Focus on attracting events

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.