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Events / Festivals

Events and festivals provide numerous benefits for a community and tourism region including increased visitation and expenditure, reduced seasonality, repeat visitation, heightened regional awareness and word of mouth recommendation. They can also provide the stimulus for additional infrastructure development in the local area and building community pride. Understanding the motivations of event attendees and event exhibitors is important in developing an appropriate event or festival that aligns with community values. Potential event attendees and exhibitors may be influenced by a wide range of factors including content and theme, location and access, event reputation, perceived quality and value for money, safety and security and support facilities. It is also important to understand and manage the impacts (economic, social, cultural, environmental) of events for local communities.Read more
Understanding the Event Market

Events and festivals provide numerous benefits for a community and tourism region including increased visitation and expenditure, reduced seasonality, repeat visitation, heightened regional awareness and word of mouth recommendation. They can also provide the stimulus for additional infrastructure development in the local area and building community pride. Understanding the motivations of event attendees and event exhibitors is important in developing an appropriate event or festival that aligns with community values. Potential event attendees and exhibitors may be influenced by a wide range of factors including content and theme, location and access, event reputation, perceived quality and value for money, safety and security and support facilities. It is also important to understand and manage the impacts (economic, social, cultural, environmental) of events for local communities.


Event Planning and Management

Destination Management Tip

Events managers can monitor progress through the ‘Encore’ Evaluation Kit in order to assist with retaining sponsor support and improve over time.

Developing a successful event, whether it is a local event, special event, business event or major event, requires extensive planning and commitment from a wide range of stakeholders. The development of an event should consider:

  • Establishment of an event management committee to develop an Events Strategy for a destination and plan specific events;
  • Developing an event concept or theme that is aligned with the destination’s values, as seen in the Hunter Valley’s program of events around the core theme of food and wine;
  • Consideration of event requirements including funding, sponsorship, promotion, facilities and equipment, access, legal obligations and risk management;
  • Developing an event that provides substantial benefit to a region involves increasing the economic value of an event to a region through increased length of stay before/after an event, increased expenditure from visitors and minimising environmental and social impacts;
  • Building community pride and contributing to the sense of community through organised events.


Event Evaluation and Improvement

The evaluation of a festival or event is important to assess the extent of benefit to the host community as a result of hosting the event. An economic evaluation of an event is the most common evaluation, however there is a growing requirement to consider the environmental and social impacts (positive and negative) from events. There are a number of methodologies that have been presented in research by the Sustainable Tourism Cooperative Research Centre (STCRC). The evaluation of an event can also provide a way to collect demographic, marketing and visitor satisfaction data to assist in ongoing monitoring and improvement. Edinburgh is an example of a region that has been able to consistently improve and maintain the competitive position of their festivals and events through effective event evaluation and innovation.

Encore’ is a Festival and Event Evaluation Kit developed by the STCRC that is designed for event organisers and sponsors to assess the economic, environmental and social performance of an event, allowing event managers, funding agencies and host communities to monitor and improve their activities over time.

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