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Event Strategy 2025

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Event Strategy 2025 Event Strategy 2025 DRAFT Purpose The Strategy aims to position the national parks, small towns of the in professional, iconic events that Mildura region as a major event Mallee Track and gateway to the World celebrate the region’s culture, lifestyle destination with a vibrant year-round Heritage listed Mungo National Park and natural appeal while strengthening calendar of events. (just to name a few!). Mildura events will its community identity. captivate visitors to extend their stay to It will increase overnight visitor Through greater synergies between savour the tastes and culture enjoyed expenditure, showcase our stunning, events, the tourism industry and the by the people who live here. iconic locations and distinctly Mildura wider Murray and Victorian event experiences. The region provides iconic The strategic approach is to build on strategies, the outcome is to create event backdrops from the legendary the region’s competitive advantages a stronger return on investment for Murray River, vivid colours of the famous to position the Mildura region’s the community and industry of the Pink Salt Lakes, Perry Sandhills, stunning destination profile and appeal, resulting Mildura region. Event Strategy 2025 2 Table of contents REHEARSAL (Setting the Scene) ........................................................... 4 BEHIND THE SCENES (Strategic Context) .......................................... 5 PRESENTED BY (Strategic Partners + Collaboration) ......................... 6 WHAT’S ON (Calendar of Events) ......................................................... 7 EVENT + VISITOR SNAPSHOTS ........................................................... 9 OUR FANS (Target Markets) ................................................................ 11 BENCHMARKING ................................................................................. 14 CHALLENGES + OPPORTUNITIES ..................................................... 15 WHAT FANS WANT (Consumer + Event Trends) .............................. 16 THE HEADLINE ACTS (Competitive Advantages) ............................ 17 THE MAIN EVENT (Vision + Goals) ..................................................... 19 HITTING THE HIGH NOTES (Critical Success Strategies) ................ 20 ACTION PLAN ...................................................................................... 21 CONSULTATION PROCESS ................................................................. 30 APPLAUSE ............................................................................................. 31 THE FINE PRINT (References) ............................................................. 33 SUPPORT ACTS (Attachments) Mildura Rural City Council Event Survey 2019 Local Government Benchmarking Report 2019 Event Strategy 2025 3 Rehearsal {SETTING THE SCENE} Mildura is located on the mighty The economy is driven by dryland An extraordinary mix of abundance and Murray River and is the largest farming, irrigated horticulture, tourism, stunning landscapes, Mildura is a key city in North West Victoria near the food and beverage manufacturing, event location in Australia, staging over borders of New South Wales and transport and logistics, retail, health a hundred events annually from water South Australia. and community service sports, food, music, arts and cultural festivals, outdoor events to exhibitions With its tri-state location, Mildura is With its warm climate, often described and conferences. just over an hours flight from as Mediterranean, Mildura is known Melbourne, Adelaide and Broken Hill. as a ‘powerhouse’ in the food and Mildura is the busiest regional airport in manufacturing sector, producing MILDURA ACCESS Victoria when measured by Regular for Australia: Passenger Movements. 1 hr 10 min flight ex. 98% of dried grapes Melbourne. This culturally diverse region is home 75% of table grapes 1 hr 5 min ex. Adelaide. to 53,326 people from more than 70 68% of almonds 55 min ex. Broken Hill. cultures. Home to the second largest 48% of pistachios population of Aboriginal and Torres 24% of citrus Virgin Australia, QantasLink and Regional Strait Islander people in regional 24% of carrots Express Airlines. Victoria and 9% of the population 23% of asparagus speak a language other than English 11% of melons 6 hrs/540km, ex. Melbourne. (Italian is the second most common 20% of Australia’s wine crushed 4.5 hrs/393km, ex. Adelaide. language spoken). in the greater region 4 hrs/340km ex. Broken Hill. Daily ex Melbourne, Adelaide and Broken Hill. BROKEN HILL SA NSW RENMARK WENTWORTH SYDNEY MILDURA ADELAIDE MURRAY WAGGA WAGGA BRIDGE SWAN HILL OUYEN MOAMA ALBURY ECHUCA WODONGA HORSHAM BENDIGO VIC BALLARAT MELBOURNE Event Strategy 2025 4 Behind the scenes {STRATEGIC CONTEXT} The Mildura Region Event Strategy has been developed to align with local, regional and state strategies to provide a long-term competitive advantage and coordinated approach. Mildura Rural City Council Community Murray Regional & Council Plan 2017 - 2021 Victorian Visitor Tourism Strategic Economy Strategy Plan 2015 - 2020 Mildura Regional Development Strategy 2018 - 2020 Victoria’s Tourism Murray Region & Events Industry Destination Mildura Rural City Council Arts, Strategy 2020 Management Plan Culture & Heritage Strategy 2016 - 2020 and Reconciliation Action Plan Mildura Rural City Council Support a diverse range of community events and the development of major Community & Council Plan events and conferences to attract visitors. 2017 - 2021 Mildura Regional Development Encourage the reinvigoration of events and tourism products to remain Strategy 2018 - 2020 competitive and meet changing consumer demands. Mildura Rural City Council Arts, Culture & Heritage Strategy Celebrate, promote, nurture and grow the arts, culture 2016 - 2020 and Reconciliation and heritage through events. Action Plan Murray Regional Tourism Facilitate the delivery of a whole-of-region events program. Strategic Plan 2015 - 2020 Promote and increase year-round visitation to the Murray Region through event Murray Region Destination facility investment and coordinated development and promotion of a series of Management Plan events and conferences linked to the Murray’s tourism strengths. Victorian Visitor Attract and build events in regional Victoria, increasing Regional Events Fund. Economy Strategy Develop innovative, high yielding and high-quality products and services to meet Victoria’s Tourism & Events current and future market demand, along with a superior level of visitor servicing, Industry Strategy 2020 industry skills development and training. Event Strategy 2025 5 Presented by {STRATEGIC PARTNERS + COLLABORATION} The strategy provides a cohesive REGIONAL PARTNERS framework for the development of events to create a long-term, Mildura Regional Development • Networking distinctive competitive advantage for • Business Development Mildura Rural City Council. This will • Tourism Marketing for Mildura Region be achieved through a collaborative • Media PR approach with events, tourism and Murray Regional Tourism regional partners. • Marketing campaigns • Digital and social media platforms • Media PR • Tourism development • Tourism Marketing for greater Murray Region EVENT STAKEHOLDERS Mildura Region Stakeholders REGIONAL EVENT • Local event organisers PARTNERS STAKEHOLDERS • Local event sponsors, venues and suppliers • Local tourism operators • Media partners • Volunteers MILDURA • Local community RURAL CITY Major Event Organisations and Sponsors COUNCIL • Major event owners and promoters • Major event sponsors and suppliers STATE AND STATE AND NATIONAL PARTNERS NATIONAL PARTNERS Visit Victoria (VV) • “Your Happy Space” campaign • Digital and social media platforms • Regional Events Fund MILDURA RURAL CITY COUNCIL • Target market insights • Leadership and strategic direction Tourism Australia and Tourism Research Australia (TRA) • Event attraction • Digital and social media platforms • Event organiser capacity building • Tourism trends • Event support (financial and in-kind) • Visitor statistics Event Strategy 2025 6 What’s on {CALENDAR OF EVENTS} Events are a powerful strategic asset to grow visitation as they provide a definite, time-based reason to visit the Mildura Region, which helps to break the inertia gap between intention to visit and actual visitation. The table below illustrates a snapshot of when events are staged and the type of events staged in the region. Please note, this is by no means an exhaustive list of events, and reflects more tourism events. There are many one-off events and regular events, including those at the Mildura Arts Centre, which can be found at www.mildura.vic.gov.au/Calendar-of-Events. JANUARY FEBRUARY MARCH Australian Solo Speedway Dudley Bradshaw Sidecar Shootout Mildura Grand Tennis Int. Championships Relay for Life Australia Day Celebrations Ouyen Mallee Root Festival Gates Sidecar Cup Ouyen Pacing Cup “Get your Blues On” Festival Sunassist Rainbow Run APRIL M AY JUNE Murray to Moyne Cycle Relay Mildura Bowls May Carnival Mildura Eisteddfod Mildura Pacing Cups Carnival Deutschfest Ulysses Wintersun Run Cullulleraine Music Festival Mother’s Day Classic Mildura Kart Club North West Titles Easter Power Sports Show & Shine Dirt Kart All Power Nationals Sunraysia Multicultural Festival Mildura Easter Open (Tennis) Shane Doherty Memorial The Mildura Great Outdoor Expo Easter Shootout Drags Tri-State Masters (Golf) Mildura 100 Ski Race Mildura Field Days Easter Egg Hunt Mildura Day Easter Arena Cross Mildura Wentworth Easter Rowing
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