The Queensland Show - Ekka

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located 600 Gregory Terrace in Bowen Hills, was chosen to celebrate the Queensland’s major event. This place has an area of 17,740 m2, being approximately 8 hectares, and can welcome thousands and thousands of people. In 2014, about 400,000 guests were counted through the Ekka gates (EKKA 2014). Noticing the importance of the show, in term of people, the Bowen Park is decidedly the best place for this Hallmark event and not only because of its area but also because it facilitates parking with seven different parking, surrounding the Showground, provided to people. Getting access to Ekka by using public transport such as train are the easiest way to access the show thanks to infrastructures built around the park.

2.5- Owner:

The Royal National Agricultural and Industrial Association of Queensland (RNA) runs the Ekka show and is constituted by 21 councillors. The RNA President, David Thomas, and six other members manage the operations which take place in the Brisbane Showgrounds, including the Queensland Show Ekka.

2.6- Management:

The shows is managed by the General Manager of the Queensland Royal Show Ekka, Stephen Galbraith (Figure 2). He and a team of six colleagues including the President of RNA, are responsible for the Ekka show and operations which occur in the Showgrounds (RNA 2015). In corporation with the Brisbane Showgrounds, a range of part-time, casual, contract and permanent employees are also involved in the organisation of the Queensland Show (Brisbane Showgrounds 2015).

2.7- Contact details:

To be contacted, contact details are available Ekka’s website in the part “Contact us”. The phone number (07 3253 3900), the fax (07 3257 1428), and the address of the Brisbane Showgrounds, 600 Gregory Terrace Bozen Hills, Brisbane Qld 4006, are provided. Moreover, a mail can be sent directly from the website of Ekka. More information are available and accessible on the Internet by using social websites such as Facebook, Twitter or Instagram (Ekka 2015).

2.8- Program:

There is no time to be bored during the Ekka event thanks to the variety of activities that are proposed to the visitors. From education to entertainment, the show proposes more than hundred activities for its guests, and for all age categories, divided into six main categories which include: the famous Showbags, the Sideshow Alley which groups the fairground attractions, Entertainment including the EkkaNITES with an incredible X-Treme Action show and one of the most spectacular fireworks show in Australia. The last three categories of activities are composed by Animals, with more than 10,000 animals including cows, ducks, poultry, birds, horses, beefs, dogs and cats, by Food which allows people to share traditional food and favours such as the Dagwood dogs or the Strawberry sundaes, and finally the Education activities with the recently School Garden Competition, the new competition involving children who have to create their own garden and transform it into a herb or vegetable garden. For more details about the different activities, refer to Figure 3 (Ekka 2015).

2.9- Target market(s):

According to Anton Shone & Bryn Parry (2004), the target market to the people who would be coming to an event. Moreover, Shone and Parry define psychographic segmentation as the segmentation which divides the market into groups sharing the same characteristics based on social class, lifestyle and personality. This manner to segment the market allows businesses to adapt their products and/or services to visitors.

2.10- Competitive environment:

One of the direct competitors of Ekka is the Jan Power’s Farmers Markets. In fact, this event took place at the same time than Ekka, and then constitutes a direct competitor of the Queensland show. Another direct competitor is the Fortitute Valley Markets which happened during the Ekka.

2.11- Unique characteristics:

The Royal Queensland Show Ekka is the most apprehended event of the year. Attracting thousands people, with a growing number each year, it is the only event which join people from all Queensland together. One of its characteristics could be the Showbags: in fact, this part of the numerous activities counted for Ekka, constitutes on itself the most attractive business for citizens, especially children. Moreover, another characteristic is the final show that takes place every night with a revolutionary fireworks show, including music, lights, animals, individuals and much equipment. Also, to better enjoy the show, traditional foods are available with the Dagwood dog, commonly eat when it is Ekka, or the traditional favourites or wine (Ekka 2015) (RNA