The County Waterford Experience AOIFE Conference November 11 2011
Shaping an Events and Festivals Policy <ul><li>Background to WCC’s interest in supporting Festivals and Events </li></ul><...
 
 
 
 
<ul><li>Tourism is critically important to many communities as a source of economic activity , creating employment in area...
<ul><li>Festivals give a very important boost to local businesses, not only tourism-dependent ones </li></ul><ul><li>Succe...
<ul><li>County Waterford  Festival of Food 2011 </li></ul><ul><li>Publicity: </li></ul><ul><li>75,000 sq cm of newspaper /...
 
<ul><li>GOAL THREE: BUILD VIBRANT COMMUNITIES  </li></ul><ul><li>9 .  Raise the profile of the County as a place to visit ...
 
<ul><li>“ Experiential” </li></ul><ul><li>“ Sense of Place” </li></ul><ul><li>“ Differentiation” </li></ul><ul><li>“ New i...
 
<ul><li>Support Council initiatives </li></ul><ul><li>Activity-based –”Wild Waterford” </li></ul><ul><li>Food destination ...
<ul><li>Tourism Officer </li></ul><ul><li>Marketing </li></ul><ul><li>Trade shows </li></ul><ul><li>Websites / social medi...
<ul><li>Direct manpower </li></ul><ul><li>Toilets </li></ul><ul><li>Event licensing </li></ul><ul><li>Road closures / dive...
<ul><li>Need for distinct roles for local authorities, Partnership Companies and Fáilte Ireland in relation to supporting ...
Thank You… <ul><li>Gach rath ar an obair! </li></ul>
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Don Tuohy presents at The Business of Fun

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Don Tuohy, Director of Community and Enterprise Waterford County Council presenting on The Role of Local Authorities in Supporting Festival and Events at The Business of Fun 2011

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Don Tuohy presents at The Business of Fun

  1. 1. The County Waterford Experience AOIFE Conference November 11 2011
  2. 2. Shaping an Events and Festivals Policy <ul><li>Background to WCC’s interest in supporting Festivals and Events </li></ul><ul><li>Getting support enshrined into Council policy </li></ul><ul><li>Criteria for supporting Festivals and Events </li></ul><ul><li>Broader Council support for Festivals and Events </li></ul><ul><li>Final thoughts… </li></ul>
  3. 7. <ul><li>Tourism is critically important to many communities as a source of economic activity , creating employment in areas sometimes with few, if any alternative opportunities for income generation. </li></ul><ul><li>Quality of Life issue…signal to prospective employers </li></ul><ul><li>69% of festivals’ income is spent in the local area – direct investment back into local economies </li></ul>
  4. 8. <ul><li>Festivals give a very important boost to local businesses, not only tourism-dependent ones </li></ul><ul><li>Successful festivals can brand or re-brand an area positively </li></ul><ul><li>Festivals can contribute towards the exposure of a location trying to get an the tourism map </li></ul><ul><li>The strategic placement of a festival in the local tourism calendar can help extend the tourism season </li></ul>
  5. 9. <ul><li>County Waterford Festival of Food 2011 </li></ul><ul><li>Publicity: </li></ul><ul><li>75,000 sq cm of newspaper / magazine coverage @ €5 per sq cm: €375,000 </li></ul><ul><li>I.5 hours of TV coverage €100,000 </li></ul><ul><li>Radio coverage: €243,000 </li></ul><ul><li>Subtotal: €718,000 </li></ul><ul><li>No. of visitors: </li></ul><ul><li>Local: 12,000 x €30.21* = €362,250 </li></ul><ul><li>Domestic: 5000 x €78.08* = €390,400 (including 2 night stays) </li></ul><ul><li>Overseas: 500 x 2 nights x €95.17* = €95,170 </li></ul><ul><li>Subtotal: €847,820 </li></ul><ul><li>Total: €1.565m </li></ul><ul><li>(* = spend per day) </li></ul><ul><li>  </li></ul>
  6. 11. <ul><li>GOAL THREE: BUILD VIBRANT COMMUNITIES </li></ul><ul><li>9 . Raise the profile of the County as a place to visit and expand the tourist season by implementing a comprehensive promotional campaign and building on the success of festivals and events such as the Waterford Festival of Food and the Sean Kelly Tour of Waterford . </li></ul>
  7. 13. <ul><li>“ Experiential” </li></ul><ul><li>“ Sense of Place” </li></ul><ul><li>“ Differentiation” </li></ul><ul><li>“ New iconic experiences” </li></ul><ul><li>“ Bundling” / “clustering” </li></ul><ul><li>“ Cross-selling” </li></ul><ul><li>“ Participative experience” </li></ul>
  8. 15. <ul><li>Support Council initiatives </li></ul><ul><li>Activity-based –”Wild Waterford” </li></ul><ul><li>Food destination </li></ul><ul><li>Raise the profile of the county </li></ul><ul><li>Pan county coverage </li></ul><ul><li>Community led </li></ul><ul><li>Family-friendly </li></ul><ul><li>Bed nights? </li></ul><ul><li>Track record </li></ul><ul><li>Niche </li></ul>
  9. 16. <ul><li>Tourism Officer </li></ul><ul><li>Marketing </li></ul><ul><li>Trade shows </li></ul><ul><li>Websites / social media </li></ul><ul><li>Direct PR support </li></ul><ul><li>Advice </li></ul><ul><ul><li>Forward planning /troubleshooting </li></ul></ul><ul><ul><li>Health and safety </li></ul></ul><ul><ul><li>Financing / sponsorship </li></ul></ul>
  10. 17. <ul><li>Direct manpower </li></ul><ul><li>Toilets </li></ul><ul><li>Event licensing </li></ul><ul><li>Road closures / diversions </li></ul><ul><li>Transport </li></ul><ul><li>Community Forum </li></ul><ul><li>Sports Partnership </li></ul><ul><li>Signage </li></ul><ul><li>Public space </li></ul>
  11. 18. <ul><li>Need for distinct roles for local authorities, Partnership Companies and Fáilte Ireland in relation to supporting festivals </li></ul><ul><li>Who is going to pick up the slack with diminishing funds? </li></ul><ul><li>Economic impact – becoming more important </li></ul><ul><li>More cross-selling of events </li></ul><ul><li>Councils – find out what they want </li></ul><ul><li>Help them in shaping festivals and events policy </li></ul>
  12. 19. Thank You… <ul><li>Gach rath ar an obair! </li></ul>

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