Overview of presentation

• Who we are and what we do;

• Why we support events as part of our tourism strategy;

• Funding available for events;

• Examples of successful major and regional events;

• How to leverage existing events; and

• How to connect with Tourism WA.

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• Tourism WA’s Events Division is responsible for identifying,

developing and supporting world-class events that promote

and enrich Western Australia.

• Events give visitors a reason to travel to Western Australia and

often provide priceless exposure in key domestic and

international markets through media coverage and television

broadcasts.

• The Events Division actively bids for major international events

which will attract significant numbers of international and

interstate visitors, have a positive economic impact for Western

Australia, and showcase the State.

• The Events Division provides funding for major and regional

events through three event funding schemes; Major Event

Funding, Regional Events Program and Regional Events

Scheme.

• Future direction includes the consolidation of a diverse and

attractive events calendar, development of an event tourism

strategy and elevation of hallmark events for Western Australia.

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The State Government facilitates an events strategy that allows

commercially supported events to grow and become more

sustainable.

Tourism WA directly sponsors events that:

Promotes the State in a range of domestic and overseas

markets through broadcast media;

Encourages community participation and social cohesion;

and

Provide a platform for innovation and economic

diversification.

Key evaluation criteria includes:

• Economic and Media Impact

• Royalties for Regions Policy Objectives; including

social impact/community engagement

• Frequency, private sector investment, funding, tourism

activity, prestige, exclusivity, brand, developmental approach,

risk, diversity of calendar, building equity in WA/ managed in

WA.

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PHOTO: PIAF GIANTS (Photo by Jarred Seng)

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Last financial year:

88 events sponsored

$67M EI and

$264 MI

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To highlight the key points of the video;

- Event sponsorship forms an important part of our agency

strategy to increase the value of tourism in our State.

- We support a diverse range of sporting, arts, cultural and food

and wine events throughout the State.

Events provide a strong opportunity to grow and extend

visitation:

1. They provide a definite, time-based reason to visit a

particular destination

2. Events showcase the Experience Extraordinary brand

3. Events are equally attractive to visitors as well as local

residents; and

4. Events activate infrastructure and energise the local

community

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• In the year ending December 2015, events contributed an

estimated $1.3 billion spend to the State Economy.

• 1.47 million visitors came to WA for events in 2015.

• WA Tourism Industry employs 94,000 which is bolstered by

events.

• We are responsible for getting the biggest tourism BANG from

the Governments sponsorship BUCK.

• So in terms of assessing events - we broadly ask ourselves;

“how can we increase tourism as a result of investing in

this event?”

More specifically this means;

- How can we generate increased economic spend in the region

as a result of the event

- How can we generate positive media about the event and the

region

- How can we raise the profile of the region as an attractive

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tourism destination

Economic Impact

- Anticipated number of interstate and international participants,

spectators, support teams and others,

- The length of their stay

- Estimated daily expenditure

Media Impact

The media plays a significant role in creating awareness of

Western Australia as a tourist destination.

Events can promote Western Australia as an attractive tourist

destination using

- Positive news stories on TV, newspaper, online

- Live broadcast

- Positive social media – participant driven

Tourism WA seeks information on the extent of the television

broadcast into Western Australia's active, emerging and major

markets. Markets include; Singapore, Malaysia, Domestic

Australia, UK, Germany, NZ, USA, Japan, Korea, China, South

Africa, Indonesia, Gulf Countries and India.

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Through multiple departments and policies, events are central to

State Government plans.

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What about regional events?

• Regional events are a key focus of our event sponsorship

strategy;

• Tourism WA works closely with Dept. of Regional Development

to allocate Royalties for Regions funding to co-fund worthy

events.

• In the 2015-16 year we fund 14 REP events and 53 RES

events regional events. The Regional Events Program events

we fund include Ord Valley Muster in Kununurra, Margaret

River Gourmet Escape and Drug Aware Margaret River Pro

plus a range of smaller events through our Regional Events

Scheme including

• Most recently (from 2016-17 successful pool) the Ningalens

Film Competition, Gascoyne Kickstarters Dash, Festivals on

the Foreshore (Geraldton) and Zest Festival

• We look for events that are:

• A good fit to the destination,

• Drive visitation and

• add vibrancy and economic and social benefits to the

region.

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PHOTO: MOWANJUM FESTIVAL

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Royalties for Regions Objectives

Tourism WA values events that work towards ensuring prosperity

and long term benefits from the event are retained in the

region. It is of particular importance for events that receive

Royalties for Regions funding.

Royalties for Regions is a long-term vision for Western Australia,

one that recognises that the sustainable development of regional

Western Australia is vital to the State’s future.

It is a plan for the whole of Western Australia, with a focus on

building communities in regional areas through six policy

objectives:

• Building capacity in regional communities

• Retaining benefits in regional communities

• Improving services to regional communities

• Attaining sustainability

• Expanding opportunity

• Growing prosperity

• Host or local community supports the event.

• Regional spread.

There are 2 event funding pools through Tourism WA….

PHOTO: TASTE OF BROOME10

The Regional Events Program aims to support events within

regional WA locations that deliver significant tourism outcomes

to the host community. Funding of $50,000 and over.

• Tourism WA seeks proposals at least 12mnths prior to when

you intend to hold your event.

• Tourism WA and Department of Regional Development need to

approve the event.

• PROCESS is LENGTHY.

• Tourism WA currently funds 14 REP events including Iron Man,

Cape to Cape, Ord Valley Muster, Taste Great Southern and

Augusta Adventure Fest.

• The recently released Taste 2020 strategy made a point that

visitors to a region want to be able to eat or drink regional

specialties and authentic local produce and they want to

experience this in surroundings such as a beach or by the

waterfront.

PHOTO: CINEFESTOZ

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RES – smaller, developing events

• Round opens end of October each year;

• Closes end of Jan early Feb each year for events which take

place in the upcoming Financial Year;

• Approximately 50 events are contracted through this pool

annually;

• On average receive between $5,000 and $15,000;

• 2016-17 RES round recently announced a total of 63 events

across all nine regions will receive funding through the new

round totalling $850,000.

PHOTO: Kickstarters Gascoyne Dash

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45 years in the region

Multicultural event

Unique to Broome

Good community support

Extending the event offering – e.g. long table dinner

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• Started off as a small one-night event in 2001;

• Now runs for 10 days with over 30 events;

• Unique to the Kimberley – celebrates the unique culture and

landscape of the Kimberley;

• In 2016 added more food and wine offerings – delivered in a

unique way, within a unique environment.

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TWA run marketing activities through-out the year, promoting both

sponsored and non-sponsored events taking place in WA. This can

include:

• Feature on our website

• In EDMs

• In campaign advertising

• Social media – connect with us on Facebook, Instagram and

Twitter

What we need:

• Information about the event – what it is, when it is on, what are

the USPs

• Quality photos – a picture can say a LOT!

You can keep us informed by emailing us at

eventsmarketing@westernaustralia.com

PHOTO: CARNARVON TROPICOOL FESTIVAL

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Interested in applying for sponsorship?

www.tourism.wa.gov.au – information on the sponsorship funds

How can you connect with events in your region?

www.westernaustralia.com - ‘What’s on’

You can also subscribe to Talking Tourism - we list all the events

that are coming up in the next 6 weeks

- Leverage existing events by contacting the event holders and

see what opportunities there are to cross-promote your

business or service with the event. Such as reciprocal

marketing materials, offer discounts to event attendees, free

product or service at the event, sponsor the kids entertainment

and brand it with your name, promote your product/destination

at their event. Sponsor the event via cash and/or in-kind (free

venue hire), sharing digital platforms (Facebook, Instagram,

Twitter, Youtube)

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Tourism WA is not responsible for making the connection between

businesses and the event holders. We can bring the events here

but it’s the role of industry to develop the partnerships.

OR, if you wish to apply for funding directly for a new or existing

event which you believe meets Tourism WA criteria, visit our

website for more information or come and have a chat with me.

Think big, don’t be afraid to do something different, link the event

idea to it’s location, tell a story that people will connect with and

ask yourself ‘will this event attract interstate and international

visitors and/or media’.

Thank you!

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