RCoW grants $10,000 to La Dolce Vita Festival

The RCoW has been extremely generous to the King Valley wine industry in granting $10,000 towards the promotion of the La Dolce Vita festival.

However, to call it "Exceptional Circumstances Support" is questionable. EC support for the man on the land is the equivalent of the dole and interest payment relief together with some irrigation cost relief for some. For his laid off employees, it is the dole conditional upon working 15 hrs/week free for another farmer.

La Dolce Vita is a successful commercial tourism event held at individual wineries for the commercial benefit of the wineries. It is no different to the commercial side of the Wangaratta Jazz Festival and deserves to be funded in its own right alongside the Jazz Festival.

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RCoW November Council Meeting Business Paper - Item 10.2.1.1
EXCEPTIONAL CIRCUMSTANCES SUPPORT – LA DOLCE VITA
Tourism Information/Issues 25.040.001

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Background
Having regard to the devastating impact of unprecedented frost damage to vineyards and the impending impact of minimal water allocations for irrigation, the viticulture enterprises and broader community of the King Valley are confronting the most challenging circumstances experienced in decades.

The Rural City of Wangaratta has been working collaboratively with the key industry representative associations to seek practical support and resources to enable viticulturalists and wine producers to manage in these circumstances and support the longer term sustainability of the industry within the King Valley.

Tourism is seen as a key plank in the health of the King Valley economy. A successful strategy implemented by both the viticulture industry and tourism sector within the King Valley to grow the tourism market has been the hosting of focussed special events. These events include Weekend Fit for a King, End of Harvest Fiesta, Shed Show and their hallmark event, La Dolce Vita planned for 18-19 November 2006.

The Rural City of Wangaratta has provided practical input and support into the development of these events over the past five years in close co-operation with the event management committees.

Issues

Given the extensive media attention focussed on frost devastation and drought impact, cellar door operators and La Dolce Vita event managers were concerned the broader regional community and metropolitan market perceived that the “King Valley Experience” in 2006 would be negative and the vital visitation numbers
would decline. In recognition of the current exceptional circumstances a submission from the La Dolce Vita event managers outlining practical support that would provide industry and community economic benefit was requested by Rural City of Wangaratta’s Economic Development Unit on 16 October 2006 – four weeks prior to the event.

The submission requested additional financial resources to fund an extensive regionally focussed marketing campaign targeting the Albury/Wodonga and Shepparton Goulburn Valley markets.

The Rural City of Wangaratta has an established Special Events budget from which allocations are traditionally drawn. In normal circumstances this would be accessed via advertised funding rounds together with a formal evaluation process and council ratification.

Further traditional sources of event funding through Tourism Victoria or Regional Development Victoria require a minimum sixteen week lead time and are extremely competitive. Circumstances did not allow this timeframe.
Having regard to the exceptional circumstances that prevailed and the demonstrated need for a swift response, a decision was taken to allocate $10,000 as a special one-off grant for promotional activity.

The Rural City of Wangaratta has been advised additional funding will be allocated within the State Government’s “drought support package” for events and an application to access these resources will be favourably considered in due course. Accordingly, the overall financial impact on Council is expected to be
minimal.

Consultation

The proposal to provide an out of round “exceptional circumstances” marketing support contribution to the La Dolce Vita event management committee was duly considered and supported by the Rural City of Wangaratta’s Tourism Advisory Board on the understanding it would be drawn from the Tourism Special Events budget.

Implications

Council Plan Objectives
A key objective nominated in the 2005-09 Council Plan states that the Rural City of Wangaratta will support and encourage sustainable tourism development throughout the municipality.

A key strategy is to increase the length of stay, yield and number of visits through strategic marketing of key product strengths, these being Food and Wine, Jazz, Cycling and Ned Kelly.

Community Outcomes
The La Dolce Vita event is the major collaborative marketing initiative undertaken by all stakeholders in the King Valley and stimulates substantial economic activity and consumer awareness of the regions key attributes. This leads to further employment, new investment and community pride within the King Valley region.

Financial Impact
The funding contribution of $10,000 has been allocated from within Council’s established Special Events budget. It is expected that with funding available through drought support initiatives, the overall financial effect on Council is expected to be minimal.

Recommendation:
That:
1. having regard to the exceptional circumstances prevailing at the time, the actions of the Chief Executive Officer in approving a special oneoff $10,000 allocation from the Special Events budget to support the marketing of the 2006 La Dolce Vita event be ratified;
2. the necessary representations be made to Regional Development Victoria to access financial resources and support through the State Government’s “Drought Support Package”.