Events Strategy - Devonport City Council

Executive SummaryThe Devonport City Council recognises the importance of social, cultural andrecreational events in the life of the City. As such, the Council is committed toensuring that the City of Devonport provides the community and visitors withthe opportunity to experience and participate in a diverse range of vibrantand stimulating events and cultural activities. With this vision in mind the Councilresolved to undertake the City of Devonport Events Strategy project.In January 2005, the Devonport City Council’s Event Management Unit metwith representatives from Events Tasmania to discuss options for developing astrategic approach for event management in Devonport. From this meeting areference group was formed to facilitate the development of an EventsStrategy for Devonport. The reference group comprised representatives fromthe Council’s Events Unit, the Devonport Entertainment and ConventionCentre, Marketing Devonport and Devonport Commercial Promotions.The Strategy contains a number of elements including the vision the Councilhas for the City’s event sector, Council’s role and responsibilities, key principlesand criteria, objectives and strategies. Linked to this is a three year action planwhich outlines how the Council is going to achieve its goals. The action plan forthis strategy is flexible and will be reviewed annually to allow for the inclusion ofnew opportunities and to assist with determining the future relevance of existingobjectives, strategies and timeframes.The Strategy is inclusive of an Implementation plan which identifies activitiesand that will be undertaken to give effect to the City of Devonport EventsStrategy. These initiatives will be implemented and evaluated on an ongoingbasis through Council’s Interdepartmental Events Reference Group.It is anticipated the City of Devonport Events Strategy will provide theDevonport City Council with a 3 year strategic framework for initiating,developing, coordinating and supporting community and regional events.1

Council’s RequirementsIn adopting this strategy it is recognised that there are specific legislativerequirements to be met as well as other Corporate goals. In particular thisstrategy is to be implemented in conjunction with the Devonport City CouncilStrategic Plan 2004.The Devonport City Council Strategic Plan 2004 states that the Council must inits performance of its roles and functions:Provide good local governance considering all aspects of theeconomic, environmental and social well being of the people ofDevonport and of the neighbouring region.Promote active citizenship, promote community cohesion and fosterboth local identity and civic pride in Devonport.Facilitate community development and ensure the delivery ofprograms and services to meet community needs.In addition, the City of Devonport Events Strategy has been developed inconjunction with the following Council policies and strategies:The Cultural Plan and Policy which states that the Devonport City CouncilValues and encourages a diverse range of cultural experiences; andBelieves that a culturally rich environment is one which maximisesopportunities for engagement in and appreciation of culturalactivities and where self expression and community involvement arefacilitated and encouraged.The City of Devonport Tourism Strategy which states that the Devonport CityCouncil willFoster the holding of special events which have the ability to provideeconomic benefits to the City,Assist with local activities and events; andFacilitate the development of major carnival or festivals inconjunction with a broad range of local groups and organisations.The City of Devonport Youth Strategy which states that the Devonport CityCouncil willProvide participation opportunities for young people; andDevelop a diverse range of cultural activities for young people.The Devonport Entertainment & Convention Centre Strategy which statesthat the Devonport City Council willProvide a modern facility for both community based culturalactivities and professional hirers,Utilize the centre through effective programming of events,Create and deliver a quality theatre program for local audiences;andActively seek conferences, seminars and encourage communityrelated events.2

The City of Devonport Health Policy which states that the Devonport CityCouncil willMinimise the risk associated with the congregation of people inplaces of public assembly,Consult and negotiate with community and industry to achievebest management practices and compliantpublic health standards; andProtect the community from environmental pollution.The Mersey Foreshore Management Plan which states that the DevonportCity Council willMaintain and provide adequate open spaces for public eventsand encourage new events to use existing event areas.The following Authorities also have made a commitment to assisting with theenhancement of events in Devonport.The Cradle Coast Authority Strategic Direction which aimsTo build the capacity of event organisers to better develop,promote and manage events,To improve communication, co-ordination, and cooperationwithin the events sector and associated stakeholders; andTo develop growth opportunities for the event sector.Events Tasmania’s 10 Year Plan states that the organisation will provide aleadership role in theStimulation and growth of events in Tasmania,Attraction and retention of events to the State; andGrowth and development of events and the event industry byproviding access to updated event research and information.In addition Events Tasmania willSupport building the event industry capacity in all regions of theState and aim to maximise social, cultural, environmental andeconomic benefits generated from eventsThe Devonport Councils Event Strategy also aims to support the TourismTasmania’s “Tasmanian Experience Strategy” in its promiseTo deliver engaging personalised experiences which aim toconnect visitors to people and place and create unforgettablememories that motivate repeat visitation, word of mouthpromotion and brand loyalty.3

VisionDevonport will have a vibrant and diverse events sector that will connect,engage and enrich our community as well as provide social, cultural andeconomic benefits.Council’s RoleThe Devonport City Council plays a major role in planning, initiating,coordinating and supporting community and regional events in Devonport.The following guidelines have been developed to assist Council in determiningthe level of commitment given events in Devonport.The Council willPlan for and support events that build social connections andencourage community participation.Coordinate, support and promote events that stimulate Devonport’seconomic development.Create an environment where the community and visitors haveopportunities to express their creative and artistic skills.Support programs and activities that make the City a stimulating,fulfilling and fun place to live and visit.Plan and support events, festivities and programs that encouragevisitors to participate in the life of the City.Encourage events and programs that recognise diversity and areinclusive of the wider community.Determine on an annual basis the level of support given to eventscoordinated by community organizations and groups.Work in partnership with relevant groups and organizations to assist inensuring events meet the needs of Devonport’s diverse culture.Take into consideration the Regional Events Calendar whenprogramming events so as not to conflict with or duplicate eventsbeing held in neighbouring municipalities.The Council will notCoordinate or support events that do not meet the key principles andcriteria outlined in this strategy.Support events coordinated by commercial enterprises that have limitedeconomic and cultural benefit for the community.Support events proposed by unincorporated groups or individualswithout the auspices of an incorporated group or organization.Coordinate or support events that the Council does not have thecapacity to adequately resource from either a financial or humanresource basis.4

Key PrinciplesThe Devonport City Council plays an active role in identifying, supporting andpromoting the cultural identity and social development of the DevonportCommunity.A key component of Devonport’s Cultural life is expressed through the manyevents which are coordinated at various times throughout the City.In developing a program of events for Devonport, key decisions will also beconsidered in the context of the following principles:Engagement • Opportunities for community interaction.Liveability and Safety • Safe, accessible and people friendlyenvironments.• Compliance with relevant legislativerequirements, standards and Council policy.Valuing people • Council recognises and supports the valuablecontribution that people make to theadministration and delivery of events.Sustainability/Relevance • Capacity for long term change, growth, valueadding.• Demonstrate significant community relevanceand benefit.Environmental care • Environmental protection is to be an integralconsideration for any proposed event.Economic Development • The capacity for an event to contribute toDevonport’s economic development.• Generating revenue through attractingparticipants/spectators from outside theDevonport region.Cultural Development • Provide opportunities for expression,engagement and/or exposure to artistic andcultural experience.Tourism • Provide opportunities for marketing Devonportto a wider audience.Uniqueness • Distinctive from other events held in Devonportor along the NW Coast.• Avoid duplicating existing events being held atthe same time at different venues.Inclusiveness • Encompassing people with diverse cultural andsocio-economic lifestyles and interests.These key principles compliment the key criteria for assessing the viability andsustainability of proposed and current events and are reflected in questions inthe Event Proposal Checklist.5

Key CriteriaFor the purpose of defining Council’s role and commitment to an event, allevents must satisfy one of the following criteria:1. Council coordinated local community and cultural eventsAre those events that are planned for and coordinated by the Council, basedon cultural trends and community interest.Local community and cultural events engender community pride, belonging,sense of place and wellbeing and/or an educational focus. For example, theChristmas Tree Light Up, Memoirs of Devonport, the Dog Expo, Youth Week.2. Non Council coordinated local community and cultural eventsThese events are instigated independently from Council by individuals, groupsor organisations. They may or may not have limited council support and haveprograms based on cultural trends or community interest. For example, theSpreyton School Apple Festival, Devonport Christmas Parade, Corporatetriathlon, Community Market.3. Council Coordinated Regional EventsEvents coordinated by Council which have the potential to attract a regionalor statewide audience, and which have the ability to attract long termeconomic, social and well developed cultural benefits for Devonport. Anexample of this type of event is the Devonport Jazz Festival.4. Non Council Coordinated Regional, Statewide and National EventsThese types of events are those that have the potential to attract regional,statewide and national audiences and participants. The events deliversignificant economic, social, cultural and tourism benefits to Devonport.Examples of these events include the Regatta, Taste the Harvest, Kite Festival,Devonport Cycling and Athletics Carnival and national sporting championshipsand events.5. Devonport Entertainment and Convention Centre EventsThe DECC presents a wide range of events for local and regional audiences.Programming includes a theatre sessions, Morning Music Series, performancesfor children and young people and popular music events.The venue is available to hire for events and performances. Users includecommunity groups, local amateur companies and touring professional artists.The Centre also offers facilities for function, conferences, seminars, workshopsand training programs from a local to state wide level.6

PartnershipsThe success of this strategy is dependent upon Council maintaining anddeveloping partnerships with the following stakeholders:The CommunityEvents TasmaniaCradle Coast AuthorityDevonport Commercial PromotionsTasmanian Convention BureauLocal CouncilsObjectivesIt is our vision for Devonport to have a vibrant and diverse events sector thatconnects, engages and enriches our community. The following objectives havebeen developed to provide Council with a structure for delivering this vision.1. Initiate, develop and coordinate local community and cultural events.2. Support individuals, community groups and organisations with thecoordination of local community events.3. Identify, initiate, develop and coordinate events that attract a regional,statewide and/or national audiences.4. Support individuals, groups and organisations with the coordination ofevents that attract a regional and/or statewide audience.5. Promote Devonport/DECC as an attractive venue for conferences andmeetings and live performances.Action PlanAs part of the City of Devonport Events Strategy an Action Plan has beendeveloped to assist with the achievement of the objectives outlined above. TheAction Plan lists and has details of strategies, timeframes, responsibilities andperformance indicators relevant to each objective.7

Events Strategy Action PlanObjective 1:To, initiate, develop, and coordinate local community and cultural events.Eg. Christmas Tree Light-Up, Devonport Summer Celebrations, Dog ExpoStrategy Action Responsibility Timeframe Performance OutcomesIdentify the cultural interests of • Consult with and respond to community groups, Com Services Annual • Development of an annualthe Community.organisations and individuals.Events Unitevents program.Develop a diverse program ofevents.• Identify and refer to existing informationregarding cultural and educational trends andcurrent practices.• Consult with relevant groups and organisationsto identify gaps and capitalise on trends.• Through consultation and research identifyactivities that appeals to a broad interest base.• Put in place a system for internal managementand planning of Council events.Initiate and coordinate • Maximise the use of staff skills and talents.effective, efficient andequitable programs within thelimits of Council’s resources. • Sharing of resources between Councildepartments.• Explore options for the development of a costingsystem for when staff spend significant timeworking on event projects that are outside theofficer’s regular duties.Whole ofCouncilCommunityServices EventsUnitWhole ofCouncilWhole ofCouncilWhole ofCouncilWhole ofCouncilAnnualAnnualOngoingJune 2007March 2008June 2008• Development of an annualevents program.• Summer events program• DECC EntrepreneurialProgram.• Identification of a varietyprogram of events.• Events Reference Group.• Database of Councilshuman resource skill base.• Data base of relevantCouncil equipment and staffskill base.• Costing system developedand endorsed bymanagement.Develop a program of eventsthat maximises opportunitiesfor engagement.• Coordinate a variety of events that cater for thediverse interests of the community.Com ServicesEvents UnitAnnual• Diverse Genre of Events.8

Strategy Action Responsibility Timeframe Performance OutcomesSelect venues and locationsthat enhance the aestheticand community value ofevents.• Identify venues that are accessible, relevant,logistically suitable and physically appealing.• Select venues and locations that capitalise onDevonport’s unique natural and builtenvironment.• Capitalise on DECC as a venue for Council topresent professional productions.Com ServicesEvents UnitDECC staffOn a needsbasis• Database of event locations.• Morning Melodies• Memoirs of Devonport• Theatre ProductionsDevelop a uniform marketingapproach for events.• Implement the thematic model approach formarketing.Com ServicesEvents UnitOngoing• Adopt Event’s TasmaniaThematic Approach Model.• Further explore opportunities for audiencedevelopment and marketing.Com ServicesEvents UnitOngoing• Attend relevant courses toenhance marketing skills (i.e.Web Marketing.Seek financial assistance forevents in Devonport.• Identify strategies for sponsorship and fundingopportunities.Com ServicesEvents UnitOngoing• Sponsorship obtained andsuccessful grantsapplications.Comply with infrastructure,health and risk managementpolicies and principles.• Work with Infrastructure Services when planningfor and coordinating events.• Refer to Council’s risk management policy whenassessing event safety and suitability etc.Com ServicesEvents Unit andInfrastructureServicesOngoing• Regular consultation withInfrastructure Services.• Coordination of safe events.• Refer to Events ReferenceGroup.9

Objective 2:Support individuals, groups and organisations with the coordination of local community events.Eg. Breakfast in the Park, Garden Festival, Apple FestivalStrategy Action Responsibility Timeframe Performance OutcomesProvide advertising, marketingsupport and sponsorship tocommunity event organisers.• Assist with the preparation of promotional andadvertising material if the necessary Councilresources are available.Com ServicesEvents UnitOn a needsbasis• DECC - advertise events forevent coordinator.• Community Services EventsUnit assistance withpreparing anddisseminating marketinginformation.• List events on the Devonport City Council WebSite.MarketingDevonportAs required • Information provided onWeb site.• List events on Discover Tasmania Database. Events UnitMarketingDevonportDECCAs required • Information on Discover Tasdatabase.• Promote events in relevant publications andweb sites.• Facts on Council websites.Events UnitMarketingDevonportDECCAs required • Promote events inDevonport Times, Eventsnoticeboards in Mall, VisitorCentre, DECC and on thehighway• Promote Devonport Eventson relevant Council websiteand link to Events TasmaniaWebsite.• Develop Events Database.• Explore options for introducing a User Payssystem for providing marketing andpromotional assistance.Com ServicesEvents UnitDecember2008• Development of feestructure andimplementation of a UserPays system.• Develop and provide information sheets toevent organisers that will assist them whenseeking financial support for their events.Com ServicesEvents UnitJanuary 2007 • Development ofInformation sheets responsorship etc.10

Strategy Action Responsibility Timeframe Performance OutcomesProvide infrastructure supportwithin Council’s resourcecapacity.• Assist event coordinator with event sitepreparation (i.e. toilets electricity) See allInfrastructure info re Objective 3.Events unit &InfrastructureServicesAs required • Data Base• Pre event Checklist.• Where necessary assist with or coordinateroad closures.• Provide technical assistance when groups areusing the DECC as a venue.• Assist event coordinator with developing andimplementing risk management procedures.InfrastructureServicesAs required • Number of Road Closures.DECC As required • Provision of suitable lightingand sound technology atDECC.Com ServicesEvents Unit andCouncil RiskManagerOn a needsbasis• Events Risk assessment andchecklist.• Events unit to monitorproposals.• Advise event organisers of Council regulationsregarding the use of Council facilities andopen space.EventsReferenceGroupAs required • Events checklist listing alllegal obligations.• Events unit to monitor.• Refer to Council’s risk management policywhen assessing event safety and suitabilityetc.EventsReferenceGroupAs required • Coordination of safe events.Provide administrative adviceand support.• Assist event coordinator with finding and/orcontracting artists and suppliers.Com ServicesEvents UnitAs required • Data base /contact list forlocal talent and/orsuppliers.• Distribute relevant event information tocommunity regarding Christmas lightscompetition.EngineeringServices –ReceptionDecembereach year• Prepare & distributeChristmas lights competitioninformation.• Provide general administrative services toDECC hirers.DECC As required • DECC – Ticketing Services.Provide financial supportthrough Council’s CommunityGrants Scheme.• Refer groups requesting funding for financialassistance to the Community Services Officer.CommunityServicesAs required • Community AssistanceScheme grants program.11

Strategy Action Responsibility Timeframe Performance OutcomesDevelop partnerships with andbetween relevant groups andorganisations.• Identify opportunities to strengthening thecoordination and delivery of events by linkingcommunity groups and organisations.CommunityServices DivisionAs required • Regular analysis of eventsdata base to determineduplication andopportunities for cooperationbetween eventorganisers.• Facilitate succession planning. Com ServicesEvents UnitAs required • Analyse managementstrategies – leadership roleswithin individual events andfacilitate discussion.Provide opportunities for groupsand organisations to developtheir event management skills.• Advise groups and organisations ofopportunities to attend event managementworkshops, seminars and conferences.Com ServicesEvents UnitAsopportunitiesarise• Forward on emails, flyersand info to relevantorganisations.Evaluate the success andviability of events.• Encourage event coordinators to conduct anevaluation of their event.Com ServicesEvents UnitJune 2007 • Set up Event Evaluationquestionnaires.• Obtain information regarding event outcomesto determine viability and future Councilinvestment.• Build assessment questionsinto grant acquittal forms.• Ensure event assessment is provided as part ofthe Community Small Grants acquittalprocess.12

Objective 3:Identify, initiate, develop and coordinate events that attract a regional, state, and national audienceEg. Devonport Jazz WeekendStrategy Action Responsibility Timeframe Performance OutcomesProvide opportunities for thecommunity and visitors toattend major events inDevonport.Ensure the viability ofDevonport’s Regional Eventsprogram.• Identify, initiate and coordinate a majorregional event within Council’s resources.• Consideration will be given to holdingadditional one off regional events that fit withinthe criteria outlined in this strategy.• Identify cultural trends within the community toensure Council delivers events based oncommunity demand and interest.• Improve the evaluation system for measuringthe viability of Council coordinated regionalevents.• Consult with the community and relevantauthorities to determine the demand for andviability of specific events.• Assess resources and regional event activity toensure the timeframe and scheduling of theevent is appropriate.• Provide developmental opportunities for localartists and performers.CommunityServices EventsUnitRelevantDivisions ofCouncilEventsReferenceGroupCommunityServices EventsUnitCom ServicesEvents UnitCom ServicesEvents UnitOngoingOngoingOngoingOngoingOngoingOn anevent basis• Devonport Jazz Festival.• Delivery of Events thataddress cultural trends.• Further develop Council’sevent evaluation model.• Develop a licensing &permit kit• Meetings with individualsand groups to obtainfeedback andrecommendations. Thisinformation is to beincorporated in programplanning.• Refer to and consultant withrelevant sources todetermine cultural trends.• Refer to relevant sourcesprior to scheduling Regionalevents.• Workshops for a range of skilllevels and age groups.13

Strategy Action Responsibility Timeframe Performance OutcomesCoordinate significant eventsthat provide a high level ofentertainment value and aunique experience.• Provide people with opportunity to experiencean event that is not readily accessible.Com ServicesEvents UnitOngoing• Engage high profile artistsand performers withinCouncil resources.Develop partnerships thatenhance the delivery ofDevonport’s Regional Events• Develop and maintain partnerships withbusinesses and community groups andorganisations.Com ServicesEvents UnitOngoing• Liaise with businesses andcommunity groups andorganisations.• Attend relevant workshopsand functions.• Where appropriate seek sponsorshipopportunities and grant funding.Com ServicesEvents UnitOngoing• Revenue from donations,sponsorship and grants.• Explore opportunities for a specialist to assist theCouncil with applying for sponsorship andfunding submissions.Council Ongoing • Data base of people ableto assist Council withpreparingfundingsubmissions and sponsorshipdocuments.• Maximise opportunities to value add to events. Events UnitVisitor Centre,MarketingDevonport,DECC, CradleCoast AuthorityOngoing• Opportunities identified toprovide professionalassistance to eventorganisersAccommodation and ticketingpackages for events.Implement a uniform marketingapproach for events.• Apply the thematic approach model whendeveloping marketing strategies.• Further explore opportunities for audiencedevelopment and marketing.Council Ongoing • Adoption of ThematicApproach Model.Council Ongoing • Training in Web Marketing.• Attendance at workshopsand conferences andconsideration of suggestedpathways.• Training in brandingstrategies.14

Objective 4:Support individuals, groups and organisations with the coordination of events that attract regional, state and national audiences.Eg. Taste the Harvest, Apex RegattaStrategy Action Responsibility Timeframe Performance OutcomesSupport the attraction andretention of events toDevonport.• Provide support to organisations who host eventsof Regional, State and National significance inDevonport.EventsReferenceGroup& MarketingDevonportOngoing • Assistance given to eventcoordinators.• Establish a funding program that strategicallyand equitably allocates funding and Councilassistance.CommunityServicesOngoing • Development andImplementation of FinancialAssistance Policy.Support the development andgrowth of events in Devonport.• Develop partnerships with the local community,Cradle Coast Authority, Events Tasmania andDevonport Commercial Promotions (DCP).Whole ofCouncilOngoing • Regular liaison withcommunity groups, CradleCoast Authority and EventsTasmania, DCP.• Identify and respond to events which have thepotential and desire for growth. Support is to begiven to these events at the appropriate level.RelevantCouncil DivisionOngoing • Where feasible Councilassistance with eventorganisation.• Growth in events sector.Provide advertising andmarketing support to eventcoordinators.• Display appropriate event advertising materialon Council’s advertising display spaces.• From time to time assist with the development ofposters and flyers.• Promote events through editorial, advertising,events calendars and events notice boardsEvents unitEvents Unit &MarketingDevonportOn a needsbasisOngoing• Make generic advertisingboards available and assistwith poster making whereappropriate and possiblewithin available resources.• Opportunities identified topromote events15

Strategy Action Responsibility Timeframe Performance OutcomesProvide infrastructure, healthand risk management supportwithin Council’s resourcecapacity.• Assist with event site coordination.EventsReferenceGroupOn a needsbasis• Set up data base of councilassisted events.• Hold regular Events ReferenceGroup meetings.• Assist with and/or coordinate road closures• Monitor temporary building licences• Health Department regulations• Risk Management• Public liability and other insurancesCouncil EventsReferenceGroupAs required• Ongoing monitoring ofChecklists and forms• Development of Licence andPermit Kit.• Where necessary provide technical assistanceand equipment for event coordinators usingCouncil venues.RelevantCouncil DivisionAs required• Make available Councilequipment and infrastructuresupport.Provide administrative supportto event coordinators• Provide general administration support based onavailability of Council Resources.RelevantCouncil DivisionAs required• Assist event coordinator with finding and/orcontracting artists and accessing suppliers.RelevantCouncil DivisionAs required• Development of artist,performer and supplierdatabase.• Distribute relevant event information tocommunity.Com ServicesEvents Unit &MarketingDevonportAs required• Dissemination of eventinformation.Provide financial supportthrough Council’s CommunityGrants Scheme and byresponding to requests forCouncil’s endorsement ofevents.• Refer groups requesting funding for financialassistance to the Community Services Officerand to other organisations that have grantsopportunities.• Advise groups and organisations of fundingopportunities.RelevantCouncil DivisionCommunityServicesAs requiredAs required• Ongoing monitoring ofspecific Events fundingprogram in Council’sCommunity Assistance GrantsScheme.• Information on website andmail outs.• Provide letters of support to groups andorganisations seeking funding for events that fitwithin the criteria outlined in this strategy.Com ServicesEvents UnitMarketingDevonportAs required• Number of letters of support.16

Strategy Action Responsibility Timeframe Performance OutcomesDevelop partnerships with andbetween relevant groups andorganisations.• Identify opportunities to link relevant groupsand organisations with the aim ofstrengthening the coordination and delivery ofevents.Com ServicesEvents UnitOngoing• Opportunities identified andpartnerships formed.Identify opportunities to sponsorevents of regional, state andnational significance.• Work with Events Tasmania, TasmanianConvention Bureau and Cradle CoastAuthority to encourage organisations to bid forEvents and Conferences.• Provide assistance and support as necessary tocomplete bid documentation.• The Devonport Visitor to provide travel agencyservices to assist with accommodation andtransport arrangements for participants.• Provide assistance through sponsorships.• Identify events which have the ability toprovide economic benefits to the City, linkedto raising the profile of Devonport andincreasing visitation and yield.RelevantCouncil DivisionVisitor CentreRelevantCouncil DivisionAsopportunitiesariseAs requestedAs requested• Regular contact betweenCouncil, Events Tasmania,TCB, DCP and CCA tomonitor opportunities. (Eg.Major sporting events).• The number of opportunitiesidentified(Eg. Apex Rort, Triathlon,ASTEN Conference, ASCAConference Utilisation ofservices.• Sponsorship of Events(E.g. Devonport AthleticCarnival, The ChallengeDevonport Triathlon, Tastethe Harvest.17

Objective 5 :Develop and promote the Devonport Entertainment and Convention Centre as an attractive venue for live performances,conferences and meetings.Strategy Action Responsibility Timeframe Performance OutcomesSeek opportunities for hostingevents and conferences.• Liaise with the Tasmanian Convention Bureau,Cradle Coast Authority and Events Tasmania.DECC Ongoing • Regular contact via emailtelephone and meetings• Liaise with touring companies and producers.• Maintain membership of theTCB.Promote the DECC asDevonport’s Premierentertainment and conferencevenue.• Attend meetings of the TCB.• Attend statewide meeting with other venues• Attend VAPAC meetings for theatre content.• Seek additional funding to improve potentialfor DECC to obtain conferences andmeetings.• Liaise with café operator to explorepartnership opportunities to further market thecentre.• Promote suitability for private and corporatefunctions.• Continue to develop the marketing plan forthe DECC.• DECC Newsletter circulation• Develop and maintain DECC website• VAPAC Website• Events Tasmania Website• Publish DECC promotional brochures• Annual publication of DECC’s Performing Artsand Music Program• Provide advertising and marketing supportpromoters and event organisersDECC As scheduled • Attend TCB meetings andnetworking functions.• Attend other meetings asthey occur.DECC Ongoing • Grant applications• Source funding from othersources to improvecommercial image.DECC Dec 2007 • Opportunities identified• Regular meetings andinformation sharingStrategicPlanning Team &DECCOngoing • Marketing StrategyDECC Ongoing • Growth in audiencenumbersDECC On going • Increase in bookings• Audience developmentDECC As required • Assist with poster displaysand flyer distribution18

Strategy Action Responsibility Timeframe Performance OutcomesHost information sessions andcoordinate venue tours forpotential users.• DECC to coordinate as required DECC As opportunityarises• Information sessions andfamille tours.Maintain and update DECCinformation kit.Develop and coordinate aprograms of music andperformances which provide ahigh level of entertainment anda unique experience• DECC to maintain and update information DECC Ongoing • Advertise in localTasmanian newspaperConference features.• Consult with relevant promoters and communitygroups to identify opportunities.• Attendance at VAPAC Showcase and APACALong PaddockDECC Ongoing • DECC EntrepreneurialProgram.• Partnership opportunitiesidentifiedIdentify and target specialevents in Devonport and otherparts of Tasmania /Victoria thatrequire ticketing servicesEnsure the DECC is maintainedas an attractive venue withmodern and accessiblefacilities.Provide a safe environment forpeople to hold events at.• Further explore opportunities for audiencedevelopment and marketing.• Continue to secure professional productions• Maintain networks with Tasmanian Theatres andticketing agencies.• Grow agency business as opportunities arise• Re-designing the location and layout of theBox office• Make available the latest conferencingtechnology, lighting and sound equipment.• Work with Council’s infrastructure Servicesdepartment to ensure the DECC is regularlymaintained.• Refer to Council’s risk management policywhen assessing event safety and suitability etc.• Develop risk management procedures for theDECC.DECC Ongoing • Training in Web Marketing.• Attendance at workshopsand conferences.• Training in brandingstrategies.DECC Ongoing • Number of Box OfficeServices and agencybusiness identified.• Raise awareness of theCentre and its servicesDECC June 2008Ongoing• Improved traffic flow andcustomer service.• Maintain the latestLaptop, data projector,screens, and otherelectronic equipment.DECC Ongoing • Risk ManagementProcedures for the DECC.DECC Ongoing • Risk ManagementGuidelines.19

Implementation PlanThe City of Devonport Events Strategy 2007-2010 creates a strategic three year framework for the delivery of events and culturalactivities. The Strategy was developed to work across the council and community. The Strategy outlines social and cultural benefits thatwill reinvigorate the City’s event calendar and further distinguish Devonport as a community that values the diverse cultural interests ofresidents and visitors alike.The City of Devonport Events Strategy is evaluated annually to ensure that it remains accountable and the actions remain relevant tothe direction in which Events in Devonport are to be developed. This strategy is to be implemented and evaluated via the followinginitiatives.Events Reference GroupThe Event Reference Group is an interdepartmental multidisciplinary group of Council Officers who assess, refer, advise and assist thoseDevonport events which seek Council approval and/or assistance. The aim of the Events Reference Group is to streamline methods ofassessing and providing advice on event management issues. In particular, it will be the role of the Events Reference Group to discussand process applications by event organisers regarding the following issues:RequirementsTemporary Occupancy PermitsPlace of Assembly LicencesBuilding PermitsLiquor LicencesDangerous goods LicencePublic LiabilityFood – environmental health requirementsEvent Concept AssessmentTraffic managementCoordinate the level of assistance that is to be given by Council Officers and their relevant departments to a particularevent.20

Provide an opportunity for Council Officers to regularly liaise, be informed about varying requests and demands onCouncil’s resources and stay abreast of new legislative developments. It is hoped that this will avoid over servicing,duplication and possible misunderstandings by both Council Officers and members of the Community.Membership of the advisory unit is made up of two core groups A and B. Core Group A is represented by Council’s Event Manager,Infrastructure Maintenance Manager and Team Leader, Risk Manager and Environmental Health Officer. In addition, members fromCore Group B will attend meetings at various times depending on the nature of the event,issues for consideration or expertise required. Itis proposed that Core Group A meet monthly and Core Group B when appropriate to convene.Interdepartmental Events Reference GroupEvent ManagerInfrastructure Maintenance Manager and/or Team LeaderRisk ManagerEnvironmental Health OfficerCore Group BFinance OfficerManager Corporate & orCommunity ServicesEngineering staffBuilding OfficerCommunity Programs OfficerCommunity Services OfficerYouth Development OfficerEvent Coordinator/Media LiaisonTourism CoordinatorDevonport City Promotions21

Events UnitEvents Unit – Description and Tasks• Event initiation, program development, event coordination, & delivery• Event and program marketing & promotion• Event and community programs support & assessmentCommunity Services Events Unit –as at January 2006Position Role Description Employment LevelCultural Development Officer Event Manager - FulltimeCommunity Programs Officer Event /Community programs Coordinator FulltimeEvents Assistant (previous event coordinator & publicity officer) CasualInfrastructure Staff when /where requiredMaintenance Manager Site Manager Part Time Casual hoursInfrastructure staff Maintenance team members Casual Events Assistants22

Event Management KitImplementation ToolsAn event management kit is being developed to assist the Council and event coordinators with organising and planning for an event.The kit includes a checklist that will assist with ensuring events comply with State legislative requirements, relevant standards andCouncil policy. In addition, the checklist may also help to determine the level of Council assistance that is to be given to an event.(Appendix B)ConsultationThroughout the next three years the Council will engage in consultation with individuals, artists, arts managers and administrators,conservationists, community groups, key internal stakeholders, State Government Departments and conference and festival and eventorganisers to ensure the strategy remains relevant to the direction planned for Events in Devonport.Databases1. An events database is being developed to assist Council with the scheduling and coordination of events. The data base willprovide information regarding Council and non Council coordinated events, when and where the event is to be held andCouncil resources required. (Sample Draft Appendix A)2. The Council will also develop an equipment database which will provides information regarding the availability of Council’sequipment resources for events.3. The Council has also planned to complete a database listing artists, performers and suppliers. This database aims to link eventscoordinators with contacts who have experience and expertise relevant to their event.Financial ResourcesThe Council has developed a Events Financial Assistance Policy that will assist in determining the level of financial supportCouncil will give to events. The allocation of funding will be determined through a grants program that will measure thecapacity for the applicant’s event to meet the criteria and key principles outlined in this strategy.Council’s Infrastructure Services has prepared a costing system which enables them to determine the level of financialresources Infrastructure Services commits to an event. Joint workshops with community services, infrastructure and financemanagement may enable Council to better determine the required budget allocation for an event. It is hoped that from23

such discussions a fuller picture will emerge which may be applied to all events, cultural projects either coordinated orsupported by the Council at its indoor and outdoor venues.Event Planning InformationCouncil’s Community Services Events Unit has developed information sheets to assist event coordinators with the planningand coordination of their events. Information sheets will be provided in the following areas:Licences and Permits ( Health and Building)Risk ManagementEvent ManagementA Licence and Permit Information kit will provide event coordinators with relevant application forms and give directions toenable successful completion of forms.24

Appendix A – Events DatabaseEventsEvent Name Event Description Event Organiser Date Location ResourcesLong Tan Day Vietnam Veterans Viet Vets BBQArboretum Garden Fest Arboretum September ArboretumCruise Ship Arrivals various Wharf AreaDog Expo Council Oct /Nov East Devonport Rec CentreViet Vets Day Vietnam Veterans Viet Vet BBQTriathlon Roundhouse ParkMayors Cup DCP January MallLatin Fiesta Council January Roundhouse ParkClassical Meets Jazz February ArboretumKite Festival February Meercroft ParkApex Regatta Apex Club February Victoria ParadeTaste the Harvest March Roundhouse ParkCrazy Day DCP March Rooke StreetSpreyton Apple Festival Spreyton Primary School April Spreyton Primary SchoolAnzac Day RSL April CentopathWedding Extravaganza July East Devonport Rec CentreJazz Weekend Council July CBDSt Paul’s Church Fair November St Paul’s ChurchRemembrance Day CentopathChristmas Tree Lightup Council November MallChristmas Tree Dedication Council November MallDevonport Show Show Society December Devonport Show GroundsChristmas Parade December VariousCarols by Candlelight Lions Club December Bluff SoundshellBreakfast on the Park December Roundhouse Park25

Appendix B – Events Management ChecklistDevonport City CouncilEvent Proposal Check list1. Concept• Target audience identified □• Appeal of overall concept to the target audience □• Audience expectations of the event. □• Level of excitement, interest in and support for the event. □• Adheres to Key Principles of Council’s Event Strategy (which includes uniqueness &timing)□Comments:2. Budget• Budget development. □• Realistic and achievable aims □• Sponsor ship issues, who seeks it, what benefits to sponsors, how follow up is managed □• Other funding opportunities eg government grants. □• Fee structure – adult/child/concession ticket prices □Comments:3. Administration• Office systems, administration procedures in place □• Point of contact for enquires □• Insurances, permits, legal obligations. □• Volunteer procedures □Comments:26

Appendix B – Events Management Checklist4. Artists• Well developed and appropriate entertainment programme □• Performance opportunity local artists □• Inclusion of headline act, star attraction □• Artists booked. □• Artists requirements, staging needs , travel, accommodation □• APRA obligations □Comments:5. Production• Appropriateness to audience and artists expectations □• Meeting requirements of artists and entertainers □• Engagement of appropriate and licensed technical expertise re sound, light, staging. □Comments:6. Food & Wine• Hospitality plan □• Level of value to the event. □• Briefing of vendors on a) environmental health requirements b) public liability and c)Temporary Occupancy Permit□• Briefing vendors on set up and bump out □• Scrutiny of vendors menus and pricing structure □Comments:27

Appendix B – Events Management Checklist7. Marketing• Advertising plan ( theming approach, what message, how to reach various audiences ) □• Launch of event □• Development of promotional material. □• Distribution plan □• Web presence, up to date and relevant. □Comments:8. Site Management• Site selection and assessment □• Meeting requirements of management/owners of the site. □• Place of Assembly Licence □• Application for Temporary Occupancy Permit □• Dangerous Goods Licence □• Hire of Venue/Park □• Liquor Licence □• Development of a Traffic Management Plan □• Development of a Risk Management and Evacuation Plan □• Appointment of site manager. □• Disabled access □• Site plan development □• Site management plan □• Stages with maximum site lines □• Toilets numbers to meet environmental standards. □• Rubbish bins – numbers □• Power – adequate & electrician on standby □• Water outlets adequate □• Lighting adequate □• Workplace Standards requirements met. □Comments:28

Appendix B – Events Management Checklist9. Security and Crowd Control• Emergency management plan □• Security plan – crowd control plan □• Gate taking management □Comments:10. Other Authorities• Liaison with emergency service providers – police, ambulance, fire? □• Liaison advise from event manager and/or other relevant officers □Comments:29