THS2HME Hallmark Events - Essay Assessment

QUESTION :

Hallmark events have a tradition and a sense of place and this gives a destination a strong competitive advantage. Their regularity allows DMOs to gradually build them into the destination's brand' (Frost, W. 'Events and Tourism'. In S. Page and J. Connell (Eds.), Handbook of Events Management. London and New York: Routledge, 2012, p. 77).
Discuss the following quote, using the example of one hallmark event and how it has influenced tourism and reinforced, reimagined or reinvented a destination's brand.