SMA provides Local Government Areas with specialised services to secure, develop, market, and grow Events
To further develop this industry, while ensuring the needs of all parties are satisfied, Sports Marketing Australia (SMA) has developed the much lauded 'Events Placement Program', which has been embraced by event owners and Local Government Areas (LGAs)nationally and internationally.
The objective is to attract and host major events that provide economic, community and branding benefits within our partnering regions. The result is a Win - Win scenario for event owners, LGAs and the business communities within our partnering Council areas.
SMA is currently contracted by 62 LGAs and tourism organisations across Australia and we have a relationship base and place events for in excess of 700 event owner nationally and internationally. The number of contracted LGA's is growing to meet the demand of an expanding event base. SMA's role is to consolidate as much sporting, entertainment and event activity as possible in our partnering regional centres across Australia contributing to the growth and development of each of their local economies .
The highly strategic Events Placement Program has developed over the past 20+ years. While Sports Marketing Australia (SMA) places and has access to elite level events that provide strong branding benefits through international tv distribution and exposure, the majority of its activity revolves around high participation events that are tourism focused. There are 4 key benefits that our partnering Councils look for from the events that SMA places:
As is the case in all industries, relationships are critical in the development of any business model. Sports Marketing Australia's (SMA) unparalleled relationships in the sports, business, entertainment, and events industry as well as State and Local Government sectors have been instrumental in the development of the Events Placement Program. The success of the Events Placement Program and the trust that is engendered through the scheme has led to Councils and event owners to engage SMA to supply additional services like:
Many Local Government Areas (LGAs) embrace the concept of hosting events. Most are aware of the huge economic and extensive community benefits delivered through "hosting" sporting, entertainment and other types of events. Many Councils have a grants application process that requires event owners to apply for funding and fill out the appropriate paperwork before waiting on a decision.
SMA reverses the reactive approach and instead takes a proactive, directional approach by representing its partnering Councils and Tourism Organisations in the very competitive Events Industry.
SMA's strong relationships with event owners and the weekly interaction with senior decision makers in the events industry ensures that our partnering Councils win the large percentage of potential, suitable events across Australia. SMA advocate for our partnering regions and attempt to alleviate any concerns that event owners might have about hosting their event in the region whilst ensuring that the key selling points of the region are highlighted. This can often be the difference between a region securing a desirable event (or missing out).
SMA'shighly successful Events Placement Program was crafted to ensure the right event is placed in the right region for the right reasons. It was deliberately designed to take the guesswork out of event placement by event owners in specific Local Government Area.
SMAundertakes a Capacity and Capability Assessment (CCA) in each of the LGAs it represents. The unique findings of the assessment form the framework for discussions between the SMA Events Team and the senior decision makers in the Sports and Events Industries. It allows SMA's events team to proactively demonstrate the real capacity of our partnering LGAs to host events in particular disciplines. SMA then acts as a conduit between the Council and the Event Owner to ensure the appropriate processes are in place to provide a positive, rewarding event experience for all parties.
With National/State Sporting Organisations, event promoters, and other event owners being predominately based in each capital city of Australia as well as many regional centres, it is not financially possible for Councils to have representation in all markets. SMA has representation in each of these markets.
SMA's event team presents the LGA's that they represent to senior decision makers in the events team on a daily basis ensuring that they are front of mind when decisions are being made about event hosts.
SMAplaces more than 589 state, national and international level events every year. These events range from both elite and mass participation sporting events to those involved in the entertainment, arts and cultural, music, food and wine, business and tourism-based television programs for example.
Major events provide branding and positioning opportunities for SMA's partnering regions.
Mass participation events provide significant direct expenditure into SMA's partnering economies, underpinning local economic development.
SMA events are an important part of the development of vibrant sustainable local communities, contributing to the community social fabric.
SMA place a wide variety of events ranging from Business Events, Arts and Cultural, Entertainment, Music, and Food & Wine.
SMA's partnering Councils undertake a specialised Capacity and Capability Assessment (CCA) to determine which events can be held in their regions in which disciplines and at what level. Event owners at all levels have strict criterion for determining requirements for their events. SMA then marries those event requirements with region that has the capacity to satisfy their needs.
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