Event Revitalisation Plan
Tilma Group has supported the sustainable growth and development of events of every description, from quirky regional festivals to an international World Cup sporting event.
“Just wanted to say a big thanks to you both for all the work done with our strategic and marketing plans. Without these we would not be in the exciting position we are now to grow the event.
We picked apart the strategic business plan we received a year ago from Tilma Group and a risk management plan we received from Ernst & Young to apply for and win *very* significant funding from two multi-year grants. The plans identified the key things the event needed to work on, and the budget required for each, and when we applied for funding, we received about 90% of what we needed for the first three years of the plans.
The strategic plan has also given us clear direction. Now all of us on the committee know what we are doing and how to go about it.”
Process of Development
Step 1: Gather and review
We review relevant event documentation, regional plans, visitor statistics and reports to gain background and insights on event successes and challenges to feed into a SWOT analysis.
Where possible, this stage will also include attendance at the event, providing an opportunity to gain firsthand insights into the visitor experience and event operations.
Step 2: Engage
The engagement phase is critical as the contribution of key stakeholders is fundamental to the successful development and implementation of an event revitalisation plan.
We use one-on-one meetings and focus group sessions with key stakeholders to identify barriers and opportunities, and aspirations for the development of the event. This is done face to face and/or via phone and video conference, making it practical and easy for everyone to be involved.
Step 3: Report development
We develop a discussion paper based on a synthesis and analysis of the findings from the desktop research and consultation. This is used to focus further discussion on issues and opportunities, and potential strategic priorities in a workshop with the committee to test and validate findings, and to define a common vision and priority action areas.
Outcomes of the workshop are distilled as the basis for the draft Event Revitalisation Plan. The plan will articulate a clear vision and supporting objectives, and recommend priority action areas that will support the vision of the event. It will outline
the opportunity in a SWOT analysis
the current situation: financial position, budget, event management and governance structure, staffing and resource levels, festival program, required infrastructure, marketing and partnerships
priority action areas such as financial management, governance structure, visitor experience, marketing, partnerships, operations and risk management. The priority areas will each have an action plan with an identified means of measuring achievement.
Recent Client Success
☆ Goomeri Pumpkin Festival - Strategic Business Plan 2018-2022
For the Goomeri Pumpkin Festival committee in the South Burnett, inland from Queensland’s Sunshine Coast, Tilma Group developed a three-year strategic business plan focused on increasing yield from attendees, and integrating the destination to encourage increased overnight visitation.
To support the event’s financial sustainability, Tilma Group also provided templates and guidance on how to secure effective long-term sponsorship partnerships.
☆ Casino Beef Week - Strategic Plan 2018-2020 and marketing plan
The objective of this strategy is to position Casino Beef Week for the next thirty years, with a sustainable governance framework which supports a reinvigorated program that will attract domestic and international visitors to the Richmond Valley and showcase its beef industry.
The plan will be implemented in phases over three years, commencing with reinvigoration of the existing event, followed by building the event experience with a focus on increased visitation, followed by a focus on attracting international attention.
To support the strategic plan, work was undertaken to develop a sustainable committee and operating structure, and an improved program and viable budget. This included investment into two full-time staff, the introduction of a steering committee to drive the festival’s strategic direction, and increased investment into marketing initiatives that will raise the brand profile, and national and international significance of Casino Beef Week.
☆ Alice Springs Rotary Henley on Todd Regatta – Strategic plan, operations manual and marketing plan
Supporting the sustainability and future growth of this signature destination event for Central Australia, Tilma Group developed a strategic plan, operations manual, governance framework and marketing strategy for the event. This involved extensive consultation with key stakeholders in Alice Springs, and research to intimately understand the tourism and events landscape in Central Australia and the Northern Territory.
The event committee used the business plan to successfully secure record-breaking multi-year grant funding sufficient to fund 90% of the projects within the plan.