Columns
10 years on Image

10 years on

Melbourne Water moving to Docklands
Read more >>

Away from the desk Image

Away from the desk

The little bent tree
Read more >>

Chamber update Image

Chamber update

COVID-19 and Docklands businesses
Read more >>

Docklander Image

Docklander

A staunch Docklander
Read more >>

Docklands Secrets Image

Docklands Secrets

Conflicting speeds
Read more >>

Chinese

墨尔本市长工作寄语
Read more >>

Owners' Corporation Management

Performance-based alternative solutions the key to cheaper cladding replacement costs
Read more >>

Fashion Image

Fashion

Top five street style trends
Read more >>

Health and Wellbeing Image

Health and Wellbeing

Don’t let working from home compromise your health and wellbeing
Read more >>

Letters Image

Letters

Bring on the lasers
Read more >>

Business Image

Business

Something fishy from The Espressionist
Read more >>

Owners Corporation Law Image

Owners Corporation Law

Social distancing in apartment blocks is hard to do, but necessary right now
Read more >>

Maritime

Tyranny of distance?
Read more >>

Pets Corner Image

Pets Corner

Full of Beans!
Read more >>

SkyPad Living Image

SkyPad Living

OC support in a time of COVID-19 - a tale of two cities …
Read more >>

Street Art Image

Street Art

Goodbye from Blender Studios
Read more >>

Sustainability

How fast is fast fashion?
Read more >>

The District

Eat your way through our most delicious hot spots
Read more >>

We Live Here Image

We Live Here

Microorganism dismantles Airbnb - will it ever recover?
Read more >>

Abby's Angle  Image

Abby's Angle

The world is a battlefield. Fight, but without exception, choose kindness
Read more >>

Editions

Focus on attracting events

30 Jun 2015

Destination Docklands will turn its attention to attracting events to Docklands rather than staging them itself.

Throughout its five-year history the local marketing body has staged numerous events, but events and marketing director Kelly Jensen said a recent review of the organisation had led to the new position on events.

“This is a significant shift for Destination Docklands, away from event delivery towards event facilitation,” Ms Jensen said.

Destination Docklands plans to engage an agency to conduct a research project to determine Docklands’ capability to host events and the suitability of events to precincts.

The agency will also facilitate connections with existing Docklands event organisers and connect Docklands to event organisers and communities who have not previously hosted Docklands-based events.

“We will then develop and negotiate opportunities to expand and enhance Docklands’ event calendar to see existing and new event activity rolled out across the precinct,” Ms Jensen said.

Destination Docklands’ decision to move away from hosting events itself was prompted by a two-month strategic review of the organisation conducted earlier this year.

According to Ms Jensen, the review allowed the organisation to compare its activity with others in the industry and assess Docklands’ needs as a maturing precinct.

“In many areas of our business plan for the year ahead we have refocused our objectives to better meet destination needs,” Ms Jensen said.

Other new initiatives include the development of a destination marketing plan, which Ms Jensen said would provide a detailed investigation into Docklands as a destination for visitors, workers and businesses.

The organisation will also seek to improve the public perception of Docklands and will engage publicity and media houses to promote Docklands in mainstream and alternative media.

Ms Jensen said Destination Docklands also planned to represent Docklands at upcoming trade shows in order to profile the area to people who support the visitor industry, including hotel concierges, front of house staff, conference organisers, tour guides, taxi drivers and City of Melbourne visitor centre volunteers.

Destination Docklands will also continue to focus on social media channels including Facebook and Instagram.

Ms Jensen said throughout the next year the organisation would have a greater focus on collaboration and partnerships.

Destination Docklands and the Docklands Chamber of Commerce have recently forged a stronger working relationship and the organisations are currently working to formalise their agreement.

Destination Docklands has also formed the Docklands Marketing Committee, bringing together representatives from across Docklands to share information and resources. You can learn more about the committee in our report on page 11.

Share on Facebook

Stay in touch with Docklands. Subscribe to FREE monthly e-Newspaper.

You must be registered with Docklands News to be able to post comments.
To register, please click here.