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PROTRACK » GENERAL » Jump Start releases its report into the Tassie Carnivals

Jump Start releases its report into the Tassie Carnivals

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Media Release
Monday 19 March 2012

Independent review calls for Christmas Carnivals
to become true community events

The Sports Carnivals Association of Tasmania (SCAT) today released the findings of the independent
review of the 2011/12 Christmas Carnivals.

For the first time, SCAT commissioned an independent review of the Carnivals and appointed mainland
consultancy company Jump Media & Marketing to carry out the review.

Jump Media director David Culbert presented the report and the 68 recommendations to SCAT clubs
and key stakeholders last night.

Culbert said the report presents a series of recommendations for SCAT to consider implementing to
ensure a bright future for the carnival series.

“Many of the recommendations can be simply and easily implemented and whilst there are many areas
of change that could be considered, the report concentrates on ‘real world’ solutions that can be
realistically achieved, rather than radical left-field recommendations that are most likely unachievable,”
Culbert said.

The experienced sports marketing expert said it was clear the 120-year old carnivals held a strong
position as part of Tasmania’s cultural and sporting character.

“The carnivals are steeped in tradition and history and this can never be lost – although it can be
forgotten or not appreciated by current and future generations. The carnivals are loved by the older
generation of Tasmanians who grew up with them as part of their lives, but the carnivals no longer
connect as strongly with the current generation of teenagers and local communities in which they are
held,” Culbert said.

He added there was a decreasing appetite for the type of event conducted in the 1960’s and 70’s and
day-long cycling and running carnivals are from a bygone era.

“The most significant outcome of this review is the recommendation that SCAT transform the carnivals
into community festivals that feature cycling, running and wood chopping. This positioning of the
carnivals as community festivals is crucial to engaging local audiences,” Culbert said.

“The carnivals must move from the current offering as a cycling, running and wood chopping events, to
community festivals that feature running, cycling and wood chopping - just as the Spring Racing
carnival is much more than horse racing.”

“The inescapable truth is that to survive and prosper the carnival series must continually adapt, making
chameleon like changes on a yearly basis to remain relevant and interesting. These changes could
cover any or all aspects of each carnival depending on the circumstances, including dates, events
conducted, timetabling, duration of competition, support events and activities, focus on running, cycling
or wood chopping, etc,” Culbert added.

In other highlights the report recommends:

• The restructure of SCAT occurs immediately and the Government required Key Performance
Indicators are achieved to ensure crucial funding continues

• Acceptance of the proposed changes to the SCAT structure with four club representatives and
four independent directors, including the creation of a specific role for a Government,
Community and Club Relations portfolio

• The carnivals in 2011/12 provide the benchmark for the carnivals series in the current day.
References to the past should be simply references - with all benchmarking based on 2011/12

• In a perfect composition of participating carnivals, the Hobart event would be staged during the
Christmas – New Year Period to ensure a Tasmania-wide series. However the reality is that this
is unlikely to be achievable, therefore the carnivals in Rosebery, Hobart and St Helens should
run as satellite events.

• SCAT concentrates its funding and resources on the key carnivals in Latrobe, Devonport,
Launceston and Burnie, focussing on a shorter, tighter carnival duration that has the greatest
marketing and tourism potential

• Burnie should remain on New Year’s Day with the inclusion of the Criterium on the waterfront
in Burnie on New Year’s Eve as a formal part of the carnivals program. This will open up
additional sponsorship possibilities and expose the carnivals to a new, younger audience, who
otherwise are not attending the traditional events

• A funding mechanism be formalised and expanded to include formal agreements between clubs
and SCAT. These agreements would outline the key responsibilities of each group, the funding,
marketing, sponsorship and athlete participation obligations of SCAT and the individual clubs

• All funding must be tied to initiatives and activities that grow participation and spectator
numbers. Not all clubs should receive funding if submissions do not meet criteria and
demonstrate the capacity to grow participation or spectator numbers

• In order to reduce the amount of duplication occurring in resourcing each carnival, that SCAT
investigates a shared services model for the carnivals – with key activities such as event
marketing, sponsorship and carnival management undertaken by SCAT for all events

• That SCAT invest in professional expertise in the areas of
o Sponsorship sales and service
o Event marketing, targeting mainland participants and local attendees
o Media, public relations and event tourism

• In the area of sponsorship management for the carnivals the role of Burnie Sports and Events is
expanded to that of sponsorship sales and leverage for the entire carnival on a fee for service

• The carnivals require a strong overarching brand identity. Preferably with a new, dynamic logo
and look, along with a tag line that describes the personality of the series and the unique
selling proposition. An updated website and logo would assist in making the carnival series look
fresher and more inviting to younger audiences.

SCAT President Mike Gunson said the report was well received by the Clubs.

“Of course there are some challenging recommendations; however the general view was that there are
many good suggestions, some of which we are already well underway in achieving and others that we
should consider.

“Some of the recommendations such as the restructure of SCAT are already well underway, whilst
others such as the appointment of professionals in specific areas, development of stronger partnerships
with the communities in which the events are held will be require us to work together to implement.”

The full report is available on request to SCAT or via download here.

The full list of 68 Recommendations is listed on the attached; however it is recommended that they are
not read in isolation, rather as part of the full report.

For Further information contact:
Mike Gunson, President SCAT 0408 544 806
David Culbert, Director Jump Media & Marketing 0417 272 641

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