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The WhitsundaysEVENT BOOTCAMP1. Round Table Intro
2. Taking Your Event into the Future
3. Grant Funding, Sponsors + Partners
4. Volunteers + Sharing Resources
5. Cost Effective Marketing Tips
6. 5 Minutes of Fame
Taking Your Event Into The Future
1. WHERE HAVE WE BEEN?
FINANCIAL FUTURE
LIFESTYLE FUTURE
TO MAKE MY AWESOME IDEAS A REALITY
SIMPLIFY
2. GET CREATIVE
GET RESULTS
Why Were You Created?
Why Do You Exist?
Understanding why you were created and why you exist helps
you focus
..so you can cut out the clutter and SIMPLIFY where you want
to be
BEFORE YOU START WRITING
What Business Plan?
Get everyone involved
LOCATION LOCATION LOCATION
3 Step Business Plan
1. Where we’ve been?
2. Where we’re going?
3. Making it happen
1. Where We’ve Been?
Why Were You Created?
Why Do You Exist?
make it heart felt
Why do we exist?
“We are a group of volunteers staging our town’s largest sporting event to keep our community fit & healthy”
How would you summarise your event?
Particularly for someone who’s never been before
(….think sponsors, grant providers, media, potential visitors)
Event Snapshot
Established 2001 to put the region on the map, the Medieval Festival celebrates all things medieval
from jousting tournaments to Shakespeare.
Try your hand at Robyn Hood crafts, have a go at archery and feast like a king in the Castle Food
Court.
The event attracts 8,000 visitors annually, generates more than $1m in media publicity and
creates a 2m economic impact.
Medieval Festival Snapshot
MapDiagrampictures
What Sets Us Apart?
GOOD + DIFFERENT (beware of biggest & best)
Be aware of trends
200020012002200320042005200620072008200920102011
Surplus (Deficit)
Total Expenditure
Total Revenue
Financial Review
Financial ReviewFood6%
Bar5%
Merchandise18%
Sponsorship24%Donations (BBRE)
11%
Funding (Qld Govt)36%
Market Stalls0%
INCOME
Food costs6%
Bar costs7%
Entertainment34%
Hire Equipment12%
Merchandise23%
Insurance1%
Marketing5%
Security5%
Admin2%
Sundry5%
EXPENDITURE
Financial Reality
Where are your visitors from?
Trends should inform your plan
All too often our plans are affected by complaints and politics…by perception not facts”
Trends Over Time(…..might help with festival amnesia)Description 2013 - 14 2014-15 2015-16 2016-17 2017-18
Visitor Numbers
Media Publicity
Competitors/Performers
Volunteers
Stall Holders
Income
Expenditure
Profit
Facebook followers/website hits
Merchandise
Economic Impact (spend)
Changing Face Of Markets
Live like a local. With the explosion Air BnB, tourism blogs and publications relating to eat like a local, hang out where the locals go, speak like a local (local lingo).
Superfoods are a major trend in 2015 in Australia with food and coffee culture,
paddock to plate experiences, getting back to basics/wholesome food - high on
consumer agendas, with consumption of alcohol at an all time 50 year low (ABS)
Rise of the Individual, exclusive, personally tailored, interactive and behind the scenes
experiences that can’t be experienced anywhere else are in demand
Social Media uptake across all demographics, interaction and sharing
Smart phone responsive and Digital Retail, with 2/3rd of Australians using mobile
internet for 90 minutes per day.
Consumer Trends
Globalisation + Homogenisation
The Green Consumer. Give Back
Tourism Australia research indicates in Australia, most popular:-
• Food & Wine
• Music
• Garden and botanical
• Sport (as a spectator)
• Art Exhibitions
“Hybridisation”
Event Trends
WHERE HAVE WE BEEN? WHERE ARE WE GOING? MAKING IT HAPPEN
2. Where We’re Going?
Where do we want be in 5 years?
What are our priorities?
Where Do We Want To Be In 5 Years?
What do you want to look like in 5 years?
How do you want to feel like in 5 years?
IN 5 YEARS WE WANT TO BE……..
Our top priorities are……
What will we need to make our priorities a reality?
People + Money
3. Making It Happen
Not just about increasing visitors (more visitors = more toilets)
Increasing spend per visitor
Financial Strategies
Value add/Experience enhancement – shaded seating, shaded car parking, VIP passes/area, VIP camping
Behind the scenes experiences e.g. green room pass
Experience Development
Packaging = Increasing Length of Stay & Spend
http://www.birdsvilleraces.com/tours
Differentiate or Die
1. PartnershipsPresentations to community/ industry networks. 3 year partnership agreements. Networking. Naming Sponsor. Community outsourcing.
2. VenueSite feasibility study. Purchase of permanent venue.
3. AccommodationIncrease accommodation capacity with overflow camp site, tent city, glamping and packages.
4. Increasing YieldDevelop VIP packages, VIP camping/parking. Introduce coffee vans.
5. Succession PlanMentor current volunteers in senior positions. Attract new volunteers. Partner with sponsors’ human resources.
Top 5 Priority Actions
PRIORITY Strategy 2016/17 Outcomes 2017/18 Monitoring
Partnerships 3 year agreements
Presentations
Networking
Naming Sponsor
Communityoutsourcing
3 yr partnerships confirmed Sponsorship/grant income No. of repeat sponsors No. of new sponsors Increased involvement by local businesses Direct festival spend in region
Venue Feasibility Secured venue Improved infrastructure Improved greening, hardening and signage of site
Accommodation Flow over camp siteTent City
‘Glamping’
Accomm. packages
Improved on-site camping provisions Camping income Online accommodation sales
Increase Visitor Yield Online ticketingNew coffee shop
VIP PackagesMid-week event
Increased income from value-adds Online ticketing sales
VIP sales Mid-week event
Succession Plan Board trainingTrainee appointed
Potential committee members identified New volunteers recruited Training completed
We exist to ……….In 5 years ………..
Our Top 5 Actions1. New brand2. Simplify reporting3. Visitor spend4. Improve experience5. Succession plan
