TTF Major Events Paper

8/12/2019 TTF Major Events Paper

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Featuring research by:

BACKINGMAJOR EVENTSAUSTRALIA N SUPPORT FOR MAJOR EVENTS A NDWHY GOVERNMENTS SHOULD GET BEHIND THEM

MAY 2014


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TOURISM & TRANSPORT FORUM

The Tourism & Transport Forum (TTF) is the peak national advocacybody for the tourism, transport and aviation sectors. It is a CEO forumrepresenting the interests of 200 leading Australian institutions andcorporations in the private and public sectors.

TTF uses its experience and networks to inuence public policyoutcomes and business practices, and to assist the delivery ofmajor tourism, aviation and transport-related infrastructure projects.

Our members interests include tourism, accommodation, major events,aviation, land and maritime transport, investment, property development,nance, retail, hospitality and education.

www.ttf.org.au

RESEARCH PARTNER

This paper was prepared in partnership with REPUCOM tosupport TTF advocacy around major events as demand driversin the Australian visitor economy.

About REPUCOM

Repucom is a global leader in sports marketing research. Utilising theleading technology and facilities for market research, media evaluationand commercial auditing, Repucom has created the industrys rst global,full-service portfolio for sports marketing research and consultancy.The company provides a single, independent source of holistic marketdata and insights to help its clients achieve value in their marketingand sponsorship activities. Since its founding in 2004, Repucom hasbecome established as the research provider of choice for over 1,000 ofthe top rights holders, brands, agencies and broadcasters in sports and

entertainment worldwide.Expert advice, valuation and measurement today form crucial elements ofany major events or tourism campaign. Repucom provided this insight andmore, drawing on over 25 years experience at the forefront of media impactand value analysis in the global sports, event and entertainment sectors.Repucom is the only global independent source of Holistic Evaluation andImpact Measurement focused on measuring and quantifying:

Economic Impact Global Media Coverage, audiences and value for host destinations Community Impact.

REPUCOM Level 4, 30-40 Harcourt ParadeRoseberry NSW 2018Australia

www.repucom.net


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CONTENTS

INTRODUCTION 4

WHAT ARE M AJOR EVENTS? 5

SURVEY: AUSTRAL IANSBACK MAJOR EVENTS 9

GOVERNMENT SUPPORTFOR MAJOR EVENTS 13

Neale Cousland Shutterstock.com


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Major events are a signicant driver ofdemand in the visitor economy and a keystrategic priority for tourism organisationsaround the country as they work to meetthe Tourism 2020 target of doublingovernight visitor expenditure.

Major events are key to increasing visitor yield. Internationaland domestic visitors who travel to and within Australiaspecically for major events spend more than the averagevisitor, despite staying fewer nights.

Major events also have benets broader than the visitoreconomy. They can be a catalyst for participation andengagement, enhance a citys liveability and encourageongoing investment in infrastructure.

Research prepared for the Tourism & Transport Forum (TTF) byRepucom shows that Australians overwhelmingly recognisethe importance of major events. The majority of Australiansunderstand that major events can deliver an economic benetand they are comfortable with governments supporting majorevents, including through the investment of public funds.

Governments already make a signicant commitment

to destination marketing and events acquisition andmanagement and need to increase this in order to reachtheir Tourism 2020 targets. In a tight scal environmentgovernments will come under pressure to reduce spendingin a variety of areas, but continued investment in tourismmarketing and major events is essential to maintainingAustralias competitiveness.

This funding commitment should also be backed by acommitment to cut red tape barriers for the visitor economy.Most important among these reforms is continuing tostreamline visitor visa processing and reducing and removingtourism taxes.

Tourism is one of Australias super-growth sectors that canunderpin sustainable economic development into the future.Major events will continue to make a large contribution tothe visitor economy and should continue to be supportedby governments around the country.

KEY FINDINGS OF THE RESEARCH:

89 PER CENT OF AUSTRALIANS THINKIT IS IMPORTANT FOR TH EIR STATE ORTERRITORY TO HOST MAJOR EVENTS

85 PER CENT OF AUSTRALIANS THINKIT IS IMP ORTANT FOR GO VERNMENTTO BE INVOLVED IN ATTRACTING ANDSECURING MAJOR EVENTS

AUSTRALIANS RANKECONOMICBEN EF ITS AS THE MOST IMPORTANTOUTCOME OF MAJOR EVENTS

AUSTRALIANS PREFERENCE FORMAJOR EVENTS ARE LED BY POPULARM U S IC EV EN TS , FOLLOWED BYS P O RT , AND FOOD AND WINE .

INTRODUCTION


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DOMESTIC VISITORSMajor events also play a key role in domestic overnight travel.In 2012-13, events were the main purpose of travel for 5.4

million domestic overnight trips. In addition, a further 7 percent of all domestic overnight trips (5.3 million) involvedattending a cultural or sporting event. These visitors staylonger (20 per cent longer) and spend more (30 per centmore) than the average domestic overnight visitor. 4

The benets for the hotel sector are signicant, with half ofthose travelling specically for a cultural or sporting eventstaying in commercial accommodation during their trip,compared to only 36 per cent for domestic overnightvisitors who did not travel for an event.

DIVERSE APPEALAustralia has a proud record of hosting major events andcontinues to attract them. Within the next 12 months,Australia will host three major international sporting eventsthe AFC Asian Cup 2015, the ICC Cricket World Cup and theNetball World Championshipswhile the CommonwealthGames will be held on the Gold Coast in 2018.

However, major events go beyond spectator sports andmega-events like the Olympics, important as they are.Major events are increasingly broad in their content, appealand timeframe. They can include longer-run exhibitions ofinternational artworks or artefacts, high-prole international

performing arts companies, food and wine festivals or massparticipation events like marathons and cycling festivals.

Tropfest, for example, is Australias largest short lm festivaland attracted an estimated 90,000 attendees in its rst yearat Sydneys Centennial Park in 2013 while Queenslands2013 Gold Coast Airport Marathon attracted almost 28,000participants, generated 47,000 visitor nights and delivered anestimated $16.56 million in economic benets to the state. 5

Large scale events have also been increasingly used to targetspecic sporting or cultural interests that are not traditionallywell-serviced by events with broad-based appeal. The 2013

Australian Open of Surng, for example, held at SydneysManly beach, attracted 166,000 spectators. 6

Even major events that are traditionally seen as having apredominantly domestic or regional appeal have the potentialto attract thousands of international visitors. The annualSydney Royal Easter Show, which showcases Australianagriculture and offers family-friendly entertainment, soldalmost 21,200 tickets into key Asian markets in 2014. 7

CASE STUDY MARGARET RIVER GOURMET ESCAPE

Western Australias Margaret River Gourmet Escape(MRGE), sponsored by the Eventscorp division ofTourism Western Australia, began in 2012 and grewfor its follow-up in 2013. The event brings together theworlds best chefs and wine experts for a series offood and wine festivals, utilising authentic locations.

The MRGE has been a signicant success, attractingvisitors, raising awareness and supporting regionaldispersal to WAs south west. Interstate andinternational visitors at the 2012 event stayed inWA on average for 8.4 nights, while the national PR

campaign reached over 21.6 million people (excludingbroadcast). A TV series called Recipes that Rockfeaturing chefs Alex James and Matt Stone wasproduced following the 2012 event and shown onthe UK Food Network in June 2013 and nationallyon Channel 7.

Signicantly, the MRGE has also enabled local bodiessuch as the South West Development Commissionto leverage additional trade opportunities including aCulinary Trail television program that showcased theSouth West. The trail started in the Great Southern,showcasing Denmark and Albany wines and produce,

then onto Pemberton and nishing in Margaret River.

4 Tourism Research Australia, 2013, National Visitor Survey5 Post-event report to the City of Gold Coast, http://www.goldcoast.qld.gov.au/documents/ma/community_20131107-adopted_report.pdf6 Australian Open of Surng set to return to Manly, 3 July 2013 , http://www.destinationnsw.com.au/news-and-media/latest-news/australian-open-of-surng-set-to-return-to-manly7 Sydney farewells a very Royal Easter Show, RAS NSW press release, 23 April 2014

BACKING MAJOR EVENTS | WH AT ARE MAJOR EVENTS?

Margaret River Gourmet Escape Photographer: Jean-Paul Horre


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CLOSE LINKS TO DESTINATIONSDestinations are also increasingly devoting more resources todeveloping their own major events, often held to bolster visitation

outside peak holiday seasons. Successful events like VividSydney, developed by Destination NSW and held in May andJune (a period of traditionally lower demand) combine music, artand Sydneys night-time skyline to activate the CBD. The 2013program attracted more than 800,000 people and generated$10 million for the NSW economy. 8 According to the AustralianBureau of Statistics, Sydney hotels achieved 80 per centoccupancy in the May/June period, representing an increase ofapproximately ve per cent since 2009 when the event began. 9

The success of Vivid Sydney also highlighted the capacity ofmajor events as anchors for corporate incentive travel andconferences. In 2013, Business Events Sydney was able to useVivid to help secure six business events during the period of thefestival that, combined, delivered an $8 million benet to NSW.

Queensland has also underscored the importance of uniqueevents supporting visitation to regional destinations. That stateis taking a strategic approach to aligning events with its heroexperiences to generate repeat visitation and enhance the visitorexperience. 10 Particularly for regions like Cairns, extending thevisitation season can help to balance out the strong seasonalshifts. Creating annual events that become must-do eventson the calendar and that can be held outside traditional peakvisitation periods can help to generate a lasting interest in adestination and bolster visitor numbers (see case study, p.10).

POTENTIAL FOR STRONG LEGACIESMajor events have the capacity to leave behind substantiallegacies. These can be in the form of physical assets, suchas stadia, lasting recognition of destination branding in keytourism markets or better community understanding of asport or cultural activity.

The success of an event can also encourage attendees toreturn for further leisure and hospitality. Results from a 2013Gold Coast Marathon participant survey, for example, showedthat 74 per cent of interstate and international participants

were likely to book a return visit within the next three years.11

While these legacies can often be assumed to ow through,they are not necessarily automatic and usually requirea concerted effort by event organisers and destinationmanagers. Identifying the best ways to capture the legacybenets of an event is a constant challenge for organisersand governments. The Queensland government and City ofGold Coast have published a strategic plan to examine thepotential legacies of the Gold Coast 2018 CommonwealthGames and the actions that need to be taken to make surethe region takes advantage of the events benets. This levelof forward planning is necessary to ensure that stakeholders

are clear about the strategic objectives for a destinationfollowing the staging of an event.

CASE STUDY AFC ASIAN CUP AUSTRALIA 2015 COMMUNITY LEGACIES

In 2015 Australia will host the AFC Asian Cup, thelargest football tournament in the Asian region.

The month-long tournament will see 16 teamscompeting across ve host citiesNewcastle, Sydney,Melbourne, Brisbane and Canberraand is expectedto draw an estimated 45,000 international visitors,many of whom will be from Australias key targetmarkets in Asia.

Event organisers also have an explicit goal to leave alasting legacy for the sport in Australia by enhancingfootball facilities, attracting and retaining new fans andpromoting social inclusion for disadvantaged groups.

The events community engagement program includesthe appointment of 200 multicultural communityambassadors and the development of a free football-themed educational resource that has been madeavailable to every Australian primary school in 2014.

8 Vivid Sydney draws record crowds , 17 June 2013, http://www.destinationnsw.com.au/news-and-media/latest-news/vivid-sydney-draws-record-crowds9 TTF analysis of Australian Bureau of Statistics Survey of Tourist Accommodation 10 Destination Success: Action Plan January 2014-June 2015 11 Survey conrms Gold Coast Airport Marathon vital to sports tourism , 16 December 2013, http://goldcoastmarathon.com.au/2013/12/16/hello-world/

FlashStudio Shutterstock.com

BACKING MAJOR EVENTS | WH AT ARE MAJOR EVENTS?


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CASE STUDY

TUTANKHAMUN EXHIBITION

The 2011 Tutankhamun and the Golden Age of thePharaohs exhibition at the Melbourne Museumhas been the most successful cultural exhibitionin Australia to date in terms of visitor numbers.

The eight month exhibition attracted a crowd of796,277, with 326,000 of these attendees frominterstate or overseas. In comparison, the 2013Rugby League State of Origin series drew a crowdof 215,883 over three games, while the AFL grandnal crowd record stands at 121,696.

Due to the longevity of cultural exhibitions as opposedto the limited timeframe of a major sporting or musicalevent, exhibitions can encourage a more manageablestream of tourists, avoiding accommodation bottlenecksand providing steady and sustained income for localbusinesses. The estimated economic impact of theTutankhamun exhibition to the Victorian economy was$126.5 million.

CASE STUDY CAIRNS AIRPORT IRONMAN CAIRNS

The Cairns Airport Adventure Festival began in 2011 witha triathlon as its feature event. The triathlon attracted theIRONMAN branding from 2012, considerably extendingthe Festivals reach and popularity. The spectacularcycle course along the Captain Cook Highway, wherethe Reef meets the Rainforest, now ranks as one ofIRONMANs greatest cycle courses and is endorsed bya number of elite athletes as an exceptional course.

Held in June, the Cairns Airport IRONMAN Cairns hasdelivered a boost to the regions visitation. In 20136106 people participated across the whole of the

week-long festival, with 21 per cent of participantscoming from outside Queensland, including peoplefrom 29 different countries, the majority bringing oneto three additional people with them and staying, onaverage, for between ve and seven nights. Overallthe event has generated tens of millions of dollars forthe regional economy.

The event attracts exceptional global media coveragereaching over 18 million viewers. Cairns AirportAdventure Festival and IRONMAN Cairns continueto grow, highlighting the demand for what is nowone of the worlds must do triathlons.

BACKING MAJOR EVENTS | SURVEY: AUSTRALIANS BACK MAJOR EVE NTS

Daniel L Smith Shutterstock.com

Percentage0 10 20 30 40 50 60 70 80

Popular music concerts and festivals

Sport

Food and wine

Performing arts

Visual arts and cultural exhibitions

M OS T P OP UL AR T YP E S OF M AJOR E VE NT S

Q: What particular genre of events would you prefer to seein your state?

Ironman, 2014


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AUSTRALIANS UNDERSTAND WHYMAJOR EVENTS ARE IMPORTANTThe research shows that Australians have a very clear

understanding about the benets of major events.

The research indicates that Australians see a strong linkagebetween the investment of public funding in major eventsand the economic benets that ow.

The majority (52 per cent) see major events deliveringan economic benet to their state, with strong marketing(26 per cent) and community (22 per cent) benets alsoperceived as important.

Ongoing research and event measurement is essential tobetter understanding the underlying benets of major events,including those factors that go beyond the immediate positive

impacts on visitor numbers, such as increased participation ina particular sport or cultural activity or long-term improvementto destination marketing penetration. Understanding thesebenets in greater detail can help event organisers anddestination managers to better leverage the value of majorevents to the visitor economy and the broader community.

CASE STUDY LIVERPOOL FC EXHIBITION MATCH

One-off, not-to-be-repeated, sporting events have thecapacity to attract large numbers of visitors.

The 2013 Liverpool FC exhibition match broughtsignicant economic benets to Victoria fromthe inux of interstate and overseas visitors andgenerated headlines internationally.

Capitalising on the enormous fan base of the famousEnglish Premier League football side, the event soldout, attracting 27,000 interstate visitors and 3,000international visitors, in turn generating an estimated$35 million in economic benets to Victoria.

CASE STUDY QPAC INTERNATIONAL SERIES

The Queensland Performing Arts Centre (QPAC) inpartnership with Tourism and Events Queensland(TEQ) presents the annual QPAC International Series .The Series has attracted some of the nest performingarts companies exclusively to Brisbane, including the

Hamburg Philharmonic Orchestra with the HamburgState Opera and the Hamburg Ballet, Bolshoi Balletand this year the American Ballet Theatre.

Exclusive cultural events of this high standard canshift brand perceptions and change the way a city isviewed. Attracting world-renowned performing artscompanies supports the work of TEQ and BrisbaneMarketing in positioning Brisbane as a New WorldCity, connecting the city and its cultural sector to theglobal cultural network.

P e r c e n t a g e

Economic Marketing Community0

10

20

30

40

50

60

COMMUNITY-PERCEIVED BENEFITS OFM AJOR E VE NT S


Le Corsaire Photographer: Marc Haegeman

Q: Please rank the benets of staging events in order of importancebased on your personal opinion: Economic Impact brings jobsand money to my state; Marketing Impact promotes what mystate has to offer to potential interstate and overseas visitors;Community Impact helps to enhance community spirit, prideand enjoyment.


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AUSTRALIANS WANT GOVERNMENTSTO INVEST IN MAJOR EVENTSThe research shows that not only do Australians strongly

support major events and understand the economic benetsthey deliver, they also see an active role for governmentsto play in attracting and staging major events. Moreover,Australians are comfortable with the expenditure of publicfunds to attract and support these events.

Around 85 per cent of Australians feel it is important thatgovernments play a role in bringing major events to theirstate, with a further 66 per cent supporting the use oftaxpayer funds for this purpose.

Australians support the strong backing of major events bynational and state governments and want to see this continue

and strengthen.

CASE STUDY DARK MOFO

Dark MOFO is a winter arts festival staged by TasmaniasMuseum of Old and New Art (MONA). It is a sister eventto the summer MONA FOMA and helps to drive demandfor visitor services during a trough in the visitor season.

The Tasmanian government has provided $1 millionover three years to the event, which was held forthe rst time in 2013 in Hobart. The festival, whichcombines music, art and theatre, runs over 10 daysand in 2013 attracted 48,000 visitors, more than16,000 of whom travelled from interstate. The eventreturned $6 million to the Tasmanian economy and

drove hotel occupancy rates up by 36 per cent.Following the success of the inaugural event, theTasmanian government provided a further grantof $200,000, with the event also spreading toLaunceston in 2014.

CASE STUDY TAMWORTH COUNTRY MUSIC FESTIVAL

Tamworth is a regional town in New South Wales witha population of around 55,000 people and famous asthe home of Australian country music. Since 1973the week-long Tamworth Country Music Festival hasbeen held each year in mid-January and now attractsmore than 50,000 visitors. The success of the festivalover the past four decades has made Tamworth ahousehold name and attracted international praise,including as one of the top ten music festivals inthe world.

In 2008, Destination NSW (then EventsNSW) enteredinto a long-term partnership with Tamworth Regional

Council, Tourism Tamworth Ltd and the Country MusicAssociation of Australia to further underpin the eventssignicance to the visitor economy. QantasLink hasalso been a key supporter of the event for the pastthree years, sponsoring the VIP Fan Zone and in2014 the Golden Guitar for Best New Talent award.To celebrate the festivals recent 40th anniversary,QantasLink unveiled Golden Guitar livery on a speciallybranded Q400 which is still branded today and hasown approximately 4000 times across Australia.


3%3%

Very important

Important

Unimportant

Not at all important

Neither

49%

36%

9%

IMPORTANCE OF GOVERNMENT SUPPORT FORM AJOR E VE NT S

Q: Do you think it is important for the government to be involvedin the attracting and securing of major events?


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BACKING MAJOR EVENTS | GOVERNMENT SUPPORT FOR MAJOR EVENTS

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IMPROVING THE VISITOR EXPERIENCEVisitor visas and border processingMajor events have the potential to attract large numbersof international visitors, many of whom will be forced tonavigate the visitor visa application process. Obtaining anAustralian visitor visa should not be an overly time-consuming,bureaucratic or costly process. Further streamlining our visitorvisa processing would give Australia a competitive advantage.Australia has begun to move to online visitor visa processingfor all countries, but the federal government needs to committo a timetable for implementation.

This streamlining can apply to particular events. After aconcerted campaign by TTF, the federal government hasannounced special arrangements for the ICC Cricket WorldCup 2015, granting attendees entry into Australia and NewZealand with a single visa. This targeted reform will makethe process simpler and cheaper, encouraging more visitorsto travel to both Australia and New Zealand, benetting thetourism sectors in both countries.

Clear and streamlined visa application processes are alsoimportant to facilitate the participation of athletes, performersand other international guests key to the staging of major events,particularly in cases of last-minute additions to event line-ups.

Visitor visa application forms should also be made availablein a wider range of languages to respond to demand in keymarkets, particularly from Asia. Fees should be reviewed tonot only address the discrepancies between visa fees forvisitors from Australias traditional visitor source markets andemerging markets (for example, $20 for a visitor from theUK but $130 for a visitor from China or Indonesia) but to alsoinvestigate exible pricing, including premiums for application

fast-tracking.

Likewise, Australia should continue to work towards a worldsbest practice border processing experience for internationalvisitors. This requires investment in passenger facilitationtechnology, including the progressive rollout of fully-functionalSmartGate terminals and funding for front line border staff,as well as more Asian language speakers and signage towelcome arrivals from these growing source markets.

Transport

Ease of access to venues is a key element to the successof major events. Public transport is the most efcient wayto move large numbers of people to and from events.Most major events precincts in Australia have adequatephysical transport infrastructure to deliver people to or nearvenues. However, governments need to constantly reviewthe adequacy of their transport links and update them toaccommodate demand, including constructing or upgradingphysical infrastructure and increasing the frequency ofservices. Governments should also, where possible, workwith organisers to coordinate event timing, particularly whenmore than one event seeks to use the same precinct and

may place pressure on transport networks, and to ensurethat transport routes are operating at full capacity on majorevent days.

Governments can also encourage greater uptake of publictransport by continuing to provide integrated ticketing, whichincludes the cost of public transport fares with the price ofthe event ticket. This provides an incentive to ticket-holdersto use public transport to attend a major event, possibly ata large discount to what they would normally be required topay for their fares. Western Australia has led the way in thisarea, where integrated ticketing is widespread and has aminimum threshold of 5000 attendees. Integrated ticketing

has been adopted in other jurisdictions with varying success.Governments need to continue working to encourage eventorganisers to adopt these schemes and should look to makethem more accessible for a wider range of events.


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REDUCING COSTS AND RED TAPEPassenger Movement Charge and other tourism taxesTourism taxes hurt the Australian industrys competitiveness

and drive up costs for visitors. Australias PassengerMovement Charge (PMC) is the highest tax of its kind forshort-haul passengers among developed countries. The PMCwas originally introduced as a cost recovery for passengerprocessing but now collects almost four times more in revenuethan is actually expended. While the current federal governmenthas frozen the PMC, this disproportionately high tourist taxthreatens Australias competitiveness as a destination andshould be reviewed by the Productivity Commission.

In the current scally-constrained environment, governmentsmust resist implementing any further taxes, including cost-recovery levies, on the tourism industry.

Insurance for major exhibitionsIncreasingly, high-prole international art and culturalexhibitions are powerful drawcards in annual eventscalendars. In particular, exhibitions of European art andold-world antiquities such as the 2009/2010 Masterpiecesfrom Paris at the National Gallery of Australia and 2011Tutankhamun and the Golden Age of the Pharaohs atMelbourne Museum, have been among the mostsuccessful major events held around the country.

Exhibiting these works can be extremely expensive, notleast because of the cost of insurance. While there issupport, either in the form of insurance from the AustralianGovernment International Exhibitions Insurance (AGIEI)program, or state-based insurance schemes, these processescan often be caught up in competing red tape.

The AGIEI shows a strong preference for multi-jurisdictionalevents, but states often only extend marketing support toexhibitions that are exclusive to that jurisdiction. In additionto this, international lenders often have a preference for theexhibition to be shown in only one location in Australia.This may be related to the limited time the works areavailable or the fragile nature and high value of the works.

It is also critical that the Australian government providecertainty and condence to lending countries that objects

and artefacts will be protected while on our shores, evenif the exhibition is being held in a state-based institution.International lenders do not always recognise stategovernment legislation and the assurance provided bystate-based insurance programs. A sense of protocol andprotection from a national level is critical to attracting andsecuring international touring exhibitions. Considerationneeds to be given to how state and federal governmentcounterparts work collaboratively to provide condenceto international lenders.

There is a case for better coordination between state andnational authorities so that single-jurisdiction exhibitions

have equal access to the national scheme.


VisitCanberra Photographer: Geoff Comfort


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Policing and emergency services

Most local government authorities require some form ofpolice presence at large-scale public events.

Police at major events can be an assuring presence forboth organisers and attendees. They can act as a deterrentto anti-social behaviour and often play an active role incrowd management.

States and territories have various user-pays schemes in placeto cover the additional call on police resources that majorevents can generate. These costs differ between jurisdictionsand depend on the number of police required to managean event. There can be exemptions in place for not-for-protorganisations or events, or for events that are supported bygovernment agencies.

User-pays policing can add signicantly to the cost of stagingan event, with these costs ultimately passed on to attendees.Governments should seek to minimise any increases to thesecosts to ensure they do not become prohibitive and impactnegatively on organisers capacity to hold events.

Where practicable, jurisdictions should also seek tostreamline these processes, including by having easilyaccessible risk assessment guidelines, dedicated channelsof communication with police personnel and clear quotingand invoicing of the nal costs.

Likewise in some states, the provision of broader emergencyservices at major events is similarly costly, with cumbersomeprocesses. Competition for the provision of these servicesand less restrictive local regulation can contain these costs.

Multi-jurisdictional events requiring police presence can alsoexperience discrepancies in the levels of service provided byindividual state and territory police. This can further add tothe red tape burden for organisers. In these circumstancesit may make sense for some form of high-level coordinationof state and territory police to not only ensure consistency ofregulation but also of service delivery to event organisers.

Noise ManagementMajor event organisers are required to comply withvarious noise management regulations that apply in eachstate and territory. These noise management controls areparticularly pertinent for venues that are in close proximityto residential areas.

While it is important to preserve amenity for residents, itis also important that overbearing application of regulation

does not discourage organisers from staging events. Despitehaving comprehensive noise management protocols in place,a small number of complaints can result in event organisersfacing additional reporting requirements, sound managementcosts and the threat of heavy nes. This lack of proportionateresponse to isolated complaints can place serious strain onthe viability of events.

Local, state and territory authorities should workcooperatively with event organisers to ensure that not onlyare adequate noise management plans put in place but thatresponses to otherwise isolated complaints do not result inunnecessary and costly regulation that may discourage or

constrain the staging of future events.


Photographer: Greg Elms. Copyright Tourism Australia


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For further information, please contact:

Tourism & Transport Forum (TTF) Level 88-10 Loftus StreetSydney NSW 2000T: +61 2 9240 2000www ttf org au

TTF Major Events Paper

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