Capricorn Coast Region - INVEST EVENT STRATEGY 2025 - Livingstone Shire Council
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INVEST Capricorn Coast Region EVENT STRATEGY 2025
PURPOSE
To position the Capricorn Coast as regional Queensland’s
leading event destination for iconic event experiences that
reflect her unique coastal village lifestyle and simply stunning
locations on the shores of the Southern Great Barrier Reef.
The Invest Capricorn Coast Region Event destination profile and appeal, resulting
Strategy is a strategic event plan for in professional, iconic events that
the Capricorn Coast Region providing a celebrates the region’s culture, lifestyle
coordinated approach to grow existing, and natural appeal while strengthening
home grown events and attract new, its community identity and pride.
destination aligned events to increase
Through greater synergies between
overnight visitor expenditure, create
events and the tourism industry and the
jobs and grow economic benefit for the
wider Capricorn and State event and
region.
tourism strategies, the outcome is to
The strategic approach is to build on create a stronger return on investment
the region’s competitive advantages for the community and industry on the
to position the Capricorn Coast’s Capricorn Coast.
Invest Capricorn Coast Region | Event Strategy 2025 2
TABLE OF THE REHEARSAL
(Setting the Scene)...................................................4
CONTENTS BEHIND THE SCENES
(Strategic Context)................................................... 5
PRESENTED BY
(Strategic Partners + Collaboration).............6
EVENT, CAPACITY
+ VISITOR SNAPSHOTS.......................................... 7
WHAT’S ON (Calendar of Events)................... 11
THE STAGE
(Event Locations + Facilities)............................ 12
OUR FANS
(Target Markets + Seasonality)........................13
BENCHMARKING....................................................16
CHALLENGES + OPPORTUNITIES.................17
AUDIT FINDINGS.....................................................18
WHAT FANS LOVE (Consumer Trends).....19
THE HEADLINE ACTS
(Competitive Advantages)................................ 21
THE MAIN EVENT (Vision + Goals)...............23
HITTING THE HIGH NOTES
(Critical Success Strategies)............................ 24
ACTION PLAN............................................................32
CONSULTATION PROCESS............................... 38
APPLAUSE.................................................................. 39
THE FINE PRINT (References)......................... 41
SUPPORT ACTS (Attachments)
Economic Impact of
Livingstone Shire Events 2018,
Lawrence Consulting,
Capricorn Coast Event Strategy Survey
Event Audit Database
Local Government
Benchmarking Report
3
THE REHEARSAL
(setting the scene)
The Livingstone Shire, referred to of the economy, higher than the With its stunning coastline, unique coastal
as the Capricorn Coast region is Queensland average of 6%. villages and backdrop of the Keppel
located on the central coast of Over 80 events are staged on the Group on the shores of the Southern
Queensland and home to a population Capricorn Coast annually, with major Great Barrier Reef, the Capricorn Coast
of 38,000. Tourism is the region’s events attracting 125,285 event has a distinct competitive advantage in
largest employer, injecting enthusiasts, contributing an economic the areas of coastal lifestyle, wellness,
$151 million into the local economy, impact of $7.9 million2 annually into the arts, environmental sustainability and
with Tourism contributing to 10%1 Livingstone Shire. water related sports.
1. Tourism representing a multi-industry sector - accommodation, food, arts, recreation, retail.
2. Economic Impact of Livingstone Shire Events 2018, Lawrence Consulting
Travelling to the Capricorn Coast
1 hr 10, Virgin + QantasLink.
6 flights daily.
40 min Rockhampton-Yeppoon. Within 400km radius Mackay,
Emerald, Gladstone, Agnes/1770 Bundaberg.
7 hr 45 min train Brisbane-Rockhampton, three services per day.
40 min bus Rockhampton-Yeppoon.
Three times daily.
BEHIND THE SCENES
(strategic context)
Behind the scenes, the Invest Capricorn Coast Region Event Strategy
has been developed to align with local, regional and state strategies to
provide a long-term competitive advantage and coordinated approach.
Livingstone
Capricorn Shire Council
Tourism + Events Enterprise Corporate
Queensland + Operational Plan
Destination Tourism
Community Plan
Events Strategy Plan 2020
Invest Capricorn Coast
Advancing Business & Events Region Economic
Tourism 2020 Industry Development Development Plan
Strategy
Arts + Cultural
Plan
Plan Strategic Alignment
Livingstone Shire Council Diverse and unique communities that are connected with the larger community in the
Corporate Plan 2014-2019 common pursuit of an engaged, supportive, inclusive, creative and confident Shire.
Livingstone Shire Council
Development of the Event Management Strategy.
Operational Plan 2018/19
Celebrate regional identity and community distinctiveness
Livingstone Shire Council Support the delivery of community identity and distinctiveness through iconic events,
Arts and Cultural Strategic places and spaces. Support the delivery of original, imaginative and high-quality arts and
Plan 2017-2022 cultural events and experiences which attract visitors and strengthen local community
identity and pride.
Invest Capricorn Coast
Development of locally distinctive events and better promoting existing events focused on
Region Economic
business, sports, recreation, music, culture and celebrations.
Development Plan 2018
Capricorn Business
Develop an assessment framework to evaluate a broad range of event related impacts and
and Events Industry
assist with prioritising efforts to support or attract large events.
Development Strategy 2011
Iconic Experiences - to build on and leverage their strengths and heroes - iconic people,
Capricorn Destination
places and events which are our points of difference - giving visitors life-long memories and
Tourism Plan 2014-2020
many reasons to stay, explore and return.
Tourism and Events
To showcase the best address on earth, signature experiences and events and leverage
Queensland’s
competitive advantage.
(TEQ) Events Strategy 2025
Advancing Tourism Grow quality products, events and experiences to attract visitors to Queensland and increase
2016-20 domestic and international overnight visitation.
Invest Capricorn Coast Region | Event Strategy 2025 5
PRESENTED BY
(strategic partners + collaboration)
Successful events are developed through partnerships, collaboration,
destination planning, management and development.
The strategy provides a cohesive framework for the development of events to create a
long-term, distinctive competitive advantage for the Capricorn Coast Region. This will be
achieved through a collaborative approach with events, tourism and regional partners.
Please note, strategic partnerships are not restricted to these partners identified below.
The regional, state and national bodies below have been identified to assist with growing
tourism and visitation.
REGIONAL PARTNERS
LIVINGSTONE SHIRE COUNCIL Capricorn Enterprise
• Leadership and strategic direction • Destination Brand + marketing
• Event attraction • Digital and social media platforms
• Local event capacity building • Media PR
• Event support (financial + in-kind) • Networking with tourism
• Packaging/networking with tourism industry
• Tourism development
EVENT STAKEHOLDERS STATE AND NATIONAL PARTNERS
Capricorn Coast Region Stakeholders
Tourism and Events Queensland
• Local event organisers
• “It’s Live in Queensland” campaign
• Local event sponsors + suppliers
• Digital and social media platforms
• Local tourism operators
• Destination, Business and Major Events Programs
• Media partners
• Target market insights
• Volunteers
• Local community Tourism Australia and Tourism Research Australia
(TRA)
Major Event Organisations + Sponsors
• Digital and social media platforms
• Major Event owners and promoters
• Tourism trends
• Key event sponsors
• Visitor statistics
• Event suppliers
Invest Capricorn Coast Region | Event Strategy 2025 6
EVENT SNAPSHOT
million p.a.
total attendance economic impact
festivals and
events p.a.
(including civic &
community events)
April, July, September + December
EVENT Other
13%
Sporting
12%
TYPE
Arts and
Culture
18%
Community
35%
Industry
Business & Celebration
Conference 7%
15%
Sources: Economic Impact of Livingstone Shire Events 2018, Lawrence Consulting, Capricorn Coast Region Event Strategy Survey
Invest Capricorn Coast Region | Event Strategy 2025 7
EVENT CAPACITY SNAPSHOT
VENUES SPORTS GREEN
FACILITIES SPACES
15
dedicated conference 4 2
/event spaces state standard sports facilities green spaces suitable for major events
– Barmaryee Sports Complex and festivals – Bell Park, Yeppoon
7 (touch football, rugby league,
netball), Capricorn Resort
Foreshore and Amphitheatre
green spaces suitable for
Golf, Emu Park Golf Club
festivals and events 2
sports grounds suitable for festival with
3 4 camping – Barmaryee Sports Complex
halls suitable for group regional standard sports and Hartley Street Sports Grounds
meetings, training, facilities – Capricorn Coast
celebrations Netball Courts, Cooee Bay
Pool, Don Ireland Pool,
14
Web Oval ACCOMMODATION
sporting facilities CAPACITY
6 Total Capacity
local standard sports facilities
– Apex Park, Capricorn 1,504
Equestrian Centre, Emu Park
BUSINESS Bowls Club, Marlborough Total Rooms
EVENTS AND Pool, Yeppoon Bowling Club,
605
CONFERENCES Yeppoon Tennis Club
(includes: rooms, villas,
cabins, cottages)
Total Number of Meeting and
Conference Venues
15 Total Caravan/Tent Sites
663
Total Capacity
5,143
Capacity Range
16 - 788
Source: Event Audit Database
Invest Capricorn Coast Region | Event Strategy 2025 8
VISITOR SNAPSHOT
Day-trippers represent the highest total number of visitors to the region.
The opportunity lies to significantly increase overnight visitor expenditure
(OVE) by converting day-trippers into overnight stays by developing
evening event programming and multi-day events with packaging,
Overnight visitor expenditure (OVE) is 154% greater than day-tripper spend.
Domestic
Domestic
Domestic Overnight Spend
Overnight
Day Tripper in Commercial
Spend
Accommodation
$77 $162 $196
Value of Tourism1 Spend1 Major Source
Total Spend Total Average spend per trip Markets1
$133m $261
1 Regional Queensland
Domestic spend per trip – 400km radius (Rockhampton,
$594 Gladstone, Mackay/Whitsundays,
Bundaberg/Hervey Bay
Average spend per night
Visitors1 $162 2 Brisbane
Total Visitors Average spend per night
509,000 in commercial
$196
International
14,000 International spend per trip
Generating1
$280 731,000 nights
Domestic Overnight
176,000 Average spend per night
$47
Domestic Day-trippers
319,000 Average spend per night
in commercial Length-of-Stay1
$63
Domestic 4 nights
International 6 nights
1
Local Government Area Profiles 2017, Livingstone (R) Queensland, Tourism Research Australia
2
Capricorn Coast Region Event Strategy Survey
Invest Capricorn Coast Region | Event Strategy 2025 9
THE VALUE OF EVENTS
The overall Economic Impact (i.e. Value Added) for the Region of events
is $7.9 million per annum, creating 51 direct local jobs and contributing to
over .5% of the Gross Regional Product.
2025 Projection Impact of a
A target attendance level of Major Festival
approximately 158,600 persons per
Were the region to develop an existing
annum has been conservatively
event or attract a major iconic event
estimated by the year 2025. This is
(e.g.. the size of the Byron Bay Blues
based on potential for growth in both
Fest or Gympie Muster), the economic
local and visitor markets for events held
impact would be substantial, with an
in Livingstone Shire, as calculated from
estimated direct output of over $32
comparative benchmarks for other local
million, more than 240 associated direct
areas similar to Livingstone Shire along
jobs and total economic contribution
with broad visitor trends for the region.
exceeding $25 million.
This includes an expected increase in
total visitors for events in Livingstone Source: Economic Impact of Livingstone Shire
Events 2018, Lawrence Consulting
Shire to 54,730 persons, with an
associated spend of approximately
$10.7 million.
“The key to creating greater economic
return on investment is to attract a
significant larger number of overnight
visitors from outside the region.”
Invest Capricorn Coast Region | Event Strategy 2025 10WHAT’S ON
(calendar of events)
A vibrant and balanced event portfolio can generate awareness by providing a definite, time-based
reason to book now, driving visitation to the Capricorn Coast Region.
The table below illustrates events with attendance over 1,000.
January February March
26 Great Australia Day 3 Figtree Markets 3 Figtree Markets
Beach Party
April May June
20 Krabtastic 5 Yeppoon Races 8-9 Yeppoon Show Society
14 Festival of the Wind 26 Classics by the Coast 2 Beef to Beach
27 Caves Show
27 Yeppoon Races
July August September
8-13 Naidoc Week 2 Brisbane to Keppel 16 Teddy Bear’s Picnic
Tropical Yacht Race
20-21 Fitzroy Frogs Triathlon 16 Beach Day Out
2-11 The Village Festival
20-21 Yeppoon Triathlon Festival 28 Caves Rodeo
31 St Brendan’s Rodeo
26-28 Tropical Bloom Festival 28-29 Enduro X
Yeppoon Races
October November December
12-14 Pinefest 2 Yeppoon Races 1 Figtree Markets
20 Yeppoon Running Festival 2 Oktoberfest 4 Emu Park Carols
24 Sunset Sessions 16 Bell Park Picnic Markets
21 Carols by the Beach
Invest Capricorn Coast Region | Event Strategy 2025 11THE STAGE
(event locations + facilities)
The Caves 2
13 Yeppoon Mackay
1 Great Keppel Island
Heolow Creek 1 Coastal Park Motocross 1
1 Cooee Bay
1 Rosslyn Bay
7 Emu Park
Rockhampton
Gladstone
Keppel Sands 2
Number
Location Events
of events
CQU Village Festival To gauge regional dispersal and future
Great Australia Day infrastructure needs, the map above
Beach Party
Yeppoon Triathlon
depicts current event locality.
Fitzroy Frogs Most major events, that is, those with 1,000+
PineFest attendance, occur in Yeppoon (particularly on the
Yeppoon 13
Yeppoon Running Festival foreshore) and Emu Park, with sailing events from
Carols by the Beach Keppel Bay Marina, Roslyn Bay.
Yeppoon Races
Yeppoon Show Into the future, the Yeppoon foreshore and Emu
St Brendans Rodeo Park (Bell Park) will require event site development
Figtree Markets to cater for future growth of events (e.g. parking
and facility upgrades of Bell Park).
Krabtastic
Keppel Sands 2
Naidoc Week
Brisbane to Keppel
Rosslyn Bay 1
Tropical Yacht Race
Festival of the Wind
Classics by the Coast
Beef to Beach
Emu Park Beach Day Out 7
Oktoberfest
Emu Park Carols
Bell Park Picnic Markets
Caves Show
Caves 2
Caves Rodeo
Heolow Creek Tropical Bloom Festival 1
Cooee Bay Teddy Bears Picnic 1
Coastal Park
Enduro 1
Motorcross Track
Great Keppel Invest Capricorn Coast Region | Event Strategy 2025 12
Sunset Sessions 1
IslandOUR FANS
event attendees
The chart below illustrates the estimated total attendance at events in
the Capricorn Coast Region with over 1,000 attendees. The months of
April, August, October and December have the highest event attendance
estimates with January being high due to Australia Day celebrations.
ESTIMATED MONTHLY EVENT ATTENDANCE
20,000
19,000
15,000
13,000
13,000
15,000
10,000
7,850
7,500
1,000
1,000
4,250
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: Event Audit Database
Interntational
Where They’re From Interstate 4%
6%
Events in the Capricorn Coast Region attract
Outback
over 125,235 attendees, with approximately
Queensland
72% originating from the local and 8%
Rockhampton regions, followed by 26%
intrastate visitors. Rockhampton is a key non
Bundaberg/ Capricorn Coast
LGA target market, followed by Gladstone
Hervey Bay / Rockhampton
Region, Brisbane, Mackay/Whitsundays and 39%
8%
wide bay (Bundaberg/Hervey Bay)
Mackay /
Interstate 2% Whitsundays
10%
Intrastate 26%
Brisbane
12% Gladstone
Livingstone Shire 72% Region
13%
Source: Capricorn Coast Region Event Strategy Survey
Invest Capricorn Coast Region | Event Strategy 2025 13TARGET MARKETS
Geographic Profile
The Capricorn Coast is within 40 minutes’ drive of
Rockhampton and just over a 1 hour flight from Brisbane.
Within the 400km radius of Gladstone, Mackay, Emerald,
Bundaberg and Hervey Bay.
Mackay
Yeppoon
Brisbane
Market Segmentation
High Value Travellers (HVT)
Primary Markets To increase the economic impact from events and the ROI for council and
the region, it is recommended to further attract events and develop event
experiences to appeal to domestic travellers who will generate a greater
overnight visitor expenditure (OVE).
Self-Drive/Short-Break
– 400km radius Tourism and Events Queensland has identified such visitors as High Value
Travellers (HVT’s) who engage in domestic leisure travel, spend more than
the average traveller on leisure trips, and are aligned to experiences offered
in Queensland.
Fly/Drive – Brisbane. These intrastate and interstate markets could offer good potential for
Capricorn Coast events which develop experiences aligned with their
holiday needs. Of note are those markets 18-49 travelling with children
(for family friendly events e.g. Village Festival, Australia Day, Pinefest), 18-
Special Interest e.g. music, arts, 49 travelling without children (e.g. Octoberfest, Sunset Sessions, Yeppoon
health and well-being, eco, car Races) and 50+ market travelling without children (Classics by the Coast).
enthusiasts, yachting.
Travelling with children 1.4 million interstate 288,000 intrastate
Sporting Events – triathlons, ocean 18-49 travelling
1.3 million interstate 408,000 intrastate
without children
swims, dirt bikes, regional and state
sporting club tournaments.
50+ travelling
1.5 million interstate 440,000 intrastate
without children
Business + Conferences –smaller group
meetings + conferences.
Invest Capricorn Coast Region | Event Strategy 2025 14SEASONALITY
Events in the Capricorn Region are generally staged during the autumn and winter months when the
weather conditions are more consistent and stable. The weather during summer is typically the high
tropical wet season and associated with commercial risk.
The chart below illustrates the number of events staged monthly in the Capricorn Coast Region with over 1,000 attendees. The
months of April, August, October and December have the highest event attendance estimates with January being high due to
Australia Day celebrations.
ESTIMATED MONTHLY EVENT ATTENDANCE CAPRICORN COAST NUMBER OF EVENTS BY MONTH
4 4 4 4
20,000
19,000
3 3
15,000
13,000
13,000
10,500
2 2 2
10,000
7,850
7,500
1,000
1,000
1 1 1
4,250
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Greater Capricorn Coast Region GREATER CAPRICORN COAST NUMBER
OF EVENTS BY MONTH
In contrast to the Capricorn Coast Region, May is the
busiest month for events, followed by April and August in 16
the Greater Capricorn Region, including Rockhampton and
the Central Highlands.
11 11
Source: Event Audit Database
7 7 7 7
6
5
4 4
3
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Event Type EVENT TYPE
There are over 80 events and festivals staged in the Other 13% Sporting 12%
Capricorn Coast Region ranging from civic, community,
arts and culture, leisure and sporting events.
Arts & Culture
Approximately 35% of the events staged in Capricorn 18%
Coast are community events, followed by 18% arts and
culture, business and conference events, 12% sports and Community
7% industry celebration events. 35% Industry
Celebration 7%
Business &
Conference 15%
Invest Capricorn Coast Region | Event Strategy 2025 15BENCHMARKING
Benchmarking with similar local government areas was undertaken to further develop
the Capricorn Coast Region’s competitive advantage. The local government areas
included Byron Shire Council, Shire of Noosa and Redland City Council.
Objective of Events
Noting the importance of events in regional areas, the key objectives of council investment in events included:
• Increase visitation in the region. • .
Community health and wellbeing benefits.
• Increase the length of stay. • Supporting local event organisers.
·• I ncrease economic benefit for the region. • Attracting events to the region.
Event Friendly Destination Profiling
To be known as an event friendly destination, local government areas are:
• I mplementing a one-stop-shop with exceptional customer service to streamline the approval process for
event organisers to assist in growing the event destination brand.
•S
treamlining procedures to minimise red tape.
•E
ncourage reinvigoration of events to stimulate growth and increase destination profiling and visitation.
KEY LEARNINGS RECOMMENDATIONS
• E vent Attraction –be competitive in Event Attraction, a • S ponsorship assessment should be aligned to Council
budget needs to be established. objectives identified though selection criteria and
potential economic benefit.
• Infrastructure – existing infrastructure should enable
and support event and visitation growth – right fit event + • E vent Acquittals should be mandatory to receive ongoing
infrastructure. funding and to provide data for future planning, marketing
and budgeting.
• S ponsorship – is assessed against criteria aligned to the
council objectives. • E vent Attraction - bid for events that will provide
significant reputational and economic impact to
• E vent acquittals -councils, are moving towards
increase the destination profile and overnight
making events accountable for funding by enforcing
visitor expenditure.
mandatory event acquittal post event to receive
ongoing future funding. • .P rovide training and networking opportunities for
the event and tourism industries to unite, collaborate and
• Industry training and networking opportunities assist
develop product and experience packages and
in growing the event capacity and uniting the tourism and
build capacity.
events industries within the region. Know the importance
of working as a team – events + tourism + council.
• T raining - assists in event sustainability, reinvigoration
and networking providing opportunities for operators to
collaborate and package products and experiences to
ultimately enhance visitor experiences.
• E conomic benefit – demonstrated economic benefits are
often the catalyst to attract funding to build and invest in
infrastructure.
Invest Capricorn Coast Region | Event Strategy 2025 16CHALLENGES +
OPPORTUNITIES
Event attendees have high expectations of experiencing something new at events they attend and what
experiences events in the Capricorn Coast Region should deliver.
Consultation for the strategy was undertaken with Capricorn Coast Region events and tourism representatives, council and key
stakeholders through workshops, face-to-face meetings and an online industry survey during the development of this strategy.
The key consultation findings were:
Challenges Opportunities
•L
ack of brand or identity – who are we? •D
estination Profile – development of a Brand and brand
Need a point of difference. toolkit.
•R
einvigoration of events, becoming generic, losing the soul. •D
evelopment of Hallmark Event.
•S
ponsorship – naming rights, multi-year funding. •P
otential event opportunities – bird and bat watching in
the wetlands - Promoting what we have – natural beauty,
•S
ponsorship from local business – requests are increasing,
climate, islands.
events are not offering a value proposition to make
sponsorship attractive. •H
ealth and wellness events.
• I ncreasing support from Council and other •P
otential to host sporting events in the sports complex –
government agencies. regional sporting events.
•N
o seed funding for new events. •A
ctivation of indigenous events.
•D
estination profiling – not promoting what we have got. •P
rofiling local arts and artists.
•C
apacity buildings - volunteer retention, •E
ncourage visitors to stay one more day - use the location
attraction and upskilling. to offer people holiday, outside event during planning
stages.
•A
ging volunteers, limited youth volunteers.
•D
evelopment of sponsorship assessment criteria aligned to
•L
ack of succession planning.
Tourism and Events Queensland criteria.
•L
imited knowledge in governance,
•F
acilitation of workshops - capacity building, governance,
risk management, safety.
succession planning, public liability, police cost, traffic
•O
peration checklist – timeline, leaving the programming to management
the last minute.
•U
pskilling – sending volunteers to other events
•L
imited packaging with tourism, accommodation &
•M
entoring by industry to upskill
restaurants.
• I nviting outside events like Woodford to come and talk to
•E
vents donating all profits to charity.
the committee
•C
ost of travel
•C
onnectivity with Rockhampton - partnering with
•L
imited accommodation/infrastructure. neighbours to cross-promote
•C
ost of infrastructure and hire equipment. •P
ackaging with industry
•M
arketing – limited use of technology and digital presence. •C
ollaboration - All events could contribute to engaging a
•L
inking with the greater region and cross promote. digital marketing specialist to do marketing
•P
enetrating market with larger events. •P
urchase community events temporary infrastructure–
marquees, chairs, toilets, fencing etc. to save hiring costs
•L
ocal support for ticketed events.
•E
questrian and relocation of showgrounds – potential use
•E
ducation for locals – diversification, same retail.
•S
mart region strategy – use of technology
driving digital community
Invest Capricorn Coast Region | Event Strategy 2025 17AUDIT FINDINGS
The audit of events and venues in the Capricorn Coast
Region identified:
•A
lthough there is a diverse range of • To be competitive with regions such as
events in the Calendar of Events, they the Sunshine Coast, Mackay, Townsville
are not evenly distributed throughout and Whitsundays, an event attraction
the year, and in some instances, budget needs to be bolstered.
smaller events clash with other Collaboration with neighbouring
events locally and in the wider regions to develop regional bids
Capricorn Region. for sporting events will increase
opportunities to host events.
•T
he Calendar of Events is not
comprehensive, and multiple sources • The lack of a dedicated conference
are required to find events. and convention centre inhibits the
potential to being known as a
•E
vents do not have a pathway to business event destination.
growth to elevate to the next level.
Event organisers have limited capacity • Positioning the region as a business
to grow sustainable and viable event destination to compete with
events, leading to lack of planning/ Gladstone, Mackay, Townsville, Cairns,
short lead time and unprofessional the Whitsunday’s and Sunshine Coast is
delivery of events with limited a long- limited without a dedicated conference
term partnerships with sponsors and and convention facility with seating
tourism industry. capacity of 1,000+
•E
vents such as Pinefest have • The development of the proposed
the potential to elevate to a Keppel Bay Convention and Sporting
unique destination event through Hub will position the region as a
reinvigoration and celebrating the business events destination and
essence of the event. provide opportunities to attract major
national exhibitions and conferences
•E
vent organisers have limited industry with a breakout or plenary rooms,
collaboration and packaging. concerts and performances.
•L
imited accommodation in some • In some instances, event growth
locations, highlighting the need is limited to existing space and
to package with accommodation infrastructure.
in neighbouring villages and the
wider region. • Many major events are staged at the
Yeppoon Foreshore, Merv Anderson
•E
vents are not profiling the destination Park and Emu Park’s Bell Park which all
with branding due to limited awareness offer ideal atmospheric and destination
of the resources they can access. backdrop profiling opportunities.
•A
dding pre and post programming
to events has the potential to
increase the OVE, economic benefit
and visitor experience.
18WHAT FANS LOVE Consumer and event trends that
offer the Capricorn Coast Region
opportunities to further harness their
(consumer + event trends) competitive advantage include:
Live like a local. With the explosion of Airbnb, tourism
blogs and publications relating to eating like a local, hang Superfoods + Wholesome Foods are major recent
out where the locals go, speak like a local. Australian trends, with food and coffee culture, paddock
Opportunities for Capricorn Coast Region Events to plate experiences and health and well-being relating to
food high on consumer agendas.
Highlight the coastal lifestyle of the region and create
regional dispersal, encourage event attendees to develop Opportunities for Capricorn Coast Region Events
a deeper connection with the region, including local
Provide signature Capricorn Coast Region food
hangouts, “a day in the life”, ancient cycads in Byfield
National Park or the Todd’s Road natural wetland areas experiences at all events, e.g. seafood, reef & beef
– Kakadu of Yeppoon and local community’s desire for and tropical flavours, particularly incorporating the
sustainability e.g. Lure Café encouraging customers to “pineapple” heritage of the region.
borrow a bucket to collect rubbish for a free cup of coffee.
Health + Wellness is high on food and
corporate culture and according to the Deloittes
Health & Wellness Progress Report a record number
of two million employees engaged in health and
wellness initiatives in 2018.
Opportunities for Capricorn Coast Region Events
Health and wellness experiences , such as beach yoga,
alternative health and locally sourced/organic foods
could be incorporated into existing events and pre and
post corporate events.
The Green Consumer, being environmentally aware,
wanting to consume environmentally sustainable
products and experiences and wish to contribute and
give back are major consumer trends affecting all events,
particularly in meetings and events and events targeting
Millennials and Gen Z.
Opportunities for Capricorn Coast Region Events
Develop the Region as a “green” event stage for all
events, from sporting, arts, music to conferencing.
19WHAT FANS LOVE Consumer and event trends that
offer the Capricorn Coast Region
opportunities to further harness their
(consumer + event trends) competitive advantage include:
BUSINESS TOURISM – Queensland experienced a 24.6%
growth in the high-yielding business traveller during
2017, with research revealing people who come for a
conference, often return with family.
Opportunities for Capricorn Coast Region Events
As the home of Australia’s leading Natural Disaster
Hub, opportunities exist to develop conferences and
training in natural disaster technology. Wellness themed
conferences would also align well with the Capricorn
coastal lifestyle and attracting the Green Consumer.
Innovative Arts + Live Performances are two trends Social Media uptake across all demographics,
creating enormous followings and media profiling e.g. interaction and sharing, with many events actively using
Dark Mofo. social media advertising and e-mail marketing as primary
marketing tools, with increasing livestreaming.
Opportunities for Capricorn Coast Region Events
Embracing Keppel Coast Arts environmental art Opportunities for Capricorn Coast Region Events
installations at events will profile and support local artists Quality and creative content creation
and the commitment to environmental sustainability in incorporating stunning destination footage,
the Capricorn Coast Region. actively incorporating social media advertising
and developing e-mail data bases.
Measuring + Monitoring in a competitive environment,
Smartphone responsive and Digital Retail, with 2/3rd of understanding the event visitor, attendee satisfaction
Australians using mobile internet for 90 minutes per day. ratings to improve event delivery, understanding where
APPs are increasing in use to convey event information they’re from, spending and how they purchase the event
and programming updates. is increasingly important to remain competitive
Opportunities for Capricorn Coast Region Events Opportunities for Capricorn Coast Region Events
Events must be easily sourced and booked online, via a The surveying and monitoring of event patrons will need
smart phone. Online ticketing services could be provided to be given higher priority to meet changing consumer
as part of the in-kind package for eligible events. needs, increase visitor satisfaction and be more targeted
for future marketing.
Invest Capricorn Coast Region | Event Strategy 2025 20THE HEADLINE ACTS
(our competitive advantages)
With its stunning coastline, unique coastal villages and backdrop of the Keppel
Group on the shores of the Southern Great Barrier Reef, the Capricorn Coast has
a distinct competitive advantage in the areas of iconic locations, coastal lifestyle,
wellness, creative arts, environmental sustainability and water related sports.
Iconic Locations Active Water Home Grown
Leveraging the brand profile
Sports Arts + Music
of Great Keppel Island and the With its calm waters and With more than 50 published
Great Barrier Reef. coastline villages, the Capricorn authors and 40 artists
Coast offers an ideal location performing at a national level,
for active water sports, such as supporting sustainable creative
triathlons, ocean swims, coastal industry through the further
runs, kite surfing, and yachting. development of home grown
music and arts festivals is
highly recommended.
Climate
Year round sub-tropical climate.
max
25.9°C min 18.6°C
Coastal Village
New Age Wellness Lifestyle
Linking to its climate and
• Untouched, unspoilt, becoming
coastal lifestyle, environmental
more sophisticated
sustainability and local culture,
• Undeveloped coastline with
Environmentally the Capricorn Coast could
coastal vistas to the Keppel
Friendly significantly capitalise on the
Island Group
Health and Wellness space for
All events could build on events from active sports, ocean • Coastal villages, coastal vibe/
environmental sustainability to to plate, organic, yoga, alternate relaxed atmosphere
create a destination well known therapies. Leisure and corporate • Accessible islands (Great Keppel
for sustainable events, including events could further develop Island within 30 minutes)
environmental art. this theme. • Sand
Invest Capricorn Coast Region | Event Strategy 2025 21VISION
Positioning the Capricorn Coast as a leading event
destination, famous for iconic event experiences
that reflect an enviable coastal village lifestyle, which
brings focus to our simply stunning locations on the
shores of the Southern Great Barrier Reef.
Invest Capricorn Coast Region | Event Strategy 2025 22THE MAIN EVENT
(vision + goals)
In 5 Years Time…..
The Capricorn Coast is recognised Capricorn Coast Events is original, Strategic
as a leading event destination, with imaginative and high quality, Approach
iconic event experiences that reflect showcasing the region’s iconic locations
her unique coastal village lifestyle and and attracting increased overnight Grow capacity of home
simply stunning locations on the shores grown events.
visitor expenditure, creating a strong
of the Southern Great Barrier Reef. economic impact and return on Attract brand aligned events in
Capricorn Coast is a leader in investment for the region. shoulder and low seasons.
environmentally friendly leisure, sporting Event attraction will be aligned with All events to better reflect
and business events, famous for active the region’s competitive advantage the Capricorn Coast’s
water sports, wellness and home grown
and bolster visitation during shoulder competitive advantages.
creative arts and music.
and low seasons.
Goals
ECONOMIC DESTINATION SUSTAINABILITY COMMUNITY
GROWTH PROFILE Facilitate financially Strengthen community
Long-term positive Build destination and environmentally connectedness of
economic growth, brand through events sustainable events. Capricorn Coast villages,
including job creation that attract external civic pride and home
and investment visitation and significant grown creative talent.
attraction. media profile.
Invest Capricorn Coast Region | Event Strategy 2025 23HITTING THE HIGH NOTES
(critical success strategies)
Amplify
Destination
Brand
Develop Facilitate
Event Event
Infrastructure Sustainability
Increase
Strategic Overnight
Focus + ROI Visitor
Expenditure
Invest Capricorn Coast Region | Event Strategy 2025 24AMPLIFY DESTINATION BRAND
Creating significant and competitive destination event experiences that are distinctly Capricorn Coast
will be crucial for the long-term success of the Capricorn Coast event economy.
Elevate Competitive Bolstering the event attraction budget
Branding,
will allow the region to be competitive
Advantages in bidding for business events, leisure Media PR + Digital
and sporting events. Develop an in-
In a highly competitive event market Home grown and existing events need
depth database to monitor bids, clearly
place to position itself as an event to amplify their content, messaging and
articulating the outcome of the bid –
destination and to attract increased digital distribution to create cut-through
why it was accepted or rejected.
external visitation, Capricorn Coast in a competitive market place and gain
needs to further differentiate its events. Develop a partnerships with greater media profile.
surrounding regions to collaborate
Existing events in the region need to Strategies to amplify destination
in the attraction of major sporting
elevate their unique selling points, profiling include:
events that could be dispersed across
building on the region’s competitive
the greater Capricorn Region is highly • Integrating Capricorn Coast and
advantages. This includes leveraging its recommended (e.g. joint bidding for Southern Great Barrier Reef destination
iconic locations of Great Keppel Island, the. International Triathlon Union images into event marketing, linking the
the Great Barrier Reef and stunning (ITU) World Triathlon Multisport regional visitor website and social media
coastal vistas. Further elevation of Championships, World Kiteboarding channels to event/festival websites.
event experiences relating to active Championships, ICF Stand Up Paddling
water sports, new age wellness, home World Championships etc.) • Subject to privacy laws, developing a
grown creative arts and music and database of visitors from event online
encouraging environmental best ticketing systems to provide targeted
practice in the delivery of events will Reinvigorate Home visitor insights.
be essential components to achieving
Grown Events • Encouraging event organisers to
competitive advantage. participate in tourism marketing and
Some existing events may have leverage the Southern Great Barrier Reef
hallmark event potential through destination brand with strategic partners
Major Event Attraction significant reinvigoration, innovation (e.g. Capricorn Enterprise, Tourism &
of the event experience, and increased Events Qld and Tourism Australia).
Securing major events for the Capricorn corporate professionalism to grow
Coast that are aligned to the region’s media profile and external visitation. • Developing an event brand toolkit that
competitive advantages with national aligns with the destination brand could
The USQ Village Festival and Pinefest
and/or international distribution improve the quality and consistent
are just two homegrown events
channels, could contribute greatly to messaging projected by events.
which could be transformed to meet
amplifying the brand profile of the
changing consumer trends and amplify • Maximising Capricorn Coast exposure
Capricorn Coast.
the region’s competitive advantage, at events, e.g. with signage placement,
Attracting major events in low and particularly in relation to coastal provision of destination images and
shoulder seasons will help to stimulate lifestyle, home grown arts and music footage to event organisers for social
the economy for the Capricorn Coast. and wellness. media and television broadcasts.
The Capricorn Coast is the
only region in Australia to
grow pineapples all year.
Celebrating 52 years in 2019,
Tropical Pinefest is a unique
celebration of pineapples. 25•D
eveloping professional drone and film Centralised Event Encouraging smaller community events
footage, with stills and social media to combine with complimenting events
correspondence at events staged
Calendar could help to grow events and increase
in iconic locations with high visual The development of a centralised event overnight visitor expenditure.
impact, such as (but not limited to) the calendar will eliminate event clashes,
Keppel Brisbane to Keppel Tropical identify gaps, create a balance event
Yacht Race, Yeppoon Triathlon Festival portfolio and provide tools for future Environmental Best
and Festival of the Wind is essential planning. Educating event organisers Practice
to increase the featuring of Capricorn to list events in the calendar will
Coast events in media and tourism provide additional marketing and the To further build on the Capricorn Coast’s
opportunity to attract outside visitors desire to be environmentally friendly
partners’ social media networks.
to attend the event. In addition to a and capitalise on the green consumer
•E
ncouraging established events to centralised Capricorn Coast Region demand, events should be encouraged
enter business, tourism and event event calendar, consideration should be to use environmental best practice in
awards could further profile Capricorn given to a comprehensive region event the delivery of their events. This may
Coast events on a regional, state and calendar for tourism related events by require in-kind assistance in “how to”
national stage. managed by Capricorn Enterprise. and initial financial/in-kind incentives.
Capricorn Coast
Event Survey 2019
64% of survey respond
ents
indicated their business
or
event was not listed wi
th the
ATDW (Australian Touri
sm
Data Warehouse).
Invest Capricorn Coast Region | Event Strategy 2025 26FACILITATE EVENT
SUSTAINABILITY
Professionalism in event delivery, financial sustainability, marketing
and innovative programming requires a new approach to grow events.
Event Organiser With events that show Hallmark to lead and work in partnership with
potential, the contracting of Capricorn Enterprise and industry
Capacity Building professional event organisers is partners to coordinate and deliver regular
highly recommended to assist in the facilitated and engaging networking
To facilitate the pathway to the growth
professional delivery of the event. and training opportunities for event
for events and event sustainability, long-
organisers and wider tourism industry.
term capacity building, networking and
collaboration opportunities should be During consultation there was a strong
provided to event organisers. Upskilling
Sharing Resources desire to bring leading event organisers
and educating event organisers in event + Skills from other regions to work with local
management, budgeting, marketing, event organisers.
Greater networking between events
succession planning, risk management,
and the wider tourism industry and
governance and customer service
community could facilitate the sharing
will assist in supporting the growth of Event Toolkit
of information and resources, including:
events, in addition to meeting consumer
trends and demands. • Co-promotion at events e.g. Village Develop an online event portal for event
Festival music stage or arts at a organisers and professional conference
Event organisers were surveyed as part organisers that could include a ‘clash
conference or sporting event.
of the Capricorn Coast Event Survey to calendar’, event templates, brand guide
indicate areas of training need. • Volunteer exchanges. and toolkit including destination images/
• Skills exchanges. footage, conferencing information,
such as unique locations, settings
Financial • Co-marketing on websites, social
and venues, venue/accommodation
media and potential data base sharing.
Sustainability capacities and, packages, event
suppliers and support networks.
The need to further develop income
diversification and profitability is required Facilitate Networking The portal could act as a central,
“one stop shop” for event organisers,
for long-term event financial sustainability. + Mentoring
both local and external to seek
Lack of income, sponsorship and reliance To facilitate the process of resource government approvals with links to
on grant funding was identified by many sharing, it is recommended for council relevant departments.
events as a major inhibitor to growth, as
was a local audience’s dependence on
and expectation of “free entertainment”. DESIRED AREAS OF TRAINING FOR EVENT ORGANISERS
Strong financial training and the need
to generate surplus to innovate future
event programs is required.
Human Resourcing
Marketing and Promotion – 70%
Funding and Sponsorship – 62%
Event Management – 73%
Human resourcing, an aging population
Risk Management– 38%
responsibilities– 35%
and overstretched volunteers was cited
Governance/Board
Social Media – 57%
Networking – 49%
by many event organisers as another
Mentoring – 32%
Service – 22%
major inhibitor to growth, identifying
Packaging
Customer
the urgent need for succession planning
– 22%
and understanding corporate culture to
attract volunteers.
Invest Capricorn Coast Region | Event Strategy 2025 27INCREASE OVERNIGHT
VISITOR EXPENDITURE
Multi-Day Events Experience Encourage packaging with existing
tours will help to ensure wider
To increase overnight stays, multi-day Development + Value- distribution.
event programming is essential to Add Packaging Packaging should include the
increase overnight stays. For example
Encourage the development of wider visitor economy, e.g. wellness
developing a German Feast on the
Capricorn Coast Region hero experiences, crocodile farm, By
Friday night before Octoberfest and
experiences to meet changing field National Park, Capricorn Caves,
a family friendly German themed
consumer trends. tours, dining.
brunch and market on the Sunday
morning could significantly increase Developing new and tailored Developing and packaging dawn, dusk
the economic impact of the event and experiences within events, such and evening experiences, such as yoga
attract new visitor markets to the event. as behind the scenes and VIP at sunrise, business breakfasts, sunset
experiences could increase profit cocktails and island tour, could further
margins for events to assist with convert regional event day-trippers into
Increase Conversion income diversification. overnight stays.
Online ticketing and packaging can
create a higher conversion rate; making
Tourism And Event Cross-Regional
it easier for visitors to purchase with one
click or one phone call. Packaging Packaging
Increase length-of-stay with event Consideration of cross-regional
passes packaged with accommodation packaging within the greater Capricorn
and iconic Capricorn Coast Region and Southern Great Barrier Region could
experiences, such as Great Keppel Island provide opportunities to appeal to the
is essential. mid to long-haul drive market.
Capricorn Coast
Event Survey 2019
ents
75% of survey respond
events,
do not package their
rences
festivals, and/or confe
with accommodation.
Invest Capricorn Coast Region | Event Strategy 2025 28STRATEGIC FOCUS + ROI
To grow return on investment, the following hierarchy of events has been
developed for council to support and invest in events.
The strategic focus is to identify and support events that meet the strategic goals of
economic growth, destination profile, sustainability and community. These criteria
are also aligned with Tourism & Events Queensland event funding programs.
The following is provided as recommendations and is not confirmed council policy.
Event Hierarchy
HALLMARK + MAJOR EVENTS
Destination profile, economic impact and overnight visitor
expenditure. 25% out of region visitors. Meets 5 criteria.
DESTINATION EVENT
Demonstrates regional profiling and economic stimulus. 5,000+ total
attendance. Over 10% out of region visitors. Meets 4 criteria.
HOME GROWN EVENTS
Demonstrates regional profiling and economic benefit. 2,500 - 5,000
total attendance. 5-10% out-of-region visitors. Meets 3 criteria.
EMERGING + COMMUNITY EVENTS
Events that contribute social + community benefit. Contribute to
community pride and social outcomes. Up to 2,500 total attendance.
Meets 2 criteria.
It is recommended the allocation of funding, in-kind support and resourcing be
distributed with higher weighting on Hallmark, Major Event and Destination Events to
deliver a higher return on investment.
In some regions Hallmark and Major Events represent over 50% of total support. With
30%, 10% and 10% respectively.
Criteria
CRITERIA DESCRIPTION
1. Economic Impact Generates economic activity in the Capricorn Coast Region.
2. Destination Profile Enhances the profile and appeal of the Capricorn Coast Region.
3. Overnight Visitation Attracts external visitation specifically generating overnight visitor expenditure.
4. Sustainability Demonstrates financial and environmental sustainability.
5. Community Drives social and community outcomes, including community connectedness.
6. Shoulder Season Is staged in a shoulder/low season and does not conflict with other event dates.
Invest Capricorn Coast Region | Event Strategy 2025 29Post Event Reporting sponsors and engagement of
professional footage, photographers
Event Tourism
Destination, Hallmark and Major Events and content creators as part of
should undertake a standardised visitor in-kind support for Destination
Impact Model
survey, with substantiated attendance and Major Events.
records to successfully acquit their
TOURISM METRICS
• Development of an online event toolkit.
funding. With funding paid upon • The number of visitors to the
delivery of: • Initial incentives for event organisers to LGA/Queensland
stage innovative and engaging events
•C
onfirmation of signed contract/ • The number of direct (event
in council venues and public spaces
partnership agreement. related) visitor nights
•S
ubmission of preliminary program • Total attendances and the
and marketing strategy. Event Evaluation number of attendees (breakdown
•C
ompletion of Post Event Report. into attendee categories of
To effectively measure ROI against
participants, spectators and
key criteria, post event reporting
accompanying persons)
Major Event Fund needs to identify:
• The visitor profile (breakdown of
• TOTAL ATTENDANCE - aggregated
It is recommended to develop a visitors from intrastate, interstate
total attendance (i.e. daily attendance
Major Event Fund, where funds are and overseas)
x number of days). Including visitors,
used to bid for Major Events and
participants (competitors, performers, • Day trip visitors compared to
develop Hallmark events.
stall holders, volunteers). overnight stays
As part of this potential fund, the
• ESTIMATED ATTENDANCE – for • The total number of visitor nights
contracting of professional event
free events, estimated attendance (within the host region and other
coordinators to assist in developing
can be based on police/security/SES parts of Queensland)
and delivering events with hallmark
estimates of people per square meter x
potential is recommended.
geographic footprint of event.
ECONOMIC IMPACT
• ESTIMATED VISITOR SPEND –
Multi-Year Funding estimated spend can be calculated
• Event organiser income
and expenditure
by daily and/or overnight visitor
Where events have successfully
expenditure with total attendance. • Total overnight visitor expenditure
acquitted funding for 2 or more
Visitor expenditure figures can be
consecutive years, eligibility to apply • The direct and incremental
sourced from the Local Government
for a three-year partnership agreement spending
Area Profile report Livingstone Shire
could be considered, whereby funding is
published by Tourism Research • The economic impact of the event
committed for up to three years to allow
Australia (TRA). to LGA/Queensland
for longer-term, strategic planning.
• MEDIA MONITORING – can be
undertaken by a paid 3rd party,
COMMUNITY AND
Incubator Fund such as iSentia, or through Google
CULTURAL VALUE
Alerts, monitoring number of • The community pride generated
To encourage new and innovative events
interviews undertaken. by the event
that meet key criteria, the development
of an Event Incubator Fund to offer seed • SOCIAL MEDIA INSIGHTS and • Social Impacts
funding for new events in their first and website analytics can provide
second year could be considered. audience insights.
To overcome limited economic data to
measure the impact and effectiveness
In-Kind Support of Hallmark and Major Events, an
Council has current and potential event tourism impact model could be
resources that could be offered to undertaken by firms specialising in
event organisers as part of in-kind event analysis.
support including: This analysis is conducted for events
•E
vent evaluation (including online that receive Significant Destination
surveys, event tourism impact study). Event Funding and Major Event Funding
from Tourism and Event Queensland
•E
vent training and networking.
and could potentially be shared with
•P
otential marketing partnerships Livingstone Shire Council to assist with
with Capricorn Enterprise/industry/ event evaluation.
Invest Capricorn Coast Region | Event Strategy 2025 30DEVELOP EVENT
INFRASTRUCTURE
To enhance the Capricorn Coast’s ability to develop home grown
events, business events and attract major events will require
future development of key infrastructure and green spaces in the
Capricorn Coast region.
Investment in event infrastructure in locations that offer destination profiling
opportunities, atmosphere and easy access to Capricorn Coast villages and
accommodation to maximise visitor spend is recommended.
Convention and resources would benefit from a
collaboration between Council and
Exhibition Centre event organisers to identify needs to
To position the Capricorn Coast Region promote event growth.
as a business events destination and The natural amphitheatre near the
be competitive in attracting major Singing Ship at Emu Park also provides a
national exhibitions, conferences and pop event infrastructure opportunities.
performances, it is recommended a
dedicated venue, such as the proposed
Keppel Bay Convention and Sporting Yeppoon Showgrounds
Hub, is developed.
Support the redevelopment of Yeppoon
The upgrading of existing smaller showgrounds to increase opportunities
conference and meeting facilities to better to stage more events in open spaces
reflect the competitive advantages of the and equestrian events.
Capricorn Coast is also recommended.
This would include venues with potential
views of the coastline, rainforest and Aspirational Projects
Great Keppel Island.
Great Keppel Island and the Capricorn
Resort redevelopment could provide
Bell Park incredible opportunities for the
Capricorn Coast event industry.
Developing Bell Park with event
infrastructure, such staging, additional Where possible, continued lobbying to
power and water supplies, will assist ensure event infrastructure is included
in the growth of events. Consultation in their redevelopments into the future
for future infrastructure needs and is highly recommended.
Key Infrastructure Projects
D
evelopment of the proposed Keppel Bay Convention and Sporting Hub.
Improved power, lighting and staging at key event locations (including
Emu Park, Merv Anderson Park).
Y
eppoon Show Grounds redevelopment, including possible enhancement
of site to stage large events/festivals.
P
otential event green space development to attract large events/festivals.
e.g. Barmaryee Multi-Sports Precinct
L ong-term upgrading of sporting facilities to meet state, national and
international standards
Invest Capricorn Coast Region | Event Strategy 2025 31You can also read
