New Event Development Plan
With our wealth of regional tourism and event experience, for the development of a new event Tilma Group is able to effectively determine the kind of event that will resonate with a destination’s target markets, and outline the model, program, revenue sources, and governance structure to support a new event’s viability.
“Engaging a consultant can be a hit and miss proposition unless they come recommended by previous clients.
Not only does the consultant have to be competent, even expert in their field, they have to know how to listen to the client,
engage in real communication and complete a report within budget and on deadline that delivers a clear message.
We have no hesitation in recommending Tilma Group.”
Process of Development
Step 1: Gather and review
In this phase we
review existing relevant destination information and reports, including trends on events, and information on target markets
review best practice case studies and models to ensure a successful and sustainable approach is recommended
Step 2: Engage
The engagement phase is critical as gaining the buy-in of key stakeholders and community is fundamental to the successful development of a new event.
We use one-on-one meetings and focus group sessions with key stakeholders to identify barriers and opportunities for a new event. This is done face to face and/or via phone and video conference, so it’s practical and easy for everyone to be involved.
Step 3: Analyse and develop
In this phase we
synthesise and analyse the outcomes from the desktop review and the consultation
confirm the target markets best suited to the destination and event theme, and develop ideal attendee profiles
draft a scoping study for stakeholders as a further opportunity to capture feedback and as background for a workshop on opportunities for the event
conduct a workshop with stakeholders to test and validate findings and to define a common vision and the principle elements of the new event’s structure
Step 4: Event Development Plan
From the scoping study an event development plan is created, which outlines:
a review and analysis of the event environment outlining synergies and opportunities
event benchmarking and inspiration
vision and goals for the new event
an overview of the event’s theme/s, date/s, program and experiences
the event’s financial model and budget outlining how the event will be funded
the event’s team and governance framework
marketing details (target markets, key messages, recommended channels and budget)
Supporting documents include a 12 month planning timeline, and a marketing schedule and six month marketing content plan.
Recent Client Success
☆ Berrima Residents Association – New event development
To support the Berrima Residents Association’s aim to preserve the significant heritage of their Southern Highlands region southwest of Sydney from the threat of a mine, Tilma Group developed a new month-long heritage event that utilises existing events, community organisations, attractions, stories and assets to engage new markets in experiencing and appreciating our national heritage.
Berrima Residents Association applied for $300,000 in funding over three years to bring the event to life and Destination Southern Highland’s expertise in event management and promotion will support the new heritage festival.
☆ NSW Office of Environment and Heritage, Heritage Near Me – New event development and mentoring
Heritage Near Me contracted Tilma Group to develop an event concept for a Western Sydney multicultural intangible heritage event, WestFest.
To support the realisation of the event, Tilma Group developed a marketing plan which required innovative tactics as Heritage Near Me was not able to use its own social media accounts.
Tilma Group supported and mentored the Heritage Near Me team who had not previously managed an event of this scale to promote and organise the festival.