FESTIVAL SEASON 2019/20 - HUME CITY COUNCIL Partnership Proposal
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HUME CITY COUNCIL FESTIVAL SEASON 2019/20 Partnership Proposal
Hume City Partnership Opportunities
We are seeking partners to We are proud to deliver five signature events in our Hume Carols
join us for our major events
community every year, bringing thousands of people by Candlelight
together to celebrate our diverse cultures and
in 2019/20 showcase Hume as a place to visit. 7 December 2019
Craigieburn ANZAC Park
Hume is one of the fastest-growing municipalities in We are offering you the opportunity to partner with
Australia, with a current population of more than us on these events, which are designed to Expecting 8,000 attendees
220,000. This is forecast to increase by 65 per cent strengthen participation and interaction in our
by 2041. community and to promote Hume. Christmas in the Plaza
We are located along Melbourne’s northern fringe, As a partner your organisation will benefit from a 13 December 2019
just 15 kilometres from the centre of Melbourne. range of opportunities, offering you a new audience, Broadmeadows Civic Plaza
Hume City includes 27 suburbs, with the Melbourne increased visibility and enhanced brand awareness.
Airport making up 10 per cent of our area. Your investment will be used solely to increase the Expecting 1,000 attendees
quality of the events and to promote them to a
Our events are designed to suit our demographic: wider audience. Investments range from in-kind Summer Movie
arrangements to financial contributions from $1,500.
Our target audience are families with young
Sesssions x 5
Benefits have been designed at various levels to
children, with 67.2 per cent of our population ensure your investment is strategically-placed. January-March 2020
under 49 years of age, a higher rate than Hosted in the communities of
Greater Melbourne. Alternatively, you may wish to discuss with us the Kalkallo, Craigieburn, Greenvale,
option of tailoring a package that suits you and
Our City is made up of a vibrant mix of residents your business.
Broadmeadows and Tullamarine
from 160 different countries; therefore our Expecting 4,000 attendees
events are designed to celebrate the diversity of A multi-event/year package can also be arranged to
our City. guarantee the value of your partnership.
Craigieburn Festival
Hume City has a lower household income 29 February 2020
compared to Greater Melbourne, so our events
are free to enter and include many free activities.
Craigieburn ANZAC Park
Expecting 8,000 attendees
We produce many events for the community
every year, including the five events outlined in
Broadmeadows
this proposal.
Street Festival
These events attract around 40,000 people (almost 5 April 2020
double the previous season) with an expected
increase again in the 2019/20 season. Tanderrum Way Broadmeadows
Expecting 7,000 attendees
2 3
MAJOR EVENTS: A BRIEF OVERVIEW
Hume Carols by Candlelight
2018 Event
Statistics:
Event date: Saturday 7 December 2019
Location: Craigieburn ANZAC Park, Central Park Avenue Most respondents were
within the 25 to 49-year-old
Expected attendance: 8,000 people
age bracket (86.7 per cent).
Target audience: 25–65 years with young children living in Craigieburn Nearly all respondents
attended Carols with friends
and/or family members.
Attendees mainly heard
Carols by Candlelight is a memorable event that has The event also features a variety of food trucks and
about Carols via Facebook
been held in our community for more than 20 years. free kids’ activities such as Kids Zone, as well as the
(72.8 per cent), family and/
much-loved fireworks finale, which is available for
or friends (30.4 per cent) or
This free event is hosted by a celebrity MC and direct sponsorship by your company.
the billboard on Craigieburn
profile performers, and previously featured Harrison
Road (28.6 per cent).
Craig, Rob Mills, Anthony Callea, Rhonda Our previous attendee surveys have shown our
Burchmore, Wilbur Wilde, Dennis Walter, Denise partner’s brand has been recognised as the most
Overall, most respondents
Drysdale, Tim Campbell and Charli Robinson. dominant, above that of Hume City Council.
were very satisfied with
Carols with 93 per cent
We are also proud to present within the program
rating the overall event as
talented local artists, as well as community and
‘good’ (34 per cent) and
school choirs to perform at the event. The
‘very good’ (59 per cent).
Melbourne Gospel Choir, Natalie Gauci, Carl Riseley,
Additionally, 94 per cent of
the Melbourne Symphony Orchestra, Scooby Doo
respondents stated they
and Looney Tunes are just some of the other well-
would attend another
known entertainers who have previously performed
Carols in future
over the years.
and 95 per cent stated
they would recommend
others attend.
Major partner Event partner Supporting partner
$10,000 $3,000 $1,500 cash or
Stage or fireworks naming Partner display 3×3m In kind –$2000 worth of
rights or specifics (photos 2nd tier partner logo goods or product
with Santa) on all event promotional 3rd tier partner logo
Strategic partner display material. on all event
6×3m promotional material.
Corporate logo on all
events promotional
platforms.
4 5
Summer Movie Sessions
Upcoming dates: January–March 2020
Location: Various locations in Hume City
Expected attendance: Between 240 and 600 people per event
Target audience: 25–49 years with young children living throughout Hume
2019 Event We launched the ‘Summer Sessions’ in 2016,
Statistics: enabling our community to come together and enjoy
family-friendly entertainment. These events are
A series of five free movies, expected to attract larger crowds given their
presented under the banner previous success.
of ‘Summer Sessions’, were
screened outdoors across Council will plan and deliver at least five events
the municipality from throughout the municipality, and may partner up
January to mid-March 2019 with two community-managed events of a similar
and attracted an estimated nature that will be promoted as part of the series.
4,230 attendees across
all events. The outdoor cinema atmosphere proves to be
popular amongst the community, where people
Respondents reported enjoy an evening of free entertainment. The
primarily hearing about showings attract audiences in the local
Summer Sessions via neighbourhood and will be held in outdoor spaces
Facebook and were highly throughout Hume City. The events will feature
satisfied with the events pop-up cinema screens, food trucks or sausage
overall. Ninety three per sizzles and pre-event activities. Films will be selected
cent of attendees indicated in accordance to popularity and will be family-friendly.
that it was ‘good’ or ‘very
good’. People were also
highly satisfied with ‘the
movie’ (83 per cent).
Major partner Event partner Supporting partner
$6,000 (all events) $2,000 (individual events) In kind –
Strategic partner Partner display 3×3m Total $2000 worth of
display 3×3m at all 5 2nd tier partner logo goods or products across
movie sessions on all event promotional the season
Corporate logo on all material. 3rd tier partner logo
events promotional on all event
platforms. promotional material.
6 7
Craigieburn Festival
Event date: Saturday 29 February 2020
Location: Craigieburn ANZAC Park, Central Park Avenue
2019 Event Expected attendance: 18,000 people
Statistics: Target audience: 25–55 years with young children living in Craigieburn
Seventy four per cent rated
the event as either ‘very
good’ or ‘good’ This annual festival is well-known in the
community, having been held for more than 20
Eighty one per cent were years. Previously held over two-days, the festival
aged between 24–49 with was merged to one day for the first time in 2018.
young children Previously, the program varied from day to day and
community expectations were that activities be
Ninety seven per cent lived available on both days, hence the decision to
in Hume City merge to one day.
Seventy six per cent agreed The festival will be packed full of family-friendly
the event helps promote activities including a main stage with live music
Hume as a place to visit, and dance, free kids’ activities, stalls, food trucks,
that it encourages local arts the CFA Torchlight Parade, Craigieburn Art Show,
and culture and that the fireworks, carnival rides and more!
event helps encourage pride
in Hume’s community.
Major partner Event partner Supporting partner
$20,000 $10,000 $3,000
Exclusive product rights Exclusive product rights 3x3m promotional display
Naming rights to stage, 6×6m display in position 3rd tier corporate logo on
fireworks or suitable 2nd tier corporate logo all events promotional
profile component on all events promotional platforms.
6×6m display in prominent platforms.
position In kind –
1st tier corporate logo on
all events promotional Partnership benefits to be
platforms (direct link to negotiated on value of
your website from product provided.
event program).
8 9
Broadmeadows Street Festival
Event date: Sunday 5 April 2020
Location: Tanderrum Way, Broadmeadows
Expected attendance: 7,000 people 2019 Event
Target audience: 25–49 years with young children living in Broadmeadows
Statistics:
Ninety two per cent rated
the event as ‘excellent’
This event has featured in our community for more The festival is jam-packed with activities, including or ‘good’
than 30 years, formally known as the Broadmeadows performances featuring diverse music and dance,
Festival or Broadmeadows Fiesta. In 2016, the along with free kids’ activities, stalls, food trucks, Eighty four per cent were
festival re-launched proving to be highly successful fireworks, carnival rides and much more! aged between 24-49 with
with 2,000 people attending and positive feedback young children
received from the community.
Fifty nine per cent lived
throughout Hume City and
30 per cent were visitors
Major partner Event partner Supporting
to Hume
partner
$15,000 $10,000 $5,000 $3,000 Between 83 per cent–91 per
cent agreed the festival
Exclusive product Exclusive product Exclusive product 3×3m promotional helps promote Hume as a
rights rights rights display place to visit, that it
Naming rights to 6×6m display 6×6m display 4th tier corporate encourages local arts and
stage, fireworks or in position in position logo on all event culture and that the event
suitable profile promotional helps encourage pride in
Company banners 2nd tier corporate
component platform. Hume’s community.
displayed at main logo on all event
6×6m display in stage/entries promotional
prominent position 2nd tier corporate platforms. In kind –
Company banners logo on all event
displayed at main promotional Partnership
stage/entries platforms. benefits to be
1st tier corporate negotiated
logo on all event on value of
promotional product provided.
platforms (direct
link to your
website from
event program).
10 11
Christmas in the Plaza
Event date: Friday 13 December 2019, 4.30pm – 8.30pm to coincide with Christmas Shopping
and attract a diverse mix of passing commuters on the way to the Broadmeadows train station
2018 Event Location: Broadmeadows Civic Plaza, 1093 Pascoe Vale Road
Statistics: Expected attendance: 1,500 people
Sixty five per cent rated the Target audience: Families
event as ‘very good’
Fifty four per cent were
Our free Christmas in the Plaza event always
aged between 25–34 with
generates pre-Christmas excitement. It is expected to
young children
attract larger crowd numbers given the date and
time change. The event is now held out of working
One hundred per cent
hours and the marketing plan is set to increase.
agreed that it helps
promote Hume as a place to
The program will feature local artists and choirs, free
visit, that it encourages local
kids’ activities such as a jumping castle and the
arts and culture and that
opportunity to meet Santa, along with food trucks
the event helps encourage
and a Christmas market.
pride in Hume’s community.
Major partner Event partner Supporting partner
$4,000 $2,000 In kind
12 13
Promotional Campaigns Benefits Major Event Supporting In Kind
Partner Partner Partner Partner
Extensive promotional campaigns are developed for each event to $20,000 $10,000- $3,000 $3,000
suit the target audience, maximising awareness of the events and our $15,000
partners. Logo placement on limited promotional
collateral This includes webpage and specific
Social and digital media have increased in Tactics that are generally covered in our event information (i.e. Carols by Candlelight booklet)
use significantly over the past few years, campaigns include:
Media releases Acknowledgement of the
which is why our main focus has shifted
Social media – Facebook, Twitter and major partner
from printed publications. However, we do
Instagram Photo opportunity Photo opportunity with
recognise the importance of printed
publications to some of our community; Online and digital media – Council headline act and/or Mayor of Hume
therefore some of these methods are still website, Melbourne event listing Social media Acknowledgment as a partner and
included as part of the campaigns. websites, promotional video, and promotion of any activation prior to event
e-newsletters
Tickets Where applicable, two tickets will be
Based on recent surveys, we know that
Printed publications – programs/ available to the event with reserved seating and
social media is the main way our attendees
postcards, posters and newspapers meals provided
are engaged in the events. Therefore,
extensive social media plans are developed Billboards – based on the side of high- Invitations Where appropriate, invitations to
to include our partners. The Hume Events traffic roads attend the event will provided for Mayor and ward
Facebook page has more than 9,600 Councillors, and EMT
Media releases – sent to local and metro
followers as of May 2019.
media outlets. Partnership evaluation Post-event evaluation
outlining the partnership return-on-investment
MC/event acknowledgements Minimum of
three on-stage announcements will be made
throughout event for an event of three-hours or
more and/or acknowledge the major partner on the
PA-system throughout the event
Benefits Major Event Supporting In Kind
Partner Partner Partner Partner Signage at event Signage will be placed in
prominent locations where practicable when it is
$20,000 $10,000- $3,000 $3,000 provided by partner
$15,000 On-site activation Provide an on-site activation
Activity naming rights An activity will be space, of up to 6x3m at no cost to the partner, for
named and promoted in reference to Council or the an activation, promotion or sales including an
partner organisation (i.e. ‘Business or Council name’ un-branded marquee, tables, chairs and power
fireworks or ‘Business or Council Name’ concert) access (please note, the partner will be responsible
for any additional space or equipment, costs and
Prominent logo placement on all
planning of activities and staffing within this site).
promotional collateral This includes
3x3m marquee for in-kind partnering partners
noticeboards/real estate boards on road sides (if
applicable); newspaper advertisement(s); Speeches Where appropriate, a speech
promotional flyers/posters/postcards/videos/ opportunity will be provided to a representative
webpages; and schedule/program or specific event nominated by the partner
information (i.e. Carols by Candlelight booklet) Post-event reports Provide an acquittal/
Logo placement on some promotional partnership report post-event including the income/
collateral This includes postcards, posters, expenditure statement and return-on-investment
billboard/noticeboards, newspaper ads, webpage
and specific event information (i.e. Carols by
Candlelight booklet)
14 15
For more information or to confirm your interest please contact us: Petti McInnes Coordinator Events and Festivals Hume City Council 9205 2475 @ PettiM@hume.vic.gov.au Please note: Council may currently have other partnership opportunities available for business related events if this is of interest.
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