Cairns Regional Council Events Strategy 2012 – 2015 Author – Stefanie Wilson Version 1.0 Cairns Regional Council 119 – 145 Spence St Cairns QLD 4870 :: Cairns Regional Council Event Strategy 2012 – 2015 “A successful event is a real experience. It inspires, excites and unites a community. It produces significant sporting, entertainment or cultural moments. And, importantly, it delivers lucrative economic benefits to its community.” Anna Bligh MP Queensland Premier and Minister for Reconstruction Author: Stefanie Wilson Copyright © 2011 Cairns Regional Council 2 :: Cairns Regional Council Event Strategy 2012 – 2015 Table of Contents Contents 1. Executive Summary...................................................................................................8 2. Preface......................................................................................................................10 Preamble.......................................................................................................................10 Strategy Purpose...........................................................................................................10 Role of Cairns Regional Council.....................................................................................10 Strategic Context and Policy Framework........................................................................11 Key Partners..................................................................................................................11 3. Terms Of Reference.................................................................................................12 Council Objectives.................................................................................................................12 Complementary Initiatives......................................................................................................12 Market Analysis and Opportunity Exploration..........................................................................12 Implementation & Reflection...................................................................................................12 4. Vision........................................................................................................................13 The Events Vision for Tropical North Queensland...................................................................13 BACKGROUND / CONTEXTUAL AUDIT ...........................................................................14 5. Strategic Analysis of Events - The Macro Environment........................................14 Events in Context...................................................................................................................14 Key Event Sectors.................................................................................................................15 Key Event Sector Analysis: Business Events........................................................................16 Vital Statistics of Business Events..................................................................................16 Industry Snapshot..........................................................................................................16 Destination Offering.......................................................................................................17 Business Event Trends..................................................................................................18 Development and Diversification Opportunities for Cairns Region..................................19 Key Event Sector Analysis: Cultural Events..........................................................................21 Vital Statistics of Cultural Events....................................................................................21 Industry Snapshot..........................................................................................................21 Destination Offering.......................................................................................................22 Cultural Event Trends....................................................................................................23 Development and Diversification Opportunities for Cairns Region..................................23 Key Event Sector Analysis: Sporting Events.........................................................................25 Vital Statistics of Sporting Events...................................................................................25 Industry Snapshot..........................................................................................................25 Destination Offering.......................................................................................................27 Sporting Event Trends...................................................................................................28 Development and Diversification Opportunities for Cairns Region..................................28 Key Event Sector Analysis: Civic Events...............................................................................30 Vital Statistics of Civic Events........................................................................................30 Author: Stefanie Wilson Copyright © 2011 Cairns Regional Council 3 :: Cairns Regional Council Event Strategy 2012 – 2015 Destination Offering.......................................................................................................30 Civic Event Trends.........................................................................................................30 Development and Diversification Opportunities for Cairns Region..................................31 Competitiveness of Tropical North Queensland....................................................................32 Strengths:......................................................................................................................32 Challenges:...................................................................................................................32 6. Council Events - The Micro Environment...............................................................34 Council Support and Delivery for Events................................................................................34 Event Facilitation- Council Hosted Events.............................................................................34 7. Existing Events Portfolio- Snapshot ......................................................................36 Business Events ......................................................................................................................36 Tropical Innovation Awards (TIA)...................................................................................36 Austropex Conference...................................................................................................37 Cultural Events.........................................................................................................................38 Cairns Indigenous Art Fair.............................................................................................38 Cairns Festival...............................................................................................................38 Cairns Ukulele Festival..................................................................................................39 Sport Events.............................................................................................................................39 Cairns Airport Challenge Cairns.....................................................................................39 2011 Marlin Coast Challenge.........................................................................................40 2011 Queensland BMX Championship...........................................................................40 Civic Events .............................................................................................................................40 New Years Eve..............................................................................................................40 Carols by Candlelight.....................................................................................................40 Cairns Senior’s Week....................................................................................................41 8. Assessment Criteria and Event Priorities ..............................................................42 Assessing Prospective Events and Determining Priorities...................................................48 Strategy Framework ..........................................................................................................50 Planning Principles..................................................................................................................50 Priorities....................................................................................................................................50 Priority 1: Preparing Council’s Infrastructure...........................................................................51 Priority 2: Event Attraction, Acquisition and Portfolio Optimisation..........................................52 Priority 3: Assessment Transparency and Opportunity Responsiveness.................................52 Priority 4: Event Implementation and Opportunity Maximisation..............................................53 Priority 5: Report, Review and Readjust.................................................................................53