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INTRODUCTION:
This report presents
the findings of the pre-inaugural logistics and market research test project
conducted  at DrummondBase in central Victoria over the long weekend
January 2004. The research was conducted for the owners of DrummondBase, Iron Guts Crossinski
and Comrade Cris, and was sponsored by the nnomads Golf Club.
OBJECTIVES OF THE RESEARCH:
The overall
objectives of the research were to test a particular concept: The DrummondBase
Ablaru Invitational Golf Tournament 2004 with a
view to fully implementing the concept in 2020. It was the first stage of
research aimed at endlessly testing and refining the DrummondBase Ablaru
Invitational concept over an extended number of years before full
implementation. The operational objectives included testing respondent reactions
to and satisfaction with:
- The
Events Program:
- The
Between Event Entertainment
- The
Accommodation and Facilities
- The
Meals and Catering
- A
Rating of Satisfaction with The Event Overall.
SAMPLE STRUCTURE:
The final
sample structure for the research was sourced from a number of states and
territories and involved respondents from a range of ages (2 to 50+ years
old). Most had experience in attending events such as these (although a few
were not familiar with the golf aspects of the event program). All were
originally sourced from a select group of pre-profiled and pre-recruited
families and individuals who agreed to participate subject to Australian
Privacy Laws and the provision of an opportunity to drink a lot.
Respondent Profile
Respondents
could be generally segmented into one of three groups as follows:
·
Day trippers: Attended for
day session only:
Ø See example profile Respondent Profile 1: J - “Day-Tripper”
or
Ø See example profile Respondent Profile 2: Cam, The Bloke
& BillyBob - “Day-Trippers”
·
Overnighters: Attended day
and night sessions (including 1 overnight stay):
Ø See example profile Respondent Profile 3: Cath & Clean
Phil - “Overnighters”
- Weekenders:
Attended day and night sessions (including 2 or more overnight stays):
Ø See example profile Respondent Profile 4: MBW & Daisy - “Weekenders”
Data from a
total of 42 attendee respondents was analysed as a part of the research. Data
from a further four early morning arrivals and departures (Rossco, Rob, Jenny and ?), was not
included, as these respondents were not sighted during daylight hours and
were not there long enough to ask (a prerequisite for inclusion in this
study).
DETAILED FINDINGS
The detailed
findings that came from the research were as follows:
- The Events Program:
There were two events tested over the weekend, the Tequila Challenge Cup and the DrummondBase Ablaru
Invitational Golf Tournament. Both were considered raging successes
by most participants (See articles on home page. A couple of respondents
were not sure the morning after, as they couldn’t remember large chunks
of the event. However, both said they felt good about the whole affair
and reported no negatives. We concluded the Events Program was second to
none and contributed significantly to the success of the weekend. It was
identified as a key driver of attendance. We concluded both events
should be included in these formats in future testing.
- The Between Event
Entertainment: Now the Between Events
Entertainment was the highlight of the weekend and
rated well with almost all respondents. The event organisers used a very
flexible approach to this element, leaving most participants to
entertain themselves. As usual this was a very successful approach as
most respondents were expert between
event entertainers in any case (Note: All respondents were screened
for these criteria during the recruitment process). Again, we had the
problem of memory loss and feeling somewhat seedy the morning
after to cope with during the data collection. Overall, this element
was rated highly and was again identified as a key driver of attendance.
We concluded this element of the weekend was extremely successful and
should be continued in this format in future testing (albeit using the
same flexible approach to organisation).
- The Accommodation and
Facilities: The Accommodation and
Facilities were superb and delivered to respondent
expectations (as respondent had to bring their own accommodation and
bedding so should have known what to expect). Again, the organisers used
a flexible approach (after providing far more than the basics), leaving
most respondents to organise themselves. Standard instructions included “Dunny over there, shower there but
only cold available. You can camp where you like but watch out for
falling branches.” We concluded that most respondents were extremely
impressed with the nature, style, quality and functionality of the
accommodation and facilities. We concluded this element of the weekend
was extremely successful and should be continued in this format in
future testing (albeit using the same flexible approach to
organisation).
- The Meals and Catering:
The Meals
and Catering exceeded expectations and was an area
where changes could be considered. Again, the event organisers were to use
a very flexible approach to this element, telling most participants to
cater themselves. However, the organisers provided a
 number of meal supplements throughout the
weekend (particularly useful for respondents that were unable to cook
for themselves at the time), lifting the quality of service in this area
beyond the expectations of most. Combined with bouts of group cooking and motivated individuals the meals
and catering proved to be way beyond adequate, verging on spoiling
respondent participants. We concluded the organisers could consider
lowering the quality and delivery of the meals and catering component.
We make appropriate recommendations in the final section of the report.
OVERALL SATISFACTION RATING
Respondent
ratings for the event overall were as expected. There was resounding
agreement that the day, couple of days or weekend was f__king
fantastic. Day-trippers, Overnighters and Weekenders alike provided rating
scores of 10 out of a possible 10 (See graph).
MOCK-UP PROTOTYPE GOLD NUGGET
Iron Guts and
Comrade Cris were deservedly presented with a
nugget was used in this pre-inaugural logistics and market research test
project as depicted below).
 SUMMARY CONCLUSIONS
At a summary
level, the findings of the research showed that the pre-inaugural logistics
and market research test project designed to assess the success of The DrummondBase
Ablaru Invitational Golf Tournament 2004 was
extremely successful.
The Events Program was deemed a raging
success, the Between Events
Entertainment a highlight of the weekend, the Accommodation and Facilities superb and Meals and Catering exceeded respondent expectations. Very few
changes are required when refining this event in the next scheduled pilot
test (but some could be considered – see recommendations).
The analysis
showed that every single respondent we spoke to when constructing this report
provided a 10 out of 10 rating for overall satisfaction, an extremely good
and credible result The consultants concluded that the DrummondBase Ablaru
Invitational Golf Tournament concept should be further endlessly tested
and refined over an extended number of years before full implementation,
planned for 2020.
Note: The report was
constructed on a laptop computer while having a poo with the door closed and
out of earshot. Hence, the sample may have been limited in some sections of
the analysis. This should not affect the final outcomes of the project
assessment process.
RECOMMENDATIONS:
Based on the
research findings and conclusions we make the following recommendations:
- Recommendation 1:
Consider A ‘Shot Gun’ Start – To overcome the one
hour wait for the last group (can you imagine the state of these players
when they finally got to tee off) the consultants recommend the event
utilises a shot gun start. This would result in all contestants being
involved in the event immediately the event is declared underway and
limiting the need to involve a nobbling adjustment factor when
calculating the results.
- Recommendation 2:
Maintain / Enhance Mobile Refreshment Service – The
success of the mobile refreshment service leads the consultant to
recommend this service is at least maintained and preferably enhanced in
future pilot tests.
- Recommendation 3:
Consider Outsourcing Catering Completely: The
quality and availability of meals and drinks surpassed nearly all
respondent expectations. Thus, we recommend to downgrading the quality
and availability of food and drink during the event by totally
outsourcing the catering to a commercial provider (who brings it all,
cleans up and takes away all the rubbish all for a single and reasonable
price).
- Recommendation 4:
Endlessly Test and Refine Concept Over An
Extended Number Of Years Before Full Implementation
– We recommend that the DrummondBase Ablaru Invitational Golf Tournament concept is
endlessly tested and refined over an extended number of years before
full implementation, provisionally planned for 2020. Perfection will
only be gained through endlessly testing and refining the concept over
an extended number of years.
NOTE: The consultants do not
stand behind any recommendation made unless the owners of DrummondBase
and the committee of the nnomads golf club fully
agree with it first. otherwise, it was someone else’s idea – The Consultants
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