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Knox City Council and Community Festival & Events Plan

2007 – 2011

Author: Greg Box

January 2007

A celebratory expression of our Council and Community Partnership

Knox City Council and Community Festival and Event Plan 2007 - 2011 1

E x e c u t i v e S u m m a r y The following plan contains a recommended approach for the Knox City Council Community Festival and Event Program. The plan provides

a vision for the future and a series of actions to achieve the vision. It establishes the case for an increase to the total resources available,

particularly to those accessed by the community to stage events. The plan outlines the critical questions that need answering to determine

and achieve the desired outcome.

These are:

1. Do festivals and events contribute to strong communities, wellbeing and the development of local arts and culture?

2. Are they an effective use of Council’s resources in achieving these goals and specific Council objectives?

3. If so, what is a reasonable total resource to commit to the task?

4. And then, what is the best allocation of that resource in meeting the diverse range of Council’s objectives which includes a consideration

of the program history, the demography of the Knox community and best and progressive practice in event planning and delivery?

These questions are answered sequentially using the best value process, benchmarking, available research and community consultation. A

series of recommendations are provided. In answering the questions it is established that the Knox City Council and Community Festival and

Event Program is a high quality program of events that reflects the unique character of Knox and provides opportunities for community

engagement, access to the arts and culture and delivers in part on Council’s objectives for the environment, healthy ageing and young

people.

To improve the program the research recommends a greater geographical spread of events, increased focus on Council’s objectives,

community participation in delivery, more arts and culture within the program, a focus on individual event themes and objectives and the

inclusion of events not delivered by Council as part of the overall program.


Table of Contents E X E C U T I V E S U M M A R Y ...................................................................................................................................................................................................................3 T H E K N O X C I T Y C O U N C I L A N D C O M M U N I T Y F E S T I V A L A N D E V E N T P R O G R A M 2 0 0 7 - 2 0 1 1 ..............7

THE VISION..............................................................................................................................................................................................................................................................9 WHAT WILL IT LOOK LIKE IN 2011?................................................................................................................................................................................................................................9

S T R A T E G I E S A N D A C T I O N P L A N ...................................................................................................................................................................................17 STRATEGIC GOALS..................................................................................................................................................................................................................................................17 STRATEGIC GOALS..................................................................................................................................................................................................................................................18 ACTIONS ...............................................................................................................................................................................................................................................................19

I N T R O D U C T I O N ....................................................................................................................................................................................................................................25 BACKGROUND ........................................................................................................................................................................................................................................................26 EVENT CATEGORIES ................................................................................................................................................................................................................................................26 THE KEY ISSUES ADDRESSED IN THE PLAN ...................................................................................................................................................................................................................26 METHODOLOGY ......................................................................................................................................................................................................................................................27 CONSTRAINTS ........................................................................................................................................................................................................................................................28 PATHWAY TO THE FUTURE FESTIVALS AND EVENTS PROGRAM .........................................................................................................................................................................................28

T H E C O N T E X T ........................................................................................................................................................................................................................................31 WHY HAVE FESTIVALS AND EVENTS?...........................................................................................................................................................................................................................32 ARE THEY AN EFFECTIVE USE OF COUNCIL’S RESOURCES?..............................................................................................................................................................................................33 COMPARATIVE ANALYSIS ..........................................................................................................................................................................................................................................35 CONSULTATION ......................................................................................................................................................................................................................................................38 SECTOR ANALYSIS ..................................................................................................................................................................................................................................................41 LOCAL GOVERNMENT ..............................................................................................................................................................................................................................................41 WHAT IS HAPPENING IN KNOX? ..................................................................................................................................................................................................................................42 THE COUNCIL AND COMMUNITY PLAN AND KNOX VISION 2020.........................................................................................................................................................................................43 LINKS TO PLANS .....................................................................................................................................................................................................................................................44

P R O G R A M A N A L Y S I S ....................................................................................................................................................................................................................45 INTRODUCTION .......................................................................................................................................................................................................................................................46 BEST VALUE ..........................................................................................................................................................................................................................................................46 TIMING OF THE KNOX CITY COUNCIL AND COMMUNITY FESTIVAL AND EVENT PROGRAM .......................................................................................................................................................47 TIMING..................................................................................................................................................................................................................................................................47 LOCATION..............................................................................................................................................................................................................................................................48


DEMOGRAPHIC ANALYSIS..........................................................................................................................................................................................................................................50 RESOURCE MANAGEMENT ........................................................................................................................................................................................................................................52 FEES AND CHARGES................................................................................................................................................................................................................................................52 VOLUNTEERS .........................................................................................................................................................................................................................................................53 THE ONE OFF EVENT ................................................................................................................................................................................................................................................54 COMMUNITY ENGAGEMENT .......................................................................................................................................................................................................................................54 PROGRAMMING.......................................................................................................................................................................................................................................................55 MARKETING AND PROMOTION....................................................................................................................................................................................................................................55 EVENT MANAGEMENT, COMPLIANCE AND FINANCIAL TRANSPARENCY ...............................................................................................................................................................................56 COUNCIL ADMINISTRATION ........................................................................................................................................................................................................................................57

R E C O M M E N D A T I O N S ......................................................................................................................................................................................................................59 INTRODUCTION .......................................................................................................................................................................................................................................................60 RECOMMENDATIONS................................................................................................................................................................................................................................................61 FINANCIAL STATEMENT AND SUMMARY ACTION PLAN 2007 – 2011 ..................................................................................................................................................................................64 PERFORMANCE INDICATORS......................................................................................................................................................................................................................................67

A P P E N D I C E S ...........................................................................................................................................................................................................................................69 APPENDIX A –REFERENCES ......................................................................................................................................................................................................................................70 APPENDIX B– DATA.................................................................................................................................................................................................................................................72 APPENDIX C - BENCHMARKING TABLES AND COMPARATIVE STUDY ...................................................................................................................................................................................74 APPENDIX D- SURVEY RESULTS ................................................................................................................................................................................................................................76 APPENDIX E - COMMENTS, QUESTIONS AND ANSWERS ABOUT FESTIVALS AND EVENTS ........................................................................................................................................................81 APPENDIX F - CONSULTATION LIST .............................................................................................................................................................................................................................88 APPENDIX G- HISTORY OF EVENTS.............................................................................................................................................................................................................................89 EVENT BUDGET, THEMES AND AUDIENCE FIGURES........................................................................................................................................................................................................93


T h e K n o x C i t y C o u n c i l a n d C o m m u n i t y F e s t i v a l a n d E v e n t P r o g r a m 2 0 0 7 - 2 0 11

‘Council must make sure there is a balance between improvements and the tradition of the program.’ - Knox resident 2005

Knox City Council and

Community Festival and Event Plan 2007 - 2011 7

The following future program was developed from the strategies and recommendations outlined in this plan and relate to the gaps,

opportunities, current program, best value, benchmarking with other councils, interviews, surveying, mapping and research associated with

festivals and events in Knox.

The Vision Our vision is for a creative festival program with a culturally enriched Council and community partnership that celebrates and expresses what

is unique, fun and important to the people of Knox. Our goal is to develop a strong community through a diverse, participatory, innovative

and relevant event program for Knox

What will it look like in 2011? The 2011 program consists of major community events, community driven events and a series of smaller Council and community delivered

events. The new Knox City Council and Community Event Program is well known both inside and outside of Knox. It consists of a new look

Carols by Candlelight with community singing, a refocussed Stringybark festival at Stamford Park and a Knox Festival with a rejuvenated arts

and cultural heart. Seniors, Youth and Heritage are smaller events with a strong ‘community partnership’ factored into programming and

model of delivery. There is a variety of community driven events including one new major event developed with support from Council through

the Community Development Fund. It is held in winter in the northern area of the municipality and is a unique community organised and

driven event. Australia Day is held at the proposed Knox Performing Arts Centre. There is increased access to this civic event for all Knox

residents. The citizenship ceremony on the day is a large public event and includes pre-ceremony activities, performances and reflections on

being an Australian citizen.

Each event is focussed on its objectives which are aligned with Council’s. These include organisation and professional programming that

meet Council’s needs for the arts and culture, social connections, community health and well being, physical activity, access and inclusion,

sustainability and lifelong learning. At the same time these events are popular because they are entertaining, fun and interesting to patrons


and the wider community. Priority is given to specific program ideas that are progressive, creative and relevant to the Knox Community. High

quality programming is an essential component and critical to the success of all events in the program.

Stringybark

Stringybark has built on its popularity and sound organisation and is a dynamic expression of Council and community aims for sustainable

community living. It continues to provide entertainment, fun and workshops that are environmentally related. It is now located at Stamford

Park in grounds which have been specifically designed to cater for outdoor events. Council uses the event to explore all aspects of

environmental sustainability and how they relate to Council’s objectives. This includes widespread discussion, talks and workshops on caring

for the local environment.

Stringybark is the most significant community based metropolitan environment festival in Australia. Each year Stringybark develops a new

interactive large scale project that encourages the community to participate in learning about an aspect of the sustainability message and

reinforce the importance of that message. This year the project is a model backyard of similar construction to those in outer suburbs and

relevant to the Knox community. The use and reuse of water and plants is interestingly and artistically developed. Children participate in

workshops to design and develop their own ‘model’ backyards and move through the space. The mock playground is built through a

partnership with environment bodies such as Melbourne Water and Parks Victoria. This funding assists to employ a project manager to

facilitate the project leading up to the festival and on site. The design of the interactive display is used to promote Stringybark.

Knox Festival

The Knox festival has built on its tradition as the major community festival in Knox. It has returned in part to its arts and cultural roots where

music, literature and the visual arts are experienced through community based activity. Artists from all over the world work with local artists

on meaningful cultural projects often in the months and weeks ahead of the festival. Funding for this cultural exchange is sought from

external sources.


The City’s cultural diversity is more evident through the programming of art, music and workshop activities. There is a focus on wellbeing

through better food and physical activity and participation in the arts and culture of Knox. Professional programming brings an annual

performing drawcard which assists in marketing the event. Activities and workshops have grown to be the strongest focus of the event along

with active community group participation. The creek is also a focal point and activities related to sustainability are programmed around the

creek. Sustainability is also addressed by a reduction in waste and car transport. An abundance of free participatory activities for all ages is

supported with a sustainable income stream.

Carols by Candlelight

Carols has become a unique community event with the regular appearance of the Knox Community Choir. The Choir is supported by special

guest artists each year. The community singing project is now an established program at Carols by Candlelight and Australia Day. The

project is an outstanding example of council’s objectives for a strong socially connected community with up to 500 local people singing,

socialising and experiencing the joy of arts and cultural participation. When on stage they encourage 10,000 local people to join them in

song.

The event attracts a large and enthusiastic crowd together with a major sponsor to help provide the required infrastructure to support the

program.

Heritage Week

Heritage week continues to be a dynamic Council and community partnership. In particular the program focuses on the unique local heritage

and continues to reach out to organisations including schools. The program works with teachers to explore local heritage and devises unique

projects that connect older and younger residents to inform the community about the heritage of Knox and its social and cultural history.

The event is held across a number of venues in the municipality including Stamford Park, the proposed Knox Performing Arts Centre and

community arts owned and/or operated venues as a highlight of the year’s programming. The key note address is delivered each year by a


prominent author, historian, cultural commentator, artist or sociologist. It is a platform for discussion and historical debate, participation,

celebration and education. Heritage week is a combination of low cost or free events together with ticketed profile events and activities.

Seniors Festival

More than entertainment, the Seniors festival is a celebration of the contribution this demographic makes to the whole community and an

exploration of what they have to offer. Significant seniors in the community make connections and share their experiences by going out to

schools and talking to young people. Programming reflects the changing needs and aspirations of our city’s older residents and is focussed

on developing social connections Linkages between active seniors groups have been enhanced and activities are spread across the City.

Council has become responsible primarily for the centralised marketing of the program. An integration of daytime, early evening and

weekend programming for Seniors at the new Knox Performing Arts Centre is a central focus of the week’s events.

Youth Week

Youth week builds every year to be bigger and better than the previous year. Council facilitates agencies and supports young people in the

development of a dynamic, diverse and relevant program. Young people participate fully in the planning, organising and staging of youth

week. This approach provides a model for how to engage with young people in developing an activities program. There are activities with

dialogue and social exchange where arts and cultural expression are integrated. Specific youth issues are addressed and Council provides

significant support in facilitating and promoting the week.

Key events, including youth music programs are located at the new Knox Performing Arts Centre Black Box Theatre with special events

located in areas of high populations of young people and close to public transport.

Civic Events

Australia day is now the most important civic event on the calendar. It is held at the new Knox Performing Arts Centre and consists of a

special citizenship ceremony on this day. It also includes the Australia Day Awards Program. Instead of having the fewest numbers for a

citizenship ceremony, January 26 is now by far the most popular ceremony of the year. The citizenship ceremony is programmed with

celebration and community signing and reflective of a culturally diverse Knox Community. It is a celebration of our citizenship, sense of place


and a reflection of our strength as a community. It is an opportunity to celebrate Australian culture in its many guises and is a model for

citizenship ceremonies.

Reconciliation Week

Council’s Sorry Day and Reconciliation week have grown and are a symbol of the commitment and importance Council places on

reconciliation with the indigenous community. Reconciliation Week held in May offers people across Australia the opportunity to focus on

reconciliation and hear about the culture and history of Australia’s Indigenous people, and explores new and better ways of meeting

challenges in our communities. Sorry day is also held in May each year and is an opportunity to remember Australians who were part of the

Stolen Generations.

Other Events

There are new art, music and literature based events happening each year. These are held in places with permanent infrastructure to

support them or by the use of minimal temporary infrastructure. These events are programmed especially around public art projects,

indigenous projects (such as a project at Police Paddocks), and community singing in local open space. They are achieved through external

funding matched by Council where appropriate and have defined budgets that include all necessary resources.

Community Events

There are new community driven events. Some of these are supported by Council as they deliver on Council objectives. Groups apply for

funding in a special ‘community cultural event’ section of the Knox Community Development Fund and are supported based on their capacity

to partner council in delivering on specific objectives. As part of this process, a mid winter event has been supported each year in the

northern section of the municipality. The Basin Music Festival has grown steadily whilst maintaining its focus as a community driven event.

Community groups are encouraged to conduct events and are provided a checklist with contacts for relevant Council officers and their

responsibilities. These groups advised by the Council Events and Cultural Development Officer and provided details on who within Council

they need to approach. All groups provide event management plans that assess and minimise the risks and advantages associated with their

proposed event and are in turn given a letter of consent. All events are recognised in Council’s annual ‘Calendar of Events’.


Volunteers

The culture of community engagement has grown so that volunteers are plentiful and their role and value is acknowledged by Council and

celebrated. Volunteers operate within the Knox Volunteer Framework. Their experience is overwhelmingly positive as a core group of

volunteers regularly contributes to the festival program. A kit of information about the Knox City Council and Community Festival and Event

Program is now available to new volunteers and special workshops are held to both encourage and inform volunteers about what they can

expect. Council staff volunteering at festivals and events has increased markedly as Directors and Managers use the event program as a

way for staff to interact with the wider community in a positive environment. Morale is improved as staff work with each other across

departments to make a contribution to the community together.

Models of Delivery

The diversity of programming and organisation is reflected in the different models of delivery. Smaller events and ‘weeks’ have models that

encourage broad community participation in the organising and delivery. Youth Week works strongly with agencies and young people in the

delivery of a relevant and engaging program, Seniors is developed similarly and Heritage week works closely with groups and organisations

who have a specific interest.

Marketing and promotion

More resources in this area have created an event calendar. During the Knox Festival, Stringybark and Carols, the City looks and feels

different as colour and energy are evident in the publicity for events. Projection projects are used to reverse project information at night into

the windows of shops that front the Burwood Highway, Stud Road and other major roads. These projections contain pictures, information,

and moving images. They are funded by the larger businesses that participate and sponsor the events.

The Knox City Council and Community Event Program calendar is accessed at Council online and printed in hardcopy. It is distributed to key

information locations such as libraries, schools and shopping centres. There is a focus on using new technology in programming, but also in


marketing and promoting the event program. Event organisers, promoters and programmers have tapped into the culture of technology and

are using it to promote events by extensive use of the internet, SMS and through key partners.

Relationships with key media outlets ( daily newspapers, radio and television) is well established and Knox’s profile as a progressive and

vibrant municipality is highly regarded through the quality of events and related promotion and publicity.

Governance and Compliance

Events are always conducted with an event management plan whether they are community operated events or Council events. Selected

relevant officers within Council view these plans to ensure matters relating to risk, health, traffic management, waste management, use of

open space and local laws are accounted for. Relevant Council staff regularly gather to discuss the impact of events and the needs for the

forthcoming year, including how efficiencies may be created.

Timing and Location

Events are timed to provide an even spread of activity throughout the year. They are also held in wide variety of places including Stamford

Park which has been developed with the intention of supporting outdoor events. Stringybark has moved to Stamford Park and consideration

is given to staging Carols by Candlelight there.

Budget

The budget for events has expanded with CPI and by the introduction of external funds. The issue of fees and charges and the widening gap

between income and expenditure at major events has been addressed by tightening control on donation collection and the development of

alternative support at events. Council now undertakes its own ventures at events. The prime purpose of raising revenue is to ensure

programming is enhanced and refreshed so that interest and high levels of community engagement are sustained to achieve the objectives of

the event program.


Council has allocated additional funding to develop the community event program through the community development fund and continues to

allocate funds for community music. To ensure the community is aware of the event program funds are provided for overall marketing and

promotion of the program.


S t r a t e g i e s a n d A c t i o n P l a n

The sense of belonging that these events create is very important for the community identity -Knox resident 2005


Strategic Goals The following strategic goals are the framework upon which the vision for the Knox City Council and Community Event Program will achieve

its full potential. They are the 6 key areas which require actions to fulfil the vision. These areas regularly surfaced and were discussed

during the research and consultation for this plan.

1. Facilitate and deliver an innovative program of events that encourages community participation, civic pride and

cultural expression

2. Ensure good governance of all events within Knox whether they are Council delivered or community driven

3. Meet council and community objectives through programming and organisation

4. Enable Community participation at all levels in delivering events including Volunteers

5. Create sustainable funding levels and to acquire external funding to add value to events

6. Provide accessible locations and timing within the program


Actions

Strategic Goal

1

Facilitate and deliver an innovative program of events that encourages community participation, civic pride and cultural expression

Action Responsibility Key Dates

Develop the Knox community choir to encourage community singing at major

events and particularly at Carols.

Cultural Services 2007-2011

Assemble a programming work group and set new parameters for Youth Week Youth Services 2006/2007

Program a more extensive range of free workshops and arts participation at the

Knox Festival

Cultural Services 2007/2008

Create an innovative project at Stringybark to focus on the environmental theme Sustainability 2007/2008

Use external funding to program one off events in different locations (for e.g.

Bayswater or Police Paddocks) to augment the event program.


Promote and publicise the entire event program either online or in hard copy Marketing and event

managers

2007-2011

Assemble a Seniors Week workgroup to explore programming ideas using the

Healthy Ageing Expo as a guide.

Healthy ageing 2006/2007

Construct programming for the Australia Day Civic event in preparation for

move to the proposed Knox Performing Arts Centre

Governance/Cultural Services 2009/2010


Strategic

Goal

2 Ensure good governance of all events within Knox whether Council or community organised

Action Responsibility Key Dates

Develop a process for community events (one stop shop)

that encourages community events and provides

streamlined administration for conducting community

events

Governance, By laws, Traffic

Management, Parks, Environmental

Health, Town Planning, Leisure

Services, Cultural Services

2006/2007

Set up a process for complying with State Government

Public Transport Events Legislation

Cultural Services and Traffic

Management

2006/2007

Review financial arrangements with groups and contractors

at festivals to ensure transparency and equality

Cultural Services

Sustainability

2006/2007

Complete requirements for Place of Public Entertainment

Kit for Community


Review Knox City Council and Community Festival and

Event Plan



Strategic

Goal

3 Meet council and community objectives through programming and organisation

Action Responsibility Due Date

Event Managers and relevant officers meet to identify policies that impact

on Festivals and events, the resource implications of these policies and

develop a plan of implementation.

All event managers

Sustainability

Cultural Services

Community Wellbeing

Integrated Risk

management

2006/2007-

Each event consider physical activity with active workshops and

movement as part of event programming

All event managers Ongoing

Introduce healthy eating policy at all Council events Community Wellbeing Ongoing

Each major event to actively program and apply Council policies that

impact on Festivals and Events including but not limited to access and

inclusion,, sustainability and risk management

All event managers

Sustainability

Cultural Services

Community Wellbeing

Integrated Risk

management

Ongoing

Stringybark Festival to develop a strong program to deliver the

sustainability message

Sustainability 2007/2008


Strategic

Goal

4 Enable community participation at all levels in delivering events including volunteers


Completion of the Knox Volunteer Framework Community Wellbeing 2006/2007

Development of Kit for volunteers Community Wellbeing

Cultural Services

Sustainability

2006/ 2007

Seek interest from community partners in developing an event/s through

the Community Development Fund

Community Wellbeing

Cultural Services

2008/2009

Introduction of new event/s through the revised Community Development

Fund

Community Wellbeing

Cultural Services

2008/2009


Strategic

Goal

5 Provide accessible locations and timing within the program


Assess the current location of Carols by Candlelight to determine if there

are benefits to relocate


Following 2007 Festival, assess timing of Cinema Under the Stars Cultural Services 2007/2008

Youth Week and Heritage Week to program more activity in the north of

the municipality

Youth Services

Cultural Services

Ongoing

Subject to resource implications develop Australia Day program at the

proposed Knox Performing Arts Centre

Governance/Cultural

Services

2010/2011

Move Stringybark Festival to Stamford Park when available Strategic Planning

Sustainability

2010/2011


Strategic

Goal

6 Create sustainable funding levels and acquire external funding to add value to events


Key festival staff to meet and develop efficiencies in the area of

temporary infrastructure at events such as staging, marquees and clean

up

Sustainability

Cultural Services

2006/2007

Advocate to state government for improved processes and outcomes for

Youth Week funding

Youth Services 2006/2007

Access funding for special projects at Stringybark and Knox Festival Sustainability

Cultural Services

2007/2008

Allocate $5,000 to be used for overall promotion of event program online

and in hard copy


Allocate $30,000 to deliver the Community Music Program Cultural Services 2007/2008

Allocate $10,000 to provide a resource to guide and skill potential

applicants to the Events Funding section within the Community

Development Fund Program so that aspirations for additional events can

be realised

Community Well Being

Cultural Services

2007/2008

Allocate $25,000 per annum to an event fund to support community

based activities

Community Well Being

Cultural Services

2008/2009


I n t r o d u c t i o n

“Festivals are a good way of meeting up with people you haven’t seen in a while….they are really good for the kids and have a great social element.”

- Knox Resident 2005


Background In September 2005 Council adopted the Best Value Review of Festivals and Events which was completed under the Victorian Government’s

Best Value Legislation. The events under review were Knox Festival, Carols by Candlelight, Stringybark Festival, Heritage Festival, Seniors

Festival and Youth Week.

The review identified the group of events as a collective Knox event program and recommended Council consider how the Knox City Council

and Community Festival and Event Program should be shaped in the future. In the continuous improvement plan of the review, it was

identified that a future plan for festivals and events should be developed. The plan would look to determine the shape of the program and

consider what improvements (if any), should be made to maximise the benefit from Council’s input.

Event Categories Knox has three categories of event within the Knox program. The first category consists of major events delivered by Council where

expenditure is in the tens of thousands of dollars. These include Knox Festival, Carols by Candlelight and the Stringybark Festival. The

second category includes smaller events delivered by Council such as Seniors, Heritage and Youth Week. These events have budgets

typically less than $10,000. The third category consists of those events delivered by the community such as The Basin Music Festival and

traders events.

The key issues addressed in the Plan The essential focus of this plan is an overarching strategic look at how the program can contribute to achieving Council’s objectives for the

Knox Community. It focuses on events delivered by Council on behalf of the community under the title of the Knox City Council and

Community Events Program. The plan primarily addresses the need to deliver the best mix of events in a program at the most appropriate

time and location. It also provides strategies and actions to ensure it is programmed in a way that contributes to Council’s objectives for its


community through the Council and Community Plan and that this is achieved in an economically, socially and environmentally sustainable

manner.

It is the intention of this document to provide an overall view of the possibilities for the event program and to see how that program may fit

within the Council vision of Knox City Council and the community: a partnership in progress, creating safe, healthy and caring communities

with unique character, committed to protecting the environment and the economic sustainability for future generations.

Specifically, the plan will provide strategies and actions for;

• The future direction for the Knox City Council and Community Festival and Events Program.

• How the community will participate in the planning, organising, delivery and evaluation of events including volunteers.

• How Council events will comply with standards for risk and event management.

• How events will meet Council’s objectives for a diverse festival and events program.

• How community events including those not directly delivered by Council are positioned in relation to standards for risk, event

management and meeting Council’s objectives for a diverse festival and events program.

• Exploration and decisions on possible models of delivery for the festival and events program.

• How the program can contribute to the sense of community pride and identity.

• What festivals and events should be held, where should they be held and how often over a 5 year period.

Methodology During the research over 40 individual interviews were conducted, small focus groups and interviews undertaken at Carols by Candlelight,

2005 and nearly 300 surveys taken at Stringybark and Knox Festivals. Over 300 surveys were also distributed to stakeholders with over 70

being completed representing a 25% return rate.


This plan draws on existing research into festivals and events including that done by the Australian Bureau of Statistics, RMIT’s Globalism

Institute, Vichealth, the Best Value Review, local Auspoll community satisfaction survey results and the Outer Eastern Sustainability

Indicators. It also uses a range of books on festivals and events, documents and plans referenced in Appendix A.

Constraints The outcomes of festivals and events can be difficult to measure. The contribution they make to build a strong community is not as tangible

as traditional activities such as ‘roads, rates and rubbish’. Although their positive impact has long been suspected, many communities are

only beginning to understand the significant role played by events in making communities liveable.

In Knox, the Auspoll survey measures community satisfaction and importance of key services. The Auspoll data collated in 2005 scores

festival and events in the very high range (Appendix B ). Although this is a positive result it does not assess the impact of festivals and

events on Council objectives such as Caring and Safe Communities or Strong and Active Community Life. Measurement should be kept

simple and as appropriate as possible, but the results should not be the only factor in making decisions about community events. Whilst

attendance figures are an important indicator of success, placing too much emphasis on numbers attending does not adequately measure the

outcomes for an event.

Future decisions regarding festivals and events need to consider and discuss the intangible and less measurable outcomes of community

wellbeing, community identity, pride of place, and community cultural expression in developing strong communities.

Pathway to the future Festivals and Events Program Developing a direction for festivals and events is a complex undertaking that requires answering four fundamental questions in relation to

local communities.

These questions are:


1. Do festivals and events contribute to strong communities, wellbeing and the development of local arts and culture?

2. Are they an effective use of Council’s resources in achieving these goals and meeting specific Council objectives?

3. If so, what is a reasonable total resource to commit to the task?

4. And then, what is the best allocation of that resource in meeting the diverse range of Councils objectives which includes a

consideration of the festival program history, the demography of the Knox community, best and progressive practice in event

planning, programming and delivery?


T h e C o n t e x t ‘Events like the Knox Carols bring together the community and it’s nice to have something that is truly yours’

– Knox resident, 2005

K
nox City Council and Community Festival and Event Plan 2007 - 2011 31

‘..at suitable times of the year he should entertain the people with shows and festivities. And since every city is divided into guilds or family groups, he should pay attention to these, meet them from time to time, and give an example of courtesy and munificence, while all the time...maintaining the dignity of his position.’

- Machiavelli, (1469 -1527) The Prince

Why have festivals and events? We have come a long way since festivities were provided by our leaders to demonstrate their ‘munificence’ or splendid generosity. Festivals

and events are now recognized as a key factor in strong communities. Communities that provide a sense of belonging and of being valued

are likely to be healthier places than those where people feel excluded and disregarded. For this reason, the sense of community in a place is

an important indicator of quality of life, and community wellbeing. A place with a strong sense of community is one in which people are more

likely to care for each other, work with each other and celebrate what is common to each other.

We asked the question; do festivals and events contribute to community strengthening, well being and local arts and culture? There is a wide body of qualitative evidence from the United Nations Economic, Scientific and Cultural Organisation (UNESCO), to Vic

Health, Department of Victorian Communities and the Eastern Sustainability Indicators that access to and participation in festivals and events

is an important indicator of strong communities and a determinant in individual mental health and well being.

World Commission on Culture and Development, UNESCO, 1996 declared that’ Culture is the foundation of our progress' and The United

Nations Universal Declaration of Human Rights states that everyone has the right to freely participate in the cultural life of the community.

Strong communities are built through a combination of government, community and business action. Government can help build and support

partnerships by undertaking quite simple actions like supporting volunteers, investing in local leaders, creating safe and vibrant public places

and providing opportunities for participation and involvement in recreation and cultural activities (Department of Victorian Communities 2005).


Research was commissioned by Vichealth and undertaken in 2004 by RMIT’s Globalism Institute regarding the success of local festivals and

events in contributing to health and wellbeing outcomes for communities. The summary of findings indicates that although there is not

scientific evidence, all researchers in the area believe that festivals and events are a unique and positive force in the community ( McQueen

D. 2004). In Knox, Auspoll statistics relating to community satisfaction indicate a high level of importance for festivals and events and high

satisfaction in the way they are delivered (Appendix B )

Participation helps build networks and there is evidence to suggest that the simplest forms of participation, such as attending events and

helping neighbours, are precursors of strong networks that ultimately lead to collective action and strong governance arrangements in local

areas (Perkins, Brown &Taylor 1996)

Participation in the wider community builds social cohesion and connectedness and therefore reduces isolation which is a recognised social

determinant of health. In a survey conducted in late 2004, 57% of Knox residents said they had attended a community event in the past 6

months (Landworthy & Brunt, 2005). This figure was marginally below the state average of 63%, however the majority of metropolitan

councils fell between 37% and 52% (Dept Victorian Communities, 2005)

Are they an effective use of Council’s resources? A majority of councils make a significant contribution to festivals and events in their community. They represent a unique way of publicly

expressing and engaging in community dialogue about civic pride, identity, economic development, creating social connections and

demonstrating the strength of communities. They are a key use of Council resources in meeting Council and community objectives. In Knox,

these objectives are summarised in Knox Vision 2020 with the strategies to achieve the objectives set out in the Council and Community

Plan. The most recent completed plan spans 2006 -2010.

What is unique about festivals and events? Festivals and events enable specific groups, organisations, businesses and the broader

community to work towards a common goal and in part, learn from and about one another through this process. They are a positive force in

this respect. Festivals and events are one of the most positive areas of Council activity. During the consultation for this plan a person


described festivals and events as ‘ Council’s way of giving back to the community’. Of course, Council delivers a wide range of services to

the community everyday, but events are recognised as a unique way of contributing to the way a community feels.


Comparative analysis

Municipality Population Dedicated Events Unit (Yes/No)

No. Events Staff

Banding range

Approx. Events budget

Community Event Grants (Yes/ No)

Community Event Grants (non-Council events)

Council Events Community Events

City of Casey

222,804 Yes 2 FT + 1 temp

6, 5 $385,645 (plus temp staff)

Yes Approx.$100,000

10 Major Events & 20 Minor events Major – Australia Day $20K MRA Cranbourne Run $35K Casey Kids Carnival $32K Riding of the bounds $3.5K

Frankston City

110,179 Yes 4 x FT 7,6,6,5 $500,000(includes salaries)

Yes Currentlyplanning a $20,000 program

2 Major events Sea Festival $140K Carols $100K 3 Medium Range from $15-$25K 6 Small Also facilitate community events

Commonwealth Games

Knox City Council

150,044 Yes 12.5 FT The main activities are completed by 4 staff in both full and part time capacity.

7, 6, 5 This represents the bandings directly associated with events.

$432,000 (includes events, festivals and direct salaries).

No – a limited amount of funds are distributed in the Community Development fund, however there is no ‘community events fund’ as such.

$0 No formal allocation

Melton 76,000 Yes 3 FT 7, 6, 5 $340,000 (includes salaries)

Yes $40,000(arts and events)

Keep Australia Beautiful Wine Festival Openings/Launches Djerriwarrh Festival $60k

$40K give to community groups e.g. Equestrian


Carol x 4 Australia Day Melton Plate – Harness Racing Art Festival Fishing Expo Administration for Tourism and Heritage Development.

Group/Swimming Club/Local Speed Boat Club for annual events.

Latrobe City Council

70,300 Yes 4 (Intern 2 days/wk)

7, 5, Trainee, 4

$330,000 Yes $82,000 Commonwealth GamesQueen’s Baton Relay $12K Gippsland Regional Lifesite $60K

East Gippsland Shire Council

40,611 (2001)

Yes 3 6, 5, 5 $300,000 (includes salaries)

Yes $60,000 The budget of $300K includes Cultural Services so only $188K is for events which include 4 Major approx $40K Twin River Beam Fishing Comp Australia Day x 7 Inkind to service groups for Carols x 4

Commonwealth Games Sponsorship

Bass Coast Shire Council

24,000 - 60,000

Yes 3 (1xFT;2x10hr/wk)

7, 5, 6 $330,000 Yes $50,000 Supports community groups with administration, promotion and sponsorship • V8 Super Cars & Bikes • Grand Prix • Roxy Girls Surfing • New Years Eve Schoolies Week

How much should Council spend? During late 2005 and early 2006, Council participated in a Benchmarking exercise regarding festivals and

events. The following table approximately indicates what Councils who participated in the survey allocated to their events program.

The table above demonstrates that Knox City Council allocates a similar amount to festivals and events as other councils participating in the

survey. Knox allocates much less than most when the population of each Council is taken into account. The City of Casey has the lowest


per capita figure of $2.17 followed by Knox City Council who contributes $2.87 per resident.2 Frankston City Council contributes $4.50, Melton

$5.00, Latrobe $5.80, with Bass Coast $6.30 and East Gippsland $8.80 per resident.

The other factor of note in the survey relates to the allocation of community funding for events. Most councils participating allocate

substantial event funding for the community to access. Knox and Frankston are the exception to this. However Frankston is currently

proposing to implement an event fund. It should be noted that there is no formal allocation at Knox for the development of community driven

events through a community grants process. Notwithstanding, there have been groups who have succeeded in acquiring funding through the

current Community Development Fund. In the second benchmarking exercise the comparison focussed on compliance, policy and procedure for festivals and events. Council was at

a similar stage to most councils in relation to compliance particularly with the Place of Public Entertainment Permit and the development of

this plan. A table of results is located in Appendix C. The one difference between Knox and other councils is the published program of

events. Council has some event information on its website but needs to produce a Knox City Council and Community Event Program

calendar.


Consultation During 2005 and 2006 consultation was completed

regarding festivals and events in Knox. This

consultation consisted of surveying, group

consultation and individual interviews.

Surveys Over 300 surveys by interview were taken at

Stringybark and the Knox Festival as well as small

consultations and discussions with the author of

this plan. There were over 320 general event

surveys distributed to event participants and

stakeholders asking broad questions about the

event program with 74 returned. The average rating

by respondents for each of these questions

appears in the graph opposite.

Overall, response to the questions in the surveys

was positive. Respondents rated most aspects of

the program as high (in the 4-5 categories). The

rating for professional event management was high

as was Council support to events including temporary

Non Commercial Stakeholders Survey Results

3.23.43.63.8

44.24.44.6

How well

EP celeb

rates

a uniq

ue Knox

Relevan

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P to Knox

Communi

ty

Council

suppor

t communi

ty at ev

ents

Provisio

n of te

mporary

infras

tructur

e

Range o

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rmances

and ac

tivities

How well

is them

e pres

ented

at even

ts

Showcas

ing sk

ills of

local c

ommuni

ty

Bringing

qualit

y perfo

rmanc

e toKnox

Profess

ionalis

m of eve

nt mana

gement

Informatio

n prov

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cil

How well

event p

rogram

prom

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Level o

f diver

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EPTiming

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How va

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is EP yo

ur grou

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Rating

EP = Event Program Rating = average rating provided by respondents on a scale 1 poor - 5 excellent Non Commercial Stakeholders = those respondents not deriving profit from events

i.e. community groups and community members

infrastructure.


Other surveying included Commercial Stakeholders (see Appendix D). Commercial stakeholders are those contractors and stall holders

gaining profit from events. Commercial stakeholders rated the professional event management as very high with 63% of respondents rating it

5 out of 5.

Questions relating to promotion were answered with a consistently low rating across all surveys. Promotion and a demonstrated link to the

theme of events were the two areas receiving the most negative attention in the surveys. The non commercial stakeholders also rated the

evidence of the theme of the event as low. A full results table is located in Appendix D.

Consultation Consultation for the plan consisted of face to face interviews with Councillors, staff and stakeholders as well as small discussion groups held

at Carols by Candlelight in 2005 whilst people sat on the grass waiting for the program to begin. Interviews were conducted with members of

the community at Stringybark Festival in 2005 and at Knox Festival in 2006.

The findings of the surveys were supported in the key qualitative outcomes of the consultation with consistent comments about the lack of

promotion of the program. Many also felt there was a need for greater emphasis on the theme of events to provide a strong focus.

Consistent with the surveying, many people involved in the consultation supported Council’s professional event management. There was

positive discussion about the 2006 Knox Festival, 2005 Carols by Candlelight and the 2005 Stringybark Festival. Heritage and Seniors

received low response and Youth Week was referred to sparingly. There was a low level of recognition for these smaller events which is

commensurate with their size and budgets.

The comments, questions and discussion drawn from this consultation can be found in Appendix E . A list of people consulted is included in

Appendix F. Following are the most consistent aspects of the consultation raised.


Survey and Consultation Outcomes The major areas raised repeatedly during the consultation were;

• Greater empowerment of the community in delivering events by providing opportunities for active community involvement in the planning and delivery of events. Examples include Council producing an event manual for community use and to establish a specific program for initial funding to community organisations to stage events.

• Recognition of the high quality of event management and the passion and professionalism of staff in delivering events

• A need to make the theme more apparent at all events • The great contribution volunteers and community organisations make to the delivery and success of

festivals and events • A desire to express cultural diversity and indigenous culture within the event program • The great contribution that local events make to developing and maintaining a sense of community.

Examples include Australia Day celebrations, and the Basin Music Festival • A strong focus on the need for free activities for children to keep events accessible in terms of their cost • Concern to ensure that there is increasing provision of healthy foods and a reduction on high fat (fried)

food content • The enjoyment and importance of carols and community singing • More promotion of the entire events program. Examples include permanent displays on vehicles, fridge

magnets • Improvement to integrating Council and community objectives and values throughout the festivals and

events program • The opportunities provided by events to smaller community groups to network with each other, to fund

raise and to promote themselves.


Sector Analysis In the previous decade there has been a steady growth in the festivals and events market. There are more community festivals, events and

competing interests, together with a greater level of niche events and tourism based festivals. We are now at a point in time where various

evaluation processes in relation to the festivals/events sectors are being initiated at federal and state level.

There are three standout operational issues, identified at both federal and state level, as impacting on the effectiveness and sustainability of

festivals and events. These issues are:

Volunteerism – attracting, managing, servicing and maintaining volunteers

Compliance – Identifying and managing the risks,

Resources – time, money, creative and management skills

On the creative side, the biggest challenge identified for a municipality such as Knox, is encouraging community engagement in local life.

Many families and individuals are often isolated, enjoying home entertainment available through technology in their own lounge rooms. How

can government agencies develop cultural product that encourages inclusion, interaction, active participation, and social cohesion within

communities?

Local Government In relation to community events by far the largest investor is local government. Although exact figures are not known, it is estimated that

adding up the total dollars invested by local councils into festivals and events across Victoria the figure would be much greater than the

investment by state government in all other festival/events ventures. There has been an acknowledgement of local government as the

champion of community artists and of councils as key players in developing new audiences and engaging community. This acknowledgement

is reflected in funding programs such as the Arts Victoria ‘Artists in Communities’ program actively encouraging and supporting partnerships

between artists and local government. An example of this is the ‘Pump Up’ project completed by artist Christopher Langton at the 2005 Knox

Festival. Identified is the trend, clearly apparent since the centenary of federation celebrations, of state and local government to intersect in


the festivals/events sector. This trend is highlighted in the delivery of the Commonwealth Games celebrations with funding for events

provided through local government. In Knox this resulted in the development of the Commonwealth Choir, the highly successful Party

Pacifica event and the Knox Sporting Heroes project and exhibition.

Festivals and events within local government have evolved to include major events that mark a municipality as unique and capture the

aspirations of communities. For major events to be successful, the expertise of programmers who are experienced in contemporary cultural

development and arts practice is required. This experience is drawn from a wide body of knowledge accumulated over the many years of

engagement. Further, the evolution of festivals and events within many municipalities has evolved from the cycle of community initiated

events, reached a plateau and then disbanded under the dual pressure of regulatory requirements and the demands of sustained delivery. A

new method of developing community driven events is required. The method should be more flexible and enable them to cope with these

requirements and relieve volunteers of the need to deliver annually and for many years. The focus is on collaboration, co-operation, and

augmentation and the creation of a one-stop shop approach in terms of operational logistics.

According to Arts Victoria’s analysis of the festivals/events sector the currents trends in festival/event construction at local government level

reveal a movement towards economic and cultural efficiency. Councils want:

• greater effectiveness in use of resources

• greater flexibility of response from all departments

• increased quality of output for both local and visiting communities participating in festivals and events.

What is happening in Knox? Knox has also changed its program to meet the needs of the community with Stringybark Festival targeting sustainability issues whilst the

youth, heritage and seniors events addressing the diversity of ages and demographic profile for Knox. Knox Festival meets community need

by offering the only opportunity for a large diverse broad based community event. It is recognised that many of the issues affecting the wider


festivals sector are applicable to conducting activities in Knox. The difficulties of volunteerism, increasing need for compliance and the battle

to maintain and effectively use resources will also be important factors for the future of festivals in Knox.

There are other festivals and events in Knox that have similar logistic and compliance issues. These events range from community group

events to major sporting events and other cultural and recreational activity. Over time the Place of Public Entertainment Permit will be

applied to many of these. Council will increasingly need to concern itself with the activities going on in the municipality even if it is not

delivering the event. There are two ways to deal with this. One way is for Council to devise a process of compliance and enforce this on all

parties wishing to hold an event in the city through the permit process.

Another more effective method is to actively engage community groups and other parties to build relationships and community capacity and

recognise the positive aspects all festivals and events bring to the city. Council should seek to enter partnerships to support groups and

organisations in complying with relevant legislation. It might also assist in the planning, risk assessment, marketing and promotion of

activities whilst allowing groups and organisations the freedom to conduct the activities within this framework. In this way Council builds the

capacity of the community to conduct meaningful activities within a supportive and low risk framework. This encourages a vibrant and active

community rather than setting up barriers to participation.

The Council and Community Plan and Knox Vision 2020 The Knox Community and Council Plan is structured with Key Result Areas (KRA) to fulfil the objectives and meet the overall vision outlined

in Knox Vision 2020. This vision is ‘Knox City Council and the community: a partnership in progress, creating safe, healthy and caring

communities with unique character, committed to protecting the environment and the economic sustainability for future generations.’

The new Council and Community Plan is currently being drafted. Many of the Key Result Areas relate to the Event Program. These include

Caring and Safe Communities, Vibrant and Connected Communities. Within these Key Result Areas are objectives for Strong Communities,

Active Community Life and Sustainable Natural Environment.


The following Council strategies outlined in the Council and Community Plan will be addressed in part by the Knox City Council and

Community Festival Program 2007 – 2011.

• Providing public spaces, activities and events that promote stimulation, ideas and imagination for individuals and groups

• Creating a higher level of awareness and understanding of the role and importance of arts and culture in shaping the vibrancy and

identity of Knox

• Facilitating empowerment of individuals and communities to participate in shaping their current and future community environment

• Facilitating access to services and activities that reduce social isolation by connecting people with communities

• Facilitating service planning, coordination and integration through a community capacity building approach

• Addressing personal and community health and well being through the promotion of healthy lifestyles and access to a range of quality

leisure and recreational opportunities

• Demonstrating environmental leadership by undertaking Council projects that utilise sustainable practices

• Leading and demonstrating energy efficiency, greenhouse emission reductions and air quality improvement

Festivals and events in Knox are the creative, participatory, public expression of the above vision for the Knox Community and are

recognised within the Council and Community plan which links to service plans and departmental business plans. They provide a unique

opportunity for local engagement and social inclusion.

Links to Plans There is a strong link between festivals and events and Council’s strategies and plans. The Arts Plan 2003-08, Healthy Ageing Plan 2002-06,

Youth Plan 2003-08 and the Sustainability City Strategy 2001-2010 are all connected to the festivals and events program. Each has a

message and a set of values that are publicly expressed through the events program. The Arts Plan has specific outcomes for festivals and

events including this plan and the objectives of bringing more external funding to festivals and events. The event program is unique in its

capacity to draw connections between art and life by providing accessible yet meaningful cultural activity.


P r o g r a m A n a l y s i s ‘I have found Stringybark festival to be so important in highlighting land care and water saving as well as giving children contact with animals in a positive and instructive setting

– Knox Resident 2005


Introduction There is not a single model of approach to the development of festivals and events. Communities, councils and places differ from one

another. Each has distinctive qualities, demography, geography, skills, desires, interests, heritage and other definitive characteristics. The

following analysis looks at the event program holistically. For more details on individual events and their history, objectives, target audience

and budget, see Appendix G.

Best Value The key outcomes for the Best Value Service Review of Festivals and Events identified a number of things Council does well, together with

improvements that should be made. Principally, it identified the Knox Event Program as the public expression of Council’s overall vision of

Community and Council, a partnership in progress.

The Best Value Review of Festivals and Events demonstrated the need for Council’s individual events to be seen as an event program and to

improve marketing, programming and administration in the planning and evaluating of events within strategic objectives.

Critical to the success of the event program was

• maintaining a volunteer base

• ensuring the quality and diversity of programming

• greater integration and regular strategic planning

• improvements in the provision of information to the community

The major outcome of the Best Value Review of Festivals and Events was the development of a future plan.


Timing of the Knox City Council and Community Festival and Event Program Below is the calendar year indicating the timing of the Knox Festival and Event Program.

Event 2005 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Australia Day

Youth Week

Seniors Festival

Knox Festival

Basin Music Festival

Reconciliation week

National Sorry Day

Stringybark Festival

Heritage Festival


The above table demonstrates a crowded program in late spring and late summer with little activity at other times. The timing of smaller

festivals such as Seniors, Youth and Reconciliation Week are dictated in part due to federal and state government funding for these

programs. There is also a range of community events such as The Basin Music Festival, Bayswater Craft Market and various retail traders

events.

Timing The current timing of the program and individual events is known and predictable. Their position within the calendar year has been achieved

historically and seems to work. There is very little activity during the middle of the calendar year with most activities programmed in late

spring and early autumn. This causes a crowded program at these times which affects event management. It is normal in the Victorian


calendar year to straddle the summer, however a number of Councils such as Melton have scheduled major events in mid winter to provide a

more balanced approach to the timing of events and to take advantage of low activity periods.

The event that could be moved most easily is Cinema Under the Stars.

Location The location of events should be accessible to everyone including young people, older people, people with a disability and those with poor

access to transport. Currently, the location of events is focussed at one end of the municipality with 58% of the total program budget

expended on two major events in one location. Moving the Knox Festival would impact upon the tradition and history of the event as well as

the existing permanent infrastructure that supports the event.

Carols by Candlelight could be moved and spread the festival budget into a wider geographic area. Stringybark Festival could also be moved

to Stamford Park as the site could integrate public event infrastructure during the design and development stage. This should be considered

during the planning and development of the Stamford Park project.

In the following location map, the concentration of major events is primarily in the southern half of the municipality. The location map

demonstrates the need for greater balance in this regard. Distance is not always a barrier to participation; however festive events bring a

stronger sense of place and identity to communities. The Knox community living north of Burwood Highway has the highest concentration of

older residents and the lowest socio economic indicators.


Location Council’s Major Festival and Events

This map indicates the location of events within the festival and event program

• Knox Festival

• Carols by Candlelight

• Stringybark Festival

• Australia Day

• (S) Seniors festival (2005)

• (Y)Youth Week (2006)

• (H) Heritage Week (2005)

Knox Festival, Ferntree Gully Reserve


Cinema Under the Stars, Tim Neville Arboretum

H

Y

HY

H

s H

s

s

s s

H

Y

Australia Day, Civic Centre

Stringybark Festival. Rowville Community Centre


Demographic analysis Statistics analysed by Knox City Council’s Social Planning and Research Team indicate that Bayswater and Boronia are the most

disadvantaged locations in Knox. The Basin is the fourth most disadvantaged location along with Scoresby. These places experience

disadvantage relating to income, housing, employment and family status compared to the rest of Knox.

Average Income for Knox Suburbs 2001/02

41000

40000

39000

38000Average Individual Income

37000

36000

35000

34000

33000

32000

31000

30000

Victoria Knox LGA Wantirna WantirnaBayswater Boronia Ferntree Knoxfield Rowville Scoresby The Basin FTG,SouthGully Upper

FTG,Lysterfield

Suburb


Map of Distribution of Disadvantage

A quick scan of the preceding location map for festivals and events demonstrates that programmed event based activity by Council is also at

a low level in this location. Specifically, the three major events are not represented north of the Burwood Highway. There are exceptions to

this in relation to smaller events, with Bayswater Craft Market, The Basin Music Festival and a range of smaller seniors events programmed

as part of Seniors Festival. Programming for Heritage and Youth week moves around annually, however there is a tendency to focus on or

south of the Burwood Highway spine. Seniors events are the only activity in the event program that consistently occurs in the north.


Resource Management The festivals sector is one of the most active in the area of risk related compliance. The annual change to programming and engagement

with large sections of the public in confined spaces and compressed time scales has lead to an increase in costs across all aspects of staging

an event.

The need for this level of risk management is not questioned here. The difficulty is that without budget increases, funds need to be drawn

from programming such as singers, performers and artists to fund temporary infrastructure requirements that have increased at a rate above

CPI. Added to this is the success of the events and the increase in groups wishing to be involved. Council currently subsidises the

temporary infrastructure for these community groups through the festival program. Servicing the needs of more groups each year may mean

less money for programming and promotion.

For example, staging requirements at Carols by Candlelight have increased with the need for greater safety for larger numbers of people.

Cable trays or covers that ensure cables are safe for the general public were not in use just a couple of years ago. They now cost over

$1000 to hire. This is approximately the same figure allocated for the headline act. Additional funding needs to be found for the increase in

risk related compliance or there may be a reduction to the program and acts people came to see. Resource requirements vary depending on

available infrastructure and the needs of each event.

Fees and Charges There is a fees and charges shortfall in the current delivery of the Knox Festival, Stringybark and Carols. This is due mostly to the ‘donation’

at the gate and the reticence to submit fees and charges increases for site fees. There is no current mechanism for realising the shortfall of

funds as Carols by Candlelight like Knox Festival and Stringybark has no capacity to charge gate fees or increase donations made. This

effectively means that these events increasingly use programming funds to meet infrastructure needs. Each year the gap between income

and expenditure widens as the ‘donation’ at major events effectively depreciate (it was a gold coin donation in 1982). This aspect must be


addressed to ensure the future economic sustainability of the Knox Festival and Event program. The collection of donations is also in need of

some structure to ensure transparency and continuity.

External funds need to be accessed as part of every proposed approach. These funds provide a catalyst for activity and refresh

programming. There is a strong case for a greater contribution from government grants to augment the programming at festivals and events.

This is particularly evident with new initiatives or programming ideas that may be defined in project terms and therefore more likely to be

successful. It is important for officers to continue to access these funds on behalf of the Knox community.

Consideration should be given to devising methods of obtaining the necessary funds to sustainably support the program. This may be done

by Council charging a fee at the gate for Stringybark and Knox Festival (although this would incur a cost as fences would be required), raising

site fees or undertaking its own ventures at events to recoup programming costs such as selling water or suppling healthy food.

Volunteers Volunteers play an integral role in the organising and delivery of the event program. They are integral to help plan, deliver and evaluate the

program and the experience for them should be a rich and rewarding one. Volunteers have been reasonably well organised although some

‘festival fatigue’ is evident. Council officers are a volunteer source that should be applauded and developed. Council officers and other

volunteers should not be ‘begged’ to be part of the program. Managers and Directors should encourage officers to volunteer as an

opportunity to engage with the Knox Community and contribute outside their work area.

Potential volunteers such as Council officers and other community volunteers should be provided with more detailed information about what

is required through meetings and written information. Some volunteers could form part of the ‘team’ delivering the event and therefore feel

they make a valuable contribution. Others may be only interested in providing a few hours on the day so different levels of volunteer need to

be identified. Recognition of their effort and its importance is critical to sustaining a volunteer base for the Knox Event Program.


The one off event The one off event or project based event will become more prevalent in the future. Communities looking for new ideas and refreshed

programming will use the one off event. An advantage of the one off event is that it is programmed specifically for one occasion and is not

location specific. For example the Party Pacifica event that occurred as part of the Commonwealth Games was unique by design and had a

creative energy that drove a very successful event. To try the same approach in 2007 at the same site would make it difficult to live up to the

previous success. However the one off event is very labour intensive to program and infrastructure is usually more expensive. For this

reason the one off event is not recognised as a good model for delivering the entire event program. It should be used for project based

events and to augment the existing event program

Community Engagement There are a variety of models that may be used to facilitate community engagement and participation in festivals and events. Knox has

traditionally fixed on the model of direct delivery, particularly with regard to major events. Knox Festival has a committee with elected

members, Stringybark has a community advisory committee and Carols by Candlelight has no formal committee. Smaller events such as

Heritage, Youth and Seniors Festival have taken a dynamic and participatory approach to the planning and organising of events by engaging

in direct partnerships. This is an appropriate model for these events. There are also some small events funded as part of the Community

Development fund such as The Basin Music Festival.

An empowering partnership with community engagement has the potential to develop in Knox. In most municipalities there is a provision (as

indicated in the benchmarking) for community run events to access Council funding and advice. In Greater Dandenong, Casey, Yarra

Ranges and Boroondara allocations of between $20,000 and $40,000 are made to community organisations to run larger events. In Knox

potential event organisers are not actively encouraged to apply although the Basin Music Festival, the Rowville Centenary Celebration and

the Bayswater Traders Christmas event are examples of successful applicants. A Festival and Event Fund would augment the existing

program and provide for a more diverse and dynamic relationship and a true “Council and Community a partnership in progress”. Event

funding would be more responsive and enable developmental work to guarantee successful events.


Community engagement needs to be more meaningful than providing temporary infrastructure to organisations and allowing them to expose

their goods and services to the wider community. There are great opportunities for community engagement through the arts across the

festival program and particularly within those events delivered by cultural services.

Programming Programming is the key to a successful event both in popularity and in meeting Council’s objectives for the event. Programming is the activity

that makes an event different, interesting and engaging. It includes performance, arts and cultural activity and workshops. Programming of

events should be given more time and resources and must be allocated within event budgets to ensure programming is properly addressed.

Where specific expertise in this area is required it should be contracted as part of the organisation of the event.

There are three models of approach to programming to be considered:

1. Single programmer to provide professional programming ideas and assist in developing the programs for every event in Council.

2. Programmer brought in as a contractor or casual staff to assist in the development of a specific program for a single event.

3. Professional development of existing staff to provide responsible staff members with the skills and knowledge for the creation of

diverse and interesting festival programs.

Marketing and Promotion The most commented upon aspect of the event program in the surveying and discussions are marketing and promotion. There is a tendency

for many stakeholders and community members to believe that more promotion means more people and that people are not aware of events

occurring and if they were only aware, they would attend. The promotion of anything including events is not as simple as this.

There are two components to the promotion of the festival program. The first is the promotion to the wider community (who may not wish to

attend) of an event that Council is delivering to meet specific objectives for the delivery of the Council Plan and Vision. This is of benefit to


the whole community and may be seen as information for all about Council’s activities and services. The second is to target those who have

been involved before and those most likely to attend and to ensure they are aware of how they can participate or attend the event. More

resources in the promotion of the Council and Community event program will unify the program, improve attendance and promote Knox as a

culturally active place to live.

New media has had a great impact on the way individuals and communities receive information. Information about events has traditionally

used some static signage, newspapers, direct mail, posters and brochures. There are opportunities for promotion through word of mouth or

SMS which is a kind of technological real-time word of mouth. The internet could be used to stream the festival directly as it happens.

Technology and tradition could combine to refresh the event program.

Event Management, Compliance and Financial Transparency The events listed as part of the event program are directly delivered by Council or under Council’s control. Therefore Council has some

liability for all of the activity undertaken within each event of the program. Council is also partially liable when community groups deliver

events in Council open space or at Council facilities.

Council is responsible for compliance by assessing and minimising risk and managing activities conducted within relevant guidelines for risk,

financial management and governance. Information is provided by Council through the current ‘Community Skills’ workshops relating to

events. These workshops assist individuals, groups and organisations to run successful events. The workshops could also address issues

of compliance, safety and Council requirements. There also needs to be more information provided to Council by organisations participating

in events (particularly larger organisations). Such information might include how these groups satisfy access and inclusion, public risk and

sustainability issues. It is also important to know what value (financial or otherwise) they gain from participating in the event. Surveying and

consultation has indicated significant value, however the actual financial value is not yet known. There are also aspects such as equal

access to the benefits of events that need consideration.


Council administration The Best Value Review of Festivals and Events identified a growing need for Council to have a policy and procedure regarding the use of

open space and Council facilities for events. There are differences in methodology in dealing with council employees and community

members when it comes to events. The Place of Public Entertainment Permit, Risk Management, Traffic Management, Council Grants, Use

of Facilities, Open Space Management and Environmental Health all play a role in the delivery of safe and successful events. They are also

all in separate parts of the organisation and treat each aspect above differently. This is an issue for most Victorian councils. Some councils

have not yet addressed these difficulties whilst others have developed procedures to gain some control over the changing environment (see

appendix C).

There is a need for a simplified approach to consent for an event. Responsible Council officers in the areas of Traffic Management, Parks,

Leisure, Environmental Health, Local Laws, Risk Management and Event Planning need to gather and assess events proposed by the

community. If these areas cannot be gathered together then at least a system that ensures key officers have viewed an event management

plan should be developed.


R e c o m m e n d a t i o n s

‘It is council’s responsibility to use the funds and connections it has to create community events on a scale that individual community groups could never manage by themselves.’

- Knox Resident 2005


Introduction Under the title “Pathway to the Festival Program’ earlier in this document, four steps were outlined to determine the Knox City Council and

Community Festival and Event Program for 2007-2011. So far the first three of these steps have been explored. The fourth asks the

question, ‘what is the best allocation of that resource in meeting the diverse range of Councils objectives?’ The following recommendations,

and summary actions in conjunction with the earlier vision and actions answer this question by using the outcomes identified in the preceding

analysis of the festival program.

There is recognition through interviews, surveying and data collected that events in Knox are well organised and provide well for community

engagement and interaction. There is also a need to connect the program and its administration more directly to Council objectives. In some

cases this requires active programming, in others it is simply a matter of connecting activities to objectives such as the link between the

physical and recreation activity that occurs at the Knox and Stringybark Festivals and Council’s objectives for active recreation and physical

wellbeing.

The research indicated the need for more community participation in driving events, changes to the location and timing and greater

transparency in administration with groups. The following recommendations for the Knox City Council and Community Festival and Event

Program are drawn from this research and integrated within the expansive vision at the beginning of this plan.

Knox should have a creative event program that culturally enriches the community through partnership with Council by celebrating and

expressing what is unique, fun and important to the people of Knox. The Event Program should be linked to Council’s objectives for its

community. It should be delivered in a way that is progressive and actively encourages community participation and engagement including

volunteering at all levels from planning through to delivery. Programming should be the responsibility of an experienced programmer. It

should comply with all financial, statutory and risk related requirements. It should be regularly evaluated and refreshed to ensure the program

is diverse and accounts for the changing needs of the community.


Recommendations Programming

• using professional programming to improve the quality of events and relevance to Council’s objectives

• sustaining current major events

• integrating Community events as part of the overall program

Compliance, Risk and Governance

• administer program with financial transparency and equality (including financial benefits to community participants)

• manage events with increased consideration of risk and account for Council vicarious liability

• one stop administrative approach for community events

• Access and Inclusion Policy to be applied more thoroughly to all events

• key festival staff to meet regularly and exchange information and ideas

• review the program every 5 years

Council’s Objectives

• using events to deliver Council’s message

• identifying events as part of the Knox City Council and Community Event Program

• greater focus and evaluation of the objectives for each event

• stronger emphasis within the overall program on a community driven event

• all events addressing sustainability issues such as waste wise, natural environment, use of cars and public transport

• healthy eating by moving towards food outlets that at least provide a healthy option

• increased physical activity by encouraging active workshops and movement

• emphasis in all events on social connections, particularly smaller festivals such as heritage, seniors and youth week


Community Participation and Volunteers

• greater emphasis on development of Council staff and community volunteers

• all events addressing greater community participation

Resources

• $25,000 be made available for delivery of Community events through the Community Development Fund

• $10,000 to provide a resource to work with potential applicants to the Community Development Fund

• $5,000 be made available for promotion of the whole program

• $30,000 be made available to deliver the community music program

• sustaining current sponsorship levels

• management of events within human and program resources

• increasing the contribution of State and Federal grants to major events for programming

• alteration to income stream to maintain subsidy percentage and sustainable delivery

• contracting collectively to achieve efficiencies for temporary infrastructure between Carols, Stringybark and Knox Festival

Promotion

• focussed event program with a published calendar of events

• targeted marketing and promotion particularly of smaller events

Location and Timing

• greater access to events in the north to north west of the municipality

• provide for the mid winter and spread events more evenly

Arts and Culture

• access to arts and culture by offering participation in cultural activities that reflect and develop the identity of Knox.

• Greater focus on cultural diversity and indigenous issues

• Building on current community projects such as community singing developed as part of Commonwealth Games


Financial Statement and Summary Action Plan 2007 – 2011 Financial implications for the festival program will be addressed through the budget process for each financial year. Below the financial

implications are summarised for each year of the proposed program. It should be noted that proposed strategic improvements outlined in the

plan need to be carried out whilst delivering events. For this reason improvements should be made slowly.

Event 2006/07 2007/08 2008/09 2009/10 2010/211

Financial implications

CPI increase to Festival Budgets All event managers to meet and implement cross Council efficiencies

Subject to outcome of Business Case, allocation of additional $5,000 to promote Council’s festivals and events Assess opportunities to increase income including fees and charges Subject to outcome of Business Case additional support for community music program Subject to outcome of Business case an allocation of $10,000 for a resource to work with potential applicants to the Community Development Fund (events section) Prepare Business Case

Achieving external funding for programming at all events Subject to outcome of Business Case allocation of $25,000 to Community Development Fund or reallocation of existing money to support new event/ events

Consolidation of funding rising at CPI augmented by further external funding. Infrastructure costs in preparation for move to Stamford Park

CPI increase


Event 2006/07 2007/08 2008/09 2009/10 2010/211

Prepare Business for

Community Music Director

Subject to outcome of Business Case an allocation of $30,000 to appoint Community Music officer to develop community Music program and apply for external funding for 2008/2009

Subject to success of funding application continue program and prepare a paper & report to Council on plan for ongoing program

Implement adopted plan

Community Events fund

Prepare Business Case to provide funding for sources to work with potential applicants of the Community Development Fund (events section - $10,000) Prepare Business Case to provide funding to increase accessibility to Council events - $10,000

Prepare Business Case for allocation for Community events fund $25,000. Seek potential partners for future community driven events

Consolidation of community Events Fund

Report on success or otherwise of program

Compliance Convene work group for one stop shop approach, to address State Government Public Transport Legislation, and consent for event process Complete Event risk assessment guide for community activity. Review financial arrangements with

Continue meeting of work group to ensure events operate smoothly and in accordance with good governance





Event 2006/07 2007/08 2008/09 2009/10 2010/211

groups and contractors

Council Objectives

Convene meeting of event managers to explore healthy eating, physical activity and access and inclusion

Continue group meeting to discuss integration of Council objectives



Review

Stringybark Consolidate success and explore improvements to sustainability message

Stronger integration of sustainability message through programming, achieve external funding

Consolidate program and plan for relocation to Stamford Park

Relocate to Stamford Park

Consolidate move to Stamford Park Review Event

Carols Maintain programming of event

Introduce community choir

Access possible alternative locations

Implement outcome of assessment

Review Event

Knox Festival Consolidate recent success and build program with more free activities

Develop a major arts participation project with external funding. Assess date for Cinema Under The Stars

If appropriate alter date for Cinema under the Stars and access external funding to augment program. Consolidate arts programming

Develop program further to achieve a major arts event

Review Event

Youth Week Convene work group to plan and set new parameters for youth week that assist in meeting youth plan outcomes

Launch new youth week program

Consolidate Youth Week program

Consolidate Youth Week program

Review Event

Heritage Festival

Consolidate partnership to provide a diverse program

Consolidate partnership to provide a diverse program and assess/review week

Ongoing Ongoing Review Event

Seniors Week Convene workgroup to assess event and create

Integrate Council’s objectives with a view to

Consolidate new program

Consolidate new program

Review Event


Event 2006/07 2007/08 2008/09 2009/10 2010/211

greater partnership empowering community.

encouraging activity and social connection using Healthy Ageing Expo as a guide

Australia day Initiate Australia Day discussion with a view to broadening community participation

Convene a working group to discuss and quantify:

• Increase in access

to Australia Day • The resource

implications of the increase

Subject to resources present new program for Australia Day 2009

Consolidate program Prepare for relocation of Australia Day to proposed Knox Performing Arts Centre

Promotion Prepare Business Case for increased promotion of program - $5,000

Promote total event program online and in hardcopy



Review

Performance indicators We will know we are achieving these goals in part when the following targets are met. Each event will measure these indicators

Description Key Performance Indicators Targets

Quality Alignment through Plans 100%

Community satisfaction with festivals and events measured by CSI level 75%

Compliance with Waste wise over a 5 year period 100%

Compliance with safety and risk assessment 100%

Cost Standards Total annual net expenditure No net change other than CPI and

new programming


Programming % of attendees satisfied or very satisfied with the Festival Program 80%

% of attendees who would come back 90%

Attendance & Participation Total annual attendance greater than 50,000 100%

Total level of Volunteers greater than 600 100%

Marketing and Promotion Level of positive publicity in local media Yearly increase


A p p e n d i c e s


Appendix A –References Australian Bureau Statistics, Measuring Well Being Frameworks for Australian Social Statistics (2004).

Australian Cultural Volunteers 2000.

Bowdin, G., McDonnell, I., Allen and O’Toole, W.,(1999) Events Management, Wiley, Australia.

Brokensha P., (1996), ‘Steering clear of the numbers game: The need for qualitative performance indicators’, Culture and Policy, Vol.7 No.3 1996, Griffith University, Queensland.

City of Melbourne, (1991), Community Festival Handbook, Melbourne.

Dept. of Communication Technology and the Arts website, http//www.dcita.gov.au Accessed February 2006.

Department for Victorian Communities (2005), Indicators of Community Strength at the Local Government Area Level in Victoria, Victorian State Government, Melbourne.

Knox City Council, (1987) Mc Murray, R.,(Ed.)., In Our Hands, The evolution of the Knox Community Arts Program, Knox.

Knox City Council, (1984) Mc Murray, R., Dare, R., (Ed.)., Landscape and Art: the Collaborative Approach, Knox.

Langworthy, A., and Brunt, C., (2005) Outer Eastern Sustainability Indicators; draft Indicator Report Stage Two, Knox Report, Swinburne University, Centre For Regional Development.

Latreille, A., (1986), Places for People, Urban Spaces in Victoria, Victorian State Urban Arts Unit, Melbourne.

McQueen,D., James P,. Ziguras, C., (2004), Promoting Mental health and Well Being through Community Cultural Development, report for Vichealth, The Globalism Institute, RMIT University.

Samson, G, updated by Guppy, M, (1997), Better Places Richer Communities, Australia Council, Sydney.

Tymson, C., (1988), The Do It Yourself Guide to Publicity, Special Events and Fundraising, Millenium Books, Newtown, NSW.

Yoeman, I., Roberson, M., Ali-Knight, J., Drummond, S & McMahon-Beattie, U., (2004), Festival and Events Management, an international arts and culture perspective, Elsevier Butterworth, Heinemann, Oxford, UK.

List of Policy and Plans used in development of the Festival and Event Plan Knox Vision 2020

Community Council a Plan for the Knox Community 2004-2008

Community Council a Plan for the Knox Community 2006-2010

Arts Plan 2003-2008

Youth Plan 2005-2009

Sustainable City Plan 2001 - 2010


Healthy Ageing Plan 2002 - 2006

Access and Inclusion Plan 2003 -2008

Community Health and Wellbeing Strategy

Community Resourcing Framework

Draft Knox Volunteer Framework

Council Sponsorship Policy


Appendix B– Data Auspoll statistics for Cultural Services

Cultural Services CSI Results 1997 - 2005

7674

7378

7676

62

7077

7575

7877

7563

707978

7780

8481

67

7173

7172

757373

60

6876

7273

7677

7262

68

70

73

78

73

73

0 20 40 60 80 10

20052004200320022001

Dec-99Mar-99

1998199720052004200320022001

Dec-99Mar-99

1998199720052004200320022001

Dec-99Mar-99

1998199720052004200320022001

Dec-99Mar-99

1998199720052004200320022001

Dec-99Mar-99

19981997

0

Ove

rall R

atin

gSu

ppor

t to

Arts

/Cul

tura

lFe

stiv

als

and

maj

orEv

ents

Com

mun

ity A

rts V

enue

sLi

brar

ies



70 CSI 05

73 CSI 05

78 CSI 05

72 Performance 05

66 Performance 05

70 Performance 05

65 Performance 05

84 Importance 05

69 Importance 05

73 Importance 05

67 Importance 05

Support to Arts/CulturalGroups

Festivals & Major Events

Community Arts Venues

Libraries

73 CSI 05

73 CSI 05

67 Performance 05

72 Importance 05

0 10 20 30 40 50 60 70 80 90 100

Overall Rating

IMPORTANCE PERFORMANCE C.S.I.

HIGH 80+ 70+ 65+ MODERATE 70-80 60-70 55-65

GUIDE TO RESULTS

LOW <70 <60 <55 CONSULTANTS’ COMMENTS:

An improved overall performance result (67) drove a marked increase in overall satisfaction (73 – high), with Cultural Services returning the highest service area result across the 14 service areas tested. Importance ratings were consistent with last year’s results and in the low - moderate range with the exception of Libraries which continued to record a high importance rating (84). Increased performance ratings across the Cultural Services aspects drove improved satisfaction results. Satisfaction increased notably for Festivals and Major Events which moved from the high to very high range. Satisfaction with remaining individual aspects remained high. Overall satisfaction increased across the age groups. Respondents aged 60+ years (79 – very high) continued to return the highest CSI score for Cultural Services. All localities continued to return high overall CSI scores, with slight (2 – 8 CSI points) increases in satisfaction recorded for each locality.

Appendix C - Benchmarking tables and Comparative Study Policy and procedures Municipality Require

events to be registered?

Have an Events Local Law?

Issue Places of Public Entertainment permits?

Calendar of Events compiled and distributed?

Have an Events Strategy or Policy?

If yes, focus of Events Strategy/Policy

Policy on accepting sponsor-ship

City of Greater Dandenong

Yes Yes Yes Yes Yes No answer No answer

City of Casey No, but being reviewed

Yes Yes Yes Yes,updated policy being developed

Under development. Focus primarily on community events.

No, being developed

Frankston City

Yes (try to capture as many as possible)

No No, but there is an application process for all events taking place on Council land

Yes, but only on website; no longer print calendar; annual major events with tourism info

Yes Why we do what we do; marketing, attracting new visitors, sponsorship etc

Yes,

Knox City Council

No No Yes Yes (but not distributed)

Yes Currently being completed. Future allocation of resources as it relates to Councils corporate objectives for a community council partnership.

Yes



Municipality Require events to be registered?

Have an Events Local Law?

Issue Places of Public Entertainment permits?

Calendar of Events compiled and distributed?

Have an Events Strategy or Policy?

If yes, focus of Events Strategy/Policy

Policy on accepting sponsor-ship

Melton No No Yes Yes Yes Community and tourism focus No

Wellington Shire Council

No Yes Yes No Beingdeveloped

Being developed No

Latrobe City Council

Yes No No Yes Yes Event Tourism is the main focus Yes

East Gippsland Shire Council

No Yes Yes Yes Yes To support the development of festivals and events in the East Gippsland Shire which celebrate cultural achievement, provide opportunity for economic development and community growth and promote a stronger sense of Shire identity.

No

Bass Coast Shire Council

Yes No Yes Yes Yes Formalizes the procedures for holding events and to confirm Councils commitment to support for events.

No

Appendix D- Survey Results Survey Results

1=Poor , 2=Below Average, 3=Average, 4=well done, 5 = excellent, N/A = Not applicable

Non Commercial Response 1 2 3 4 5 Total Average response

Community Well Being % % % % % No. How well the event program celebrates what is unique about life in Knox

0 0 26 44 30 50 4.04

Relevance of the event program to the Knox Community

0 2 19 41 38 48 4.13

Community Access % % % % % Council support to the community and community groups at festivals and events

0 6 8 33 53 50 4.33

Provision of temporary infrastructure i.e. tents, power, lighting

0 0 16 39 45 44 4.29

Programming % % % % % Range of performances and activities at events

0 2 17 50 31 48 4.10

How well is the theme presented at events

2 9 28 35 26 46 3.70

Showcasing the skills of the local community including artistic skills at festivals and events

0 0 14 44 42 48 4.28

Bringing quality performance and activities into Knox

0 2 19 33 46 46 4.23

Organisation and implementation of Events

% % % % %

Professionalism of event management

0 2 15 46 37 46 4.18

The quality of information provided by Council to those participating in events

0 2 12 50 36 48 4.20

How well is the event program promoted

0 9 18 46 27 45 3.91

The level of diversity in the event program i.e. for older, younger, cross cultural groups etc

0 4 15 32 49 45 4.26

The timing of events, 0 2 14 43 41 44 4.38 Value to participants % % % % % How valuable is the program to you or your group’s activities

0 11 13 30 46 46 4.11

How important is the program 4 11 17 24 44 46 3.89


Non Commercial Response 1 2 3 4 5 Total Average response

in promoting your group/activity How important is the program in raising funds for your group or activity.

35 9 6 24 26 46

The results table below represent Commercial Organisations.

1=Poor , 2=Below Average, 3=Average, 4=well done, 5 = excellent, N/A = Not applicable

Commercial Response 1 2 3 4 5 Total Average response

Community Well Being % % % % % No. How well the event program celebrates what is unique about life in Knox

4 0 17 25 54 24 4.25

Relevance of the event program to the Knox Community

0 4 13 36 47 23 4.26

Community Access % % % % % Council support to the community and community groups at festivals and events

0 4 13 31 52 23 4.31

Provision of temporary infrastructure i.e. tents, sound, lighting

0 0 4 42 54 24 4.4

Programming % % % % % Range of performances and activities at events

0 0 8 42 50 24 4.42

How well is the theme presented at events

0 0 13 50 37 24 4.24

Showcasing the skills of the local community including artistic skills at festivals and events

0 0 8 50 42 24 4.34

Bringing quality performance and activities into Knox

0 0 4 54 42 24 4.38

Organisation and implementation of Events

% % % % %

Professionalism of event management

4 0 4 29 63 24 4.77

The quality of information provided by Council to those participating in events

4 0 12 46 38 24 4.74

How well is the event program promoted

0 0 21 29 50 24 4.29

The level of diversity in the event program i.e. for older, younger, cross cultural groups etc

0 0 18 32 46 22 4.12

The timing of events, 0 0 18 37 45 22 4.27 Value to participants % % % % %


Commercial Response 1 2 3 4 5 Total Average response

How valuable is the program to you or your group’s activities

0 4 13 30 53 23 4.32

How important is the program in promoting your group/activity

5 5 19 24 47 21 4.03

How important is the program in raising funds for your group or activity.

5 0 27 23 45 22 4.03

Knox Festival Survey Results This report presents the findings of a survey conducted at the Knox Festival in March 2006. A total of 101 surveys were gathered on the spot by Council staff administering the questionnaire. The survey was presented as a series of questions which identified various issues to be considered by festival organisers in the future. Summary of findings 1. Age Respondents were divided amongst the 7 categories. The highest proportion of people were those in the 36-50 age group (35%). The second highest category to be represented was those belonging to the 12-18 age group (24%). The smallest proportion of people surveyed belonged to the 71+ age group (2%). 2. Gender Of those surveyed, 58% were female compared to 42% male. 3. Postcode Respondents were asked to provide their postcode. 34% of those surveyed live within Ferntree Gully (3156), the area in which the Festival was held. Important to note is the fact that 23% of respondents listed a postcode outside the Knox vicinity. The suburbs of Belgrave, Upwey and Narre Warren were common amongst respondents. 4. Are you a: Visitor, Sponsor, Stall Holder, Volunteer, Performer The majority of people surveyed were visitors to the Knox Festival (91%). Of the remaining respondents, 5% were volunteers, 4% were stall holders, 1% were performers. 5. How many people did you come with Responses were divided amongst the 10 categories. A large proportion of respondents attended the festival with 1 other person (18%) and 5 other persons (18%). Categories ranging from 1 other person to 5 other persons were the most common amongst respondents. A smaller, but significant proportion of respondents attended the festival alone (6%). 6. How many are children under 16 Those who attended the festival with other people were asked to list how many children under the age of 16 were accompanying them. The majority of respondents


to this question attended with children under 16 (73%). The highest proportion were those attending the festival with 2 children under the age of 16 (21%), and those with 3 children under the age of 16 (21%). This is consistent with the high percentage of survey respondents being in the 36-50 age category (35%), and those in the 12-18 age category (24%). This result highlights the likelihood of visitors to the Knox Festival being parents accompanied by their children. One respondent attended the festival with 9 or more children under the age of 16 7. Are they: Family or Friends 75% of respondents attended the festival with family, compared to 31% who attended with friends. NB: Some respondents may have ticked both boxes to indicate that they were at the festival with family and friends. 8. When was the last time you attended the Knox Festival Of those surveyed, 26% responded that they had never attended the Knox Festival prior to this year. The largest proportion of respondents had been to the festival in 2005 (41%). 4% of respondents had been to the festival prior to 2000. 9. How did you hear about the Knox Festival (mail, local paper, festival poster, radio, word of mouth, road banner, you are participating, local library, other) The highest proportion of respondents heard about the Knox Festival through the local paper (44%), and by word of mouth (35%). Survey results indicate that some respondents circled more than one option, indicating that they heard about the festival by several means. 10. How would you rate the festival today (Uninspiring, ok, enjoyed it, enjoyed it a lot, had a fantastic time) Respondents had the opportunity to rate the festival in terms of enjoyment. The scale of enjoyment ranged from 1-uninspiring, to 5-had a fantastic time. The highest proportion of respondents circled option 4- that they enjoyed the festival a lot (41%). Of those surveyed, none responded that they found the festival to be uninspiring. 11. What was it you enjoyed most (music and entertainment, food and wine, workshops and participation, exhibitions, workshops, fairground and rides, other) Of those surveyed, 32% responded that they enjoyed the music and entertainment at the festival. This made up the highest proportion. The fairground and rides made up the second highest proportion (17%). Important to note that some respondents circled more than one answer. 12. Would you come back next year 98% of those surveyed, responded that they would return to the Knox Festival next year, compared to 2% that said they would not. 13. Can you suggest anything you would like to see or do at the festival Respondents were given the opportunity to add suggestions. These varied (see attached list of responses to Question 13) however there were several overlapping ideas which are worth mentioning. A significant number of respondents called for the


rides to by cheaper. One respondent suggested that an unlimited ride ticket be available for purchase. Of those surveyed, several respondents suggested that alcohol be available at the festival. Across all age groups, the need for greater provision of shade was a common response, and in some cases, access to sunscreen. It should be noted that the day the survey was conducted was unseasonably hot! Results of a survey undertaken by the Social Planning and Research Unit, Community Wellbeing Department March 2006 Report prepared by Casey Lord-Project Officer


Appendix E - Comments, Questions and answers about Festivals and Events During the best value review and consultation for the event strategy, a number of general comments were made and questions raised. Some of these are listed below with responses. Why not have one really big community festival instead of Stringybark and Knox Festival?

There are historical differences between the Stringybark Festival and the Knox Festival that have converged a little in recent years. However the core message of living sustainably within Knox is different than that of the more general aims of the Knox Festival. Both try to engender a community feel, participation and celebration; however Stringybark has an important issue to explore and celebrate with the community. Knox, on the other hand is a more encompassing event that allows mass participation.

Could we contract out the running of events?

Contracting out the running of events further diminishes council’s ownership and control of the event which places the community at even greater distance. Benchmarking shows that the staff resources used to organise the event program are commensurate with other councils. Contracting out portions of the event and grouping activities together may create efficiencies with staging, marquees and other temporary infrastructure. Its is important for Council to maintain control over programming in events.

Could the community run events?

Yes the community should be encouraged to run events and Council could assist in a range of ways. This is an aspect which Knox can develop further. Community groups or committees need to be trained resourced and capable of such an undertaking

Could we have a rotating festival?

A rotating festival has merit in relation to accessing a greater diversity of people and refreshing programming, however the organising, risk and temporary infrastructure costs outweigh the benefits of such a plan. There is not enough resource to allow for a change of this magnitude each year. Carols is the only event with the type of infrastructure that could be moved successfully.

Do they all need to be located down one end of the municipality?

No, however the tradition of the Knox, Stringybark and Carols is very strong and heritage and tradition are essential factors in the cultural life of communities. Council does need to provide greater access to events in the north of the municipality so that these communities can also benefit from the advantages they bring.

How can the community be more involved?

Certainly the community can be more involved in the program by Council providing greater access to funds through a grants program so that events can be organised and delivered with Council’s funding, however even a greater emphasis on genuine community partnership in the delivery of the existing program is quite possible.

Can we get performances and music on street corners not just as part of the festival

Yes although this is outside the boundaries of festival and events. Any community group active and organised should be encouraged to apply through the community


development fund to contribute to the cultural life of Knox. It is hard to tell what Knox Festival represents or means anymore. Can it have more focus?

The Knox festival is developing this focus. It is a community festival with an emphasis and strong history on the development of the arts and culture. Its objectives as defined in the best value review are: To develop a strong community and Council partnership whilst celebrating life in Knox To express new and innovative ideas To use artistic and community activity to learn about and express city identity and civic pride The Knox festival is in part returning to its roots in the arts and culture and the success of recent events indicate a new focus for the Knox Festival.

How can we spread the budget more evenly?

A completely equal approach denies the history and tradition and the great success of events in Knox. Developing strategies that provide greater access to events for all residents is a more pragmatic and likely successful way of tackling the problem.

Why can’t we use voluntary performers, artists, writers and musicians?

It is some time since performers and artists were willing to perform to get a foothold or be heard. Professional artists and performers have unique talents, insights and provide quality entertainment. They also offer opportunities for local aspiring voluntary artists and performers to learn from them. This is an integral part of a dynamic approach to the arts and culture. The local captain of a cricket and football team is now paid by clubs to perform so artists and performers with audiences in the tens of thousands providing a service to the local authority should be valued and appropriately recompensed.

How can we get a greater expression in the Event Program of the culturally diverse communities that make up Knox? There are many different histories.

There is an interest in developing the cultural diversity of Knox within the event program. There are municipalities (such as Greater Dandenong) with very diverse communities who conduct multicultural festivals. Knox would be best to include Cultural diversity as a stronger component of the Knox Festival through food, performance and art and in heritage week. It could also be used as way to look at developing citizenship ceremonies, particularly that on Australia Day.

Knox is a great place for families. They should be represented within the Event Program

Families are central to each of the 3 major events. They represent the largest demographic in attendance at those events and most activities and workshops are designed with families in mind.

The marketing and promotion of the Event program and individual events is below standard

There needs a greater allocation resources to promote the entire festival and event program There are some small improvements to the promotion of events particularly in the way the city looks during an event. (i.e. banners and signs). The use of local media has been successful given the percentage of funds used to promote events. Smaller festivals and events have limited budgets for promotion and should use a program model like that in the Heritage Festival and Seniors Week.

Could the Knox Festival be run on Australia Day?

The Knox Festival has a strong tradition and history that has in the previous two years become evident again..


Australia Day can be the hottest time of the year and its timing inhibits the participation of schools The increasing interest and focus on civics within our schools would make Australia day a time to run a civic based event. The proposed Performing Arts Centre would present a key opportunity for Australia Day

Could Carols be run by a church group

Carols is the one existing major event that possibly could be run by a community group successfully. The biggest difficulty in this is that the event is a non denominational event. Council is currently the most disinterested party with a capacity to carry out the event meeting as many needs as possible without satisfying special interest..

The comments below were gathered from the community consultation and key stakeholders

If you were in charge and there was 1,2 or 3 things you could change about the Knox Event Program or an individual event, please indicate what that would be below. Program agenda leaflets out 1 month ahead – send to schools More consultation with seniors for Seniors Week Seniors week clashes with community bus and Stringybark Festival in same month. Stringybark/Heritage – schedule jazz performances on main stage Stringybark requires more variety from year to year (surprise/novelty) too predictable Knox Festival – Loud stage music too close to stalls More financial grants for demonstrations and education Advertise festivals to wider area/ surrounding councils More local school involvement More guidance to new groups joining festivals Knox Festival should be promoted to specific groups in community highlighting their area of interest Not just generalising to public/families. Group these interests at festival. Knox festival – commercial rides too expensive Stringybark – craft stalls diminishing Keep things in the same place each year, less confusing Heritage Festival needs more emphasis on Heritage – promotion was poor, not early enough. Stamford Park should be opened in conjunction with Stringybark. Provide struggling community groups sites free of charge. Keep festivals low key, and family friendly. Keep relevant groups in same area Knox Festival – improve advertising. Knox Festival – more free parking for public Knox Festival – make it more worthwhile to participate Stringybark requires more local community involvement Stringybark should have roving entertainers and Knox Mascot. More signs/RDNH inside RCC Stringybark – insufficient advertising Stringybark - Better organisation of parking and mobility during dismantle More Parking spaces required Knox festival – improve quality and variety of food and beverages. Please explain why you or your group are involved in the Event program? i.e. What benefit it brings to you financially, promotional, membership, community engagement etc? Stringybark great opportunity for new members and promotion of craft. Stringybark promotes wildlife rescuers Seniors don’t seem to be involved with seniors week.


Exposes people to community activities Knox Festival is our largest fundraiser Members of Council’s Sustainability team. Amazed at scope of festival felt more included in community. Good promotion – albeit poor sales Seeking to raise profile in community Promotes societies Promote business More beneficial when finances provided for workshops Promotes Coonara Community Circus Stringybark reinforces partnerships with local groups and council Branding promotion exercise Knox Festival – little benefit, only to satisfy Council Stringybark – good promotional value Access to public always beneficial Raises awareness Stringybark promotes memberships and involvement Promotes responsible dog ownership and dog breeds Enjoyment of participating in community Carols provide a light amongst the commercialism of Christmas- very beneficial Brings church to the people Increase sales, promotion and awareness Enables us to elicit feedback from public Financial donations for scouting groups Involvement in community is part of our charter. Mixes nationalities in a social setting. To support councils effort to stage broad community event. Promotion to broader community base Involved with setting up/dismantling Showcase courses on offer Promotes conservation in bushlands Attract volunteers Please make any other comment or suggestion regarding the Knox Events Program that you would like to make. Stringybark important highlighting landcare, water saving. Gives children contact with animals in instructive setting. Stringybark Festival - Problems bringing goods in and out, Poor parking near entrance, Lack of trolleys Knox Festival – well organized event. Support from council required to promote shopping locally Advertising for stringybark should be sent out earlier Thanks for allowing the showcasing of dogs Stringybark Festival great for families Heritage Festival does not add much to the community Knox Festival fees too expensive, no longer able to participate. Reintroduce roving acts. Stringbark is smoothest running event. Knox Festival has improved over the last 2 years Carols – inviting children to participate in lighting ceremony very good idea General Festival program comments from consultation Council needs to get together more often and be consistent with the information about events Needs to be a strong focus on music and singing at all events


Events such as the Knox Festival, Stringybark and the Carols are a valid use of Council funds The festivals bring a sense of pride and togetherness, when there is ownership people feel part of the community The average punter knows they exist, but they haven’t been or only once The festivals are more successful when they are more interactive. The free craft stalls, Chinese dragons in the audience and choice of famous Christmas Carols were great for this. Festivals and events are really good for the kids and have a great social element The sense of belonging that these events create is very important for the community identity It was not known that the Council was responsible for the Carols The event management at Knox is first class We need to entice participation Our event program is a positive force in the community. The events all need a carrot or hook to bring people out and attend. The festivals are a good way of meeting up with people you haven’t seen in a while There must be greater involvement from the community The sense of community needs to be strengthened through events People should feel that there has been a change for the better, that the program is refreshed Carols is the only event run by Knox that is appropriate for babies and small toddlers Australia Day should be more accessible so that anyone from Knox can attend and enjoy the national day The festivals are not particularly well publicized and often people don’t even know there are on Disappointing that there didn’t appear to be anyone helping direct the traffic so that people could walk safely from the carpark. More advertising of all the events is needed The community atmosphere is what makes these Council events work Everyone really enjoys the fireworks Festivals need to draw people together for dialogue and discussion. They are People want simple fun and entertainment Need more roving entertainment at every event Festivals and events are really good for the kids and have a great social element We need to empower the community to do their own thing There should be more free activities at every event There are parts of Knox particularly in the north near Wantirna that don’t seem to have access to events, they always miss out Its very important that these events function to advertise local businesses and groups It is the Council’s responsibility to use the funds and connections it has to create community events on a scale that individual community groups could never manage by themselves. Council events should remind people of what the community has to offer Carols and the Knox Festival consolidate a community structure Knox events are always very well organized and therefore safe for the children Encouraging children to participate in art and craft and not just rides is very important The festivals are good for spreading an awareness of Knox These events are Council’s way of giving back to the community The main draw card is that your own children are singing It’s really great that the Council organizes free family activities Parking at Carols could be improved More advertising of events would be useful Councils should focus on making community events healthy and safe Entertaining the kids the primary reason for attending Carols and other festivals Council should hold these festivals for the children Carols is something for the kids and it is really good that kids have room to just run around More pre-show activities at the Carols would be good The Knox and Stringybark festivals always have lots to do and you stay for a whole afternoon Council’s role is oversee the festivals, provide the spaces and keep the costs for community businesses and groups down


These events are something for people to do Knox Festival needs to reach a broader demographic Council should hold smaller festivals monthly The Volunteer Singers were overshadowed by the Chinese Dragons The Knox Festival is a family environment, safe and clean Its vital for communities to have somewhere safe that promotes families Knox Council has a Pro-Children reputation that is commendable Santa is the highlight but little kids can’t stay up long enough to see him Kids really love the activities like face painting and craft These events are crucial for communities and families Carols could do with some rides, a jumping castle would be great It’s important to have local events A young family area would be appreciated More advertising is needed The firefighter parade is great fun Similar events in Thailand have a much more festive feeling as there is a greater sense of unity and everyone comes Councils are responsible for parking, security and safety There is a really good atmosphere Events are good for families Carols Community strengthening at carols is clearly evident More fireworks at Carols would be good A lot of Carols services are held on Sundays, the Saturday program at Knox is much more convenient for families Carols brings the community together The Knox Carols are a reasonable length for children Perhaps the Carols service could have a rug only area near the front of the stage. One family sat up their rug hours before the show only to have their view completely obscured by a group with ten chairs who arrived at the beginning of the performance. Its really good that the Carols are free and that you can bring a picnic This year the Carols appear to be more geared towards children, this is really important The performances should be from local groups such as the schools and scouts not B grade celebrities The change in the Carols format is welcomed Its good that the Carols are so inclusive - representative of the whole community More toilets are needed at such events Events like the Knox Carols brings together the community and its nice to have something that is truly yours Stringybark At Stringybark, the kids love the craft Variety in the format of Stringybark would be nice The food court at Stringybark is really good It would be better if the food was cheaper Stringy needs to promote what is different each year Stringybark should be more obvious with its message Stringybark is very reasonably priced and has lots of free activities The beer tasting and craft at the Stringybark festival are highlights Stringybark is always excellent Knox Festival Recently built a very good relationship with Council and the Knox Festival is getting better and better


The posters for the Knox Festival are of an average standard Knox Festival is about celebrating the local community Two days is really important for the festival. It allows everyone to get there and maximizes the use of the temporary infrastructure I don’t know what is the objective of the Knox Festival Knox Festival is an Arts and Cultural Festival Knox Festival is about fun The diverse culture should be celebrated more at the Knox Festival There are economic benefits and flow on benefits from festival activities Festivals and events are really important to This is the best festival run by a council in Victoria In the last 2 years the festival has been so well organized. Knox Festival is very expensive – there is little to do apart from the rides and they are costly. Would it be possible to introduce set day passes like Luna Park where people pay a certain amount for unlimited rides? Youth Week Youth week raises awareness of young people in the community We should have events that really are about young people’s culture It’s a different demographic and it should help other people understand It gives young people a voice There are opportunities for local companies to engage with young people There are extensive numbers of young people in the community and they really need activities that they can relate to We should try and create something for young men such as a hot car competition Heritage Festival Last year was an outstanding program and a very good little brochure brought it together Heritage week isn’t really dynamic The Brochure was great but it came to late Heritage Week was a great mix of events although not a really big festival The Heritage Festival could really do something appropriate in relation to the Multicultural community Seniors Festival Seniors festival provides a link to Council, particularly for the Senior Citizen's Centres Seniors festival needs to update a little. The healthy ageing expo seems a good idea Bruce does a good job in bringing together the event Seniors is good because of the community transport There is a generation gap occurring. Active seniors and U3A are different than traditional senior citizens and seniors week should reflect this Include U3A Seniors needs to engage with the multicultural community


Appendix F - Consultation List The following people had individual or group discussions with the author Andrew Paxton Manager Sustainability Annette Dodson Community Development Officer Anthony McInneny Coordinator Cultural Planning and Develop. Bruce Drummond Youth Leisure Worker Bruce Griffin Coordinator Community Transport Caroline Stacey Project Officer Heritage Festival Casey Lord Project Officer – Community Well being Cr. Adam Gill Councillor Cr. Jim Penna Councillor Cr. Karin Orpen Councillor Cr. Mick Van de Vreede Councillor Cr. Monique Davey Councillor Cr. Tony Kamitsis Councillor Cr.David Cooper Mayor Cr.Debbie Field Councillor David Blair Manager Youth Leisure and Cultural Services Deb Robert Community Resourcing Officer Debbie Beal Manager Healthy Ageing Gerard Jose Director Community Services Ian Bell Director of Engineering and Infrastructure Jane Kuchins Community Development Officer Janet Nolan Manager Ferntree Gully Library Kath Oakley Manager Marketing and Communication Lorraine Seeger ERL Community Liaison Manager Maggie Maguire Arts Victoria Malcolm Russell Festivals and Events Coordinator Mark Stockton Coordinator Recreation and Facilities Paddy McCann Knox Woodworkers Peter Robinson Safety Project Manager Ray Crossley Landscape Designer Robert Tickner Knox Placemakers Robyn Mansfield Coordinator Landscape Services Roma O Callaghan Manager Organisation Performance Support Sally Curtain Business Improvement Consultant Stephanie Rendell Carols consultation Tony Justice Coordinator Youth Services Vin O’Brien Municipal Building Surveyor Vito Albicini Manager Operations Wendy Smith Coordinator Social Planning


Appendix G- History of Events Knox Heritage Festival Name Knox Heritage Festival Key Dates October 21 – October 30 in 2005. Timing of the event was changed in 2004 from March to October (two heritage events run in the same year in 2004). The festival changed from March to October to create a greater spread of events across the calendar year, emphasising the idea of a Knox Festival Program, and to align with the timing of the Stringybark Festival Location Activities occur throughout Knox municipality with an emphasis on incorporating sites of historical significance (Stamford Park, Millers Homestead, and Ambleside Park). Eastern Regional Libraries complement programming. Background Heritage –focussed events came out of initiatives of the Knox Arts Council in the mid-1990’s. Heritage Week (Festival) was a further development in response to the National Trust’s state-wide initiative (2001/2002) to have a week of heritage events in March/April with funding made available to local councils. Eastern Regional Libraries collaborated with Knox City Council, Knox Historical Society and the Knox Arts Council in 2001 during the National Trust Heritage Week to develop a week of heritage events in Knox. This funding ceased when the National Trust’s state heritage strategy was changed, however Knox like many Councils still conduct Heritage Week.. Objectives

• To enhance community understanding and knowledge of both Australia and Knox’s diverse cultural heritage

• To work in partnership with a focus on the Heritage of the area • Supporting innovative use of heritage assets within Knox • Extending the definition of heritage to include environment and social/political

history (migrant, indigenous, settlement, gender)

Funding Funding is sourced from Council, sponsorship and fees and charges for attendance at events. Current Activities, Planning and Programming The Heritage Week Program is carried out at a number of different sites around the city with talks, walks, exhibitions, music and luncheons. Organisation of activities is shared and relatively independent. The Heritage Festival is an umbrella festival that allows different activities to link to a centralised program based on the presumption of heritage outcomes and the timing of events. Management model It is a collaborative partnership model with a planning committee driven by a Council officer from Youth Leisure and Cultural Services. Council works closely with Eastern Regional Libraries, Knox Arts Inc., Knox Historical Society, Victorian Jazz Archives Ferntree Gully Arts Society, Rowville Centenary Committee, Knox Reconciliation Group, Melbourne Steam Traction Engine Club and National Trust Australia to deliver a varied program of events. Audience The Aim is to program to attract as wide a demographic as possible. Heritage appears to appeal to the 50+ market. Planning Alignment Arts Plan links to Community Plan and Vision 2020


Seniors Festival Name Seniors Festival Key Dates March – April annually. Location Activities occur throughout Knox municipality but mainly in Senior Citizens Centres. Background The Seniors Festival was formerly known as senior citizens week. It began as a state government initiative over 25 years ago and most Councils have continued to provide an activity program for seniors during Senior’s Week. Objectives

• Participation in cultural, leisure and recreational activities improves health & wellbeing and fosters a sense of wellbeing to a community.

• Building a community that promotes inclusiveness for and participation by older residents.

Funding Funding is provided from Council, a grant from Department of Victorian Communities and fees and charges for attendance at events. Current Activities, Planning and Programming The Seniors Festival Program is delivered by Healthy Ageing portfolio who put together a program with a committee made up of Senior Citizens groups, Nursing Homes and Knox Community Volunteers. Council provides some transport to and from the activities. Management model Community partnership model although strongly driven and organised by Council who apply for the grant and manage the budget. Audience Seniors Festival targets the audience in the 55+ market. Planning Alignment Program links directly with Health Ageing Plan, links to Community Plan and to Vision 2020. Knox Festival Name Knox Festival Key Dates Annual festival on first weekend in March. The date has varied from year to year but always operates in late summer Location Ferntree Gully Recreation Reserve, Ferntree Gully Community Arts Centre and Ferntree Gully library at Burwood Highway Ferntree Gully and Tim Neville Arboretum, on Dorset Rd Boronia. Background The Knox Festival is one of 2 large festivals held in Knox (the other being Stringybark). It has a rich and varied 28 year history. In 1978 and 1979 the festival with an arts and crafts focus was held at the Bayswater Shopping Village and moved to its current site at Ferntree Gully Recreation Reserve following redevelopment in 1980. The festival was the impetus for creating a broad range of community projects and has always had an arts and community focus.


Objectives To develop a strong Council and community partnership whilst celebrating life in Knox

To express new and innovative ideas

To use artistic and community activity to learn about and express city identity and civic pride Funding Funding is sourced from Council, sponsorship and fees and charges. Government funding achieved for special projects such as Pump Up inflatable sculpture project. Current Activities, Planning and Programming The Knox Festival is a very large festival occurring over 3 days with a broad range of activities from film, music, visual arts, community activity, community food and commerce. The festival has a Cinema Under the Stars program, fireworks, children’s activities, woodworking display, craft and community stalls, activities for young people and participation by over 40 community groups and organisations Management model Direct service provision by Council. The festival and events officer located within Youth Leisure and Cultural Services organises the festival for and on behalf of Council. A Council advisory committee comprising Councillors and community representatives assists in the planning for the festival. Audience The audience for the festival is large and diverse. It aims to attract all ages and is particularly focussed on families. Planning Alignment Arts Plan links to Community Plan and to 2020 Vision. Stringybark Festival Name Stringybark Festival Key Dates Annual Festival in late October. The date for the 2005 Festival was 22-23 October Location Rowville Community Centre, Fulham Rd, Rowville. Background The Stringybark Festival is one of 2 large festivals held in Knox (the other being Knox Festival). The festival arose from the increasing need for the Knox community to explore and celebrate environmental and sustainable living objectives. The momentum of these objectives gave rise to the development of a festival in its own right. The festival is a community participation festival focussing on environmental objectives. The Stringybark festival was also the impetus for creating a broad range of community projects including participatory arts and environment projects. Community participation is defined and limited Objectives • Active Community Life – In partnership with community groups, provide festivals and

events that contribute to the social and cultural wellbeing of the community. • Sustainable Natural Environment – Continue to raise community awareness regarding

waste minimisation, recycling, composting and litter prevention. • Demonstrating Environmental Leadership:

• Actively implement the Sustainable City Strategy including: • Increasing opportunities for the community to participate in environmental programs • Improving the organisation’s culture, ownership and knowledge of sustainability issues. • Increasing public awareness and understanding of sustainability and its importance to

global life. • Continuing a program of energy saving measures within all Council owned facilities


Funding Funding is provided directly from Council, sponsorship and fees and charges. Current Activities, Planning and Programming The Stringybark Festival is a very large festival occurring over 2 days with a range of community activity related to environmental and sustainability principles. Activities range from community activity, arts information community food and commerce through over 60 stallholders. Management model Direct service provision by Council. The event is organised from within the City Development Directorate by the Manager of Sustainability and the Manager’s team and a Council Committee. Audience The audience for the festival is large and diverse. It aims to attract all ages and is particularly focussed on promoting environmental and sustainable principles to families. Planning Alignment Sustainable City Plan links to Community Plan and to 2020 Vision. Youth Week Name Youth Week Key Dates Early to mid April annually. Location Activities occur throughout Knox municipality in multiple locations. Background Youth week Objectives

• To recognise the positive contribution by young people in the community

• To provide an opportunity for social connectivity Funding Funding is provided from Council through a Community Development Fund Grant to the Knox Community Health Service. No fees and charges are applied. Current Activities, Planning and Programming Workshops, battle of the Bands, Skate Park events. Management model Youth Week operates with a community partnership model. The Knox Community Health Service applies for funding through the Knox Community Development Fund and works with Council’s Youth Services to facilitate programming. Audience Young people Planning Alignment Youth Plan links to Community Plan and to Vision 2020. Carols by Candlelight Name Carols by Candlelight Key Dates Annual Carols by Candlelight event held in early December. Location Ferntree Gully Recreation Reserve, Burwood Highway, Ferntree Gully.


Background Carols by Candlelight is a traditional and highly patronised event that has been held in Knox for the past 12 years during which time it has been held at a number of locations. It is a non-denominational celebration of the spirit of Christmas within the Knox community. It also encourages the involvement of local community groups and service clubs both in a support role to the event and for their fundraising and community activities. Objectives

• To provide a quality musical experience both in performers and production.

• Community Christmas celebration

To provide an opportunity for social connectivity entertainment and fun Funding Funding is provided directly from Council and sponsorship. Current Activities, Planning and Programming Carols by Candlelight is a traditional program of events led by local choirs. Other activities supporting the carols have been arts and children’s activities together with arts, community activity and community food. Management model Direct service provision by Council. The Festival and Events officer located within Youth Leisure and Cultural Services organises the event for and on behalf of Council. Audience The audience for the festival is large. It aims to attract all ages and is particularly focussed on families. Planning Alignment Community and Council Plan links to Vision 2020.

Event Budget, Themes and Audience Figures

Net Program Budget 2001 2002 2003 2004 2005 Council net $ $ $ $ $

Carols 58135 55291 59566 60078 61955 Knox Festival 83436 109447 125452 118236 122842

Stringybark 39089 46740 N/A 48,434 55730 Youth Week NA NA 5000 5000 5000

Heritage 5572 8877 9170 4190 6268 Seniors 7146 9110 7400 8345 8500

Staff N/A N/A N/A 166,000 172,000Total 410,283 432,295

Festival/ Event: Youth Week

2001 2002 2003 2004 2005

Audience Numbers not held not held 550 350 150 Festival/ Event: Carols by Candlelight

2001 2002 2003 2004 2005

Audience Numbers 8000 6000 10000 10000 10,000 Community Groups 5 5 5 8 7 Volunteer Numbers 40 40 70 70 124


Program description/theme

Hallelujah Chorus

Angels in the

Community

See the stars shine

Peace on Earth

Harmony

Festival/ Event: Heritage Week

2001 2002 2003 2004 2005

Audience Numbers 200 280 300 500 N/A Festival/ Event: Stringybark Festival

2001 2002 2003 2004 2005

Audience Numbers

20,000 22,000 N/A 23,000 22,500

Community Groups

12 12 N/A 15 15

Volunteer Numbers

20 25 N/A 28 35

Program description/the

me

Conservation and

Environment based event

Conservation and


N/A Conservation and


Conservation and Environment based event

Festival/ EFestival

vent: Knox 2001 2002 2003 2004 2005

Audience Numbers 5600 20000 15000 25000 17000 Community Groups 56 36 48 49 55 Volunteer Numbers N/A 190 600 600 600

Program heme

Odyssey Come Join the

Party

Celebrating CulturaDiversity

Hatched in the 60s

City of Dreamsdescription/t l

Festival/ Event: Seniors Festival

2001 2002 2003 2004 2005

Audience Numbers N/A N/A 921 N/A 1020 Attendance 2001 2002 2003 2004 2005

Carols 00 0,000 10,000 ,000 8000 60 1 10

Knox Festival 5,600 20,000 15,000 25,000 17,000 Stringybark 20,000 ,000 0 23,000 ,500 22 22

Youth Week 0 0 550 350 150 Heritage 200 280 300 500 1410 Seniors 0 N/A 921 N/A 1020

Total 33,800 49,201 59,870 52,080 Volunteers 2001 2002 2003 2004 2005

Carols 40 40 70 70 124

Knox Festival 190 600 600 600 Stringybark 20 25 N/A 28 35

Total 20 255 6 70 698 754


knox city council and communityknox city council and community festival and event plan 2007 - 2011...

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