Alpine Events Strategy

Alpine Shire Council has developed an Alpine Events Strategy to provide direction for the management and delivery of events into the future.

Council engaged Urban Enterprise to prepare the Alpine Shire Events Strategy. The document is intended to be a blueprint for Council to guide decision making, forward planning and strategic direction for events within the Alpine Shire. This Strategy, including future directions and recommendations, is subject to review after four years.

This Strategy identifies the needs and priorities of the community and provides a clear and realistic framework for Council to guide the future delivery of events. The outcome of this is to ensure the sustainability of the events sector whilst delivering the best possible outcomes for the Alpine Shire community.

The events sector has been significantly disrupted due to the impacts of COVID-19 and bushfires. As such, data relating to the events sector reflects pre-2020 economic conditions. This Strategy, therefore, supports short-term recovery of the sector and opportunities for growth following the easing of restrictions.

The Shire has a strong and popular events sector, averaging 107 tourism and community events p.a. and attracting around 170,000 attendees.

The events calendar is heavily concentrated in the Bright and surrounds region, which attracts 51% of total events and 64% of total attendees. This generally includes events being held during peak periods of high-visitation (e.g. public holidays, weekends). As a result, this creates congestion (and market saturation), leading to reduced resident amenity, and even safety issues within Bright, creating the need to disperse events across the Shire and spread out the events calendar across non-peak visitation periods.

The events sector also aligns with the branding and product strengths of the area, driven by nature-based events, sport and outdoor recreation. Whilst these are key drivers of visitation, there are opportunities to develop a more diverse range of event types, particularly Arts and Culture and Food and Beverage events. These events typically attract high-yielding lifestyle leader visitor markets and may provide higher contribution to the economy.



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