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EPCOT INTERNATIONAL FOOD AND WINE FESTIVAL WALT DISNEY WORLD ...
Page 1 of 5 MARKETING AND EVENTS COMMITTEE Agenda Item 5.1 REPORT 10 June 2008 EPCOT INTERNATIONAL FOOD AND WINE FESTIVAL WALT DISNEY WORLD, FLORIDA USA, 26 SEPTEMBER – 8 NOVEMBER 2008 Division Commerce and Marketing Presenter Jane Sharwood, Manager, Business and International Purpose 1. To report to the Marketing and Events Committee on the cost and benefits of supporting Victoria’s bid to feature “Melbourne and surrounds” at the Epcot International Food and Wine Festival, Walt Disney World, Florida, USA from 26 September to 8 November 2008. Recommendation from Management 2. That the Marketing and Events Committee endorse Council’s participation of ‘Melbourne and surrounds’ at Epcot’s International Food and Wine Festival 2008 as a project partner for the amount of $100,000 from savings within the Commerce and Marketing division 07/08 budget. Background 3. The Epcot International Food and Wine Festival is the largest in the world and will attract more than 1.3 million domestic US and international visitors. 4. Demographic information indicates Epcot visitors are closely aligned to Victoria/Australia’s target market travellers, in terms of income, age group, likelihood to undertake international travel and experiences sought. 5. The other confirmed partners include Tourism Australia, Qantas Airways, Invest Victoria and Regional Development Victoria. 6. ‘Melbourne and Beyond’ is an important opportunity to consolidate and build partnerships with key partners to maintain Melbourne’s international profile as Australia’s premier food and wine destination and preferred gateway for US and international travellers. 7. Epcot® is a Walt Disney owned park in Florida, USA and features a ‘World Fair’ atmosphere with pavilions representing nations from around the globe. Epcot attracted over 10.5 millon visitors in 2007, 85 per cent of whom are from the United States of America. It has been estimated that 60 per cent of these visitors orginate from states east of the Rocky Mountains, which based on consumer tracking and other market research is strongly aligned to US source markets for visitation to Melbourne. 8. International visitors make up the remainder of the 15 per cent annual Epcot visitation, with the top five countries of origin being United Kingdon, Canada, Mexico, Japan and Germany. These markets, combined with the US market account for 35 per cent of international visitor arrivals in Victoria in 2007. Page 2 of 5 9. Council has been invited by Tourism Victoria to participate in a joint Victorian bid to feature Melbourne as on of four “Great Food Cities of the World” in a “Melbourne and surrounds” exhibit at the annual Epcot International Food and Wine Festival. It is understood the other cities who have been invited to participate are New Orleans (USA), Copenhagen (Denmark) and Rio de Janeiro (Brazil). 10. The festival features purpose-built semi-permanent structures designed in collaboration with key partners, that will translate the Melbourne “Brand” as well as key messages that showcase the city’s food and wine culture. Melbourne’s laneways, the essence of the city’s experience, are the basis of the design concept leading visitors into the Melbourne experience. Laneway art will be featured along with Tourism Victoria’s marketing videos. The food and wine tasting area will be transformed into a ‘Queen Victoria Market’ experience. 11. The festival will also include a schedule of more than 2,000 food and wine seminars and specialty dining events to feature Melbourne’s chefs, winemakers and products. 12. This project provides an opportunity to work with Government and other partners under an integrated brand to promote Melbourne to a targeted international audience. Key Issues 13. Council has an important opportunity to build a strong partnership with pre-eminent agencies and position Melbourne internationally to key target markets (both US and other international travellers) as a desirable tourism destination through an integrated program of events. 14. Tourism market analysis indicates international traveller arrivals to Melbourne will be a major source of business growth, given domestic tourism is expected to remain flat in the next three years. 15. Participation in this event will meet a number of the key objectives as a part of the Melbourne Hospitality Strategy 2008 – 2012, Melbourne Marketing Strategy 2007-2011 and the Melbourne Tourism Plan 2007 - 2012. 16. Profiling Melbourne’s hospitality offer through participation in Epcot International Food and Wine festival will: 16.1. market Melbourne as an outstanding culinary and tourism destination, distinguished by its unique diversity, cultural richness professional service and consistent quality; 16.2. promote Melbourne as food capital of Australia and influence our position on the global food and wine map; and 16.3. position dining as an integral part of the essential Melbourne experience. 17. Participation will fulfil critical strategies identified in the Melbourne Tourism Plan including: 17.1. boosting collaborations and partnerships with key industry partners; 17.2. create ‘one Melbourne’ marketing to a critical international market; and 17.3. increase Melbourne’s profile as a destination of choice for international visitors. 18. Contributing to the Epcot International Food and Wine Festival gives Council the opportunity to: 18.1. secure significant public relations exposure in key US markets through specific events during the festival, media partnerships and visiting journalist programs; 18.2. opportunity to host key stakeholders and industry partners at key events; and 18.3. position Melbourne as a highly desirable culinary destination and the preferred gateway to Australia to potential new consumers and business partners. 2 Page 3 of 5 Time Frame 19. Tourism Victoria has advised the status of its bid will be confirmed by the end of June 2008. 20. The Epcot International Food and Wine Festival at Walt Disney World, Florida, USA runs from 26 September to 8 November 2008. Relation to Council Policy 21. The recommendations contained in this report are consistent with the following Council policies: 21.1. City of Melbourne Council Plan 2005-2009; 21.2. Melbourne Hospitality Strategy 2008 - 2012; 21.3. Melbourne Tourism Plan 2007 - 2012; and 21.4. Melbourne Marketing Strategy 2007 – 2011. 22. In 2005 the Melbourne Tourism Partnership was established jointly by City of Melbourne, Tourism Victoria, Destination Melbourne, Melbourne Convention and Visitors Bureau and Victorian Major Events Company for the purpose of collaborative promotion of Melbourne as a destination for domestic and international visitors. Consultation 23. Tourism Victoria has invited Council to participate in this event. Further discussions have been held with Tourism Victoria, Melbourne Food and Wine Festival and members of the Melbourne Hospitality Advisory Board. Internal consultations have occurred with Tourism Melbourne, Marketing and Communications and Business and International branches. Finance 24. Council has been requested to contribute AUD$100,000 to this project. It is proposed these funds will be provided through savings within the Commerce and Marketing divisional 2007/8 budget. 25. It is understood the total budget for the project is between US$750,000 to US$800,000. Tourism Victoria is currently seeking funding and in kind support from a range of other government and non government partners. 26. Note that the following organisations are confirmed partners in this project: 26.1. Tourism Victoria - $300,000; 26.2. Tourism Australia - $125,000; 26.3. Invest Victoria/trade export agencies - $100,000; 26.4. Regional Development Victoria/food and wine producers - $100,000; 26.5. Fosters Wine Estates/Miller Brewing - $100,000; and 26.6. Qantas Airways - ticket sponsorship - $150,000. Legal 27. There are no direct legal issues arising from the recommendation from management. 3 Page 4 of 5 Agenda Item 5.1 Marketing and Events Committee 10 June 2008 FINANCE ATTACHMENT EPCOT INTERNATIONAL FOOD AND WINE FESTIVAL WALT DISNEY WORLD, FLORIDA USA, 26 SEPTEMBER – 8 NOVEMBER 2008 It is proposed that this project would be funded through identified savings from within Commerce and Marketing divisional 2007/8 budget. These savings are not articulated in the report and as such a detailed commentary is unable to be provided. Joe Groher Manager Financial Services Page 5 of 5 Agenda Item 5.1 Marketing and Events Committee 10 June 2008 LEGAL ATTACHMENT EPCOT INTERNATIONAL FOOD AND WINE FESTIVAL WALT DISNEY WORLD, FLORIDA USA, 26 SEPTEMBER – 8 NOVEMBER 2008 There are no direct legal issues arising from the recommendation from management. Section 3C(1) of the Local Government Act 1989 (“the Act”) provides that: “The primary objective of a Council is to endeavour to achieve the best outcomes for the local community having regard to the long term and cumulative effects of decisions;” The Act sets out facilitating objectives at Section 3C (2) including: "(a) to promote the social, economic and environmental viability and sustainability of the municipal district; (d) to promote appropriate business and employment opportunities;” Section 3D of the Act provides that the role of Council includes: “(b) providing leadership by establishing strategic objectives and monitoring their achievement; (d) advocating the interests of the local community to other communities and governments;” Section 7 of the City of Melbourne Act 2001 sets out additional objectives, including: “(a) to ensure a proper balance within its community between economic, social, environmental and cultural considerations within the context of the City of Melbourne’s unique capital city responsibilities;”. (d) to work in conjunction with the Government of the State on projects which that Government or the Council determines are significant to Melbourne”. Kim Wood Manager Legal Services
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