Category 2: FESTIVALS AND EVENTS
This category recognises festivals, events and exhibitions that a) create economic impact within the local community, b) attract visitors from intrastate and/or interstate, c) generate regional media profile, and d) positively promote the destination. They may be one-off or recurring.
- The numbers after each sub-question refer to the judges’ weighting.
- Entrants must ensure their answers refer specifically to the product and category they are entering.
- Entrants are encouraged to answer questions to highlight participation in tourism-related accreditation programs.
- Consider across all questions innovations that have taken place to improve your visitor experience, infrastructure development, new marketing ideas or sales activities. Innovations do not include routine maintenance and repairs.
Tip for all questions:
- Prior to using an acronym, please state phrase or name in full, followed by the acronym in brackets.
Question 1. Tourism Excellence (20 points)
a) Provide a brief overview on the history of the festival/event and explain your reason for the chosen time of year (9)
b) How does your event enhance the profile and appeal of your destination? (11)
Part a) Refer to the ABOUT US section of your festival/event website as this may assist with this response. Judges will want to know how and when the festival/event started, who works there, where it is located (a map would be helpful) and how it has developed over the years.
Part b) Explain how your festival/event links to the destination you operate within.
Question 2. Business Planning (20 points)
a) Provide an overview of the key features of your festival/event plan. (11)
b) Describe the risk issues specific to your festival/event and summarise the risk mitigation strategies you put in place (9)
Part a) Include activities specific to your festival/event. Consider broadly the types of activities you needed to address for example financial management, human resources, operational etc.
Part b) Consider broader event management risks. This is more than just Workplace Health and Safety; consider anything negative which can impact your festival/event and how you overcame these issues.
Question 3. Marketing (20 points)
a) What innovative marketing and communications strategies did you use? (10)
b) Demonstrate how these initiatives have been successful and how that success was measured. (10)
Part a) What have you done differently to attract your customers? Consider for example; social media, digital advertising, apps. The response needs to focus on innovative approaches to marketing your festival/event
Part b) Detail how these new/different/unique marketing activities have been successful. Try and measure the outcomes.
Question 4. Customer Service (20 points)
a) Describe your customer service philosophy/values. (10)
b) What processes do you have in place to respond to customer complaints? (10)
Part a) Consider the systems and procedures you have in place to deliver outstanding service. How do you make an effort to understand their needs, welcome them, respect them, thank them and do business with them?
Part b) Consider how you receive feedback for example telephone, email or User Generated Content such as blogs and TripAdvisor. Explain how you respond to each of these different communication channels.
Question 5. Sustainability (20 points)
a) How does your festival/event involve and inspire your local community? (9)
b) Demonstrate your commitment to environmental sustainability. (11)
Part a) This is a two-part question. Consider the quantifiable outcome from your festival/event for the local community. For example; revenue for local businesses, local purchasing, employing locals etc.
b) Explain your commitment to environmental sustainability and provide evidence of any measurement of your environmental footprint (fuel, energy, carbon, water, waste). Detail the practical activities you conduct at the festival/event in relation to conserving and measuring water, waste management and energy.