Agenda Item 5.9 COUNCIL REPORT 27 June 2006 MELBOURNE INTERNATIONAL FLOWER AND GARDEN SHOW LICENCE RENEWAL Committee Marketing and Events Presenter Cr Jetter Purpose 1. To: 1.1. provide Council with a review of the 2006 Melbourne International Flower and Garden Show (MIFGS) at the end of the final year of a three year licence agreement with Council; 1.2. present Council with a report on alternative venues for MIFGS as requested by the Business and Marketing Committee on 13 September 2005; and 1.3. provide Council with additional information pertaining to the MIFGS event in 2006 to assist Council with the renewal of the MIFGS licence as requested by the Business and Marketing Committee on 15 November 2005. Consideration at Committee 2. As a result of consideration at Committee, the recommendation contained in the Management Report was endorsed subject to the addition of a further paragraph (3.3 below). Recommendation 3. That Council: 3.1. exercise its option to extend the Melbourne International Flower and Garden Show (MIFGS) Licence for a further two years at the current location; 3.2. request that the administration utilise this period to achieve a solution for the Royal Exhibition Building (REB) site that satisfies Council’s concerns regarding access and usage of the site; and 3.3. request that the funding for the upgrade of the Carlton Gardens be further considered at the upcoming Council budget meeting. Council Report Attachment: 1. Marketing and Events Committee, Agenda Item 5.1, 13 June 2006 Page 1 of 139 MARKETING AND EVENTS COMMITTEE Agenda Item 5.1 REPORT 13 June 2006 MELBOURNE INTERNATIONAL FLOWER AND GARDEN SHOW LICENCE RENEWAL Division Marketing, Tourism & Major Events Presenter Peter Stewart, Manager Events Melbourne Purpose 1. To provide the Marketing and Events Committee with a review of the 2006 Melbourne International Flower and Garden Show (MIFGS) at the end of the final year of a three year licence agreement with Council. 2. To present the Marketing and Events Committee with a report on alternative venues for MIFGS as requested by the Business and Marketing Committee on 13 September 2005. 3. To provide the Marketing and Events Committee with additional information pertaining to the MIFGS event in 2006 to assist Council with the renewal of the MIFGS licence as requested by the Business and Marketing Committee on 15 November 2005. Recommendation from Management 4. That the Marketing and Events Committee recommend that Council: 4.1 exercise its option to extend the Melbourne International Flower and Garden Show (MIFGS) Licence for a further two years at the current location; and 4.2 that the administration utilise this period to achieve a solution for the Royal Exhibition Building (REB) site that satisfies Council’s concerns regarding access and usage of the site. Key Issues 2006 MIFGS Statistics 5. MIFGS contributes to Melbourne’s reputation as a vibrant, international and liveable city. It is recognised as one of the top five public events of this nature comparing more than favourably with events in England, America and New Zealand. It is the premier flower and garden show in the southern hemisphere. Tourism Victoria classifies MIFGS as a hallmark event, sharing this status with other world class events such as the Australian Open, the Melbourne Comedy Festival, Victorian Racing Carnival and the Australian Formula One Grand Prix. 6. The 2006 Post Event MIFGS Report submitted on behalf of the MIFGS Board provides an event overview, economic and industry impact statements, statistical data relating to visitation, media coverage and stakeholder feedback (Attachment 1). Page 2 of 139 Compliance with Licence and Council Requirements 7. As Committee of Management for the Carlton Gardens, Council is able to issue a permit for Carlton Gardens South in accordance with the provisions of the Crown Land (Reserves) Act 1978 and the Melbourne Parks and Gardens (Joint Trustees Reserves) Regulations 1994. 8. In July 2003 Council agreed to issue a permit (the licence) to the Flower and Garden Show Ltd, an organisation that represents the Nursery and Garden Industries of Victoria and Flowers Victoria, for the use of Carlton Gardens South to stage the Melbourne International Flower and Garden Show. The licence was set for a period of three years with an optional extension of a further two years. 9. The MIFGS licence incorporates stringent requirements to protect the gardens and its heritage features and obligates the event organisers to implement best practice standards for event logistics, park protection, reinstatement and public/contractor safety. 10. The Licensee has substantially complied with the MIFGS Licence conditions and additional obligations imposed by Council and the community during the term of the 2004-2006 licence. 11. Clause 1.25 of Schedule Two of the MIFGS Licence stipulates that the Site Plan will ‘ensure that negotiation between Melbourne Museum and MIFGS to achieve a suitable integration with Melbourne Museum spaces is included in site planning procedure and that every effort is made to relocate the heavy and more demanding uses from the sensitive gardens area onto the Museum’s hard stand area’. 12. The Museum Forecourt was not utilised in 2006 due to live site requirements of this venue for the Commonwealth Games. The bump out schedule for the Games precluded the timely bump in of sites for MIFGS. In 2005 there was a sustainability display on the forecourt to generate interest for the use of this space. 13. Although there were no displays on the Museum forecourt in 2006, there has been a reduction in hard landscaping and facilities within the event from 2003 to 2006. A total of 2,593 square metres being completely removed from the gardens during this period (Attachment 2). 14. MIFGS was not required to obtain a Planning Permit to conduct MIFGS in the Carlton Gardens in 2006. The Minister for Planning made changes to Clause 62 of the Melbourne Planning Scheme on 22 December 2005 to exempt events on public land from the need for a planning permit. 15. MIFGS was required to obtain a permit from Heritage Victoria in 2006. Conditions of the permit included engagement of a heritage consultant with horticultural experience, approved by the Executive Director of Heritage Victoria, to be involved in monitoring the construction/dismantling phase of the event. The consultant concluded in the 2006 Report that “the show has negligible impact, if any at all, on tree health in Carlton Gardens. The show organisers are exercising strong control and discipline over garden installers and public visiting the site, and the compliance with conditions appear to be exemplary. The show organisers appear to be open to viable alternatives that will ensure the protection of heritage features of the Carlton Gardens site and its trees” (Attachment 3). 16. There were 12 horticultural/operational infringements recorded by the Site Superintendent at MIFGS 2006. This was an improvement on 2005 where 24 infringements were recorded. The Site Superintendent attributed the reduction to a more stringent approval process for landscape construction. Ten of the breaches were considered to be of low/medium consequence and were rectified on site immediately at the direction of the Site Superintendent. The two remaining breaches were considered significant as there was some damage to tree stock. The damage, however, was superficial and posed no long term threat to the health of the trees (Attachment 4). 2 Page 3 of 139 2006 Event Improvements 17. Through consultation with the Event Advisory Group, Council has made significant improvements in the management of MIFGS over the course of the current licence. 18. Council benchmarks, revises and augments the terms and conditions applied to this event annually to ensure continuous improvement in venue management practices and reduce impact upon resident amenity. 19. The MIFGS Board, WorkSafe and Events Melbourne supported an additional two day closure of Carlton Gardens South in 2006 to better manage the Occupational Health and Safety issues associated with the event. Under this arrangement, Carlton Gardens South was closed for a period of 14 days to ensure that the public were not endangered by entering the site during the installation and dismantling phases of the event. The closure of Carlton Gardens South during MIFGS complies with the Melbourne Parks and Gardens (Joint Trustee Reserves) Regulations 1994 that stipulates that the venue may be enclosed for a period not exceeding 14 days. 20. Several marquees were relocated from Carlton Gardens South in 2006 including: 20.1. the corporate hospitality marquee that was relocated from Carlton Gardens South into the REB; and 20.2. one catering area that was relocated from Carlton Gardens South into Southern Drive, the hard surface between REB and Carlton Gardens South. 21. Detailed CAD plans were distributed to all MIFGS outdoor exhibitors in 2006 to identify all trees and associated tree protection zones within each exhibitor’s design space. The CAD plans were then used as a blue print on which exhibitors presented their plans for review and approval by Council. 22. The MIFGS Exhibitors Manual was updated in 2006 to provide prescriptive advice regarding tree protection zones, structure loads, grass protection and special requirements for the construction and dismantling phases of the event. 23. In 2006, face to face meetings were held between the Event Management Company (IMG) and all landscape designers to reiterate garden protection requirements and tree protection zones. 24. Additional responsibilities were delegated to the MIFGS Site Superintendent in 2006. In July 2003 Council appointed a full time Site Superintendent to monitor adherence to the licence conditions through the build, delivery, dismantle and reinstatement phases of the event. The responsibilities of the Superintendent have increased over the term of the Licence and in 2006 involved the officer in all pre-event planning and landscape site approvals.