EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 - Lake ...
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EVENT AND FESTIVAL STRATEGY EVENT AND AND FESTIVALACTION PLAN STRATEGY AND 2019-2024 ACTION PLAN 2019-2024 1
EXPERIENCE SOMETHING DIFFERENT 4 Executive Summary: Focus On Our Lake 6 Strategy Structure and Acknowledgements Role and Purpose of Events Lake Mac Events Vision Our Values 12 Event Snapshot 14 Trends, Challenges and Opportunities 16 SWOT Analysis Key Challenges for the Lake Macquarie Council 18 Event and Festival Team 20 Key Opportunities for the Events Team 38 Investment 40 Lake Mac Events Mix 2019 - 2020 42 Conclusion 2 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 3
LET’S FOCUS ON OUR LAKE Executive summary Lake Macquarie is the twelfth-largest This Strategy and Action Plan is Local Government Area (LGA) in NSW, ambitious and deliberate, and aims Key strategic deliverables located south of Newcastle and north high to support the vision for the region of the Central Coast. The City is home that enables experimentation and 2019- 2021 short-term actions to more than 200,000 people living development of new markets, economic • Transition current governance structures within 95 communities, including nine growth opportunities and promotion of to one that espouses contemporary economic centres, wrapped around the our shared identity. event and festival activities and focus largest permanent saltwater lake in the • Deliver over $600,000 in funding towards The Actions are direct and have been Southern Hemisphere, four beaches a targeted annual events program developed to ensure Council: and the Watagans National Park. including sponsorship, iconic events • collaborates with community to and major festivals, partner, city identity, The event and festival sector and activate as well as entertain; community and neighbourhood events competition for audiences have increased dramatically in the last • develops events that are intimate, • Support, approve or deliver a minimum decade. To be successful in delivering surprising and unexpected; and of 20 signature/iconic events for the City diverse and quality events, Lake • Coordinate a City calendar of events • incorporates ticketed and Macquarie City Council must improve economically powerful major • Implement new and customer-focused its position and develop a holistic Event festivals, attracted to our City and online events communication including and Festival Strategy that challenges, facilities. website, Facebook and Instagram enables, advocates and drives economic activity for the City. Events and festivals are only part of • Develop and promote Lake Macquarie the picture when building a diverse Corporate and Conference Prospectus and economically strong community. It 2021- 2025 medium-term actions is significant that the Lake Macquarie Event and Festival Strategy and Action • Build on icon events as a driver for Plan was created in alignment with the tourism and visitor economy 2018-2022 Destination Management • Redevelop event infrastructure Plan. Wide consultation confirms 2025 and beyond - future opportunities that events are critical to the growth of tourism and a major influencer in • Establish Lake Macquarie as a co-leader driving awareness of Lake Macquarie within the Hunter as one of NSW and City regionally and nationally. Australia’s great destinations • Host an international signature event that has wide economic benefit 4 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 5
LET’S MAKE MORE HAPPEN The purpose of the Event The development of the Lake Macquarie Event and Festival Strategy and Action Plan and Festival Strategy and is informed by Council’s Vision for the City, Action Plan is to: Community Strategic Plan and associated Operational Plan and Delivery Program, and the Arts, Heritage and Cultural Plan 1 Identify the Lake Mac Events Team’s role as: • Sponsor; • Funder; 2017-2027. The Event and Festival Strategy and Action Plan provides the strategic framework for the next five years of event delivery • Partner and facilitator through Council, ensuring decisions in enabling events to and future directions for the service are happen; and informed and endorsed. • Creative producer. This strategy is aligned with: 2 • Council’s Arts, Heritage and Cultural Build on what is unique Plan 2017-2027; about the Lake Macquarie community and culture • Destination Management Plan 2018-2022; through celebration and • Lake Mac 2050; gatherings • Lake Macquarie Youth Strategy 2014-2019; • Ageing Population Plan 2018-2022; 3 Identify economic and employment opportunities that derive from events and festivals • • Lake Macquarie Night-Time Economy Action Plan 2019-2023; Disability Inclusion Action Plan 2017-2021; • Sustainable Development Goals, United Nations 2015; 4 Develop marketing and positioning strategies for events and festivals and • • Lake Macquarie Economic Strategy, written by DANTIA; Parks Fees and Charges; • Priority Access to Performing Arts 5 Coordinate an annual calendar of successful events and festivals across the City. • • Centre Policy; Local Approvals Policy; Funding Assistance Policy; • Child and Family Strategy 2015-2019; • Aboriginal Community Plan 2015-2019; and • Multicultural Plan 2016-2020. 6 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 7
ROLE AND PURPOSE Our event landscape What are events? How are Lake Mac The people of Lake Macquarie and For the interests of this Strategy and Events valued? Who delivers events and festivals in Lake Macquarie? the wider Hunter love their events Action Plan, events fall into six main Our vibrant City has events and Lake Macquarie City Council Community groups and festivals. From music, food and categories: festivals that enhance our lifestyle. arts and craft festivals to sports • Lake Mac Libraries deliver a variety • Community services organisations events, expos and conventions, new Community Value: We value lifestyle of events – about 2800 a year – from and groups festivals and events pop up every and wellbeing storytime for toddlers to a major year throughout our City and region, • Education services and schools 1 Cultural celebration Support and provide a sense of writers festival promising a variety of enriching • Fundraising committees experiences. belonging through our community • Lake Macquarie City Art Gallery by encouraging new initiatives and delivers about 300 events a year, from • Cultural group events and celebrations The Lake Mac Events Team works activities that enrich the places where exhibitions and art workshops, to across Council developing, • Religious gatherings we live, work and play, and that children’s activities and sculpture tours coordinating and delivering key 2 Business and trade events contribute to the City’s social fabric • Sustainable Neighbourhood Groups events for the City, and manage • Community Services – Me2 Program, and culture. and assist community groups and Over 55s Program, NSW Seniors • Landcare agencies to deliver about 250 smaller Strategic Goal 4: Celebrate Festival, NSW Youth Week, Reclaim community events across Lake connectedness the Night, You’re Kidding Me Program, Sporting groups Arts and Macquarie. 3 entertainment events Celebrate and promote creativity, International Women’s Day, Children’s Week, Harmony Day, Picnic in the Park, • Private and regional clubs Underwriting this Strategy and Action innovation and uniqueness through NAIDOC Week and other significant • Amateur and professional Plan is the firmly held belief that engaging and active events, festivals, cultural events, May Movie Month, collaboration is the key to great programs and exhibitions for Explore Our Great Outdoors • Local, regional and national events and that every event we host Sport and recreation community and visitors. competitions and meets is a pathway to the next. 4 • Communications and Corporate Strategic Goal 9: Communicate our Strategy – Community engagement Businesses and commercial It is important that Lake Mac Events culture: Be local, aim global opportunities play with our City and region’s • Wedding planners strengths, including the Lake and Transform Lake Macquarie into a • Leisure Services – Swim with the Stars, State events • Private event planners relaxed natural amenity of the City. 5 recognised visitor destination both nationally and internationally. Endless Summer in partnership with the Lake Macquarie Youth Advisory • Corporate business Council (YAC) Community Value: We value a • Chambers of diverse economy • Major events Council celebrations and • DANTIA 6 sponsored functions Develop a five year Events Strategy for • Sponsored events • Health services the City. Strategic Goal in Destination Management Plan: Deliver unique visitor experiences to enable growth in tourism 8 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 9
To lead and facilitate the successful and professional delivery of meaningful, creative, quality events for our EVENT community and visitors. Develop a vibrant VALUES Quality not Events that Creative Be proactive annual calendar of quantity have meaning empowerment and chase It is not the number Events and festivals makes opportunities successful contemporary and of events and festivals are successful if they As a key driver within that matters, but the capture the interest quality of experiences of the community events the events and festival sector of the City, it is that ensures events are and visitors. As our Attracting audiences essential that the Lake creative events and successful. society becomes more to events and festivals Mac Events team actively time poor, events and is becoming more seeks, advocates, festivals that share and difficult and competitive. facilitates and supports celebrate personal and Thinking outside the provision of a variety festivals in the City community interests, the box, curating of successful events and that the community performances and and festivals across the can identify as their stimulating immersive City to achieve strategic, local Lake Mac event, will experiences, colour, economic, social and where people can meet, have greater meaning to action, community and creative outcomes. potential audiences. difference not only define an event as one to remember and return learn, celebrate and back to, but also attracts interest nationally. share experiences and new opportunities. LAKE MAC EVENTS VISION 10 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 11
SNAPSHOT Council also partners to facilitate 40 MANY Lake Mac Events produces 35 and coordinates FIVE OTHER 30 25 major events a year (Lake Macquarie Festival, Carols by Candlelight, Lake EVENTS 20 each year including the Mac Big Weekend, Living Lake Mac City Pro Junior surf event, 15 Smart Festival, and Float the Music in the Podium series at Your Boat) with more than Warners Bay, Rathmines Catalina 10 110,000 Festival, NSW Surf Life Saving Championships, Port to Port, Loop the Lake, Lake Macquarie Running 5 participants. Festival, Fernleigh 15, Lakefest, and 0 the Hunter Track Classic. 14/15 15/16 16/17 17/18 18/19 LOCAL EVENTS FUNDED BY COUNCIL 2014 - 2018 The primary followers (and those who are Cultural event Sporting event Community event Council owned event Sponsored event engaged) of Council’s event social media are female, with the exception of Twitter. Since 2015, Council has provided more than 75 per cent female $252,000 and 25 per cent male (average age 35-44 years) 2018 snapshot 9 KE MACQUA UNE 2018 R I E , 2 2 & 23 J in funding to support LA 25,000 consecutive years 2018 snapshot Festival attendees 2018 the Festival has 34 been held 68 per cent female 2018 snapshot 175 116 and 32per cent male people attended the Festival’s morning festival stallholders Business Chamber events (average age 25-44 years). 3 live site events $4000 in prize money 25,000+ people attended 203,997 people reached through yoga session in Warners Bay, Toronto, proactive media 2938 3700 Swansea and Belmont. votes in the free native plants 25 3,016,764 Stockland Glendale schools handed out 59 per cent male boats entered people reached through garden bed competition in the parade proactive communications $32,999 288,665 and 41 per cent female worth of media people reached through 369,529 people reached 13,473 (average age 25-34 years) generated social media visits to the through social media $32,994 326,985 Festival website of media value people reached generated through social media 950,795 36 12,026 2059 people free, sustainability 13,012 6778 individual entries in reached through themed workshops people responded to views on Insta stories across the event nights individual votes in the People’s Choice competition Facebook event social media competitions proactive media The Living Smart Festival Council funded, through was named the Community Grants Program and in-kind support, AUSTRALIAN SHOT SNAP 105 COMMUNITY 2018 snapshot 2018 2018 snapshot EVENT OF THE Australia’s Inaugural community events in richest 1 ECS Boards More than 5 2017-2018 SUP surfing competition Paddle Battle 13 418,521 15,000 performers YEAR events over 2 days people reached through attendees proactive media with Media mentions reached Event reached value of $55,065 152,746 more than Total media reach Event reached people, worth 38,000 people on social media 222,615 more than for 2017 at the $42,528 people, worth 125,100 30,000+ $10m $29,785 people on social media Australian Event Awards. spectators economic investment More than 60 3000 participants in skate Free Thristy Merc spectators workshops kids activities headline act 10,100 2 Fourth year of the event in Lake Mac people reached on Facebook inaugural events Lake Mac Food & Wine festival Show and Shine 12 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 13
TRENDS, CHALLENGES AND OPPORTUNITIES Regional trends in developing night-time economy, has made evening and night- National trends in events and festivals time events popular. Light events and festivals festivals such as Sydney’s Vivid, Food and wine, aquatic Lake Macquarie is well and Melbourne’s White Night, and coastal, environmental positioned within the Christmas Projections, Gertrude and wildlife themed events Hunter and NSW for events Street Projection Festival and in regional areas are top and festivals. It is close to Acland Street Projection Festival drivers for regional travel in Sydney, Newcastle Airport and feature artistic installations Australia for the international Newcastle Cruise Terminal, has and dynamic projections market. Audiences travel great weather and is easily on buildings and draw huge to participate in boutique, accessible by road and train. crowds after dark. Councils and smaller, experienced-based business chambers are leading Events have changed events where there is a story or the way in activating public dramatically over the past meaning identified as part of spaces and supporting this type decade in scale as well as the event. of event. value. Events drive tourism and This has been particularly economic growth, with the event For Lake Macquarie, there is notable within the bespoke industry itself having undergone opportunity for winter festivals food industry. The “from the substantial growth in both value to attract visitors during the farm to the table” narrative has as a key strategic economic ‘off-season’. These events become a major drawcard, with influencer, as well as a means of are often family orientated the current trend for high-end boosting the profile of the host and feature ice skating rinks, restaurants and chefs to make city or region. snow machines and toboggan pop-up appearances to add rides for children. Examples Although events and festivals a culinary focus to the event, of this type of event can be are popular, they do not not just food festivals. Other seen locally in Newcastle’s necessarily require major examples include pop-up Winter Heat, Maitland’s After infrastructure and investment restaurants in a free festival Dark, and the Christmas Lights to gain significant returns. outside the Australian Open, Spectacular at Hunter Valley They also have the potential playing croquet coupled with Gardens. Other opportunities to improve liveability of a food and drink, or value adding include programming events region, display innovation and to existing events with ‘Sensory’, during the cooler months to celebration and have a wide an immersive dining experiment take advantage of our mild social and economic impact. that explores the relationship winters. of sight, sound, taste, smell and Events and festivals are touch. Another rising trend in the intrinsically linked with the events and festival sector visitor economy. In recent years, Other regional areas are driving is adventure sports. Several Australia has seen a 20 per cent tourism numbers through the adventure sports events already growth in tourism from Asia. attraction of events based on exist in Lake Macquarie such their natural environment, This Strategy and Action Plan as the Port to Port mountain iconic features, or unique outlines how Lake Mac Events bike event that covers a qualities. Wollongong for can produce, facilitate, partner large area within the LGA example boasts a picturesque and collaboratively create including the Awaba State coastline and hosts adventure events and festivals that Forest and Awabakal Nature running, cycling and water provide clear regional tourism Reserve, adventure races in events year round. benefits, improve employment, the areas around Cams Wharf, celebrate community and Another change is how events and orienteering on Mount generally provide vibrancy, and festivals are planned. Sugarloaf. There are also positive activity and opportunity The broadening appeal of opportunities around go karting, for community and visitors alike. events and festivals that suit motorbike riding, archery and busy lifestyles, as well as an horse riding. increased awareness of the opportunities presented by a 14 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 15
SWOT ANALYSIS Many of the overarching themes and key Strengths Weaknesses Opportunities Threats challenges identified by the SWOT analysis • Proximity to Sydney and the Hunter • Red tape for the booking of facilities • Morisset Showground • Bound by legacy have been captured in the Arts, Heritage and space for events • The Lake as a stage and backdrop • Make better use of existing facilities • No conference/indoor facility – loss and Cultural Plan. The work streams and • Minimal indoor facilities and locations of market opportunity • Community love to gather and organisational focus required to action and attendance is consistently high • Low-level cultural infrastructure • Work collaboratively within the • Lack of identity as a City deliver these goals, strategies and actions are (theatre, performance hall etc.) region • Substantial funding and support for • Unable to achieve objectives in reflected in the new workforce structure for events and festivals in the City • Absence of large, ‘icon’, partner • Leveraging off events in Strategy Arts, Culture & Tourism. • Speers Point Park events and festivals for the City – surrounding regions • Remain mediocre in the delivery of currently no events of this kind • More Lake-focused activities events and festivals Governance and management structure • Warners Bay Foreshore • Young people don’t identify with • Construction of a suitable • Remain bland and unexciting • Croudace Bay Park (due for Lake Macquarie The structure in its simplest form is a customer-centric model, performing arts facility completion 2020) • Lack of parking and transport which aims to address the weaknesses identified in the SWOT • The Lake divides us and makes • Programming the Rathmines options at major sites makes it analysis by utilising the skills and expertise from across the • Council’s commitment to Master transport difficult Hall, Lake Macquarie Centre for difficult to attract large events Arts, Culture & Tourism Team. Aimed for complete migration plan-redevelopment of Rathmines • Headstrong sense of town Performing Arts mid-2019, the structure will be made up of teams that work with an events focus • Unable to attract major events and identity that causes friction and across the visual arts, performance, heritage, literacy, events, • Diversification provided by festivals • Open space for large events competitiveness tourism and marketing sectors. Speers Point Multi Arts Space from • Morisset Showground • Limited night-time economy June 2020 opportunities • Our beaches • Speers Point Park – a range of • Lack of capitalising on large events events in the region • Improve processes for booking • Current focus on legacy events events without strategy • Improve entrepreneurial and • No diversity in events and festival conference programs delivery • Utilise transport on and around the • No conference facility Lake • Suburban demographic and • More evening and night-time expectation activities • No clear brand for Lake Macquarie • Increase our target market (or Events target specific markets) • No strong sponsorship or grant- • Improve value and performance of seeking culture the Lake Mac Events Team • Grow successful existing community events into high profile events • Take advantage of accommodation availability in the off peak and winter periods 16 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 17
Reactive vs Legacy events Accountability Proactive Outside a handful of new Measuring and evaluating the events since 2017, the event economic impact and success The events industry in Australia sheet for the City is mostly of an event, reviewing how the has changed substantially over filled with community legacy event was received, defining the last decade and is growing events and gatherings, with opportunities for improvement, more and more as a legitimate many continuing year after analysing attendance and and significant economic driver year unchanged. media data is as important for the individual regions. It as developing the program. is also extremely competitive; Successful events and festivals However, it is unfortunately therefore, government and enable the community to usually missed citing lack of promoters need to take a grow socially, culturally and time or importance. It is easy proactive-aggressive approach economically. Hosting events to have an event; it is hard to to winning key events and because “that’s what we have make one successful. supporting emerging local always done” is neither healthy opportunities rather than a reactive-passive stance. Lake nor the contemporary role of Council. Venues Macquarie has traditionally Lake Macquarie City Council Lake Macquarie is changing been reactive rather than does not have an indoor and Council has the strategic in developing its entertainment venue that opportunity to capitalise on events calendar. could seat more than 500 the community’s growing people as either a theatre The effect of this is that the appetite for experimentation in or conference venue. The scope and diversity of events the events and festival sector. City has three commercial offered in Lake Macquarie We must identify, champion, venues that seat up to 600 is small and community- highlight and truly take people, Sala’s, Belmont 16s, focused, with emphasis on advantage of what makes Lake Caves Beach Hotel and Club repeat annual events, medium Macquarie a distinctive event Macquarie. Smaller venues to small sporting meets destination regionally and include Mercure Charlestown, and competitions. When within NSW. Apollo Charlestown and the opportunities do arise, it is difficult to negotiate approvals Community Catalina Convention Centre at Rathmines. within deadline. perception The City manages the Event and Festival Lake Macquarie is a relaxed, Lake Macquarie Centre Servicing and family-orientated City that values its laidback lifestyle, for Performing Arts (300 seats) and Rathmines Hall Infrastructure beautiful surrounds and open (currently undergoing a spaces. Over the coming $1.8m refurbishment, seats Many of our recreational areas years, it is expected that 300). Regional theatres and have not been designed with the proportion of retirees conference facilities include events and festivals in mind. and elderly will grow, with Cessnock Performing Arts An opportunity for ongoing employment growth in health, Centre (466 seats), The Art consultation with Events staff retail, construction and House – Wyong Performing Arts would assist with planning and education. Centre (500 seats), Newcastle installation of event-related Civic Theatre (1450 seats), the infrastructure and amenities The City’s legacy major events, Entertainment Centre (2000 as upgrades occur throughout Lake Mac Carols and the Lake capacity), Hunter School these facilities. For example, Mac Festival, are community- of Performing Arts’ Hunter including three phase power, based annual day events Theatre (380 seats), St Phillips lighting, amenities, pathways and have not been promoted College Theatre Waratah (470 and parking in the planning as tourist or driver events. KEY seats), Newcastle City Hall (820 stage to cater for specific Outside these days, the events seat concert hall), Harold Lobb events. calendar is predominantly Concert Hall Newcastle (400 dotted with smaller community seats) and the Laycock Street events, which are largely sport- Community Theatre in Gosford based. (392 seats). There has been no significant CHALLENGES attempt to promote the City and region to national audiences. 18 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 19
Reducing Red Tape Captive audience New partnerships A ‘blanket Development Lake Macquarie residents love Either through more active Application’ lodged by Arts, attending events and festivals. sourcing of sponsorship and Culture & Tourism with the The number of community corporate partnerships to scope of the ultimate event events held annually has been entrepreneurial events, there is in mind, would streamline the steadily increasing, by more a large, untapped opportunity process for event organisers. It than 20 per cent each year, to to approach events and is proposed as an action within now where there are nearly festivals as partnership the document, that a new 280 community events held activities that leverage process occurs on our premier annually across the City. audiences and diversity with event sites to increase appeal commercial interests. to commercial events. The Targeted and Partnership opportunities revision of our event licencing procedure, and providing up- strategic marketing exist with the wider Hunter to-date information for event and positioning of network, value adding to the Hunter Wine Country organisers on an online portal, would also assist with the events events, Newcastle and holiday destination periods. application process. Lake Macquarie is part of the Hunter region, a cluster of There is also opportunity Improve use of Maitland, Cessnock, Newcastle, for sporting partnerships to the Lake Singleton, Muswellbrook and Port Stephens. The region has promote the City to national and international professionals Given we have the Lake, we a population of about 500,000 and amateurs within the fields have a major advantage with and is an hour’s drive from end of yachting and adventure water activities occurring on a to end. water sports, golf and regular basis, such as sailing individual sports. Newcastle has the facilities meets and regattas, jet ski competitions as well as major for large sporting events, conferences and the New Infrastructure water-based events such as Paddlefest, Float Your Boat and accommodation to attract suitable for events the Superboats. major events such as the Newcastle 500. and festivals The Lake is also becoming The showground is a cleared, Port Stephens has a strong increasingly recognised as a flat site comprising 13.1 tourism focus with Love Sea destination for national titles hectares and is ideally located Food Festival and Tastes at to be held for sailing (Eastlakes 680m from the Morisset the Bay Jazz Food and Wine and Southlakes), jet skiing economic precinct, 850m from Festival. (Eleebana Lions Park) and wind the Morisset train station and surfing (Toronto). Cessnock can host very large bus drop off and pick up, and music events throughout the just 1.9km from the Pacific Night-time economy vineyards, mainly aimed at Motorway, providing easy a more mature crowd during access from Sydney, Maitland Growing the City’s night-time the visitor season, and has and the New England region. economy is an important a variety of bespoke events The site has infrastructure, element in making Lake happening in coordination. parking, utilities and suitable Macquarie a City like no other. zoning to support a major To grow our economy and Maitland hosts Groovin’ the weekend festival for up to remain competitive, we must Moo and Aroma Festival, two 15,000. attract new investment and very unique and long running residents. To facilitate this growing interest, Council has events, as well as the newer, very popular Bitter and Twisted Experimentation developed the Night-Time Boutique Beer Festival. New ideas and innovation in KEY Economy Strategy and Action the presentation of creative The development, timing and Plan 2019-2023 and Night-Time ideas and experiences theme for events is linked with Economy Working Group. differentiate events and economic drivers and raising festivals as key attractors. regional profile, using events Lake Macquarie as host as a drawcard for Sydney for an international arts audiences. An opportunity biennale, music festivals and OPPORTUNITIES exists for Lake Macquarie to international sport regattas are develop strategies to cluster all possible with strategy and activities that have traditional collaboration. and trending appeal to Sydney- siders (particularly Western Sydney) into larger overnight packages, improving variety and linking with tourism-based international-ready products. 20 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 21
STRATEGIC GOAL 1 Celebrate Aboriginal and Torres Strait Islander culture A SENSE OF PLACE AND BELONGING Lake Macquarie is traditional Awabakal land, where the culture of all people is recognised, acknowledged and respected. Strategic goal and focus area Strategy Deliverable actions Detail Timeframe Resources Teams alignment 1 AHC 1.5 Celebrate and promote Aboriginal and Torres Strait Support community groups and Funding and logistic support for NAIDOC and Sorry Day events Operations Community KFA and Islander cultural heritage organisations to provide programs Services Strategy 5.3.1 or activities that promote cultural Grants identity External partners 2 Ensure all major events start with Ongoing Aboriginal Welcome to Country Community 3 Engage Aboriginal artists and Aim for all Council major events to include Aboriginal artists/ Ongoing Lake Mac Libraries businesses within existing community performers Arts, Culture & and Council-hosted events Tourism 4 Investigate and seek opportunities to Council to host an annual Harmony Day Event Operations Community host International cultural festivals Grants and Services commercial approaches 5 3.1 NTE Action Investigate feasibility of a seasonal Coordinate an International Film Festival for Lake Macquarie Annual Operations Arts, Culture & Plan7 cinema festival in a suitable Lake Grants and Tourism Macquarie venue commercial external partners approaches 6 Continue with existing May Movie Month annual program Operations Community Services AHC Refers to Arts, Heritage and Cultural Plan KFA Refers to Key Focus Areas NTE Night-Time Economy (Working Group and/or Action Plan) GNMP Greater Newcastle Metropolitan Plan 2018 DANTIA Economic Development Strategy 2018-2038 SCP Social and Community Planning team 22 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 23
STRATEGIC GOAL 2 Develop our City’s visual identity A SENSE OF PLACE AND BELONGING Promote and facilitate quality and diverse public art initiatives, place making and aesthetic design excellence of our built and landscape architecture. Strategic goal Strategy Deliverable actions Detail Timeframe Resources Teams 7 AHC 2.8 Assist in developing a night-time Partner and facilitate a range of events that encourage Music in the Podium 2019 onwards Operations Night-Time Economy KFA and economy evening and night-time activation Night markets Grants and Working Group Strategy 5.3.1 Pop-up Bars/Speak Easy commercial 3.2 NTE Action Plan Other Council sites approaches Community Services Night skate event Charlestown Team 8 2.2, 2.3 and 2.5 NTE Creatively produce a diverse selection of events that Evening component at the Living Smart Festival 2019 onwards Operations Night-Time Economy Action Plan encourage evening and night-time activation Evening music concerts around the Lake Grants and Working Group FeastFest in local foreshore sites throughout winter commercial Superboat evening events approaches Community groups Event and festival coordinators 9 Continue growth of Float Your Boat to attract national and Annual two-day event in winter Annual Operations Arts, Culture & international interest. Grants and Tourism KPI – Grow audience 2500 a year to 25,000 in 2022 commercial external partners approaches 10 1.8 NTE Action Plan Develop a business workshop event for local businesses In conjunction with the Night-Time Economy Working Group 2019 Operational NTE Working Group Chambers DANTIA 11 Integrate and support Council’s Investigate and support branding opportunities with existing Incorporate with wider marketing and tourism actions and Ongoing Operational Communications City Identity Strategy and and new iconic and signature events promotional material Tourism Positioning 12 Develop event branding guidelines 2019 Operational Communications 13 Identify opportunities for social media coverage at 2019 Operational Communications major events and media announcements as well as targeting the Arts, Culture & Tourism sector Tourism 14 Develop a Calendar of Events that Incorporate contemporary marketing and promotional In line with Arts, Culture and Tourism and Communications 2019-2020 Operational Arts, Culture & provides easy access and target actions that are aligned with the character of the event. strategic marketing actions and priorities omwards Tourism marketing to attract visitors to Include events and festivals spaces within Citywide GIS a diverse range of events and to show residents and regulators what type events are festivals all year round proposed and where 15 Showcase the lake as a key tourism Partner, facilitate and produce a series of diverse events 2019-2020 Operational Arts, Culture & and event driver for the city that focus in or on the lake eg Float your Boat, regattas, omwards Tourism Superboats, fishing competitions etc 24 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 25
STRATEGIC GOAL 3 Celebrate connectedness A SENSE OF PLACE AND BELONGING Support and provide a sense of belonging, yet encourage our suburbs and economic centres to develop their own cultural identity by encouraging new initiatives and activities that make the places in which our residents live, work and play a central facet of Lake Macquarie’s cultural life. Strategic goal Strategy Deliverable actions Detail Timeframe Resources Teams 16 AHC 4.2 Develop meaningful community arts Provide creative programming that supports quality Investigate ways to assist groups to activate public spaces of an 2019-2020 Operational Cultural KFA and projects community program deliver and participation evening onwards Development Strategy 5.1.4 Officer 5.4 NTE Action Plan NTE Working Group External partners Youth council 17 AHC 4.2 Actively work with Cultural Projects Officer on new Open Studio Trails 2019-2020 Operational and Cultural Project KFA Strategy 5.1.4 community arts programs Evening sculpture events onwards grants Officer Outdoor theatre productions Opera and live music events Marching bands Artists Dance companies Heritage celebrations 18 AHC 4.7 Establish an annual ‘Neighbourhood Seek opportunities to link major arts festivals with 2020 Operations, Community KFA and Connection’ program to develop micro- neighbourhood initiatives grants and Services Strategy 2.3.1 tourism economy commercial approaches 19 AHC 4.8 Explore a City-wide community festival with events 2019-2024 Operations, KFA and taking place in key locations in and around the Lake, grants and Strategy 2.3.1 connecting communities to culture commercial approaches 20 Provide ’one-stop shop‘ to assist community groups in Include within the SmartyGrants program, training and support for 2019 ongoing Operational providing successful events groups to participate 21 Define equipment required and establish pop-up play 2019 Operational events kits 22 AHC 6.1 Ensure the team continues to place Review existing processes and reduce red tape in Engage SmartyGrants to have application process online 2019 Operational Communications KFA and customers at the centre of all allowing groups to implement events in the City Strategy 6.1.2 programming and operations 23 Streamline compliance and regulations Review all current event and community licencing procedure, DAs, 2019 ongoing Operational Arts, Culture & focusing on making the process easier and faster Tourism 24 3.3 NTE Action Plan Revise existing policies, funding programs and Review all existing processes and review based on customer use, 2019 Operational Communications procedures aligned with this Strategy and Action Plan process, effectiveness and strategic criteria Arts, Culture & Tourism 25 3.8 NTE Action Plan Review best practice and value for money from Review and simplify all existing processes and review based on 2019 ongoing Operational NTE Working supported and sponsored events customer use, process, effectiveness and strategic criteria Group Communications Development 26 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 27
STRATEGIC GOAL 3 (continued) Strategic goal Strategy Deliverable actions Detail Timeframe Resources Teams 26 AHC 6.2 Seek opportunities to enhance productivity and Including the division of Council funds through the grants program Ongoing Operational Events Team KFA and strengthen offerings through a comprehensive review and include one-off, multi-year and sponsor partnerships as a Strategy 6.1.2 of systems and processes means of growing the event sector 27 AHC 6.4 Review staff capabilities and plan a Review event and festival governance, PDs and Review existing team structure and align PDs with Strategy 2019 ongoing Operational Events Team KFA and comprehensive development program processes Strategy 6.1.2 to build the capabilities needed to achieve the outcomes envisaged in this Plan 28 AHC 6.9 Invest in quality infrastructure that Complete a Performing Arts, Hall and Theatre Review Develop and implement contemporary performing arts, halls and 2019-2020 Operational Events Team KFA and meets community and economic and implement recommendations theatre operational models, subscription seasons and industry Strategy 6.1.2 aspirations partnerships. For example, Rathmines, Speers Point Multi Arts Space and Lake 29 Complete a feasibility study and, if viable, develop 2020 Operations, Events Team concept designs for a new performing arts centre grants 30 Complete a feasibility study and develop programming Pasterfield Sports Complex, 2020 Operations, Events Team for our major sporting and leisure facilities Charlestown Skate Park grants Asset Lake Macquarie Football Facility Management 31 Build on events and festival equipment Incorporate events supporting infrastructure within Includes, if suitable, three-phase power in strategic locations, food Operations, as a resource all recreational parks including new capital and van access etc. grants and Asset redevelopment works Upgrade the stage at Speers Point Park commercial Management approaches 32 Develop Plan of Management and Operational Strategy 2019-2020 Operational Asset and programs for the Morisset Showground as a key Management event and festival location Arts, Culture & Tourism 33 AHC 6.13 Achieve national event and festival Continuously review service delivery for excellence, Complete monthly, quarterly and annual reporting against KPIs and Operational KFA and professional standards in governance, efficiency, cost management, sustainability, industry benchmarking Strategy 6.1.2 operational responsibility and integrity programming and resource use 34 AHC 6.15 Actively seek sustainable funding partners and sources 2019 ongoing External funding KFA and for project and program delivery Strategy 6.1.2 35 Actively seek funding sources and sponsorship for Develop a sponsorship prospectus for iconic events 2019 ongoing External funding Communications major and significant events Arts, Culture & KPI: 20 per cent of Council events funded through sponsorship by Tourism 2023 36 Embrace sustainable and environmentally responsible Ongoing Operational practices, such as UN Sustainable Development Standard Actions, into our planning and programming of events and festivals 37 Develop business partnerships with Work with chambers and business sector for major 2020 Operational Events Team tourism, retail and the professional events sector in the support of industry specific events 28 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 29
STRATEGIC GOAL 4 Foster open communication, partnerships and leadership A CITY OF CULTURE AND INNOVATION Honour open and honest communication with the creative community, facilitate and champion partnerships that strive for the City’s arts, heritage and cultural vision and promote and facilitate strong leadership within the sector. Strategic goal Strategy Deliverable actions Detail Timeframe Resources Teams 38 Incorporate sound planning into the 1. Embrace sustainable environmental practices 2020 Operational Events Team, development of events and festivals into our planning and programming of events DAC, Community within the city and festivals Partnerships 2. Continuously review events governance approvals processes in alignment with land control and plans of management for Council, private and Crown lands 3. Continuously review in line with DANTIA and other Hunter economic strategies and focus areas 4. Create and implement evaluation program for events and festivals for economic as well as social, infrastructure and environmental pressures/opportunities that were created because of the event 39 AHC 7.1 Support and nurture an environment Ensure openness and continuous improvement Ongoing Operations, All KFA and that encourages creativity and through an open grant program and annual grants and Strategy 6.1.1 innovation Expresssions of Interest for the delivery of events commercial approaches 40 AHC 7.4 Maintain existing and instigate new Develop strategic funding, programming and KPI: Partner with a minimum of 20 external events providers Ongoing Operational External KFA and partnerships with external regional and professional development partnerships with stakeholders Strategy 6.1.1 national cultural organisations organisations 41 Develop a communication database with other event 2019 Operational organisers, stakeholders and operators, performers, stallholders and musicians 42 AHC 7.7 Create opportunities that provide open Investigate the creation of a formal network of Develop opportunities around NSW and aligning with councils 2019 Operational External partners KFA and communication, partnerships and professional events businesses and organisations Strategy 6.1.1 leadership 43 3.6 NTE Action Plan Develop a Live Music Action Plan for the City, in Program events that support music and live performance Long-term Operational NTE Working consultation with key stakeholders including local Group GNMP artists, venues, community and businesses External partners 44 GNMP Identify and activate existing assets to support live Presentation of live music at existing Council cultural assets and Ongoing Operations, music and performance through partnership programming grants and commercial approaches 45 AHC 7.11 Strengthen all cultural organisations in Develop professional development workshops in 2020 onwards Operational KFA and the City, professional or amateur, big or successful events management Strategy 6.1.1 small 46 Provide training and information kits for community Events guideline and prospectus that assists organisers to plan and 2020 onwards Operational Communications events organisers in consultation with other implement their events Arts, Culture & departments eg: accessibility and child protection Tourism Community Services 30 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 31
STRATEGIC GOAL 5 Value and support our creative industry and cultural economy A CITY OF CULTURE AND INNOVATION Lake Macquarie values and supports individual creativity, skill and talent, which have the potential to drive employment and the development of a sustainable creative economy. Strategic goal Strategy Deliverable actions Detail Timeframe Resources Teams 47 GNMP Build capacity in events and festival Support events that employ artists, contractors, artistic Ongoing Operations, Contractors sector employment directors, food vendors and logistic support grants and commercial approaches 48 3.9 NTE Action Plan Develop an annual program of Lake Continue to curate a regular program of events and KPI – Minimum of 120 events and festivals of all scales delivered within Ongoing Operations, NTE Working Macquarie events that supports the festivals that activate our outdoor, public and natural the City. grants and Group City being home to excitement and environment. commercial Arts, Culture adventure sports (City identity) approaches & Tourism Community Services External partners 49 Develop and/or partner with unique and bespoke For example, Hillsborough Dog Showground, Go Carts Go, motorbike and 2020 ongoing Sponsorship, External events that attract niche markets – prestige car shows, partnership partners pistol clubs go-carts, sailing, geocaching 50 AHC 8.2 Develop, in conjunction with performing arts groups, a 2019-2020 Operations, Major One Act Play Festival grants and Projects KFA and commercial Strategy 2.3.1 Lifelong approaches Learning 51 AHC 8.2 Develop and implement poetry and creative writing KPI: Two a year 2019-2020 Operations, Major events for aspiring writers grants and Projects KFA and commercial Strategy 2.3.1 Lifelong approaches Learning 52 AHC 8.2 Develop and implement writers events for young KPI: Two a year 2019-2020 Grants Major people Projects KFA and Strategy 2.3.1 Lifelong Learning Youth Council 53 Undertake a music revival program including live KPI: Minimum four a year Operations, music events grants and commercial approaches 54 3.7 Deliver a music festival event for upcoming and well- KPI: Minimum of 3 per year Long-term Operations, NTE Working known artists to showcase original music grants and Group commercial approaches 55 Include opportunities for artists to be Incorporate an artist in residency program as part Operations, Contractors involved with Council events of Living Smart Festival, Float Your Boat and other grants and Council events. Actively seek Expressions of Interest commercial from the commercial community. approaches 32 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 33
STRATEGIC GOAL 6 Communicate our culture: Be local, aim global A CITY OF CULTURE AND INNOVATION Celebrate and promote creativity, innovation and uniqueness through engaging and active events, festivals, programs and exhibitions for the community and visitors to our City. Strategic goal Strategy Deliverable actions Detail Timeframe Resources Teams 56 Strategic AHC 6.2 goal Strategy Deliverable actions Seek opportunities to enhance productivity and Detail Timeframe Ongoing Resources Operational Teams Events Team KFA and strengthen offerings through a comprehensive review Strategy 6.1.2 of systems and processes 56 Actively pursue and develop a Minimum four per year Major events and festivals that are readily identifiable with Lake 2019 ongoing Operations, Tourism 57 AHC 6.4 Review staff nationally capabilities significant and suite of plan a strategic Review event and festival governance, PDs and Review existing Macquarie team structure that receive nationaland andalign PDs with Strategy international recognition and 2019 ongoing Operational grants and Events Team comprehensive development Arts, Culture & KFA and icon and signature events andprogram festivals processes have impacts beyond the boundaries of the City. Council sees its commercial Strategy 6.1.2 to build the capabilities needed to Tourism for the City role as producer, approver, in-kind and financial supporter. approaches achieve the outcomes envisaged in this External Plan stakeholders 58 57 AHC 9.4 AHC 6.9 Invest in Lake Position quality infrastructure Macquarie that as creative, Completea alarge Develop Performing Arts, Hall scale cultural artsand Theatre festival thatReview attracts Develop and implement Development contemporary 2019 for presentation 2020performing arts, halls and 2019-2020 2019-2020 Operational Operations, Events Team Marketing KFA and meets community innovative and economic and cosmopolitan and implement national recommendations. attention theatre operational models, subscription seasons and industry grants and KFA and Strategy Strategy 6.1.2 aspirations Investigate improvements to the Toronto foreshore to partnerships. For example, Rathmines, Speers Point Multi Arts Space Lifelong Learning commercial 6.1.3 accommodate evening and night-time events and pop and Lake approaches Cultural up activation opportunities Development 59 58 AHC 9.4 Complete Raise a feasibility the profile study of and scope and, theifHistory viable, Illuminated develop KPI increase annual audiences by 5% 2020 2019-ongoing Operations, Operations, Events Team Marketing concept event to designs for a new performing attract out-of-region visitors arts centre grants and grants KFA and Strategy Lifelong Learning 60 Complete a feasibility study and develop programming Pasterfield Sports Complex, 2020 commercial Operations, Events Team 6.1.3 for our major sporting and leisure facilities Charlestown Skate Park approaches grants Artists Asset 59 3.4 NTE Action Plan Utilise spaces in different and unique Support experimentation with open spaces, foreshore Lake Macquarie Including pop-upFootball events Facility such as water parks, circuses, open air Ongoing Operations, Management External ways parks, shared pathways, beaches and town centres as cinemas and performances. grants and stakeholders 61 Build on events and festival equipment sites for dayevents Incorporate and evening events. supporting infrastructure within Includes, if suitable, three-phase power in strategic locations, food commercial Operations, Community as a resource all recreational parks including new capital and van access etc. approaches grants and Asset Services redevelopment works Upgrade the stage at Speers Point Park commercial Management 60 Actively pursue and develop a Further develop growth strategies for Loop the Lake, Identify existing sporting trends and activities, define scope for Operations, approaches External nationally significant suite of strategic Surfest, sailing events, national skateboarding circuit growth and activate with a calendar of aligned events grants and stakeholders 62 sporting and adventure events and Develop and morePlan of Management and Operational Strategy 2019-2020 Operational commercial Asset festivals for the City and programs for the Morisset Showground as a key approaches Management event and festival location Arts, Culture & 61 Participate in the creation and 2019 and Operational Hunter TourismEvents development of a Hunter Events ongoing Network 63 AHC 6.13 Achieve national event and festival Strategy Continuously review service delivery for excellence, Complete monthly, quarterly and annual reporting against KPIs and Operational KFA and professional standards in governance, efficiency, cost management, sustainability, industry benchmarking 62 Strategy 6.1.2 Actively source operational major national responsibility and integrity programming and resource use Develop prospectus 2019-2020 Operational Tourism promoters to consider Lake Macquarie 64 AHC 6.15 Actively seek sustainable funding partners and sources 2019 ongoing External funding External as a region for project and program delivery stakeholders KFA and 63 Strategy 6.1.2 Develop a conference and business Develop prospectus KPI: Facilitate a minimum of 2 commercial conferences per year 2019-2020 Operational Tourism event prospectus and partnership 65 Actively seek funding sources and sponsorship for Develop a sponsorship prospectus for iconic events 2019 ongoing External funding Communications Tourism framework to encourage investment in major and significant events Arts, Culture & providers the City KPI: 20 per cent of Council events funded through sponsorship Tourism 64 Manage a coordinated approach for the Deliver all funding and sponsorship through by 2023 Ongoing Operational promotion of festivals and events in SmartyGrants annual grant funding round 66 Embrace sustainable and environmentally responsible Actively work to achieve objectives outlined in Councils ESSAP 2019 Ongoing Operational the City and the region practices, such as UN Sustainable Development - 2027 Plan (Environmental Sustainability Strategy and Action Plan) 65 Link events with Visitor Information Includes Standardcross propostion Actions, into our marketing, Tourism planning and programming KPI – increase by taking major the lead in event waste audiences avoidance,by a minimum repair, of 5recycling, reuse and per cent in Ongoing Tourism Centre promotions and Destination Ambassadors of events and at major festivals festivals per year the purchasing and disposal of assets, resources and wastes. Communications Strategy 67 AHC 6.20 Grow the capacity and impact of our Support the wider volunteer program for Council with KPI: engage a minimum of 30 volunteers to assist with community 2019 Operational KFA and volunteers working within the cultural an events volunteer stream liaison Strategy 5.2.2 sector 34 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 35
KPIS Number of iconic events Current 6* Goal 12 Examples Float Your Boat, Living Smart each year Festival, Surf Life Saving Championships, Lake Mac Festival, Superboats Number of major events 12* 20 Surfest, Loop the Lake, each year Belmont BBB, regional sporting competitions, Speers Point Food and Wine Festival Percentage of population 50% 70% Surveys conducted at selected attending Council events events to gauge participation annually demographics Attendance at programs within 150,000 250,000 Art Gallery, Lake Macquarie cultural venues Centre for Performing Arts, Speers Point Multi Arts Space, Rathmines Theatre Number of cultural programs 3000 3500 Lake Mac Libraries, Art Gallery and events and Cultural Development Number of community events 69 80 Within the City funded through community grants and Sponsorship program Number of Chamber/Town Centre 5 12 Within the City events funded Increase in social media reach 0 10% Increase of 10 per cent per and engagement at LMCC iconic annum depending on event and events interest External funding/sponsorship $40,000 $120,000 received each year for events and festivals Increase in bookings of 75 90 Lake Macquarie Centre for Performing Arts *based on existing definition of iconic and major events. It is anticipated this will change when new events occur within the City. 36 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 EVENT AND FESTIVAL STRATEGY AND ACTION PLAN 2019-2024 37
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