KEY THEMES FROM COMMUNITY CONSULTATION

Before commencing work on this report, AHOY Management undertook community and industry consultation with a cross-section of Esperance stakeholders. AHOY surveyed 14 businesses in total from across the region.

Feedback from this consultation process has been incorporated throughout this report and recommendations provided are given with consideration to the survey feedback. Key themes from the survey are outlined below and then referenced throughout the report. For a full list of businesses surveyed and a transcript, refer to the Survey Transcripts (provided separately).

Themes

• Participants cited a broad range of events they enjoyed attending, however almost all referenced Edge of the Bay and Festival of the Wind, with many noting they thought it was a shame Festival of the Wind was no longer running and would support its return in some format.

• Most participants feel that events in the region cater mostly to locals, and only a handful of events encourage participation from visitors from outside the region.

• Almost all participants referenced the strong desire for events to attract visitors who would spend money within the town and with regional businesses.

• When asked about obstacles to running events currently, survey participants stated reliance on volunteers, human resources, marketing, process for running events with applications and permits, accommodation limitations, lack of disabled portable toilets and lack of products in the food and beverage category for events.

• Opportunities for the town, as seen by survey participants, included the wellness sector, food, a broadening of the genres of music currently offered, events that cater to a broader demographic, to include families and empty nesters, and expansion of indigenous content throughout events.

• Education is needed about the importance of events, and why it is important to support events. For example, there are not a great number of local businesses who are willing to pay to be involved in collaborative events, such as market stall fees or marketing fees. From discussions, it sounds like not all community members understand the value of events and why tourism is important to the region.

• Time of the year – all participants wanted to avoid introducing new events in Summer, as the business owners are already at full capacity.

• Weather is a strong factor for consideration in the planning and timing of events, and all-weather contingencies were limited.

• Most businesses were supportive of an umbrella event structure, where one lead agency managed the programming, marketing and ticketing, while individual business hosted the events. However, there may be limitations around who would be willing to pay for involvement.

• Grant writing and marketing were two of the key areas that stood out for individual support, however almost all participants were eager to see overall event management outsourced to a professional, or to have support from a paid resource.

• Many participants referenced their own desires for upskilling in the event space or noted the town’s need for capacity building in events or the event visitor experience.

Vision

In 5 years: Esperance annually holds a diverse range of events that reflect the experiences and products synonymous with the region and supports a calendar of events that engage the local community as well as large-scale festivals that act as drivers for overnight visitation, social cohesion and economic growth.

Objectives

The recommendations within this discussion paper approach the development and expansion of events from all angles. The paper aims to remove barriers, upskill inhabitants and amplify the regional identity.

• Support the Esperance Tourism Strategy by curating an events calendar that highlights Esperance’s brand identity and drives increased overnight visitation Use event marketing campaigns to amplify destination marketing activity through showcasing a vibrant events calendar which promotes the region’s experiences and attractions authentically

• Improve the ease of hosting events in the Esperance region for pre-existing event holders and local businesses through improved communication and reduction of barriers

• Provide upskilling opportunities and capacity building for local leaders and businesses in the event space