Overview of presentation

• Who we are and what we do;

• Why we support events as part of our tourism strategy;

• Funding available for events focusing on regional REP and RES;

• Examples of successful major and regional events;

• Key criteria that needs to be addressed for funding

• How to leverage existing events; and

• How to connect with Tourism WA.

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The State Government facilitates an events strategy that allows commercially supported events to grow and become more sustainable.

Tourism WA directly sponsors events that:

Promote the State in a range of domestic and overseas markets through broadcast media;

Encourage community participation and social cohesion; and

Provide a platform for innovation and economic diversification.

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To highlight the key points of the video;

- Event sponsorship forms an important part of our agency strategy to increase the value of tourism in our State.

- We support a diverse range of sporting, arts, cultural and culinary events throughout the State.

Events provide a strong opportunity to grow and extend visitation:

1. They provide a definite, time-based reason to visit a particular destination

2. Events showcase the Experience Extraordinary brand

3. Events are equally attractive to visitors as well as local residents; and

4. Events activate infrastructure and energise the local community

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We are responsible for getting the biggest tourism BANG from the Governments sponsorship BUCK.

So in terms of assessing events - we broadly ask ourselves; “how can we increase tourism as a result of investing in this event?”

More Specifically this means;

- How can we generate increased economic spend in the region as a result of the event

- How can we generate positive media about the event and the region

- How can we raise the profile of the region as an attractive tourism destination

Economic Impact

- Anticipated number of interstate and international participants, spectators, support teams and others,

- The length of their stay

- Estimated daily expenditure

Media Impact

The media plays a significant role in creating awareness of Western Australia as a tourist destination.

Events can promote Western Australia as an attractive tourist destination using

- Positive news stories on TV, newspaper, online

- Live broadcast

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- Positive social media – participant driven

Events Tourism WA seeks information on the extent of the television broadcast into Western Australia's active, emerging and major markets. Markets include; Singapore, Malaysia, Domestic Australia, UK, Germany, NZ, USA, Japan, Korea, China, South Africa, Indonesia, Gulf Countries and India.

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Significant media and visitation outcomes

Major events is for metropolitan events. Relevant to those in the room, the metropolitan area includes; City of Rockingham, Town of Kwinana, City of Armadale and Shire of Mundaring.

Hopman Cup

One of the major events that receives sponsorship through the Major Events Fund is the Hopman Cup.

• The Hopman Cup is an international mixed tennis tournament, first hosted in 1989 and staged annually at the start of each year in Perth.

• In 2013, the Hopman Cup celebrated its 25th year by moving to the state-of-the-art Perth Arena

• The Hopman Cup has consistently attracted the sport’s top players. More than 20 former world No. 1's have competed at the event over the years including Roger Federer, AndyMurray, Novak Djokovich, Martine Hingis and Serena Williams.

• This years event attracted 96, 146 fans which featured eleven top 50 players, including two top ten players and for the first time two Australian teams.

• Nick Kyrgios and Daria Gavrilova were the winners of Australia’s first Hopman Cup title since 1999.

• Media value increased significantly from $112m to $166m, which represents a 49% increase from the 2013 broadcast value and the event was broadcast into all our key markets.

• Brand visibility eg. The Perth branding was 94%

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• One of the events that was supported in 2014 through Tourism WA’s major events funding was the Australian Surf Life Saving Championships, hosted at Scarborough Beach over March and April.

• The Championships attracted thousands of surf lifesavers from 109 clubs across Australia.

• The primary reason for sponsoring this event was the economic impact the event would deliver. The 5-day carnival generated more than $12 million in economic impact for the State and achieved almost 8,000 visitors.

• And on top of that, the event showcased our vibrant and active lifestyle to prospective visitors around the country through national TV broadcast.

• All of the events that are hosted in Perth and receive event sponsorship from Tourism WA receive funding through the major events fund, this event included.

• WA will host the event again in 2018

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Regional events are a key focus of our event sponsorship strategy and we work closely with Dept. of Regional Development. to allocate Royalties for Regions funding to worthy events and regions.

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Royalties for Regions Objectives

Tourism WA values events that work towards ensuring prosperity and long term benefits from the event are retained in the region. It is of particular importance for events that receive Royalties for Regions funding.

Royalties for Regions is a long-term vision for Western Australia, one that recognisesthat the sustainable development of regional Western Australia is vital to the State’s future.

It is a plan for the whole of Western Australia, with a focus on building communities in regional areas through six policy objectives:

Building capacity in regional communities

Retaining benefits in regional communities

Improving services to regional communities

Attaining sustainability

Expanding opportunity

Growing prosperity

Host or local community supports the event.

Regional spread.

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REP aims to support events within regional WA locations that deliver significant tourism outcomes to the host community. Funding of $50,000 and over.

- proposals 12mnths prior to when you intend to hold your event.

- Tourism WA and DRD approval process = lengthy

Augusta Adventure Fest– Nov / total attendance approx. 10,000 / grown from 800 competitors to

“Worlds Biggest Adventure Race’ approx. 3000 compete across three races

Unique selling point is its location, which can’t be exactly reproduced anywhere in the world.

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RES – smaller, developing events

- We are now taking applications for 2017-18 events

- The round opened on 5 October and will close 13 December 2017.

- For events which take place in the upcoming Financial Year

- Approximately 50 events are contracted through this pool annually

- On average receive between $5,000 and $15,000

- PICTURE: Blues at Bridgetown / Nov / free and ticketed events / sell approx. 2,500 tickets, with over 50% of those sold to visitors the region

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2016/2017 Peel Events

‘Act-Belong-Commit’ Dwellingup 100 forms part of a newly created National Cross-Country Marathon Series and is a mountain bike event. The event comprises of different competition courses established by TriEvents through the Shire of Murray.

Panel Criteria Notes

Strong participation

Good attendance and visitation

Relevant and good anticipated media coverage

Demonstrates prestige – part of national cross country series

Good fit for the region and showcases the region

Activation of re-developed trails and caravan parks

King of the Cut is WA’s richest SUP downwind race. Competitors paddle 24km along the Mandurah coastline from ‘Dawesville Cut’ to Secret Harbour. Professional entrants compete for SUP World Tour Ranking positions with a total prize pool of $16,500 and local competitors also compete for state representation at the National SUP Titles. On the final day, the event features a casual paddle and barbeque.

Panel Criteria Notes

Good concept and fit for the region

Elements of prestige

Potential for international print coverage

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Emerging trend (SUP)

2017 Pinjarra Festival

The Pinjarra Festival is a two-day arts and cultural event that takes place at EdenvaleHomestead, in the Murray region. The festival showcases local produce, art and craft, entertainment and various children’s activities. The event is free and promotes the rural lifestyle and historic significance of the region.

Panel Criteria Notes

Good attendance numbers

Showcases rural lifestyle and historic relevance

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The event has been running for 18 years

Event celebrates city’s and/or WA’s coastal lifestyle

In 2016, it was estimated the event had 120,000 attendees - a 30,000 increase from 2015

Approximately 71,000 of attendees travelled to Mandurah specifically for the 2016 event

Why it’s a good event:

- Showcases local produce

- Reinforces sense of community, heritage and connectedness

- Brings substantial economic benefit to local business, community and tourism industry

- Attracts a strong media impact

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In the region for over 10 years

Over 50% of participants are from outside WA

Stay in the region for 3 to 4 nights

Likely to travel with friends and family

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Been running for 30 years

Wind Surfing and now Kite surfing event

Puts Lancelin on the map as a world class destination for windsurfing

Showcases WA lifestyle and ‘Experience Extraordinary’ branding

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45 years in the region

Multicultural event

Unique to Broome

Good community support

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4 day event

Grown from 100 riders in year one (2008) to now over 1,200 riders compete

Varying terrain and landscapes – not only good for the riders experience but also to showcase the South West region

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Interested in applying for sponsorship?

www.tourism.wa.gov.au – information on the sponsorship funds

How can you connect with events in your region?

www.westernaustralia.com - ‘What’s on’

You can also subscribe to Talking Tourism - we list all the events that are coming up in the next 6 weeks

- Leverage existing events by contacting the event holders and see what opportunities there are to cross-promote your business or service with the event. Such as reciprocal marketing materials, offer discounts to event attendees, free product or service at the event, sponsor the kids entertainment and brand it with your name, promote your product/destination at their event. Sponsor the event via cash and/or in-kind (free venue hire), sharing digital platforms (Facebook, Instagram, Twitter, Youtube)

- Leverage existing events by offering accommodation discounts or exclusive offers for those associated with the event.

- Contact the event holders and see what opportunities there are to cross-promote your business or service with the event. Such as reciprocal marketing materials, offer discounts to event attendees

OR, if you wish to apply for funding directly for a new or existing event which you believe meets Tourism WA criteria, visit our website for more information or come and have a chat with me.

Think big, don’t be afraid to do something different, link the event idea to it’s location, tell a story that people will connect with and ask yourself ‘will this event attract interstate and international visitors and/or media’.

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