Regional Event Strategy
Destination Gippsland, VIC
Covering almost 20% of Victoria, Gippsland is roughly the same size as the Netherlands. It encompasses six local government areas (LGAs) stretching from Melbourne's eastern suburbs to the border with New South Wales in Victoria's far east. Gippsland contains some of Victoria's most striking landscapes, significant national parks, and outstanding alpine areas.
Gippsland’s events calendar is diverse, with golf and racing days, music festivals and agricultural shows, and a host of food and wine events presenting the region's fresh produce. Latrobe City hosts a diverse range of sporting events in its national- and international-standard sporting facilities.
Project Purpose
Following three years of drought and severe bushfires in January 2020, immediately followed by COVID-19, the region is focused on long term and sustainable recovery via investment in diverse and exciting regional events.
Project Overview
The project reviewed the needs of events across Gippsland and identified innovative solutions based on the following desired outcomes.
Use the collective strength of Gippsland to compete nationally in the event space and optimise the associated benefits: economic – branding – social – legacy
Adopt a robust Events Procurement framework and strategy to attract events to the region
Explore multiple models and identify the pros & cons of a single entity or structure “Events Gippsland” that includes all primary stakeholders, to provide a one-stop shop for Gippsland events
Explore multiple models for the creation of an Event Acquisition Fund that allows for strategic acquisition, growth of existing and creation of new events across the region.
Explore the idea of a Coordinated Event Volunteer Pool to support major events and community events and encourage a ‘host’ mentality within communities hosting events to ensure a positive visitor and participant experience that results in return visitation and positive word of mouth promotion of the region.
Project Outcomes
This strategy is a first for Australia with its focus on creating a modern and innovative governance model that is Australia’s first collaborative regional events entity across multiple LGAs.
This governance model is supported by an acquisition and development fund and programs and initiatives that will support resource efficiencies, improved volunteer management, and infrastructure sharing to support the region’s recovery and allow the destination to be more competitive against other regional Victoria destinations.
The Board of Destination Gippsland (and all Local Government partners) have agreed to the activation of the model and are excited by the region's future in events.
Implementation of stage 1
The Project Manager of the Events Gippsland, David Elder, describes the development and implementation of the strategy:
"In 2020 Tilma Group developed the Gippsland Regional Events Strategy which was ambitious in creating a roadmap for the development of an Australian-first collaborative events governance model. This will see all six local governments within Gippsland work in partnership with Destination Gippsland to attract events to the region.
Linda proved to be the perfect person for the audacious job. Her knowledge of the industry, enthusiasm for the challenge and ability to bring stakeholders on the journey were just a few of the attributes that proved her selection as a master stroke. She is a genuine, warm person who invites people to open up and has a knack for reading the room and repeating stakeholders’ comments in a succinct, strategic and engaging way. But equally, she wasn’t frightened to question and debate the views of some to really test their thinking and feedback, always in a respectful and professional way. In doing so, all stakeholders felt listened to and our final document is exceptional.
To date the strategy has resulted in successfully attracting over $900,000 in grant funding. This allowed for Stage 1 to commence with a healthy Event Attraction Fund, a dedicated Events Gippsland Project Manager, and a collaborative governance structure for decision making which includes all 6 local councils, Sport and Recreation Victoria, Latrobe Valley Authority, and Destination Gippsland.
Across Gippsland, Linda also developed the Bass Coast Off-Peak Events Strategy and the East Gippsland Events Strategy, both highly strategic documents that align to the regional strategy. Feedback for Linda’s approach and quality of work was resoundingly positive."
“Tilma Group’s collaborative and inquiring approach coupled with their dedication and professionalism have been a delight in what has been a challenging year for the visitor economy sector.
We have no hesitations in recommending their work.”
Referee
Janine Hayes
Manager Tourism & Events
Latrobe Valley
Destination Gippsland
PO Box 203
Mirboo North VIC 3871
0488 042 838
jhayes@destinationgippsland.com.au
www.visitgippsland.com.au/destination-gippsland