Support for Events
A key role for Destination NSW is the provision of professional event expertise and financial assistance to event partners. The aim is to work in partnership with industry to develop the NSW Events Calendar that delivers both medium and long-term benefits to Sydney and NSW.
To be considered for support an event partner needs to make a formal submission to Destination NSW, which details the economic, strategic, marketing and community impacts of their proposed event.
Those seeking support should first read the seven key assessment criteria outlined below, and if the event meets one or more of the strategic criteria then work through our checklist before sending in a full submission. Working through the checklist will help you understand the assessment process.
Event Checklist and Investment Application Form (PDF 4.3MB)
Making a Submission
In your submission you should specify the benefits the event will bring to the city and/or the state.
Regional event organisers should specify potential benefits for the host location.
Organisers of business events should go to businesseventssydney.com.au to find out about assistance programs for meetings, incentives, conventions and trade exhibitions.
1. Economic Impact
This criterion relates to the ability of an event to bring new expenditure and/or future investment to NSW. The key factors that need to be addressed in demonstrating this impact are:
Average length of stay: The number of days and (if applicable) nights that participants will spend in the host destination.
Expenditure: Estimated average daily expenditure. Please note: Sydney event organisers should not include spends by intrastate visitors in their submissions.
If this is the first time that the event is to be held, Destination NSW teams will gauge potential economic impact through discussions with the event organiser and comparisons with events of a similar nature.
If the event has been held before, previous performance data will be used to assess potential impact.
2. Strategic and Marketing Impact
This refers to the event’s effectiveness in driving marketing outcomes for Sydney and NSW including, but not limited to:
Audience: The nature and size of the event audience.
Brand alignment: If the event is in keeping with the brand image of the destination, how it enhances or aligns with the desired image and values of the host location.
Marketing alignment: How promotional strategies for the event support the marketing objectives of the host location.
Areas of Expertise: How the event may raise or create awareness of NSW expertise e.g. agriculture, wine making
Media Impact: The potential for domestic and international media coverage.
3. Community Impact
Is assessed by the capacity of the event to create positive engagement with large and diverse sections of the community - and generate community pride. This may include:
Skill development: Giving residents of NSW the opportunity to acquire or improve skills.
Business involvement: How the local business community can engage with the event.
Volunteers: Ensuring the involvement of the community at large through volunteer programs.
4. International Markets
An important consideration for Destination NSW is if the event can deliver benefits such as media publicity or travel packaging in targeted international markets. These include: Canada, China, Germany, Korea, Hong Kong, India, Italy, Japan, Malaysia, New Zealand, Singapore, the UK, the USA and the Gulf States.
5. Private Sector Involvement
The financial contribution provided by non-government sources is assessed as a percentage of the event budget.
6. Seasonal Capacity
The timing of proposed events will be assessed based on impacts to seasonal hotel occupancy. Events have the potential to even-out seasonal highs and lows in hotel demand. However if an event is held during peak occupancy periods this may affect the level of visitation it can attract to a host location.
7. Key Performance Objectives
Events supported by Destination NSW are subject to contractual deliverables that meet our strategic objectives. Some performance incentives may apply.
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Other Funding Programs
The Regional Flagship Events Program
This program is specifically directed towards supporting the advertising and marketing of regional events. It offers $10,000 one-off grants or triennial funding of $20,000 per year for three years to event organisers. To qualify the events must have tourism potential and reflect the character and culture of an area. The events act as a ‘flagship’ for their region.
Find out more