City of Port Phillip Draft Events Strategy 2015 - 2017 City of Port Phillip | Events Strategy
INTRODUCTION The City of Port Phillip municipality is historically recognised as Melbourne’s playground; a natural gathering point for the city due to its unique places, people and cultural heritage. Never has this been more true than today, when the municipality, and particularly its foreshore, is highly sought after real estate for events – be they sport, art or otherwise. Port Phillip’s assets, both natural and built - along with its proximity to the CBD and its renowned hospitality centres – make it one of Melbourne’s innate gathering places. Council’s own proud history of producing large scale, world class events with extraordinary levels of participation and engagement combine with the municipality’s popularity as an event site to bring the City of Port Phillip an enviable position within metropolitan Melbourne.
AIM The City of Port Phillip aims to plan, attract and direct events to ensure our city is welcoming, healthy, safe and vibrant for all. It is commonly recognised and accepted that events bring a wealth of benefits to a community, from health and wellbeing of residents through to economic development for local businesses, cultural vibrancy and social engagement. Recognising these benefits, the City of Port Phillip events calendar must also strike a balance between a number of tensions: • High visitation and demand in summer but a winter downturn • Varying needs, character and visitation of each neighbourhood • Maintaining a mix of sport, art and cultural events • Commercial demand with community activity • Fragile but popular foreshore with the potential for overuse or environmental impact
WHY DO WE NEED AN EVENTS STRATEGY? This Events Strategy presents a new approach; a framework through which Council can: • Ensure our events landscape reflects Council’s objectives • Strategically procure events at minimal net cost to Council • Restructure our fee policy to incentivise events to deliver on Council’s strategic goals • Provide a seasonal events calendar to ensure a spread of season, location, function and activation while maintaining amenity and sustainability • Create a timetable and mechanism for planning that allows a long term view of our events • Balance the value of our commercial events to enable support of community events that can achieve Council Plan objectives • Measure and monitor gaps, overloads and opportunities This framework is intended to remain sound, even as our City grows, and include both indoor and outdoor events.
2 City of Port Phillip | Events Strategy
WHAT WILL WE DO DIFFERENTLY? ATTRACT THROUGH PROCUREMENT AND PARTNERSHIPS and proactively seek a broad range of complimentary external events that meet our goals, strategies and activation priorities, and provide community funding ASSESS, APPROVE AND MAINTAIN strategic criteria against which to assess applications from external events and encourage participation, leadership and safe, high quality events PRODUCE our own events: where there are events required by or of benefit to our community, that the market cannot or will not provide In order to meet our strategic objectives:
1. Tourism, visitation and economic impact • Use events to showcase and promote CoPP as a destination, providing economic growth for and through tourism • Ensure that events activate our vibrant villages across all parts of our city and grow local businesses and industries • Leverage from and partner with large events such as triathlons, Melbourne Cup, cruise ships, junction oval
2. Community development, arts and social benefit • Use events to engage, include and connect all people in our community, providing opportunities for our community to enjoy • Encourage events that support the development of our communities to build capacity of our communities, foster local talent and recognise artistic and cultural strengths within our municipality • Maintain and build on the mix of art, cultural, sporting and entertainment events to support the unique identity of different parts of our City
3. Amenity and experience • Deliberately plan events to ensure safety of people and place on key public holidays (NYE and Australia Day) • Use events to promote a healthy and safe experience - day/night, summer/winter, across CoPP, for locals and visitors • Plan for future events that support the development of Fishermans’ Bend Urban Renewal Area including creative industries City of Port Phillip | Events Strategy
HOW WILL WE DO IT?
Attract through procurement and partnerships • Continually identify gaps and opportunities within current events calendar (see infographic) and seek specific external events to address shortfalls • Maintain and develop funding opportunities and support for community, cultural and commercial events, including the Local Festivals Fund • Utilise additional funds raised through hosting of external events to assist in procuring future strategic events • Develop a communications plan that promotes our city as a year round events destination – for audiences as well as for event producers • Major or profit making events must demonstrate value while a capacity building approach can be applied to community events
Assess and approve • Utilise our strategic objectives as criteria in order to consider event applications in the context of our overall goals, calendar and Council Plan delivery • Restructure our fee policy to enable strategic fee waivers or subsidies to meet our objectives around activation, amenity and experience, and maximise returns on use of peak space at peak times • Consider applications in the context of the events calendar including internal events, to maximise viability and financial sustainability for events within the municipality • Monitor key public spaces and areas for overuse or negative impact on environment or amenity
Produce • Continually assess internal events against strategic objectives to ensure validity, relevance and community benefit • Identify opportunities for new internal events where gaps are not met through procurement, attraction and assessment City of Port Phillip | Events Strategy
HOW CAN WE TELL?
Our success measures:
Objective Measures Use events to showcase and promote CoPP • Economic impact studies as a destination, providing economic growth • Visitation numbers and increases for and through tourism • Event attendance figures Ensure that events activate our vibrant • Number of events in each part of our villages across all parts of our city and grow City local businesses and industries • Overall event attendance in identified vibrant villages Leverage from and partner with large events • Number of visitors coming to the such as triathlons, Melbourne Cup, cruise municipality (events or during key ships, junction oval Melbourne event times) Maintain and build on the mix of art, cultural, • Number of events focused on each sporting, community and entertainment identified type: art, culture, sport, events to support the unique identity of entertainment, community across the different parts of our City municipality Use events to engage, include and connect • Event attendance measured against all people in our community, providing our demographics – proportionate opportunities for our community to enjoy representation • Number of low cost or free events Encourage events that support the • Representation of local artists, cultural development of our communities to build groups or participants within event capacity of our communities, foster local programming talent and recognise artistic and cultural • Number of community events funded strengths within our municipality through the Local Festivals Fund
Deliberately plan events to ensure safety • Number of informal events held on of people and place on key public holidays identified key dates (NYE and Australia Day) • Number of incidents / public safety Use events to promote a healthy and safe • Number of events held day/night, experience - day/night, summer/winter, summer/winter across CoPP, for locals and visitors Plan for future events that support the • Number of events held in Fishermans’ development of Fishermans’ Bend Urban Bend area Renewal Area including creative industries • Number of external events attracted to Fishermans’ Bend area
5 City of Port Phillip | Events Strategy
EVENTS LANDSCAPE December - February
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2 t D y 1 r a R ew d re Y t f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d ow 1 D
r st T o m S 1 a ia
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A C R B I E 1
P albert melbourne F R E 1 1 park K 3 4 middle CA o N r TE ARD RB r EV park UR o OUL BEACON Y R n E B SFIELD D g TH PAR ADE r t d S st kilda
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PRINCESS PIER F rd lava alac st kilda b
st isle carl
ST KILDA PIER B A NEPEAN HWY R
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t D y r a R ew d re Y t f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d w D o r st T o m S a ia d l T S
l D i E S w R
L port Y K D
A C R B I E
P albert melbourne F R E park K middle CA o N r TE ARD RB r EV park UR o OUL BEACON Y R n E B SFIELD D g TH PAR ADE r t d S st kilda
y o 4 r east
z STATION PIER 1 8 it
PRINCESS PIER F 1 rd lava alac st kilda b 2 st isle carl
ST KILDA PIER B A NEPEAN HWY R
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glen huntly rd Sporting 1 1 2 Market elwood Major Festival/Event
Arts & Culture
Community
Trader event
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EVENTS LANDSCAPE March - May
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n 1 t D y 1 r a R ew d re Y t f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d w D o t T r s 1
S 1 o m a ia
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i E 1 S w R
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A C R B I E
P albert melbourne F R E park K 1 middle CA o N r TE ARD RB r EV park UR o OUL BEACON Y R n E B SFIELD D g TH PAR ADE r t d S st kilda
y o r east z
STATION PIER it
PRINCESS PIER F rd lava alac st kilda b
st isle carl
ST KILDA PIER B A NEPEAN HWY R
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glen huntly rd
elwood
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t D y r a R ew d re Y t f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d w D o r st T o m S a ia d l T S
l D i E S w R
L port Y K D
A C R B I E
P albert melbourne F R E park K middle CA o N r TE ARD RB r EV park UR 1 o OUL BEACON Y R 2 n E B SFIELD D g TH PAR ADE r t d S st kilda
y o r east z
STATION PIER it
PRINCESS PIER F rd lava 6 alac st kilda b
st 3 isle carl
ST KILDA PIER B A NEPEAN HWY R
K
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glen huntly rd Sporting 1 2 Market elwood Major Festival/Event
Arts & Culture
Community
Trader event
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EVENTS LANDSCAPE June - August
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t D y r a R ew d re Y t 1 f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d w D o t T r s 1 o m S a ia 1
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P albert melbourne F R E 2 park K middle CA o N r TE ARD RB r EV park UR o OUL BEACON Y R n E B SFIELD D g TH PAR ADE r t d S st kilda
y o r east z
STATION PIER it
PRINCESS PIER F rd lava alac st kilda b
st isle carl
ST KILDA PIER B A NEPEAN HWY R
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L
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glen huntly rd
elwood
10 City of Port Phillip | Events Strategy
p
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t D y r a R ew d re Y t f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d w D o r st T o m S a ia d l T S
l D i E S w R
L port Y K D
A C R B I E
P albert melbourne F R E park K middle CA o N r TE ARD RB 1 1 r EV park UR o OUL BEACON Y R n E B SFIELD D g TH PAR ADE r t d S st kilda
y o r east z
STATION PIER it
PRINCESS PIER F rd lava 3 alac st kilda b
1 st isle carl
ST KILDA PIER B A NEPEAN HWY R
K
L
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glen huntly rd Sporting
Market
elwood Major Festival/Event
Arts & Culture
Community
Trader event
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EVENTS LANDSCAPE September - November
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1 D y r a R ew 1 d re Y t f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d w D o t T r s 1 o m S 2 a ia
d l T S
l D i E S w R
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A C R B I E
P albert melbourne F R E park K 2 1 2 middle CA o N r TE ARD RB r EV park UR o OUL BEACON Y R n E B SFIELD D g TH PAR ADE r t d S st kilda
y o r east z
STATION PIER it
PRINCESS PIER F rd lava alac st kilda b
st isle carl
ST KILDA PIER B A NEPEAN HWY R
K
L
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glen huntly rd
elwood
12 City of Port Phillip | Events Strategy
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t D y r a R ew d re Y t f T s e I t C s south ga ca d t r r es do t w melbourne er lb S a t fishermans’ K Q I U L E D bend E A d N R t oa S D o r d n R d w D o r st T o m S a ia d l T S
l D i E S w R
L port Y K D
A C R B I E
P albert melbourne F R E park K middle CA o N r TE ARD RB r EV park UR 1 o OUL BEACON Y R n E B SFIELD D g TH PAR ADE r t d S st kilda
5 y o r east 1 z
STATION PIER it
PRINCESS PIER F 1 a rd clav bala 2 st kilda st isle carl
ST KILDA PIER B A NEPEAN HWY R
K
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glen huntly rd Sporting
4 1 Market
elwood Major Festival/Event
Arts & Culture
Community
Trader event
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ST KILDA Date South Beach Catani Gardens O’Donnell Gardens Other Elwood St Kilda East Albert/Middle Park Port Melbourne South Melbourne SUMMER
1-7 December Open Air Cinema Sussan Women’s St Kilda Twilight Elwood Village Hank Marvin Middle Park Traders St Kilda Cycling Fun Run Market Festival Market - weekly Picnic Club Criterium Splash Dash Bash Races - weekly South Melbourne Youth Festival 8-14 December Open Air Cinema St Kilda Twilight The Toy Run St Kilda Mile Market (Father Bob) Ocean Swim 15-21 December Open Air Cinema Global Healing St Kilda Twilight Gasworks Farmers Logie-Smith Lanyon Summer KICK Event Market Market Super Criterium 22-28 December Open Air Cinema 29-31 December Open Air Cinema 1-4 January Hank Marvin Asia World Cup St Kilda Cycling Market - weekly Club Criterium Races - weekly 5-11 January Gatorade Triathlon St Kilda Twilight Blessing of the Waters Series Race 2 Market Asia World Cup 12-18 January Australian Beach St Kilda Twilight KBV - Vic State Titles Tri Series Triathlon Gasworks Farmers Port Royal Street Volleyball Market Market Party Backyard Cinema Asia World Cup 19-25 January St Kilda Twilight Backyard Cinema Piers Festival Market Asia World Cup 26-31 January Australia Day Australia Day St Kilda Twilight Australia Day Backyard Cinema Activities Activities Market Activities Australia Day Port Phillip Cup Activities 1 February Pride March The Great Aussie Hank Marvin St Kilda Cycling BBQ Bash Market - weekly Club Criterium Races - weekly 2-8 February St Kilda Festival St Kilda Festival St Kilda Festival St Kilda Festival Backyard Cinema Port to Park Swim 9-15 February St Kilda Twilight Gatorade Triathlon Grand Prix Market Series Race 3 Gasworks Backyard Cinema 16-22 February St Kilda Twilight Gasworks Farmers Port Melbourne Market Market Community Carnival Gasworks Backyard MS Melbourne Cinema Cycle Big Bay Swim 23-28 February SKYS- Homeless Worlds Longest Lunch Melbourne Swim Classic
14 City of Port Phillip | Events Strategy
ST KILDA Date South Beach Catani Gardens O’Donnell Gardens Other Elwood St Kilda East Albert/Middle Park Port Melbourne South Melbourne SUMMER
1-7 December Open Air Cinema Sussan Women’s St Kilda Twilight Elwood Village Hank Marvin Middle Park Traders St Kilda Cycling Fun Run Market Festival Market - weekly Picnic Club Criterium Splash Dash Bash Races - weekly South Melbourne Youth Festival 8-14 December Open Air Cinema St Kilda Twilight The Toy Run St Kilda Mile Market (Father Bob) Ocean Swim 15-21 December Open Air Cinema Global Healing St Kilda Twilight Gasworks Farmers Logie-Smith Lanyon Summer KICK Event Market Market Super Criterium 22-28 December Open Air Cinema 29-31 December Open Air Cinema 1-4 January Hank Marvin Asia World Cup St Kilda Cycling Market - weekly Club Criterium Races - weekly 5-11 January Gatorade Triathlon St Kilda Twilight Blessing of the Waters Series Race 2 Market Asia World Cup 12-18 January Australian Beach St Kilda Twilight KBV - Vic State Titles Tri Series Triathlon Gasworks Farmers Port Royal Street Volleyball Market Market Party Backyard Cinema Asia World Cup 19-25 January St Kilda Twilight Backyard Cinema Piers Festival Market Asia World Cup 26-31 January Australia Day Australia Day St Kilda Twilight Australia Day Backyard Cinema Activities Activities Market Activities Australia Day Port Phillip Cup Activities 1 February Pride March The Great Aussie Hank Marvin St Kilda Cycling BBQ Bash Market - weekly Club Criterium Races - weekly 2-8 February St Kilda Festival St Kilda Festival St Kilda Festival St Kilda Festival Backyard Cinema Port to Park Swim 9-15 February St Kilda Twilight Gatorade Triathlon Grand Prix Market Series Race 3 Gasworks Backyard Cinema 16-22 February St Kilda Twilight Gasworks Farmers Port Melbourne Market Market Community Carnival Gasworks Backyard MS Melbourne Cinema Cycle Big Bay Swim 23-28 February SKYS- Homeless Worlds Longest Lunch Melbourne Swim Classic
15 City of Port Phillip | Events Strategy
ST KILDA Date South Beach Catani Gardens O’Donnell Gardens Other Elwood St Kilda East Albert/Middle Park Port Melbourne South Melbourne AUTUMN
1 March Clean up Clean up Clean up Corporate Triathlon Hank Marvin Clean Up Clean Up St Kilda Cycling Australia Day Australia Day Australia Day Clean up Market - weekly Australia Day Australia Day Club Criterium March Against Australia Day Clean Up Meatopia Races - weekly Melanoma Australia Day at Middle Park Hotel Clean Up Australia Day 2-8 March Sanitarium Weet-Bix Melbourne Outrigger KidsTRY-athlon Canoe Club Day 9-15 March 16-22 March Ironman Gasworks Farmers Market 23-29 March Gatorade Triathlon Series Race 5 1-5 April World Autism Day St Kilda Youth Festival Hank Marvin St Kilda Cycling Market - weekly Club Criterium Races - weekly 13-19 April Gasworks Farmers Market 1-3 May Hank Marvin Market - weekly 4-10 May St Kilda Mums Open Day 11-17 May Sacred Heart Lag Ba’Omer Parade Gasworks Farmers Mission Community Market Carnival WINTER 1-7 June 15-21 June Homeless Memorial 29-30 June Winter Festival 14-20 July Gasworks Farmers Market 21-27 July Open House Open House Melbourne Melbourne 4-10 August The Hidden Homeless 11-17 August Reclink Gasworks Farmers Market 25-31August Sri Krishna Port Melbourne Janmastami Football Club, VFL Finals Series
16 City of Port Phillip | Events Strategy
ST KILDA Date South Beach Catani Gardens O’Donnell Gardens Other Elwood St Kilda East Albert/Middle Park Port Melbourne South Melbourne AUTUMN
1 March Clean up Clean up Clean up Corporate Triathlon Hank Marvin Clean Up Clean Up St Kilda Cycling Australia Day Australia Day Australia Day Clean up Market - weekly Australia Day Australia Day Club Criterium March Against Australia Day Clean Up Meatopia Races - weekly Melanoma Australia Day at Middle Park Hotel Clean Up Australia Day 2-8 March Sanitarium Weet-Bix Melbourne Outrigger KidsTRY-athlon Canoe Club Day 9-15 March 16-22 March Ironman Gasworks Farmers Market 23-29 March Gatorade Triathlon Series Race 5 1-5 April World Autism Day St Kilda Youth Festival Hank Marvin St Kilda Cycling Market - weekly Club Criterium Races - weekly 13-19 April Gasworks Farmers Market 1-3 May Hank Marvin Market - weekly 4-10 May St Kilda Mums Open Day 11-17 May Sacred Heart Lag Ba’Omer Parade Gasworks Farmers Mission Community Market Carnival WINTER 1-7 June 15-21 June Homeless Memorial 29-30 June Winter Festival 14-20 July Gasworks Farmers Market 21-27 July Open House Open House Melbourne Melbourne 4-10 August The Hidden Homeless 11-17 August Reclink Gasworks Farmers Market 25-31August Sri Krishna Port Melbourne Janmastami Football Club, VFL Finals Series
17 City of Port Phillip | Events Strategy
ST KILDA Date South Beach Catani Gardens O’Donnell Gardens Other Elwood St Kilda East Albert/Middle Park Port Melbourne South Melbourne SPRING
1-7 September Hank Marvin Sergio Tell Market - weekly Community Theatre performance 8-14 September St Kilda Food & Connor’s Training Wine Festival Run 15-21 September Gasworks Farmers Market Boardwalk Republic 22-28 September Boardwalk Republic The Local - Lane way AFL Grand Final 29-30 September Boardwalk Republic 1-5 October Hank Marvin Boardwalk Republic Promenade Theatre St Kilda Cycling Market - weekly Club Criterium Races - weekly 6-12 October Melbourne Marathon 13-19 October BUPA Around the Gasworks Farmers Bay Market 20-26 October Ride to Conquer Emerald Hill Open Cancer Day 1-2 November Elwood Sailing Hank Marvin St Kilda Cycling Club Titles Market - weekly Club Criterium Races - weekly 3-9 November Any Given Sunday - Elwood Sailing Gasworks Spring George lane Bar Club Titles Music Festival 10-16 November City2Sea Friends of St Kilda Rememberance Gasworks Farmers Botanical gardens Day March Market Anniversary Wine Rules Gasworks Spring Melbourne Beach Music Festival Rugby Championships 17-23 November Beach Soccer Gasworks Spring Music Festival 24-30 November Open Air Cinema Gatorade Triathlon Port Melbourne Series Race 1 Trader Christmas The Great Melbourne Paddle Regatta - SUP
18 City of Port Phillip | Events Strategy
ST KILDA Date South Beach Catani Gardens O’Donnell Gardens Other Elwood St Kilda East Albert/Middle Park Port Melbourne South Melbourne SPRING
1-7 September Hank Marvin Sergio Tell Market - weekly Community Theatre performance 8-14 September St Kilda Food & Connor’s Training Wine Festival Run 15-21 September Gasworks Farmers Market Boardwalk Republic 22-28 September Boardwalk Republic The Local - Lane way AFL Grand Final 29-30 September Boardwalk Republic 1-5 October Hank Marvin Boardwalk Republic Promenade Theatre St Kilda Cycling Market - weekly Club Criterium Races - weekly 6-12 October Melbourne Marathon 13-19 October BUPA Around the Gasworks Farmers Bay Market 20-26 October Ride to Conquer Emerald Hill Open Cancer Day 1-2 November Elwood Sailing Hank Marvin St Kilda Cycling Club Titles Market - weekly Club Criterium Races - weekly 3-9 November Any Given Sunday - Elwood Sailing Gasworks Spring George lane Bar Club Titles Music Festival 10-16 November City2Sea Friends of St Kilda Rememberance Gasworks Farmers Botanical gardens Day March Market Anniversary Wine Rules Gasworks Spring Melbourne Beach Music Festival Rugby Championships 17-23 November Beach Soccer Gasworks Spring Music Festival 24-30 November Open Air Cinema Gatorade Triathlon Port Melbourne Series Race 1 Trader Christmas The Great Melbourne Paddle Regatta - SUP
19 Image credits: Cover page: clockwise from top left: St Kilda Festival - Jim Lee, The 2012 Piers Festival, Pride Festival, 2013 St Kilda Festival main stage - Daniel Lawson Page 3 images: Jim Lee Page 4 images from left: Landing of British Special Service Squadron, St Kilda Pier, 18 March 1924, Port Phillip City Collection sk0116 Children building sandcastles on St Kilda beach for the 1937 sandcastle building competition final, Port Phillip City Collection sk0061.1-2 Back cover page: clockwise from top left: 1. James Henry 2 & 3 Matt Irwin Photography