Event Strategy for 2024-2028
In response to opportunities identified in the regional Destination Management Plan, Yarra Ranges Tourism has developed its Yarra Valley and Dandenong Ranges Event Strategy for 2024-2028, focusing on establishing the region as a premier specialist event destination.
The document outlines a range of details to pursue greater sustainability and economic impact from events in the region that attract visitors to do more, see more and stay longer. It emphasises aligning event funding criteria with strategic goals that deliver the greatest economic benefit, showcasing the destination, and enhancing the creative direction of events.
Strategies include improved ROI through multi-year funding agreements, facilitating home-grown events, and encouraging business events during off-peak seasons. The strategy aims to nurture signature events, attract new visitor markets and increase visitor expenditure. It highlights the importance of partnerships, event packaging, and providing support to event organisers, who often face significant risks in hosting their activities, from weather to insurance to ticket sales.
Competitive advantages from events align closely with those identified in the YVDR DMP and Experience Victoria 2033 product pillars, including Arts & Culture, Food & Drink and Nature. The secret of success will be encouraging events to further amplify these “headline acts” through event programming and marketing.
The strategy involves further facilitation of a year-round calendar of events, amplifying event messaging, and positioning the region as an event-friendly destination. Through consultation with industry stakeholders and community representatives, the strategy aspires to enhance the event landscape, increase ROI and support the growth of diverse events in the region.
Yarra Ranges Tourism acknowledges that achieving the recommendations of this strategy will be a work in progress as we continue to identify additional resources to help achieve the outcomes and opportunities with a range of other stakeholders and key players.
Tourism Events Grant Program
As part of its partnership with Yarra Ranges Tourism, Yarra Ranges Council has helped to establish funding for an annual Tourism Grants Program. The Program will consist of sponsorships administered by Yarra Ranges Tourism and is designed to enhance the profile of, and increase visitation to, the region of the Yarra Valley and Dandenong Ranges that falls within the Yarra Ranges Council municipality area.
Funding amounts of up to $20,000 will be considered for either:
- New Events that have not been staged before in the region; or
- Existing Events to assist with the development of an established event to improve its long term growth and visitation.