Event Strategy 2025

DRAFT Purpose

The Strategy aims to position the national parks, small towns of the in professional, iconic events that region as a major event 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 , 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 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  Music Festival Mother’s Day Classic Mildura Kart Club North West Titles Easter Power Sports Show & Shine Dirt Kart All Power Nationals  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 Regatta ARB Sunraysia 400 Off Road Race SARG Paws Along the Murray

JULY AUGUST SEPTEMBER Hattah Desert Race All Australian Day Gem and Jewellery Show Mildura and District Antique Fair Great Australian Vanilla Slice Triumph Dash for Dementia Mildura Fringe Winter Eco Fest Farmers Pony Express Enduro Sunraysia Safari Rally NAIDOC Week Wentworth Show Willowfest Veterans Competition Mildura Writers’ Festival Gem and Jewellery Show Spring Orchid Show Winter Orchid Show Mildura Country Music Festival Koorlong Camp Oven Cook Off Mildura Cup

OCTOBER NOVEMBER DECEMBER Mildura Country Music Festival Ted Hurley Ski Race Classic World Willowfest Junior Cricket Annual TRACS Tractor Pull Mildura (Melbourne) Cup Championships  Community Rodeo Australian Alternative Varieties New Year’s Eve Celebrations Pioneer Park Open Day Wine Show Dot Jenkinson Ladies Bowls State of Origin Cardross Spring Show Wakeboard Championships Mildura Show Summer Blockbuster Exhibition, MAC  Music Festival Goanna Run—Hot Rod PBR Professional Bull Riding

Event Strategy 2025 7 SEASONALITY The table below illustrates April, October and July as the months with the most events. Summer, particularly February are low season for visitor events.

NUMBER OF EVENTS BY MONTH

12

10

8 7 6 6 6 5 5

3 2 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec EVENT TYPE The Mildura region stages over 100 events and festivals ranging from civic, community, arts and culture, leisure and sporting events.

Approximately 33% of events in Mildura are community events, followed by 28% arts and culture, 22% sporting and 11% are business and conference events.

Source: Mildura Rural City Council Event Strategy Survey

TYPES OF EVENTS Health & Wellness 1%

Sporting 22%

Community 33%

Arts & Culture 28% Business & Conference 11%

Industry Celebration 5%

ORIGIN OF VISITORS Events in the Mildura region attract over 64,000 attendees, with approximately 29% originating from Mildura, 21% from Regional Victoria, 16% Regional NSW (half from Greater Riverina South Western NSW), followed by 13% from Melbourne and South Australia.

Source: Mildura Rural City Council Event Strategy Survey ORIGIN OF VISITORS International 8%

South Australia 13% Mildura 29%

Melbourne 13% Greater Riverina Area 8% Regional NSW 8%

Regional Victoria 21%

8 Event snapshot

festivals and events p.a.1 total attendance at Major Events1

COUNCIL FUNDED ACCOMMODATION BUSINESS EVENTS EVENTS1 CAPACITY2 AND CONFERENCES3 • 8 Major Events Funded • 9,676 Total Accommodation • 20+ Meeting and Capacity Conference Venues • $13m Economic Impact • 4,737 Total Capacity • 1,370+ Venue Capacity • 100:1 ROI (Motel/Hotel Capacity/ Self- • Up to 500 pax. Contained Apartments) Venue Capacity • 3,358 Total Capacity – Cabin/Caravan/Tent Sites

• 1,581 Total Capacity – B&Bs/Farm stays/Houses/ Houseboats/Hostels PEAK EVENT SEASON • 3,755 Total Rooms/Units • July, October April, SPORTS VENUES + GREEN SPACES1 • 39 Sports Venues • 8 Green Spaces Suitable for Events

1 Source: Mildura Rural City Council 2019 2 Source: Mildura Visitor Information Centre 2018 3 Source: Mildura Business Events Planner 2018

Event Strategy 2025 9 Visitor snapshot

Insights into the visitor market provide a foundation for attracting Domestic day-tripper Domestic overnight external visitors to Mildura Average spend per trip Average 3 nights per trip events and potential programming and packaging.

Events have the propensity to increase visitation and length of stay in the Mildura Region to ultimately increase overnight visitor expenditure. The domestic overnight visitor spend per REASON FOR VISIT trip is more than double as compared  Holiday 50% to the day-tripper spend per trip.  VFR 27%

 Business 23% VALUE OF TOURISM1

Total Spend $308 million

LENGTH-OF-STAY1

Domestic 3 nights International 31 nights Generating 1,829,000 nights

VISITORS1 TRAVEL PARTY

Total Visitors – 736,000  Single 24%

International – 19,000  Couple 34%

Domestic Overnight – 474,000  Family 18%

Domestic Day-trippers – 243,000  Group 24%

SPEND1

Total Average spend per trip $418 Total spend $308 million

DOMESTIC1 Domestic spend $240 million Domestic spend per trip $507 ACCOMMODATION INTERNATIONAL1 TYPE International spend $21 million  Hotel 41%

International spend per trip $1,082  Family / Friend Home 35%

1  Commercial Caravan Park DAY-TRIPPER / Camping 24% Total spend $47 million Average spend per trip $243

1 (Source: Local Government Area Profiles 2018, Mildura (RC), Victoria, Tourism Research Australia) Data is based on a four year average from 2015 to 2018. Event Strategy 2025 10 Our fans {TARGET MARKETS}

KEY GEOGRAPHIC TARGET MARKETS FOR MILDURA EVENTS ARE:

1. REGIONAL VICTORIA 2. REGIONAL NSW (PARTICULARLY GREATER RIVERINA SOUTH WESTERN NSW) 3. MELBOURNE 4. SOUTH AUSTRALIA

The following market segments align with Murray Regional Tourism. They are predominantly well educated, higher in affluence and travel for short breaks.

MARKET SEGMENT BY EXPERIENCE GEOGRAPHIC AGE GROUPS LIFECYCLES

Inspired by Nature: Young families, VIC, SA, NSW 19–44, 45–64 Outdoor adventurers: water sports, golf. self-funded retirees.

Creative Opinion Leaders: Young to mid-life social VIC, SA, NSW, ACT, 25–44, 45–64 Events and business events. groups, golf enthusiasts.

Young to midlife Food and Wine Lifestylers: VIC, SA NSW, ACT, 25–44, 45–64 couples, social groups, These can cross over into other categories. empty nesters.

Inspired by Nature: VIC, SA, NSW, ACT, All age groups All lifecycles. Caravan & camping enthusiasts.

Young families, active Inspired by Nature: VIC, SA,NSW, ACT 25–44 mid-life empty nesters Eco-tourists, nature enthusiasts. and self-funded retirees.

Creative Opinion Leaders: Young families, active VIC, SA, NSW 25–44, 45–64 History and heritage enthusiasts. mid-life, empty nesters.

Event Strategy 2025 11 Potential economic impact

Based on the current estimated total major event attendance of 64,000, if the visitors from outside Mildura (approximately 71% of those attendees i.e. 45,440) were to stay one more night, it could equate to an additional $7m spend (using an average of $162 per person spend). The key to creating If the region were to develop an existing event or attract a major iconic event greater economic (e.g. the size of the Byron Bay Blues Fest), the economic impact would be return on investment substantial, with an estimated direct output of over $32 million, more than 240 is to increase event associated direct jobs and total economic contribution exceeding $25 million.2 “ visitors’ length-of- 2(Source: Economic Impact of Livingstone Shire Events 2019, Lawrence Consulting) stay (even by just one night) and attract and develop iconic events that generate overnight visitation. ”

Event Strategy 2025 12 A “one stop shop” approach will “assist in becoming known as an event friendly destination. ”

Event Strategy 2025 13 Local government benchmarking Benchmarking with similar local government areas was undertaken to further develop the Mildura region’s competitive advantage. The local government areas included Latrobe City Council, City of Greater Shepparton and Tamworth Regional Council.

OBJECTIVE OF EVENTS

• Increase visitation in the region. • Community health and wellbeing benefits. • Increase the length of stay. • Supporting local event organisers. • Increase economic benefit for the region. • Attracting events to the region.

EVENT SPONSORSHIP AND GRANTS • Increased visitation. • Community and business engagement. • Economic impact. • Event sustainability. • Environmental impact. • Profiling the region – brand alignment.

EVENT FRIENDLY DESTINATION PROFILING

To be known as an event friendly destination, local government areas are:

• Implementing a “one stop shop” with exceptional customer service to streamline the approval process for event organisers to assist in growing the event destination brand. • Streamlining procedures to minimise red tape. • Encourage reinvigoration of events to stimulate growth and increase destination profiling.

LEARNINGS RECOMMENDATIONS

• Event Attraction – enhances the destination profile and • To be competitive in event attraction, the event increases visitation during the low shoulder season. Event attraction budget needs to be bolstered. attraction is often a dedicated role. • Sponsorship and grants should align with the Council • Infrastructure – existing infrastructure should enable and objectives and easy to navigate selection criteria. support event and visitation growth. • Review the sponsorship criteria to be less onerous and • Sponsorship – assessed against council objectives. The sponsorship/grant funding scales. sponsorship application and approval process is not • Develop guidelines around event acquittal reporting to onerous and post-event acquittals are mandatory. be consistent and tracking of economic benefit. • Industry training and networking opportunities assist in • Provide training and networking to unite the tourism growing the event capacity, reinvigoration to ultimately and event industries, build event organiser capacity, visitor experiences. enhance reinvigorate events and profile the destination. • Collaboration between Council, event organisers and • Develop an event toolkit to provide event organisers with tourism industry to develop products and experiences. information about the region, suppliers and processes. • Economic benefit – demonstrated economic benefits are • Develop a “one stop shop” approach for event often the to to build and invest in catalyst attract funding enquiries and event organisers and provide support infrastructure. to grow event capacity.

Event Strategy 2025 14 Challenges and opportunities

Arising from consultation, the following challenges and opportunities were identified.

CHALLENGES OPPORTUNITIES

COUNCIL SPONSORSHIP AND GRANTS SPONSORSHIP AND GRANTS • Criteria and tiers are too complicated. • Development of an online visitor survey to capture data required • Tier 1 and 2 could be commercial operators for the acquittal process. – if they have demonstrated benefits. • Simplify and streamline the sponsorship approval process. • Inconsistency validating number and • Criteria to support long-term event growth, including origin of visitors. multi-year agreements.

APPROVALS AND PERMITS APPROVALS AND PERMITS • Event organisers are not aware of identified • Council could provide event support in-kind for compliance associated costs of compliance issues. issues (e.g. risk). • Templates for permits are difficult to use and not • Centralised online system for hiring venues – booking online, available online. automatically generating permits. • Event organisers leave permit approval to the EVENT ORGANISERS last minute. • Develop online toolkits for event organisers. DESTINATION PROFILING • Capacity building and event symposium to increase networking • Limited destination profiling in event marketing. and resource sharing. • Events are not aware of marketing EVENT ATTRACTION resources available. • Opportunities exist to attract major sporting, arts INFRASTRUCTURE and business events. • Mildura Recreation Reserve – multi use venue. • Losing accommodation beds. Motel sites being purchased for other uses. • Partnering sports, arts, food and culture to deliver new experiences. • Limited space to build new accommodation. • Work with motorsports groups. • Two major events are almost at space capacity. • High Council fees to hire green spaces. INFRASTRUCTURE • Limited capacity to host large conferences • Dedicated conference centre/multi-functional stadium with in one location. 3,000 seat entertainment and 2,000 seat convention space. • Nowingi Place – capacity for events to grow. EVENTS • Old Aerodrome Sporting Complex has the potential to host • Limited capacity with lack of strategic direction, large events with additional infrastructure. reliance on funding, lack of volunteers and limited succession planning. DESTINATION PROFILING • Lack of event attraction. • Collaboration with Mildura Regional Development, Murray • Lack of contingency plans and insurance against Regional Tourism and Visit Victoria to profile Mildura events. inclement weather. • Contracting a specialist to assist with marketing and • Volunteer burnout. event packaging. • Reliance on a few volunteers. NEW + REVITALISED EVENTS • Lack of professional event organisers. • Endurance events e.g. a national running marathon in winter • Increased cost/risk staging an event. (June) as Australia’s largest marathon. • Food events in iconic locations (e.g. dining on the Pink Salt Lake). • Opera at the Lock and the Perry Sandhills. • River events (e.g. Paddle Steamer races).

Event Strategy 2025 15 What fans want (CONSUMER TRENDS)

With some events plateauing in attendance and receiving limited media profiling outside the region, the need to meet market appeal and changing consumer demand is paramount.

Live like a Local. Explosion of Airbnb, tourism blogs and content relating to eating like a local, hang out where the locals go, speak like a local.

Opportunities - Promote localised “untourist” spots and create regional dispersal, encourage event attendees to develop a deeper connection with the region.

Health + Superfoods + Wholesome Foods, major recent Australian trends, with food and coffee culture, paddock to plate experiences and health and well-being relating to food high on consumer agendas.

Opportunities - Provide signature Mildura food experiences at all events from sports, festivals to business events.

The Green Consumer, being environmentally aware. Desire to contribute and give back are major consumer trends affecting all events, particularly in business events and events targeting Millennials and Gen Z.

Opportunities - Develop the Region as a “green” event stage for all events, incorporating environmental messaging.

Cutting Edge Arts + Live Performances are two trends creating enormous followings and media profiling for destinations. Events such as Dark Mofo and Adelaide Fringe Festival are examples of prolific media profiling and cut-through born from cutting edge creativity and innovation.

Opportunities - Embracing Mildura arts and incorporate arts components into all event genres.

Social Media uptake across all demographics, interaction and sharing, with many events actively using social media advertising and e-mail marketing as primary marketing tools, with increasing livestreaming.

Opportunities - Quality and creative content creation incorporating stunning destination footage, actively incorporating social media advertising and developing e-mail data bases.

Smartphone responsive and Digital Retail, with 2/3rd of Australians using mobile internet for 90 minutes per day. Increasing use of APPs to convey event information and programming updates.

Opportunities - Events must be easily sourced and booked online, via a smart phone.

Measuring + Monitoring in a competitive environment, understanding the event visitor, attendee satisfaction ratings to improve event delivery, understanding where they’re from, spending and how they purchase the event is increasingly important to remain competitive.

Opportunities - Surveying of event patrons will need to be given higher priority to meet changing consumer needs, increase visitor satisfaction and be more targeted for future marketing.

Event Strategy 2025 16 Competitive advantage To create a vivid and competitive event landscape, distinct and innovative events that build on the Mildura region’s unique selling points will be essential into the future.

Replenish the soul and reconnect almonds, 48% of pistachios, 24% of many emerging arts events. with the romance of the mighty citrus & carrots, 23% of asparagus, The region had a strong event Murray River, Australia's longest 11% of melons and 20% of Australia’s reputation based on previous high and most iconic river. Unearth the wine crushed in the Murray Darling profile arts and cultural events. World Heritage Mungo National Park and Swan Hill region). Arts & Culture has the propensity and vibrant colours of the famous • Food, including a two chef to change perceptions, and where Pink Salt Lakes. Immerse yourself in hat restaurant. possible, all events from sports, to Mildura’s fringe arts scene and savour • Sandy River Beaches – Australia’s only business to festivals, should incorporate the famous tastes of Mildura’s local inland surf lifesaving club. distinctive Mildura creative arts, cultural produce, food and wine. and food experiences. CLIMATE The Mildura region delivers on all Mediterranean climate with dry of Visit Victoria’s leading visitor MILDURA REGION summers and mild winters, averaging experiences, including nature-based, COMPETITIVE 122 days of sunshine. cultural, events, food & wine, wineries ADVANTAGES and aboriginal experiences. LOCATION Tri-state location, approximately 1 hour ICONIC LOCATIONS ICONIC flight from Melbourne, Adelaide and Leveraging the brand profile of iconic LOCATIONS Broken Hill. locations through:

• Legendary Murray River – longest and SPORT ICONIC most iconic river in Australia. Mildura is famous for its vast array EXPERIENCES of competitive sports, including the • World Heritage Mungo National Park World’s fastest water ski race, numerous – one of the oldest places outside high octane motorsports and award of Africa to have been occupied by winning tennis events. modern humans since ancient times. CLIMATE • Famous Pink Salt Lakes of the Murray ARTS + CULTURE Sunset National Park. The Mildura region is culturally diverse with more than 70 different ICONIC EXPERIENCES LOCATION cultures, 9% of the population Incorporating iconic Mildura speaking a language other than region experiences within event English (Italian being the second most programs and packaging. common language spoken) and home ARTS + CULTURE • Water Sports and Riverboats - of the second largest population of Mildura100, the fastest ski race Aboriginal and Torres Strait Islander in the world! people in regional Victoria.

• Prolific Local Produce (98% of dried This cultural diversity gives the region WATER SPORTS grapes. 75% of table grapes, 68% of a vibrant arts and cultural scene, with

Event Strategy 2025 17 Vision

To be known as a vibrant event destination, famous for events that celebrate our iconic locations on the Murray River and vivid ancient landscapes. We will captivate visitor “imaginations with events that savour the tastes and culture of one of Australia’s most prolific food producing regions. ”

Event Strategy 2025 18 The main event {VISION, GOALS + STRATEGIC APPROACH}

IN 5 YEARS TIME….. The Mildura region will be recognised as a vibrant major event destination, famous for events that reflect iconic locations on the Murray River and vivid ancient landscapes. Through our vibrant culture and creativity, our events will captivate visitors’ imaginations, encouraging them to stay longer and increase overnight visitor expenditure.

Mildura events will be recognised nationally, featured in Victorian and Australian event calendars.

Event attraction and acquisition will be aligned with the region’s competitive advantages and bolster visitation during shoulder and low seasons.

STRATEGIC GOALS

DRIVE VIBRANT & OVERNIGHT SHOWCASE CREATIVE SUSTAINABLE VISITOR MILDURA COMMUNITY EXPENDITURE EVENTS

Attract external Build Mildura’s Facilitate vibrant Encourage creativity, visitation, extend destination brand profile events that captivate community length of stay and through events that visitor imaginations connectedness and increase overnight align with the region’s in a diverse year- civic pride through visitor expenditure. competitive advantages, round calendar. event participation. attracting significant media profile.

STRATEGIC APPROACH STRATEGIC APPROACH The strategic approach is to develop hallmark  event/s, grow capacity of existing events and attract Develop hallmark event/s. new leisure and business events that are brand and  Grow existing events and event organiser capacity. strategically aligned in shoulder and low seasons.  Attract new events in shoulder and low seasons.

The focus for all events is to better reflect the  All events to better reflect iconic locations + culture. Mildura region’s iconic locations and competitive  Creative event experiences that captivate advantages to develop creative event experiences visitor imaginations. that captivate visitor imaginations.

Event Strategy 2025 19 Hitting the high notes {CRITICAL SUCCESS STRATEGIES}

1. AMPLIFY DESTINATION BRAND.

2. ATTRACT BUSINESS EVENTS.

3. RESOURCE AND FACILITATE SUSTAINABLE EVENTS. 4. INCREASE OVERNIGHT VISITOR EXPENDITURE.

5. CREATE AN EVENT FRIENDLY DESTINATION.

Event Strategy 2025 20 1. Amplify destination brand HALLMARK EVENTS ATTRACT MAJOR EVENTS Hallmark and major events will play The region has the capacity to HALLMARK EVENT a pivotal role in amplifying a positive attract major events in shoulder CONCEPT destination profile for the Mildura and low seasons. region and increasing overnight With its historic street scapes, With its tri-state location and visitor expenditure. vibrant multi-cultural and indigenous accommodation capacity, opportunity community and iconic Murray River, They have the potential to be a lies to attract sporting, arts, cultural and a “White Night” style event concept, catalyst for repeat visitation, business events. engaging 3D animators and water contribute to destination profile, The development of the Mildura South sculpture artists could be engaged to infrastructure development and Regional Sporting Precinct will allow the develop a hallmark event that increases community connectedness. destination profile and bolster overnight region to attract major sporting events. visitation during winter. A prevalent theme throughout Increasing the event attraction and consultation was a strong desire for The event could link with feast street, acquisition budget and partnerships larger and higher quality events with a profiling tastes of Mildura and live with strategic partners, venues and hallmark event that could establish a music and cultural performances. accommodation providers will be brand name for the Mildura region. required to compete with other regional Leadership by Council and its strategic destinations, as evidenced in the local partners will be instrumental in facilitating government benchmarking undertaken. and attracting hallmark and major events This could including seeking arts that deliver on the strategy’s event vision ELEVATING EVENTS WITH funding to enable and develop the and strategic goals. CULTURAL EXPERIENCES staging of Welcome To Country, The incorporation of arts, multicultural indigenous arts and performances at Existing events with hallmark potential and indigenous experiences across all Mildura events. need to further develop their competitive event genres will assist in profiling the advantage and increase their media and Indigenous and multicultural groups region’s rich cultural heritage. online profile. should be encouraged to stage and This could include the development participate in events that celebrate To give a genuine competitive of professionally staged Welcome to their culture. advantage, events should leverage Country at sporting, arts and business the region’s iconic locations such as CROSS POLLINATION events. Community leaders could the Murray River, the region’s vivid welcome event visitors to the region Cross-pollinating events, for example, landscapes, and unique selling points, and include an invitation to explore sporting events with arts, food and of climate, location, food and produce, the region’s significant cultural sites to cultural experiences will contribute to arts and culture and water sports. encourage a richer understanding and developing “distinctly Mildura” events increase regional dispersal. with a point of difference.

Event Strategy 2025 21 BRANDING, MEDIA PR • Encouraging event organisers to region events on a regional, state and + DIGITAL participate in tourism marketing national stage. and leverage with strategic Existing events need to amplify To facilitate an increase in the promotion partners (e.g. Mildura Regional their messaging and digital presence and distribution of event content Development, Murray Regional to gain media cut-through and externally, contract professional Tourism and Tourism Australia). attract greater media coverage media and PR specialists, social media externally. • Developing an event brand toolkit correspondents, photographers and that aligns with the destination videographers for major events. Strategies to amplify destination brand will improve the quality and profiling include: consistent messaging. The development of a Mildura region events image and footage • Integrating stunning Mildura region • Maximising Mildura region exposure library for use by event organisers destination images into event at events, e.g. with signage and distribution to Murray Regional marketing, linking the regional placement, provision of destination Tourism, Visit Victoria and Tourism visitor website and social media images and footage to event Australia for their use would help channels to event websites. organisers for social media and to increase Mildura event profiling. television broadcasts. • Subject to privacy laws, developing a Undertaking video news releases (VNR) database of visitors from event online • Encouraging established events to to regional, state and national media ticketing systems to provide targeted enter business, tourism and event during major events will also contribute visitor insights. awards could further profile Mildura to greater media profiling.

MILDURA REGION EVENT SURVEY 2019 79% of survey respondents stated their business or event was not listed with the ATDW (Australian Tourism Data Warehouse)

Event Strategy 2025 22 2. Attract business events

Business events, including meetings, the identification of source markets, incentive trips, conferences and expenditure, satisfaction and Business events in regional exhibitions, provide an opportunity an understanding of decision Victoria have contributed to grow the visitor economy for the making for purchasing. over $475 million to the Mildura region. INDUSTRY FOCUS State’s economy, said Chris As high value travellers, business Porter, Executive Officer, travellers generally have a higher spend The focus of business event attraction than leisure travellers, mainly spending should build on the strengths of the Business Events Victoria. more on commercial accommodation, region and target specific industry travel, dining and shopping. sectors and regional, state and national associations e.g. horticulture, Business travellers will often extend agritourism, arts, regional development. their visit or return with family or BUSINESS EVENTS TOOLS friends. They contribute to local economies and drive visitation and To implement the marketing and business during quiet periods sales strategy, identifying gaps and (i.e. mid-week and shoulder seasons). 3 ELEMENTS OF updating information in the Mildura SUCCESS Conferencing & Business Event Planner The Mildura region can currently Give information early. Guide should be undertaken. cater for small to larger business 1. events. With its tri-state location and 2. Sell the destination. As part of event toolkit, develop accommodation capacity, the region an online portal for Professional 3. Package offers Conference Organisers (PCO’s) as has the opportunity to further attract – make it easy to sell. business events. “one stop shop” including venues and local event suppliers. UNDERSTAND THE MARKET PACKAGING + VALUE-ADD OPPORTUNITIES To ensure the best return on investment RAISE AWARENESS in the market it is imperative to Strengthening partnerships with The strategy will involve building understand the current market in the tourism and events industry to awareness of Mildura region’s ability to Mildura and regional Victoria. encourage packaging and value- cater for business events. add opportunities for business event This will include the development of a A marketing and sales strategy, should delegates should be undertaken. market snapshot on business travellers include destination profiling, sales in regional Victoria and Mildura. targeting key markets, tradeshow INFRASTRUCTURE + Research on existing business event participation, sales calls, Regional ATTRACTION travellers to Mildura should include Victoria Showcase and familiarisations. Long-term consideration should be given to the development of a dedicated conference space with over 1,000 capacity. TOURISM Offering a social program that includes networking AUSTRALIA - events in iconic settings, choosing event venues Increasing the event attraction and ASSOCIATION that make leisure activities such as shopping, acquisition budget and partnerships CONFERENCE dining and sight-seeing convenient, and providing with strategic partners, venues and DELEGATE opportunities to discover the destination are all accommodation providers will be BEHAVIOUR. highly appealing to delegates. required to compete with other regional destinations, as evidenced in the local government benchmarking undertaken.

Event Strategy 2025 23 3. Resource and facilitate sustainable events

GROW EVENT by many events as a major inhibitor was cited. To facilitate this process ORGANISER CAPACITY to growth. Strong financial training, the concept of an event symposium understanding that non-profit doesn’t Grow event organiser capacity through that included the planning of the mean break-even and the need to training, networking and in-kind event calendar for the following year, generate surplus to innovate event support resources. information exchange, case studies and programs is required. training was identified. Collaboration through training workshops and networking functions HUMAN RESOURCING The timing of the symposium was for the event and tourism industry Following income and funding, human recommended to be undertaken would assist in uniting the industries resourcing and overstretched volunteers annually during October. and provide operators with an was cited by many event organisers as opportunity to increase capacity another major inhibitor to growth. EVENT TOOLKIT by packaging events with Develop an online event portal for To elevate existing events, the accommodation, transport, attractions, event organisers and professional contracting of creative directors tours and dining experiences. conference organisers that could to assist with innovative program include a ‘clash calendar’, event Event organisers were surveyed as development and community templates, brand guide and toolkit part of the Mildura Events Survey to outsourcing should be considered. indicate what areas of training they including destination images/footage, Volunteer exchanges at events and would attend. conferencing information, such as skills exchanges between events e.g. unique locations, settings and venues, INCOME DIVERSIFICATION one event shares sponsorship skills in venue/accommodation capacities exchange for social media skills. The need to further develop income and packages, event suppliers and diversification and profitability is MILDURA EVENT support networks. required for long-term event financial SYMPOSIUM The portal could act as a central, sustainability. During consultation a strong desire for “one stop shop” for event organisers to Increased income, sponsorship and networking between event organisers seek government approvals with links reliance on funding was identified and the greater tourism industry to relevant departments.

WOULD YOU ATTEND TRAINING OR PARTICIPATE IN ANY OF THE FOLLOWING AREAS? Governance/Board Governance/Board Responsibilities 21% Event Management 46% Risk Management 32% Funding and Sponsorship 50% 54% Marketing and Promotion Social Media 61% Mentoring 25% Networking 46% 25% Training Packaging 21% Bookings 32% Event Strategy 2025 24 4. Increase overnight visitor expenditure

INCREASE CONVERSION EXPERIENCE TOURISM PACKAGING DEVELOPMENT Online ticketing and packaging can Encourage packaging with existing create a higher conversion rate; making Encourage the development of Mildura tours will help to ensure wider it easier for visitors to purchase with region signature experiences to meet distribution, particularly with iconic one click or one phone call. changing consumer trends. locations in the wider region. The packaging of events with tourism MULTI-DAY PACKAGING Developing new and tailored experiences, accommodation, experiences within events, such as Development of multi-day packaging distinct Mildura behind the scenes transfers and flights should be will drive increased overnight visitor and VIP experiences could increase developed with tourism retailers expenditure. This could include profit margins for events to assist with to increase distribution of multi-day event passes, packaging income diversification. Mildura events. with accommodation and value-add packaging e.g. sports event with evening dining and arts experience.

Multi-day packages need to be easily purchased online. Encouraging events to include dawn, dusk and/or evening experiences within their programming will assist in extending length-of-stay and overnight visitor expenditure.

Event Strategy 2025 25 5. Create an event friendly destination

ONE STOP SHOP 1. Driving overnight visitor expenditure. • Negotiate tenders with private APPROACH AND CULTURE 2. Showcasing the mildura region. companies for in-kind support. Developing the Mildura region’s 3. Vibrant and sustainable events. • Provision of standardised visitor surveys reputation as an event friendly 4. Creative community. for Tier 1 and Tier 2 to assist with destination will be an essential standardised post-event reporting. component in attracting major events These goals align with Visit Victoria’s • Event Tourism Impact modelling and growing new and existing events. strategic priorities and funding criteria. conducted by firm/s specialising in The development of a “one stop shop” TIERED SUPPORT MODEL event analysis for Tier 1 events. approach and culture with council, strategic partners and the greater Council’s current events funding and • Provision of professional tourism industry should be a key priority. support policy is based on a three photographers, videographers and tiered system. The recommendations footage for Tier 1 and Tier 2 events This will require a concerted are to: to grow Mildura event image and commitment to the development of footage library. a corporate culture that is customer • Streamline the application to be less centric, with a whole of Council and onerous on the applicant to apply for • Tier 3 – rationalise and simplify regional approach with key strategic funding, and less onerous on Council application process e.g. donation partners including industry, Mildura resourcing to assess event funding. style system. Regional Development (MRD), Mildura • Review and re-consider the eligibility Arts Centre (MAC) and Murray Regional • Tier 1 – re-name category Hallmark of fundraising events, unless they Tourism (MRT). Event Sponsorship to better reflect desired outcomes. deliver on the four strategic goals. A seamless team approach as “Team Mildura” and a “can do” attitude that • Tier 2 – reduce economic impact MULTI-YEAR responds in an agile way to event (e.g. to $250,000 economic impact) to PARTNERSHIPS enquiries, event support and major allow community events a pathway of Where Tier 1 and Tier 2 events have event attraction will create an event growth from Tier 3. successfully acquitted funding for friendly destination. • Tier 1 and 2 and New Events (with 2 or more consecutive years, and have secured funding from other STRATEGIC FOCUS + ROI tourism potential) could include in- government sources (e.g. Visit Victoria, kind support as an option of the total To increase return on investment for Creative Victoria, Festivals Australia) support for compliance issues (e.g. Council event funding, investment they could be eligible to apply for a risk assessment, Council venue/green should be made based on the four three-year partnership agreement, space hire). strategic goals: whereby funding is committed for

Event Strategy 2025 26 up to three years to allow for longer- • Events calendar. Any event proposal to term, strategic planning. It should be • Event toolkit. Visit Victoria must be noted, events would require a three • Branding, images and footage. endorsed by the Regional year business and marketing plan and annual post event reporting would still CONCIERGE APPROACH Tourism Board - Chis White, Head Regional Events, be a pre-requisite. A concierge approach with major events needs to be implemented to Visit Victoria. ONE STOP SHOP ONLINE develop Mildura region’s reputation as A centralised online event system that an event friendly destination. acts as a “one stop shop” should be This would involve a key contact person/ developed for attracting new events team to be the first point of contact and supporting existing events. discussion to facilitate and mobilise for major event organisers. Their role the event to maximise the region’s This could include: would be to act as a concierge across return on investment and long-term multiple Council departments and with • Conferencing and sporting facilities. sustainability of the event. the key stakeholders (e.g. MRD, MRT, • Accommodation. MAC, VV, TA). The “one stop shop” round table • Hiring venues – availability and meeting should also include, when Where appropriate, they would booking online. organise a “Events Mildura” applicable, state and national • Automatic generation of permits. “one stop shop” meeting for the representation e.g. police, department • Event ancillary services (e.g. sound, major event organiser with all key of transport, national parks, airport, lighting, staging). stakeholders as a round table liquor licensing etc.

It should be noted “event friendly” does not mean “cutting corners” or not being compliant, but facilitating and assisting event organisers so they can deliver events that captivate visitor imaginations that will ultimately deliver better return-on-investment for the community and outcomes based on the four strategic goals.

Event Strategy 2025 27 POTENTIAL STRATEGIC “Events Mildura”. Through their • Assist and encourage events to PARTNER ROLES networks they could play an important better reflect the Mildura region’s role in encouraging and facilitating iconic locations and competitive The following outlines potential roles of inclusion and participation of Mildura key strategic partners and is provided advantages to develop creative local, cultural and indigenous artists in as a recommendation for their role in event experiences that captivate Mildura events of all genres. major events. They are not confirmed our imaginations. as Council policy or by any partners. COUNCIL EVENT TEAM This will require the team’s roles to be Mildura City Heart plays an important The focus for the Council’s event team the event concierge. role in the delivery of events in the needs to be more on facilitator and A dedicated role for event attraction City Heart. It should be considered a enabler, and less on event grant funder and acquisition, including business strategic partner in “Events Mildura” and assessor. conferencing is also recommended. for events that could be developed The team’s roles should evolve around pre and post other day-time events the facilitation, brokering and enabling To ensure the successful which are staged in the wider region to of events to: implementation of the Event Strategy, encourage increased economic impact. • Develop hallmark event/s, grow the Events Team will require full Mildura Arts Centre (MAC) could capacity of existing events and attract strategic support for events as a play an integral role for arts advocacy new leisure and business events that whole of Council and region and inclusion and should also be are brand and strategically aligned in approach, from all levels, with a considered a strategic partner in shoulder and low seasons. customer centric attitude.

EVENTS MILDURA

MILDURA RURAL CITY MILDURA REGIONAL MURRAY REGIONAL MILDURA ARTS CENTRE COUNCIL DEVELOPMENT TOURISM

ARTS ADVOCATOR & ENABLER NETWORKER, FACILITATOR TOURISM ADVOCATOR FACILITATOR AND EVENT + FACILITATOR. + TOURISM. + FACILITATOR MANAGEMENT

Event Concierge – first point Business development. Arts advocacy locally, Destination Brand of contact to facilitate with including Arts Mildura and and Marketing. Facilitate corporate strategic partners. with state and federal arts introductions for event Advocacy with Visit Victoria. bodies. Leadership and strategic sponsorship and business Digital and social media direction. event leads through Networks with local arts, platforms. corporate networks cultural and indigenous Event attraction. artists to encourage their Media PR. Assistance with grant and Event organiser capacity inclusion and participation in sponsorship applications. Networking with wider building. Mildura events of all genres. tourism industry. Tourism packaging + visitor Event support research for major events. Tourism capacity building. (financial + in-kind).

Event Strategy 2025 28 Implementation The following Action Plan outlines the priority implementation of critical success strategies for the Mildura Rural City Council Event Action Plan 2025. It is intended as a working document that is regularly reviewed and updated.

TIMEFRAMES Short-term Mid-term Long-term 2019 – 2021. 2021 – 2023. 2023 – 2025.

CRITICAL SUCCESS STRATEGIES

3. RESOURCE 4. INCREASE 1. AMPLIFY 2. ATTRACT 5. CREATE AN AND FACILITATE OVERNIGHT DESTINATION BUSINESS EVENT FRIENDLY SUSTAINABLE VISITOR BRAND EVENTS DESTINATION EVENTS EXPENDITURE

Concierge Approach. Grow Event Organiser Team Mildura. Hallmark Events. Capacity. Understand the Income Diversification. Increase Conversion. Strategic Focus. Attract Major Events. Market. Tiered Support Elevate Events with Human Resourcing. Multi-Day Packaging. Industry Focus. Model. Cultural Experiences. Event Symposium. Experience Raise Awareness. Development. Multi-Year Cross-Pollination. Event Toolkit. Packaging + Partnerships. Branding Media Tourism Packaging. Value Add. Support events “One stop shop” PR + Digital. to move through online. funding tiers. Event Team.

ABBREVIATIONS MRCC – Mildura Rural City Council. MRD – Mildura Regional Development. MAC – Mildura Arts Centre. MCH – Mildura City Heart. MRTB – Murray Regional Tourism Board. VV – Visit Victoria. BEV – Business Events Victoria. The bolded organisation identified in the stakeholder column of the Action Plan is the lead agency, with other key stakeholders identified as potential partners to help facilitate the action.

Event Strategy 2025 29 1. AMPLIFY DESTINATION BRAND

STRATEGY ACTION STAKEHOLDERS KPI’S 2019 – 21 2021-23 2023-25

Investigate Hallmark Event concept (e.g. White Night) with Team MRCC. Mildura. Develop pre-feasibility. MRD. Feasibility study of Consideration in feasibility of major civic events (e.g. NYE, Australia MRTB. hallmark event. Day) for hallmark potential and/or reallocation of funds. VV.

Hallmark Increase event attraction + acquisition budget in-line with other Event attraction + MRCC. + Major Events regional Victorian areas, such as Shepparton. acquisition budget.

MRCC. No. of event bids. MRD. Successful bids. Attract and support Hallmark and Major Events. MRTB. Hallmark event. VV. Economic Impact.

MRCC. Elevate All Events Incorporate arts, multicultural and indigenous experiences across all MAC. Events with evidence with Cultural event genres. of “distinctly Mildura” MRD. Experiences Facilitate this process through capacity building and partnerships. cultural experiences. MRTB.

MRD. Increased integration Branding, Media Facilitate integration of destination branding into event marketing and MRTB. of destination brand in PR + Digital participation in tourism marketing. MRCC. event marketing.

Develop professional event drone/moving/stills footage + content MRCC. Library of event footage for Tier 1 and Tier 2 events that showcase the region’s competitive Event Footage + MRD. and stills. advantages. Stills Library MRTB. Increased event content Work with partners to ensure distribution of the footage/stills through in tourism marketing. regional/state/national tourism libraries. VV.

MRD. Increased number of Increased Digital Facilitate and encourage event listings on ATDW, Trip Advisor. MRTB. events on ATDW and Distribution Content and image sharing with tourism partners. MRCC. 3rd party sites.

Event Strategy 2025 30 2. ATTRACT BUSINESS EVENTS

STRATEGY ACTION STAKEHOLDER KPI’S 2019 – 21 2021-23 2023-25 MRCC. Develop market snapshot on business traveller market for regional Development of business Victoria. MRD. Understand the event traveller in regional Develop research on existing Mildura business event traveller to MRTB. Market Victoria and Mildura identify source markets, expenditure, needs, satisfaction, purchasing BEV. region. decision making.

Identify specific target industry sectors and associations that build on the strengths of the region e.g. horticulture, agritourism, arts, MRCC. Database of potential Industry Focus regional development. MRD. targeted business events Develop data base of business events and professional conference and PCO’s. organisers (PCO’s).

Marketing and sales Build awareness of Mildura region’s ability to cater for business events. MRCC. strategy implemented. Develop a marketing and sales strategy, including destination profiling. MRD. No. of event bids. Raise Awareness Include sales targeting key markets, tradeshow participation, sales calls, MRTB. No. of successful bids. Regional Victoria Showcase and familiarisations. Economic impact of business events.

Online Business Event As part of Event Toolkit, develop an online portal for Professional portal as part of Event Conference Organisers (PCO’s) as “one stop shop” including venues MRCC. Toolkit completed. Business Event and local event suppliers. MRD. No. of PCO enquiries. Toolkit Identifying gaps and update information in the Mildura Conferencing & Updating of Business Event Planner Guide Conferencing & Business Event Planner Guide.

Develop partnerships with tourism and business event industry to MRCC. No. of event bids. Business Event encourage packaging and value-add options for business event MRD. Successful bids. Packaging delegates. Hallmark event.

Event Strategy 2025 31 3. FACILITATE EVENT SUSTAINABILITY

STRATEGY ACTION STAKEHOLDERS KPI’S 2019 – 21 2021-23 2023-25

Identify and support existing events with potential for elevation MRCC. Recognised hallmark to hallmark event through pathway of growth in the capacity MRD. event. building program. Event Organiser MRTB. Capacity Building Develop event organiser capacity building program, including (but not MRCC. Capacity building restricted to) income diversification and human resourcing. Stage an Event organisers. program in place. annual event symposium. Participation in training.

Completion of event Develop event toolkit, including branding, content and templates. Online Event MRCC. toolkit online. Phase 2 with portal as “one stop shop” including venue bookings and Toolkit MRD. Use by event local event suppliers. coordinators.

Event Strategy 2025 32 4. INCREASE OVERNIGHT VISITOR EXPENDITURE

STRATEGY ACTION STAKEHOLDERS KPI’S 2019 – 21 2021-23 2023-25

Increased number of Increase Event organisers. Facilitate the uptake and use of online ticketing by events. events with on-line Conversion MRCC. ticketing.

Investigate multi-day events and look for opportunities to add to MRCC. MAC. Increase in multi-day Multi-Day Events calendar. MRD. events and measured Event organisers. economic impact.

Encourage development of Mildura region signature experiences. MRCC. Experience Encourage packaging with existing tours. New event experiences. Event organisers. Development and Collaboration with stakeholders to develop event packages with Number of packages in MRD. Tourism Packaging accommodation, tours, transport and flights. the market place. MRTB. Regional packaging with greater Murray Region.

Event Strategy 2025 33 5.CREATE AN EVENT FRIENDLY DESTINATION

STRATEGY ACTION STAKEHOLDERS KPI’S 2019 – 21 2021-23 2023-25

Concierge process Ensure council event team as the key contact person for major event implemented and organisers to act as concierge across multiple council departments, MRCC. recognised internally and Concierge Team Mildura and strategic partners. Approach by strategic partners.

Develop cross-department strategic event project team to facilitate Cross-departmental strategy implementation and assist with event friendly corporate culture MRCC. project team across council departments. implemented.

MRCC. Strategic partner contact, Establish Events Mildura to facilitate major event enquiries. MRD. Events Mildura agreement and buy-in. Confirmation and clarity of roles for Events Mildura and strategic MRTB. One Stop Shop Events Mildura partners. MAC. MCH. established. VV. BEV.

Council event investment to align with four strategic goals, also Events funded according Strategic Focus MRCC. aligning with Visit Victoria. to strategic goals.

Streamlined application Tiered Support Streamline application process. MRCC. process. Model Implement recommendations where possible as outlined in strategy.

Multi-year funding Multi-year Multi-year partnership agreements with events who have successfully MRCC. agreements with eligible Partnerships acquitted 2 or more consecutive years with projected growth. Tier 1 and 2 event.

Team focus Event Team Investigate resourcing of events team to achieve strategic actions. MRCC. implemented.

Event Strategy 2025 34 Consultation process MILDURA RURAL CITY COUNCIL EVENTS STRATEGY 2020 – 2025 The development of desktop audit of reference materials and benchmarking with Latrobe City this Event Strategy ONLINE SURVEY Council, City of Greater Shepparton March 2019 has been undertaken and Tamworth Regional Council. by listening and engaging FACE-TO-FACE with the Mildura community. Mystery shopping was undertaken CONSULTATION as an outside event organiser to April 2019 Consultation and feedback from potentially bring an event to the stakeholders was gained through Mildura region with council, DESKTOP AUDIT April - May 2019 community workshops, cross as an event attendee with the departmental workshops and councillor Visitor Information Centre and as BENCHMARKING – meetings. Face-to-face meetings and an event organiser with internal DESKTOP + PHONE INTERVIEWS phone interviews have been held council departments. April - May 2019 with Mildura Regional Development, Both the events and tourism industries FRAMEWORK & Mildura City Heart, Arts Mildura, RECOMMENDATIONS were invited to participate in an event organisers, Visit Victoria and July 2019 online event survey distributed to other key stakeholders. participants by the council. The survey COUNCILLOR PRESENTATION In addition to in region workshops and was sent to over 150 tourism and event August 2019 face-to-face meetings, the strategy operators and strategic partners with development process included a 58 respondents. EVENTS STRATEGY & ACTION PLAN August 2019

Event Strategy 2025 35 Applause A SPECIAL THANK YOU to the people who gave time, input and advice into the making of this strategy.

NAME ORGANISATION POSITION

Adam Hobbs Mildura City Heart Chair

Ange Johnstone Mildura Regional Development Tourism Industry Development Officer

Anne Ross Mildura Rural City Council Project Officer

Antonette Zema Mildura Rural City Council Arts & Culture Dev. Manager

Arron Huttig Mildura Rural City Council Acting Manager- Engineering

Ben Piscioneri Mildura Rural City Council Public Relations Officer

Chris Mitchell Mildura Bowls Club President

Chris Parham Mildura Rural City Council Acting CEO

Chris White Visit Victoria Head Regional Events

Connie De Maria Mildura Rural City Council Community Engagement Officer

Cr Anthony Cirillo Mildura Rural City Council Councillor

Cr Gavin Sedgman Mildura Rural City Council Councillor

Cr Greg Brown Mildura Rural City Council Councillor

Cr Helen Healy Mildura Rural City Council Councillor

Cr Jason Modica Mildura Rural City Council Deputy Mayor

Cr Mark Eckel Mildura Rural City Council Councillor

Cr Min Poole Mildura Rural City Council Councillor

Cr Simon Clemence Mildura Rural City Council Mayor

Danielle Hobbs Mildura City Heart Manager

David Folvig Mildura Rural City Council Acting General Manager

David McNabb Mildura City Heart Board Member

David Storer Mildura Entertainment Owner

David Zacher Mildura Rural City Council Visitor Services

Dawn Johnston Mildura Rural City Council Recreation Support Officer

Ellen Giddings Mildura Rural City Council Risk and Insurance Officer

Eric Oguzkaya Mildura City Heart Board Member

Fran Thornton Mildura Eisteddfod Sponsorship

Gareth Hart Arts Mildura Manager

Geoff Thomson Mildura Ski Club/MRD President/Deputy Chair

Event Strategy 2025 36 NAME ORGANISATION POSITION

Gloria Wall Mildura Show Society Inc. Secretary/Treasurer

Hayley Wilson Desert City Rodders & Sunassist Event Organiser/Fundraising Committee

Ian Benning Sunraysia Gliding Club President

Jackie Heaysman Chances For Children Coordinator

Jamey Mullen Mildura Rural City Council Manager Leisure & Cultural Services

Jeff Mullen Merbein Community Rodeo President

John Arnold Mildura Country Music Festival Director

Kate Henschke Mildura Rural City Council Events & Projects Coordinator

Kealey Lush Mildura Rural City Council Property Officer

Ken Mutimer Willowfest Administration

Kevin McCartney Sunraysia Dirt Karts Committee

Kirsten Lloyd Mildura Regional Development Communications/OP

Kym Doherty Shane Doherty Mem. Tri-State Masters Tournament Director

Mandy Whelan Mildura Rural City Council General Manager Development

Marg Tegart North West Victorian Motorcycle Club Policy and Procedure Officer

Maria Elizabeth Carrazza Mildura Regional Development Board Member

Marina Durban Mildura Houseboats Owner/Director

Mark Francis CEO Murray Regional Tourism

Martin Hawson Mildura Rural City Council General Manager Community

Michael O’Callaghan Mildura Ski Club Committee/Promotions/Sponsors

Michelle Nicholas Mildura Rural City Council Events & Projects Officer

Monique George Visit Victoria Manager Regional Events Fund

Nicole Jamieson Mildura Rural City Council Admin Officer - Property

Paul Gibbens Mildura Regional Development Chair

Peter Griffith Merbein Community Rodeo Secretary

Rachel Kendrigan Mildura Rural City Council Community Planning/Mildura Fringe

Raywin Jamieson Mildura Show Society Inc. Events Coordinator

Richard Sexton Mildura Rural City Council Manager Corporate Administration

Rod Trowbridge Mildura Regional Development Acting Chief Executive Officer

Sara Wrate Mildura Rural City Council Senior Events & Projects Officer

Stefano de Pieri Mildura Regional Development Board Member

Susan Watts Football Federation Sunraysia General Manager

Event Strategy 2025 37 The fine print {REFERENCES}

Economic Impact of Livingstone Shire Events 2019, Lawrence Consulting.

Local Government Area Profiles 2017, Mildura (R) Victoria, Tourism Research Australia.

Mildura Rural City Council Community & Council Plan 2017 – 2021.

Mildura Regional Development Strategy 2018 – 2020.

Mildura Rural City Council Arts, Culture & Heritage Strategy 2016 – 2020.

Murray Regional Tourism Strategic Plan 2015 – 2020.

Murray Region Destination Management Plan.

Victorian Visitor Economy Strategy.

Victorian Business Events Strategic Plan 2019-2022.

Victoria’s Tourism & Events Industry Strategy 2020.

Visitor Information Survey, Mildura Visitor Information Centre, 2017.

Visitors to Victoria Experience Overview year ending Dec 2018, Tourism Events and Visitor Economy (TEVE) Research Unit, April 2019.

Event Strategy 2025 38