Overview of presentation
- Who we are and what we do
- Why we support events as part of our tourism strategy
- I will be discussing funding available for regional events
- Examples of successful regional events / why they are important tourism events
- How to leverage existing events in the region
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Recommending how we spend the State’s sponsorship dollars for the greatest possible tourism impact for the State.
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- 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 food and wine 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
Last year, events contributed around $1.2 billion to the $7.7 billion in visitor spending.
This financial year, TWA will sponsor approximately 95 events around the State.
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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
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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
- 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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What about regional events?
Regional events are a key focus of our event sponsorship strategy and we work closely with the Department of Regional Development to allocate Royalties for Regions funding to worthy events and regions.
• The Great Southern is a perfect location to host events due to its spectacular beaches, some of the worlds best food and wine, the perfect terrain for adventure racing, link to ANZAC, historical buildings and a supportive tourism sector that understands the benefits of events to the region.
• In 2015-16 Tourism WA will sponsor 14 REP events and 54 RES regional events. The Regional Event Program events we fund include Taste Great Southern, Ord Valley Muster in Kununurra Margaret River Gourmet Escape, Drug Aware Margaret River Pro and Cinefest Oz plus a range of smaller events including Manjimup Cherry Harmony Festival, Nannup Music Festival, Busselton Jetty Swim and Grapes and Gallops.
Two RES events:
The Grapes and Gallops Festival brings together two of Mount Barker’s major
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industries, wine and thoroughbred racing. The festival involves wine tasting from local wineries, gourmet food, live music and horse racing incorporating the $100,000 Mungrup Stud Sprint. Attracts around 3,000 attendees of which 1,200 are intrastate (non locals).
Busselton Jetty Swim The event started in 1996 with just 82 participants and has grown from strength to strength with over 1,700 participants in 2014.
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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 12 months prior to when you intend to hold your event.
- Tourism WA and Department of Regional Development approval process is lengthy
Tourism WA currently funds 14 REP events including Iron Man, Cape to Cape, Ord Valley Muster, Taste Great Southern, Northam National Hot Air Ballooning Championships.
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.
Recently announced 3 year deal REP funding Taste Great Southern which in 2015 attracted around 8,000 attendees at 70 events – looking towards hosting the event over Easter and school holidays and shortening the event which is easier to promote, encouraging events during the week and not only on weekends.
I encourage you all to take a look at the recently released Taste 2020 strategy – it made a point that visitors to a region want to be able to eat or drink regional specialties and authentic local produce and they want to experience this in surroundings such as a beach or by the waterfront.
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RES – smaller, developing events
- Round opens end of October each year
- Closes end of Jan early Feb each year
- For events which take place in the upcoming Financial Year
Approximately 50 events are contracted through this pool annually - we currently have 7 RES events in Great Southern
Grapes and Gallops Festival
The Bendigo Bank Southern Art & Craft Trail
Denmark Festival of Voice
Porongurup Wine Festival
Hidden Treasures Great Southern Bloom Festival
Campervan Motorhome Club of Australia - National Rally, Albany Western Australia –this is on currently.
Vancouver Street Festival
- On average receive between $5,000 and $15,000
- PICTURE: Mt Barker Grapes and Gallops Festival, 1 day event, January
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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
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In the south west 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
International wind surfers have this on their calendar
Showcases WA lifestyle and ‘Experience Extraordinary’ branding
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45 years in the region
Multicultural event
Unique to Broome
Good community support
Project3 on board with new initiatives including the Lantern Floating event, Cable Beach Sunset Long Table and an improved digital branding/marketing approach social media connecting better images Instagram positioning
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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
SBS TV show – 30 minute
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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 - ‘Whats on’
Leverage existing events by contacting the event holders to see what opportunities there are to cross-promote your business or service with the event. Such as reciprocal marketing materials, discounts to event attendees etc.
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.
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