IPSWICH
CITY
COUNCIL
AGENDA
of the
Economic Development Committee
Held in the Council Chambers
2nd floor – Council Administration Building
45 Roderick Street
IPSWICH QLD 4305
On Tuesday, 13 August 2019
At 8:30 am
MEMBERS OF THE Economic Development Committee |
|
Interim Administrator Greg Chemello (Chairperson) |
|
Economic Development Committee Meeting Agenda |
13 August 2019 |
Economic Development Committee AGENDA
8:30 am on Tuesday, 13 August 2019
Council Chambers
Item No. |
Item Title |
Page No. |
1 |
FY19 Discover Ipswich Campaign Report Wrap-Up |
6 |
2 |
Community Christmas Carols - Partnership Agreements |
12 |
3 |
**Ipswich Central Program Report No. 14 to 16 July 2019 |
40 |
** Item includes confidential papers
Economic Development Committee NO. 8
13 August 2019
AGENDA
1. FY19 Discover Ipswich Campaign Report Wrap-Up
This is a report concerning the outputs and outcomes of council’s Destination Development section as part of the Community, Cultural and Economic Development department for the year ending June 2019.
Recommendation
That the report concerning the outputs and outcomes of council’s Destination Development section as part of the Community, Cultural and Economic Development department for the year ending June 2019 be received and its contents noted.
2. Community Christmas Carols - Partnership Agreements
This is a report concerning council’s proposed support of two (2) significant community Christmas events through multi-year partnerships to assist with their financial stability as the events continue to grow and delivery costs increase, allowing them to meet the expectations of the attending community.
The proposed multi-year partnerships (Attachment A and Attachment B) will sit outside council’s grant program under the Event Sponsorship policy, allowing council to be acknowledged as a Major Sponsor.
These community events do not strongly meet the selection criteria of the Event Sponsorship program, and a second set of guidelines and selection criteria, to support this type of multi-year community partnership, need to be developed under the Event Sponsorship policy.
The current lead-time does not allow for these guidelines and selection criteria to be developed before the two community Christmas events require confirmation of council’s support and therefore it is requested that council approve the two multi-year partnerships in the interim.
Recommendation
That the Interim Administrator of Ipswich City Council resolve:
A. That Brassall Christmas in the Park receive the following council support:
- 2019 - $19,595.00 combined value of event sponsorship and in-kind assistance
- 2020 - $15,000.00 ex GST event sponsorship
- 2021 - $15,000.00 ex GST event sponsorship
B. That Carols at Robelle Domain receive the following council support:
- 2019 - $19,178.50 combined value of event sponsorship and in-kind assistance
- 2020 - $15,000.00 ex GST event sponsorship
- 2021 - $15,000.00 ex GST event sponsorship
C. That the General Manager (Community Cultural and Economic Development) be authorised to make amendments to the draft agreements if deemed necessary.
3. **Ipswich Central Program Report No. 14 to 16 July 2019
This is a report concerning a monthly update for the Ipswich Central Program of Works.
Recommendation
That the report on the Ipswich Central Program Report No. 14 effective to 16 July 2019 be received and the contents noted.
** Item includes confidential papers
and any other items as considered necessary.
Economic Development Committee Meeting Agenda |
13 August 2019 |
ITEM: 1
SUBJECT: FY19 Discover Ipswich Campaign Report Wrap-Up
AUTHOR: Destination Development Manager
DATE: 25 July 2019
Executive Summary
This is a report concerning the outputs and outcomes of council’s Destination Development section as part of the Community, Cultural and Economic Development department for the year ending June 2019.
Recommendation/s
That the report concerning the outputs and outcomes of council’s Destination Development section as part of the Community, Cultural and Economic Development department for the year ending June 2019 be received and its contents noted.
RELATED PARTIES
Ipswich Tourism Operators Network
Advance Ipswich Theme Linkage
Strengthening our local economy and building prosperity
Purpose of Report/Background
Council’s Destination Development section is actively engaged in destination marketing, industry development and major events with the purpose of increasing the region’s visitor economy. We aim for Ipswich to be recognised as an accessible daytrip and short break destination within the south east Queensland market.
The priorities of the Destination Development section have been based on the Ipswich Destination Plan developed in 2019 to coordinate the industry cluster and focus activities on increasing visitor demand, visitation and expenditure in the region. Entertainment, hospitality and accommodation businesses for reference generally make up the tourism cluster and employs over 15,000 in the City of Ipswich.
Council will achieve the targeted growth in market share, visitor arrivals and expenditure by continually increasing the destination product offering through industry development and the destination demand through effective marketing and new infrastructure.
INDUSTRY SUMMARY
Latest data from Tourism Research Australia indicates total visitor arrivals to Ipswich increased 28.3% or 401,549 visitors to a total 1,819,114 visitors in the 12 months ending March 2019 conservatively valuing the visitor economy at $284,000,000.
Visitors |
|||
Market |
YE Mar 2018 |
YE Mar 2019 |
Variance |
Domestic Overnight Arrivals |
299,000 |
438,000 |
+46.5% |
Domestic Day Trips |
1,096,000 |
1,351,000 |
+23.3% |
International Overnight Arrivals |
22,595 |
30,144 |
+33.4% |
Total Arrivals |
1,417,595 |
1,819,144 |
+28.3% |
Source: March 2019 Tourism Research Australia, National and International Visitor Survey
INDUSTRY RECOGNITION
1. Australian Effie Award 2019 Finalist in the Travel, Leisure, Media and Best Smaller State Campaign
2. Australian Effie Award 2018 Bronze for Travel, Leisure and Media
3. Global Webby Awards 2018 (Honouree) for Content Marketing/New website
4. Queensland Tourism Awards 2018 Silver for Visitor Information Services
KEY INDICATORS
A leading indicator for the success of destination marketing activity is measurable consumer engagement across the Discover Ipswich platforms. The new website launched in Oct 2018 has seen a 145% increase in unique visitors when compared to the same period last year and has generated 70,880 leads to operators.
Platform |
Metric |
FY17/18 Target |
Final Result |
% of Target |
Website |
||||
Website |
Unique Visitors |
900,000 |
1,308,434 |
+145% |
Leads |
Leads to Operators |
45,000 |
70,880 |
+158% |
Publicity, Content and Social Media |
||||
Social Consumer Engagement |
Total number of consumer engagements |
1,000,000 |
775,546 |
+78% |
Media + Social |
Equivalent Value |
$1,250,000 |
$2,143,223 |
+171% |
Content |
Total content pieces produced |
84 |
103 |
+123% |
Industry Engagement |
||||
Site visits |
Operator site visits |
30 |
30 |
+160% |
ITON |
Industry Quarterly meetings |
3 |
3 |
100% |
Co-Operative Advertising |
ITON operators |
$30,000 |
$31,750 |
+105% |
Business Meetings |
ITON Operators |
30 |
48 |
+160% |
Visitor Information Services |
||||
Gross Revenue |
Sales |
$316,000 |
$351,178 |
+11% |
Famils |
Training events |
6 |
6 |
100% |
Enquiries |
Phone/Digital |
19,772 |
19302 |
-2.3% |
ADDITIONAL ACTIVITY:
1. Google partnership to map the City
2. 2019-2023 City Destination Plan finalised
3. 125,384 Discover Ipswich magazine produced
4. New products developed including:
o Animal Encounters at the Nature Centre
o Japanese Tea Ceremony at Nerima Gardens
5. Launch of monthly operator media news alerts
6. Seasonal campaigns launched: Christmas/Easter/Mother’s Day/Father’s Day/Australia Day/Ekka
7. The 103 Discover Ipswich content pieces can be viewed here.
8. Channel’s 7 Great Day Out Ipswich episodes can be viewed here.
9. Radio activity can be heard at:
o 97.3: http://discoveripswich.com.au/973
o 94.9: https://www.discoveripswich.com.au/RIVER949/
10. Groups Attraction Program launched to encourage more groups (Probus/Corporate/Educational/Touring) into the city to support Mon-Fri trade.
EVENTS ORGANISED, PARTICIPATED OR SUPPORTED:
1. Great Houses of Ipswich Bus Tours September 2018
2. Effervescence Champagne Festival September 2018
3. Canon Collective Photography workshop - RAAF September 2018
4. Halloween Ghost Bus Tour October 2018
5. ITON – Major Events Showcase October 2018
6. National Trust Heritage Conference November 2018
7. CMC Rocks March 2019
8. Winternationals June 2019
Financial/RESOURCE IMPLICATIONS
Not Applicable
RISK MANAGEMENT IMPLICATIONS
Not Applicable
Legal/Policy Basis
This report and its recommendations are consistent with the following legislative provisions:
Local Government Regulation 2012
COMMUNITY and OTHER CONSULTATION
All activity has been completed in collaboration with operators of the Ipswich Tourism Operators Network (ITON), Event promoters and internal teams.
Conclusion
That the report concerning the outputs and outcomes of council’s Destination Development section as part of the Community, Cultural and Economic Development department for the year ending June 2019 be received and its contents noted.
Alistair Tavares
Destination Development Manager
I concur with the recommendations contained in this report.
Ben Pole
General Manager - Community, Cultural and Economic Development
“Together, we proudly enhance the quality of life for our community”
Economic Development Committee Meeting Agenda |
13 August 2019 |
ITEM: 2
SUBJECT: Community Christmas Carols - Partnership Agreements
AUTHOR: Sponsorship Officer
DATE: 26 July 2019
This is a report concerning council’s proposed support of two (2) significant community Christmas events through multi-year partnerships to assist with their financial stability as the events continue to grow and delivery costs increase, allowing them to meet the expectations of the attending community.
The proposed multi-year partnerships (Attachment A and Attachment B) will sit outside council’s grant program under the Event Sponsorship policy, allowing council to be acknowledged as a Major Sponsor.
These community events do not strongly meet the selection criteria of the Event Sponsorship program, and a second set of guidelines and selection criteria, to support this type of multi-year community partnership, need to be developed under the Event Sponsorship policy.
The current lead-time does not allow for these guidelines and selection criteria to be developed before the two community Christmas events require confirmation of council’s support and therefore it is requested that council approve the two multi-year partnerships in the interim.
That the Interim Administrator of Ipswich City Council resolve:
A. That Brassall Christmas in the Park receive the following council support:
- 2019 - $19,595.00 combined value of event sponsorship and in-kind assistance
- 2020 - $15,000.00 ex GST event sponsorship
- 2021 - $15,000.00 ex GST event sponsorship
B. That Carols at Robelle Domain receive the following council support:
- 2019 - $19,178.50 combined value of event sponsorship and in-kind assistance
- 2020 - $15,000.00 ex GST event sponsorship
- 2021 - $15,000.00 ex GST event sponsorship
C. That the General Manager (Community Cultural and Economic Development) be authorised to make amendments to the draft agreements if deemed necessary.
Brassall Christmas in the Park Inc. – represented by President Greg Wilson.
Disciples Church Springfield Lakes on behalf of Greater Springfield Combined Churches – represented by President David Morrison.
Caring for the community
This is a report concerning council’s proposed support of two (2) significant community Christmas events through multi-year partnerships. The events are Carols at Robelle Domain and Brassall Christmas in the Park. These community Christmas events attract large attendances (above 4,000) and therefore incur significant entertainment and operational expenses. Council proposes to support these events through multi-year partnerships to assist with their financial stability as the events continue to grow and delivery costs increase, allowing them to meet the expectations of the attending community. The events will also be featured prominently in the Christmas in Ipswich marketing campaign.
Currently council supports a large number of small to medium sized community Christmas celebrations through dedicated Christmas and Festive Season Grants, the Community Donations Program and the In-kind Assistance Program. The dedicated Christmas Grants Program is limited to a maximum of $2,000 support for each event. Payments made through the Community Donations Program do not allow council to be acknowledged for more significant support provided to larger Christmas events. Multi-year support cannot be facilitated through any of the programs.
The proposed multi-year partnerships will sit outside of these support programs under the Event Sponsorship policy, allowing council to be acknowledged as a Major Sponsor.
It is noted that these community events do not strongly meet the selection criteria of the Event Sponsorship program, largely designed to support major events with the potential to attract attendance from outside the region, to generate economic impact and to position the City of Ipswich as a leading events destination in Queensland.
A second set of guidelines and selection criteria, to support this type of multi-year community partnership, need to be developed under the Event Sponsorship policy.
The current lead-time does not allow for these guidelines and selection criteria to be developed and approved by council before the two community Christmas events require confirmation of council’s support.
Therefore it is requested that council approve these partnerships in the interim:
Brassall Christmas in the Park
- $15,000 ex GST per year for three years – 2019 to 2021. In addition, Brassall Christmas in the Park would receive further in-kind support through council’s provision of toilets, bins, star pickets, mesh and witches hats for the 2019 year only. This will provide the coordination committee the necessary time to raise additional sponsorship to cover these costs moving forward and for the 2020 and 2021 events. This in-kind support is valued at $4,595.00 ex GST. Total council sponsorship commitment - $49,595.00 ex GST paid over three-years.
Carols at Robelle Domain
- $15,000 ex GST per year for three years – 2019 to 2021. In addition, Carols at Robelle Domain would receive further in-kind support through council’s provision of toilets, bins and witches hats for the 2019 year only. This will provide the coordination committee the necessary time to raise additional sponsorship to cover these costs moving forward and for the 2020 and 2021 events. This in-kind support is valued at $4,178.50 ex GST. Total council sponsorship commitment - $49,178.50 ex GST paid over three-years.
The outlined financial support will be covered by Event Sponsorship allocations within the 2019-2021 City Events budgets. The outlined in-kind support provided in 2019 only will be covered by the In-kind Assistance Program.
If council does not support these events, they are both at risk of not proceeding, particularly the Brassall Christmas in the Park event (which did not proceed in 2018 due to a number of factors including funding).
By providing this multi-year support, there is a risk that council may be approached for further partnerships of this nature. Therefore it is important that the multi-year community partnership guidelines and selection criteria are developed and approved as soon as practical.
This report and its recommendations are consistent with the following legislative provisions:
Event Sponsorship Policy
An internal review of significant Christmas events held across the City of Ipswich was undertaken and it was established that the events in Robelle and Brassall have historically attracted the largest annual attendances.
Meetings have been held with representatives from both Carols in Robelle Domain and Brassall Christmas in the Park, including a review of their event budgets, to determine appropriate funding levels.
Consultation has also been undertaken with Community Development to ensure the requested in-kind support can be covered by the In-kind Assistance Program.
It is recommended that the Carols in Robelle Domain and the Brassall Christmas in the Park events are supported by council through multi-year partnerships to assist with their financial stability as the events continue to grow and delivery costs increase, allowing them to meet the expectations of the attending community.
The proposed multi-year partnerships will sit outside council’s grant program under the Event Sponsorship policy, allowing council to be acknowledged as a Major Sponsor.
These community events do not strongly meet the selection criteria of the Event Sponsorship program, and a second set of guidelines and selection criteria, to support this type of multi-year community partnership, need to be developed under the Event Sponsorship policy.
The current lead-time does not allow for these guidelines and selection criteria to be developed before the two community Christmas events require confirmation of council’s support and therefore it is requested that council approve the two multi-year partnerships in the interim.
1 |
Draft Partnership Agreement - Brassall Carols ⇩ |
2 |
Draft Partnership Agreement - Carols at Robelle Domain ⇩ |
Paula Watkins
Sponsorship Officer
I concur with the recommendations contained in this report.
Carly Gregory
Marketing Services Manager
I concur with the recommendations contained in this report.
Ben Pole
General Manager - Community, Cultural and Economic Development
“Together, we proudly enhance the quality of life for our community”
Economic Development Committee Meeting Agenda |
13 August 2019 |
ITEM: 3
SUBJECT: Ipswich Central Program Report No. 14 to 16 July 2019
AUTHOR: Business Support Officer
DATE: 30 July 2019
This is a report concerning a monthly update for the Ipswich Central Program of Works.
That the report on the Ipswich Central Program Report No. 14 effective to 16 July 2019 be received and the contents noted.
Program Management Partner, Ranbury Management Group – for the Ipswich CBD Transformation Project.
Strengthening our local economy and building prosperity
This report includes Monthly Program Report No. 14 for Ipswich Central effective to 16 July 2019. It is to inform the Committee of the progress of the redevelopment works, including status of design, procurement, programme, potential risks with related mitigation strategies, etc.
Not applicable
Not applicable
This report and its recommendations are consistent with the following legislative provisions:
Local Government Act 2009
Not applicable
This report is provided as a monthly update on the Ipswich Central Program of Works.
1. |
Summary Report No 14 ⇩ |
|
|
|
CONFIDENTIAL |
2. |
Nicole Denman
Business Support Officer
I concur with the recommendations contained in this report.
Greg Thomas
Strategic Client Office Manager
I concur with the recommendations contained in this report.
Sean Madigan
General Manager - Coordination and Performance
“Together, we proudly enhance the quality of life for our community”