Description

Introduction:

The music events industry grew to be one of the most profitable businesses globally, and these types of events include a variety of performance shows and activities (Aruga, 2017). Wilks (2013) categorizes music festivals functions from small scale events such as local intimate fairs to large scale phenomena that include a wide range of artistic performances such as dance, poetry, acrobat, circus, theater, and music. Open-space music festivals generate millions of dollars every year and have the highest-grossing events worldwide, with an estimation of $29.63 million in revenue in 2019 (Statista, 2019). 

Glastonbury is one of the most distinguished outdoor festivals for contemporary arts attended by thousands of visitors every year; The event entails various activities such as theater, dance, visual and musical performances from local folk artists to the most prominent musicians (Aruga, 2017). Thousands of festival goers visit every year to enjoy the festivity of Glastonbury in the green fields near Pilton in England (Aruga, 2017). Glastonbury was born as an expression of youth, and free spirit took elements from the hippy movement. Later, Michael Eavis's vision evolved to combine various contemporary art forms and traditional fairs features (Flinn and Frew, 2013). In 1970 Michael Eavis, a local farmer, hosted the first-ever Glastonbury festival attended by 1,500 visitors with only £1 per ticket (Aruga, 2017). In 2019, the ticket price reached £248 each, which attracted over 135,000 attendees from all over the world (Aruga, 2017). Though Glastonbury had a humble beginning, Glastonbury developed from its early Hippy background to one of the largest all-inclusive events of modern contemporary arts (Flinn and Frew, 2013).

This paper will examine the strategic planning process of Glastonbury festival built on the case study conducted by Steve Henderson, "Glastonbury: from hippy weekend to international festival." The first part of the study will explore the challenges and circumstances that impact Glastonbury's festival strategy's implementation using SWOT analysis. Secondly, the research will examine how Glastonbury's management navigate their plans and strategy development through business vision, mission, values, and goals. Furthermore, the paper will analyze the impact of coronavirus's consequences on strategy planning and implementation of the Glastonbury festival.

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