National Tourism Events Sponsorship Scheme 2018/19 Information Workshop

Transcription

1 National Tourism Events Sponsorship Scheme 2018/19 Information Workshop December 2017 Eddie Rowan Events Manager tourismni.com/events

2 Overview Target: 1 billion tourism industry by 2025 Events that deliver economically are key to meeting this target they provide a specific reason for visitors to come to Northern Ireland or extend their stay 5 year review of Tourism Event Funding Programme Events Strategy to /19 budget

3 2018/19 Focus & Changes for National Sponsorship Scheme Authentic unique Northern Ireland events Confirmed budget must be in place (minimum 50,000 income & 50,000 expenditure) Applicants will not be asked for sponsorship request Tourism NI will decide through the process amount of award Tourism NI monies must be used to enhance the visitor experience Timing of event consider what else is happening in Northern Ireland? New upload Marketing, PR and Digital Plan PLEASE NOTE: Tourism NI sponsorship support is only for events who are sustainable with their own funds.

4 Objectives The key objectives of Tourism NI supporting National tourism events will be to maximise opportunities to: Enhance the visitor experience Increase visitor numbers and spend Enhance the appeal and profile of the area Elongate the Tourism season

5 Northern Ireland Made for Events Scheme Parameters Page 5: Section 4.2 To be eligible to apply events must have: Total visitor numbers greater than 1,000 (not participants) Events must have a minimum income and expenditure of 50,000 (before applying to the National Tourism Events Sponsorship Scheme) Sponsorship available for events up to 30,000 incl. VAT Positive economic return In-kind support is not considered in the budget

6 Northern Ireland Made for Events 5 Key Requirements Page 5: Section Visitor Experience 2. Visitor Segments 3. Visitor and Participant Numbers 4. Finance / Tourism Economic Impact 5. Marketing

7 Requirement 1: Visitor Experience Page 9 Clearly demonstrate how your event will attract visitors. What experience will you offer that is iconic and authentically Northern Ireland? How will you enhance the visitor experience? What is the unique selling point of your event? Detail how you cater for the needs of the visitor and how this information is available such as travel, ticketing, accommodation and food provision etc.

8 Requirement 2: Visitor Segments Page 9 Northern Ireland has defined core visitor categories to attract and in turn, target visitor segments for events: Time Together (NI) Mature Cosmopolitans (NI) Open to Ideas (ROI) Open-minded Explorers (ROI) Active Maximisers (ROI) Special Interests (ALL) Please note: when selecting the key visitor segment for your event you must clearly demonstrate how you will market to this sector

9 Requirement 3: Visitor and Participant Numbers Page 10 What is a visitor? For tourism events, a visitor is classified as someone who comes to spectate or attend the event What is a participant? Participants are principally people participating in or the running of the event A robust rationale is required for this question. It is important to keep projected visitor and participant figures seprate

10 Northern Ireland Made for Events Page 12: 4a Requirement 4: Finance & Tourism Economic Impact a. Finance Top Line Budget Required Events must have income of 50,000 Events must have expenditure of 50,000 Requested support from Tourism NI cannot be included as part of the minimum income and minimum expenditure for the event In-kind support is not considered as part of budget Event must be financially viability

11 Northern Ireland Made for Events Page 12:4b Tourism Economic Impact Economic Calculator The economic calculator is split into: Visitor spend Participant spend Bednights generated Number of trade stands Organiser spend inside and outside Northern Ireland A robust rationale is required for this question for commercial bednights only

12 Requirement 5: Marketing Uploaded Marketing Plan for your event Bringing all sections of your application together Page 13 Detailed plan - identify your target audience, plans to market your event and how you attract visitors Current Situation where are you now? SMART Objectives where do you want to go? Communication Strategy How do you get there? Implementing the Plan when and how you do it Budget Action Plan Measurement and Evaluation Guidance provided in Appendix A

13 Apply online: Key Deadlines: Scheme Opens Monday 18 December 2017 at 10am Scheme Closes Thursday 25 January 2018 at 12noon Apply early

14 Northern Ireland Made for Events Questions?