Case Study : Enabling the community to better leverage events
Recognising the opportunity to gain more economic benefit out of events held in the shire , East Gippsland Shire Council also developed three toolkits to help businesses and community groups identify ways to leverage events for financial gain , and to help event organisers maximise benefits for the community from their events . 23
East Gippsland Shire Council ’ s Leveraging Events Toolkit
MEASURING THE ECONOMIC VALUE OF EVENTS When supporting events to increase their economic benefit , it should go without saying that goals should be set . Examples of measures of economic success for events include
- Total visitor expenditure , and average visitor expenditure .
- Total expenditure by overnight visitors , and average overnight visitor expenditure .
- The number of visitors or overnight visitors attracted ( where average attendee expenditure is unknown ).
- Total visitor nights or average length of stay ( where average attendee expenditure is unknown ).
- Economic output ( inputs : outputs ) i . e . how much event organisers spent in the local economy versus how much visitors spent . 24
Case study : Measuring outcomes from events
The regional tourism organisation Tourism Greater Geelong & The Bellarine identified that attracting business events to attract mid-week visitation and address seasonality was one of the region ’ s greatest opportunities . 25 After implementing tactics to deliver on this opportunity , the organisation reported it had attracted or acquired 24 midweek business events with a combined economic value of $ 2.4 million . 26
Hopefully understanding the value of events for regional economies , and the many pragmatic ways to increase the economic benefits of events for your community , has inspired you to better leverage your region ’ s events , and measure and report on your successes !
REFERENCES
1 University of Wollongong , 2009 , Reinventing rural places : The extent and impact of festivals in rural and regional Australia .
2 Festivals and performances ; not including business events such as conferences .
3 Tourism Research Australia , 2024 , REX EVENTS Purpose & Activity 2019-2023 ; year ending December 2023 on visitors aged 15 years and over . This report includes event visitation data for every Australian region and is accessible by request from tourism . research @ tra . gov . au .
4 Tourism Research Australia / AUSTRADE , 2014 , Events : Drivers of Regional Tourism – though older , this resource is full of helpful tips for event organisers and destination managers and marketers .
5 Tourism Research Australia / AUSTRADE , 2014 , Events : Drivers of Regional Tourism
6 University of Wollongong , 2009 , Reinventing rural places : The extent and impact of festivals in rural and regional Australia .
7 IER , 2023 , Big Red Bash 2023 Economic Impact Report , provided by Outback Music Festival Group , and personal correspondence with Event Director , Greg Donovan .
8 Big Red Bash 2023 attendee survey .
9 Tourism Research Australia , 2024 , REX EVENTS Purpose & Activity 2019-2023 ; year ending December 2023 on visitors aged 15 years and over .
10 Tourism Research Australia , 2024 , REX EVENTS Purpose & Activity 2019-2023 ; year ending December 2023 on visitors aged 15 years and over .
11-12 Business Events Council of Australia , n . d ., Role of Business Events .
13 Tourism Research Australia , 2024 , REX EVENTS Purpose & Activity 2019-2023 ( unpublished data but available on request ); year ending December 2023 on visitors aged 15 years and over . No data was provided for daytrip visitors .
14 Glenn Hardy , IER , event and tourism research specialists , August 2024 , personal correspondence .
15 Glenn Hardy , IER , August 2024 , personal correspondence .
16 Cameron McDonald , Kiama and District Business Chamber , February 2024 , personal correspondence .
17 ABC Broken Hill , April 2023 , Gold Coast couple relocate to Broken Hill to take over iconic Bells Milk Bar business .
18 Tourism Research Australia / AUSTRADE , 2014 , Events : Drivers of Regional Tourism .
19 This campaign was recommended by regional tourism development consultancy , Tilma Group .
20 Tony Donohue , Coolamon Shire Council General Manager , personal correspondence .
21 This program was recommended by regional tourism development consultancy , Tilma Group .
22 Developed by Tilma Group .
23 East Gippsland Shire Council , 2022 , Events . These toolkits were developed with the support of Tilma Group .
24 IER , 2017 , Creating & Measuring Economic Value Around Events , DestinationQ Events Conference .
25 Tourism Greater Geelong & The Bellarine , 2023 , Corporate Plan 2021-25 2023 Update
26 Tourism Greater Geelong & The Bellarine , 2023 , Annual Report 2022-23
ABOUT THE AUTHORS
LINDA TILLMAN Linda Tillman is Managing Director of regional tourism and events development consultancy , Tilma Group , and of regional events capability building program , the Australian Centre for Regional Events . Linda is a regional tourism strategist and practitioner with a holistic suite of regional tourism and event expertise to support Councils and regional tourism organisations . Linda ’ s capabilities include regional tourism and event development , strategic planning , industry training and mentoring , branding and marketing , and event delivery . Linda is well known for her passionate advocacy for regional communities , and ability to harness the symbiotic relationship between tourism and events for destinations .
KUSHLA GALE Kushla Gale is Regional Tourism & Events Officer at Tilma Group . Kushla supports the development of regional destinations with strategic planning , including with regional events strategies , event revitalisation plans , and new event development plans .
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