Item 7.1 - Attachment 1 |
Previous Council Report |
ECONOMY AND DEVELOPMENT
ITEM NUMBER 9.5
SUBJECT Securing SuperX
Opportunity 2010 to 2012
REFERENCE F2009/01568 - D01507639
REPORT OF Manager Economic Development
PURPOSE: To seek approval from Council to help to secure the SuperX
Australasian Championship events for 2010, 2011, and 2012. |
(a) That
Council consider the business case for the
attached proposal to help secure a three-year event and to maximise the
promotional opportunities associated with the Supercross event to be held at
Parramatta Stadium in 2010, 2011, and 2012. (b) Further,
that Council agree to sponsor the 2010
event with an option for commitment through to 2012, dependent upon an
assessment of economic value be undertaken post the event, planning approval
be secured for future events, and that the Special Rate continuation be
agreed to by the Minister for Local Government. |
BACKGROUND
1. SuperX is planning to host one of its Australasian competitions
in Parramatta on 27 November, 2010, with an expected visitation to Parramatta
of 10,000 people.
2. Planning approval for this event was granted to Parramatta
Stadium in 2008 by the NSW Planning Minister and is valid until 7 October 2011.
This will mean that any commitment by Council is dependent upon further
approval being secured.
3. SuperX was held
4. Over half a million television viewers watch the event via
Foxsports, Fuel TV and Network Ten in
BUSINESS CASE
5. A number of Councillors have raised their concerns about the
local restaurant, café and accommodation sectors which have been experiencing a
downturn in their businesses in the current economic climate. This event did
have, and will have a positive direct and ongoing economic impact on these
sectors.
6. An analysis undertaken by SuperX (ATTACHMENT 1) estimates the
economic impact of the 2009 event totalled nearly $1.4 Million. This is
slightly higher than what the Economic Development Team estimated in June 2009
- $1.1 Million - when it sought approval from Council.
7. Actual validation for this positive impact comes from feedback
from two of
8. Media Monitors notes an advertising value for the Parramatta
SuperX event at $344,000. This does not include overseas exposure which was
secured through Sky and other international channels.
9. Further direct and ongoing positive economic impact will be
achieved due to the broader coverage
10. The Economic Development Team will undertake a post-event
assessment of economic impact and report back to Council on its findings.
11. In addition, the Lord Mayor will have the opportunity to invite
special guests to the event through the corporate box. This would offer an
excellent opportunity to engage with business leaders to discuss current issues
and plans.
ISSUES/OPTIONS
12. There was some opposition raised in 2008, particularly concerning noise. In response to this, it should be noted that as this is a night event it will not conflict with day activities of the park and will only present a small inconvenience, if any, to residents within earshot. Council is not aware of any complaints arising from the Supercross event which was held in 2008 or 2009.
13. Support of this proposal commits to an expenditure of $75k over 3 years but this will be contingent upon Council securing an ongoing Economic Development Special Rate.
14. Some of the sponsorship options require some further expenditure e.g. catering, sign production. We will seek to keep these expenses below $5k.
Manager Economic Development
Nick
Murphie
Manager Communications and Marketing
Rebecca
Grasso
Manager Culture Tourism and Recreation
Economic Impact of 2009 SuperX |
42 Pages |
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Summary Sponsorship Benefits |
3 Pages |
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Letter of Support from the Director of |
1 Page |
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REFERENCE MATERIAL
Previous Council Report |
Summary of
Sponsorship Benefits to
“Discover
for the 2010, 2011
and 2012 Super X Series
Sponsorship Benefits - Summary
• Official Designations
• Use of Series Logo
• Branding / Signage
• Marketing and Promotion
• In-program Television Exposure
• Publications
• Big Screen
• Website
• Tickets
• Corporate Hospitality
Official Designation
Parramatta City
Council has the right to use the following official designations:
• Host Destination of Super X
• Official Sponsor of Super X
• Any other such designations as agreed by both parties.
Use of Series Logo
Parramatta City
Council will also have the right to Monster Energy Super X composite logo.
Branding/Signage
Parramatta City
Council will receive a dominant signage package at the
• Track Dividers
• Banners
• Perimeter Signage
• Feathers / Flags
Marketing and Promotion
Parramatta City
Council would receive logo recognition on $150,000 worth of promotion and
marketing including:
• Television
• Newspapers
• Press Releases
In addition
In Program Television Exposure
Parramatta City
Council will receive significant exposure within the actual telecast over and
above the signage that will be positioned to receive maximum exposure.
Specifically
• Broadcast – 30 to 60 second tourism postcard to be shown during the live and
highlights broadcast featuring Parramatta and associated benefits of the State
(footage and script to be supplied by Parramatta City Council).
• Commentators will also speak favourably about
Parramatta as a tourist destination throughout the telecast and talk about the
features of the city (script to be supplied by Parramatta City Council).
• Parramatta City Council logo at the end of the
telecast that is depicted on the following page.
Publications
Parramatta City
Council will receive the following association:
The official Super X
program:
• One (1) full page colour advertisement.
• Promotional opportunities.
• Logo and Parramatta City Council’s website address on the sponsors’ page.
Big Screen Exposure
Parramatta City
Council will receive the following exposure at all seven rounds including:
• Two (2) x thirty (30) second advertisements (ads to be supplied by the
Sponsor).
Website – www.superx.com.au
A major component of
our marketing strategy will be centered on the Super X website as a mechanism
to inform the fans about every aspect of the series and the address will be
heavily promoted throughout our marketing campaign (all artwork to be supplied
by the Sponsor):
Parramatta City
Council will receive the following website benefits:
• Banner advertising on a rotational basis.
• Logo identification associated with the
rounds’ track map.
• Logo identification on the sponsors page
with link to Parramatta City Council site.
• Opportunity to cross promote other events
that are taking place at Parramatta.
Tickets
Parramatta City
Council will receive 20 Gold tickets for the
• Consumer promotions.
• Staff Incentives.
• Networking.
Corporate Hospitality
Parramatta City
Council will receive the following hospitality:
• 1 x Corporate Suite for 18 people in the Ken
Thornett Stand. (excluding Food & Beverage).
• 1 x VIP Cark Park Pass
Sponsorship Investment
Supercross
Australasia Pty Ltd is committed to the success of the sponsorship program and
will work with Parramatta City Council to maximise every possible commercial
opportunity.
The total cost of
the Sponsorship Package as detailed on the previous pages is:
2010 $20,000 + GST
2011 $25,000 + GST
2012 $30,000 + GST
Note: Signage either to be supplied by the Sponsor
or if production is required production costs are to be borne by the Sponsor.