The County Waterford Experience

AOIFE Conference November 11 2011

Shaping an Events and Festivals Policy Background to WCC’s interest in supporting

Festivals and Events Getting support enshrined into Council

policy Criteria for supporting Festivals and Events Broader Council support for Festivals and

Events Final thoughts…

Tourism is critically important to many communities as a source of economic activity , creating employment in areas sometimes with few, if any alternative opportunities for income generation.

Quality of Life issue…signal to prospective employers

69% of festivals’ income is spent in the local area – direct investment back into local economies

Festivals give a very important boost to local businesses, not only tourism-dependent ones

Successful festivals can brand or re-brand an area positively

Festivals can contribute towards the exposure of a location trying to get an the tourism map

The strategic placement of a festival in the local tourism calendar can help extend the tourism season

County Waterford Festival of Food 2011 Publicity: 75,000 sq cm of newspaper / magazine coverage @ €5 per

sq cm: €375,000 I.5 hours of TV coverage €100,000 Radio coverage: €243,000 Subtotal: €718,000 No. of visitors: Local: 12,000 x €30.21* = €362,250 Domestic: 5000 x €78.08* = €390,400 (including 2 night

stays) Overseas: 500 x 2 nights x €95.17* = €95,170 Subtotal: €847,820 Total: €1.565m (* = spend per day)  

GOAL THREE: BUILD VIBRANT COMMUNITIES

9. Raise the profile of the County as a place to visit and expand the tourist season by implementing a comprehensive promotional campaign and building on the success of festivals and events such as the Waterford Festival of Food and the Sean Kelly Tour of Waterford.

“Experiential” “Sense of Place” “Differentiation” “New iconic

experiences” “Bundling” /

“clustering” “Cross-selling” “Participative

experience”

Support Council initiatives Activity-based –”Wild Waterford” Food destination Raise the profile of the county Pan county coverage Community led Family-friendly Bed nights? Track record Niche

Tourism Officer Marketing Trade shows Websites / social media Direct PR support Advice

◦ Forward planning /troubleshooting◦ Health and safety◦ Financing / sponsorship

Direct manpower Toilets Event licensing Road closures / diversions Transport Community Forum Sports Partnership Signage Public space

Need for distinct roles for local authorities, Partnership Companies and Fáilte Ireland in relation to supporting festivals

Who is going to pick up the slack with diminishing funds?

Economic impact – becoming more important More cross-selling of events Councils – find out what they want Help them in shaping festivals and events

policy

Thank You…Gach rath ar an obair!