MAXIMISING THE COMMUNITY AND ECONOMIC BENEFITS OF YOUR EVENTS SHARON COCKERELL EXECUTIVE OFFICER GEELONG MAJOR EVENTS 20 JULY EDA CONFERENCE WARRNAMBOOL

MAXIMISING THE COMMUNITY AND ECONOMIC BENEFITS OF YOUR EVENTS  LEVERAGING THE BEST EVENT OUTCOMES  MEASURING THE TRIPLE BOTTOM LINE  CASE STUDY: 2010 UCI Road Cycling World Championships 20 JULY EDA CONFERENCE WARRNAMBOOL

LEVERAGING THE BEST EVENT OUTCOMES ECONOMIC BENEFITS EVENT SPEND PEOPLE SPEND RETURN VISITATION BRAND REPUTATION COMMUNITY BENEFITS LOCAL PARTICIPATION AS COMPETITORS AS SPECTATORS AS VOLUNTEERS AS HOSTS OF VFR SOCIAL CAPITAL SKILLS BUILDING NEW OR IMPROVED COMMUNITY INFRASTRUCTURE COMMUNITY BUILDING 20 JULY EDA CONFERENCE WARRNAMBOOL

LEVERAGING THE BEST EVENT OUTCOMES 20 JULY EDA CONFERENCE WARRNAMBOOL Top Five opportunities missed: o Maximise event budget spent locally o Locals can be tourism customers too o A total event experience = return visitation o Have your reputation work for you o Measure, Measure, Measure !!!!!

Geelong’s Major Events in 2010/ JULY EDA CONFERENCE WARRNAMBOOL 25 Major Events Estimated $118mill of economic benefit Equates to 948 new full time jobs Attended by approx 750,000 spectators.

ECONOMIC BENEFITS SOCIO-CULTURAL BENEFITS BRAND BENEFITS 20 JULY EDA CONFERENCE WARRNAMBOOL MEASURING THE TRIPLE BOTTOM LINE

2010 UCI ROAD WORLD CHAMPIONSHIPS Host City - Geelong ECONOMIC 293,000 spectators attended across 5 days participating Athletes and Officials (stayed up to 15 days) 25,000+ interstate & international visitors Est $45million Economic Benefit to Geelong Event Budget spent $5million locally 20 JULY EDA CONFERENCE WARRNAMBOOL

2010 UCI ROAD WORLD CHAMPIONSHIPS Host City - Geelong SOCIO-CULTURAL 48 Countries represented 700 Volunteers – skills building Cycling Strategy – sustainability Community pride Community building Business – skills building Infrastructure improvements Cultural Program 20 JULY EDA CONFERENCE WARRNAMBOOL

2010 UCI ROAD WORLD CHAMPIONSHIPS Host City - Geelong BRAND & REPUTATION 528 registered media in Geelong 526 hours of television images of Geelong valued at $188million Worldwide TV audience of 186mill in 21 countries 86% of visitors surveyed at the event said they were likely to visit Geelong again. Positions Geelong to attract more events 20 JULY EDA CONFERENCE WARRNAMBOOL

MAXIMISING THE COMMUNITY AND ECONOMIC BENEFITS OF YOUR EVENTS 20 JULY EDA CONFERENCE WARRNAMBOOL Top Five opportunities missed: o Maximise event budget spent locally o Locals can be tourism customers too o A total event experience = return visitation o Have your reputation work for you o Measure, Measure, Measure !!!!!