Tilma Group develops a lot of events strategies for Councils, and we find Council Event Teams are curious to learn what other Councils do, and what is best practice, for event approvals, event funding, delivering events, and other event support.

While we’ve learned that every Council is different in terms of their budget, number of staff, events and tourism landscape, community event management capacity, tourism and community objectives, and more, we do see examples of best practice across regional Australia

This case study looks at a Council that invested in making over a dozen venues event-ready, and makes it easy for event organisers to learn about their venues.

An overview chart on the City’s website helps event organisers not familiar with the city’s venues easily identify which venues would suit their event. The chart provides a quick overview of capacity, types of events suitable for the venue (e.g. festivals, concerts, markets, and different types of sporting events), and whether the venue has power and toilets and is accessible.

A table shows an Overview of Pre-Approved Event Sites, listing location, capacity, genres the venue is suitable for and if it has toilets and/or power

These venues all have development approval for a certain number of events each year, which is strategically aligned with the five tiers of event types that Council is seeking to attract more of.

The image shows a pyramid with global events at the top, then signature events below, then major events, regional events, and community events at the base, showing that more events take place in the lower tiers than the upper

Council’s overarching mission is to host significant events that showcase the region’s strengths, drive the visitor economy, and enhance Wollongong’s reputation.

Council seeks to attract events in five priority sectors have been identified to showcase the region’s strengths: the Great Outdoors, Sport, Arts and Technology, Cycling, and Food and Beverage.

Having the right events in the right venues, that are suitable for the type of event, reduces impacts on neighbouring residents, such as noise and traffic impacts.

The City’s events classification model depicts their aim to secure another global event, maintain signature events synonymous with the region, attract major events of proven value to the visitor economy, and maintain a base of regional events that engage locals and visitors alike. The selection framework is primarily based on economic and/or reputational impact.

Having sites and venues that are event friendly enables Council to achieve its other goals around events.

Learn more in the City’s Major Events Strategy 2021-2026, which includes learnings from implementing its previous strategy.

Learn more