city of launceston events strategy 2016 -2019...benefitsavailable and that the mix of benefitsvaries...

City of Launceston Events Strategy 2016 -2019

Contents

3 A Message from the Mayor of Launceston5 Introduction6 Scope7 EventBenefits8 Strategic Alignment and Partnerships10 Key Principles12 Key Goals21 Reviewing the Plan

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A Message from the Mayor of Launceston

“The City of Launceston’s 2016 – 2019 Events Strategy provides the strategic framework for the City’s event related activities.”

providing event funding to the value of $446,000 during the2015/2016financialyear.

We are proud to support events in Launceston and we lookforwardtobuildingonrelationshipsintheeventssector and broader community to bring more enjoyment, energy and excitement to Launceston and the wider region.

I am excited about the opportunity the City of Launceston Events Strategy 2016-2019 presents and we areconfidentthisdirectionwillresultinanoutstandingcalendarofeventsforourresidentsandvisitorstoenjoy.

› AldermanAlbertvanZetten

MayorCity of Launceston

ThisStrategyaimstogainoptimalbenefitsforthecitythroughevents.WearecommittedtoensuringthattheCity of Launceston provides the community and visitors withtheopportunitytoexperienceandparticipateinadiverserangeofvibrantandstimulatingeventsandculturalactivities.

Everyyearorganisationsandindividualsstageeventsthatcreateasenseoffunandvibrancy,resultinginastrongsenseofcommunityconnectivity,prideandsenseofplace.TheStrategyrecognisesthatthereisarangeofbenefitsavailableandthatthemixofbenefitsvariesfromeventtoeventdependingontheevent’snature.

Eventsdeliverarangeofpositiveimpactsincludingdirectandindirecteconomicandtourismbenefits,promotionofthecity’simageasatourismdestination,opportunitytobuildprofileandreputationasagreatplacetolive,visit and invest, community, social and environmental outcomes,creativity,innovationandasenseofprideandcommunityexperience.

ThisEventsStrategydemonstrateswearecommittedtomakingLauncestonanevenbetterplacetolive,visitandinvest.CityofLauncestonrecognisesthisimportanceby

3City of Launceston Events Strategy 2016 - 2019

HisWorshiptheMayor,AldermanAlbertvanZetten 4

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1. Introduction

The City of Launceston’s Events Strategy 2016 – 2019 provides the strategic framework for the City of Launceston’s event related activities. The Strategy establishes a clear pathway for City of Launceston to maximise outcomes and optimise its resources and activities associated with identifying, attracting and supporting community and major events in Launceston.

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Scope

The Events Strategy includes major and community events andfestivalsthattakeplaceannually,biennially,occasionallyoronce-off.Itincludesartsandculturalevents,food

andbeverage,sportingandspecialinterestevents,communitycelebrationsandciviccommemorations,aswellasone-offmajoreventsthathavecapacitytodrawasubstantialnumberofvisitorstothecity.TheStrategydoesnotincludebusinessevents,orregularlyoccurring(e.g.weeklyormonthly)sporting,arts,culturalandspecialinterestactivitiesandevents.


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Direct and indirect economic andtourismbenefitsincludingnew visitors and money into theeconomy,actingasacatalystforjobcreationandemployment.

PromotionofLauncestonand the region, providing the opportunitytobuildourprofileandreputationasagreatplacetolive,visitandinvest.

A range of community, social and environmental outcomes that contribute to making Launceston a great place to live.

Creativity,innovation,asense of pride and community spirit,increasedparticipationopportunities,enjoymentandentertainment.

Utilisationandactivationofcommunity assets including cultural, entertainment, sport andrecreationvenues,andattractingpeopletoourcitycentreprecincts.

Event Benefits


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2. Strategic Alignment and Partnerships

› 2.1CityofLauncestonStrategicPlan

The Events Strategy aligns with relevant local, regional and state community, business, tourism and venue plans andstrategies.ItsupportsthestrategicobjectivesintheCity of Launceston’s 2014 – 2024 Strategic Plan:

• Acreativeandinnovativecity

• A city where people choose to live

• A diverse and welcoming city

• A city that values its environment

• Acitythatstimulateseconomicactivityandvibrancy

• Asecure,accountableandresponsiveorganisation

› 2.2PartnershipsandStakeholders

Event Organisers and Event Visitors

Event organisers and event visitors are at the core oftheEventsStrategy.Regularcommunicationsandconsultationwilloccurwitheventorganisersandon-going feedback will be sought from event visitors on their experiencesinLaunceston.

Internal and External Stakeholders

The Events Strategy requires a coordinated and collaborativeapproachtomaximisethepositiveoutcomesfromevents.TheStrategywillbedeliveredbya number of City of Launceston Directorates and Service Units, and collaborate partnerships will be implemented with a range of external stakeholders including:

• Event organisers

• Event venues

• Tourism Northern Tasmania

• Events Tasmania

• Tourism Tasmania

• Cityprom

• LauncestonVisitorInformationCentre

• Launceston Chamber of Commerce

• LauncestonTamarValleyTourismAssociation

• HawthornFootballClubandAustralianFootballLeague

• Tourism industryEsk Beerfest


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3. Key Principles

The following key principles underpin the Events Strategy and will guide decision making in relation to the allocation of resources for the identification, attraction, development and support of events.

The City of Launceston values a diverse calendar of events, spread throughout the year that provides:

• community, social, cultural, economic, tourism and profilebenefits

• acontributiontomakingLauncestonavibrantandgreat place to live

• encouragementofcreativityandinnovation

• acelebrationandacknowledgementofourdiversity

• an acknowledgment and respect for our natural environment

• eventopportunitiesthatareuniquetoLaunceston

• opportunitiestoshowcasetheLauncestondestinationbrandincludingournaturalenvironment,sport, food and wine, arts and culture and heritage

• entrepreneurial approaches and planning for long termself-sufficiency

• implementationofbestpracticeeventmanagementincludingrespectinglocalamenityandminimisingnegativeimpacts

› OurPriorities

Priority support from the City of Launceston will be given to events that are able to generate substantial tourism, economic, profile, community, social or cultural benefits. This will include:

• attractingandsecuringneweventswhereacostbenefitanalysisindicatesasubstantialandsatisfactoryreturnoninvestment

• supporting,developingandmaximisingthevalueofexistingeventsthatalreadydeliversubstantialbenefits

• emergingeventswhentheyhavethepotentialtodeliversubstantialbenefits

• encouragingeventsinoff-peakandshouldertourismseasonstoprovidethesought-afterimpactswhendemandistraditionallylower

Facilitationsupportwillbeprovidedtobothmajorandcommunityevents.Arelativelyhigherproportionoftheeventfundingbudget(upto65%)willbeallocatedtomajoreventstoreflectthehigheroperatingcostsofmajoreventsandthepositiveeconomicandtourismreturnstheygenerate.AcostbenefitanalysiswillbeconductedonalleventsseekingsignificantsupportfromCityofLaunceston,withthekeyfocusbeingonattractingandsupportingeventsthatdeliverthehighestyieldandreturnoninvestment.

In order for City of Launceston to support new opportunitiesandinitiatives,theCityofLauncestonwillwork with event organisers who have been receiving ongoing annual funding to ensure those events receiving fundingdemonstratenewinitiativesthatcontributetotheoutcomessoughtwithinthisStrategy.

Recognising that events are delivered by community and professional event organisers, the City of Launceston will:

• implementtransparent,proactiveandcustomerfocussed event compliance programs to support event organisers

• valueandactivelyfacilitatecollaborationsandpartnerships with key stakeholders

• promoteandsupportbestpracticeeventmanagement.


“Priority support from the City of Launceston will be given to events that are able to generate substantial tourism, economic, profile, community, social or cultural benefits. ”

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4. Key Goals

› FivekeygoalshavebeenidentifiedfortheCityofLauncestoninrelationtoitsinvestmentinevents.

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Tourism, economic and profile.

Maximise the economic, tourism, communityandprofilebenefitsachievablefromevents.

Community, social and lifestyle.

Encourage and support a diverse events calendar that contributes to making Launceston a desirable place to live, workandinvestin.

Asset usage.

Maximisethepromotion,usageandfinancialreturnonCityofLauncestonownedandmanagedeventvenues.

City activation.

Plananeventsprogramthatactivatesand creates vibrancy in the city centre

Community safety and amenity.

FacilitatethesafeconductofeventsandfulfiltheCityofLaunceston’sregulatoryresponsibilitiesinacustomer-focussedmanner.

Goal 1

Goal 2

Goal 3

Goal 4

Goal 5


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› 4.1Goal1:Maximisetheeconomic,tourismandprofilebenefitsachievable from events

TheCityofLauncestonwillstrategicallyassessmajoreventopportunitiestodeterminewhicheventswilldeliverthemostbeneficialeconomic,tourism,destinationpromotionandcommunityreturns.Prioritysupportwillbegiventoeventsthataligntothekeyprinciples(page10)and:

• Generateincreasedvisitation,lengthofstayandhigheconomicyields.

• PositivelypromotetheprofileofLauncestonandtheregioninintraandinterstatemarkets,andalignwiththeuniquebrandattributesofLaunceston.

• Fillgapsintheexistingeventscalendar,particularlywhenthereislowaccommodationoccupancyandminimalimpactsonexistingevents.

• UtilisetheCityofLaunceston’skeyfacilitiesaseventvenues.

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Key Strategies

• EventAttractionPlan-identifynewmajoreventopportunities,conductfeasibilityandbusiness case analysis to determine likely returns, and facilitate key stakeholders’ involvement.

• Marketing,leveragingandbrand-coordinationofkeymarketingandleveragingactivitiesto maximise outcomes and promote the Launcestonbrand.

• Calendarcoordinationandpromotion–wherepossible,coordinationoftheeventscalendartomaximiseoutcomes,andpromotionofthecalendar.

• Event Sponsorship Program - support to events deliveringthemostbeneficialeconomic,tourismandcommunityoutcomes.

• Event industry development - support the development of skills, networking and the sharingofresourcesbetweeneventorganisers.

• Measuring impacts - research and monitoring tomeasureimpactofevents,perceptionsandvisitorexperiences.

Measures of success

Key measures of success will include:

• Anincreaseinthenumberofeventsgeneratingasignificanttourismimpactincluding:

• An increase in the number of event visitors;

• Increased length of stay and economic yield fromvisitors(measuredbyaccommodationoccupancy, visitor numbers and likely spend pervisitor).

• AnincreasedprofileandpositiveexposureforLaunceston.

• Highlevelsofsatisfactionofeventorganisersandeventvisitors.

• Adiversifiedcalendarofevents,spreadthroughout the year, including outside of peak tourismseason.

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› 4.2Goal2:Community,socialandlifestyle outcomes

The City of Launceston will encourage and support a diverse calendar of events that contributes to making Launcestonadesirableplacetolive,workandinvestin.

TheCityofLauncestonwillprioritisesupporttoeventsthataligntothekeyprinciples(section3)andachievethe following outcomes:

• Contribute to a vibrant and diverse calendar of eventsthroughouttheyearthatareaffordableandaccessibletolocalresidents.

• StrengthenLaunceston’spositionasahighlydesirableplacetolive,visitandinvest.

• Encourageandsupportcreativity,innovationandlocaltalent.

• Buildcommunityspirit,prideandasenseofplace.

• Enablesocialconnectionstotakeplacewithinthecommunity,includingvolunteeringandparticipationopportunities.

• Celebrate or commemorate unique aspects of Launcestonandsignificantoccasions.

Key Strategies

• Event development and support - support the conductofcommunityeventsdeliveringbeneficialoutcomes,providetrainingandinformationtoevent organisers and their volunteers to improve capacity and capability, facilitate partnerships to aidgrowthandsustainability.

• Event funding program - funding to support events deliveringcommunityoutcomes.

• Calendar management - collate, promote and disseminate the Launceston calendar of events and provide advice to event organisers on suitable dates.

• Marketing–promotionofeventstoresidents,ratepayers, businesses, visitors and other stakeholders.

• Event delivery - deliver key civic events and other events when they align to the City of Launceston’s StrategicPrioritiesandDepartmentBusinessPlans.

Measures of success

Key measures of success will be:

• A diverse calendar of community-focused events throughouttheyear,cateringforlargesectionsofthecommunity.

• Highlevelsofcommunityparticipation,engagementandsatisfactionwithevents,measuredbyattendancenumbers,eventsurveysandCityofLaunceston’sCommunitySatisfactionSurvey.

• Communityprideandsenseofbelonging.


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QVMAG

› 4.3 Goal3:Maximisingthepromotion,usageofandfinancialreturnonCityofLauncestonownedandmanagedfacilitiesandinfrastructureaseventvenues.

TheCityofLauncestonwillprioritiseitssupportofeventsthatmaximise the use of key event assets including Aurora Stadium, QVMAG, Princess Theatre, Albert Hall, City Park, Cataract Gorge Reserve,LauncestonAquaticCentreandotherparksandgardens,lanewaysandvarioussportandrecreationvenues.

Key Strategies

• Eventattractionandmarketing–developanEventAttractionandMarketingPlantoidentifystrengths,assets,neweventopportunitiesandkeytargetmarketsforvenues.

• Event Infrastructure Plan - undertake an infrastructure andassetaudittoidentifystrategicprioritiesforfutureinfrastructure investment, and incorporate into the City of Launceston’scapitalworksandassetupgradeprograms.

• Community Access - review the community usage policy to enablegreateraccessbycommunityorganisations.

Measures of success

• Developmentofeventinfrastructureinvestmentplan.

• DevelopmentandimplementationofamarketingplanandeventattractionplantopromotetheCityofLaunceston’sfacilitiesandinfrastructureaseventassets.

• Increased usage and economic yield from City of Launceston’seventvenues.

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› 4.4Goal4:CityActivation

Planaprogramofeventsthatactivateandcreatevibrancyinthecitycentre.

Key activities

• LauncestonCityHeartEventsandActivationProgram-identify,develop,fund,deliverandmeasureeventsinthecitycentre.

• Marketingandcommunications-developandimplementaMarketingandCommunicationsPlantopromotetheeventactivitiesinconjunctionwithrelevantstakeholders.

• Infrastructure planning - event related input into the infrastructure and capital works programs associatedwiththeCityHeartprogram.

Measures of success

• Comprehensive events program that appeals to thelocalcommunity,measuredbyattendance,satisfactionsurveysandcommunityperception.

• Positivefeedbackfromthemajorityofretailersandbusinessesinthecitycentre.

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› 4.5Goal5:CommunitySafetyandAmenity

The City of Launceston will facilitate the safe conduct ofeventsandfulfiltheCityofLaunceston’sregulatoryresponsibilitiesinacustomerfocusedmanner.

Key Activities

• Event approvals - updated and streamlined, user-friendlyeventapplicationandpermitprocess,tailoredtosuitthesizeandimpactoftheevent.

• Eventinformationandbestpracticeeventmanagement - provision of user-friendly on-line event resources (including updated Events Toolkit),encourageandsupportbestpracticeevent management including environmental sustainabilityandaccessibility.

• Trainingandcommunications-regularcommunicationswithandtrainingofeventorganisers.

• Feesandchargespolicy–reviewpolicytoreflecttheneedsandcapacityofcommunityandcommercial event organisers and the goals of the EventsStrategy.

• Monitoring - implement a program to monitor theimpactofeventsonthecommunity,amenitiesandenvironment,andimplementcontinuousimprovementactivities.

Measures of success

• Eventorganisersatisfactionwitheventcomplianceprocess.

• Improvedefficienciesintheapprovalandpermittingofevents.

• DevelopmentanddistributionofanEventToolkit.

• Regularcommunicationswithandtrainingofeventorganisers.

• Safe events, with no or minimal incidents or negativeimpactsonthecommunity.

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5. Reviewing the Plan

“The City of Launceston’s Events Strategy will be reviewed as part of strategic planning process to ensure that it continues to meet the changing needs of the community and the evolving tourism and events sectors.”

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city of launceston events strategy 2016 -2019...benefitsavailable and that the mix of benefitsvaries...

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