Case Study : The economic impact of one the Outback ’ s largest events
Birdsville ’ s Big Red Bash
Birdsville ’ s Big Red Bash in far southwest Queensland by Outback Music Festival Group is a prime example of the power of events to deliver economic benefits for regional communities .
In 2023 its 11,400 attendees delivered over $ 17 million in economic impact across the Queensland , NSW and South Australian Outback . 7 They travelled on average over 4,000km round trip over eleven days in a loop through multiple remote communities to attend the three-day festival . 8 The dozens of Outback communities attendees flow through leverage the visitors by holding events such as the Boulia Camel Races which over 3,000 Bash attendees go to each year post-Bash , and with offerings such as pub lunch specials that can feed a horde of thousands .
With two world record attempts , the 2023 Bash also fundraised over $ 200,000 for charities .
• Deliver a fantastic event experience and create a strong connection between the event and the destination to build attendee advocacy ( word of mouth recommendations ), loyalty , and repeat visitation – ideally attendees returning with friends !
Case studies : Leveraging events to attract new residents
Kiamasala , a new Indian festival in Kiama NSW , was developed by Kiama and District Business Chamber to attract Indians from western Sydney and from India to experience Kiama , with the aim of enticing medical practitioners to move to Kiama to staff two new hospitals being built . 16
In 2022 , a couple visiting Broken Hill for the first time to attend the Mundi Mundi Bash music festival stopped by a milk bar , and were so entranced with it , they ended up buying it and moving to the Outback to run it . 17
Delegates travelling to business events have been shown to be higher yielding than leisure travellers , and many take pre- and post-event tours as well as bring companions , further adding to their economic impact . 11 Business events have value beyond visitor expenditure , with benefits that are enduring , substantial and significant . These can be grouped under two categories : creating and disseminating innovation and knowledge , and enhancing individual and organisational performance . 12 In 2023 , the total value of those who travelled to a regional destination to attend a business event was $ 333 million , with $ 1,065 in trip spend per domestic overnight visitor . 13
The flow on impact of visitor expenditure in regional areas ranges from a multiplier effect of around 0.9 ( leakage out of the economy !) to 1.3 . 14 The smaller and more remote the community , the lower the multiplier . 15 Leakage is a stark reminder of the need to be proactive and industrious in maximising the benefits of your region ’ s events for your local economy .
MAXIMISING THE ECONOMIC VALUE OF EVENTS There are a number of strategies that event organisers can use to boost the economic impact of their event :
• Aim to attract more visitors ( ideally outside of peak tourism season ).
• Aim to attract visitors who spend more and stay longer ( i . e . yield over volume ).
• Buy more from local suppliers .
• Increase income from outside the region ( such as state and federal grants , sponsorship from out-of-region businesses , and merchandise sales to visitors ).
Destination marketers ( often a regional tourism organisation or a Council ) also have several strategies to work on ( and should work on !) to leverage their destination ’ s events , and maximise their economic value :
• As event attendees usually attend multiple events , 18 cross-promote a range of events with direct marketing to attendee databases ( that is , events that are likely to be relevant to their interests ).
• Work in partnership with event organisers to build their event ’ s brand and the destination ’ s brand , such as with a cooperative marketing campaign .
• Encourage visitors to stay longer by promoting experiences at the event and at the destination relevant to attendees ’ interests that justify / inspire longer trips .
• Package the event with attractions , food providers , and / or retailers to increase visitor expenditure .
• Remind and encourage locals to invite friends and family to visit for events .
ECONOMIC DEVELOPMENT JOURNAL VOL 17 NO 3 2024 17