3.1 CEO Performance Management Panel Recommendation Pursuant to Section 90(2) of the Local Government Act 1999 the Council orders that all members of the public except Helen Macdonald, Chief Executive Officer and Leanne Kunoth, Manager Corporate Services be excluded from attendance at the meeting for Agenda item “CEO Performance Management Panel”. Council is satisfied that, pursuant to Section 90(3)(a) of the Act, the information to be received, discussed or considered in relation to this Agenda Item is information the disclosure of which would involve the unreasonable disclosure of information concerning the personal affairs of the Chief Executive Officer. The Council is satisfied that the principle that the meeting be conducted in a place open to the public has been outweighed in the circumstances to prevent the disclosure of information regarding the Chief Executive Officer’s performance review. Recommendation That having considered Agenda Item CEO Performance Management Panel in confidence under Section 90(2) and 90 (3) (b) of the Local Government Act 1999, the Council pursuant to Section 91(7) of that Act orders that the reports, minutes and discussions relevant to this Agenda Item be retained in confidence for a period of 12 months. 4. Closure

Subject: Funding Request – Clare Classic Responsible Officer: Helen Macdonald, Chief Executive Officer File Reference: 17.38.1.2.4

Meeting Date: 6 August 2018

Strategic Outcome Council Leadership and Organisation Sustainability Strong Leadership A vibrant arts and cultural sector where creative people thrive and residents and visitors can enjoy visual arts and performances. Events and festivals all year round.

Financial Implication If approved the $15,000 funding request would need to be provided for in the first budget review for 2018/2019 budget.

Statutory Implication Local Government Act 1999

Policy Implication There are no specific policy implications identified in this report.

Community Implication There are no specific community implications identified in this report.

Risk Assessment Failure of Council to provide support for an economic development opportunity with a risk rating of low.

Purpose To seek Council’s consideration on the funding request from Yaffa Media for the Clare Classic to the amount $15,000.

Report

Sponsorship 2019 Clare Classic

The Clare Classic is scheduled to be run in the Clare Valley again in 2019. As part of the process of preparing for the event Yaffa Media applied for a SATC grant which they were successful in obtaining. The Clare Gourmet Weekend and Blenheim Festival were also successful in obtaining SATC grants. The maximum grant available for regional events from SATC is $15,000. The Clare Classic managed to receive this amount, however, Yaffa Media does not believe this is sufficient for them to run the event again in 2019.

The Clare & Gilbert Valleys Council Chief Executive Officer has approached SATC to ask it to reconsider the sponsorship amount in light of the fact that the Clare Valley

and South Australia benefit considerably more from the Clare Classic than just the visitors that attend the event.

Yaffa Media have a large range of specialist publications that they use to promote the event and are happy to promote other events that are held in the Clare Valley and even South Australia. In addition, the target audience for many of the publications are aligned with the type of visitor SATC is targeting - interstate and overseas professionals who are looking for a challenging outdoor experience.

For the 2018 Clare Classic the value of promotions that was undertaken by Yaffa Media amounted to approximately $1 million AUD. This was across specialist outdoor and cycling magazines, online and social media. Yaffa Media also had a dedicated event journalist and made a film of the 2018 Clare Classic. This investment and level of coverage of an event and the region is well beyond what Council or the State could ever afford.

By way of comparison, the other cycling event that Yaffa Media organises and has been running for three (3) years is the Bowral Classic. This event now has over 3000 riders, although we need to keep in mind Bowral’s proximity to Sydney and Canberra.

Even though the Clare Classic clashed with a Bicycle SA event, in its first year it attracted over 900 riders. Improved planning and coordination of dates is likely to see the number of riders in 2019 increase considerably, with many riders staying more than one night, it has the potential to grow into an important event on the Clare Valley tourist calendar.

A brief review has been undertaken of the support that Council provided to the Clare Classic in 2018. The value of Clare & Gilbert Valleys Council’s support amounts to less than $5,000.

SATC is not able to provide any additional funds to ensure the Clare Classic takes place in 2019. However, the Clare Valley Alliance has recognised the Clare Classic should be one of the major events for 2019, and in 2018 the event gained considerable support from the community with colour cycle “skeletons” being located across the region and on the cycle route.

Given the profile the Clare Valley can gain in hosting the event and the growing value that will likely flow into the region, it is suggested that Council consider investing in the event.

Council currently does not have an events budget that focuses on growing visitation numbers or promoting the Clare Valley as a destination. If Council wishes to support the Clare Classic then any funding provided by Clare & Gilbert Valleys Council would need to be part of the first budget review that considers in December 2018.

Attachments Clare Classic - SATC Funding proposal Recommendations Moved Cr Seconded Cr Council provide $15,000 in sponsorship funds to the 2019 Clare Classic in addition to the in-kind support that is already provided for in the existing budget.

Brought to you by

APPLICATIONFOR MAJOR EVENT FUNDING

THE CYCLING CLASSIC FOR

SOUTH AUSTRALIA

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A leading Gran Fondo cycling event in the Clare Valley, South Australia showcasing the magnificent Clare Valley region.

Three distances will be offered: 160km, 110km and 50km.

Date: April 2019, TBC

Duration: Ride start to be 8:00am (approx.). Festivities will conclude at 4:00pm in the post Event Village area at Clare Town Oval.

Location: Clare Valley region following a 160km, 110km and 50km ride course.

Charity feature: A truly unique charity approach to our event is “You Decide, You Choose”. Each rider is given the opportunity to raise funds for a cause that they are passionate about.

Audience profile: Target audience is cycling enthusiasts from the local area, other Australian states and overseas.

Past attendances: In 2018, we held the inaugural Clare Classic on Sunday 8 April. We had 900 riders attend.

CONCEPT

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ABOUT USCorporate Structure: We have a team of professionals who would be involved in this event, led by James Yaffa who will oversee the Clare Classic. Yaffa Media, is one of Australia’s largest independent media companies. James is also a cycling enthusiast! Our Race Director, Paul Wilson, co-ordinates all on course activity including Traffic Management, Course direction, Police, First Aid, Commissaires, Council, Infrastructure and Mechanics. Vanessa Burges and Jasmine Gale, our Event Managers, will be project managing all post-event related activity such as sponsorship involvement, post event village activity, promotional items, video, photography, entertainment, hire equipment, local businesses / stalls and liaise with South Australia Tourism.

Bicycling Australia: Yaffa Media acquired Bicycling Australia in 2015. The Bicycling Australia Group has been established for 25 years. The group includes Bicycling Australia, Mountain Biking Australia and Bicycle Trade.

CLARE CLASSIC RIDER PROFILE 2018

GENDER

Male: 73%

Female: 27% 0

10

20

30

40

50

60

STATESouth Australia: 60%New South Wales: 28%Victoria: 6%Queensland: 2.5%Northern Territory: 1%Australian Capital Territory: 0.6%Tasmania: 0.5%Western Australia: 0.4%International: 1%

MALE

FEMALE

REGISTRATION TYPE

160km Maxi Classic: 52%

110km Challenge Classic: 37%

50km Social Classic: 11%

160KM110KM

50KM

Print readership 36,000 per issue

Unique Web visits 25,000

Facebook 13,000 likes

Instagram 5,528 followers

Weekly e-Newsletter subscribers 14,664

BICYCLING AUSTRALIA STATISTICS

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SA NSW VIC QLD NT ACT TAS WA INT.

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MARKETING/ PUBLIC RELATIONS AND MEDIA EXPOSURE

CLARE CLASSIC 2018ONLINE MARKETING (23 MARCH)

Website TrafficSessions: 27,396Users: 18,075Pageviews: 64,995Avg. Session Duration: 2:05 minutes

Communications and reacheDMs: 22eNewsletters: 8Info/announcements: 4Sponsor updates: 5

Total number of emails sent across 22 Yaffa brands or subscribers lists: 460,000+

FacebookLikes: 775+Best performing post reach: 14,300+ Post with highest engagement: 1,200+Video views: 30,000

MARKETINGOVER $2 MILLION IN MEDIA VALUE ACHIEVED!

Yaffa Media - Bespoke editorial and print advertising in Yaffa Media brands, including Bicycling Australia, Bicycle Trade and 22 other titles, reaching 1 million Australians.

Local Media - monthly articles in local newspapers Plains Producer and Northern Argus. Also, a DPS feature on the Clare Classic in SA Life magazine.

Television• Exclusive deal to feature the Clare Classic TVC on Eurosport (Feb/Mar).

• Interview and feature of the event day with Channel 7 News

Cinema• National campaign with Val Morgan, showcasing the Clare Classic 2018 TVC

Radio• Interviews on local South Australian radio broadcasters SA Flow FM & ABC SA

• Digital Outdoor advertising – key locations in Adelaide

Experiential• Presence at the Tour Down Under in Adelaide between 13-21 January, 2018

Local• Posters in local Clare Valley shop windows• Corflute signage around the Clare Valley

• Flyers at local Clare Valley and Adelaide cafes, bike stores, etc.

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CLARE CLASSIC 2018MEDIA COVERAGE

Over $2,000,000 in media value was achieved through a mix of marketing avenues including, print, online, social, television, cinema, radio and experiential.

Over 1,000,000 people were reached via Yaffa Media titles and local media alone

An exclusive partnership with Eurosport was secured to broadcast the Clare Classic TVC during cycling events. This deal continues into 2019.

VISITATION TO THE CLARE VALLEY

Bed nights: Close to 100% off all bed nights in the Clare Valley were sold out on the weekend of the 2018 Clare Classic 6th-8th April.

Interstate visitors: 40% of all 2018 Clare Classic riders were from interstate

International visitors: 9 riders from Malaysia registered for the 2018 Clare Classic

Total visitors: The Clare Classic attracted 900 riders and their friends and family to the Clare Valley who would not have otherwise visited the area on the event weekend, vastly increasing the expenditure in the area.

LOCAL COMMUNITY ENGAGEMENT

Community spirit was heightened as they came together to support the Clare Classic. For example, local farmers contributed to the event by decorating old bicycles and hay bales around the Clare Valley.

Only Clare Valley local producers, suppliers and entertainment was used in putting together the Clare Classic village area.

KEY MILESTONES/ ACHIEVEMENTS

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ECONOMIC MODELLING/CONTRIBUTION FOR 2019Based on behaviours we have seen at our previous events, and on local area tourism patterns, we have outlined the economic benefit the 2019 Clare Classic will bring to the local Clare Valley economy.

HOW MUCH WILL 1 CLARE CLASSIC RIDER SPEND IN 1 DAY?

*Based average nightly price as at 23rd March 2018 on www.booking.com for Clare Valley^Meal costing based on 1x breakfast, lunch, dinner and snacks purchased at restaurants and/or takeaway venues

~ Based on consumption of coffee, water, wine, beers, spirits over 1 day∞ Based on souvenir shopping, local produce or wine or entry to local attractions

Accommodation for 1 night*

$130

Meals^

$70

Alcoholic and non-alcoholic

drinks~

$50

Shopping and Tourism∞

$40

One Clare Classic rider will, on average, spend $290 on their visit to Clare Valley in 1 day.$290

$522,000

As riders on average spend 2 nights in the event area, this means our 900 riders will spend $522,000 in two days. That’s an impressive boost for the local economy!

THE ESTIMATED CONTRIBUTION OF THE 2018 CLARE CLASSIC ON THE CLARE VALLEY ECONOMY

These are conservative estimates based on individual riders. Layering family/friends in addition to this would double, or even triple, daily spend estimates.

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The Clare Classic’s association with Yaffa Media has exposed the event to over 1,000,000 people via our extensive print and online reach alone. Taking into the account the local media, exclusive partnership with Eurosport and Val Morgan Cinema and additional event marketing, the event and the Clare Valley Region has achieved great exposure.

Visitation, bed nights and expenditure in the Clare Valley region were also drastically improved between the weekend of the Clare Classic, 6-8 April. We are also proud to have used only Clare Valley local producers, suppliers and entertainers in our post-event village.

Cycling is the new golf and is far away the most exciting growth sporting sector in Australia and around the globe. A continued partnership will imprint the Clare Valley in the mind of the broader Australian Recreational Cycling Community.

SUMMARYABOUT YAFFA MEDIA

Yaffa Media is one of Australia’s largest independent media companies and has remained an independent operation despite significant growth and diversification over the past 90 years. Yaffa consists of 28 consumer and business- to- business media brands, that are each fully integrated and collectively provide access to more than 1,000,000 obsessed readers in print or online.

These brands are made up of 28 specialist magazines and websites spanning a dynamic and broad range of industries including fashion, advertising, healthcare, photography and natural health, market-leading websites and e-newsletters, interactive digital Apps and highly engaged social media outlets. Many brands also extend to a range of industry and consumer events and exhibitions.

Each title is led by a team of experts in their respective field that are dedicated to providing quality products designed to inform, entertain and inspire.

CONTACT DETAILSJAMES YAFFA Publisher, Yaffa Media DD. 9213 8293 M. 0411 592 383 jamesyaffa@yaffa.com.au

VANESSA BURGES Event Manager, Clare Classic M. 0402 218 845vanessaburges@yaffa.com.au

clareclassic.com.au