The Role of Events NSW
Events NSW identifies, attracts and nurtures events that provide economic, strategic and/or community benefits to Sydney and regional NSW. In this context, we consider supporting events that will:
- provide a substantial economic impact for Sydney and/or NSW on a medium to long term basis;
- provide opportunities for the marketing and promotion of Sydney and NSW both nationally and internationally; and
- enhance Sydney’s international brand and reputation as a global city.
The following criteria form the basis of Events NSW consideration for potential support of events.
For Business Events go to www.businesseventssydney.com.au
Economic Impact
This is the ability of an event to drive new spend and/or future investment in NSW as a direct result of the event being held in the State. The key factors assessed are:
- the anticipated number of interstate and international participants, spectators, officials and/or other visitors who will travel specifically for the event;
- their average length of stay; and
- their estimated daily expenditure.
In order to verify this information, data from previous events should be used.
If this is the first time that the event is to be held, a credible estimate of its potential economic impact is gauged through:
- discussions with the event organiser; and
- comparing the event to events of a similar nature.
Spend by intrastate visitors to the event is not included in the economic impact assessment.
Strategic and Marketing Impact
This refers to the event’s effectiveness in driving marketing outcomes for Sydney and NSW including, but not limited to:
- what the event says about Sydney/NSW (or the location of the event);
- the nature and size of the event audience;
- how the event delivers the destinational marketing strategies already in place for Sydney/NSW (or the location of the event);
- how the event may raise or create awareness of NSW expertise in an area; and
- the overall media impact achieved via domestic and international media coverage.
Community Impact
This refers to the event’s capacity to positively engage large and diverse sections of the community and generate community pride. This may include:
- The opportunity for the local community to participate in the event.
- Giving residents of NSW the opportunity to up skill in various industries.
- Positively engaging the local business community; and
- Ensuring the involvement of the community at large through volunteer programs.
Regional Events
Regional events are assessed using the same three key factors as Sydney-focused events. However, the economic and strategic and marketing impact is assessed on that derived for the particular region of NSW.
Key International Markets
The extent to which an event can deliver coverage or some other beneficial impact in the NSW Government’s key international markets is of importance to Events NSW. These markets include Canada, China, Germany, Korea, Hong Kong, India, Italy, Japan, Malaysia, New Zealand, Singapore, the United Kingdom, the USA and the Gulf States.
Private Sector Investment
The percentage of the event budget provided by non-government sources is an important consideration for Events NSW.
Seasonal Capacity
In each year there are high and low seasons for tourism and hotel occupancy rates. During high season the hotels are near to capacity and amenities and attractions are generally very busy. The opposite applies during the low season. Therefore, the seasonal placement of an event is an important consideration for Events NSW.
Key Performance Objectives
Events supported by Events NSW are contracted and/or incentivized to a number of performance deliverables that satisfy the strategic objectives of Events NSW.
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