eventsmemorableThe most
start here.The Launceston City Council’s Events Strategy
January 2012 to January 2015
This page: City Park Cover image: Aurora Stadium2
Message from the Mayor of Launceston This strategy is our direction and action plan for events in the
Launceston municipality. We want residents and visitors to enjoy time
together, celebrate and experience the diversity of cultures and foster
creativity and innovation through a combination of major events,
signature events, business events and community events.
Every year organisations and individuals stage events that contribute
to our sense of community and identity, providing the community and
visitors alike with meaningful shared experiences, cultural enrichment
and participation. The major drivers of the strategy are the social,
cultural and economic benefits gained from a vibrant and diverse
calendar of events that attracts over 400,000 visitors each year who
enjoy Launceston’s unique attractions.
Events in Launceston continue to go from strength to strength,
building Launceston an enviable reputation for presenting major high
profile events, particularly over the past ten years following the re-
development of Aurora Stadium.
Events deliver a range of benefits to the Launceston municipality and
wider region including:
• They produce economic, social and environmental benefits
• They enhance resident and visitor experiences
• They encourage creative activity
• They build reputation
• They raise the profile of the destination
• They reflect the personality of Launceston.
This Events Strategy demonstrates that we are committed to making
Launceston an even better place to live, visit and invest in. Events are a
vitally important part of Launceston’s make-up, with principal impacts
in the areas of cultural, social and economic benefit. The Launceston
City Council recognises this importance, providing event funding
to the value of $393,000 in 2011/12 in addition to its significant
investment in the provision of major infrastructure.
We are very proud of the role the Launceston City Council plays
in supporting events and we look forward to working with the
events industry to bring more enjoyment, energy and excitement to
Launceston and the wider region. I am personally very excited about
the opportunity events present to our city and encourage everyone to
get involved.
I am personally very excited about the opportunity events present to
our City. Everything you need for a memorable event is in Launceston
from state of the art infrastructure and services to breathtaking
natural attractions… it all starts here.
Start something special in Launceston.
Mayor Albert van Zetten
Mayor Albert van Zetten
Your wildest city escape starts here. 3
Your gourmet odyssey starts here.
The Launceston City Council Events Strategy RationaleThis strategy will provide the Launceston City Council with a clear
direction in relation to events held in the Launceston municipality.
It seeks to:
• Support Launceston’s unique identity and align with the
destination brand.
• Acknowledge the importance of events as a major economic
driver for Launceston.
• Strengthen Launceston’s position as a highly desirable place to live,
visit and invest.
• Support a diverse, vibrant and strategically balanced year round
event calendar.
• Attract and support events which provide optimal benefits (social,
cultural, economic and/or environmental) to the Launceston
municipality.
• Identify the Council as a leader in events facilitation for the
Launceston municipality.
• Develop partnerships to increase investment and support
of events in the Launceston municipality.
Seaport
4
Kings Bridge 5
Strategic outcomesThe strategic outcomes sought to be achieved by the Launceston City
Council Events Strategy are as follows:
• Ensure we support those events which promote social, cultural,
environmental and city image outcomes for Launceston.
• Provide adequate resources to coordinate a balanced calendar of
events and attract new major events.
• Improve our success rate in attracting national and international
events to the city against fierce competition.
• Deliver added value to the Launceston City Council-owned
infrastructure.
• Encourage economic growth in the region.
Strategic goals
Goal 1 - Lifestyle
Launceston has a vibrant and diverse calendar of events that
strengthen Launceston’s position as a highly desirable place to live,
visit and invest.
Goal 2 - Tourism
Launceston has a portfolio of events that increases interstate
visitation, national profile and contributes to the Launceston economy.
Goal 3 - Economic
Events held within the region provide optimum economic benefit to
the Launceston municipality, through partnerships and business
planning.
Goal 4 - Investment
The Launceston City Council’s investment in events is clearly directed
to meeting its strategic goals.
Festivale6
Your fun and festivities start here.
The Launceston City Council’s role
Leader
The Launceston City Council champions, coordinates, advocates,
plans and provides an event focus for the city. It is a catalyst for
partnerships and cooperative arrangements for events.
Provider
The Launceston City Council organises and supports a series of
community, youth and civic events and provides and maintains event
venues and infrastructure.
Sponsor
The Launceston City Council invests in events organised by others
through a number of targeted funding programs.
Facilitator
The Launceston City Council assists events by taking a coordinating,
regulatory and advisory role through relationship management.
Communicator
The Launceston City Council generates enthusiasm and energy for
events organised by itself and others through leveraging online,
printed and public relations activities.
Commitment
The Launceston City Council is committed to achieving the goals listed
in this strategy.
Junction Arts Festival
Festivale
Jimmy Barnes concert
7
Your weekend escape starts here.
STRaTEGy 1.1
Coordinate a balanced event portfolio for the Launceston municipality
evenly distributing events across the year, through partnerships and
relationships with event organisers.
Measures of success
• A continual and manageable flow of events optimising
infrastructure capacity in the region resulting in higher hotel
and infrastructure occupancy rates across the year and event
scheduling matched to regional capacity.
• A combination of established and new events achieving a balance
of social, economic, cultural, environmental and city image
outcomes.
• Events with similar target audiences are spaced apart to avoid
clashes and maximise attendance numbers.
• The Launceston City Council is recognised as the leader for events
held in the municipality.
STRaTEGy 1.2
Encourage community connection and participation through a diverse
events portfolio.
Measures of success
• An event calendar that engages all members of the community.
• A community that is supportive of events held in the region as
reported in event surveys and the LGAT Community Satisfaction
Survey.
• Events enhance resident’s experiences and contribute to a sense
of community pride and belonging.
GoaL 1 - Lifestyle Launceston has a vibrant and diverse calendar of events that strengthen Launceston’s position as a highly desirable place to live, visit and invest.
Hollybank Treetops Adventure
8
Go
aLS
, ST
Ra
TEG
IES
an
d M
Ea
Su
RE
S o
F Su
CC
ES
S
Festivale 9
STRaTEGy 2.1
Identify major events for acquisition based on targeted, benefit driven
criteria.
Measures of success
New major events are targeted for acquisition based on their ability to
deliver on the following criteria:
• Economic impact - measured by attendance numbers (minimum
5000), visitor numbers, higher than average daily spend,
minimum one night stay in Launceston (visitors).
• Media impact - measured by exposure to interstate audiences,
and the opportunity for local tourism promotion during media
coverage.
• Private investment - must demonstrate a minimum of 50% of
event income is provided from other source/s (excluding ticket,
merchandise, food and beverage sales).
• Venue - preference given to new events that utilise the Launceston
City Council-owned infrastructure.
• Tourism activity - preference given to events staged outside of
peak tourism season or during identified gaps in peak season
and with a proven ability to attract visitors at a minimum of 10%
of total event attendance.
• Brand - complements, promotes and supports the Launceston
destination brand.
GoaL 2 - Tourism Launceston has a portfolio of events that increase interstate visitation, national profile and contribute to the Launceston economy.
• Community involvement - demonstrates evidence of
substantial community support, are accessible by a broad
range of the community and provides community participation
opportunities.
• Risk - demonstrated event and risk management planning.
• Diversifies event calendar.
• Post event surveys report average attendee (visitor) daily spend is
equal to or higher than daily visitor spend ($188 TVS March 2011).
Cataract Gorge Reserve
10
Your most thrilling adventure starts here.
Go
aLS
, ST
Ra
TEG
IES
an
d M
Ea
Su
RE
S o
F Su
CC
ES
S
STRaTEGy 2.2
Actively promote Launceston to host major events.
Measures of success
• Launceston is represented and promoted at tourism and event
conferences and trade shows as well as key events (sporting
and otherwise) throughout the year resulting in lead generation
for major event hosting opportunities.
• Leads are followed up promptly resulting in the receipt of bid
submission requests for no less than six new major events per year.
• Of the major event bids submitted, the Launceston City Council is
successful in winning at least two new major events each year.
• Launceston will be a highly sought after events destination
nationally, recognised for its capabilities, willingness to
facilitate events and extensive community support of major
events evidenced by an increase in expressions of interest to
host major events in Launceston.
• Increased local, state and national awareness of Launceston’s
event capability and capacity and major event success stories
measured by media coverage of Launceston major events as a
result of press releases sent (greater than 50% success rate of
press releases sent to stories covered).
STRaTEGy 2.3
Promote a vibrant, diverse and unique events calendar to increase
visitor numbers to the region.
Measures of success
• A partnership with Tourism Tasmania where major Launceston
events are promoted in conjunction with interstate seasonal
tourism campaigns.
• Tourism Tasmania survey data reports an increase in visitors
travelling to Launceston for the primary purpose of event
attendance.
• A rise in the percentage of visitors of total event attendance for
major events, reaching a minimum of 10% (i.e. 5000 attendees
= a minimum of 500 visitors).
• An increase in accommodation and tour bookings received
by the Launceston Travel and Information Centre where the
purpose of stay is event attendance.
Symphony Under the Stars
New Years Eve on Royal
11
Launceston’s CBD12
Go
aLS
, ST
Ra
TEG
IES
an
d M
Ea
Su
RE
S o
F Su
CC
ES
S
Your history lesson starts here.
STRaTEGy 3.1
Measure supported events against the strategic goals and relevant
funding assessment criteria to accurately evaluate event outcomes.
Measures of success
• Supported events conduct surveys capturing specific data
relevant to the Launceston City Council’s strategic event goals.
• Supported events submit to the Launceston City Council, detailed
post event reports using data collected before, during and after
the event.
• The Launceston City Council collates accurate event data.
• Based on accurate data events will be recognised as key
contributors socially and economically.
• The benefits of events are consistently and accurately measured
providing a valuable set of data for reporting, promotion, event
attraction and investment attraction.
STRaTEGy 3.2
Encourage and facilitate major event engagement with local
businesses and industry.
Measures of success
• Major events utilise and support local business and industry
where possible.
• Increased employment opportunities, investment, business
expansion and capacity/skill building within the region.
STRaTEGy 3.3
Develop strong collaborative relationships with organisations and
individuals that have an interest in events.
Measures of success
• Increased private investment for events evidenced by event
income statements (submitted for funding requests and also
form an essential part of post event reports).
• Events are increasingly sustainable year on year resulting in
lower requests for Launceston City Council funding.
• Organisations commit funding to major events boosting
Launceston’s overall contribution and resulting in a higher bid/
win ratio for major event hosting.
• Feedback from the Launceston Chamber of Commerce and
Cityprom Inc. indicate that the majority of members are
supportive of events in Launceston.
• Coordinated stakeholder approach to major events bids
demonstrating unity and capability resulting in a higher win/bid
ration for major event hosting.
• Regional event coordination and identification of leverage
opportunities.
GoaL 3 - Economy Events held within the region provide optimum economic benefit to the Launceston municipality, through partnerships and business planning.
13
STRaTEGy 4.1
Develop an events investment portfolio driven by the goals set out in
this Events Strategy.
Measures of success
• Submissions for funding are considered under these programs:
- TheLauncestonCityCouncil’sEventSponsorship
- TheLauncestonCityCouncil’sSignatureEvents
- TheLauncestonCityCouncil’sEventIncentive
- TheLauncestonCityCouncil’sConferenceIncentive
• Appropriate levels of funding are allocated to each program to
support a balanced events portfolio.
• Flexibility to respond to an event opportunity which is exceptional
and may not address the key criteria but delivers benefits to
Launceston that should not be overlooked.
• A portfolio of events delivering a balanced program covering, for
example, culture, sport, entertainment and business.
• Innovation and development is rewarded.
• Events are sustainable.
• Evidence based decision making.
• The Launceston City Council funding programs align with and
support the strategic goals. Each program features criteria to
ensure the desired outcomes are achieved. The programs are as
follows:
The Launceston City Council’s Event Sponsorship Program
Refer to the Launceston City Council’s Event Sponsorship Policy
for details.
Goal1-Lifestyle
Launceston has a vibrant and diverse calendar of events that
strengthen Launceston’s position as a highly desirable place to
live, visit and invest.
Goal2-Tourism
Launceston has a portfolio of events that increases interstate
visitation, national profile and contributes to the Launceston
economy.
Goal3-Economic
Events held within the region provide optimum economic benefit
to the Launceston municipality, through partnerships and
business planning.
Goal4-Investment
The Launceston City Council’s investment in events is clearly
directed to meeting its strategic goals.
The Launceston City Council’s Signature Events Program
Refer to the Launceston City Council’s Event Sponsorship Policy
for details.
Goal1-Lifestyle
Launceston has a vibrant and diverse calendar of events that
strengthen Launceston’s position as a highly desirable place to
live, visit and invest.
Goal4-Investment
Launceston City Council’s investment in events is clearly directed
to meeting its strategic goals.
GoaL 4 - Investment Launceston City Council’s investment in events is clearly directed to meeting its strategic goals.
14
Your cultural revolution starts here.
Go
aLS
, ST
Ra
TEG
IES
an
d M
Ea
Su
RE
S o
F Su
CC
ES
S
The Launceston City Council’s Event Incentive Program
Refer to the Launceston City Council’s Event Sponsorship Policy
for details.
Goal2-Tourism
Launceston has a portfolio of events that increase interstate
visitation, national profile and contribute to the Launceston
economy.
Goal3-Economic
Events held within the region provide optimum economic
benefit to the Launceston municipality, through partnerships
and business planning.
Goal4-Investment
The Launceston City Council’s investment in events is clearly
directed to meeting its strategic goals.
The Launceston City Council’s Conference Incentive Program
Refer to the Launceston City Council Conference Incentive Policy
for details.
Goal2-Tourism
Launceston has a portfolio of events that increase interstate
visitation, national profile and contribute to the Launceston
economy.
Goal3-Economic
Events held within the region provide optimum economic
benefit to the Launceston municipality, through partnerships
and business planning.
Goal4-Investment
The Launceston City Council’s investment in events is clearly
directed to meeting its strategic goals.
STRaTEGy 4.2
Promote and utilise the Launceston City Council’s event
infrastructure.
Measures of success
• The full potential of the Launceston City Council’s events
infrastructure is realised through increased usage across the
year.
• Increased national profile of the Launceston City Council event
infrastructure.
• The Launceston City Council’s event infrastructure supports a
balanced portfolio of events for the region.
STRaTEGy 4.3
Support Launceston’s unique, annual signature events.
Measures of success
• The Launceston City Council identifies and provides an ongoing
funding commitment (three years) to signature events in
recognition of their uniqueness and importance as community
celebrations.
TargaFest
15
Town Hall, St John Street PO Box 396, LAUNCESTON TAS 7250
T 03 6323 3000 TTy 03 6323 3003 F 03 6323 3001E [email protected]
www.launceston.tas.gov.au
Top Related