event partnership program guidelines · 2/11/2019 · partnership program the event partnership...
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01 EVENT PARTNERSHIP PROGRAM GUIDELINES
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EVENT PARTNERSHIP PROGRAMGuidelines
02 EVENT PARTNERSHIP PROGRAM GUIDELINES
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How to apply
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Conditions
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Other support
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Frequently asked questions
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Types of sponsorship
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Assessment of applications
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The City of Melbourne’s vision and goals
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The Event Partnership Program
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Melbourne is a globally recognised, locally loved, events city; where millions of people enjoy an enviable year‑round program of events and festivals that are uniquely Melbourne.
At the City of Melbourne, through the Event Partnership Program, we support events that create memorable, engaging and innovative experiences for locals and visitors; and work with our partners and the community to present a diverse and colourful range of events across the city.
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The Event Partnership
Program
The Event Partnership Program (EPP) offers financial support to eligible events that activate Melbourne city and generate benefits for our communities and businesses. The program offers cash and / or in-kind sponsorship, and the level of support the event may receive is dependent on the strength of the application submitted.
A strong application should demonstrate how the event will generate benefits for a variety of communities and businesses, and how those benefits align with the City of Melbourne’s vision and goals for our city. For the purposes of the program, sponsorship is defined as a business agreement between two organisations where the City of Melbourne receives benefits equal to the value of the sponsorship investment. These benefits may include speaking opportunities for Councillors, brand exposure, signage, and / or tickets and hospitality.
Eligibility criteria
Before reading further, please check the event meets the minimum program criteria. It must be able to answer yes to all of the following questions:
� Does the event take place within the City of Melbourne municipality?
� Is the event free to attend and/or participate in? Please contact the Event Partnership (EP) team before applying if the event includes ticketed elements.
� Does the event have widespread appeal and is it likely to attract a significant number of attendees?
� Does it take place between the advertised dates for the round currently open (see here for dates)?
� Is the event financially sustainable without support from the City of Melbourne?
� Is the organisation that is applying for sponsorship a legal entity with an ABN?
� If the event is a returning event, was the event compliant with past EPP sponsorship agreements?
Ineligible applications
For the avoidance of doubt, the EPP does not support:
× Events that have started before the eligible date range, as advertised on the website.
× Ticketed events, or events that require a donation for entry.
× Events that are financially dependent on support from the City of Melbourne.
× Tradeshows, conferences, teaching programs / lectures, university open days, commercial theatre, or recurring markets (the City of Melbourne has alternative programs that may support these activities).
× Prize money, trophy production, awards, travel, accommodation, feasibility projects, or capital expenditure.
× Activities that pollute land, air or water, or destroy or waste non‑recurring resources.
× Events that involve the use of exotic animals.
× Applications from individuals, City of Melbourne employees, or political organisations.
× Events that have a political or religious purpose, or that denigrate, exclude or offend parts of the community.
× Events that are already receiving support from, or have applications pending with, another City of Melbourne sponsorship or grant program.
× Organisations that have an outstanding debt to the City of Melbourne or that have failed to comply with the terms and conditions of any previous sponsorship from the EPP.
If you are a first time applicant to the EPP, we strongly encourage you to contact the EP team for guidance. Call (03) 9658 8767 or email [email protected]
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PortMelbourne
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WestMelbourne
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NorthMelbourne
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Parkville3052
3050 3010
Kensington3031
Flemington3031
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EastMelbourne
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SouthYarra3141
Melbourne3000
Southbank3006
SouthWharf3006
Melbourne3004
Carlton3053
CarltonNorth3054
Docklands3008
Macaulay Road
Arden Street
Victoria Street
La Trobe Street
Flinders Street
Wellington Parade
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West Gate Freeway
Webb Dock Drive
Kooringa Way
West Gate Bridge
Kensington Road
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Smithfield
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City ofMelbourne
City ofMoonee Valley
City ofMaribyrnong
City ofHobsons
Bay
City ofPort Phillip
City ofStonnington
City ofYarra
City ofMoreland
MCC Municipal Boundary
Suburb Boundaries
Postcode
Location Diagram
Legend
City of Melbourne
MunicipalityWe offer financial support for eligible events that activate Melbourne City.
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A knowledge city A connected city
A deliberative city A city planning for growth A city with an Aboriginal focus
The City of Melbourne’s
vision and goals
A city that cares for its environment
A city for people A creative city A prosperous city
The City of Melbourne has a vision that Melbourne will be a bold, inspirational, and sustainable city. We have a four‑year plan that outlines how we will achieve this vision, with clear goals that outline what benefits we want to accomplish for our communities.
The objective of the EPP is to partner with event organisers to help achieve Council’s goals:
Events that align with council goals will:
• Be accessible, inclusive, safe and engaging.
• Provide opportunities to celebrate cultural diversityand community.
• Provide opportunities for the public to experienceand participate in creative and cultural activities.
• Stimulate the economy and contribute to a vibrant city life.
• Provide opportunities to celebrate Aboriginal culture,knowledge and heritage.
• Provide opportunities to foster the growth of knowledgeintensive activities, resources, and forums.
• Commit to reducing the ecological footprint of the event.
• Encourage the community to take positive actions to builda sustainable future.
• Encourage event attendees to make sustainable and smarttravel choices to and around the city.
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How we assess applications
Applications will be assessed by the Event Partnership team using a set of weighted assessment criteria, and then reviewed by a panel of Managers from across the City of Melbourne. The assessment criteria focus on the strength of the application in demonstrating how the event will generate benefits for a variety of community sectors and how well those benefits align with the City of Melbourne’s vision and goals for our city.
Each year, the EPP receives more applications than it can support, so outcomes are determined on the following basis:
• The quality and completeness of the information provided.
• The application’s ability to meet the assessment criteria.
• The merit of the event concept and whether it adds valueto the annual calendar of events based on uniqueness,timing, location and audience.
• For returning events, the level of new programing and / orincreased benefits to community sectors.
• The level of excellence in administration and the capacityof the organisation to deliver the event.
• The sponsorship benefits offered to the City of Melbournein the form of speaking opportunities, brand exposure,signage, tickets and hospitality, and communityengagement opportunities.
• The amount of sponsorship requested, and the totalrequest for sponsorship by all events within the applicationround.
• Demonstrated compliance with past SponsorshipAgreements and delivery of previously sponsored events(if applicable).
Recommendations are then put forward to a meeting of the Lord Mayor, Deputy Lord Mayor and Councillors, for their review and ultimate decision.
Assessment criteria includes how the event aligns with the City of Melbourne’s goals.
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Types of sponsorship
Applicants can request cash and / or in-kind sponsorship. The total value of the sponsorship is determined by the combined total of cash and in-kind sponsorship requested/offered.
Cash sponsorship
Cash sponsorship can be requested by any eligible applicant. If the application is successful, the cash sponsorship must be allocated towards enhancing your event. Cash sponsorship cannot be used to cover core operational event costs such as salaries or wages. Where and how the cash sponsorship is allocated will be specified in the sponsorship agreement.
In-kind sponsorship
The City of Melbourne’s interactive map has a list of the public open spaces managed by the City of Melbourne that are deemed suitable for events, and shows their locations. If the event is to be held in any of these spaces, an application to the City of Melbourne’s Event Operations team will need to be made, and fees may apply. Permits ensure public safety and amenity in public spaces, and assist in the sustainable management of our parks and gardens. For further information, go to the event permits page on the City of Melbourne website. Follow the steps outlined below:
1. Submit an online event permit application and indicate that the event is also applying to the EPP for sponsorship.
2. Email [email protected] or call (03) 9658 8008 to obtain a proforma quote, which stipulates the event permit fees, and upload it to the sponsorship application. In preparing the sponsorship application, please take into account that it will take a minimum of ten business days after submission of the event permit application before the proforma is received. A proforma indicates a provisional booking and is not an event permit. You must continue to work with the Event Operations team to obtain an event permit. Failure to obtain the correct permit(s) for the event may result in any cash and / or in‑kind sponsorship being either partially or totally withheld.
3. Not‑for‑profit / community organisations automaticallyreceive a full event permit fee waiver, regardless ofthe outcome of an EPP sponsorship application. If theapplicant organisation is a commercial entity it will berequired to pay full event site hire fees. Alternatively ifthe application is successful, they may be fully or partiallywaived as in‑kind sponsorship.
In‑kind sponsorship excludes any costs associated with other City of Melbourne permits:
• Approval for hosting an event on a City of Melbournerecreation reserve;
• Park reinstatement fees incurred as a result of the event;
• Banner and signage hub related costs;
• Melbourne Town Hall hire or any other City of Melbournemanaged indoor venue;
• POPE (Place of Public Entertainment) or Temporary Sitingpermits (Building regulation permits);
• Planning permits;
• Food/Health permits;
• Berthing permits;
• Authority to Sell fees; and
• Fundraising and Handbill permits.
Have you considered holding your event in Docklands? Docklands is a priority precinct for the City of Melbourne, and the EPP is actively looking to attract eligible events to Docklands. Preference will be given to events that offer benefits to Docklands’ workers, residents, and local businesses. Events that will attract significant new audiences to the area are also encouraged to apply for sponsorship.
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How to apply
The City of Melbourne only accepts applications submitted online via SmartyGrants, from applicants that follow the steps outlined below:
1 Read these Guidelines thoroughly.
2 Register online at SmartyGrants and preview a copy of the application form so you’re ready to begin the application once the round opens.
3 Apply for an event permit if the event requires open public space that is managed by the City of Melbourne, and request a proforma quote. Call (03) 9658 8008 or email [email protected]
4 Complete and submit the application online at SmartyGrants. You will need to complete all mandatory questions, and upload supporting documents. Ensure adequate time is allowed to complete and submit the application, as no time extensions will be granted.
On submission of the application an automated reply acknowledging receipt of the application will be sent to the registered email address. If this is not received within 24 hours, please contact a member of the EP team immediately.
Late or incomplete applications will not be accepted and will be withdrawn from the assessment process. Any submitted applications deemed to be ineligible for the program will also be withdrawn from the assessment process, and any such applicants will be advised accordingly.
5 Continue planning the event. Events should not be reliant on receiving financial support from the City of Melbourne so should continue planning the event the outcome of your application is known. In particular, if the event is using any public open space you will need to continue working with the Event Operations team to secure the necessary event permit(s).
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Conditions
All applicants should be aware of the following conditions of applying to the EPP, and the obligations should the event accept a subsequent offer of sponsorship:
Addendum
Any time prior to the application closing time, the City of Melbourne may issue an addendum to this document. Any addendum, if issued, will be posted on the EPP page on the City of Melbourne website. Applicants are solely responsible for ensuring they remain fully informed of any addendum and should regularly check our website for updates prior to submitting an application.
Canvassing
Canvassing or lobbying of the Lord Mayor, Deputy Lord Mayor, Councillors, employees of the City of Melbourne or assessment panel members in relation to a sponsorship application is strictly prohibited. No consideration will be given to an application submitted by an applicant where such lobbying has been proven to have taken place.
Accessibility
Event organisers must consider accessibility as an important part of their planning and put measures in place to ensure that the event site is accessible to everyone. As part of the City of Melbourne’s commitment to accessibility, a range of tools have been developed to help businesses and event organisers ensure equal access for people of all ages and abilities. We’ve also developed a self‑assessment checklist for festivals and events to use. This can also be used as a guide when planning improvements or when selecting sites for festivals or events.
Acknowledgement of Country
An Acknowledgement of Country should be given at all events receiving sponsorship through the EPP as it recognises that Victoria has a strong and proud Aboriginal history and complex ownership and land stewardship systems stretching back many thousands of years. It pays respect to the Traditional Owners.
Animals at events
The City of Melbourne is committed to ensuring animal welfare is considered and managed appropriately at any event it sponsors or permits. As such, any event applying to the EPP for sponsorship must declare at the time of application if any animals will feature as part of the event, and follow any City of Melbourne requirements in relation to appropriately managing animal welfare during the event.
Sponsorship agreement
Successful applicants will be assigned a Sponsorship Coordinator who will work with the applicant to manage the partnership, including preparing a sponsorship agreement using a City of Melbourne template. Finalising the sponsorship agreement will be subject to the City of Melbourne securing suitable benefits, equal to the value of the sponsorship investment. Depending on the level of sponsorship offered, such benefits may include some or all of the following: speaking opportunities for the Lord Mayor, Deputy Lord Mayor or Councillors, brand exposure in marketing collateral, signage rights, tickets and hospitality, and community engagement opportunities. Successful applicants will also be required to accept the City of Melbourne’s standard payment schedule, which is generally 50% of any cash sponsorship paid prior to the delivery of the event, with the balance payable on submission of a post‑event report and full achievement of any specified key performance indicators (KPIs) to the satisfaction of the City of Melbourne. At the discretion of Council, additional conditions may be placed on the sponsorship with accompanying adjustments to the standard payment schedule.
Post-event reporting
All events that receive support through the EPP must submit a post‑event report at the conclusion of the sponsored activity, using a City of Melbourne template. If a sponsored event fails to submit an adequate post‑event report to the satisfaction of the City of Melbourne, and / or fails to deliver each of the KPIs outlined within the sponsorship agreement, then it is at the discretion of the City of Melbourne as to whether the full sponsorship amount will be paid. Failure to submit a satisfactory post‑event report may also affect consideration and recommendation for future sponsorship and may render the organisation ineligible to receive further sponsorship from Council.
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Other support
To support our vision for the future, the City of Melbourne offers a wide range of grants and sponsorship opportunities to individuals, community organisations and businesses in the arts, recreation, events and business sectors.
Events that are not eligible for support via the EPP may wish to review the City of Melbourne’s alternative programs of support. More information can be found on our website, on the grants and sponsorship page. Please note, the EPP does not support events that are already receiving support from, or have applications pending with, another City of Melbourne program.
Other assistance available
Online application assistance If you need technical help completing the online form, the staff at SmartyGrants are available to assist you. Contact the SmartyGrants help desk on (03) 9320 6888 during business hours or email [email protected] and quote your application reference number.
Event planning advice
The City of Melbourne has produced an interactive Melbourne Event Planning Guide. The guide provides customers interested in organising an event within the city’s public spaces with an accessible and comprehensive overview of current event permitting processes and planning requirements.
Tax advice
The Australian Taxation Office (ATO) considers grants and sponsorships as taxable income. The ATO can help with information on tax, including GST. Call 13 2866 or visit the ATO’s website for further information.
Interpreters
If you need an interpreter when calling the City of Melbourne, please call Language Link on (03) 9280 0726 or call TTY 61 3 9658 9641.
Hearing impairments
If you are deaf, hearing‑impaired or speech‑impaired, please call us via the National Relay Service:
• Teletypewriter (TTY) users call 133 677then ask for 03 9658 9658
• Speak & Listen users call 1300 555 727then ask for 03 9658 9658.
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Frequently asked
questions
Before you begin
You will be able to preview the online application form approximately two weeks before applications open. Before you begin your application, please ensure that you have read these Guidelines in their entirety. In order to submit your online application form you will have to confirm that you have read, and understood them.
My event is eligible, what should I direct my sponsorship towards?
The City of Melbourne’s EPP is designed to enhance events, so the sponsorship should be put towards things like additional entertainment and programming, rather than core operational costs of the event.
Is my event of significant scale to be eligible?
The City of Melbourne looks to support medium to large‑scale public events with a broad appeal across the community. Niche events to a small audience may not be the best fit with the EPP. We suggest looking at the list of previously supported events via the EPP website to get an understanding of the types and sizes of events supported in the past. If you’re still unsure, please contact a member of the team via email [email protected] or call (03) 9658 8767.
I have completed the application form but I am having trouble submitting it. What could be wrong?
Please ensure you have completed all mandatory questions before pressing submit. Please also ensure you have agreed to all relevant terms and conditions and uploaded all requested files. If you are still having trouble with the functionality of SmartyGrants, help is available via the Help guide for applicants or the SmartyGrants support desk. Call (03) 9320 6888 or email [email protected]
I have submitted my application, when will I hear the outcome if I am successful or not?
Applicants will be notified of the outcome of their application via email, as per the dates outlined via the website. Please notify the EP team if your contact details change after your application has been submitted.
What if my event doesn’t align with Council goals?
Applications that do not demonstrate an alignment with Council goals are considered ineligible for sponsorship. Please speak to a member of the EPP team if you have questions regarding Council goals.
Can I assume that my event will be sponsored if it has been sponsored in previous years?
The City of Melbourne is committed to keeping the application process fair and equitable. Sponsorship renewal for events is not guaranteed; your application will be assessed against all applications received in the applicable round of funding, and by your application’s strength in demonstrating a strong alignment with Council’s goals.
What are my obligations if I am successful in securing sponsorship?
• Meet with your Sponsorship Coordinator to develop andsign a sponsorship agreement with the City of Melbourne.
• The Organisation must maintain at its own cost and onterms acceptable to the City of Melbourne public liabilityinsurance of not less than $20 million and provide to theSponsorship Coordinator a Certificate of Currency.
• Issue the City of Melbourne with a tax invoice for thesponsorship amount.
• Comply with all City of Melbourne public eventrequirements, including all permits.
• Sponsorship amounts will not be paid until all requestedinformation has been supplied.
• Complete a satisfactory post‑event report at the end of theevent using the City of Melbourne’s template.
• Sponsorship monies may not be used for any purposeother than for which it is agreed, without the writtenpermission of the City of Melbourne.
• The City of Melbourne will not be responsible for shortfallsin project budgets if the organisation is unable to meetproject costs.
If my application is successful, how soon will I receive sponsorship payment?
Sponsorship payments are typically made in two instalments: the first upon signing your sponsorship agreement with the City of Melbourne, and the second on submission of a satisfactory post‑event report following completion of your event. The payment terms for the City of Melbourne are 30 days from the date on your invoice.
How should I contact the EP team if I have questions about the eligibility of my event, my application itself or about my application after it has been submitted?
You can email [email protected] or call (03) 9658 8767.