Sunshine Coast Council is full steam ahead with a major events initiative that has injected an estimated $85 million into the local economy and helped create more than 900 jobs in the past financial year.
Councillors unanimously voted in favour of the Sunshine Coast Major Events Strategy 2018-2028 (2023 refresh) at the Ordinary Meeting on August 24, giving the green light until 2028.
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Economic Development Portfolio councillor Jason O’Pray said the council would focus on identifying events that were the best fit for the region.
“We have a unique environment and climate, and our community loves events, and we will continue to invest in supporting fantastic major events on the Sunshine Coast,” Cr O’Pray said.
“This strategy will continue to drive high economic benefit back to the region and will create full-time jobs.”
The key measures include:
- creating an “emerging events” category to keep up with the ever-changing events landscape. Emerging events will be assessed differently, with a focus placed on their future growth potential;
- strengthening partnerships with Visit Sunshine Coast and Tourism and Events Queensland;
- diversifying events to include more culture and lifestyle, ensuring there is a balance in the portfolio, and aiming to attract people during off-peak periods;
- focusing on regional sustainability priorities, including sustainable development goals, the Sunshine Coast Biosphere and driving increased adoption of sustainable practices by event organisers delivering events;
- identifying the major event legacy opportunities of the Brisbane 2032 Olympic and Paralympic Games; and
- ensuring meaningful community engagement takes place as part of event planning.
Visit Sunshine Coast CEO Matt Stoeckel said the tourism body looked forward to continuing to work with the council to help drive major events to the region.
“Major events are critical to supporting the Sunshine Coast as a year-round destination as they provide a great opportunity to bring visitors when we need them the most and that is outside of our peak holiday periods,” Mr Stoeckel said.
“The Sunshine Coast has a world-class event calendar that showcases the region’s premium food, arts, sporting and adventure strengths and contributes towards raising the destination’s brand profile.”
In 2022-23, the Sunshine Coast Events Board supported more than 75 events, with an estimated $6.2 million spent on local suppliers.
The strategy includes promoting Events Connect, a dedicated website for Sunshine Coast event suppliers.
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