advance tickets. These people would not have been there otherwise so it was particularly beneficial from the venues point of view.
There were however several things that could have increased attendance. Firstly, no previous attendees of HACHAC's race night who were mostly over forty years old attended the event despite efforts to reach them through the charity newsletter so better market research into this demographic would be needed if the event were to happen again (Soloman et. al., 2013 & Hill et. al., 2003).
The press release for this newsletter was only sent two weeks before the event so more efficient project management of the planning and implementation phases, leading to completing this task earlier would have been much more beneficial as supporters would have had more chance of seeing the event (Allen et. al., 2008).
Similarly, better efforts to get into local newspapers (The Star/Sheffield Telegraph) and radio stations (Hallam FM/BBC Sheffield), though building a strong relationship and making the information very easy for the news room to process, would have increased reach to older age groups (Bladen et. al., 2012).
Marketing to a more varied mix of age groups would have meant increased revenue per person as older people; particularly those from the 'Baby Boom' era have more disposable income than students and young people (Castella, 2013).
Secondly all of attendees were friends of the organisers except for a group of ten students who saw a poster and decided to attend. This shows that the marketing was somewhat successful with younger people
Objective 2:
Audience leaves content