Open House Geelong Team Would Like to Thank the Following Organisations and Individuals for Their Assistance with Our Leaders for Geelong Project
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LEADERS FOR GEELONG 2011-13 project LEADERS FOR GEELONG 2011-13 project table of contents Acknowledgements 1 Team Members 2 Executive Summary 3 Project Scope 4 The Inaugural Event 6 The Journey 7 Evaluation 14 Leadership Lessons 22 Conclusions & Recommendations 23 Appendices 36 A cknowledgements. The Open House Geelong team would like to thank the following organisations and individuals for their assistance with our Leaders for Geelong project: The Transport Accident Commission Nicola Thomson Heritage Council Of Victoria Veronica Lyngcoln Central Geelong Marketing Brian Dunn – National Servicemen’s Association Kings Funerals Susan Alsop – Osborne House Association Target Australia Pty ltd Padraic Fisher – National Wool Museum GreenDezign Liz Grant – The Gordon Open2view.com Graeme Vincent – Barwon Water Open House Melbourne Grant Cole – Barwon Water Committee for Geelong Lindsay Allen – City of Greater Geelong Leaders for Geelong Phil Pavey – City of Greater Geelong Asher Terpstra Design Mick Bolte – Geelong Court Complex Sue Dight – Open House Melbourne Malcolm Dunn – Geelong Maritime Museum Petrina Dakin Andy Treffry – Vietnam Veterans Association Helen Meikle – Deakin University Julie Hope – Deakin University Hisham Elkadi – Deakin University Leonie Mitaxa – Deakin University Emily Bogue – TAC Ryan O’Hehir – Rybazoid Joe Calafiore - TAC Pauline Hitchins - Heritage Council of Victoria Amanda Foran - TAC Michael King - Kings Funerals Teresa Hanlon – Target Australia Pty Ltd Caleb Plumridge 1 Team members. Lynne Beaumont Talent Manager, Shell Australia Nina Ellis Manager Client Research, Transport Accident Commission Carol Harrison Company Solicitor, Target Australia Kylie Home Manager Workforce and Business Improvement, Academic Development Deakin, Deakin University Nick Hudson Executive Officer, Barwon Community Legal Service Beth King General Manager, Kings Funerals 2 Executive summary. The aim of the Leaders for Geelong (LfG) program is to provide “the region with inspired and well connected visionaries who are in a position of knowledge and prepared for leadership in their own organisations and in the community”. A major component of the LfG program is for participants to undertake a project that is intended to be of benefit to Geelong and the region. An Open House Geelong event was put forward as a potential project as there was nothing similar being held in Geelong, or indeed in any regional city in Australia. The small LfG project team saw the potential in an Open House event in Geelong to build an increased sense of pride in the City through opening up and celebrating our buildings and spaces of historical and architectural significance. In addition a successful event, promoted widely would attract visitors from outside of Geelong and deliver an economic benefit to the region. The Open House Geelong project team had a very simple goal – to open a small number of buildings of historical or architectural significance to the public at no charge. The inaugural Open House Geelong was held on Saturday 10th November and was an outstanding success with 12 buildings open to the public, and 3,000 visits to these buildings. 48 welcoming and well-informed volunteers provided assistance to visitors across all buildings on the day. Valuable feedback was provided by visitor and volunteer surveys, which will be incorporated into planning for future events. Feedback on the event was overwhelmingly positive with most people indicating they would attend again and recommend the event to others. 3 Project scope. The team’s goal was to promote pride in Geelong started as a Committee for Melbourne Future Focus and encourage tourism from metropolitan, regional Group project. After an extremely successful first year and rural Victoria through running a pilot for a new which saw over 30,000 visits to eight open buildings, annual or biennial event in Geelong which would it has become an annual event which in 2012 opened draw attention to some of the outstanding building 100 buildings and hosted 135,000 visits. and architectural attributes of our City. Ideally, such A core value of these events is providing equal an event would be cheaply and easily staged and access for all, so there are no entrance charges. This involve a broad section of the community. eliminates the ability to offset costs against ticket Open House events are held annually in many revenue but also avoids costs associated with setting cities around the world. More locally, Open House up a ticketing system and hiring box office and front Melbourne (OHM) has been running since 2008 and of house staff. A core value of these events is providing equal access for all. Research indicated that an open house The potential benefits of staging an open event could be successful in Geelong house event in Geelong were: because: • Tourists from out of Geelong with an interest in • There are many buildings from different periods of history and architecture would visit to attend Geelong’s history that have architectural or design this event, including some who may never have significance. visited our region before. • Local residents’ pride in their city • Geelong residents would gain access to buildings that are not normally open to the public. • Local residents’ interest in learning more and having access to buildings that are usually closed • Geelong residents could learn more about the to the public history of their city. • The existing awareness within Geelong of the • Increase the profile of buildings that many may Open House Melbourne event not know about. • Encourage tourism from Melbourne and other parts of Victoria. • Encourage greater appreciation of good design. 4 Having conducted some initial research We identified the following issues as being and received positive responses from key to the event’s success: relevant stakeholders, we committed to the following goals: • Raising sufficient funds to stage the event successfully (sponsorship, grants and government • To organise, promote and run a pilot event support) where up to 10 buildings in the Geelong CBD of • Confirming 28 October 2012 as an appropriate architectural and/or historic significance would date in the Geelong events calendar be open to the public for no charge. Guided tours • Obtaining approval from building owners would be offered at many of the venues. to open their buildings, including incurring • To facilitate the creation of a board of costs associated with being involved in the organisations and/or individuals who would day, in return for intangible benefits (giving commit to running an annual or biennial event. to community, raising profile of the building/ Our aim for the pilot event was to open 6-10 buildings organisation) in the central business district from 10am – 4pm on • Developing and monitoring an interactive website Sunday 28th October 2012 and we hoped to have and social media marketing strategies 5,000+ visits across these properties. • Recruiting enough volunteers to assist on the day (we estimated 100 would be required) • Partnering with CoGG regarding logistics for the event (e.g. arrange any road closures, park and ride bus, extra rubbish bins etc) • Completing risk assessments of all properties and surrounds (both protecting public from injury and buildings from damage) • Obtaining financial and time commitments from many individuals and organisations in order to set up a regular event. The Open House Melbourne team provided great encouragement and were very interested in supporting a regional open house event, sharing intellectual property and event infrastructure. 5 The inaugural event. The inaugural Open House Geelong event was held 3,000 visits recorded across the day. The final budget on Saturday 10 November between the hours of for the event was approximately $17,000, with 48 10.00am – 4.00pm. Twelve buildings were open, with volunteers assisting. 6 The journey. research incorporation The initial focus of the project team’s research was In order to run the event we needed to establish a the Open House Melbourne event. This included structure that provided some financial and legal attending a number of meetings with board members protection to the office holders and allowed the event from Open House Melbourne and volunteering and to receive money and hold insurance. There were two attending the Open House Melbourne 2012 event. options to achieve this, Incorporated Association or Research was also conducted into other ‘Open House’ Company Limited by Guarantee. We decided to form events held in Australia and overseas as well as other an Incorporated Association, Open House Geelong events on the Geelong calendar. Inc., as it was a less expensive and easier process. Rules for the association were drafted and on the 19th of April the inaugural Open House Geelong meeting was held and the association voted into existence. Our project team formed the membership and the In order to run the event inaugural Committee of Management. we needed to establish a sponsorship structure... Meetings were held with representatives from the Events department at the City of Greater Geelong and Regional Development Victoria regarding possible funding by way of grants for the inaugural event. gaining momentum As the pilot was a relatively small scale event, we were advised that it did not fall within the guidelines to To build the profile of the event and to get a view obtain major event funding from the City of Greater from key community stakeholders on the open house Geelong. Neither did it have the DGR tax status to concept for Geelong, we approached a number be eligible for an arts grant. Regional Development of people that we identified as key influencers in Victoria were very supportive of the concept, however, order to gain their support. The majority of those any funding they could provide would be subject to a we approached provided us with a formal letter of commitment of funding from City of Greater Geelong support for the event which both reinforced our belief as well as evidence of economic benefit, which could that the event would be beneficial to Geelong and not be provided until after the event was held.