Rural City of Wangaratta EVENTS & ATTRACTION STRATEGY …

Rural City of Wangaratta

EVENTS & ATTRACTIONSTRATEGY 2018 – 2023

CONTENTSExecutive Summary 1

Introduction 3

How we developed this strategy 13

SWOT Analysis 15

Key Challenges 16

Vision, Mission & Strategic Objectives 18

Implementation Strategy 31

EXECUTIVE SUMMARY The Events and Attractions Strategy sets out the Rural City of Wangaratta’s future direction in the support, curation and delivery of events within the municipality. Aligned with the Council Plan and responding to the CBD Master Plan and an internal audit held in 2015, this strategy provides direction on the funding, attraction and retention of tourism related events, the support and curation of community events and expected outcomes.

There are a number of significant challenges present in the municipality which restrict the level of tourism which can be generated from the attraction of events including; sub-standard facilities and venues, limited accommodation and a highly competitive market in the north east.

This strategy intends to address these limiting factors and better place the Rural City of Wangaratta in attracting events and capitalising on tourism and economic opportunities.

Events also provide significant benefits to the social, cultural, health and wellbeing of the community. Supporting community organisations who coordinate events and developing an internal curated events program allows our community to thrive, improving community cohesiveness, reducing isolation and barriers to connectivity and community wellbeing.

VISIONWangaratta is established as an events destination, stimulating economic activity and delivering tangible, positive outcomes for our community.

MISSIONEnable a vibrant and diverse calendar of events that contributes to the cultural, social and economic well-being of the local, and surrounding, community and visitors to the region.

STRATEGIC OUTCOMESEight strategic outcomes have been identified to drive decision making, support and curation of events within the Rural City.

1. Increase tourism through marquee live performance and sporting event attraction

2. Expand the number of events held in Wangaratta through a funding program that supports major and marquee events

3. Upgrade event venues across the municipality to encourage marquee events

4. Review the Rural City of Wangaratta events program to ensure financial sustainability and best fit for our community

5. Support community generated events through skills improvement, council services and community grants

6. Maximise promotional opportunity across North East Victoria for all events

7. Streamline event processes to make it easier to host events

8. Establish guidelines and targets for improving environmental sustainability and accessibility for all events

Events & Attraction Strategy 2018 – 2023 1

INTRODUCTIONWHY DO WE HOST EVENTS?Events, celebrations, commemorations and festivals play an important role in our social and economic fabric. They can bring substantial new dollars into the economy, contributing to various sectors including tourism, retail, hospitality, service and professional sectors. This contributes to employment in the community and a strong local economy.

Events can build a region’s profile and reputation as a great place to visit, live and invest.

Events can help to make our region a great place to live by bringing communities together, providing entertainment, and celebrating our heritage and special interests.

They contribute to residents having a sense of pride in our community, developing skills and learning opportunities for volunteers. Events allow residents to share their pride and be great ambassadors for our region.

Arts and cultural events contribute to the creative fabric and cultural identify of our community, allowing for expression and creativity, as well as supporting the cultural industries.

Events provide participation opportunities and can encourage people to become more active, healthy and socially engaged. They can also bring inspiration to many people and provide spectator opportunities not otherwise available.

Events are a mechanism to deliver important messages and information, and other outcomes including in the areas of environmental sustainability, youth, seniors, accessibility and inclusion.

Events utilise our built facilities, and often drive facility improvements creating long term legacies for the community.

OUR STRATEGIC DIRECTIONThere are a number of strategic documents that have been developed by Council that provide direction for the development and management of events within the municipality.

These include:

Rural City of Wangaratta Council Plan 2017 – 2021 Our Roadmap for the future

We are inspired

We will create and deliver

• An events strategy that focuses on delivering and supporting a range of events throughout the municipality

Rural City of Wangaratta2

The Wangaratta Project – A masterplan for the City 2016

Arts Culture, Events & Activation Portfolios

• Develop new events, activities, festivals and happenings of all kinds

• Create opportunities for live music of all kinds throughout the central city in performance venues, schools, cafes and on the streets

• Install infrastructure for live performance in key public spaces

Parks and Public Space Portfolio

• Intensify active play, recreation and events at Apex Park

- Install Lighting to facilitate night events

- Relocate the CFA training track and support the development of more riverside activities (such as the expansion of the farmer’s market)

- Upgrade event facilities including a stage for large events

- Install a small, multi-functional pavilion style structure (can be temporary) to function as a kiosk, located at the playground and an informal space for local musicians and performers to rehearse and perform

- Relocate CFA infrastructure from Apex Park

• Strengthen Merriwa Park as a point of arrival

- The CBD Masterplan supports the recommendations in the Merriwa and Kaluna Parks Masterplan (2015) with priority given to:

- Proceeding with the refurbishment of the Sound shell, promoting its picturesque setting and developing a program of events throughout the year held on the riverside lawn areas

Municipal Health and Wellbeing Plan 2017-2021

Under this plan, the following actions were identified to improve community health and wellbeing.

2.1 Gender equity in all parts of our community

Advocate for and support the delivery of resources, services, events and groups that enable equity of connection for members of our community who identify as lesbian, gay, bisexual, transgender or intersex.

2.2 Economic Equality and growth

2.2.2 Provide free and accessible programs that enable men, women, young people and children of all abilities to enjoy and participate in cultural activities

2.3 Cultural celebration, recognition and support

2.3.3 In collaboration with local indigenous elders and community members, provide regular celebration, exhibitions and events – temporary and permanent – promoting indigenous art, culture and stories throughout the municipality

2.3.4 Protect and recognise the continuing story of traditional indigenous and European heritage and settlement through art, story, events and community facilities.


3.3 Preventative programs and projects

3.3.1 Deliver a calendar of events, projects and opportunities that enable families, friends and community members of all abilities and ages to gather and connect

4.2 Addressing drug and alcohol use

4.2.1 Continue to deliver a range of drug, smoke and alcohol free events and projects throughout the municipality that are family friendly and accessible for people of all abilities

4.3 Enabling Healthy Food Choices

4.3.1 Encourage healthy choices within community spaces and at community events through the provision of accessible, safe drinking water and the availability of affordable, healthy food options

Draft Economic Development Strategy – SGS Economics and Planning

A draft Economic Development Strategy is being considered for Council approval. Specific directions concerning event related tourism include;

3. Economic Development Objectives

Objective 5 - Improve on Wangaratta’s Share of total visitor nights in Victoria from 0.56% to 0.6% based on Tourism Research Australia Data. This can be achieved via increasing the number of visitors, convincing more passing visitors to stay overnight, or extending the length of trips.

5. Opportunities for the Wangaratta Economy

5.4 Growing Active Tourism (alpine sports, bike trails, hiking)

Tourism, built on the natural environment, existing infrastructure and events calendar, will bring new sources of income into the local economy.

6. Strategies to Achieve Objectives

6.2 Strategies

III. Investing in strategic infrastructure

Develop and better link existing tourism infrastructure to drive visitation and longer stays

Crowe Howarth Review 2015

In 2015, consultants Crowe Howarth were engaged to conduct an internal audit and review of the Rural City’s event strategic direction, policies and procedures.

The objectives for this review considered;

• The completeness of Council’s event management processes including risk identification for Council events;

• Council event management policies and procedures in terms of best practice guidelines

• The operating effectiveness of the event management process at Council; and

• Performance improvement observations relating to the event management processes including policies and procedures where applicable;


The consultants found that, Council did not have an adequate policy and procedure framework and recommended that;

• Council finalise the Events Strategy Plan to ensure Council is clear on the types of events that it will lead and support

• Council documents a formal Events Management Policy

• The process for scheduling events at Council be reviewed within the Events Management Policy

DEFINITIONSIn the development of this strategy, the definition of an event was considered. The primary focus of the Rural City of Wangaratta is on the approval and curation of events on public land, however, events held on private property is also included within this plan to ensure that some significant, privately funded tourism events are captured and supported.

This plan specifically excluded normal day to day activities, sporting matches, exhibitions and presentations at the Wangaratta Performing Arts Centre, Wangaratta Gallery, and Wangaratta Library and at individual sporting clubs, commercial businesses and tourism attractions.

In defining an event for the purposes of event approval policy and procedures, the following definition has been applied:

An event is any organised activity, where an open area, facility, venue, road or temporary structure is to be used by more people than are usually found in that location.

For the purposes of funding decisions and permit approvals and delegations, the following categories of events should be applied.

Marquee Events

Events with attendances in excess of 3,000 people. Marquee events should drive overnight stays within the Rural City of Wangaratta and will require significant event planning and approval processes.

Major Events

Events with attendances in excess of 500 people. Major events will require event approval on public land involving a number of permits dependent on the event complexity.

Minor Events

Events with attendances between 100 and 500 people. These events will require approval, but should be relatively simple to review with a focus on public risk and infrastructure impact.

Public Gatherings

Gatherings of community organisations, friends or families for the purpose of celebration, protest or organised activity of up to 100 people. Public gatherings will require a booking approval to ensure there is no conflict within an event venue.


Markets & Commercial Activity

The Rural City of Wangaratta hosts a number of regular markets and commercial or community activities on public land including the Wangaratta Farmers Market, Moyhu Market, Wangaratta Park Run, Tai Chi and personal trainer programs. For these activities, approval will be required with commercial arrangements to be determined and, where possible, a memorandum of understanding developed on agreed activities.

COUNCIL’S EVENT ROLES AND RESPONSIBILITIESThe curation, funding and approval of events within the Rural City of Wangaratta is an all of Council responsibility. All directorates have a level of responsibility in the delivery of events on Council land, with some areas also responsible for the approval of events and activities on private land.

The Arts, Culture and Events team within the Community Wellbeing Directorate undertake a lead, coordinating role in the delivery and approval of events. This team provides strategic and operational advice to other departments as required and acts as advocates for external event providers staging events on public land.

Responsibilities for each directorate as they currently stand are as follows:

The Office of the Chief Executive Officer

Responsible for:

• Coordination of civic function guest lists, invitations and communication

• Civic protocols

• Councillor liaison and attendance at events

Corporate Services

Responsible for:

• Financial management, invoicing and supplier payments

• Advertising and Media Management

• Social Media Campaigns

• Occupational Health and Safety

• Risk Assessment Approvals

• Permit approvals through Customer Service

• Booking and Management of community event resources

• Booking of sporting venues and spaces

Community Wellbeing

Responsible for:

• Delivery of the Rural City of Wangaratta’s events program

• Development and application of event policies and procedures

• Attracting and bidding for marquee events


• Support of the Wangaratta Festival of Jazz and Blues

• Event promotion through the Wangaratta Visitor Information Centre

• Community grants funding

• Delivery of youth events through the FREEZA program

• Delivery of accessibility events

• Venue Management of the Wangaratta Performing Arts Centre, Wangaratta Gallery and Wangaratta Library and Wangaratta Showgrounds

• Management of Community Halls and Recreation Reserves

• Coordination of aged care activities

• Delivery of Early Childhood events and activities

Development Services

Responsible for:

• Places of Public Entertainment and Temporary Structure approvals

• Liquor Licensing Advice and Approvals for external events

• Street trader and commercial activity approvals

• Permit approval under Local Laws

• Grants funding program for tourism and sporting events

• Business event attraction

• Tourism promotion and development

• Venue Management of the Wangaratta Aerodrome and Wangaratta Livestock Exchange

Infrastructure Services

Responsible for:

• Emergency Management Planning and support

• Traffic Management Planning

• Building and services maintenance

• Waste Management

• Venue preparation including horticulture services

• Road closures on local roads

• Event support through plant, equipment and labour

• Venue inspections

• Venue design and development


OUR EVENTS AT A GLANCEThe past financial year, the Rural City of Wangaratta hosted 76 minor, major or marquee events. These events ranged from single community based events to multi-day arts and cultural festivals (including the Stitched Up Textile Festival and the Wangaratta Festival of Jazz and Blues.)

Additional markets, recreational or artistic activities, performances, sporting matches and promotions were also conducted but excluded from this number.

The Rural City of Wangaratta delivered a significant proportion of these events through its Attractions and Events Team, Community & Recreation Team and FREEZA Program. This included:

• Australia Day Celebrations (incorporating 17 individual events)

• Summer in the Parks Program (incorporating six events and a month long program of recreational activities in parks)

• Five FREEZA events

• Autumn and Spring Down by the River

• JLT Preseason AFL Cup Match

• 2018 Commonwealth Games Queens Baton Relay Community Celebrations

• Seniors Festival Celebrations (incorporating one event, one live performance at the Wangaratta Performing Arts Centre, and 42 additional activities)

• The Rural City also partnered with external organisations to deliver cultural and artistic celebrations throughout the year including; NAIDOC celebrations, harmony day and the Marmungun Rock Ceremony as part of reconcilliation day.

Across the municipality, the events program has a distinct peak period between October and March.


Fig.1 Events per Month (Number of Events)

2017 - 2018 EVENT FUNDINGEvents are funded through budget allocation for the internal events program, project funding for marquee events or through sponsorship allocations in the case of external events. The responsibility for funding all programs is spread across a number of different departments of the Rural City of Wangaratta specifically targeting different programs including; tourism, sport and recreation, cultural and community events, civic functions and major event sponsorship. There is also a level of ‘in-kind’ support not recorded within any budget for events which have been historically supported through the provision of line-marking, mowing, venue preparation, advice or waiving of fees.

In the 2017/18 financial year, the Rural City allocated $380,500 in supporting events and festivals, either through a curated event program or through sponsorship arrangements including;

Direct funding of the Rural City program $140,000

• Down by the River in August / March

• Seniors Festival

• Summer in the Parks Program minor events and activities

• New Year’s Eve

• Outdoor Ball

• Australia Day & Associated Civic Function

• ANZAC Day & Remembrance Day Support

• Community Function for Wangaratta Festival of Jazz and Blues

• Lighting of the Christmas Tree

Wangaratta Festival of Jazz and Blues $103,000

• Direct sponsorship contribution

• ‘In-Kind’ support at the Wangaratta Performing Arts Centre

• ‘In-Kind’ field services support

Tourism Events & Visitor Attraction Program $39,000

• 2017-18 tourism grants program (one year funding agreements)

• Savour the Flavour – Glenrowan Vignerons

• Trails, Tastings & Tales – Glenrowan Vignerons

• SRA410 Spring Car Racing Spectacular

• Off-Grid Living Festival

• Wangaratta Racing, Food and Wine Festival

• King Valley Easter Escape

• Pumpkin Harvest Festival

• La Dolce Vita

• Victorian Short Course Swimming Championship

• Old Holden Club Show and Shine


Sporting Events Sponsorship $37,000

• Engagement of Sports Marketing Australia to identify potential sporting events

• Sam Miranda Tour of the King Valley

• Under 16 Winter Victorian Baseball Championship

• Victorian Junior Tennis Tournament

2018 Commonwealth Games Queens Baton Relay & Community Celebration $34,000

• Operational Delivery of relay and community celebration event

JLT Pre-Season AFL Cup Richmond V Essendon $17,500

• Operational Delivery of event

• Excludes AFL match costs (covered by the AFL)

Ongoing sponsorships $10,000

• Carols by Candlelight

• Wangaratta Show

Miscellaneous Sponsorships (Not covered in specific programs) $4,500

• Wangaratta Sports Carnival

• Junior Cycling Championships

• Wangaratta Marathon and Fun Run

• Ned Kelly Chase

• ‘In Kind’ Support for Lions Club Market

ECONOMIC BENEFIT OF EVENTS Economic return to the community is a key driver for the staging of events. In reviewing the 2017/18 events program, economic benefit to the region was calculated at almost $13 million to the local economy. This calculation was based on an average attendance at major or marquee events with a mix of overnight and day visitation.

As indicated in the Draft Economic Development Strategy, a key growth area is in extending overnight visitation for domestic tourism. Tourism impacts of events held within the past calendar year are as shown (Fig.3)


Fig.3


Funding for events across all areas is summarised as follows:

Fig.2 Rural City of Wangaratta Events Funding

Direct Impact Domestic Day Domestic Overnight International Total

Number of Visitors 22,500 51,750 750 75,000

Number of Nights n/a 2.00 2.00

Estimated Expediture pre Visitor ($) $98 $202 $92

Total Estimated Expenditure ($) $2,205,000 $10,453,500 $69,000 $12,727,500

HOW WE DEVELOPED THIS STRATEGY A two hour consultation session was held on 8 December 2017 with existing event proponents to discuss a possible scope for this strategy and identify common issues. In attendance at this session were representatives from commercial businesses, art and cultural groups, tourism event proponents, members of the Rural City of Wangaratta Arts, Culture and Heritage Advisory Council, staff and Councillors.

Common issues and themes identified in this session included;

• Inconsistent customer service and application processes dependent on individual staff members

• Difficulties in growing events with one year funding

• Issues with on-line information and a lack of on-line application

• Desire to improve environmental qualities (waste and recycling)

• Knowledge and support through sponsorship

• Lack of understanding of event requirements

• Desire for more marketing support

• More use of regional and community halls and recreation reserves

• A strong desire for more music events throughout the year

• Desire for workshops to better upskill local events

In addition, the consultation session clearly identified two significant venues for upgrade in Merriwa Park sound shell and Showgrounds facilities. All groups listed these two areas as their major locations for future events.

Additional one on one sessions were also conducted with commercial businesses heavily involved in supporting events across the region. These organisations provided detailed information on the commercial aspects of the industry and mirrored concerns from the community workshop. In particular, commercial businesses identified common issues including;

• Lack of consistency of Rural City event requirements

• Lack of a clear policy position on what events could be held where

• Lack of transparency on event funding and sponsorship

• Desire to share technical expertise to the community to support more business

All commercial businesses indicated a strong willingness to support additional events in the region and a capacity to increase operations if additional events were ongoing.



In drafting this strategy, a number of other local government areas were engaged, and other event strategies considered. In particular, telephone discussions and individual meetings were held with;

• Alpine Shire

• Colac Otway Shire Council

• Greater Shepparton City Council

• Horsham Rural City Council

• East Gippsland Shire Council

Other local and state government event strategies reviewed included;

• Victoria’s Tourism and Events Industry Strategy 2020

• Mildura Rural City Council Events Strategy 2014-2019

• Events and Festivals Plan – Hobson Bay City Council 2016-2021

• Economic Development, Tourism and Events Strategy – Greater Shepparton City Council

• Event Planning and Hosting Policy – Murrundindi Shire Council

• Event Strategy – City of Port Phillip 2018-22

• Arts and Events Strategy – Melton City Council

• Events Strategy – Hume City Council

• Victorian Visitor Economy Strategy – Regional Events Fund

• Event Planning Guide – East Gippsland Shire Council

• Arts Culture, Festivals and Events Strategic Plan 2007-2011, Colac Otway Shire

• Event Management Planning Guide – City of Wodonga

SWOT ANALYSIS

STRENGTHS

• High levels of passionate, community event organisers

• Picturesque event venues

• Strong brand recognition of Wangaratta as a music town

• Low venue hire rates for external events

• Established gateway hub for food and wine, nature based and cycling tourism activity

• High level of commitment from food and wine businesses to build

• Strong community support for sporting events

WEAKNESSES

• Event Venues in poor condition

• Accommodation Limitations

• Low community attendance at events

• Varying technical expertise of local event coordinators

• Lack of tourism attractions within central Wangaratta to maintain tourism visitation

• Limited event infrastructure for hire from local businesses

• Lack of clear policy direction for event organisers

• Small amount of event funding to many events prevents ‘bang for buck’

OPPORTUNITIES

• Building on Wangaratta’s brand as a music hub through more performance events

• Encouraging state and national sporting events to take advantage of local support and sporting facilities

• Consolidating event funding to increase impact

• Establishing the food and wine sector for experiential events

• Local community events with the capacity to grow and attract tourism

THREATS

• Competitive Local Environment

• Inadequate resourcing within Council

• Flood inundation of key event venues between July and November

• High quality venues at other neighbouring municipalities particularly Greater Shepparton City Council, Albury City Council and City of Wodonga


KEY CHALLeNGESEvent venue condition and suitability

The Rural City of Wangaratta directly manage a number of venues which are regularly used by Council and external proponents including:

• Wangaratta Showgrounds

• Apex Park

• Merriwa Park

• Ovens Riverside Square

• Batchelor’s Green

• King George V Memorial Gardens

Other Council managed assets have also historically been used as event spaces including:

• Wangaratta Aerodrome

• Wangaratta Livestock Exchange

Rural communities across the municipality also contain recreational reserves and community halls which host irregular events each year.

In the main, these event venues have not been maintained or improved to meet community and commercial expectations for events. Toilets, lighting, staging, ticketing, liquor licensing, risk and safety and emergency management functions of events require significant temporary infrastructure to be introduced into each venue to meet compliance standards and meet acceptable aesthetic standards. For example, in order to stage the JLT community cup match in 2018, an additional $65,000 was needed to meet the requirements of the event. This investment was shared by the AFL and Rural City of Wangaratta but represents a significant barrier for staging major events in the municipality.

In order to increase the economic benefit of hosting major events at Wangaratta, additional capital upgrades and improvements will be required. This will reduce costs to external event proponents in the future and reduce barriers to entry for new events.

Accommodation Limitations

There are currently 1804 beds provided by commercial accommodation businesses within the Rural City of Wangaratta. This is supplemented by 79 properties listed on Air BnB as private rentals (beds vary between 1 and 7) with an average of two beds per listing bringing the total accommodation available at a little under 2,000 people per night. This places a hard limit on the level of economic activity that can be generated by staging events at approximately $282,000 per visitor night where Wangaratta accommodation is fully booked.

In the past, marquee events have sought to overcome this hard limit through the provision of additional camping opportunities at the Wangaratta Showgrounds and Wangaratta Livestock Exchange. This kind of accommodation has declined in popularity but has been replaced with commercial ‘glamping’ opportunities where a commercial operator provides high quality camping accommodation at an event site.


The lack of accommodation presents a significant challenge to the attraction and development of national or state significant events. Until additional accommodation offers are provided within the municipality, the Rural City of Wangaratta is limited in the number of people it can attract from Melbourne or interstate. Events selected for the City will require promotion and visitation from the surrounding region or be attractive to a significant proportion of local residents.

Competitive Local Environment

The hosting of community events and festivals is growing in popularity across the North East region of Victoria. Local Governments, commercial businesses and community organisations have identified events as a driver for community activation, tourism development and community health and wellbeing.

This has led to a relatively saturated events environment, particularly during peak season of February and March. Regionally, Wodonga City Council, City of Greater Shepparton, Alpine Shire, Indigo Shire, Rural City of Benalla and Shire of Mansfield all program events and festivals in peak season.

Tourism and hospitality operators in the North East also program events, concerts and festivals including; Winton Wetlands, Day on the Green at All-Saints Winery in Rutherglen, Mulwala Water-Ski Club and Alpine resorts also program performances, outdoor events and festivals.

Adequate Resourcing

The Rural City of Wangaratta events team is relatively small, with one full time position supplemented with a career building student (term ending in 2018/19.) The delivery of the ongoing events program will require additional human or financial resources in the coming years if it is to maintain the level and standard of events currently delivered. As external events increase, the ability for this small team to liaise with community to work through event approvals may potentially be compromised.

Recent adoption of the direct management of the Wangaratta Showgrounds has increased demand on the Attractions and Events, Community and Recreation and Customer Service Teams through the booking, approval and venue management requirements.

Community Support and Attendance

In the past 12 months, community attendance at both Council events and those hosted by community and commercial organisations have been lower than expected. Whilst the Victorian trend of event attendance is declining slightly (attendance dropped at events on average of 3% across the state in 2016-17 according to the LPA Ticket Attendance and Revenue Survey) many local events are not meeting expected targets for attendance including; Commonwealth Games Queens Baton Relay, AFL Pre-Season Match, the Outdoor Ball and Down by the River. This less than expected attendance has been mirrored at the Wangaratta Festival of Jazz and Blues and reported at the majority of commercial events engaged in consultation sessions. This lower than expected attendance may be attributed to a number of factors including;

• Low Socio-economic conditions and lack of disposable income

• Inefficient marketing

• Events not aligned with community interest

• Price point barriers for commercial events

• Event fatigue in peak periods

• A level of ‘sameness’ of events held in the region



VISION, MISSION AND STRATEGIC OBJECTIVES

VISIONWangaratta is established as an events destination, stimulating economic activity and delivering tangible, positive outcomes for our community.

MISSION Enable a vibrant and diverse calendar of events that contributes to the cultural, social and economic well-being of the local, and surrounding, community and visitors to the region.

Strategic Objective 1Increase tourism through marquee live performance and sporting event attraction

We will measure this by:

• Evaluating direct and indirect economic benefit for each marquee event held in the Rural City

• Monitoring accommodation use for each marquee event

The attraction and retention of marquee events to Wangaratta has the capacity to drive tourism investment and economic development within our community. In particular, events which have the ability to attract visitors from Melbourne, Sydney or from other areas in the north east region, should be the primary focus for the Rural City to ensure investment in events is matched by appropriate economic return for businesses throughout the municipality.

Wangaratta is currently host of one marquee event through the support of the Wangaratta Festival of Jazz and Blues. Now in its 30th year, the festival has undergone a number of iterations and continues at the Wangaratta Performing Arts Centre, Merriwa Park and Ford Street. Brand recognition of the Wangaratta Festival of Jazz and Blues continues to remain strong, contributing to Wangaratta’s reputation as a music destination for one weekend of the year.

Tourism businesses, particularly within the food and wine industry, also coordinate and promote a significant events program throughout the year. The Rural City of Wangaratta partners with these industry groups to assist in maximising attendance and tourism spend.

Wangaratta also hosts irregular marquee sporting events (most recently the JLT Pre-season AFL Cup Match) through agreements with the Australian Football League. These AFL matches attract significant crowds, tapping into our community’s love of sporting events, in particular Australian Rules Football.

Both sporting and music events require significant additional infrastructure and are limited in their capacity due to the lack of accommodation. Nevertheless, these marquee events continue to contribute significantly to local economy either directly through hospitality, accommodation or event equipment suppliers or indirectly through service provision and supply chains.

These two areas, live performance and sporting events, offer the best opportunities for tapping into recognised brand and capturing local attendance. They also act as regional tourism drivers where attendees will travel, and stay overnight, to enjoy the event.

To build on the success of these types of event, additional marquee sized festivals should be sourced. Currently, these events are limited to both the suitability of event venues and the accommodation limitations of the Rural City. To effectively build the tourism success of the events program, significant work will be required over the next five years to remove these barriers. Once improved, the capacity for Wangaratta to attract regionally, state and nationally significant events will be increased.



Strategy1.1: We will establish Wangaratta as the home of sporting and live performance events in North East Victoria

Action 1.1.1 – Continue to support the Wangaratta Festival of Jazz and Blues to build on Wangaratta’s reputation as a regional music destination

Action 1.1.2 – Actively seek and bid for two additional sporting or live performance marquee events each year through a Marquee events budget

Action 1.1.3 – Promote marquee and major events across the North East region to expand the audience catchment and drive tourism expenditure.

Action 1.1.4 – Actively encourage the provision of additional accommodation outlets within the Rural City of Wangaratta

Action 1.1.5 – Develop partnerships with commercial ‘glamping’ providers to supplement event accommodation in the short term

Action 1.1.6 – Ensure that event venues are of the required standard and capacity to support additional marquee events

Action 1.1.7 – Develop a live music strategy for the Rural City of Wangaratta to build local support for live performance


Strategic Objective 2Expand the number of events held in Wangaratta through a funding program that supports major and marquee events


• The number of events supported by the Rural City each year

• Evaluating funding accruals from all sponsorship agreements

• The number of events who achieve financial independence at the end of each funding agreement

As discussed in the background to this report, the Rural City of Wangaratta directly supports dozens of events and activities through annual and recurrent funding programs. The management of these programs varies widely from established contracts and memorandum of understanding to historic arrangements with no formal agreements in place.

The delivery of event funding is also spread over a number of Council teams including; Attractions and Events, Economic Development and Community and Recreation.

Event funding at all levels should be applied consistently with standardised agreements in place to ensure that accrual processes and reporting is transparent and robust. Extending event funding to a three year cycle will also allow for the event to plan for the future and build on past successes. This funding should taper off each year to allow for the Rural City to support new emerging events. Once an event has reached its three year period, Council funding can then shift to supporting new and emerging events. Should an event choose to significantly expand its program after the third year, an option to increase funding for a further two years should be available to ensure that an event has the full capacity to be self-funding. Once the three (or five) year period has expired, that event would no longer be able to apply for further funding.

By taking this three year approach, the Rural City of Wangaratta can maximise the spend across the community whilst building an ever expanding program of events. The proposed three year model is illustrated in Fig.4.

Strategy 2.1: We will support the attraction and delivery of events which significantly boost tourism into the Rural City of Wangaratta

Action 2.1.1 – Develop a marquee attractions budget to bid for events with expected attendance in excess of 3,000 people.

Action 2.1.2 – Consolidate event funding into a single funding stream for marquee event and major event sponsorship

Action 2.1.3 – Continue to develop partnerships with tourism industry to deliver major and marquee events in-line with the Rural City’s tourism strategy, particularly in wine tourism including King Valley, Milawa Oxley and Glenrowan

Strategy 2.2: We will establish clear funding agreements with all sponsored and supported events to enable growth and diversity of the events program.

Action 2.2.1 – Formalise all existing agreements into three-year funding contracts where possible

Action 2.2.2 – Develop event funding application and review processes, in accordance with sponsorship policy to be developed

Action 2.2.3 – Ensure community events are capable of attracting sponsorship through the Council Grants program


Fig.4 Three Year Funding Cycle with additional funding in years 4 and 5 for expanded events.


Strategic Objective 3Upgrade event venues across the municipality to encourage marquee events


• tracking expenditure in temporary infrastructure utilised by event proponents

• the success of attracting marquee and major events to our venues

Current event infrastructure at event venues does not meet requirements for staging marquee events. In all cases, significant additional infrastructure needs to be added to the venues in order for an event to meet legislative and aesthetic requirements. In particular, Apex Park, the Wangaratta Showgrounds and Merriwa Park require additional infrastructure upgrades to improve the viability as event venues and increase suitability for attracting or retaining marquee events. Ongoing cost savings borne by event proponents (including the Wangaratta Festival of Jazz and Blues) can be reduced through the provision of event related infrastructure.

Strategy 3.1: Review the suitability of all event venues with an aim to consolidate event infrastructure to Merriwa Park and the Wangaratta Showgrounds

Action 3.1.1 – Undertake an audit of Apex Park, Batchelor’s Green, Merriwa Park, King George V Memorial Gardens and Riverside Square event infrastructure to investigate consolidations

Action 3.1.2 – Undertake a cost benefit analysis on purchase of event infrastructure against hire of temporary equipment and permanent installation and upgrades.

Action 3.1.3 – Undertake a comparison feasibility to determine the best location for outdoor events and festivals between Merriwa Park and the Rodeo Grounds within the Showgrounds precinct

Short term upgrades should be considered for all venues where events will be held. A preliminary assessment has identified the following upgrades to be considered as a priority. More significant event infrastructure upgrades may be identified in the venue audit as part of Action 3.1.1.

Specific upgrades are recommended below.

Wangaratta Showgrounds

Strategy 3.2: Establish the Wangaratta showgrounds precinct as the region’s premier sporting events venue.

Action 3.2.1 – Develop a Showgrounds precinct master plan which includes provision for the staging of Marquee events

Action 3.2.2 – Review and develop facilities based on AFL and Cricket Australia Requirements including club rooms, data and electrical services and temporary structures

Action 3.2.3 – Upgrade venue entrances to provide power and data services for ticketing

Action 3.2.4 – Purchase a cylinder mower to ensure grounds are presented appropriately for televised sporting matches

Action 3.2.5 – Develop netball courts to include viewing areas and compliant playing surfaces and alignment

Action 3.2.6 – Restore power and lighting to the rodeo grounds to reinstate as a multi-use events venue

Apex Park

Strategy 3.3: Upgrade facilities at Apex Park to encourage large outdoor events including; markets, trade shows, large scale public performances and food and wine festivals

Action 3.3.1 – Develop venue plans with suggested event site layouts to minimise impact and utilise existing power and water services effectively

Action 3.3.2 – Introduce static barriers to stop vehicle entry and comply with Victoria Police public gathering guidelines

Action 3.3.3 – Install ambient lighting from the stock bridge to the Apex Park pavilion to improve public safety and encourage night events

Action 3.3.4 – Consider the feasibility of the construction of event specific stage and community pavillion

Action 3.3.5 – Upgrade and increase the number of toilets within Apex Park to increase venue capacity

Action 3.3.6 – Review power locations to match best use for venue layouts

Action 3.3.7 – Investigate options for the purchase and redevelopment of the CFA training track to improve riverside access and amenity

Merriwa Park

Strategy 3.4: Establish Merriwa Park as the region’s premier live performance venue for commercial and community outdoor concerts

Action 3.4.1 – Establish Merriwa Park as an outdoor concert venue to host marquee scale events as part of the Merriwa Park master planning process and comparison review

Action 3.4.2 – Complete a feasibility of the Merriwa Park sound shell to determine best placement, technical requirements and design

Action 3.4.3 – Upgrade and increase the number of toilets within Merriwa Park to increase venue capacity

Ovens Riverside Square

Strategy 3.5: Improve the Riverside Square’s functionality to encourage minor events, public performances and community gatherings

Action 3.5.1 – Review design of garden beds to allow for more space for vendors and exhibitors at events



Action 3.5.2 – Construct a permanent or temporary shade structure over the Ovens Riverside Square stage

Action 3.5.3 – Install permanent power outlets through existing power conduits beneath the square to reduce temporary electrical infrastructure

Batchelor’s Green

Strategy 3.6: Formalise Batchelor’s Green as a functional events space to host commercial circuses, car shows and act as an alternative to Apex Park during flood season

Action 3.6.1 – Formalise car parking to assist in public safety and reduce vehicle impacts

Action 3.6.2 – Introduce landscaping or vegetation to create a barrier between Batchelor’s Green and the Wangaratta Children’s Services Centre

Action 3.6.3 – Improve hard stand areas and provide anchor points for large circus structures

King George V Memorial Gardens

Strategy 3.7: Limit the use of King George V Memorial Gardens as an event venue to low impact events and activities, community fetes and civic events

Action 3.7.1 – Improve stage infrastructure as part of the King George V Memorial Gardens upgrade project

Rural District Event Spaces

Strategy 3.8: Develop key rural district hubs at Glenrowan, Moyhu and Eldorado to act as satellite and boutique event venues

Action 3.8.1 – Identify key rural district event spaces at Glenrowan, Moyhu and Eldorado suitable to stage major events

Action 3.8.2 – Audit event infrastructure for each district for development of new events

Action 3.8.3 – Consolidate Council curated events (including Summer in the Parks activities) to these hubs to maximise attendance

Strategy 3.9: Information on event venues will be clear and include the required technical information to meet event proponent’s needs.

Action 3.9.1 – Conduct a mapping audit of all venues including underground services to detail power, irrigation, major structures and recommended access routes

Action 3.9.2 – Develop one page ‘fact sheets’ for all venues which detail suggested events, limitations, capacities and requirements.

Strategic Objective 4Review the Rural City of Wangaratta events program to ensure financial sustainability and best fit for our community


• the number of attendees at each Rural City curated event

• Undertaking attendee surveys at each event

• An annual budget review of direct event expenditure

As indicated in the background, the Rural City of Wangaratta directly curates a significant number of events each calendar year to meet cultural, community or civic objectives. The event program has been built on successive years with an ever-increasing program of major (Down by the River, New Year’s Eve, Wangaratta Australia Day) minor (Outdoor Ball, Community Concert) or smaller gatherings (Rural Australia Day, Community Cinema, Summer in the Parks Activities.) There has been, to date, no review into the effectiveness and sustainability of these events, with much of the program attracting small groups of people.

Strategy 4.1: We will ensure our events are focused on our community and their cultural and civic aspirations

Action 4.1.1 – Undertake a program review of all Council coordinated events to confirm relevance, financial sustainability and connection with community wellbeing objectives

Action 4.1.2 – Provide Council with an annual event program and post event season report to evaluate effectiveness

Action 4.1.3 – Consolidate rural community events to key District at Glenrowan, Moyhu and Eldorado to maximise attendance

Action 4.1.4 – Review the function and resourcing of the events team to ensure ongoing viability and sustainability

Action 4.1.5 – Consider the creation of an events approvals officer to assist community and commercial organisations with event approvals, technical expertise and to assist in the delivery of the Rural City internal events program.



Strategic Objective 5Support community generated events through skills improvement, council services and community grants


• the number of community generated events each year

• the level of compliance with Council guidelines for events

• the number of community events able to access Community Grants funding

Wangaratta and surrounding rural communities have developed a rich, diverse calendar of location specific events. Ranging from harvest festivals, artistic and cultural events, sporting and recreational days and community gatherings, the community is motivated in developing and delivering a diverse program that meets community need.

Many events are philanthropic in nature raising money for established charity organisations or raising money for the delivery of community projects and programs.

The volunteer nature of these organisations however means that many events are not delivered to required compliance standards or do not maximise their effectiveness in managing budget, advertising and promotion or creative programming.

Strategy 5.1: We will act as a leader within the Community in providing guidance and expertise in state-of-the-art event management techniques

Action 5.1.1 – Develop a ‘How to’ guide for staging events within the Rural City of Wangaratta

Action 5.1.2 – Conduct community workshops on event planning & logistics, risk management, event marketing and promotion and event funding opportunities

Strategy 5.2: We will actively support community based events through the provision of event venues, waste services, marketing and promotion at affordable rates.

Action 5.2.1 – Continue to support external community event bookings through reduced fees and charges

Action 5.2.2 – Ensure community events are capable of attracting sponsorship through the Council Grants program

Action 5.2.3 – Continue to provide marketing and promotion opportunities through the Wangaratta Visitor Information Centre, banner sites, banner locations and entrance signs.

Strategic Objective 6Maximise promotional opportunity across North East Victoria for all events


• the number of attendees at all events

• Evaluating individual marketing and promotional plans for marquee events

The marketing and promotion of both internal and external events is a costly component of any event budget. There are limited opportunities to promote events widely across the municipality with small audiences for both the local paper and radio. The north east catchment is relatively disparate with small communities and regional hubs making it costly to promote an event outside the Rural City. To take full economic advantage of hosting marquee events, significant promotion will be required to drive visitation from the surrounding region and into metropolitan Melbourne.

The ability to promote internally within the municipality is also limited by a lack of infrastructure. Existing signage locations and billboards are relatively small or limited in permissible use. The recent acquisition of a banner system by the Rural City for the Christmas decoration project will allow major and marquee events the opportunity to more readily promote an event.

There are also untapped opportunities for brand leverage for events supported and sponsored by the Rural City of Wangaratta. Whilst the Rural City provides funding to different organisations, branding at these events are often at the discretion of the event proponent with little or no on-site recognition of the contribution.

Strategy 6.1: Conduct region wide promotional campaigns to encourage visitation to marquee events

Action 6.1.1 – Promote marquee and major events across the North East region to expand the audience catchment and drive tourism expenditure.

Action 6.1.2 – Develop event specific marketing plans for each Marquee event to maximise attendance including through social media

Action 6.1.3 – Redesign the ‘What’s On Wangaratta’ Social Media Page to encourage use

Strategy 6.2: Improve opportunities within the Rural City to promote major and marquee events

Action 6.2.1 – Develop event specific banners for use with the new banner system to promote events within Wangaratta

Action 6.2.2 – Replace existing major event signs at town entrances to increase impact

Action 6.2.3 – Review current banner locations at the underpass and Murdoch Road to increase impact

Strategy 6.3: Develop a suite of event collateral to be used at sponsored or partnered events to promote the Rural City of Wangaratta’s sponsorship and support

Action 6.3.1 – Produce Rural City branded signage to be used at all events receiving financial support from the Rural City



Strategic Objective 7Streamline event processes to make it easier to host events


• Monitoring average approval times between application and approval

• The level of compliance with Council event guidelines

As identified in the Crowe Howarth Review, the Council does not have a clear event policy or procedure framework for basing decisions and streamlining external event approvals. Information on event applications, appropriate venues for events and legislative requirements are difficult to find, confusing and often involve complex approval processes through multiple departments. Event proponents have indicated that there is a lack of consistency on event requirements and conflicting advice has been provided to different proponents.

At present, event approvals are delivered through a confirmation letter which is not linked to Local Law limiting the Rural City’s ability to regulate event conditions.

Event approval is also relatively laborious in coordination of approvals, communication of requirements and the raising of event deposits and payments.

Strategy 7.1: We will develop transparent and robust policies and procedures to ensure events on Council land and roads are appropriate, supported and processed quickly

Action 7.1.1 – Develop an events policy for the Rural City of Wangaratta to guide event suitability, fees and charges, permit requirements and sponsorships

Action 7.1.2 – Amend the Local Law to require permits for event activity on public land

Action 7.1.3 – Develop approval procedures for external events with clear accountabilities and timeframes

Action 7.1.4 – Update current event booking software to enable on-line booking queries

Action 7.1.5 – Develop a ‘How to’ guide for staging events within the Rural City of Wangaratta


Strategic Objective 8Establish guidelines and targets for improving environmental sustainability and accessibility for all events


• Monitoring the level of non-recyclable, non-organic waste generated by events

• The level of compliance with accessibility guidelines

There is an expectation from the community that Council coordinated events are both accessible to people with a disability and employ current sustainability practices to reduce environmental impacts. Whilst there have been attempts at accessibility strategies in the past, there are currently no specific guidelines for events held within the municipality.

The development of waste, green waste and recyclable material programs has increased within the Rural City however no specific policies or programs have been extended to internal events or external events beyond the requirement to provide both recycling and general waste bins at events.

Strategy 8.1 – Improve environmental sustainability at all events encouraging best practice in waste management, water use and carbon abatement

Action 8.1.1 – Develop sustainability guidelines for all Council funded events including waste, active recycling, carbon abatement and noise abatement

Action 8.1.2 – Introduce recycling requirements for all vendors at Council curated events with a preference for compostable packaging

Strategy 8.2 – Introduce best practice for accessibility for all Council run events and civic functions

Action 8.2.1 – Review and complete ‘Creating Accessible Events’ Draft Guidelines 2016 to provide direction for Council events

Action 8.2.2 – Ensure that accessibility provisions are included at all Council curated civic events and functions

Action 8.2.3 – Support and promote accessibility at all external events


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Stra

tegi

c O

bjec

tive

1 -

Incr

ease

tour

ism

thro

ugh

mar

quee

live

per

form

ance

and

spo

rtin

g ev

ent a

ttra

ctio

n

Stra

tegy

1.1

– W

e w

ill e

stab

lish

Wan

gara

tta

as th

e ho

me

of s

port

ing

and

live

perf

orm

ance

eve

nts

in N

orth

Eas

t Vic

tori

a

Actio

n 1.

1.1

– Co

ntin

ue to

sup

port

the

Wan

gara

tta

Fest

ival

of J

azz

and

Blue

s to

bu

ild o

n W

anga

ratt

a’s

repu

tatio

n as

a

regi

onal

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ic d

estin

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ager

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ts C

ultu

re a

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vent

s

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n 1.

1.2

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ivel

y se

ek a

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id fo

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o ad

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port

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or li

ve p

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rman

ce

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a

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et

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actio

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nato

r

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n 1.

1.3

– Pro

mot

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arqu

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ajor

ev

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acr

oss

the

Nor

th E

ast r

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ex

pand

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audi

ence

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chm

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tour

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endi

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actio

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n 1.

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cour

age

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prov

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ition

al a

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atio

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with

in th

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ral C

ity o

f Wan

gara

tta

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omic

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elop

men

t Co

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nato

r

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n 1.

1.5

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elop

par

tner

ship

s w

ith c

omm

erci

al ‘g

lam

ping

’ pro

vide

rs to

su

pple

men

t eve

nt a

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n in

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shor

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m

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vent

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n 1.

1.6

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sure

that

eve

nt v

enue

s ar

e of

the

requ

ired

stan

dard

and

cap

acity

to

supp

ort a

dditi

onal

mar

quee

eve

nts

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ager

– In

fras

truc

ture

Pla

nnin

g an

d D

eliv

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Actio

n 1.

1.7

– D

evel

op a

live

mus

ic s

trat

egy

for t

he R

ural

City

of W

anga

ratt

a to

bui

ld

loca

l sup

port

for l

ive

perf

orm

ance

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ager

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ts C

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re a

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vent

s

IMPLE

MEN

TATI

ON S

TRAT

EGY


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Stra

tegi

c O

bjec

tive

2 -

Expa

nd th

e nu

mbe

r of

eve

nts

held

in W

anga

ratt

a th

roug

h a

fund

ing

prog

ram

that

sup

port

s m

ajor

and

mar

quee

eve

nts

Stra

tegy

2.1

– W

e w

ill s

uppo

rt th

e at

trac

tion

and

del

iver

y of

eve

nts

whi

ch s

igni

fican

tly

boos

t tou

rism

into

the

Rura

l Cit

y of

Wan

gara

tta

Actio

n 2.

1.1

– D

evel

op a

mar

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att

ract

ions

bud

get t

o bi

d fo

r ev

ents

with

exp

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tend

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xces

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00 p

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trac

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and

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1.2

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nsol

idat

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ent f

undi

ng in

to a

sin

gle

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am fo

r mar

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pons

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and

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n 2.

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tinue

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or a

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ral C

ity’s

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ateg

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artic

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ly in

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m

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or

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r fu

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mAc

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1 –

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stin

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into

thre

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ar

fund

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cont

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s w

here

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trac

tions

and

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ents

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rdin

ator

Actio

n 2.

2.2

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evel

op e

vent

fund

ing

appl

icat

ion

and

revi

ew

proc

esse

s, in

acc

orda

nce

with

spo

nsor

ship

pol

icy

to b

e de

velo

ped

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actio

ns a

nd

Even

ts C

oord

inat

or

Actio

n 2.

2.3

– En

sure

com

mun

ity e

vent

s ar

e ca

pabl

e of

at

trac

ting

spon

sors

hip

thro

ugh

the

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mun

ity G

rant

s pr

ogra

m

Proj

ects

and

Re

crea

tion

Coor

dina

tor

Stra

tegi

c O

bjec

tive

3 -

Upg

rade

eve

nt v

enue

s ac

ross

the

mun

icip

alit

y to

enc

oura

ge m

arqu

ee e

vent

s

Stra

tegy

3.1

– R

evie

w th

e su

itab

ility

of a

ll ev

ent v

enue

s w

ith

an a

im to

con

solid

ate

even

t inf

rast

ruct

ure

to M

erri

wa

Park

and

the

Wan

gara

tta

Sh

owgr

ound

s

Actio

n 3.

1.1

– U

nder

take

an

audi

t of A

pex

Park

, Bac

helo

r’s

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en, M

erriw

a Pa

rk, K

ing

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rge

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emor

ial G

arde

ns

and

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rsid

e Sq

uare

eve

nt in

fras

truc

ture

to in

vest

igat

e co

nsol

idat

ions

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actio

ns a

nd

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ts C

oord

inat

or

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n 3.

1.2

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nder

take

a c

ost b

enefi

t ana

lysi

s on

pur

chas

e of

ev

ent i

nfra

stru

ctur

e ag

ains

t hire

of t

empo

rary

equ

ipm

ent a

nd

perm

anen

t ins

talla

tion

and

upgr

ades

.

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actio

ns a

nd

Even

ts C

oord

inat

or

Actio

n 3.

1.3

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nder

take

a c

ompa

rison

feas

ibili

ty to

det

erm

ine

the

best

loca

tion

for o

utdo

or e

vent

s an

d fe

stiv

als

betw

een

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riwa

Park

and

the

Rode

o G

roun

ds w

ithin

the

Show

grou

nds

prec

inct

Dire

ctor

Co

mm

unity

W

ellb

eing


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Stra

tegy

3.2

– E

stab

lish

the

Wan

gara

tta

show

grou

nds

prec

inct

as

the

regi

on’s

pre

mie

r sp

orti

ng e

vent

s ve

nue

Actio

n 3.

2.1

– Dev

elop

a S

how

grou

nds

prec

inct

mas

ter p

lan

whi

ch in

clud

es p

rovi

sion

fo

r the

sta

ging

of M

arqu

ee e

vent

s

Proj

ects

and

Rec

reat

ion

Coor

dina

tor

Actio

n 3.

2.2

– Re

view

and

dev

elop

faci

litie

s ba

sed

on A

FL a

nd C

ricke

t Aus

tral

ia

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irem

ents

incl

udin

g cl

ub ro

oms,

dat

a an

d el

ectr

ical

ser

vice

s an

d te

mpo

rary

str

uctu

res

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery

Actio

n 3.

2.3

– U

pgra

de v

enue

ent

ranc

es to

pr

ovid

e po

wer

and

dat

a se

rvic

es fo

r tic

ketin

gM

anag

er –

Infr

astr

uctu

re

Plan

ning

and

Del

iver

y

Actio

n 3.

2.4

– Pur

chas

e a

cylin

der m

ower

to

ensu

re g

roun

ds a

re p

rese

nted

app

ropr

iate

ly

for t

elev

ised

spo

rtin

g m

atch

es

Hor

ticul

ture

Coo

rdin

ator

Actio

n 3.

2.5

– D

evel

op n

etba

ll co

urts

to

incl

ude

view

ing

area

s an

d co

mpl

iant

pla

ying

su

rfac

es a

nd a

lignm

ent c

onso

lidat

ions

Proj

ects

and

Rec

reat

ion

Coor

dina

tor

Actio

n 3.

2.6

– Re

stor

e po

wer

and

ligh

ting

to

the

rode

o gr

ound

s to

rein

stat

e as

a v

enue

M

anag

er –

Infr

astr

uctu

re

Plan

ning

and

Del

iver

y

Stra

tegy

3.3

– U

pgra

de fa

cilit

ies

at A

pex

Park

to e

ncou

rage

larg

e ou

tdoo

r ev

ents

incl

udin

g; m

arke

ts, t

rade

sho

ws,

larg

e sc

ale

publ

ic p

erfo

rman

ces

and

food

and

win

e fe

stiv

als

Actio

n 3.

3.1

– D

evel

op v

enue

pla

ns w

ith

sugg

este

d ev

ent s

ite la

yout

s to

min

imis

e im

pact

and

util

ise

exis

ting

pow

er a

nd w

ater

se

rvic

es e

ffect

ivel

y

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 3.

3.2

- Int

rodu

ce s

tatic

bar

riers

to s

top

vehi

cle

entr

y an

d co

mpl

y w

ith V

icto

ria P

olic

e pu

blic

gat

herin

g gu

idel

ines

str

uctu

res

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery

Actio

n 3.

3.3

– In

stal

l am

bien

t lig

htin

g fr

om

the

stoc

k br

idge

to th

e Ap

ex P

ark

pavi

lion

to

impr

ove

publ

ic s

afet

y an

d en

cour

age

nigh

t ev

ents

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery

Actio

n 3.

3.4

– Co

nsid

er th

e fe

asib

ility

of t

he

cons

truc

tion

of e

vent

spe

cific

sta

ge a

nd

com

mun

ity p

avili

on

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Actio

n 3.

3.5

– Upg

rade

and

incr

ease

the

num

ber o

f toi

lets

with

in A

pex

Park

to

incr

ease

ven

ue c

apac

ity

Man

ager

– In

fras

truc

ture

Pla

nnin

g an

d D

eliv

ery

Actio

n 3.

3.6

– Re

view

pow

er lo

catio

ns to

m

atch

bes

t use

for v

enue

layo

uts

Man

ager

– In

fras

truc

ture

Pla

nnin

g an

d D

eliv

ery

Actio

n 3.

3.7

– In

vest

igat

e op

tions

for t

he

purc

hase

and

rede

velo

pmen

t of t

he C

FA

trai

ning

trac

k to

impr

ove

river

side

acc

ess

and

amen

ity

Dire

ctor

– C

omm

unity

Wel

lbei

ng

Stra

tegy

3.4

– E

stab

lish

Mer

riw

a Pa

rk a

s th

e re

gion

’s p

rem

ier

live

perf

orm

ance

ven

ue fo

r co

mm

erci

al a

nd c

omm

unit

y ou

tdoo

r co

ncer

ts

Actio

n 3.

4.1

– Es

tabl

ish

Mer

riwa

Park

as

an

outd

oor c

once

rt v

enue

to h

ost m

arqu

ee

scal

e ev

ents

as

part

of t

he M

erriw

a Pa

rk

mas

ter p

lann

ing

proc

ess

Dire

ctor

– C

omm

unity

Wel

lbei

ng

Actio

n 3.

4.2

– Co

mpl

ete

a fe

asib

ility

of t

he

Mer

riwa

Park

sou

nd s

hell

to d

eter

min

e be

st

plac

emen

t, te

chni

cal r

equi

rem

ents

and

de

sign

Dire

ctor

– C

omm

unity

Wel

lbei

ng

Actio

n 3.

4.3

- Upg

rade

and

incr

ease

the

num

ber o

f toi

lets

with

in M

erriw

a Pa

rk to

in

crea

se v

enue

cap

acity

Man

ager

– In

fras

truc

ture

Pla

nnin

g an

d D

eliv

ery

Stra

tegy

3.5

– Im

prov

e th

e Ri

vers

ide

Squa

re’s

func

tion

alit

y to

enc

oura

ge m

inor

eve

nts,

pub

lic p

erfo

rman

ces

and

com

mun

ity

gath

erin

gs

Actio

n 3.

5.1

– Re

view

des

ign

of g

arde

n be

ds

to a

llow

for m

ore

spac

e fo

r ven

dors

and

ex

hibi

tors

at e

vent

s

Man

ager

– In

fras

truc

ture

Pla

nnin

g an

d D

eliv

ery

Actio

n 3.

5.2

– Co

nstr

uct a

per

man

ent o

r te

mpo

rary

sha

de s

truc

ture

ove

r the

Ove

ns

Rive

rsid

e Sq

uare

sta

ge

Man

ager

– In

fras

truc

ture

Pla

nnin

g an

d D

eliv

ery

Actio

n 3.

5.3

– In

stal

l per

man

ent p

ower

ou

tlets

thro

ugh

exis

ting

pow

er c

ondu

its

bene

ath

the

squa

re to

redu

ce te

mpo

rary

el

ectr

ical

infr

astr

uctu

re

Man

ager

– In

fras

truc

ture

Pla

nnin

g an

d D

eliv

ery


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Stra

tegy

3.6

– F

orm

alis

e Ba

tche

lor’s

Gre

en a

s a

func

tion

al e

vent

s sp

ace

to h

ost c

omm

erci

al c

ircu

ses,

car

sho

ws

and

act a

s an

alt

erna

tive

to A

pex

Park

dur

ing

flood

sea

son

Actio

n 3.

6.1

– Fo

rmal

ise

car p

arki

ng to

ass

ist

in p

ublic

saf

ety

and

redu

ce v

ehic

le im

pact

sM

anag

er –

Infr

astr

uctu

re

Plan

ning

and

Del

iver

yAc

tion

3.6.

2 –

Intr

oduc

e la

ndsc

apin

g or

ve

geta

tion

to c

reat

e a

barr

ier b

etw

een

Batc

helo

r’s G

reen

and

the

Wan

gara

tta

Child

ren’

s Se

rvic

es C

entr

e

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery

Actio

n 3.

6.3

– Im

prov

e ha

rd s

tand

are

as

and

prov

ide

anch

or p

oint

s fo

r lar

ge c

ircus

st

ruct

ures

.

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery

Stra

tegy

3.7

– L

imit

the

use

of K

ing

Geo

rge

V M

emor

ial G

arde

ns a

s an

eve

nt v

enue

to lo

w im

pact

eve

nts

and

acti

viti

es, c

omm

unit

y fe

tes

and

ci

vic

even

ts

Actio

n 3.

7.1

– Im

prov

e st

age

infr

astr

uctu

re a

s pa

rt o

f the

Kin

g G

eorg

e V

Mem

oria

l Gar

dens

up

grad

e pr

ojec

t

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery

Stra

tegy

3.8

– D

evel

op k

ey r

ural

dis

tric

t hub

s at

Gle

nrow

an, M

oyhu

and

Eld

orad

o to

act

as

sate

llite

and

bou

tiqu

e ev

ent v

enue

s

Actio

n 3.

8.1

– Id

entif

y ke

y ru

ral d

istr

ict e

vent

sp

aces

at G

lenr

owan

, Moy

hu a

nd E

ldor

ado

suita

ble

to s

tage

maj

or e

vent

s

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 3.

8.2

– Au

dit e

vent

infr

astr

uctu

re fo

r ea

ch d

istr

ict f

or d

evel

opm

ent o

f new

eve

nts

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 3.

8.3

– Co

nsol

idat

e Co

unci

l cur

ated

ev

ents

(inc

ludi

ng S

umm

er in

the

Park

s ac

tiviti

es) t

o th

ese

hubs

to m

axim

ise

atte

ndan

ce

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Stra

tegy

3.9

– In

form

atio

n on

eve

nt v

enue

s w

ill b

e cl

ear

and

incl

ude

the

requ

ired

tech

nica

l inf

orm

atio

n to

mee

t eve

nt p

ropo

nent

’s n

eeds

.

Actio

n 3.

9.1

– Co

nduc

t a m

appi

ng a

udit

of a

ll ve

nues

incl

udin

g un

derg

roun

d se

rvic

es to

de

tail

pow

er, i

rrig

atio

n, m

ajor

str

uctu

res

and

reco

mm

ende

d ac

cess

rout

es

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 3.

9.2

– D

evel

op o

ne p

age

‘fact

she

ets’

for a

ll ve

nues

whi

ch d

etai

l sug

gest

ed e

vent

s,

limita

tions

, cap

aciti

es a

nd re

quire

men

ts.

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Stra

tegi

c O

bjec

tive

4 -

Revi

ew th

e Ru

ral C

ity

of W

anga

ratt

a ev

ents

pro

gram

to e

nsur

e fin

anci

al s

usta

inab

ility

and

bes

t fit f

or o

ur c

omm

unit

y

Stra

tegy

4.1

– W

e w

ill e

nsur

e ou

r ev

ents

are

focu

sed

on o

ur c

omm

unit

y an

d th

eir

cult

ural

and

civ

ic a

spir

atio

ns

Actio

n 4.

1.1

– U

nder

take

a p

rogr

am re

view

of a

ll Co

unci

l co

ordi

nate

d ev

ents

to c

onfir

m re

leva

nce,

fina

ncia

l su

stai

nabi

lity

and

conn

ectio

n w

ith c

omm

unity

wel

lbei

ng

obje

ctiv

es

Attr

actio

ns a

nd

Even

ts C

oord

inat

or

Actio

n 4.

1.2

– Pr

ovid

e Co

unci

l with

an

annu

al e

vent

pr

ogra

m a

nd p

ost e

vent

sea

son

repo

rt to

eva

luat

e eff

ectiv

enes

s a

nd c

onne

ctio

n w

ith c

omm

unity

wel

lbei

ng

obje

ctiv

es

Attr

actio

ns a

nd

Even

ts C

oord

inat

or

Actio

n 4.

1.3

– Co

nsol

idat

e ru

ral c

omm

unity

eve

nts

to k

ey

Dis

tric

t at G

lenr

owan

, Moy

hu a

nd E

ldor

ado

to m

axim

ise

atte

ndan

ce

Attr

actio

ns a

nd

Even

ts C

oord

inat

or

Actio

n 4.

1.4

– Rev

iew

the

func

tion

and

reso

urci

ng

of th

e ev

ents

team

to e

nsur

e on

goin

g vi

abili

ty a

nd

sust

aina

bilit

y

Man

ager

– A

rts,

Cu

lture

and

Eve

nts

Actio

n 4.

1.5

– Co

nsid

er th

e cr

eatio

n of

an

even

ts

appr

oval

s offi

cer t

o as

sist

com

mun

ity a

nd c

omm

erci

al

orga

nisa

tions

with

eve

nt a

ppro

vals

, tec

hnic

al e

xper

tise

and

to a

ssis

t in

the

deliv

ery

of th

e Ru

ral C

ity in

tern

al

even

ts p

rogr

am.

Man

ager

– A

rts,

Cu

lture

and

Eve

nts

Stra

tegi

c O

bjec

tive

5 -

Supp

ort c

omm

unit

y ge

nera

ted

even

ts th

roug

h sk

ills

impr

ovem

ent,

coun

cil s

ervi

ces

and

com

mun

ity

gran

ts

Stra

tegy

5.1

– W

e w

ill a

ct a

s a

lead

er w

ithi

n th

e Co

mm

unit

y in

pro

vidi

ng g

uida

nce

and

expe

rtis

e in

sta

te-o

f-th

e-ar

t eve

nt m

anag

emen

t tec

hniq

ues

Actio

n 5.

1.1

– D

evel

op a

‘How

to’ g

uide

for s

tagi

ng e

vent

s w

ithin

the

Rura

l City

of W

anga

ratt

aAt

trac

tions

and

Ev

ents

Coo

rdin

ator

Actio

n 5.

1.2

– Co

nduc

t com

mun

ity w

orks

hops

on

even

t pl

anni

ng &

logi

stic

s, ri

sk m

anag

emen

t, ev

ent m

arke

ting

and

prom

otio

n an

d ev

ent f

undi

ng o

ppor

tuni

ties

Attr

actio

ns a

nd

Even

ts C

oord

inat

or

Stra

tegy

5.2

– W

e w

ill a

ctiv

ely

supp

ort c

omm

unit

y ba

sed

even

ts th

roug

h th

e pr

ovis

ion

of e

vent

ven

ues,

was

te s

ervi

ces,

mar

keti

ng a

nd p

rom

otio

n at

aff

orda

ble

rate

sAc

tion

5.2.

1 –

Cont

inue

to s

uppo

rt e

xter

nal c

omm

unity

ev

ent b

ooki

ngs

thro

ugh

redu

ced

fees

and

cha

rges

Attr

actio

ns a

nd

Even

ts C

oord

inat

or


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Actio

n 5.

2.2

- Ens

ure

com

mun

ity e

vent

s ar

e ca

pabl

e of

att

ract

ing

spon

sors

hip

thro

ugh

the

Com

mun

ity G

rant

s pr

ogra

m

Man

ager

– C

omm

unity

and

Re

crea

tion

Actio

n 5.

2.3

– Co

ntin

ue to

pro

vide

mar

ketin

g an

d pr

omot

ion

oppo

rtun

ities

thro

ugh

the

Wan

gara

tta

Visi

tor I

nfor

mat

ion

Cent

re, b

anne

r site

s, b

anne

r lo

catio

ns a

nd e

ntra

nce

sign

s.

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Stra

tegi

c O

bjec

tive

6 -

Max

imis

e pr

omot

iona

l opp

ortu

nity

acr

oss

Nor

th E

ast V

icto

ria

for

all e

vent

s

Stra

tegy

6.1

– C

ondu

ct r

egio

n w

ide

prom

otio

nal c

ampa

igns

to e

ncou

rage

vis

itat

ion

to m

arqu

ee e

vent

s

Actio

n 6.

1.1

– Pr

omot

e m

arqu

ee a

nd m

ajor

ev

ents

acr

oss

the

Nor

th E

ast r

egio

n to

exp

and

the

audi

ence

cat

chm

ent a

nd d

rive

tour

ism

ex

pend

iture

.

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r M

edia

and

Com

mun

icat

ion

Coor

dina

tor

Actio

n 6.

1.2

– D

evel

op e

vent

spe

cific

mar

ketin

g pl

ans

for e

ach

Mar

quee

eve

nt to

max

imis

e at

tend

ance

incl

udin

g th

roug

h so

cial

med

ia

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 6.

1.3

– Re

desi

gn th

e ‘W

hat’s

On

Wan

gara

tta’

So

cial

Med

ia P

age

to e

ncou

rage

use

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Stra

tegy

6.2

– Im

prov

e op

port

unit

ies

wit

hin

the

Rura

l Cit

y to

pro

mot

e m

ajor

and

mar

quee

eve

nts

Actio

n 6.

2.1

– D

evel

op e

vent

spe

cific

ban

ners

fo

r use

with

the

new

ban

ner s

yste

m to

pro

mot

e ev

ents

with

in W

anga

ratt

a

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 6.

2.2

– Re

plac

e ex

istin

g m

ajor

eve

nt s

igns

at

tow

n en

tran

ces

to in

crea

se im

pact

Man

ager

– In

fras

truc

ture

Pl

anni

ng a

nd D

eliv

ery

Actio

n 6.

2.3

– Re

view

cur

rent

ban

ner l

ocat

ions

at

the

unde

rpas

s an

d M

urdo

ch R

oad

to in

crea

se

impa

ct

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Stra

tegy

6.3

– D

evel

op a

sui

te o

f eve

nt c

olla

tera

l to

be u

sed

at s

pons

ored

or

part

nere

d ev

ents

to p

rom

ote

the

Rura

l Cit

y of

Wan

gara

tta’

s sp

onso

rshi

p an

d su

ppor

t

Actio

n 6.

3.1

– Pr

oduc

e Ru

ral C

ity b

rand

ed s

igna

ge

to b

e us

ed a

t all

even

ts re

ceiv

ing

finan

cial

sup

port

fr

om th

e Ru

ral C

ity

Med

ia a

nd C

omm

unic

atio

n Co

ordi

nato

r


Acti

onRe

spon

sibi

lity

2018

/19

2019

/20

2020

/21

2021

/22

2022

/23

Stra

tegi

c O

bjec

tive

7 -

Stre

amlin

e ev

ent p

roce

sses

to m

ake

it e

asie

r to

hos

t eve

nts

Stra

tegy

7.1

– W

e w

ill d

evel

op tr

ansp

aren

t and

rob

ust p

olic

ies

and

proc

edur

es to

ens

ure

even

ts o

n Co

unci

l lan

d an

d ro

ads

are

appr

opri

ate,

su

ppor

ted

and

proc

esse

d qu

ickl

y

Actio

n 7.

1.1

– D

evel

op a

n ev

ents

pol

icy

for t

he R

ural

Ci

ty o

f Wan

gara

tta

to g

uide

eve

nt s

uita

bilit

y, fe

es a

nd

char

ges,

per

mit

requ

irem

ents

and

spo

nsor

ship

s

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 7.

1.2

– Am

end

the

Loca

l Law

to re

quire

pe

rmits

for e

vent

act

ivity

on

publ

ic la

ndM

anag

er –

Bui

ldin

g,

Plan

ning

and

Com

plia

nce

Actio

n 7.

1.3

– D

evel

op a

ppro

val p

roce

dure

s fo

r ex

tern

al e

vent

s w

ith c

lear

acc

ount

abili

ties

and

timef

ram

es

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 7.

1.4

– U

pdat

e cu

rren

t eve

nt b

ooki

ng s

oftw

are

to e

nabl

e on

-line

boo

king

que

ries

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 7.

1.5

– D

evel

op a

‘How

to’ g

uide

for s

tagi

ng

even

ts w

ithin

the

Rura

l City

of W

anga

ratt

aAt

trac

tions

and

Eve

nts

Coor

dina

tor

Stra

tegi

c O

bjec

tive

8 -

Esta

blis

h gu

idel

ines

and

targ

ets

for

impr

ovin

g en

viro

nmen

tal s

usta

inab

ility

and

acc

essi

bilit

y fo

r al

l eve

nts

Stra

tegy

8.1

– Im

prov

e en

viro

nmen

tal s

usta

inab

ility

at a

ll ev

ents

enc

oura

ging

bes

t pra

ctic

e in

was

te m

anag

emen

t, w

ater

use

and

car

bon

abat

emen

t

Actio

n 8.

1.1

– D

evel

op s

usta

inab

ility

gui

delin

es fo

r al

l Cou

ncil

fund

ed e

vent

s in

clud

ing

was

te, a

ctiv

e re

cycl

ing,

car

bon

abat

emen

t and

noi

se a

bate

men

t

Nat

ural

Res

ourc

e M

anag

emen

t Co

ordi

nato

r

Actio

n 8.

1.2

– In

trod

uce

recy

clin

g re

quire

men

ts fo

r all

vend

ors

at C

ounc

il cu

rate

d ev

ents

with

a p

refe

renc

e fo

r com

post

able

pac

kagi

ng

Was

te M

anag

emen

t Co

ordi

nato

r

Stra

tegy

8.2

– In

trod

uce

best

pra

ctic

e fo

r ac

cess

ibili

ty fo

r al

l Cou

ncil

run

even

ts a

nd c

ivic

func

tion

s

Actio

n 8.

2.1

– Re

view

and

com

plet

e ‘C

reat

ing

Acce

ssib

le E

vent

s’ D

raft

Gui

delin

es 2

016

to p

rovi

de

dire

ctio

n fo

r Cou

ncil

even

ts

Proj

ects

and

Rec

reat

ion

Coor

dina

tor

Actio

n 8.

2.2

– En

sure

that

acc

essi

bilit

y pr

ovis

ions

ar

e in

clud

ed a

t all

Coun

cil c

urat

ed c

ivic

eve

nts

and

func

tions

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Actio

n 8.

2.3

– Su

ppor

t and

pro

mot

e ac

cess

ibili

ty a

t all

exte

rnal

eve

nts

Attr

actio

ns a

nd E

vent

s Co

ordi

nato

r

Documents

Rural City of Wangaratta EVENTS & ATTRACTION STRATEGY …