I refer to a recent letter published in the media by Dr Paul Fidlon that raised concern about Armidale Dumaresq Council’s funding allocations to events.
It would appear that council is “damned if we do and damned if we don’t’. Last week, council was criticised in a letter to the editor for not doing enough to market Armidale and support tourism and local business.
What must be recognised is that the world has changed due to the significant competition for events of this nature. Councils now have to basically contribute money to encourage events to be held locally. I am advised that Tamworth Regional Council has a half a million dollar budget this year to go out and buy events to come to that city, because of the enormous economic benefits that such events like A Day on the Green bring.
These types of events bring economic and social benefits to businesses and the broader community, as well as lift the profile of Armidale and the local wine industry.
Council’s $40,000 sponsorship commitment to the NRL Parramatta Eels team was chosen for two reasons. Firstly, to support the University of New England (UNE) in its efforts to market its services and infrastructure, while building a profile in Western Sydney, where a major part of their student market is located. Secondly, to leverage from this relationship and raise Armidale’s profile in Sydney.
It is without question how important the University of New England is to our local economy and any effort to see it grow is of value to our community.
For the $40,000 sponsorship that council has made to the Eels this year, it will receive national television coverage through the Eels’ home games via electronic sign boards and field signage bolsters. This will raise Armidale’s and the UNE’s profile nationally, particularly in the Sydney region, which would otherwise simply be unaffordable. It is believed that this initiative will provide an exceptional return on investment.
Coffs Harbour has similar relationships with the NRL South Sydney Rabbitohs and the Australian Wallabies rugby team. That council commits tens of thousands of dollars to developing and leveraging these relationships, due to the marketing opportunities that these bring, and in turn the economic benefits that flow.
Shane Burns,
General Manager
Armidale Dumaresq Council
