MARKETING, BUSINESS DEVELOPMENT Agenda Item 3.4 AND MAJOR EVENTS COMMITTEE REPORT COVER SHEET
20 November 2003 MELBOURNE MOOMBA WATERFEST PROGRAM UPDATE 2004
Division Marketing & Corporate Affairs
Presenter Scott Chapman, Director Marketing & Corporate Affairs
Purpose
To provide Councillors with an update on the planning and development of the 2004 Melbourne Moomba Waterfest Program.
Time Frame
Melbourne Moomba Waterfest will take place annually over the Labour Day long weekend. The 2004 event will run from Friday 5 March 2004 to Monday, 8 March 2004. The festival will be fully programmed with activities occurring both during the day and at night.
Finance
As a part of the 2003/04 budget process, Council allocated $1.8 million to Melbourne Moomba Waterfest. This includes $50K for the Children’s Festival development platform.
Legal
There are no direct legal implications arising from the recommendation in this report.
Sustainability
Connected and Accessible City
There will be minimal disruption to the traffic flow in Melbourne as a result of the event. MMW is working closely with Public transport and Traffic Management authorities to ensure adequate public transport is operating around Melbourne and the city centre to minimise congestion and create ease of access around the city. MMW will also be liasing closely with CoM Street Activity branch in order for council to devise and implement local plans for traffic and public transport management, car park management and road closures.
Inclusive and Engaging City
The MMW program seeks to represent Melbourne’s broad cultural diversity and incorporate large scale community involvement. Melbourne Moomba Waterfest 2004 is predominantly a free family festival accessible to all. It will allow the various community groups of Melbourne to showcase their diversity. Set in some of the cities fabulous parks and gardens, the festival attracts a wide range of audiences, both local and visitor. The 2003 event attracted attendances of over 850,000. It is anticipated that 2004 attendances will exceed this figure.
Innovative and Vital Business City
Melbourne Moomba Waterfest is seeking to engage sponsorship and support of key businesses. This is vital to ensure the success and profile of the event remains of a high standard and that strong business relationships are built and developed between business and the City of Melbourne. Increased visitation will ensure strong economic returns for the city and the public sponsorship of this event will provide social and economic returns to the City and its people. To contribute to this MMW will use its financial support to raise the standard of its events and activities to ensure a safe and secure event, one that also features new and innovative programs and allows the opportunity to showcase and position Melbourne as a world class city.
Environmentally Responsible City
Melbourne Moomba Waterfest is one of the few City of Melbourne Waste Wise Events and MMW will continue to ensure it adheres to all Council policies for waste management and recycling. MMW Risk management strategies for each event component manage key environmental issues. Every effort will be made to minimise impact to parks and gardens and appropriate plans will be in place for the reinstatement of the gardens.
Recommendation
That the Marketing, Business Development and Major Events Committee: x note the progress of the planning and development of the 2004 Melbourne Moomba Waterfest; x endorse the program direction for 2004; and x note that this decision is being made by the Committee under delegation from the Council and is subject to the referral notice process.
Attachment: 1. Event Overview 2 MARKETING, BUSINESS DEVELOPMENT Agenda Item 3.4 AND MAJOR EVENTS COMMITTEE REPORT
20 November 2003 MELBOURNE MOOMBA WATERFEST PROGRAM UPDATE 2004
Division Marketing & Corporate Affairs
Presenter Scott Chapman, Director Marketing & Corporate Affairs
Purpose
1. To provide Councillors with an update on the planning and development of the 2004 Melbourne Moomba Waterfest Program.
Background
2. The 2003 Melbourne Moomba Waterfest was the first year the 49-year-old festival was delivered by City of Melbourne, Melbourne Moomba Waterfest branch. The event was an outstanding success with record attendances, a revitalised program, and enthusiastic feedback from the City of Melbourne, stakeholders, media, and participants.
3. Emphasis was placed on ensuring that the standard of event services and infrastructure was significantly raised to ensure all risk and safety issues were managed and that participants enjoyed a safe environment. This was achieved via the introduction of event management practices usually reserved for “Hallmark” events such as the Grand Prix and Spring Racing Carnival.
4. In three years time Melbourne will host one of the most major public events in its history with the staging of the 2006 Commonwealth Games. This creates a positive environment for City of Melbourne to realise its commitment to the development of Melbourne Moomba Waterfest to 2006 and beyond. Melbourne Moomba Waterfest seeks to plan and develop activities that will be sustainable in the future, creating a valuable legacy for the community in 2007 and for the future.
Issues
2004 Programming
5. Ongoing reviews of the programming and presentation of the event is vital to ensure that the event remains attractive to sponsors and stakeholders. It will also allow for the provision of an annual celebration that is relevant to current audience expectations. Critical factors include:
5.1 presentation of a genuine community celebration focussed on and near Melbourne’s Waterways, including increased activity on the water;
5.2 the program is to have the broadest possible appeal with a wide audience reach, particularly the traditional non-arts audiences;
5.3 creation of a highly visible public festival that provides genuine opportunity for community participation from development to performance presentation; and
3
5.4 development of an additional significant high profile event including a signature event at Docklands in partnership with Docklands Authority.
6. The 2004 Melbourne Moomba Waterfest program will consolidate the event by building on the successes of 2003, whilst seeking new opportunities to develop the program towards its 50th Year celebration in 2005, and the Commonwealth Games Cultural Program in 2006.
7. Key Highlights of the program include:
7.1 17 events staged over 4 days along on the Yarra River and Docklands precinct;
7.2 the tradition of the Moomba Parade will be the result of community workshops run during the summer months to create key elements of the parade. Over 1200 participants will capture community spirit, indigenous culture and children’s imaginations;
7.3 sand sculpting exhibition featuring top international and Australian sand sculptors who will turn 1200 tonnes of sand into stunning masterpieces up to 11 metres high;
7.4 an aqua-stage concert at Docklands featuring Melbourne Symphony Orchestra in a spectacle of sound and light;
7.5 increased activity on the river with Moomba Masters water-skiing, Dragon Boat Festival, Duck Race, Bath Tub Dash and Birdman Rally;
7.6 inclusion of community cultural entertainment area in Alexandra Gardens featuring dance, music, performance and food from Melbourne’s diverse multicultural communities;
7.7 nightly concerts in Alexandra Gardens featuring popular jazz, rock and pop artists;
7.8 expanded children’s activity program including interactive programs, performances and children’s festival activities at Artplay;
7.9 a spectacle of fire and water using the latest technology in pyrotechnic art on the river between Princes and Swan St bridges; and
7.10 carnival in Birrarung Marr, which will require all operators to meet strict guidelines relating to OHS and Risk Management.
8. For a detailed copy of the program, refer to Attachment 1.
Event Management – Best Practice
9. Emphasis will be placed on ensuring that the standard of event services and infrastructure reflects industry best practice. The standard was significantly raised in 2003 to ensure all risk and safety issues were managed and that participant’s perception of safety and security was positive. This remains a core focus in the planning of future events. Critical factors include:
9.1 establishment of event operations that exceed industry best practice for event services, presentation, risk management, infrastructure and logistics;
9.2 implementation of formal contractual agreements with component events to ensure MMW standards of event operations is adhered to; and
9.3 enhancement of the relationship with Police and Public Authorities to ensure full integration and collaboration from planning to delivery of the event.
4
Commercial Rights Development
10. The implementation of strategies to drive event revenue from the private and public sector is crucial to the long-term direction of the event. Critical factors include:
10.1 developing, packaging and valuing of sponsorship and supply rights, commercial rights and media partnerships;
10.2 consolidate key marketing and commercial aspects, cementing CoM’s control and ownership of key assets;
10.3 pro-active development of commercial relationships with 3rd parties and leverage inherent intellectual property, associated rights and other assets; and
10.4 maximise relationships with State Government to design and deliver programs that maximise community interaction with government initiatives and obtain appropriate funding.
Relation to Council Policy
11. The Marketing Strategy aim is to position Melbourne globally as the events and festivals capital by providing a diverse range of quality events throughout the year.
Consultation
12. Ongoing consultation is occurring with key community groups and with major stakeholders including:
12.1 Docklands Authority;
12.2 Parks Victoria;
12.3 Federation Square;
12.4 Arts Victoria – State Government;
12.5 Department of Infrastructure; and
12.6 Public Authorities.
Government Relations
13. Currently a program is being developed in conjunction with Arts & Culture and State Government to establish a major children’s festival. This will initially be part of the Melbourne Moomba Waterfest program and it is hoped to be fully developed by 2006 as a stand alone Children’s festival.
14. An application for a grant has recently been submitted to State Government.
5
Recommendation
15. That the Marketing, Business Development and Major Events Committee:
15.1 note the progress of the planning and development of the 2004 Melbourne Moomba Waterfest;
15.2 endorse the program direction for 2004; and
15.3 note that this decision is being made by the Committee under delegation from the Council and is subject to the referral notice process.
6 Attachment 1 Agenda Item 3.4 Marketing, Business Development and Major Events Committee 20 November 2003
DRAFT PROGRAM OVERVIEW DOCUMENT
Event Overview: Melbourne Moomba Waterfest Fire Show
Date, Time and Duration Saturday 6 March 2004 9.15pm to 9.35pm (20 minutes)
Proposed event title MMW Spectacle of Fire and Water Possible titles Firewater Show Pyroshow Moombafire The Big Bang The Works Venue Yarra River between Princes and Swan Street Bridges Expected attendance 150,000 Status Howard & Sons Pyrotechnics confirmed/to be confirmed Cost Free ticketed/free Description Spectacle of Fire & Water using the latest technology in About event pyrotechnic art – Fire Sculptures that will come to life as Partnered/ CoM owned Fire Spirits. The show will be based around the two elements of fire and water with an interpretation of how the two have evolved. CoM owned event Program Detail Live broadcast from radio partner – TBC Entertainment Fireworks – 9.15 –9.30pm Activities Theme - Fire & Water Map RAAF involvement to be confirmed Target Market Family market
Marketing details Part of overall marketing activity Opportunity for Radio partner for live broadcast Possible link to Grand Prix audience Sponsors details Opportunity for naming rights ADF – in kind support if f111 involved Media Opportunities Pryotechnician setting up ADF partnership Important information Road closures: Required (refer Traffic Management Plan – General Public Information – eg TBC) Road Closures – Access Access: Both sides of Yarra River – Alex Gardens & Birrarung Marr Best viewing: Bank of Yarra River – Alex Gardens or Birrarung Marr Disabled Access: Available (designated area tbc) Access via public transport: All services to the City Associated activity Music Stage Other activities in the area Carnival Starlight Cinema Kids Activity Area Water Skiing until 6pm Sand Sculpting
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03 1
Event Overview: Moomba Parade
Date time and Duration Monday 8 March 2004 11am to 11.45am (45 minutes)
Proposed event name Lord Mayor’s Moomba Parade
Possible titles Moomba Parade, Moomba March, Moomba Walk, Swanston Stroll
Venue Swanston Street Start - Latrobe St End – St Kilda Rd at Linlithgow St
Expected attendance 300,000
Status Confirmed Confirmed/to be confirmed Cost Free ticketed/free Description This Moomba tradition is simply the stuff of fond memories About event and dreams and it is from dreams and memory that Partnered/ CoM owned community and cultural groups will create a fantasy journey as seen through the eyes of children. Community spirit , indigenous culture, colour and movement of 1200 participants are all part of the celebration. The Parade will be the result of community workshops run during the summer months to design and create the elements of the parade. CoM owned Event
Program 45 minute parade Entertainment Roving, professional and community entertainers will create a Activities parade of colour and movement for all to enjoy. Map
Target Market Family target
Marketing Details Part of overall marketing activity Opportunity for TV media partner Possible link to Grand Prix audience
Sponsors details Opportunity for naming rights
Media Opportunities Children Focus group sessions (Nov) Workshops leading up to the event (Dec to March) Bump in – early morning live cross
Important information Road closures: Required (Traffic Management Plan TBC) General Public Information – eg Access: Available Swanston Street Road Closures – Access Best viewing: Swanston Street (both sides) Disabled Access: Available (designated area to be confirmed) Access via public transport: All services to City
Associated activity Music Stage Carnival Other activities in the area Kids Activity Area Water Skiing Sand Sculpting
For use General information Hotline Public Relations Consultancy All Suppliers 2 Last Updated: 27/10/03
Event Overview: Sand Sculpting
Date Time and Duration Friday 5 to Sunday 14 March 2004 10.00am to 9.00pm daily
Proposed Event Name Melbourne Moomba Waterfest & Vision Australia present Sand Sculpting on the River
Possible titles Sandland, Sand World, SandCraft, Moomba Sand Venue Lower Terrace Birrarung Marr
Expected Attendance 200,000 (over 10 days)
Status Confirmed Confirmed/to be confirmed Cost Ticketed ($7.00 – adults; $5.00 - children) ticketed/free Description Top international and Australian sand sculptors will turn About event 1200 tonnes of sand into stunning master pieces up to 11 Partnered/ CoM owned metres high. Adults & children can view the works being created and participate in workshops. The theme for 2004 will be ‘water’. Partnered Event
Program Detail A 10 day event commencing on the weekend of MMW Entertainment A fenced off ticketed event fundraising for the charity Vision Activities Australia. Map Work shops and education marquee for children to learn more about the process. Food & beverage will be available in the area Additional roving entertainment
Target Market Family target
Marketing details Part of overall marketing activity Vision Australia will manage additional activity marketing
Sponsors details Managed by Vision Australia as partnered activity.
Media Opportunities Promotional media opportunities with International and Australian sculptures before and during the display.
Important information Road closures: Not required General Public Information – eg Access: Fenced area – entrance signed Road Closures – Access Best viewing: Within designated area Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Carnival Other activities in the area Water Skiing Dragon Boats Birdman Rally ArtPlay
For use General information Hotline/Customer Public Relations Consultancy All Suppliers Last Updated: 27/10/03 3
Event Overview: Moomba Waterfest Birdman Rally
Date time and Duration Friday 5 March 2004 6.00 pm to 9.00pm
Proposed event name Moomba Waterfest Birdman Rally
Possible titles Birdman Rally, FlyGuys, Super Fly Guys, Moomba Fly Guys, Moomba Fly Venue Yarra River – Sea Wall (Birrarung Marr)
Expected attendance 5,000 ppl
Status Confirmed confirmed/to be confirmed Cost Free ticketed/free Description The Birdman Rally will be back, bigger and better than ever About event in 2004. A selection of serious and crazy competitors will Partnered/ CoM owned jump off a platform to attempt to fly. Prizes will be awarded for innovation and entertainment. CoM owned event.
Program Detail The Birdman Rally will return to the Yarra River on the Entertainment Friday night. Competitors will compile craft in Birrarung Activities Marr near sea wall fir spectator viewing. Audience will view Map from both sides of the River. MC and entertainment will help to hype up the crowd and the atmosphere.
Marketing/Sponsorship/Media Family target Target Market Adult male target Birdman maniacs
Marketing details Part of overall marketing activity Possible TV partnership Possible Radio partnership Sponsors details Naming Rights available Merchandising possibilities
Media Opportunities Promotional media opportunities with competitors during construction and during competition.
Important information Road closures: Not required General Public Information – eg Access: Batman Ave into Birrarung Marr Road Closures – Access Best viewing: Banks of Yarra River (both sides) Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Carnival Other activities in the area Dragon Boats Sand Sculpting Street Theatre Festival Water Skiing
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
4
Event Overview: Moomba Masters International Water Ski Championships
Date Time and Duration Wed 3 to Sat 6 March Monday 8 March 2004 8.00am to 8pm daily
Proposed Event Name Moomba Masters International Water Ski Competition
Possible titles SkiMasters, Water Masters, Ski Championships, Moomba Ski Venue Yarra River
Expected Attendance 10,000
Status Confirmed Confirmed/to be confirmed Cost Free Ticketed/free Description The annual Moomba Masters International Water Skiing About event competition will be held on the Yarra River over 5 days. Partnered/ CoM owned Women’s, men’s and junior competitions held.
Program Detail Men’s & Women’s tricks, slalom, jump plus night shows and Entertainment wakeboarding competitions will entertain the crowds over Activities the weekend. Map Water Skiing will not be on the river on the Sunday between 9am and 6pm but will perform a night show at 7pm on Sunday 7 March Location will be between Swan Street & Princes Bridges.
Marketing/Sponsorship/Media Family Target Market Target Market Water Skiers/ Sports lovers
Marketing Details Part of overall marketing activity Possible TV partnership Possible Radio partnership
Sponsors Details Naming rights sponsorship opportunity
Media Opportunities Promotional media opportunities with International competitors prior and during competition.
Important information Road closures: Not required General Public Information – eg Access: Batman Ave into Birrarung Marr Road Closures – Access Best viewing: General Public grand stand/ banks of Yarra Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Birdman Rally Other activities in the area Dragon Boats Carnival Sand Sculpting
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03 5
Event Overview: Waterfest Carnival – (working title)
Date Time and Duration Friday 5 to Monday 8 March 2004 10.00am to 11.00pm daily
Proposed Event Name Waterfest Carnival
Proposed titles MoombaCarni, MoombaFun, Waterfestival, Watercarnival Venue Birrarung Marr (Lower Terrace)
Expected Attendance 400,000 (over 4 days)
Status Confirmed Confirmed/to be confirmed Cost Ticketed (varied prices) Ticketed/free Description Carnival rides and activities will be found in Birrarung Marr About event for ages 10 and upwards. Partnered/ CoM owned Program Detail High end rides and activities will be selected to create a Entertainment carnival feel. Activities Map Marketing/Sponsorship/Media General Target Market
Marketing details Part of overall marketing activity Possible Radio partnership
Sponsors details Naming Rights available
Media Opportunities Promotional media / pic opportunities on rides.
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Birrarung Marr Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Water Skiing Other activities in the area Sand Sculpting Street Theatre Festival Birdman Rally
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
6
Event Overview: Dragon Boats – (working title)
Date time and Duration Sunday 7 March 2004 9.00am to 5.00pm
Proposed event name Moomba Waterfest Dragon Boat Races
Proposed titles River Dragons, Riverdragon Race, Dragon Race, Moomba Dragons, Floating Dragons Venue Yarra River (between Swan St & Princes St Bridges)
Expected attendance 5,000
Status To be confirmed confirmed/to be confirmed Cost Free ticketed/free Description Traditional Dragon Boat Races will be held on the Yarra. About event Teams of approx 35 people race beautifully designed Partnered/ CoM owned dragon boats up the River. Partnered Activity
Program Detail Number of competitors to be determined Entertainment Activities Map Marketing/Sponsorship/Media General Target Market
Marketing details Part of overall marketing activity Possible TV partnership Possible Radio partnership
Sponsors details Naming Rights available
Media Opportunities Promotional media opportunities with competitors/ boats
Important information Road closures: Boat House Drive General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Banks of Yarra River Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Music Stage Other activities in the area Sand Sculpting Kids Corner
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
7
Event Overview: Melb Symphony Orchestra at Docklands – (working title)
Date time and Duration Sunday 7 March 2004
Proposed event name Melbourne Moomba Waterfest presents MSO at the Docklands Proposed titles MSO Show/MShOw, Son et Lumiere, Pyrosymphony, Symphonia, MoombaSymphony Venue Docklands – New Quay
Expected attendance 10,000 ppl
Status TBC confirmed/to be confirmed Cost Both ticketed and non-ticketed seats available ticketed/free Description A headline act will perform on a water stage supported by About event the Melbourne Symphony Orchestra. Partnered/ CoM owned VIP facilities will be available for this event.
Program Detail Headline is still to be confirmed. Entertainment Activities Map Marketing/Sponsorship/Media VIP target market Target Market General Family
Marketing details Part of overall marketing activity Possible TV partnership Possible Radio partnership
Sponsors details Naming Rights available
Media Opportunities Promotional media opportunities with entertainers/ groups
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Grand Seating Docklands Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Other activities in the area
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
8
Event Overview: Berry Street Bath Tub Dash
Date Time and Duration Monday 8 March 2004 1.00pm to 2.00pm
Proposed Event Name Berry Street Bath Tub Dash
Proposed titles Tub Dash, Moomba Dash, The Tub Run, The Great Paddle Venue Yarra River (outside Boat houses)
Expected Attendance 2,000
Status Confirmed Confirmed/to be confirmed Cost Free Ticketed/free Description Celebrities and Special guests race in decorated bathtubs About event across the Yarra. Partnered/ CoM owned Partnered Activity
Program Detail School groups enter competitions to decorate the tubs. Entertainment Activity raises awareness of Berry Street Charity Activities High media interest event Map Marketing/Sponsorship/Media General Target Market
Marketing details Berry Street Manage own marketing Included as part of MMW overall marketing
Sponsors details Not required
Media Opportunities Promotional media opportunities with competitors
Important information Road closures: Boat House Drive General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Banks of Yarra – Boat House Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Music Stage Other activities in the area Carnival Water Skiing Kids Activity Area
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
9
Event Overview: Children’s Activity Area – (working title)
Date Time and Duration Friday 5 to Monday 8 March 2004 10.30am to 6.00pm daily
Proposed Event Name Kids Corner Activity
Possible titles Dreamland, Moomba Dreams, Moomba Jrn, Junior Land, Makebelieve Land Venue Alexandra Gardens (Palm Garden Area)
Expected Attendance 50,000
Status Confirmed Confirmed/to be confirmed Cost Free Ticketed/free (Small carnival area associated with ticketed rides)
Description Each day children and their families will be welcomed to their own About event special “island”, with activities, workshops and performances that Partnered/ CoM owned celebrate our waterways and the creatures (real and mythical) that live there. Includes SMILE, a co-production with Artplay featuring various digital photography projects involving children from local schools, CoM owned event
Program Detail Interactive performances Entertainment Multicultural and Indigenous Story telling Activities EnviroCraft workshops, including animal hats & kaleidoscopes Map Face Painting Smile – digital photo banners, all young visitors can have their picture taken and included on the huge story banners Starlight Cinema
Marketing/Sponsorship/Media Children – 3 to 12 year old Target Market
Marketing details Part of overall marketing activity
Sponsors details Naming Rights available
Media Opportunities Promotional media opportunities with entertainers and children during activity.
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Alexandra Gardens (Palm Garden) Disabled Access: Available (Designated area tbc) Access via public transport: All services to the City
Associated activity Community/ Music Stage Other activities in the area Kids Carnival Area River Rhythms Water Skiing Dragon Boats Food & Beverage
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
10
Event Overview: Artplay Project (working title)
Date Time and Duration Friday 5 to Monday 8 March 2004 10.30am to 6.00pm daily
Proposed Event Name Smile
Possible titles Smile Venue Artplay Alexandra Gardens (Palm Garden Area)
Expected Attendance 20 000
Status Confirmed Confirmed/to be confirmed Cost Free Ticketed/free
Description SMILE, a co-production with Artplay featuring digital About event photography projects involving children from local schools, Partnered/ CoM owned regional communities and MMW visitors.
The projects include workshops in the weeks leading up to MMW and an onsite project just for MMW.
CoM owned event
Program Detail - Photo mural of local children on the Artplay windows Entertainment - Story banners from regional Indigenous community Activities - Large photo banners produced at MMW. Children have Map their photo taken, which is immediately added to the banners, which are printed and displayed at MMW.
Marketing/Sponsorship/Media Children – 3 to 10 year old Target Market
Marketing details Part of overall marketing activity
Sponsors details Naming Rights available
Media Opportunities Promotional media opportunities with entertainers and kids during activity.
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Artplay Disabled Access: Available (Designated area tbc) Access via public transport: All services to the City
Associated activity Children’s Activities in Alexandra Gardens Other activities in the area Kids Carnival Area Food & Beverage
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03 11
Event Overview: Community Stage Area – (working title)
Date Time and Duration Friday 5 to Sunday 7 March 2004 10.00am to 6.00pm daily
Proposed Event Name Community Stage Area
Possible titles Fusion, Moomba Fusion, Comstars, C-O4 Venue Alexandra Gardens (Engineers Lawn Area)
Expected Attendance 200,000 (over 3 days)
Status Confirmed Confirmed/to be confirmed Cost Free Ticketed/free Description Performances and activities featuring Melbourne’s About event multicultural and community groups. Partnered/ CoM owned CoM owned event
Program Detail Local groups working together to create works that Entertainment celebrate Melbourne’s unique communities. Activities Daily theme. Map Post Parade performance area.
Marketing/Sponsorship/Media General family target market Target Market Community groups
Marketing details Part of overall marketing activity Possible TV partnership Possible Radio partnership
Sponsors details Naming Rights available
Media Opportunities Promotional media opportunities with entertainers/ groups
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Alexandra Gardens Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Music Stage Other activities in the area Kids Carnival Area Water Skiing Food & Beverage/ picnic area
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
12
Event Overview: River Rhythms
Date time and Duration Friday 5 to Sunday 7 March 2004 6.00pm to 11.00pm daily
Proposed event name River Rhythms
Proposed titles Riversongs, MoombaSong, Moomba Tunes, Yarra Tunes, River Rythms Venue Alexandra Gardens (Engineers Lawn Area)
Expected attendance 200,000 (over 3 days)
Status Confirmed confirmed/to be confirmed Cost Free ticketed/free Description Family entertainment each evening. About event Alcohol free event Partnered/ CoM owned CoM owned event Program Detail Friday – Twilight concert for children & families. Entertainment Saturday – Commercial artists play pre & post fire show. Activities Sunday – Family highlight act Map Marketing/Sponsorship/Media General family/ adult target market Target Market
Marketing details Part of overall marketing activity Possible TV partnership Possible Radio partnership
Sponsors details Naming Rights available
Media Opportunities Promotional media opportunities with entertainers/ groups
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Alexandra Gardens Disabled Access: Available (Designated area tbc) Access via public transport: All services to the City
Associated activity Community Performance Area Other activities in the area Kids Carnival Water Skiing Kids Activity Area Food & Bev – Picnic area
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
13
Event Overview: Starlight Cinema – (working title)
Date Time and Duration Friday 5 to Monday 8 March 2004 9.00pm to 10.00pm
Proposed Event Name Kids Corner Starlight Cinema
Proposed titles Starscreen, Moomba Flicks, Moomba Movies, Film Stars Venue Alexandra Gardens (Palm Garden Area)
Expected Attendance 10,000 (over 4 nights)
Status Confirmed Confirmed/to be confirmed Cost Free Ticketed/free Description Families will be invited to come along and bring a blanket About event and a picnic to enjoy the latest release kid’s movie on the Partnered/ CoM owned big screen. CoM owned activity as part of Kids Corner area
Program Detail Friday – Lilo & Stitch (tbc) Entertainment Saturday – Finding Nemo Activities Sunday – Walt Disney Special (tbc) Map Monday – Melbourne focused movie (tbc)
Marketing/Sponsorship/Media 3 to 10 year old Target Market Parents
Marketing details Part of overall marketing activity
Sponsors details Naming Rights available
Media Opportunities Not required
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Alexandra Gardens Disabled Access: Available (designated area tbc) Access via public transport: All services to the City
Associated activity Music Stage Other activities in the area Kids Carnival Water Skiing
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
14
Event Overview: Street Theatre Festival – (working title)
Date time and Duration Friday 5 to Monday 8 March 2004 11.00am to 6.00pm daily
Proposed event name Street Theatre Festival
Venue Federation Square
Expected attendance 100,000 (over 4 days)
Status To be confirmed confirmed/to be confirmed Cost Free ticketed/free Description Daily Street Theatre program featuring some of the most About event exciting outdoor performers and buskers in Australia Partnered/ CoM owned Partnered Activity
Program Detail All performers will be auditioned and programmed on a Entertainment daily basis with 30 minute time slots. The stage in Activities Federation Square will provide the perfect pitch for the Map activity
Marketing/Sponsorship/Media General family market Target Market
Marketing details Part of overall marketing activity
Sponsors details Naming Rights available
Media Opportunities Promotional media opportunities with entertainers
Important information Road closures: Not required General Public Information – eg Access: Available all areas Road Closures – Access Best viewing: Federation Square piazza Disabled Access: TBC Access via public transport: All services to the City
Associated activity Carnival Other activities in the area Water Skiing Sand Sculpting Birdman Rally
For use General information Hotline Public Relations Consultancy All Suppliers Last Updated: 27/10/03
15 Agenda Item 3.4 Marketing, Business Development and Major Events Committee 20 November 2003
FINANCE ATTACHMENT
MELBOURNE MOOMBA WATERFEST PROGRAM UPDATE 2004
Net funding of $1.8 million has been provided in the 2003/2004 budget for the Melbourne Moomba Waterfest.
Joe Groher Manager Financial Services Agenda Item 3.4 Marketing, Business Development and Major Events Committee 20 November 2003
LEGAL ATTACHMENT
MELBOURNE MOOMBA WATERFEST PROGRAM UPDATE 2004
The report is for noting only and no legal implications arise. Legal advice will be provided on matters relating to the Melbourne Moomba Waterfest as required.
Brigid Ryan Acting Manager Governance Services