6 th Annual TEQ Regional Events Conference

Transcription

1 6 th Annual TEQ Regional Events Conference Mackay Entertainment and Convention Centre 7-9 November 2014 Program

2 in Queensland Regional Events Conference Program Outline SEE AUSTRALIA S BEST LIVE EVENTS IN AUSTRALIA S BEST DESTINATIONS FRIDAY 7 th NOVEMBER 2014 Conference Opening Plenary Session 1 Tourism and Events Queensland Strategy Speaker: John Drummond Montgomery Plenary Session 2 Creating an Unforgettable Event Experience Speaker: Amanda Kruse Plenary Session 3 Social Trends and Demographics Speaker: Mark McCrindle Plenary Session 4 Writing a Winning Marketing Strategy Close of Day One WELCOME FUNCTION SATURDAY 8 th NOVEMBER 2014 Mackay Morning Walking Group (optional) Welcome to Day Two Plenary Session 5 Marketing from Within Woodford Folk Festival Plenary Session 6 Growing role of Social Media in Event Marketing Calgary Stampede Case Study Panel Session Getting the Town behind your Event: Community Engagement, Volunteers and Business Community Case Studies: 1. Toowoomba Carnival of Flowers Speaker: Ross Begent, Toowoomba Regional Council 2. Australian Tourism Exchange, Cairns Speaker: Sharyn Brydon, Tourism Tropical North Queensland 3. Woodford Folk Festival Panel Discussion Facilitated by Sam Kume SATURDAY 8 th NOVEMBER 2014 (cont.) Plenary Session 7 The State of Play Speaker: Prof Judith McLean CONCURRENT SESSIONS A, B & C (repeated) Session A Topic: Working with your Council in Events Speaker: Ross Begent, Toowoomba Regional Council & Andrea Jeynes, Cairns Regional Council Session B Topic: Research & Reporting Speaker: Glenn Hardy Session C Topic: Social Media Workshop CONCURRENT SESSIONS A2, B2 & C2 Close of Day Two CONFERENCE DINNER SUNDAY 9 th NOVEMBER 2014 Welcome to Day Three CONCURRENT SESSIONS D, E & F (repeated) Session D Topic: Succession Planning Session E Topic: Working with your RTO in Events Speakers: Sharyn Brydon, Tourism Tropical North Queensland; Lisa Budd, Townsville Enterprise; Monica Groenert, Southern Queensland Country Tourism Session F Topic: Digitally Engaged Events creating engaged attendees Speaker: Racheal Klitscher Plenary Session 8 Group Activity Facilitated session Closing Comments Conference Close Depart at Leisure queensland.com/events Mackay Entertainment and Convention Centre 7 9 November

3 Speakers Speakers John Drummond Montgomery Tourism and Events Queensland Strategy John Drummond Montgomery is the Group Executive, Events at Tourism and Events Queensland where he oversees strategies to deliver the world s best destination-focussed calendar of events for Queensland. In 2014, John was instrumental in the development of Queensland s first events calendar promoted under the banner of It s Live! in Queensland. Sam Kume Krista Hauritz Bill Hauritz MC Our MC this year, Sam Kume has built up a fair amount of first-hand knowledge of Queensland s unique array of regional events through her 20 year career as a Queensland television reporter. The former Townsville-based newsreader and journalist spent her early television career participating in and reporting on NQ-based with a move to Brisbane s Channel Nine allowing her to share these and other unique community activities with a broader audience. Following her time in television Sam set herself up as one of Australia s only full-time professional female MCs. Later Sam gained a greater insight into the connections between regional events and tourism through a two-year stint heading up research communication for the Sustainable Tourism Cooperative Research Centre based on Queensland s Gold Coast. Sam is looking forward to meeting this year s conference participants and to helping to capture the key takeaway elements of this year s annual conference program. John has extensive experience in the events, theatre, and entertainment industry. Previously the General Manager, Events at Destination New South Wales, John was the Executive Producer of Festival First Night for the Sydney Festival, responsible for the creation of some of the biggest outdoor events Australia has seen including VIVID Sydney and Breakfast on the Bridge. In 2001, he was appointed Australia s Consul General to Japan based in Osaka. Regarded as one of Australia s most innovative lighting designers, John has worked with The Sydney Dance Co, Nederland s Dance Co, Het Nationale Ballet, Bat Dor Dance Co of Israel, Australian Ballet and National Theatre Zaire. John s leadership at Tourism and Events Queensland is framed by his practical experience and understanding of the events industry, coupled with his strong industry networks. Writing a Winning Marketing Strategy Session D: Succession Planning With a love of travel and celebrations, and a genuine curiosity for people and places, it s no wonder Krista has lived, worked and breathed regional tourism and events for over twenty five years. Learning from the school of what not to do (ask her how to lose 200k on your first event) she has a B.Bus (Tourism) and is a multi tourism award winner. Krista has held senior positions in the industry, including Tourism & Events Queensland and Regional Tourism Organisations. From volunteering at Woodford Folk Festival for too many years to promoting the 2000 Sydney Olympics in the USA., in 2014 she marketed the 2014 Mount Isa Rotary Rodeo, the Vision Splendid Outback Film Festival (Winton) and Childers Festival. She develops regional tourism and event strategies and regularly conducts event bootcamps, grant, marketing and business planning workshops. Marketing from Within Woodford Folk Festival In 1985, Bill with some muso friends reconstituted the Queensland Folk Federation and adopted the notion of establishing a festival of international standing as its primary goal. In 1987, The Maleny Folk Festival commenced with an audience of 900 people. 28 festivals later and a move to its own land in 1994, The Woodford Folk Festival has grown into the largest gathering of artists and presenters in Australia. It has become influential and highly regarded nationally and internationally with an aggregate attendance exceeding 120,000. Bill has been at the helm since the beginning. His optimism has been described as pathological. Amanda Kruse Mark McCrindle Dustin Bodnaryk Ross Begent Creating an Unforgettable Event Experience Amanda has been a passionate participant in the Tourism and Events Landscape of Australia, with over 20 years experience to call on in business ownership, product development, marketing, event management, sales, communications and promotions, Amanda brings a wealth of experience and expertise covering all areas of destination management. Her entrée into events was a little horse race in Melbourne with a big Gold Cup and then she ventured into Queensland to the Great Barrier Reef and Outback. She has enjoyed a diverse career covering destination tourism and event management and marketing, Television promotions and has effectively managed a very large and diverse portfolio of accounts and projects including ferry operators, reef day trips, sailing charters, hotels, apartments, island resorts and backpacker accommodation, 4WD Tours, Urban Village Walking tours and adventure tourism products along with managing a Regional Tourism Organisation. Amanda is well known as a Regional Tourism advocate and has partnered with Tourism Events Queensland and many RTO s to develop and implement product development and marketing strategies to help them achieve their goals of increased visitors, staying longer and spending more! Social trends and demographics Mark McCrindle is a social researcher with an international following. He is recognised as a leader in tracking emerging issues and researching social trends. As an award winning social researcher and an engaging public speaker, Mark has appeared across many television networks and other media. He is a best-selling author, an influential thought leader, TEDx speaker and Principal of McCrindle Research. His advisory, communications and research company, McCrindle, count among its clients more than 100 of Australia s largest companies and leading international brands. Mark s highly valued research and reports, presented through infographics, data visualisations, videos, media input, resources, and blogs, have developed his regard as an expert demographer, futurist and social commentator. Mark brings a fresh approach to his research based boardroom briefings, executive workshops, strategy sessions and keynotes. Armed with the latest findings and presented in a customised and innovative way, Mark is an in-demand communicator. Growing Role of Social Media in Event Marketing Calgary Stampede Case Study Session C: Social Media Workshop Dustin has been involved in the tourism industry since 2001 and has worked in a number of capacities including marketing, stakeholder relations, destination development and visitor services within DMOs, most recently in Northern British Columbia. As part of Think!, Dustin specialises in community management and content strategies. Dustin earned a Bachelor of Tourism Management from Vancouver Island University and is currently working towards a Masters in Tourism Management in Destination Marketing from Royal Roads University. Toowoomba Carnival of Flowers Case Study Session A: Working with your Council in Events Toowoomba Regional Council Ross has a background in business and economic development and small business policy development. He has been responsible for the development of State Government business support programmes and services. Ross is currently employed as Coordinator, Tourism & Events for Toowoomba Regional Council. In this capacity Ross is responsible for the day to day activities of Council s Tourism & Events Branch. Branch responsibilities include the promotion of the Toowoomba Region as a great place to visit and stay with the aim of increasing visitor expenditure and length of stay. Events are seen as a major factor in achieving this goal. The Tourism & Events Branch conducts a number of events throughout the year, including the iconic Toowoomba Carnival of Flowers which has just celebrated its 65th year. The Tourism & Events Branch also administers Council s Community Events Support Programme which provides support funding to help community events to grow and become sustainable. In his spare time, Ross is a keen birdwatcher, always looking for a new species or a good excuse to visit a new location. 4 6th Annual TEQ Regional Events Conference Mackay Entertainment and Convention Centre 7 9 November

4 Speakers Speakers Sharyn Brydon Prof. Judith McLean Lisa Budd Monica Groenert Australian Tourism Exchange, Cairns Session E: Working with your RTO in Events Tourism Tropical North Queensland Sharyn has been working in the tourism industry for over 24years working both in Australia and overseas. Starting a career in corporate hotels in NSW before arriving in Cairns in 1990 s looking for a change of career direction taking up the position of Sales & Marketing Manager for the Pacific International Hotel, a position she held for five years. Moving to Malaysia, Sharyn spent two years taking on projects with Sarawak State Development, researching and developing international tourism product. Upon returning to Cairns she began a career at Tourism Tropical North Queensland (TTNQ), the Regional Tourism Organisation, in the Sales and Marketing Department, responsible for the Western Markets of North America, United Kingdom, Nordic and Europe, as General Manager. She has subsequently held roles in private marketing companies and international Hotel Chains, before returning to TTNQ in a joint role with Tourism Events Queensland as the Destination Director TNQ. An active participant in the industry Sharyn was the TTNQ s representative on the board of Port Douglas Daintree Tourism Ltd, past Chair of Tropical North Queensland ATEC and currently Secretariat for the Alliance of Sustainable Tourism. The State of Play Professor Judith McLean, holds a Chair in Arts Education co-jointly funded by QUT s Creative Industries Faculty (QUT) and the Queensland Performing Arts Centre (QPAC). Professor McLean s work also makes links between policy, art making and teaching and supports QPAC and QUT in generating the most value and impact from their programs. As a leader in the cultural sector she has had the opportunity to lead start-up companies, and work with established businesses always with an eye to the public value of the communities she serves. She has been described as an inspiring and erudite leader and is wellknown for her clear and strategic thinking and her ability to develop and implement big ideas. Professor McLean is in demand as a mentor and coach specifically focused on using arts based processes and approaches. Professor McLean has extensive board and governance responsibilities most notable being the inaugural Chair Brisbane Festival ( ) and the first woman in Queensland Theatre Company s ( ) history to be appointed Chair. Her current roles include: Chair Southern Cross Soloists (2010 ) and Board Director of Tourism and Events QLD (2010 ). Session E: Working with your RTO in Events Townsville Enterprise Lisa Budd, Events Executive at Townsville Enterprise has been the driving force behind developing and implementing Townsville s first Events Bid Fund. Established in July 2014, the Events Bid Fund is predicted to bring over 10,000 room nights to the Townsville North Queensland Region. Within her role at Townsville Enterprise, Lisa has secured a number of significant business and sporting events for the region, generating an economic impact of more than $41M. Lisa also has a strong passion for assisting and developing local events and has worked with a number of committees including the Townsville 400 V8 Supercars, Townsville Running Festival and the NQ Sports Foundation to name a few. Away from work, Lisa is a volunteer fire fighter and community educator within the Queensland Rural Fire Brigade, she is also a passionate netballer and self-confessed fitness junkie. Session E: Working with your RTO in events Southern Queensland Country Tourism Monica has over 25 years experience in senior marketing and development positions within the tourism industry. Monica commenced her career with Tourism Queensland holding various positions over a 20 year period including Marketing Manager Destinations, Destination Director for a number of Queensland regions and a two year stint in Tourism Queensland s UK office. She then spent two years as Marketing Manager for Queensland Museum, before taking up her current position as Marketing Manager for Southern Queensland Country Tourism. Monica has extensive expertise in developing and implementing brand and tactical marketing strategies in domestic and international consumer and trade marketplaces. Andrea Jeynes Glenn Hardy Racheal Klitscher Session A: Working with your Council in Events Cairns Regional Council Andrea s role is to manage and support major events held within the Cairns region. With a focus on the development and attraction of new tourism event opportunities, Andrea works closely with key partners including Tourism and Events Queensland, Tourism Tropical North Queensland and Sports Marketing Australia. Cairns has developed a strong reputation for successfully hosting major events. Some of the recent major events with which Andrea has played an integral role include the 2014 Mountain Bike World Cup, also secured for 2016 and World Championships in 2017; Cairns Airport Adventure Festival (incorporating IRONMAN events), which recently won the Parks & Leisure Australia National Award for Events; and 2014 Australian Tourism Exchange (ATE), which many complimented as being the best ATE to date. Andrea brings to events her strong background in project management, infrastructure asset management, business development and financial management, along with her passion and love of Cairns as a tourism destination and the economic growth of the region. Session B: Research & Reporting Glenn has been with IER for more than six years and provides expertise in marketing and business development. Prior to joining IER, Glenn held senior management roles as Manager Commercial Development for Moonee Valley Racing Club and General Manager Marketing and Business Development for Thoroughbred Racing SA. In these roles, Glenn was responsible for the strong growth in racing audiences and the development of metropolitan and regional events within Victoria and across South Australia. Glenn has also been responsible for the successful development and implementation of new brand strategies and has extensive event management experience. He provides expertise in the areas of strategic planning and business growth for the events industry, specifically in the areas of research analysis, qualitative assessments and product and market opportunities. Glenn holds a Bachelor of Business (Marketing) from Charles Sturt University and a Diploma in Horse Business Management from Marcus Oldham Farm Management College in Geelong. Session F: Digitally Engaged Events creating engaged attendees TEQ is acknowledged as as one of the leading STO s in the world and it s a fast-paced, innovative environment to work in. Based in Airlie Beach Racheal is part of TEQ s Partnerships team and works with two very diverse tourism regions to marry the needs (and reality) of regional destinations and influencing what TEQ can do to retain that reputation. With a destination management leadership focus Racheal s days involve working with TEQ s internal teams and a diverse range of external stakeholders on planning and activation of anything from major brand campaigns to publicity campaigns to destination experience initiatives agreed priorities that will help grow a sustainable economic impact and return. Originally from the Barossa in South Australia Racheal has 20 years experience in tourism roles in Queensland, South Australia, Canada and Tasmania and holds a Bachelor of Business (Tourism Management) and Certificate IV in Frontline Management. She is a current ex-officio Director of Mackay Tourism Ltd. 6 6th Annual TEQ Regional Events Conference Mackay Entertainment and Convention Centre 7 9 November

5 Regional Events Conference Program MC Sam Kume FRIDAY 7 th NOVEMBER am Registration opens 1.00pm 1.15pm Conference Opening 1.15pm 1.45pm Plenary Session 1 Tourism and Events Queensland Strategy Speaker: John Drummond Montgomery 1.45pm 2.30pm Plenary Session 2 Creating an Unforgettable Event Experience Speaker: Amanda Kruse 2.30pm 3.00pm 3.00pm 4.00pm Plenary Session 3 Social Trends and Demographics Speaker: Mark McCrindle 4.00pm 4.45pm Plenary Session 4 Writing a Winning Marketing Strategy 4.45pm 4.55pm Close of Day One 5.30pm 7.30pm WELCOME FUNCTION^ Poolside, Blue Water Lagoon SATURDAY 8 th NOVEMBER am 8.00am Mackay morning walking group (optional)* 8.45am 9.00am Welcome to Day Two 9.00am 10.00am Plenary Session 5 Marketing from Within Woodford Folk Festival 10.00am 11.00am Plenary Session 6 Growing Role of Social Media in Event Marketing Calgary Stampede Case Study 11.00am 11.30am 11.30am 12.15pm Panel Session Getting the Town behind your Event: Community Engagement, Volunteers and Business Community Case Studies: 1. Toowoomba Carnival of Flowers Speaker: Ross Begent, Toowoomba Regional Council 2. Australian Tourism Exchange, Cairns Speaker: Sharyn Brydon, Tourism Tropical North Queensland 3. Woodford Folk Festival 12.15pm 12.45pm Panel Discussion Facilitated by Sam Kume 12.45pm 1.45pm 1.45pm 2.30pm Plenary Session 7 The State of Play Speaker: Prof Judith McLean CONCURRENT SESSIONS A, B & C 2.30pm 3.00pm Session A1 Topic: Working with your Council in Events Speakers: Ross Begent, Toowoomba Regional Council & Andrea Jeynes, Cairns Regional Council Session B1 Topic: Research & Reporting Speaker: Glenn Hardy Session C1 Topic: Social Media Workshop 3.00pm 3.30pm 3.30pm 4.00pm CONCURRENT SESSIONS A2, B2 & C2 4.30pm 4.40pm Close of Day Two 6.30pm Late CONFERENCE DINNER^ Paxtons Warehouse SUNDAY 9 th NOVEMBER am 9.10am Welcome to Day Three CONCURRENT SESSIONS D, E & F 9.10am 9.40am Session D1 Topic: Succession Planning Session E1 Topic: Working with your RTO in Events Speakers: Sharyn Brydon, Tourism Tropical North Queensland; Lisa Budd, Townsville Enterprise; Monica Groenert, Southern Queensland Country Tourism Session F1 Topic: Digitally Engaged Events creating engaged attendees Speaker: Racheal Klitscher 9.40am 9.50am 10 minutes Session Change Over 9.50am 10.20am CONCURRENT SESSIONS D2, E2 & F am 10.45am 10.45am 12.30pm Plenary Session 8 Group Activity Destination Collaboration 12.30pm 12.40pm Closing Comments Conference Close 12.45pm 3.00pm Depart at Leisure Airlie Beach Music Festival (optional) *Encouraging all power walkers to join us in a morning walk along the Pioneer River. Meet at Blue Water Quay, River Street (near the Bridge Restaurant) and wear your event cap. Bottled water and fruit will be provided. ^Courtesy coaches provided, more information available, at the Conference. 8 6th Annual TEQ Regional Events Conference