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EVENTS REPORT – 1 NOVEMBER 2006 to 28 FEBRUARY 2007 Page 1 of 10

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Page 1 of 10 MARKETING AND EVENTS COMMITTEE Agenda Item 5.4 REPORT 8 May 2007 EVENTS REPORT – 1 NOVEMBER 2006 TO 28 FEBRUARY 2007 Division Commerce & Marketing Presenter Peter Stewart, Manager Events Melbourne Purpose 1. To inform the Marketing and Events Committee of the events conducted within the City of Melbourne between 1 November 2006 and 28 February 2007. Recommendation from Management 2. That the Marketing and Events Committee accepts the Events Report – 1 November 2006 to 28 February 2007. Comments 3. The events outlined in this report relate to those coordinated through the Events Melbourne Branch of the City of Melbourne. A small number of arts events are coordinated through the Arts & Culture Branch and are not within the scope of this report. Water Restrictions and Events 4. The City of Melbourne has initiated a number of proactive strategies to significantly reduce the water consumption and water usage during events as a result of the current state-wide water restrictions. 5. These strategies involve utilising alternative or modified water-filled traffic management treatments; minimising water usage during vending, food preparation and drinking water fountains; using concrete/sand-filled weights instead of water-filled weights in infrastructure weighting; and utilising Class A recycled water for portable toilet flushing rather than drinking water. 6. As a result of these strategies being implemented, recent events have significantly reduced the level of water usage during events, for example New Year’s Eve 2006 utilised 250,000 litres less water and Moomba Waterfest utilised 300,000 litres less water than in previous years. Page 2 of 10 Event Activity in Melbourne 7. Events issued with an Events Permit for use of public space in the City of Melbourne between 1 November 2006 and 28 February 2007: Activity Hallmark Events 3 International One Off Events 3 Major Events 78 Community & Corporate Events 305 Filming 58 Weddings 178 Community Sport 52 Total 677 8. Following the introduction of Stage 3 water restrictions throughout Victoria from 1 January 2007, the City of Melbourne imposed a restriction on both casual sport bookings and pre-season training throughout all parks and recreational spaces, so as to minimise further impact on lawns and sports grounds. This has resulted in a reduction of bookings and revenue within Community Sport event category. 9. In December 2006, the work position of ‘Busking Coordinator’ was established within the Street Activity branch to co-ordinate all City of Melbourne busking-related activities, permits and policies. As a result, busking statistics are no longer captured by the Events Melbourne branch. City of Melbourne supported events 10. The City of Melbourne provides financial contributions to events that assist in the delivery of the City’s objectives in three ways: 10.1. the Event Partnership Program (EPP) provides sponsorship through an application and review process; 10.2. City of Melbourne owned and managed events; 10.3. major events that are supported through the yearly budget cycle; and 10.4. events that occurred between 1 November 2006 and 28 February 2007 that were financially supported by the City of Melbourne: Program No. of Events Value Invested Event Partnership Program 18 $640,000 City of Melbourne Events 4 $1,310,000 Major Event Partnerships 5 $536,000 Total 27 $2,486,000 2 Page 3 of 10 Event Partnership Program 11. The Event Partnership Program (EPP) is designed to provide sponsorship support to organisations delivering events in line with the City of Melbourne’s objectives. Applicants are only supported if their event helps to achieve one or more of these objectives. 12. A summary of the applications for sponsorship through the EPP process between 1 November 2006 and 28 February 2007 is detailed below: 12.1. Number of applications received - 26; 12.2. Value of funding requested - $1,311,603; 12.3. Number of applications approved - 18; and 12.4. Value of funding approved - $640,000. Key Events 13. The following key events occurred in the City of Melbourne between 1 November 2006 and 28 February 2007 (a listing of all events captured in the Multi Dimensional Events Calendar during this period is contained in Attachment 1): Event Organisation Dates Location/Venue Start End 11-Nov- Melbourne Cup Carnival 2006 Victoria Racing Club 04-Nov-06 Flemington 06 06-Nov- Emirates Melbourne Cup Parade Victoria Racing Club 06-Nov-06 Swanston St & Federation Sq 06 Christmas in the City City of Melbourne 9-Nov-06 25-Dec-06 CBD & Docklands 10-Nov- Myer Christmas Parade Myer Melbourne 10-Nov-06 Bourke Street and Mall 06 10-Nov- Myer Store Windows Launch Myer Melbourne 10-Nov-06 Bourke Street Mall 06 17-Nov- Make Poverty History Concert Oaktree Foundation 17-Nov-06 Sidney Myer Music Bowl 06 19-Nov- G20 Summit Aust. Federal Government 17-Nov-06 CBD 06 AFI Awards 2006 Australian Film Industry 07-Dec-06 07-Dec-06 MECC Carols by Candlelight 2006 Vision Australia 24-Dec-06 24-Dec-06 Sidney Myer Music Bowl Boxing Day Test Cricket Victoria 26-Dec-06 30-Dec-06 MCG New Year's Eve 2006 City of Melbourne 31-Dec-06 01-Jan-07 Various CBD Summadayze Future Entertainment 01-Jan-07 01-Jan-07 Sidney Myer Music Bowl Summer Fun In The City City of Melbourne 02-Jan-07 25-Feb-07 Various CBD Jayco Bay Cycling Classic Cycling Events Downunder P/L 07-Jan-07 07-Jan-07 Docklands Australian Open 2007 Tennis Australia 15-Jan-07 28-Jan-07 Rod Laver Arena Skandia Docklands Invitational Geelong Skandia Week 19-Jan-07 26-Jan-07 Waterfront City Midsumma Festival Midsumma 19-Jan-07 11-Feb-07 Treasury Gardens Australia Day 2007 Australia Day Committee 26-Jan-07 26-Jan-07 Alex&QV Gdns/Kings Domain Big Day Out 2007 Creative Festival Entertainment 28-Jan-07 28-Jan-07 Princes Park St George Open Air Cinema St George Foundation 01-Feb-07 01-Mar-07 Birrarung Marr Boating Industry Assoc of Vic Docklands Summer Boat Show 02-Feb-07 04-Feb-07 New Quay & Waterfront City Ltd Contempora2 Cruz Galleries 08-Feb-07 12-Mar-07 New Quay Sustainable Living Festival Sustainable Living Festival 16-Feb-07 18-Feb-07 Federation Square Federation of Chinese Chinese New Year Festival 17-Feb-07 18-Feb-07 Chinatown Associations Hyundai National A-League Grand Melbourne Victory 18-Feb-07 18-Feb-07 Telstra Dome Final Sony Tropfest 2007 Tropfest Events Pty Ltd 18-Feb-07 18-Feb-07 Sidney Myer Music Bowl 3 Page 4 of 10 Event Highlights 14. The following major events occurred between 1 November 2006 and 28 February 2007. Summer Fun in the City 15. Summer Fun in the City (SFITC) is one of the City of Melbourne's free programs of events, entertainment and activities which activate a variety of parks, gardens and city spaces. Held over the peak summer period from 2 January to 25 February the program caters for a wide demographic. Participants’ demographic range from children to over 50s. SFITC aims to bring a sense of community to City of Melbourne residents, provide entertainment for office workers and city visitors and showcase the city as vibrant and inclusive. 16. The 2007 program saw 13 different locations activated with 16 different programs, encompassing 105 events. For the first time, events were programmed at the Docklands, providing free entertainment to the newest City of Melbourne residents, tourists and Docklands workers. The Fitzroy Gardens hosts three of the largest events - Fairy Factor, Twilight Rhythms and Twilight Moves. The City Square hosted a Flying Trapeze causing delight to many who participated and watched causing a buzz in the city of the centre. The 2007 Summer Fun in the City program was enjoyed by approximately 65,000 people. 17. SFITC provides a unique opportunity for the City to program activity in new event spaces whilst ensuring they are of a high standard. The program is promoted via a dedicated marketing campaign which includes the production of 80,000 brochures, posters, web site and advertisements in the Herald Sun. The program is also promoted extensively via a dedicated PR program which focuses on metro Melbourne encouraging visitors into the city. Big Day Out 18. The world renowned Big Day Out music concert, that has been an icon of the Melbourne music scene for 14 years, took place in Princes Park, Carlton on 28 January 2007. The day saw a sold out crowd of 45,000 young and young at heart people enjoying a full bill of local, national and international acts performing on several stages throughout the day long event. 19. A great supporter of the local music industry the Big Day Out promoters again provided opportunities for budding local acts to be exposed to a massive audience and also supported a number of young music industry hopefuls by employing them to help produce the show. The crowd which was mainly aged between 17 and 26 were extremely grateful to have the opportunity to enjoy a world class music concert in the beautiful surroundings of Princes Park. 20. In response to issues generated from last year’s event, The Big Day Out promoter was very proactive in the planning for this event ensuring installation of measures providing protection of the parklands before, during and after the event. 21. The sporting clubs from Princes Park were relocated to grounds in Royal Park and also to grounds outside of the City of Melbourne with the assistance of Cricket Victoria. The reinstatement costs totalling $56,685.95 were approximately $20,000 less than the reinstatement costs from the 2006 event and were paid in full by the event promoter.
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