Determining our priorities

The following KPIs will be used in evaluating events to attract and fund to assist in building Wagga Wagga’s events portfolio with a clear difference between community benefit and tourism event assessment:

Category

Destination Event

Lifestyle and Legacy

Activates existing and/or enables new infrastructure Create new experiences

Major Tourism Events –

Incubator Events

(events in their first or second year) Activates key infrastructure Local pride New experiences Balanced event portfolio Build capability

City reputation and appeal

Media reach: Regional to international Repeat visitation The fit with destination positioning

Media reach and value: Regional/National Repeat visitation Offers new and distinctive experiences that activate brand positioning

Major Tourism Events –

Developing Events

(events that have been running for more than 2 consecutive years) Activates key infrastructure Local pride New experiences Balanced event portfolio Build capability Media reach and value: National Repeat visitation Offers new and distinctive experiences that activate brand positioning

Active Sports Tourism Carnivals and Marquee Events - Active

Sports Tourism

Activates existing and/or enables new infrastructure Builds capability, supports local sporting organisations Introduces first time visitors to the city Media reach and value: Local to regional

Active Sports Tourism Carnivals and Marquee Events - Marquee

Events

Activates existing and/or enables new infrastructure Multi-year contracts Local community attendance Attendance numbers: 5,000+ (or highest level of competition available) Media reach and value: Local to national

Economic Impact

Overnight visitation: min 2 to 3 nights Visitor numbers: 5000+ Visitor spend Time of year: shoulder ROI: 20:1

Overnight visitation: min 2 nights Visitor numbers: 1000+ (or smaller, niche event with national media reach) Time of year: not defined ROI: 10:1 (Visitor nights x average visitor spend/amount sponsored) Cost per visitor: Total sponsorship value/Total visitors

Overnight visitation: min 2 nights Visitor numbers: 1000 - 3000+ (or smaller, niche event with national media reach) Visitor spend Time of year: shoulder ROI: 15:1 (Visitor nights x average visitor spend/amount sponsored) Cost per visitor: Total sponsorship value/Total visitors

Overnight visitation: min 2+ nights Visitor numbers: 400+ Time of year: low/mid-week ROI: 20:1 (Visitor nights x average visitor spend/amount sponsored) Cost per visitor: Total sponsorship value/Total visitors

Daytrip visitation –variable depending on the event Overnight visitation: min 1 night

Category

Community Events

Niche Business

Lifestyle and Legacy

Builds capability, supports local sporting organisations.

Community participation at the event Engagement of local community groups

Use of local suppliers Activates existing venues and encourages new development

City reputation and appeal

Attendance numbers: 200-8,000 Local stories in the media

Media reach: Regional to national Growth in key industry sectors

Economic Impact

Small visitor numbers, ROI –not measured.

Overnight visitation: min 2 to 3 nights Time of year: low/mid-week ROI: 15:1