St Kilda Festival draft Multi-Year Operational Plan 2016 2018 - City of Port Phillip
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City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
City of Port Phillip
St Kilda Festival draft Multi-Year
Operational Plan 2016 – 2018
1
City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
Introduction
Since its inception in 1980, the St Kilda Festival has grown to become a unique and iconic event
that brings together a broad community through shared experience and gathering together.
A flagship event for the City of Port Phillip, the Festival is a Melbourne tradition and rite of
passage; at once an invitation, a celebration and an annual re-establishing of St Kilda as the
beating cultural heart of the city.
The St Kilda Festival stakes its claim to notoriety in a number of ways, including being Australia’s
largest free music festival, and engaging more Australian musicians than any other. Alongside
that and in its heart it is unique to St Kilda as a place; celebrating not only a heritage of music
and culture, but a community as famous for its diversity and eclecticism as for its welcoming
nature and acceptance of all.
The St Kilda Festival delivers on key objectives of the Council Plan and City of Port Phillip
Events Strategy, in particular to showcase and promote the area as a destination; providing
economic growth, profile and tourist visitation. In coming years, the Festival will also have a
key role to play in facilitating St Kilda’s new spaces as they change and grow, including changes
to Acland St, Fitzroy St and, most prominently, the Triangle Site. In this context, the Festival
represents an opportunity to activate and program these spaces in line with their strategic
objectives; showcasing their potential, highlighting their value and leading by example.
Mission Statement
To promote Australian music, the local music scene and support emerging Australian musicians
and artists through a premier event that provides valuable opportunities for musicians and
artists to reach new audiences.
To provide a large scale outdoor celebration that encourages and engages the community with
access to a broad variety of music and culture; to create an event that promotes the City of
Port Phillip as a cultural hub and establish iconic branding for St Kilda in tourism to benefit local
traders for a sustainable economy.
Contents
Introduction 2
Mission Statement 2
Festival objectives 3
What is the value of the St Kilda Festival? 3
Why do we need a three year St Kilda Festival strategy? 4
What will we do differently? 4
How will we do it? A three year action plan 5
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City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
Festival objectives
In 2014, Council undertook a strategic process through which it was resolved that the St Kilda
Festival’s key purpose is to achieve the following objectives:
1. Iconic branding that showcases the City of Port Phillip whilst specifically promoting St Kilda
and increasing visitation rates of tourists. It is a brand that is known to the local community,
wider Melbourne and internationally.
2. A commitment to live music which is a vehicle to promote vibrancy as well as specifically
supporting local, young and emerging musicians.
3. Longer term sustainable economic benefit for local traders.
4. Community engagement for local and wider communities which contributes to City of
Port Phillip as cultural hub.
Alongside these key objectives the St Kilda Festival is committed to public safety as the highest
priority, while ensuring costs are contained, continuous improvement and the Festival is
delivered at a reasonable cost to City of Port Phillip ratepayers.
What is the value of the St Kilda Festival?
• An accessible event, with an average of 58% attendees noting they have not attended any
other festival in the previous twelve months
• Welcoming, with an average of 82% of attendees noting that being at the Festival has made
them feel part of a local community
• Valuing the arts, with an average of 120 musicians / bands employed each year (more than
500 musicians)
• Assisting local businesses, with an economic impact of $23m to St Kilda and $19.7m to
Victoria in 2015
• Popular, with attendance between 350,000 – 420,000 on Festival Sunday alone
• Locally loved, with 83% of both residents and traders in the municipality answering in 2014
that they wanted the St Kilda Festival to continue
• A year-round invitation, with 94% of attendees being “likely” or “very likely” to return to
St Kilda (not including St Kilda residents)
• Diverse, with more than 250 performers featured alongside music, including dancers,
children’s performers, volleyballers, motorcycle stunt men, footballers and giant teddy bears
• Community focused, with an open-access policy to community groups that wish to
participate
• Ephemeral and transformative, with everyday spaces becoming gathering places, then
returning again
Survey results taken from 2014 Festival attendee market research
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City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
Why do we need a three year St Kilda Festival strategy?
The Festival has a strong reputation as a safe and free event that promotes and celebrates
Australian live music, generating economic benefit for the municipality and the state. While
the bulk of this benefit is reaped through Festival Sunday, the event comes at a significant cost,
with budgeted expenditure of $2.5m in 2015. Although significant amounts of sponsorship are
sought and other revenue sources including site fees are earned, City of Port Phillip ratepayers
financially underwrite the event and in 2015 the budgeted net cost of the Festival to Council
is $1.4m, including core staff costs of $231,000. Planning for the following year’s event begins
the day after the Festival finishes. This leaves insufficient time to implement significant format
changes, to procure or add value to larger components (major sponsors or programming
partners), and results in a lack of confidence to proceed with initiatives that may require multi-
year implementation to be successful.
Annual decision making for the event also precludes stability and confidence for external
partners, discouraging long term sponsorships or development.
This strategy recommends key directions and actions that will deliver on Council’s objectives
for the Festival while not compromising public safety or financial sustainability over a three year
period. This will enable:
• Initiatives that require planning and implementation over a longer timeframe than is possible
in between each annual festival
• Actions that require a phase-in over the three year period before full benefits will be
realised
• Agreements and relationships with suppliers that can be locked in over a multi-year period.
What will we do differently?
1. Reposition the branding of the Festival, targeting national and international audiences,
increasing value and longer term opportunities for major sponsorship, tourism and
destination promotion, including St Kilda’s assets for the whole Summer period – consistent
with Council’s Festival and Events Strategy objectives.
2. Develop the Festival’s reputation as a live music icon that attracts and supports the
Australian live music industry by developing a multi-year program that allows for artist
development, long term programming options and increased benefit for participating artists.
3. Engage local traders and community in a program to raise public donations/contributions
and encourage revisitation to City of Port Phillip year round
4. Seek operational efficiencies and maximum value from Festival infrastructure, while
maintaining and continually improving safety and access.
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City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
How will we do it? A Three Year Action plan:
OBJECTIVE: ICONIC BRANDING
Iconic Branding that showcases the City of Port Phillip whilst specifically promoting St Kilda,
increasing visitation rates of tourists. It is a brand that is known to the local community, wider
Melbourne and internationally.
• Reinforce the Festival as Australia’s largest free music festival, a unique and iconic Melbourne
event showcasing Australian bands
• Seek Victorian Government investment in recognition of the economic benefit to the state
of Victoria, including support for an expanded marketing campaign that profiles the Festival
to a national and international audience
• Market and promote the Festival within the wider context of St Kilda – its places, spaces
and people
• Increase awareness of the full scope of the Festival, including Live N Local and Yalukit Wilum
Ngargee
BASELINE YEAR 1 YEAR 2 YEAR 3
MEASURE
2014/15 TARGET TARGET TARGET
Interstate 3% Interstate Interstate Interstate
Number of interstate and 12.,300 13,350 14,880 16,370
international visitors to the
Festival International International International International
32,800 36,080 39,700 43,670
Number of attendees that
note they intend to return to 91% likely 91% likely 92% likely 92% likely
St Kilda in the following 12 or very likely or very likely or very likely or very likely
month period
Victorian government
Investment Investment Investment
investment into Festival No investment
made made made
promotion
Yalukit Wilum
Yalukit Wilum Yalukit Wilum Yalukit Wilum
Ngargee
Attendance at Live N Local Ngargee 8,000 Ngargee 8,800 Ngargee 9,680
10,650
and Yalukit Wilum Ngargee Live N Local Live N Local Live N Local
Live N Local
10,000 11,000 12,100
13,300
5City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
OBJECTIVE: COMMITMENT TO LIVE MUSIC
A commitment to live music which is a vehicle to promote vibrancy as well as specifically
supporting local, young and emerging musicians.
Actions:
• Maintain programming of live Australian music as a priority for all components of the
Festival
• Maximise development of new and emerging artists, facilitating pathways from Live N Local,
the New Music Stage and Push Stage onto major stages
• Seek Victorian Government investment in recognition of the development opportunities for
young and emerging artists through Festival pathways
• Expand the series of professional development opportunities for musicians, providing
unique career development opportunities for career development within live music in
Australia
• Develop a database of local artists, to assist in programming of local venues and other City
of Port Phillip events
BASELINE YEAR 1 YEAR 2 YEAR 3
MEASURE
2014/15 TARGET TARGET TARGET
Number of bands / musicians programmed
120 125 125 125
within the Festival
Numbers of acts progressing from
emerging positions at the Festival through 3 5 6 7
to performances on the major stages
Attendance at the artist professional
300 330 360 400
development series
Number of industry partnerships within
57% 64% 70% 77%
the professional development series
6City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
OBJECTIVE: LONGER TERM SUSTAINABLE ECONOMIC BENEFIT FOR LOCAL TRADERS
Actions:
• Provide further opportunities for extended trading, facilitating increased exposure for
traders to visitors and attendees
• Provide further opportunities for trader promotion within Festival marketing
• Maximise trader participation in the Live N Local program
• Regularly consult with trader representatives to maintain communication about Festival direction.
BASELINE YEAR 1 YEAR 2 YEAR 3
MEASURE
2014/15 TARGET TARGET TARGET
Number of traders taking part in
29 32 35 38
Festival opportunities
Number of traders participating in
18 20 22 24
Live N Local
Number of attendees that make a
Not
purchase at a local trader premise 40% 45% 50%
measured
during the Festival
OBJECTIVE: COMMUNITY ENGAGEMENT
Community engagement for local and wider communities that contributes to City of Port
Phillip as a cultural hub.
Actions:
• Maximise awareness of expressions of interest program for community group participation
• Maximise access and opportunities for engagement with not for profit groups within the
Festival
• Maintain accessibility to Festival attendance for the wider community
BASELINE YEAR 1 YEAR 2 YEAR 3
MEASURE
2014/15 TARGET TARGET TARGET
Number of community groups
5 7 8 10
participating in the Festival
Number of charity partners participating
3 3 3 3
in the Festival
Number of small businesses participating
in activations at the Festival (through call 20 22 24 26
for entries program)
Number of attendees who respond that
being at the Festival makes them feel part 80% 82% 84% 86%
of the local community
7City of Port Phillip | St Kilda Festival draft Multi-Year Operational Plan
OBJECTIVE: MAXIMISE PUBLIC SAFETY AT THE EVENT AND OPERATIONAL
EFFICIENCIES
Actions:
• Review temporary contract staffing model to seek maximum efficiency and minimise cost
• Review vending operations model to seek maximum efficiency and minimise cost
• Procure non-exclusive sponsorship brokerage that will assist Council’s efforts to secure major
sponsorship for the Festival
• Steadily grow sponsorship investment in the Festival, including benefits that extend beyond the
event itself
• Contribute to planning and development of key areas within the precinct, such as the Triangle
Site, to ensure the sustainability of holding the Festival and other events by minimising temporary
infrastructure costs, and ensure alignment
• Collaborate with emergency service agencies to ensure best practice public safety and
emergency management procedures are in place
• Continuous improvement through implementation of achievable recommendations in debriefs
with the Emergency Management Committee and Traffic & Transport Management Committee
BASELINE YEAR 1 YEAR 2 YEAR 3
MEASURE
2014/15 TARGET TARGET TARGET
Operational expenditure
increases of no more than CPI CPI increase CPI increase CPI increase
N/A
annually (excluding project, only only only
development or safety costs)
Number of charity partners
N/A 10% 10% 10%
participating in the Festival
Number of Emergency
Management Committee
3 3 3 3
meetings held with emergency
service agencies each year
8Postal Address:
City of Port Phillip
Private Bag 3, St Kilda,Vic 3182
ASSIST Call Centre: 9209 6777
Facsimile: 9536 2722
Website: www.portphillip.vic.gov.au
Email: assist@portphillip.vic.gov.au
If you are deaf or have hearing or speech loss, contact us through the National Relay Service:
• TTY users please phone 133 677
• Speak and Listen users phone 1300 555 727
• Internet relay users connect to the NRS website at www.relayservice.gov.au
Please contact ASSIST on 9209 6777 if you require a large print
version of this brochure Language assistance
廣東話 9679 9810
普通話 9679 9858
Ελληνικά 9679 9811
Polska 9679 9812
Россию 9679 9813
Other languages 9679 9814
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