Summer Festival 2021 Programme - aucklandnz.com/major-events
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Summer Festival 2021 Programme aucklandnz.com/major-events
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
In 2021, Tāmaki Makaurau, Auckland will host the 36th America’s Cup
(AC36), attracting visitors from all over the world, and widespread
global media attention.
Working alongside the event deliverers of AC36, our aim is to give
as many Aucklanders as possible the chance to engage with this
exciting event and to show the best of the region to visitors.
As part of this work, Auckland Tourism, Events and Economic
Development (ATEED) is creating a Summer Festival Programme
(the programme) to activate Tāmaki Makaurau beyond the race
village and on-water racing area, during the programme of America’s
Cup events. These events include:
• Christmas Regatta
• Prada Cup (Challenger Series)
• 36th America’s Cup presented by Prada
This programme has been designed to support third parties
in Auckland to deliver world-class activations to enhance and
complement AC36 over the period January 2021 to March 2021.
Summer Festival values
The Summer Festival Programme support will be guided by the
event’s overarching shared set of values and principles as outlined
below, giving confidence the decisions made, and actions taken
are the right ones.
• Manaakitanga | A warm welcome | Storytelling
• Kaitiakitanga | Guardianship | Place
• Kotahitanga | Collaboration | Participation & Economic WellbeingAbout the Summer
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
Festival Programme
This programme will provide an opportunity for stakeholders from across the Auckland region
to get involved and maximise the benefits from this mega-event, and use it as a platform to
share stories about what makes Auckland unique.
Activations within the programme will inspire high levels of satisfaction, enhancing both local
and visitor perceptions of Auckland, while also providing a catalyst for people to explore the
whole of Auckland, extend their stay, and enjoy more of what Auckland has to offer.
All activity will align with:
1 The AC36 vision to: Ignite the Passion – Celebrate our Voyages He Waka Eke Noa. Kia Eke
Panuku, Kia Eke Tangaroa. We’re in this waka together. Through all our efforts, we will
succeed. This includes the overall AC36 values and principles.
2 Auckland’s unique positioning and narrative as outlined in the Tāmaki Makaurau,
Auckland playbook, communicated, organised and celebrated under the themes:
• A Place of Mana
• Collective Worlds
• Playground of Ideas
• Urban Oasis
In keeping with these values, and those outlined in the Destination AKL 2025 Strategy and
Auckland’s Major Events Strategy 2018-2025, funding decisions will primarily be based on
the additional impact generated by ATEED’s investment in events (above and beyond what
the event would achieve without ATEED investment). Where possible, event organisers are
expected to give details of how they will use the investment to generate additional benefits
for the region.
APPLY FOR SUPPORT
There are two key strands of activity in the festival programme, with different eligibility
criteria and levels of support from ATEED in each programme.
Organisations can apply for funding to support their event/activation, or apply to be included
on a marketing-only basis.
Marketing-only events will not receive direct financial support from ATEED. However, will be
included in the festival’s digital platform, receive the community and/or business readiness
toolkits, which will include the festival identity assets including logos and imagery to
promote their event, as well as information on how to communicate Auckland’s narrative
and positioning themes.
3Strand 1 – Tāmaki Makaurau Event Central: for events or activations in locations within close proximity
•
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
of the racing and race village as they are likely to be most impacted.
Strand 2 – Tāmaki Makaurau Experience: for events or activations taking place outside of the Strand 1
•
area, helping to activate the rest of the Auckland region under the festival banner, and align with the
themes in the destination positioning and narrative.
If events require financial support, they can apply to have activity funded through the programme.
Events that meet ATEED’s National or Major Programme investment criteria may also apply through those
programmes, however successful applicants will only receive investment from one funding programme.
OBJECTIVES
The programme will ensure Aucklanders, stakeholders, and visitors feel engaged and experience a range
of benefits through hosting the 36th America’s Cup.
Key objectives are to:
• Enhance the fan and visitor experience
• Create safe and enjoyable opportunities for people to participate in and enjoy Auckland hosting AC36
• Encouraging regional dispersal of visitors and Aucklanders
• Maximise the use of Auckland’s regional assets, open spaces and natural environment
• E nsure Aucklanders and visitors feel engaged with AC36 – bringing the city to life outside of the race
village and formal activations
• P rovide a mechanism for stakeholders to maximise the social, economic, and other benefits their
organisations/communities generate from Auckland hosting AC36
• Showcase Auckland’s unique positioning and narrative by communicating Auckland’s themes
ATEED investment will be targeted with a specific focus on events that:
• E nhance the fan experience in areas within close proximity of the racing and race village and are likely
to be most impacted
• Support city operations including traffic and people flow during peak periods during AC36
• Generate positive media exposure for the region, particularly in target markets
• Showcase and celebrate Māori culture and achieve Māori outcomes
•A
lign with Auckland’s destination positioning and narrative, with a focus on communicating our unique
identity and closing our narrative gaps; namely Auckland as an urban destination and our modern
Māori identity
• Generate positive economic and social outcomes for Auckland
4Eligibility
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
To be eligible to apply for the programme the event / activation must meet the following criteria:
• Align to the AC36 theme: Ignite the Passion – Celebrate our Voyages and values and the
Summer Festival values: Manaakitanga | A warm welcome | Storytelling | Kaitiakitanga |
Guardianship | Place, Kotahitanga | Collaboration | Participation & Economic Wellbeing
• Eligible events must take place in the Auckland region between January 2021 and March 2021
inclusive
• Communicate Auckland’s unique positioning and narrative by aligning to one or more of
Auckland’s content themes
• Be a public facing event (and not a trade show or convention, or member-only events, you cannot
charge for viewing of the racing which is free-to-air)
• Commit to meeting the zero waste guidelines on zerowasteevents.org.nz
ELIGIBLE COSTS
ATEED investment will be prioritised for activity that is above and beyond what the event organisers
would undertake without ATEED investment. Events require other funding such as sponsorship and/
or alternative funding support and are not reliant solely on ATEED funding.
EXAMPLES OF ELIGIBLE ACTIVITY INCLUDE:
• Initiatives to promote regional • New elements to grow an event or to
dispersal of visitors incorporate the festival themes
• Seed funding for a new event • Activity to increase the capacity of an event
• Costs incurred managing crowds, including
security costs, waste management and other
temporary infrastructure
• Event delivery costs
• Costs incurred moving an event
to the festival period
5Assessment criteria
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
Decisions on which events to support financially and to include in the festival programme will
be based on the event / activation alignment with the festival and destination positioning and
narrative themes, key objectives and eligibility criteria.
A full range of potential impacts the event / activations generates will also be assessed, including
any negative impacts such as road closures, disorderly behaviour, and any environmental impacts
including noise and other pollution, risks associated with the event environment will also be taken
into consideration.
Event viability including organiser capability and planned marketing activity will also factor into
the decisions.
Tourism Providing world-class entertainment for visitors
Economic Business Impact on local/aligned businesses
Financial sustainability Commercial viability of the event
Extent to which the event supports Auckland positioning
and narrative with a particular focus on communicating
our themes:
> Place of Mana
> Collective Worlds
> Playground for Ideas
Storytelling Regional identity > Urban Oasis
• Auckland as the city with the largest Polynesian population
in the world
• Storytelling with design/innovation and environmental
themes
• Stories specific to communities within Auckland,
under the destination positioning and narrative themes:
Media coverage Quality and volume of media exposure
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6SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
Number of volunteers
Volunteering
Value of volunteer hours
Satisfaction Level of satisfaction among event attendees
Pride in region Attendee pride in the region resulting from the event
Participation Opportunities for disadvantaged groups to participate
Opportunities to upskill the Auckland events industry and/or
Education
provide education opportunities for Auckland residents
Social
Economic and social benefits for Māori including:
• Developing Māori capability
• Supporting the Māori economy
Māori outcomes
• Celebrating and showcasing Māori culture
• Increase and normalise the positioning of and use of
Tāmaki Makaurau and te reo Māori across all key platforms
Accessible The accessibility of the event/activation
Multicultural Celebrating the diversity of our multi-cultural region
Adherence to zero waste event guidelines
Sustainability Environmental Mitigation strategies to minimise waste and limit the
negative impact on the environment/reduce the impact on
climate change
Fit with festival theme: Ignite the passion, celebrate our
voyages. He Waka Eke Noa. Kia Eke Panuku, Kia Eke Tangaroa.
Festival theme and We’re in this waka together. Through all our efforts, we will
Auckland positioning succeed.
and narrative
Programme fit Helps communicate and celebrate Auckland’s unique
positioning and narrative
Genre The spread of event types within the programme
Regional spread Regional distribution of the economic and social benefits
7ATEED’s role
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
ATEED support will likely include the following:
Strand 1 Strand 2
Financial assistance Y Invested events only
Logistics/operational support (Strand 1 only) Y
Accessibility support Y Y
Relevant event information included
Y Y
in a ‘festival’ digital platform
Access to ‘festival’ identity assets,
Y Y
including festival logos, imagery
Access to the Event Readiness Toolkit
Y Y
(Business and Community)
Advice and support from ATEED Y Y
Facilitation support with permitting Y Y
Access to city dressing products, e.g. scrim
Y Y
or bunting
8How and when to apply
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
If you wish to apply to the programme, the first step is to call and discuss your event with a member
of the AC36 Activations team at ATEED. Email AC36activations@aucklandcouncil.govt.nz to request
a call back.
There will be two application windows. The first, opening October 10, 2019, will be for Strand One
events only, and will need to be completed by 15 November 2019. Outcomes will be notified by
December 31, 2019.
We would encourage those who are in a position to apply for Strand One to send in your applications
in the first application window as this will provide successful applicants longer to work with us on the
festival programme and make use of the support available.
The second round will be for both Strand One and Strand Two events and opens April 1, 2020, with
applications due by April 30, 2020. Outcomes will be notified by mid-June 2020.
Applications will include the provision of supporting documents as required to assess the potential
benefits for Auckland. These may include event budgets, feasibility reports and marketing plans.
The ATEED team will be able to support you through this process as necessary.
Complete online
Contact Phone discussion
application with
ATEED AC36activations@ with ATEED
support and input
aucklandcouncil.govt.nz AC36 Activations Team
from ATEED staff
Receive notification ATEED to provide
Begin contracting
of outcome support to plan the event
Complete
Event Delivery
post-event evaluation
9Information for applicants
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
Successful applicants will be required to enter into an investment agreement, or Memorandum
of Understanding (for marketing only events) with ATEED, which set out the key terms of the
investment/partnership, capture how the event will deliver on the agreed outcomes, and provide full
accountabilities for utilisation of ATEED’s investment (including audit).
The investment agreement will also include details of how ATEED will work in partnership with event
organisers to maximise the social and economic impacts for the region and minimise disruption or
other negative outcomes.
All investment decisions, and the required contractual terms of any investment, are solely at
ATEED’s discretion.
ATEED reserves the right to:
• Accept or reject any application at its sole discretion.
• Change the criteria, parameters, date, timeline or any other aspect of the investment application or
decision-making process, and to waive any application requirements at its discretion.
• Require applicants to provide additional information.
• Suspend or cancel the investment process in whole or in part.
• Impose conditions on the approval or payment of investment, such as a requirement to successfully
obtain a level of private investment or generate a certain number of entries for an event.
• Engage a third party to audit the applicant’s financial statements.
• Publish or otherwise publicly release information in relation to the investment amounts requested
from and/or invested by ATEED.
• Carry out due diligence investigations on any participants that submit proposals.
• Seek independent advice or cross-reference on any information provided by the applicant.
• Do any other act that it sees fit in relation to the investment process.
APPLICATIONS AND APPLICANTS FOR ATEED MAJOR EVENTS INVESTMENT MUST:
• Align with Auckland’s Major Events Strategy 2018-2025 or have the potential in the short-term to
align subject to event development.
• Cover all their own costs associated with the application and investment process (including
preparation of their application, providing further information and access to referees, and
negotiation of any investment agreement etc.).
• Include sufficient information about the event, how ATEED investment will be used, and the expected
outcomes to enable proper consideration of the application by ATEED, and which are sufficient
to form the basis of an investment agreement if the application is successful. Any undertakings,
dependencies, assumptions or conditions must be clearly identified.
• Nominate a contact person within their organisation for purposes of the application, and applicants
must only engage with ATEED in respect of the application via ATEED’s nominated contact person(s).
10Terms and conditions:
SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
• ATEED major events investments are capped. ATEED is not obliged to invest all of its funding in any year, nor to carry
over unallocated amounts to future years.
• ATEED has the right to share application details with Auckland Council, or Auckland Council-controlled organisations
(CCOs), and to consult with them on applications.
• ATEED major events investments are limited to public-facing events and will not be applicable to conventions,
conferences and trade shows. These types of activity may be supported by other areas of ATEED.
• The applicant should detail any actual or potential conflict of interest (including anything which might have the
appearance of a conflict of interest) which could compromise the decision on the application or bring the process
into disrepute. For example, the applicant should identify any situation where a person involved with the event has
a connection with someone who is an elected representative, serving on the board of, is a contract provider to, or
working within ATEED, Auckland Council or any CCO.
• All applicants must disclose to ATEED any other central government or local government funding sources for the event
or the applicant’s organisation, either confirmed or in process, as well as any corporate or commercial investment
arrangements.
• Applicants must not directly or indirectly seek to influence ATEED’s investment decisions in any improper or unethical
manner (or in any way which might have the appearance of being so), nor attempt to solicit or garner non-public
information from ATEED, Auckland Council or CCO sources which might give an unfair advantage in the application
process.
• Each applicant warrants that all information provided in relation to its application is true and correct in all material
particulars, at all times, and is not misleading whether by omission or otherwise. Each applicant must disclose all
matters likely to be material to ATEED’s consideration of its application or which might have a bearing on the outcomes
ATEED expects to be delivered from the proposed investment (including any disputes or potentially contentious
matters, or any potential public relations issues). If circumstances or information changes after making an application,
the applicant must immediately notify ATEED.
• Each applicant consents to ATEED carrying out due diligence in respect of the application, including the organisations
and personnel involved, financial due diligence and relevant track records either as part of the application assessment
process or as part of any subsequent contract negotiation. The applicant consents to ATEED making due inquiries from
third parties in this regard, and shall provide access to all information which may be requested, and to referees.
• No investment decision is binding on ATEED until a formal written agreement to ATEED’s satisfaction is entered into by
ATEED and the applicant.
• Successful applicants will be required to work with ATEED to include Auckland destination brand content in event
marketing and at events including cross-promotion of other ATEED events where possible and agreed by both parties.
ATEED’s preference is for integrated marketing plans to be developed to optimise event and destination promotion.
• ATEED is not obliged to grant all or a certain percentage of the funds applied for. Acceptance of an application also
does not mean that the applicant is entitled to the full amount applied for or can expect to receive a specified amount
or percentage.
• As an Auckland Council council-controlled organisation and in line with Auckland Council protocols, ATEED is
committed to being transparent about its activities and its major events investments and is governed by the Local
Government Official Information and Meetings Act 1987 (LGOIMA). Given the public interest in ATEED investment and
ratepayer contribution to major events, ATEED regularly publicly discloses its financial and other involvement in and/or
contribution to any/all events in ATEED’s Major Events Portfolio at its sole discretion.
• These Terms and Conditions will also form part and be included as part of the Terms and Conditions of the Investment
Agreement entered into with the successful applicant.
11SUMMER FESTIVAL PROGRAMME GUIDELINES 2021
FOR MORE INFORMATION
AC36 Team
AC36activations@aucklandcouncil.govt.nz
aucklandnz.com/major-eventsYou can also read
