Townsville Enterprise to lead the future of major events attraction

Townsville Enterprise is set to take on major events for the city in a new partnership with Townsville City Council that will bolster Townsville’s reputation as the major events capital of northern Australia.

The decision comes off the back of Council approving the Townsville Events Strategy 2024-27 late last year.

Acting Mayor Paul Jacob said the partnership would position Townsville as the home of major events and involve Townsville Enterprise setting up a dedicated events advisory panel.

“In years gone by Council and Townsville Enterprise have worked hand-in-hand to secure major events like Pink, Multisport World Championships, Matildas, International Rugby, State of Origin and recently the Killers, for Townsville,” Cr Jacob said.

“This new formalised partnership will see Council hand over the reins when it comes to attracting and managing future major events so Council can focus on delivering services to our community.

“We know major events connect communities, grows community pride and showcases North Queensland on a national stage with a global spotlight, so by getting everyone in the same room with a vested interest in bringing world-class events to Townsville, I know we’re going to see some spectacular events on the horizon.

“Townsville Enterprise already does a terrific job at marketing and advocating for our region, so it just makes sense they can grow as an organisation and widen their scope when it comes to bringing events to our city.

“While Townsville Enterprise will handle bidding for and managing major event contracts, Council will still play a vital role in providing funding for beloved community events across the region.”

Townsville Enterprise Chief Executive Claudia Brumme-Smith said events attraction work will have a few key steps in the transition including establishing an events advisory panel, the creation of a competitive bid fund, management of a coordinated events calendar and promoting and leveraging the events opportunities.

“Events are a critical investment not only into attracting tourists to our beautiful city, but they also play a critical role in attracting and retaining our workforce,” Ms Brumme-Smith said.

“We saw with P!nk, and the Killers that events have an unparalleled ability help boost our shoulder and low tourism seasons, they are a billboard for promotion of our city and they drive strong community pride.”

Ms Brumme-Smith said the partnership with Council and the establishment of a events advisory panel would ensure Townsville is put on the national map when it comes to having the ability to entice, bid for, create and deliver major events to the city.

“With the advisory panel made up of industry experts we will be able to streamline and fast-track the way we put ourselves forward to prospective events. Additionally, we can bring the best creative minds together to ensure we are creating home-grown events that showcase this region and deliver long-term economic outcomes,” Ms Brumme-Smith said.

“Enticing and bidding for events is extremely competitive, and when we’re up against capital cities from around Australia and the world, we must put our best foot forward and act with agility – giving us a competitive advantage nationally.

“The intention is that in years to come we will be able to grow our bid-fund and bring some truly spectacular events to Townsville, so I’m really looking forward to seeing Townsville Enterprise take on this important role.“

Townsville Enterprise is set to take over Major Events from 1 January 2025.