PROPOSAL FOR ACT GOVERNMENT PRE BUDGET 2015-16 WINTER WRITERS FESTIVAL FOR THE CANBERRA REGION PREPARED BY NEWGATE COMMUNICATIONS, WITH SUPPORT FROM THE CANBERRA CONVENTION BUREAU, OCTOBER 2014
NEWGATE COMMUNICATIONS Newgate Communications (Newgate) is Australia s pre-eminent strategic communications firm and brings together the country s most experienced team in public affairs, corporate and government relations, financial communication, stakeholder and community engagement and market research. We are non-partisan and operate Australia-wide, with offices in Canberra, Sydney, Melbourne and Brisbane and affiliates in other capitals. Our team of experienced consultants is impeccably connected across business, the political spectrum, government agencies at Federal and State level and the media. Clients have trusted us over many years to work alongside them delivering Australia s most complex and challenging corporate and government projects, with our strategic advice based on targeted research that ensures clients campaigns hit their mark. We specialise in:» Public Affairs and Regulatory: Government relations, policy development, lobbying, positioning strategies, grassroots campaigning, regulatory affairs, issues monitoring and international trade communications» Corporate Affairs: Stakeholder management, issues management, media relations, crisis communication, reputation management, employee relations, internal communication, litigation support and media coaching» Community Engagement: Specialist offering around community consultation and planning process communication on major projects» Capital Markets: M&A, IPOs, secondary market offerings, restructurings, privatisations, demutualisations, financial calendar reporting and investor relations» Social and Market Research: Public opinion, stakeholder and shareholder research using a wide range of methodologies including perceptions audits, focus groups, deliberative forums and quantitative surveys through our specialist firm, Newgate Research THIS EVENT PROPOSAL HAS BEEN SUPPORTED BY THE CANBERRA CONVENTION BUREAU The Canberra Convention Bureau offers knowledge and expertise in connecting various entities of the city together to strengthen any conference or event experience. The Bureau has close ties with the major venues, attractions and institutes of the capital and the surrounding region, which would greatly benefit event organisers. To enable rich program development the Bureau works with the assistance of Canberra s Research and Learning Institutes Group (RALIG). The Bureau s capabilities extend beyond the borders of the city and can assist event organisers with event arrangements or technical tours and trips to complement the event.
EVENT SNAPSHOT Annual four-day event»» Held on second or third weekend in August during soft visitation period Based on normal Parliamentary sitting patterns, will coincide with winter recess Inaugural event to take place in 2016 Affiliated with Melbourne, and plans to also affiliate with Brisbane and Christchurch Writers Festivals Ability to represent national interests, through status of national capital, as well as ACT and regional interests Event strengthened by location of national institutions in Canberra, particularly those devoted to writing and ideas Seed funding from ACT Government of $1m sought over 4 years Expanded potential visitation from business events before or after the Festival Estimated Festival attendance > > Year 1: 5,000 > > Year 2: 8,000 > > Year 3: 10,000 Target market > > Canberra region > > Sydney short-break market > > Professional writers > > Students, book club members and other readers, Australia-wide PAGE 1
PAGE 2 CANBERRA WRITERS FESTIVAL PROPOSAL TO THE ACT GOVERNMENT FOR FUNDING Newgate, supported by the Canberra Convention Bureau, is pleased to submit the following application for funding to establish a Canberra Writers Festival. The inaugural event is proposed for winter 2016, which builds on the momentum from the 2013 Canberra Centenary and the 2015 ANZAC commemorations while filling a gap in the event calendar and strengthening a traditionally soft visitor period. Canberra is currently one of the few mainland capital cities without a Writers Festival. Given the focus on writing and literary effort in the national capital, it is time to rectify this omission by establishing a highprofile annual literary event with support from the ACT Government. Writers Festivals have become big business and are growing in popularity for both local audiences and tourists. The Sydney Writers Festival is now the thirdlargest in the world and even smaller regional events, such as Newcastle 1, have experienced solid growth over the past few years. As the national capital and as a city with strong interest in writing in all its forms including fiction and nonfiction Canberra is well-placed to host an annual Writers Festival that would showcase the city s existing and aspiring writing talent. A Canberra Writers Festival would bring together the national capital s literary, academic, business and political communities, as well as Canberra s major cultural institutions to add drive and impetus to this event. Not only would this embody the key messages that underpin the CBR branding, but it builds on the growing recognition of Canberra s THINK CANBERRA strengths. It also has opportunities to highlight Canberra s leadership in areas such as digital connectivity and engagement as attendees and speakers connect online with local, national and 1 In only its second year, the 2014 Newcastle Writers Festival attracted 6500 attendees and more than 100 writers. international audiences in the lead up to and during the Festival. Interest has already been expressed by the Melbourne Writers Festival to affiliate with a Canberra-based event. This would align Canberra with the wellestablished Melbourne, Brisbane and Christchurch Writers Festivals and Sydney s Festival of Dangerous Ideas. Importantly, this affiliation would allow Canberra to benefit from Melbourne s buying power and strengthen Canberra s ability to attract high-level international and Australian authors at a reduced cost, without depleting the target audience of the shortbreak market from Sydney 2 and the regional and local population pool of 800,000 residents. Canberra also has the additional pulling power of block-buster and other gallery exhibitions that would be an additional incentive to attend. 2 Sydney s Festival of Dangerous Ideas (FODI) is quite dissimilar to the Melbourne, Brisbane and Christchurch Writers Festivals and the planned Canberra Writers Festival and so is unlikely to deplete the potential Sydney market.
Canberra would more than hold its own amongst Australian Writers Festivals, with differentiating attributes including:» its plethora of vibrant and venerable national institutions, especially those devoted to writing and ideas such as the Federal Parliament, National Library of Australia and the National Press Club of Australia;» an educated, discerning and creative population;» a strong potential to focus on topical and popular subjects such as political and military affairs as well as the natural environment, and» through its status as the national capital, the ability to serve and represent national interests as well as ACT and regional interests in a way that destinations like Newcastle and Byron Bay cannot. A Writers Festival would undoubtedly enhance Canberra s growing status as a lively, inspiring, creative and influential city that is taking its rightful place on the world stage. Australia s national capital is ideally placed to host a major Writers Festival that will delight residents and attract tourists. BENEFITS The possibilities and opportunities associated with establishing a Writers Festival in Canberra are enormous, with a range of tangible and intangible benefits for the ACT Government, Canberra businesses and the broader community. As highlighted in the 2020 Tourism Strategy, events are key drivers in increasing visitation to the ACT and a winter Writers Festival in Canberra provides the ACT Government with another tool to grow and invigorate the visitor economy, particularly during a traditionally soft visitation period. Income to the ACT economy which even in the first year of the festival 3 is estimated to be over $575,000, growing to $1.1m in the third year 3 based on a 60:40 ratio of visitors to residents and an average daily spend of $192 of the event 4 will be derived from festival visitors, including international speakers. The Canberra Convention Bureau could also work to attract suitable conferences to Canberra immediately before and after the Festival, enabling conference delegates to extend their stay in Canberra and attend this literary event. Less tangible benefits, such as place making and destination marketing, increased reputation and prestige, and enriched professional and educational development opportunities for local writers and students, will also flow from this event, particularly as it builds on Canberra s strengths as an intellectual capital and showcases Canberra to new and existing audiences in a different and exciting way. 4 Please see indicative budget, with estimates based on interstate literary festivals and other Canberra festivals. PAGE 3
INDICATIVE BUDGET Estimates provided in the indicative budget are based on other literary events in Australia and New Zealand as well as Canberra-based festivals such as Nightfest, Enlighten and the National Folk Festival. These events all confirm the established life-cycle of events, with quieter initial years before the event becomes established, when it then attracts greater profile, attendance and sponsorship. Although the figures included in the indicative budget are based on research, solid costings and a more detailed business case would need to be developed should the ACT Government endorse this submission. Budget notes:» Ticket sale prices presume one-third of total attendees purchase each ticket category.» Volunteer management includes training and support of volunteers, but not a paid volunteer manager.» A nominal cost of $25,000 for communications, liaison and PR has been included in Year 1; Newgate Communications, as the principal proposer of this event, will match this on a dollar for dollar co-investment basis as the primary provider of communication services.» A nominal cost for office hire has been included and it is hoped that office accommodation could be provided at low or no cost in one of Canberra s arts facilities until the event develops. We would like to thank the National Folk Festival and the Melbourne Writers Festival for their budget advice. PAGE 4
Indicative Budget - Annual Canberra Writers Festival 2015 2016 2017 2018 Planning Event Year 1 Event Year 2 Event Year 3 No of attendees 5,000 8,000 10,000 INCOME Inc GST Inc GST Inc GST Inc GST Individual tickets (@ $90 pp) $135,000 $216,000 $270,000 2-day passes (@ $200 each) $300,000 $480,000 $600,000 Festival pass (@$350 each) $525,000 $840,000 $1,050,000 Total ticket income $ - $1,000,000 $1,600,000 $2,000,000 Funding (ACT Govt) $350,000 $350,000 $200,000 $100,000 Grants $ - $ - $ - $ - Sponsorship (cash and in-kind) $ 25,000 $100,000 $150,000 $300,000 Profit/surplus from previous year $ - $ - $240,000 $490,000 TOTAL INCOME $375,000 $1,450,000 $2,190,000 $2,890,000 EXPENDITURE Staffing (Director +.5 admin staff in Yr 1) $200,000 $300,000 $400,000 $650,000 Volunteer servivces and management - in advance in Yr 1 $2,000 $30,000 $40,000 $45,000 Communications/media liaison/pr $50,000 $50,000 $70,000 $90,000 Catering costs $ - $300,000 $500,000 $600,000 Marketing and promotion, including launch and opening $30,000 $130,000 $150,000 $180,000 Insurance, including volunteers $ - $30,000 $40,000 $50,000 Venue & technical hire - in advance in Year 1 $10,000 $80,000 $100,000 $150,000 Key speakers - fees in advance in Year 1 $35,000 $100,000 $150,000 $200,000 Security $ - $30,000 $40,000 $80,000 Travel $25,000 $75,000 $100,000 $200,000 Office hire $5,000 $5,000 $10,000 $10,000 Sundry $18,000 $80,000 $100,000 $150,000 TOTAL EXPENDITURE $375,000 $1,210,000 $1,700,000 $2,405,000 ESTIMATED SURPLUS (DEFICIT) $ - $240,000 $490,000 $485,000 PAGE 5
PAGE 6 FORMAT It is suggested that the Canberra Writers Festival be conducted over three to four days, incorporating a weekend, with events spread across a number of venues. These could include Parliament Houses new and old, the National Gallery of Australia, the National Library of Australia, the National Press Club of Australia, the Australian National University and other venues as appropriate. Activation of the Westside Pop0Up Village at Lake Burley Griffin could also b integrated into some of the Canberra Qriters Festival events. While advice would be sought from interstate festivals on successful event formats, a Canberra Writers Festival could reflect the national capital s unique qualities and values. These could include its place in the natural environment, political culture, the academic milieu and military presence past and present. The free and ticketed events would include a variety of activities that suit different ages, interest and lifecycle stages and value segments, such as lectures, conversations, panel discussions, educational and professional development (seminars and masterclasses) and experience events, such as food and wine, screenings, galleries and museums, music and theatre. GOVERNANCE To ensure this event is a success and receives broad-based support, a steering committee would be established to oversee the development of the event which would include representatives from:» The ACT Government;» Canberra universities, including ANU and UC;» Canberra Convention Bureau;» Business representatives;» The ACT Writers Centre;» Other literary figures/high profile local writers, and» Newgate Communications. It is anticipated this group would meet regularly to develop and finalise aspects of the festival including:» The drafting of a strategic event and marketing plan;» Compliance with all relevant government regulations;» The schedule and format of the event;» The identification and securing of venues;» The arranging of relevant insurance coverage and security for the event;» Contacting and securing the festival s literary line-up;» Recruitment of a festival director and other key staff;» Public relations, media liaison and marketing;» The development of a theme or themes for the event;» Research into potential audiences, and» Ticketing and other administrative arrangements. Based on events such as the Canberra International Film Festival, it is envisaged that the Canberra Writers Festival would be registered as a not-forprofit incorporated association. However, there are a number of other organisational structures that could also be suitable, such as government-owned and delivered or the steering committee sitting under a corporation that sits outside government but is experienced in running artistic programs.
SUPPORTERS Confirmed and potential supporters of the event, conceptually, financially or in-kind, are listed below. This event is supported by RALIG members. Confirmed supporter organisations» National Press Club of Australia» Australian National University & University of Canberra» National Library of Australia» Members of the Research and Learning Institutes Group (RALIG) Potential supporter organisations» The ACT Government» The Australia Council» Businesses and business organisations» Writers and literary groups including the ACT Writers Centre» Tourism and event organisations» Media including The Canberra Times and ABC Radio» Tourism and event organisations PAGE 7
TIMING The exact timeframe is yet to be determined but this would be an ideal winter event, when there is both capacity in venues and low demand in the business event, leisure and Parliamentary visitor market, and has synergies with both the emerging Truffle Festival and the boutique Fireside Festival. However, to ensure effective collaboration, the timing of the Festival would need to tie in with other events, such as the Melbourne Writers Festival. This will maximise the prospect and reduce the cost of attracting big-name authors and writers to the national capital. Based on Melbourne Festival dates for 2014, 2015 and 2016, the most likely time would be the third or fourth weekend in August, which based on normal sitting patterns is likely to coincide with the Parliamentary winter recess as well as the Truffle and Fireside Festivals. RESOURCES AND STAFFING The Festival would require a full-time and experienced director and other support staff. We are confident of receiving informal support and assistance from the Melbourne Writers Festival, which will be invaluable in helping establish the Canberra event as a major drawcard. CONCLUSION Newgate Communications and the Canberra Convention Bureau thank you for your interest in this event and we look forward to discussing it with you further. CONTACTS Steve Lewis Senior Adviser, Newgate Communications steve.lewis@newgatecomms.com.au 02 9232 9573 0419 292 245 Simon Troeth Associate Partner, Newgate Communications simon.troeth@newgatecomms.com.au 02 9232 9574 0439 300 335 Robyn Hendry Chief Executive, Canberra Convention Bureau Robyn.hendry@canberraconvention.com.au 02 6263 5319 0418 462 151 PAGE 8
Newgate Communications Canberra: Suite 2, John McEwen House 7 National Circuit ACT 2600 www.newgatecomms.com.au