Event Strategy 2025 - Mildura Rural City Council
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Event Strategy 2025
Purpose
The Strategy aims to position the national parks, small towns of the in professional, iconic events that
Mildura region as a major event Mallee Track and gateway to the World celebrate the region’s culture, lifestyle
destination with a vibrant year-round Heritage listed Mungo National Park and natural appeal while strengthening
calendar of events. (just to name a few!). Mildura events will its community identity.
captivate visitors to extend their stay to
It will increase overnight visitor Through greater synergies between
savour the tastes and culture enjoyed
expenditure, showcase our stunning, events, the tourism industry and the
by the people who live here.
iconic locations and distinctly Mildura wider Murray and Victorian event
experiences. The region provides iconic The strategic approach is to build on strategies, the outcome is to create
event backdrops from the legendary the region’s competitive advantages a stronger return on investment for
Murray River, vivid colours of the famous to position the Mildura region’s the community and industry of the
Pink Salt Lakes, Perry Sandhills, stunning destination profile and appeal, resulting Mildura region.
Event Strategy 2025 2
Table of
contents
REHEARSAL (Setting the Scene)............................................................ 4
BEHIND THE SCENES (Strategic Context)........................................... 5
PRESENTED BY (Strategic Partners + Collaboration).......................... 6
WHAT’S ON (Calendar of Events).......................................................... 7
EVENT + VISITOR SNAPSHOTS............................................................ 9
OUR FANS (Target Markets)................................................................. 11
BENCHMARKING.................................................................................. 14
CHALLENGES + OPPORTUNITIES...................................................... 15
WHAT FANS WANT (Consumer + Event Trends)............................... 16
THE HEADLINE ACTS (Competitive Advantages)............................. 17
THE MAIN EVENT (Vision + Goals)...................................................... 19
HITTING THE HIGH NOTES (Critical Success Strategies)................. 20
ACTION PLAN....................................................................................... 29
CONSULTATION PROCESS.................................................................. 35
APPLAUSE.............................................................................................. 36
THE FINE PRINT (References).............................................................. 38
SUPPORT ACTS (Attachments)
Mildura Rural City Council Event Survey 2019
Local Government Benchmarking Report 2019
IMAGE CREDITS
Cover and p.26: Hawkeye Photography - Aaron Hawkins photographic artist
Destination images, Tourism Australia
Event images, Mildura Rural City Council
Event Strategy 2025 3
Rehearsal
{SETTING THE SCENE}
Mildura is located on the mighty The economy is driven by dryland An extraordinary mix of abundance and
Murray River and is the largest farming, livestock (including Prime stunning landscapes, Mildura is a key
city in North West Victoria near the Mallee Lamb), irrigated horticulture, event location in Australia, staging over
borders of New South Wales and tourism, food and beverage a hundred events annually from water
South Australia. manufacturing, transport and logistics, sports, food, music, arts and cultural
retail, health and community services. festivals, outdoor events to exhibitions
With its tri-state location, Mildura is
and conferences.
just over an hours flight from With its warm climate, often described
Melbourne, Adelaide and Broken Hill. as Mediterranean, the Mildura region
Mildura is the busiest regional airport in is known as a ‘powerhouse’ in the food MILDURA ACCESS
Victoria when measured by Regular and manufacturing sector, producing
Passenger Movements. for Australia: 1 hr 10 min flight ex.
Melbourne.
This culturally diverse region is home 98% of dried grapes 1 hr 5 min ex. Adelaide.
to 53,326 people from more than 70 75% of table grapes
55 min ex. Broken Hill.
cultures. Home to the second largest 68% of almonds
population of Aboriginal and Torres 48% of pistachios Virgin Australia,
QantasLink and Regional
Strait Islander people in regional 24% of citrus
Express Airlines.
Victoria and 9% of the population 24% of carrots
speak a language other than English 23% of asparagus
6 hrs/540km, ex. Melbourne.
(Italian is the second most common 11% of melons
4.5 hrs/393km, ex. Adelaide.
language spoken). 20% of Australia’s wine crushed
in the greater region 4 hrs/340km ex. Broken Hill.
Daily ex Melbourne,
Adelaide and Broken Hill.
BROKEN HILL
SA NSW
RENMARK WENTWORTH SYDNEY
MILDURA
ADELAIDE
MURRAY WAGGA WAGGA
BRIDGE SWAN HILL
OUYEN
MOAMA
ALBURY
ECHUCA WODONGA
HORSHAM BENDIGO
VIC
BALLARAT MELBOURNE
Event Strategy 2025 4
Behind the scenes
{STRATEGIC CONTEXT}
The Mildura Region Event Strategy has been developed to align
with local, regional and state strategies to provide a long-term
competitive advantage and coordinated approach.
Mildura Rural City
Council Community
Murray Regional & Council Plan 2017 - 2021
Victorian Visitor Tourism Strategic
Economy Strategy Plan 2015 - 2020 Mildura Regional Development
Strategy 2018 - 2020
Victoria’s Tourism Murray Region
& Events Industry Destination Mildura Rural City Council Arts,
Strategy 2020 Management Plan Culture & Heritage Strategy
2016 - 2020
and Reconciliation
Action Plan
Mildura Rural City Council
Support a diverse range of community events and the development of major
Community & Council Plan
events and conferences to attract visitors.
2017 - 2021
Mildura Regional Development Encourage the reinvigoration of events and tourism products to remain
Strategy 2018 - 2020 competitive and meet changing consumer demands.
Mildura Rural City Council Arts,
Culture & Heritage Strategy Celebrate, promote, nurture and grow the arts, culture
2016 - 2020 and Reconciliation and heritage through events.
Action Plan
Murray Regional Tourism
Facilitate the delivery of a whole-of-region events program.
Strategic Plan 2015 - 2020
Promote and increase year-round visitation to the Murray Region through event
Murray Region Destination
facility investment and coordinated development and promotion of a series of
Management Plan
events and conferences linked to the Murray’s tourism strengths.
Victorian Visitor
Attract and build events in regional Victoria, increasing Regional Events Fund.
Economy Strategy
Develop innovative, high yielding and high-quality products and services to meet
Victoria’s Tourism & Events
current and future market demand, along with a superior level of visitor servicing,
Industry Strategy 2020
industry skills development and training.
Event Strategy 2025 5
Presented by
{STRATEGIC PARTNERS + COLLABORATION}
The strategy provides a cohesive
REGIONAL PARTNERS
framework for the development
Mildura Regional Development
of events to create a long-term,
• Networking
distinctive competitive advantage for • Business Development
Mildura Rural City Council. This will • Tourism Marketing for Mildura Region
be achieved through a collaborative • Media PR
approach with events, tourism and Murray Regional Tourism
regional partners. • Marketing campaigns
• Digital and social media platforms
• Media PR
• Tourism development
• Tourism Marketing for greater Murray Region
EVENT STAKEHOLDERS
Mildura Region Stakeholders
REGIONAL EVENT
• Local event organisers
PARTNERS STAKEHOLDERS
• Local event sponsors, venues and suppliers
• Local tourism operators
• Media partners
• Volunteers
MILDURA • Local community
RURAL CITY
Major Event Organisations and Sponsors
COUNCIL
• Major event owners and promoters
• Major event sponsors and suppliers
STATE AND STATE AND NATIONAL PARTNERS
NATIONAL
PARTNERS Visit Victoria (VV)
• “Your Happy Space” campaign
• Digital and social media platforms
• Regional Events Fund
MILDURA RURAL CITY COUNCIL • Target market insights
• Leadership and strategic direction Tourism Australia and Tourism Research Australia (TRA)
• Event attraction • Digital and social media platforms
• Event organiser capacity building • Tourism trends
• Event support (financial and in-kind) • Visitor statistics
Event Strategy 2025 6
What’s on
{CALENDAR OF EVENTS}
Events are a powerful strategic asset to grow visitation as they provide a definite,
time-based reason to visit the Mildura Region, which helps to break the inertia gap
between intention to visit and actual visitation.
The table below illustrates a snapshot of when events are staged and the type of events staged in the region. Please note,
this is by no means an exhaustive list of events, and reflects more tourism events. There are many one-off events and regular
events, including those at the Mildura Arts Centre, which can be found at www.mildura.vic.gov.au/Calendar-of-Events.
JANUARY FEBRUARY MARCH
Australian Solo Speedway Dudley Bradshaw Sidecar Shootout Mildura Grand Tennis International
Championships Relay for Life
Australia Day Celebrations Ouyen Mallee Root Festival
Gates Sidecar Cup Ouyen Pacing Cup
“Get your Blues On” Festival
Sunassist Rainbow Run
APRIL MAY JUNE
urray to Moyne Cycle Relay
M ildura Bowls May Carnival
M Mildura Eisteddfod
Mildura Pacing Cups Carnival Deutschfest Ulysses Wintersun Run
Cullulleraine Music Festival Mother’s Day Classic Mildura Kart Club North West Titles
Easter Power Sports Show & Shine Dirt Kart All Power Nationals Sunraysia Multicultural Festival
Mildura Easter Open (Tennis) Shane Doherty Memorial The Mildura Great Outdoor Expo
Easter Shootout Drags Tri-State Masters (Golf)
Mildura 100 Ski Race Mildura Field Days
Easter Egg Hunt Mildura Day
Easter Arena Cross
Mildura Wentworth Easter
Rowing Regatta
ARB Sunraysia 400 Off Road Race
SARG Paws Along the Murray
JULY AUGUST SEPTEMBER
attah Desert Race
H ll Australian Day
A Gem and Jewellery Show
Mildura and District Antique Fair Great Australian Vanilla Slice Triumph Dash for Dementia
Mildura Fringe Winter Eco Fest Farmers Pony Express Enduro Sunraysia Safari Rally
NAIDOC Week Wentworth Show Willowfest Veterans Competition
Mildura Writers’ Festival Gem and Jewellery Show Spring Orchid Show
Winter Orchid Show Mildura Country Music Festival
Koorlong Camp Oven Cook Off
Mildura Cup
OCTOBER NOVEMBER DECEMBER
ildura Country Music Festival
M ed Hurley Ski Race Classic
T World Willowfest Junior Cricket
Annual TRACS Tractor Pull Mildura (Melbourne) Cup Championships
Merbein Community Rodeo Australian Alternative Varieties New Year’s Eve Celebrations
Pioneer Park Open Day Wine Show
Dot Jenkinson Ladies Bowls State of Origin
Cardross Spring Show Wakeboard Championships
Mildura Show Summer Blockbuster Exhibition, MAC
Patchewollock Music Festival
Goanna Run—Hot Rod
PBR Professional Bull Riding
Event Strategy 2025 7
SEASONALITY
The table below illustrates April, October and July as the months with the most
events. Summer, particularly February are low season for visitor events.
NUMBER OF EVENTS BY MONTH
12
10
8
7
6 6 6
5 5
3
2
1
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
EVENT TYPE
The Mildura region stages over 100 events and festivals ranging from civic,
community, arts and culture, leisure and sporting events.
Approximately 33% of events in Mildura are community events, followed by 28%
arts and culture, 22% sporting and 11% are business and conference events.
Source: Mildura Rural City Council Event Strategy Survey
TYPES OF EVENTS Health & Wellness 1%
Sporting 22%
Community 33%
Arts & Culture 28%
Business & Conference 11%
Industry Celebration 5%
ORIGIN OF VISITORS
Events in the Mildura region attract over 64,000 attendees, with approximately
29% originating from Mildura, 21% from Regional Victoria, 16% Regional NSW
(half from Greater Riverina South Western NSW), followed by 13% from Melbourne
and South Australia.
Source: Mildura Rural City Council Event Strategy Survey
ORIGIN OF VISITORS International 8%
South Australia 13%
Mildura 29%
Melbourne 13%
Greater Riverina Area 8%
Regional NSW 8%
Regional Victoria 21%
8
Event snapshot
100+ 64,000
festivals and events p.a.1 total attendance at Major Events1
COUNCIL FUNDED ACCOMMODATION BUSINESS EVENTS
EVENTS1 CAPACITY2 AND CONFERENCES3
• 8 Major Events Funded • 9,676 Total Accommodation • 20+ Meeting and
Capacity Conference Venues
• $13m Economic Impact
• 4,737 Total Capacity • 1,370+ Venue Capacity
• 100:1 ROI
(Motel/Hotel Capacity/ Self-
• Up to 500 pax.
Contained Apartments)
Venue Capacity
• 3,358 Total Capacity
– Cabin/Caravan/Tent Sites
• 1,581 Total Capacity
– B&Bs/Farm stays/Houses/
Houseboats/Hostels
PEAK EVENT SEASON
• 3,755 Total Rooms/Units
• April, July, October
SPORTS VENUES
+ GREEN SPACES1
• 39 Sports Venues
• 8 Green Spaces
Suitable for Events
1 Source: Mildura Rural City Council 2019
2 Source: Mildura Visitor Information Centre 2018
3 Source: Mildura Business Events Planner 2018
Event Strategy 2025 9
Visitor snapshot
Insights into the visitor market
provide a foundation for attracting
$243 $507
Domestic day-tripper Domestic overnight
external visitors to Mildura Average spend per trip Average 3 nights per trip
events and potential programming
and packaging.
Events have the propensity to increase
visitation and length of stay in the
Mildura Region to ultimately increase
overnight visitor expenditure. The
domestic overnight visitor spend per REASON FOR VISIT
trip is more than double as compared
Holiday 50%
to the day-tripper spend per trip.
V
isiting Friends
or Relatives 27%
VALUE OF TOURISM1 Business 23%
Total Spend $308 million
LENGTH-OF-STAY1
Domestic 3 nights
International 31 nights
Generating 1,829,000 nights
VISITORS1 TRAVEL PARTY
Total Visitors – 736,000 Single 24%
International – 19,000 Couple 34%
Domestic Overnight – 474,000 Family 18%
Domestic Day-trippers – 243,000 Group 24%
SPEND1
Total Average spend per trip $418
Total spend $308 million
DOMESTIC1
Domestic spend $240 million
Domestic spend per trip $507
ACCOMMODATION
INTERNATIONAL 1 TYPE
International spend $21 million Hotel 41%
International spend per trip $1,082 Family / Friend Home 35%
C
ommercial Caravan Park
DAY-TRIPPER1 / Camping 24%
Total spend $47 million
Average spend per trip $243
1
(Source: Local Government Area Profiles 2018,
Mildura (RC), Victoria, Tourism Research Australia)
Data is based on a four year average from 2015 to 2018. Event Strategy 2025 10Our fans
{TARGET MARKETS}
KEY GEOGRAPHIC TARGET MARKETS FOR MILDURA EVENTS ARE:
1. REGIONAL VICTORIA
2. REGIONAL NSW (PARTICULARLY GREATER RIVERINA SOUTH WESTERN NSW)
3. MELBOURNE
4. SOUTH AUSTRALIA
The following market segments align with Murray Regional Tourism. They are predominantly well educated,
higher in affluence and travel for short breaks.
MARKET SEGMENT BY EXPERIENCE GEOGRAPHIC AGE GROUPS LIFECYCLES
Inspired by Nature: Young families,
VIC, SA, NSW 19–44, 45–64
Outdoor adventurers: water sports, golf. self-funded retirees.
Creative Opinion Leaders: Young to mid-life social
VIC, SA, NSW, ACT 25–44, 45–64
Events and business events. groups, golf enthusiasts.
Young to midlife
Food and Wine Lifestylers:
VIC, SA NSW, ACT 25–44, 45–64 couples, social groups,
These can cross over into other categories.
empty nesters.
Inspired by Nature:
VIC, SA, NSW, ACT All age groups All lifecycles.
Caravan & camping enthusiasts.
Young families, active
Inspired by Nature:
VIC, SA,NSW, ACT 25–44 mid-life empty nesters
Eco-tourists, nature enthusiasts.
and self-funded retirees.
Creative Opinion Leaders: Young families, active
VIC, SA, NSW 25–44, 45–64
History and heritage enthusiasts. mid-life, empty nesters.
Event Strategy 2025 11Potential
economic impact
“
Based on the current estimated total major event attendance of 64,000, if
the visitors from outside Mildura (approximately 71% of those attendees
i.e. 45,440) were to stay one more night, it could equate to an additional
$7m spend (using an average of $162 per person spend).
The key to creating
If the region were to develop an existing event or attract a major iconic event greater economic
(e.g. the size of the Byron Bay Blues Fest), the economic impact would be
return on investment
substantial, with an estimated direct output of over $32 million, more than 240
associated direct jobs and total economic contribution exceeding $25 million.2
is to increase event
visitors’ length-of-
(Source: Economic Impact of Livingstone Shire Events 2019, Lawrence Consulting)
stay (even by just one
2
night) and attract
and develop iconic
”
events that generate
overnight visitation.
Event Strategy 2025 12“
A “one stop shop”
approach will
assist in becoming
known as an
”
event friendly
destination.
Event Strategy 2025 13Local government
benchmarking
Benchmarking with similar local government areas was undertaken to further develop
the Mildura region’s competitive advantage. The local government areas included
Latrobe City Council, City of Greater Shepparton and Tamworth Regional Council.
OBJECTIVE OF EVENTS
• Increase visitation in the region. • Community health and wellbeing benefits.
• Increase the length of stay. • Supporting local event organisers.
• Increase economic benefit for the region. • Attracting events to the region.
EVENT SPONSORSHIP AND GRANTS
• Increased visitation. • Community and business engagement.
• Economic impact. • Event sustainability.
• Environmental impact. • Profiling the region – brand alignment.
EVENT FRIENDLY DESTINATION PROFILING
To be known as an event friendly destination, local government areas are:
• Implementing a “one stop shop” with exceptional customer service to streamline the approval process for
event organisers to assist in growing the event destination brand.
• Streamlining procedures to minimise red tape.
• Encourage reinvigoration of events to stimulate growth and increase destination profiling.
LEARNINGS RECOMMENDATIONS
• Event Attraction – enhances the destination profile and • To be competitive in event attraction, the event
increases visitation during the low shoulder season. Event attraction budget needs to be bolstered.
attraction is often a dedicated role.
• Sponsorship and grants should align with the Council
• Infrastructure – existing infrastructure should enable and objectives and easy to navigate selection criteria.
support event and visitation growth.
• Review the sponsorship criteria to be less onerous and
• Sponsorship – assessed against council objectives. The sponsorship/grant funding scales.
sponsorship application and approval process is not
• Develop guidelines around event acquittal reporting to
onerous and post-event acquittals are mandatory.
be consistent and tracking of economic benefit.
• Industry training and networking opportunities assist in
• Provide training and networking to unite the tourism
growing the event capacity, reinvigoration to ultimately
and event industries, build event organiser capacity,
enhance visitor experiences.
reinvigorate events and profile the destination.
• Collaboration between Council, event organisers and
• Develop an event toolkit to provide event organisers with
tourism industry to develop products and experiences.
information about the region, suppliers and processes.
• Economic benefit – demonstrated economic benefits are
• Develop a “one stop shop” approach for event
often the catalyst to attract funding to build and invest in
enquiries and event organisers and provide support
infrastructure.
to grow event capacity.
Event Strategy 2025 14Challenges and
opportunities
Arising from consultation, the following challenges and opportunities were identified.
CHALLENGES OPPORTUNITIES
COUNCIL SPONSORSHIP AND GRANTS SPONSORSHIP AND GRANTS
• Criteria and tiers are too complicated. • Development of an online visitor survey to capture data required
• Tier 1 and 2 could be commercial operators for the acquittal process.
– if they have demonstrated benefits. • Simplify and streamline the sponsorship approval process.
• Inconsistency validating number and • Criteria to support long-term event growth, including
origin of visitors. multi-year agreements.
APPROVALS AND PERMITS APPROVALS AND PERMITS
• Event organisers are not aware of identified • Council could provide event support in-kind for compliance
associated costs of compliance issues. issues (e.g. risk).
• Templates for permits are difficult to use and not • Centralised online system for hiring venues – booking online,
available online. automatically generating permits.
• Event organisers leave permit approval to the EVENT ORGANISERS
last minute.
• Develop online toolkits for event organisers.
DESTINATION PROFILING • Capacity building and event symposium to increase networking
• Limited destination profiling in event marketing. and resource sharing.
• Events are not aware of marketing EVENT ATTRACTION
resources available. • Opportunities exist to attract major sporting, arts
INFRASTRUCTURE and business events.
• Mildura Recreation Reserve – multi use venue.
• Losing accommodation beds. Motel sites being
purchased for other uses. • Partnering sports, arts, food and culture to deliver
new experiences.
• Limited space to build new accommodation.
• Work with motorsports groups.
• Two major events are almost at space capacity.
• High Council fees to hire green spaces. INFRASTRUCTURE
• Limited capacity to host large conferences • Dedicated conference centre/multi-functional stadium with
in one location. 3,000 seat entertainment and 2,000 seat convention space.
• Nowingi Place – capacity for events to grow.
EVENTS
• Old Aerodrome Sporting Complex has the potential to host
• Limited capacity with lack of strategic direction, large events with additional infrastructure.
reliance on funding, lack of volunteers and limited
succession planning. DESTINATION PROFILING
• Lack of event attraction. • Collaboration with Mildura Regional Development, Murray
• Lack of contingency plans and insurance against Regional Tourism and Visit Victoria to profile Mildura events.
inclement weather. • Contracting a specialist to assist with marketing and
• Volunteer burnout. event packaging.
• Reliance on a few volunteers. NEW + REVITALISED EVENTS
• Lack of professional event organisers. • Endurance events e.g. a national running marathon in winter
• Increased cost/risk staging an event. (June) as Australia’s largest marathon.
• Food events in iconic locations (e.g. dining on the Pink Salt Lake).
• Opera at the Lock and the Perry Sandhills.
• River events (e.g. Paddle Steamer races).
Event Strategy 2025 15What fans want
(CONSUMER TRENDS)
With some events plateauing in attendance and receiving limited media
profiling outside the region, the need to meet market appeal and changing
consumer demand is paramount.
Live like a Local. Explosion of Airbnb, tourism blogs and content relating to eating like a local,
hang out where the locals go, speak like a local.
Opportunities - Promote localised “untourist” spots and create regional dispersal, encourage
event attendees to develop a deeper connection with the region.
Health + Superfoods + Wholesome Foods, major recent Australian trends, with food
and coffee culture, paddock to plate experiences and health and well-being relating to
food high on consumer agendas.
Opportunities - Provide signature Mildura food experiences at all events from sports, festivals
to business events.
The Green Consumer, being environmentally aware. Desire to contribute and give back are
major consumer trends affecting all events, particularly in business events and events targeting
Millennials and Gen Z.
Opportunities - Develop the Region as a “green” event stage for all events, incorporating
environmental messaging.
Cutting Edge Arts + Live Performances are two trends creating enormous followings
and media profiling for destinations. Events such as Dark Mofo and Adelaide Fringe Festival
are examples of prolific media profiling and cut-through born from cutting edge creativity and
innovation.
Opportunities - Embracing Mildura arts and incorporate arts components into all
event genres.
Social Media uptake across all demographics, interaction and sharing, with many events
actively using social media advertising and e-mail marketing as primary marketing tools, with
increasing livestreaming.
Opportunities - Quality and creative content creation incorporating stunning destination
footage, actively incorporating social media advertising and developing e-mail data bases.
Smartphone responsive and Digital Retail, with two thirds of Australians using mobile
internet for 90 minutes per day. Increasing use of APPs to convey event information
and programming updates.
Opportunities - Events must be easily sourced and booked online, via a smart phone.
Measuring + Monitoring in a competitive environment, understanding the event visitor,
attendee satisfaction ratings to improve event delivery, understanding where they’re from,
spending and how they purchase the event is increasingly important to remain competitive.
Opportunities - Surveying of event patrons will need to be given higher priority to
meet changing consumer needs, increase visitor satisfaction and be more targeted
for future marketing.
Event Strategy 2025 16Competitive
advantage
To create a vivid and competitive event landscape, distinct and innovative events that
build on the Mildura region’s unique selling points will be essential into the future.
Replenish the soul and reconnect almonds, 48% of pistachios, 24% of many emerging arts events.
with the romance of the mighty citrus & carrots, 23% of asparagus, The region had a strong event
Murray River, Australia's longest 11% of melons and 20% of Australia’s reputation based on previous high
and most iconic river. Unearth the wine crushed in the Murray Darling profile arts and cultural events.
World Heritage Mungo National Park and Swan Hill region).
Arts & Culture has the propensity
and vibrant colours of the famous • Food, including a two chef
to change perceptions, and where
Pink Salt Lakes. Immerse yourself in hat restaurant.
possible, all events from sports, to
Mildura’s fringe arts scene and savour
• Sandy River Beaches – Australia’s only business to festivals, should incorporate
the famous tastes of Mildura’s local
inland surf lifesaving club. distinctive Mildura creative arts, cultural
produce, food and wine.
and food experiences.
CLIMATE
The Mildura region delivers on all
Mediterranean climate with dry
of Visit Victoria’s leading visitor MILDURA REGION
summers and mild winters, averaging
experiences, including nature-based, COMPETITIVE
122 days of sunshine.
cultural, events, food & wine, wineries ADVANTAGES
and aboriginal experiences. LOCATION
ICONIC LOCATIONS Tri-state location, approximately one
ICONIC
hour flight from Melbourne, Adelaide
Leveraging the brand profile of iconic LOCATIONS
and Broken Hill.
locations through:
• Legendary Murray River – longest and
SPORT
ICONIC
most iconic river in Australia. Mildura is famous for its vast array
EXPERIENCES
of competitive sports, including the
• World Heritage Mungo National Park
World’s fastest water ski race, numerous
– one of the oldest places outside
high octane motorsports and award
of Africa to have been occupied by
winning tennis events. CLIMATE
modern humans since ancient times.
• Famous Pink Salt Lakes of the Murray ARTS + CULTURE
Sunset National Park. The Mildura region is culturally
diverse with more than 70 different
ICONIC EXPERIENCES LOCATION
cultures, 9% of the population
Incorporating iconic Mildura
speaking a language other than
region experiences within event
English (Italian being the second most
programs and packaging.
common language spoken) and home
ARTS + CULTURE
• Water Sports and Riverboats - of the second largest population of
Mildura100, the fastest ski race Aboriginal and Torres Strait Islander
in the world! people in regional Victoria.
• Prolific Local Produce (98% of dried This cultural diversity gives the region WATER SPORTS
grapes. 75% of table grapes, 68% of a vibrant arts and cultural scene, with
Event Strategy 2025 17Vision
“
To be known as a vibrant event destination,
famous for events that celebrate our iconic
locations on the Murray River and vivid
ancient landscapes. We will captivate visitor
imaginations with events that savour the
”
tastes and culture of one of Australia’s most
prolific food producing regions.
Event Strategy 2025 18The main event
{VISION, GOALS + STRATEGIC APPROACH}
IN FIVE YEARS TIME…..
The Mildura region will be recognised as a vibrant
major event destination, famous for events that
reflect iconic locations on the Murray River and vivid
ancient landscapes. Through our vibrant culture
and creativity, our events will captivate visitors’
imaginations, encouraging them to stay longer and
increase overnight visitor expenditure.
Mildura events will be recognised nationally,
featured in Victorian and Australian event calendars.
Event attraction and acquisition will be aligned with
the region’s competitive advantages and bolster
visitation during shoulder and low seasons.
STRATEGIC GOALS
DRIVE
OVERNIGHT VIBRANT &
SHOWCASE CREATIVE
VISITOR SUSTAINABLE
MILDURA COMMUNITY
EXPENDITURE EVENTS
Attract external Build Mildura’s Facilitate vibrant Encourage creativity,
visitation, extend destination brand profile events that captivate community
length of stay and through events that visitor imaginations connectedness and
increase overnight align with the region’s in a diverse year- civic pride through
visitor expenditure. competitive advantages, round calendar. event participation.
attracting significant
media profile.
STRATEGIC APPROACH
STRATEGIC APPROACH
The strategic approach is to develop hallmark
Develop hallmark event/s.
event/s, grow capacity of existing events and attract
new leisure and business events that are brand and Grow existing events and event organiser capacity.
strategically aligned in shoulder and low seasons. Attract new events in shoulder and low seasons.
The focus for all events is to better reflect the All events to better reflect iconic locations + culture.
Mildura region’s iconic locations and competitive Creative event experiences that captivate
advantages to develop creative event experiences visitor imaginations.
that captivate visitor imaginations.
Event Strategy 2025 19Hitting the
high notes
{CRITICAL SUCCESS STRATEGIES}
1. AMPLIFY
DESTINATION
BRAND.
2. ATTRACT
BUSINESS
EVENTS.
3. RESOURCE
AND FACILITATE
SUSTAINABLE
EVENTS.
4. INCREASE
OVERNIGHT
VISITOR
EXPENDITURE.
5. CREATE AN
EVENT FRIENDLY
DESTINATION.
Event Strategy 2025 201. Amplify
destination brand
HALLMARK EVENTS ATTRACT MAJOR EVENTS
Hallmark and major events will play The region has the capacity to HALLMARK EVENT
a pivotal role in amplifying a positive attract major events in shoulder
CONCEPT
destination profile for the Mildura and low seasons.
region and increasing overnight With its historic street scapes,
With its tri-state location and
visitor expenditure. vibrant multi-cultural and indigenous
accommodation capacity, opportunity
community and iconic Murray River,
They have the potential to be a lies to attract sporting, arts, cultural and
a “White Night” style event concept,
catalyst for repeat visitation, business events.
engaging 3D animators and water
contribute to destination profile,
The development of the Mildura South sculpture artists could be engaged to
infrastructure development and develop a hallmark event that increases
Regional Sporting Precinct will allow the
community connectedness. destination profile and bolster overnight
region to attract major sporting events.
visitation during winter.
A prevalent theme throughout
Increasing the event attraction and
consultation was a strong desire for The event could link with feast street,
acquisition budget and partnerships profiling tastes of Mildura and live
larger and higher quality events with a
with strategic partners, venues and music and cultural performances.
hallmark event that could establish a
accommodation providers will be
brand name for the Mildura region.
required to compete with other regional
Leadership by Council and its strategic destinations, as evidenced in the local
partners will be instrumental in facilitating government benchmarking undertaken.
and attracting hallmark and major events This could include seeking arts funding
that deliver on the strategy’s event vision ELEVATING EVENTS WITH to enable and develop the staging of
and strategic goals. CULTURAL EXPERIENCES Welcome To Country, indigenous arts
The incorporation of arts, multicultural and performances at Mildura events.
Existing events with hallmark potential
and indigenous experiences across all
need to further develop their competitive Indigenous and multicultural groups
event genres will assist in profiling the
advantage and increase their media and should be encouraged to stage and
region’s rich cultural heritage.
online profile. participate in events that celebrate
This could include the development their culture.
To give a genuine competitive
of professionally staged Welcome to
advantage, events should leverage CROSS POLLINATION
Country at sporting, arts and business
the region’s iconic locations such as
events. Community leaders could Cross-pollinating events, for example,
the Murray River, the region’s vivid
welcome event visitors to the region sporting events with arts, food and
landscapes, and unique selling points,
and include an invitation to explore cultural experiences will contribute to
of climate, location, food and produce,
the region’s significant cultural sites to developing “distinctly Mildura” events
arts and culture and water sports.
encourage a richer understanding and with a point of difference.
increase regional dispersal.
Event Strategy 2025 21BRANDING, MEDIA PR • Encouraging event organisers to region events on a regional, state and
+ DIGITAL participate in tourism marketing national stage.
and leverage with strategic
Existing events need to amplify To facilitate an increase in the promotion
partners (e.g. Mildura Regional
their messaging and digital presence and distribution of event content
Development, Murray Regional
to gain media cut-through and externally, contract professional
Tourism and Tourism Australia).
attract greater media coverage media and PR specialists, social media
externally. • Developing an event brand toolkit correspondents, photographers and
that aligns with the destination videographers for major events.
Strategies to amplify destination
brand will improve the quality and
profiling include: The development of a Mildura
consistent messaging.
region events image and footage
• Integrating stunning Mildura region • Maximising Mildura region exposure
library for use by event organisers
destination images into event at events, e.g. with signage
and distribution to Murray Regional
marketing, linking the regional placement, provision of destination
Tourism, Visit Victoria and Tourism
visitor website and social media images and footage to event
Australia for their use would help
channels to event websites. organisers for social media and
to increase Mildura event profiling.
television broadcasts.
• Subject to privacy laws, developing a Undertaking video news releases (VNR)
database of visitors from event online • Encouraging established events to to regional, state and national media
ticketing systems to provide targeted enter business, tourism and event during major events will also contribute
visitor insights. awards could further profile Mildura to greater media profiling.
MILDURA REGION EVENT
SURVEY 2019
79% of survey respondents
stated their business or
event was not listed with
the ATDW (Australian
Tourism Data Warehouse)
Event Strategy 2025 222. Attract business
events
Business events, including meetings, the identification of source markets,
incentive trips, conferences and expenditure, satisfaction and Business events in regional
exhibitions, provide an opportunity an understanding of decision Victoria have contributed
to grow the visitor economy for the making for purchasing.
Mildura region.
over $475 million to the
INDUSTRY FOCUS State’s economy, said Chris
As high value travellers, business
The focus of business event attraction Porter, Executive Officer,
travellers generally have a higher spend
than leisure travellers, mainly spending should build on the strengths of the Business Events Victoria.
more on commercial accommodation, region and target specific industry
travel, dining and shopping. sectors and regional, state and
national associations e.g. horticulture,
Business travellers will often extend agritourism, arts, regional development.
their visit or return with family or BUSINESS EVENTS TOOLS
friends. They contribute to local
economies and drive visitation and To implement the marketing and
business during quiet periods sales strategy, identifying gaps and
(i.e. mid-week and shoulder seasons). 3 ELEMENTS OF updating information in the Mildura
SUCCESS Conferencing & Business Event Planner
The Mildura region can currently Guide should be undertaken.
cater for small to larger business
1. Give information early.
events. With its tri-state location and 2. Sell the destination. As part of event toolkit, develop
accommodation capacity, the region an online portal for Professional
3. Package offers
has the opportunity to further attract Conference Organisers (PCO’s) as
– make it easy to sell.
business events. “one stop shop” including venues
and local event suppliers.
UNDERSTAND THE
MARKET PACKAGING + VALUE-ADD
RAISE AWARENESS OPPORTUNITIES
To ensure the best return on investment
in the market it is imperative to Strengthening partnerships with
The strategy will involve building
understand the current market in the tourism and events industry to
awareness of Mildura region’s ability to
Mildura and regional Victoria. encourage packaging and value-
cater for business events.
add opportunities for business event
This will include the development of a
A marketing and sales strategy, should delegates should be undertaken.
market snapshot on business travellers
include destination profiling, sales
in regional Victoria and Mildura.
targeting key markets, tradeshow
INFRASTRUCTURE +
Research on existing business event participation, sales calls, Regional ATTRACTION
travellers to Mildura should include Victoria Showcase and familiarisations. Long-term consideration should
be given to the development of a
dedicated conference space with over
1,000 capacity.
TOURISM Offering a social program that includes networking
AUSTRALIA - events in iconic settings, choosing event venues Increasing the event attraction and
ASSOCIATION that make leisure activities such as shopping, acquisition budget and partnerships
CONFERENCE dining and sight-seeing convenient, and providing with strategic partners, venues and
DELEGATE opportunities to discover the destination are all accommodation providers will be
highly appealing to delegates. required to compete with other regional
BEHAVIOUR.
destinations, as evidenced in the local
government benchmarking undertaken.
Event Strategy 2025 233. Resource
and facilitate
sustainable events
GROW EVENT by many events as a major inhibitor was cited. To facilitate this process
ORGANISER CAPACITY to growth. Strong financial training, the concept of an event symposium
understanding that non-profit doesn’t that included the planning of the
Grow event organiser capacity through
mean break-even and the need to event calendar for the following year,
training, networking and in-kind
generate surplus to innovate event information exchange, case studies and
support resources.
programs is required. training was identified.
Collaboration through training
workshops and networking functions
HUMAN RESOURCING The timing of the symposium was
for the event and tourism industry Following income and funding, human recommended to be undertaken
would assist in uniting the industries resourcing and overstretched volunteers annually during October.
and provide operators with an was cited by many event organisers as
opportunity to increase capacity another major inhibitor to growth.
EVENT TOOLKIT
by packaging events with Develop an online event portal for
To elevate existing events, the
accommodation, transport, attractions, event organisers and professional
contracting of creative directors
tours and dining experiences. conference organisers that could
to assist with innovative program
include a ‘clash calendar’, event
Event organisers were surveyed as development and community
templates, brand guide and toolkit
part of the Mildura Events Survey to outsourcing should be considered.
indicate what areas of training they including destination images/footage,
Volunteer exchanges at events and conferencing information, such as
would attend.
skills exchanges between events e.g. unique locations, settings and venues,
INCOME DIVERSIFICATION one event shares sponsorship skills in venue/accommodation capacities
exchange for social media skills. and packages, event suppliers and
The need to further develop income
diversification and profitability is MILDURA EVENT support networks.
required for long-term event financial SYMPOSIUM The portal could act as a central,
sustainability.
During consultation a strong desire for “one stop shop” for event organisers to
Increased income, sponsorship and networking between event organisers seek government approvals with links
reliance on funding was identified and the greater tourism industry to relevant departments.
WOULD YOU ATTEND TRAINING OR PARTICIPATE
IN ANY OF THE FOLLOWING AREAS?
Responsibilities 21%
Governance/Board
Marketing and Promotion 54%
Funding and Sponsorship
Event Management 46%
Social Media 61%
Risk Management
Networking 46%
Bookings 32%
Training 25%
Mentoring
Packaging
50%
25%
21%
32%
Event Strategy 2025 244. Increase
overnight
visitor
expenditure
INCREASE CONVERSION EXPERIENCE TOURISM PACKAGING
DEVELOPMENT
Online ticketing and packaging can Encourage packaging with existing
create a higher conversion rate; making Encourage the development of Mildura tours will help to ensure wider
it easier for visitors to purchase with region signature experiences to meet distribution, particularly with iconic
one click or one phone call. changing consumer trends. locations in the wider region. The
packaging of events with tourism
MULTI-DAY PACKAGING Developing new and tailored
experiences, accommodation,
experiences within events, such as
Development of multi-day packaging transfers and flights should be
distinct Mildura behind the scenes
will drive increased overnight visitor developed with tourism retailers
and VIP experiences could increase
expenditure. This could include profit margins for events to assist with to increase distribution of
multi-day event passes, packaging income diversification. Mildura events.
with accommodation and value-add
packaging e.g. sports event with
evening dining and arts experience.
Multi-day packages need to be easily
purchased online. Encouraging events to include dawn,
dusk and/or evening experiences
within their programming will assist in
extending length-of-stay and overnight
visitor expenditure.
Event Strategy 2025 255. Create an
event friendly
destination
ONE STOP SHOP 1. Driving overnight visitor expenditure. • Negotiate tenders with private
APPROACH AND CULTURE 2. S
howcasing the Mildura region. companies for in-kind support.
Developing the Mildura region’s 3. V
ibrant and sustainable events. • Provision of standardised visitor surveys
reputation as an event friendly 4. C
reative community. for Tier 1 and Tier 2 to assist with
destination will be an essential standardised post-event reporting.
component in attracting major events These goals align with Visit Victoria’s
• Event Tourism Impact modelling
and growing new and existing events. strategic priorities and funding criteria.
conducted by firm/s specialising in
The development of a “one stop shop” TIERED SUPPORT MODEL event analysis for Tier 1 events.
approach and culture with council,
strategic partners and the greater Council’s current events funding and • Provision of professional
tourism industry should be a key priority. support policy is based on a three photographers, videographers and
tiered system. The recommendations footage for Tier 1 and Tier 2 events
This will require a concerted are to: to grow Mildura event image and
commitment to the development of footage library.
a corporate culture that is customer • Streamline the application to be less
centric, with a whole of Council and onerous on the applicant to apply for • Tier 3 – rationalise and simplify
regional approach with key strategic funding, and less onerous on Council application process e.g. donation
partners including industry, Mildura resourcing to assess event funding. style system.
Regional Development (MRD), Mildura
• Tier 1 – re-name category Hallmark • Review and re-consider the eligibility
Arts Centre (MAC) and Murray Regional
Event Sponsorship to better reflect of fundraising events, unless they
Tourism (MRT).
desired outcomes. deliver on the four strategic goals.
A seamless team approach as “Team
Mildura” and a “can do” attitude that • Tier 2 – reduce economic impact MULTI-YEAR
responds in an agile way to event (e.g. to $250,000 economic impact) to PARTNERSHIPS
enquiries, event support and major allow community events a pathway of Where Tier 1 and Tier 2 events have
event attraction will create an event growth from Tier 3. successfully acquitted funding for
friendly destination. two or more consecutive years, and
• Tier 1 and 2 and New Events (with
have secured funding from other
STRATEGIC FOCUS + ROI tourism potential) could include in-
government sources (e.g. Visit Victoria,
kind support as an option of the total
To increase return on investment (ROI) Creative Victoria, Festivals Australia)
support for compliance issues (e.g.
for Council event funding, investment they could be eligible to apply for a
risk assessment, Council venue/green
should be made based on the four three-year partnership agreement,
space hire).
strategic goals: whereby funding is committed for
Event Strategy 2025 26up to three years to allow for longer- • Events calendar.
term, strategic planning. It should be
Any event proposal to
• Event toolkit.
noted, events would require a three Visit Victoria must be
• Branding, images and footage.
year business and marketing plan and endorsed by the Regional
annual post event reporting would still CONCIERGE APPROACH Tourism Board - Chris White,
be a pre-requisite. A concierge approach with major Head Regional Events,
events needs to be implemented to
ONE STOP SHOP ONLINE Visit Victoria.
develop Mildura region’s reputation as
A centralised online event system that an event friendly destination.
acts as a “one stop shop” should be
This would involve a key contact person/
developed for attracting new events
team to be the first point of contact discussion to facilitate and mobilise
and supporting existing events.
for major event organisers. Their role the event to maximise the region’s
This could include: would be to act as a concierge across return on investment and long-term
multiple Council departments and with
• Conferencing and sporting facilities. sustainability of the event.
the key stakeholders (e.g. MRD, MRT,
• Accommodation. MAC, VV, TA). The “one stop shop” round table
• Hiring venues – availability and meeting should also include, when
Where appropriate, they would
booking online. applicable, state and national
organise an “Events Mildura”
• Automatic generation of permits. “one stop shop” meeting for the representation e.g. police, department
• Event ancillary services (e.g. sound, major event organiser with all key of transport, national parks, airport,
lighting, staging). stakeholders as a round table liquor licensing etc.
It should be noted “event
friendly” does not mean
“cutting corners” or not
being compliant, but
facilitating and assisting
event organisers so
they can deliver events
that captivate visitor
imaginations that will
ultimately deliver better
return-on-investment
for the community and
outcomes based on the
four strategic goals.
Event Strategy 2025 27POTENTIAL STRATEGIC “Events Mildura”. Through their • Assist and encourage events to
PARTNER ROLES networks they could play an important better reflect the Mildura region’s
role in encouraging and facilitating iconic locations and competitive
The following outlines potential roles of
inclusion and participation of Mildura advantages to develop creative
key strategic partners and is provided
local, cultural and indigenous artists in event experiences that captivate
as a recommendation for their role in
Mildura events of all genres.
major events. They are not confirmed our imaginations.
as Council policy or by any partners. COUNCIL EVENT TEAM This will require the team’s roles to be
Mildura City Heart plays an important The focus for the Council’s event team the event concierge.
role in the delivery of events in the needs to be more on facilitator and
enabler, and less on event grant funder A dedicated role for event attraction
City Heart. It should be considered a
and assessor. and acquisition, including business
strategic partner in “Events Mildura”
conferencing is also recommended.
for events that could be developed
The team’s roles should evolve around
pre and post other day-time events
the facilitation, brokering and enabling To ensure the successful
which are staged in the wider region to
of events to: implementation of the Event Strategy,
encourage increased economic impact.
• Develop hallmark event/s, grow the Events Team will require full
Mildura Arts Centre (MAC) could capacity of existing events and attract strategic support for events as a
play an integral role for arts advocacy new leisure and business events that whole of Council and region
and inclusion and should also be are brand and strategically aligned in approach, from all levels, with a
considered a strategic partner in shoulder and low seasons. customer centric attitude.
EVENTS MILDURA
MILDURA RURAL CITY MILDURA REGIONAL MURRAY REGIONAL
MILDURA ARTS CENTRE
COUNCIL DEVELOPMENT TOURISM
ARTS ADVOCATOR &
ENABLER NETWORKER, FACILITATOR TOURISM ADVOCATOR
FACILITATOR AND EVENT
+ FACILITATOR. + TOURISM. + FACILITATOR
MANAGEMENT
Event Concierge – first point Business development. Arts advocacy locally, Destination Brand
of contact to facilitate with including Arts Mildura and and Marketing.
Facilitate corporate
strategic partners. with state and federal arts
introductions for event Advocacy with Visit Victoria.
bodies.
Leadership and strategic sponsorship and business
Digital and social media
direction. event leads through Networks with local arts,
platforms.
corporate networks. cultural and indigenous
Event attraction.
artists to encourage their Media PR.
Assistance with grant and
Event organiser capacity inclusion and participation in
sponsorship applications. Networking with wider
building. Mildura events of all genres.
tourism industry.
Tourism packaging + visitor
Event support
research for major events. Tourism capacity building.
(financial + in-kind).
Event Strategy 2025 28Implementation
The following Action Plan outlines the priority implementation of critical success
strategies for the Mildura Rural City Event Action Plan 2025. It is intended as a working
document that is regularly reviewed and updated.
The existing Events and Grants budgets may need to be adjusted to align with
the recommendations and actions of this Strategy. Budgets will be developed and
presented on an annual basis as part of the budget process.
TIMEFRAMES
Short-term Mid-term Long-term
2019 – 2021. 2021 – 2023. 2023 – 2025.
CRITICAL SUCCESS STRATEGIES
3. RESOURCE 4. INCREASE
1. AMPLIFY 2. ATTRACT 5. CREATE AN
AND FACILITATE OVERNIGHT
DESTINATION BUSINESS EVENT FRIENDLY
SUSTAINABLE VISITOR
BRAND EVENTS DESTINATION
EVENTS EXPENDITURE
Concierge Approach.
Grow Event Organiser
Capacity. Team Mildura.
Hallmark Events.
Understand the Strategic Focus.
Attract Major Events. Income Diversification. Increase Conversion.
Market.
Human Resourcing. Multi-Day Packaging. Tiered Support
Elevate Events with Industry Focus. Model.
Cultural Experiences. Event Symposium. Experience
Raise Awareness. Multi-Year
Cross-Pollination. Development.
Event Toolkit. Partnerships.
Packaging +
Branding Media Tourism Packaging.
Value Add. Support events “One stop shop”
PR + Digital. to move through online.
funding tiers.
Event Team.
ABBREVIATIONS
MRCC – Mildura Rural City Council.
MRD – Mildura Regional Development.
MAC – Mildura Arts Centre.
MCH – Mildura City Heart.
MRTB – Murray Regional Tourism Board.
VV – Visit Victoria.
BEV – Business Events Victoria.
The bolded organisation identified in the stakeholder column of the Action Plan is the lead
agency, with other key stakeholders identified as potential partners to help facilitate the action.
Event Strategy 2025 291. AMPLIFY DESTINATION BRAND
STRATEGY ACTION STAKEHOLDERS KPI’S 2019 – 21 2021-23 2023-25
Investigate Hallmark Event concept (e.g. White Night) with Team MRCC.
Mildura. Develop pre-feasibility. MRD. Feasibility study of
Consideration in feasibility of major civic events (e.g. NYE, Australia MRTB. hallmark event.
Day) for hallmark potential and/or reallocation of funds. VV.
Hallmark Increase event attraction + acquisition budget in-line with other Event attraction +
MRCC.
+ Major Events regional Victorian areas, such as Shepparton. acquisition budget.
MRCC. No. of event bids.
MRD. Successful bids.
Attract and support Hallmark and Major Events.
MRTB. Hallmark event.
VV. Economic Impact.
MRCC.
Elevate All Events Incorporate arts, multicultural and indigenous experiences across all Events with evidence
MAC.
with Cultural event genres. of “distinctly Mildura”
MRD.
Experiences Facilitate this process through capacity building and partnerships. cultural experiences.
MRTB.
MRD. Increased integration
Branding, Media Facilitate integration of destination branding into event marketing and
MRTB. of destination brand in
PR + Digital participation in tourism marketing.
MRCC. event marketing.
Develop professional event drone/moving/stills footage + content MRCC. Library of event footage
for Tier 1 and Tier 2 events that showcase the region’s competitive
Event Footage + MRD. and stills.
advantages.
Stills Library MRTB. Increased event content
Work with partners to ensure distribution of the footage/stills through
VV. in tourism marketing.
regional/state/national tourism libraries.
MRD. Increased number of
Increased Digital Facilitate and encourage event listings on ATDW, Trip Advisor.
MRTB. events on ATDW and
Distribution Content and image sharing with tourism partners.
MRCC. 3rd party sites.
Event Strategy 2025 30You can also read
