Sunshine Coast Council today released its Major Events Strategy which sets the framework for growing the value of major events to the region’s economy from now until 2027.
Endorsed at council’s June Ordinary Meeting, the strategy builds on the 2013-2017 program and is aimed at ensuring the region realises its full potential as a venue for major events and that they contribute fully to the vision for the Sunshine Coast to be Australia’s most sustainable region – healthy, smart, creative.
Tourism, Sports and Major Events Portfolio Councillor Jason O’Pray said council wanted to continue the momentum which has seen the Sunshine Coast build a reputation as the premier regional events destination in Australia.
“The new strategy will ensure our major events deliver maximum results to the economy, community and stakeholders,” Cr O’Pray said.
“Over the past five years, council’s sponsorship and support for major events has generated some fantastic economic outcomes and this strategy builds on this success.
“We are getting great bang for our buck.
“Events sponsored by the Major Events program in 2013-17 supported 3830 full-time equivalent jobs and delivered an economic benefit of more than $342 million at an average return of $30 for every $1 invested.
“Alongside building on this success, the Major Events Strategy for 2018-2027 outlines a renewed focus on realising the longer term benefits from successful event funding programs.
“While the economic impact and the number of visitors they generate will always be measures of success for events, creating more destination awareness and increasing the promotion of our region will also be further targeted through the actions in this strategy.”
Sunshine Coast Events Board Chair Ralph Devlin said the new Major Events Strategy would allow all stakeholders to plan for the future, based on a position of strength.
“Leadership from the Sunshine Coast Council and Sunshine Coast Events Board, along with strong community support and industry participation, has earned the Sunshine Coast the reputation as being a leading Australian major events destination,” Mr Devlin said.
“However, we operate in a highly competitive environment and through renewed action, as outlined in the strategy, we need to ensure that value from major events is realised and fully captured.”
Queensland Garden Expo event manager Marion Beazley praised the council on the delivery of the new strategy.
“It’s pleasing to see that the new Major Events Strategy has a keen focus on using events as a means to showcase our beautiful destination,” Mrs Beazley said.
“Events are becoming increasingly important as a tourism driver, as visitors want engaging and authentic experiences, whether it be visiting the Eumundi markets or visiting an event like the Queensland Garden Expo.
“I’m also reassured to see a continued focus on promoting the value of events to our wider community, as our welcoming community are key in ensuring our visitors have a positive experience on the Sunshine Coast.
“Showcasing the trickledown effect of the economic impact of events to other non-tourism businesses will be key in ensuring continued community support of major events.”
Australian Surf Life Saving Championships