by Linda Tillman*

Six key challenges were raised by 130 event organisers and Council Event Officers from across regional Australia who attended a recent webinar on ‘Optimising Community Events.’

The webinar was delivered by Linda Tillman and Cath Treasure of rEVENTS Academy for the Foundation for Regional & Rural Renewal (FRRR).

The participants identified new challenges and trends that are threats to the ongoing viability of their events and festivals in addition to the ever-present key struggles of securing volunteers and sufficient funds.

It is interesting to reflect on these challenges in the context of many Australian music festivals cancelled in recent months.

Lack of appreciation for how much work is involved (and how much it costs) to deliver events 

Working in events is often perceived as a glamorous job – how much fun it must be to work in this exciting industry. Yes, it is fun, and it is seriously rewarding, but it’s also a ton of work! Most people don’t see the long hours, weekend work, and stress and pressure of deadlines and managing immense budgets that event organisers bear.

Delivering an event is like spinning plates; event organisers are expected to juggle so many elements from budgets and logistics to HR and marketing and if they drop one of those ‘plates’, others will fall.

Event organisers really need to work together as an industry to demonstrate how much resourcing goes into events to achieve the outcomes that are desired by stakeholders such as Councils, sponsors, and host communities. Event organisers also need to ensure that their events are connected to local objectives, and to measure outcomes to quantify achievements – and then share achievements widely! Most event organisers fail to communicate the specific economic and social benefits their event provides to the host community.

People are not attending as many events

Event organisers can’t work against macro trends in events, but can work smarter.

This highlights the importance of ensuring an event remains relevant and not being complacent in the experience delivered. Event organisers should think about how they can adapt and evolve their event experience to meet the changing needs and expectations of attendees.

Ideally an event organiser creates FOMO (fear of missing out) around their event? It is important that event organisers do not take their audiences for granted, and ensure they continue to see value in the event, especially considering that their free time is more valuable than ever.

The other question this challenge raises is the number of events held in a community – Are there too many? Can some be consolidated or merged into a reimagined or revitalised event experience?

Less disposable income available to spend on events due to the cost of living 

Like the trend above, event organisers cannot change this. But they can think of ways to adapt their events in the short term to survive through this external threat.

This is possibly one of the key factors impacting large scale music festivals that are highly dependent on volume of ticket sales to cover costs and to be commercially viable (along with the trend of people not committing until the last minute to purchase tickets).

Should an event organiser scale their event back? Or take a year off (as Dark Mofo is doing)? Should they review their budget to look at how they can offer an event that is financially viable without high ticket prices – without impacting the visitor experience?

This is a tough one considering the rising costs of basic event requirements. This connects with creating a sense of value around an event as disposable income is more valuable than ever at the moment. An event organiser can ask themselves what drives a person to prioritise spending money on their event?

Increasing compliance and difficulties in affording or finding insurance

Insurance is depressing all around – the increasing cost of insurance, the reduced risk appetite of insurers, and the impacts of natural disasters on Australian communities. All of these make it difficult and costly to insure an event.

Then there are the growing compliance requirements which are causing headaches for event organisers across the country. The combination of increasing costs and the pressures on household incomes means the regulatory process can tip an event organiser over the edge and their event is lost from their community.

Event organisers should work very closely with their Council in the early stages of planning their event to work through the approval process. Councils can support events by putting in the effort to streamlining their approval process.

It is also critical that event organisers have solid contingency plans to avoid cancellations, and if necessary, to relook at their event model to reduce risk.

Understanding what a community wants to experience at events

This falls into the ‘We can’t please everyone’ bucket, and returns us to the need for events to support broader community and organisational objectives. Every Council has a community development plan which guides the values and aspirations of the community.

This plan should determine the events that are a priority for a community! For example, if a community development plan talks about the need to engage youth in the community to build a stronger sense of pride and passion, an event organiser can consider how to engage youth in their event – either with entertainment that appeals to them, or with work experience opportunities.

Keeping an event fresh and competitive

Event organisers should consider: What is the distinctive difference of the community where their event is held? What are the values of the community? and What are the needs and expectations of their target audience?

Questions like this, along with the purpose of the event, should help event organisers keep their events fresh and relevant (and focused!). It’s important to watch competition, but not to get distracted.

Continual improvement is at the heart of events staying competitive. How robust is the post event review process? How does the event maintain connection with event attendees and stakeholders to ensure that they act as advocates for the event?

Looking outside of one’s ‘bubble’ will also help event organisers to keep their events fresh and relevant. What are the macro trends impacting consumers and events and how can these be embraced in an event?

* Linda Tillman is Founder of rEVENTS Academy 

Main photo of Kingaroy Baconfest by Nancy Jade Photography