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EVENT PARTNERSHIP PROGRAM GUIDELINES

02 EVENT PARTNERSHIP PROGRAM GUIDELINES

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Other support

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Program Eligibility Criteria

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Event Partnership Program Objectives

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Melbourne is a globally recognised, locally loved, events city; where millions of people enjoy an enviable year-round program of events and festivals that are uniquely Melbourne. At the City of Melbourne, through the Event Partnership Program, we support free and accessible events that create memorable, engaging and innovative experiences for locals and visitors working with our partners and the community to present a diverse and colourful range of events across the city.

The Event Partnership Program

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Types of sponsorship

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How to apply

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Partnership process

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Conditions

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The Event Partnership Program (EPP) runs one application round annually; see opening and closing dates on our website.

The program offers cash and/or in-kind sponsorship with the level of support for the event dependent on the quality of the application submitted. A strong application will demonstrate how the event will generate benefits for a variety of communities and businesses, and how those benefits align with the City of Melbourne’s vision and goals for our city. For the purposes of the program, sponsorship is defined as a business agreement between two organisations where the City of Melbourne receives benefits equal to the value of the sponsorship investment. Some of these benefits may include speaking opportunities for Councillors, brand exposure, marketing and digital advertising, signage, tickets and hospitality.

Event Types

City of Melbourne sponsors a diverse array of events across the following categories:

1. Creative

2. Food & Wine

3. Knowledge & Innovation

4. National Culture

5. Sport

6. Sustainability

7. Health & Wellbeing

Have you considered holding your event in Docklands?Docklands is a priority precinct for the City of Melbourne, and the EPP is actively looking to attract eligible events to Docklands. Preference will be given to events that offer benefits to Docklands’ workers, residents, and local businesses. Events that will attract significant new audiences to the area are also encouraged to apply for sponsorship.

Have you considered holding your event in winter?Winter is a priority season to activate the City of Melbourne, and the EPP is actively looking to attract eligible events staged during this traditionally quieter time on the event calendar.

Have you considered late night activation?The City of Melbourne aims to keep our city vibrant at all times of the day through late night event activation (post 9pm) which offers a different experience to other late night entertainment offerings.

The Event Partnership

Program

https://www.melbourne.vic.gov.au/arts-and-culture/strategies-support/funding/Pages/event-partnership-program.aspx

https://www.melbourne.vic.gov.au/sitecollectiondocuments/council-plan-2017-21.pdf


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Event Partnership Program objectivesAll events are required to align with the following objectives:

A knowledge city Provide opportunities to foster the

growth of knowledge intensive activities, resources, and forums.

A connected cityEncourage event attendees to make

sustainable and smart travel choices to and around the city.

A deliberative cityEncourage the community to participate

in civic activities, decision making and information sharing.

A city planning for growthEncourage the community

to take positive actions to build a sustainable future.

A city with an Aboriginal focusProvide opportunities to celebrate

Aboriginal culture, knowledge and heritage.

A city that cares for its environment Commit to reducing the ecological

footprint of the event.

A city for people Be accessible, inclusive,

safe and engaging.

A creative city Provide opportunities for the public to experience and participate in creative

and cultural activities and promote cultural diversity and community.

Event Partnership

Program Objectives

A prosperous cityPartner with events that drive

economic impact and visitation while reducing Melbourne’s

ecological footprint.

Enhance the event & hero the cityGrow or enhance the event to create

a better experience for the visitor whilst heroing the city and

Melbourne’s unique character.

A prosperous city Stimulate the economy and

contribute to a vibrant city life.

A city for peoplePartner with events that help make

Melbourne a city for people that welcomes all, is accessible, affordable,

inclusive, safe and engaging.

The Event Partnership Program plays a major role in helping to achieve City of Melbourne’s vision to maintain its position as a bold, inspirational, and sustainable city. All events sponsored through EPP are required to align to the following program objectives which contribute to the City of Melbourne’s vision and goals.

City of Melbourne’s Vision and Goals


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Check your event meets the minimum program criteria.

Eligible Applications You must answer yes to all of the following questions:

� Does your event take place within the City of Melbourne municipality?

� Is your event free to attend or have significant free programming? Please contact the Event Partnership (EP) team before applying if your event includes ticketed elements.

� Does your event have widespread appeal and likely to attract a significant number of attendees?

� Does it take place between the advertised dates for the round currently open (see here for dates)?

� Is your event financially sustainable without support from the City of Melbourne?

� Is the organisation that is applying for sponsorship a legal entity with an ABN?

Ineligible Applications - for the avoidance of doubt, the EPP does not support:

× Wholly ticketed events, or events that require a donation for entry.

× Tradeshows, conferences, teaching programs/lectures, university open days, commercial theatre, static exhibitions, PR opportunities or recurring markets (the City of Melbourne has alternative programs that may support these activities).

× Activities that pollute land, air or water, or destroy or waste non-recurring resources.

× Events that involve the use of exotic animals.

× Applications from individuals/sole traders or City of Melbourne employees.

× Political or religious events that denigrate, exclude or offend parts of the community.

× Events that are already receiving support from another City of Melbourne sponsorship or grant program.

× Organisations that have an outstanding debt to the City of Melbourne or that have failed to comply with the terms and conditions of any previous funding agreement with City of Melbourne.

Community EventsDefined as predominately free events which exist primarily for community and cultural outcomes.

Commercial EventsDefined as free or combination* events that generate revenue through commercial partnerships, ticket sales or other income streams.

*free and ticketed programming

Tiers and Key Performance Indicators (KPIs)

City of Melbourne categorises all events into tiers to ensure the application, assessment and subsequent sponsorship agreement is equitable and reflective of the level of investment.

Tiers are categorised by the total investment value (cash and in-kind) and defined by the KPIs as per the tables below.

Community or CommercialThe Event Partnership Program classifies events into the following two categories;

Program Eligibility

Criteria

http://www.melbourne.vic.gov.au/about-melbourne/melbourne-profile/suburbs/Pages/suburbs.aspx

http://www.melbourne.vic.gov.au/arts-and-culture/strategies-support/funding/Pages/event-partnership-program.aspx


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Please select the Tier that best aligns to your overall event.

BACK TO PROGRAM ELIGIBILITY CRITERIA

Tier 1 $100,001+

• Attendance: minimum 100,000

• Profile: International and/or National profile and exposure

• Market research: Formal market research conducted by an external organisation, including at least one Economic Impact Assessment within a multi-year agreement

• Sponsorship benefits: City of Melbourne to have Presenting or Major Partner status of the free programming elements with benefits provided to Council including but not limited to;

- Significant digital and print advertising

- Significant signage and branding opportunities

- Significant speaking/profiling opportunities for Council

• Sustainability: Collaborate on initiatives to identify ways in which you will minimise the environmental impact of your event including;

- Completing a waste audit of the event

- Establishing annual improvement targets

Tier 1 $100,001+

• Attendance: minimum 100,000 to overall event

Significant free programming attracting a minimum of 50,000 attendees

• Profile: International and/or National profile and exposure

• Market research: Formal market research conducted by an external organisation, including an Economic Impact Assessment


- Minimum $10,000 in ticketing/corporate hospitality or commercial equivalence

- Significant digital and print advertising

- Significant signage and branding opportunities

- Significant speaking/profiling opportunities for Council


- Undertaking a carbon footprint assessment



Community Events Commercial Events

Tier 2 $50,001 – $100,000



• Profile: National profile and exposure

• Market research: Formal market research conducted by an external organisation, including an Economic Impact Assessment



- Digital and print advertising

- Signage and branding opportunities

- Speaking/profiling opportunities




Tier 2 $50,001 – $100,000


• Profile: National profile and exposure

• Market research: Formal market research conducted by external organisation









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Tier 3 $10,001 – $50,000


• Profile: State and/or Local profile and exposure

• Market research: Market research (externally or internally delivered) e.g. surveys

• Sponsorship benefits: City of Melbourne to have Major or Event Partner status of the free programming elements with benefits provided to Council including but not limited to;







Tier 3 $10,001 – $50,000



• Profile: State and/or Local profile and exposure

• Market research: Market research (externally or internally delivered) e.g. surveys

• Sponsorship benefits: City of Melbourne to have Major or Event Partner status of the free programming elements with benefits provided to Council including but not limited to;








Tier 4 $5,000 – $10,000


• Profile: Local profile and exposure

• Market research: Market research recorded through anecdotal emails, online comments etc.

• Sponsorship benefits: City of Melbourne to have Event Partner status of the free programming elements with benefits provided to Council including but not limited to;



• Sustainability: Focus on reducing event’s environmental impact and improving waste management

Tier 4 $5,000 – $10,000


• Profile: Local profile and exposure

• Market research: Market research recorded through anecdotal emails, online comments etc.

• Sponsorship benefits: City of Melbourne to have Event Partner status of the free programming elements with benefits provided to Council including but not limited to;

- Digital or print advertising



• Sustainability: Focus on reducing event’s environmental impact and improving waste management

Please select the Tier that best aligns to your overall event.

Community Events Commercial Events

BACK TO PROGRAM ELIGIBILITY CRITERIA


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Applicants can request cash and/or in-kind sponsorship. The total value of the sponsorship is calculated by combining both the cash and in-kind support.

Cash sponsorship

If your application is successful, the cash sponsorship must be allocated towards enhancing your event. Cash sponsorship cannot be used to cover core operational event costs such as equipment and infrastructure, travel accommodation, prizemoney, salaries or venue hire. The allocation of City of Melbourne cash sponsorship will be negotiated and specified in the sponsorship agreement.

In-kind sponsorship

The City of Melbourne’s interactive map has a list of the public outdoor spaces managed by the City of Melbourne that are deemed suitable for events. If the event is held in any of these spaces, a permit application will need to be made online and fees may apply. These City of Melbourne spaces are managed by the Event Operations team.

Available support includes the partial or full waiver of event site hire fees for City of Melbourne’s public outdoor spaces.

Event permits ensure public safety and amenity in public spaces, and assist in the sustainable management of our parks and gardens. For further information, go to the event permits page on the City of Melbourne website.

Follow the steps outlined below to apply for an event permit:

1. Submit an online event permit application and tick that you are applying to the EPP for sponsorship.

2. Email [email protected] or call (03) 9658 8008 to obtain a pro forma quote, which stipulates your event permit fees, and upload it to your sponsorship application form.

In preparing your sponsorship application, it may take up to ten business days after submission of your event permit application before you receive your pro forma quote.

A pro forma quote indicates a provisional booking and is not an event permit. You must continue to work with the Event Operations team to submit necessary documentation required to obtain an event permit.

Note: There is a Council Policy whereby not-for-profit or community organisations automatically receive a waiver for the event permit fees, regardless of EPP sponsorship.

If you are a commercial entity you are required to pay full event permit fees, and, if your EPP application is successful, these fees may be waived as in-kind sponsorship.

In-kind sponsorship excludes any costs associated with other City of Melbourne permits. Some examples of additional fees and permits include:

• Approval for hosting an event on a City of Melbourne recreation reserve

• Park reinstatement fees incurred as a result of your event

• Banner and signage related costs

• Melbourne Town Hall hire or any other City of Melbourne managed indoor venue

• Building regulation permits including POPE (Place of Public Entertainment) or Temporary Siting permits

• Planning permits

• Food/Health permits

• Berthing permits

• Authority to Sell fees

• Fundraising and Handbill permits

Types of sponsorship

http://maps.melbourne.vic.gov.au/?themeid=lyr_venueevent&splash=false

http://www.melbourne.vic.gov.au/community/organising-events/event-permits/Pages/event-permits.aspx

http://www.melbourne.vic.gov.au/community/organising-events/event-permits/Pages/event-permits.aspx

https://www.melbourne.vic.gov.au/community/organising-events/event-permits/Pages/Event-permit-application-form.aspx

mailto:events%40melbourne.vic.gov.au?subject=


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Application Assessment

Events are assessed on their ability to generate benefits for a variety of community sectors and businesses, and to what extent the event outcomes align with City of Melbourne’s vision and goals and the Event Partnership Program objectives.

The success of an application is dependent on:

• The ability to demonstrate adherence to KPIs and partnership benefits as per chosen tier (see tier structure table).

• The merit of the event concept and whether it adds value to the annual calendar of events based on uniqueness, timing, location and audience.

• For returning events, the level of new programing and/or increased benefits to community sectors.

• The level of excellence in administration and the capacity of the organisation to deliver the event.

• The value of sponsorship benefits offered to the City of Melbourne in the form of speaking opportunities, brand exposure, signage, tickets and hospitality, and community engagement opportunities.

• The amount of sponsorship requested, and the total request for sponsorship by all events within the application round.

• Demonstrated compliance with past Sponsorship Agreements and delivery of previously sponsored events (if applicable).

• The quality and completeness of the information provided.

Sponsorship agreement

All successful applicants will be required to enter into a written sponsorship agreement with the City of Melbourne which includes terms and conditions, benefits and KPIs.

The maximum term of each agreement is three (3) years. Multi-year agreements in most cases will only be granted to those applicants with a history of partnering with the City of Melbourne and who have demonstrated capacity to deliver on past sponsorship objectives and KPIs. If applying for a multi-year partnership, the application should present a compelling rationale as to how this will support the event’s strategic direction and reciprocated outcomes.

Partnership KPIs and sponsorship benefits are set in accordance with the partnership objectives and the level of investment provided.

Sponsorship benefits may include some or all of the following: profile opportunities for the Lord Mayor, Deputy Lord Mayor or Councillors, brand exposure in marketing collateral, signage rights, tickets and hospitality, digital entitlements and community engagement opportunities.

Successful applicants will also be required to accept the City of Melbourne’s standard payment schedule, which is 50% of any cash sponsorship paid prior to the delivery of the event, with the balance payable on submission of a post-event report and full achievement of KPIs to the satisfaction of the City of Melbourne. At the discretion of Council, additional conditions may be placed on your sponsorship with accompanying adjustments to the standard payment schedule.

Post-event reporting

All events that receive support through the EPP must submit a post-event report at the conclusion of the event, using a City of Melbourne template. Financial statements and/or invoices will be required as part of the report. If a sponsored event fails to submit an adequate post-event report to the satisfaction of the City of Melbourne, or fails to deliver each of the KPIs outlined within the sponsorship agreement, then it is at the discretion of the City of Melbourne as to whether the full sponsorship amount will be paid. Failure to submit a satisfactory post-event report may also affect consideration and recommendation for future sponsorship and may render the organisation ineligible to receive further sponsorship from Council.

PARTNERSHIP PROCESS


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The City of Melbourne only accepts applications submitted online via SmartyGrants, from applicants that follow the steps outlined below:

1 Read the EPP Guidelines thoroughly.

2 Register online at SmartyGrants and preview a copy of the application form.

Ensure you’re ready to begin your application once the round opens.

3 Apply for an event permit (if applicable). If you intend on using any outdoor public

space that is managed by the City of Melbourne, you need to request a pro forma quote. Call (03) 9658 8008 or email [email protected].

4 Complete and submit your application online via SmartyGrants.

You will need to complete all questions, and upload supporting documents. Ensure you allow adequate time to complete and submit your application, as no time extensions will be granted.

On submission of your application you will receive an electronic reply acknowledging receipt from SmartyGrants. If you do not receive this within 24 hours, contact a member of the EP team immediately.

Late or incomplete applications will not be accepted and will be withdrawn from the assessment process. Any submitted applications deemed to be ineligible for the program will also be withdrawn from the assessment process, and any such applicants will be advised accordingly.

5 Continue planning the event. Events should not be reliant on receiving financial

support from the City of Melbourne and should therefore continue to plan the event until the outcome of your application is known which takes approximately 4-5 months. If the event is using a public outdoor space you will need to continue working with the Event Operations team to secure the necessary event permit(s).

How to apply

https://melbourne.smartygrants.com.au/


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All applicants should be aware of the following conditions of applying to the EPP, and your obligations should you accept a subsequent offer of sponsorship:

Lobbying

Lobbying of the Lord Mayor, Deputy Lord Mayor, Councillors, employees of the City of Melbourne or assessment panel members in relation to a sponsorship application is strictly prohibited. No consideration will be given to an application submitted by an applicant where such lobbying has been proven to have taken place.

Accessibility

Event organisers must consider accessibility as an important part of their planning and put measures in place to ensure that the event site is accessible to everyone.

As part of Council’s commitment to accessibility a self-assessment checklist has been developed to help businesses and event organisers ensure equal access for people of all ages and abilities. This checklist can also be used as a guide when planning improvements or when selecting sites for festivals or events.

Acknowledgement of Country and/ or Welcome to Country

An Acknowledgment of Country and/or a Welcome to Country, where appropriate should be given at all events receiving sponsorship through the EPP as it recognises that Victoria has a strong and proud Aboriginal history and complex ownership and land stewardship systems stretching back many thousands of years. It pays respect to the Traditional Owners.

Sustainability

All events sponsored through the EPP must commit to reducing their environmental impact and improving waste management. Examples of sustainable commitments include encouraging the use of public transport to and from the event, providing recycling facilities, reducing use of single-use plastics, reducing printed collateral, completing a waste audit report and establishing improvement targets. Please find more information through the Sustainable Event Guide.

Conditions

https://www.melbourne.vic.gov.au/SiteCollectionDocuments/good-access-checklist-festivals-events.pdf

https://www.melbourne.vic.gov.au/SiteCollectionDocuments/good-access-checklist-festivals-events.pdf

http://www.vic.gov.au/aboriginalvictoria/heritage/welcome-to-country-and-acknowledgement-of-traditional-owners.html

https://www.melbourne.vic.gov.au/business/sustainable-business/sustainable-event-guide/Pages/sustainable-event-guide.aspx


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To support our vision for the future, the City of Melbourne offers a wide range of grants and sponsorship opportunities to individuals, community organisations and businesses in the arts, recreation, events and business sectors.

Events that are not eligible for support via the EPP may wish to review the City of Melbourne’s alternative programs of support. More information can be found on our website, on the grants and sponsorship page. Please note the EPP does not support events that are already receiving support from another City of Melbourne program.

Other assistance available

Online application assistanceIf you need technical help completing the online form, the staff at SmartyGrants are available to assist you. Contact the SmartyGrants help desk on (03) 9320 6888 during business hours or email [email protected] and quote your application reference number.

Event planning adviceThe City of Melbourne has produced an interactive Melbourne Event Planning Guide. The guide provides customers interested in organising an event within the city’s public spaces with an accessible and comprehensive overview of current event permitting processes and planning requirements.

Tax adviceThe Australian Taxation Office (ATO) considers grants and sponsorships as taxable income. The ATO can help with information on tax, including GST. Call 13 2866 or visit the ATO’s website for further information.

InterpretersIf you need an interpreter when calling the City of Melbourne, please call Language Link on (03) 9280 0726 or call TTY (03) 9658 9641.

Hearing impairmentsIf you are deaf, hearing-impaired, or speech-impaired, please call us via the National Relay Service:

• Teletypewriter (TTY) users call 133 677 then ask for 03 9658 9658.

• Speak and Listen users call 1300 555 727 then ask for 03 9658 9658.

Contact

To contact the Event Partnerships team regarding questions about the eligibility of your event, or the application process, please get in touch at:

[email protected]: (03) 9658 8767

Other support

http://www.melbourne.vic.gov.au/about-council/governance-transparency/Pages/grants-and-sponsorships.aspx

mailto:service%40smartygrants.com.au?subject=

https://www.melbourne.vic.gov.au/community/organising-events/pages/event-planning-guide.aspx

https://www.melbourne.vic.gov.au/community/organising-events/pages/event-planning-guide.aspx

https://www.ato.gov.au

mailto:eventsponsorship%40melbourne.vic.gov.au?subject=