Cultural Diversity Event in Vilnius

The creation of cultural events is every crucial for every citizen which is why Lithuania as a multicultural nation finds it important to hold an event celebrating its diversity. Having attended several cultural diversity events, I find it important to host an event that meets several cultural aspects representing the various ethnicities and nationalities within Vilnius. There are many forms of cultural events ranging from lectures, historic visits to live performances.

Over the years, the city of Vilnius has grown more diverse with the penetration of other nationalities into the city consequently creating a multiethnic community. As a result, there are people of diverse religions, languages, and ethnicities where some may feel inferior to others based on cultural interactions. As a result there is need to build culturally strong communities which can only be achieved if every member of the society understands and appreciates the diversity of cultures other than their own.

Having experienced the Vilnius cultural environment, conflicts such as hostility against Soviet symbols and influence brought about division in the community where there are traditionists and liberals. The major conflict between the two groups was how national history and culture should be conveyed to the public and visitors (Balockaite, 4-6). The beliefs held by the two groups remain to date which shows a difference in cultural beliefs and values amongst the citizens, a factor considered in the creation of this event. Recognizing the existence of such social cultural conflicts amid the existence of other ethnicities such as the Russians, Poles and Jews shows the need for a cultural diversity event. Such an event presents an opportunity where different individuals can express their views as well as defend their cultural identity.

Event Value

Vilnius is a city well known for its cultural diversity due to its unique heritage that is a blend of Latin Europe and the Baltic (Reed, p.1). The capital of Lithuania has a rich culture full of diverse influences ranging from myths, traditions, arts and customs derived from the many ethnicities that dwell in it. Apart from the natives, there are other racial minorities within the Vilnius community such as the Russians, Jews and Ukrainians who are estimated to be around 42% of the population (Reed, p 1). In addition to the ethnic and racial diversity, the religious background is heavily Catholic with a strong pagan influence that has been there across generations consequently and is evident through folk stories, festivals and superstition (Reed, 1). McCoshan, Rampton, Mozuraityte & McAteer (45) reported that Vilnius has a history of being hospitable and culturally tolerant, a culture that continues to date despite its diversity.

There are many cultural events within the city ranging from book fairs, and events such as Kaziukas Fair and the Vilnius Festival. However, most of these events focus on specific cultural aspects with the exception of the September festival “Days of the Capital City.” However, 2018 as the proposed inaugural year for this event means that it can be part of the events marking the 100 years of Lithuania by celebrating its diversity. In light of this information on the state of cultural interactions within Vilnius, the proposed cultural event would have the following value;

It would serve as an additional way for tourists to understand and discover Vilnius and learn the rich history of Lithuania as a whole which in turn would build revenue for the municipality consequently maximizing the profits collected during the year.

The event would create a chance for citizen participation in promoting and appreciating cultural diversity

Hosting the cultural diversity event with active citizen participation will help unite and highlight common cultural aspects.

Event Objectives

Considering the importance of having a culturally conscious and inclusive community, it is unlikely that a once off event will be enough to promote cultural awareness and integration amongst all citizens within Vilnius, Lithuania. The first event will focus on setting tone for the entire project, evaluate success in increasing social cultural diversity and integration, and understand issues interfering with cultural integration. As a result, in order to understand the extent to which the proposed event fills the existing gaps in cultural inclusion within Vilnius, it is important to make clear the results to be measured. Below are the event objectives;

To build a community that is strong enough to attain change cohesively

Vilnius is a multicultural hub where the lack of cohesiveness amongst all cultural groups could lead to unresolvable conflicts. However, if the diverse groups can work together it will be easier to achieve common goals as opposed to when they are isolated.

To create an understanding of other cultures

Despite living within one geographical are, each cultural, religious or ethnic group has its own strengths, beliefs and values that could be beneficial to the larger Vilnius community. The event aims to create an avenue where the wide variety of customs, values, beliefs and ideas can be interchanged to improve the community. Including the minority groups and other nationalities and recognizing their existence within the society through the event can facilitate the creation of new viewpoints on some existing communal problems in Vilnius.

To create a just and accurate view of Vilnius

The event aims to appreciate the cultural diversity of the city in turn influencing the creation of a just and fair society which is the main aim of the city council. By recognizing the diversity through the events scheduled to take place during the festival, the citizens’ gain a better understanding of other cultures which in turn makes everyone feel accepted and part of the larger community. As a result of the acceptance brewed, everyone feels the need to do better for the benefit of the community. Without proper understanding of the influence of diversity on history and culture, an accurate view of Vilnius cannot be set.

Event Description and Activities

The cultural event will comprise different but related activities all based on live performances along a major event discussing various cultural issues in Vilnius. The following events are proposed as part of the festival

Live performances

The integration of live performances aims to ensure all participants are directly engaged in something they can relate to depending on their preference. The performances which range from song, dance, drama and opera seek to bring out talent that showcases the rich cultural presence that makes Vilnius lively. As a result all local and international participants have an opportunity to perform in a bid to promote cultural awareness and exchange for the contemporary audience essentially educating them on the cultural history of Vilnius.

Art Exhibitions

The arts exhibition event seeks to give locals a chance to participate and show case their arts from different cultures in what is designed as a completion with a reward for the winners in first to third place as motivators to participate. To add an edge the organizers propose to engage city businesses in window dressing their shops to represent the theme of the event which is the diversity if Vilnius.

Open Dialogue on Vilnius cultural diversity

This event shall be open to the public with the expected participation of the Vilnius City council where an open discussion on the state of cultural diversity shall be discussed. The event shall lead up to the close of the festival where important issues shall be discussed in an integrated manner allowing everyone from the city to cite their concerns. The results of this dialogue shall help in guiding future events as well as foster the creation of a better and more culturally sensitive community.

Games and Crafts

To ensure that every person regardless of age has chance to participate and engage, the festival incorporates a self-led family activity that goes along with the theme of the main. They will include activities such as games, puzzles and craft challenges inspired by the diversity of Vilnius. In addition, there will be fun events for children with puppets, costumes and a reading corner set to engage their minds on cultural diversity.

Guided City Tours

The event also aims to provide guided tours for visitors and any individual seeking to understand Vilnius. The tour will incorporate entertaining performances at selected cultural heritage sites around the city for a lively yet informative experience.

Vilnius Diversity Dinner and Awards

To close the event, the event shall host a dinner event which shall be exclusive in order to recognize and award winners of the various events as well as appreciate the sponsors.

Event Needs

For the event to meet its goals several issues and resources are considered important. These resources and other considerations are proposed to be acquired as discussed below;

Human Resource Needs

Human resources are recognized as an integral part of any successful event regardless of the size of event, which is why they are relevant to this event. The team under this title is expected to handle organization and offer support on the event implementation leading to success. The team hired is expected to work on a temporary basis during the period of event planning and implementation as well as evaluation. The event director shall outsource the expertise of co-coordinators in various aspects related to event who in turn shall help with the hiring of assistants.  Considering the size of the event, there are nine sub-departments, each with its coordinator. There are; programme and finance, venue, equipment, security, promotions, hospitality, awards and official and merchandizing and ticketing coordinators.

The event coordinator shall work as the human resource manager who shall hire the services of the coordinators who are recruited early in the planning of the event as part of the organizing committee. The choice of the coordinators is based on expertise level of the individuals where some are on voluntary bases while others were hired based on needs. Hiring of the team is conducted with the help of the organizing team in the following procedure;

Development of employment descriptions  is the first step used for all the teams hired including the coordinators where the description aims to; help employees understand the roles, provide detailed objectives needed from those hired, promote consistent performance, and help identify and hire the right person. The job description in this case would include the fact that the job is temporary, who to report to, objectives of the roles, duties and assessment criteria. Following the creation of a detailed job description, the positions shall be advertised through social media and recommendation from event planning agencies. A number of interviews shall follow successful applications to meet the needs of each sub-department with the help of the coordinator. Once the interviews are over successful applicants and volunteers shall be trained on their roles with the help of experts. To ensure that the budget allocated to human resources is not exceeded, tasks shall be subdivided according to sub-departments each with its own budget based on the work. For remuneration after the work is done, the event coordinator shall work with the finance coordinator to ensure that the amounts paid are as quoted. 

Event Publicity

Promotion and Advertising of the Event

The objective of promoting the event is to ensure that all the target population within Vilnius, Lithuania as well as those beyond is aware of the event. The promotion is expected to start two months from the actual event dates with the goal of ensuring that the tickets are sold out by then and that there will be a remarkable attendance. To save on the costs of promotion, the best strategy is the use of social media marketing where the event organizers will use platforms such as Facebook and Twitter which is the most used to reach a wide group of people.

Marketing Channels

Social Media Page

A page on each platform shall be dedicated to the event. The page shall work in a way that once a person signs up interest to attend the event; it appears on other profiles consequently creating an opportunity to share with a wider population.  In addition, social media influencers who are big on event promotion shall be engaged since they have a large following. Inviting them to the event creates a marketing opportunity where free tickets for some events can be given to their followers based on their terms.

Web-Based Local Calendar

Lastly, the event shall be added to the Vilnius local calendar online and on local traditional media in print and non-print to reach those who may not be on social media. The event shall be promoted under the tagline ”Together as Vilnius for Lithuania at 100.”

Legal Aspects

For the event to be within the requirements of the city council, a license shall be acquired for the actual event and other aspects such as fund raising, entertainment and catering. This means that the event shall require a permit to run an event within public areas as required by the legislation where the document application shall be signed by the organizers (Enterprise Lithuania, p.1).

Fee

The legal fee for the event shall be in line with the legal requirements provided by the municipal administration of Vilnius. The expected legal costs are $500 for the licensing and any other risks the event may face.

Quality of the event

Quality of the entire event shall be maintained through evaluation to determine whether the set objectives are being met, and the event remains cost efficient. This will be done by the event manager with the help of the program coordinator through two strategies;

Event Process Evaluation

It is important to ensure that the budget is sufficient to fund the entire festival without leaving some aspects unattended. In addition this evaluation shall ensure all staff employed to work in the event deliver exceptionally on their duties which is why assessment forms shall be used to check on progress and register challenges. If the evaluation proves that the plan is not working as expected the organizing team shall find contingency measures to handle the challenges.

Outcome Evaluation

The interest at this point is to ensure that the event delivers the proposed value and improves the social bonds between all the people of Vilnius. To determine the success of the event, ticket sales and sign in numbers shall be compared to see if the community fully participated at various activities which shall serve as indicators. A high number of participants shall translate to mean that the event delivered quality standards.

Risks

To determine the risks that the event may face a SWOT analysis was used to predict variables that may interfere with the implementation of the proposed event. The risks were predetermined in order to ensure that the organizing team has a contingency plan to handle the impacts of the threats and prepare a feasible back up. The following are some of the risks that the festival may run as guided by the threats aspect of the SWOT:

Too many similar events

Vilnius is a cultural hub which makes it likely that a similar cultural event may happen on the same day drawing away the expected number of participants consequently resulting to low turn-out.

Unavailability of Venue

Although the venue for the festival is pre-booked, there may be last minute inconveniences which may make it unavailable.

Cancellation by Entertainers

The festival proposes to enlist the presence of international and local musicians who may have to cancel within short notice which may affect event turn up.

Financing

Projected Expenditure

The financial needs for the event are short term seeking to cover it during the period leading up to the event and the actual event. The costs that need to be covered for the event to be successful are: administration costs, technical costs, equipment hiring cost, staffing, salaries and awards, venue rates, supplies (food, drinks, art and game boards, sanitary), security, décor, marketing and catering. In addition a contingency cost is included for eventualities that might cause extra expenses on the set budget to ensure that it does not affect project viability.

Sources of Funding and Income

The event proposes to have some events on a pay basis such as the live performances and dinner where tickets shall be sold. The event also plans to offer food courts where different delicacies shall be sold by various event vendors from the catering group. In addition, there is expected revenue from sponsors, and donations from goodwill. In addition to what the event will earn, there is expected to be an increase in tourist activities on the week of the event which means that the city will have increased revenue estimated to be over $100000.

Conclusion

Vilnius, Lithuania is a booming cultural center where the success of this festival depends on the high belief that locals and tourists alike will be open to participating actively in all scheduled events. In addition, the funding of this event means that it can be scheduled as part of the events marking 100 years of Lithuania within the city and as a result likely to attract high revenue for the municipal council. As an event proposed to take place every year, the income collected from this inaugural festival will provide funds for the future. 

APPENDICES

1. Budget

Total Budget (2018)

INCOME

Sponsor Funding

$10000

Ticket Sales

$10000

Merchandising (food sales) 

$ 5000

Donations

$ 5000

TOTAL INCOME

$ 30,000

EXPENDITURE/Administration

$ 1000

General

$ 5000

Insurance and licensing

$ 1000

Staffing and Salaries

$ 2000

Training

$ 8500

Other administrative fees

$ 1500

TOTAL ADMINISTRATION EXPENDITURE

$19,000

EVENT COSTS

$ 1050

Event tendering

$ 5500

Venue

$ 5000

Equipment

$ 7550

Security

$ 1500

Hospitality

$ 100

Entertainment Program costs

$ 1000

Supplies

$ 550

Other expenses

$ 450

TOTAL EVENT COSTS

$17,700

Promotion Costs

$ 5,500

Advert Costs

$ 3,500

Display and Distribution Costs

$ 2,500

Internet

$ 4,850

Ticketing

$ 3,000

Other Marketing Expenses

$ 5,000

PROMOTION COST TOTAL

$ 2,435

TOTAL BUDGET

$ 69,135

CONTINGENCY (15% of TOTAL EXPENSES)

$ 6005.25

TOTAL

$ 75,140.25

2. Proposed Event Guide

Day/Time

Event

Day 1

9:00 am – 10:00 am

Official opening of the event

Day 1

10:00 am – 1:00 pm

Guided Tour of the City/Games and Crafts/art exhibitions

Day 1

2: 00 pm- 4:30 pm

Live performances

Music and dance (local performance)

Day 1

6:30 pm- 9:00 pm

Live performances

Drama, opera and poetry

Day 2

9:00 am – 12:30 pm

Games and Crafts

Day 2

2:00 pm – 5:00 pm

Guided Tours/Games and Crafts/art exhibitions

Day 2

6:30 pm – 9:00 pm

Music and Dance

(International performances)

Day 3

9:00 am – 12: 30 pm

Arts Exhibitions/ Games and crafts

Day 3

1:00 – 4:00 pm

Open Dialogue on Vilnius cultural diversity

Day 3

6:30 pm – 9:00 pm

Vilnius Diversity Dinner and Awards

3. SWOT Analysis

Strengths

Offers appeal to a wide target population (allows both adults and children to participate)

Appreciates the diversity of Vilnius on the year Lithuania marks 100 years

Most activities are free and offered at minimal fee which will encourage participation

Allows sponsorships and donations from locals consequently raising the funds

Scheduled to take 3 days consequently allowing application of economies of scale and volunteer effort

Weaknesses

Scheduled on short notice which needs huge effort planning and preparing

Requires additional staff to help with the event preparation

There is the potential loss of income if the event fails to generate more than it cost

May rely on a lot of goodwill and volunteers in order to balance the expenses with the funds

Opportunities

Promotes tourism in Vilnius

Is a chance for citizen participation in promoting and appreciating cultural diversity

To unite and highlight common cultural aspects.

Threats

Too many similar events

Unavailability of Venue

Cancellation by Entertainers

4. Gantt chart

Activities

April

May

June

July Day 1

July Day 2

July Day 3

Event Funding Proposal

Selection of Organizing team/ coordinators

Assignment of duties

Licensing and permit application

Identification and Drafting of VIPs and Entertainers

Invitation of Entertainers and VIPs

Book Venue

Communication

Promotion design, distribution and posting

Hire Human Resources

Training and assignment of duties

Procurement Activities

Venue Preparation

Organization of Security detail and Parking

Organization of Trips

Official opening of the event

Guided Tour of the City/Games and Crafts/art exhibitions

Live performances

Music and dance (local performance)

Live performances

Drama, opera and poetry

Games and Crafts

Guided Tours/Games and Crafts/art exhibitions

Music and Dance

(International performances)

Arts Exhibitions/ Games and crafts

Open Dialogue on Vilnius cultural diversity

Vilnius Diversity Dinner and Awards

Works Cited

Balockaite, Rasa. The New Culture Wars in Lithuania: Trouble with Soviet Heritage, Cultures of History Forum. 12 April 2016. P. 4-6 http://www.cultures-of-histaoty.uni-jena.de/debates/lithuania/the-new-culture-wars-in-lithuania-trouble-with-soveit-heritage

Community Toolbox, Section 1: Understanding Culture and Diversity in Building Communities, Chapter 27, n.d. P.  1-8: https://ctb.ku.edu/en/table-of-contents/culture/cultural-competence/culture-and-diversity/main

Enterprise Lithuania, Event Organization. 2017, P. 1 http://www.businessgateway.lt/en/regulations/leidimas-organizuo-rengini-vilnius-city-municipality-administration/157798/

McCoshan, Andrew, Rampton, James, Mozuraityte, Neringa, & McAteer, Nick, Ex-Post Evaluation of 2009 European Capital of Culture, Final Report to DG Education and Culture of the European Commission in the Context of the Framework Contract for Evaluation Related Services and Support for Impact Assessment, ECOTEC. 2010, P. 45 https://ec.europa.eu/programmes/creative-europe/sites/creative-europe/files/european-capitals-culture-evaluation-2010_en.pdf

Reed, Van Garrett, Vilnius Festivals. Local Life, 2007, P. 1 https://www.local-life.com/vilnius/articles/festivals