This category is open to hallmark festivals or events that a) create substantial economic impact, b) attract visitors from interstate and/or overseas, c) generate national or international media profile, and d) positively promote the destination. They may be one-off or recurring.

Important note:
• Entrants in this category cannot enter Category 4. 

Important reminder:  Entrants are encouraged to answer questions to highlight participation in tourism-related accreditation programs.

Question 1. Product  (20 points)

a) Provide a general overview of the nature and history of your festival/event. You must demonstrate your eligibility for entry in this category as outlined in the descriptor above.
b) Describe the type of festival/event and the number and origin of visitors attracted. What methods were used to determine this data?
c) Describe the program of activities you stage and the tourism experiences offered.
d) Describe the services and facilities you offer.

TIPS: Part a) Consider stating where you are located geographically and including a picture to help judges visualise your festival/event.

Part d) Services and facilities could include venue, catering, transport, information booths, accommodation etc.

Question 2. Business Plans (20 points)

a) Describe the key features of your business plan for example goals, strategies and outcomes.
b) What were your major funding sources and demonstrate how your festival/event achieved the planned financial outcome?  If it did not, please explain.
c) Describe the risk issues you have identified for your festival/event and summarise the risk mitigation strategies you have put in place.
d) Demonstrate your involvement in, and contribution to, the tourism industry. Explain how it contributes to the success of your business and the tourism industry as a whole.

TIPS: Part a) Explain what you were trying to achieve i.e. your vision for this festival/event, how you went about it and the related outcomes. 

Part b) would benefit from the inclusion of graphs illustrating these results within your answer and/or a profit & loss statement in your appendix.

Part c) Risk management relates to all parts of your festival/event including risk to the visiting public, specific business related risk and Occupational Health and Safety. Consider using a practical example or detail an incident and outcome to prove how your risk management strategy works.  Also consider displaying information in a matrix form and identifying levels of risk.

Part d) Demonstrate your involvement at local, state and/or national level.  Examples could include pre and post touring, cooperative marketing, media famils, cooperation with local and state tourism authorities, tourism accreditation, active membership of industry associations, leadership in industry forums, involvement in tradeshows, other partnerships and alliances etc.

Question 3. Marketing (20 points)

a) Who were your target markets for the festival/event and why?
b) Describe the marketing strategies used to attract each target market to your festival/event and detail the success/outcomes of those strategies.
c) What is your festival’s/event’s distinctive difference and how do you promote it to attract each of your target markets?
d) How does your marketing strategy capitalise/link with local or state tourism marketing directions?
e) Outline the media coverage achieved at state, national and international level.
f) Demonstrate how potential visitors are provided with an accurate and responsible depiction of what to expect from the festival/event.

TIPS: Consider all arms of marketing (e.g. sales, advertising, public relations, word-of-mouth and e-marketing) where appropriate. Your objective should be to demonstrate a clear plan, supported by market research, and the results achieved.

Part b) Consider displaying your target markets and the strategies and outcomes for each in a table format.  Ideally there should be a strategy described for each target market listed in part a).

Part f) This relates to your marketing material e.g. brochures, flyers, advertising, website etc. and keeping it up to date if your festival/event is ongoing.

 
Question 4. Customer Service and Professional Development (20 points)

a) Explain how you achieve and maintain quality customer service throughout your festival/event.
b) How do you identify and provide for people with specific needs?
c) State the number of people working with the festival/event i.e. fulltime, part-time, casual and volunteers. Explain how you determine professional development needs of staff, including volunteers, and describe the training/skill development programs undertaken.

TIPS: Part a) Consider how you stay abreast of industry developments.  Other points to consider could include your repeat business strategy, feedback collection and changes implemented based on feedback. 

Part b) Specific needs could include language, physical, intellectual dietary and other special needs e.g. groups, special interest etc.

Part c) could include the objective of staff/self training/skill development programs, how they were measured, the extent of uptake and outcomes for the business.

Question 5. Sustainability and Innovation (20 points)

a) Describe and demonstrate your commitment to environmental sustainability.
b) Describe how your festival/event benefits and respects the local community values and culture.
c) Describe any innovations that have taken place during the qualifying period to improve your festival/event and the specific benefits achieved.

TIPS: Part a) This could include energy and water conservation, restoring the site after your event, waste management, recycling, tree planting, engaging environmentally sensitive procedures, noise management, parking etc.

Part b) Benefits to the local community could include apprenticeships, in-kind contributions, employment of local residents, partnerships with community-based organisations, free entry, etc.  The use of local products and services could include food and beverage suppliers, service providers, tradespeople, and local building material.  If local products and services are not available, briefly explain.

Part c) Include innovations that have taken place to improve your visitor experience, infrastructure development, new marketing ideas or sales activities.  Innovations do not include routine repairs and maintenance. 

Total score: 100 points.  No visitation.