experience economy, experience design and applying subject theories of of Service Design Thinking, the Experience Economy, & Sense of Place. Lacking in detailed content applied to the services experiences in the beverage industry. Minimal / inadequate / no application of theory content covered in class. Lacking areas of a critical reflection of the realms of the experience economy, experience design and applying subject theories of of Service Design Thinking, the Experience Economy, & Sense of Place. Lacking in detailed content applied to the services experiences in the beverage industry. Question 2 Content: Customer experience – target market analysis, 3 target personas 20% Demonstrates exemplary understanding of the consumer experience, and the target market of this case study. All 3 personas of the brand, destination, and product within the consumer profile report are comprehensively outlined with a wide range of detail, definitive and relevant, at a professional standard, with extra insights. Displays excellent understanding & interaction with the brand’s target market, showing competence in the role and characteristics of the experience economy. Demonstrates a high standard understanding of the consumer experience, and the target market of this case study. All 3 personas of the brand, destination, and product within the consumer profile report are comprehensively outlined with a wide range of detail, definitive and relevant. Displays a good understanding & interaction with the brand’s target market, showing competence in the role and characteristics of the experience economy. Demonstrates a good understanding of the consumer experience, and the target market of this case study. All 3 personas of the brand, destination, and product within the consumer profile report are outlined though detail could have been more comprehensive, definitive and relevant. Displays a good understanding &