The major events profile for last financial year showed the following results:
- $50.3 million total economic output
- Council supported 296 events across sports, equine, business, civic, community, lifestyle, arts and culture events
- Council financially funded 85 events
- Total attendees at events were 305,664
- 116,286 visitors from outside of Greater Shepparton (i.e. travelled a distance of 50 kilometres and are away from home for four hours)
- Approximately 110,467 bed nights were generated
- The backbone of the program included annual hallmark events for the region such as the Shepparton Festival, Australian Piano Awards, KidsFest, Challenge Shepparton International Triathlon and International Dairy Week.
Council investment into providing quality community and visitor infrastructure is showing significant impact at the Shepparton Showgrounds, Tatura Park and at the Shepparton Sports Precinct (during a major construction period) with the following key information:
- Shepparton Showgrounds attracted 152 events seeing 88,679 attendees generating an economic impact of $10.2 million. The venue saw new events such as Nitro Circus, Australian National Caravan Muster, EJ- EH Holden Nationals add to the diversity of the growth in that venue over the last decade.
- Tatura Park Events and Equestrian Complex hosted 53 events generating an economic impact of $7.9 Million. International Dairy Week continued to be a showcase event with 7,500 visitors and an economic output of $2.6 million.
- The Shepparton Sports Precinct (including Shepparton Sports Stadium) which is currently in the final stages of a $21 million redevelopment hosted 12 key major events generating $10.2 million in economic stimulation.
Greater Shepparton City Council Director Sustainable Development Johann Rajaratnam said the increase across the board showed significant confidence in the region as a major events destination and a tourism drawcard.
“Over 20 new state national and international events were pro-actively attracted to the region by Council including blockbuster events such as the World Tour Beach Volleyball, Nitro Circus Live, AFL National Diversity Girls Championships, Victorian Teachers’ Games and Victorian BMX Championships,” said Mr Rajaratnam.
“This week the redeveloped Shepparton Sports Precinct will be officially opened and that is already starting to open up significant opportunities to complement the existing strong sports tourism program that is generating around $26.9 million in economic output annually.”
“Greater Shepparton has already secured key national and international events in the opening three months such as the Melbourne City Football Club v Western Sydney Wanderers preseason Friendly, Australian Football Skools International Championships as well as the Asian Football Confederation Under 19 Asian Cup Football Qualifiers with many more new events to be announced in coming months.”
“We continue to punch above our weight as we strive to be known as a regional Australian capital for major events,” he said.
“The team is working hard to bring the biggest and best events to the region to generate a good return on investment for our residents keeping local businesses busy and the economy strong.”
Table Summary
| 2014/2015 | 2015/2016 | 2016/2017 | |
|---|---|---|---|
| Total economic output | $36.8m | $44.5m | $50.3m |
| Total events supported by Council | 172 | 220 | 296 |
| Total events financially supported by council by grants or sponsorship | 75 | 77 | 85 |
| Total Attendees at events | 262,850 | 288,251 | 305,664 |
| Visitors form outside Greater Shepparton | 95,705 | 115,462 | 116,286 |
| Estimated bed nights generated | 95,200 | 102,711 | 110,467 |
| Ongoing permanent jobs supported by major events | 235 | 291 | 298 |
