The COVID-19 outbreak and associated travel bans devastated the Mackay region ’ s tourism and events industry . A Tourism and Events Industry survey conducted in early April 2020 identified the top challenges the local events community faced , and the support measures required to alleviate these challenges and impacts .
Whilst this period of uncertainty presented an enormous challenge to local event owners and investors , it also provided a moment in time to pause , reflect , upskill and innovate . The series commenced with an online event health check followed by eight targeted webinars and more than 30 one-on-one mentoring sessions .
and provided free of charge to regional operators , drawing national interest . The webinar series was a massive success , hosting 157 participants – an average of 20 people per webinar session between May 12 and June 5 , 2020 . The Events Health Check Survey was conducted on 40 events with the one-on-one mentoring sessions commencing in late June .
The webinar series and mentoring sessions were run by the highly acclaimed Events and Tourism Industry presenters Krista Hauritz from Krista Hauritz Tourism and Marketing Consulting and Stu Speirs from Silver Lining Strategy .
The survey revealed a staggering 48 per cent of events had been ‘ cancelled ’ and 35 per cent had been postponed , resulting in a loss of $ 12 million in economic output to the local economy for 2020 . The individual operator loss was profound , with 10 per cent of the event respondents reporting more than 76 per cent revenue loss , and a further 38 per cent reporting complete revenue loss . The local events industry indicated that the top five biggest challenges facing events were / are :
• re-establishment of events / event audience
• general anxiety about the impact of COVID-19 on their event / life
• immediate cashflow
• communication with event attendees , suppliers , sponsors and supporters
• longer-term sustainability of their event .
With the region going through a challenging period , council identified that supporting the reactivation of events through upskilling and mentoring programs to help the events and tourism industry get back on its feet as COVID-19 restrictions eased was imperative .
Mackay Regional Council in partnership with Mackay Tourism developed an Industry Recovery Program titled ‘ Events the Road Ahead – Using This Time Wisely ’. This program aimed to increase event delivery capacity , resilience and event sustainability for event organisers in the Mackay , Isaac , Central Highlands and Whitsunday ’ s local government areas , by providing them with the opportunity to :
• articulate the challenges they are facing
• reflect on the underlying health of their event ; and
• participate in webinars and mentoring sessions on a range of topics that contribute to a successful event .
Taking on the tried and tested concept of a business health check , council decided to repurpose this assessment framework for the events industry by creating an action plan for dealing with a cancelled or postponed event . Council also provided event mentoring to re-establish the events and tourism industry as a key economic pillar of the region ’ s economy . The Event Health Check Survey was designed to provide a picture of the underlying health of each local event and assist mentors in better understanding the challenges and growth areas of individuals and collective Mackay region event organisers . The Events Health Check Survey has established a framework for best practice and will be implemented annually to foster upskilling within the event industry , creating sustainable events that stimulate the economy , contribute to destination imagery and appeal and promote civic pride and community enjoyment .
The webinar series that followed the Events Health Check Survey aimed to support event operators through assessment , education and development to overcome the challenges of COVID-19 . Additionally , the program focussed on the change in consumer behaviour post-COVID and supported operators in identifying new target markets , sponsors and possible product changes to boost tourism numbers . It also provided support to local operators such as event facilities , hotels , restaurants and retailers .
At a time when the events industry felt unsupported nationally , the ‘ Events the Road Ahead ’ program was designed
Stu Speirs of Silver Lining Strategy said , “ There are an incredible array of events that call Mackay home . To pause and reflect with these events during that first lockdown period was a real highlight . Undoubtedly it will see many of these events better placed to restart and grow once we ’ re able to . For them to take the opportunities to learn and connect with peers via this program will hold Mackay ’ s events industry in very good stead moving forward .”
“ Perhaps the most important benefit I saw come to the fore was seeing the events community in Mackay come together and connect with each other . For them to meet , see each other ’ s faces , and share the burden of the challenges that 2020 presented was just so valuable . It leant a real sense of community , the importance of which was hard to understate as we all worked through the ups and downs COVID presented .”
ECONOMIC DEVELOPMENT JOURNAL VOL 14 NO 1 2020 21