Geoff Parmenter
Chairman – New Sydney Waterfront Company
Session title
Major events – The true shopfront of a place?
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Abstract
An event can speak volumes about a place. Consider the difference between Sydney’s Gay & Lesbian Mardi Gras, and Oktoberfest in Munich. Dark MOFO in Hobart and the Gold Coast 500 V8s.
Hosting the right event can serve multiple, simultaneous, beneficial purposes for a range of stakeholders in a place. From the definition and promotion of a place’s identity, to commercial stimulus and economic development, to community engagement and pride, and social cohesion, major events may be unique in their capacity to deliver this range of benefits to a place and its various stakeholders.
This multiplicity of potential outcomes presents a challenge for prospective hosts however. Being clear on the desired benefits and the stakeholders that will enjoy those benefits is critical. That clarity provides a frame of reference to guide event targeting or design, and inform strategic choices around investment in content and leveraging activity.
Geoff Parmenter has implemented this strategy for a range of places around Australia and internationally since the pioneering days of Events NSW and Vivid Sydney in 2008/09. With clients across Australia, Europe and Canada, he will share some of the learnings and principles that have emerged from that experience.
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Bio
Geoff has 30 years’ experience in tourism and events, hospitality, entertainment and sport – in Australia and overseas.
From 2007-2011 he was Chief Executive of Events NSW, the pre-cursor to Destination NSW, responsible for developing the first structured annual events calendar for Sydney and New South Wales. They established a number of major new bespoke events such as Vivid Sydney and Opera on Sydney Harbour.