Regional Events Strategy

Tweed Shire Council, NSW

A gateway into New South Wales for southeast Queensland’s population centres, The Tweed is a place of rich and diverse natural assets, with its coast, river, valley and wilderness areas a drawcard and feature of the region. 

Project Purpose 

The intended outcome from The Tweed Events Strategy was to attract visitation by the kinds of high value, low impact guests who support and respect the values of The Tweed community; and to leverage events for positive outcomes for The Tweed community. 

 

Project Overview 

Development of the Events Strategy involved 

  • engaging with key stakeholders 

  • scoping existing events, infrastructure and capability 

  • exploring competitive advantages, issues, gaps and opportunities 

  • developing a vision and objectives 

  • identifying game-changing strategic priorities and the actions to achieve them 

  • providing guidance on building resilience to external threats 

  • defining Tweed Shire’s role in events acquisition and its partnerships with other stakeholders in the region 

 

Project Outcomes 

The project outcomes were maximised by being very clear on the purpose of events for Tweed and the types of attendees/visitors the destination wants to attract.  

  

Other ways outcomes were maximised included 

  • being agile in the ambiguous environment (due to COVID) 

  • challenging assumptions when taking stock of the Shire’s existing events, infrastructure and facilities 

  • identifying those strategic priorities and actions that will foster a balanced portfolio of compelling business, arts, cultural, sports and leisure events 

  • validating the opportunities and proposed priorities with key stakeholders 

  • aligning priorities with the desires of the community 

  • taking a holistic view of event development and expansion in the Shire and how it fits within the broader region. 

 

The strategy identifies 

  • the desired purposes of events (or benefits from events) 

  • ideal attendees aligned with the destination’s sustainable tourism ethos 

  • the right fit events, and criteria to assess them against 

  • recommendations for Council’s event sponsorship program to leverage events for improved community benefit 

  • priorities and an action plan to achieve them 

  • measures of success 

 

Referee 

Kerrie McConnell  
Events Officer 
Tweed Shire Council 
02 6670 2735 
kerriem@tweed.nsw.gov.au 
www.tweed.nsw.gov.au

  

CouncilsCristy HoughtonComment