MAKING KALAMUNDA A DESTINATION OF CHOICE 2014 - 2018
A strategy to position the Shire as the place to visit and enjoy events
Shire of Kalamunda Events Strategy
2
Co nte nts
Executive Summary
4
Why an Events Strategy?
5
Background and Context
6
Events in the Shire of Kalamunda
Stakeholder Involvement
Competitive Advantage
SWOT Analysis
Unique Selling Points
Comparative Research – Local Governments
The Marketplace – An Analysis
10
10
11
11
12
Findings: Kalamunda – A Destination of Choice?
14
Recommendations: Making Kalamunda a Destination of Choice - A Strategy for Action
17
Appendices:
1
2
3
4
5
Kalamunda Advancing: Strategic Community Plan to 2023 (extract)
Shire of Kalamunda Events Calendar
The World’s Top Ten Festivals
Kalamunda Events Classification
Events Calendar Concept
Shire of Kalamunda Events Strategy
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25
28
29
31
3
Ex ec ut ive S ummary
The tourism industry in the Shire of Kalamunda has a total output of $82 million and employs 405 people ~ Tourism Research Australia
Events create opportunities for people to connect with an area, spend time together, celebrate and experience the diversity of cultures and foster creativity and
innovation. They allow a community to come alive and provide an opportunity for a destination to showcase its tourism experience and increase economic
activity. Events contribute significantly to community building, lifestyle and leisure enhancement, cultural development, tourism promotion and increased
visitation, volunteer participation, fundraising and economic development.
The Shire of Kalamunda is committed to ensuring that it provides the community and its visitors with the opportunity to experience and participate in a range
of stimulating events and cultural activities. The Shire’s Kalamunda Advancing: Strategic Community Plan to 2023 is the catalyst to develop a strategy which
aims to increase visitation through events and key tourism market attraction.
An in-house project group has engaged with event stakeholders in the community to identify issues and implications of existing practices that shape ‘how’ the
Shire manages their Events Calendar. The group also explored the broader events marketplace and in analysing what makes other destinations successful.
The findings confirm that events are definitely an area of great potential for the Shire of Kalamunda. As an event destination, provider, supporter and host,
the Shire has a competitive advantage in the natural, physical landscape of the Hills and its sense of ‘other worldliness’, but that the opportunities this brings
are not necessarily being maximised. Currently, event planning lacks strategic direction, event organisers need more support, promotional opportunities are not
being realised and major events need more of the ‘wow’ factor.
This strategy aims to provide a clear framework for Council assistance and support to events that enables them to be better guided by the potential value and
benefits that events provide to both the community and local economy. It also adheres to a guiding principle that realising Kalamunda’s potential to be a
vibrant, successful and sustainable events destination will involve the input, support and energy of all stakeholders.
Three areas for action emerge throughout this Strategy:
1. Support local event organisers – the need to develop a proactive local events community and strengthen local event management capability
2. Develop and promote events - positioning Kalamunda as a destination of choice for events and tourism through effective branding and promotions
3. Grow the Shire as a premier event destination - attract and retain major events and support services in order to generate economic and social benefits
Within these goals we have created 9 specific actions, outlined in the Strategy for Action, of which some have already become works-in-progress during the
development of this strategy.
Shire of Kalamunda Events Strategy
4
W hy a n Eve nts St rat egy
Events are widely acknowledged as presenting opportunities as a strong economic and tourism generator as well as bringing a range of community and social
benefits to their host destination. Events are particularly important for the Shire of Kalamunda because our community chooses to celebrate their cultural
creativity and the natural landscape of the Hills environment through an increasingly diverse spread of events, as evidenced by our busy annual Events Calendar.
Council already invests significant levels of funding into its annual events programme and has a strong track record of managing and supporting successful
events, gaining a growing reputation amongst visitors as a destination of choice. The Shire is also fortunate to have a supportive Council who are committed to
developing this growing sector and a community willing to give their time and energy to coordinating local events.
Kalamunda is therefore ideally positioned to take advantage of these opportunities by promoting itself as an events destination on a more regional level.
However, it is evident from the current events programme that the schedule has grown somewhat organically over the years and with minimal focus on strategic
direction.
If we are to reap the rewards associated with being a successful events destination, a clear vision is needed to provide direction to activity in the future, hence
the development of an Events Strategy for Kalamunda now.
In developing this Strategy our objectives are to:

Gain a sound understanding of existing events and venues

Achieve clarity regarding the role and responsibilities of the Shire of Kalamunda in managing, supporting and hosting events

Develop a sustainable, outcome-focused events programme which maximises the potential of our involvement in events

Incorporate the cultural, lifestyle and environmental factors unique to the Shire into the events programme

Pursue promotional campaigns which support events and which contribute to overall destination marketing

Agree, and begin to implement, an Action Plan for the next five years to make Kalamunda a destination of choice
Shire of Kalamunda Events Strategy
5
Ba ck gro und and Conte xt
There is no universally held view as to a precise definition of a ‘festival’ or an ‘event’. For the purpose of this strategy, the view is taken that an ‘event’ is a
single themed activity designed to attract public audience or participation. A ‘festival’ is a group of activities related by theme, time span or other common
factor united under a single entity.
The Shire of Kalamunda as an Event Location
The Shire of Kalamunda has a population base of almost 60,000 and is situated approximately 24 kilometres east of Perth CBD, making it is easily accessible
by road for much of the Greater Perth population of almost 1.9 million. It is an increasingly popular destination for visitors based on its unique ‘hills’ environment,
strong cultural and arts-based lifestyle and a growing reputation for boutique wineries – all supported by a busy and varied events calendar.
Council’s continued support and commitment for events is reflected in the Shire’s Kalamunda Advancing: Strategic Community Plan to 2023 which introduces a
number of objectives that lend themselves to the development of events within the Shire. These include support and leadership for community groups, provision
of high quality, age-appropriate entertainment for the community and recognition as a tourism destination with high levels of patronage (Appendix 1).
Shire events come in all shapes and sizes. They can be for 20 people or 20,000+ people. Understanding the value and worth of different types of events is a
critical step in developing strategies for growth and development. To effectively focus direction it is helpful therefore to look at the various event types and
their worth on a local stage, as well as to analyse the current strengths, weaknesses and opportunities of events in the Shire.
Tourism Research Australia estimates that the tourism industry in the Shire of Kalamunda has a total output of $82 million and employs 405 people. The
average spend of day tourists to Kalamunda is $94 each, but without better evaluation methods it is impossible to specifically isolate the value of the events
industry to the Shire. In general terms we know only that different events attract differing levels of investment from visitors (eg. overnight and business events
are considered higher yield) and therefore this strategy is inevitably reliant on the best available anecdotal data or on extrapolated projections.
Historically events in the Shire have grown from passionate members of the community. This evolution is a double-edged sword, providing an authentic local
character and grass roots sustainability but often lacking a commercial approach and strategic focus. Analysis supports the observation that currently there is
limited strategic intent for events development as well as a lack of clarity regarding the types of events it wants to encourage, support, develop and attract.
Shire of Kalamunda Events Strategy
6
However, there is no doubt that the current programme is extensive, well-attended and highly regarded (Appendix 2), as well as being comparatively wellresourced. The Shire employs a full-time Events Coordinator and an Events Officer and has a budget of almost $300,000 for the organisation and promotion of
community and civic events, additionally the Shire provides financial assistance to a number of events organised by community groups.
In broad terms there are 3 main categories of Shire involvement: ‘Managed’, ‘Supported’ and ‘Hosted’. ‘Managed’ events are coordinated and funded entirely
through Shire resources, ‘Supported’ events are usually organised by community groups and involve a degree of financial, operational, venue or other in-kind
support from the Shire. The third category relates to events such as the QUIT Targa Rally where the Shire ‘hosts’ an event and provides a negotiated level of
support and/or involvement of Shire resources.
In deciding whether or not a particular event should receive public support and funding, it is essential to be able to conduct a meaningful assessment of the
benefits to the community of that event. An analysis of the annual Event Calendar needs to consider the type of event, sustainability, the audience, visitor
numbers, duration and economic impact. Unfortunately event feedback often lacks much of the information necessary to undertake a thorough assessment.
The Shire has not consistently targeted funding opportunities to subsidise its budget for community events. In the past Lotterywest funding has been accessed
for the Walk the Zig Zag Festival held in spring each year and an application has been successful for the 2013 event. The Shire is ineligible to access funding
through the State Government’s Regional Events Scheme as any events held within Perth Metropolitan area are excluded. However, other opportunities could
be explored to access sponsorship and funding from other sources.
Event Benefits
It is widely acknowledged through anecdotal evidence from around the world that events have the potential to provide a range of benefits. This has been
confirmed in academic studies such as Reinventing Rural Places by Professor Chris Gibson of the University of Wollongong and an Economic Impact Study for
the UK Meetings and Events Industry conducted by Leeds Metropolitan University in 2013.
An overall evaluation of a particular event can be made by assessing its level of benefit in the key areas of the economy, promotion of an area as a tourism
destination and a range of cultural, social and community development impacts. In all cases the level of benefit will include the immediate impact and the
lasting legacy and can be weighted for any key impacts. This information can then be used to assess whether an event should receive support in the future.
Shire of Kalamunda Events Strategy
7

Economic
The primary economic impact is the new revenue and external funding brought directly into the community and therefore the attraction of visitors and
their revenue is the most obvious benefit. However, events not only bring new visitors, they also help to keep visitors in the area longer. This shows the
importance of measuring the impact of visitors that came specifically for an event as well as those that didn’t but stayed longer because of it.
Secondary impacts are those that indirectly result from the injection of new revenue into the local economy. The revenue causes a ripple effect as it is
spent in the local economy on local products. The assessment of the secondary impact provides a more accurate picture as it recognises the
interdependence on the different sectors within the local economy. Secondary impact can also include employment of local skills thereby increasing job
opportunities for those industry sectors which support the events industry such as entertainment, hospitality and transport.
A further economic benefit is that events have an enormous capacity for promotion of a destination over the national and sometimes international area,
leading to increased destination awareness, greater satisfaction levels in the community and the possible consideration of the destination for commercial
and residential relocation. Effective utilisation of ‘destination marketing’ – defined by Karl Albrecht as ‘a proactive, strategic, visitor-centred approach to
the economic and cultural development of a location which balances and integrates the interests of visitors, service providers and the community’ – can
further enhance these identified benefits.

Social and Cultural
Cultural development is a vital component in the growth of the community. Events can provide similar primary and secondary benefits in a social and
cultural sense to the impacts in the economic sector. The primary impact can be seen as celebration of a ‘unique’ aspect of community evoking a sense
of community pride or neighbourhood vibe. The secondary impact can be seen as the social legacy of the event such as community capacity building
and increased social cohesiveness.
Festivals and events are key cultural development tools that bring locals out into their communities. They can provide cultural enrichment and a broader
social outlook through interaction with other people, ideas and cultures. They present opportunities to enhance awareness of cultural heritage and the
conservation of the natural environment. Events are also important for capacity building within the community, offering fundraising opportunities for
local groups and organisations and the chance to improve the skills base through volunteer work.
Shire of Kalamunda Events Strategy
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Stakeholder Involvement
Stakeholder consultation also forms a key part of this project. The diversity and range of events points to there being many individuals and groups who either
have an interest in, or are affected by, events in the Shire – and therefore who have a role to play in the development of an Events Strategy.
The Shire’s Community Engagement Strategy has been used as guidance in determining that ‘Consult’ is the appropriate level of public involvement in the
forming of this strategy. ‘Consult’ is defined as ‘obtaining stakeholder feedback on analysis, alternatives and decisions’. We also aim to keep stakeholders
informed, to listen to and acknowledge concerns and aspirations, and to provide feedback on how their input influenced any decision making.
Stakeholder involvement in the development of this Strategy to date has included:

A facilitated Events Stakeholder meeting on 7 March 2013
25 participants

Opportunities and encouragement to provide further comment by email

An online Events Survey available on the Shire of Kalamunda website during May and June 2013
8 completed surveys submitted

Events Strategy – Stakeholder Preview meeting on 26 February 2014
25 participants
Shire of Kalamunda Events Strategy
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Co mpet it ive Adva nt age
Enticing the public to attend a particular event or visit a specific destination is a competitive task. Not only are you competing with other events and other
destinations, you are also competing with a range of other leisure options from sport to shopping. Understanding the competitive advantage for an event or
destination is a key factor in making that product successful. It also assists with the development of strategies and actions that will strengthen the Shire’s
position within the regional events calendar.
SWOT Analysis
Strengths
• Limited scope to influence:
• Location close to Perth
• Current economic health of WA
• Proximity to Perth Airport
• Diverse styles of venues
• History and historic landmarks
• Road access
• Natural environment
• Hills landscape, scenery and views
• Population base
• Greater scope to influence:
• Regional draw
• Event experience
• Established events
• Funding and event support from
Council
• Promotional web site
• Cultural events and cultural
community
• Alternative/village ambience
Shire of Kalamunda Events Strategy
Weaknesses
• Limited scope to influence:
• Accommodation - low room stock
• Lack of local event support services
• Greater scope to influence:
• Lack of awareness regarding
economic value of events
• Events not delivering the 'wow' factor
• Lack of focused event marketing
• Lack of communication of existing
Council support services
• Lack of understanding of a successful
event
• No current clear guidelines for events
• Promotion of the destination through
events
• Current Shire branding
Opportunities
• Business / Corporate events
• Sporting events
• Festivals and cultural events
• Events that showcase the natural
environment
• An events strategy
• Growth of existing events
• Strategic focused event calendar
• A calendar of events that support
future direction and branding
• Using events to market Kalamunda as
a tourism destination
• Collaborative / cooperative marketing
• Enhanced decision-making process to
ensure event sustainability and
support
• A proactive event industry
• Professionalism of the events industry
• Event industry networking
• Event industry training
• Event facilities
• Accommodation development
• Raise awareness of economic benefits
of events - business partnerships
Threats
• Lack of flagship events
• No accommodation development
• A reactive event industry
• Limited sponsorship
• Retention of events
• Competition between venues
• Lack of communication within the
event industry
• Volunteer burn out
• Events not supported by business or
locals
• Hosting and/or funding events that
don’t support the future direction
• Fragmented/inconsistent tourism
experiences
• Lack of knowledge of existing event
patronage
• Lack of pride of place
• Perceived anti-social behaviour
• Residents' issues eg. parking
• Maintaining the status quo
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Unique Selling Points
The Shire needs to have a clear picture of where it sits, and what positions it differently, in the events market – once this is understood it becomes easier to
stand out as a destination. The SWOT analysis highlights a range of significant issues and influencing factors but in terms of points of difference, the ‘unique
selling points’ (USPs), it could be argued that the following are the ‘stand-outs’:
1. The Hills - the natural, physical landscape of the Hills makes it unique in the Metropolitan and day-trip accessible areas. Nowhere else within that 40
minute catchment can you ascend so dramatically and enjoy such spectacular views that stretch as far as the CBD and the Indian Ocean.
2. A sense of ‘other worldliness’ – Kalamunda area is known throughout Perth as an area that is ‘different’. Its strong arts/cultural focus, village-feel
and more recently, boutique rural wineries lend it an alternative feel that is relatively unique within that 40 minute catchment.
3. ‘Rustic Sophistication’ – identified as a potential tourism ‘positioning goal’ for Kalamunda
Supporting factors also include the proximity to Perth population catchment (easy road transport access), unusual and attractive event venues and diverse
tourism ‘offer’ as well as a proactive community and the continued support and commitment from Council to its role in events.
Comparative Research – Local Governments
A comparison indicates that our events resources are on a par with other local governments and are currently appropriate to our aspirations to host events
commensurate with the visitation and impact levels of, for example, the CrabFest in Mandurah.
Local Government Area
City of Armadale
City of Mandurah
Shire of Mundaring
Population
69,108
76,539
39,196
Events Staff
1.5 FTE / 1 x 6mth Contract
1 Coordinator / 4 Assistants
0 (contract as needed)
City of Swan
119,252
City of Fremantle
City of Joondalup
29,555
164,737
Shire of Kalamunda
58,095
Place Managers – may
change to Mandurah model
8 FTE split between 2 units
9 FTE including 3 x Arts,
Curator
1 Coordinator,1 Officer
Shire of Kalamunda Events Strategy
Profile Events
Highland Gathering; Minnawarra
CrabFest – which attracts 130,000 visitors
Trek the Trail; Truffle Festival (past); generally have strong creative/arts
focus
Swan Valley profile (Spring/Autumn in the Valley), Hyperfest
4 festivals per year including Street Arts Festival – 30,000
$2.5 million budget, $150,000 revenue from sponsorship
Harvest Festival; Walk the Zig Zag
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The Marketplace – An Analysis
Events come in all shapes and sizes and it is useful to understand some of the key differences and opportunities that exist in this marketplace when determining
a future strategy. This information is considered in the context of what types of event work well here currently and which fit within the desired outcomes.
Cultural events
During the 1980s, governments started to recognise the value of events and festivals as adding a new dimension to the profile of a region. One of the first to
receive funding was the Adelaide Festival, which sought to create a cultural festival to position South Australia as a major centre for arts and culture in Australia.
The strategy worked, with the Adelaide Festival attracting media interest and significantly increasing domestic and international visitations. Now, most major
cities compete to be recognised as hosting their country’s most prestigious cultural festival and promote extensively to attract visiting audiences.
It takes many years to establish cultural events that will attract visitors from outside the immediate region, and even then there is no guarantee of success.
Cultural events generally become well known by staying in one place. The ‘grow your own’ nature of such events is in contrast to some business conferences
or sporting events - available by application as part of a competitive bidding process – yet does not necessarily mean events have to have a direct cultural
connection with their host area. Some festival themes can appear very random, yet often become synonymous with the location in which they are held, winning
fame both for themselves and the relevant region, such as the Parkes Elvis Festival (Appendix 3).
Cultural festivals and events can bring both tangible and intangible benefits to a region and include:





Opportunities to promote cultural diversity and experience exhibitions, theatre, music, and art
Improved perceptions of liveability
Prestigious cultural infrastructure (such as the Zig Zag Cultural Centre)
Economic growth opportunities for cultural entrepreneurs to create new businesses in cities and regions with strong cultural identities
Economic impacts of exhibitions, festivals and cultural events capable of attracting visitors from outside the area
The area of cultural events has expanded to include travelling art exhibitions, providing opportunities to promote to wider audiences although these are the
exception rather than the rule. The cost of securing major art exhibitions is expensive and the market is highly competitive, however the Shire’s acclaimed Zig
Zag Cultural Centre has opened up opportunities to attract exhibitions that draw audiences from outside the area.
Venues such as the Kalamunda History Village and Kalamunda Performing Arts Centre focus on the rich rural and cultural heritage of the area. The cultural
events encompass the region’s many social and cultural sectors and trends, such as history, agricultural/settlement heritage and an emerging arts community.
Events also showcase rural produce and enable visitors to experience local and regional products through the Harvest Festival, Farmers Markets and the
Kalamunda Show. This rural/urban dynamic permeates the Shire’s cultural events, with neither side dominating the event schedule.
Shire of Kalamunda Events Strategy
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Business events
Business events are huge contributors to the economy and produce the highest daily yield of any sector of the tourism industry. The net worth of business
events far exceeds their hard dollar value. Among many other benefits, they promote and showcase local expertise and innovation. Business events also have
a positive impact on related industry sectors including transport, restaurants, hotels and retail. Conference delegates tend to stay in quality accommodation and
their employers often cover the costs of their attendance. A significant proportion undertakes pre and post conference leisure, often with their partners, which
represents a significant flow-on benefit for other sectors of the economy. In addition to direct tourism spend in destinations by organisers and delegates,
business events deliver wider benefits in networking and business generation. Intangible benefits flow from hosting business events and the high strategic value
of visiting delegates provides one of the most enduring advantages.
Recent opportunities for Kalamunda to bid for the annual conference of the Visitor Centre Association of WA were not pursued due to the lack of suitable
accommodation. In order to reap the benefits of business tourism, it is essential to ensure that quality facilities are established to meet the high expectations
of business visitors.
Sporting events
Sporting events help to build communities through social inclusion and a sense of connection. Through participation, sport helps address anti-social behaviour
and can support education. Sport contributes to economic growth through business investment and employment, and helps sustain the environment through
protecting open space and natural areas. It can also promote the use of active modes of transport, such as cycling and walking.
Increasing community participation in organised sport and recreation contributes to what is known as social capital and ties communities together. Sport helps
to bind families through shared experiences and achievements, making sports clubs and related groups good barometers of community strength.
Investment in sports facilities can bolster a community’s perception of their local area, giving pride in their region and improving future social and economic
possibilities. Sport is a major industry that cuts across many sectors and can play a key role in developing and sustaining the community. The unique landscape
of the Hills creates a strong opportunity for the development and attraction of major sporting events.
Strategic event development could include directing growth towards future sporting events. The planned infrastructure investment in sporting facilities at
Hartfield Park, Pioneer Park and Kostera Oval provides an opportunity to develop an additional strand to the outdoor pursuits events traditionally associated
with the Hills.
Shire of Kalamunda Events Strategy
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F in din gs : Kalamunda – A Destination of Choice?
An analysis of the available information from Stakeholder engagement activity, the annual Events Calendar and individual event feedback provided in recent
times, enables the following conclusions to be drawn about ‘how’ the Shire currently manages its events programme:
Issues
Funding & Support
1
It is not clear how effective Shire funding of events is. Funding is
spread unevenly with apparent inconsistency of expectations, reducing
both effectiveness and value
2
Event feedback is inconsistent and lacks the detail for thorough analysis
3
There appears to be limited communication between some event
organisers and the Shire
Marketing & Development
4
Events appear to be scattered throughout the calendar with little
strategic planning or links to Destination/Tourism potential
5
The Shire has many natural ‘events’ assets and advantages yet there is
the sense that opportunities are not being identified or realised
6
Events are valued by the public (though only some generate tourism
revenue) but there is a general lack of awareness of the volume and
value of events for Kalamunda
Investment & Growth
7
There is a limited supply of overnight accommodation
8
There is considerable capability, skills and experience amongst event
organisers but there seems to be very little communication or sharing of
knowledge and expertise
Shire of Kalamunda Events Strategy
Implications
A more strategic approach to management and funding is required. Council
would benefit from a review of event funding processes (assistance,
approval, evaluation) to ensure levels of support are aligned to outcomes
The economic, social and cultural value of specific events needs to be
better quantified and recorded through event feedback and evaluation of
impacts
There is scope for improved communication, information and coordination
between event organisers, venues and the Shire
This reduces the likelihood of being able to add value through themed or
destination marketing and means opportunities are easily missed
There is scope to maximise existing and potential opportunities such as
marketing ‘bang for buck’, external funding, USPs, partnerships etc.
There is scope for the Shire to raise awareness amongst internal and
external audiences of the capacity of events to deliver economic, social,
cultural or destination marketing benefits
This is restricting the types/scale of events that can be held in the Shire
Significant industry growth will require an improved professionalism, skill
level and training of all those involved in events locally
14
Key Observations
In broad marketplace terms, events are definitely an area of great potential for Kalamunda. As an event destination, provider, supporter and host, analysis
shows the Shire has a competitive advantage, but that this is not necessarily being maximised. Currently, event planning lacks strategic direction, event
organisers need more support, opportunities to promote the broader destination are not being realised and major events need more of the ‘wow’ factor.
Planning - Opportunities are abundant but, to date, the lack of a robust, well-constructed strategy around the provision of events and of rigour in evaluation
methods risk perpetuating the perception of over-investment by the Shire, and of not achieving its full potential in the long term.
Support - It is evident that the local event community needs to mature and develop, event organisers need training, existing events need to grow strategically
and Council needs to refine its approach to event support – specifically by improving the processes through which we engage with event organisers and by
supporting professional development opportunities for those involved in organising events.
Impact - The extent to which economic and community benefits are realised will depend on the type of event and the Shire being able to maximise its ‘bang
for buck’. Understanding the value and impacts of different types of events will be critical in developing strategies for growth. Some initial work to classify the
types of events in Kalamunda and their respective impacts has been done as part of this strategy development and is already providing a clearer direction for
future development (Appendix 4).
Branding - Using events to ‘position’ Kalamunda in the marketplace is a realistic option. With strong natural and physical assets in a unique village setting,
Kalamunda lends itself well to being a ‘weekend getaway’ and a place for seasonal events and festivals. An Events Calendar concept to maximise positioning
both for visitation and branding is currently in development (Appendix 5) and will form the basis of future activity. In order to build on that, the creation of an
appealing brand that is more widely recognised will be central to making Kalamunda a destination of choice for events, tourism and investment.
Investment - Day trippers, especially those Visiting Friends & Relatives (VFR), are currently the key to tourism growth in the Hills region but a limited supply
of accommodation and inconsistent tourism experiences are the biggest barrier to increasing the volume, duration and value of tourist visitation. Until Kalamunda
achieves greater recognition and visitation demand increases, it is unlikely that business investors will be motivated to provide sufficient visitor accommodation.
The economic model of supply and demand applies. If the Shire of Kalamunda can help facilitate increased demand then the necessary investment will occur
but without that investment, long term visitor growth is likely to be thwarted.
In summary, if the Shire and its event partners can offer major ‘big bang’ events and festivals and promote them effectively in the context of wider destination
development and marketing strategies, then economic benefits and social capacity-building will start to emerge. We see the development of this Events Strategy
as the starting point and the following action plan as the blueprint for addressing these issues.
Shire of Kalamunda Events Strategy
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R eco mme ndat io ns :
Ma k in g Kala munda a Des tina tio n o f Cho ic e - A St ra te gy fo r A ct ion
Guiding Principle
Realising Kalamunda’s potential to be a vibrant, successful and sustainable events destination will involve the input, support and energy of all stakeholders
Goals
1: Support local event organisers
Develop a proactive local events community and strengthen local event management capability
2: Develop and promote events
Guide the development and promotion of an events programme to position Kalamunda as a destination of choice for events, tourism and investment
3: Grow the Shire as a premier event destination
Support the attraction and retention of key events and encourage investment in products, support services and infrastructure
Shire of Kalamunda Events Strategy
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Ma k in g Kala munda a Des tina tio n o f Cho ic e - A St ra te gy fo r A ct ion
Goal 1:
Goal 2:
Goal 3:
Support local event
organisers
Develop and promote
events
Grow the Shire as a
premier event destination
1.1 Process
Develop improved processes to
support the Shire's involvement in
events
1.2 Resources
2.1 Events Calendar
Enhance and promote the Shire's
event calendar
2.2 Destination Marketing
Develop resources to support the
delivery of local events
Develop and position Kalamunda as
a destination of choice for events,
tourism and investment
1.3 Training
2.3 Economic Impact
Advocate professionalism and
excellence through skills
development of event organisers
Raise awareness of the volume and
value of events across both internal
and external audiences
Shire of Kalamunda Events Strategy
3.1 Major Events
Develop partnerships and
processes to support the retention
and attraction of major events
3.2 Key Markets
Investigate opportunities for key
event markets
3.3 Investment
Proactively influence and attract
potential investment to the Shire
17
Ma k in g Kala munda a Des tina tio n o f Cho ic e - A St ra te gy fo r A ct ion
Recommended Action
Details
Performance Measures
Start
Finish
Shire Resources
(excl. staff time)
Guide developed/ distributed to
organisers, stakeholders and
community groups
January
2014
Completed
$300,000 per year
Goal 1: Support local event organisers
1.1 Process
Development of a step-by-step guide
that assists organisers with applying
for Shire support and funding
Develop improved
processes to support
the Shire’s involvement Adopt a consistent application process
in events
that guides the Shire’s decision making
in providing support to internal and
external events/organisers
1.2 Resources
All applications received are
evaluated using the agreed
process
Completed
Development of a policy and approvals
checklist to ensure events funded:
 meet criteria/outcomes
 have adequate planning and
reporting capabilities
Policy and checklists developed,
endorsed and implemented
Promote annual funding rounds linked
to the Shire’s budget process
Volume and quality of
applications received annually
January
2014
Completed
Develop a measurable evaluation and
feedback framework to ensure
accountability and value for money
Annual report of all Shire’s
event activity using aggregated
evaluations data
January
2014
April
2014
Establish and promote one preferred
point of contact for all events enquires
One preferred point of contact
identified
January
2014
Completed
Shire of Kalamunda Events Strategy
April
2014
18
Recommended Action
Details
Performance Measures
Start
Finish
Develop resources to
support the delivery of
local events
Audit, develop and maintain a register
of venues and facilities within the Shire
Register of all potential event
venues
January
2014
July
2014
1.3 Training
Develop training opportunities for
event organisers including advice and
workshops on topics such as event
planning, risk management, funding
Training hours
April
2014
Ongoing
Develop opportunities to encourage
information sharing, communication
and networking for the events and
tourism industries
E-newsletters, e-forum and a
minimum of two networking
opportunities per year
Advocate
professionalism and
excellence through
skills development of
event organisers
Feedback/evaluation of
satisfaction levels
Shire Resources
(excl. staff time)
$2,000 per year
Goal 2: Develop and promote events
2.1 Events Calendar
Enhance and promote
the Shire’s events
calendar
Review the current programme to
identify opportunities and address gaps
Review completed
July
2013
Completed
Further develop the concept of an
event calendar based around ‘festival
themes’
Event calendar concept refined
and implemented
April
2014
July
2014
Identify funding and sponsorship
opportunities for Shire events
Conversion of funding/
sponsorship opportunities
July
2014
Ongoing
Develop and implement a
communications plan for the events
calendar
Communications plan
implemented and evaluated
July
2014
Ongoing
Shire of Kalamunda Events Strategy
TBA
19
Recommended Action
2.2 Destination
Marketing
Position Kalamunda as
a destination of choice
for events, tourism and
investment
Details
Performance Measures
Start
Finish
Ensure the Shire’s events web pages
and use of social media are key
promotional tools for both residents
and visitors
Website evaluation data and
measurable impacts of social
media
March
2014
Ongoing
Develop a Destination Development/
Marketing strategy with an agreed
brand/message that is events, tourism
and investment focussed and which
improves the customer
experience/journey
Branding identity agreed and
strategy developed
March
2014
March
2017
Improved online customer
journey: ‘digital platform’
March
2014
January
2015
Consistently align all event and, where
relevant, Shire promotions with agreed
branding and messages to reinforce
Kalamunda’s ‘positioning’ as a
destination of choice
Consistent use of agreed
branding
January
2015
Ongoing
Encourage event organisers, tourism
providers, community groups and local
businesses to use the destination
branding in their own promotional
activity eg. through social media
Level of support branding by
external agencies
March
2015
Ongoing
Shire Resources
(excl. staff time)
$20,000
NB. Requires a degree of separation from
the Shire’s organisational branding
NB. Events receiving Shire funding will be
expected to use agreed branding
Shire of Kalamunda Events Strategy
20
Recommended Action
2.3 Economic Impact
Raise awareness of the
volume and value of
events across both
internal and external
audiences
Details
Performance Measures
Start
Finish
Evaluate the effectiveness of this
strategy in raising awareness amongst
Greater Perth consumers of Kalamunda
as a destination for events and tourism
Brand awareness amongst
potential consumers Perth-wide
measured every two years
October
2015
Every two
years
Collate economic impact data for
events and incorporate into relevant
communications and activities
Annual collation of data and
evaluation of trend information
August
2014
October
Annually
Develop targeted communications and
workshops for a range of internal
audiences - staff and Council
Communications plan
implemented and evaluated
March
2014
December
2014
Develop targeted communications for a
range of external audiences – broader
community, local business, visitors
Media releases for local events
to include economic data
December
2014
Ongoing
Number of enquiries generated
January
2015
July
2015
Proactively encourage partnerships
with event organisers, media and other
event support providers
Direct and indirect value of
partnership activity
January
2015
Ongoing
Develop a policy to manage event
sponsorship and partnerships
Policy developed, endorsed and
implemented
October
2013
July
2014
Shire Resources
(excl. staff time)
Opportunity to
partner with
tertiary study
providers
Increased levels of support for
Shire expenditure on events in
Customer Satisfaction Survey
Goal 3: Grow the Shire as a premier event destination
3.1 Major Events
Create an event location support
package for organisers
Develop partnerships
and processes to
support the retention
and attraction of major
events
Shire of Kalamunda Events Strategy
$2,000
21
Recommended Action
3.2 Key Markets
Investigate
opportunities for key
event markets
3.3 Investment
Details
Start
Finish
Maintain a knowledge base of the
Perth events industry - to inform
attraction and retention strategies
Explore sporting opportunities including Number of enquiries generated
links to major Shire projects: Pioneer
Park, Kostera Oval, Hartfield Park
Ongoing
Ongoing
October
2014
Ongoing
Explore opportunities for hosting
business and corporate events using
Shire venues such as ZZCC and KPAC
Number of enquiries generated
October
2014
Ongoing
Maximise existing connections and
opportunities in the film and television
industry – and its links to tourism
visitation
Creation of a film location
support package
October
2013
June
2014
Identify possible sites for
accommodation development
Number of sites identified
January
2014
January
2016
Number of proposed sites
identified by others
January
2014
January
2016
Seek interested investors for
development of accommodation
Number of investors contacted
March
2016
Ongoing
Identify other products, support
services and infrastructure
requirements and pursue identified
investment opportunities
Number of opportunities
identified
March
2015
Ongoing
Proactively influence
and attract potential
Increase awareness, internally and
investment to the Shire externally, of the need for sites -
Performance Measures
Shire Resources
(excl. staff time)
$15,000
internally and externally
Shire of Kalamunda Events Strategy
22
APPENDICES
Shire of Kalamunda Events Strategy
23
APPENDIX 1
Strategic Direction
Kalamunda Advancing: Strategic Community Plan to 2023 introduces a number of objectives that lend themselves to the development of events in the Shire.
Strategic Priority 1: Kalamunda Cares: Looking after our people
Community
Development
Services
1.8 To support local
community groups to grow,
prosper and shape the
future of Kalamunda.
1.8.1 Provide leadership and management assistance to local community groups and organisations.
1.8.2 Identify and partner in funding opportunities to support the financial sustainability of local community groups.
1.8.3 Proactively investigate opportunities that facilitate the establishment and/or growth of local community groups
with a common interest.
1.8.4 Support and encourage opportunities to increase volunteering within the Shire.
1.8.5 Provide developmental programs and initiatives to support community leadership and sustainability of community
groups.
Strategic Priority 2: Kalamunda Interacts: Providing our people with enjoyment
Functions and
Events Services
2.2 To provide high quality
and
age
appropriate
entertainment
for
the
benefit and happiness of
our community
2.2.1 Continue to provide a range of events and festivals that target the many different demographics and interest
groups within the community.
2.2.2 Investigate funding opportunities and partnerships to enhance existing events and festivals or facilitate the
establishment of new events and festivals.
2.2.3 Provide high quality community recognition events and citizenship ceremonies.
2.2.4 Annually review the program of events and festivals and ensure evaluations are demonstrating value and the
desired effect is being achieved.
Strategic Priority 4: Kalamunda Employs: Supporting industries and businesses
Economic
Services
Events &
Marketing
Services
4.4 To be recognised as an
excellent tourism
destination with high levels
of patronage
Cultural Services
Shire of Kalamunda Events Strategy
4.4.1 Develop and establish the Shire with a recognised brand through the cross promotion of festivals and activities
occurring in the Shire
4.4.2 Ensure tourism development is integrated into land use planning in regards to the Perth Hills
4.4.3 Continue to support and develop the Zig Zag Cultural Centre as a key attractor for visitors to the Shire
4.4.4 Identify funding and project opportunities to enhance the Shire both for residents and as a destination for
visitors
4.4.5 Investigate opportunities to address the current restrictions and barriers facing tourism developments
4.4.6 Work closely with Tourism WA and the region’s local authorities and to leverage opportunities to expand the
Shire tourism product.
24
APPENDIX 2
Shire of Kalamunda Events Calendar 2013
EVENT
MONTHLY
Kalamunda Village Markets
Hands on Days
Kalamunda Farmers Market
JANUARY
WA Glass Artists
Flutissimo Classical Chamber Music Concert
Paintstorm with Phil Doncon
Australian Songbook
Australia Day Celebrations
Open Studios Group Exhibition
FEBRUARY
Jazz In The Park
Morning Music - Diva’s So Divine
Hayden Wiseman & Friends Violin Concert
Porcelain Perspective/Land to Sea Exhibition
The 39 Steps
MARCH
Morning Music - Paris Magic
Keiran Ingram Solo Exhibition
Corymbia Festival Movie Night
Corymbia Festival Family Day
Stained Glass Window Celebration
Flutissimo - Edwardian Song
Be Active Bike Week
Sunday Social Walk
Bush Skills for the Hills
Breakfast in the Park
Concert in the Park
APRIL
School Holiday Programme
Morning Music
WA Print Makers Exhibition
L-plates Plod
Shire of Kalamunda Events Strategy
DATE
TIME (24 HR)
DETAILS
1st Saturday of each month
April – November (3rd Sunday of month)
Sundays (& Christmas/Easter dates)
08:30 - 15:30
09:45 – 12:30
08:00 – 12:00/13:00
Mead Street Mall, Kalamunda
Kalamunda National Park - Piesse Brook Friends
Mead Street Mall, Kalamunda
Friday 4 January – Sunday 20 January
Sundays 6, 13 & 20 January
Wednesday 16 January
Thursday 24 January
Saturday 26 January
Friday 25 January – Sunday 10 February
09:00/10:00 – 16:00
20:00
13:00 - 17:00
09:00/10:00 – 16:00
Zig Zag Cultural Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Family Activities, Food & Entertainment
Zig Zag Cultural Centre, Kalamunda
Thursdays from February to April
Wednesday 6 February
Sunday 24 February
Saturday 16 February – Sunday 3 March
Friday 22 February – Saturday 16 March
18:30 – 20:30
10:15
3:00pm
09:00/10:00 – 16:00
20:00 (Matinee 14:00)
Free Jazz concerts in Stirk Park, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
Kalamunda Amateur Dramatic Society
Wednesday 6 March
Friday 8 March – Sunday17 March
Friday 8 March
Saturday 9 March
Friday 15 March
Sunday 17 March
Saturday 23 March
Sunday 24 March
Sunday 24 March
Sunday 24 March
Sunday 24 March
10:15am
09:00/10:00 – 16:00
18:00 – 23:00
14:00 – 20:00
18:30 – 20:00
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
Family & Fireworks in High Wycombe
Hartfield Park Recreation Centre, Forrestfield
Kalamunda Library
Kalamunda Performing Arts Centre, Kalamunda
Fleming Reserve, High Wycombe
Bibbulmun Track Event – Kalamunda Area
Greencard Training - Gooseberry Hill Hall
Stirk Park – Mary’s Mount Primary School
Stirk Park - Zig Zag Community Arts/Hill Sounds
Saturday 20 April – Sunday 5 May
Wednesday 3 April
Saturday 6 – Sunday 21 April
Sunday 14 April
10:30 – 13:30
10:15
09:00/10:00 – 16:00
09:00 – 15:00
10:00
15:30
09:00
08:00
14:45
–
–
–
–
–
12:00
18:00
12:00
11:00
19:30
Kalamunda Historical Society - History Village
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
Bibbulmun Track Event – Mundaring Area
25
EVENT
DATE
TIME (24 HR)
DETAILS
Zig Zag Annual Bush Dance
Kalamunda Show
Tour de Perth
Gooseberry Hill Arts & Crafts Exhibition
Bush Skills for the Hills
Get Lost with Steve
Anzac Day March
Over the Hill
Anzac Day Memorial Service
Oleanna
Dr Dolitte Goes Bush
Pub, Pumps & Pies
MAY
Morning Music
Children’s Camp Kitchen
Shire of Kalamunda Youth Week – Ramp It Up
Conversation 5 Exhibition
Lesmurdie Arts & Craft Fair
Harvest Festival
Bush Skills for the Hills
Sunday Social Walk
Cycling Event - Tour de Kalamunda
Kalamunda Arts & Crafts Fair
Grace Barbe Concert
Youth Art Exhibition
JUNE
Helen Norton Solo Exhibition
Morning Music
Kalamunda Careers Expo 2013
Kalamunda Community Choral Society Concert
The Book Club (TBC)
JULY
Morning Music
John Baldock: Forests, Horses, Myths, Legends
School Holiday Programme
Bush Skills for the Hills
Saturday 6 April
Friday 12 (17:00+) & Saturday 13 April
Saturday 13 & Sunday 14 April
Saturday 13 & Sunday 14 April
Saturday 13 April
Sunday 21 April
Sunday 21 April
Wednesday 24 April
Thursday 25 April
Friday 26 April – Saturday 18 May
Saturday 27 April
Sunday 28 April
17:00 – 19:30
Sat 10.00 –22.00
Stirk Park – BYO Picnic
Kalamunda Agricultural Hall
Time trials/ZigZag - international riders
Gooseberry Hill Hall
Cockatoo Cluedo - Gooseberry Hill Hall
Bibbulmun Track Event – Mundaring Weir
Haynes Street - War Memorial at Kostera Oval
Bibbulmun Track Event – Kalamunda Area
06:00 service at the War Memorial, Kostera Oval
Kalamunda Amateur Dramatic Society
Bibbulmun Track Event – Kalamunda Area
Bibbulmun Track Event – Mundaring Area
Wednesday 1 May
Wednesday 1 May
Saturday 4 May
Saturday 4 – Sunday 19 May
Friday 3 May – Sunday 5 May
Saturday 4 & Sunday 5 May
Saturday 18 May
Sunday 19 May
Sunday 19 May
Saturday 25 & Sunday 26 May
Friday 31 May
Wednesday 22 May – Tuesday 28 May
10:15
09:30 – 12:30
12:00 – 18:00
09:00/10:00 – 16:00
Saturday 1 June – Sunday 30 June
Wednesday 5 June
Tuesday 11 June
Saturday 15 & Sunday 16 June
Monday 17 June
09:00/10:00 – 16:00
10:15
09:00 – 15:30
20:00
Zig Zag Cultural Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Wednesday 3 July
Saturday 6 – Sunday 28 July
School holidays
Saturday 13 July
10:15
09:00/10:00 – 16:00
10:30-13:30
10:00 – 12:00
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
Kalamunda Historical Society - History Village
Jorgenson Park Cottage
Shire of Kalamunda Events Strategy
11.00 – 17.00
09:00 – 12:00
09:00 – 17:00
11:00
10:30 – 14:30
05:45
20:00 (Matinee 14:00)
15:30 – 18:00
09:30 – 14:30
10:00 - 17:00
09:30 – 12:00
08:30 – 16:00
07:00 – 13:00
10:00 – 16:30
20:00
09:00/10:00 – 16:00
Kalamunda Performing Arts Centre, Kalamunda
Bibbulmun Track Event – Kalamunda Area
BMX/Skate/Scooter Competition, High Wycombe
Zig Zag Cultural Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Bickley & Carmel Valleys
Gooseberry Hill Hall
Bibbulmun Track Event – Kalamunda Area
Various - includes Zig Zag Scenic Drive
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
26
EVENT
DATE
TIME (24 HR)
DETAILS
And Evermore Shall Be So
AUGUST
Penny Maddison Solo Exhibition
Morning Music
Quit Targa West Rally
Mazenod College Art Exhibition & Sale
One Act Season
SEPTEMBER
Delma White Bushlands Solo Exhibition
Morning Music
Heribert Koch Concert
Gem Camera Club Spring in the Hills Exhibition
School Holiday Programme
OCTOBER
Morning Music
CWA Quilting Exhibition
Walk the Zig Zag
Uthando Textile Exhibition
Artists Open Studio Day
When Dad Met Fury
Woodlands Beyond & Within Exhibition
Spring Flower Show
Zig Zag Community Arts Festival
NOVEMBER
Diecast Model Collection
Morning Music
Senior Resident Exhibition & Prize
Gooseberry Hill Arts & Crafts
Shire of Kalamunda Seniors Week
4 in Diversity Exhibition
Kalamunda Showtime Singers Concert
DECEMBER
Christmas at the Fair
International Day - People with a Disability
Morning Music
Carols by Candlelight
Friday 19 July – Saturday 10 August
20: (Matinee 14:00)
Kalamunda Amateur Dramatic Society
Saturday 3 – Sunday 25 August
Wednesday 7 August
Friday 16 August
Friday 30 August – Sunday 1 September
30 & 31 August; 6 & 7 September
09:00/10:00 – 16:00
10:15
11:00 — 15:00
10:00—16:00 Sat/Sun
20:00 (Matinee 14:00)
Zig Zag Cultural Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Shires of Kalamunda & Toodyay, City of Perth
Mazenod College, Lesmurdie
Kalamunda Amateur Dramatic Society
Sunday 1 – Sunday 22 September
Wednesday 4 September
Friday 20 September
Friday 27 September – Sunday 6 October
Saturday 28 Sept – Sunday 13 October
09:00/10:00 – 16:00
10:15
20:00
09:00/10:00 – 16:00
10:30 – 3:30
Zig Zag Cultural Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
Bookings essential - Kalamunda History Village
Wednesday 2 October
Friday 4 – Saturday 5 October
Sunday 6 October
Thursday 10 – Sunday 20 October
Sunday 20 October
Wednesday 23 October
Thursday 24 October – Wed 6 November
Saturday 26 October
Sunday 27 October
10:15
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
A leisurely walk with entertainers and stalls
Zig Zag Cultural Centre, Kalamunda
Kalamunda Open Studios
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
Kalamunda & Districts Agricultural Society
A vibrant family day, Stirk Park,Kalamunda
Shire of Kalamunda Events Strategy
Sunday 3 November
Wednesday 6 November
Saturday 9 - Friday 15 November
Saturday 9 & Sunday 10 November
Saturday 9 - Friday 15 November
Saturday 16 – Saturday 30 November
Saturday 30 – Sunday Dec 1
Sunday 1 December
Tuesday 3 – Sunday 15 December
Wednesday 4 December
Sunday 8 December
09:00 – 13:00
09:00/10:00 – 16:00
10:00 —17:00
20:00
09:00/10:00 – 16:00
12:00 - 17.00
10:00 – 20:00
10:15
09:00/10:00 – 16:00
11:00 -17:00
09:00/10:00 – 16:00
16:00 – 19:00
09:00/10:00 – 16:00
10:15
19:30 – 21:30
Kalamunda Performing Arts Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Zig Zag Cultural Centre, Kalamunda
Exhibition and Sale - Gooseberry Hill Hall
Various activities and venues
Zig Zag Cultural Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Rangeview Park, High Wycombe
Zig Zag Cultural Centre, Kalamunda
Kalamunda Performing Arts Centre, Kalamunda
Stirk Park, Kalamunda Road, Kalamunda
27
APPENDIX 3
World’s Top Ten Festivals
Festival Name
Mardi Gras
Carnivale
Kanamara Matsuri
Semana Santa
Il Palio
La Tomatina
Burning Man
Diwali
Dia de Muertos
Noche de los Rabanos
Festival Venue
New Orleans, USA
Rio de Janeiro, Brazil
Kawasaki, Japan
Antigua, Guatemala
Sienna, Italy
Bunol, Spain
Nevada, USA
India
Mexico
Mexico
Festival Type
Street Parade
Music & Dance Carnival
Festival of the Steel Phallus
Religious Holy Week
Urban Horse Race
Tomato Throwing
Self-expression Experiment
Hindu Festival of Lights
Day of the Dead
Night of the Radishes
World’s Top Ten Wacky Festivals
Festival Name
El Colacho
Hadaka Matsuri
Up Helly Aa
Monkey Buffet
Holi
Cheese Rolling
Maslenitsa
Tunarama
Roswell UFO
La Tomatina
Festival Venue
Burgos, Spain
Okayama, Japan
Shetland Isles, UK
Lobpuri, Thailand
India
Gloucestershire, UK
Russia
Port Lincoln, South Australia
New Mexico, USA
Bunol, Spain
Shire of Kalamunda Events Strategy
Festival Type
Baby Jumping
Naked Festival
Viking Fire Festival
Tourism Promotion
Festival of Colours
Downhill Cheese Chasing
Boxing Free-for-all
Tuna Tossing
Alien Festival
Tomato Throwing
Il Palio
Up Hella Aa
Burning Man
Mardi Gras
Cheese Rolling
Tunarama
La Tomatina
Maslenitsa
28
APPENDIX 4
Classification of Events
Events provide a range of benefits to the local community and its visitors. The extent to which the benefits are realised will partly depend upon the type of
event. Understanding the value of different types of events is therefore critical in developing strategies for growth and development of the events community.
The existing events programme includes all events, major and minor, annual and monthly, but can broadly be classified into groups as follows:
Defining Features
Benefits
Shire Role(s)
Example
Flagship Events – organised by the Shire, community groups or in partnership with external organisations
Readily identifiable with the Shire of Kalamunda: potential to Generate revenue for the local economy
attract visitors from further afield and be recognised across a
Tourist visitation and media exposure
Greater Perth area
creating an appealing destination image
Play a major role in the events calendar; can attract
Social and cultural benefits
commercial sponsorship
Sponsorship
Harvest Festival
Marketing and
promotion
Walk the Zig Zag
May take place over multiple days and be the headline event
for a festival period
Regulatory approvals
QUIT Targa Rally
Events staff support
Support Events – organised by the Shire, community groups or in partnership with external organisations
Less likely to attract large numbers of visitors
Community capacity building
Sponsorship
Farmer’s Markets
Have the potential to support flagship events to extend to
become a festival period
Some tourist visitation
In-kind assistance
Arts and Craft Fairs
Community entertainment
Events staff support
Spring in the Hills
Regulatory approvals
Shire of Kalamunda Events Strategy
29
Defining Features
Benefits
Shire Role(s)
Example
Community entertainment
Organisation
Funding
Promotion
Zig Zag Gallery
Performing Arts Centre
Youth Week
Seniors Week
Community capacity building - local
relevance or ’ownership’
Funding (part/none)
Kalamunda Show
Promotion (optional)
Fairs/Open Days
Organisation
Funding
Promotion
Australia/Anzac Days
Community Events (1) - organised by the Shire for community benefit
Unlikely to attract tourist visitation, primarily entertainment
for local residents – often has a theme or niche focus
Community Events (2) - organised by community groups
Primarily relevant to local residents but can attract visitors,
often has a niche theme or specific geographical area focus
Entertainment
Civic Events - organised by the Shire
Part of the Shire’s commitment to the community as a civic
body, often in response to dates of national significance for
which the target audience is almost solely local residents
Community spirit
Citizenship
Ceremonies
Thank a Volunteer
Taking classification a step further, each type of event has the potential to benefit in different ways. This is a subjective area, but the simple matrix below gives
an indication of likely impact of the different types of event:
Economic
Flagship
Support
Community (1)
Community (2)
Civic
Shire of Kalamunda Events Strategy
High
Medium
Low
Low
None
Community
Entertainment
High
Medium
High
Medium
Low
Cultural, Social or
Capacity Building
High
Medium
Low
High
Medium
PR/Media Exposure
Local/Community
Perth + +
High
High
Medium
Low
High
Low
Medium
Low
Low
None
30
APPENDIX 5
Event Calendar Concept
Central to positioning Kalamunda in the events and tourism marketplace is the creation of an appealing brand that is more widely recognised. Grouping existing
and potential events into broader ‘festival’ periods would both support that brand and create a critical mass of events capable of attracting visitors from further
afield. The proposal is to develop three such festival periods each year comprising 1-2 Flagship events for each festival period and a number of support and
community events:
1. Autumn (mid-April/early May) ‘Celebrating Food & Wine’
2. Spring (late September/late October) ‘Celebrating the Great Outdoors’
3. Christmas (December) ‘Celebrating Christmas’
Currently the only event that would be classified as major that falls outside the proposed festival periods is the QUIT Targa Rally which is held in August each
year, and the only community event to do so would be Corymbia in March.
Potential Benefits:
 Stronger promotional and branding proposition
 Increased PR opportunities for less investment
 Clear structure for internal decision-making (budgets, partnerships, investment of time/resources)
 Robust proposals to present to partners and funding agencies/sponsors
Kalamunda Event Calendar Concept – Matrix
FESTIVAL
EVENT
COMMENTS
AUTUMN ‘Celebrating Food & Wine’
Flagship
Harvest Festival
(incorporating a Scarecrow Festival)
Support
Support
Support
Support
Other
Strong destination marketing and ‘foodie’ potential – infrastructure limitations but could develop
creatively to a wider area through, for example, expansion of the Scarecrow Festival - a quirky
‘extension’ event with great potential for PR & community involvement
Kalamunda / Farmers Markets
Links to potential ‘foodie’ branding: terroir/local producers etc
Flavours of the World (New)
International food themed events, Pop-ups/Long Tables – foodie branding
Kalamunda Show
Agricultural Show links to Harvest Festival – currently mostly local audience
Possible Hills sporting event (New)
Neither event is currently linked to themes but both present an opportunity to introduce
Tour de Perth (cycling event)
peripheral food elements
Arts & Craft Fairs
Not currently linked to themes
Zig Zag Gallery & Performing Arts Centre Look for themed linkages to Flagship event(s)
Shire of Kalamunda Events Strategy
31
FESTIVAL
EVENT
COMMENTS
SPRING ‘Celebrating the Great Outdoors’
Flagship
Walk the Zig Zag
Support
Garden & Art Festival (New)
Support
Zig Zag Community Arts Festival
Support
Artists Open Studios Day
Other
Bibbulmun Track events
Spring in the Hills Exhibition
Spring Flower Show
Zig Zag Gallery & Performing Arts Centre
Strong destination marketing potential but limited capacity to expand?
NZ import - fabulous gardens and wonderful art
Large community-organised outdoor arts event (7,000 attendees)
Inspiring landscapes and venues
Smaller events linked to the Bibbulmun Track and organised by their Foundation
High quality photography competition/exhibition organised by Gem Camera Club
Half day event organised by the Agricultural Society
Look for themed linkages to Flagship event(s)
CHRISTMAS ‘Celebrating Christmas’
Flagship
Christmas Fair
Support
Carols by Candlelight x 2
Support
Kalamunda / Farmers Markets
Other
Zig Zag Gallery & Performing Arts Centre
Introduce continental markets and festive lights
Primarily a community audience but combined with other reasons to visit could be a drawcard
Perfect for Christmas shopping and festive themes/entertainment
Look for themed linkages to Flagship event(s) eg. Christmas Spectacular (KPAC Morning Music)
Notes:

The Autumn Festival period is currently the strongest branding proposition but requires additional commitment from providers in order to reach its full
potential (and they may not want, or be able to cope with, growth beyond a certain level). There is however scope to build smaller satellite events
around the Harvest Festival theme and these could be organised by other community groups or the Shire.

Whilst Walk the Zig Zag has sufficient PR potential to be a flagship, it ideally needs strong support events to justify being part of a ‘Festival’ period.

Christmas provides excellent potential as it is the perfect time to capitalise on Kalamunda’s village charms, but the current events programme needs a
significant ‘shot in the arm’ before it can realistically compete with other areas at this busy time.
Shire of Kalamunda Events Strategy
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