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EVENTS MELBOURNE REPORT – 1 JULY to 31 OCTOBER 2006 Page Page 1 of 8 MARKETING AND EVENTS COMMITTEE Agenda Item 5.1 REPORT 12 December 2006 EVENTS MELBOURNE REPORT – 1 JULY TO 31 OCTOBER 2006 Division Marketing, Tourism & Major Events Presenter Peter Stewart, Manager, Events Melbourne Purpose 1. To inform the Marketing and Events Committee of the operations of the Events Melbourne Branch between 1 July and 31 October 2006. Recommendation from Management 2. That the Marketing and Events Committee accepts the Events Melbourne report – 1 July to 31 October 2006. Comments Event Activity in Melbourne 3. Events conducted in the City of Melbourne boundary between 1 July and 31 October 2006: Activity Hallmark Events 3 International One Off Events 1 Major Events 86 Community & Corporate 99 Events Filming 120 425 (General, Swanston, Pavement, Southbank) Busking 102 (Bourke Street Mall) Weddings 65 Community Sport 128 Total 1029 Event Partnership Program 4. The Event Partnership Program (EPP) is designed to provide support to organisations delivering events in line with the City of Melbourne’s objectives. Applicants seeking support from the Program need to ensure their event helps to achieve these objectives. Page 2 of 8 Event Partnership Program Applications 5. A summary of the applications for events that occurred between 1 July to 31 October 2006 is detailed below: Number of applications received 21 Value of funding requested $840,500 Number of applications approved 17 Value of funding approved $397,500 (Refer to Attachment 1) Outcomes of City of Melbourne supported events 6. The events that occurred between 1 July and 31 October 2006: Program Value Invested Event Partnership Program $397,500 Events Melbourne Events $466,350 Event Partnerships $453,000 Total $1,216,850 Key Events 7. The following key events occurred in the city between 1 July and 31 October 2006: Event Organisation Dates Location/Venue Start End Circus Oz 2006 Circus Oz 19-Jun-06 19-Jul-06 Birrarung Marr Melb Winter Masterpieces - Picasso Exhibition National Gallery of Victoria 30-Jun-06 08-Oct-06 NGV Leonardo Da Vinci Machines Exhibition Waterfront City - ING Real Estate 01-Jul-06 01-Oct-06 Waterfront City Harvey Norman Rugby League State of Origin Rugby League Australia 05-Jul-06 05-Jul-06 Telstra Dome World Cup Live Site - Italy v France (Final) City of Melbourne 09-Jul-06 10-Jul-06 Lygon Street Melbourne International Film Festival Filmfest Ltd 26-Jul-06 13-Aug-06 Various CBD Melbourne Art Fair 2006 Melb Art Fair Foundation 02-Aug-06 06-Aug-06 Royal Ex Bldg ARIA Hall of Fame ARIA 16-Aug-06 16-Aug-06 Plaza Ballroom The Age Melbourne Writers' Festival Melb Writers Fest Inc 25-Aug-06 03-Sep-06 Malthouse Theatre Melbourne Awards 2006 City of Melbourne 30-Aug-06 30-Aug-06 Melb Town Hall Melbourne Day 2006 City of Melbourne 30-Aug-06 30-Aug-06 Various CBD Motorola Melbourne Spring Fashion Week 2006 City of Melbourne 04-Sep-06 10-Sep-06 Various CBD Toyota AFL Finals Series AFL 08-Sep-06 30-Sep-06 MCG Earth from Above Exhibition Earth from Above 14-Sep-06 12-Dec-06 Fed Sq Festival Indonesia Festival Indonesia 16-Sep-06 17-Sep-06 Fed Sq ARAV Retail Awards Australian Retailers Association Vic 19-Sep-06 19-Sep-06 Crown Casino Royal Melbourne Show 2006 Royal Agricultural Society of Vic 21-Sep-06 01-Oct-06 Showgrounds Melbourne Fringe Festival 2006 Melbourne Fringe 27-Sep-06 15-Oct-06 Various CBD AFL Grand Final Parade AFL 29-Sep-06 29-Sep-06 Swanston & Collins Sts AFL Grand Final AFL 30-Sep-06 30-Sep-06 MCG Melbourne Business Festival City of Melbourne 02-Oct-06 13-Oct-06 Melb Town Hall & CBD Melbourne Marathon 2006 IMG 07-Oct-06 07-Oct-06 Various CBD Bollywood Masala Indian Film Festival MG Distribution 12-Oct-06 25-Oct-06 Cinema Nova, Carlton Melbourne International Arts Festival 2006 Melbourne International Arts Fest 12-Oct-06 28-Oct-06 Arts Centre Jayco Herald Sun Tour 2006 - Lygon Street TL Sports 14-Oct-06 14-Oct-06 Lygon Street Around the Bay in a Day 2006 Bicycle Victoria 15-Oct-06 15-Oct-06 Docklands Tri-Nations Rugby League - Aust v NZ International Rugby League 21-Oct-06 21-Oct-06 Telstra Dome 2 Page 3 of 8 Event Highlights 8. The following major events occurred between 1 July and 31 October 2006: Motorola Melbourne Spring Fashion Week: 9. Motorola Melbourne Spring Fashion Week (“MMSFW”) is the City of Melbourne’s largest CBD public fashion event, celebrating the arrival of new spring collections in-store and heralding the forthcoming Spring Racing Carnival. Primarily retail focused, the program is designed to provide direct economic benefit to city businesses and to reinforce that the city is the place to shop and party. 10. MMSFW positions Melbourne as a stylish and cosmopolitan city, providing emerging and established designers/retailers a platform to demonstrate their innovative design talents on the catwalk at the magnificent Melbourne Town Hall and at other venues within the city. Key to the program is highlighting Melbourne's unique retail environment, activating the many historical arcades and laneways, as well as the modern and/or refurbished shopping hubs such as GPO, Melbourne Central, QV, Collins Street, Flinders Lane and Bourke Street Mall. 11. MMSFW is presented by the City of Melbourne in conjunction with a number of corporate partners including Motorola, VISA, VRC, Herald Sun and Channel 9. This high profile event drew more than 25,000 people to official events in 2006, with a diverse program of more than 100 events. The 2006 event reports the highest involvement from the city’s retailers/business core (an increase of 23% from 2005), reaching an estimated audience of 31 million people, cementing Melbourne’s image as the style and retail capital of Australia; Melbourne Awards: 12. The Melbourne Awards celebrate the achievements of individuals, community organisations and corporations that have made a significant contribution to the future of our city. Recognising these achievements inspires and challenges others to make their own contribution to creating a better Melbourne. 13. The 2006 Melbourne Awards honoured significant contributions to Melbourne’s profile, community and environment. The year round program culminated in the announcement of the award recipients at a prestigious Gala Awards Ceremony on Melbourne Day; August 30 2006. 14. An inspirational role model within the Melbourne Community was honoured at the Gala Awards Ceremony as ‘Melburnian of the Year’. Ron Barassi was selected as the 2006 recipient for his passion for the city and his dedication to the community. Herald Sun Tour 15. The 2006 Jayco Herald Sun Tour is Australia’s oldest stage race, now in its 55th year. As one of Australia’s heritage events, it is supported and revered by generations of Victorians. 16. The Tour is an annual, seven-day, professional cycling stage race that attracts some of the world’s top cyclists and covers approximately 700 kilometres through Victoria. The Tour creates a rolling festival of community events and culminates in an exhilarating circuit race on Melbourne’s Lygon Street which occurred on Saturday, 14 October 2006. 17. In celebration of the final stage of the tour and the energy and vitality of Melbourne's own 'Little Italy' a grand celebration of cultural diversity and free family fun designed to bring the community together including bands and music, the human powered vehicle race and the famous Lygon Street tradition – the Waiter’s Race was held. 3 Page 4 of 8 AFL Grand Final Week 18. This sport is expanding its activities to build a week of celebrations which starts off with the Brownlow Medal Count, incorporates the Live Site at Federation Square and Punt Road Oval and features the annual Grand Final Parade. 19. The AFL Grand Final Parade, which makes its way up Swanston and Collins Streets to the Old Treasury Building from The Arts Centre, attracted large numbers despite neither of the finals teams being from Melbourne. 20. This year’s crowd was estimated to be 70,000 and the Lord Mayor had a prominent speaking role on the steps of Old Treasury Building as part of the formal proceedings. World Cup Live Sites 21. In June and July 2006, Melbourne staged a "Live Site" program at Federation Square and Birrarung Marr during the 2006 World Cup to enable the city to experience the world’s largest sporting event. 22. When Italy qualified for the final, Events Melbourne initiated and managed the delivery of a "Live Site" in the Italian precinct by closing down Lygon Street, bringing in giant screens and addressing all operational issues associated with the project. 23. Approximately 15,000 people, including the Lord Mayor, attended the event in Lygon Street at 5am, in a safe and festive environment, to watch Italy defeat France. Time Frame 24. These activities were conducted during the first four months of the 2006/07 financial year. Relation to Council Policy 25. This report supports the Council Plan 2005-2009 in the following areas; Strategic Objective 3 - Inclusive and Engaging City 3.9.1 Attract, facilitate and maximise the benefits of major city events and festivals. 3.0.02 Attract, support, partner and create a range of key events that reflect the diverse needs of the Melbourne community and visitors to the city and ensure a balance between major international events and local events. 3.0.03 Promote the city and “city experience” as the focus of the Melbourne major events and festivals Program. Finance 26. The report is for noting only. No direct financial implications arise from the recommendation of this report.
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