Off Peak Visitation Events Strategy
Bass Coast Shire Council, VIC
The Bass Coast lies to the south east of Melbourne, east of the Mornington Peninsula, with rugged coastal cliffs and rural landscapes. Phillip Island is one of Australia’s most visited regional destinations, attracting 3.5 million visitors annually from around Australia and the world to see fairy penguins and watch motorsports.
Project purpose
The Bass Coast is the second most tourism-dependent Shire in Australia, with tourism accounting for 17.4% of the region’s economy, though it experiences high seasonality patterns, with low visitation in the colder months.
The primary goal in the region’s Visitor Economy Strategy is to grow off-peak visitor expenditure, highlighting the importance of seasonality for the Bass Coast.
Project overview
Tilma Group developed a strategic plan on how to grow off peak events, highlighting how Council could support growth in the Shire’s existing homegrown events to smooth seasonal visitation patterns.
Research included an analysis of an audit of events and event venues, and benchmarking against other regions to identify gaps and opportunities, along with face to face consultation with key stakeholders.
A discussion paper was developed which outlined the region’s event strengths, challenges and opportunities, along with recommended strategic priorities and a suggested annual events calendar. The paper was tested with a project control group which participated in a session to discuss and finesse it.
The strategic action plan developed from this feedback included a recommended event calendar outlining the kinds of events that will be a good strategic fit for the Bass Coast brand and assets, along with funding opportunities, and strategic partners. The report also included details of governance and resourcing, capacity building needs, and a portfolio of homegrown events along with external events.
Consultation for the plan revealed a need for capacity building for the Shire’s event committees. Tilma was engaged on completion of the strategy to facilitate a capability building program using the rEVENTS Academy platform.
A one-day event development bootcamp was held for all the local event committees. Three events with potential to grow into significant events for the region in terms of visitor economy benefits received intensive one-on-one monthly event coaching via webinar in a six-month structured development program. This was a modified version of the 10-module rEVENTS Academy course where the committees selected five modules to make up their customize program.
The committees also received a resource kit with supporting tools and resources for each of the modules; access to a Q&A platform where all the participating committees could ask questions, share knowledge and cross promote; and a wrap-up report with an action plan outlining the strategic and operational priorities for the event moving forward.
Lastly an in-region half-day presentation and Q&A session was held for all of the Bass Coast event committees where the three events who had undertaken the intensive development program shared their learnings with the other Bass Coast committees.
Project outcomes
“The off peak event strategy has been the catalyst for lots of good things. We are just about to restructure our Economic Development, Events and Tourism Department in an effort to get greater collaboration across the teams. We will also add more operational resources by employing a new Visitor Economy and Events Officer.
The Events and Tourism Coordinator has started planning a new marathon event for next off peak season and we are working with lots of event operators about either shifting the date of their existing peak season event or developing their off peak events. We have also started leveraging off events more. Our jetty redevelopment is also complete now so we can start capitalising on that new event space. Lots of good stuff is happening and the report has definitely helped clarify our direction and provide strategic justification.”
Referee
Peter Francis
Manager, Economic Development and Tourism
Bass Coast Shire Council
PO Box 118
Wonthaggi VIC 3995
0419 560 603
peter.francis@basscoast.vic.gov.au
www.basscoast.vic.gov.au
