Six Dimensions of an Event; Roxy

CONTENT Page

Introduction - Roxy; Surf’s Up 2

First dimension of an event; Anticipation 3

Second dimension of an event; Arrival 4

Third dimension of an event; Atmosphere 5

Fourth dimension of an event; Activity 6

Fifth dimension of an event; Appetite 7

Sixth dimension of an event; Amenities 8

Conclusion 9

Reference 10

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Introduction – Roxy; Surf’s Up

Roxy; Surf’s Up is a Cause-Related and Fundraising Event. It is afashion show showcasing the latest bikini and surf wear for ladies aswell as aiming to educate women on breast cancer awareness. The eventwill be held on 26th October 2013 (Saturday) and from 3pm to 6pmbecause October is the National Breast Cancer Awareness month. Thevenue of the event will be held in Sunway Lagoon at the Water Park.Entrance to the event is by invitation only.

The event is to be held at Sunway Lagoon because it isinternationally recognized, winning awards like Best Man-Made TouristAttraction awarded by Tourism Malaysia for years 2005 and 2006 andalso Asia’s Best Attraction awarded by the International Associationof Amusement Parks and Attractions (IAAPA) in 2007. The event is heldon Saturday because that’s the day where most visitors are free andSunway Lagoon is usually more frequented during weekends, compared toweekdays.

The company hosting the event is BRC Groups Sdn. Bhd. BRC GroupSdn. Bhd. is widely recognized as the pioneer in introducing the surfculture, skate lifestyle and the Aloha themed cafe to Malaysia,securing the spot as one of the leading retail company in theindustry. BRC Group’s vast experience and knowledge base aids in itsflexibility to retail brands ranging from world renowned surf brand –Quiksilver, to globally loved character fashion label - Paul Frank,even birthing new brands such as ‘Boardriders Café’ and ‘Akachan noHoppe(Baby Cheek’s)’ - Japanese delicacy pastries.

So, why choose Roxy and not other brands? Because Roxy is theworld's leading outdoor sports lifestyle company, which designs,produces and distributes a diversified mix of branded apparel, wintersports equipment, footwear, accessories and related products. TheCompany's apparel and footwear brands represent a casual lifestyle foryoung-minded people that connect with its board riding culture andheritage.

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There will be an estimated 2,000 guests to arrive, not includingthe media. The target market will be segmented into three parts,demographic, psychographic and geographic. For demographics, thefashion show target mostly females from 18 to 50years of age whom canbe single, in a relationship or married. Chinese women were alsotargeted from middle to high income levels. The demographics of thetarget market are those who are hardworking working individuals whohave a passion for fashion. The geographics of the individuals wouldcome from urban homes as well.

First dimension of an event; ANTICIPATION

The best way to market Roxy; Surf’s Up is by marketing theexperience. The event is going to be promoted mainly though the SocialMedia. Though there will be other traditional Medias used, which willbe explained later. The types of social media that will be targetedare Facebook and Instagram. Though Facebook, the event will bepromoted and shared. Since the attendance of the event is byinvitation only, there will be a competition held on Facebook whereevery time a Facebook user shares the event 10 times to 10 differentpeople, they will be entitled to one guest pass.

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On the other hand, Instagram users will also be entitles to takepart in the competition to win passes as well. The Instagram userwould snap a picture related to Roxy or breast cancer and they willwrite a short paragraph regarding breast cancer and they will hashtag#roxysurfsup and the best 10 entries will win 10 guest passes each.

Traditional advertising will also be used. Newspapers and radioannouncements will also play a part in advertising the event. Theevent works closely with Hitz.fm and once a day during peak listeninghours, Jin from hitz.fm will give reminders about the Roxy Surf’s Upevent. Newspapers will also showcase the official flier to market theevent and will be posted in The Star newspaper and the News StraitsTimes newspaper. The flier would look something like the pictureabove, with the same colour scheme in correspondence with BreastCancer Awareness main colour, pink. The flier would state the name ofthe event as well as date, time, venue and dress code of the event

Last but not least, the invitation card that would be used ispink as well and shows the date, time, venue and dress code of theevent as seen in the image below.

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Second dimension of an event; ARRIVAL

Upon arrival of guests there will be plenty of available parkingat Sunway Pyramid Shopping Complex. The transportation of guests wouldbe settled by the guests themselves. When inside Sunway Pyramid,there will be navigational and directional signs directing the gueststo Sunway Lagoon as seen in the image below.

Upon arrival in Sunway Lagoon, there will be a welcoming entrance

with a registration booth. The welcoming entrance would have aserpentine queue for the guests to line up and while the guests arethirsty lining up, there will be cold water dispensers at the sides ofthe lines with disposable paper cups for the guests to drink. Therewill also be security from Polis Diraja Malaysia to secure the event.

After guests have been registered, they will be handed a Roxyrecyclable goody bag containing bracelets (sponsored by Sereni &

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Copy :

You are cordially invited to join us for a day of fun, sand and fashion at the annual Roxy; Surf’s Up fashion show!

Venue : Sunway Lagoon, Water Park

Time : 3pm – 6pm

Copy :

Roxy; Surf’s Up this way

There will be a sign placed next to thedispenser saying “drink me, but please recycle the cups”. While this is a fashion show cum breast cancer awareness event, the signage next to

Shentel), Roxy and Quiksilver Rm50 Discount vouchers that are onlyredeemable on the day itself and a Roxy Lanyard.

Goody Bag items Reason Sereni & Shentel Bracelets A type of guerilla marketing that

targets fashionable girls and aimsto promote breast cancer awarenessthrough the bracelets.

Voucher It’s only valid for the day of theevent itself and seeing as thereis only one Roxy/Quiksilver storein Sunway Lagoon, it increases thesales of the store.

Lanyard It targets college and universitystudents as students are usuallyrequired to carry their studentidentification cards with them atall times, the lanyard can be ofassistance to carry theidentification card.

Third dimension of an event; ATMOSPHERE

Seeing as the theme of the fashion show is Surf’s Up, theatmosphere would be very vintage beach nautical themed inspired byHawaii. Upon reaching the fashion show site, the walls of the areasurrounding the Sunway Lagoon, Water Park will be covered with rattanand wood.

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As seen in the picture on the left, the wall will be covered inrattan and wood. Placed against the wall would be Roxy surfboardsbut instead of the decoration on

Other wall decorations that will be displayed on the walls would be plastic rounded fans, as seen on the image on the right. Why flamingoes? Because the pink that

There will also be a photo booth area for guests to take pictureswhile waiting for the fashion show to start. The photo booth will beprovided by PhotoBooth Events. Props for guests to use to takepictures with will also be provided. Examples of the props with beRoxy, Surf’s Up!, Girls Rule banners as well as the smaller props likesunglasses, hats, wings, halos and moustaches for the guests to use.

Fourth dimension of an event; ACTIVITY

The activities of the event will be divided into four parts,mainly the fashion show, talks by breast cancer survivors, minicontest for guests of the party and a concert by Mizz Nina. The firstpart is the opening of the fashion show. Jin Lim from Hitz.fm willintroduce the theme of the fashion show as well as give a littleinsight into the brand and cause. The fashion show then starts for 20minutes showcasing the latest swimwear from Roxy.

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There will also be balloons in yellow, blue, pink and orange that says “Roxy Surf’s Up” put onthe corners everywhere at the

The second part is the talks from breast cancer survivors. Theywould give insight on how it was like having cancer, how to preventand the precautions to take. The breast cancer survivors would also bethe ones holding the mini contest for guests. The mini contest is aused as a way to engage and involve attendees and both the minicontest and the talk hold value to those in attendance. The minicontest would have a lucky draw when before the fashion show, uponarrival, all attendees would be given a ticket with a number on itthat they cannot lose, if they want to take part in the lucky draw.Prizes of the lucky draw would include Rm500 voucher from Roxy andQuiksilver, a trip to Hard Rock Hotel Penang for two for two nightsand a grand prize of an all-expense paid trip to Singapore. The secondpart of the “Activity” would take 30 minutes.

To close the whole event, Mizz Nina, a supporter of fightingagainst breast cancer would perform her latest songs. The performancewould last 30minutes to 40minutes. Jin Lim from Hitz.fm and CatherineChin, Manager of BRC Group Sdn.Bhd. would conclude the show.

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The models will mostly be carrying and wearing pink products and accessories, as seen in the images. The models will also be from Amber Chia Modeling

Fifth dimension of an event ; APPETITE

Moving on to the part of an event guests enjoy the most; FOOD!There will be bar tops set up around the runway stage for guests tohave their finger foods and drinks. The type of foods that would beserved would be cookies, mochi, mini sandwiches and fruit tarts. Itwill be the type of foods that are easy to eat and easy to clean upafter. The foods will be served by waiters and waitresses wearingbeach wear. There will also be no need of cutlery as all the foodsprovided are finger foods. Of course the waiters and waitresses willalso distribute wet wipes and paper napkins for the guests to use.

(images above shows the types of foods that will be served)

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(images below shows the attire the waitresses and waiters will be wearing)

All the types of foods that will be served were chosen becausethey are conversation starters. For example, the cookies will be inthe shapes of surf boards, like the ones laying against the walls asprops and this of course will be conversation starters between guestsbecause they are different from the usual rounded or square shapedcookies. The other foods like mochi, sandwiches and fruit tarts arealso a healthier option to the usual foods that are usually served atevents like chips and burgers.

The drinks that will be served at the party are non-alcoholic.Lemonade, mango and watermelon juice will be served to the guests. Whywere the juices chosen? Because they are healthy and if there arechildren at the event, they can drink the juices instead of water. Thedrinks are freshly blended and squeezed and are not cordial.

Sixth dimension of an event ; AMENITIES

Amenities basically mean the “take-away value” of the event bythe guests. The Roxy; Surf’s Up event provides many take-away valuesfrom before the event to after the event. It comes in many forms, forexample, before the event starts, the guests are already given agoodie bag with bracelets (sponsored by Sereni & Shentel), Roxy and

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These drinks were alsochosen because they arecost effective. They arerelatively cheaper comparedto alcohol drinks and are

Food and drinks will be served throughout the whole event. This will ensure that there are no hungry or thirsty guests, as

The image on the left is the type of goodie bagthat will be used in the event. But instead of itbeing black, it will be in pink. The goodie bag isalso in the form of a backpack where it will be

Quiksilver Rm50 Discount coupons that are only redeemable on the dayitself and a Roxy Lanyard. All the items given are of great use asexplained in the second dimension of the event; arrival.

Moving on, as seen in the third dimension of the event;atmosphere, where there will be a photo booth set up for guests touse, the pictures taken by the guests by themselves or with theirfriends or with their loved ones, all these memories will be cherishedby the guests themselves and every time they take a glance at thephoto taken, they would be taken back to the event day itself andremember all the greats memories that was created on the day itself.

Another amenity that is taken away by the guests is the prizesthat can be won by the guests during the lucky draw. There are threeprizes to be won and they include Rm500 voucher from Roxy andQuiksilver, a trip to Hard Rock Hotel Penang for two for two nightsand a grand prize of an all-expense paid trip to Singapore. If theguests are lucky enough they bring back more than an experience fromthe event. They bring back tangible gifts (not including the goodiebag) and they come in the form of trips, be it shopping trips ortravelling trips.

Besides that, the guests also take away a once in a lifetime freeconcert by Mizz Nina. She is an international artist and her concertsare hardly ever free, so thanks to Roxy; Surf’s Up, fans get to meetMizz Nina in the flesh for a day.

Last but not least, the guests take away the most important giftof the day and that is knowledge. It is knowledge about breast canceritself. With the speeches given by breast cancer survivors, it makesthe disease more real and through this the guests will feel morespirited to fight and prevent the disease. Compared to workshops thatuniversities give on breast cancer awareness by a lecturer or a dean,it’s not as effective as having breast cancer survivors do the speech

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themselves to inspire male and female counterparts to be knowledgeableabout the disease to fight and prevent it.

Conclusion

In conclusion, this event will be a success because of itspurpose. It kills two birds with one stone with showcasing Roxy’slatest swim and surf wear while educating the public on breast cancerawareness. This brings two contrasting elements; fun and educationtogether. The venue is also appropriate because seeing as the event isshowcasing swimwear, where else would be appropriate to showcase itbesides by the beach. Sunway Lagoon was the perfect beach replacement.With ample space and sand, it is the perfect venue to host the event.

Besides that, the event would be successful because of the flowwhich can be seen from the six dimensions; anticipation, arrival,atmosphere, activity, appetite and amenities. Each and every one ofthe dimensions was properly planned out, paying attention to how theguests would engage and react to the flow. Though the most importantdimension would be the amenities, which is what the guests would bringback from the event itself, which is the experience.

All in all, if this event were to take place, I believe theoutcome would be very positive.

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Reference

https://www.facebook.com/roxy/info

http://sereniandshentel.com/products/pretty-in-pink/pretty-in-pink-friendship-bracelets

http://www.karaspartyideas.com/2013/09/end-of-summer-vintage-beach-party.html

http://www.karaspartyideas.com/2013/09/tiki-luau-party.html

http://www.karaspartyideas.com/2013/08/flamingo-pool-party.html

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http://photoboothevents.com.my /

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