Baird’s major events stand off

AS election stunts go, NSW Premier Mike Baird’s promise to commit $180 million to winning the Australian Grand Prix away from Melbourne to Sydney pretty much ticked all the boxes. It grabbed the headlines for a day. It appealed to voters’ parochialism. And it was pitched well into the future (2020). It also focused attention on events tourism as a means of luring visitors to a destination whether for huge occasions like the Olympics or the Soccer World Cup. Adelaide was a pioneer. The South Australian capital established the Adelaide Festival of Arts as a highly respected event on the world’s cultural calendar; regionally it marketed the Barossa Festival with outstanding success. And when no one else was interested, the state picked up the rights to run the Formula One Australian Grand Prix. So successful was this move that Victoria – then a johnnycome-lately to events tourism marketing, and now probably the Australian leader – waved a big cheque book and snatched the rights to stage the Grand Prix. The success of this move is the subject of lively debate given the estimated $1 billion cost to Victorian taxpayers over the past 20 years. While most probably agree there has been a net benefit, particularly when international exposure is taken into account, there are those who ask what if that billion dollars had been spent on other attractions. What is not up for debate is that Victorian taxpayers’ money has helped make GP supremo Bernie Ecclestone one of the world’s richest men. How he must be relishing the prospects of the NSW and Victorian governments using their citizens’ money to outbid each other for his product. Which brings us to the clear distinction to be made between events bought in from overseas and those generic events that grow from the hard work of inspirational locals. The former can involve huge outlays for duchessing (if not outright bribing) officials from bodies such as FIFA and the IOC. The latter are manufactured by locals with such expertise that they attract visitors from around the world. NSW examples include Sydney’s Gay and Lesbian Mardi Gras and the Tamworth Country Music Festival. Importantly, no one can buy them and transplant them elsewhere. In retrospect, which investment has provided the better dividends for South Australia; the money spent on the GP or the funds allocated to the Adelaide and Barossa festivals? Perhaps Premier Baird could better spend $180 million developing local products like these rather than cannibalising the events of another state and lining the pockets of an overseas billionaire.