How to gain increased community support for an event


We often hear about communities not feeling connected with their town's major event - they are not aware of how much time and money is invested into the event, they feel left out, they don’t see the external marketing that is taking place, they are not sure how to join the organising committee….

….consequently they often end up critical of the event and its organisers.

To help your community understand (and appreciate) what is involved in planning and delivering an event, and the benefits it provides to the community, it is important that after each year’s event the event organisers write and distribute a post-event media release that provides transparency to the community on the key outcomes and challenges. Following is an overview of what to include in the media release…

About the event

  • The purpose of the event (what the organisers are trying to achieve)

  • About highlight inclusions of that year’s event (a headline act, special performance, etc)

  • The number of attendees

  • How many tickets were sold to ticketed events within the program

  • Outcomes from any competitions held

  • Quotes from the attendee survey, and trends in comments (e.g. on what attendees liked and the improvements they suggest)


Tourism outcomes

  • The number of our-of-region visitors attracted to your town, and where they came from

  • What percentage of visitors came to your town and region because of the event

  • Average visitor expenditure and length of stay

  • Highlights from the marketing and PR report


Economic impacts

  • Estimated total economic impact (Council or local branch of Regional Development Australia should be able to provide an event impact report from ID Profile or REMPLAN)

  • Economic output/ROI (inputs:outputs as a ratio in terms of the cost of the event and its economic impact)

  • How much the event organisers spent with local suppliers (total amount spent as well as the percentage of expenditure spent locally)

  • Total received in grants and sponsorship support (and how much of the sponsorship support came from outside the local town and region)

  • Profit (if any) and how it will be applied to future events and/or community initiatives

  • How local businesses benefitted from the event (e.g. local produce was showcased in a food event, local artists on show)

  • Quotes from local businesses and accommodations on the benefit of the event to their business

  • Thank you notes to sponsors and volunteers


Social impacts

  • Quotes from locals outlining the event’s positive social impact

  • Amount fundraised via the event by community groups (total) and what those funds will support


Volunteerism

  • Estimated number of hours of volunteer labour to plan and deliver the event

  • Acknowledgment and celebration of all volunteers, but particularly a few key ones

  • Some of the key ways the event will be improved next year

  • How people can get involved in next year’s event – as a business, community group, sponsor or volunteer or with your ideas


Remember to include the event’s contact details!

For Councils, For event organisers, Event reviewLinda TillmanComment