Target audience

The main purpose of this report is to critically analyze event management of Lohri. Typically, Lohri refers to a popular winter time Punjabi Folk festival. This festival is very important in Punjabi where a lot people celebrate this festival as a form of entertainment and recreation. The main groups that celebrate this festival are Sikhs and Hindu from Punjab region that is located in Indian subcontinent.  The main activities carried out in Lohri festival are bonfire, dance and songs (Slaper & Hall, 2011). Therefore, the main purpose of this report is to summarize this event so as to draw certain observations concerning the event. In addition, the report will provide both positive and negative impacts of this festival in different areas such as economic, environmental, sociocultural and political. These impacts will provide the main objectives that need to be considered when performing this event. Another aspect of this report is to determine the main objectives of Lohri festival to all stakeholders in different capacities.

In addition to certain impacts of this event, the report will provide a review of the event by applying both theory on sustainability and triple bottom line to analyze positive and negative impacts of this event from political, economic, sociocultural and environmental perspectives. With all these factors, the report will provide conclusions and recommendations that need to be formulated as well as implemented concerning Lohri festival (McKenzie & Pharoah, 2009). Photos and maps concerning Lohri Punjabi Folk festival will also be part of this report.

Lohri refers to a popular winter time Punjabi Folk festival. This event involved bonfire, songs and dance. The main significance idea for this festival was to celebrate Midwinter festivals as well as celebration of Winter Solstice. The celebration primarily involved Sikhs and Hindu. These event was carried out in Punjab region of Indian subcontinent. The legends and significance of this event were many since the Lohri marked passing of Winter Solstice. It also marked the end of winter season (Sanders & Tamma, 2015). The event also marked a traditional welcome to longer days that come along after winter. Therefore, a lot people came from different parts of India in order to celebrate this festival. A lot of people had to welcome the long days of sunny season after winter season. Different groups had prepared songs and dances to entertain visitors and other part of the community in Punjab region. The event was so lively due to bonfire that covered the whole area where the event was held. A lot of people were gathered along bonfire paths so as to keep warm from winter.

This event was held in Punjab region that is located in Indian subcontinent. This was the most strategic place for this event so as to attract different communities from Hindu and Sikhs. This event was held on 13^th January 2017 (Marshall, 2013).  This season is based on Gregorian calendar.  Lohri is usually celebrated one day before the festival of Maghi that many people in India participated. The main venue was at Punjab social hall that was constructed by a group of investors in the area. This hall was very appropriate because the compound outside the social hall was pleasant for performing dances and songs. Bonfire was also prepared outside the hall where a lot of people gathered so as to keep warm. The main reason for holding this event was to celebrate Winter Solstice. It was also part of midwinter festival that was related to Maghi-Makar Sankranti that was celebrated the following day.

Key objectives

The following are screenshots Google Maps for Punjab and Punjab social hall ground where the event took place.

Image 1.1- Punjab hall social ground.

Image 1.2-map to Punjab

The main audience that was targeted by Lohri festival was the community of Punjab region across all age groups. Both adults and children were involved in celebration of Winter Solstice and Midwinter festival. There were no costs associated to attending this event since it was a cultural event. This festival also consisted a portion of religious aspects (Krugman, Obstfeld & Melitz, 2012). All the costs involved in this event were contributed by each community so as to cater for all the requirements. The main theme of Lohri songs was based on Dulla Bhatti who was a legend in Punjab. This legend was a recognized hero who rescued Hindu girls from slavery in Middle East. During this event, children were fully involved and many could be spotted going round the Hall and the open ground where bonfires were prepared. Lohri festival was celebrated with bonfire. The bonfire was prepared between 9 pm to 6 am of the next day. This bonfire was prepared during winter festival as set by ancient traditions (Krugman, Obstfeld & Melitz, 2012). Therefore, everything concerning bonfire was performed according to the traditions. The event also involved preparation of food so as to fully represent cultural aspect in indigenous food. As a tradition in Punjab, Lohri festival involved eating of food such as “til rice” that was prepared from mixing rice with jiggery sesame seeds. During this event, boys engaged in many activities such as smearing each other with ash. They also participated in squeezing a rope around the waist. The adults were involved in singing songs and dances.

Lohri Punjabi Folk festival had three main objectives that were agreed upon by the host. These objectives were set by consulting all the communities in Punjab region so as to offer contribution in cultural and religious aspects. The objectives were set so as to promote culture beliefs as well as to appreciate seasonal variations. They include but not limited to:

1. To celebrate Midwinter festivals so as to join different communities together. The community sounding Punjab area could share ideas during this event.
2. To celebrate Winter Solstice and welcome the long days in summer quarters.
3. To encourage families and friends the importance of holding togetherness despite facing challenges associated with weather variations. It was also a way of sharing resources to disadvantaged families since the community contributed a lot of money to support this event.

There were both positive and negative impacts of this event from different perspectives such as political, sociocultural, environmental and economic. These impacts are analyzed using theory on sustainability and triple bottom line. This event can impact the cultural growth and development. It also promote religious beliefs and promote ancient traditions. To fully understand the impacts of this event in these areas, it is important to incorporate theory of sustainability and triple bottom line (Hausman, 2007). Typically, this theory relates to sustainability of society through economic empowerment. In that connection, economic sustainability of a particular society need to be embraced in global level. This theory is based on research unit sustainability and climate policies such as winter facing Punjab region (Dann & Dann, 2004). If we consider the key objectives of this event, we realize the role of theory on sustainability in encouraging families and friends the importance of holding togetherness despite facing challenges associated with weather variations. This is why different people contribute resources to support this event that involve the people of Punjab region. This is a way of sharing economic resources through indirect means of holding bonfire, songs and dances. As a result, many people get empowered after the event. On the other hand, triple bottom line approach refers to accounting framework that consist of three main sections. That is, financial, environmental and social. Therefore, positive and negative impacts of this event in areas of economic, environmental and sociocultural will be analyzed via triple bottom line approach.

Impacts of Lohri event

Positive

This event contributed to generation of revenue. A lot of people came from different regions of Punjab. Transport sector generated a lot of revenue as people travelled from different regions to attend the event. Again, many people would arrive to the venue of the event several days before the event (Dann & Dann, 2007). In that case, businesses providing accommodation services benefited. Hotels sold a lot of food at a cost.

Another positive impact of this event to local areas where the event was held involved promotion of businesses (Bell, 2005). Many investors within this region gained a lot of revenue from temporary market created by huge numbers of people attending the event.

Moreover, children from poor families were able to access sponsorship in their education from many visitors who aimed at giving back to the society. Lohri festival was a society event that involved sponsorship to needy individuals.

Employment opportunities were also created from this event since a lot of people purchased commodities from local businesses so as to fuel the event (Secker, 2010). A lot of people seized opportunities that enable them to generated resources. The event also attracted many people from different regions of Punjab so as to participate in cultural activities performed in this event.

Negative

The main impact of this event was pricing of commodities. Due to huge market, business people exploited the consumers through high prices (Reece and Walker, 2007). Again, the event created a temporary employment since after the event the situation turned back to normal.

Positive

This event contributed a lot to social life of different communities in Punjab region. The event promoted healthy lifestyle to the community by embracing culture. Through bonfire, songs and dances, the local communities were entertained.

Negative

There was a lot of congestion in roads when traveling to the event. Many people complained of fatigue that was associated with long travelling hours. There was overcrowding in the venue of this event due to large number of people. Again, bonfire was not secure since a number of children sustained injuries caused by bonfire (Dunn & Norton, 2013). Inflated prices of goods and services also affected the participants.

Positive

There was a lot of money that sponsors contributed to upgrade the area where the event was held. This was a great impact since the local community benefited from environmental upgrade (Malin & Maidment, 2003). The local community would use these venue to hold annual meeting and other festivals in future.

Negative

The environment was affected by improper waste disposal. When people consumed goods during the event, waste were not disposed properly. This polluted the environment. Toxic gases were released to the atmosphere as people travelled to and from the event.

Positive

The event was attended by political figures who managed to relate with different communities from Punjab regions. The communities managed to request provision of social amenities from government representatives.

Negative

Some of political leaders did not attend the event. Some regions were not represented which would affect their economic growth and development.

Sustainable event

Conclusion

If we analyze both positive and negative impacts of political, sociocultural, economic and environmental aspects concerning this event, we realize that the event was very beneficial to local host. Positive impacts outweigh negative impacts. The local host managed to generate a lot of revenue that would propel economic growth and development (Kotler, Bowen & Makens, 2010). Positive impacts were long term while negative impacts were temporary. Sponsorship of children in terms of education will assist local host in the future. The upgraded environmental condition will be used by many generations in many years to come. Local transport operators managed to generate revenue that would be used to develop this area. Lastly, if the host will be required to host that same event or similar event again in the future, there is a reference point so as to avoid negative impacts from happening again. It was a great event to local host.

If we consider the negative impacts associated to this event, we realize some gaps to be filled so as to make the event more successful. The local host would consider accommodation facilities. Due to large number of people who attended this event, more accommodation services would encourage more people to attend the event (Blaxtel, Hughes &Tight, 2006). In return, the local host would generate more revenue.  

The problem of overpricing of commodities would be solved by setting a standard price so as to promote uniform revenue collection (Holmes, Hughes, Mair & Carlsen, 2015). This would also encourage many investors so as to create employment in the area.

This event was fully funded by sponsors whose aim was to give back to the society. The local host would have charged small fees so as to generate extra revenues to promote economic growth and development. If these recommendation are implemented, the event would be more beneficial to local host.

References

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