AGENDA ITEM NO.: 15.1 TO: Council on 28 March 2017 Report... · TO: Council on 28 March 2017 . ... with India as the largest ... Each year the Tourrific Prospect Event Management

Item 15.1: 2017 Tourrific Prospect Event Evaluation

AGENDA ITEM NO.: 15.1 TO: Council on 28 March 2017 DIRECTOR: Nathan Cunningham, Director Community & Planning REPORT AUTHOR: Carolyn Ramsey, Manager Arts, Gallery and Events SUBJECT: 2017 Tourrific Prospect Event Evaluation

1. EXECUTIVE SUMMARY

1.1 Council recently delivered the sixth Tourrific Prospect street party on 17 January 2017 from 6pm to 11pm.

1.2 For City of Prospect, the Tourrific Prospect event continues to be its largest annual event. The investment by Council is significant, the excitement that is generated is fantastic for the local community and local economy and the support from local sponsors and businesses is highly valued.

1.3 In 2017, the event theme was ‘our Colourful Community’ reflecting the 2020 Strategic Plan strategies for Council events to be inclusive and reflect our diverse community. The event continues to deliver strong crowd and trader numbers within Adelaide’s peak event period. It is estimated 15,000 people attended our event on Tuesday 17 January 2017.

1.4 Even without a Stage Start in 2017, our relationship with the Santos Tour Down Under (STDU) remains strong and they continue to support and promote the Tourrific Prospect brand within their event program to their local, national and international audiences.

1.5 In June 2016, Council endorsed three (3) objectives to guide future Tourrific Prospect events. These are:

1.5.1 PLACE - Put a spotlight on ‘Brand’ Prospect to showcase it to the world; where people champion Prospect as a vital place to be and invest.

• According to Facebook, we are now 6th on the list of similar ‘pages to watch’, following King William Road, Hyde Park that sits at 5th. Prior to the campaign, Prospect Road was not on this list.

• Of the 100,222 people reached, 10,066 were from outside of Australia, with India as the largest demographic with 3,251 people reached.

1.5.2 PROSPERITY - Leverage the event to stimulate and sustain business activity and community benefit.

• Based on 2016 Tourrific Prospect Greenhill Research data, the per person spend was on average $26.10. Given 15,000 people are estimated to have attended the event in 2017, this brings $391,500 to our event in Prospect Road with approximately 51% or $199,665 spent by people coming from outside the Prospect area.

City of Prospect: Council Agenda 28/03/2017

12


1.5.3 PEOPLE - Create an inclusive, innovative, culturally diverse and entertaining celebration that is a resident and visitor attractor.

• The ‘Our Colourful Community’ event theme presented a celebration and demonstration of Prospect’s cultural diversity and inclusive community. Programming supported our creative, culturally diverse and colourful community through a rich array of performers, events and activities where some of our 15,000 residents and/or visitors proclaimed 2017 to be the “best event ever”.

1.6 The future of Tourrific Prospect events needs Council to consider the significant financial and staff investment as well as sponsor commitments required to maintain the quality, variety and the broad participation the community have come to expect of their own ‘street party’.

1.7 This report is presented ahead of Annual Budget deliberations to inform Council’s decision making for the 2017/18 financial year.

1.8 The 2016/17 budget approved a net cost to Council of $176,922 (plus projected income from all sources of $60,000) giving a total event Budget of 236,922 for the 2017 event.

1.9 The following graph provides a budget overview (income and expense) for every Tourrific Prospect since 2012:

1.10 On 6 February 2017, with Council’s in-principle support an Expression of Interest (EOI) for a

2018 Stage Start and/or a Women’s Stage was lodged. No commitment is required until an offer is put to Council and this is expected to occur in the coming months.


-50,000

0

50,000

100,000

150,000

200,000

250,000

300,000

2016/2017 Tourrific Prospect Income and Expense Comparisons

Budget

Actuals

Difference

13


2. RECOMMENDATION

(1) The 2017 Tourrific Prospect Event Evaluation Report be received and noted.

(2) A budget bid for Tourrific Prospect 2018 and a Santos Tour Down Under Stage Start and/or a Women’s Start be considered in the 2017/18 Budget.

(3) Subject to a budget allocation for Tourrific Prospect and/or a Santos Tour Down Under Stage Start or a Women’s Start being endorsed for 2017/18, an updated Tourrific Prospect event plan be developed based on Council’s review of the current event objectives.

3. RELEVANCE TO CORE STRATGIES / POLICY

3.1 Strategic Plan to 2020 Theme 1 – People “Know, empower, celebrate, educate and activate our community”

Strategy 1.2 Environmentally active, sustainably focused 1.2.2 Council activities and community events are supported by a no waste

approach

Strategy 1.4 Celebrate our diverse and creative community 1.4.1 A City rich with cultural experiences, arts activities and events 1.4.2 Events within the City are inclusive and reflect our diverse community

3.2 In 2017, the event theme ‘Our Colourful Community’ presented and delivered a Tourrific

Prospect event as an inclusive celebration and demonstration of the cultural diversity and choice of businesses in Prospect. Prospect Road and the adjoining side streets were transformed, as we celebrated and showcased our creative, culturally diverse and colourful community and performers. The program saw a rich array of events and activities for all ages and budgets and feedback from the night included that it was the ‘best event ever’.

4. COMMUNITY INVOLVEMENT

4.1 To ensure ongoing engagement and input from traders and the community, the events team continued to work collaboratively with:

• Council’s Volunteer Coordinator to recruit and retain volunteers to work on the event in a number of roles in the lead up to the event and on the day/ night

• Local school children as participants in the Loopy Kids ride.

5. DISCUSSION

5.1 Background and Association with Santos Tour Down Under

5.1.1 Annually between 2012 and 2017, Tourrific Prospect and the Santos Tour Down Under (STDU) have been two key community and economic development initiatives that promote our brand, ‘City of Prospect’ to a national and international audience and that in turn supports the delivery of Council’s Strategic Plan.

5.1.2 On 9 January 2016, Council lodged a Registration of Interest to the South Australian Tourism Commission (SATC) to bid for a 2017 STDU Start. Council was not successful in its bid to host a Stage Start as the Race Director’s as selected other locations outside of Prospect. In the notification from STDU, Council was encouraged to apply for a 2018 Stage.


14


5.1.3 On 6 February 2017, staff submitted a Registration of Interest (ROI) for a 2018 Stage Start and/or Women’s Stage in line with a discussion at a prior Council workshop. The ROI does not commit Council at this point in time and staff will advise as soon as a response is received.

5.1.4 In recognition of the success of previous Tourrific Prospect events, Council was registered as an Associated Event of the 2017 STDU, and as such was afforded some of the benefits of a Stage Start Host Council. This included being the only non-Stage Start associated event advertised in their 2017 STDU Program.

5.1.5 The fee for a 2018 Stage Start remains at $15,000 (plus GST) and the fee for a Women’s Stage is not stated at this stage. It is noted that whilst there was no fee for a women’s stage in 2017 there are expected costs (similar to previous Men’s Stage Starts) for the following: • road closures and parking restrictions • safety fencing and barricading as required (more extensive for the Women’s Stage

as it’s a local street criterium circuit – estimated at an additional $10k) • toilets • street preparation/cleaning • insurance and public liability covering Council’s activities.

5.1.6 The 2016/17 budget approved a net cost to Council of $176,922 (plus projected

income from all sources of $60,000) giving a total 2017 Tourrific event budget of $236,922.

5.1.7 Building on the learning and success of the 2016 Tourrific Prospect and in addition to the Tourrific Prospect Event Objectives, the 2017 event aimed to:

• continue to deliver a high quality event, creating vibrancy as well as economic and community benefits within City of Prospect

• build on the success of previous events • grow the positive public experience of City of Prospect as a place to shop, live,

visit and do business • maintain and attract new businesses, stakeholders and sponsors to the event • seek new ways to promote City of Prospect community programs and facilitate

broad community involvement in the event • contribute to the tradition of a diverse annual events program • foster a diversity of engagement and cultural understanding through integration in

wider community activities • continue our commitment and implementation of environmentally sustainable

practices in the hosting of events • actively contribute to the objectives and targets of City of Prospect’s 2020 Strategic

Plan as well as the South Australian Strategic Plan.

5.2 Event Management Structure

5.2.1 After a competitive tender process, South Australia based company Enventive was contracted to assist with the delivery of the 2017 Tourrific Prospect event. Enventive staff undertook an event ID exercise that resulted in ‘Our Colourful Community’ being established as the 2017 event theme. The 2017 event plan was built on an event review with staff and the reports, feedback and experience of previous years.


15


5.2.2 The ongoing success of the event continues to rely on the active involvement and goodwill of our many partners, stakeholders, Elected Members, staff and volunteers. As part of this, specific coordinating roles are established for staff and volunteers to cover the wide range of tasks required.

5.2.3 Tourrific Prospect is a major Council project. The Event Management and Emergency Response Plans cover all operational aspects of the event to maintain our record of a safe, secure and enjoyable event. Each year the Tourrific Prospect Event Management and Emergency Response Plans are reviewed and updated based on the experience and feedback from previous events. The Plans developed covered the street party event from 6pm to 11pm on 17 January 2017. (It is noted that additional ‘Heat Response’ ideas may need to be incorporated into these plans for future years, or a specific Hot Weather Policy can be prepared).

5.2.4 As in previous years, the 2017 Tourrific Prospect Event Management and Emergency Response Plans were lodged with SAPOL, the Office of the Liquor and Gambling Commissioner, event security contractors, Department of Planning, Transport and Infrastructure, SA Ambulance, SafeWork SA, and the Eastern Health Authority.

5.2.5 Site maps developed include stallholder and trader locations together with rolling bump-in time zones, liquor licensing areas, changed traffic conditions (road closures and detours, public transport route changes), emergency points, contractor and trader entry and exit points and schedules, details of the stages, activity zones (Loopy Kids), community bus shuttle routes (north and south), taxis, ATM’s, amenities (including disability toilets) and parking areas.

5.3 Budget Summary

5.3.1 In 2017 we had 51 traders registered as participating in the event compared to 66 in 2016, with several increasing their site area to assist with the efficient serving of the crowds. Ten (11 in 2016) Prospect Road businesses registered as opening late however, a number also opened but did not register. It was pleasing to see the number of traders (participating with no local subsidy) registering from outside of City of Prospect was maintained at six.

5.3.2 On 19 July 2016 Council endorsed the following 2017 Tourrific Prospect budget:

2017 Tourrific Prospect 2016/2017 Budget $

2017 Actuals $ Variance $

Income Budget – sponsorship cash and trader fees (excluding in-kind) 60,000 58,702 -1,298

Expense Budget 236,812 243,858 - 7,046

Totals 176,812 185,156 - 8,344 5.4 Budget – Income

5.4.1 In an increasingly difficult economic climate, cash sponsorship of $40,200 (down from $44,500 in 2016) was secured and when combined with in-kind sponsorship of $7,000, total sponsorship achieved was $47,200 in line with the target. With the inclusion of trader fee income of $18,502 ($500 down from 2016), total sponsorship, cash and in-kind income was $58,702 which was slightly below the $60,000 target.

5.4.2 In-kind sponsorship continues to be a good area of support which in 2017, mostly contributed towards offsetting the costs of event signage and hospitality.


16


5.4.3 The summary of income received is as follows:

Income Source Budget $ Actual $ Variance $ Sponsorship - cash 45,000 40,200 - 4,800 Income from Trader fees* 15,000 18,502 + 3,502 Total 60,000 58,702 -1,298 Sponsorship - inkind 0 7000 * No trader site fees are paid by charities or service clubs.

5.4.4 Savings are always sought, through good event management practices such as:

• Utilisation of Council staff as opposed to contractors

• Utilisation of Council volunteers as opposed to contractors

• Utilisation of Council’s community bus and volunteer drivers as opposed to a private bus hire company – as in 2016, estimated hire savings of around $1000 per bus.

5.5 Budget - Expenditure

5.5.1 Requests for larger trader site sizes (ie two 3x3m sites instead of the usual one), increased demand for premium spaces and costs for power, marquees, tables and chairs (which are very limited on the street).

5.5.2 An overview of expenses is as follows:

Key Activity Area (indicative groupings) Budget Actual Variation

STDU 2017 Stage 1 Start Licence Fee 0 0 0 Events Management Contractor (inc overall event and trader coordination planning and delivery staff, marketing, design)

50,000 55,154 -5,154

Marketing and Design (printing, advertising, photography etc) 15,000 10,979 4,021

Insurances, Alcohol and AAPRA Licenses 3,000 3,199 -199 Program and Entertainment (performers) 28,000 27,273 727 Production Short Term Hires (staging, lighting, audio, electrical) 65,000 71,882 - 6,882

Site (traffic management, fencing, waste management, toilets, security) 68,000 70,259 - 2,259

Other (inc materials, documentation, event team and volunteers costs – ie t-shirts, and sponsorship servicing)

7,812 5,112 2,700

TOTALS 236,812 243,858 -7,046

5.5.3 Efforts are made to ensure that the overall Events Budget is balanced at end of year, taking into account Twilight Concerts, 8 Nights of Summer, Club5082 etc.


17


5.6 Sponsors

5.6.1 Sponsorship continues to be a critical component of not only funding the event, but also maintaining and building relationships with Prospect Road and other local business partners. 2017 Tourrific Prospect Sponsorship saw multiple key sponsor opportunities pursued and a pleasing result was achieved despite it being slightly short of previous years. Effectively, we were one small scale sponsor short of our target.

5.6.2 Both cash and in-kind sponsorship was available providing sponsors a range of tangible benefits whilst at the same time allowing them the option to tailor their sponsorship to best suit their business needs and cash flows. A flexible approach to sponsorship facilitates the best chance to secure and attract limited sponsors. Stage sponsorship continued to be highly sought after, and we retained Fenwicks Real Estate as the Olive Street (main) stage sponsor, Brew Boys as the Vine St Plaza stage sponsors and Residence Building Group (Dave Menner of Little City) as Kintore Stage Sponsor.

5.6.3 In 2017, we saw Qattro return with their Gold Sponsorship commitment and we welcomed back First National Riggall Real Estate, Harris Real Estate, Adelaide Hills Cider, Wild Fox Wines, Blackfriars Priory School, ANZ Bank, Transpacific Cleanaway.

5.6.4 We welcomed back from 2012, Schinella’s and continued to receive partnership support from Pak-Rite Group of Companies and Alfred James Funeral Home.

5.6.5 The following table provides a summary of sponsorship received:

Category No. available Achieved

Cash Value

(ex GST)

In-Kind Value Sponsor

Naming Rights Sponsor 1 0 TBN TBN Nil Lead Sponsor ($20k) 1 0 0 Nil

Gold Sponsor ($10k) 3 1 $10,000 Qattro - sponsorship tailored

Waste Sponsor ($5k) 1 1 Eco Bikes Sponsor ($3k) 1 1 $3,000 Transpacific

Cleanaway Silver Sponsors (cash $5k) open 1 $5,000 Harris Real Estate

Silver Sponsor (mixed) open 1 $1,500 $3,500 First National Real Estate Riggall (signage)

Green Event Sponsor 1 0 Stage / Activity Sponsors Main Stage Naming Rights and Performance Platform

1 1 $7,200 Fenwicks Real Estate

Kintore Ave Stage 1 1 $3,000 Residence Building Group

Vine St Plaza Stage 1 1 $2,000 Brew Boys Town Hall Stage Club5082 1 1 $2,000 ANZ Bank

Children’s Zone open 1 $3,000 Schinella’s Laser Bike Sponsor 1 0 0

Loopy Kids Ride 1 1 $2,500 Blackfriars Priory School


18


Cash / In-kind Sponsor Hospitality Sponsor open 1 $1,000 $2,000 Adelaide Hills Cider Hospitality Sponsor open 0 0 In-kind Only Sponsors Media Sponsor open 0 Wine Sponsor 1 1 $1,500 Wild Fox Wines

Total $40,200 $7,000 $47,200

Gold Sponsor 21%

Silver Sponsor 11%

Stage Sponsors 30%

Signage/ Silver Sponsor

11%

Loopy Kids Sponsor

5%

Hospitality Sponsors

10%

Eco Bikes Sponsor

6%

Children's Zone

Sponsor 6%

2017 Tourrific Prospect Sponsors Totals - cash & inkind


19


5.7 Staffing and Volunteers

5.7.1 It is a great testament to City of Prospect’s organisational values and culture that 2017 Tourrific Prospect continued to be a genuine ‘Council wide’ event. The success of the event relies on a high level of professionalism, information sharing and flexibility in approach to work, hours of work, ownership of roles and responsibilities and cross department input and support. Supported by all Directors, the event provided team building and professional development opportunities for a wide range of staff.

5.7.2 The 2017 event directly involved 35 Council staff who worked on the event in a variety of leadership and operational roles throughout the lead up, but particularly on the day. The ‘team building’ that occurs sees a tangible shift in staff energy and purpose that is clearly observable and appreciated on the day and for weeks either side of the event.

5.7.3 It is important to note that while organisation-wide staffing of the event is not costed directly to the Tourrific Prospect event budget, the duties performed support Councils high public presence in the community it serves in delivering on the 2020 Strategic Plan.

5.7.4 Total staff time for the event has been estimated as 1040 hours and costed as $42,129. These hours include all pre-event day planning and work, event day duties and post event evaluation. Importantly the largest component of this figure comprises hours performed by the events team members who are salaried staff with their salary already budgeted to specifically deliver events across Council.

5.7.5 It is important to note that the hours and wage/salary figures do not include:

• employer on costs – WorkCover or Superannuation

• senior contracted staff (Manager level and above) for which additional hours were given voluntarily and within their substantive positions (i.e. no overtime paid)

• hours for processing of invoices and wages/salaries

• hours for calls and enquiries taken at Customer Service and Thomas Street Centre

• administration i.e. event rosters, HR, WH&S

• hours taken on reporting and reconciliation of figures.

5.7.6 Part of the success of the Tourrific event for a Council of our size is the teamwork approach to delivering the biggest annual event in Council’s history. This speaks volumes for the positive culture of our working environment and leads to overall savings by using Council trained staff rather than contactors where possible.

5.7.7 21 volunteers were registered through Council’s Volunteer Program for Tourrific. Together they performed approximately 160 hours of volunteer service across a wide range of duties in the lead up to the event and on the event day. This is an increase from 2016 of seven people, and included many Tourrific volunteers returning, bringing their experience to the event since 2012.

5.7.8 Volunteer roles included: • letterbox drops • operations centre recording • trader and business liaison and support • green room support


20


• zone managers relief and support • bump-in traffic controls • stage management and relief support – Fenwicks Stage Olive Street, Kintore

Avenue and Vine Street Plaza Stages • monitoring bike lock-up area • installing signage and site monitoring • Loopy Kids Ride coordination and associated cycling fixture assistance.

5.7.9 In addition, a student from Blackfriars Priory School (Loopy Kids Ride sponsor) volunteered to ride with the participants, helping them with any falls or issues.

5.7.10 The most current figure available, Volunteering Australia calculates volunteer time at a value of $27.45 an hour. Given Council’s 21 Volunteers performed approximately 160 hours of volunteer service, $4,392 in service value was provided. This is a cost saving to Council and the event would be poorer without their interest and support.

5.8 Traders and Stallholders

5.8.1 2016 saw us offer for the first time an online Trader Guide, registration and secure online payment facility. In 2017, the website was revised and refined improving its usability and data collection, greatly assisting the accuracy of registration, availability of forms, information gathering and response times. The 2017 online Traders Guide provided support for traders to get the best out of their involvement and investment.

5.8.2 In addition to the event coordination role, Enventive also provided a dedicated Trader Liaison person working with the Business & Innovation team who focussed on and strengthened trader and business relationships, established new ones and worked towards event continuity for traders.

5.8.3 In addition to direct, regular online communication through Mailchmip, one Trader Briefing was held on 10 January 2017 where Traders received all the event information, free electrical tagging and testing and tips and hints on how to best engage and promote their business using social media on the day and in the future.

5.8.4 The 2017 event attracted 51 registered traders set up on the street, plus 10 Prospect Road premises registered as opening late to take advantage of the anticipated crowds. The traders and retailers covered a variety of retail, local charities and clubs, food and hospitality and allied health services, from locations across the city.


21


5.8.5 In an exciting development by the Business & Innovation Team, a ‘Smart City’ Expo

was set up between Lula Blu and Viet L’Amour on the east side and outside Little City on the west side of Prospect Road. The Expo showcased a number of ‘smart’ businesses and educational institutions attracting great interest, new opportunities for broad public engagement and local business response. Businesses included were:

• Blackfriars - Robotics • T9D Virtual Reality – Digital entertainment • Qattro – Virtual tours of properties • Channel 44 – to online • Network Prospect • Appliquette – App developer • 225 Prospect Road – VR tours

5.8.6 In addition, the “Prospect Superfast WiFi” was tested successfully, making Prospect

one of the fastest main streets in Australia on the night.

5.8.7 No formal research was budgeted in relation to an Economic Event evaluation. The 2016 findings were considered still relevant and useful to inform future event planning. The frequency to undertake such research is still be considered.

5.8.8 Key indicators from the 2016 findings we will use to inform our 2017 evaluation are:

• the demographic of people attending the event by age is 82% adults, 4% adolescents and 14% children

• half (51%) of the event patrons normally reside outside of the Prospect local government area – 40% from other parts of Adelaide, 4% from regional South Australia and 5% from interstate or overseas

• event patrons spend an average of $73.50 per group at the event which is $30.60 per adult and $25.60 per person including children

Food Traders 28%

Alcohol Traders 16%

Service Clubs 7%

Mixed Goods 10%

Health 21%

Retail 15%

Government / Schools

3%

Tourrific Traders by Category and %


22


• expenditure by visitors who are resident outside the Prospect local government area is estimated at 50.5%

• event patrons are generally satisfied with their experience of the event with average satisfaction ratings of more than 4 out of 5 across all event attributes. The average rating for the event overall was 4.5 while the highest average rating was provided for the event staff (4.5) and the lowest for the amenities (4.1)

5.9 Marketing and Media

5.9.1 2017 Tourrific Prospect marketing and communications was undertaken by a combination of Enventive and Newstyle Media. The 2017 Tourrific Prospect marketing and communications brief was underpinned by the event Objectives as set by Council.

5.9.2 In addition, a commitment to printing less and reducing the environmental footprint of the event reduced the amount of printed and marketing materials created as we focussed more on social media opportunities.

5.9.3 Social media activity and highlights:

• aligned all existing Tourrific social media accounts including names, copy, handles and profile imagery

• updated City of Prospect Council web page with new ‘Our Colourful Community’ branding

• launched social media campaign on 11 November 2016, tagging 8 Nights of Summer event to start dialogue

• organic reach was better than anticipated

• increased service levels by answering private messages on social platforms in a timely manner.

5.9.4 Key Campaign Observations:

• Total Event Reach - 313,667

• Total Followers – 3,035 (+17%)

• Facebook was the dominant social channel in driving event reach and engagement • Facebook saw 17% growth over the campaign, gaining 232 followers and reaching

over 213,000 people. Of this reach, 154,608 was organic (unpaid) and 58,500 was paid

o real-time engagement on Facebook - 61,617 compare to 10,851 in 2016, an increase of 467%

o Facebook event page had 10,000 views with 2,200 as attending/interested

o Tourrific Facebook page was optimized and became the landing page for event information for Instagram and Twitter

o the event received a number of 5 Star reviews during and after the event

• Video was king on Facebook with video views at 14,237, an increase of 1101% on 2016 with an overall reach of 34,300 being 10.42% of the total

o the Loopy Kids video received a total reach of 1,758 people on Facebook. Of that, 631 viewed and 161 clicked the link (CTA) associated with registering on Council’s website

o Tourrific videos continue to be actively viewed post event.


23


5.9.5 According to Facebook, we are now 6th on the list of similar ‘pages to watch’, following King William Road, Hyde Park that sits at 5th. Prior to the campaign, we were not on this list.

5.9.6 Of the 100,222 people reached, 10,066 were from outside of Australia, with India as the largest demographic with 3,251 people reached.

5.9.7 The 2017 Tourrific Prospect Communications Report as prepared by Newstyle Media and the Social Media Report is provided as Attachments 1-7.

5.10 Entertainment Program

5.10.1 2017 Tourrific Prospect drew inspiration on the event theme ‘Our Colourful Community’ showcasing a broad range of cultural, community and professional performing artists. Council’s Community Events Coordinator continues to support the sector by selecting and programming entertainment and activities with a focus on local, culturally diverse, artistically complementary activities that where possible meet (or exceed) the expectations of visitors.

5.10.2 The 2017 Tourrific Program provided a quality and diverse program that ‘delivered something for everyone’, with a focus on catering to the musical tastes of 25 to 35 year olds. Working with local sponsor Residence, the Kintore Avenue stage followed the program and design model created in 2016 for a more contemporary and relaxed ‘fringe style’ event space. The bands selected (Ollie English, Luke Carlino, The Bitter Darlings, Aaron Thomas and Koral and the Goodbye Horses) attracted the 20-25 year age bracket making it the place to be well into the night.

5.10.3 Club5082 really rocked the Prospect Town Hall with local tribute bands in its line-up. The program featured Bulls on Parade (Rage Against the Machine), In Bloom (Nirvana) and Funky Monks (Red Hot Chilli Peppers). We also welcomed back Club5082 sponsor, ANZ Bank for the fourth year.

5.10.4 Vine Street Stage, sponsored by the Brew Boys (also for the fourth year), hosted Marmalade Trio for its traditional jazz program that was very popular all evening.

5.10.5 In addition, on the Fenwicks Stage (main stage) there was a Kaurna Welcome by Yellaka Dance Company and a Smoking Ceremony, the Official Opening by the Mayor, a bike parade as well as the 2017 Australia Day Award announcements which is a great opportunity for recipients to be recognised before a large crowd in their own community. The entertainment program was culturally dynamic with Spirit of India, African Soul and Bortier Okoe seeing people dancing in the street.

5.10.6 Also sponsored by Fenwicks Real Estate was our first ‘performance’ platform’ that provided a street level stage for a vast array of colourful, multicultural and entertainment feasts – African Soul, Olive Branch (Irish) Yellaka, Katie Wright Dynamite, Zeus Boys (Greek) and Fusion beats (Bollywood).

5.10.7 Across three outdoor stages and on the street we presented:

• 20 bands/performing groups

• two Indigenous dance groups

• a ‘flash mob’

• Kids Zone – (Punch and Judy, Daddy Long Legs and Life Be in It games)

• expanded range of roving entertainment – jugglers, fire twirlers, angels on stilts to name a few


24


• bike parades

• Loopy Kids Ride (210 registrations).

5.11 Community Programs

5.11.1 Transport was provided between 3pm and 10pm via the community bus. Volunteer drivers ran a shuttle bus service between Northpark Shopping Centre to a temporary bus stop opposite Coles on Prospect Road.

5.11.2 In response to previous feedback, new signage was installed at Northpark and at Prospect Road bus stops to clearly identify the service.

5.11.3 Use of the community bus service remained strong despite actual ridership numbers being down (possibly due to the early evening heat).

5.11.4 In addition, we ran a free bus loop service from the southern end of the event site to North Adelaide covering the G10 Route from bus stop 7 on Prospect Rd to stop 12 in O’Connell Street.

5.11.5 Sponsored by Blackfriars Priory School, the ever-popular Loopy Children’s Ride for children between the ages of 4 – 13 years for 210 kids across the three race age groups returned.

• Due to the development on the corner of Rose Street and Prospect Road, the Loopy Kids ride event was moved to the northern end of the event site. This was a smaller area and caused some logistical issues regarding monitoring and movement of children and bikes on and off the circuit and riding around the circuit that was smaller for the same number of children. The Events team would likely look to move the Loopy Kids back to its previous location for future years.

• The extreme heat saw a number of children not attend which has prompted the development of an Extreme Heat Policy and Procedure for future events. This is proposed to be developed over coming months.

5.12 Zero Waste Strategy

5.12.1 In 2017 the events team continued with its aim to implement a low waste approach to Council Events (2020 Strategy – People: 1.2.2 A zero (0) waste to landfill outcome at events. The plan is based on the principles of collaboration, education, learning, leading by example and restricting potential landfill items.

5.12.2 To achieve this ambitious plan, the event team continue to talk with and brief traders at our event meetings as to our zero waste aims. All traders coming into the street sign a waste commitment ‘pledge’ as part of Trader registrations and have access to special event prices and quantities for fully compostable products for all food and beverage traders. However at this stage this requirement is not mandatory or enforced.

5.12.3 Unfortunately while we can impress, and to a large degree enforce, our aim on traders coming into the street from outside for the night of the event, it has been much more difficult to get the same level of cooperation and commitment for existing Prospect Road businesses. This is due to local businesses preferring to use their branded products which were not recyclable and franchisee obligations regarding branded food and beverage containers (not compostable – plastic coated).


25


5.12.4 Adelaide Clean Green was contracted for waste management as they are one of the leading waste and cleaning companies in Adelaide in environmentally friendly cleaning services. All cleaning products are Good Environmental Choice Australia (GECA) approved. The Tourrific Prospect practices that they implemented focussed on waste saving. Adelaide Clean Green worked tirelessly all evening, managing the two bin system (recycling and compostable) waste collection to minimise the amount of waste going to landfill. The event waste management report is provided as Attachments 8-10.

5.12.5 Adelaide Green Clean also engaged the Scouts to separate and collect/recycle the glass and cans and 1.1% or .015 tonnes was collected at back of house.

5.12.6 Whilst a Zero Waste event is still an aim and not quite a reality to date, we were able to achieve: • an overall positive approach to our ‘zero waste’ event aim and continuing dialogue

about compostable products for the local business community. We estimate we achieved a 20% participation rate on compostable table and drinkware

• 1.32 tonnes of waste collected and of this 93.2 % (1.22 tonnes) was diverted from landfill (6.8% or .09 tonnes) as organics, cardboard, glass and cans and plastics.

5.12.7 Looking forward,active involvement with Council’s Asset and Infrastructure (Environment) staff will assist to further guide and support this aim.

5.12.8 On 15 April 2016, this ambitious goal and the general approach to the 2016 Event won the 15th Annual Local Government Professionals Awards for Excellence in Environmental Leadership.

5.13 Smoke and Dog Free

5.13.1 The success of previous years ‘smoke free’ and ‘dog free’ major event principles, saw 2017 Tourrific Prospect again promoted and managed as a ‘smoke free’ and ‘dog free’ event.

5.14 VIP Events

5.14.1 In 2017 we had a different approach to hosting our Sponsors and VIP’s with a Media Launch Champagne Morning Tea held on 10 January where we invited our sponsors, local businesses and South Australia’s key ‘influencers’ who communicated and networked our Tourrific message online to approximately 500,000 of their followers in the week prior. Hosted by ‘Adelady’ media personalities Lauren De Cesare and Hayley Pearson we provided lots of social media material, photo opportunities, images and sneak peeks of the coming event.

5.14.2 On the night of the event, the VIP Reception was held in the Prospect Town Hall, before the CLUB5082 program. The reception was hosted by the Mayor and it provided excellent opportunities for introductions, networking and discussions between Council supporters and business leaders, Elected Members and members of the Executive Leadership Team.

5.14.3 The VIP event was designed to not only to show our appreciation, but is strategically important for Council’s past and future relationship with our many sponsors, local businesses and federal, state and local government stakeholders. The event was accompanied by a local DJ and fine beverages from our hospitality sponsors, Wild Fox Wines (Prospect), Hills Cider and Brew Boys.


26


5.15 Attendances

5.15.1 Despite stifling temperatures in the early evening, security staff, equipped for the first time with official attendance counters at all points of access, and representatives from the Office of the Liquor and Gambling Commission assessed that approximately 15,000 people attended the event on 17 January 2017 between 6pm and 11pm. This number is very encouraging given the early evening weather conditions. Anecdotally, it was mentioned from various sources that the density of crowds at around 9pm were the strongest in memory.

5.15.2 In addition, the Network Prospect ‘Superfast Wi Fi’ test indicates that 12,000 mobile devices were identified on Prospect Road. The four (4) mobile ATMs saw 572 transactions and $42,900 dispensed being an average $75.00 per withdrawal. There are three other ATM’s within the event site that were heavily used all evening and over 60 traders or businesses had cashless/EFTPOS facilities.

5.15.3 Representatives from SAPOL, AGC Security and the Office of the Liquor and Gambling Commission resolutely noted that the 2017 Tourrific Prospect lived up to its previous year’s reputation as delivering an event committed to the local and visiting community, inclusive of all ages and extremely ‘family friendly’.

5.15.4 The only concern expressed was about some of the tribute band song choices as not being ‘family friendly’ and actually being categorised as Offensive Language. SAPOL have stressed a need for us to be more aware of this in future programming.

5.15.5 The Santos Tour Down Under Stage 1. Start riders came down Prospect Road in neutral mode at about 11.45am on the day of Tourrific. We paused our event build, held colourful umbrellas and joined a solid line of spectators who came out to line the route down Prospect Road. People waving and children ringing the traditional cow bells provided a welcoming Prospect atmosphere for the riders as they headed to the Barossa and gave people an early look at the event site being developed for the evening’s festivities.

5.16 Evaluation

5.16.1 On 2 March 2017, feedback and debrief sessions were held with volunteers and staff, Emergency Services, Security, SAPOL, Traffic and Enventive, our event management team. The sessions focused on what worked, what could be done better, lessons learnt and recommendations for future events.

5.16.2 A debrief session was held with the Elected Members on 7 March. Key feedback was grouped under the following themes:

• Stallholder/Traders/Businesses o continue to explore ways to increase ownership and buy-in and opportunities by

and for by Prospect Road businesses o decorate your shop competitions o good that developers are showcasing their developments in Prospect o strategies re Prospect Road / Tourrific opportunities (flow on) all year

• Attractions and activities o increase cycling presence o more art and street decorations o great music and family feel


27


• Capacity and layout of the event o Loopy Kids Ride did not work at the northern end of the event o event site flowed well for visitors

• Management o traffic management (detours) using Bruand Road a success o Heat Strategy needed o well managed, bump-in went smoothly.

5.16.3 Information from all sources has been collated and compiled into a broad evaluation

document highlighting recommendations and improvements if Council agrees to hold an event similar in size and scope in 2018. Information and feedback from all sources informs the future planning for Council events of this size and complexity.

5.16.4 A 2018 Tourrific Prospect event will be considered as part of the 2017/2018 Budget Process. Budgets for the 2018 Tourrific Event will be presented to Council as three options.

• Option 1. a 2018 Tourrific Prospect – stand-alone event with no Tour Down Under related stages or starts

• Option 2. a 2018 Tourrific Prospect event with a Men’s Stage Start if granted by SA Tourism (notice pending May 2017)

• Option 3. a 2018 Tourrific Prospect event with a Women’s race fixture if granted by SA Tourism – still to be confirmed.

ATTACHMENTS Attachments 1-7: Social Media Report – Newstyle Media

Attachments 8-10: Waste Management Report – Adelaide Green Clean


28

134GilbertStreet,AdelaideSA5000(08)82216355//www.newstylemedia.com.au

1

SocialMediaReportEnventive//ProspectCouncil//TourrificProspectFebruary2017Commencing:11November2016–24January2017(10weeksand4days)Campaigns:ColourfulQuotes//Tourrific2016(includingvideos)//LoveToColour//TourrificSponsors//TourrificTraders//LoopyKids//TourrificArtists//SaveTheChildrenCharityPartner//FAQs//MediaLaunch//FacebookLivex2//Real-timeEvent//ThankYouVideoBusinessGoals:

• Findthe‘right’audienceonline-Successful• Alignwithmajorstakeholdersandsponsors–Socialcheatsheetsdidn’tactivateour

alignmentslikeweexpected–moreencouragementrequiredin2018-Lastminutesuccess• SecuretheeventasamajoreventinSouthAustralia–Reachphenomenal-Success• Raiseawarenessandparticipationamongstkeygroups,localresidents,families,

multiculturalgroupsandsupportcouncil‘SmartCity&DigitalEconomyStrategy’objectivesAdvertisingSpend:$450AUD(Facebook)Totalnumberofscheduledpostsoverentirecampaign:427*Figuredoesnotincludenativeposting,monitoring,sharingandcommenting/tweeting.KeyCampaignObservations:TOTALEVENTREACH(IMPRESSIONS): 313,667TOTALFOLLOWERS: 3035(+17%)

REAL-TIMEEVENTENGAGEMENTonFACEBOOK:61,617in2017VS10,851in2016(+467%increaseon2016)

• Facebookwasthedominantsocialchannelindrivingeventreachandengagement.

o OurFacebookpagewasoptimizedandbecameourlandingpageofeventinformationforInstagramandTwitter.

o VideoiskingcontentonFacebookwithvideoviewsat14,237(increaseof1101%on2016)withanoverallreachof34,300(10.42%oftotal).

• GatheringContentfromsponsorsandtradersandforartistappearanceswasdifficult–thankyoutoDonnaJayneInternforgatheringinformationoverthephoneandsharingwithNewstyle.

Atta

chm

ent

Attachment 1 29


2

FacebookBrandedPage+EventPage:

StartFanBase FinalFanBase FinalPostReach

1,341 1,573(+17.3%) 213,105

EventResponses EventPageViews EventReach

2,200 10,000 61,617(+467%on2016)

VideoViews VideoReach

14,237(+1101.43%on2016) 34,300

• Facebooksaw+17%growthoverthecampaign,gaining232followersandreachingover

213,000people.o Ofthisreach,154,608wasorganic(unpaid)and58,500waspaid.

• OurFACEBOOKEVENTPAGEhadatotalof10,000viewsand2,200responseswitheitherattendingorinterested.

o WepostedfromourFacebookbrandpagedirectlyintoourEventpagenecessityasFacebookdoesnotallowyoutoscheduleintoeventpages.

o Followersoftheeventpagelistreceive100%ofposts/notifications–greatforreal-timeupdates.

o Alargenumberofpeopletaggedfriendsintheeventtoseeiftheyweregoing.o Manyalsopostedtheirfeedbackonpostsintheeventpage.

• AccordingtoFacebook,weare6thonthelistofsimilarpagestowatch,followingKingWilliamRoad,HydeParkthatsitsat5th.Priortothecampaign,wewerenotmentionedonthislist.

OBSERVATIONS• Ourengagementwasslowatfirstbutthisisconsideredtypicalcommencingfromzeroand

postingsome10weeksoutofaneventbeforeothermajorcalendareventssuchasChristmasandNewYear.

• ThebesttimetopostonourFacebookpagewas6pmand9pmanydayoftheweek.o Engagementandactivityremainedconsistentthroughoutall7daysoftheweek.This

allowedustopostregularlyacrosstheweek.• VideoiskingcontentonFacebook:

• Wefollowbestpracticebypostingrepurposedeventvideosproducedfrom2016footageforLoopyKids,AfternoonandEveningnativelyontoFacebook.

o TheLoopyKidsvideoreceivedatotalreachof1,758peopleonFacebook.Ofthat,631viewedand161clickedthelink(CTA)associatedwithsigninguponthecouncilwebsite.

Atta

chm

ent

Attachment 2 30


3

• 2017Facebookvideoviewsgrewto14,237(increaseof1101%on2016)withareachat34,300(10.42%oftotal).

• Thesevideoswereboostedwithminimalspend,tomaximizereachandengagement.• Theycontinuetoreceiveviewswellaftertheeventandafterpaidpostsended.• Facebooklivevideosworkbestwhenleavinguntilatleast50-100organicclicksthen

boostingwithaminimumof$30-$50budget.• Statisticsbelowforeachvideo:

Video TotalViews TotalReach Paid

TP2016Day 5,402 12,860 Yes

TP2016Night 3,408 10,037 Yes

FBLIVE:MediaLaunch–Mayor 2,894 5,339 Yes

FBLIVE:GetReady–Eventday 1,062 2,556 No

LoopyKids 631 1,758 No

ThankYou–TP2017 384 1,556 No

TOTAL 14,237 34,300andgrowing

Atta

chm

ent

Attachment 3 31


4

• OurFacebookdemographics:

Atta

chm

ent

Attachment 4 32


5

Instagram:(NEWCHANNEL+Optimised)

#Tourrific#tourrificprospect #tdu #tdu2017#prospect #veryprospect #club5082#community #whatsonadelaide#adelaide #southaustralia

#communityevent #colours #colourmehappy#colourmyday #colourmakesmesmile#colourmakesmesmile#party #streetparty

StartFanBase FinalFanBase FinalPostReach

0 196* 8,945

• WatchingInstagramgrowfromzeroto196(*200followersatthepeakduringoutevent),

wasexceptionalasmanyusersstruggletogrowafanbaseintheshortamountoftime.o ThisprovestothattheMediaLaunchwaswellworththeinvestment.Seenotes

belowonthelaunch.• Ourtractiononeachpostcontinuedtoincreasethroughoutthecampaign.

o ThemostengagedpostwasanimageofChiChi’sglutenfreefoodthatreached286people,had64likesand4comments.

o TheFAQpostswerewellreceived,especiallyontheATMs,firstaidandpublictransport.

• OnInstagram,thethankyouvideoreceived40views,andhadatotalof6comments.Thisfollowsthegeneralpatternoflikesandcommentsfrompreviousposts.

OBSERVATIONS• OurInstagramfollowersare70%womenand30%menaged25-34years.• Wednesdayat8pmwasthemostpopulartimetopost.

Atta

chm

ent

Attachment 5 33


6

Twitter:(ChangedtheBrandnametoTourrificProspect(samehandle)

StartFanBase FinalFanBase FinalPostImpressions

1,253 1,266 30,000

• Thefinalpostimpressions(REACH)was30,000.Thatequatesto30,000people//businesses

sawourmessagesintheirfeedsduringthecampaignandpotentiallyattendingtheevent.• AlthoughvanitymetricnumberoffollowersonTwitteronlyslightlyincreasedthroughout

thecampaigns,it’simportanttonote,Twitterismoreaboutincreasingawarenessandpushingthemessageouttoalternateoutlets,suchasmediaratherthanthepublic.

OBSERVATIONS

• Ofourfollowers,mostareinterestedin‘Business&News’andspeakEnglish.Itisquiteevenlysplitbetweenmale49%andfemale51%aged25-34years.

Atta

chm

ent

Attachment 6 34

134GilbertStreet,AdelaideSA5000(08)82216355//www.newstylemedia.com.au 7

MediaLaunch:• OnthedayoftheMediaLaunch,wesawanincreaseinthenumberofInstagramfollowers.

Approximately50newfollowersweregainedinthe24hoursaftertheevent,andthiscontinueduntilwereachedourpeakof200followersduringtheevent(note,thishasdecreasedsincepostshaveceased).

• Facebookincreasedbyapproximately14followersinthe24hoursfollowingthelaunch,andengagement/reachcontinuedtorisesteadilyfromthenuntiltheevent,atitspeak.

17thJanuary2017

EngagementDuringEvent:• DuringtheTourrificProspectStreetParty,weengagedreal-timeandpostedimagesand

commentsduringthenighteffectingourorganicFacebookreachof61,617in2017VS10,851in2016

467%increase• Thisshowshowactivelyengagedpeoplewerewithourevent,manyofwhomsharedphotos

andtaggedusinposts.o Onanothernote,wedidnotreceiveanynegativefeedbackduringtheevent,and

onlyacoupleofpoststhefollowingdayaboutthelackofartistinformationthathadbeenshared.

• Wealsoreceivedanumberof5starreviewspostedduringandaftertheevent.• OnTwitter,wesawanumberofbusinessessuchasChannel44andCleanawaypostduring

theevent.Therewerealsoaround30peoplewhoactivelyengagedusingourhashtags.• Instagramhadover50peopleusearelevanthashtagortagouraccountonphotosduring

theevent.Thisexcludespeoplewhomayhaveusedthetagsbuthadtheiraccountsonprivateasthisrestrictswhocanseethem.

NewstyleMediaSocialTeam:AccountManager: VanessaDingleAccountCoordinator:ElyseWilliamsAt

tach

men

t

Attachment 7 35

171c Magill Road, Maylands, SA 5069 tel: (08) 7200 3768 email: [email protected]

www.adelaidegreenclean.com100% recycled paper

WASTEMANAGEMENTREPORT

TourrificProspect2017

ExecutiveSummary

AdelaideGreenCleanispleasedtoprovidethisWasteManagementReportforTourrificProspect.TheexecutivesummaryforthewastemanagementatTourrificProspectisasfollows:

• A3binsystemwasusedfrontofhouse(organic,10cdepositsandlandfill);• A5binsystemwasusedbackofhouse(organic,drinkcontainers,paperandcardboard,plastics

andlandfill);and• Itisestimatedthat93.2%ofwastewasdivertedfromlandfill.

Atta

chm

ent

Attachment 8 36



Howmuchwastewasproduced?

Waste Stream Weight (Tonnes) Facility Percentage Organic 1 Jeffries Organics 76%

Cardboard 0.2 Suez Transfer Station 15.2%

Glass & Cans 0.015 Scouts 1.1%

Plastic 0.01 Suez Transfer Station 0.76%

Landfill 0.09 Suez Transfer Station 6.8%

Total Tonnage 1.32

Waste

OrganicWaste Cardboard cansandbottles Plastics Landfill

Atta

chm

ent

Attachment 9 37



Wheredidthewastego?

OrganicCollection

Thiswasteincludedallfood,packagingandorganicmaterialsthatwerecollectedbyfrontofhousebinsforpatronstouseaswellasplacingbinsdirectlybehindcaterers.Allitemscollectedthroughthismeanswereturnedbackintoorganicmaterialsparticularlycompost.AllmaterialweredisposedofatJeffriesCompostinWingfield.

CardboardCollection

Cardboardwascollectedatthebackofhousecompound.Thiswastemostlycamefromcatererswhousedcardboardboxestobringitemsintothestreetparty.Allitemscollectedthroughthismeanswererecycledbackintopaperbasedproductsnamelynewspaperprint,photocopierpaperandcardboardboxestonamebutafewapplications.AllmaterialweredisposedofatSuez’sTransferStationinWingfield.

GlassandDrinkContainers

Alldrinkcontainers,whetherPETplastic,cansandglass,werecollectedviatheusageofstrategicallyplaced2m3cratesandfrontofhousebins.AlldrinkconatinersweretakentoScoutsreyclingtoberecycledandreused.Allmaterialhereisreusedintheformthattheyoncewere(e.g.glassismeltedandthenbecomesglassofsomesortagain).

Plastics

Plasticwastewascollectedatthebackofhousecompoundwiththeuseofplasticbaleframes.Allplasticmaterialscollecetedwererecyledtobereusedintheformtheyoncewere,forexampleplasticpackaging.AllmaterialwasdisposedofatSuez’sTransferStationinWingfield.

Landfill

Whilsteveryeffortfocussedupondiversionofwastefromlandfillwasmade,theneedforthisstreamwasunavoidable.Thetotalamountoflandfillwas6.8%ofthetotalwastepulledoutoftheevent.

*thiswastereportisbasedoninformationprovidedtousbythirdparties.Wearenotresponsibleforincorrectfiguresbasedoninformationprovidedtous.

Atta

chm

ent

Attachment 10 38

Documents

AGENDA ITEM NO.: 15.1 TO: Council on 28 March 2017 Report... · TO: Council on 28 March 2017 . ... with India as the largest ... Each year the Tourrific Prospect Event Management