Tourism Burnaby - Business Consulting Project
|Project Client:||Tourism Burnaby
|Project Description:||Increase tourism through community events
|Students:||Jennafer Harkness, Nicolle Ilagan,
and Sabina Sarbu
|BCIT Program:||Marketing Management
The students researched the events industry by looking at events in and around the lower mainland, as well as those throughout North America. They researched events that were held in large metropolitan areas similar to Burnaby. The student team conducted in-depth interviews with industry professionals in the events industry to learn about current trends and issues within the events industry. A survey was created and completed by nearly 300 respondents. From the survey, the students were able to identify information on target demographic groups and possible popular events to bring to Burnaby.
After analyzing and interpreting all the data, the students presented three potential events to Tourism Burnaby that would be sustainable and creative in the community. Each of the three events incorporated multi-day activities, and targeted different niche markets. The report included potential event dates and the event venue, according to information presented in the research to best accomplish the goal of increasing visitors and overnight hotel stays. This business consulting project provided the Tourism Burnaby with vetted research into the potential of Burnaby’s events industry and target niche markets. The takeaway was the development of small event ideas that can grow into legacy events within the community.