THE NATIONAL MULTICULTURAL FESTIVALFIVE YEAR FORWARD PLAN 2020-2024

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CONTENTS

Minister’s Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Planning for Success: Forward Plan 2020-2024 . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Consultation and Engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Community Feedback from the 2019 Festival . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Key Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Future Strategic Themes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

2020 - An Invitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

2021 - 25th Birthday Celebrations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

2022 - Grow ‘Family’. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

2023 - Enhanced Programming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

2024 - Community, Tourism and Economic Outcomes . . . . . . . . . . . . . . . . . . . . . . . . 11

ACKNOWLEDGEMENT OF COUNTRY

The Australian Capital Territory is Ngunnawal Country. The ACT Government acknowledges the Ngunnawal people as the traditional custodians of the Canberra region. The region was also an important meeting place and significant to other Aboriginal groups. The ACT Government acknowledges the historical dispossession and its continuing legacy for Aboriginal and Torres Strait Islander peoples and also acknowledges their vital ongoing contribution to the ACT community.

THE NATIONAL MULTICULTURAL FESTIVAL FIVE YEAR FORWARD PLAN 2020-2024

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Minister’s Message

Canberra is a proud multicultural city and a proud home to the National Multicultural Festival.

From its origins as a community organised festival, to

Canberra’s favourite event, the Festival has become a

powerful symbol of our welcoming and inclusive city.

The National Multicultural Festival has become

Australia’s largest celebration of multiculturalism,

bringing people together from all over Australia to

see our multicultural communities proudly displaying

their culture, in cultural performances, through food and

other entertainment.

With the 25th anniversary of the Festival coming up next year, the ACT Government is committed to

ensuring it continues to be a relevant, vibrant, community-focused and sustainable event into the future.

This first forward plan for the festival will help us deliver an event that celebrates the silver jubilee

year, and provide guidance for enhancements for future festivals, whilst still remaining faithful to the

Festival’s ongoing community involvement and origin.

The following five-year forward plan is based on consultation undertaken with a cross-section

of stakeholders and sets out the Vision, Mission and Values to guide the continued success and

sustainability of the Festival over the next five years.

Implementing this plan will ensure the Festival continues to support and promote equality, social

inclusion, and the sharing of cultural traditions and customs in a safe, inclusive, respectful and

family-friendly environment.

I would like to thank the multicultural community, teams of volunteers and performers for their

support and good will that makes the success of this Festival.

Chris Steel MLA

M I N I S T E R F O R M U LT I C U LT U R A L A F FA I R S

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Planning for Success: Forward Plan 2020-2024

The National Multicultural Festival (the Festival) is a three-day celebration of cultural diversity in the

ACT and across Australia. The Festival encourages multicultural community groups to come together

and showcase their traditions and heritage, through music, dance, cultural displays and food stalls.

It provides a unique opportunity for Canberrans from all walks of life to celebrate the cultural diversity

and social inclusion that the city values so much.

The origins of the Festival go back over two decades, with the first Festival attended by just a few

hundred enthusiastic people, who devoured the offerings of a handful of multicultural food stalls.

Live music and dance entertainment was presented upon a small stage located in Garema Square,

at the heart of the city centre.

From these humble beginnings, the Festival has become the largest celebration of multicultural

diversity in Australia, with annual attendance exceeding 200,000 people. The Festival’s success is due

to the extraordinary efforts of hundreds of people, representing Canberra’s vibrant community sector,

including over 350 multicultural and community organisations, the diplomatic corps and a dedicated

and passionate team of community volunteers.

Despite its growth, attendees of the Festival year after year remark on how much they value its bustling,

vibrant and community-orientated feel. This Five-Year Forward Plan aims to promote the Festival

within the ACT and beyond, as well as guide investment in enhanced activities and programs, without

compromising its connection with the Canberra community or its grass roots charm.

As the Festival evolves throughout the duration of this Forward Plan and beyond, the ACT Government

is committed to nurturing and maintaining the stakeholder relationships and event professionalism

that have played such an important role in supporting the Festival’s ongoing success.

THE NATIONAL MULTICULTURAL FESTIVAL FIVE YEAR FORWARD PLAN 2020-2024

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CONSULTATION AND ENGAGEMENT

The Five-Year Forward Plan has been developed following an independent review of the

Festival in 2019, commissioned by the ACT Government and delivered by Visabel Pty Ltd.

The Review aimed to build a clear picture of what the National Multicultural Festival means

to its stakeholders and how it can be improved over the next five years.

In developing the Review, Visabel undertook extensive consultation with community leaders,

stall holders, traders, performers and ACT Government agencies.

The Forward Plan is also based on analysis of the environmental and operational context,

including a review of key reports, strategies and event planning documentation.

The Forward Plan supports and aligns with key ACT Government strategies including the

ACT Multicultural Framework 2015-2020 and the 2025 Major Events Strategy for the ACT.

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COMMUNITY FEEDBACK FROM THE 2019 FESTIVAL

“ It was enjoyable, it showcased the diversity of Australian society, it was well-attended, the atmosphere was friendly and fun, the food and entertainment made it an enjoyable event.”

“ It’s an interesting event in Canberra with a great atmosphere and lots of different food to try. It shows and celebrates how diverse in culture our country actually is!”

“ The best part about volunteering was meeting all the new people that I had the pleasure to work with and as a stage assistant I absolutely loved being able to enjoy the amazing performances during my time there.”

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VISION

Our vision is a world-class National Multicultural Festival for the people of Canberra and visitors to our city, offering a unique opportunity for Canberra’s diverse multicultural communities to showcase, celebrate and share their cultures and customs with a national audience.

MISSION

Our mission is to ensure that multicultural traditions and celebrations are kept alive and relevant, and

for people from across the country to experience these customs and practices through an immersive

festival experience.

VALUES

The Festival promotes equality, social inclusion and the sharing of culture, traditions and customs,

contributing to building a Canberra community that respects and celebrates multiculturalism.

Our values for the Festival are:

1. Community

We bring together multicultural communities, audiences and stakeholders to share our

cultures, celebrate and create a more inclusive and harmonious community.

2. Traditions and Customs

We showcase and share the heritage, culture and customs of diverse communities and peoples, to help

keep culture and traditions alive, vibrant and relevant.

3. Inclusion

We are inclusive and encourage participation and harmony.

4. The Spirit of Festival

We create a sense of ‘Festival’ – an event with passion, joy and the spirit of celebration,

which instils a sense of pride and community in everyone involved.

5. Professionalism

We are founded on the principles of best practice and good governance. We value strong relationships

and open, transparent communication with stakeholders and the community, and conduct ourselves

with honesty and integrity.

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Key Objectives

The Forward Plan is focused around four key objectives. These objectives will guide actions over

next five years and each element is vital to the overall success and sustainability of the Festival.

Event Precinct

Support the City precinct to remain the heart of the Festival through planning, consultation and improved site layout

• Consult with stakeholders on the site layout and how best to enhance it all groups

• Refine the current footprint, investigate the expansion of the footprint and look to engage nearby

hospitality and retail venues to create new opportunities for collaboration and an expanded array

of options for attendees

• Invest in infrastructure including event décor to improve the look and feel of the Festival’s

presentation

Event Program and Content

Develop an innovative and diverse program of events and entertainment through engagement with the community

• Develop a programming strateging that aligns the event program to the Forward Plan’s objectives

and the Festival’s vision, mission and values

• Identify and assess opportunities, establish partnerships and develop and deliver new content

for the event

Event Brand and Positioning

Position the Festival as a leading national multicultural festival with a distinctive brand

• Develop and implement a community engagement plan

• Develop and implement a sustainability strategy

• Brand the Festival as Australia’s National Multicultural Festival

People, Systems and Business Processes

Develop and invest in the people, systems and business processes that make the Festival a success

• Maintain positive discussions with partners, stallholders, performers and attendees as the Festival

evolves to achieve the best outcomes for the Festival and all involved

• Continue to invest in local providers and community groups through the event budget and grant

funding to grow their capacity and maintain the local feel of the Festival

THE NATIONAL MULTICULTURAL FESTIVAL FIVE YEAR FORWARD PLAN 2020-2024

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Future Strategic Themes

The Festival has been growing and changing together with Canberra over the past two decades and

will continue to evolve as our city grows. This Forward Plan considers how to bring the Vision, Mission

and Values of the Festival to life over the coming five years.

Each year includes improvements to the festival to promote its success, sustainability and longevity.

This begins in 2020, where we consolidate what we learnt in 2019 and begin planning for the Festival’s

25th birthday in 2021.

2020An Invitation

202125th Birthday Celebrations

2022Grow ‘Family’

2023Deliver Enhanced Programming

2024Community, Tourism and Economic Outcomes

This strategic approach will continue to deliver many benefits for the community over the coming

five years by:

• generating direct increases in economic activity through engagement with entertainers and

cultural groups and attracting tourists to the region;

• contributing to quality of life in the ACT and attracting people to live, work and study here;

• attracting support and investment in cultural and community activities in the ACT;

• strengthening communities through bonding and bridging social capital;

• reducing social isolation and increasing social inclusion;

• continuing to encourage, celebrate and support the efforts of volunteers;

• generating a sense of identity and self-confidence for participating communities; and

• raising the profile of community groups.

This Forward Plan is intended to provide a strong basis for growth and change into the next

planning cycle.

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2020An Invitation

The focus this year will be to build on the success and learnings from the delivery of the 2019 Festival,

through proactive engagement with our stakeholders and event delivery partners.

2019 FESTIVAL

1,039 Performers

3,500 Stallholders

300 Volunteers

198,894 Attendees

This will include work to review the Festival site layout to enhance community experience of the

Festival. At the heart of this will be a commitment to bringing the Vision, Mission and Values to life.

202125th Birthday Celebrations

The focus this year will be on commemorating the 25th anniversary of the Festival through special

events and programming.

The work completed in the previous year on site layout will support planning for innovative birthday

celebrations for this milestone event.

Planning for this year will also consider how different areas of the city could be activated and used

for the Festival birthday celebration, such as other areas around the city or destinations along the

light rail corridor.

2022Grow ‘Family’

In 2022 the focus will be on growing the Festival ‘family’, which includes stall holders, community

groups, sponsors and partners.

This will include developing a new community engagement plan that seeks to broaden the stakeholder

and participant base, as well as developing and implementing a sustainability plan for the Festival.

Throughout this time the Festival will continue to nurture its relationships with existing community

groups and partners to ensure their needs are met and they remain a close part of the ‘family’ as the

Festival evolves.

The 2022 focus will ensure continued investment in the distinct marketing and branding of the Festival

as Australia’s National Multicultural Festival.

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2023Enhanced Programming

Building on the work from 2022, this year the focus will be on expanding the partnership arrangements

of previous years to deliver new cultural experiences to enjoy. This may include attracting new venues,

retail and hospitality partners to help to host more people from across Australia to attend the Festival.

It will also seek to better involve businesses within and adjacent to the Festival footprint in the delivery

of the festival to support them and offer more choice for attendees. Developing and expanding the

program of events associated with the Festival will be a priority in 2023.

2024Community, Tourism and Economic Outcomes

2024 will focus on reviewing outcomes from the previous five years as part of the next stage of future

planning. This will include assessing the outcomes achieved for the community, tourism and the ACT

economy from the Festival over time and identifying future outcomes in partnership with stakeholders.

Building on the success of previous years, learnings from this year’s Festival will inform planning for

future years, particularly in engaging with stakeholders, understanding what local and providers and

community groups value about the Festival, and continuing to refine the Festival experience for the

community and volunteers.

For more information about the National Multicultural Festival, visit:

www.multiculturalfestival.com.au

THE NATIONAL MULTICULTURAL FESTIVALFIVE YEAR FORWARD PLAN 2020-2024