Yarra Ranges REGIONAL EVENTS STRATEGY 2015-2020
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Yarra
Ranges
REGIONAL EVENTS STRATEGY 2015-2020
This strategy provides recommendations for the future development and
funding of identified event opportunities – either new to region or by building
on existing regional assets.
Australian Tourism Research, consumer insights and the situation analysis
have identified key regional event strengths for the Yarra Valley in Food
and Wine, Ballooning, Arts and Culture and Outdoor Participation Sport. For
Dandenong Ranges the regional event strengths are in Arts and Culture
and Gardens.
The five year strategic event framework recommends the adoption of a
“major events strategy” formulated on the development of a number of
Tier One events across both regions that act as halo events, driving broad
scale awareness, attracting increased interstate, intrastate and international
Executive Summary visitors and building brand awareness for the regions based on their
core assets.
With respect to operational considerations, the document recommends an
increased consumer / visitor focus to event planning, including cross industry
The Yarra Ranges takes in the tourism regions of the Yarra Valley and
collaboration, development of event based itineraries across product
Dandenong Ranges, both well known regional
categories and where possible, joint marketing efforts to drive events to like-
brands in the market place.
minded visitors.
To enable the development of Tier One and Tier Two events, it identifies a
greater need for professional event management, less reliance on volunteers
and up-skilling of event committees.
Finally, an annual event planning process is recommended consistent with
a promotional theme for the sub-regions of the Yarra Valley and Dandenong
Ranges that sees a 12 month calendar of events promoted well in advance
to capture long lead and affiliate marketing opportunities and ticket sales for
extended in-region stays.
Funding priority should be directed to events that support the regional criteria
with long term event visions and pathways to future sustainability.
Yarra Ranges Regional Events Strategy 2015-2020
Table of 3.4 Outdoor Sport
Sport Northland Run/Walk Series
27
28
Contents Pier to Pub Lorne
Ballarat Cycle Classic
29
30
Taupo Great Lake Relay 31
3.5 Indigenous Festivals 32
1.0 Introduction 1
Matariki Festival 33
2.0 Insights & Situation Analysis 2 Te Matatini National Kapa Haka Festival 34
2.1 Consumer Insights 3 Moundville Native American Festival 35
2.2 Global Drivers of Consumer Behaviour 4 Native Rhythms Festival 36
Laura Aboriginal Dance Festival 37
2.3 Regional Consultation Findings 5
4.0 Key Recommendations 38
2.4 Yarra Ranges SWOT Analysis 6
4.1 Yarra Valley 39
2.5 Regional Positioning 8
Tier One Food & Wine Event 40
2.6 Regional Event Criteria 9
Tier One Ballooning Festival 41
3.0 Regional Event Benchmarking 10 Tier One Indigenous Event 42
3.1 Food & Wine 11 Tier One Cylcing Event 40
Barossa Vintage Festival 12 Tier Two, Three & Corporate Events 43
Gourmet Escape Margaret River 13 4.2 Dandenong Ranges 44
Noosa International Food & Wine 14 Tier One Tesselaar Tulip Festival 45
Taste of Tasmania 15 Tier One Potential Autumn Authors 46
Mornington International Pinot Noir Celebration 16 5.0 Event Operations Yarra Ranges 47
3.2 Outdoor Ballooning 17 5.1 Event Development Framework 48
Canberra Balloon Festival 18
5.2 Regional Planning & Application Process 49
Waikato Balloon Festival 19
Yarra Ranges Event Planning Process 50
Albuquerque Balloon Fiesta 20
5.3 Funding Considerations 51
3.3 Music & Arts 21
5.4 Next Steps 54
Byron Bay Blues Festival 22
Meredith Music Festival 23 6.0 Appendices 55
Camp Bestival 24 6.1 Reference Materials 56
Byron Bay Writers Festival 25 6.2 Events Prioritisation Yarra Ranges 58
Woodford Folk Festival 26
6.3 Events Prioritisation Dandenong Ranges 60
Yarra Ranges Regional Events Strategy 2015-2020
1.0 Introduction
This event activation strategy was commissioned by Yarra Ranges
Tourism in conjunction with Yarra Ranges Shire Council and Murrindindi
Shire Council to develop two event activation strategies under the
one project scope. The two focus areas are 1. Yarra Ranges Shire. 2.
Murrindindi Shire with a focus on Marysville and surrounds.
The two strategies have been developed in tandem with a shared
situation analysis and market opportunities section and separate key
recommendations for each region. Two documents are therefore provided,
one for each focus area.
Industry consultation was undertaken as part of the process along with
detailed briefings from the project group and substantial desktop research.
PURPOSE
The strategy is to provide intelligence to Shire Councils, Yarra Ranges
Tourism and Industry including analysis of current events, past events and
identification of gaps in the market and potential opportunities.
The strategy provides a framework for event evaluation with the strategic
priorities and insights for the sustainability of event operations into the future.
Event coordination and funding have been considered in the project scope.
In summary, the Regional Events Strategy 2015 – 2020 provides direction,
insight and recommendations on a sustainable event model to support
visitation and overnight stays for the next five years.
The strategy is presented in four parts:
• Insights and Situation Analysis
• Regional Event Benchmarking
• Key Recommendations
• Operational Considerations
Yarra Ranges Regional Events Strategy 2015-2020 01
Events are a key part of regional marketing activity, regardless of where you
are in the world. With a changing consumer landscape, increasing access to
international and interstate travel and the increasing ability to research and
plan activities online, the consideration set for regional visitors has exploded.
Many regions therefore find their ability to create and own highly
differentiated events that attract significant visitation and sustainable funding
is under more pressure than ever before.
2.0 Insights & Situation
Thus the need to clearly understand the points of difference for each region,
how they relate to existing market opportunities and a recommended
pathway for future focus and development is a core outcome of the strategy.
Analysis This section looks at the following:
• Summary of consumer insights on the influences on regional tourism
• Regional visitor needs and general trends
To inform the strategy, a detailed situation analysis has been
undertaken with a combination of desktop research, project group • Global drivers of consumer behavior
briefings, stakeholder interviews and review of third party research.
• Summary of findings from regional consultation meetings
Please see Appendix 5.1 for a full list of reference material.
• SWOT analysis
Yarra Ranges Regional Events Strategy 2015-2020 02
2.1 Consumer Insights INFLUENCE ON REGIONAL TOURISM:
• Regional event goers attend more than one event per annum and three on
average
• Experiences are key drivers – particularly in the personal participation and
Events are significant drivers of regional tourism. Tourism Research “money can’t buy” categories
Australia’s National Visitor Survey (national data, not regionally
specific) shows that more than half of all domestic day and overnight • Consumption of experiences rather than material goods is a key signal of
trips in 2013 were to regional destinations (58%) where visitors spent social status
$34 billion.
• Growth in adventure travel has accelerated at a 65% yearly rate since 2009
The needs of regional tourists are changing. With the increasing
• Nature travel includes two out of three criteria – nature, culture, physical
pace and demands of every day life, visitors are looking for it to be
activity
easy – better bundling of regional events, accommodation and event
packages and ready made trails for people to discover regions are all • 54% of travelers are planning an adventure activity on their next trip
demands of the modern visitor.
• 88% of destinations consider gastronomy strategic in defining their brand
One size does not fit all and flexibility in ticketing and attendance, and image
particularly with respect to weekend accommodation are all
• Culinary tourists are cultured and affluent
highly valued.
• 40% of families went on multi-generational vacations in the past year
Flexibility and choice in the experience are also highly valued as
visitors rarely stay within a single product category. A wine lover is just • Attracting the multi-generational market is about memories, convenience
as likely to visit a gallery, cidery or farm gate as a hiker or cyclist is to and value
visit a brewery and take a cooking class.
GENERAL EVENT TRENDS:
Events and activities that are hands on, participatory and experiential
are in hot demand, often the more exclusive or money can’t buy • Growing demand for tailor-made experiences rather than generic events
the better.
• Layered events that provide multi-level engagement across product sectors
• There is a continual rise in “Search for Adventure” experiences
• Value is a driver – however value is in the eye of the beholder
Yarra Ranges Regional Events Strategy 2015-2020 03
2.2 Global Drivers
of Consumer Behaviour
In addition to the Australian visitor insights, the following global drivers
of broad consumer behaviour also have relevance to the strategy.
3 SOCIAL RESPONSIBILITY
Ethics matter. This is broader than simply environmental
considerations and extends to a consumer judgment and
expectation of corporations, governments and business
“doing the right thing”. This can be with regard to simple
considerations like rubbish removal and management
at events to more long term issues such as sustainable
These five global trends, inform the consumer mindset packaging, environmental protection, minimising impact,
and enable regions and event operators to tap into these long corporate social responsibility and equal opportunity. This idea
term societal trends. of social responsibility extends to “do good, feel good” activity
and social fundraising.
1 FEEL GOOD
The long term sustained boom in well-being, health and
wellness. The drive to outdoor living and recreation - not
just extreme or hard – core adventure. This trend taps
into the need to feel connected to nature, to escape the
urban environment and live well. The trend is evidenced
with the ever-increasing participation in cycling, outdoor
sports, multi-discipline events, and wellness activities
4 BRAND POWER
Arguably as important today as it has ever been. This
references a brand’s ability to own real estate in the
consumers’ hearts and minds. With the rise of social media
and accessibility to information, the need for transparency,
authenticity and relevance is greater than ever before.
Consumers choose their content, their news, their marketing
messages and so you need to be “invited” into their space.
such as health retreats. Multi-faceted marketing communications for events which
build loyalty and event ambassadors are paramount.
2 FUSION
The traditional boundaries are blending, consumers no
longer have a single product focus – merging of cultures,
traditions, generations, family units and so the list goes
on. The old rules no longer apply and consumers are
looking to be entertained and engaged as much as they
want to be educated and informed. Their interests are
5 MASSTIGE
The power of mass-prestige. Luxury brands are no longer
reserved for the elite but are becoming increasingly accessible
to the burgeoning middle, upper-middle class. Accessible
luxury, bespoke experiences and the consumption of
experiences over material goods are all signs of social status
broad and cross category.
Yarra Ranges Regional Events Strategy 2015-2020 04
CHALLENGES
• There is a natural tension identified between event compliance and event
economic development. Stakeholders recognise the “dual role” of the Yarra
Ranges Shire Council in supporting event development and ensuring all
events are conducted within Shire Council policy and local bylaws
• There is an overall lack of professional event management knowledge/
expertise with many events organised by committees and volunteers who
are busy running their day to day businesses. This results in a recognised
need for more event workshops, briefings and long-term planning to enable
more streamlined event operations and help prevent volunteer burnout
• Industry recognises the need for cross-collaboration to build existing
event assets with other direct and indirect business operators in regions
however it is seen as difficult to very difficult to mobilise related businesses
to provide greater regional infrastructure and participation in and around
events
• Very high reliance on volunteers and committees and relatively low levels
of funding make it difficult to get events off the ground and invest in their
2.3 Regional Consultation future growth
Findings
OPPORTUNITIES
• There was a strong identified regional strength (Yarra Ranges) in
Agribusiness and Agritourism with the diversity of farm gates and primary
producers/growers across the regions
Detailed briefing sessions were conducted with the Project Team
• Yarra Ranges and Murrindindi have a strong market culture and although
(for a list of team members see Appendix 5.2) to provide the
most markets are not major event draw-cards in their own right they
consultants with detailed information on existing events across
significantly add to the regional fabric and as related activities for event
both Shires, background information on past tourism papers and
goers and visitors
considerable insights from individual and group perspectives.
• Yarra Ranges and Murrindindi have all-year appeal with clearly defined
Much of the input has been used in the development of the situation propositions for all seasons that are differentiated across the regions
analysis and detailed SWOT and some summary findings are
• There is significant, diverse event activity already happening across both
presented opposite:
Shires. The depth and breadth of the events is seen as a regional strength
across both Shires with a significant opportunity for greater synergy
• There was recognition of the fact that consumers don’t know where the
Shire boundaries are and that more collaborative marketing of events
across regional boundaries could be very beneficial
Yarra Ranges Regional Events Strategy 2015-2020 05
STRENGTHS
• Proximity to Melbourne
• Highly recognised regions – Yarra Valley and Dandenong Ranges
• Strong brand association of the Yarra Valley with food and wine
• Strong existing event assets – Day on the Green, Tesselaar Tulip Festival,
Shed Fest, Autumn Authors Dandenong Ranges Writer’s Festival, race days
and activities, regional markets, and the very long tail of smaller events,
open days and individual business activities
• Strong ownership of ballooning in Victoria, an iconic destination image
• Yarra Ranges Tourism and recognised tourism regions for the state
of Victoria
• Wonderful diversity of product right the way through to luxury products
and experiences
2.4 Yarra Ranges WEAKNESSES
SWOT Analysis • No over-arching event framework
• A need to update brand positioning for each region, refresh of Tourism
Victoria work is recommended
• Lack of enough accommodation options in some areas to support growth
in event numbers
• Infrastructure challenges with parking, roads, access etc to support larger
scale events
• Fragmentation in event coordination, marketing and sales, events all
operating independently, not cross selling to each other’s audiences
• Many small websites competing for site hits and share of voice
• Accessibility (transport) for major events
• Current events are not highly differentiated – replicated in many other regions
• Events largely operated by ‘volunteers’ and committees not professional
event managers
• Focus more on what the operators want/need than what the consumer is
looking for
Yarra Ranges Regional Events Strategy 2015-2020 06
OPPORTUNITIES
• Food & Drinks, Music, Outdoor and Gardens remain key consumer drivers for
regional events (see following page for further insights)
• People looking for short trips and escapes – regional visit in 4-8 hours
• Australia remains a key international travel destination, seen as safe and Food &
Wine as much more significant reasons to visit
• New Melbournians seeking natural, farm gate experiences close to the city
SWOT THREATS
Analysis cont... • Risk of bush fire impacting Summer event opportunities
• Other Vic/Aus regions getting more organised
• Individual groups in the region deciding to go it alone
• Continued pressure on public events that include alcohol with respect to
responsible service, permits and risk management
• Economic pressure on disposable income
Yarra Ranges Regional Events Strategy 2015-2020 072.5 Regional
Positioning
Tourism Research Australia’s National Visitor Survey of 10,131 YARRA VALLEY
respondents found that 24% of respondents had attended a regional
event in the last two years. Of that 24%, 11 event types were
identified, with food & wine the highest (9%) and participatory sports
the lowest (3%:
• Food and wine 9%
• Music events, festivals or concerts 8%
• Garden and botanical events 7%
• Sport events you go to watch 6% MURRINDINDI DANDENONG
RANGES
• Art exhibitions 6%
• Spoeting events you participate/compete in 3%
When looking at how these event categories work with the regional
strengths within the two Shires there is strong alignment and the
regional positioning falls out quite naturally.
The Shires can then collaborate on event strategy and ensure that
there are not directly competitive events occurring across the Shires
and that major Tier One or Two events are not clashing with respect
to their time of year. Outdoor, Adventure & Sport
Each region can then work to build a reputation for the types of Food, Drinks & Lifestyle
events conducted that lead to a long term sustainable audience.
Gardens & Culture
Music & Folk
Yarra Ranges Regional Events Strategy 2015-2020 081 TIER 01
• Major events that are clearly based on regional strengths
and align with the event activation strategy and core brand
attributes
• Sustainable financial model in place that has revenue
generated via tickets sales, participation fees, sponsorship etc
• Attracts funding from Yarra Ranges Tourism, State Govt/
2.6 Regional Tourism Vic and commercial partners
• A clear marketing plan that will attract international, national
Event Criteria and intrastate audiences
• Significant competency of the event organisers and integration
2
Yarra Ranges with local community
TIER 02
The Yarra Ranges regions - Yarra Valley and Dandenong Ranges are
• Significant events that are clearly based on regional strengths
both mature regional brand destinations with moderate to high levels
and align with the event activation strategy and core
of consumer awareness.
brand attributes
• Sustainable financial model in place that has revenue
Based on existing event infrastructure and brand recognition, a major generated via tickets sales, participation fees, sponsorship etc
events strategy is recommended for both Shires.
• Attracts some external funding from government or
This would see the development of three to four Tier 1 events across commercial partners and is aligned with the priorities of the region
the Shire.
• A clear marketing plan that will attract national and
Tier One events can be new or existing events with the capacity to intrastate visitors
meet the relevant criteria. Major events are required to drive brand
• Significant competency of the event organisers and the
3
awareness, interstate and international visitation and act as beacons
integratrion with local community
for Tier Two and Three events, providing a strong regional identity and
dialogue that assists in promotion and brand development.
Tier One events should take into consideration a ‘sequence of events’ TIER 03
so that trips become multiple days encouraging overnight stays as the
events grow.
• Local/community based events and activities
Umbrella events should be built around the main regional drivers
• May have grass roots local funding based on fit with social values
providing the greatest sense of consumer connection.
• Operated by community groups/individual businesses
Tier Two and Three events are already prevalent across the Shire
and should continue to be supported based on their fit with regional • Contributes to the regional brand and fits with the brand
strengths and community values. positioning of the region
Yarra Ranges Regional Events Strategy 2015-2020 093.0 Regional Event
Benchmarking
This section of the strategy reviews leading event examples for
Australia and International markets in the key event sectors of:
• Food & Wine
• Outdoor – Ballooning
• Music & Arts
• Outdoor Sports
• Indigenous Festivals
In each area, major event sponsors, the event’s strengths and the
resultant insights for the Yarra Ranges have been considered.
Yarra Ranges Regional Events Strategy 2015-2020 103.1 Food & Wine Yarra Ranges Regional Events Strategy 2015-2020 11
Barossa Vintage
Festival
15-19 APRIL, ESTABLISHED 1946
Australia’s original wine tourism event, showcasing 95 events over
five days including a decadent feast, long table lunches, wild gypsy
parties, a scarecrow trail and a comedic journey through wine
education. An easy one-hour drive north of Adelaide, the Barossa
Vintage Festival has evolved to become the premier wine tourism
festival in Australia, and is the jewel in the Barossa events calendar.
KEY SPONSORS
South Australia Government, South Australian Tourism Commission,
Barossa Real Estate, Barossa Tourism, Barossa Grape and Wine
5 x presenting partners: Ahrens, The Barossa Council, Heart of
Barossa, Foundation Barossa, Peter Lehmann
STRENGTHS
• Dubbed a Wine Tourism Festival, it has grown to be an integrated
Arts, Culture, Music, Food & Wine event for the region. It has a
festival director, large external funding and interstate and
international audience
• Event Director, Committee and Patrons
INSIGHTS
• The event leads with the Barossa’s food and wine strength but not
to the detriment of culture, community and other offers
• Strong regional identity and incorporation of the Barossa “Trust
Mark”. A stand alone brand endorsing authentic Barossa producers
and growers
• United regional association and tourism group working collectively
to achieve a shared vision
Yarra Ranges Regional Events Strategy 2015-2020 12Gourmet Escape
Margaret River
21-23 NOVEMBER, ESTABLISHED 2012
At the heart of the Margaret River Gourmet Escape festival is the
must see Gourmet Village. A buzzing world of culinary excitement
and the perfect opportunity to experience the delectable
delights the region has to offer.
KEY SPONSORS
• Presented by Siemens, State Government and WA Tourism
• Additional major partners: Audi, Breville, Singapore Airlines
STRENGTHS
• Operated by commercial event group “Brand Events” in
partnership with WA Tourism
• Global A list chefs as draw-cards. Have built very strong
relationships with local businesses. Interstate and
International Audiences
INSIGHTS
• Public/Private partnership structure can be lucrative. The brand is
Gourmet Escape and the region is secondary – could potentially
move from Margaret River as the intellectual property sits with
Brand Events
Yarra Ranges Regional Events Strategy 2015-2020 13Noosa International
Food & Wine
14-17 MAY, ESTABLISHED 1990
OFFICIALLY NOOSA FOOD & WINE FESTIVAL IN 2009
Over 200 invited chefs, producers, winemakers and
media will descend on the village of Noosa and its iconic
surroundings to join foodies from all over the world to celebrate
and enjoy the good things in life.
KEY SPONSORS
• Major Sponsors Westpac and Government
• Plentiful Corporate Partners including: Qantas, Audi, Seppelt,
KitchenAid, Riedel, Jet Star
STRENGTHS
• A foodie paradise. All about seeing people and being seen. It
operates as an umbrella event festival that has become just as
much about celebration as it has food and wine
• There is a balance of fun/lifestyle events mixed in with more serious
food and wine masterclass style events. There is a significant
opening concert that acts as a celebration and is open to a large
audience
INSIGHTS
• The annual program is established well in advance with ticket sales
live at least six months out. They have now created a membership –
Club Chilli - to build engagement during the year
• In recent years the event has extended into the hinterland, beyond
the Noosa township
• There is just as much focus on lifestyle and enjoyment as it is on the
food and wine product
Yarra Ranges Regional Events Strategy 2015-2020 14Taste of Tasmania
DECEMBER 28 TO JANUARY 3
Tasmania might be small in size but it’s a giant of the Australian
food scene. The island state shows off its incredible produce and
sophisticated culinary outlook at The Taste of Tasmania – a buzzing
waterfront event that attracts 300,000 hungry patrons each year.
KEY SPONSORS
• Principal: Cascade Brewery
• Major partners: Insurance by RACT, Ritual Coffee, Hartz Mineral Water
STRENGTHS
• A Hobart City Council initiative that is held 28 Dec – 3 Jan on the
waterfront. Major events, tastings and masterclasses celebrating
the best of Tasmanian produce
INSIGHTS
• A series of events making up the whole. The focus on Tasmanian
produce and bringing people into the city over the Christmas/New
Year break coinciding with the Sydney to Hobart finish
Yarra Ranges Regional Events Strategy 2015-2020 15Mornington
International
Pinot Noir Celebration
6-7 FEBRUARY, ESTABLISHED 2003
Pinot Noir from many corners of the earth will come together to
celebrate all things Pinot on the Mornington Peninsula. Mornington
Peninsula Vignerons bring it all back home, focusing on the soil,
aspect, climate and nuances of site that come together to create the
infinite variety that is great pinot noir.
KEY SPONSORS
• Saint Martin, Saver Glass, Riedel, RACV Cape Schanck Resort,
Mornington Peninsula Shire
STRENGTHS
• Held every two years the event has cemented Mornington
Peninsula’s claim to pinot noir. The event continues to grow and
adds new elements to extend it beyond a wine
aficionado audience
INSIGHTS
• An ambitious event that attracts an international audience. Based
on a niche market that has grown to include many sub events
Yarra Ranges Regional Events Strategy 2015-2020 163.2 Outdoor
Ballooning
Yarra Ranges Regional Events Strategy 2015-2020 17Canberra Balloon
Festival
7-15 MARCH, ESTABLISHED 1986
The Canberra Balloon Festival is one of the top air ballooning events
in the world. During the event over 50 balloons launch in view
of national attractions and nearby government buildings.
KEY SPONSORS
• ACT Govt, Brand Canberra, Visit Canberra, Barlens
STRENGTHS
• Recognised as the 4th largest festival in the world, it has grown to
operate over nine days. Entertainment and breakfast are available
for spectators each morning. Spectating is free and people pay
for breakfast
INSIGHTS
• Given the early morning and late afternoon nature of ballooning,
the opportunity is to build a schedule of day time activity
and create aspects of the event which can be ticketed and
non-weather dependent
• Balloonists have accommodation, LPG and meals provided by
the organisers
Yarra Ranges Regional Events Strategy 2015-2020 18Waikato Balloon
Festival
25-29 MARCH, ESTABLISHED 2003
Each Autumn hot air balloons from around the world gather in
Hamilton for the annual Balloons over Waikato Festival.
KEY SPONSORS
• University of Waikato, WEL Energy Trust, Visit Hamilton, The Lion
Foundation plus many other smaller sponsors
STRENGTHS
• This five day festival attracts more than 130,000 visitors to the
small town of Hamilton, New Zealand
• The signature event is the Nightglow at Waikato University which
has the balloons perform in a choreographed routine with fireworks.
A wind proof event attracting 10,000 + people who pay to see
the spectacle
INSIGHTS
• An example of a smaller regional centre with a big ambition. The
event has been weather-proofed to a certain extent with the
addition of the Nightglow performance which shows a different
aspect of ballooning and provides for strong ticket sales and
additional event revenue
• Ballooning festivals are multi-day events to mitigate the risk of
adverse weather
Yarra Ranges Regional Events Strategy 2015-2020 19Albuquerque Balloon
Fiesta
3-11 OCTOBER, ESTABLISHED 1972
The annual Albuquerque International Balloon Fiesta is the
largest festival of hot air balloons on earth.
KEY SPONSORS
• Many including Pepsi, 7/11, Bank of the West, City of Albuquerque
and Visit Albuquerque
STRENGTHS
• From its modest beginnings in 1972 with 13 balloons launching
from a shopping mall parking lot, the Balloon Fiesta has grown to
multiple events launching year-round at the custom-designed,
365-acre Balloon Fiesta Park
• The signature event remains Balloon Fiesta — which, with more
than 600 balloons, is the largest ballooning event on earth, the most
photographed event on earth, and the largest annual international
event held in the United States
• More than 100,000 attend each year
INSIGHTS
• An extended calendar of events around the ballooning and during
the day which make it a festival in its own right
• The event started small and grew with strong community, business
and government support
Yarra Ranges Regional Events Strategy 2015-2020 203.3 Music &
Arts
Yarra Ranges Regional Events Strategy 2015-2020 21Byron Bay
Blues Festival
2-6 APRIL, ESTABLISHED 1989
The Byron Bay Blues Festival or Bluesfest is Australia’s premiere
Blues & Roots Music Festival with more than 200 performances of
the best blues, roots, folk, soul and world artists. In addition to seven
all weather performance stages, there are licensed bars,
undercover food courts, food and market stalls.
KEY SPONSORS
Ticketmaster, Gibson, The Music, Rolling Stone, Max, ABC, Mosh Tix,
Bay FM
STRENGTHS
• Now in its 26th year, it is considered to be the premier blues and
roots festival in the country. With a strong blend of new and old
artists, the event is marketed to pop-blues and hard core fans
• With financial support from the Shire and music industry it has
a great family vibe with camping on site, shopping, a beautiful
location and quality international performers. Very diverse
and highly respected
INSIGHTS
• The event has become a brand in its own right with more than
70,000 followers and the #roootsandblues used for individual
concert performances and artist tours, across the country
• Is there the ability to leverage from this already strong brand and
create a related/sister event in Murrindindi as opposed
to creating an new event from grass roots?
Yarra Ranges Regional Events Strategy 2015-2020 22Meredith Music
Festival
12-14 DECEMBER, ESTABLISHED 1991
Meredith is a celebration of music, nature, friendship and humanity in
all its four-dimensional glory. The festival is not just on-stage, it’s
site-wide, The whole thing continuously evolves, almost
anything goes and could keep on going.
KEY SPONSORS
• Triple R – No Corporate Sponsors.
STRENGTHS
• A privately operated event on the land of one of the owners. Has
become a major draw-card in its own right
• Quite alternative, has grown organically
INSIGHTS
• Music festivals continue to be significant drivers of regional tourism
and overnight stays, rural locations have become incredibly popular
over the last decade
Yarra Ranges Regional Events Strategy 2015-2020 23Camp Bestival
Lulworth Castle, UK
30 JULY - 2 AUGUST, 2015, ESTABLISHED 2004
Camp Bestival is a multi-ward winning festival that combines an
all-encompassing family festival experience with an action packed
camping holiday. Founded by Rod da Banks, the BBC broadcaster
had a dream to one day create his vision of what the modern day
festival should be.
KEY SPONSORS
• theguardian UK
STRENGTHS
• A wonderfully curated arts and music festival that caters to people
of all ages
• A camping experience on the grounds of Lulworth Castle, they also
have packages with B&Bs and hotels for those not in to tents
• Awarded best family festival in 2009, 2010, 2013 & 2014
• Ticket payment plans to make it affordable for families to attend
INSIGHTS
• There is a gap in the Australian market for a truly family friendly
music festival
• The festival incorporates food, drinks, market stalls and many other
facets of local business that can be integrated into the core festival
experience
Yarra Ranges Regional Events Strategy 2015-2020 24Byron Bay Writers
Festival
AUGUST, ESTABLISHED 1997
The Byron Bay Writers’ Festival focuses on Australian writing. It
began from humble beginnings and has grown to fill marquees
and venues around town.
KEY SPONSORS
• Southern Cross University, North Byron Beach Resort, Macquarie,
Feros Care, Australian Council for the Arts, Australia Council
STRENGTHS
• The festival commenced in 1997, when a small group of locals
invited a few authors to spend a winter’s weekend in Byron Bay. The
first festival had 200 locals and 50 Australian writers and has now
grown to fill four huge marquees and venues around town selling
45,000 individual tickets. Focused purely on Australian writing
INSIGHTS
• The festival has a strong indigenous component which attracts
additional support from community groups and government.
With a strong indigenous history in the Yarra Ranges, is there
an opportunity to have an indigenous festival of the arts, native
ingredients and produce, writing?
Yarra Ranges Regional Events Strategy 2015-2020 25Woodford Folk
Festival
DECEMBER 27 – JANUARY 1, ESTABLISHED 1986
The Woodford Folk Festival is an annual music festival held near the
semi-rural town of Woodford just north of Brisbane. It is one of the
biggest annual cultural events of its type in Australia
KEY SPONSORS
• Queensland Govt, Tourism and Events QLD, University of the
Sunshine Coast, QUT Creative Industries, Brisbane marketing
Economic Development Board.
STRENGTHS
• Art, music, humour all combined into one. Woodford has grown into
a huge event with more than 100,000 attendees. Incredibly diverse
from street theatre, children’s festival, meditation, talks, circus,
dance, it has it all. Folky, slightly hippy but all about “good will”.
2,300 volunteers alone
INSIGHTS
• Hugely inclusive event, everyone’s welcome and it’s about feel good.
From the really hippy, meditation to those just looking to enjoy great
food and music
• The event integrates the arts, culture, music, food and wine into one
event with many smaller activities
Yarra Ranges Regional Events Strategy 2015-2020 263.4 Outdoor
Sport
Yarra Ranges Regional Events Strategy 2015-2020 27Sport Northland
Run/Walk Series
MARCH — NOVEMBER
The Sport Northland Run/Walk Series is a number of events held
around Northland throughout the year.
KEY SPONSORS
• Each event has key sponsors – from Fullers Ferries to
Potter Electrical
STRENGTHS
• A series of seven events across Northland New Zealand that
increases in difficulty to culminate in the Kerikeri half Marathon
INSIGHTS
• Attracts participants from all around the country
• Spreads the activity across the region
• Has events for all types and levels of fitness
• Finishes in a street party in the town of Kerikeri
Yarra Ranges Regional Events Strategy 2015-2020 28Pier to Pub
Lorne
10 JANUARY, ESTABLISHED 1981
The largest open water swim in the world Lorne is approximately two
hours south of Melbourne on the Great Ocean Road.
KEY SPONSORS
• Naming: GMHBA Health Insurance, Speedo, Pure Blonde, Foodworks
STRENGTHS
• Largest open water event in the world
• Each year more than 4,000 swimmers compete
• An iconic summer event
INSIGHTS
• Run by volunteers from Lorne Surf Life Saving Club
• Attracts attention globally and nationally
Yarra Ranges Regional Events Strategy 2015-2020 29Ballarat Cycle
Classic
15 FEBRUARY, ESTABLISHED 2008
The Ballarat Classic is a community focused cycle event for all
abilities and fitness levels. Riders from across Victoria, and even
interstate travel to Lake Wendouree to participate.
KEY SPONSORS
• City of Ballarat, Titeline Group, BJT Legal, Additional: NAB,
Arthur J Gallagher and numerous others
STRENGTHS
• Started in 2008 as a fundraiser for Fiona Elsey Cancer
Research Institute
INSIGHTS
• Has raised over $1million support from City of Ballarat
Yarra Ranges Regional Events Strategy 2015-2020 30Taupo Great
Lake Relay
20-21 FEBRUARY, ESTABLISHED 1995
Taupo Great Lake Relay is a scenic team or solo running or walking
event around or along the length of Lake Taupo.
KEY SPONSORS
• No naming rights but myriad contributors including New Balance,
Smiths, Millennium Hotels
STRENGTHS
• Teams of up to 18 participants enter to run around the 155km
circumference of the lake. 500 teams, 4,500 people take part each
year. 24 hour event that starts in the middle of the night and ends
at 5pm
INSIGHTS
• Participants enter from all around the country businesses, friend
groups and professional athletes all compete
• Great atmosphere and community spirit
Yarra Ranges Regional Events Strategy 2015-2020 313.5 Indigenous
Festivals
Yarra Ranges Regional Events Strategy 2015-2020 32Matariki
Festival
28 JUNE – 26 JULY, RE- ESTABLISHED EARLY THIS CENTURY
Matariki is an important time in the New Zealand Maori calender,
the community comes together to celebrate the Maori new year
and give thanks to the land, sea and sky.
KEY SPONSORS
• Mai FM, 2 Degrees Mobile
STRENGTHS
• A cultural month of activities celebrated in Auckland, New Zealand
to commemorate the rising of the Matariki star constellation
announces Te tau hou, the Maori New Year
• A month of music, food, and traditional Maori arts and crafts
celebrated around Auckland New Zealand
INSIGHTS
• Highlights the indigenous culture of New Zealand and celebrates its
meaning and importance to the heritage of New Zealand
Yarra Ranges Regional Events Strategy 2015-2020 33Te Matatini National
Kapa Haka Festival
4-8 MARCH, ESTABLISHED 1972
Te Matatini is a Maori preforming arts festival held in New Zealand
where Kapa Haka groups preform. Patrons can shop for Maori arts
and crafts and experience cultural exhibitions and workshops.
KEY SPONSORS
• Ministry for Culture and Heritage, University of Waikato, NZ Maori
Arts and Crafts institute, Kiwi Bank/NZ Post.
STRENGTHS
• Every two years top kapa haka teams from New Zealand and
Australia compete for the honour of being crowned the best of the
best. The festival started in 1972 and is now the world’s largest
celebration of Maori traditional performing arts, attracting over
30,000 performers, supporters and visitors
INSIGHTS
• World’s largest Maori Festival
• Takes place over a three or four day interval
• Biennial
• Held in different cities each time
Yarra Ranges Regional Events Strategy 2015-2020 34Moundville Native
American Festival
8-11 OCTOBER
Moundville Native American Festival celebrates the Southern
United States rich Indian heritage. Patrons are entertained and
educated by performers, artists, craftspeople and tradition bearers.
KEY SPONSORS
• University of Alabama
STRENGTHS
• One of Alabama’s Top 20 Tourism Events, the festival runs in the
first full week of October and celebrates the tradition, culture and
heritage of Native Americans
INSIGHTS
• 15,000 attendees across the state
• 7,500 attendees are school groups
• Highly educational and participatory
Yarra Ranges Regional Events Strategy 2015-2020 35Native Rhythms
Festival
13-15 NOVEMBER, ESTABLISHED 2009
The Native Rhythms Festival is a family-friendly event held in
Melbourne Florida showcasing musical talent and culture
of the indigenous peoples of the Americas.
KEY SPONSORS
• Candlewood Suites, FDCA - Culture Builds Florida, Brevard Cultural
Alliance.
STRENGTHS
• This three day festival honours the culture of the indigenous
peoples of the Americas through music, and especially the music of
the Native American Flute
INSIGHTS
• Headline native musical acts
• 13,000 attendees from around the world
• Native American Heritage Month.
Yarra Ranges Regional Events Strategy 2015-2020 36Laura Aboriginal
Dance Festival
19-21 JUNE ESTABLISHED 1985
The Laura Aboriginal Dance Festival showcases Dances from
around the Cape York with Traditional Dance Cycles that have
been handed down through millennia.
KEY SPONSORS
• Queensland Govt, Quinkan Centre, Cape York Health Centre,
Bundarra Sports, Mii Home, UMI Arts.
STRENGTHS
• The Laura Aboriginal Dance Festival is an exciting biennial gathering
in Cape York Peninsula, highlighting the many diverse Communities,
language, song, dance and stories
INSIGHTS
• Biennial
• Longest continual running Aboriginal cultural festival in Australia
• International audience – tourists from Europe to experience
• 500 performers from 20 communities across Cape York Peninsula
Yarra Ranges Regional Events Strategy 2015-2020 374.0 Key Recommendations
Yarra Ranges Regional Events Strategy 2015-2020 384.1 Key Recommendations
Yarra Valley
SEE REGIONAL EVENTS PRIORITISATION APPENDIX THREE
REGIONAL STRENGTHS EXISTING CONSUMER EVENTS OPPORTUNITY RECOMMENDATION
FOOD & DRINKS A true regional strength, there are many food Yarra Valley is a premier destination The region should develop a new signature event that
and drink events including; for food, farm gate, wine, craft beer and plays to its strengths. The event should highlight the
cider yet it does not have a signature unique attributes of the region and blend bespoke, high end
• Grape Grazing (past) event since Grape events with more accessible activities.
• Longest Lunches Grazing was discontinued.
• Kellybrook Cider Festival The Yarra Valley has a competitive advantage due to the
• Shedfest breadth of product and venues spanning luxury to rustic
• YVWGA Events and more and everything in between.
It should include a broader committee including the
YVWGA, Yarra Valley Food Group, Marysville and surrounds,
local hospitality operators and business community.
OUTDOOR/ Ballooning – there is already a strong To create a benchmark balloon festival The Yarra Valley should develop an event proposal with
PARTICIPATION connection with the visuals of balloons over for the region. The Canberra event is a 3-5 year horizon that creates a benchmark festival for
the region with balloon flights by private the national benchmark, there used to the region. Family focused, running over several days
operators a regional draw-card be in Mansfield but it ended a few years and incorporating a night balloon performance to mitigate
ago from lack of support and exhausted against poor weather.
volunteers.
Coranderrk music festival Although a culturally sensitive area, there Investigate the opportunities and challenges of working
CULTURE/ARTS is no existing indigenous festivals in with Corranderrk and the plans that may already be in play
The festival aims to bring community Victoria and given the region’s history and with recent government funding for the establishment of a
together to share knowledge of the pioneers the Coranderrk property, it would seem management plan.
of Coranderrk. A day of music and activities. there is something worth investigating.
Cycling Hubs (Warburton and Lake Mountain) Warburton is a well established cycling hub The region should consider developing a premiere cycling
SPORT Outdoor sports activities in general with well known trails and facilities that event – The Lilydale to Warburton Grand annual event that
could ably host a cycling event as it would could be presented to a corporate partner already involved
not require road closures. in road racing.
Yarra Ranges Regional Events Strategy 2015-2020 39KEY SUCCESS FACTORS:
Outstanding product from high end to high touch.
From gum boots to Jimmy Choos for a luxury evening event, the Yarra Valley
has it all. This depth of food and wine product is a key differentiator for the
region and can be leveraged to create a full calendar of event experiences
unrivaled in the state.
Breadth of offer across many product categories
The region has incredible breadth of its food and drink product. World class
wineries, craft breweries, award-winning distilleries, hatted restaurants, farm-
gates, dairy, salmon, and so the list goes in. Few categories have only one or
two producers, and in just about all, the region harbours leaders in their fields.
The breadth and depth combine to make the Yarra Valley, Victoria’s leader in
culinary product and experiences.
Villages, towns and trails that create natural event “hubs”
Tier One
Warburton, Yarra Glen, Healesville, the villages of the Yarra Valley all have a
unique character and sense of place. There are existing touring trails and
experiences that can be further leveraged for event activity.
Food & Wine Event Strong and recognised regional brand, already a food and wine leader.
As already mentioned above, the Yarra Valley is a leading regional brand
recognised in Australia and internationally for its food and wine strength.
Leveraging this strength with a wonderfully curated and inclusive annual
An addition to the calendar this premium event should leverage the
food, drinks and lifestyle event will provide a significant motivator for culinary
regional strengths which when combined, deliver a genuine point of
tourists to visit the Valley.
difference for the Yarra Valley.
RECOMMENDATION
This strategy does not extend to making an event concept • Establish a working group from industry to ensure representative
recommendation for the Tier One Food and Wine Event. The event involvement across industry sectors
concept should be owned by industry and supported by Yarra Ranges
Tourism, and through that body, by the Shire. • Identify & recruit an event curator to develop the creative direction
Yarra Ranges Tourism does not currently have any remit for event • Develop a plan for the food and wine sector on key event development
organisers, however it may be advantageous for Yarra Ranges including industry engagement and the industry groups involved
Tourism to play a key role in coordinating a representative group of
stakeholders to develop the event concept and champion that event
idea for funding through State Tourism and Government channels.
Yarra Ranges Regional Events Strategy 2015-2020 40KEY SUCCESS FACTORS:
There needs to be strong regional, industry and community support for a
ballooning festival to take place.
March is widely considered to be the right time of the year for a ballooning
event, it is also when other festivals take place such as Canberra so working
with the ballooning community to identify the right timing in the calendar is
essential.
Support from the ballooning community which is in place via industry leader
Global Ballooning.
Integrating the day time schedule with regional strengths – farmer’s market,
regional touring, heritage and culture.
Tier One RECOMMENDATION
• Establish a festival committee to curate the event including the evening
Ballooning Festival performance component
• Recruit an industry champion to liaise with balloonists
• Develop a financial model for the sustainable operation of the festival
The Yarra Valley with its close association with ballooning as a key including;
part of the tourism offer is perfectly placed to operate a • Number of balloonists and their support costs – accommodation, LPG,
balloon festival. meals/expenses
• Infrastructure for spectator services
• Supporting event activity
Mansfield was home to a ballooning festival which ceased to operate • Marketing and public relations
some years ago due to volunteer burnout and lack of ongoing
community support.
This has potential to be a family friendly event, with an array of day
time activities that draw people into the region for a multi-night stay.
The inclusion of a “night glow” style ticketed event should be a core
part of the festival planning.
Yarra Ranges Regional Events Strategy 2015-2020 41Victoria does not have an indigenous festival, or a festival with a strong
indigenous component. There is an opportunity to create something unique
to the state that celebrates the indigenous community and the indelible links
to the land.
This is more likely to be a medium – long term proposition for the region.
However the identification of new opportunities and unexplored event/
festival territory was a requirement of the strategy and the celebration and
recognition of indigenous culture has been successfully integrated into
the Byron Bay Writer’s Festival providing and potential model for future
consideration.
KEY SUCCESS FACTORS
• Strong engagement and support from local elders, industry groups and the
Tier One community at large
• Support from government organisations at a national, state and
Indigenous Event federal level
RECOMMENDATION
The Yarra Valley has a strong indigenous history – the story of
• There is an appetite in this region, given its indigenous history, including
Coranderrk, its people and history, is part of the region’s past and with
Coranderrk, to build into a festival or event.
recent financial support for the development of a management plan,
hopefully a vital part of its future. • Consultation needs to be undertaken with community elders to access the
appetite and potential for suck an event to take place
Yarra Ranges Regional Events Strategy 2015-2020 42KEY SUCCESS FACTORS:
• There needs to be strong regional, industry and community support for a
large scale cycling event to take place
• March – April would be the best time of year to hold the event with milder
climates, but still fine weather
• Cycling partners and groups would help spread the word and ensure uptake
of the event
RECOMMENDATION
Tier One • Liaise with local cycling groups to establish their preferences for an event
and appoint key members to organising
Cycling Event • Work with each stop on the route to offer their own unique experience – i.e.
entertainment, food/beverage, craft, famers markets
• Work with a corporate partner for sponsorship of the event to establish a
The established Lilydale to Warburton Rail Trail is already a hugely prize pool and assist with overhead
popular cycling trail for visitors to the region and could be the centre • Appoint a charity partner to receive some proceeds from the event
of a key event for the region.
• Investigate the viability of a cycling ‘celebrity’ (i.e. an Olympian) as a face of
the event to help with publicity
At 39km, it features several ‘legs’ with stops along the way, the route • Develop a financial model for the sustainable operation of the
provides an excellent opportunity to create a festival for all abilities event including:
with the bicycle at its core. • Infrastructure for spectator services, fencing off of route,
Each township along the way could own a part of the festival, with water stops and entertainment
a culminating event at the finish line in Warburton. As each township • Supporting event activity
naturally breaks up the trail, this opens the event up to several
• Marketing and public relations
distance capabilities – a full 39km ride, a 20km, a 10km and the final
3.3km for a kids fun ride. • Charitable involvement
Yarra Ranges Regional Events Strategy 2015-2020 43Yarra Ranges Shire should continue to offer event development workshops
and support to operators to improve and support the professional
management and delivery of events at all levels.
Whilst the strategy recommends financial support be skewed to Tier One
event development, continued in-kind support to Tier Two and other events
should continue and where possible, events that meet the regional criteria,
Tier Two, Three should be supported and encouraged with respect to minimising red tape
and marketing support.
& Corporate Events CORPORATE EVENTS
Significant corporate run events occur throughout the regions and should
be encouraged within the Shire’s economic development footprint and with
The sustainable operation of tier two, three and corporate event in-kind support. Where a partnership model is in play, regional industry are
activity across the regions is vital for ongoing tourism success. a key stakeholder and the event is tied to the region, funding support may
be considered if the proposed event contributes to the event priorities or
existing events identified as growth opportunities for the region.
RECOMMENDATION
• Event operators should be required to lodge their event as part of the
Annual Event Planning process so that all events have the opportunity to be
included in the annual marketing calendar
• Funding for Tier 2 events would be based on a) current regional prioities for
Tier 1 event development b) strength of the event in meeting the regional
event criteria
Yarra Ranges Regional Events Strategy 2015-2020 445.2 Key Recommendations
Dandenong Ranges
SEE DANDENONG RANGES REGIONAL EVENTS PRIORITISATION APPENDIX FOUR
REGIONAL STRENGTHS EXISTING ASSETS OPPORTUNITY RECOMMENDATIONS
GARDENS & Tesselaar Tulip Festival Already a very successful event, it could Tesselaar is working to engage other regional operators
AGRI TOURISM be built on by creating a Spring/Bud Burst and this should be continued looking at potential joint
festival in the region. operation of the food and wine weekend and the
integration of accommodation packages.
GARDENS Cherry Blossom Day The region (and into the Yarra Valley) is lush Look to build on the existing asset at the National
with Cherry Blossom and is spectacular Rhododendron Gardens by adding a touring path and other
while in full bloom. A wonderful spectacle related cultural events to the existing festival.
that could be extended and which is
particularly significant to the Chinese
community.
Dandenong Ranges Writers Festival The region is linked with the arts and a The development of a key thematic that provides focus
CULTURE & ARTS (Autumn Authors) regional writers festival could be very and differentiates from other existing events in the state ie
successful. Melbourne Writer’s Festival and Clunes Booktown should
be developed.
Yarra Ranges Regional Events Strategy 2015-2020 45The festival already attempts to engage other regional businesses in key
events, such as the food and wine weekend and this cross – pollination and
collaboration should be encouraged to ensure industry better cross sells its
events and provides a richer, multi-layered experience in line with identified
consumer needs.
KEY SUCCESS FACTORS:
Tier One • Supports a key industry sector of the region, agri-business
• Has a well established following that could be leveraged to drive ancillary events
Tesselaar Tulip Festival
and overnight stays
• Attracts a broader audience and extends the diversity of tourists coming into
the region - in recent years this has been particularly noticeable with first
generation Australians drawn to the event
Already a very successful event running on three key weekends, the RECOMMENDATION
festival attracts a new audience to the Yarra Ranges. • Engage and collaborate with industry stakeholder to identify ways to augment,
integrate and collaborate on this already highly successful event
Yarra Ranges Regional Events Strategy 2015-2020 46You can also read
