2

Report to the Future Melbourne (Finance and Governance) Committee

Agenda item 6.6

Melbourne International Flower and Garden Show Licence Renewal 10 June 2014 Presenter: Martin Cutter, Director City Business

Purpose and background

1. The purpose of this report is for the Future Melbourne Committee to approve the renewal option of the Licence agreement relating to the Melbourne International Flower and Garden Show (MIFGS). The event has been held in the Carlton Gardens and Exhibition Buildings for 19 years.

2. Council entered into a new Licence agreement for MIFGS with the Flower and Garden Show Limited (FGSL) in 2011 for a period of three years (2012, 2013 and 2014) with a three year option to extend. FGSL has written to Council seeking to take up the option to extend the Licence for the three years in accordance with the Licence (refer Attachment 2).

3. Clause 23 of the Licence states that the Licensor (Council) must renew the agreement for three further annual Licence periods if there is no unremedied breach of the agreement by the Licensee (FSPL) of which the Council has given the FSPL written notice and FSPL has not persistently committed breaches of this agreement of which the Council has given notice during the periods of the agreement.

Key issues

4. Over the period of the Licence, management is satisfied that the conditions of the Licence renewal clause have been met by FSPL. During this period the soil compaction report and the tree condition report concluded that MIFGS did not cause any compaction damage and had no overall impact on tree health. Heritage Victoria has issued a Heritage Permit to MIFGS for each year of the current Licence.

5. Council Park Services officers work annually with MIFGS to monitor non-compliance and ensure that matters identified are addressed by MIFGS. Council officers are of the opinion that MIFGS sets a high benchmark in managing the gardens during an event that exceeds other external events held in parks within the City of Melbourne.

6. An Event Advisory Group (EAG) is established under the terms of the Licence and, over the Licence period, meetings have been held before and post the event. The EAG has no decision making powers or delegated authority, but is intended to assist in providing information and advice to Council and FGSL. Matters raised at the recent EAG include requests for a report regarding soil compaction over a longer period (refer Attachment 4) and a review of the EAG Terms of Reference (TOR) (refer Attachment 6).

7. In respect to soil compaction, the report concluded that there has been no overall detectable change in the bulk density of the soils in Carlton Gardens as a result of MIFGS since soil monitoring commenced in 2003.

8. In respect to the EAG, it is noted that it has historically been useful as a means to bring all parties together on a regular basis and continues to serve this purpose under the current TOR. However, given the longevity of the event, the strong understanding of the types of matters consistently raised and the ongoing relationship between the event management and Council under the Licence, management believes such a group is no longer required and therefore a review of the TOR is not required. It is noted that no such EAG arrangement exists for any other external event held within the municipality.

9. Under clause 23.2 of the Licence, the Licence fee and bond must be set between the parties. The Licence fee for 2014 was $118,000 and had been increased by $4000 each year of the Licence. It is proposed that the fee be set at similar $4000 increments over the extended period of the Licence. The bond was set at $30,000 over the initial three years of the Licence and it is proposed that the bond remains at this level given there has been no call on the bond over the period of the Licence.

Page 1 of 48

2

Recommendation from management

10. That the Future Melbourne Committee:

10.1 approves the renewal of the Licence between Council and Flower and Garden Show Limited for a three year period in accordance with the terms of the current licence relating to the Melbourne International Flower and Garden Show

10.2 sets the Licence fee at $122,000, $126,000 and $130,000 for years 1, 2 and 3 of the renewal period

10.3 sets the bond at $30,000 for each of years 1, 2 and 3 of the renewal period

10.4 discontinues the Event Advisory Group and varies the terms of the Licence accordingly.

Page 2 of 48

1

Supporting Attachment

Legal

1. The report accurately details the essential provisions of the Licence in relation to renewal. Council must renew the Licence unless there are unremedied or persistent breaches of the previous Licence. The Licensee has complied with the terms of the Licence.

2. Under the Heritage Act 1995 a permit is required to be obtained by the event organiser on each occasion the event occurs.

3. In the event that the Licence is not renewed provisions of the Crown Land (Reserves) Act 1978 are available to the State Government to allow the event to continue to be held in the Carlton Gardens. That Act allows the Governor in Council on the recommendation of the responsible Minister, to declare an event in the Carlton Gardens to be a ‘special event’. If a special event is declared, in respect to the area occupied by the event and for the period of the event:

3.1. the Secretary of the Department of Environment and Primary Industries or the Melbourne Convention and Exhibition Trust assume the role of management

3.2. Council’s local laws and the Melbourne Parks and Gardens (Joint Trustee Reserves) Regulations 1994 are suspended.

Finance

4. All financial matters relating to the Licence are included in the draft 2014–15 budget as follows:

4.1. a licence fee paid to CoM of $122,000 for the 2015 event and incremental increases of $4000 each year to $126,000 (year 2) and $130,000 (year 3)

4.2. a refundable bond of $30,000

4.3. an annual public project contribution by FSPL to CoM of $34,000.

5. In addition, in 2014 MIFGS received a cash grant of $83,768 and in kind valued of $177,700 under the Triennial grant program. It is expected that MIFGS will again apply through the triennial program, at which time an assessment will be made under the program criteria.

6. The cost of any remediation is the responsibility of FSPL and this is appropriately handled each year.

Conflict of interest

7. No member of Council staff, or other person engaged under a contract, involved in advising on or preparing this report has declared a direct or indirect interest in relation to the matter of the report.

Stakeholder consultation

8. In each year of the Licence, Event Advisory Group (EAG) meetings have been held before the event and post the event.

Relation to Council policy

9. Consistent with Council Plan 2013–17, MIFGS is regarded as one of the premier flower and garden shows nationally and internationally, assisting the enhancement of Melbourne’s reputation as a vibrant city by supporting and promoting local events.

10. The recommendation in this report relates to a number of Council Plan 2013–17 goals, specifically to Goal 1: A city for people and Goal 3: A prosperous city.

Environmental sustainability

11. The event is achieving, and will be required to demonstrate that it is achieving, Council’s sustainability objectives through the provision of a comprehensive event plan.

Attachment 1 Agenda item 6.6

Future Melbourne Committee 10 June 2014

Page 3 of 48

Page 4 of 48

MELBOURNE INTERNATIONAL FLOWER AND GARDEN SHOW (MIFGS) CONTENTS

- General Event Overview - 2014 Marketing Report - 2003 – 2014 Historical Soil Compaction Assessment Report

Event Ownership MIFGS is owned by two key industry bodies being the Nursery & Garden Industry Association of Victoria (NGIV) and the Victorian Farmers Federation (VFF). NGIV is the peak body for amenity horticulture and is one of the cornerstone owners of MIFGS. Founded in 1903, NGIV represents the interests of an industry worth $1.6 Billion and employing over 11,000 people. VFF is the peak body which represents the Victorian farmers 7 commodity groups. One of those key commodity groups is Flowers Victoria (FV) who is responsible along with the NGIV for ensuring MIFGS is such a great success. The income from MIFGS assists both organisations with employment, production, marketing, promotion and accreditation initiatives while also strengthening the sales and distribution of horticultural products and services. Event Overview

2015 will see the twentieth edition of MIFGS.

Over the 20 years of its existence MIFGS has become the best annual flower and garden show not only in Australia but also in the Southern Hemisphere. It is also one of the top five shows of its type in the world.

Its success continues to promote and enhance Melbourne and Victoria’s reputation for horticulture both nationally and internationally. MIFGS is designated by Tourism Victoria as a ‘Hallmark Event’ sharing this status with other world-class events such as the Australian Open Tennis Championship, the Melbourne Comedy Festival, Victorian Spring Racing Carnival and the Australian Formula One Grand Prix. MIFGS drives a substantial amount of economic activity into the Victorian economy. The latest economic impact study put the value of positive impact of the show at approximately $9 million to the State, with a substantial proportion generated by interstate and overseas visitors. MIFGS annually conducts an extensive (media and television) advertising campaign to promote Melbourne and Victoria to enhance the reputation of our state. Please refer to the attached 2014 post event report for an overview of the most recent event. The City of Melbourne and the State Government have supported MIFGS over its life in the Carlton Gardens and Royal Exhibition Building and we certainly look forward to that continued support. It is interesting to note that the State Government’s support was further reinforced when the Government introduced legislation in February 2008 to act as backup if the event was ever threatened of removal for unjustified reasons. The effect of the Bill was to insert a new Part 4A into the Crown Land (Reserves) Act 1978 that would provide for special event management in Carlton Gardens. This allows the Governor in Council, on recommendation from the minister, to make a special event management declaration.

Page 5 of 48

More specifically, the Bill allows the declaration to determine whether all specified functions, powers and duties of the trustees of committee of management will be suspended. Instead, either the Secretary of the Department of Sustainability and Environment of the Melbourne Convention and Exhibition Trust will be granted those functions, powers or duties. Regarded as one of the top flower and garden shows in the world, MIFGS ensures that the City of Melbourne and the state of Victoria is kept at the forefront of the international event market and enhances its reputation as not only a sporting event capital but an event capital of the world. Venue MIFGS played an integral part in the World Heritage listing of the Royal Exhibition Building and Carlton Gardens as the only event that continues to utilise the entire venue to host an exhibition/event which reflected the original purpose it was built for as part of the World Expos of the 1880’s. World Heritage sites across the world are utilised for a myriad of events, tourism and commercial use in general. MIFGS falls within a compatible use of World Heritage sites that are in Australia and around the world. The event’s location in the Royal Exhibition Building and Carlton Gardens South plays a large part in the event’s success and beauty. The combined venue allows all aspects of the horticultural and garden design industry to be brought together in the one amazing venue. This aspect truly sets MIFGS apart from all other flower and garden shows around the world by allowing us to have cut flower designs and garden deigns in the one unique venue. You cannot find this style of show anywhere else in the world which further enhances the uniqueness of MIFGS. Combine this aspect with a venue that is in a major City centre close to amenities, accommodation and transport and you have the ultimate flower and garden show venue. MIFGS has plays an on-going role in promoting the fact that the venue and garden is a World Heritage listed area and has delivered nearly 2.0 million people to the venue promoting the attributes of the Royal Exhibition Building and Carlton Gardens South over the life of the show. We strongly believe that the use of the combined venue for a flower and garden show that delivers multiple community, social and economic benefits is a fitting use for such a venue and without doubt provides the best venue of any like event in the world. Carlton Gardens Master Plan – 2005 The Carlton Gardens Master Plan – 2005, developed by the City in consultation with the community and community groups, specifically references MIFGS under Section 3.4 Uses and Activities: ‘The South Carlton Gardens and the Royal Exhibition Building has been the venue for the Melbourne International Flower and Garden Show since 1996. This event is compatible with the World Heritage listing of the Gardens and was recognized in the submission for the World Heritage listing as a modern day expression of the international exhibitions of the late nineteenth century’. ‘That no commercial event that requires exclusive occupation of any part of the Carlton Gardens (other than MIFGS) should be permitted in the Gardens unless such an event specifically relates to the World Heritage status of the site’. Soil Compaction Each year the compaction report commissioned have concluded that the Show causes no damage to the health and well being of the trees and soil. This is a fact the Show organisers pride themselves on and goes to prove why the Show is highly regarded for setting the benchmark for good practices in implementing events in parks and gardens throughout the City of Melbourne.

Page 6 of 48

It is important to note that Dr Van de Graaff reviewed the data from the last 11 years of testing and concluded that the data showed that MIFGS has not caused any soil compaction over the 11 year period of testing. 2003 – 2014 Soil compaction comparison report by Dr Robert Van de Graaff and Associates (refer attached report) “The soil bulk density data presented in Table 1 and Figures 1 and 2 demonstrate that the overall the soil bulk density has remained pretty well unchanged since 2003 when soil monitoring commenced. This shows that the trafficking of machinery and the public caused by the MIFGS being held in the Carlton Gardens does not cause compaction and damage to the soil. Individual summaries from the last 3 year’s reports below: 2014 Soil Compaction report by Dr Robert Van de Graaff and Associates The report has concluded that MIFGS has not caused damage by compaction to the soil in 2014. In only three of eleven sites where the bulk density was measured “before” and “after” there was a slight change: a slight increase in two locations and a slight decrease in the other location. The magnitude of these changes was mostly so small as to be insignificant. 2013 Soil Compaction report by Dr Robert Van de Graaff and Associates It is concluded that the MIFGS has not caused damage by compaction to the soil in 2013. In nine out of ten sites where the bulk density was measured “before” and “after” there was a slight decrease in three locations and a slight increase in four locations and no change in two locations. The magnitude of these increases and decreases were very small and considered to be less than experimental error. They are not statistically significant. 2012 Soil Compaction report by Dr Robert Van de Graaff and Associates “The data show that the holding of the Melbourne International Flower and Garden Show in March and early April has not damaged the soil, but under certain trafficking intensities and covering the turf itself will be superficially damaged. In dry times the turf will be worn down by walking and scuffing, and in wet times it could be trampled and pugged. By being deprived of sunlight a patch of grass may have yellowed but this should become green quite readily after removal of the item that shaded it. The turf is easily replaced with minimal impact on the underlying soil.” Tree Condition Report as presented by Citiwide for the City of Melbourne The City of Melbourne has conducted Tree Condition Reports following MIFGS for a number of years now. Below are the conclusions from the most recent reports and as with the Soil Compaction reports find that MIFGS has no affect on the overall conditions of the tree’s in the gardens. 2014 Report Overall tree health was not affected by the MIFGS event as the soil moisture for the site was sufficient to sustain the trees located at the site 2013 Report Overall tree health was not affected by the MIFGS event as the soil moisture for the site was sufficient to sustain the trees located at the site. Programs including aeration, fertilisation and mulching within the reserve has provided an environment which is suitable to managing trees within a significant garden. Ongoing monitoring of soil moisture levels should continue so as to manage tree moisture needs. Heritage Victoria It should be noted that aside from any permits and planning that the event does with the City of Melbourne the event also has to get a permit from Heritage Victoria. Every year for the last 19 years year the event has not failed to gain a permit from Heritage Victoria nor failed to deliver on the license conditions.

Page 7 of 48

Nurturing Talent and Creativity MIFGS has established itself as the event for garden/floral designers to display their creative talents. As such the City via its hosting of MIFGS is seen as providing the backdrop for the creative design talent that we then send to overseas shows to compete and win medals at. By nurturing that design talent the City of Melbourne best in show and gold medal winners have gone on to compete and win awards in the following international shows/markets and thus been recognised as having come from MIFGS:

o Chelsea Flower Show, UK o Singapore Flower Show o Japan International Flower and Garden Show o Pacific Flora Expo, Japan o Ellerslie Flower Show, New Zealand o Philadelphia Flower Show, USA o Alsmere Flower Show, Holland

Further to sending designers all round the world MIFGS has an important role in fostering young talent and providing a platform for professional development for over 12 training institutions and universities. Each year students of horticulture, floristry, landscape design and fashion exhibit and compete at the show and many of the institutions use MIFGS has part of their core curriculum work. MIFGS is great ‘work experience’ for all students taking part. It assists students with self-confidence and gives them an opportunity to show their skills to a broader audience. They gain a better understanding of teamwork and develop professional responsibility. Most of all it’s a celebration of young people and their talents. MIFGS also leads by example in its student mentoring program. MIFGS as a leader in event management works with a number of colleges to accept students for work placements. In doing this we feel that the event is helping grow and nurture the next generation of event managers.

Positive Economic Impact The goal of economic prosperity is not only a City of Melbourne goal but also one we have delivered to Tourism Victoria over many years for this event to remain as a Tourism Victoria Hallmark event. The event generates positive economic benefits via the following: Exhibitor Impact MIFGS stimulates the local economy by hosting over one hundred and thirty small businesses as retail exhibitors at the Show. These exhibitors come from far and wide to retail their goods and services to the motivated audience at the Show. Given that the majority of businesses are from outside of Melbourne many stay within the City during the event creating a direct spend in accommodation and restaurants in the Melbourne area. Over twenty landscape design and construction companies and more than fifty floral designers and florists take part in the show each year which impacts heavily on the horticultural economy directly with each major floral display in the Royal Exhibition Building costing between $8,000 and $10,000 and each of the Gardens landscape displays averaging investments between $30,000 and $50,000. These displays and exhibitions alone generate approximately $3 million into the economy along with greater employment, marketing and sponsorship opportunities to the industry. The event also provides the marketing basis for many of the small landscape companies to write business for the coming year.

Page 8 of 48

Event Expenditure The event spends approximately $2.5million each year to stage the event. This expenditure is spent within Melbourne and Victoria. The event employs in excess of five hundred staff per day to provide all the services and set up. Branding Benefits Not only has the event provided direct economic benefit to the City but because of its world status has delivered untold $millions in branding benefits both nationally and internationally to the City. A very small example of the branding benefits for the City is:

- National TV coverage in prime time for one hour each year - International TV coverage with MIFGS TV specials in the following markets:

o UK o Singapore o Japan o New Zealand o Hong Kong

Overall MIFGS drives a substantial amount of economic activity into the Victorian economy and the most recent economic impact study put the value of positive impact of the show at approximately $9 million to the State, with a substantial proportion generated by interstate and overseas visitors.

Community/charity and special interest group participation at MIFGS Charity and community groups are significant beneficiaries of MIFGS both from the dollars raised at the event and the branding received. Grass roots support of the event is crucial. MIFGS is about inclusion and getting as many people as possible involved. Community groups are passionate about flowers and gardens and are passionate about this event. Many of these groups have long and proud histories and relish the opportunity to give a broader audience an insight into their skills through their MIFGS exhibits. Importantly, these groups take a sense of ownership from participating in such an event. Community and special interest groups that participate in MIFGS each year include:

• Royal Horticultural Society of Victoria affiliate clubs and individual members • Victorian Schools’ Gardens Awards • Victorian Arts Societies • Association of Sculptors of Victoria • Bonsai Federation of Victoria • Victorian Art Societies • National Trust of Australia – Victoria • Sustainable Gardening Australia

For many of these groups MIFGS gives them a voice that they might not otherwise have. Organisations such as these are often made up of volunteers with incredibly limited resources and so MIFGS is the centrepiece to their yearly marketing, promotional and membership initiatives. Without the show they would not have the capacity to reach such a crowd in a concentrated manner. Each year MIFGS works closely with charity organisations that wish to exhibit at the event to enable them to reach an audience that they might otherwise not have access to. Some of the organisations that have exhibited at MIFGS to build their profile and raise funds have included:-

• Kids under Cover • Royal Children’s Hospital • he Alannah and Madeline Foundation • The Asthma Foundation

Page 9 of 48

• CFA Firestar Rose – Black Friday Appeal • Cystic Fibrosis • Guide Dogs Victoria • Beyond Blue • World Vision • The Jane McGrath Foundation • Cancer Council of Victoria

Visitation Melbourne and Victoria are universally known as the Garden City/State. We love flowers and gardens as reflected by the attendance numbers at MIFGS. Since 1996 the show has brought 2.0 million visitors to the City of Melbourne, with each new year welcoming over 100,000 visitors. Surveys over the years have shown that of the crowd that attends each year approximately 2% come from overseas and approximately 10% come from interstate. This generates a phenomenal direct economic and tourism impact for Melbourne and Victoria as a whole. During the week the Carlton Gardens and Royal Exhibition Buildings are filled with pensioner groups, civic and social groups as well as gardening clubs while at weekends young families, couples and singles look for inspiration to transform their backyard, an inner city courtyard or apartment balcony. There are displays, advice and entertainment for all - from those with the greenest of thumbs to gardening novices. Melbourne and Victoria are universally known as the Garden City/State. We love flowers and gardens as reflected by the attendance numbers at MIFGS. Environmental Messaging/Education MIFGS promotes sustainable and water wise gardening with more and more retailers each year exhibiting new innovative, environmentally conscious products for households. On site presence by leading industry and government bodies provides visitors with current, relevant information for them to take home and put into practice. A significant issue within the community is the import and growing of invasive plants in Victoria. The industry uses the show to promote and increase the awareness of invasive plants that can be detrimental to the native plant life and animals within Victoria. The Show promotes gardening to everybody and includes a special garden for children where they can learn the benefits of gardening at a young age. They are encouraged to learn how plants grow and understand their importance to the environment they live in. The NGIV via key messaging at MIFGS assists Victorians in reducing energy consumption, reducing pollution and adapting to the impacts of climate change. The NGIV is also committed to working in partnership with the Victorian Government in providing responses to the Governments solutions to climate change. Key NGIV messaging at MIFGS

• Cooling the Planet, One Backyard at a Time. The home gardener is the collective custodian of by far the largest area of urban parkland in the state. Improving our gardens can have a powerful effect on reducing energy consumption, storing carbon and reducing pollution.

Page 10 of 48

Grass roots environmental messages provided by the association and its members, such as composting, recycling and sensible water practices, resonate with the public, producing excellent conservation outcomes.

• Greenspace By providing a strategic message/approach about planting and maintaining trees and green life this can help reduce energy use and the consequential carbon and other chemical emissions.

• Climate Change The importance of plants, trees, shrubs and lawns in curbing greenhouse gas emissions, reducing the impact of climate change, reducing soil-erosion from salinity issues and addressing the myriad of man-made environmental issues cannot be overstated. MIFGS will continue to play an important role in relation to the environmental debate by providing information to the public in the areas of household water usage, recycling to the garden, dry climate planting, water harvesting, design trends for dry environments and many more areas of gardening and the environment. Garden Protection MIFGS works closely with the City of Melbourne to develop strategies & procedures to minimise the impact of the event in the Carlton gardens. The procedures are best practice and can be used to improve the practices of other City of Melbourne events held in parks and gardens in the City precinct. Great care is taken to ensure the Carlton Gardens are not damaged during the staging of the Show and therefore strict control measures are implemented by Show organisers. These measures include:

• No penetration of the ground surface within 4.5m of the base of any tree. This is in compliance with City of Melbourne’s Tree Protection Zone (TPZ). Where any marquee falls within a tpz, they will have weights to hold them down

• Protective surfaces are laid over grassed areas where heavy foot traffic is expected • Installation of safety barriers to protect the corners of the gardens during installation

and pack up • Where any trees are located along pathways (either side of displays) and foot traffic

may look to cut across the root system, MIFGS will protect the area in one of the following manners: o White chain or barriers to block the path o Protective flooring

• Closely monitored traffic management throughout the Carlton Gardens during bump in and bump out of the event. o staggered exhibitor set up days o no parking in the gardens o unloading/loading bay set up in the Southern Drive o one way traffic management system to effectively reduce traffic flow of all vehicles

throughout the gardens • removal or relocation of retail exhibits from the gardens to hard surface areas around

the Royal Exhibition Building • rotation of landscape exhibitor sites

MIFGS FUTURE Below are selected goals we are looking to pursue over the years which we believe will not only help grow the significance of the event but also further deliver on the key goals and objectives of the City of Melbourne. The following goals are to act as the catalyst to grow MIFGS to become the next best show in the world to the Chelsea Flower Show.

Page 11 of 48

The full implementation of all goals does depend on funding be that from sponsors, increased ticketing and/or government support. Grow the Brand In moving forward we would like to enhance the number and quality of the garden and floral displays. Whilst we successfully attract designers from within Australia, we believe that we also need to target and attract International Designers to further brand the show. Through attracting International designers to MIFGS, we can achieve a number of positive outcomes, particularly if linked to a proactive PR campaign. The outcomes of which will be to: - Continue to enhance the profile of the event within the general industry - Enhance the profile of the event within the designer community both nationally and internationally - Gain coverage in not just the gardening magazines but broader lifestyle press To further reinforce the above, selected journalist familiarizations could be arranged as well. The above is all about increasing the brand awareness of MIFGS and by direct association Melbourne/Victoria and being linked to tourism and positive economic outcomes. Over many years MIFGS has created marketing and promotional campaigns in a number of countries via key flower and garden shows in each market. These have included:

- Chelsea Flower Show, London - Philadelphia Show, USA - Aalsmere Show, Holland - Singapore Show, Singapore - Nagoya Show, Pacific Flora and Tokyo Flower Show, Japan - Ellerslie Flower Show, New Zealand

Having established relationships with the above shows we believe we could take that relationship to the next level by creating targeted competitions that have the garden design winners from selected shows coming to Melbourne to design a display. The targeting of shows would be linked with key territorial markets identified by Tourism Victoria. Having established the process for the selection of a designer then the PR campaign can be linked to that designer and leverage through the relevant market’s gardening forums. To achieve the above objective would require funding be it from Government or sponsorship. Build conference market MIFGS provides a unique backdrop to act as the anchor event to build a conference and convention portfolio around. The significance and uniqueness of such a strategy is to target conferences/conventions that have an environmental slant so that we can provide a direct link with the event. Who is to say that if the conference/convention is of a significant nature in any given year then we may well tailor the event in that year to reflect the conference’s theme? The targeting of such business activity can also create a unique platform for the City of Melbourne to build its relationship with other local government bodies, State and Federal Governments as well as overseas environmental bodies. In the pursuit of the above goal MIFGS would link back to the industry bodies who own the event. This is to ensure that any conference that may be targeted will in fact have a strong industry focus to ensure the success of holding such a conference from both a deliverable and attendees perspective.

Page 12 of 48

Target international events that can be integrated within MIFGS There is a major regional floral competition called the Asian Cup. It attracts floral designers from all countries in the region. As part of the future planning it would be desirable to make a bid to hold the cup during MIFGS in a chosen year. To achieve the aim of attracting the Asian Cup the event organisation would work closely with the key industry bodies to:

- Establish the right year to bid for - Work with Tourism to ensure we target selected countries to attract designers that will

assist with the development and delivery of tourism packages - Create a funding model to support the pursuit and implementation of the Cup

MIFGS LICENCE EXTENSION The MIFGS Board is providing the above information as part of the notification process that they wish to enact their option as set out in the current licence agreement to extend the agreement for a further 3 years. The details to extend the licence period are set out in Clause 23 of the current agreement and outlined below: Extension of Licence Clause 23 current City of Melbourne agreement

The Licensor (City of Melbourne) must renew this Agreement for three further annual Licence periods if:

1. there is no unremedied breach of this Agreement by the Licensee of which the Licensor has given the Licensee written notice; and

2. the Licensee has not persistently committed breaches of this Agreement of which the Licensor has given notice during the periods of this Agreement; and

3. the Licensee has requested the renewal in writing not more than 3 months following the end of the year 3 Licence Period of this Agreement.

Given the extensive post event reporting that has taken place for the first 3 years of this agreement we are satisfied as reported by the City that per the above:

1. There has been no unremedied breach of this agreement 2. MIFGS has not persistently committed breaches of this agreement 3. Requesting the renewal within 3 months following the first 3 years of the agreement

Summary MIFGS fully intends continuing the work of promoting this event and the significance of the World Heritage listed Royal Exhibition Building and Carlton Gardens South with the City of Melbourne and Museum Victoria so that the City can continue to build and promote itself as a significant international event destination.

What better way for the City of Melbourne to show it truly is a City for the People that provide a range of quality events than by hosting the only annual flower and garden show of significance to be held in a major capital city in Australia and the Asian region.

Page 13 of 48

2003-2014 HISTORICAL DATA SOIL COMPACTION

ASSESSMENT

FOR THE CARLTON GARDENS DURING THE EVENT

PERIOD COVERING

THE MELBOURNE INTERNATIONAL FLOWER AND

GARDEN SHOW

Commissioned by Flower and Garden Show Ltd for MIFGS

By

Robert H.M. van de Graaff PhD (Soil Sci.)

April 29

14 Linlithgow Street

Mitcham 3132

Tel. 03 – 8845 9012

Page 14 of 48

P a g e | 3

Contents

EXECUTIVE SUMMARY ...............................................................................................................4

1.0 Introduction ................................................................................................................................6

2.0 Background .................................................................................................................................6

3.0 Results 2003 - 2014 ......................................................................................................................7

4.0 Discussion & Conclusions .......................................................................................................... 11

Appendix 1 – Site Maps showing sampling locations in each year ........... Error! Bookmark not defined.

Page 15 of 48

P a g e | 4

EXECUTIVE SUMMARY Van de Graaff and Associates have been undertaking soil compaction monitoring in Carlton Gardens annually each year from 2003 to 2014. The monitoring was conducted on behalf of the City of Melbourne – Melbourne Events at first, and in recent years on behalf of IMG Events & Federations Asia-Pacific. The reports were intended to assess whether the pedestrian traffic resulting from the public visiting the Melbourne International Flower and garden Show (MIFGS) and the vehicular traffic occasioned by the Bump In and Bump out have caused damage to the soil through compaction, which in turn would have a deleterious impact on the trees and lawn. This potential damage was a cause of concern for members of the public which they raised with the City of Melbourne. Initially, the soil compaction studies were carried out after the MIFGS, but it was later decided by Melbourne Events that it would be desirable to measure the condition of the soil immediately before the MIFGS and very soon after the event so as to be able to assess the real impact. The MIFGS is traditionally held over the Easter Holidays and therefore takes place in the March-April period. The parameters measured each year have included: • Bulk density • Soil moisture levels • Penetrometer resistance; or • Depth of penetrometer entry into the soil before recording a resistance greater than 2000 kPa The location and number of soil sampling locations has changed consistently since 2003, to reflect changes in the event layout with the focus on high impact zones. The method of measuring soil resistance to penetration has also varied significantly since 2003. Initially, the aim of the penetrometer measurements was to determine if the degree of soil compaction would reach a level where root proliferation is hampered or entirely made impossible. However, penetrometer resistance of a soil is not only determined by its density but is also affected by the soil’s moisture level. Due to the prevailing drought conditions the soils of the Gardens may often be moist only in the upper surface layer after an irrigation or a rain event, while the subsoil not far below the surface has remained dry. Nevertheless, there have been occasions when heavy irrigations caused at least 0.5 m of the soil profile to be quite moist. Bulk density measurements have shown that the density of the soil in almost all cases and at almost all times is less than critical for root growth, but because the soil at shallow depth is dry, the resistance exceeds the threshold value commonly used to predict root growth conditions. When this was realised, the penetrometer was only used to find out how deep the more moist topsoil was to a depth where dry soil forced the resistance up to a value of 2000 kPa or more. Thus the penetrometer data no longer can be used to assess soil density and the instrument was given a different function:

• To see how deep the moist upper soil layer was at the time of measurement.

Page 16 of 48

P a g e | 5

In this report the overall mean soil bulk density data from each sampling event has been used to represent the level of soil compaction from 2003 to 2014. In each of the previous reports it could be concluded that the MIFGS has not caused damage by compaction to the soil and the long-term trend in soil bulk density supports these annual findings. There has been no overall detectable change in the bulk density of the soils in Carlton Gardens as a result of the MIFGS since soil monitoring commenced in 2003. Despite the need to relay areas of turf as a result of damage to turf caused by human foot traffic scuffing and abrading the grass, holding the event in March of each year after long relatively dry summers helps which increases the strength of the soil will negate the risk of compaction. Also, where the grass has been covered by canvas flooring in the various stands, the dry soil has withstood the pressure put on it, but the grass has suffered from lack of sunlight.

Page 17 of 48

P a g e | 6

1.0 Introduction Van de Graaff & Associates have been monitoring soil compaction in Carlton Gardens on an annual basis since 2003 to assess the effects of the Melbourne International Flower and Garden Show (MIFGS). Monitoring of soil compaction has involved field and laboratory assessments, initially before, and later, after 2007, both before and after the event. This report, which includes all historical data, has been commissioned by Greg Hooton of IMG Events as an addition to the annual report to investigate whether there are long-term effects of the event on soil compaction as opposed to the annual before and after analysis. This retrospective analysis of the available data has been commissioned in response to the concerns that intensive pedestrian and vehicular traffic taking place during the event may be having a detrimental cumulative effect on the soil and vegetation through compaction.

2.0 Background Monitoring of soil compaction in Carlton Gardens has been undertaken annually since 2003. The soil investigations to assess whether soil compaction has occurred during the MIFGS have consistently involved soil sampling for soil bulk density determination, in addition to in situ soil penetrometer measurements. However the method of measuring soil resistance with the penetrometer and the number, location and logic of sampling point selection has changed somewhat over this time. A brief summary of the sampling method for determining soil bulk density will follow. Bulk density, BD, is the mass of a known volume of dry soil expressed as g/cm3, kg/L or ton/m3. By pushing or hammering a metal cylinder of known volume and known weight into the soil and then extracting it without loss of soil one has a known volume of soil. The soil will possess a certain amount moisture, even if it appears to be dry. The core plus soil is weighed, then dried in an oven until constant weight is achieved, and reweighed to determine the dry mass of the soil in the core and the initial water content. By dividing the dry mass by the volume of the core one determines the BD.

Coring cylinder in the soil immediately below the grass sod

Coring cylinder damaged by a stone within the sampling zone

Page 18 of 48

P a g e | 7

The initial soil investigations conducted in 2003 aimed to characterise a broad range of high and low traffic areas, selected at random across the north and south sections of Carlton Gardens. This philosophy was modified in 2004, 2005 and 2006 when specific high and low traffic areas were selected for assessment. From Appendix 1 it can be observed that the number and location of sampling points in each of these years were all subtly different from one year to the next, making it difficult to monitor the change in soil compaction over time at specific locations. For this reason mean soil bulk density from each of the sampling events has been used to create a more generalised change over time sequence representing the entire gardens. Only after 2007 have soil investigations taken place immediately before and after the MIFGS to characterise the Pre-Event and Post-Event soil conditions. Prior to 2007 investigations occurred only once per year after each MIFGS generally in the month of May. The monitoring points used in 2010 are the same as those used in 2009, though two additional sites have been added, which were included to specifically represent potential high traffic areas. The GPS co-ordinates (Datum 66) for these locations were recorded in 2010 such that the same locations may be monitored before and after the MIFGS and again in the future. This will assist in the creation of long-term soil compaction analysis for the specific locations. The method used for measuring soil resistance with the penetrometer has varied significantly since 2003. This measurement is used in addition to bulk density in order simulate and measure the resistance to plant roots movement through the soil. In 2003 and 2004 penetrometer resistance was measured with a penetrometer borrowed from Melbourne University at multiple depths throughout the soil profile. From 2005 to 2014 a simpler soil hand-held penetrometer has been used but the type of measurement has changed over this time. From 2005 to 2008 this device measured the maximum penetration pressure to a known resistance in the top 10 cm of the soil profile. In 2009 and 2010 the maximum depth of the penetrometer insertion at a pressure not exceeding 2000 kPa has been measured. As a result of these varying techniques it is difficult to collate a comparable data set on soil resistance to penetration since 2003. While all penetrometer measurements are very much dependent upon soil moisture content, the method adopted in the last few years is considered the most meaningful as it provides an indication of the maximum soil depth to which plant roots can penetrate. This report will not deal with the impacts of soil compaction on soil properties, nor the details of the bulk density or penetrometer measurements conducted in each year of monitoring. This specific and detailed information is contained in each of the annual soil compaction reports conducted by van de Graaff & Associates.

3.0 Results 2003 - 2014 Bulk density is the most important measure of compaction and given the variation in the techniques and measurement of penetrometer resistance, bulk density results collected since 2003 are the only meaningful data set on soil compaction available. Given the variation in soil

Page 19 of 48

P a g e | 8

sampling locations and since 2003, the geomean1 soil bulk density for each year has been tabulated in Table 1 with standard deviation and standard error. The average and geometric mean soil bulk density values are shown in graphical format in Figures 1 and 2. Table 1 and both Figures illustrate that:

(a) There has been no cumulative impact on soil bulk density over the years of monitoring;

(b) Post- and Pre-event bulk density are essential the same;

(c) The bulk density is very much the same across the Carlton Gardens as judged by the fact that the arithmetic means (averages) are almost identical to the geometric means.

Our penetrometer results indicate that the Carlton Gardens possess a deep Rootzone in general because when the soil profiles are wet it is normally possible to insert the penetrometer to almost its full length of 60 cm. It is then found that, where it suddenly meets a highly resistant material, it tends to be a stone or piece of gravel. The insertion is smooth until it hits some item that is impenetrable.

1 Geomean = geometric mean, calculated by multiplying all N results in one batch together and taking the Nth root of the product. Geomeans are preferable to eliminate excessive outlier values.

Page 20 of 48

P a g e | 9

Figure 1. Average soil bulk density of the upper soil root zone (g/cm3) values for each year from 2003 to 2014.

Figure 2. Geometric mean soil bulk density of the upper soil root zone (g/cm3) values for

each year from 2003 to 2014.

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Mea

n Bu

lk D

ensi

ty (g

/cm

3)

Year

Arithmetic Mean -Annual Bulk Density

Pre-event

Post-Event

Timing

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

Mea

n Bu

lk D

ensi

ty (g

/cm

3)

Year

Geometric Mean -Annual Bulk Density

Pre-event

Post-Event

Timing

Page 21 of 48

P a g e | 10

Table 1. Geomean soil bulk density values including mean, standard deviation & standard error. Year 2003 2004 2005 2006 2007 2007 2008 2008 2009 2009 2010 2010 2011 2011 2012 2012 2013 2013 2014 2014

TimingPost-Event

Post-Event

Post-Event

Post-Event

Pre-event

Post-Event

Pre-event

Post-Event

Pre-event

Post-Event

Pre-event

Post-Event

Pre-event

Post-Event

Pre-event

Post-Event

Pre-event

Post-Event

Pre-event

Post-Event

Mean 1.1 1.36 1.25 1.33 1.15 1.11 1.30 1.32 1.24 1.21 1.20 1.10 1.18 1.21 1.19 1.16 1.18 1.16 1.15 1.18Geomean 1.08 1.35 1.24 1.33 1.14 1.10 1.29 1.32 1.24 1.21 1.19 1.10 1.18 1.20 1.19 1.14 1.17 1.16 1.14 1.17Standard Deviation

0.20 0.17 0.17 0.14 0.12 0.12 0.14 0.08 0.12 0.11 0.14 0.12 0.11 0.14 0.16 0.14 0.12 0.09 0.14 0.11

Standard Error

0.06 0.03 0.04 0.03 0.04 0.03 0.04 0.02 0.04 0.04 0.05 0.04 0.02 0.03 0.04 0.04 0.04 0.03 0.04 0.03

As the Table illustrates, the bulk density, both measured as an average value and a geometric mean value for the Carlton Gardens Show Grounds has been fluctuating in a narrow band around the value of 1.20 g/cm3, which is just about the ideal value for root penetration. The data can also be shown as a graph over time as is shown in Figure 1.

Page 22 of 48

P a g e | 11

4.0 Discussion & Conclusions The soil bulk density data presented in Table 1 and Figures 1 and 2 demonstrate that the overall the soil bulk density has remained pretty well unchanged since 2003 when soil monitoring commenced. This shows that the trafficking of machinery and the public caused by the MIFGS being held in the Carlton Gardens does not cause compaction and damage to the soil The fluctuations shown in Figure 1 superficially suggest that soil bulk density is decreasing slightly, however the data is more randomly spread with results fluctuating from year to year. The significant increase in average bulk density from 2003 to 2004 may be explained by the change in the selection process for sampling sites. In 2003 sites were chosen randomly whereas in 2004 highly trafficked sites were specifically selected. The mean bulk density values since 2003 have varied from 1.08 to 1.35 g/cm3, which is well within the satisfactory range for this soil type. Growth conditions for roots from the trees, shrubs and grass are largely affected by the moisture levels in the soil. Most people will be familiar with the phenomenon of a dry sponge swelling when inserted in water. The soil can act in a similar manner. Conversely, when a wet sponge dries, or the soil dries, its volume decreases. The decrease is due to the fact that when water is increasingly confined to the smaller pores, its capillary suction increases and thereby the medium that holds the water is drawn into itself. Many clays shrink very strongly upon drying and can do so because the mineral skeleton of the clay particles is weak and flexible, and clay minerals can slide along one another. Soils that have an important component of sand and silt have a rigid mineral skeleton and cannot shrink and swell strongly. The Carlton Garden soils belong to the latter and can shrink a little, thus increasing their bulk density somewhat when they dry. If in one sampling area the soil has just received a major irrigation just before the samples are taken, it may have swollen just slightly. A core sample collected in a steel cylinder of fixed diameter and height then will contain slightly less mineral matter then it would have contained if the soil were dry. Its bulk density then would appear to be lower than for the same soil in dry condition. The variations in bulk density of the samples collected for this study that have been observed over the years since 2003 are partly due to the moisture state in which the soils existed at sampling time, and in part due to normal soil variation over short distances, and to a small degree also due to normal sampling inaccuracies inevitable with small soil volumes collected. Bulk densities of values between 1.08 – 1.35 g/cm3 will not in themselves limit plant root growth. The penetrometer resistance of the upper part of the soil is related to its moisture content. This has meant that the depth to which the penetrometer could be pushed into the soil depends of the depth of moist or wet soil. Over the years since a penetrometer was first used it has been of little use for measuring bulk density but just was an indicator of the depth of moist or wet soil, thus being more an indicator of the variable irrigation regime used in the Gardens. Maintaining a

Page 23 of 48

P a g e | 12

suitable bulk density and thus a low penetrometer resistance and easy conditions for root extension can be achieved by a suitable irrigation regime. The long-term soil compaction data show that the holding of the Melbourne International Flower and Garden Show in the early autumn of each year has not damaged the soil through compaction. While the turf is often worn down by human foot traffic or damaged by being out of any sunlight for several days and often in need of replacement, the event is having minimal impact on the bulk density of the soil underlying the root mat. Holding the event at the end of March each year when the soil is dry minimises compaction as the soils resistance to compaction is greatest when dry. Therefore, also, it is important to avoid major irrigation just before the Bump In so as to maintain the soil in as dry as possible a condition to maintain soil strength. Good irrigation after the Bump Out will replenish the soil’s water content and enable unrestricted root growth.

Page 24 of 48

P a g e | 13

Page 25 of 48

MELBOURNE INTERNATIONAL FLOWER & GARDEN SHOW

POST EVENT REPORT 2014

Page 26 of 48

1. Executive Summary

2. The Event

3. Media and Marketing Overview

i. Official Magazine

ii. MIFGS Website

iii. Social Media

iv. PR Overview

v. PR analysis

vi. Television

vii. Radio

viii. Print

ix. Online

4. Promotional Activities

5. Community Groups and Charity Involvement

Contents Page 27 of 48

Executive Summary

The 19th annual Melbourne International Flower and Garden Show provided an exceptional day out for over 111,000 Show visitors who had the opportunity to experience a world-class collection of floral and landscape exhibits on display.

Exhibition Building and Carlton Gardens transformed into a wonderland of landscape designs and floral artistry from the traditional to the contemporary. The Show which is the largest annual show of its type in the Southern Hemisphere attracted over 500 exhibitors who continue to promote and

This prestigious event continues to grow each year into one of unequalled stature and reputation. This growth can be attributed to the support the Show receives from its principal corporate sponsors, the horticultural industry, media, government and of course the attending public. The Premier of Victoria, Dr. Denise Napthine, officially opened the Show with the acting Lord Mayor presenting the City of Melbourne Award of Excellence for Best in Show.

Page 28 of 48

The Event

Date: 26th March 30th March 2014

Location: World heritage listed Royal Exhibition Building and Carlton Gardens, Melbourne

Exhibits: This year the Show hosted in excess of 700 exhibits:

Retail Exhibitors (hall and gardens) 152 RMIT Fashion Students 17 Landscape and Feature Exhibitors 35 Art Societies 8 Sculptures 70+ Feature Floral Exhibitors 32 Victorian Flower Growers 17 Garden Clubs 340+ Student Floral Competitors 91

Attendance: Wednesday 15,938 Thurs day 11,816 Friday 20,788 Saturday 28,551 Sunday 34,461 Total 111,554

Almost 2.1 million visitors have attended the event over the past 19 years.

Page 29 of 48

Media and Marketing Overview

Page 30 of 48

Official Magazine As a official media sponsor, Herald Sun provided the production

and distribution of approximately 456,000 official event

programs that were inserted into the Herald Sun newspaper on

the Tuesday prior to the event, 25th March, and an additional

39,000 that were distributed at the entry gates.

Front cover and Show Info page of the Herald Sun Official Show Program Front cover of the Herald Sun Official Show Program

Page 31 of 48

MIFGS Website

melbflowershow.com.au

The Show has its own website which is a great source of information for both visitors and exhibitors alike.

and has lots of information about what to do and see at the Show, exhibitor site options, sponsorship benefits, hotlinks to sponsor websites and much more.

The official website for the Melbourne International Flower & Garden Show proved to be a great success with the following results:

January - April, 2014

Total Visits 159,220

Total page views 515,908

Average number of pages per visit 3 .24

Average visits per day 1777 Home page of www.melbflowershow.com.au which featured updated scrolling homepage images

Page 32 of 48

Social Media A focus for MIFGS this year was growing the social media. As the Show is very visual and creative, we believe that this is a great way to connect with people. E-newsletter: MIFGS created an e-newsletter that was promoted to our new database of 2,000 email addresses and also posted on the MIFGS website. Instagram: Instagram was very successful with MIFGS due to the fact that MIFGS lends itself to the photography base of Instagram. Our instagram account has over 500 followers. Over 900 photos were uploaded to Instagram and tagged with the hashtag of #MIFGS and its likely several hundred additional photos of MIFGS exist on Instagram. Facebook: Our facebook account boomed throughout the duration of the show, gaining over 1000 new followers and nearly 23,000 page engagements. This page was regularly updated with general Show information, news on landscapers and designers, sponsors, competitions, giveaways, behind the scenes photos/videos and making sure the fans are actively engaged in conversation. Twitter: Our MIFGS1 Twitter account was used throughout the lead up to the show and during the week. It currently sits at over 500 followers who we engaged with by creating over 140 tweets.

Page 33 of 48

PR Overview Public Relations Haystac was appointed to execute a national campaign to increase and manage the public profile of the Melbourne International Flower & Garden Show, through the generation of media coverage in key markets.

the Southern Hemisphere, Haystac engaged key media across Australia to generate positive coverage surrounding the high calibre of exhibitors and family friendly activities at the Show. Working closely with sponsors Jenny Craig, Momentum Energy, Disney and Honda as well as media partners Herald Sun, 3AW and Channel 7, Haystac leveraged these relationships to secure features across TV, print, online and broadcast media. Haystac was on site throughout the five days of the Show to assist with requests from national, metro and local media. PR value: The Show achieved significant media coverage across television, print, radio and online. The circulation reached a vast array of people nationally and internationally and overall PR value achieved for the 2014 Show was $8,657,596. This figure was up by $89,000 on 2013 and is set to increase over the coming weeks with post event coverage continuing to be published in long lead magazines and other publications.

Page 34 of 48

PR analysis The pie chart below shows a breakdown of the coverage for MIFGS 2014

0 100 200 300 400 500 600 700 800

Print

TV

AM Radio

FM Radio

Online

The overall PR value achieved for the 2014 Show was

$8,657,596

Page 35 of 48

Television TV accounted for the largest volume of coverage, vastly due to the media partnership with Channel 7 and subsequent syndications. Channel 7 accounted for 37% of Television Coverage.

The main highlight of the partnership is the MIFGS Better Homes and Garden TV Special. The MIFGS Better Homes and Garden Special aired as a 60 minute special in Melbourne, Perth, Adelaide, Sydney and Brisbane attracting a national audience of just over 890,000 viewers.

In addition to the above their was also six live crosses hosted by Edwina Bartholomew aired on Sunrise, Wednesday 26th of March.

Edwina Bartholomew from Channel Seven during a live cross on

opening morning

Page 36 of 48

Television

Other highlights included:

MIFGS featured on the Qantas in-program for the month March

Big Break on Monday, 17 March

Channel 7 News segment on Tuesday, 25 March

ABC News on Wednesday, 26 March

ABC News segment on Wednesday, 26 March

Channel 9 news segment on Wednesday, 26 March

Channel 7 news segment on Wednesday, 26 March

Bespoke TV spots created for MIFGS aired across the Channel 7 network during March

Page 37 of 48

Radio

Interviews were achieved across various programs, both metropolitan and regional, with a great variety of exhibitors and spokespeople interviewed.

The main radio partnership in Melbourne is with 3AW and Magic 1278. Both provided strong lead up support as well as live broadcast at the venue across the five days.

MIFGS achieved wide coverage throughout regional Victoria via the ACE regional radio network which included interviews, ticket giveaways and general ads. Interviewees and spokespeople included but not limited to: Paul Bangay Mark Browning (Cycas Landscape Design) Rennae Christensen (Flowers Victoria) Phillip Withers (Phillip Withers Landscape Design) Ian Barker (Ian Barker Gardens) Martin Semken (The Gardeners Library) Claire Farrell (University of Melbourne) Greg Hooton (Event director) Wes Fleming (Flemings Nurseries)

Page 38 of 48

Print As part of its media partnership, the Herald Sun supported the Show extensively across its early general news section,

magazine and Weekend lift outs. In support of the Show, a colour photo promoting MIFGS ran every day for the duration of the Show, with the standout being inclusion on the front cover of the paper. Highlights included: A photo of two girls pushing each other in a wheelbarrow filled with flowers, 26 February A photo of a woman riding a bike covered in flowers, 8 March A two-page feature on Paul Bangay, 15 March A photo of Jake Adamsons, Peta Donaldson and Brent Christie pushing wheelbarrows and carrying plants, 21 March A photo of Lisa McCune covered in roses to promote The King and I, 22 March A photo of a girl holding a range of flowers, 25 March A feature on Pim van den Akker, 25 March

28 March

Page 39 of 48

Print The Age

Highlights included:

Coverage within The Age and its inserts was significant this year with a number of articles

Highlights included: Profile on Paul Bangay in the My Sunday section, 2 March MIFGS ticket giveaway in M Magazine, throughout March Feature on The Living City display, 15 March Profile of Paul Bangay in the Kitchen Spy section, 25 March Profile on Ian Barker and his show garden, 29 March Profile on Mark Browning, Bay Road Nursery and Paul show gardens, 26 March The Age online also uploaded a timelapse video of The Conservatory being built in the lead-in to the Show

Page 40 of 48

Print Melbourne Metro Publications Prior to opening of the Show, several metro Melbourne Weekly publications ran a listing on the Show, as well as a large feature on student landscaper, Esther Sugihto Leader newspapers ran several promotions and numerous articles on exhibitors articles across the entire network including online for exhibitors such as Outdeco, the Box Hill Institute, the Floral Society of Victoria, Melbourne Ikebana chapter, Sarah Wilkinson, Marie Bourat and Paal Grant The Weekly Review wrote two pre-Show articles on the Little Veggie Patch Co and Marnie Lewis, highlighting their work and their participation at MIFGS A photographer from AAP also attended the Show on the opening day. National publications Better Homes & Gardens featured a four page spread in the lead-in to the Show Weekly,Royal Auto, Country

-in to the Show.

List and The Australian all ran features leading in and during the Show

Page 41 of 48

Print Promotions A number of promotions ran in the lead-in to the Show across the following publications: Sunday Age Melbourne Times Weekly Melbourne Observer The Weekly Review Yours Magazine Herald Sun The Age M Magazine Great Southern Star Interstate/overseas A number of national and interstate newspapers covered the event, pre, during and post Show. Coverage included: The West Australian, Courier Mail and Adelaide Advertiser (online) ran a feature on The Conservatory, promoting the Show The West Australian Habitat featured a full page wrap up story on the Show Korean TV News filmed at the Show which was broadcast direct to South Korean audiences The Sydney Morning Herald ran an article on the Show and its exhibitors in

Page 42 of 48

Online Coverage

event. These included: Articles on the main tourist sites; Only Melbourne.com.au, Melbourne Festivals and

Images and articles on Herald Sun and The Age online, including a video on The Age online Local coverage across the News Limited digital network Mention on WeeklyTimesNow.com.au

Page 43 of 48

Promotional Activities A number of promotions ran in the lead-in to the Show. These promotions on the

association with the event. Promotions ran across the following publications: Sunday Age Melbourne Times Weekly Melbourne Observer The Weekly Review Yours Magazine Herald Sun The Age M Magazine Great Southern Star

Promotions ran prior to MIFGS, tying in many sponsors and other exhibitors including:

Jenny Craig gave away a trip for two to the Chelsea Flower Show in London.

Honda gave away a $50,000 cash

Momentum Energy also gave away a trip for two to the Ellerslie Flower Show

Page 44 of 48

Community Groups

Participating community and special interest groups:

Royal Horticultural Society of Victoria affiliate clubs and individual members

Victorian

Victorian Arts Societies

Association of Sculptors of Victoria

Victorian Regional Tourism Bodies

National Trust Victoria

All of the above organisations receive complimentary space at the event and in some cases are assisted financially by the event to display at the event. Grass roots support of the event is crucial. MIFGS is about inclusion and getting as many people as possible involved. Community groups are passionate about flower and gardens and are passionate about this event. Many of these groups have long and proud histories and relish the opportunity to give a broader audience an insight into their skills through their MIFGS exhibits.

Page 45 of 48

Charity Involvement Charity Organisations For the third year Kids Under Cover Foundation were the official charity partner of the Show. Kids Under Cover had a huge on site presence particularly at the Cubby House Challenge site in the Gardens where 5 architecturally designed cubbies were on display for the 5 days and auctioned off at the end. The charity were able to raise awareness and much needed funds whilst at the Show and both continue to be raised post event through the continued media coverage in association with the Show.

build their profile and raise funds included:

complimentary space at the event and in some cases the

their disposal.

Page 46 of 48

Melbourne International Flower & Garden Show 26th 30th March, 2014

Page 47 of 48

25

SCHEDULE THREE

Melbourne International Flower and Garden Show Event Advisory Group •

TERMS OF REFERENCE

Introduction

The Melbourne International Flower and Garden Show (MIFGS) is an annual hallmark event conducted in the Carlton Gardens and the Royal Exhibition Building. In order to ensure the sustainability of the Gardens an Event Advisory Group comprising representatives from the Flower and Garden Show Ltd, City of Melbourne, Melbourne Museum and interested community organisations has been established. The MIFGS Event Advisory Group will be responsible for providing advice and recommendations on matters pertaining to usage of the Gardens using the Carlton Gardens Master Plan as the platform for those proposals.

Purpose

The purpose of the MiFGS Event Advisory Group is to provide advice and feedback in relation to the conduct of the Show in the Carlton Gardens. The group will also recommend. legacy. programs, consistent with the outcomes of the Carlton Gardens Master Plan, to Council's Director, Design and Urban Environment. The MIFGS Event Advisory Group will advise on operational issues associated with the Show to minimise the impact of the Show on the Canton Gardens. These key operational issues include (but are not limited to): reinstatement of the Gardens • after the Show; site management; show layout; and community consultation and residential amenity.

The MIFGS Event Advisory Group has no decision-making powers or delegated authority, but is intended to assist in providing information and advice to the City of Melbourne and MIFGS Inc.

All Councillors will have a standing invitation to attend meetings of the MIFGS Event Advisory Group.

Membership

It is proposed that the following organisations will be invited to participate on the Event Advisory Group:

• Chair — Future Melbourne Committee, City of Melbourne;

• Flower and Garden Show Ltd and/or their Event Mal a gement Representatives;

• Carlton Gardens Group;

• Carlton Residents Association;

• East Melbourne Residents Association;

• Eastenders Association;

• Melbourne Museum;

• National Trust of Victoria;

• Friends of the Elms;

• Heritage Victoria;

• Parks and Gardens Advisory Committee; and

• City of Melbourne administration

# 6641684

Page 48 of 48