An Australian-first collaborative approach to developing a destination's events sector
An Australian-first regional collaborative approach to developing the events sector initiated by Tilma Group and JJ Strategic Consulting resulted in a rewarding economic benefit for Victoria’s Gippsland region in its first 18 months of activation.
The first year was focused on filling beds across the region with event acquisition. Collaboration on acquiring events reduced costly inefficiencies and was projected to provide a return on investment of 80:1 for Gippsland.
Events Gippsland
Destination Gippsland developed a collaboration of Gippsland’s six Councils called Events Gippsland to pool resources to acquire events rather than compete and duplicate effort and resources.
Collaborators of Events Gippsland
“Events Gippsland is an Australian first, to our knowledge, in terms of collaborating and joining forces across such a large area. It’s all about co-opetition not competition between Councils.
From bed nights to branding and a myriad of social benefits, events can bring a destination alive. They work to reduce the impacts of seasonality and enhance dispersal throughout towns and villages, growing visitation and increasing expenditure across the region.
Events are also proven to encourage repeat visitation. Research by Tourism Research Australia indicated that three-quarters of event attendees would not have gone to a destination if not for an event. An event is the main reason for 57% of first-time visitors and 69% of repeat visitors to visit a region.
With $50 million in economic benefit already generated for the region we are keen to continue to support events that support the Gippsland visitor economy and our communities.””
Gippsland Regional Events Strategy
The development of Events Gippsland was a recommendation within Destination Gippsland’s Regional Events Strategy 2020-2025 which was developed by regional tourism development consultancies Tilma Group and JJ Strategic Consulting. The Strategy was developed in collaboration with all six Gippsland Councils and supported by the Latrobe Valley Authority .
The Strategy identified that investing in, developing, and acquiring regional and major events as a collective could deliver a return of 62:1.
With such a compelling proposition, the State Government (Latrobe Valley Authority and Regional Development Victoria) supported the activation of Phase 1 of the Strategy with grant funding.
Acquisition fund
An acquisition fund was developed to enable Events Gippsland to support Gippsland Councils with matched 1:1 funding.
This means Events Gippsland can strategically acquire events that are the right fit for the region, maximising economic and social benefits, as well as strategically develop homegrown events.
A goal is to create a perpetual fund, with significant funds invested that can provide events with ongoing funding using the fund’s interest.
Impact of acquired events
Over the first 18 months Events Gippsland supported 7 existing events and acquired 15 new events, many with multi-year agreements. Event owners are encouraged to host a series of events across the region rather than just one event in one location, such as Rocky Trail Entertainment’s mountain biking series.
Together these are projected to attract 104,669 visitors to Gippsland, who will stay 204,537 nights, resulting in just under $50 million in economic benefit.
The Victorian Bowls Open is an example of a successful acquisition. Bowls Victoria entered a five-year agreement jointly funded by Events Gippsland, Latrobe City Council, Traralgon Bowls Club, and Morwell Bowls Club. The event was expected to attract 4,000 participants and accompanying partners who will stay in Gippsland for 8 days, playing at 20 bowls clubs from Sale to Drouin. The event was expected to result in 20,000+ bed nights and return a projected $6.45m in direct economic benefit.
Measures of success
The Events Strategy’s implementation is striving to achieve
All 6 Local Government Areas receiving direct and indirect benefits from event acquisition and development
An increase in the proportion of domestic overnight visitors from 35% to 45%
A 12% increase in average trip spend by domestic visitors
A 20% increase in shoulder and off peak visitation
Increased year-round visitation
Increased online engagement
Attracting events that align with the region’s brand and competitive advantages, that celebrate Gippsland’s uniqueness, innovation and creativity
Acquiring 25 events each year
The destination being recognised as an outstanding host by major event companies
Enhanced event infrastructure/facilities for local communities
Business plans developed for all funded homegrown events to support their future viability
Environmental sustainability plans developed for all funded homegrown events and acquired events
The adoption of a host mentality - that the Gippsland Ambassador program is completed by 75% of Gippsland event organisers
Enhanced liveability of the region with Increased community involvement in regional events, and Increased activation of public spaces
Supporting initiatives
Events Gippsland’s acquisition fund is supported by a range of initiatives that will create savings and efficiencies for Councils, support the region’s communities and make Gippsland an attractive place for event owners to place their events.
These include
marketing support with an Event Calendar hosted on the Visit Gippsland website, and by working closely with event organisers to support event marketing and associated destination marketing
an Events School to develop skills, expertise and leadership across the region to develop professionally-run, sustainable events
an Events Venues Prospectus website to showcase the region’s facilities
an Events Toolkit to help Gippsland businesses learn how to leverage events to increase attendee spend and the events’ economic impact (under development)
an online Events Volunteer Pool to reduce the burden on community groups (under development)
an Ambassador Program (piloted in Bass Coast Shire)
attendee data collection (piloted using mobile phone app data via Localis)
Project progress
After 18 months, a review of progress was facilitated by Tilma Group with Destination Gippsland, Events Gippsland, the collaborating Councils’ Tourism Managers, and Latrobe Valley Authority.
The workshop involved robust discussion on achievements to date and the priorities ahead, with a large focus on homegrown events and how they can be supported to restart and realise their full potential.
Elements that are working well include
Collaborative assessment of events
Preventing event date clashes
Creating event partnerships
Identifying the region’s strengths and best-fit events
Becoming more competitive as a region
Efficiencies across the region
Bargaining power with events and suppliers such as Sports Marketing Australia
Funding support
Being able to leverage state event funding
Destination Gippsland’s marketing team supporting events
Three of the Councils have had an Events Strategy developed
Next steps
The review meeting wrapped up by identifying priority activities for the coming 12 months, and also identified some additional opportunities:
Ensuring accessibility and diversity at Gippsland events
Aligning with the UN Sustainable Development Goals
Developing ticketed trade ready annual events that can be packaged