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Economic and Social Value of Victoria’s Regional ShowgroundsAn assessment of the Rural Showgrounds Infrastructure Renewal Program

October 2012

Report prepared for Regional Development Victoria

Acknowledgements

This report was prepared for Regional Development Victoria by TRC Tourism in collaboration with the AEC Group, which developed the model for assessment of the economic impact of showgrounds and funded capital works that were the subject of the study. TRC Tourism would like to thank the show society members and staff, Council staff and community members and business people who contributed to the project.

Front Cover Photos: Farm World Lardner Park 1967 (left) and 2011 (right). (Courtesy of Lardner Park Events)

Disclaimer

Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith with the information available to TRC Tourism Pty Ltd at the time of writing. On that basis TRC Tourism Pty Ltd is not liable to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking action in respect of the any representation, statement or advice referred to in this document.

Victoria’s Regional Showgrounds – Report to RDV, October 2012 i |

Executive Summary

The Rural Showgrounds Infrastructure Renewal Program operated by Regional Development Victoria (RDV) involves two initiatives aimed at the upgrade of regional showgrounds in Victoria:

Major Capital Works (the Major Program)Funding under the Major Program was made available on a come forward basis to individual showground/field day operators to undertake large scale infrastructure upgrades, subject to a joint funding contribution. Between 2006 and 2011, Major Program grant funding of $5.385 million contributed to infrastructure upgrades totalling $12.7 million at six showgrounds – Lardner Park, Bendigo Prince of Wales Showgrounds, Shepparton Showgrounds, Elmore Events Centre, Hamilton Showgrounds and Sale Showgrounds;

Minor Capital Works (the Minor Program)Under the Minor Program funding of up to $50,000 was made available for show societies (subject to their additional contributions) to enhance existing infrastructure or develop new infrastructure. The funding was distributed across two rounds. Round One of the Minor Program encompassed 18 projects in showgrounds throughout the State between 2009 and late 2011 at a total cost (from all contributors) of $808,000.

An economic and social assessment has been made of the Major Program and Round One of the Minor Program. This assessment included development of an economic model to estimate the direct and indirect economic impacts of the works funded at the six showgrounds under the Major Program. The information obtained using the economic model was supplemented by interviews and focus groups of stakeholders, which also identified the social values associated with the showgrounds and social impacts of the funded works. A qualitative assessment was made of the impacts of the works funded by Round One of the Minor Program through surveys and focus groups.

Major Program impacts

The six showgrounds that received Major Program funding were large regional facilities where show societies were aiming to diversify and enhance their operations and contribution to the local economy. The economic model estimated that in 2011 these six showgrounds supported $400.2 million in output, $189.4 million in gross value added, $112 million in income and 1,911 full time equivalent jobs within the Victorian economy. The majority of the economic activity occurred within the local economies (defined as the local government area in which the showground was located).

All the funded projects were primarily focussed on construction of multipurpose buildings, though the range of uses varied from buildings suitable for conferences to those that could be utilised for livestock or equestrian uses. The economic model estimated that the

Victoria’s Regional Showgrounds – Report to RDV, October 2012 ii |

economic impact generated by the combined Major Program projects in 2011 was significant. This impact was estimated as an increase in output of $19.3 million, gross value added of $9.1 million, income of $5.4 million and 94 full time equivalent jobs within the Victorian economy. The majority of this economic activity and employment was generated within the local economies in which the showgrounds are situated.

In general, the impacts of the Major Program projects have been similar across all six showgrounds.

Improved diversity and sustainability. The new facilities have improved the diversity and sustainability of the showgrounds, increasing the range of events, activities and uses, and sources of revenue, while reducing the traditional reliance on one major event (such as the annual show or field day). In some cases, the new buildings have been critical in attracting new events (such as conferences) or in retaining existing events (such as World Cup Show jumping at Sale Showgrounds). The improved facilities have also led to an increase in visitors and exhibitors at existing events.

Impacts across several industry sectors. Economic impacts have occurred across regional industry sectors. The modelling results showed that increases in output occurred primarily in the accommodation and food services, retail and recreational services sectors, with flows on to many other industries such as manufacturing.

Local employment impacts. There have been positive impacts on local employment opportunities depending on the uses of the new facilities and the time they have been in operation. While many of the jobs generated are casual jobs (e.g. catering for events), these can be important opportunities in small and regional communities. At Lardner Park, for instance, casual catering jobs were appreciated by ‘return to work’ mothers with few other work opportunities in the local area. Catering at the new facilities has also provided opportunities for student training.

Venues with wide market appeal. The new event centres constructed under the program offer cost-effective venues and are attracting some events that have previously been held in Melbourne. As multipurpose, all-weather facilities with improved space and amenities, the new buildings contribute to the sustainability of existing events and are attracting new events to showgrounds.

Improved venues for local community use. A latent demand for large private function venues is being met in some regions where the new showground multipurpose building has become the largest regional venue for functions such as club and school graduation dinners and balls, weddings and local events.

Improvements in management. While the different showgrounds are at different stages in developing their operations, the professionalism of showground operations and understanding of development needs is increasing. This is seen in show society committees who have gained experience through supervising development of a major facility and in the employment of staff to manage new uses in some showgrounds.

Victoria’s Regional Showgrounds – Report to RDV, October 2012 iii |

Construction impacts

The period of construction of the Major and Minor Program works also had an impact on the economy. The economic model estimated that the $12.7 million spent on construction of the Major Program works generated an economic output of $39.3 million, income of $8.7 million and gross value added of $16.1 million in regional Victoria during the period of construction (assumed to be a twelve month period). An estimated 138 full time equivalent jobs were also supported during the period of construction.

Construction expenditure of $808,000 for the Minor Program construction generated estimated output of $2.5 million, income of $600,000 and gross value added of $1 million in regional Victoria during the period of construction (assumed to be twelve months). It is estimated that 9 full time equivalent jobs were supported during the period of construction.

Total economic impact

The total economic impact of the Major Program projects considered in the study may not yet be fully realised. As many projects in this study were only recently completed, it is likely that diversification and participation at the showgrounds will continue to increase. This is likely to generate additional output, income, gross value added and employment impacts within the local economy.

The economic model developed in the study provides a tool for assessing the economic impact of showground activities. It is recommended that the model be used to assess the economic impact of the six Major Program projects in 2015. This will provide an indication of the performance of the facilities and their economic impacts after several years of operation.

The impact of the Major Program works on technology adoption and agricultural productivity was outside the scope of this study. Such impacts might be facilitated at field days and shows by the improved exhibition and networking facilities in the new buildings. To demonstrate this potential benefit an assessment of a one precent increase in agricultural production across regional Victoria was undertaken by AEC Group. It showed that this increase in production would result in a direct increase in output of $184.2 million per annum, with an additional $273.2 million in output through flow-on impacts.

Minor Program impacts

The Minor Program works were smaller projects mainly aimed at sustainability or improvement of the site, increased efficiency of operations, or business development and growth.

A qualitative assessment was conducted of these projects. Consultation with showground management and stakeholders revealed that the funding received is likely to have far reaching impacts in some showgrounds. In some cases, the program funding was essential to enable showgrounds to upgrade infrastructure to meet health and safety and other regulations.

Victoria’s Regional Showgrounds – Report to RDV, October 2012 iv |

The Minor Program also provided funding for projects (e.g. pavilion upgrades, livestock yards, amenities) which assisted some showgrounds to retain existing uses and activities at the site, improve the drawing power of events and exhibitions at the annual show, and attract new uses. These are important outcomes for the relevant communities as showground facilities are often a major resource for sporting, club and recreation activities and other entertainment which would not otherwise be available in smaller communities.

Social value of regional showgrounds

The social value assessment conducted in this study revealed that both the Major and Minor Programs benefited communities beyond the measurable economic and industry outcomes.

In keeping with other findings about the social value of showgrounds and their associated events and uses in Australia, the showgrounds in the study have an important place in the society and culture of rural and regional communities. Initially a focus for agriculturally-based communities, showgrounds and shows (or equivalent events) has become a tradition in contemporary communities.

Rural and regional showgrounds have an instrumental value for their communities. They contribute to quality of life by providing opportunities for a range of recreational and social activities, social networking and entertainment that might not otherwise be available. The funding under the Major and Minor Programs has contributed to these opportunities by improving the facilities at showgrounds and/or the sustainability of showground operations.

Showgrounds are also an established source of social capital for a community, providing a means for cooperative activities and voluntary fundraising. Show societies and other participating organisation expressed a strong ethos of community service and civic behaviour. They aim to provide benefits to local communities through the various social, recreation and economic opportunities at showgrounds. In many cases they facilitate community development through employment of local people and businesses and contributions to community projects.

Showgrounds in the study were also a focus for voluntary activities and voluntary contributions to the community were a central feature of showground operations. Voluntary societies and community groups frequently run events at showgrounds or provide services at events such as the annual show. Funds raised are often used for community purposes and community development projects such as provision of facilities for sporting and school groups, grants to community organisation and scholarships. In some cases, Major and Minor Program funding was important to enable such events to continue or provided opportunities for new events and functions to be held by voluntary societies.

Funding for the Major Programs has assisted show societies to retain their relevance to contemporary communities through diversification and enhancement of events and activities to reflect local industry, recreational and other interests, needs and products.

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The symbolic importance of showgrounds and shows in establishing a community’s identity and sense of place is also significant. This is seen in the popularity of local shows and local attachment to showgrounds despite the evolution of many communities away from their original agricultural base. Showgrounds are places where agricultural and rural traditions are evolved to have contemporary relevance and meaning for their communities. Both the instrumental and symbolic value of showgrounds is likely to play a role in the sustainability and resilience of rural and regional communities when faced with change and stress. The facilities, recreational and social opportunities, and sense of place provided by showgrounds are part of a supportive framework which contributes to the actual and perceived quality of life and the desire to live in a community.

Overall, the Major and Minor Program works have retained, supported and in many cases strengthened the social value of rural and regional showgrounds.

Victoria’s Regional Showgrounds – Report to RDV, October 2012 vi |

Table of Contents

1. Introduction 11.1 Background 1

1.1.1 Major Program 21.1.2 Minor Program 2

1.2 Purpose of this report 3

2. Methodology 42.1 Overview 42.2 Major Program methodology 4

2.2.1 Focus groups 42.2.2 Research 42.2.3 Economic model 5

2.3 Minor Program methodology 52.3.1 Survey 52.3.2 Focus groups 5

2.4 Approach to the economic assessment 52.4.1 The economic model 52.4.2 Model descriptors 6

2.5 Social Assessment Methodology 8

3. Major Program Overview 93.1 Funding recipients 9

4. Lardner Park 104.1 About Lardner Park 114.2 Economic assessment of Lardner Park 114.3 Major Program impacts at Lardner Park 13

4.3.1 Works undertaken 134.3.2 Economic impact of Major Program 14

4.4 Social value of Lardner Park 164.4.1 Strong community ties 164.4.2 Farm World – a community event 174.4.3 A community asset 17

4.5 Future outlook for Lardner Park 18

5. Bendigo Prince of Wales Showgrounds 195.1 About Bendigo Showgrounds 205.2 Economic assessment of Bendigo Showgrounds 205.3 Major Program impacts at Bendigo Showgrounds 22

5.3.1 Works undertaken 225.3.2 Economic impact of the Major Program 23

5.4 Social value of Bendigo Showgrounds 255.4.1 Community identity 255.4.2 Community support 255.4.3 A community asset 25

5.5 Future outlook for Bendigo Showgrounds 26

6. Shepparton Showgrounds 276.1 About Shepparton Showgrounds 286.2 Economic assessment of Shepparton Showgrounds 28

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6.3 Major Program at Shepparton Showgrounds 296.3.1 Works undertaken 296.3.2 Economic impact of the Major Program 29

6.4 Social value of Shepparton Showgrounds 326.5 Future outlook for Shepparton Showgrounds 32

7. Elmore Events Centre 337.1 About Elmore Events Centre 347.2 Economic assessment of Elmore Events Centre 347.3 Major Program impacts at Elmore Events Centre 35

7.3.1 Economic impact of the Major Program 367.4 Social value of Elmore Events Centre 387.5 Future outlook for Elmore Events Centre 38

8. Hamilton Showgrounds 398.1 About Hamilton Showgrounds 408.2 Economic assessment of Hamilton Showgrounds 408.3 Major Program impacts at Hamilton Showgrounds 41


8.4 Social value of Hamilton Showgrounds 438.4.1 A source of community benefits 438.4.2 Sheepvention – part of community identity 45

8.5 Future outlook for Hamilton Showgrounds 46

9. Sale Showgrounds 479.1 About Sale Showgrounds 489.2 Economic assessment of Sale Showgrounds 499.3 Major Program impacts at Sale Showgrounds 49


9.4 Social value of Sale Showgrounds 529.4.1 A valued community asset 529.4.2 Community service 539.4.3 A contemporary rural identity 53

9.5 Future outlook for Sale Showgrounds 54

10. Combined Economic Impact of the Major Program 5510.1 Total economic activity associated with the nominated showgrounds 55

10.1.1 Expenditure associated with nominated showgrounds 5510.1.2 Total economic impacts associated with nominated showgrounds 56

10.2 Total economic activity generated by the Major Program works 5710.2.1 Expenditure 5710.2.2 Economic activity 58

11. Minor Program 6011.1 Round One Overview 6011.2 Impact of Minor Program works 62

11.2.1 Sustainability/ site improvement 6311.2.2 Increased efficiency/ cost savings 6411.2.3 Business development/ growth 6411.2.4 Future outlook for Minor Program showgrounds 6511.2.5 Social value of Minor Program showgrounds 66

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12. Construction Impacts 6812.1 Major Program construction impacts 6812.2 Minor Program construction impacts 71

13. Discussion of the Economic Assessment 7213.1 Limitations of the economic assessment data 7213.2 Economic impacts of enhanced agricultural technology 73

14. Social Value of Victoria’s Showgrounds 7514.1 The social value of showgrounds as facilities 76

14.1.1 Instrumental value of showground facilities 7614.1.2 Intangible value of showgrounds 78

14.2 The social value of the ‘show’ 7914.2.1 Instrumental value of events 7914.2.2 Intangible value of events – an expression of community identity 80

15. Conclusions 8215.1 Major Program assessment 8215.2 Minor Program assessment 8315.3 Social value of regional showgrounds 84

16. References 86

Appendix – Minor Program Survey 88

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List of TablesTable 1: Classification system for showground events 7Table 2: Major Program funding and works undertaken 9Table 3: Economic activity supported by Lardner Park, 2011. 12Table 4: Funding contributions for Lardner Park Major Capital Works 13Table 5: Attendance at events due to the Major Capital Works at Larder Park, 2011 15Table 6: Impact of the Major Capital Works at Larder Park on the local and state economy, 2011 16Table 7: Economic activity supported by the Prince of Wales Showground, 2011. 21Table 8: Funding contributions for Bendigo Showgrounds project 22Table 9: Attendance at events due to the Major Program works at Bendigo Showgrounds, 2011 24Table 10: Economic impact of the Major Program works at Bendigo Showgrounds, 2011 24Table 11: Economic activity supported by Shepparton Showgrounds, 2011. 28Table 12: Funding contributions for Shepparton Showgrounds project 29Table 13: Participation at events at Shepparton Showgrounds, 2004/5 to 2010/11 29Table 14: Attendance at events due to the Major Program works at Shepparton Showgrounds, 2011 31Table 15: Economic impact of the Major Capital Works at Shepparton Showgrounds, 2011 31Table 16: Economic activity supported by Elmore Events Centre, 2011. 35Table 17: Funding contributions to the Elmore Events Centre project 36Table 18: Attendance at events due to the Major Program works at Elmore Events Centre, 2011 37Table 19: Economic impact of the Major Program works at Elmore Events Centre, 2011 37Table 20: Economic activity supported by Hamilton Showgrounds, 2011 40Table 21: Funding contributions for Hamilton Showgrounds project 41Table 22: Attendance at events due to the Major Program works at Hamilton Showgrounds, 2011 42Table 23: Economic impact of the Major Program works at Hamilton Showgrounds, 2011 43Table 24: Economic activity supported by Sale Showgrounds, 2011 49Table 25: Funding contributions for Sale Showgrounds project 49Table 26:Attendance at events due to the Major Capital Works at Sale Showgrounds, 2011 51Table 27: Economic impact of the Major Capital Works at Hamilton Showgrounds, 2011 52Table 28: Economic activity supported by the nominated showgrounds, 2011 56Table 29: Total expenditure generated by the Major Program works, 2011 57Table 30: Additional economic activity generated by the Major Program works, 2011 58Table 31: Flow-on (indirect) economic activity generated by the Major Capital Works by industry group, 2011 59Table 32: Minor Program – Round One Projects 60Table 33: Minor Program – Impacts on showground operations 62Table 34: Total construction expenditure associated with Major Program works 68Table 35: Construction Impacts for Major Program showgrounds 69Table 36: Flow-on (indirect) impacts from construction of the Major Program works 70Table 37: Total construction expenditure associated with the Minor Program works 71Table 38: Construction impacts of Minor Program works 71

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List of Figures

Figure 1: Best practice survey process for economic assessment of events 75

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1. Introduction

1.1 BackgroundThe first agricultural society in Victoria was established in 1840, and by the end of the nineteenth century, there were approximately 167 societies spread across the State 1. There are now over 120 shows or agricultural societies affiliated with Victorian Agricultural Shows Ltd (VAS), the peak body for rural show societies and field days. The latter events were established from the 1960s, some in showgrounds and others in new venues.

In 1999, the Victorian Government established the Regional Infrastructure Development Fund (RIDF) to ‘improve the competitive capacity of regional Victoria and enhance economic development through investment, job creation and the promotion of export opportunities’2. The Government identified a number of priority initiatives, one of which was the upgrade of rural showground infrastructure.

Many showgrounds were identified as having ageing infrastructure incapable of meeting modern safety regulations, inadequate for modern uses and poorly equipped to operate competitive and diversified events. In response to these identified shortcomings, in 2006, up to $4 million was made available by Regional Development Victoria (RDV) for the Rural Showgrounds Infrastructure Renewal Program (the Renewal Program). The Renewal Program targeted the redevelopment and upgrade of facilities associated with show societies who were affiliated with VAS.

Two initiatives were implemented under the Renewal Program:

1. Major Capital Works (the Major Program).

Funding for individual showground/field day operators to undertake large scale infrastructure upgrades was made available on a come forward basis, subject to a joint funding contribution; and

2. Minor Capital Works (Minor Program).

Funding of up to $50,000 was made available for show societies to enhance existing infrastructure or develop new infrastructure. The funding was distributed across two funding rounds and was facilitated by VAS.

Showgrounds were identified by the Government as vital regional infrastructure on the basis that their associated events have developed as important features of regional and rural communities throughout Australia. Traditionally, the agricultural show was used to highlight agricultural achievements, showcase the rural way of life, and to learn, exchange ideas, and identify new opportunities within rural industries. The agricultural show developed as an expression of community, often being run by voluntary societies, volunteer community organisations and providing social, networking, sporting and entertainment opportunities.

1 VAS website, www.vicagshows.com.au/history.html2 www.rdv.gov.auVictoria’s Regional Showgrounds – Report to RDV, October 2012 1 |

With changes in Australia’s regional and rural economies, industries and communities, many showgrounds have been attempting to diversify their events and update ageing infrastructure with a view to improving their viability and retaining their community relevance.

By March 2012, the Victorian Government had supported 38 projects within the Renewal Program.

1.1.1 Major Program

The Major Program was designed for individual showground/field day operators seeking to undertake large infrastructure upgrades. A funding contribution from the relevant show society or other relevant stakeholder (such as the local council) was required. Significant upgrades supported under the fund were:

Bendigo Showgrounds - $2,500,000 towards a $4.3 million project;

Lardner Park - $500,000 towards a $2.75 million project;

Hamilton Showgrounds - $800,000 towards a $1.5 million project3;

Elmore Events Centre - $658,000 towards a $1.3 million project;

Shepparton Showgrounds - $500,000 towards a $2.24 million project4; and

Sale Showgrounds - $400,000 towards a $600,000 project.

1.1.2 Minor Program

The Minor Program is targeted at ‘minor capital works projects that contribute to the economic development in the regions through the attraction of new events and the enhancement of current agricultural shows and field days, while complementing the Government’s broader commitment to improving regional infrastructure and assisting regional development and population growth’.5

Funding is provided on a 2:1 basis, recognising in-kind contributions to the total project cost. The Program is administered by the VAS.

Projects eligible under the program included:

upgrades to arenas, pavilions, sheds and outer buildings;

construction or improvement of general facilities; and

innovative application of mobile infrastructure such as show offices or event infrastructure.

This study considers only Round One of the Minor Program which provided $474,445 towards 18 projects6.

3 Project total includes additional contributions for construction.4 Project total includes additional contributions for construction.5 RDV Guidelines.6 Redden (2011)Victoria’s Regional Showgrounds – Report to RDV, October 2012 2 |

1.2 Purpose of this reportThis report was commissioned by RDV to assess the economic and social value of Victorian showgrounds that have received grant funding from the Renewal Program, and the benefits that have arisen as a result of the funding.

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2. Methodology

2.1 OverviewAs requested by RDV, the assessment consisted of two parts:

1. a detailed economic and social assessment of the six nominated showgrounds that received Major Program funding; and

2. a broader overall economic and social assessment of the Minor Program.

The approach to the Minor and Major Program assessments varies between programs and is outlined below in sections 2.2 and 2.3.

2.2 Major Program methodology

2.2.1 Focus groups

A focus group was undertaken at each of the nominated showgrounds. The focus groups included participants such as:

local council tourism or business staff, or councillors;

show society members;

local clubs using showground facilities or organising events;

local community organisations which contributed voluntary assistance to, or used, the showgrounds (e.g. Rotary Clubs);

local businesses associated with showground operations (e.g. caterers); and

local tourism businesses - e.g. accommodation operators.

Participants were encouraged to express their views and explore ideas relating to the following:

the meaning and role of the showground in the community;

the broad impact of the upgrade project;

specific economic and social impacts; and

the future outlook for the showground.

2.2.2 Research

Desktop research was conducted on each showground where material was available. This included various show society, VAS and Council websites; published studies; heritage databases and general economic assessment and social value literature.

Additional consultation with representatives of the show societies and local Council officers was also undertaken. Each showground was asked to provide information on visitation, expenditure and the type of events held at the showgrounds within an assessment template.


2.2.3 Economic model

An economic model was developed to assess the direct and indirect economic impacts of the Major Program in each of the six nominated showgrounds and in Victoria as a whole. The model is described in section 2.4.1 below.

2.3 Minor Program methodology

2.3.1 Survey

Surveys (see Appendix) were emailed to the 18 recipient show societies followed by reminder emails or phone calls. The surveys sought information which paralleled, but was less detailed than that sought for Major Program recipients, including:

the place of the showground in the community;

key activities and events;

showground developments and investments in the previous 5 years;

community support for the showground;

visitation and participation trends;

impacts from the funded works; and

future outlook for the showground.

Only four responses to the survey were received. Survey results were supplemented by information from RDV’s Round One Report on the Minor Program7.

2.3.2 Focus groups

Focus groups were conducted at the Benalla and Ballarat showgrounds with key stakeholders from surrounding locations and show society management. This provided detailed information about the showgrounds and Minor Program impacts.

Where showgrounds also received Major Program funding (Bendigo and Sale), their responses in relation to that program were factored into the assessment of the Minor Program.

2.4 Approach to the economic assessment

2.4.1 The economic model

The aim of the economic model was to describe the economic activity resulting from the direct and indirect impacts of the Renewal Program. Direct impacts are the first round of effects from direct operational expenditure on goods and services related to the capital works and their operation. Indirect impacts are those that occur subsequently (e.g. increased purchases by suppliers in response to increased sales).

7 Redden (2011)Victoria’s Regional Showgrounds – Report to RDV, October 2012 5 |

As no single source of information could provide the data required to complete the assessment, a large range of information sources were accessed to gather sufficient data. Information sources include:

reports, data and statistics provided by the show societies;

an assessment template completed by the six Major Program recipients outlining visitation, expenditure and event details ;

anecdotal responses during the focus groups and subsequent discussions with key stakeholders;

the Minor Program survey results;

surveys by other consultants of showgrounds and field days;

Australian Bureau of Statistics (ABS) data; and

Tourism Research Australia data.

The model provided an estimate of:

the total economic activity at the showgrounds; and

the economic activity generated by the Major Program for each of the six showgrounds during both the period of construction and the operation of the showgrounds in 2011.

The model was not used to assess the economic activity of the Minor Program for the following reasons:

limitations in the data available for the participant showgrounds;

smaller scale of the works undertaken;

variation in the type of works undertaken; and

the subjectivity of measuring the increase in economic activity at the smaller showgrounds.

2.4.2 Model descriptors

The model describes economic activity through the indicators described below.

Output – Output refers to the gross value of goods and services transacted, including the costs of goods and services used in the development and provision of the final product. Output typically overstates the economic impact as it counts all goods and services used in one stage of production as an input to later stages of production, hence counting their contribution more than once.

Value Added – Value Added refers to the value of output after deducting the cost of goods and services inputs in the production process. Value Added defines the true net contribution and is subsequently the preferred measure for assessing economic impact.

Income – Income measures the level of wages and salaries paid to employees of the industry under consideration and to other industries benefiting from the project.


Employment - Employment refers to the part-time and full-time employment positions generated by the economic activity, both directly and indirectly through flow-on activity, and is expressed in terms of full time equivalent (FTE) positions.

All events held at the showgrounds were classified to assist with the economic assessment. The classifications used for each event are outlined in Table 1.

Table 1: Classification system for showground events

Event type Example Key characteristics

Major event / field day

Farm World – Lardner Park

Sales >$1.5 million Attendance > 15,000 people Iconic / well-known event throughout the region Events are held regularly with a strong history within the region 2+ day event

Expo of local significance

Craft Markets Australia

Garden expo and home show

Sales $100K - $1.5 million Attendance 5,000 – 15,000 people Well-known event, especially amongst key interest groups Commercial significance for exhibitors (many external to the region) Limited focus on entertainment

Local festival or show

Local food and wine festivals

Sales $100K -$1.5 million Attendance 2,500 - 15,000 Primarily local exhibitors Broad entertainment / appeal for visitors

Private function

Weddings Conferences /

dinners Party / celebration

Attendance < 1,000 Invite only event

Industry event

Sheep show Irrigation

conference

Attendance <5000 Sales <$100K Primary focus is education / discussion related to trade activities

Community event

Fundraisers Fetes Art display

Small events with attendance <2,500 Community run and/or operated Limited commercial significance for exhibitors Volunteers and community group participation Sales <$100K

Sporting events

Football games Equestrian events

Primary focus is sporting Attendance <2,000

Other events Book sales Product launches

(public)

Small scale events Attendance <500 people Sales <$50K

An events schedule was developed through consultation with each of the showgrounds using the categories defined above. This identified the number of events and average attendance at each showground in 2011. Some events that are only held biannually were included in the assessment.


The economic model was supplied to RDV in Microsoft Excel format and a separate user guide8 for the model developed outlining the processes undertaken to develop the model, its functionality and its key parameters.

2.5 Social Assessment Methodology

The social assessment of the programs was considered in terms of tangible (or instrumental) impacts and the intangible social value of the showgrounds to the community and relevant groups. These terms are defined as follows.

Tangible (or instrumental) social values relate to the opportunities provided to the community by the showgrounds and by the capital works undertaken through the Renewal Program. This includes aspects such as employment and income; business and investment opportunities; recreational opportunities; facilities for community, group and private use; and opportunities for fundraising by voluntary community organisations. Some of these social impacts (e.g. employment, business) overlap with the economic assessment and are partly dealt with in the economic parts of the report.

Intangible social values relate to the significance or meanings attributed to a showground or a showground event by a community or group and perceptions about its importance in the life of the community or group. These intangible values (e.g. attachment to a place, event or tradition) are increasingly recognised for their contribution to a community’s sense of place and wellbeing9 and the cohesiveness and resilience of rural communities faced with challenges and change10.

In line with many recent Australian social value studies, an approach based on interviews / workshops was used to explore the social impacts and values of Victoria’s showgrounds and the funded projects from the perspective of the relevant community stakeholders. Social impacts and the social value of showgrounds were discussed in the focus groups held for the six Major Program showgrounds and two of the Minor Program grant recipients. Questions on social values were also included in the Minor Program survey of show societies.

The results of a recent survey and study of visitors to Sheepvention at Hamilton Showgrounds were drawn upon in the social value assessment11. Due to the timing of the project and other constraints, surveys of the wider showground user population and visitors to other showgrounds were not conducted.

In this report, social values are discussed in the following sections: in relation to each of the six Major Program showgrounds (sections 4.4, 5.4, 6.4,

7.4, 8.4 and 9.4); in the assessment of the Minor Program (section 11.2.5); and in section 14, which provides an overall assessment of the social value of Victorian

showgrounds and links the conclusions to recent Australian studies of showgrounds and regional communities.

8 AEC Group (2012b)9 See Johnson (1992).10 See Eversole & Martin (2005); Buikstra et al (2010) for recent studies of the social value of showgrounds and showground events.11 Reported in Eversole & Martin (2005).


3. Major Program Overview

3.1 Funding recipients The six showgrounds in receipt of Major Program funding that were assessed and the funding contributions and works undertaken at each site are outlined in Table 2.

Table 2: Major Program funding and works undertaken

Recipient RIDF Grant Amount

Grant Recipient Contribution

Leveraged Contribut-ion (cash)

Total Project Cost

Project Description Project Completion Date

Lardner Park Events

$500,000 $1,400,000 $850,000 $2,750,000 Construction of a 1,200 sq. meter multi-purpose exhibition centre

2010/11

Greater Bendigo City Council

$2,500,000 $1,000,000 $800,000 $4,300,000 Construction of a 5,000 sq. metre multi-use pavilion

2007

Elmore Events Centre

$658,375 $658,375 $1,316,750 Construction of a multi-use pavilion, truck depot and office fit-out

2010/11

Southern Grampians Shire Council

$800,000 $350,000 $350,000 $1,500,000* Construction of multi-purpose space, infrastructure upgrades, roof on sheep pavilion, toilets, kitchen and landscaping

2010/11

Sale and District Ag. Society

$400,000 $100,000 $100,000 $600,000 Construction of multi-purpose building and livestock stalls. Fit-out new hospitality building, upgrade of power supply

2011

Shepparton City Council

$500,000 $1,500,000- $240,000 $2,240,000* Construction of a multi-use pavilion

2010/11

* Includes additional contributions provided in the course of construction that were not initially intended.

Each capital works project outlined above involved the development of a multi-purpose pavilion or centre, designed to be flexible in its usage and also to provide to a wet-weather alternative for events. The types of facilities in the multi-use buildings varied between showgrounds depending on the uses envisaged. They included facilities suitable for holding conferences (at Lardner Park and Hamilton Showgrounds) and buildings designed to cater for equestrian or livestock uses (such as at Elmore Events Centre and Sale Showgrounds).

Other major works included power, water and sewerage infrastructure upgrades; new roofs on an existing pavilion; and upgrading of façades and landscaping.


4. Lardner Park

Snapshot - Lardner Park

Location Baw Baw Shire1.25 hours’ drive east from Melbourne CBD near the town of Warragul on the Princes Highway.

Population 41,335One of the fastest growing municipalities in Victoria due to proximity to south-east Melbourne

Rural industries Horticulture, dairying and forestry

Developing industries and services

Gourmet food, wineries, restaurants, galleries and local garden attractions

Key activities Farm World (attendance of 60,000 over 4 days)Civil Works Expo and the associated Trucks in ActionPrivate functions, exhibitions, conferences, sporting events, markets, festivals, community events.

Attendance 142,845 (2011)

Business focus In transition from a field day venue dependent on a small number of key events to a regional events and entertainment centre catering for a wide range of activities and all weather events.


Lardner Park grounds (TRC Tourism)

4.1 About Lardner ParkLardner Park is an 80 hectare freehold site located a few minutes’ drive from Warragul. The area was originally leased in 1967 by the Gippsland Field Day Ltd for holding the Gippsland Field Day. That event was established in 1963 as a venue to demonstrate machinery and products in a more comprehensive manner than the local show could offer. In 1967, the Gippsland Field Day Ltd. (now known as Lardner Park Events) purchased the site. Lardner Park Events continues to operate as a not-for-profit organisation with a board of directors compromised of representatives from the local community.

The Lardner Park facility has gradually grown and diversified. It now includes a number of exhibition pavilions, an office building, a manager’s house, stock stalls, an interior road network, powered sites and a lake. Its original premier event, the Gippsland Field Day is now known as Farm World and is one of regional Victoria’s largest agricultural events held over four days and attracting attendance of over 60,000. The other major event at the facility, Civil Works Expo and the associated Trucks in Action, is directed at promoting and selling civil construction related products and services, particularly in the earth moving, civil construction, public works and quarrying industries.

Demand for new events and facilities has been increasing since the 2000s, as seen in the development of the General Interest Pavilion in 2007 and the 2009 proposal to build a new Exhibition Centre to cater for several hundred people. Lardner Park Events now has four full time and one part time employees, with casual staff employed as needed.

4.2 Economic assessment of Lardner ParkEconomic activity associated with Lardner Park in 2011 was estimated using the economic model. Total expenditure associated with Lardner Park in 2011 was estimated to be $53 million. A high proportion of this expenditure ($35 million) was associated with the premier event, Farm World, for which most expenditure was undertaken by visitors ($28 million).

The total economic activity supported by Lardner Park in 2011 is provided in Table 3. It shows that output associated with the showground was $122.9 million in Baw Baw Shire and $159.4 million in Victoria. This activity supported 580 full time equivalent jobs in Baw Baw Shire and 662 full time equivalent jobs in Victoria.


Table3: Economic activity supported by Lardner Park, 2011.

Impact Output ($M) Gross Value Add ($M)

Income ($M) Employment (FTE)

Baw Baw Shire

Direct Impact $54.0 $24.4 $16.1 255

Flow-On Impacts $68.9 $33.2 $19.4 326

Total Impact $122.9 $57.6 $35.5 580

Victoria

Direct Impact $54.0 $24.5 $16.1 255

Flow-On Impacts $105.4 $50.8 $28.1 407

Total Impact $159.4 $75.3 $44.2 662


4.3 Major Program impacts at Lardner Park

4.3.1 Works undertaken

Lardner Park used the Renewal Program funding for the development of a high quality multi-purpose Exhibition Centre of 1,200 square metres, with a fully lined auditorium (with the capacity to be divided into multiple rooms), high level audio-visual capability, a commercial kitchen and toilet facilities. The Centre can be configured for conferences and functions, and can also be used for vehicle, machinery and other exhibits.

The development was undertaken in response to a growing demand for use of Lardner Park and in the context of Lardner Park Events’ strategic objective to attract a wider diversity of events and activities. The Exhibition Centre was intended to cater for events which are weather-sensitive, require under-cover display areas, and have an attendance of up to several hundred people. It was also intended to provide savings in the hire of marquees for events.

Construction of the Exhibition Centre was completed in 2010 at a total cost of $2.75 million. The financial contributions made for the project are outlined in Table 4.

Table 4: Funding contributions for Lardner Park Major Capital Works

Source $ Contributed

Gippsland Field Days (Lardner Park Events) $1,401,600Baw Baw Shire Council $200,000Victorian Government (Regional Development Victoria) $500,000Commonwealth Government (Better Regions Program) $650,000TOTAL $2,751,600


Exhibition Centre – Lardner Park (www.vincientcrisp.com.au)

4.3.2 Economic impact of Major Program

4.3.2.1 Expansion and diversification

Lardner Park Events estimates that there has been a 20 per cent increase in use of the facility over the last two years, especially in events of 200 to 700 people in size. There has been an overall growth in use of the facility and attendance at events, as well as the attraction of a number of new events and uses.

As a result, Lardner Park receives a higher percentage of its income from smaller events and has reduced its reliance on Farm World.

The increase in use of Lardner Park due to the works in the Major Program is shown in terms of attendance of visitors and vendors / exhibitors in Table 5. The highest percentage increases were in attendance at private functions (described in section 4.3.2.2) and at sporting events (which showed a 75 per cent increase, though from a low base). Increased attendance at existing events also occurred due to the facilities available at the Exhibition Centre (see 4.3.2.3).


Increasing use and a wider range of events at Lardner Park is being facilitated by the new Exhibition Centre.

It is a multi-purpose venue of a type and size not previously provided in the region and acts as a catalyst, enhancing knowledge and reputation of Lardner Park as a venue.

New events and functions held since 2009 include:

Australian Rally Championships and Presentation Dinner

Valedictory dinners and debutante balls

Automotive events

Youth Alive summer camp

Agricultural conferences, including Australasian Field Days Conference, Australian Dairy Conference

Gippsland Wedding Expo

Alpaca Show and dinner

Women in Agriculture function.

Table 5: Attendance at events due to the Major Capital Works at Larder Park, 2011

Event % attendance at events due to the Major Capital Works

Visitors Vendors / Exhibitors

Trucks in Action 5.0% 2.5%

Farm World 5.0% 2.5%

Private Functions 80.0% 40.0%

Expo of Local Significance 38.0% 19.0%

Local Festivals/Shows 7.5% 3.75%

Industry Event 7.5% 3.75%

Sporting Event 75.0% 37.5%

Community Event 15.0% 7.5%

Other Event 80.0% 40.0%Source: Larder Park Events (personal communications)

4.3.2.2 Private functions

The use of the Lardner Park Exhibition Centre for a wide range of private functions by groups and organisations in the local and regional community is a significant impact of the new facility. This is estimated as an 80 per cent increase in use of Lardner Park for private functions since completion of the Exhibition Centre (see Table 6). The Centre has provided a venue of a size and quality not previously available in the region and is now the largest function facility in the area between Pakenham and Traralgon. It now attracts a range of local/regional events previously held elsewhere (e.g. debutante balls, school events, weddings, funerals). Lardner Park also indicates that for large functions, the Centre is more economical to hire than marquees, thus making it attractive for use by community organisations.

4.3.2.3 Improvements in existing events

The multi-purpose space, flexible configurations, audio-visual capacity and amenities in the Exhibition Centre have enhanced the range of activities and exhibition styles that can be undertaken during existing events. Lardner Park Events estimates there has been a 2.5 per cent increase in vendors / exhibitors and a 5 per cent increase in visitor attendance at both Farm World and Trucks in Action due to the new facilities.


The Lardner Park Exhibition Centre provides a greater range of opportunities for existing events.

It can be configured for a range of activities, hospitality, exhibitions and ‘state of the art’ presentations.

It enhanced Farm World 2012 by enabling high-tech displays and demonstrations to promote and support event theme ‘IT in Agriculture’.

Overall, the new Exhibition Centre is making a major contribution to Lardner Park. It is also supporting its aspiration to be ‘a place of public entertainment’ rather than remain as a traditional venue for the annual Field Day.

4.3.2.4 Economic impact

The economic model estimates that the Major Capital Works at Lardner Park generated expenditure of $2,340,186 in 2011. This expenditure generated output of $5.4 million in Baw Baw Shire and $6.9 million in Victoria (see Table 6). This supported 27 full time equivalent jobs in Baw Baw Shire and 31 full time equivalent jobs in Victoria.

Table 6: Impact of the Major Capital Works at Larder Park on the local and state economy, 2011



Baw Baw Shire

Direct Impact $2.3 $1.1 $0.7 13

Flow-On Impacts $3.1 $1.5 $0.9 14

Total Impact $5.4 $2.5 $1.6 27

Victoria

Direct Impact $2.3 $1.1 $0.7 13

Flow-On Impacts $4.6 $2.2 $1.2 18

Total Impact $6.9 $3.3 $1.9 31

The model indicates that the majority of employment generated was in the local Shire. This is supported by evidence provided by local stakeholders. For instance, the local Wild Dog Winery and Restaurant, which holds the contract for catering at the new Exhibition Centre, has expanded its casual staff to about 40 people as a result. This has benefited local people such as ‘return to work’ mothers, who would otherwise find it difficult to get work. The expansion of the catering business is also assisting local skills development, with Wild Dog Winery offering opportunities for work experience to local high school students undertaking introductory restaurant trade courses.

4.4 Social value of Lardner Park

4.4.1 Strong community ties

From its inception, Lardner Park (then the Gippsland Field Days) has had strong local ties, both through its local / regional based committee and a high degree of local community voluntary participation in managing events. Community organisations are paid by Lardner Park to conduct activities such as traffic management, car parking, waste disposal and food services at events. Local community organisations which assist with Lardner Park events in this way include the Drouin Primary School, Lardner Primary School, Allan Bank Football Club, Rotary Club and Lions Club. These organisations have found this to be a viable alternative to other forms of fundraising such as raffles and cake stalls.


4.4.2 Farm World – a community event

Farm World has played a significant role in the way the local and regional community relates to Lardner Park. Farm World was described as ‘a cross between a trade event and a regional event’ by focus group participants, who perceived it as a major community event and an important aspect of community identity.

Adults who had attended Farm World as children now bring their children along. According to the focus group participants there are very few security incidents at Farm World due to the strong community connection of the event.

4.4.3 A community asset

Focus group participants also considered that Lardner Park itself had a high degree of local/regional recognition as a facility for events. Local people saw it as ‘their home’, as a ‘community hub for larger events’. This has been seen more recently with the attraction of local and regional functions events to the new Exhibition Centre.

Lardner Park Events indicated that management and the committee consciously want to make a range of contributions to the local and regional community, considering that the facility is a ‘community asset’. Where feasible, there is use of local businesses and labour to provide event-related services. This includes installation of marquees, security, audio visual hire, forklift and crane service for exhibitors, courtesy buses from railway station and catering contracts. It now has a wide network of local businesses that it calls upon as needed.

There is a modified rate for community groups to use the facility and other assistance can be provided. Costs for functions utilising similar resources (such as catering, audio-visual)


Farm World is perceived as a significant part of local and regional community identity and a positive expression of community.

Farm World

… ‘bonds the community together’

… is a place ‘where people catch up’

… has ‘a happy, positive and friendly environment’

… is ‘a family day … with no roughnecks … leaving you with a positive, good feeling’

Focus group participants

Lardner Park Events fosters community use of the facility in various ways.

It absorbed the cost of portable toilet hire for the new Motorfest event started in 2009 by the Rotary Club of Drouin. In 3 years the event has expanded to bring returns of $160,000.

can be reduced by ‘back to back’ scheduling on succeeding days. This reduces the overheads associated with single functions, such as set-up and dismantling costs.

4.5 Future outlook for Lardner ParkFocus group participants and Lardner Park Events consider there is a positive outlook for Lardner Park. Lardner Park Events is currently focused on consolidating the growth experienced following construction of the new Exhibition Centre. Investment in infrastructure (such as power upgrades and an effluent treatment plant) has been undertaken to cater for growth in visitation at the site.

Following this period they see potential for further diversification and growth of events. They are considering development of a broad-based lifestyle or an ‘interactive’ event possibly incorporating on-site camping. This strategy is supported by the predicted growth of the regional population from 22,000 to 56,000 people by 2050 and likely increase in demand for event venues.

Baw Baw Shire Council also indicated that Lardner Park is one of the key regional facilities for attracting visitors.

However, Lardner Park Events and community stakeholders have identified a challenge in the limited accommodation available close to Lardner Park. There are currently insufficient beds near the facility to accommodate attendees at larger conferences. While a range of accommodation is available throughout Baw Baw Shire (such as at Walhalla), conference organisers often prefer to avoid having to transport conference delegates over long distances. This is inhibiting the leveraging of greater returns from the events and conference capacity at Lardner Park.


5. Bendigo Prince of Wales Showgrounds

Snapshot - Bendigo Prince of Wales Showgrounds

Location Greater Bendigo City1.5 hours’ drive north west from Melbourne CBD on the Calder Highway.

Population 100,617Bendigo is a major provincial centre experiencing strong population growth.

Rural industries Bendigo services the southern Loddon Mallee Region, including sheep/ wool, crops, intensive animal production, wineries and the equine industry.

Other industries and services

Centre for retail, service and finance industries, as well as construction, mining and manufacturing industries.Well-developed tourism industry and infrastructure, focussed on heritage, food and wine, entertainment and events.

Key activities Australian Sheep and Wool Show, the Bendigo National Swap Meet and the annual Bendigo Agricultural ShowSunday Markets and wide range of exhibitions, events and functions.Caravan park use.


Business focus Building a centre that attracts a wide range of local, regional and state events, while showcasing agriculture and providing venues for entertainment and local community uses.


5.1 About Bendigo ShowgroundsThe Bendigo Prince of Wales Showgrounds is a relatively recent site, established in 1968 on 18 hectares on Holmes Road less than three kilometres from the centre of Bendigo. The Showgrounds site is a crown reserve and is leased by the Bendigo Agricultural Show Society, which was formed in 1859.

Assets (including the new Bendigo Exhibition Centre) are managed by the Greater Bendigo City Council. The site includes a 5 hectare arena, 16 pavilions of different sizes and uses, 230 horse stables, and outdoor powered sites. An adjacent 2.3 hectare site provides parking.

One of Bendigo’s most utilised facilities, the Prince of Wales Showgrounds caters to more than half a million people each year. Major events are the Australian Sheep and Wool Show, the Bendigo National Swap Meet and the annual Bendigo Agricultural Show. The Showgrounds also hosts 49 community Sunday Markets each year which attract around 10,000 people each week. Other events at the site range from music festivals to goat shows. The total attendance at events in 2011 was estimated by the Bendigo Agricultural Show Society to be 584,500.

A number of local clubs and organisations also use the facilities on the site for regular meetings, and the arena is used as a training ground for two football teams over winter.

A camping and caravan park facility operates when the Showgrounds are not in use for events. Approximately 5,000 people stay at this facility at a charge of $25 per night, generating about $100,000 per year in revenue for the Showgrounds.

5.2 Economic assessment of Bendigo ShowgroundsTotal expenditure associated with the Bendigo Prince of Wales Showgrounds in 2011 was estimated as $49 million using the economic model. There was significant expenditure of approximately $23 million associated with ‘local shows and festivals’, largely derived from the weekly Sunday Market. For single events, the largest expenditure was associated with the Swap Meet, followed by the Sheep and Wool Expo and the Bendigo Agricultural Show.

Visitors to large events tend to spend more outside of the Showgrounds than at events. This reflects expenditure on accommodation and services by the large proportion of the visitors from outside the local area.

The estimated total economic activity supported by the Bendigo Prince of Wales Showground in 2011 is provided in Table 7. Economic output from the Showground was $122.9 million in the Greater Bendigo City Council and $151.4 million in Victoria. This


Bendigo Showgrounds(www.bendigoshow.com.au)

activity supported 720 full time equivalent jobs in Greater Bendigo City Council and 798 in Victoria.

Table 7: Economic activity supported by the Prince of Wales Showground, 2011.



Greater Bendigo City CouncilDirect Impact $50.2 $23.4 $16.0 407Flow-On Impacts $72.7 $34.8 $19.7 314Total Impact $122.9 $58.2 $35.8 721VictoriaDirect Impact $50.2 $23.5 $16.0 407Flow-On Impacts $101.5 $48.4 $26.9 391Total Impact $151.7 $71.9 $42.9 798


5.3 Major Program impacts at Bendigo Showgrounds


The 5,000 square metre Bendigo Exhibition Centre was completed in 2007 and was the first project to be funded under the Renewal Program. Replacing three older style sheds, the Exhibition Centre is an all-weather pavilion designed to be used by a diverse range of large scale events, exhibitions, trade shows and conferences. It has power, water, ventilation, food preparation areas and is able to be partitioned into smaller spaces.

The $4.3 million facility was built with contributions from the Commonwealth, State and local government as well as the Show Society. Some components of the proposal, such as the kitchen, were not completed within the initial budget and were completed at an additional cost to Council following the completion of the Centre.

The financial contributions made towards the project are included in Table 8.

Table 8: Funding contributions for Bendigo Showgrounds project


Greater Bendigo City Council $1,000,000Bendigo Agricultural Show Society $500,000Commonwealth Government $300,000State Government (Regional Development Victoria) $2,500,000TOTAL $4,300,000

The Bendigo Exhibition Centre is owned and operated by the Council. The Bendigo Agricultural Show Society has use of the Centre for its key events such as the Swap Meet, the Australian Sheep and Wool Show and the Agricultural Show and rents the facility for other events. The Show Society also provides labour and resources for the operation of the Centre and is reimbursed by the Council for these activities.


Bendigo Exhibition Centre(www.bendigoshow.com.au)

5.3.2 Economic impact of the Major Program

5.3.2.1 Building a diverse and popular venue

The Bendigo Exhibition Centre has both contributed to the expansion of existing events at the Showgrounds and attracted a wide range of new events and functions. The latter are described by focus groups participants as ‘higher quality’, ‘professional’ and more ‘contemporary’ in nature. The Exhibition Centre facilities have enabled the Australian Sheep and Wool Show to develop innovative, contemporary features in its program, such as the Women of Wool event which showcases women’s involvement in the wool and wool fashion industries. For the Groovin’ the Moo music event, which uses the Showgrounds arena, the Exhibition Centre provides space for entertaining artists and VIPs and for equipment storage. Other events held at the showgrounds also use the Centre as a wet-weather alternative or to support vendors.

Due to its relative affordability, the Bendigo Exhibition Centre has assisted the Prince of Wales Showgrounds to develop as an alternative facility to Melbourne Showgrounds for some events. For instance, it was chosen as the venue for the 100 year anniversary of the first Motor Show held in Melbourne Showgrounds.

Focus group participants considered that the Exhibition Centre has assisted in establishing the Bendigo Prince of Wales Showgrounds as a ‘destination in itself’. There are often multiple events at the site during a weekend and, especially with the regular markets, cross attendance occurs between different events. Attendance at events has also increased at the facility (see Table 9), with the most increases occurring in relation to private functions and local expos. The Exhibition Centre also contributes to a 5 per cent increase in attendance at the Sheep and Wool Show and the Bendigo Swap Meet.

The Exhibition Centre supports the broader tourism and events strategy of the Greater Bendigo City Council which particularly focusses on events to attract visitors and economic benefits to Bendigo. As well as the dedicated Showgrounds events, several other events held in Bendigo are held partly at the Exhibition Centre.


Bendigo Exhibition Centre(www.sheepshow.com.au)

http://www.google.com/imgres?q=BEndigo+sheep+and+wool+show&hl=en&biw=1093&bih=483&tbm=isch&tbnid=M9o2pqGAajnPxM:&imgrefurl=http://www.sheepshow.com/&imgurl=http://www.sheepshow.com/edit/home_rotate/BENDIGO-SHEEP-&-WOOL-2009-056-RET.JPG&w=800&h=292&ei=8CQ8UOWcGuajiAfjk4DoDg&zoom=1&iact=hc&vpx=41&vpy=175&dur=139&hovh=135&hovw=372&tx=219&ty=54&sig=101921811959063218469&page=1&tbnh=65&tbnw=177&start=0&ndsp=10&ved=1t:429,r:0,s:0,i:72

http://www.womenofwool.com.au/

Table 9: Attendance at events due to the Major Program works at Bendigo Showgrounds, 2011



Bendigo Swap Meet 3.0% 1.5%

Sheep and Wool Show 5.0% 2.5%

Agricultural Show 5.0% 2.5%







Other Event 5.0% 2.5%Source: Bendigo Agricultural Show Society, personal communication


The economic model estimated that the Major Program at Bendigo Prince of Wales Showgrounds generated expenditure of $1,588,657 in 2011. This generated output of $3.9 million in Greater Bendigo City and $4.8 million in Victoria (see Table 10). A total of 25 full time equivalent jobs were generated in Victoria, with the majority of employment generated being in Greater Bendigo City (22 full time equivalent jobs).

Table 10: Economic impact of the Major Program works at Bendigo Showgrounds, 2011

Impact Output ($M) Gross Value Add ($M) Income ($M) Employment (FTE)

Greater Bendigo City Council

Direct Impact $1.6 $0.7 $0.5 13

Flow-On Impacts $2.3 $1.1 $0.6 10

Total Impact $3.9 $1.8 $1.1 22

Victoria

Direct Impact $1.6 $0.7 $0.5 13

Flow-On Impacts $3.2 $1.5 $0.8 12

Total Impact $4.8 $2.2 $1.3 25

The feedback from local stakeholders on the employment impacts of the Exhibition Centre supports the modelling results. They noted that a large proportion of the employment generated by the Bendigo Exhibition Centre is casual labour rather than full-time employment. For example, the Groovin’ the Moo event requires 100 casual staff on the event night to provide food, beverage and security services.


5.4 Social value of Bendigo Showgrounds

5.4.1 Community identity

The Bendigo Agricultural Show Society has a 140 year history with a strong connection with the community. A focus group participant commented that ‘the community understands the uniqueness of the Society’ and ‘how most things don’t last for 140 years’.

Since the establishment of the Prince of Wales Showgrounds in 1968, the Show Society has maintained and built upon its traditional role of promoting farming activities and maintaining a ‘strong linkage to the land’ for the local and regional community. It has given agricultural events a contemporary flavour, while extending its focus to the provision of entertainment and facilities for community and business uses.

Significantly, the linkage to the land provided by the Showgrounds extends well beyond the local area. The Showgrounds and its major events are believed to attract visitors from as far as Melbourne, providing them with an opportunity to learn about what it means to be on the land and to understand the lifestyle of regional Victoria. This is seen as a significant connection between the local community and Melbourne.

5.4.2 Community support

The Agricultural Show, the Australian Sheep and Wool Show and other agricultural events at the Showgrounds are seen as valuable venues for social interaction and support among regional farming communities. This was particularly evident during the recent drought. Focus group participants agreed that during the drought the agricultural events held at the Showgrounds provided a chance for farmers ‘doing it tough’ to put things into perspective and be reassured that they had support within the community.

These events are also seen as important in raising the confidence of local and regional producers and manufacturers through a direct interface with the customer. The example was given of how ‘powerful’ and encouraging it is to sell a wool coat directly to someone from Melbourne at the show where the producer can communicate how the item was made.

5.4.3 A community asset

The diversity of events held at the showgrounds also provides opportunities for a range of interests in the community. The Swap Meet, for example, has traditionally been seen as a ‘mates weekend’ and the Women in Wool event associated with the Sheep and Wool Show is targeted at rural and regional women. The agricultural shows also provide a significant source of education for young people both through attendance as part of school programs and through involvement in show judging and exhibiting.


Bendigo Prince of Wales Showgrounds assists in maintaining strong links to the land among the local and regional community and in showcasing rural and regional lifestyles.

The importance of the Showgrounds for the local community is reflected in the high level of participation by volunteers. Most of the shows and events are community run and operated. Only a few events are managed by employed staff. For example, at the Swap Meet, about 800 volunteers from community organisations (such as the Rotary Club, the Lions Club and scouts) provide services such as catering, car parking and site clean-up.

Local clubs and organisations use the facilities for a diverse range of activities and events, as well as providing facilities for the conduct of meetings. The proximity of the Showgrounds to the centre of Bendigo and its range of buildings and outdoor space assists this type of use.

5.5 Future outlook for Bendigo Showgrounds

The Bendigo Agricultural Show Society believes there is considerable unmet demand for events within the region where event costs are more economical than in Melbourne. The event capacity provided by the Bendigo Exhibition Centre is being supplemented by a new 6,150 square metre facility under construction at the Showgrounds at a cost of S3 million.

The key challenges identified by the Show Society are increased event-hosting costs related to occupational health and safety, security and policing.

The adequacy of existing accommodation to meet demand associated with events was also raised by some stakeholders.


6. Shepparton Showgrounds

Snapshot – Shepparton Showgrounds

Location Greater Shepparton City Council2.75 hours’ drive north from Melbourne CBD.

Population 63,854

Rural industries Irrigated agriculture, fruit and vegetable processing, dairying and dairy product processing, wineries.

Other industries Regional service centre.Tourism associated with fishing, boating, food and wine, sport, conferences and events.

Key activities Shepparton Show (15,000 to 20,000 people annually)Spring Car Nationals (15,000 people)Range of community and local events and functions.


Business focus Gradual implementation of a redevelopment Master Plan to improve facilities and existing events and attract a range of new quality events.


Multipurpose pavilion – Shepparton Showgrounds (www.vincientcrisp.com.au)

6.1 About Shepparton ShowgroundsShepparton Showgrounds was established in 1877 and is located within walking distance of the Shepparton CBD. It was originally operated by the Shepparton Agricultural Society which holds the annual Shepparton Agricultural Show. The operation, maintenance and development of the site were transferred to the Greater Shepparton City Council under an agreement with the Society in 2003.

Since then there has been significant redevelopment of the Showgrounds. The rear section of the site was sold to SPC for a manufacturing facility and the greyhound track was relocated to the Kialla Paceway. A site Master Plan has been prepared outlining long-term redevelopment in the order of $13.9 million. Shepparton Council indicated that by 2012 $6 million had been contributed by the Shepparton Agricultural Society, Harness Racing and Greyhound Racing, Council and State Government agencies towards showground developments. These developments include grandstand redevelopment, the Thompson Street Façade and Animal Nursery, the new McIntosh Centre, the hard stand area and demolition of the cattle pavilions.

While the annual Agricultural Show remains the premier event, under the redevelopment program the number and type of events and activities has been greatly extended.

6.2 Economic assessment of Shepparton Showgrounds

Using the economic model, total expenditure associated with the showground in 2011 is estimated at $6.4 million.

The total economic activity supported by Shepparton Showgrounds in 2011 is estimated at $15.8 million in the Greater Shepparton City and $19.9 million in Victoria (see Table 11). This activity supported an estimated 106 full time employment equivalent jobs in Victoria. The majority of these jobs (95) were in Greater Shepparton City.

Table 11: Economic activity supported by Shepparton Showgrounds, 2011.



Greater Shepparton City

Direct Impact $6.6 $3.1 $2.1 54

Flow-On Impacts $9.2 $4.5 $2.6 40

Total Impact $15.8 $7.7 $4.7 95

Victoria

Direct Impact $6.6 $3.2 $2.2 54

Flow-On Impacts $13.3 $6.4 $3.5 51

Total Impact $19.9 $9.5 $5.7 106


6.3 Major Program at Shepparton Showgrounds


The Renewal Program funding was used to develop a multipurpose pavilion (completed in 2011 and opened March 2012) which is part of the ongoing Showgrounds redevelopment outlined in section 6.1 above. The 100 x 25 metre pavilion is designed primarily for accommodation and showing of livestock at the annual Shepparton Show. It also has the flexibility to be used for a variety of other events and activities throughout the year. It does not have attached catering facilities or amenities. The financial contributions towards the project are outlined in the Table 12 below. It includes all construction expenditure for the project, including additional contributions made in the course of the project.

Table 12: Funding contributions for Shepparton Showgrounds project


Greater Shepparton City Council $1,500,000Commonwealth Government $240,000State Government (Regional Development Victoria) $500,000TOTAL $2,240,000

Source: Greater Shepparton City Council


6.3.2.1 Diversification and amenity improvements

The effects of the new multipurpose pavilion are occurring in the context of significant increases in the number of events and participation at the Showgrounds under the ongoing redevelopment program. Between 2004/05 and 2010/11, the number of events increased from 4 to 63 (see Table 13).

Table 13: Participation at events at Shepparton Showgrounds, 2004/5 to 2010/11

YEAR No. of events Attendance2004/5 4 15,0002005/6 4 15,0002006/7 21 20,0002007/8 48 55,0002008/9 48 40,0002009/10 52 67,2702010/11 63 71,250Source: Greater Shepparton City Council (unpublished statistics)

Showgrounds stakeholders consider that the improved amenity and increased capacity of the new pavilion is improving the quality of existing events, as well as attracting new events including local expos and entertainment of benefit to the local and regional community.


The high quality venue of the Shepparton Showgrounds multipurpose pavilion has improved the quality of existing events.

The security and facilities are attracting a high calibre of car to the annual Swap Meet.

improved amenity for judges, competitors and visitors has led to increased attendance at competitive events at the annual Agricultural Show.

Focus group participants commented that it was ‘still early days’ to assess the impact of the multipurpose pavilion as potential uses and benefits are still emerging. For instance, the event promoters, Allied Artists, can now bring overseas artists to Shepparton due to the availability of an all-weather venue for at least 2,000 people. The presence of an all-weather venue is expected gradually to draw more uses for functions and community events. The Rotary Club provided the example of an event held prior to the completion of the pavilion that incurred a loss of $10,000 due to rain impacting on ticket sales. Rotary believes this loss would have been avoided if they had had access to an all-weather venue.

The works funded under the Major Program are estimated to have contributed to at least a third of the attendance at local festivals and community events at the Shepparton Showgrounds in 2011 (see Table 14).


Table 14: Attendance at events due to the Major Program works at Shepparton Showgrounds, 2011



Shepparton Show 4.0% 2.0%







Other Event 1.0% 0.5%Source: Shepparton City Council / Shepparton Agricultural Show Society (personal communications)


The economic model estimated that the Major Capital Works at Shepparton Showgrounds generated expenditure of $664,500 in 2011. This is estimated to have generated economic output of $1.6 million in Greater Shepparton City and $2 million in Victoria (see Table 15). Nine out of the 10 full time equivalent jobs generated were in Greater Shepparton City. This result is significant given that the works were only completed one year before the assessment was undertaken.

Table 15: Economic impact of the Major Capital Works at Shepparton Showgrounds, 2011



Greater Shepparton City

Direct Impact $0.7 $0.3 $0.2 5

Flow-On Impacts $0.9 $0.5 $0.3 4

Total Impact $1.6 $0.8 $0.5 9

Victoria



Total Impact $2.0 $0.9 $0.6 10


6.4 Social value of Shepparton ShowgroundsThe Council and Show Society view the showgrounds as a ‘landmark’ within Shepparton. The location and function of the showgrounds are well known within Shepparton and the broader region. There is also is a strong community commitment to the continued sustainability of the showgrounds and implementation of the redevelopment plans.

Focus group participants valued the long tradition of the 136 years of the Show Society and related personal and family attachments to the Showgrounds and the annual Shepparton Show that have continued through several generations. Anecdotally, there is strong repeat visitation by the local community at the event each year.

The Council and Show Society see the Showgrounds as an expression of community. It is a special place where people can come together in a non-threatening and safe environment. The annual Agricultural Show is also seen as a way for the community to learn more about its traditions and surroundings such as agricultural industries, the land and the broader region outside of the urban area.

Volunteer organisations such as Rotary are central to showground operations. An estimated 500 volunteers are essential for annual Agricultural Show operations. Revenue raised by volunteers and clubs at events is reinvested back into the local economy on social projects. For example the Rotary Club recently provided a donation of $15,000 for the local hospice.

6.5 Future outlook for Shepparton ShowgroundsThe Council and Shepparton Agricultural Society are optimistic that diversification of Shepparton Showgrounds will continue as knowledge and experience of the new multipurpose pavilion spreads among event organisers and the community. They indicate that such a ‘ripple effect’ has occurred for other aspects of the showgrounds redevelopment.

The aim is to attract new, higher capacity events that take advantage of the showground’s improved capacity and amenity. The provision of additional facilities to improve the pavilion’s flexibility (such as a kitchen and toilets) will also be considered in the short to medium term.


Shepparton Showgrounds and the annual Agricultural Show are valued as an expression of community and family traditions.

The Showgrounds is a centre for volunteer fundraising and contributions to the community through social projects.

7. Elmore Events Centre

Snapshot – Elmore Events Centre

Location In the small town of Elmore Near the border of Greater Bendigo City and Campaspe Shire 2.25 hours’ drive north from Melbourne CBD, and midway between regional centres of Bendigo, Shepparton and Echuca.

Population Elmore – less than 1,000Greater Bendigo City - 100,617Campaspe Shire – 38,981

Rural industries Varied agriculture in the region, including irrigated agriculture, fruit and vegetable processing, dairying, sheep/wool, beef cattle, equine industry.

Other industries Service industries and tourism in the surrounding regions.

Key activities Elmore Field Day (30,000 people annually)Equestrian Park, Driver Education Centre and about 30 events - including exhibitions, equestrian competitions, music and food festivals, vehicle rallies, markets, industry and trade expos, product launches and demonstrations and community events..


Business focus Enhancing the contemporary appeal of the Elmore Field Day while attracting a more diverse range and number of events and uses.


Elmore Events Centre (www.elmorefielddays.com.au)

7.1 About Elmore Events CentreThe Elmore Events Centre is a 154 hectare site opened in 1989 to accommodate the Elmore Field Day event (which was established in 1964) and a range of other uses. It has a wide range of facilities including a purpose built Equestrian Park (with extensive horse yards and 6 dressage arenas); a Driver Education Centre; 2 exhibition pavilions; a shearing shed pavilion; a catering pavilion; a club pavilion; an administration facility; a 32 hectare outdoor serviced and floodlit display area; a 1,000 metre long airstrip; camping facilities with capacity for over 15,000 people; 5,000 car parking spaces; and truck park and loading ramp.

The site is owned by the Elmore and District Machinery Field Days Incorporated. It is managed by a committee of 34 members. Day to day operations are undertaken by a staff of 1 full-time and 3 part-time staff.

The major annual event, the Elmore Field Day, attracts around 32,000 people each year and is regarded as Victoria’s premier field day with over 600 different exhibitors. The Department of Primary Industries and private companies also use the site for productivity trials for cropping and testing of products for local conditions.

7.2 Economic assessment of Elmore Events Centre

The total expenditure associated with the Centre in 2011 was estimated as $10.5 million using the economic model. The majority of this expenditure is associated with the annual Elmore Field Day ($10 million).


The total economic activity supported by Elmore Events Centre in 2011 is provided in Table 16. Estimated economic output was $28 million in the combined Greater Bendigo City and Campaspe Shire and $34.4 million in Victoria. This activity supported 153 full time employment equivalent jobs in the Greater Bendigo and Campaspe Shires and 170 full time equivalent jobs across Victoria.

Table 16: Economic activity supported by Elmore Events Centre, 2011.



Greater Bendigo City and Campaspe ShireDirect Impact $11.5 $5.3 $3.5 82Flow-On Impacts $16.5 $7.9 $4.5 72Total Impact $28.0 $13.2 $8.0 153VictoriaDirect Impact $11.5 $5.3 $3.5 82Flow-On Impacts $22.9 $10.9 $6.1 88Total Impact $34.4 $16.2 $9.6 170

7.3 Major Program impacts at Elmore Events CentreFour infrastructure developments were undertaken under the Renewal Program funding. A 5,808 square meter multiuse pavilion was completed ahead of the 2011 Elmore Field Day. A concrete floor around the perimeter and compacted dirt in the middle of the pavilion is designed to provide flexibility to host exhibitions and cater for events (such as equestrian activities) that require a natural surface.

In addition, the administration office was moved from town to a prefabricated building at the Elmore Events Centre. To comply with occupational health and safety requirements, a kitchenette and toilet and shower facilities were provided to service truck drivers at the loading ramp area. Facilities to access bore water for the centre were also provided.


Multiuse pavilion – Elmore Events Centre (www.elmorefielddays.com.au)

The total project cost was $1.3 million. The financial contributions are outlined in Table 17.

Table 17: Funding contributions to the Elmore Events Centre project


Elmore Events Centre $658,375State Government (Regional Development Victoria) $658,375TOTAL $1,316,750


7.3.1.1 Enhancement of Elmore Field Day

The Elmore Events Centre management believes the multiuse pavilion (which was completed just before the 2011 Elmore Field Day) contributed to a reported 20 per cent increase in attendance12 at the event that year after a period of steady attendance rates. Although external factors such as the breaking of the drought were considered to have affected attendance in 2011, the small powered sites at the multiuse pavilion attracted a new range of agri-business operators and agricultural business services exhibitors that had not previously attended the event. This is estimated to have increased visitor attendance by 4 per cent (see Table 18).

There is expected to be strong competition for exhibition space in the pavilion at succeeding Field Days leading to a substantial impact on revenue due to higher rates for the improved space. The exhibition space at the pavilion generated $75,000 in 2011, compared with expected returns of $25,000 for the same size space previously. The Events Centre expects to achieve 100 per cent occupancy of the new exhibition space in 2012, resulting in $100,000 in revenue.

7.3.1.2 Diversification and sustainability

It is early days for assessing the impact of the multiuse pavilion. Nevertheless, the facility has already been instrumental in attracting a large event (the Victoria Futurity, run by the Victorian Branch of the National Cutting Horse event) to relocate to Elmore Events Centre. It is also beginning to attract community events and functions such as the Bachelors and Spinsters Ball.

In addition, the truck depot development and water bore activation has improved the sustainability of Event Centre operations. The Centre management indicates that the relocation of the office to the site has increased site management efficiency and resulted in a direct saving of $5,000 annually in administration costs.

12 Bendigo Advertiser, 5 October 2011Victoria’s Regional Showgrounds – Report to RDV, October 2012 36 |

The new pavilion enables Elmore Field Day to keep abreast of contemporary agricultural products and services and the requirements of high-tech professional displays.

On its first use, it attracted a new range of agri-business and business services exhibitors.

As premium exhibition space, it is expected to contribute $100,000 in Field Day revenue.

Estimated increases in attendance at the Events Centre are provided in Table 18.

Table 18: Attendance at events due to the Major Program works at Elmore Events Centre, 2011



Elmore Field Day 4.0% 2.0%







Other Event 2.0% 1.0%Source: Elmore Events Centre (personal communications)


The economic model estimates that the Major Program works at Elmore Events Centre generated expenditure of $434,646 in 2011. This has generated an estimated output of $1.1 million in Greater Bendigo City and Campaspe Shire and $1.3 million in Victoria (see Table 19). This supported 6 full time equivalent jobs, all of which were in the area of Greater Bendigo City Council and Campaspe Shire.

Table 19: Economic impact of the Major Program works at Elmore Events Centre, 2011



Greater Bendigo City and Campaspe ShireDirect Impact $0.4 $0.2 $0.1 3Flow-On Impacts $0.6 $0.3 $0.2 3Total Impact $1.1 $0.5 $0.3 6VictoriaDirect Impact $0.4 $0.2 $0.1 3Flow-On Impacts $0.9 $0.4 $0.2 3Total Impact $1.3 $0.6 $0.4 6


7.4 Social value of Elmore Events CentreIn the 50 years since its establishment, the Elmore Field Day and the more recent Events Centre have become a defining part of the identity of the small town of Elmore. Focus group participants indicated that community members are highly engaged in operation of the Field Days.

Profits from Elmore Field Days are channelled to the community through contributions to infrastructure and community development projects in the town and region. Since the event began in 1964 a total contribution of $1.4 million has been made to community development including the driver education program, hospital equipment and upgrade of the swimming pool. Interest free loans are also provided by the Elmore Events Centre for other development projects. In addition, volunteer organisations which assist with catering at the Field Days use the funds raised for community development projects.

7.5 Future outlook for Elmore Events CentreThe Elmore Events Centre aims to continue to diversify to move from its high dependence on the annual Field Days, building on the versatility of the new pavilion and the range of existing facilities at the Centre.


The Elmore Field Day is the iconic feature of the town of Elmore.

It is a symbol of the town and its identity, seen by community members as bringing the whole community together and helping to sustain a strong community spirit.

Since 1964, $1.4 million in Field Day profits have funded local and regional infrastructure and community development projects.

Camping and equestrian facilities at Elmore Events Centre (www.elmorefielddays.com.au)

8. Hamilton Showgrounds

Snapshot - Hamilton Showgrounds

Location Southern Grampians ShireIn the town of Hamilton , which is a major service and commercial centre for the Western District of Victoria

Population 17,400 (Southern Grampians Shire)10,400 (Hamilton)

Rural industries Historically a wool growing area, now diversifying to agribusiness, forestry, horticulture and wind farming

Other industries Commercial, service and education industries at Hamilton. Tourism (including Grampians National Park, a major visitor attraction), food and wine

Key activities Sheepvention (major event with attendance of 25,000)Beef Expo (attendance of 2,000)Ram sales (6 a year), several local community fairs, hree French Hens Market, SA Rodders Swap Meet, a range of expos and small animal shows/sales, Relay for Life, circus, community group and private functions

2011 attendance 67,800 (estimated)

Business focus Continued expansion and diversification of Showgrounds events and uses which contribute to the local economy and community.


Sheepvention at Hamilton Showgrounds (www.visitsoutherngrampians.com.au)

http://www.google.com/imgres?q=Hamilton+Showgrounds+Southern+Grampians+shire+Council&num=10&hl=en&biw=1093&bih=483&tbm=isch&tbnid=9S6Fscs8O16B_M:&imgrefurl=http://www.visitsoutherngrampians.com.au/events/conf_and_events.html&imgurl=http://www.visitsoutherngrampians.com.au/events/NewFiles/events_banner.jpg&w=950&h=280&ei=3KNFUMf6IfCemQWN6oGADQ&zoom=1&iact=hc&vpx=212&vpy=207&dur=10239&hovh=122&hovw=414&tx=206&ty=59&sig=101921811959063218469&page=3&tbnh=53&tbnw=179&start=26&ndsp=15&ved=1t:429,r:1,s:26,i:164

8.1 About Hamilton ShowgroundsHamilton Showgrounds is a 12 hectare site located on Crown Land less than 1 km from the centre of Hamilton. Management of the showgrounds is conducted by the Hamilton Pastoral and Agricultural Society (P&A Society) on behalf of the Southern Grampians Shire Council which also contributes to site maintenance. The showgrounds site includes several large exhibition pavilions; an oval/arena; outdoor powered sites; various storage facilities; and an administration building. It also has meeting rooms owned and used by several community associations.

The Major Program works undertaken at Hamilton Showgrounds are part of a general redevelopment aimed at enhancing and diversifying the facility and its uses in accordance with a Master Plan completed in 2007. The redevelopment is also part of Council initiatives to encourage regional economic diversity and improve tourism and visitor opportunities, including through provision of a large conference venue. In addition, buildings and facilities at the showgrounds are used for meetings and activities by a range of community clubs and organisations including Hamilton Gymnastics Club, Western District Umpires Association, Hamilton Lions Club, Hamilton Brass Band, Hamilton Branch of the SES, Hamilton Kennel Club and the Hamilton and District Darts Association.

8.2 Economic assessment of Hamilton Showgrounds

Using the economic model, the total expenditure associated with Hamilton Showgrounds in 2011 was estimated to be $8.4 million. Approximately 60 per cent ($5.4 million) of expenditure was associated with the premier event, Sheepvention.

The total output related to Hamilton Showgrounds in 2011 was estimated to be $19 million in the Southern Grampians Shire and $26.8 million in Victoria (see Table 20). This activity supported 118 full time equivalent jobs in Southern Grampians Shire and 133 full time equivalent jobs in Victoria. The majority of economic activity occurred within Southern Grampians Shire.

Table 20: Economic activity supported by Hamilton Showgrounds, 2011



Southern Grampians ShireDirect Impact $8.9 $4.0 $2.7 64Flow-On Impacts $10.1 $5.1 $3.2 53Total Impact $19.0 $9.1 $5.9 118VictoriaDirect Impact $8.9 $4.0 $2.7 64Flow-On Impacts $17.9 $8.5 $4.7 69Total Impact $26.8 $12.5 $7.4 133


8.3 Major Program impacts at Hamilton Showgrounds


The Renewal Program project, which received contributions from both the Council and the Hamilton P&A Society (see Table 21), consisted of:

construction of a new multipurpose Hamilton Exhibition and Conference Centre to replace an existing dining room building. This included a commercial kitchen, bar and servery area and audio visual, sound and data capacity;

linkage of this new space with the existing Fashion Pavilion;

new roofing on the existing Sheep Pavilion; and

installation of rain water tanks connected to the new roofs to boost water availability for irrigation and other uses.

Table 21: Funding contributions for Hamilton Showgrounds project


Southern Grampians Shire Council 350,000Hamilton Pastoral and Agricultural Society 350,000Victorian Government (Regional Development Victoria) 800,000TOTAL $1,500,000

The project total of $1,500,000 includes additional construction costs of $100,000 contributed by the Council and P&A Society to cover removal of asbestos subsequently discovered in the old dining room and for additional concrete to link the new building with the Fashion Pavilion. The Centre was completed in August 2010 and is owned and managed by the P & A Society. The extended space (combined with the Fashion Pavilion) can cater for about 500 people and is the largest conference space in the wider region.


8.3.2.1 Expansion and diversification

Since its completion in August 2010 there has been high demand for the Hamilton Exhibition and Conference Centre from both local and external sources. In its first year of operation the Centre was used for an event or function on Victoria’s Regional Showgrounds – Report to RDV, October 2012 41 |

Hamilton Exhibition & Conference Centre (TRC Tourism)

average every 6 days13. By May 2012, the P&A Society indicated the Centre was fully booked for weekends for the year and was experiencing increased use during the week.

New uses attracted to the Centre include local/regional business, government agency and club events and conferences. Demand has increased for local organisation and private functions, such as annual balls and dinners and weddings which may previously have been held outside of Hamilton because of the lack of a venue of sufficient size. At the same time, this demand has not affected bookings for other Hamilton conference and function venues14. Large new events attracted to the showgrounds by the facilities offered by the Centre are the Three French Hens Market (a boutique Christmas market) and Alpaca Fest.

The Hamilton Exhibition and Conference Centre has also enhanced Sheepvention by providing a larger and more attractive venue for the associated Wool Fashion Parade and Awards.

The estimated increased showgrounds attendance due to the new Hamilton Exhibition and Conference Centre is shown in Table 22, which highlights the significant impact of the new facility on private functions, community and local events. Attendance at Sheepvention was also estimated to have increased by 5% due to the Major Program.

Table 22: Attendance at events due to the Major Program works at Hamilton Showgrounds, 2011



Sheepvention 5.0% 2.5%







Other Event 0.0% 45.0%Source: Hamilton P&A Society (personal communications)


The economic model estimates that the Major Program works at Hamilton Showgrounds generated expenditure of $1,258,611 in 2011. This generated output of $2.7 million in the Southern Grampians Shire and $3.8 million in Victoria in 2011 (see Table 23). An estimated 17 full time equivalent jobs were generated in the Southern Grampians Shire and 19 in Victoria.

13 Koch (September 2011)14 Southern Grampians Shire Council, personal communication.Victoria’s Regional Showgrounds – Report to RDV, October 2012 42 |

Conference Centre events(www.hamiltonshowgrounds.com.au)

Table 23: Economic impact of the Major Program works at Hamilton Showgrounds, 2011



Southern Grampians Shire



Total Impact $2.7 $1.3 $0.8 17

Victoria


Flow-On Impacts $2.5 $1.2 $0.7 10

Total Impact $3.8 $1.8 $1.0 19

Evidence provided by the Council, the P&A Society and focus group participants supports the modelling results that the majority of additional activity and employment was generated in the local economy.

The showgrounds Administrator position has been upgraded from part time to full time to cope with the additional demand for the Hamilton Exhibition and Conference Centre. Catering for functions at the new facility is carried out by Dariwell Farm, a Hamilton restaurant and gourmet food store which caters for functions at the Centre. The company has had to extend its list of casual workers and employ an additional chef (who would otherwise have had to leave Hamilton for employment after completion of an apprenticeship). The new Centre is also contributing to local workforce skilling through its use as a venue for training students in Certificate II and III in hospitality and contracting of landscape maintenance to a local disability group.

Demand for the new Centre has also led to further investment by the P&A Society in additional equipment (e.g. tables, chairs, linen and a dance floor) and further upgrades to the Fashion Pavilion (e.g. carpets).

Together with increases in events at the Hamilton Performing Arts Centre, the Council considers that the new Centre has led to increased average occupancy levels in local accommodation, particularly during the week. Investment in accommodation at Hamilton has increased. Since 2010 6 self-contained apartments (30 beds) and additional luxury level caravan park cabins have been developed in the town15.

8.4 Social value of Hamilton Showgrounds

8.4.1 A source of community benefits

Established since 1858, the Hamilton P&A Society is a successful community-based organisation which seeks to provide benefits to the community (culturally, socially and

15 Koch (2011) and personal communication.Victoria’s Regional Showgrounds – Report to RDV, October 2012 43 |

economically). The Society has gradually extended the community focus of Sheepvention while showcasing the rural produce and features of the region. This includes the encouragement of regional inventors (through the inventions competition at Sheepvention) and the endeavours of the young people of the region. Initial approaches to fashion design colleges to stimulate participation of young designers in the wool fashion aspects of Sheepvention evolved into a major event, the Australasian Young Designer Wool Awards (held as part of the larger event). These Awards offer a $10,000 scholarship to the winner. As well as showcasing regional food and wine, Sheepvention includes a Young Chef Challenge for chefs from regional restaurants.

The Society’s interest in promoting opportunities for youth is seen in free sheep and cattle judging workshops held twice a year for young people. Sheepvention and Beef Expo are also used by Agricultural Colleges for student field trips and a junior category has been added to the inventions competition at Sheepvention.


(www.hamiltonshowgrounds.com.au)

Focus group participants considered Hamilton Showgrounds to be a significant community asset which they value for its social and economic opportunities.

8.4.2 Sheepvention – part of community identity

Focus group participants frequently expressed their perceptions of Hamilton Showgrounds in terms of the premier event, Sheepvention, which they saw as an important expression of the local community’s rural identity. This is supported by the findings of a 2005 RMIT University study of Sheepvention16.

Commenced 32 years ago as a small event for wool growers to exhibit and auction stock, Sheepvention has grown into the local community’s ‘big event’ which ‘gets everyone talking’17. Sheepvention’s popularity led to the withdrawal of the long-running annual Spring Show in 1995. This occurred despite the 1990’s wool industry downturn and the region’s agriculture and industrial diversification since that time. While maintaining its strong sheep and wool focus, Sheepvention has been gradually expanded to cover the region’s diversifying rural interests including a farm dog competition, alpacas and other animals, an inventions competition, regional food and wine, seminars and numerous exhibitions and stalls. It is popular with families and children, though it does not have traditional show side shows and rides.

A 2005 survey of Sheepvention attendees conducted as part of the 2005 RMIT University study showed the popularity and meaning of the event to the local community members. Of the 500 attendees surveyed, 68% were local people and 54% were non-farmers. Survey participants stated a range of reasons for attending Sheepvention, including to learn about specific industry-related matters, keep up to date, sell or exhibit, run a stall, be entertained, socialise, to eat, and to entertain children18.

16 Eversole & Martin (2005).17 Focus Group participant.18 Eversole & Martin (2005).Victoria’s Regional Showgrounds – Report to RDV, October 2012 45 |

Sheepvention is more than an industry. It is ‘… an important part of local culture in Hamilton and its surrounding area’ and helps ‘to define the regional community and celebrate its achievements’

Eversole & Martin (2005)

Sheepvention showcases ‘… the interesting features of rural communities without the glitzy, junky features of Melbourne Show’.

Focus group participant

Hamilton Showgrounds is valued as providing

… ‘a great community space’ providing opportunities to bring the community together

… opportunities ‘to bring rural and city communities together’

… opportunities for ‘bringing money to town’

… an accessible space close to the town centre

Focus group participants

8.5 Future outlook for Hamilton ShowgroundsThe Hamilton P&A Society indicated that its experience with the Hamilton Exhibition and Conference Centre has increased its confidence and ability to continue to expand the diversity of the showgrounds offering.

Stakeholders participating in the focus group raised a number of challenges and opportunities for the future:

further development of the conference market including attracting conferences from outside the local area and region and partnership arrangements with other Hamilton venues to provide for larger conferences;

improvement of accommodation. With 1000 beds at Hamilton and a further 400 at the nearby Dunkeld, the availability of accommodation is limiting the attraction of larger events and conferences to the new Centre. Already, accommodation is booked out for average sized events and Sheepvention fills accommodation throughout the region and requires home hosting arrangements;

encouragement of more hospitality services to establish in the area;

encouragement of other town businesses to take advantage of increased use of the Centre and Showgrounds (and their closeness to the town centre) through longer trading hours;

developing the wedding market and support services further, taking account of the Centre’s easy parking and access and cost-effectiveness for large groups compared with some other wedding venues;

development of an additional major event, possibly replacing Beef Expo; and

potential for upgrading of other showgrounds buildings for new uses (e.g. connecting adjoining pavilions with the Fashion Pavilion to create a space for indoor archery events, for which there are few spaces with sufficient length).


As a result of its experience in constructing and management the Exhibition and Conference Centre, the Hamilton P&A Society committee is ‘a more professional organisation’ with improved leadership capacity to seek, mentor and contribute to furthering opportunities at the Showgrounds.

Hamilton P&A Society President

9. Sale Showgrounds

Snapshot - Sale Showgrounds

Location Wellington Shire

Population 43,000 (Wellington Shire)13,400 (Sale)(Sale Showgrounds is also a key regional facility for East Gippsland shire to the north with a population of 44,000)

Rural industries Dairying, beef cattle, vegetable growing, horse breeding, forestry and timber production

Other industries Oil and gas production, commercial and service industries, fishing, RAAF Base, tourism.

Key activities Annual Gippsland Show (annual)World Cup Showjumping Qualifier (5 days each November)Annual Swap Meet and about 38 sporting, club, community and other eventsLocal and regional equestrian club activities and eventsLease for Sale & District Greyhound Club race track and clubhouseCaravan park use

2011 attendance 21,600 (estimated)

Business focus Enhancing existing events and uses while diversifying with an emphasis on contemporary agriculture, quality equestrian and other events which benefit the regional community.


Gippsland Show at Sale Showgrounds (www.saleshow.com.au)

9.1 About Sale ShowgroundsSale Showgrounds is a 5 hectare site at the intersection of the Princes Highway and Maffra-Sale Road, centrally located about 2 kilometres from the centre of Sale. Established 150 years ago, it is owned and operated by the Sale and District Agricultural Society (SDAS) under freehold title. The site has a central arena (an irrigated, laser-levelled surface suitable for top equestrian show-jumping and dressage events); a range of exhibition halls; livestock stalls; a new multipurpose building; a new committee room; and facilities for the local Bridge Club. Part of the site is leased to the Sale and District Greyhound Racing Club which provides a major source of revenue of the SDAS. As well as greyhound racing, the Greyhound Club itself provides entertainment facilities for members and visitors, including a restaurant and function and convention facilities.

Sale has joined a number of showgrounds around Australia registering as caravan parks and offering camping for self-contained caravans and motorhomes. This has proved to be a popular use, with 40 or more vans per night staying during the peak season. Wellington Shire Council staff estimate that Sale Showgrounds now attracts the majority of caravans and motorhomes overnighting in Sale. An on-site caretaker is employed to manage the caravan park.

The annual agricultural show (inaugurated in 1861 and now called the Gippsland Show) is the major event at the showgrounds. An annual World Cup Show-jumping Qualifier event held over 5 days in November and operated by the Sale and District Show-jumping Club is a significant event in the show-jumping circuit. It is also seen as a significant event for the local economy. Located in a region where horse riding is a popular recreational activity, Sale Showgrounds has become an important facility for equestrian use and events.

Sale Showgrounds is managed primarily by the volunteers on the SDAS assisted by a small number of part-time personnel (a Show Secretary, a Treasurer with a nominal salary and the on-site caravan park manager).


Sale Showgrounds arena from new Committee Room, with caravan park facilities in background

(TRC Tourism)

9.2 Economic assessment of Sale ShowgroundsThe economic model estimated that total expenditure associated with Sale Showgrounds in 2011 was $2.6 million.

The total output related to Sale Showgrounds in 2011 was estimated to be $5.7 million in Wellington Shire and $8.1 million in Victoria (see Table 24). This activity supported 36 full time equivalent jobs in Wellington Shire and 43 in Victoria.

Table 24: Economic activity supported by Sale Showgrounds, 2011



Wellington Shire

Direct Impact $2.7 $1.3 $0.9 22

Flow-On Impacts $3.0 $1.5 $0.9 15

Total Impact $5.7 $2.8 $1.7 36

Victoria

Direct Impact $2.7 $1.3 $0.9 22

Flow-On Impacts $5.4 $2.6 $1.4 21

Total Impact $8.1 $3.9 $2.3 43

9.3 Major Program impacts at Sale Showgrounds


The Renewal Program funding was used for construction of a multipurpose building (a 42 x 21 metres building on a concrete slab, with retractable livestock stalls and toilet and shower facilities); construction of new and replacement outdoor livestock stalls; and the fit-out of a new Committee Room (or hospitality building) which was constructed previously by the SDAS. Both the SDAS and Wellington Shire Council contributed to the project (see Table 25).

Table 25: Funding contributions for Sale Showgrounds project


Sale and District Agricultural Society 100,000Wellington Shire Council 100,000Victorian Government (Regional Development Victoria) 400,000TOTAL $600,000

The project is part of a recent total investment of about $1 million aimed at upgrading facilities (to meet contemporary standards and occupational health and safety requirements) and attracting new events and activities.



Sale Showgrounds multipurpose building

(D Widdis, SDAS)


9.3.2.1 Enhancement and potential diversification

As the multipurpose building was completed in October 2011, only 7 months before this study was conducted, further time is needed to assess the full impact of that facility and the other Major Program works. In the short time since its completion, there are indications that the multipurpose building has the potential both to improve existing showground uses and attract new uses.

The undercover retractable livestock stalls in the multipurpose building were aimed at attracting top equestrian competitors who seek undercover accommodation for their expensive and highly trained horses. The SDAS consider this facility was essential for Sale Showgrounds to retain the World Cup Show-jumping Qualifier Event. The facility gained a favourable reaction from equestrian competitors at its first use at Gippsland Show and the World Cup Show-jumping in 2011. Construction of the building was also a major factor in attracting a new one-off event, the 10 day Campervan and Motorhome Club of Australia (CMCA) Rally held in April 2012. The owners of over 600 vehicles participated in the event.

The SDAS also considers the fit-out of the new Committee Room (or hospitality building) as contributing to the attractiveness and professionalism of Sale Showgrounds as a venue for top equestrian competitions. The facility is used by judges and stewards and for entertaining sponsors.

The SDAS estimates that the Major Program works resulted in increased visitation across the range of activities at the showgrounds, particularly in sporting events and private functions (see Table 26).

Table 26: Attendance at events due to the Major Program Works at Sale Showgrounds, 2011



Sale Show 5.0% 2.5%

Showjumping World Cup 5.0% 2.5%

Adult riding 5.0% 2.5%







Other Event 2.0% 1.0%


Due to the nature of the multipurpose building at Sale Showgrounds and the good supply of conference and sporting venues in Sale, the building has not generated the high demand for private functions experienced by some other Major Program showgrounds.


The economic model estimated that the Major Program works generated expenditure of $177,077 in 2011. It shows that the works generated economic output of $400,000 in Wellington Shire and $500,000 in Victoria (see Table 27) and supported an estimated 2 full time equivalent jobs in Wellington Shire. No further employment was supported outside of the Shire.

Table 27: Economic impact of the Major Program Works at Hamilton Showgrounds, 2011



Wellington ShireDirect Impact $0.2 $0.1 $0.1 1Flow-On Impacts $0.2 $0.1 $0.1 1Total Impact $0.4 $0.2 $0.1 2Total Impacts to VictoriaDirect Impact $0.2 $0.1 $0.1 1Flow-On Impacts $0.3 $0.2 $0.1 1Total Impact $0.5 $0.2 $0.1 2

The SDAS considers that the recent overall upgrade of facilities has led to increased use of Sale Showgrounds. From mainly weekend use, the showgrounds is being used increasingly on weekdays as a caravan park and for a variety of other purposes. The multipurpose building has the potential to increase the sources of income available to the SDAS through rent of the building and livestock stalls and attraction of new events and uses. The additional and upgraded livestock stalls will save the SDAS approximately $10,000 annually for the hire of demountable stalls for equestrian events19.

9.4 Social value of Sale Showgrounds

9.4.1 A valued community asset

Wellington Shire Council staff and the SDAS members consulted during this project consider Sale Showgrounds to be a significant community facility which has retained its relevance to the contemporary community.

SDAS members believe there is significant local pride in the showgrounds and its traditions. The SDAS is the region’s oldest community organisation and the annual show (which commenced in 1861) is Gippsland’s oldest agricultural show20. Several showground buildings and the ring of elm trees around the arena have been listed by Wellington Shire Council for their local heritage significance. Building names and plaques within the grounds commemorate local people who have contributed to the showgrounds.

19 SDAS, personal communication20 www.saleshow.com.auVictoria’s Regional Showgrounds – Report to RDV, October 2012 52 |

The ongoing significance of the Sale Showgrounds in the minds of the community is seen in the many donations it receives (e.g. of used equipment) and the popularity of local and regional sponsorship. The Sale Show website lists 15 local/regional companies or organisations which are major sponsors and numerous individuals, businesses and community organisations which contributed prizes and trophies21. Some local businesses provide favourable rates for services (e.g. equipment hire), while several community organisations (such as Rotary, Scouts) assist at the annual show. Unlike several annual shows which have ceased to operate in Gippsland, Sale’s annual show has continued and developed into the pre-eminent agricultural show in the region.

The Bridge Club (which has 60 members) provides an important recreational activity for older members of the community and the Greyhound Club provides a range of popular racing and club facilities, while returning substantial revenue for showground management.

9.4.2 Community service

The SDAS maintains a strong community service ethic and values its voluntary and independent status. It considers that Sale Showgrounds should be managed as a community facility which benefits the local and regional community.

9.4.3 A contemporary rural identity

The SDAS has chosen not to develop large field day and equipment sales events, preferring to maintain a contemporary regional agriculture focus while diversifying. The Society has concentrated on building the World Cup Show-jumping Qualifying event and other equestrian competitions and uses, as well as building the livestock exhibition and competition aspects of the Gippsland Show. In the latter case, they have introduced new regional alpaca, goat and pig competitions at the Show aimed at showcasing regional industries, providing opportunities for networking and produce exhibition at a State level.

The SDAS aims to maintain its relevance to the community through recruiting young people and currently has 6 members in their twenties or younger. One of the younger members has recently developed a Facebook page for the annual show as a way of promoting the event and participation among young people.

9.5 Future outlook for Sale ShowgroundsThe SDAS is at an early stage in its diversification compared with the other regional showgrounds that received Major Program funding. So far it has managed the showground 21 www.saleshow.com.auVictoria’s Regional Showgrounds – Report to RDV, October 2012 53 |

Our Vision is to provide Sale and District residents with a venue and events worthy of National recognition with emphasis on traditional agricultural values, interests, skills and the country way of life.

Sale & District Show Society(www.saleshow.com.au)

upgrade almost entirely through significant voluntary contributions of time and effort by committee members.

The SDAS aims to pursue new equestrian and livestock events (including at the State and possibly national levels) and other uses for the multipurpose building. It also aims to continue to develop the Gippsland Show as a family event that is relevant to the community, young people and region’s agricultural industries. This may mean addressing the scheduling of the Show on the Melbourne Cup ‘long weekend’ and the loss of the Friday ‘school free’ day, which may be affecting the number of show visitors.

The relatively small size of Sale Showgrounds has limitations for events. For instance, van parking for the recent CMCA Rally extended to the grounds of the adjoining school and Greyhound Racing Club. Expansion to an adjoining former industry site has been mentioned as a possibility.


10. Combined Economic Impact of the Major Program

This section of the report assesses the combined impact in Victoria of the Major Program works undertaken at the six nominated showgrounds, both in relation to total economic activity associated with the showgrounds (section 10.1) and the total additional impact of the Major Program.

10.1 Total economic activity associated with the nominated showgrounds

10.1.1 Expenditure associated with nominated showgrounds

The total expenditure within Victoria across the six showgrounds was estimated to be $133.8 million in 2011. This includes estimated expenditure on showground administration.


10.1.2 Total economic impacts associated with nominated showgrounds

Table 28 provides a summary of the total economic activity (both direct and flow-on impacts) associated with each of the nominated showgrounds in 2011. The six showgrounds supported total output of $400 million, income of $112 million, gross value added of $189.4 million and 1,911 full time equivalent jobs across Victoria. Lardner Park supported the highest output and income due to the high proportion of expenditure on trade-related items such as tractors and machinery. Bendigo Showgrounds supported the highest employment impacts. Compared with the facilities funded in the other Major Program showgrounds, there has been more time to attract events to the Bendigo Exhibition Centre and develop support services which generate employment.

Table 28: Economic activity supported by the nominated showgrounds, 2011

Summary of Activity Output ($M) Gross Value Add ($M)


Bendigo Showgrounds

Direct Impact $50.2 $23.5 $16.0 407

Flow-On Impacts $101.5 $48.4 $26.9 391

Total Impact $151.7 $71.9 $42.9 798

Elmore Event Centre

Direct Impact $11.5 $5.3 $3.5 82

Flow-On Impacts $22.9 $10.9 $6.1 88

Total Impact $34.4 $16.2 $9.6 170

Hamilton Showgrounds

Direct Impact $8.9 $4.0 $2.7 64

Flow-On Impacts $17.9 $8.5 $4.7 69

Total Impact $26.8 $12.5 $7.4 133

Lardner Park

Direct Impact $54.0 $24.5 $16.1 255

Flow-On Impacts $105.4 $50.8 $28.1 407

Total Impact $159.4 $75.3 $44.2 662

Sale Showgrounds

Direct Impact $2.7 $1.3 $0.9 22

Flow-On Impacts $5.4 $2.6 $1.4 21

Total Impact $8.1 $3.9 $2.3 43

Shepparton Showgrounds

Direct Impact $6.6 $3.2 $2.2 54

Flow-On Impacts $13.3 $6.4 $3.5 51

Total Impact $19.9 $9.5 $5.7 106

Total Victoria

Direct Impact $133.9 $61.8 $41.3 884

Flow-On Impacts $266.4 $127.6 $70.7 1,027

Total Impact $400.2 $189.4 $112.0 1,911


10.2 Total economic activity generated by the Major Program works

10.2.1 Expenditure

Table 29 summarises the expenditure generated by the Major Program at the six nominated showgrounds. Total expenditure of $6.5 million was generated in 2011 due to the Major Program. This was greatest at Lardner Park ($2.3 million) and Bendigo ($1.6 million). Expenditure at Elmore, Sale and Shepparton was smaller in comparison.

The expenditure impacts at each of the showgrounds cannot be directly compared because:

the Major Program works were completed at different times (e.g. Bendigo in 2007 and Lardner Park in 2010); and

the scale of the Major Program works varied across the showgrounds (e.g. $4.3 million in Bendigo and $600,000 in Sale).

Table 29: Total expenditure generated by the Major Program works, 2011

Showground Total expenditure($ million)

Bendigo Showgrounds 1.6Elmore Event Centre 0.4Hamilton Showgrounds 1.3Lardner Park 2.3Sale Showgrounds 0.2Shepparton Showgrounds 0.7Total Showgrounds $6.5


10.2.2 Economic activity

The Major Program works across the six showgrounds generated an estimated $19.3 million in output, $9.1 in gross value added and $5.4 million in income across Victoria (seeTable 30). A total of 94 full time equivalent jobs were also generated across the State.

Lardner Park generated the largest number of full time equivalent jobs in 2011, followed by Bendigo, Hamilton, Shepparton, Elmore and Sale. However, this should not be used as direct comparison of the effectiveness of the program due to the recent completion of many of the projects and variation in scale of the Major Program works across the showgrounds.

Table 30: Economic activity generated by the Major Program works, 2011

Summary of Impacts

Output ($M) Gross Value Add ($M)


Bendigo ShowgroundDirect Impact $1.6 $0.7 $0.5 13Flow-On Impacts $3.2 $1.5 $0.8 12Total Impact $4.8 $2.2 $1.3 25Elmore Event CentreDirect Impact $0.4 $0.2 $0.1 3Flow-On Impacts $0.9 $0.4 $0.2 3Total Impact $1.3 $0.6 $0.4 6Hamilton ShowgroundDirect Impact $1.3 $0.6 $0.4 9Flow-On Impacts $2.5 $1.2 $0.7 10Total Impact $3.8 $1.8 $1.0 19Lardner ParkDirect Impact $2.3 $1.1 $0.7 13Flow-On Impacts $4.6 $2.2 $1.2 18Total Impact $6.9 $3.3 $1.9 31Sale ShowgroundsDirect Impact $0.2 $0.1 $0.1 1Flow-On Impacts $0.3 $0.2 $0.1 1Total Impact $0.5 $0.2 $0.1 2Shepparton ShowgroundsDirect Impact $0.7 $0.3 $0.2 5Flow-On Impacts $1.3 $0.6 $0.4 5Total Impact $2.0 $0.9 $0.6 10Total VictoriaDirect Impact $6.5 $2.9 $1.9 44Flow-On Impacts $12.9 $6.1 $3.4 49Total Impact $19.3 $9.1 $5.4 94


Direct impacts occurred primarily within the accommodation and food services, retail, and arts and recreation industry sectors, while indirect impacts were spread across a broader range of industry sectors (see in Table 31). A large number of jobs were also generated in the manufacturing, professional, scientific and technical and transport sectors.

Table 31: Flow-on (indirect) economic activity generated by the Major Capital Works by industry group, 2011

Industry Output ($M) Gross Value Add

($M)

Income ($M)

Employment (FTE)

Agriculture, forestry and fishing $0.4 $0.2 $0.0 2

Mining $0.1 $0.1 $0.0 0

Manufacturing $2.7 $0.8 $0.4 7

Electricity, gas, water and waste services $0.4 $0.2 $0.1 1

Construction $0.3 $0.1 $0.0 1

Wholesale trade $0.8 $0.4 $0.2 2

Retail trade $0.8 $0.4 $0.3 8

Accommodation and food services $0.6 $0.2 $0.2 4

Transport, postal and warehousing $0.9 $0.4 $0.2 3

Information media and telecommunications

$0.8 $0.4 $0.1 2

Financial and insurance services $1.5 $1.0 $0.5 3

Rental, hiring and real estate services $0.5 $0.2 $0.1 1

Professional, scientific and technical services

$1.1 $0.5 $0.4 5

Administrative and support services $0.7 $0.3 $0.3 3

Public administration and safety $0.1 $0.0 $0.0 0

Education and training $0.3 $0.2 $0.2 3

Health care and social assistance $0.3 $0.2 $0.2 3

Arts and recreation services $0.2 $0.1 $0.1 1

Other services $0.4 $0.2 $0.1 3

Ownership of dwellings $0.5 $0.3 $0.0 0

Total Flow-On Impact $12.9 $6.1 $3.4 49

Conclusions about the overall impacts of the Major Program are provided in section 15 of this report.


11. Minor Program

11.1 Round One OverviewRound One of the Minor Program encompassed 18 projects in showgrounds throughout the State between 2009 and late 2011 at a total cost (from all contributors) of $808,04722. The projects included marquee purchase, provision of display infrastructure, stockyards, and upgrading or construction of pavilions. Details of the projects and the grant and recipient contributions for Minor Program works are provided in Table 32.

Table 32: Minor Program – Round One Projects

GrantRecipient

RIDF Grant Amount($)

Grant Recipient Contribut-ion ($)

In-kind Contribut-ion ($)

Total Project Cost ($)

Description Project Completion Date

Alexandra P&A Society

32,804 15,602 800 49,206 Construction of new pavilion for exhibition/ display use

21/12/2009

Ballarat Agricultural and Pastoral Society Inc

32,572 16,043 0 48,615 Main pavilion upgrade. Purchase of portable shower units for competitors

23/04/2010

Beaufort Agricultural Society

5,294 6,894 1,200 13,388 Renovate existing shed by re-cladding, lining interior, painting and connecting power

5/11/2009

Benalla A&P Society Inc

49,300 12,350 12,350 74,000 Construction of a new multi-purpose pavilion for poultry exhibition and display use

11/10/2010

Bendigo Agricultural Society Incorporated

50,000 20,000 10,500 80,500 Removal and upgrade of main arena fence

8/12/2009

Camperdown P&A Society

30,000 8,500 8,000 $46,500 Upgrade and renovation of showgrounds to ensure the buildings more responsive to community development objectives of the Society

28/06/2011

Coleraine P&A Society

8,000 2,000 2,000 12,000 Renovate existing 90 year old toilet block to include disabled and baby change facilities

3/03/2011

Gippsland Field Days (Lardner Park)

50,000 30,000 6,000 86,000 Provide landscaping around the newly constructed Exhibition Centre

26/10/2010

Heytesbury Agricultural Society

5,419 2,710 0 8,129 Purchase of mobile marquee

2/03/2009

Mansfield A&P Society

26,128 8,000 6,500 40,628 Construction of galvanised steel yards with water for horses and cattle

26/10/2010

Mildura & District RSA&H Society Inc

50,000 13,000 12,000 75,000 Design and construct modular, mobile, light weight display stands

23/04/2010


GrantRecipient

RIDF Grant Amount($)

Grant Recipient Contribut-ion ($)

In-kind Contribut-ion ($)


Description Project Completion Date

Natimuk A&P Society Inc

29,938 15,500 900 46,338 Upgrade and improve amenities and power supply to the showgrounds

13/10/2011

Neerim & District A&H Society

5,840 1,940 1,000 8,780 Upgrade and renovate existing show pavilion for exhibition/ multi use

15/07/2010

Royal Geelong A&P Society Inc

2,430 2,440 0 4,870 Sheep Pavilion structural upgrade

17/05/2010

Sale & District Ag Society Inc

50,000 80,018 0 130,018 Multi-purpose exhibition space and project

9/12/2009

Tyrendarra P&A Society

4,338 1,083 8,073 13,494 Building a permanent holding and showing yards for sheep

28/06/2011

Wimmera Machinery Fields Day

20,381 10,133 5,066 35,580 Construction of moveable partitions/ display/ exhibition space

31/03/2009

Yarrawonga & Border A&P Association

22,000 7,350 5,650 35,000 Level arena, remove and upgrade existing fencing around the arena with steel posts and rail with mesh

23/04/2010

Total 474,445 253,563 80,039 808,047Source: Redden (2011)


11.2 Impact of Minor Program worksRound One of the Minor Program had impacts in three main areas of showground operations - sustainability/ site improvement; increased efficiency/ cost savings; and business development/ growth. These impacts are summarised in Table 33 for showgrounds where information was obtained.

Table 33: Minor Program – Impacts on showground operations

Showground Impact of the development on operations

Sustainability/ site improvement

Increased efficiency/ cost savings

Business development/ growth

Alexandra New, more versatile building Increased use for show and by community overall. Part of range of upgrades leading to increased show attendance, sponsorship and community use

Ballarat Enabled critical electricity upgrade to comply with regulations and enable weekly use for major Rotary Trash and Trivia market to continue

Electricity use reduction from installation of skylights in main pavilion

Assisted showgrounds to remain viable and attract new uses, such as the recent Rural Lifestyle Expo

Benalla New, more versatile pavilion and continuation of existing uses enabled

Improved ease of maintenance

Increased use by show and community groups

Bendigo Improved safety and attractiveness of new arena fence

Reduced maintenance costs of fence

Coleraine Updating of 90 year old toilet block

Lardner Park Landscaping of new Exhibition Centre contributed to overall usability, appeal and growth in bookings for major new facility

Heytesbury High use of mobile marquee and plans to hire to the community

Natimuk Shearing Shed improvements contributed to sustainability and interest in shearing event

Part of range of upgrades leading to increased show attendance, sponsorship and community use

Tyrendarra New pens and yards enabled sheep showing to continue following destruction of pens in a fire in 2006

Cost and logistical savings with onsite facility to replace temporary hire of portable pens and yards

Wimmera Machinery Field Day

Mobile partitions provide improved opportunities for future uses and potential for manufacture by a local business

Yarrawonga Arena fencing resulted in savings in hire of temporary fencing


Examples of the impacts of the Minor Program projects are provided below, based on the results of the surveys, the focus groups held at Ballarat and Benalla and RDV’s Minor Program Assessment23.

11.2.1 Sustainability/ site improvement

The Minor Program grants were vital for several of the recipient showgrounds to continue their current operations which were being affected by aging infrastructure and the need to meet contemporary occupational health and safety regulations.

At Ballarat Showgrounds, for instance, the electricity upgrades in the main pavilion funded by the grant were essential to continue operation of the facility for major events such as the annual Spring Show and the Rotary Club’s weekly Trash and Trivia Market. The Trash and Trivia Market is a major showground use and activity for Ballarat residents attracting up to 3,000 people and 200 stalls a weekend (depending on the weather). Held since 1979, it provides a major contribution to the Rotary Club’s revenue for support of community groups and programs which include support for scouts, guides, the Ballarat Special School, Ballart Art and scholarships. In 2010/11 Rotary supported 227 clubs and organisations. Closure of the pavilion would have threatened the continuation of the Market and would have affected Rotary’s revenue for community support.

The new pavilion constructed at Alexandra Showgrounds ensured that adequate space was available for the arts / crafts/ produce sections of the annual show, as well as providing an improved and more versatile building suitable for a range of new uses and activities. The Benalla A&P Society considers that the Poultry Club (which uses the new building constructed with grant funds for club activities) would have sought another venue outside of the local area if the previous poultry pavilion at the showground had not been replaced.

A fire in 2006 destroyed the sheep pens at Tyrendarra Showgrounds. As a result, temporary hire and transport of sheep pens was required at a cost that was not sustainable for a small show society. The Tyrendarra P&A Society considers that the grant it received for construction of new pens and yards was essential for continued showing of sheep at the annual show.


Main pavilion, Ballarat Showgrounds (TRC Tourism)

Several show societies commented in their survey responses or in relation to RDV’s Minor Program assessment that the funded projects had improved the overall appearance and attractiveness of the showgrounds as a venue. Safety has also been a consideration. For instance, the new fence for the main arena at the Bendigo Prince of Wales Showgrounds has provided a more visually appealing venue as well as increasing safety during events.

11.2.2 Increased efficiency/ cost savings

Efficiency improvements or savings in operational and maintenance costs have been experienced by several Minor Program grant recipients. Such savings are an important part of budgeting and operations for small voluntary show societies, but are also regarded as a significant outcome by larger showgrounds.

The new multipurpose poultry pavilion at Benalla Showgrounds will be easier to maintain than the previous building. Savings are expected at Tyrendarra and Yarrawonga Showgrounds as new sheep pens and arena fencing respectively have obviated the need to hire temporary pens or fencing for events. As well as reducing the safety risk posed by the previously low bracing, the new cross-bracing at the Royal Geelong Showgrounds Sheep Pavilion has improved access for easier cleaning of the pavilion.

The installation of skylights in the main pavilion at Ballarat Showgrounds has reduced the need for electric lighting during the day. As the pavilion is used for the weekly Trash and Trivia Market and other events, this is expected to reduce electricity costs.

Improved facilities have also resulted in improved conditions for operating events and exhibitions. Show societies consider this to be an incentive to competitors and exhibitors to participate in the annual show and other events. The Natimuk P&A Society commented that the availability of a weather proof facility has enabled sheep to be kept dry for the Shearing Competition and assisted in attracting more participants in this event.

11.2.3 Business development/ growth

Several show societies considered their Minor Program project contributed to growth in showground use or provided opportunities for future diversification and business development.

New pavilions at Alexandra and Benalla Showgrounds have resulted in new uses by community groups, as well as improved use for annual show exhibits. The mobile marquee purchased for Heytesbury Showgrounds has been widely used for events and is planned to be hired to the community. Mobile display stands at Mildura have enabled greater use of exhibition space. There are potential opportunities for the local manufacturer who produced the stands to supply the product to other customers24. Meanwhile, the construction of mobile partitions for the Wimmera Machinery Field Days is believed to open up further opportunities for use of the pavilion and exhibition space25.

Given the small scale of projects funded under the Minor Program it is difficult to assess their specific contribution to the growth of showground activities and to local business, 24 Redden (2011)25 Redden (2011)Victoria’s Regional Showgrounds – Report to RDV, October 2012 64 |

employment and investment. For several showgrounds, the Minor Program grants were part of a wider program of upgrades and developments and the role of the grants should be understood in that context.

As voluntary organisations, show societies (particularly those in small and medium sized communities) typically rely on small grant funding from a variety of sources (e.g. local Councils, Department of Primary Industries) as well as their own revenue to fund showground works. The Alexandra P&A Society commented that the Minor Program grant for a new pavilion enabled it to use other society and grant funds to conduct other necessary upgrades – extending the poultry pavilion and concreting the floor, installation of disabled persons’ toilet facilities and upgrade of the caravan park facilities. Overall, this has resulted in improved showgrounds which are seeing increased attendance, exhibitor interest and sponsorship at the annual show, as well as increased hiring of showground facilities by community members and groups.

Similarly, a range of upgrades have been undertaken at Natimuk Showgrounds in recent years (including shearing shed construction, an administration office, oval resurfacing and seating, change rooms) as well as the shearing shed electricity supply and improvements funded by the Minor Program grant. Natimuk Showgrounds considers this is contributing to increased show attendance, entries and sponsorship.

The Minor Program grants have also proved to be critical or important for supplementing the funds available to larger showgrounds such as Ballarat Showgrounds where upgrades to the main pavilion have assisted in showground diversification. For instance, a new event at Ballarat Showgrounds, Rural Life Expo, is aimed at ‘tree changers’ and small rural landholders who are increasingly moving into the surrounding region. Held for the first time in 2012, the event attracted 4,500 visitors.

At Lardner Park, the Minor Program grant provided funds for landscaping around the new Exhibition Centre constructed with the assistance of the Major Program (see section 4.3). This enhanced the usability, access and attractiveness of the new Exhibition Centre and is likely to have contributed to the high number of bookings the Centre has seen since its completion.

11.2.4 Future outlook for Minor Program showgrounds

Survey respondents and focus group participants from showgrounds in small and medium sized towns appear to be optimistic about the future of their showgrounds – though it should be noted that these respondents were mostly from showgrounds undergoing a gradual upgrade (e.g. Benalla, Alexandra, Natimuk). Comments were made about increases in interest, attendance and other uses at several showgrounds.


Issues identified for the future sustainability of the showgrounds include:

the need for more volunteers;

sourcing funds for matching cash for grant applications;

continuing need for infrastructure upgrades or new facilities (e.g. toilets);

funds for maintenance of heritage assets; and

need for land for expansion.

Ballarat A&P Society and the Ballarat City Council are considering further planning and development of the showgrounds following on from the success of the new Rural Lifestyle Expo event. They believe there is potential for future expansion of uses and functions as Ballarat’s population (just over 100,000) is growing at 2 per cent and is expected to increase by 50 per cent in the next 20 to 40 years. Ballarat’s location within easy road and rail access from Melbourne is considered advantageous to attracting events. Aging buildings and the lack of a modern exhibition/multipurpose building are issues that need to be addressed in developing future uses of the showgrounds.

11.2.5 Social value of Minor Program showgrounds

Show societies’ responses to the survey highlighted the importance of showgrounds to rural and regional communities as both tangible facilities and as part of a community’s identity.

An insight was provided into the role of more traditional showgrounds located in small and medium sized communities without major events and field days. Show societies emphasised the range of local clubs and groups which use showground arenas, buildings and spaces for activities, meetings, sports events and training and recreation, as well as use for the annual show. Showgrounds can contribute to the variety of activities, recreation and other opportunities that enhance the quality of life in small and medium sized rural communities without the range of facilities available in a city. For example:

Alexandra Showgrounds (in a town of 2,700 people) is used by local sporting clubs (football, netball, cricket), the pony club, adult riding, deer hunting club meetings, various other clubs and three shows (attracting 1,600 people annually);

in Benalla (a town of about 9,000 people), the showgrounds is used by the local poultry club, a gym club (for disabled people), football club, school sports, private functions (including weddings), as part of a local walking track, as a dog park and for circus visits. The annual show attracts 7,000 people;

Natimuk (with 450 people) makes use of its showgrounds for football, netball and cricket, a range of community events and functions, and 50 to 60 local meetings a year; and

in Tyrendarra (with a population of about 250 people), the showgrounds is used for sporting events (twice a week), community events (rodeo and a monster garage sale attracting 2,000 people) and private functions in addition to an annual show which attracts 2,000 to 3,000 attendees.


Showgrounds are also valued as space for community activities in larger communities. The Ballarat A&P Society and the Rotary Club indicated that the showgrounds is the best venue in the city for the weekly Trash and Trivia Market. In addition, in many places showgrounds are designated areas for emergency use which have been utilised during fires and floods in recent years.

Show societies also emphasised the community attachment to, and pride in, their showgrounds and associated volunteer activities and community service. The Natimuk A & P Society described their showgrounds as the ‘Hub of the community’. The Society has recently made land available for new Natimuk tennis courts to replace the previous facility which was affected by flooding. The Society considers this step to be ‘ …in the best interests of greater community connectedness and enhanced community spirit’.

Survey respondents considered the annual show, its focus on agriculture and the country lifestyle and traditions as part of the identity of the local community and rural people. The Benalla A&P Society regards the 130 year history of the annual show as significant and the cancellation of the show in 2011 due to floods was ‘like someone had cancelled xmas’ (sic). That society also saw use of the new pavilion by the Poultry Club as assisting to maintain rural traditions, including through a proposed school program to raise chickens and learn about farming intended to keep farming skills alive.


In a very small community such as Tyrendarra the show grounds are very important. It is the meeting place when there are events, meetings, sporting fixtures, voting day etc. The local community are very proud of their show grounds as most of the buildings and the upkeep of the grounds has been provided by locals who volunteer to do the work.

Natimuk P&A Society

The annual Spring Show is vital for city-rural communication, providing an opportunity for Ballarat and Melbourne people to ‘get up close and personal with animals’, as well as showcasing agriculture and rural life.

Ballarat A&P Society

12. Construction Impacts

The economic impact during the period of construction of the Minor and Major Program works was estimated using the economic model. Although the works were completed in the period 2005 to 2011, for the purposes of this assessment it was assumed they were all undertaken in a twelve month period.

12.1 Major Program construction impactsThe economic impact of the construction period was estimated on the basis of the capital expenditure for each project (see summary in Table 34).

Table 34: Total construction expenditure associated with Major Program works

Showground RIDF Grant Recipient Contribution

Leveraged Contribution

(cash)

Total Project Expenditure

Bendigo Showgrounds $2,500,000 $1,000,000 $800,000 $4,300,000

Elmore Events Centre $658,375 $658,375 $0 $1,316,750

Hamilton Showgrounds $800,000 $350,000 $350,000 $1,500,000

Lardner Park $500,000 $1,400,000 $850,000 $2,750,000

Sale Showgrounds $400,000 $100,000 $100,000 $600,000

Shepparton Showgrounds $500,000 $1,500,000 $240,000 $2,240,000

TOTAL $5,358,375 $5,008,375 $2,340,000 $12,706,750

The estimated economic impact during the construction of the Major Program works is presented in Table 35. An estimated economic output of $39.3 million was generated in Victoria. The construction also generated income of $8.7 million and its gross value added to Victoria was $16.1 million. An estimated 138 full time equivalent jobs were supported during the period of construction (assumed to be 12 months only). The largest economic output was related to Bendigo Showgrounds and Larder Park, the showgrounds with the highest project expenditure.


Table 35: Construction Impacts for Major Program showgrounds

Impact Output ($M) Value Add ($M) Income ($M) Employment (FTE)

Bendigo Showground

Direct $4.3 $1.4 $0.7 14

Indirect $9.1 $4.1 $2.3 33

Total $13.4 $5.5 $3.0 47

Elmore Showground

Direct $1.3 $0.4 $0.2 4

Indirect $2.8 $1.3 $0.7 10

Total $4.1 $1.7 $0.9 14

Hamilton Showground

Direct $1.4 $0.5 $0.2 5

Indirect $3.0 $1.3 $0.7 11

Total $4.4 $1.8 $1.0 16

Lardner Park

Direct $2.8 $0.9 $0.4 9

Indirect $5.8 $2.6 $1.5 21

Total $8.6 $3.5 $1.9 30

Sale Showground

Direct $0.6 $0.2 $0.1 2

Indirect $1.3 $0.6 $0.3 5

Total $1.9 $0.8 $0.4 7

Shepparton Showground

Direct $2.2 $0.7 $0.4 7

Indirect $4.7 $2.1 $1.2 17

Total * $7 $2.8 $1.6 24

Total Victoria

Direct $12.6 $4.1 $2.0 41

Indirect $26.7 $12.0 $6.7 97

Total * $39.3 $16.1 $8.7 138

* Table generated by the economic model. Some figures and totals have been rounded.

Most jobs created by the Major Program construction are believed to be local. The Bendigo Show Society estimates that at least 60 per cent of the labour and resources used in the construction of the new pavilion were from the local Shire. Similarly the construction undertaken in Sale used local contractors and tradespeople.

The estimated direct economic impacts of the Major Program works all occurred within the construction sector. However, the increase in output within the construction sector had significant flow-on impacts to a range of other industries (see Table 36).


Table 36: Flow-on (indirect) impacts from construction of the Major Program works

Industry Output ($M) Gross Value Add ($M)


Agriculture, forestry and fishing $0.6 $0.2 $0.1 3Mining $0.2 $0.2 $0.0 0Manufacturing $5.5 $1.6 $0.9 14Electricity, gas, water and waste services

$0.7 $0.3 $0.1 1

Construction $4.4 $1.4 $0.7 14Wholesale trade $1.5 $0.7 $0.4 4Retail trade $1.2 $0.7 $0.5 12Accommodation and food services $0.8 $0.3 $0.2 6Transport, postal and warehousing $1.5 $0.6 $0.3 5Information media and telecommunications

$1.0 $0.5 $0.2 2

Financial and insurance services $3.2 $2.2 $1.1 6Rental, hiring and real estate services $1.0 $0.5 $0.2 2Professional, scientific and technical services

$2.3 $1.0 $0.8 10

Administrative and support services $1.0 $0.5 $0.5 5Public administration and safety $0.2 $0.1 $0.1 1Education and training $0.4 $0.3 $0.3 3Health care and social assistance $0.5 $0.3 $0.3 5Arts and recreation services $0.3 $0.1 $0.1 2Other services $0.7 $0.3 $0.2 5Ownership of dwellings $0.7 $0.6 $0.0 0Total Flow-On Impact $2.5 $12.3 $6.8 98

* Table generated by the economic model. Some figures and totals have been rounded.


12.2 Minor Program construction impactsThe capital expenditure that was used to estimate the economic impacts of construction of the Minor Program works is outlined in Table 37.

Table 37: Total construction expenditure associated with the Minor Program works

GrantRecipient

RIDF Grant Amount ($)

Grant Recipient Contribution ($)

In-kind Contribution ($)


Alexandra P&A Society 32,804 15,602 800 49,206Ballarat Agricultural and Pastoral Society Inc 32,572 16,043 0 48,615Beaufort Agricultural Society 5,294 6,894 1,200 13,388Benalla A&P Society Inc 49,300 12,350 12,350 74,000Bendigo Agricultural Society Incorporated 50,000 20,000 10,500 80,500Camperdown P & A Society 30,000 8,500 8,000 $6,500Coleraine P & A Society 8,000 2,000 2,000 12,000Gippsland Field Days (Lardner Park) 50,000 30,000 6,000 86,000Heytesbury Agricultural Society 5,419 2,710 0 8,129Mansfield A&P Society 26,128 8,000 6,500 40,628Mildura & District RSA&H Society Inc 50,000 13,000 12,000 75,000Natimuk A&P Society Inc 29,938 15,500 900 46,338Neerim & District A&H Society 5,840 1,940 1,000 8,780Royal Geelong A&P Society Inc 2,430 2,440 0 4,870Sale & District Ag Society Inc 50,000 80,018 0 130,018Tyrendarra P&A Society 4,338 1,083 8,073 13,494Wimmera Machinery Fields Day 20,381 10,133 5,066 35,580Yarrawonga & Border A&P Association 22,000 7,350 5,650 35,000Total 474,445 253,563 80,039 808,047

The estimated economic impact during the construction of the Minor Program works is presented in Table 38. Construction generated estimated output of $2.5 million in Victoria, income of $600,000 and gross value added to Victoria of $1 million. It is estimated that 9 full time equivalent jobs were supported by the construction of the Minor Program works.

Table 38: Construction impacts of Minor Program works

Impact Output ($M) Value Add ($M) Income ($M) Employment (FTE)

Total Victoria

Direct $0.8 $0.3 $0.1 3

Indirect $1.7 $0.8 $0.4 6

Total $2.5 $1.0 $0.6 9


13. Discussion of the Economic Assessment

13.1 Limitations of the economic assessment dataThere was little verified survey data available on visitor expenditure behaviour and other expenditure and economic activity related to the Major Program showgrounds. Therefore, the economic assessment was undertaken with data gathered from a variety of sources including reports, surveys, statistics and estimates made by showground stakeholders. This data was then adjusted for input to the model using professional judgement, assessment of similar events and comparison to other studies and survey information.

Use of survey data to assess the economic impact of showground events would require advance planning for the conduct of surveys during and following an event. The following best practice survey process is provided as a guide for obtaining survey data for the showgrounds economic impact assessment.

Figure 1: Best practice survey process for economic assessment of events

1. Visitor Survey – to be conducted at the event through face-to-face interviews (either exit or entry as well as potentially online to increase the response rate). Key data to be captured include:

where the visitors live and demographics;

the reason they attended the event;

if they came to the region specifically for the event;

how much they spent, or intend on spending, at the event, what they purchased (expect to purchase) and the location of the expenditure (e.g. at the event, on accommodation/food in local town).

2. Vendor/ Exhibitor Survey – to be conducted at the end of the event, covering:

where the vendors/ exhibitors live;

their expenditure during the event (and where spent);

their sales recorded during the event.

3. Event Management/ Coordinator Survey or Consultation – to obtain data on event attendance and the costs incurred in holding the event, including:

cost of organising and running the event;

staff at the event;

total; number of visitors and vendors/ exhibitors at the event.


13.2 Economic impacts of enhanced agricultural technologyDemonstration and sale of new agricultural technology and techniques is one of the functions of agricultural shows and field days. Technological advances in the agricultural sector are wide ranging and include crop and animal development (such as genetic improvements), new production methods and new capital equipment or infrastructure. Adoption of such changes can have far-reaching and diverse economic impacts.

Some of the Major Program works enhanced the ability of showgrounds and field days to exhibit new technology through improved exhibition space, electricity connections and audio-visual capacity. However, the assessment of the economic impacts of new technology adopted by agricultural producers as a result of attending agricultural shows and field days was beyond the scope of this study.

Based on the existing literature, this section of the report examines the potential benefits of field days at regional Victorian showgrounds in accelerating the adoption of new agricultural technology and techniques in the agricultural industry.

Technological advances and adoption of new, best practice techniques in production can act to increase the value and profitability of an industry through numerous avenues, including:

increased production, productivity or efficiency;

decreased input costs/ requirements; and

enhanced product quality.

These benefits are typically achieved through one or more of the following technological or technique advancements:

development or introduction of new plant and animal strains/ species that are better suited to environmental conditions26. This can include higher yielding and value crops, allowing the producer to plant within the same area whilst potentially increasing the total harvest or value of the harvest27;

development of new capital (i.e. machinery or infrastructure) and operating systems that specifically target, and best allocate existing resources to crops or livestock, allowing for the largest potential yield given the growing conditions 28. Technology adoption in the form of machinery can also result in decreased planting/ harvesting time brought about by developments in the heavy machinery industry, or machinery modifications which result in cost or time efficiency gains for producers29;

26 Lichtenberg (1989)27 ABARES (2010)28 Mullen & Cox (1996)29 ABARES (2010)Victoria’s Regional Showgrounds – Report to RDV, October 2012 73 |

adoption of new intellectual developments, such as new ideas for growing, can aid producers in the development of long term productivity gains30. ‘Best practice management’ is a term often used for the adoption of the latest intellectual developments in agricultural production. The adoption of best practice techniques can also deliver enhanced product quality as well as cost efficiencies/ savings through the application of the most efficient production processes31.

Field days can aid in the adoption and uptake of technology through an effect known as agglomeration. This refers to the benefits received through enhanced networking and linkages within an industry32. The events can act as a medium for bringing researchers, developers and potential buyers together in order to exchange ideas and disseminate information on technological and management advances. They also provide producers and sellers of goods and services with a forum to display their goods to a large number of key stakeholders at one time.

There is limited information available with which to quantify the benefits generated by field days in terms of accelerating the adoption curve of new technology and techniques. Quantifying this benefit would require substantial assessment and additional survey which was outside of the scope of this project. However, to demonstrate the potential benefits, an assessment of the potential increase in Victorian economic activity through an increase of 1% in agricultural production was undertaken by AEC Group.

Analysis using Input-Output multipliers indicates that a productivity increase of 1% in Victorian agricultural production could support:

a direct increase in output of $184.2 million per annum, with an additional $273.2 million in output through flow-on impacts; and

$208.1 million in total gross value add per annum ($80.9 million through direct output increases due to productivity and $127.2 million through flow-on impacts).

Adoption of technology and new management techniques can also impact on employment and incomes both directly and through flow-on activity. However, these impacts are difficult to quantify as new technology and techniques can alter the production function within an industry resulting in a new mix of labour and capital per unit of output.

30 Hall & Scobie (2006)31 Knopke et al. (2001)32 Baldwin & Krugman (2002)Victoria’s Regional Showgrounds – Report to RDV, October 2012 74 |

14. Social Value of Victoria’s Showgrounds

This section brings together the findings about the social value of the showgrounds in this study. It interprets the social values in the light of common views or themes expressed by study participants and in the context of recent Australian studies of rural shows and the function of rural and regional communities.

The findings are derived from focus groups for the six Major Program showgrounds, two Minor Program showgrounds (Ballarat and Benalla), and survey responses from three Minor Program showgrounds. These findings are likely to be representative of the social values attributed to showgrounds across regional Victoria. There was a high degree of consistency in the values attributed to showgrounds across the focus group participants and survey responses and across the range of showgrounds and communities, whether large regional centres or small communities. The findings were also consistent with other recent studies.

Study participants attributed social value to two main aspects of showgrounds:

the showground facilities themselves; and

key events held at the showgrounds, especially the annual show or equivalent event.

The showgrounds and their key events were often closely linked in the way participants perceived their showgrounds. However, it was clear that other showground uses and diversification were also valued while maintaining a special attachment to the main event.

Values expressed by participants are further divided as:

instrumental (or tangible) – beneficial uses of facilities or events that contribute to the community and its way of life; and

intangible – meanings attributed to showgrounds and events that express their importance to a group or community (see section 2.5 for definitions).

Such meanings may not be obvious on the surface. The meanings of showgrounds and their events were explored in the focus groups by encouraging participants to express the value of showgrounds in their own words. They were then asked to elaborate further on common themes that emerged. This approach generally worked well and resulted in a stimulating discussion. This was facilitated by the composition of the groups which drew on a range of stakeholder interests and, in some cases, brought together stakeholders who did not normally meet in one forum.

In the following assessment of social values the instrumental and intangible values are discussed for both showground facilities and for the key event or show held at the facility.


14.1 The social value of showgrounds as facilities

14.1.1 Instrumental value of showground facilities

Showground facilities were clearly valued by study participants for the economic returns as well as employment and other economic opportunities they provided to a community and individuals. Yet study participants also placed great emphasis on showgrounds as community facilities that enable a range of community-based uses. These uses vary from community to community, but generally include (depending of the facilities available in individual showgrounds):

the annual show and other major and minor events, which may have a specific community focus or purpose (organised by the show society or another local group) and/or a wider economic purpose (e.g. events attracted from outside the area). These may be annual or more frequent uses (e.g. farmers’ or craft markets, Trash and Treasure Markets, the circus);

use by local/regional outdoor sporting clubs and schools for activities, competitions and meetings (including football, netball, cricket, equestrian clubs, pony clubs, adult riding clubs). Some showgrounds have leased part of the grounds to other local clubs (e.g. greyhound racing at Sale Showgrounds);

use of buildings by a range of community interest and activity groups (e.g. historic societies, gymnastic clubs, bands, bridge clubs, emergency services);

use of buildings and grounds for private and group functions (such as weddings, parties, balls, funerals, annual dinners, fundraisers, conferences, workshops and training); and

space for other community uses such as voting, emergency gathering.

Showgrounds can be a ‘hub’ of local activities (as described by the Natimuk P&A Society) particularly in small and medium-sized communities without the variety of facilities and services available in larger urban centres,.

The latent need for buildings and spaces for a variety of uses in rural communities is well illustrated in the case of the new Exhibition Centre at Lardner Park and the Exhibition and Convention Centre at Hamilton Showgrounds. While targeted at the wider event and conference markets, these new buildings soon attracted bookings from the local community for a range of private, group and organisation functions.


Showground facilities contribute to the quality of life for people living in rural and regional communities. They provide opportunities for a range of recreational and social activities, social networking and entertainment that might not otherwise be available.

Even in larger regional cities such as Bendigo and Ballarat, showgrounds have a wider set of community uses than for specific shows and events. Bendigo Prince of Wales Showgrounds is becoming a centre of local activity at weekends. Ballarat Showgrounds is the best space for Rotary’s weekly Trash and Trivia Market (a local, well attended event) and provides space for a range of local clubs.

Activities at showgrounds are evolving to take in new interests and uses that reflect local and regional community interests and situations. For example:

the Natimuk A&P Society has made showground land available for tennis courts to replace those affected by flooding;

Benalla Showgrounds provides for walkers and dog walking;

Sale Showgrounds have evolved a focus on equestrian activities reflecting local interests and businesses;

Bendigo Showgrounds is used as one of the venues for city events developed as part of that city’s tourism and economic strategies; and

Ballarat Showground’s new event, Rural Lifestyle Expo, is partly targeting at tree-changers and small rural landholders moving into the region.

As show societies or local councils seek to upgrade showground infrastructure, catering for local community needs and interests is an important consideration as well as the attraction of new events and uses.

Showgrounds and their associated activities are also likely to contribute to the overall sustainability and resilience of rural communities. They help to improve the attractiveness of rural localities as places to live. They provide opportunities for social networking, pursuing shared interests, economic activity, a range of recreation activities and entertainment. Such opportunities have been found to influence rural people to remain in rural communities and/or occupations in times of stress and change (such as drought, flood or rural industry restructuring)33.

33 Buikstra et al (2010) in a study of the rural community of Stanthorpe, Queensland.Victoria’s Regional Showgrounds – Report to RDV, October 2012 77 |

14.1.2 Intangible value of showgrounds

Show society members and other showground stakeholders who participated in the study often expressed considerable pride in, and attachment to, their showgrounds. The attachments were expressed in various ways and included the long history of the showground and its show society; long-running family associations; childhood experiences; and personal experiences in the show society or other related voluntary activities.

A strong ethos of community service and civic behaviour was implied by many study participants when discussing their association with showgrounds. They appear to consider the showgrounds to be part of the fabric of cooperative activity (or ‘social capital’) which is important for the functioning and cohesion of a community.

This is seen in the way showgrounds have become, and remain, a focus for volunteer activities in a community. Show societies began, and continue, as volunteer bodies. The showgrounds in this study reported high levels of volunteer involvement in the running of showgrounds events. Community service organisations, clubs and schools frequently use showgrounds events to raise funds (e.g. through providing services such as gate keeping, parking, catering) which are then used to provide benefits to the organisation, its members or the community. For Rotary Clubs and Lions Clubs, events or volunteer activities at showgrounds frequently provide a source of revenue to use for their community support programs.

Ensuring that showgrounds contribute, and remain relevant, to their communities were major concerns of participating show society members. As well as encouraging new uses with beneficial economic impacts, show societies consciously sought to benefit local people and the regional community in a range of ways, such as:

facilitation of use of the showgrounds by local groups;

use of local companies for construction or services, where feasible;

maintaining the relevance of the annual show through diversification and inclusion of new industries;

enabling uses that are relevant to local people as well as attracting visitors (e.g. Rural Lifestyle Expo at Ballarat Showgrounds; markets; entertainment, equestrian facilities and events); and

a focus on young people (e.g. in events, prizes, training in event judging, opportunities for hospitality training; use of shows by agricultural institutions).


Rural and regional showgrounds are more than physical facilities. They are symbols of a community’s cohesiveness and part of its social capital.

14.2 The social value of the ‘show’

14.2.1 Instrumental value of events

The key events held at a showgrounds (particularly the annual show or equivalent major event) play an important social role in rural and regional communities. Traditionally and currently such events provide a range of opportunities for local people and regional communities, including:

networking and learning within agricultural and other industries;

showcasing of industry and personal achievements, products and services locally and to a wider audience through exhibitions and competitions;

selling and purchasing of goods and services;

as a recognised social occasion for people to meet; and

as providing a range of types of competition and entertainment.

The 2005 study of Sheepvention, the key annual event at Hamilton Showgrounds, reveals the variety of motivations for attendance at that event and the fact that there is a significant level of long term repeat attendance at the event among local people34.

Show societies variously mentioned the importance of the annual show or other major event in maintaining morale among farmers during the drought or assisting farmers and other producers to keep up to date with developments in their industries.

As discussed in other sections of this report, such events also provide economic benefits to local communities. However, some participants in our study distinguish between the role of the local show and the larger regional field days. The Sale & District Agricultural Society expressed doubts about the local benefits of large field days, suggesting they may draw sales away from local farm-related businesses.

New events being developed at some showgrounds are perceived as providing opportunities for local people and industries and the range of local entertainment as well as drawing in additional visitors and economic benefits overall.

34 Eversole & Martin (2005)Victoria’s Regional Showgrounds – Report to RDV, October 2012 79 |

A ‘must do’ event in many rural and regional communities, the annual show or equivalent event provides opportunities for people to showcase their achievements, network, learn, compete, sell, buy, socialize and be entertained.

14.2.2 Intangible value of events – an expression of community identity

14.2.2.1 Community identity and sense of place

Many study participants saw the annual show or other key event as part of their community’s identity, their sense of place and their attachment to where they live. This was expressed in a number of ways. For example, participants considered that Farm World (at Lardner Park) ‘bonds the community together’. At Benalla the cancellation of the 2011 annual show due to floods was ‘like someone had cancelled xmas ‘(sic).

Many show societies saw the ‘rural’ character of the annual show (or equivalent) as an important expression of community identity in establishing the place of their local or regional community within the wider State or Australian community. Shows were seen as an important link between country and urban/city areas, both urban areas within a region and for people visiting a show from Melbourne. It was considered to be important for city visitors and regional townsfolk to appreciate the rural lifestyle and its contribution to the wider community. Several show societies indicated the importance for children from towns and cities to see farm animals up close and noted the popularity of animal displays and events with children.

Keeping rural traditions alive and relevant was mentioned by several show societies. In developing and diversifying the annual show they specifically sought to maintain its rural character. For example, this was done through the inclusion of newer local agricultural industries like lamas and extension of competitions and exhibitions based around local rural production (e.g. a carrot cake competition sponsored by a local carrot producer at Sale) and lifestyle (e.g. local gourmet food). Young people are encouraged to participate in various ways in shows, as exhibitors, competitors, volunteer organisers and judges.

14.2.2.2 Traditions relevant to contemporary life

The long-running tradition of the annual show was emphasised by many study participants who mentioned the origins of the event in the early days of the community, in some cases in the 1850s. There was pride that the event continued to run despite changes in local agriculture and population and, in some cases, closure of shows in nearby communities.


The annual show or major event is an important way rural communities express and maintain their community identity.

(www.saleshow.com.au)

Newer show-type events have also taken on the status of important traditional events which serve to define the identity and values of rural communities in the study. This has occurred with Lardner Park’s Farm World (established in 1963) Hamilton’s Sheepvention (established in the 1980s.) and the Elmore Field Day (established in 1964). In the case of Sheepvention, it replaced Hamilton’s previous annual Spring Show in 1995 and has incorporated and extended the agricultural focus of that previous event. For local people who attend Sheepvention, its agricultural focus is a key attraction even though most of them are not directly employed in agriculture35. For the small town of Elmore, the Field Day has become an iconic event which defines the town.

Show societies in this study are dedicated to building the relevance of events (both long-running and newer events) to contemporary rural communities while maintaining their roots in perceived rural traditions and values. Similar trends have been found in other studies of events in rural communities. It is suggested that the ‘living tradition’ of the annual show or other event/festival and the ability to continue holding that event is a key intangible aspect of a rural community’s identity, culture and social functioning. This is described in a study of contemporary rural show traditions in Australia as follows.

35 Eversole & Martin (2005)Victoria’s Regional Showgrounds – Report to RDV, October 2012 81 |

Rural shows are rich, popular cultural sites. … showgrounds are memorials that reinforce ideas of a perceived rural heritage. … agricultural shows and fairs play a key role in senses of belonging, and in the defining and maintaining of social values; places where local communities make and remake the area where they live through a combination of voluntary work, competition and play.…

Lawrence (2010)

15. Conclusions

15.1 Major Program assessmentThe six showgrounds that received Major Program funding were all considered large regional showgrounds. While all were aiming at diversification, these showgrounds took a variety of approaches dependent on their established events, resources, regional opportunities and philosophies. The main component of all the funded projects was a multipurpose building though the range of uses envisaged for the buildings varied between the showgrounds.

Overall, the economic model developed in the study estimated that in 2011 these showgrounds supported $400.2 million in output, $189.4 million in gross value added, $112 million in income and 1,911 full time equivalent jobs within the Victorian economy. The majority of the economic activity occurred within the local economies (defined as the local government area in which the showground was located).

The economic model also estimated that the Major Program projects generated an increase in output of $19.3 million, gross value added of $9.1 million, income of $5.4 million and 94 full time equivalent jobs within the Victorian economy. The majority of this economic activity and employment was also generated within the local economies in which the showgrounds are situated.

In general, the outcomes from the Major Program works have followed similar patterns across the six showgrounds.

Improved diversity and sustainability. The new facilities have improved the diversity and sustainability of the showgrounds, increasing the range of events, activities and uses, and sources of revenue, while reducing the traditional reliance on one major event.

Impacts across several industry sectors. Economic impacts have occurred across regional industry sectors. The modelling results showed that increases in output occurred primarily in the accommodation and food services, retail and recreational services sectors, with flows on to other industries such as manufacturing.

Local employment impacts. There have been positive impacts on local employment opportunities depending on the uses of the new facilities and the time they have been in operation. The impact on local employment as identified in the economic model is supported anecdotally by local stakeholders. Local stakeholders consider much of employment generated is casual, which can nevertheless provide important opportunities in regional communities. At Lardner Park, for instance, casual catering jobs were appreciated by ‘return to work’ mothers with few other work opportunities in a small community. Catering at the new facilities has also provided opportunities for student training.

Venues with wide market appeal. In many cases, the new event centres constructed under the program offer alternative and cost-effective venues to those in Melbourne and are attracting some events that have traditionally been held in Melbourne. As multipurpose, all-weather facilities with improved space and


amenities, the new buildings contribute to the sustainability of existing events and are attracting new events to showgrounds.

Improved venues for local community use. A latent demand for large private function venues is being met in some regions where the new showground multipurpose building has become the largest regional venue for functions such as club and school graduation dinners and balls, weddings and local events.

Improvements in management. While the different showgrounds are at different stages in developing their operations, the professionalism of showground operations and understanding of development needs is increasing. This is seen in show society committees who have gained experience through supervising development of a major facility and in the employment of staff to manage new uses in some showgrounds.

An additional benefit to the economy is also likely to occur through an increase in the adoption of new technology and processes in the agricultural sector in regional Victoria. This impact was not quantified but is likely to be substantial given that a 1 pre cent increase in productivity in regional Victoria would generate an increase in output of $457.1 million and GVA of $208.1 million36.

The economic model also estimated that there were considerable economic impacts during the period of construction of the Major Program works. This included an increase in output of $39.3 million, gross value added of $16.1 million, income of $8.7 million and 138 full time equivalent jobs within the Victorian economy.

The total economic impact of the Major Program projects considered in the study may not yet be fully realised. The Bendigo Exhibition Centre completed in 2007 at Bendigo Prince of Wales Showgrounds illustrates that the uptake of new events, visitation increases and business responses to new showground facilities can develop over several years. As many projects in this study were only recently completed, it is likely that diversification and changes in participation at the showgrounds will continue to increase. This is likely to generate additional output, income, gross value added and employment impacts within the local economy.

The economic model developed in the study provides a tool for assessing the economic impact of showground activities. It is recommended that the model be used to assess the economic impact of the six Major Program projects in 2015. This will provide an indication of the performance of the facilities and their economic impacts after several years of operation.

15.2 Minor Program assessmentThe Minor Program funded smaller projects mainly aimed at sustainability or improvement of the site, increased efficiency of operations, and business development and growth.

A qualitative assessment was conducted of these projects. Consultation with stakeholders through two focus groups and the responses to surveys revealed that the funding is likely to

36 AEC Group (2012a)Victoria’s Regional Showgrounds – Report to RDV, October 2012 83 |

have far reaching impacts in some showgrounds. This feedback was consistent across small and large showgrounds which received the funding.

In some cases, the program funding was essential to enable showgrounds to upgrade infrastructure to meet health and safety and other regulations.

In addition, the Minor Program funding has been an important supplementary source of funding for voluntary show societies seeking to improve the sustainability and growth of their showgrounds. The Minor Program provided funding for projects (e.g. pavilion upgrades, livestock yards, amenities) which assisted some showgrounds to retain existing uses and activities at the site, improve the drawing power of events and exhibitions at the annual show, and attract new uses. These are important outcomes for the relevant communities as showground facilities are often a major resource for sporting, club and recreation activities and other entertainment which would not otherwise be available in smaller communities.

The economic impact during the construction of the Minor Program works was estimated using the economic model. In total, construction generated and estimated output of $2.5 million in Victoria, income of $600,000 and gross value added to Victoria of $1 million. It is estimated that 9 full time equivalent jobs were supported by the construction of the Minor Program works.

15.3 Social value of regional showgroundsThe social value assessment conducted in this study revealed that both the Major and Minor Programs benefited communities beyond the measurable economic and industry outcomes.

In keeping with other findings about the social value of showgrounds and their associated events and uses in Australia, the showgrounds in the study have an important place in the society and culture of rural and regional communities. Initially a focus for agriculturally-based communities, showgrounds and shows (or equivalent events) have become a living tradition in contemporary communities.

Rural and regional showgrounds have an instrumental value for their communities. They contribute to quality of life by providing opportunities for a range of recreational and social activities, social networking and entertainment that might not otherwise be available. The funding under the Major and Minor Programs has contributed to these opportunities by improving the facilities at showgrounds and/or the sustainability of showground operations.

Showgrounds are also an established source of social capital for a community, providing a means for cooperative activities and voluntary fundraising. Show societies and other participating organisation expressed a strong ethos of community service and civic behaviour. They aim to provide benefits to local communities through the various social, recreation and economic opportunities at showgrounds. In many cases they facilitate community development through employment of local people and businesses and contributions to community projects.


Showgrounds in the study were also a focus for voluntary activities and voluntary contributions to the community were a central feature of showground operations. Voluntary societies and community groups frequently run events at showgrounds or provide services at events such as the annual show. Funds raised are often used for community purposes and community development projects such as provision of facilities for sporting and school groups, grants to community organisation and scholarships. In some cases, Major and Minor Program funding was important to enable such events to continue or provided opportunities for new events and functions to be held by voluntary societies.

Funding under the Major and Minor Programs has assisted show societies to retain their relevance to contemporary communities through diversification and enhancement of events and activities to reflect local industry, recreational and other interests, needs and products.

The symbolic importance of showgrounds and shows in establishing a community’s identity and sense of place is also significant. This is seen in the popularity of local shows and local attachment to showgrounds despite the evolution of many communities away from their original agricultural base. Showgrounds are places where agricultural and rural traditions are evolved to have contemporary relevance and meaning for their communities. Both the instrumental and symbolic value of showgrounds is likely to play a role in the sustainability and resilience of rural and regional communities when faced with change and stress. The facilities, recreational and social opportunities, and sense of place provided by showgrounds are part of a supportive framework which contributes to the actual and perceived quality of life and the desire to live in a community.

Overall, the Major and Minor Program works have retained, supported and in many cases strengthened the social value of rural and regional showgrounds.


16. References

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Appendix – Minor Program Survey

Minor Capital Works Survey

The following questions refer the ‘works’ completed at the local showground under the Minor Capital Works Program administered by VAS.

ABOUT THE SHOWGROUND

1. What do you feel is the place of the showground within the community? (i.e. are people attached to the showground?)

2. What are the key activities that take place at the showground each year. Please complete the table below (refer to attachment for more information on the classifications).

Type of Event Number of Events (per year)

Total Visitation at Events

Major event/ field dayExpo of local significanceShow/ festivalPrivate functionCommunity eventSporting event/ other

Comments:

3. What other investments or developments have taken place in the last five years at the showground?

Development Cost ($) Funding source (e.g. grant, local government etc.)

1.

2.

3.

Comments:


4. What community support is provided to the showground each year? (e.g. volunteering, running of events etc.)

5. What trends in participation and visitation to the showground have there been over the last five years?

IMPACTS - GENERAL

6. What were the five most significant impacts from the works?

1.

2.

3.

4.

5.

7. How important were the works for the sustainability of the showground? What would have been the consequences for the showground if the works had not taken place?

8. How did community members feel about or respond to the works?

IMPACTS - ECONOMIC

9. Did the works lead to changes in the number or size of events / activities / attendance /exhibitors / $ spend of visitors at the showground? If so how?

10. Did the completion of the works lead to other infrastructure developments or investment in the showground and its facilities?

11. Have the operating costs of the facility increased due to the works? If so, how will this be covered?


12. What percentage of people who visit the showground each year are local?

13. What percentage of exhibitors are local?

OUTLOOK

14. What are your views on the future of the showground and the sustainability of its activities? (i.e. type of events, visitation numbers etc.)

15. What changes to the showground do you see as occurring in the next ten years?

16. What could be done to improve the sustainability of the showground?


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