Loss of Splendour ‘a major blow to tourism’

The region has lost one of its iconic events which has helped establish our unique tourism offer, says the Northern Rivers Tourism’s Chief Executive Officer, Russell Mills, of the decision to move the Splendour In The Grass Festival to Woodford, Queensland.

“It is very disappointing that organisers have been frustrated to the point of leaving our region with an event that generated nearly $6 million into our economy over a very short space of time,” Mr Mills said.

“Organisers say it is temporary, but much will need to be done to convince them to return.

“Splendour In The Grass has added to the diversity of events within our arts and creative sector, for which the Northern Rivers is widely known in Australia and internationally.

“Our region is highly regarded for its cultural tourism experiences, from small community-run festivals like the Lismore Lantern Parade to major iconic events like Splendour In The Grass and Bluesfest – they all play an important role in defining our destination brand.

“The loss of a successful and extremely valuable cultural tourism event from the Byron Shire should force the Northern Rivers region to assess and acknowledge not only the economic but the branding value of such events.”

Splendour in the Grass Organiser, Jessica Ducrou said today that they will continue to work through the approval process for a permanent home in the Byron Shire.

Northern Rivers Tourism believes Local Government, industry and community leaders need to examine the capacity and suitability of alternative locations within the region to retain events that outgrow their locations so that one shire’s loss doesn’t mean it leaves the region altogether.

A coherent regional transport policy would make it possible to consider running fringe events that spread the impacts and the benefits.

Looking at the published figures, Splendour In The Grass is known to have created 40,000 visitor nights, with more than 60% of visitors coming from interstate or overseas, at a quiet tourism time in the middle of the year. It is held on a weekend in July.

“It has been as much a tourism and cultural event as a music event for our region and the indirect returns to the community from the 17,500 people attending the festival were huge,” Mr Mills said.

“Many young people have been introduced to our region through Splendour and I am sure they have made return visits over the past eight years.

“With its departure we are also likely to lose momentum for programs such as SPLENDID, a collaboration between the Australia Council for the Arts, Lismore Regional Gallery and Splendour In The Grass, to workshop and showcase 10 young and emerging Australian artists.”

Mr Mills believes that it is critical for the region as a whole to work to find solutions where conflicts arise over other events.

“The Northern Rivers has such a wonderful offering of experiences and the cultural ones are as important to our appeal as a destination as rainforests and beaches,” he said.

Related posts:

1. Splendour in the Grass to be held at Woodford in 2010
2. Yamba’s Top Town award ‘shows our tourism diversity’
3. Northern Rivers Tourism welcomes rally news
4. Splendour Community Grants recipients announced
5. Northern Rivers wins four NSW Tourism Awards

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Related posts:

1. Splendour in the Grass to be held at Woodford in 2010
2. Yamba’s Top Town award ‘shows our tourism diversity’
3. Northern Rivers Tourism welcomes rally news
4. Splendour Community Grants recipients announced
5. Northern Rivers wins four NSW Tourism Awards