Economic and Social Value of
Victoria’s Regional Showgrounds
An assessment of the Rural Showgrounds
Infrastructure Renewal Program
October 2012
Report prepared for Regional Development Victoria
PO Box 837
Jindabyne
NSW 2627
Australia
P:(61) 02 64562722
F:(61) 02 64562422
E:enquiries@trctourism.com
www.trctourism.com
Acknowledgements
This report was prepared for Regional Development Victoria by TRC Tourism in
collaboration with the AEC Group, which developed the model for assessment of the
economic impact of showgrounds and funded capital works that were the subject of the
study. TRC Tourism would like to thank the show society members and staff, Council staff
and community members and business people who contributed to the project.
Front Cover Photos: Farm World Lardner Park 1967 (left) and 2011 (right). (Courtesy of
Lardner Park Events)
Disclaimer
Any representation, statement, opinion or advice, expressed or implied in this document is
made in good faith with the information available to TRC Tourism Pty Ltd at the time of
writing. On that basis TRC Tourism Pty Ltd is not liable to any person for any damage or loss
whatsoever which has occurred or may occur in relation to that person taking or not taking
action in respect of the any representation, statement or advice referred to in this
document.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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Executive Summary
The Rural Showgrounds Infrastructure Renewal Program operated by Regional Development
Victoria (RDV) involves two initiatives aimed at the upgrade of regional showgrounds in
Victoria:

Major Capital Works (the Major Program)
Funding under the Major Program was made available on a come forward basis to
individual showground/field day operators to undertake large scale infrastructure
upgrades, subject to a joint funding contribution. Between 2006 and 2011, Major
Program grant funding of $5.385 million contributed to infrastructure upgrades
totalling $12.7 million at six showgrounds – Lardner Park, Bendigo Prince of Wales
Showgrounds, Shepparton Showgrounds, Elmore Events Centre, Hamilton
Showgrounds and Sale Showgrounds;

Minor Capital Works (the Minor Program)
Under the Minor Program funding of up to $50,000 was made available for show
societies (subject to their additional contributions) to enhance existing infrastructure
or develop new infrastructure. The funding was distributed across two rounds.
Round One of the Minor Program encompassed 18 projects in showgrounds
throughout the State between 2009 and late 2011 at a total cost (from all
contributors) of $808,000.
An economic and social assessment has been made of the Major Program and Round One of
the Minor Program. This assessment included development of an economic model to
estimate the direct and indirect economic impacts of the works funded at the six
showgrounds under the Major Program. The information obtained using the economic
model was supplemented by interviews and focus groups of stakeholders, which also
identified the social values associated with the showgrounds and social impacts of the
funded works. A qualitative assessment was made of the impacts of the works funded by
Round One of the Minor Program through surveys and focus groups.
Major Program impacts
The six showgrounds that received Major Program funding were large regional facilities
where show societies were aiming to diversify and enhance their operations and contribution
to the local economy. The economic model estimated that in 2011 these six showgrounds
supported $400.2 million in output, $189.4 million in gross value added, $112 million in
income and 1,911 full time equivalent jobs within the Victorian economy. The majority of
the economic activity occurred within the local economies (defined as the local government
area in which the showground was located).
All the funded projects were primarily focussed on construction of multipurpose buildings,
though the range of uses varied from buildings suitable for conferences to those that could
be utilised for livestock or equestrian uses. The economic model estimated that the
Victoria’s Regional Showgrounds – Report to RDV, October 2012
ii |
economic impact generated by the combined Major Program projects in 2011 was significant.
This impact was estimated as an increase in output of $19.3 million, gross value added of
$9.1 million, income of $5.4 million and 94 full time equivalent jobs within the Victorian
economy. The majority of this economic activity and employment was generated within the
local economies in which the showgrounds are situated.
In general, the impacts of the Major Program projects have been similar across all six
showgrounds.

Improved diversity and sustainability.
The new facilities have improved the diversity and sustainability of the showgrounds,
increasing the range of events, activities and uses, and sources of revenue, while
reducing the traditional reliance on one major event (such as the annual show or
field day). In some cases, the new buildings have been critical in attracting new
events (such as conferences) or in retaining existing events (such as World Cup Show
jumping at Sale Showgrounds). The improved facilities have also led to an increase in
visitors and exhibitors at existing events.

Impacts across several industry sectors.
Economic impacts have occurred across regional industry sectors. The modelling
results showed that increases in output occurred primarily in the accommodation
and food services, retail and recreational services sectors, with flows on to many
other industries such as manufacturing.

Local employment impacts.
There have been positive impacts on local employment opportunities depending on
the uses of the new facilities and the time they have been in operation. While many
of the jobs generated are casual jobs (e.g. catering for events), these can be
important opportunities in small and regional communities. At Lardner Park, for
instance, casual catering jobs were appreciated by ‘return to work’ mothers with few
other work opportunities in the local area. Catering at the new facilities has also
provided opportunities for student training.

Venues with wide market appeal.
The new event centres constructed under the program offer cost-effective venues
and are attracting some events that have previously been held in Melbourne. As
multipurpose, all-weather facilities with improved space and amenities, the new
buildings contribute to the sustainability of existing events and are attracting new
events to showgrounds.

Improved venues for local community use.
A latent demand for large private function venues is being met in some regions
where the new showground multipurpose building has become the largest regional
venue for functions such as club and school graduation dinners and balls, weddings
and local events.

Improvements in management.
While the different showgrounds are at different stages in developing their
operations, the professionalism of showground operations and understanding of
development needs is increasing. This is seen in show society committees who have
gained experience through supervising development of a major facility and in the
employment of staff to manage new uses in some showgrounds.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
iii |
Construction impacts
The period of construction of the Major and Minor Program works also had an impact on the
economy. The economic model estimated that the $12.7 million spent on construction of the
Major Program works generated an economic output of $39.3 million, income of $8.7 million
and gross value added of $16.1 million in regional Victoria during the period of construction
(assumed to be a twelve month period). An estimated 138 full time equivalent jobs were
also supported during the period of construction.
Construction expenditure of $808,000 for the Minor Program construction generated
estimated output of $2.5 million, income of $600,000 and gross value added of $1 million in
regional Victoria during the period of construction (assumed to be twelve months). It is
estimated that 9 full time equivalent jobs were supported during the period of construction.
Total economic impact
The total economic impact of the Major Program projects considered in the study may not
yet be fully realised. As many projects in this study were only recently completed, it is likely
that diversification and participation at the showgrounds will continue to increase. This is
likely to generate additional output, income, gross value added and employment impacts
within the local economy.
The economic model developed in the study provides a tool for assessing the economic
impact of showground activities. It is recommended that the model be used to assess the
economic impact of the six Major Program projects in 2015. This will provide an indication of
the performance of the facilities and their economic impacts after several years of operation.
The impact of the Major Program works on technology adoption and agricultural productivity
was outside the scope of this study. Such impacts might be facilitated at field days and
shows by the improved exhibition and networking facilities in the new buildings. To
demonstrate this potential benefit an assessment of a one precent increase in agricultural
production across regional Victoria was undertaken by AEC Group. It showed that this
increase in production would result in a direct increase in output of $184.2 million per
annum, with an additional $273.2 million in output through flow-on impacts.
Minor Program impacts
The Minor Program works were smaller projects mainly aimed at sustainability or
improvement of the site, increased efficiency of operations, or business development and
growth.
A qualitative assessment was conducted of these projects. Consultation with showground
management and stakeholders revealed that the funding received is likely to have far
reaching impacts in some showgrounds. In some cases, the program funding was essential to
enable showgrounds to upgrade infrastructure to meet health and safety and other
regulations.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
iv |
The Minor Program also provided funding for projects (e.g. pavilion upgrades, livestock yards,
amenities) which assisted some showgrounds to retain existing uses and activities at the site,
improve the drawing power of events and exhibitions at the annual show, and attract new
uses. These are important outcomes for the relevant communities as showground facilities
are often a major resource for sporting, club and recreation activities and other
entertainment which would not otherwise be available in smaller communities.
Social value of regional showgrounds
The social value assessment conducted in this study revealed that both the Major and Minor
Programs benefited communities beyond the measurable economic and industry outcomes.
In keeping with other findings about the social value of showgrounds and their associated
events and uses in Australia, the showgrounds in the study have an important place in the
society and culture of rural and regional communities. Initially a focus for agriculturallybased communities, showgrounds and shows (or equivalent events) has become a tradition
in contemporary communities.
Rural and regional showgrounds have an instrumental value for their communities. They
contribute to quality of life by providing opportunities for a range of recreational and social
activities, social networking and entertainment that might not otherwise be available. The
funding under the Major and Minor Programs has contributed to these opportunities by
improving the facilities at showgrounds and/or the sustainability of showground operations.
Showgrounds are also an established source of social capital for a community, providing a
means for cooperative activities and voluntary fundraising. Show societies and other
participating organisation expressed a strong ethos of community service and civic
behaviour. They aim to provide benefits to local communities through the various social,
recreation and economic opportunities at showgrounds. In many cases they facilitate
community development through employment of local people and businesses and
contributions to community projects.
Showgrounds in the study were also a focus for voluntary activities and voluntary
contributions to the community were a central feature of showground operations.
Voluntary societies and community groups frequently run events at showgrounds or provide
services at events such as the annual show. Funds raised are often used for community
purposes and community development projects such as provision of facilities for sporting
and school groups, grants to community organisation and scholarships. In some cases, Major
and Minor Program funding was important to enable such events to continue or provided
opportunities for new events and functions to be held by voluntary societies.
Funding for the Major Programs has assisted show societies to retain their relevance to
contemporary communities through diversification and enhancement of events and activities
to reflect local industry, recreational and other interests, needs and products.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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The symbolic importance of showgrounds and shows in establishing a community’s identity
and sense of place is also significant. This is seen in the popularity of local shows and local
attachment to showgrounds despite the evolution of many communities away from their
original agricultural base. Showgrounds are places where agricultural and rural traditions are
evolved to have contemporary relevance and meaning for their communities. Both the
instrumental and symbolic value of showgrounds is likely to play a role in the sustainability
and resilience of rural and regional communities when faced with change and stress. The
facilities, recreational and social opportunities, and sense of place provided by showgrounds
are part of a supportive framework which contributes to the actual and perceived quality of
life and the desire to live in a community.
Overall, the Major and Minor Program works have retained, supported and in many cases
strengthened the social value of rural and regional showgrounds.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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Table of Contents
1.
Introduction
1.1
1
Background
1.1.1
Major Program
1.1.2
Minor Program
1.2
Purpose of this report
1
2
2
3
2.
4
Methodology
2.1
2.2
Overview
Major Program methodology
2.2.1
Focus groups
2.2.2
Research
2.2.3
Economic model
2.3
Minor Program methodology
2.3.1
Survey
2.3.2
Focus groups
2.4
Approach to the economic assessment
2.4.1
The economic model
2.4.2
Model descriptors
2.5
Social Assessment Methodology
4
4
4
4
5
5
5
5
5
5
6
8
3.
Major Program Overview
9
3.1
Funding recipients
9
4.
Lardner Park
4.1
4.2
4.3
10
About Lardner Park
Economic assessment of Lardner Park
Major Program impacts at Lardner Park
4.3.1
Works undertaken
4.3.2
Economic impact of Major Program
4.4
Social value of Lardner Park
4.4.1
Strong community ties
4.4.2
Farm World – a community event
4.4.3
A community asset
4.5
Future outlook for Lardner Park
11
11
13
13
14
16
16
17
17
18
5.
19
Bendigo Prince of Wales Showgrounds
5.1
5.2
5.3
About Bendigo Showgrounds
Economic assessment of Bendigo Showgrounds
Major Program impacts at Bendigo Showgrounds
5.3.1
Works undertaken
5.3.2
Economic impact of the Major Program
5.4
Social value of Bendigo Showgrounds
5.4.1
Community identity
5.4.2
Community support
5.4.3
A community asset
5.5
Future outlook for Bendigo Showgrounds
20
20
22
22
23
25
25
25
25
26
6.
27
6.1
6.2
6.3
Shepparton Showgrounds
About Shepparton Showgrounds
Economic assessment of Shepparton Showgrounds
Major Program at Shepparton Showgrounds
6.3.1
Works undertaken
Victoria’s Regional Showgrounds – Report to RDV, October 2012
28
28
29
29
vii |
6.3.2
Economic impact of the Major Program
6.4
Social value of Shepparton Showgrounds
6.5
Future outlook for Shepparton Showgrounds
29
32
32
7.
33
Elmore Events Centre
7.1
7.2
7.3
About Elmore Events Centre
Economic assessment of Elmore Events Centre
Major Program impacts at Elmore Events Centre
7.3.1
Economic impact of the Major Program
7.4
Social value of Elmore Events Centre
7.5
Future outlook for Elmore Events Centre
34
34
35
36
38
38
8.
39
Hamilton Showgrounds
8.1
8.2
8.3
About Hamilton Showgrounds
Economic assessment of Hamilton Showgrounds
Major Program impacts at Hamilton Showgrounds
8.3.1
Works undertaken
8.3.2
Economic impact of the Major Program
8.4
Social value of Hamilton Showgrounds
8.4.1
A source of community benefits
8.4.2
Sheepvention – part of community identity
8.5
Future outlook for Hamilton Showgrounds
40
40
41
41
41
43
43
45
46
9.
47
Sale Showgrounds
9.1
9.2
9.3
About Sale Showgrounds
Economic assessment of Sale Showgrounds
Major Program impacts at Sale Showgrounds
9.3.1
Works undertaken
9.3.2
Economic impact of the Major Program
9.4
Social value of Sale Showgrounds
9.4.1
A valued community asset
9.4.2
Community service
9.4.3
A contemporary rural identity
9.5
Future outlook for Sale Showgrounds
48
49
49
49
51
52
52
53
53
54
10.
55
Combined Economic Impact of the Major Program
10.1
Total economic activity associated with the nominated showgrounds
10.1.1 Expenditure associated with nominated showgrounds
10.1.2 Total economic impacts associated with nominated showgrounds
10.2
Total economic activity generated by the Major Program works
10.2.1 Expenditure
10.2.2 Economic activity
55
55
56
57
57
58
11.
60
11.1
11.2
Minor Program
Round One Overview
Impact of Minor Program works
11.2.1 Sustainability/ site improvement
11.2.2 Increased efficiency/ cost savings
11.2.3 Business development/ growth
11.2.4 Future outlook for Minor Program showgrounds
11.2.5 Social value of Minor Program showgrounds
60
62
63
64
64
65
66
12.
Construction Impacts
68
12.1
Major Program construction impacts
68
Victoria’s Regional Showgrounds – Report to RDV, October 2012
viii |
12.2
Minor Program construction impacts
71
13.
Discussion of the Economic Assessment
72
13.1
13.2
Limitations of the economic assessment data
Economic impacts of enhanced agricultural technology
72
73
14.
Social Value of Victoria’s Showgrounds
75
14.1
The social value of showgrounds as facilities
14.1.1 Instrumental value of showground facilities
14.1.2 Intangible value of showgrounds
14.2
The social value of the ‘show’
14.2.1 Instrumental value of events
14.2.2 Intangible value of events – an expression of community identity
76
76
78
79
79
80
15.
Conclusions
82
15.1
15.2
15.3
Major Program assessment
Minor Program assessment
Social value of regional showgrounds
82
83
84
16.
References
86
Appendix – Minor Program Survey
88
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ix |
List of Tables
Table 1: Classification system for showground events
7
Table 2: Major Program funding and works undertaken
9
Table 3: Economic activity supported by Lardner Park, 2011.
12
Table 4: Funding contributions for Lardner Park Major Capital Works
13
Table 5: Attendance at events due to the Major Capital Works at Larder Park, 2011
15
Table 6: Impact of the Major Capital Works at Larder Park on the local and state economy, 2011
16
Table 7: Economic activity supported by the Prince of Wales Showground, 2011.
21
Table 8: Funding contributions for Bendigo Showgrounds project
22
Table 9: Attendance at events due to the Major Program works at Bendigo Showgrounds, 2011
24
Table 10: Economic impact of the Major Program works at Bendigo Showgrounds, 2011
24
Table 11: Economic activity supported by Shepparton Showgrounds, 2011.
28
Table 12: Funding contributions for Shepparton Showgrounds project
29
Table 13: Participation at events at Shepparton Showgrounds, 2004/5 to 2010/11
29
Table 14: Attendance at events due to the Major Program works at Shepparton Showgrounds, 2011
31
Table 15: Economic impact of the Major Capital Works at Shepparton Showgrounds, 2011
31
Table 16: Economic activity supported by Elmore Events Centre, 2011.
35
Table 17: Funding contributions to the Elmore Events Centre project
36
Table 18: Attendance at events due to the Major Program works at Elmore Events Centre, 2011
37
Table 19: Economic impact of the Major Program works at Elmore Events Centre, 2011
37
Table 20: Economic activity supported by Hamilton Showgrounds, 2011
40
Table 21: Funding contributions for Hamilton Showgrounds project
41
Table 22: Attendance at events due to the Major Program works at Hamilton Showgrounds, 2011
42
Table 23: Economic impact of the Major Program works at Hamilton Showgrounds, 2011
43
Table 24: Economic activity supported by Sale Showgrounds, 2011
49
Table 25: Funding contributions for Sale Showgrounds project
49
Table 26:Attendance at events due to the Major Capital Works at Sale Showgrounds, 2011
51
Table 27: Economic impact of the Major Capital Works at Hamilton Showgrounds, 2011
52
Table 28: Economic activity supported by the nominated showgrounds, 2011
56
Table 29: Total expenditure generated by the Major Program works, 2011
57
Table 30: Additional economic activity generated by the Major Program works, 2011
58
Table 31: Flow-on (indirect) economic activity generated by the Major Capital Works by industry group, 2011 59
Table 32: Minor Program – Round One Projects
60
Table 33: Minor Program – Impacts on showground operations
62
Table 34: Total construction expenditure associated with Major Program works
68
Table 35: Construction Impacts for Major Program showgrounds
69
Table 36: Flow-on (indirect) impacts from construction of the Major Program works
70
Table 37: Total construction expenditure associated with the Minor Program works
71
Table 38: Construction impacts of Minor Program works
71
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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List of Figures
Figure 1: Best practice survey process for economic assessment of events
Victoria’s Regional Showgrounds – Report to RDV, October 2012
75
xi |
1. Introduction
1.1 Background
The first agricultural society in Victoria was established in 1840, and by the end of the
nineteenth century, there were approximately 167 societies spread across the State1.
There are now over 120 shows or agricultural societies affiliated with Victorian Agricultural
Shows Ltd (VAS), the peak body for rural show societies and field days. The latter events
were established from the 1960s, some in showgrounds and others in new venues.
In 1999, the Victorian Government established the Regional Infrastructure Development
Fund (RIDF) to ‘improve the competitive capacity of regional Victoria and enhance
economic development through investment, job creation and the promotion of export
opportunities’2. The Government identified a number of priority initiatives, one of which
was the upgrade of rural showground infrastructure.
Many showgrounds were identified as having ageing infrastructure incapable of meeting
modern safety regulations, inadequate for modern uses and poorly equipped to operate
competitive and diversified events. In response to these identified shortcomings, in 2006,
up to $4 million was made available by Regional Development Victoria (RDV) for the Rural
Showgrounds Infrastructure Renewal Program (the Renewal Program). The Renewal
Program targeted the redevelopment and upgrade of facilities associated with show
societies who were affiliated with VAS.
Two initiatives were implemented under the Renewal Program:
1. Major Capital Works (the Major Program).
Funding for individual showground/field day operators to undertake large scale
infrastructure upgrades was made available on a come forward basis, subject to a joint
funding contribution; and
2. Minor Capital Works (Minor Program).
Funding of up to $50,000 was made available for show societies to enhance existing
infrastructure or develop new infrastructure. The funding was distributed across two
funding rounds and was facilitated by VAS.
Showgrounds were identified by the Government as vital regional infrastructure on the
basis that their associated events have developed as important features of regional and
rural communities throughout Australia. Traditionally, the agricultural show was used to
highlight agricultural achievements, showcase the rural way of life, and to learn, exchange
ideas, and identify new opportunities within rural industries. The agricultural show
developed as an expression of community, often being run by voluntary societies, volunteer
community organisations and providing social, networking, sporting and entertainment
opportunities.
1
2
VAS website, www.vicagshows.com.au/history.html
www.rdv.gov.au
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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With changes in Australia’s regional and rural economies, industries and communities,
many showgrounds have been attempting to diversify their events and update ageing
infrastructure with a view to improving their viability and retaining their community
relevance.
By March 2012, the Victorian Government had supported 38 projects within the Renewal
Program.
1.1.1 Major Program
The Major Program was designed for individual showground/field day operators seeking to
undertake large infrastructure upgrades. A funding contribution from the relevant show
society or other relevant stakeholder (such as the local council) was required. Significant
upgrades supported under the fund were:

Bendigo Showgrounds - $2,500,000 towards a $4.3 million project;

Lardner Park - $500,000 towards a $2.75 million project;

Hamilton Showgrounds - $800,000 towards a $1.5 million project3;

Elmore Events Centre - $658,000 towards a $1.3 million project;

Shepparton Showgrounds - $500,000 towards a $2.24 million project4; and

Sale Showgrounds - $400,000 towards a $600,000 project.
1.1.2 Minor Program
The Minor Program is targeted at ‘minor capital works projects that contribute to the
economic development in the regions through the attraction of new events and the
enhancement of current agricultural shows and field days, while complementing the
Government’s broader commitment to improving regional infrastructure and assisting
regional development and population growth’.5
Funding is provided on a 2:1 basis, recognising in-kind contributions to the total project
cost. The Program is administered by the VAS.
Projects eligible under the program included:

upgrades to arenas, pavilions, sheds and outer buildings;

construction or improvement of general facilities; and

innovative application of mobile infrastructure such as show offices or event
infrastructure.
This study considers only Round One of the Minor Program which provided $474,445
towards 18 projects6.
3
Project total includes additional contributions for construction.
Project total includes additional contributions for construction.
5
RDV Guidelines.
6
Redden (2011)
4
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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1.2 Purpose of this report
This report was commissioned by RDV to assess the economic and social value of Victorian
showgrounds that have received grant funding from the Renewal Program, and the benefits
that have arisen as a result of the funding.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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2. Methodology
2.1 Overview
As requested by RDV, the assessment consisted of two parts:
1. a detailed economic and social assessment of the six nominated showgrounds that
received Major Program funding; and
2. a broader overall economic and social assessment of the Minor Program.
The approach to the Minor and Major Program assessments varies between programs and
is outlined below in sections 2.2 and 2.3.
2.2 Major Program methodology
2.2.1 Focus groups
A focus group was undertaken at each of the nominated showgrounds. The focus groups
included participants such as:

local council tourism or business staff, or councillors;

show society members;

local clubs using showground facilities or organising events;

local community organisations which contributed voluntary assistance to, or used,
the showgrounds (e.g. Rotary Clubs);

local businesses associated with showground operations (e.g. caterers); and

local tourism businesses - e.g. accommodation operators.
Participants were encouraged to express their views and explore ideas relating to the
following:

the meaning and role of the showground in the community;

the broad impact of the upgrade project;

specific economic and social impacts; and

the future outlook for the showground.
2.2.2 Research
Desktop research was conducted on each showground where material was available. This
included various show society, VAS and Council websites; published studies; heritage
databases and general economic assessment and social value literature.
Additional consultation with representatives of the show societies and local Council officers
was also undertaken. Each showground was asked to provide information on visitation,
expenditure and the type of events held at the showgrounds within an assessment
template.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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2.2.3 Economic model
An economic model was developed to assess the direct and indirect economic impacts of
the Major Program in each of the six nominated showgrounds and in Victoria as a whole.
The model is described in section 2.4.1 below.
2.3 Minor Program methodology
2.3.1 Survey
Surveys (see Appendix) were emailed to the 18 recipient show societies followed by
reminder emails or phone calls. The surveys sought information which paralleled, but was
less detailed than that sought for Major Program recipients, including:

the place of the showground in the community;

key activities and events;

showground developments and investments in the previous 5 years;

community support for the showground;

visitation and participation trends;

impacts from the funded works; and

future outlook for the showground.
Only four responses to the survey were received. Survey results were supplemented by
information from RDV’s Round One Report on the Minor Program7.
2.3.2 Focus groups
Focus groups were conducted at the Benalla and Ballarat showgrounds with key
stakeholders from surrounding locations and show society management. This provided
detailed information about the showgrounds and Minor Program impacts.
Where showgrounds also received Major Program funding (Bendigo and Sale), their
responses in relation to that program were factored into the assessment of the Minor
Program.
2.4 Approach to the economic assessment
2.4.1 The economic model
The aim of the economic model was to describe the economic activity resulting from the
direct and indirect impacts of the Renewal Program. Direct impacts are the first round of
effects from direct operational expenditure on goods and services related to the capital
works and their operation. Indirect impacts are those that occur subsequently (e.g.
increased purchases by suppliers in response to increased sales).
7
Redden (2011)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
5|
As no single source of information could provide the data required to complete the
assessment, a large range of information sources were accessed to gather sufficient data.
Information sources include:

reports, data and statistics provided by the show societies;

an assessment template completed by the six Major Program recipients outlining
visitation, expenditure and event details ;

anecdotal responses during the focus groups and subsequent discussions with key
stakeholders;

the Minor Program survey results;

surveys by other consultants of showgrounds and field days;

Australian Bureau of Statistics (ABS) data; and

Tourism Research Australia data.
The model provided an estimate of:

the total economic activity at the showgrounds; and

the economic activity generated by the Major Program for each of the six
showgrounds during both the period of construction and the operation of the
showgrounds in 2011.
The model was not used to assess the economic activity of the Minor Program for the
following reasons:

limitations in the data available for the participant showgrounds;

smaller scale of the works undertaken;

variation in the type of works undertaken; and

the subjectivity of measuring the increase in economic activity at the smaller
showgrounds.
2.4.2 Model descriptors
The model describes economic activity through the indicators described below.

Output – Output refers to the gross value of goods and services transacted,
including the costs of goods and services used in the development and provision of
the final product. Output typically overstates the economic impact as it counts all
goods and services used in one stage of production as an input to later stages of
production, hence counting their contribution more than once.

Value Added – Value Added refers to the value of output after deducting the cost
of goods and services inputs in the production process. Value Added defines the
true net contribution and is subsequently the preferred measure for assessing
economic impact.

Income – Income measures the level of wages and salaries paid to employees of
the industry under consideration and to other industries benefiting from the
project.
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6|

Employment - Employment refers to the part-time and full-time employment
positions generated by the economic activity, both directly and indirectly through
flow-on activity, and is expressed in terms of full time equivalent (FTE) positions.
All events held at the showgrounds were classified to assist with the economic assessment.
The classifications used for each event are outlined in Table 1.
Table 1: Classification system for showground events
Event type
Example
Key characteristics
Major event /
field day
 Farm World –
Lardner Park

Sales >$1.5 million

Attendance > 15,000 people

Iconic / well-known event throughout the region

Events are held regularly with a strong history within the region

2+ day event
 Craft Markets
Australia

Sales $100K - $1.5 million
 Garden expo and
home show

Attendance 5,000 – 15,000 people

Well-known event, especially amongst key interest groups

Commercial significance for exhibitors (many external to the region)

Limited focus on entertainment

Sales $100K -$1.5 million

Attendance 2,500 - 15,000

Primarily local exhibitors
Expo of local
significance
Local festival
or show
Private
function
 Local food and
wine festivals

Broad entertainment / appeal for visitors
 Weddings

Attendance < 1,000
 Conferences /
dinners

Invite only event
 Sheep show

Attendance <5000
 Irrigation
conference

Sales <$100K

Primary focus is education / discussion related to trade activities
 Fundraisers

Small events with attendance <2,500
 Fetes

Community run and/or operated
 Art display

Limited commercial significance for exhibitors

Volunteers and community group participation
 Party / celebration
Industry
event
Community
event

Sales <$100K
Sporting
events
 Football games

Primary focus is sporting
 Equestrian events

Attendance <2,000
Other events
 Book sales

Small scale events
 Product launches
(public)

Attendance <500 people

Sales <$50K
An events schedule was developed through consultation with each of the showgrounds
using the categories defined above. This identified the number of events and average
attendance at each showground in 2011. Some events that are only held biannually were
included in the assessment.
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The economic model was supplied to RDV in Microsoft Excel format and a separate user
guide8 for the model developed outlining the processes undertaken to develop the model,
its functionality and its key parameters.
2.5 Social Assessment Methodology
The social assessment of the programs was considered in terms of tangible (or
instrumental) impacts and the intangible social value of the showgrounds to the community
and relevant groups. These terms are defined as follows.

Tangible (or instrumental) social values relate to the opportunities provided to the
community by the showgrounds and by the capital works undertaken through the
Renewal Program. This includes aspects such as employment and income; business
and investment opportunities; recreational opportunities; facilities for community,
group and private use; and opportunities for fundraising by voluntary community
organisations. Some of these social impacts (e.g. employment, business) overlap
with the economic assessment and are partly dealt with in the economic parts of
the report.

Intangible social values relate to the significance or meanings attributed to a
showground or a showground event by a community or group and perceptions
about its importance in the life of the community or group. These intangible values
(e.g. attachment to a place, event or tradition) are increasingly recognised for their
contribution to a community’s sense of place and wellbeing9 and the cohesiveness
and resilience of rural communities faced with challenges and change10.
In line with many recent Australian social value studies, an approach based on interviews /
workshops was used to explore the social impacts and values of Victoria’s showgrounds and
the funded projects from the perspective of the relevant community stakeholders. Social
impacts and the social value of showgrounds were discussed in the focus groups held for
the six Major Program showgrounds and two of the Minor Program grant recipients.
Questions on social values were also included in the Minor Program survey of show
societies.
The results of a recent survey and study of visitors to Sheepvention at Hamilton
Showgrounds were drawn upon in the social value assessment11. Due to the timing of the
project and other constraints, surveys of the wider showground user population and
visitors to other showgrounds were not conducted.
In this report, social values are discussed in the following sections:
 in relation to each of the six Major Program showgrounds (sections 4.4, 5.4, 6.4,
7.4, 8.4 and 9.4);
 in the assessment of the Minor Program (section 11.2.5); and
 in section 14, which provides an overall assessment of the social value of Victorian
showgrounds and links the conclusions to recent Australian studies of showgrounds
and regional communities.
8
AEC Group (2012b)
See Johnson (1992).
10
See Eversole & Martin (2005); Buikstra et al (2010) for recent studies of the social value of showgrounds and showground
events.
11 Reported in Eversole & Martin (2005).
9
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3. Major Program Overview
3.1 Funding recipients
The six showgrounds in receipt of Major Program funding that were assessed and the
funding contributions and works undertaken at each site are outlined in Table 2.
Table 2: Major Program funding and works undertaken
Recipient
RIDF Grant
Amount
Lardner
Park Events
$500,000
Grant
Recipient
Contribution
$1,400,000
Leveraged
Contribution (cash)
$850,000
Total
Project Cost
Greater
Bendigo
City Council
Elmore
Events
Centre
$2,500,000
$1,000,000
$800,000
$4,300,000
$658,375
$658,375
Southern
Grampians
Shire
Council
$800,000
$350,000
$350,000
$1,500,000*
Sale
and
District Ag.
Society
$400,000
$100,000
$100,000
$600,000
Shepparton
City Council
$500,000
$1,500,000-
$240,000
$2,240,000*
$2,750,000
$1,316,750
Project Description
Construction of a
1,200 sq. meter multipurpose exhibition
centre
Construction of a
5,000 sq. metre multiuse pavilion
Construction of a
multi-use pavilion,
truck depot and office
fit-out
Construction of multipurpose space,
infrastructure
upgrades, roof on
sheep pavilion,
toilets, kitchen and
landscaping
Construction of multipurpose building and
livestock stalls. Fitout new hospitality
building, upgrade of
power supply
Construction of a
multi-use pavilion
Project
Completion
Date
2010/11
2007
2010/11
2010/11
2011
2010/11
* Includes additional contributions provided in the course of construction that were not initially intended.
Each capital works project outlined above involved the development of a multi-purpose
pavilion or centre, designed to be flexible in its usage and also to provide to a wet-weather
alternative for events. The types of facilities in the multi-use buildings varied between
showgrounds depending on the uses envisaged. They included facilities suitable for holding
conferences (at Lardner Park and Hamilton Showgrounds) and buildings designed to cater
for equestrian or livestock uses (such as at Elmore Events Centre and Sale Showgrounds).
Other major works included power, water and sewerage infrastructure upgrades; new roofs
on an existing pavilion; and upgrading of façades and landscaping.
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4. Lardner Park
Snapshot - Lardner Park
Location
Baw Baw Shire
1.25 hours’ drive east from Melbourne CBD near the town of
Warragul on the Princes Highway.
Population
41,335
One of the fastest growing municipalities in Victoria due to
proximity to south-east Melbourne
Rural industries
Horticulture, dairying and forestry
Developing
industries and
services
Gourmet food, wineries, restaurants, galleries and local garden
attractions
Key activities
Farm World (attendance of 60,000 over 4 days)
Civil Works Expo and the associated Trucks in Action
Private functions, exhibitions, conferences, sporting events,
markets, festivals, community events.
Attendance
142,845 (2011)
Business focus
In transition from a field day venue dependent on a small number
of key events to a regional events and entertainment centre
catering for a wide range of activities and all weather events.
Lardner Park grounds (TRC Tourism)
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4.1 About Lardner Park
Lardner Park is an 80 hectare freehold site located a few minutes’ drive from Warragul. The
area was originally leased in 1967 by the Gippsland Field Day Ltd for holding the Gippsland
Field Day. That event was established in 1963 as a venue to demonstrate machinery and
products in a more comprehensive manner than the local show could offer. In 1967, the
Gippsland Field Day Ltd. (now known as Lardner Park Events) purchased the site. Lardner
Park Events continues to operate as a not-for-profit organisation with a board of directors
compromised of representatives from the local community.
The Lardner Park facility has gradually grown and diversified. It now includes a number of
exhibition pavilions, an office building, a manager’s house, stock stalls, an interior road
network, powered sites and a lake. Its original premier event, the Gippsland Field Day is
now known as Farm World and is one of regional Victoria’s largest agricultural events held
over four days and attracting attendance of over 60,000. The other major event at the
facility, Civil Works Expo and the associated Trucks in Action, is directed at promoting and
selling civil construction related products and services, particularly in the earth moving, civil
construction, public works and quarrying industries.
Demand for new events and facilities has been increasing since the 2000s, as seen in the
development of the General Interest Pavilion in 2007 and the 2009 proposal to build a new
Exhibition Centre to cater for several hundred people. Lardner Park Events now has four
full time and one part time employees, with casual staff employed as needed.
4.2 Economic assessment of Lardner Park
Economic activity associated with Lardner Park in 2011 was estimated using the economic
model. Total expenditure associated with Lardner Park in 2011 was estimated to be $53
million. A high proportion of this expenditure ($35 million) was associated with the premier
event, Farm World, for which most expenditure was undertaken by visitors ($28 million).
The total economic activity supported by Lardner Park in 2011 is provided in Table 3. It
shows that output associated with the showground was $122.9 million in Baw Baw Shire
and $159.4 million in Victoria. This activity supported 580 full time equivalent jobs in Baw
Baw Shire and 662 full time equivalent jobs in Victoria.
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11 |
Table3: Economic activity supported by Lardner Park, 2011.
Impact
Output ($M)
Gross Value Add
($M)
Income ($M)
Employment (FTE)
Direct Impact
$54.0
$24.4
$16.1
255
Flow-On Impacts
$68.9
$33.2
$19.4
326
$122.9
$57.6
$35.5
580
$54.0
$24.5
$16.1
255
Flow-On Impacts
$105.4
$50.8
$28.1
407
Total Impact
$159.4
$75.3
$44.2
662
Baw Baw Shire
Total Impact
Victoria
Direct Impact
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4.3 Major Program impacts at Lardner Park
4.3.1 Works undertaken
Lardner Park used the Renewal Program funding for the development of a high quality
multi-purpose Exhibition Centre of 1,200 square metres, with a fully lined auditorium (with
the capacity to be divided into multiple rooms), high level audio-visual capability, a
commercial kitchen and toilet facilities. The Centre can be configured for conferences and
functions, and can also be used for vehicle, machinery and other exhibits.
Exhibition Centre – Lardner Park
(www.vincientcrisp.com.au)
The development was undertaken in response to a growing demand for use of Lardner Park
and in the context of Lardner Park Events’ strategic objective to attract a wider diversity of
events and activities. The Exhibition Centre was intended to cater for events which are
weather-sensitive, require under-cover display areas, and have an attendance of up to
several hundred people. It was also intended to provide savings in the hire of marquees for
events.
Construction of the Exhibition Centre was completed in 2010 at a total cost of $2.75 million.
The financial contributions made for the project are outlined in Table 4.
Table 4: Funding contributions for Lardner Park Major Capital Works
Source
Gippsland Field Days (Lardner Park Events)
$ Contributed
$1,401,600
Baw Baw Shire Council
$200,000
Victorian Government (Regional Development Victoria)
$500,000
Commonwealth Government (Better Regions Program)
$650,000
TOTAL
Victoria’s Regional Showgrounds – Report to RDV, October 2012
$2,751,600
13 |
4.3.2 Economic impact of Major Program
4.3.2.1 Expansion and diversification
Lardner Park Events estimates that there has been a 20 per cent increase in use of the
facility over the last two years, especially in events of 200 to 700 people in size. There has
been an overall growth in use of the facility and attendance at events, as well as the
attraction of a number of new events and uses.
Increasing use and a wider range of events at Lardner Park is being facilitated by
the new Exhibition Centre.
It is a multi-purpose venue of a type and size not previously provided in the
region and acts as a catalyst, enhancing knowledge and reputation of Lardner
Park as a venue.
New events and functions held since 2009 include:
 Australian Rally Championships and Presentation Dinner
 Valedictory dinners and debutante balls
 Automotive events
 Youth Alive summer camp
 Agricultural conferences, including Australasian Field Days Conference,
Australian Dairy Conference
 Gippsland Wedding Expo
 Alpaca Show and dinner
 Women in Agriculture function.
As a result, Lardner Park receives a higher percentage of its income from smaller events and
has reduced its reliance on Farm World.
The increase in use of Lardner Park due to the works in the Major Program is shown in
terms of attendance of visitors and vendors / exhibitors in Table 5. The highest percentage
increases were in attendance at private functions (described in section 4.3.2.2) and at
sporting events (which showed a 75 per cent increase, though from a low base). Increased
attendance at existing events also occurred due to the facilities available at the Exhibition
Centre (see 4.3.2.3).
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Table 5: Attendance at events due to the Major Capital Works at Larder Park, 2011
Event
% attendance at events due to the Major Capital Works
Visitors
Vendors / Exhibitors
Trucks in Action
5.0%
2.5%
Farm World
5.0%
2.5%
Private Functions
80.0%
40.0%
Expo of Local Significance
38.0%
19.0%
Local Festivals/Shows
7.5%
3.75%
Industry Event
7.5%
3.75%
Sporting Event
75.0%
37.5%
Community Event
15.0%
7.5%
Other Event
80.0%
40.0%
Source: Larder Park Events (personal communications)
4.3.2.2 Private functions
The use of the Lardner Park Exhibition Centre for a wide range of private functions by
groups and organisations in the local and regional community is a significant impact of the
new facility. This is estimated as an 80 per cent increase in use of Lardner Park for private
functions since completion of the Exhibition Centre (see Table 6). The Centre has provided
a venue of a size and quality not previously available in the region and is now the largest
function facility in the area between Pakenham and Traralgon. It now attracts a range of
local/regional events previously held elsewhere (e.g. debutante balls, school events,
weddings, funerals). Lardner Park also indicates that for large functions, the Centre is more
economical to hire than marquees, thus making it attractive for use by community
organisations.
4.3.2.3 Improvements in existing events
The Lardner Park Exhibition Centre provides a greater range of opportunities for
existing events.
It can be configured for a range of activities, hospitality, exhibitions and ‘state of
the art’ presentations.
It enhanced Farm World 2012 by enabling high-tech displays and demonstrations to
promote and support event theme ‘IT in Agriculture’.
The multi-purpose space, flexible configurations, audio-visual capacity and amenities in the
Exhibition Centre have enhanced the range of activities and exhibition styles that can be
undertaken during existing events. Lardner Park Events estimates there has been a 2.5 per
cent increase in vendors / exhibitors and a 5 per cent increase in visitor attendance at both
Farm World and Trucks in Action due to the new facilities.
Overall, the new Exhibition Centre is making a major contribution to Lardner Park. It is also
supporting its aspiration to be ‘a place of public entertainment’ rather than remain as a
traditional venue for the annual Field Day.
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15 |
4.3.2.4 Economic impact
The economic model estimates that the Major Capital Works at Lardner Park generated
expenditure of $2,340,186 in 2011. This expenditure generated output of $5.4 million in
Baw Baw Shire and $6.9 million in Victoria (see Table 6). This supported 27 full time
equivalent jobs in Baw Baw Shire and 31 full time equivalent jobs in Victoria.
Table 6: Impact of the Major Capital Works at Larder Park on the local and state economy, 2011
Impact
Output ($M) Gross Value Add
($M)
Income ($M)
Employment (FTE)
Baw Baw Shire
Direct Impact
$2.3
$1.1
$0.7
13
Flow-On Impacts
$3.1
$1.5
$0.9
14
Total Impact
$5.4
$2.5
$1.6
27
Direct Impact
$2.3
$1.1
$0.7
13
Flow-On Impacts
$4.6
$2.2
$1.2
18
Total Impact
$6.9
$3.3
$1.9
31
Victoria
The model indicates that the majority of employment generated was in the local Shire. This
is supported by evidence provided by local stakeholders. For instance, the local Wild Dog
Winery and Restaurant, which holds the contract for catering at the new Exhibition Centre,
has expanded its casual staff to about 40 people as a result. This has benefited local people
such as ‘return to work’ mothers, who would otherwise find it difficult to get work. The
expansion of the catering business is also assisting local skills development, with Wild Dog
Winery offering opportunities for work experience to local high school students
undertaking introductory restaurant trade courses.
4.4 Social value of Lardner Park
4.4.1 Strong community ties
From its inception, Lardner Park (then the Gippsland Field Days) has had strong local ties,
both through its local / regional based committee and a high degree of local community
voluntary participation in managing events. Community organisations are paid by Lardner
Park to conduct activities such as traffic management, car parking, waste disposal and food
services at events. Local community organisations which assist with Lardner Park events in
this way include the Drouin Primary School, Lardner Primary School, Allan Bank Football
Club, Rotary Club and Lions Club. These organisations have found this to be a viable
alternative to other forms of fundraising such as raffles and cake stalls.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
16 |
4.4.2 Farm World – a community event
Farm World has played a significant role in the way the local and regional community
relates to Lardner Park. Farm World was described as ‘a cross between a trade event and a
regional event’ by focus group participants, who perceived it as a major community event
and an important aspect of community identity.
Farm World is perceived as a significant part of local and regional community
identity and a positive expression of community.
Farm World
… ‘bonds the community together’
… is a place ‘where people catch up’
… has ‘a happy, positive and friendly environment’
… is ‘a family day … with no roughnecks … leaving you with a positive, good
feeling’
Focus group participants
Adults who had attended Farm World as children now bring their children along. According
to the focus group participants there are very few security incidents at Farm World due to
the strong community connection of the event.
4.4.3 A community asset
Focus group participants also considered that Lardner Park itself had a high degree of
local/regional recognition as a facility for events. Local people saw it as ‘their home’, as a
‘community hub for larger events’. This has been seen more recently with the attraction of
local and regional functions events to the new Exhibition Centre.
Lardner Park Events indicated that management
and the committee consciously want to make a
range of contributions to the local and regional
community, considering that the facility is a
‘community asset’. Where feasible, there is use
of local businesses and labour to provide eventrelated services. This includes installation of
marquees, security, audio visual hire, forklift
and crane service for exhibitors, courtesy buses
from railway station and catering contracts. It
now has a wide network of local businesses that
it calls upon as needed.
Lardner Park Events fosters
community use of the facility
in various ways.
It absorbed the cost of
portable toilet hire for the new
Motorfest event started in
2009 by the Rotary Club of
Drouin. In 3 years the event
has expanded to bring returns
of $160,000.
There is a modified rate for community groups to use the facility and other assistance can
be provided. Costs for functions utilising similar resources (such as catering, audio-visual)
can be reduced by ‘back to back’ scheduling on succeeding days. This reduces the
overheads associated with single functions, such as set-up and dismantling costs.
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17 |
4.5 Future outlook for Lardner Park
Focus group participants and Lardner Park Events consider there is a positive outlook for
Lardner Park. Lardner Park Events is currently focused on consolidating the growth
experienced following construction of the new Exhibition Centre. Investment in
infrastructure (such as power upgrades and an effluent treatment plant) has been
undertaken to cater for growth in visitation at the site.
Following this period they see potential for further diversification and growth of events.
They are considering development of a broad-based lifestyle or an ‘interactive’ event
possibly incorporating on-site camping. This strategy is supported by the predicted growth
of the regional population from 22,000 to 56,000 people by 2050 and likely increase in
demand for event venues.
Baw Baw Shire Council also indicated that Lardner Park is one of the key regional facilities
for attracting visitors.
However, Lardner Park Events and community stakeholders have identified a challenge in
the limited accommodation available close to Lardner Park. There are currently insufficient
beds near the facility to accommodate attendees at larger conferences. While a range of
accommodation is available throughout Baw Baw Shire (such as at Walhalla), conference
organisers often prefer to avoid having to transport conference delegates over long
distances. This is inhibiting the leveraging of greater returns from the events and
conference capacity at Lardner Park.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
18 |
5. Bendigo Prince of Wales Showgrounds
Snapshot - Bendigo Prince of Wales Showgrounds
Location
Greater Bendigo City
1.5 hours’ drive north west from Melbourne CBD on the Calder
Highway.
Population
100,617
Bendigo is a major provincial centre experiencing strong population
growth.
Rural industries
Bendigo services the southern Loddon Mallee Region, including
sheep/ wool, crops, intensive animal production, wineries and the
equine industry.
Other industries
and services
Centre for retail, service and finance industries, as well as
construction, mining and manufacturing industries.
Well-developed tourism industry and infrastructure, focussed on
heritage, food and wine, entertainment and events.
Key activities
Australian Sheep and Wool Show, the Bendigo National Swap Meet
and the annual Bendigo Agricultural Show
Sunday Markets and wide range of exhibitions, events and
functions.
Caravan park use.
Attendance
584,500 (2011)
Business focus
Building a centre that attracts a wide range of local, regional and
state events, while showcasing agriculture and providing venues
for entertainment and local community uses.
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19 |
5.1 About Bendigo Showgrounds
The Bendigo Prince of Wales Showgrounds is a relatively recent site, established in 1968 on
18 hectares on Holmes Road less than three kilometres from the centre of Bendigo. The
Showgrounds site is a crown reserve and is leased by the Bendigo Agricultural Show
Society, which was formed in 1859.
Assets (including the new Bendigo Exhibition Centre) are managed by the Greater Bendigo
City Council. The site includes a 5 hectare arena, 16 pavilions of different sizes and uses,
230 horse stables, and outdoor powered sites. An adjacent 2.3 hectare site provides
parking.
One of Bendigo’s most utilised facilities, the Prince of Wales Showgrounds caters to more
than half a million people each year. Major events are the Australian Sheep and Wool
Show, the Bendigo National Swap Meet and the annual Bendigo Agricultural Show. The
Showgrounds also hosts 49 community Sunday Markets each year which attract around
10,000 people each week. Other events at the site range from music festivals to goat
shows. The total attendance at events in 2011 was estimated by the Bendigo Agricultural
Show Society to be 584,500.
A
number of local clubs and organisations also use the
facilities on the site for regular meetings, and the arena
is used as a training ground for two football teams over
winter.
A camping and caravan park facility operates when the
Showgrounds are not in use for events. Approximately
5,000 people stay at this facility at a charge of $25 per
night, generating about $100,000 per year in revenue
for the Showgrounds.
Bendigo Showgrounds
(www.bendigoshow.com.au)
5.2 Economic assessment of Bendigo Showgrounds
Total expenditure associated with the Bendigo Prince of Wales Showgrounds in 2011 was
estimated as $49 million using the economic model. There was significant expenditure of
approximately $23 million associated with ‘local shows and festivals’, largely derived from
the weekly Sunday Market. For single events, the largest expenditure was associated with
the Swap Meet, followed by the Sheep and Wool Expo and the Bendigo Agricultural Show.
Visitors to large events tend to spend more outside of the Showgrounds than at events.
This reflects expenditure on accommodation and services by the large proportion of the
visitors from outside the local area.
The estimated total economic activity supported by the Bendigo Prince of Wales
Showground in 2011 is provided in Table 7. Economic output from the Showground was
$122.9 million in the Greater Bendigo City Council and $151.4 million in Victoria. This
Victoria’s Regional Showgrounds – Report to RDV, October 2012
20 |
activity supported 720 full time equivalent jobs in Greater Bendigo City Council and 798 in
Victoria.
Table 7: Economic activity supported by the Prince of Wales Showground, 2011.
Impact
Output ($M)
Gross Value
Add ($M)
Income ($M)
Employment
(FTE)
Greater Bendigo City Council
Direct Impact
$50.2
$23.4
$16.0
407
Flow-On Impacts
$72.7
$34.8
$19.7
314
$122.9
$58.2
$35.8
721
Total Impact
Victoria
Direct Impact
$50.2
$23.5
$16.0
407
Flow-On Impacts
$101.5
$48.4
$26.9
391
Total Impact
$151.7
$71.9
$42.9
798
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21 |
5.3 Major Program impacts at Bendigo Showgrounds
5.3.1 Works undertaken
The 5,000 square metre Bendigo Exhibition Centre was completed in 2007 and was the first
project to be funded under the Renewal Program. Replacing three older style sheds, the
Exhibition Centre is an all-weather pavilion designed to be used by a diverse range of large
scale events, exhibitions, trade shows and conferences. It has power, water, ventilation,
food preparation areas and is able to be partitioned into smaller spaces.
Bendigo Exhibition Centre
(www.bendigoshow.com.au)
The $4.3 million facility was built with contributions from the Commonwealth, State and
local government as well as the Show Society. Some components of the proposal, such as
the kitchen, were not completed within the initial budget and were completed at an
additional cost to Council following the completion of the Centre.
The financial contributions made towards the project are included in Table 8.
Table 8: Funding contributions for Bendigo Showgrounds project
Source
$ Contributed
Greater Bendigo City Council
Bendigo Agricultural Show Society
Commonwealth Government
State Government (Regional Development Victoria)
TOTAL
$1,000,000
$500,000
$300,000
$2,500,000
$4,300,000
The Bendigo Exhibition Centre is owned and operated by the Council. The Bendigo
Agricultural Show Society has use of the Centre for its key events such as the Swap Meet,
the Australian Sheep and Wool Show and the Agricultural Show and rents the facility for
other events. The Show Society also provides labour and resources for the operation of the
Centre and is reimbursed by the Council for these activities.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
22 |
5.3.2 Economic impact of the Major Program
5.3.2.1 Building a diverse and popular venue
The Bendigo Exhibition Centre has both contributed to the expansion of existing events at
the Showgrounds and attracted a wide range of new events and functions. The latter are
described by focus groups participants as ‘higher quality’, ‘professional’ and more
‘contemporary’ in nature. The Exhibition Centre facilities have enabled the Australian
Sheep and Wool Show to develop innovative, contemporary features in its program, such as
the Women of Wool event which showcases women’s involvement in the wool and wool
fashion industries. For the Groovin’ the Moo music event, which uses the Showgrounds
arena, the Exhibition Centre provides space for entertaining artists and VIPs and for
equipment storage. Other events held at the showgrounds also use the Centre as a wetweather alternative or to support vendors.
Bendigo Exhibition Centre
(www.sheepshow.com.au)
Due to its relative affordability, the Bendigo Exhibition Centre has assisted the Prince of
Wales Showgrounds to develop as an alternative facility to Melbourne Showgrounds for
some events. For instance, it was chosen as the venue for the 100 year anniversary of the
first Motor Show held in Melbourne Showgrounds.
Focus group participants considered that the Exhibition Centre has assisted in establishing
the Bendigo Prince of Wales Showgrounds as a ‘destination in itself’. There are often
multiple events at the site during a weekend and, especially with the regular markets, cross
attendance occurs between different events. Attendance at events has also increased at
the facility (see Table 9), with the most increases occurring in relation to private functions
and local expos. The Exhibition Centre also contributes to a 5 per cent increase in
attendance at the Sheep and Wool Show and the Bendigo Swap Meet.
The Exhibition Centre supports the broader tourism and events strategy of the Greater
Bendigo City Council which particularly focusses on events to attract visitors and economic
benefits to Bendigo. As well as the dedicated Showgrounds events, several other events
held in Bendigo are held partly at the Exhibition Centre.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
23 |
Table 9: Attendance at events due to the Major Program works at Bendigo Showgrounds, 2011
Event
% attendance at events due to the Major Capital Works
Visitors
Vendors / Exhibitors
Bendigo Swap Meet
3.0%
1.5%
Sheep and Wool Show
5.0%
2.5%
Agricultural Show
5.0%
2.5%
Private Functions
25.0%
12.5%
Expo of Local Significance
25.0%
12.5%
Local Festivals/Shows
1.0%
0.5%
Industry Event
1.0%
0.5%
Sporting Event
3.0%
1.5%
10.0%
5.0%
5.0%
2.5%
Community Event
Other Event
Source: Bendigo Agricultural Show Society, personal communication
5.3.2.2 Economic impact
The economic model estimated that the Major Program at Bendigo Prince of Wales
Showgrounds generated expenditure of $1,588,657 in 2011. This generated output of $3.9
million in Greater Bendigo City and $4.8 million in Victoria (see Table 10). A total of 25 full
time equivalent jobs were generated in Victoria, with the majority of employment
generated being in Greater Bendigo City (22 full time equivalent jobs).
Table 10: Economic impact of the Major Program works at Bendigo Showgrounds, 2011
Impact
Output ($M) Gross Value Add ($M)
Income ($M) Employment (FTE)
Greater Bendigo City Council
Direct Impact
$1.6
$0.7
$0.5
13
Flow-On Impacts
$2.3
$1.1
$0.6
10
Total Impact
$3.9
$1.8
$1.1
22
Direct Impact
$1.6
$0.7
$0.5
13
Flow-On Impacts
$3.2
$1.5
$0.8
12
Total Impact
$4.8
$2.2
$1.3
25
Victoria
The feedback from local stakeholders on the employment impacts of the Exhibition Centre
supports the modelling results. They noted that a large proportion of the employment
generated by the Bendigo Exhibition Centre is casual labour rather than full-time
employment. For example, the Groovin’ the Moo event requires 100 casual staff on the
event night to provide food, beverage and security services.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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5.4 Social value of Bendigo Showgrounds
5.4.1 Community identity
The Bendigo Agricultural Show Society has a 140 year history with a strong connection with
the community. A focus group participant commented that ‘the community understands
the uniqueness of the Society’ and ‘how most things don’t last for 140 years’.
Since the establishment of the Prince of Wales Showgrounds in 1968, the Show Society has
maintained and built upon its traditional role of promoting farming activities and
maintaining a ‘strong linkage to the land’ for the local and regional community. It has given
agricultural events a contemporary flavour, while extending its focus to the provision of
entertainment and facilities for community and business uses.
Significantly, the linkage to the land provided by the Showgrounds extends well beyond the
local area. The Showgrounds and its major events are believed to attract visitors from as
far as Melbourne, providing them with an opportunity to learn about what it means to be
on the land and to understand the lifestyle of regional Victoria. This is seen as a significant
connection between the local community and Melbourne.
Bendigo Prince of Wales Showgrounds assists in maintaining strong links to
the land among the local and regional community and in showcasing rural
and regional lifestyles.
5.4.2 Community support
The Agricultural Show, the Australian Sheep and Wool Show and other agricultural events
at the Showgrounds are seen as valuable venues for social interaction and support among
regional farming communities. This was particularly evident during the recent drought.
Focus group participants agreed that during the drought the agricultural events held at the
Showgrounds provided a chance for farmers ‘doing it tough’ to put things into perspective
and be reassured that they had support within the community.
These events are also seen as important in raising the confidence of local and regional
producers and manufacturers through a direct interface with the customer. The example
was given of how ‘powerful’ and encouraging it is to sell a wool coat directly to someone
from Melbourne at the show where the producer can communicate how the item was
made.
5.4.3 A community asset
The diversity of events held at the showgrounds also provides opportunities for a range of
interests in the community. The Swap Meet, for example, has traditionally been seen as a
‘mates weekend’ and the Women in Wool event associated with the Sheep and Wool Show
is targeted at rural and regional women. The agricultural shows also provide a significant
source of education for young people both through attendance as part of school programs
and through involvement in show judging and exhibiting.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
25 |
The importance of the Showgrounds for the local community is reflected in the high level of
participation by volunteers. Most of the shows and events are community run and
operated. Only a few events are managed by employed staff. For example, at the Swap
Meet, about 800 volunteers from community organisations (such as the Rotary Club, the
Lions Club and scouts) provide services such as catering, car parking and site clean-up.
Local clubs and organisations use the facilities for a diverse range of activities and events,
as well as providing facilities for the conduct of meetings. The proximity of the
Showgrounds to the centre of Bendigo and its range of buildings and outdoor space assists
this type of use.
5.5 Future outlook for Bendigo Showgrounds
The Bendigo Agricultural Show Society believes there is considerable unmet demand for
events within the region where event costs are more economical than in Melbourne. The
event capacity provided by the Bendigo Exhibition Centre is being supplemented by a new
6,150 square metre facility under construction at the Showgrounds at a cost of S3 million.
The key challenges identified by the Show Society are increased event-hosting costs related
to occupational health and safety, security and policing.
The adequacy of existing accommodation to meet demand associated with events was also
raised by some stakeholders.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
26 |
6. Shepparton Showgrounds
Snapshot – Shepparton Showgrounds
Location
Greater Shepparton City Council
2.75 hours’ drive north from Melbourne CBD.
Population
63,854
Rural industries
Irrigated agriculture, fruit and vegetable processing, dairying and
dairy product processing, wineries.
Other industries
Regional service centre.
Tourism associated with fishing, boating, food and wine, sport,
conferences and events.
Key activities
Shepparton Show (15,000 to 20,000 people annually)
Spring Car Nationals (15,000 people)
Range of community and local events and functions.
Attendance
72,000 (2011)
Business focus
Gradual implementation of a redevelopment Master Plan to
improve facilities and existing events and attract a range of new
quality events.
Multipurpose pavilion – Shepparton
Showgrounds (www.vincientcrisp.com.au)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
27 |
6.1 About Shepparton Showgrounds
Shepparton Showgrounds was established in 1877 and is located within walking distance of
the Shepparton CBD. It was originally operated by the Shepparton Agricultural Society
which holds the annual Shepparton Agricultural Show. The operation, maintenance and
development of the site were transferred to the Greater Shepparton City Council under an
agreement with the Society in 2003.
Since then there has been significant redevelopment of the Showgrounds. The rear section
of the site was sold to SPC for a manufacturing facility and the greyhound track was
relocated to the Kialla Paceway. A site Master Plan has been prepared outlining long-term
redevelopment in the order of $13.9 million. Shepparton Council indicated that by 2012 $6
million had been contributed by the Shepparton Agricultural Society, Harness Racing and
Greyhound Racing, Council and State Government agencies towards showground
developments. These developments include grandstand redevelopment, the Thompson
Street Façade and Animal Nursery, the new McIntosh Centre, the hard stand area and
demolition of the cattle pavilions.
While the annual Agricultural Show remains the premier event, under the redevelopment
program the number and type of events and activities has been greatly extended.
6.2 Economic assessment of Shepparton Showgrounds
Using the economic model, total expenditure associated with the showground in 2011 is
estimated at $6.4 million.
The total economic activity supported by Shepparton Showgrounds in 2011 is estimated at
$15.8 million in the Greater Shepparton City and $19.9 million in Victoria (see Table 11).
This activity supported an estimated 106 full time employment equivalent jobs in Victoria.
The majority of these jobs (95) were in Greater Shepparton City.
Table 11: Economic activity supported by Shepparton Showgrounds, 2011.
Impact
Output ($M) Gross Value Add
($M)
Income ($M)
Employment
(FTE)
Greater Shepparton City
Direct Impact
$6.6
$3.1
$2.1
54
Flow-On Impacts
$9.2
$4.5
$2.6
40
$15.8
$7.7
$4.7
95
$6.6
$3.2
$2.2
54
Flow-On Impacts
$13.3
$6.4
$3.5
51
Total Impact
$19.9
$9.5
$5.7
106
Total Impact
Victoria
Direct Impact
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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6.3 Major Program at Shepparton Showgrounds
6.3.1 Works undertaken
The Renewal Program funding was used to develop a multipurpose pavilion (completed in
2011 and opened March 2012) which is part of the ongoing Showgrounds redevelopment
outlined in section 6.1 above. The 100 x 25 metre pavilion is designed primarily for
accommodation and showing of livestock at the annual Shepparton Show. It also has the
flexibility to be used for a variety of other events and activities throughout the year. It does
not have attached catering facilities or amenities. The financial contributions towards the
project are outlined in the Table 12 below. It includes all construction expenditure for the
project, including additional contributions made in the course of the project.
Table 12: Funding contributions for Shepparton Showgrounds project
Source
$ Contributed
Greater Shepparton City Council
Commonwealth Government
State Government (Regional Development Victoria)
TOTAL
$1,500,000
$240,000
$500,000
$2,240,000
Source: Greater Shepparton City Council
6.3.2 Economic impact of the Major Program
6.3.2.1 Diversification and amenity improvements
The effects of the new multipurpose pavilion are occurring in the context of significant
increases in the number of events and participation at the Showgrounds under the ongoing
redevelopment program. Between 2004/05 and 2010/11, the number of events increased
from 4 to 63 (see Table 13).
Table 13: Participation at events at Shepparton Showgrounds, 2004/5 to 2010/11
YEAR
2004/5
2005/6
2006/7
2007/8
2008/9
2009/10
2010/11
No. of events
Attendance
4
4
21
48
48
52
63
15,000
15,000
20,000
55,000
40,000
67,270
71,250
Source: Greater Shepparton City Council (unpublished statistics)
Showgrounds stakeholders consider that the improved amenity and increased capacity of
the new pavilion is improving the quality of existing events, as well as attracting new events
including local expos and entertainment of benefit to the local and regional community.
The high quality venue of the Shepparton Showgrounds multipurpose pavilion
has improved the quality of existing events.
The security and facilities are attracting a high calibre of car to the annual
Swap Meet.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
improved amenity for judges, competitors and visitors has led to increased
attendance at competitive events at the annual Agricultural Show.
29 |
Focus group participants commented that it was ‘still early days’ to assess the impact of the
multipurpose pavilion as potential uses and benefits are still emerging. For instance, the
event promoters, Allied Artists, can now bring overseas artists to Shepparton due to the
availability of an all-weather venue for at least 2,000 people. The presence of an allweather venue is expected gradually to draw more uses for functions and community
events. The Rotary Club provided the example of an event held prior to the completion of
the pavilion that incurred a loss of $10,000 due to rain impacting on ticket sales. Rotary
believes this loss would have been avoided if they had had access to an all-weather venue.
The works funded under the Major Program are estimated to have contributed to at least a
third of the attendance at local festivals and community events at the Shepparton
Showgrounds in 2011 (see Table 14).
Victoria’s Regional Showgrounds – Report to RDV, October 2012
30 |
Table 14: Attendance at events due to the Major Program works at Shepparton Showgrounds,
2011
Event
% attendance at events due to the Major Capital Works
Visitors
Vendors / Exhibitors
Shepparton Show
4.0%
2.0%
Private Functions
20.0%
10.0%
Expo of Local Significance
12.5%
6.25%
Local Festivals/Shows
33.0%
16.5%
Industry Event
0.0%
0.0%
Sporting Event
1.0%
0.5%
33.0%
16.5%
1.0%
0.5%
Community Event
Other Event
Source: Shepparton City Council / Shepparton Agricultural Show Society (personal communications)
6.3.2.2 Economic impact
The economic model estimated that the Major Capital Works at Shepparton Showgrounds
generated expenditure of $664,500 in 2011. This is estimated to have generated economic
output of $1.6 million in Greater Shepparton City and $2 million in Victoria (see Table 15).
Nine out of the 10 full time equivalent jobs generated were in Greater Shepparton City.
This result is significant given that the works were only completed one year before the
assessment was undertaken.
Table 15: Economic impact of the Major Capital Works at Shepparton Showgrounds, 2011
Impact
Output ($M)
Gross Value
Add ($M)
Income ($M)
Employment
(FTE)
Greater Shepparton City
Direct Impact
$0.7
$0.3
$0.2
5
Flow-On Impacts
$0.9
$0.5
$0.3
4
Total Impact
$1.6
$0.8
$0.5
9
Direct Impact
$0.7
$0.3
$0.2
5
Flow-On Impacts
$1.3
$0.6
$0.4
5
Total Impact
$2.0
$0.9
$0.6
10
Victoria
Victoria’s Regional Showgrounds – Report to RDV, October 2012
31 |
6.4 Social value of Shepparton Showgrounds
The Council and Show Society view the showgrounds as a ‘landmark’ within Shepparton.
The location and function of the showgrounds are well known within Shepparton and the
broader region. There is also is a strong community commitment to the continued
sustainability of the showgrounds and implementation of the redevelopment plans.
Focus group participants valued the long tradition of the 136 years of the Show Society and
related personal and family attachments to the Showgrounds and the annual Shepparton
Show that have continued through several generations. Anecdotally, there is strong repeat
visitation by the local community at the event each year.
The Council and Show Society see the
Showgrounds as an expression of
community. It is a special place where
people can come together in a nonthreatening and safe environment. The
annual Agricultural Show is also seen as a
way for the community to learn more
about its traditions and surroundings such
as agricultural industries, the land and the
broader region outside of the urban area.
Shepparton Showgrounds and
the annual Agricultural Show are
valued as an expression of
community and family traditions.
The Showgrounds is a centre for
volunteer
fundraising
and
contributions to the community
through social projects.
Volunteer organisations such as Rotary are central to showground operations. An
estimated 500 volunteers are essential for annual Agricultural Show operations. Revenue
raised by volunteers and clubs at events is reinvested back into the local economy on social
projects. For example the Rotary Club recently provided a donation of $15,000 for the local
hospice.
6.5 Future outlook for Shepparton Showgrounds
The Council and Shepparton Agricultural Society are optimistic that diversification of
Shepparton Showgrounds will continue as knowledge and experience of the new
multipurpose pavilion spreads among event organisers and the community. They indicate
that such a ‘ripple effect’ has occurred for other aspects of the showgrounds
redevelopment.
The aim is to attract new, higher capacity events that take advantage of the showground’s
improved capacity and amenity. The provision of additional facilities to improve the
pavilion’s flexibility (such as a kitchen and toilets) will also be considered in the short to
medium term.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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7. Elmore Events Centre
Snapshot – Elmore Events Centre
Location
In the small town of Elmore Near the border of Greater Bendigo
City and Campaspe Shire
2.25 hours’ drive north from Melbourne CBD, and midway
between regional centres of Bendigo, Shepparton and Echuca.
Population
Elmore – less than 1,000
Greater Bendigo City - 100,617
Campaspe Shire – 38,981
Rural industries
Varied agriculture in the region, including irrigated agriculture, fruit
and vegetable processing, dairying, sheep/wool, beef cattle, equine
industry.
Other industries
Service industries and tourism in the surrounding regions.
Key activities
Elmore Field Day (30,000 people annually)
Equestrian Park, Driver Education Centre and about 30 events including exhibitions, equestrian competitions, music and food
festivals, vehicle rallies, markets, industry and trade expos, product
launches and demonstrations and community events..
Attendance
40,000 (2011)
Business focus
Enhancing the contemporary appeal of the Elmore Field Day while
attracting a more diverse range and number of events and uses.
Elmore Events Centre
(www.elmorefielddays.com.au)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
33 |
7.1 About Elmore Events Centre
The Elmore Events Centre is a 154 hectare site opened in 1989 to accommodate the Elmore
Field Day event (which was established in 1964) and a range of other uses. It has a wide
range of facilities including a purpose built Equestrian Park (with extensive horse yards and
6 dressage arenas); a Driver Education Centre; 2 exhibition pavilions; a shearing shed
pavilion; a catering pavilion; a club pavilion; an administration facility; a 32 hectare outdoor
serviced and floodlit display area; a 1,000 metre long airstrip; camping facilities with
capacity for over 15,000 people; 5,000 car parking spaces; and truck park and loading ramp.
The site is owned by the Elmore and District Machinery Field Days Incorporated. It is
managed by a committee of 34 members. Day to day operations are undertaken by a staff
of 1 full-time and 3 part-time staff.
The major annual event, the Elmore Field Day, attracts around 32,000 people each year and
is regarded as Victoria’s premier field day with over 600 different exhibitors. The
Department of Primary Industries and private companies also use the site for productivity
trials for cropping and testing of products for local conditions.
7.2 Economic assessment of Elmore Events Centre
The total expenditure associated with the Centre in 2011 was estimated as $10.5 million
using the economic model. The majority of this expenditure is associated with the annual
Elmore Field Day ($10 million).
Victoria’s Regional Showgrounds – Report to RDV, October 2012
34 |
The total economic activity supported by Elmore Events Centre in 2011 is provided in Table
16. Estimated economic output was $28 million in the combined Greater Bendigo City and
Campaspe Shire and $34.4 million in Victoria. This activity supported 153 full time
employment equivalent jobs in the Greater Bendigo and Campaspe Shires and 170 full time
equivalent jobs across Victoria.
Table 16: Economic activity supported by Elmore Events Centre, 2011.
Impact
Output ($M)
Gross Value
Add ($M)
Income ($M)
Employment
(FTE)
Greater Bendigo City and Campaspe Shire
Direct Impact
$11.5
$5.3
$3.5
82
Flow-On Impacts
$16.5
$7.9
$4.5
72
Total Impact
$28.0
$13.2
$8.0
153
Direct Impact
$11.5
$5.3
$3.5
82
Flow-On Impacts
$22.9
$10.9
$6.1
88
Total Impact
$34.4
$16.2
$9.6
170
Victoria
7.3 Major Program impacts at Elmore Events Centre
Four infrastructure developments were undertaken under the Renewal Program funding. A
5,808 square meter multiuse pavilion was completed ahead of the 2011 Elmore Field Day.
A concrete floor around the perimeter and compacted dirt in the middle of the pavilion is
designed to provide flexibility to host exhibitions and cater for events (such as equestrian
activities) that require a natural surface.
Multiuse pavilion – Elmore Events Centre
(www.elmorefielddays.com.au)
In addition, the administration office was moved from town to a prefabricated building at
the Elmore Events Centre. To comply with occupational health and safety requirements, a
kitchenette and toilet and shower facilities were provided to service truck drivers at the
loading ramp area. Facilities to access bore water for the centre were also provided.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
35 |
The total project cost was $1.3 million. The financial contributions are outlined in Table 17.
Table 17: Funding contributions to the Elmore Events Centre project
Source
Elmore Events Centre
State Government (Regional Development Victoria)
TOTAL
$ Contributed
$658,375
$658,375
$1,316,750
7.3.1 Economic impact of the Major Program
7.3.1.1 Enhancement of Elmore Field Day
The Elmore Events Centre management believes the multiuse pavilion (which was
completed just before the 2011 Elmore Field Day) contributed to a reported 20 per cent
increase in attendance12 at the event that year after a period of steady attendance rates.
Although external factors such as the breaking of the drought were considered to have
affected attendance in 2011, the small powered sites at the multiuse pavilion attracted a
new range of agri-business operators and agricultural business services exhibitors that had
not previously attended the event. This is estimated to have increased visitor attendance
by 4 per cent (see Table 18).
The new pavilion enables Elmore
There is expected to be strong competition for
Field Day to keep abreast of
exhibition space in the pavilion at succeeding Field
contemporary
agricultural
products and services and the
Days leading to a substantial impact on revenue
requirements
of
high-tech
due to higher rates for the improved space. The
professional displays.
exhibition space at the pavilion generated $75,000
On its first use, it attracted a new
in 2011, compared with expected returns of
range of agri-business and
$25,000 for the same size space previously. The
business services exhibitors.
Events Centre expects to achieve 100 per cent
As premium exhibition space, it is
occupancy of the new exhibition space in 2012,
expected to contribute $100,000
resulting in $100,000 in revenue.
in Field Day revenue.
7.3.1.2 Diversification and sustainability
It is early days for assessing the impact of the multiuse pavilion. Nevertheless, the facility
has already been instrumental in attracting a large event (the Victoria Futurity, run by the
Victorian Branch of the National Cutting Horse event) to relocate to Elmore Events Centre.
It is also beginning to attract community events and functions such as the Bachelors and
Spinsters Ball.
In addition, the truck depot development and water bore activation has improved the
sustainability of Event Centre operations. The Centre management indicates that the
relocation of the office to the site has increased site management efficiency and resulted in
a direct saving of $5,000 annually in administration costs.
12
Bendigo Advertiser, 5 October 2011
Victoria’s Regional Showgrounds – Report to RDV, October 2012
36 |
Estimated increases in attendance at the Events Centre are provided in Table 18.
Table 18: Attendance at events due to the Major Program works at Elmore Events Centre, 2011
Event
% attendance at events due to the Major Capital Works
Visitors
Vendors / Exhibitors
Elmore Field Day
4.0%
2.0%
Private Functions
10.0%
5.0%
Expo of Local Significance
85.0%
42.5%
Local Festivals/Shows
40.0%
10.0%
Industry Event
0.0%
0.0%
Sporting Event
10.0%
5.0%
Community Event
85.0%
42.5%
2.0%
1.0%
Other Event
Source: Elmore Events Centre (personal communications)
7.3.1.3 Economic impact
The economic model estimates that the Major Program works at Elmore Events Centre
generated expenditure of $434,646 in 2011. This has generated an estimated output of
$1.1 million in Greater Bendigo City and Campaspe Shire and $1.3 million in Victoria (see
Table 19). This supported 6 full time equivalent jobs, all of which were in the area of
Greater Bendigo City Council and Campaspe Shire.
Table 19: Economic impact of the Major Program works at Elmore Events Centre, 2011
Impact
Output ($M)
Gross Value
Add ($M)
Income ($M)
Employment
(FTE)
Greater Bendigo City and Campaspe Shire
Direct Impact
$0.4
$0.2
$0.1
3
Flow-On Impacts
$0.6
$0.3
$0.2
3
Total Impact
$1.1
$0.5
$0.3
6
Direct Impact
$0.4
$0.2
$0.1
3
Flow-On Impacts
$0.9
$0.4
$0.2
3
Total Impact
$1.3
$0.6
$0.4
6
Victoria
Victoria’s Regional Showgrounds – Report to RDV, October 2012
37 |
7.4 Social value of Elmore Events Centre
In the 50 years since its establishment, the Elmore Field Day and the more recent Events
Centre have become a defining part of the identity of the small town of Elmore. Focus
group participants indicated that community members are highly engaged in operation of
the Field Days.
The Elmore Field Day is the iconic feature of the town of Elmore.
It is a symbol of the town and its identity, seen by community members as
bringing the whole community together and helping to sustain a strong
community spirit.
Since 1964, $1.4 million in Field Day profits have funded local and regional
infrastructure and community development projects.
Profits from Elmore Field Days are channelled to the community through contributions to
infrastructure and community development projects in the town and region. Since the
event began in 1964 a total contribution of $1.4 million has been made to community
development including the driver education program, hospital equipment and upgrade of
the swimming pool. Interest free loans are also provided by the Elmore Events Centre for
other development projects. In addition, volunteer organisations which assist with catering
at the Field Days use the funds raised for community development projects.
7.5 Future outlook for Elmore Events Centre
The Elmore Events Centre aims to continue to diversify to move from its high dependence
on the annual Field Days, building on the versatility of the new pavilion and the range of
existing facilities at the Centre.
Camping and equestrian facilities at Elmore
Events Centre (www.elmorefielddays.com.au)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
38 |
8. Hamilton Showgrounds
Snapshot - Hamilton Showgrounds
Location
Southern Grampians Shire
In the town of Hamilton , which is a major service and commercial
centre for the Western District of Victoria
Population
17,400 (Southern Grampians Shire)
10,400 (Hamilton)
Rural industries
Historically a wool growing area, now diversifying to agribusiness,
forestry, horticulture and wind farming
Other industries
Commercial, service and education industries at Hamilton.
Tourism (including Grampians National Park, a major visitor
attraction), food and wine
Key activities
Sheepvention (major event with attendance of 25,000)
Beef Expo (attendance of 2,000)
Ram sales (6 a year), several local community fairs, hree French
Hens Market, SA Rodders Swap Meet, a range of expos and small
animal shows/sales, Relay for Life, circus, community group and
private functions
2011 attendance
67,800 (estimated)
Business focus
Continued expansion and diversification of Showgrounds events
and uses which contribute to the local economy and community.
Sheepvention at Hamilton Showgrounds
(www.visitsoutherngrampians.com.au)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
39 |
8.1 About Hamilton Showgrounds
Hamilton Showgrounds is a 12 hectare site located on Crown Land less than 1 km from the
centre of Hamilton. Management of the showgrounds is conducted by the Hamilton
Pastoral and Agricultural Society (P&A Society) on behalf of the Southern Grampians Shire
Council which also contributes to site maintenance. The showgrounds site includes several
large exhibition pavilions; an oval/arena; outdoor powered sites; various storage facilities;
and an administration building. It also has meeting rooms owned and used by several
community associations.
The Major Program works undertaken at Hamilton Showgrounds are part of a general
redevelopment aimed at enhancing and diversifying the facility and its uses in accordance
with a Master Plan completed in 2007. The redevelopment is also part of Council initiatives
to encourage regional economic diversity and improve tourism and visitor opportunities,
including through provision of a large conference venue. In addition, buildings and facilities
at the showgrounds are used for meetings and activities by a range of community clubs and
organisations including Hamilton Gymnastics Club, Western District Umpires Association,
Hamilton Lions Club, Hamilton Brass Band, Hamilton Branch of the SES, Hamilton Kennel
Club and the Hamilton and District Darts Association.
8.2 Economic assessment of Hamilton Showgrounds
Using the economic model, the total expenditure associated with Hamilton Showgrounds in
2011 was estimated to be $8.4 million. Approximately 60 per cent ($5.4 million) of
expenditure was associated with the premier event, Sheepvention.
The total output related to Hamilton Showgrounds in 2011 was estimated to be $19 million
in the Southern Grampians Shire and $26.8 million in Victoria (see Table 20). This activity
supported 118 full time equivalent jobs in Southern Grampians Shire and 133 full time
equivalent jobs in Victoria. The majority of economic activity occurred within Southern
Grampians Shire.
Table 20: Economic activity supported by Hamilton Showgrounds, 2011
Impact
Output ($M)
Gross Value
Add ($M)
Income ($M)
Employment
(FTE)
$8.9
$4.0
$2.7
64
Flow-On Impacts
$10.1
$5.1
$3.2
53
Total Impact
$19.0
$9.1
$5.9
118
$8.9
$4.0
$2.7
64
Flow-On Impacts
$17.9
$8.5
$4.7
69
Total Impact
$26.8
$12.5
$7.4
133
Southern Grampians Shire
Direct Impact
Victoria
Direct Impact
Victoria’s Regional Showgrounds – Report to RDV, October 2012
40 |
8.3 Major Program impacts at Hamilton Showgrounds
8.3.1 Works undertaken
The Renewal Program project, which received contributions from both the Council and the
Hamilton P&A Society (see Table 21), consisted of:

construction of a new multipurpose Hamilton Exhibition and Conference Centre to
replace an existing dining room building. This included a commercial kitchen, bar
and servery area and audio visual, sound and data capacity;

linkage of this new space with the existing Fashion Pavilion;

new roofing on the existing Sheep Pavilion; and

installation of rain water tanks connected to the new roofs to boost water
availability for irrigation and other uses.
Table 21: Funding contributions for Hamilton Showgrounds project
Source
$ Contributed
Southern Grampians Shire Council
Hamilton Pastoral and Agricultural Society
Victorian Government (Regional Development Victoria)
TOTAL
350,000
350,000
800,000
$1,500,000
The project total of $1,500,000 includes additional construction costs of $100,000
contributed by the Council and P&A Society to cover removal of asbestos subsequently
discovered in the old dining room and for additional concrete to link the new building with
the Fashion Pavilion. The Centre was completed in August 2010 and is owned and
managed by the P & A Society. The extended space (combined with the Fashion Pavilion)
can cater for about 500 people and is the largest conference space in the wider region.
Hamilton Exhibition & Conference Centre
(TRC Tourism)
8.3.2 Economic impact of the Major Program
8.3.2.1 Expansion and diversification
Since its completion in August 2010 there has been high
demand for the Hamilton Exhibition and Conference Centre
from both local and external sources. In its first year of
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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operation the Centre was used for an event or function on average every 6 days13. By May
2012, the P&A Society indicated the Centre was fully booked for weekends for the year and
was experiencing increased use during the week.
New uses attracted to the Centre include local/regional business, government agency and
club events and conferences. Demand has increased for local organisation and private
functions, such as annual balls and dinners and weddings which may previously have been
held outside of Hamilton because of the lack of a venue of sufficient size. At the same time,
this demand has not affected bookings for other Hamilton conference and function
venues14. Large new events attracted to the showgrounds by the facilities offered by the
Centre are the Three French Hens Market (a boutique
Christmas market) and Alpaca Fest.
The Hamilton Exhibition and Conference Centre has also
enhanced Sheepvention by providing a larger and more
attractive venue for the associated Wool Fashion Parade
and Awards.
Conference Centre events
(www.hamiltonshowgrounds.com.au)
The estimated increased showgrounds attendance due to
the new Hamilton Exhibition and Conference Centre is
shown in Table 22, which highlights the significant impact of the new facility on private
functions, community and local events. Attendance at Sheepvention was also estimated to
have increased by 5% due to the Major Program.
Table 22: Attendance at events due to the Major Program works at Hamilton Showgrounds, 2011
Event
% attendance at events due to the Major Capital Works
Visitors
Vendors / Exhibitors
5.0%
2.5%
Private Functions
90.0%
10.0%
Expo of Local Significance
20.0%
20.0%
Local Festivals/Shows
40.0%
0.0%
Industry Event
0.0%
0.0%
Sporting Event
0.0%
25.0%
50.0%
0.0%
0.0%
45.0%
Sheepvention
Community Event
Other Event
Source: Hamilton P&A Society (personal communications)
8.3.2.2 Economic impact
The economic model estimates that the Major Program works at Hamilton Showgrounds
generated expenditure of $1,258,611 in 2011. This generated output of $2.7 million in the
Southern Grampians Shire and $3.8 million in Victoria in 2011 (see Table 23). An
13
14
Koch (September 2011)
Southern Grampians Shire Council, personal communication.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
42 |
estimated 17 full time equivalent jobs were generated in the Southern Grampians Shire and
19 in Victoria.
Table 23: Economic impact of the Major Program works at Hamilton Showgrounds, 2011
Impact
Output ($M) Gross Value Add
($M)
Income ($M)
Employment
(FTE)
Southern Grampians Shire
Direct Impact
$1.3
$0.6
$0.4
9
Flow-On Impacts
$1.4
$0.7
$0.5
7
Total Impact
$2.7
$1.3
$0.8
17
Direct Impact
$1.3
$0.6
$0.4
9
Flow-On Impacts
$2.5
$1.2
$0.7
10
Total Impact
$3.8
$1.8
$1.0
19
Victoria
Evidence provided by the Council, the P&A Society and focus group participants supports
the modelling results that the majority of additional activity and employment was
generated in the local economy.
The showgrounds Administrator position has been upgraded from part time to full time to
cope with the additional demand for the Hamilton Exhibition and Conference Centre.
Catering for functions at the new facility is carried out by Dariwell Farm, a Hamilton
restaurant and gourmet food store which caters for functions at the Centre. The company
has had to extend its list of casual workers and employ an additional chef (who would
otherwise have had to leave Hamilton for employment after completion of an
apprenticeship). The new Centre is also contributing to local workforce skilling through its
use as a venue for training students in Certificate II and III in hospitality and contracting of
landscape maintenance to a local disability group.
Demand for the new Centre has also led to further investment by the P&A Society in
additional equipment (e.g. tables, chairs, linen and a dance floor) and further upgrades to
the Fashion Pavilion (e.g. carpets).
Together with increases in events at the Hamilton Performing Arts Centre, the Council
considers that the new Centre has led to increased average occupancy levels in local
accommodation, particularly during the week. Investment in accommodation at Hamilton
has increased. Since 2010 6 self-contained apartments (30 beds) and additional luxury level
caravan park cabins have been developed in the town15.
8.4 Social value of Hamilton Showgrounds
8.4.1 A source of community benefits
15
Koch (2011) and personal communication.
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43 |
Established since 1858, the Hamilton P&A Society is a successful community-based
organisation which seeks to provide benefits to the community (culturally, socially and
economically). The Society has gradually extended the community focus of Sheepvention
while showcasing the rural produce and features of the region. This includes the
encouragement of regional inventors (through the inventions competition at Sheepvention)
and the endeavours of the young people of the region. Initial approaches to fashion design
colleges to stimulate participation of young designers in the wool fashion aspects of
Sheepvention evolved into a major event, the Australasian Young Designer Wool Awards
(held as part of the larger event). These Awards offer a $10,000 scholarship to the winner.
As well as showcasing regional food and wine, Sheepvention includes a Young Chef
Challenge for chefs from regional restaurants.
The Society’s interest in promoting opportunities for youth
is seen in free sheep and cattle judging workshops held
twice a year for young people. Sheepvention and Beef Expo
are also used by Agricultural Colleges for student field trips
and a junior category has been added to the inventions
competition at Sheepvention.
(www.hamiltonshowgrounds.com.au)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
44 |
Focus group participants considered Hamilton Showgrounds to be a significant community
asset which they value for its social and economic opportunities.
Hamilton Showgrounds is valued as providing
… ‘a great community space’ providing opportunities to bring the community
together
… opportunities ‘to bring rural and city communities together’
… opportunities for ‘bringing money to town’
… an accessible space close to the town centre
Focus group participants
8.4.2 Sheepvention – part of community identity
Focus group participants frequently expressed their perceptions of Hamilton Showgrounds
in terms of the premier event, Sheepvention, which they saw as an important expression of
the local community’s rural identity. This is supported by the findings of a 2005 RMIT
University study of Sheepvention16.
Commenced 32 years ago as a small event for wool
growers to exhibit and auction stock, Sheepvention
has grown into the local community’s ‘big event’
which ‘gets everyone talking’17. Sheepvention’s
popularity led to the withdrawal of the long-running
annual Spring Show in 1995. This occurred despite
the 1990’s wool industry downturn and the region’s
agriculture and industrial diversification since that
time. While maintaining its strong sheep and wool
focus, Sheepvention has been gradually expanded to
cover the region’s diversifying rural interests
including a farm dog competition, alpacas and other
animals, an inventions competition, regional food and
wine, seminars and numerous exhibitions and stalls.
It is popular with families and children, though it does
not have traditional show side shows and rides.
Sheepvention is more than an
industry. It is ‘… an important
part of local culture in Hamilton
and its surrounding area’ and
helps ‘to define the regional
community and celebrate its
achievements’
Eversole & Martin (2005)
Sheepvention showcases ‘… the
interesting features of rural
communities without the glitzy,
junky features of Melbourne
Show’.
Focus group participant
A 2005 survey of Sheepvention attendees conducted as part of the 2005 RMIT University
study showed the popularity and meaning of the event to the local community members.
Of the 500 attendees surveyed, 68% were local people and 54% were non-farmers. Survey
participants stated a range of reasons for attending Sheepvention, including to learn about
specific industry-related matters, keep up to date, sell or exhibit, run a stall, be entertained,
socialise, to eat, and to entertain children18.
16
Eversole & Martin (2005).
Focus Group participant.
18
Eversole & Martin (2005).
17
Victoria’s Regional Showgrounds – Report to RDV, October 2012
45 |
8.5 Future outlook for Hamilton Showgrounds
The Hamilton P&A Society indicated that its experience with the Hamilton Exhibition and
Conference Centre has increased its confidence and ability to continue to expand the
diversity of the showgrounds offering.
As a result of its experience in constructing and management the Exhibition
and Conference Centre, the Hamilton P&A Society committee is ‘a more
professional organisation’ with improved leadership capacity to seek, mentor
and contribute to furthering opportunities at the Showgrounds.
Hamilton P&A Society President
Stakeholders participating in the focus group raised a number of challenges and
opportunities for the future:

further development of the conference market including attracting conferences
from outside the local area and region and partnership arrangements with other
Hamilton venues to provide for larger conferences;

improvement of accommodation. With 1000 beds at Hamilton and a further 400 at
the nearby Dunkeld, the availability of accommodation is limiting the attraction of
larger events and conferences to the new Centre. Already, accommodation is
booked out for average sized events and Sheepvention fills accommodation
throughout the region and requires home hosting arrangements;

encouragement of more hospitality services to establish in the area;

encouragement of other town businesses to take advantage of increased use of the
Centre and Showgrounds (and their closeness to the town centre) through longer
trading hours;

developing the wedding market and support services further, taking account of the
Centre’s easy parking and access and cost-effectiveness for large groups compared
with some other wedding venues;

development of an additional major event, possibly replacing Beef Expo; and

potential for upgrading of other showgrounds buildings for new uses (e.g.
connecting adjoining pavilions with the Fashion Pavilion to create a space for
indoor archery events, for which there are few spaces with sufficient length).
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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9. Sale Showgrounds
Snapshot - Sale Showgrounds
Location
Wellington Shire
Population
43,000 (Wellington Shire)
13,400 (Sale)
(Sale Showgrounds is also a key regional facility for East Gippsland
shire to the north with a population of 44,000)
Rural industries
Dairying, beef cattle, vegetable growing, horse breeding, forestry
and timber production
Other industries
Oil and gas production, commercial and service industries, fishing,
RAAF Base, tourism.
Key activities
Annual Gippsland Show (annual)
World Cup Showjumping Qualifier (5 days each November)
Annual Swap Meet and about 38 sporting, club, community and
other events
Local and regional equestrian club activities and events
Lease for Sale & District Greyhound Club race track and clubhouse
Caravan park use
2011 attendance
21,600 (estimated)
Business focus
Enhancing existing events and uses while diversifying with an
emphasis on contemporary agriculture, quality equestrian and
other events which benefit the regional community.
Gippsland Show at Sale Showgrounds
(www.saleshow.com.au)
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9.1 About Sale Showgrounds
Sale Showgrounds is a 5 hectare site at the intersection of the Princes Highway and MaffraSale Road, centrally located about 2 kilometres from the centre of Sale. Established 150
years ago, it is owned and operated by the Sale and District Agricultural Society (SDAS)
under freehold title. The site has a central arena (an irrigated, laser-levelled surface
suitable for top equestrian show-jumping and dressage events); a range of exhibition halls;
livestock stalls; a new multipurpose building; a new committee room; and facilities for the
local Bridge Club. Part of the site is leased to the Sale and District Greyhound Racing Club
which provides a major source of revenue of the SDAS. As well as greyhound racing, the
Greyhound Club itself provides entertainment facilities for members and visitors, including
a restaurant and function and convention facilities.
Sale has joined a number of showgrounds around Australia registering as caravan parks and
offering camping for self-contained caravans and motorhomes. This has proved to be a
popular use, with 40 or more vans per night staying during the peak season. Wellington
Shire Council staff estimate that Sale Showgrounds now attracts the majority of caravans
and motorhomes overnighting in Sale. An on-site caretaker is employed to manage the
caravan park.
The annual agricultural show (inaugurated in 1861 and now called the Gippsland Show) is
the major event at the showgrounds. An annual World Cup Show-jumping Qualifier event
held over 5 days in November and operated by the Sale and District Show-jumping Club is a
significant event in the show-jumping circuit. It is also seen as a significant event for the
local economy. Located in a region where horse riding is a popular recreational activity,
Sale Showgrounds has become an important facility for equestrian use and events.
Sale Showgrounds is managed primarily by the volunteers on the SDAS assisted by a small
number of part-time personnel (a Show Secretary, a Treasurer with a nominal salary and
the on-site caravan park manager).
Sale Showgrounds arena from new Committee Room,
with caravan park facilities in background
(TRC Tourism)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
48 |
9.2 Economic assessment of Sale Showgrounds
The economic model estimated that total expenditure associated with Sale Showgrounds in
2011 was $2.6 million.
The total output related to Sale Showgrounds in 2011 was estimated to be $5.7 million in
Wellington Shire and $8.1 million in Victoria (see Table 24). This activity supported 36 full
time equivalent jobs in Wellington Shire and 43 in Victoria.
Table 24: Economic activity supported by Sale Showgrounds, 2011
Impact
Output ($M)
Gross Value
Add ($M)
Income ($M) Employment (FTE)
Direct Impact
$2.7
$1.3
$0.9
22
Flow-On Impacts
$3.0
$1.5
$0.9
15
Total Impact
$5.7
$2.8
$1.7
36
Direct Impact
$2.7
$1.3
$0.9
22
Flow-On Impacts
$5.4
$2.6
$1.4
21
Total Impact
$8.1
$3.9
$2.3
43
Wellington Shire
Victoria
9.3 Major Program impacts at Sale Showgrounds
9.3.1 Works undertaken
The Renewal Program funding was used for construction of a multipurpose building (a 42 x
21 metres building on a concrete slab, with retractable livestock stalls and toilet and
shower facilities); construction of new and replacement outdoor livestock stalls; and the fitout of a new Committee Room (or hospitality building) which was constructed previously by
the SDAS. Both the SDAS and Wellington Shire Council contributed to the project (see
Table 25).
Table 25: Funding contributions for Sale Showgrounds project
Source
Sale and District Agricultural Society
Wellington Shire Council
Victorian Government (Regional Development Victoria)
TOTAL
$ Contributed
100,000
100,000
400,000
$600,000
The project is part of a recent total investment of about $1 million aimed at upgrading
facilities (to meet contemporary standards and occupational health and safety
requirements) and attracting new events and activities.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
49 |
Sale Showgrounds
multipurpose building
(D Widdis, SDAS)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
50 |
9.3.2 Economic impact of the Major Program
9.3.2.1 Enhancement and potential diversification
As the multipurpose building was completed in October 2011, only 7 months before this
study was conducted, further time is needed to assess the full impact of that facility and the
other Major Program works. In the short time since its completion, there are indications
that the multipurpose building has the potential both to improve existing showground uses
and attract new uses.
The undercover retractable livestock stalls in the multipurpose building were aimed at
attracting top equestrian competitors who seek undercover accommodation for their
expensive and highly trained horses. The SDAS consider this facility was essential for Sale
Showgrounds to retain the World Cup Show-jumping Qualifier Event. The facility gained a
favourable reaction from equestrian competitors at its first use at Gippsland Show and the
World Cup Show-jumping in 2011. Construction of the building was also a major factor in
attracting a new one-off event, the 10 day Campervan and Motorhome Club of Australia
(CMCA) Rally held in April 2012. The owners of over 600 vehicles participated in the event.
The SDAS also considers the fit-out of the new Committee Room (or hospitality building) as
contributing to the attractiveness and professionalism of Sale Showgrounds as a venue for
top equestrian competitions. The facility is used by judges and stewards and for
entertaining sponsors.
The SDAS estimates that the Major Program works resulted in increased visitation across
the range of activities at the showgrounds, particularly in sporting events and private
functions (see Table 26).
Table 26: Attendance at events due to the Major Program Works at Sale Showgrounds, 2011
Event
% attendance at events due to the Major Capital Works
Visitors
Vendors / Exhibitors
Sale Show
5.0%
2.5%
Showjumping World Cup
5.0%
2.5%
Adult riding
5.0%
2.5%
Private Functions
33.0%
16.5%
Expo of Local Significance
10.0%
5.0%
Local Festivals/Shows
10.0%
5.0%
Industry Event
0.0%
0.0%
Sporting Event
50.0%
25.0%
Community Event
2.0%
1.0%
Other Event
2.0%
1.0%
Victoria’s Regional Showgrounds – Report to RDV, October 2012
51 |
Due to the nature of the multipurpose building at Sale Showgrounds and the good supply of
conference and sporting venues in Sale, the building has not generated the high demand
for private functions experienced by some other Major Program showgrounds.
9.3.2.2 Economic impact
The economic model estimated that the Major Program works generated expenditure of
$177,077 in 2011. It shows that the works generated economic output of $400,000 in
Wellington Shire and $500,000 in Victoria (see Table 27) and supported an estimated 2 full
time equivalent jobs in Wellington Shire. No further employment was supported outside of
the Shire.
Table 27: Economic impact of the Major Program Works at Hamilton Showgrounds, 2011
Impact
Output ($M)
Gross Value
Add ($M)
Income ($M)
Employment
(FTE)
Direct Impact
$0.2
$0.1
$0.1
1
Flow-On Impacts
$0.2
$0.1
$0.1
1
Total Impact
$0.4
$0.2
$0.1
2
Direct Impact
$0.2
$0.1
$0.1
1
Flow-On Impacts
$0.3
$0.2
$0.1
1
Total Impact
$0.5
$0.2
$0.1
2
Wellington Shire
Total Impacts to Victoria
The SDAS considers that the recent overall upgrade of facilities has led to increased use of
Sale Showgrounds. From mainly weekend use, the showgrounds is being used increasingly
on weekdays as a caravan park and for a variety of other purposes. The multipurpose
building has the potential to increase the sources of income available to the SDAS through
rent of the building and livestock stalls and attraction of new events and uses. The
additional and upgraded livestock stalls will save the SDAS approximately $10,000 annually
for the hire of demountable stalls for equestrian events19.
9.4 Social value of Sale Showgrounds
9.4.1 A valued community asset
Wellington Shire Council staff and the SDAS members consulted during this project consider
Sale Showgrounds to be a significant community facility which has retained its relevance to
the contemporary community.
SDAS members believe there is significant local pride in the showgrounds and its traditions.
The SDAS is the region’s oldest community organisation and the annual show (which
commenced in 1861) is Gippsland’s oldest agricultural show20. Several showground
buildings and the ring of elm trees around the arena have been listed by Wellington Shire
Council for their local heritage significance. Building names and plaques within the grounds
commemorate local people who have contributed to the showgrounds.
19
20
SDAS, personal communication
www.saleshow.com.au
Victoria’s Regional Showgrounds – Report to RDV, October 2012
52 |
The ongoing significance of the Sale Showgrounds in the minds of the community is seen in
the many donations it receives (e.g. of used equipment) and the popularity of local and
regional sponsorship. The Sale Show website lists 15 local/regional companies or
organisations which are major sponsors and numerous individuals, businesses and
community organisations which contributed prizes and trophies21. Some local businesses
provide favourable rates for services (e.g. equipment hire), while several community
organisations (such as Rotary, Scouts) assist at the annual show. Unlike several annual
shows which have ceased to operate in Gippsland, Sale’s annual show has continued and
developed into the pre-eminent agricultural show in the region.
The Bridge Club (which has 60 members) provides an important recreational activity for
older members of the community and the Greyhound Club provides a range of popular
racing and club facilities, while returning substantial revenue for showground management.
9.4.2 Community service
The SDAS maintains a strong community service ethic and values its voluntary and
independent status. It considers that Sale Showgrounds should be managed as a
community facility which benefits the local and regional community.
9.4.3 A contemporary rural identity
Our Vision is to provide Sale and District residents with a venue and events
worthy of National recognition with emphasis on traditional agricultural values,
interests, skills and the country way of life.
Sale & District Show Society
(www.saleshow.com.au)
The SDAS has chosen not to develop large field day and equipment sales events, preferring
to maintain a contemporary regional agriculture focus while diversifying. The Society has
concentrated on building the World Cup Show-jumping Qualifying event and other
equestrian competitions and uses, as well as building the livestock exhibition and
competition aspects of the Gippsland Show. In the latter case, they have introduced new
regional alpaca, goat and pig competitions at the Show aimed at showcasing regional
industries, providing opportunities for networking and produce exhibition at a State level.
The SDAS aims to maintain its relevance to the community through recruiting young people
and currently has 6 members in their twenties or younger. One of the younger members
has recently developed a Facebook page for the annual show as a way of promoting the
event and participation among young people.
21
www.saleshow.com.au
Victoria’s Regional Showgrounds – Report to RDV, October 2012
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9.5 Future outlook for Sale Showgrounds
The SDAS is at an early stage in its diversification compared with the other regional
showgrounds that received Major Program funding. So far it has managed the showground
upgrade almost entirely through significant voluntary contributions of time and effort by
committee members.
The SDAS aims to pursue new equestrian and livestock events (including at the State and
possibly national levels) and other uses for the multipurpose building. It also aims to
continue to develop the Gippsland Show as a family event that is relevant to the
community, young people and region’s agricultural industries. This may mean addressing
the scheduling of the Show on the Melbourne Cup ‘long weekend’ and the loss of the Friday
‘school free’ day, which may be affecting the number of show visitors.
The relatively small size of Sale Showgrounds has limitations for events. For instance, van
parking for the recent CMCA Rally extended to the grounds of the adjoining school and
Greyhound Racing Club. Expansion to an adjoining former industry site has been
mentioned as a possibility.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
54 |
10.
Combined Economic Impact of the Major Program
This section of the report assesses the combined impact in Victoria of the Major Program
works undertaken at the six nominated showgrounds, both in relation to total economic
activity associated with the showgrounds (section 10.1) and the total additional impact of
the Major Program.
10.1 Total economic activity associated with the nominated showgrounds
10.1.1 Expenditure associated with nominated showgrounds
The total expenditure within Victoria across the six showgrounds was estimated to be
$133.8 million in 2011. This includes estimated expenditure on showground administration.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
55 |
10.1.2 Total economic impacts associated with nominated showgrounds
Table 28 provides a summary of the total economic activity (both direct and flow-on
impacts) associated with each of the nominated showgrounds in 2011. The six
showgrounds supported total output of $400 million, income of $112 million, gross value
added of $189.4 million and 1,911 full time equivalent jobs across Victoria. Lardner Park
supported the highest output and income due to the high proportion of expenditure on
trade-related items such as tractors and machinery. Bendigo Showgrounds supported the
highest employment impacts. Compared with the facilities funded in the other Major
Program showgrounds, there has been more time to attract events to the Bendigo
Exhibition Centre and develop support services which generate employment.
Table 28: Economic activity supported by the nominated showgrounds, 2011
Summary of Activity
Output ($M)
Gross Value Add
($M)
Income ($M)
Employment (FTE)
$50.2
$23.5
$16.0
407
Flow-On Impacts
$101.5
$48.4
$26.9
391
Total Impact
$151.7
$71.9
$42.9
798
Direct Impact
$11.5
$5.3
$3.5
82
Flow-On Impacts
$22.9
$10.9
$6.1
88
Total Impact
$34.4
$16.2
$9.6
170
$8.9
$4.0
$2.7
64
Flow-On Impacts
$17.9
$8.5
$4.7
69
Total Impact
$26.8
$12.5
$7.4
133
$54.0
$24.5
$16.1
255
Flow-On Impacts
$105.4
$50.8
$28.1
407
Total Impact
$159.4
$75.3
$44.2
662
Direct Impact
$2.7
$1.3
$0.9
22
Flow-On Impacts
$5.4
$2.6
$1.4
21
Total Impact
$8.1
$3.9
$2.3
43
$6.6
$3.2
$2.2
54
Flow-On Impacts
$13.3
$6.4
$3.5
51
Total Impact
$19.9
$9.5
$5.7
106
Direct Impact
$133.9
$61.8
$41.3
884
Flow-On Impacts
$266.4
$127.6
$70.7
1,027
Total Impact
$400.2
$189.4
$112.0
1,911
Bendigo Showgrounds
Direct Impact
Elmore Event Centre
Hamilton Showgrounds
Direct Impact
Lardner Park
Direct Impact
Sale Showgrounds
Shepparton Showgrounds
Direct Impact
Total Victoria
Victoria’s Regional Showgrounds – Report to RDV, October 2012
56 |
10.2 Total economic activity generated by the Major Program works
10.2.1 Expenditure
Table 29 summarises the expenditure generated by the Major Program at the six
nominated showgrounds. Total expenditure of $6.5 million was generated in 2011 due to
the Major Program. This was greatest at Lardner Park ($2.3 million) and Bendigo ($1.6
million). Expenditure at Elmore, Sale and Shepparton was smaller in comparison.
The expenditure impacts at each of the showgrounds cannot be directly compared because:

the Major Program works were completed at different times (e.g. Bendigo in 2007
and Lardner Park in 2010); and

the scale of the Major Program works varied across the showgrounds (e.g. $4.3
million in Bendigo and $600,000 in Sale).
Table 29: Total expenditure generated by the Major Program works, 2011
Showground
Total expenditure
($ million)
Bendigo Showgrounds
1.6
Elmore Event Centre
0.4
Hamilton Showgrounds
1.3
Lardner Park
2.3
Sale Showgrounds
0.2
Shepparton Showgrounds
0.7
Total Showgrounds
Victoria’s Regional Showgrounds – Report to RDV, October 2012
$6.5
57 |
10.2.2 Economic activity
The Major Program works across the six showgrounds generated an estimated $19.3 million
in output, $9.1 in gross value added and $5.4 million in income across Victoria (seeTable
30). A total of 94 full time equivalent jobs were also generated across the State.
Lardner Park generated the largest number of full time equivalent jobs in 2011, followed by
Bendigo, Hamilton, Shepparton, Elmore and Sale. However, this should not be used as
direct comparison of the effectiveness of the program due to the recent completion of
many of the projects and variation in scale of the Major Program works across the
showgrounds.
Table 30: Economic activity generated by the Major Program works, 2011
Summary of
Impacts
Output ($M)
Gross Value Add
($M)
Income ($M)
Employment (FTE)
$1.6
$0.7
$0.5
13
Bendigo Showground
Direct Impact
Flow-On Impacts
$3.2
$1.5
$0.8
12
Total Impact
$4.8
$2.2
$1.3
25
$0.4
$0.2
$0.1
3
Elmore Event Centre
Direct Impact
Flow-On Impacts
$0.9
$0.4
$0.2
3
Total Impact
$1.3
$0.6
$0.4
6
Direct Impact
$1.3
$0.6
$0.4
9
Flow-On Impacts
$2.5
$1.2
$0.7
10
Total Impact
$3.8
$1.8
$1.0
19
Direct Impact
$2.3
$1.1
$0.7
13
Flow-On Impacts
$4.6
$2.2
$1.2
18
Total Impact
$6.9
$3.3
$1.9
31
$0.2
$0.1
$0.1
1
Hamilton Showground
Lardner Park
Sale Showgrounds
Direct Impact
Flow-On Impacts
$0.3
$0.2
$0.1
1
Total Impact
$0.5
$0.2
$0.1
2
Direct Impact
$0.7
$0.3
$0.2
5
Flow-On Impacts
$1.3
$0.6
$0.4
5
Total Impact
$2.0
$0.9
$0.6
10
Shepparton Showgrounds
Total Victoria
Direct Impact
$6.5
$2.9
$1.9
44
Flow-On Impacts
$12.9
$6.1
$3.4
49
Total Impact
$19.3
$9.1
$5.4
94
Victoria’s Regional Showgrounds – Report to RDV, October 2012
58 |
Direct impacts occurred primarily within the accommodation and food services, retail, and
arts and recreation industry sectors, while indirect impacts were spread across a broader
range of industry sectors (see in Table 31). A large number of jobs were also generated in
the manufacturing, professional, scientific and technical and transport sectors.
Table 31: Flow-on (indirect) economic activity generated by the Major Capital Works by industry
group, 2011
Industry
Output ($M)
Gross
Value Add
($M)
Income
($M)
Employment
(FTE)
Agriculture, forestry and fishing
$0.4
$0.2
$0.0
2
Mining
$0.1
$0.1
$0.0
0
Manufacturing
$2.7
$0.8
$0.4
7
Electricity, gas, water and waste services
$0.4
$0.2
$0.1
1
Construction
$0.3
$0.1
$0.0
1
Wholesale trade
$0.8
$0.4
$0.2
2
Retail trade
$0.8
$0.4
$0.3
8
Accommodation and food services
$0.6
$0.2
$0.2
4
Transport, postal and warehousing
$0.9
$0.4
$0.2
3
Information media and
telecommunications
$0.8
$0.4
$0.1
2
Financial and insurance services
$1.5
$1.0
$0.5
3
Rental, hiring and real estate services
$0.5
$0.2
$0.1
1
Professional, scientific and technical
services
$1.1
$0.5
$0.4
5
Administrative and support services
$0.7
$0.3
$0.3
3
Public administration and safety
$0.1
$0.0
$0.0
0
Education and training
$0.3
$0.2
$0.2
3
Health care and social assistance
$0.3
$0.2
$0.2
3
Arts and recreation services
$0.2
$0.1
$0.1
1
Other services
$0.4
$0.2
$0.1
3
Ownership of dwellings
$0.5
$0.3
$0.0
0
Total Flow-On Impact
$12.9
$6.1
$3.4
49
Conclusions about the overall impacts of the Major Program are provided in section 15 of
this report.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
59 |
11.
Minor Program
11.1 Round One Overview
Round One of the Minor Program encompassed 18 projects in showgrounds throughout the
State between 2009 and late 2011 at a total cost (from all contributors) of $808,04722. The
projects included marquee purchase, provision of display infrastructure, stockyards, and
upgrading or construction of pavilions. Details of the projects and the grant and recipient
contributions for Minor Program works are provided in Table 32.
Table 32: Minor Program – Round One Projects
Grant
Recipient
RIDF Grant
Amount
($)
Grant
Recipient
Contribution ($)
In-kind
Contribution ($)
Total
Project
Cost ($)
Project
Completion
Date
Description
Alexandra P&A
Society
32,804
15,602
800
49,206
Construction
pavilion for
display use
of
new
exhibition/
21/12/2009
Ballarat
Agricultural
and Pastoral
Society Inc
Beaufort
Agricultural
Society
32,572
16,043
0
48,615
23/04/2010
5,294
6,894
1,200
13,388
Benalla A&P
Society Inc
49,300
12,350
12,350
74,000
Bendigo
Agricultural
Society
Incorporated
Camperdown
P&A Society
50,000
20,000
10,500
80,500
Main pavilion upgrade.
Purchase of portable
shower
units
for
competitors
Renovate existing shed by
re-cladding, lining interior,
painting and connecting
power
Construction of a new
multi-purpose pavilion for
poultry exhibition and
display use
Removal and upgrade of
main arena fence
30,000
8,500
8,000
$46,500
28/06/2011
Coleraine P&A
Society
8,000
2,000
2,000
12,000
Gippsland Field
Days (Lardner
Park)
50,000
30,000
6,000
86,000
5,419
2,710
0
8,129
Upgrade and renovation
of showgrounds to ensure
the
buildings
more
responsive to community
development objectives of
the Society
Renovate existing 90 year
old toilet block to include
disabled and baby change
facilities
Provide
landscaping
around
the
newly
constructed
Exhibition
Centre
Purchase
of
mobile
marquee
Heytesbury
Agricultural
Society
22
5/11/2009
11/10/2010
8/12/2009
3/03/2011
26/10/2010
2/03/2009
Redden (2011)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
60 |
Grant
Recipient
RIDF Grant
Amount
($)
Grant
Recipient
Contribution ($)
In-kind
Contribution ($)
Total
Project
Cost ($)
Mansfield A&P
Society
26,128
8,000
6,500
40,628
Mildura
&
District RSA&H
Society Inc
Natimuk A&P
Society Inc
50,000
13,000
12,000
75,000
29,938
15,500
900
46,338
Neerim
&
District A&H
Society
Royal Geelong
A&P
Society
Inc
Sale & District
Ag Society Inc
Tyrendarra
P&A Society
5,840
1,940
1,000
8,780
2,430
2,440
0
4,870
50,000
80,018
0
130,018
4,338
1,083
8,073
13,494
20,381
10,133
5,066
35,580
22,000
7,350
5,650
35,000
474,445
253,563
80,039
808,047
Wimmera
Machinery
Fields Day
Yarrawonga &
Border
A&P
Association
Total
Description
Project
Completion
Date
Construction of galvanised
steel yards with water for
horses and cattle
Design and construct
modular, mobile, light
weight display stands
Upgrade and improve
amenities and power
supply
to
the
showgrounds
Upgrade and renovate
existing show pavilion for
exhibition/ multi use
Sheep Pavilion structural
upgrade
26/10/2010
Multi-purpose exhibition
space and project
Building a permanent
holding and showing yards
for sheep
Construction of moveable
partitions/
display/
exhibition space
Level arena, remove and
upgrade existing fencing
around the arena with
steel posts and rail with
mesh
9/12/2009
23/04/2010
13/10/2011
15/07/2010
17/05/2010
28/06/2011
31/03/2009
23/04/2010
Source: Redden (2011)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
61 |
11.2 Impact of Minor Program works
Round One of the Minor Program had impacts in three main areas of showground
operations - sustainability/ site improvement; increased efficiency/ cost savings; and
business development/ growth. These impacts are summarised in Table 33 for
showgrounds where information was obtained.
Table 33: Minor Program – Impacts on showground operations
Showground
Impact of the development on operations
Sustainability/ site
improvement
Alexandra
New, more versatile building
Ballarat
Enabled critical electricity
upgrade to comply with
regulations and enable weekly
use for major Rotary Trash
and Trivia market to continue
New, more versatile pavilion
and continuation of existing
uses enabled
Improved safety and
attractiveness of new arena
fence
Updating of 90 year old toilet
block
Benalla
Bendigo
Coleraine
Increased efficiency/ cost
savings
Electricity use reduction
from installation of skylights
in main pavilion
Improved ease of
maintenance
Landscaping of new
Exhibition Centre
contributed to overall
usability, appeal and growth
in bookings for major new
facility
High use of mobile marquee
and plans to hire to the
community
Part of range of upgrades
leading to increased show
attendance, sponsorship
and community use
Heytesbury
Shearing Shed improvements
contributed to sustainability
and interest in shearing event
Tyrendarra
New pens and yards enabled
sheep showing to continue
following destruction of pens
in a fire in 2006
Cost and logistical savings
with onsite facility to
replace temporary hire of
portable pens and yards
Wimmera
Machinery
Field Day
Yarrawonga
Increased use by show and
community groups
Reduced maintenance costs
of fence
Lardner Park
Natimuk
Business development/
growth
Increased use for show and
by community overall. Part
of range of upgrades leading
to increased show
attendance, sponsorship
and community use
Assisted showgrounds to
remain viable and attract
new uses, such as the recent
Rural Lifestyle Expo
Mobile partitions provide
improved opportunities for
future uses and potential for
manufacture by a local
business
Arena fencing resulted in
savings in hire of temporary
fencing
Victoria’s Regional Showgrounds – Report to RDV, October 2012
62 |
Examples of the impacts of the Minor Program projects are provided below, based on the
results of the surveys, the focus groups held at Ballarat and Benalla and RDV’s Minor
Program Assessment23.
11.2.1 Sustainability/ site improvement
The Minor Program grants were vital for several of the recipient showgrounds to continue
their current operations which were being affected by aging infrastructure and the need to
meet contemporary occupational health and safety regulations.
At Ballarat Showgrounds, for instance, the electricity upgrades in the main pavilion funded
by the grant were essential to continue operation of the facility for major events such as
the annual Spring Show and the Rotary Club’s weekly Trash and Trivia Market. The Trash
and Trivia Market is a major showground use and activity for Ballarat residents attracting
up to 3,000 people and 200 stalls a weekend (depending on the weather). Held since 1979,
it provides a major contribution to the Rotary Club’s revenue for support of community
groups and programs which include support for scouts, guides, the Ballarat Special School,
Ballart Art and scholarships. In 2010/11 Rotary supported 227 clubs and organisations.
Closure of the pavilion would have threatened the continuation of the Market and would
have affected Rotary’s revenue for community support.
Main pavilion, Ballarat
Showgrounds (TRC Tourism)
The new pavilion constructed at Alexandra Showgrounds ensured that adequate space was
available for the arts / crafts/ produce sections of the annual show, as well as providing an
improved and more versatile building suitable for a range of new uses and activities. The
Benalla A&P Society considers that the Poultry Club (which uses the new building
constructed with grant funds for club activities) would have sought another venue outside
of the local area if the previous poultry pavilion at the showground had not been replaced.
A fire in 2006 destroyed the sheep pens at Tyrendarra Showgrounds. As a result,
temporary hire and transport of sheep pens was required at a cost that was not sustainable
for a small show society. The Tyrendarra P&A Society considers that the grant it received
for construction of new pens and yards was essential for continued showing of sheep at the
annual show.
23
Redden (2011)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
63 |
Several show societies commented in their survey responses or in relation to RDV’s Minor
Program assessment that the funded projects had improved the overall appearance and
attractiveness of the showgrounds as a venue. Safety has also been a consideration. For
instance, the new fence for the main arena at the Bendigo Prince of Wales Showgrounds
has provided a more visually appealing venue as well as increasing safety during events.
11.2.2 Increased efficiency/ cost savings
Efficiency improvements or savings in operational and maintenance costs have been
experienced by several Minor Program grant recipients. Such savings are an important part
of budgeting and operations for small voluntary show societies, but are also regarded as a
significant outcome by larger showgrounds.
The new multipurpose poultry pavilion at Benalla Showgrounds will be easier to maintain
than the previous building. Savings are expected at Tyrendarra and Yarrawonga
Showgrounds as new sheep pens and arena fencing respectively have obviated the need to
hire temporary pens or fencing for events. As well as reducing the safety risk posed by the
previously low bracing, the new cross-bracing at the Royal Geelong Showgrounds Sheep
Pavilion has improved access for easier cleaning of the pavilion.
The installation of skylights in the main pavilion at Ballarat Showgrounds has reduced the
need for electric lighting during the day. As the pavilion is used for the weekly Trash and
Trivia Market and other events, this is expected to reduce electricity costs.
Improved facilities have also resulted in improved conditions for operating events and
exhibitions. Show societies consider this to be an incentive to competitors and exhibitors
to participate in the annual show and other events. The Natimuk P&A Society commented
that the availability of a weather proof facility has enabled sheep to be kept dry for the
Shearing Competition and assisted in attracting more participants in this event.
11.2.3 Business development/ growth
Several show societies considered their Minor Program project contributed to growth in
showground use or provided opportunities for future diversification and business
development.
New pavilions at Alexandra and Benalla Showgrounds have resulted in new uses by
community groups, as well as improved use for annual show exhibits. The mobile marquee
purchased for Heytesbury Showgrounds has been widely used for events and is planned to
be hired to the community. Mobile display stands at Mildura have enabled greater use of
exhibition space. There are potential opportunities for the local manufacturer who
produced the stands to supply the product to other customers24. Meanwhile, the
construction of mobile partitions for the Wimmera Machinery Field Days is believed to
open up further opportunities for use of the pavilion and exhibition space25.
24
25
Redden (2011)
Redden (2011)
Victoria’s Regional Showgrounds – Report to RDV, October 2012
64 |
Given the small scale of projects funded under the Minor Program it is difficult to assess
their specific contribution to the growth of showground activities and to local business,
employment and investment. For several showgrounds, the Minor Program grants were
part of a wider program of upgrades and developments and the role of the grants should be
understood in that context.
As voluntary organisations, show societies (particularly those in small and medium sized
communities) typically rely on small grant funding from a variety of sources (e.g. local
Councils, Department of Primary Industries) as well as their own revenue to fund
showground works. The Alexandra P&A Society commented that the Minor Program grant
for a new pavilion enabled it to use other society and grant funds to conduct other
necessary upgrades – extending the poultry pavilion and concreting the floor, installation of
disabled persons’ toilet facilities and upgrade of the caravan park facilities. Overall, this has
resulted in improved showgrounds which are seeing increased attendance, exhibitor
interest and sponsorship at the annual show, as well as increased hiring of showground
facilities by community members and groups.
Similarly, a range of upgrades have been undertaken at Natimuk Showgrounds in recent
years (including shearing shed construction, an administration office, oval resurfacing and
seating, change rooms) as well as the shearing shed electricity supply and improvements
funded by the Minor Program grant. Natimuk Showgrounds considers this is contributing
to increased show attendance, entries and sponsorship.
The Minor Program grants have also proved to be critical or important for supplementing
the funds available to larger showgrounds such as Ballarat Showgrounds where upgrades to
the main pavilion have assisted in showground diversification. For instance, a new event at
Ballarat Showgrounds, Rural Life Expo, is aimed at ‘tree changers’ and small rural
landholders who are increasingly moving into the surrounding region. Held for the first
time in 2012, the event attracted 4,500 visitors.
At Lardner Park, the Minor Program grant provided funds for landscaping around the new
Exhibition Centre constructed with the assistance of the Major Program (see section 4.3).
This enhanced the usability, access and attractiveness of the new Exhibition Centre and is
likely to have contributed to the high number of bookings the Centre has seen since its
completion.
11.2.4 Future outlook for Minor Program showgrounds
Survey respondents and focus group participants from showgrounds in small and medium
sized towns appear to be optimistic about the future of their showgrounds – though it
should be noted that these respondents were mostly from showgrounds undergoing a
gradual upgrade (e.g. Benalla, Alexandra, Natimuk). Comments were made about increases
in interest, attendance and other uses at several showgrounds.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
65 |
Issues identified for the future sustainability of the showgrounds include:

the need for more volunteers;

sourcing funds for matching cash for grant applications;

continuing need for infrastructure upgrades or new facilities (e.g. toilets);

funds for maintenance of heritage assets; and

need for land for expansion.
Ballarat A&P Society and the Ballarat City Council are considering further planning and
development of the showgrounds following on from the success of the new Rural Lifestyle
Expo event. They believe there is potential for future expansion of uses and functions as
Ballarat’s population (just over 100,000) is growing at 2 per cent and is expected to increase
by 50 per cent in the next 20 to 40 years. Ballarat’s location within easy road and rail
access from Melbourne is considered advantageous to attracting events. Aging buildings
and the lack of a modern exhibition/multipurpose building are issues that need to be
addressed in developing future uses of the showgrounds.
11.2.5 Social value of Minor Program showgrounds
Show societies’ responses to the survey highlighted the importance of showgrounds to
rural and regional communities as both tangible facilities and as part of a community’s
identity.
An insight was provided into the role of more traditional showgrounds located in small and
medium sized communities without major events and field days. Show societies
emphasised the range of local clubs and groups which use showground arenas, buildings
and spaces for activities, meetings, sports events and training and recreation, as well as use
for the annual show. Showgrounds can contribute to the variety of activities, recreation
and other opportunities that enhance the quality of life in small and medium sized rural
communities without the range of facilities available in a city. For example:

Alexandra Showgrounds (in a town of 2,700 people) is used by local sporting clubs
(football, netball, cricket), the pony club, adult riding, deer hunting club meetings,
various other clubs and three shows (attracting 1,600 people annually);

in Benalla (a town of about 9,000 people), the showgrounds is used by the local
poultry club, a gym club (for disabled people), football club, school sports, private
functions (including weddings), as part of a local walking track, as a dog park and
for circus visits. The annual show attracts 7,000 people;

Natimuk (with 450 people) makes use of its showgrounds for football, netball and
cricket, a range of community events and functions, and 50 to 60 local meetings a
year; and

in Tyrendarra (with a population of about 250 people), the showgrounds is used for
sporting events (twice a week), community events (rodeo and a monster garage
sale attracting 2,000 people) and private functions in addition to an annual show
which attracts 2,000 to 3,000 attendees.
Victoria’s Regional Showgrounds – Report to RDV, October 2012
66 |
Showgrounds are also valued as space for community activities in larger communities. The
Ballarat A&P Society and the Rotary Club indicated that the showgrounds is the best venue
in the city for the weekly Trash and Trivia Market. In addition, in many places showgrounds
are designated areas for emergency use which have been utilised during fires and floods in
recent years.
Show societies also emphasised the
community attachment to, and pride in,
their showgrounds and associated
volunteer activities and community
service. The Natimuk A & P Society
described their showgrounds as the ‘Hub
of the community’. The Society has
recently made land available for new
Natimuk tennis courts to replace the
previous facility which was affected by
flooding. The Society considers this step to
be ‘ …in the best interests of greater
community connectedness and enhanced
community spirit’.
In a very small community such as
Tyrendarra the show grounds are very
important. It is the meeting place
when there are events, meetings,
sporting fixtures, voting day etc. The
local community are very proud of
their show grounds as most of the
buildings and the upkeep of the
grounds has been provided by locals
who volunteer to do the work.
Natimuk P&A Society
Survey respondents considered the annual show, its focus on agriculture and the country
lifestyle and traditions as part of the identity of the local community and rural people. The
Benalla A&P Society regards the 130 year history of the annual show as significant and the
cancellation of the show in 2011 due to floods was ‘like someone had cancelled xmas’ (sic).
That society also saw use of the new pavilion by the Poultry Club as assisting to maintain
rural traditions, including through a proposed school program to raise chickens and learn
about farming intended to keep farming skills alive.
The annual Spring Show is vital for city-rural communication, providing an
opportunity for Ballarat and Melbourne people to ‘get up close and personal
with animals’, as well as showcasing agriculture and rural life.
Ballarat A&P Society
Victoria’s Regional Showgrounds – Report to RDV, October 2012
67 |
12.
Construction Impacts
The economic impact during the period of construction of the Minor and Major Program
works was estimated using the economic model. Although the works were completed in
the period 2005 to 2011, for the purposes of this assessment it was assumed they were all
undertaken in a twelve month period.
12.1 Major Program construction impacts
The economic impact of the construction period was estimated on the basis of the capital
expenditure for each project (see summary in Table 34).
Table 34: Total construction expenditure associated with Major Program works
Showground
RIDF Grant
Recipient
Contribution
Leveraged
Contribution
(cash)
Total Project
Expenditure
Bendigo Showgrounds
$2,500,000
$1,000,000
$800,000
$4,300,000
Elmore Events Centre
$658,375
$658,375
$0
$1,316,750
Hamilton Showgrounds
$800,000
$350,000
$350,000
$1,500,000
Lardner Park
$500,000
$1,400,000
$850,000
$2,750,000
Sale Showgrounds
$400,000
$100,000
$100,000
$600,000
Shepparton Showgrounds
$500,000
$1,500,000
$240,000
$2,240,000
$5,358,375
$5,008,375
$2,340,000
$12,706,750
TOTAL
The estimated economic impact during the construction of the Major Program works is
presented in Table 35. An estimated economic output of $39.3 million was generated in
Victoria. The construction also generated income of $8.7 million and its gross value added
to Victoria was $16.1 million. An estimated 138 full time equivalent jobs were supported
during the period of construction (assumed to be 12 months only). The largest economic
output was related to Bendigo Showgrounds and Larder Park, the showgrounds with the
highest project expenditure.
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Table 35: Construction Impacts for Major Program showgrounds
Impact
Output ($M)
Value Add ($M)
Income ($M)
Employment (FTE)
Direct
$4.3
$1.4
$0.7
14
Indirect
$9.1
$4.1
$2.3
33
$13.4
$5.5
$3.0
47
Direct
$1.3
$0.4
$0.2
4
Indirect
$2.8
$1.3
$0.7
10
Total
$4.1
$1.7
$0.9
14
Direct
$1.4
$0.5
$0.2
5
Indirect
$3.0
$1.3
$0.7
11
Total
$4.4
$1.8
$1.0
16
Direct
$2.8
$0.9
$0.4
9
Indirect
$5.8
$2.6
$1.5
21
Total
$8.6
$3.5
$1.9
30
Direct
$0.6
$0.2
$0.1
2
Indirect
$1.3
$0.6
$0.3
5
Total
$1.9
$0.8
$0.4
7
Direct
$2.2
$0.7
$0.4
7
Indirect
$4.7
$2.1
$1.2
17
Total *
$7
$2.8
$1.6
24
Direct
$12.6
$4.1
$2.0
41
Indirect
$26.7
$12.0
$6.7
97
Total *
$39.3
$16.1
$8.7
138
Bendigo Showground
Total
Elmore Showground
Hamilton Showground
Lardner Park
Sale Showground
Shepparton Showground
Total Victoria
* Table generated by the economic model. Some figures and totals have been rounded.
Most jobs created by the Major Program construction are believed to be local. The Bendigo
Show Society estimates that at least 60 per cent of the labour and resources used in the
construction of the new pavilion were from the local Shire. Similarly the construction
undertaken in Sale used local contractors and tradespeople.
The estimated direct economic impacts of the Major Program works all occurred within the
construction sector. However, the increase in output within the construction sector had
significant flow-on impacts to a range of other industries (see Table 36).
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Table 36: Flow-on (indirect) impacts from construction of the Major Program works
Industry
Output ($M) Gross Value Add
($M)
Income ($M)
Employment
(FTE)
Agriculture, forestry and fishing
$0.6
$0.2
$0.1
3
Mining
$0.2
$0.2
$0.0
0
Manufacturing
$5.5
$1.6
$0.9
14
Electricity, gas, water and waste
services
$0.7
$0.3
$0.1
1
Construction
$4.4
$1.4
$0.7
14
Wholesale trade
$1.5
$0.7
$0.4
4
Retail trade
$1.2
$0.7
$0.5
12
Accommodation and food services
$0.8
$0.3
$0.2
6
Transport, postal and warehousing
$1.5
$0.6
$0.3
5
Information media and
telecommunications
$1.0
$0.5
$0.2
2
Financial and insurance services
$3.2
$2.2
$1.1
6
Rental, hiring and real estate services
$1.0
$0.5
$0.2
2
Professional, scientific and technical
services
$2.3
$1.0
$0.8
10
Administrative and support services
$1.0
$0.5
$0.5
5
Public administration and safety
$0.2
$0.1
$0.1
1
Education and training
$0.4
$0.3
$0.3
3
Health care and social assistance
$0.5
$0.3
$0.3
5
Arts and recreation services
$0.3
$0.1
$0.1
2
Other services
$0.7
$0.3
$0.2
5
Ownership of dwellings
$0.7
$0.6
$0.0
0
Total Flow-On Impact
$2.5
$12.3
$6.8
* Table generated by the economic model. Some figures and totals have been rounded.
98
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12.2 Minor Program construction impacts
The capital expenditure that was used to estimate the economic impacts of construction of
the Minor Program works is outlined in Table 37.
Table 37: Total construction expenditure associated with the Minor Program works
Grant
RIDF Grant
Amount ($)
Recipient
Grant Recipient
Contribution ($)
In-kind
Contribution
($)
Total
Project
Cost ($)
Alexandra P&A Society
32,804
15,602
800
49,206
Ballarat Agricultural and Pastoral Society Inc
32,572
16,043
0
48,615
Beaufort Agricultural Society
5,294
6,894
1,200
13,388
Benalla A&P Society Inc
49,300
12,350
12,350
74,000
Bendigo Agricultural Society Incorporated
50,000
20,000
10,500
80,500
Camperdown P & A Society
30,000
8,500
8,000
$6,500
8,000
2,000
2,000
12,000
50,000
30,000
6,000
86,000
5,419
2,710
0
8,129
Coleraine P & A Society
Gippsland Field Days (Lardner Park)
Heytesbury Agricultural Society
Mansfield A&P Society
26,128
8,000
6,500
40,628
Mildura & District RSA&H Society Inc
50,000
13,000
12,000
75,000
Natimuk A&P Society Inc
29,938
15,500
900
46,338
Neerim & District A&H Society
5,840
1,940
1,000
8,780
Royal Geelong A&P Society Inc
2,430
2,440
0
4,870
50,000
80,018
0
130,018
4,338
1,083
8,073
13,494
Wimmera Machinery Fields Day
20,381
10,133
5,066
35,580
Yarrawonga & Border A&P Association
22,000
7,350
5,650
35,000
474,445
253,563
80,039
808,047
Sale & District Ag Society Inc
Tyrendarra P&A Society
Total
The estimated economic impact during the construction of the Minor Program works is
presented in Table 38. Construction generated estimated output of $2.5 million in Victoria,
income of $600,000 and gross value added to Victoria of $1 million. It is estimated that 9
full time equivalent jobs were supported by the construction of the Minor Program works.
Table 38: Construction impacts of Minor Program works
Impact
Output ($M) Value Add ($M)
Income ($M)
Employment
(FTE)
Total Victoria
Direct
$0.8
$0.3
$0.1
3
Indirect
$1.7
$0.8
$0.4
6
Total
$2.5
$1.0
$0.6
9
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13.
Discussion of the Economic Assessment
13.1 Limitations of the economic assessment data
There was little verified survey data available on visitor expenditure behaviour and other
expenditure and economic activity related to the Major Program showgrounds. Therefore,
the economic assessment was undertaken with data gathered from a variety of sources
including reports, surveys, statistics and estimates made by showground stakeholders. This
data was then adjusted for input to the model using professional judgement, assessment of
similar events and comparison to other studies and survey information.
Use of survey data to assess the economic impact of showground events would require
advance planning for the conduct of surveys during and following an event. The following
best practice survey process is provided as a guide for obtaining survey data for the
showgrounds economic impact assessment.
Figure 1: Best practice survey process for economic assessment of events
1.
2.
3.
Visitor Survey – to be conducted at the event through face-to-face interviews
(either exit or entry as well as potentially online to increase the response rate).
Key data to be captured include:

where the visitors live and demographics;

the reason they attended the event;

if they came to the region specifically for the event;

how much they spent, or intend on spending, at the event, what they
purchased (expect to purchase) and the location of the expenditure
(e.g. at the event, on accommodation/food in local town).
Vendor/ Exhibitor Survey – to be conducted at the end of the event, covering:

where the vendors/ exhibitors live;

their expenditure during the event (and where spent);

their sales recorded during the event.
Event Management/ Coordinator Survey or Consultation – to obtain data on
event attendance and the costs incurred in holding the event, including:

cost of organising and running the event;

staff at the event;

total; number of visitors and vendors/ exhibitors at the event.
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13.2 Economic impacts of enhanced agricultural technology
Demonstration and sale of new agricultural technology and techniques is one of the
functions of agricultural shows and field days. Technological advances in the agricultural
sector are wide ranging and include crop and animal development (such as genetic
improvements), new production methods and new capital equipment or infrastructure.
Adoption of such changes can have far-reaching and diverse economic impacts.
Some of the Major Program works enhanced the ability of showgrounds and field days to
exhibit new technology through improved exhibition space, electricity connections and
audio-visual capacity. However, the assessment of the economic impacts of new
technology adopted by agricultural producers as a result of attending agricultural shows
and field days was beyond the scope of this study.
Based on the existing literature, this section of the report examines the potential benefits
of field days at regional Victorian showgrounds in accelerating the adoption of new
agricultural technology and techniques in the agricultural industry.
Technological advances and adoption of new, best practice techniques in production can
act to increase the value and profitability of an industry through numerous avenues,
including:

increased production, productivity or efficiency;

decreased input costs/ requirements; and

enhanced product quality.
These benefits are typically achieved through one or more of the following technological or
technique advancements:

development or introduction of new plant and animal strains/ species that are
better suited to environmental conditions26. This can include higher yielding and
value crops, allowing the producer to plant within the same area whilst potentially
increasing the total harvest or value of the harvest27;

development of new capital (i.e. machinery or infrastructure) and operating
systems that specifically target, and best allocate existing resources to crops or
livestock, allowing for the largest potential yield given the growing conditions28.
Technology adoption in the form of machinery can also result in decreased
planting/ harvesting time brought about by developments in the heavy machinery
industry, or machinery modifications which result in cost or time efficiency gains for
producers29;
26
Lichtenberg (1989)
ABARES (2010)
28
Mullen & Cox (1996)
29
ABARES (2010)
27
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
adoption of new intellectual developments, such as new ideas for growing, can aid
producers in the development of long term productivity gains30. ‘Best practice
management’ is a term often used for the adoption of the latest intellectual
developments in agricultural production. The adoption of best practice techniques
can also deliver enhanced product quality as well as cost efficiencies/ savings
through the application of the most efficient production processes31.
Field days can aid in the adoption and uptake of technology through an effect known as
agglomeration. This refers to the benefits received through enhanced networking and
linkages within an industry32. The events can act as a medium for bringing researchers,
developers and potential buyers together in order to exchange ideas and disseminate
information on technological and management advances. They also provide producers and
sellers of goods and services with a forum to display their goods to a large number of key
stakeholders at one time.
There is limited information available with which to quantify the benefits generated by field
days in terms of accelerating the adoption curve of new technology and techniques.
Quantifying this benefit would require substantial assessment and additional survey which
was outside of the scope of this project. However, to demonstrate the potential benefits,
an assessment of the potential increase in Victorian economic activity through an increase
of 1% in agricultural production was undertaken by AEC Group.
Analysis using Input-Output multipliers indicates that a productivity increase of 1% in
Victorian agricultural production could support:

a direct increase in output of $184.2 million per annum, with an additional $273.2
million in output through flow-on impacts; and

$208.1 million in total gross value add per annum ($80.9 million through direct
output increases due to productivity and $127.2 million through flow-on impacts).
Adoption of technology and new management techniques can also impact on employment
and incomes both directly and through flow-on activity. However, these impacts are
difficult to quantify as new technology and techniques can alter the production function
within an industry resulting in a new mix of labour and capital per unit of output.
30
Hall & Scobie (2006)
Knopke et al. (2001)
32
Baldwin & Krugman (2002)
31
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14.
Social Value of Victoria’s Showgrounds
This section brings together the findings about the social value of the showgrounds in this
study. It interprets the social values in the light of common views or themes expressed by
study participants and in the context of recent Australian studies of rural shows and the
function of rural and regional communities.
The findings are derived from focus groups for the six Major Program showgrounds, two
Minor Program showgrounds (Ballarat and Benalla), and survey responses from three
Minor Program showgrounds. These findings are likely to be representative of the social
values attributed to showgrounds across regional Victoria. There was a high degree of
consistency in the values attributed to showgrounds across the focus group participants
and survey responses and across the range of showgrounds and communities, whether
large regional centres or small communities. The findings were also consistent with other
recent studies.
Study participants attributed social value to two main aspects of showgrounds:

the showground facilities themselves; and

key events held at the showgrounds, especially the annual show or equivalent
event.
The showgrounds and their key events were often closely linked in the way participants
perceived their showgrounds. However, it was clear that other showground uses and
diversification were also valued while maintaining a special attachment to the main event.
Values expressed by participants are further divided as:

instrumental (or tangible) – beneficial uses of facilities or events that contribute to
the community and its way of life; and

intangible – meanings attributed to showgrounds and events that express their
importance to a group or community (see section 2.5 for definitions).
Such meanings may not be obvious on the surface. The meanings of showgrounds and
their events were explored in the focus groups by encouraging participants to express the
value of showgrounds in their own words. They were then asked to elaborate further on
common themes that emerged. This approach generally worked well and resulted in a
stimulating discussion. This was facilitated by the composition of the groups which drew on
a range of stakeholder interests and, in some cases, brought together stakeholders who did
not normally meet in one forum.
In the following assessment of social values the instrumental and intangible values are
discussed for both showground facilities and for the key event or show held at the facility.
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14.1 The social value of showgrounds as facilities
14.1.1 Instrumental value of showground facilities
Showground facilities contribute to the quality of life for people living in rural
and regional communities. They provide opportunities for a range of
recreational and social activities, social networking and entertainment that
might not otherwise be available.
Showground facilities were clearly valued by study participants for the economic returns as
well as employment and other economic opportunities they provided to a community and
individuals. Yet study participants also placed great emphasis on showgrounds as
community facilities that enable a range of community-based uses. These uses vary from
community to community, but generally include (depending of the facilities available in
individual showgrounds):

the annual show and other major and minor events, which may have a specific
community focus or purpose (organised by the show society or another local group)
and/or a wider economic purpose (e.g. events attracted from outside the area).
These may be annual or more frequent uses (e.g. farmers’ or craft markets, Trash
and Treasure Markets, the circus);

use by local/regional outdoor sporting clubs and schools for activities, competitions
and meetings (including football, netball, cricket, equestrian clubs, pony clubs,
adult riding clubs). Some showgrounds have leased part of the grounds to other
local clubs (e.g. greyhound racing at Sale Showgrounds);

use of buildings by a range of community interest and activity groups (e.g. historic
societies, gymnastic clubs, bands, bridge clubs, emergency services);

use of buildings and grounds for private and group functions (such as weddings,
parties, balls, funerals, annual dinners, fundraisers, conferences, workshops and
training); and

space for other community uses such as voting, emergency gathering.
Showgrounds can be a ‘hub’ of local activities (as described by the Natimuk P&A Society)
particularly in small and medium-sized communities without the variety of facilities and
services available in larger urban centres,.
The latent need for buildings and spaces for a variety of uses in rural communities is well
illustrated in the case of the new Exhibition Centre at Lardner Park and the Exhibition and
Convention Centre at Hamilton Showgrounds. While targeted at the wider event and
conference markets, these new buildings soon attracted bookings from the local
community for a range of private, group and organisation functions.
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Even in larger regional cities such as Bendigo and Ballarat, showgrounds have a wider set of
community uses than for specific shows and events. Bendigo Prince of Wales Showgrounds
is becoming a centre of local activity at weekends. Ballarat Showgrounds is the best space
for Rotary’s weekly Trash and Trivia Market (a local, well attended event) and provides
space for a range of local clubs.
Activities at showgrounds are evolving to take in new interests and uses that reflect local
and regional community interests and situations. For example:

the Natimuk A&P Society has made showground land available for tennis courts to
replace those affected by flooding;

Benalla Showgrounds provides for walkers and dog walking;

Sale Showgrounds have evolved a focus on equestrian activities reflecting local
interests and businesses;

Bendigo Showgrounds is used as one of the venues for city events developed as
part of that city’s tourism and economic strategies; and

Ballarat Showground’s new event, Rural Lifestyle Expo, is partly targeting at treechangers and small rural landholders moving into the region.
As show societies or local councils seek to upgrade showground infrastructure, catering for
local community needs and interests is an important consideration as well as the attraction
of new events and uses.
Showgrounds and their associated activities are also likely to contribute to the overall
sustainability and resilience of rural communities. They help to improve the attractiveness
of rural localities as places to live. They provide opportunities for social networking,
pursuing shared interests, economic activity, a range of recreation activities and
entertainment. Such opportunities have been found to influence rural people to remain in
rural communities and/or occupations in times of stress and change (such as drought, flood
or rural industry restructuring)33.
33
Buikstra et al (2010) in a study of the rural community of Stanthorpe, Queensland.
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14.1.2 Intangible value of showgrounds
Rural and regional showgrounds are more than physical facilities. They are
symbols of a community’s cohesiveness and part of its social capital.
Show society members and other showground stakeholders who participated in the study
often expressed considerable pride in, and attachment to, their showgrounds. The
attachments were expressed in various ways and included the long history of the
showground and its show society; long-running family associations; childhood experiences;
and personal experiences in the show society or other related voluntary activities.
A strong ethos of community service and civic behaviour was implied by many study
participants when discussing their association with showgrounds. They appear to consider
the showgrounds to be part of the fabric of cooperative activity (or ‘social capital’) which is
important for the functioning and cohesion of a community.
This is seen in the way showgrounds have become, and remain, a focus for volunteer
activities in a community. Show societies began, and continue, as volunteer bodies. The
showgrounds in this study reported high levels of volunteer involvement in the running of
showgrounds events. Community service organisations, clubs and schools frequently use
showgrounds events to raise funds (e.g. through providing services such as gate keeping,
parking, catering) which are then used to provide benefits to the organisation, its members
or the community. For Rotary Clubs and Lions Clubs, events or volunteer activities at
showgrounds frequently provide a source of revenue to use for their community support
programs.
Ensuring that showgrounds contribute, and remain relevant, to their communities were
major concerns of participating show society members. As well as encouraging new uses
with beneficial economic impacts, show societies consciously sought to benefit local people
and the regional community in a range of ways, such as:

facilitation of use of the showgrounds by local groups;

use of local companies for construction or services, where feasible;

maintaining the relevance of the annual show through diversification and inclusion
of new industries;

enabling uses that are relevant to local people as well as attracting visitors (e.g.
Rural Lifestyle Expo at Ballarat Showgrounds; markets; entertainment, equestrian
facilities and events); and

a focus on young people (e.g. in events, prizes, training in event judging,
opportunities for hospitality training; use of shows by agricultural institutions).
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14.2 The social value of the ‘show’
14.2.1 Instrumental value of events
A ‘must do’ event in many rural and regional communities, the annual show or
equivalent event provides opportunities for people to showcase their
achievements, network, learn, compete, sell, buy, socialize and be entertained.
The key events held at a showgrounds (particularly the annual show or equivalent major
event) play an important social role in rural and regional communities. Traditionally and
currently such events provide a range of opportunities for local people and regional
communities, including:

networking and learning within agricultural and other industries;

showcasing of industry and personal achievements, products and services locally
and to a wider audience through exhibitions and competitions;

selling and purchasing of goods and services;

as a recognised social occasion for people to meet; and

as providing a range of types of competition and entertainment.
The 2005 study of Sheepvention, the key annual event at Hamilton Showgrounds, reveals
the variety of motivations for attendance at that event and the fact that there is a
significant level of long term repeat attendance at the event among local people34.
Show societies variously mentioned the importance of the annual show or other major
event in maintaining morale among farmers during the drought or assisting farmers and
other producers to keep up to date with developments in their industries.
As discussed in other sections of this report, such events also provide economic benefits to
local communities. However, some participants in our study distinguish between the role
of the local show and the larger regional field days. The Sale & District Agricultural Society
expressed doubts about the local benefits of large field days, suggesting they may draw
sales away from local farm-related businesses.
New events being developed at some showgrounds are perceived as providing
opportunities for local people and industries and the range of local entertainment as well as
drawing in additional visitors and economic benefits overall.
34
Eversole & Martin (2005)
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14.2.2 Intangible value of events – an expression of community identity
The annual show or major event is an important way rural communities express
and maintain their community identity.
14.2.2.1
Community identity and sense of place
Many study participants saw the annual show or other key event as part of their
community’s identity, their sense of place and their attachment to where they live. This
was expressed in a number of ways. For example, participants considered that Farm World
(at Lardner Park) ‘bonds the community together’. At Benalla the cancellation of the 2011
annual show due to floods was ‘like someone had cancelled xmas ‘(sic).
Many show societies saw the ‘rural’ character of the annual show (or equivalent) as an
important expression of community identity in establishing the place of their local or
regional community within the wider State or Australian community. Shows were seen as
an important link between country and urban/city areas, both urban areas within a region
and for people visiting a show from Melbourne. It was considered to be important for city
visitors and regional townsfolk to appreciate the rural lifestyle and its contribution to the
wider community. Several show societies indicated the importance for children from towns
and cities to see farm animals up close and noted the popularity of animal displays and
events with children.
Keeping rural traditions alive and relevant was mentioned by several show societies. In
developing and diversifying the annual show they specifically sought to maintain its rural
character. For example, this was done through the inclusion of newer local agricultural
industries like lamas and extension of competitions and exhibitions based around local rural
production (e.g. a carrot cake competition sponsored by a local carrot producer at Sale) and
lifestyle (e.g. local gourmet food). Young people are encouraged to participate in various
ways in shows, as exhibitors, competitors, volunteer organisers and judges.
(www.saleshow.com.au)
14.2.2.2
Traditions relevant to contemporary life
The long-running tradition of the annual show was emphasised by many study participants
who mentioned the origins of the event in the early days of the community, in some cases
in the 1850s. There was pride that the event continued to run despite changes in local
agriculture and population and, in some cases, closure of shows in nearby communities.
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Newer show-type events have also taken on the status of important traditional events
which serve to define the identity and values of rural communities in the study. This has
occurred with Lardner Park’s Farm World (established in 1963) Hamilton’s Sheepvention
(established in the 1980s.) and the Elmore Field Day (established in 1964). In the case of
Sheepvention, it replaced Hamilton’s previous annual Spring Show in 1995 and has
incorporated and extended the agricultural focus of that previous event. For local people
who attend Sheepvention, its agricultural focus is a key attraction even though most of
them are not directly employed in agriculture35. For the small town of Elmore, the Field
Day has become an iconic event which defines the town.
Show societies in this study are dedicated to building the relevance of events (both longrunning and newer events) to contemporary rural communities while maintaining their
roots in perceived rural traditions and values. Similar trends have been found in other
studies of events in rural communities. It is suggested that the ‘living tradition’ of the
annual show or other event/festival and the ability to continue holding that event is a key
intangible aspect of a rural community’s identity, culture and social functioning. This is
described in a study of contemporary rural show traditions in Australia as follows.
Rural shows are rich, popular cultural sites. … showgrounds are memorials
that reinforce ideas of a perceived rural heritage. … agricultural shows and
fairs play a key role in senses of belonging, and in the defining and
maintaining of social values; places where local communities make and
remake the area where they live through a combination of voluntary work,
competition and play.…
Lawrence (2010)
35
Eversole & Martin (2005)
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15.
Conclusions
15.1 Major Program assessment
The six showgrounds that received Major Program funding were all considered large
regional showgrounds. While all were aiming at diversification, these showgrounds took a
variety of approaches dependent on their established events, resources, regional
opportunities and philosophies. The main component of all the funded projects was a
multipurpose building though the range of uses envisaged for the buildings varied between
the showgrounds.
Overall, the economic model developed in the study estimated that in 2011 these
showgrounds supported $400.2 million in output, $189.4 million in gross value added, $112
million in income and 1,911 full time equivalent jobs within the Victorian economy. The
majority of the economic activity occurred within the local economies (defined as the local
government area in which the showground was located).
The economic model also estimated that the Major Program projects generated an increase
in output of $19.3 million, gross value added of $9.1 million, income of $5.4 million and 94
full time equivalent jobs within the Victorian economy. The majority of this economic
activity and employment was also generated within the local economies in which the
showgrounds are situated.
In general, the outcomes from the Major Program works have followed similar patterns
across the six showgrounds.

Improved diversity and sustainability. The new facilities have improved the
diversity and sustainability of the showgrounds, increasing the range of events,
activities and uses, and sources of revenue, while reducing the traditional reliance
on one major event.

Impacts across several industry sectors. Economic impacts have occurred across
regional industry sectors. The modelling results showed that increases in output
occurred primarily in the accommodation and food services, retail and recreational
services sectors, with flows on to other industries such as manufacturing.

Local employment impacts. There have been positive impacts on local
employment opportunities depending on the uses of the new facilities and the time
they have been in operation. The impact on local employment as identified in the
economic model is supported anecdotally by local stakeholders. Local stakeholders
consider much of employment generated is casual, which can nevertheless provide
important opportunities in regional communities. At Lardner Park, for instance,
casual catering jobs were appreciated by ‘return to work’ mothers with few other
work opportunities in a small community. Catering at the new facilities has also
provided opportunities for student training.

Venues with wide market appeal. In many cases, the new event centres
constructed under the program offer alternative and cost-effective venues to those
in Melbourne and are attracting some events that have traditionally been held in
Melbourne. As multipurpose, all-weather facilities with improved space and
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amenities, the new buildings contribute to the sustainability of existing events and
are attracting new events to showgrounds.

Improved venues for local community use. A latent demand for large private
function venues is being met in some regions where the new showground
multipurpose building has become the largest regional venue for functions such as
club and school graduation dinners and balls, weddings and local events.

Improvements in management. While the different showgrounds are at different
stages in developing their operations, the professionalism of showground
operations and understanding of development needs is increasing. This is seen in
show society committees who have gained experience through supervising
development of a major facility and in the employment of staff to manage new
uses in some showgrounds.
An additional benefit to the economy is also likely to occur through an increase in the
adoption of new technology and processes in the agricultural sector in regional Victoria.
This impact was not quantified but is likely to be substantial given that a 1 pre cent increase
in productivity in regional Victoria would generate an increase in output of $457.1 million
and GVA of $208.1 million36.
The economic model also estimated that there were considerable economic impacts during
the period of construction of the Major Program works. This included an increase in output
of $39.3 million, gross value added of $16.1 million, income of $8.7 million and 138 full time
equivalent jobs within the Victorian economy.
The total economic impact of the Major Program projects considered in the study may not
yet be fully realised. The Bendigo Exhibition Centre completed in 2007 at Bendigo Prince of
Wales Showgrounds illustrates that the uptake of new events, visitation increases and
business responses to new showground facilities can develop over several years. As many
projects in this study were only recently completed, it is likely that diversification and
changes in participation at the showgrounds will continue to increase. This is likely to
generate additional output, income, gross value added and employment impacts within the
local economy.
The economic model developed in the study provides a tool for assessing the economic
impact of showground activities. It is recommended that the model be used to assess the
economic impact of the six Major Program projects in 2015. This will provide an indication
of the performance of the facilities and their economic impacts after several years of
operation.
15.2 Minor Program assessment
The Minor Program funded smaller projects mainly aimed at sustainability or improvement
of the site, increased efficiency of operations, and business development and growth.
36
AEC Group (2012a)
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A qualitative assessment was conducted of these projects. Consultation with stakeholders
through two focus groups and the responses to surveys revealed that the funding is likely to
have far reaching impacts in some showgrounds. This feedback was consistent across small
and large showgrounds which received the funding.
In some cases, the program funding was essential to enable showgrounds to upgrade
infrastructure to meet health and safety and other regulations.
In addition, the Minor Program funding has been an important supplementary source of
funding for voluntary show societies seeking to improve the sustainability and growth of
their showgrounds. The Minor Program provided funding for projects (e.g. pavilion
upgrades, livestock yards, amenities) which assisted some showgrounds to retain existing
uses and activities at the site, improve the drawing power of events and exhibitions at the
annual show, and attract new uses. These are important outcomes for the relevant
communities as showground facilities are often a major resource for sporting, club and
recreation activities and other entertainment which would not otherwise be available in
smaller communities.
The economic impact during the construction of the Minor Program works was estimated
using the economic model. In total, construction generated and estimated output of $2.5
million in Victoria, income of $600,000 and gross value added to Victoria of $1 million. It is
estimated that 9 full time equivalent jobs were supported by the construction of the Minor
Program works.
15.3 Social value of regional showgrounds
The social value assessment conducted in this study revealed that both the Major and
Minor Programs benefited communities beyond the measurable economic and industry
outcomes.
In keeping with other findings about the social value of showgrounds and their associated
events and uses in Australia, the showgrounds in the study have an important place in the
society and culture of rural and regional communities. Initially a focus for agriculturallybased communities, showgrounds and shows (or equivalent events) have become a living
tradition in contemporary communities.
Rural and regional showgrounds have an instrumental value for their communities. They
contribute to quality of life by providing opportunities for a range of recreational and social
activities, social networking and entertainment that might not otherwise be available. The
funding under the Major and Minor Programs has contributed to these opportunities by
improving the facilities at showgrounds and/or the sustainability of showground
operations.
Showgrounds are also an established source of social capital for a community, providing a
means for cooperative activities and voluntary fundraising. Show societies and other
participating organisation expressed a strong ethos of community service and civic
behaviour. They aim to provide benefits to local communities through the various social,
recreation and economic opportunities at showgrounds. In many cases they facilitate
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community development through employment of local people and businesses and
contributions to community projects.
Showgrounds in the study were also a focus for voluntary activities and voluntary
contributions to the community were a central feature of showground operations.
Voluntary societies and community groups frequently run events at showgrounds or
provide services at events such as the annual show. Funds raised are often used for
community purposes and community development projects such as provision of facilities
for sporting and school groups, grants to community organisation and scholarships. In
some cases, Major and Minor Program funding was important to enable such events to
continue or provided opportunities for new events and functions to be held by voluntary
societies.
Funding under the Major and Minor Programs has assisted show societies to retain their
relevance to contemporary communities through diversification and enhancement of
events and activities to reflect local industry, recreational and other interests, needs and
products.
The symbolic importance of showgrounds and shows in establishing a community’s identity
and sense of place is also significant. This is seen in the popularity of local shows and local
attachment to showgrounds despite the evolution of many communities away from their
original agricultural base. Showgrounds are places where agricultural and rural traditions
are evolved to have contemporary relevance and meaning for their communities. Both the
instrumental and symbolic value of showgrounds is likely to play a role in the sustainability
and resilience of rural and regional communities when faced with change and stress. The
facilities, recreational and social opportunities, and sense of place provided by
showgrounds are part of a supportive framework which contributes to the actual and
perceived quality of life and the desire to live in a community.
Overall, the Major and Minor Program works have retained, supported and in many cases
strengthened the social value of rural and regional showgrounds.
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16.
References
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Trends, Drivers and Opportunities for Broadacre and Dairy Industries, ABARES, Canberra.
AEC Group (2012a), Literature Review – productivity impact of regional field days
(unpublished report for TRC Tourism).
AEC Group (2012b), Showground Assessment Model User Guide (Report prepared for
Regional Development Victoria).
Baldwin R and Krugman (2002), ‘Agglomeration, Integration and Tax Harmonisation’,
European Economic Review, 48(1), 1-23.
Buikstra, E et al (2010), ‘The components of resilience – Perceptions of an Australian rural
community’, Journal of Community Psychology, 38(8), 975-991.
Council of Rural Research and Development Corporate Chairs (2007), Guidelines for
Evaluation, Rural Research and Development Corporations, Kingston, ACT.
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www.dpcd.vic.gov.au.
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(2012),
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Eversole R & Martin J (2005), ‘Attending ‘Sheepvention’: Culture, Identity and Rural Events’,
Rural Society, 15(2), 148-163.
Hall J and Scobie G M (2006), The Role of R&D in Productivity Growth: The Case of
Agriculture in New Zealand: 1927 to 2001, Working Paper, New Zealand Treasury,
Wellington New Zealand.
Insight Communications (2010), Southern Grampians Shire Tourism Strategic Plan 20102015.
Johnston C (1992), What is social value?, Australian Heritage Commission, Technical
Publications Series Number 3.
Knopke P, O’Donnell V and Shepherd A (2001), Productivity Growth in the Australian Grains
Industry, Australian Bureau of Agricultural and Resource Economics, Canberra.
Koch H (2011), Hamilton Exhibition & Conference Centre & Showgrounds Upgrade, Southern
Grampians Shire Council.
Lawrence C (2010), ‘Authentic traditions on show’, Chapter 8 in Hopton T et. al. (eds.),
Pockets of change: Adaptation and cultural transmission, Lanham, MD, USA.
Lichtenberg E (1989), ‘Land quality, irrigation development, and cropping patterns in the
northern High Plains’, American Journal of Agricultural Economics, 71(1), 187-194.
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Martin W and Mitra D (1999), ‘Productivity Growth and Convergence in Agriculture and
Manufacturing’, CIES Discussion Paper No. 99/18, Centre for International Economic
Studies, University of Adelaide, Adelaide.
Mullen J and Cox T (1996), ‘Measuring Productivity Growth in Australian Broadacre
Agriculture’, Australian Journal of Agricultural Economics, 40(3), 189-210.
Parham, Roberts P. and Sun H (2001), Information Technology and Australia’s Productivity
Surge, Productivity Commission Staff Research Paper, AusInfo, Canberra.
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Redden C (2011), Rural Infrastructure Development Fund Rural Showgrounds and Field
Days: Minor Capital Works – Round One Final Report, December 2011.
Simon J and Wardrop S. (2002), Australian Use of Information Technology and its
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Appendix – Minor Program Survey
Minor Capital Works Survey
The following questions refer the ‘works’ completed at the local showground under the
Minor Capital Works Program administered by VAS.
ABOUT THE SHOWGROUND
1. What do you feel is the place of the showground within the community? (i.e. are people
attached to the showground?)
2. What are the key activities that take place at the showground each year. Please
complete the table below (refer to attachment for more information on the
classifications).
Type of Event
Number of Events Total Visitation at
(per year)
Events
Major event/ field day
Expo of local significance
Show/ festival
Private function
Community event
Sporting event/ other
Comments:
3. What other investments or developments have taken place in the last five years at the
showground?
Development
Cost ($)
Funding source (e.g.
grant, local government
etc.)
1.
2.
3.
Comments:
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4. What community support is provided to the showground each year? (e.g. volunteering,
running of events etc.)
5. What trends in participation and visitation to the showground have there been over the
last five years?
IMPACTS - GENERAL
6. What were the five most significant impacts from the works?
1.
2.
3.
4.
5.
7. How important were the works for the sustainability of the showground? What would
have been the consequences for the showground if the works had not taken place?
8. How did community members feel about or respond to the works?
IMPACTS - ECONOMIC
9. Did the works lead to changes in the number or size of events / activities / attendance
/exhibitors / $ spend of visitors at the showground? If so how?
10. Did the completion of the works lead to other infrastructure developments or
investment in the showground and its facilities?
11. Have the operating costs of the facility increased due to the works? If so, how will this
be covered?
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12. What percentage of people who visit the showground each year are local?
13. What percentage of exhibitors are local?
OUTLOOK
14. What are your views on the future of the showground and the sustainability of its
activities? (i.e. type of events, visitation numbers etc.)
15. What changes to the showground do you see as occurring in the next ten years?
16. What could be done to improve the sustainability of the showground?
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