TOURISM EVENT OF THE YEAR
Enter your business name here
This award is for a Tourism Event or Festival that takes place over a weekend,
week(s), a month or a season.
1. Who Can Enter?
This award covers Events and Festivals of a substantial nature. These are likely to involve
large volumes of visitors and a timed programme. This would usually be either over a weekend,
week(s), month or season. The event is likely to have an audited or estimated footfall in
excess of 20,000 visitors. It can be for either a paid entry or free audience/attendance event.
The event can be a one off or an annual event with a proven track record. It should be noted
that the supporting evidence in the submissions for this category are particularly important as
any final assessment is likely to be retrospective.
Shortlisted entries will demonstrate innovation and a sense of distinctiveness that adds to an
event’s appeal to the visitor.
Name
………………………………………………………………………………………………………………
Name of property/Business
………………………………………………………………………………………………………………
Date of the Event’s First Year…………………………………………………
Address
………………………………………………………………………………………………………………
Telephone
………………………………………………………………………………………………………………
Email
………………………………………………………………………………………………………………
Website
………………………………………………………………………………………………………………
The answers to the following questions form the basis of your submission to the White Rose
Awards 2015. Supporting documentation is helpful to illustrate your answers and may include
visitor feedback, extract from promotional material, sample leaflet, quality images etc.
IMPORTANT – please restrict your supporting documentation to 6 carefully selected
pieces and include them in separate plastic inserts at the back of your application form.
By inserting them back to back you will effectively be showing 12 pieces
PLEASE STATE IN NO MORE THAN 150 WORDS WHY YOU THINK YOUR BUSINESS
SHOULD WIN THIS AWARD
We believe that our business should win this award ………
2. Commitment to Excellence
A high standard of organisation is usually the hallmark of a successful event. Attention to detail
and a concern for the visitor/customer’s well being and enjoyment will be clearly evident –
please provide examples of how you achieved this.. Methods of collecting customer feedback
such as post-event surveys should also be included and how the results are used to make any
enhancements/improvements in subsequent years.
1. How long have you been running an event at this location? Please state the
number of years. How many people attended the event last year?
Answer: (strictly max 50 words, any words above this limit will not be considered)
2. Give a brief history and description of the Event you offer.
Answer: (strictly max 250 words, any words above this limit will not be considered)
3. Investment in Staff Training and Development
Staff should have completed customer service training courses or the establishment should
have participated in awards for good practice. Please identify in your answer any schemes or
awards for either the establishment or individuals. The judges will be looking for examples of
how the training has been put into practice and how it has improved customer service.
Investment in training must have taken place within the last three years. Investment is defined
as investment of money and/or time.
1. What investment has been made in staff training and development? This
investment must have been made within the last three years. Please describe how
this has improved the visitor experience.
Answer: (strictly max 250 words, any words above this limit will not be considered)
4. Creative and Effective Marketing
The judges will be looking for initiatives and fresh ideas introduced in the last two years which
have attracted new or repeat visitors/customers to the event. Information should be included
on the success of these initiatives.
1. Which market segments are attracted to your event?
Answer: (strictly max 75 words, any words above this limit will not be considered)
2. What percentage of visitors to your event live outside Yorkshire? ………….%
3. Briefly explain how you attract new and repeat business, including any of your
effective marketing campaigns.
Answer: (strictly max 300 words, any words above this limit will not be considered)
4. List the improvements that you have made to your Event to enhance the visitor
experience. These improvements should have been made within the last two
years. What impact did this have on your Event? For example, increase in
visitor numbers, customer satisfaction etc.
Answer: (strictly max 250 words, any words above this limit will not be considered)
Judging Process
Please read thoroughly
Your entry will be judged on the clarity and relevance of your answers to the questions in this
application form. We only require 6 relevant pieces of supporting documentation to support
and enhance your answers. Please bear in mind, the judges have approximately 200
applications to read through and to assist them it is imperative that you do the following :
1. Use a lightweight plastic A4 ring binder file (not a lever arch file).
2. Put your 6 pieces of supporting documentation after the individual pages of the
application form in separate plastic file inserts. By inserting them back to back you will
be able to show 12 pieces.
3. Make your application easy to read. Place the individual pages of the application
form and supporting documentation into separate plastic inserts as this prevents the
judges from having to remove information when they assess your entry. The Judges
will also look at your website and social media to help to get a feel for your business.
4. Remember – write your answers with the same PASSION you feel for your business!
Please note : the judge’s decision is final and no correspondence will be entered into regarding
the outcome of the final awards decision.
If you are unsure about any aspect of the WRA process, please call Kim on 0773 828 3739