CURTIN UNIVERSITY OF TECHNOLOGY

SCHOOL OF ARCHITECTURE, CONSTRUCTION AND PLANNING
GRADUATE DIPLOMA IN URBAN AND REGIONAL PLANNING
PLANNING FOR MAJOR SPORTING EVENTS

Prepared to partially satisfy the requirements of the Graduate Diploma in Urban and Regional Planning.

1.1 Aim of the Report 9

1.2 Hypothesis 11

1.3 Methods of Investigation 11

1.4 Tourism in the Margaret River Area and the Margaret River Masters 12

2.1 An Introduction to Major Sporting Event Analysis - The Study of Hallmark Events 14

2.2 Analysis Techniques of Hallmark Events 15

2.3 The Need for Planning 16

2.4 Methods of Acquiring Survey Information for Hallmark Events 22

2.5 Hallmark Event Impacts 23

2.5.1 Community Objectives in Hosting Events 25

2.5.2 Site considerations 26

2.6 Conclusion 26

2.7 A Summary of Another Hallmark Event Study 28

2.7.1 A Summary of The America's Cup - Hallmark Event in Western Australia 28

3.1 The Margaret River Case Study 34

3.1.1 Background 34

3.1.2 Surfing WA 35

3.1.3 Margaret River Masters Event Location 36

3.1.4 Site Characteristics 38

3.1.5 Land Management Approaches 39

3.2 Shire of Augusta-Margaret River Existing Strategies for the Margaret River Masters Professional Surfing Event 40

3.2.1 Council's Surfing Policy 40

3.2.2 Standard Approval Conditions for Professional Surfing Events 41

3.2.3 Carparking Strategy 42

3.2.4 Crowd Control 43

3.2.5 Environmental Control 43

3.2.6 Special Infrastructure 44

3.2.7 Legal Documents and Approvals 45

3.2.8 Emergency Issues 45

3.2.9 Advertising 46

3.1.10 Signage 46

3.1.11 Other Miscellaneous Issues 47

3.1.12 Infrastructure Layout Plan 47

3.1.13 Shire of Augusta-Margaret River Corporate Sponsorship and Financial 48

Contribution

4.1 The Margaret River Case Study Survey 50

4.1.1 Demographic Information 51

4.2 The Margaret River Case Study Survey Results 54

4.2.1 Economic Survey Results 54

Interpretations required to be considered by the Shire of Augusta-Margaret River 55

4.2.2 Tourism/Commercial Survey Results 56

Interpretations required to be considered by the Shire of Augusta-Margaret River 56

4.2.3 Physical/Environmental Survey Results 57

Interpretations required to be considered by the Shire of Augusta-Margaret River 57

4.2.4 Socio-Cultural Survey Results 58

Interpretations required to be considered by the Shire of Augusta-Margaret River 60

4.2.5 Psychological Survey Results 61

Interpretations required to be considered by the Shire of Augusta-Margaret River 61

4.2.6 Political Administration Survey Results 62

Interpretations required to be considered by the Shire of Augusta-Margaret River 62

4.2.7 Local School Survey Results 62

4.3 Demographics 63

4.4 Statutory Approval for the Event 68

4.4.1 Lease Agreement 68

4.4.2 Planning Approval 68

4.4.3 Permit to Undertaken Activity on Council Reserve 69

4.4.3 Health Regulations 69

5.1 Comparisons of Hallmark Event Study and the Margaret River Case Study 71

5.2 Testing the Hypothesis 72

5.3 Recommendations for the Shire of Augusta-Margaret River 72

5.3.1 Other Survey Observations 74

5.3.2 Conclusions 75

6.1 Introduction 77

6.1.1 Event Approval/Refusal 77

6.1.2 Public Consultation 78

6.1.3 Event Objectives and Community Expectations 78

6.1.4 Site Characteristics 78

6.2 Strategy Development 79

6.2.1 Traffic and Carparking Strategy 79

6.2.2 Crowd Control 81

6.2.3 Environmental Controls 82

6.2.4 Special Infrastructure 83

6.2.5 Legal Documents Liability, Approvals and Certification 83

6.2.6 Emergency Issues 84

6.2.7 Facilities 85

6.2.8 Advertising 85

6.2.9 Signage 85

6.2.10 Other Issues 86

REFERENCES 87

BIBLIOGRAPHY 90

APPENDIX 91

1.0 TYPICAL POSITIVE AND NEGATIVE IMPACTS ON HOST COMMUNITIES 20

1.1 FACTORS IN DETERMINING THE IMPACT OF HALLMARK EVENTS 21

2.0 SURVEY RESPONDENTS REASONS FOR LIVING IN THE AREA 59

2.1 AGE DISTRIBUTION OF SURVEY RESPONDENTS 63

2.2 PERIOD OF RESIDENCE IN THE AREA - SURVEY RESPONDENTS 64

2.3 SURVEY RESPONDENTS PARTICIPATING IN THE SPORT OF SURFING 65

2.4 SURVEY RESPONDENTS FREQUENCY OF VISITS TO THE EVENT SITE 65

2.5 SURVEY RESPONDENTS GENDER 66

3.0 CONVENIENCES REQUIRED UNDER THE HEALTH ACT FOR AN EVENT 69

3.0 PLAN OF MARGARET RIVER MASTERS EVENT LOCALITY. 36

3.1 THE EVENT SITE AND SURROUNDS 37

I would like to thank the following people without whose help this report could not have been produced.

Melony May, My Family, My Co-workers, particularly Mr. Neil Fraser, Mrs. Rebecca Kevill and Mr. Kim Muste, the Shire of Augusta-Margaret River and all those persons that were personally interviewed and participated in the survey.

I certify that investigations required and in the writing of the report have been undertaken solely by the author. The opinions expressed within the report represent those of the author and not those of Curtin University.

This report aims to investigate the positive and negative impacts major sporting events have on any particular host community. The literature research in this report focuses on an area of study known as "Hallmark Tourist Events ". This field of study discusses the impacts of major events and recommends methods of investigation for event assessment and preparation. The research of "Hallmark Event Study" lead to the understanding of and how to identify the possible impacts of major events. It was also recognised that there is a need to survey the host community and implement strategies to minimise negative impacts on that community.

Most study in the area of Hallmark Tourist Events has focused upon what an event can do for an area, therefore "down playing" negative impacts. Negative impacts on the host community are not commonly investigated in detail.

A case study of The Margaret River Masters Professional Surfing Event investigates both positive and negative impacts on the host community through a survey of 150 people. Six area's of investigation, as identified in "Hallmark Event Study", have been used, being economic, environmental, commercial/tourism, psychological, social and political/administrative impacts. It was found that in most aspects, positive attitudes towards the event existed in the community. However, some negative impacts were identified.

Recommendations for the Shire of Augusta-Margaret River are made in determining a future event strategy. Furthermore, Local Authority guidelines outlining issues to be considered when planning for events are also provided. It was recognised that there are ten (10) main issue groups to take into account by a Local Authority in developing a strategy for a major sporting event.

1.1 AIM OF THE REPORT

The aim of this report is to investigate the negative and positive impacts major sporting events have on a host community. The case study of the Margaret River Master's professional surfing event at Prevelly, Margaret River is used a source of original investigation.

It is recognised that such events have the potential to have a negative impact on the host community. Most studies on the subject known as "Hallmark Tourist Events", focus on what a major sporting event can do for an area. Therefore looking at the event from a positive point of view. The aim of this study is analyse the negative impacts of an event, taking into account the positives, and suggest a method of dealing with such an event, for the Shire of Augusta-Margaret River and any other Local Authority. For the purposes of this report, the terms "Hallmark Tourist Events" and "hallmark events" will be used interchangeably.

A survey has been prepared and undertaken in conjunction with the Shire of Augusta-Margaret River to determine the local communities opinion of the current major international surfing event. The survey questionnaire, including all of the survey questions, were prepared by the author of this report. RSM Consultants, located in Bunbury Western Australia, provided advice on the layout of questions, contacted respondents and documented results.

Results of the survey and investigation of other "hallmark event study", are used to prepare guidelines for any authority which is required to manage or oversee a major sporting event.

It is anticipated that the case study will be unique, in that most "hallmark event study" has focused on major sporting events in a city or metropolitan situation. Most studies indicate, that the purpose of major events, has been to increase economic and tourism opportunities in the particular area.

The Margaret River Master's, in Prevelly, west of Margaret River is different, given that a large amount of media exposure, and a number of people exceeding normal amounts, visit a small town and surrounding area with a population of approximately 3,500 people. There is therefore the potential for impact on the towns of Margaret River, Prevelly and surrounds, and the local Council has become aware of the growing concern from local residents with regard to the management and operation of the event.

Over the last ten years the Margaret River Master's has predominantly been an annual event which has been organised in conjunction with the local Shire Council. The Council in agreeing to allow the event on its vested reserve, has taken the responsibility to ensure the event is planned as effectively as possible, with the principle objective being to minimise negative impact on the local community. This has been reflected in Councillor involvement on a Surfing Committee of Council and membership of local community groups particularly related to the sport of surfing. (Shire of Augusta-Margaret River Surfing Committee Minutes, 1996)

Until now, a survey of the community has not been undertaken to determine the views of local people with regard to the event. Although, it has been recognised that the local community are vocal and interested in the way the event is run. This is reflected in the amount of exposure the event receives in the local newspaper and, letters from the local community directed to the newspaper regarding the event. (A copy of relevant newspaper articles can be viewed in Appendix A These articles also show the local media attention given to the event.

This report has been based on a survey of the community and discussions with the organisers (Surfing WA), competitors, key authorities, and other players, to determine the major views held. This will provide an understanding of almost all issues relating to and influences on, the event.

In researching other studies of this kind, and testing a hypothesis it is anticipated, that better planning principles can be developed. These principles could be incorporated specifically for the Margaret River event, however, utilised by other event organisers in Western Australia. A set of guidelines are outlined and assessment of major events can be made based on these guidelines.

The scope of the report will be to cover the following :

• Research methodology, including survey and interviews,
• Gauging opinion of interested parties and principles held,
• Determining what are the positive and negative impacts from the Margaret River case study event,
• Establishing a social profile of the surveyed group in the Margaret River area,
• Outlining the existing planning techniques used for the event,

• Investigating other research within the field,
• Determining issues of concern to the community,
• Testing the hypothesis,
• Gaining opinion with regard to major event issues such as environmental impacts,
• Assessing perceptions on the economic and tourism factors,
• Developing guidelines including planning techniques and criteria aimed to minimise the negative impacts of an event through assessment, and
• Understanding the principles of "Hallmark Tourist Events" and previous studies undertaken.

The initial hypothesis will be to test the notion that :

"The Margaret River Master's professional surfing event has a negative impact on the local community."

In testing this hypothesis it is anticipated that an understanding of the communities point of view will be obtained through a survey. Once this information is collected it will be possible to determine particular issues considered important by the Community. With a full understanding of what the community thinks, it is perceived that better planning methods can be established through policy and guideline preparation and implementation.

This hypothesis has been chosen as it is unlike most research focusing on hallmark events. As mentioned earlier, most studies focus on the benefits of a major sporting event for the host community. Identifying the negative impacts can facilitate the preparation of better event strategies, to minimise these impacts.

• Researching other reports relating to major sporting events, such as the America's Cup.
• General research principles derived from "hallmark event study".
• Surveying the local case study community and documenting its demographic character.

• Interviewing affected players in the major event case study. For example, organisers, local and state government agencies, competitors etc.
• Investigating studies related to other surfing events.
• Researching existing policy and planning principles used to manage the case study event.
• Investigating the research methodology within the "hallmark event study" field.
• Understanding the professional framework of the sport of surfing.
• Site investigation and analysis determining the physical characteristics of the case study site.

It should be recognised that the Margaret River Masters, (the case study of this report) is part of an overall tourism market. Leiper 1995 argues that the market is split into seven sectors, with one being the "attractions sector" ... including "sporting and cultural activities" (Leiper 1995, p.29) . The Masters event forms part of the attractions sector, drawing tourists to the area. Other events such as the Leeuwin concert and the Wine and Cheese Festival add to the attractions already existent in the area. Hallmark tourist events are an essential and useful tool in enhancing an areas "attractions sector" of the tourism market.

Such events should be organised to maximise economic benefits by identifying the "market gap". The aim is to ascertain areas of the tourism "market which has not yet been tapped" (Halloway and Plant, 1988, p.131) Events should be staged at a particular time of the year which will attract an audience when a large number of tourists are not normally visiting the area.

The part the Margaret River Masters plays in the overall tourism market, which is an essential part of the local economy, should be recognised. Not only so that a strategy can be developed to ensure the event itself provides its maximum contribution to the tourism economy, but to maintain that all events are organised to compliment each other. In providing economic stimulus to the area, events should also aim to minimise cultural, physical ,social and environmental impact. This is the basis of sustainability. As Harris and Leiper state, " If sustainable development of these resources is to occur, they must be managed in a way that allows the economic needs of an industry and the experiential needs of tourists to be met while at the same time maintaining cultural integrity , preserving or enhancing biological diversity, and maintaining life support systems" (Harris and Leiper, 1995, p.xx)

Particularly in Australia, there have been a number of studies based around the title "Hallmark Tourist Events". Much of which has been developed through tourism faculty study. It has been said, that the growth of tourism study has occurred, due to the increasing importance of tourism to Australia's economy.

Hallmark events have been defined by (Richie 1984, P.2) in (Syme, Shaw, Fenton and Mueller 1989)

"Major one time or recurring events of limited duration, developed primarily to enhance the awareness, appeal and profitability of a tourism destination in the short/or long term. Such events rely for their success on uniqueness, status, or timely significance to create interest and attract attention."

Some literature focuses on the primary function of the hallmark tourist event as being an opportunity for an area to "put itself on the map" and therefore draw tourists to the area for economic gain. Some argue that the hallmark event may be something pursued by and for the exclusive benefit of the local business community, rather for the broader community.

Whether this be in the local, state or national level, increasingly of importance, is the media coverage of major sporting events. Whether an event is community based and/or driven, or promoted by the business community or a corporate entity for financial gain, all rely on some form of media exposure for the area, which may attract attention for a short period or in some cases, over an extended term.

In Margaret River, it seems that the Masters Surfing event, is not necessarily welcomed by all persons in the area. (Coppock 1977) in (Syme, Shaw, Fenton and Mueller 1989) stated :

"Not only is it inevitable that the residents of an area will gain unequally from tourism, if indeed they gain at all and probable that the interests of some will actually be harmed, but it may well be that a substantial proportion does not w of tourism."

It is important to note that events do stimulate tourism. The fact that in some cases unequal benefits and negative impacts from tourism activity, should be considered in event planning and strategy preparation.

2.2 ANALYSIS TECHNIQUES FOR HALLMARK EVENTS

(Hall 1992 p.5) stated :

"It has been identified by others that there are six types of impacts that need to be addressed for particular hallmark events, they are economic, tourism/commercial, physical, socio-cultural, psychological, and political."

In summarising and concluding on the research directions of Hallmark Tourist Events (Hall 1992, pg10), indicated "good management is likely to be related to the level of understanding of the dynamics of the event." 85 "There is a need to go beyond the glamour of hallmark events, and the supposed economically beneficial effects of such events, and subject them to rigorous interrogated economic, environmental, social and political analysis. The task of the researcher should be to compare the image of the event with the reality. Why, for what, and for whom, are these events held? And in so doing come to a more complete understanding of the urban impact of hallmark events"

It is intended that the survey of the local community of Margaret River will address all six (6) area's of possible impact on the town. It is interesting to note, that the event in Margaret River is currently not organised by local people, but by persons from outside the area, with a stated philosophy that the event is to promote the sport of surfing. Are the organisers aware of local attitudes?

Shaw and Williams reiterate that tourism has its "own well catalogued mixtures of positive and negative economic, social and cultural impacts which require careful consideration" (Shaw and Williams 1994, p. 45)

Also raised is the "Social and Ecological carrying capacity of an area" (Shaw and Williams 1994, p. 234) concepts which leads to the understanding that local acceptiveness and impacts should be taken into account when assessing proposed tourism activity.

The event impacts on the local community which is not entirely involved in the organisation of the event. It is therefore the responsibility of the local authority in allowing the event to occur, to have a full understanding of local community expectations and the organisers goals and objectives of the event. In understanding both points of view the local Council can make an informed decision on whether to approve the event and what conditions should be established.

It seems inevitable that if the event is to continue annually, the local community should be able to influence and be involved in planning of the event. The event could therefore be managed to minimise the negative impact by having due regard to the local communities views, and using them as a framework focusing and enhancing on the positive attributes. The major sporting event could then be beneficial to both the organiser and the local community in most aspects.

Throughout the world, there have been many hallmark events with a lack of planning. (Hall 1992, pg. 20) "the citizens of Montreal are still paying for the construction of the 1976 Olympic games stadium while the people of Perth, Western Australia are faced with finding events which can utilised the 1962 Commonwealth Games stadium at Perry Lakes. Hence, it can be seen that planning is an essential ingredient but not only for the short term success of the hallmark event itself, but also in realising the longer term benefits that can accrue to a community in the holding of such events." Most major events, which are located usually in cities, are developed for the purpose of generating tourism and economic benefits to either the organiser or the area. This has lead to an approach where the event is organised because it has to occur for predetermined reasons. However, in some cases there appears to be a demand for an event, which may not necessarily be for economic reasons, and this has lead to local governments having to determine how to deal with unexpected event proposals.

Increasing examples of how a local community are being requested to assess events at short notice are rave parties, festivals, large group meetings in small towns and major sporting events. Major sporting events maybe attracted to an area which normally does not experience large numbers of people, due to a particular quality or attribute specific to the locality. There is a need to be prepared for a major event.

For example, the America's Cup may have been staged in Perth, not only for economic reasons but due to the occurrence of strong wind at certain times of the year, good sailing conditions and facilities. Like wise, Lancelin to the north of Perth, has good wind surfing conditions which attract the world's best for an annual event. Other places such as Manjimup attract some of Australia's best motor cross riders and even the world rally tour comes to Western Australia partly due to the abundance of demanding tracks throughout the country side. In the same way, the world surfing tour demands events in high quality surf locations such as Margaret River. It is therefore a foregone conclusion, that interest in staging events in Margaret River will be prevalent and this one of the main reasons why the Augusta-Margaret River Shire frequently receives event applications.

There are four critical issues identified in the hallmark event planning process stated by (Hall 1992, pg. 21) they are :

"The development of methods of forecasting for hallmark events, the role and manner of public participation in the planning process, the relationship between government agencies in hosting of hallmark events, and the staging of subsidiary or ongoing events due to the conduct of the hallmark event."=85 "Planning of a hallmark tourist event should be concerned with the anticipation and regulation of the impacts of the event on the host community, and the promotion of the associated development in a manner which maximises short and long term economic, environmental and social benefits. Hence an evaluation of hallmark events to focus not only on the immediate economic aspects of the event but also the wider implications within the community and its physical surroundings". It has been noted that there has been little study on the negative impacts of hallmark events on the local community. A reason for this, is that usually the study is based around what a hallmark event can do for an area. However, some areas are faced with the pressure for a hallmark event which may not necessarily be desired by the community.

In fact, the event and the following exposure from it, particularly with world wide media distribution, could directly impact negatively on the community on a long term basis.

The occurrence of one event in an area based on surfing for example in Margaret River, could expose the particularly high quality region for Surfing to a greater number of people. Therefore drawing larger numbers of tourists to the area to participate in the sport of surfing.

Although, this seems productive from a economic point of view, the local community may well be disadvantaged by the level of exposure. The reasons being, they live in that location to experience the high quality surf, and increased tourists may lesson their accessibility to that resource. At the same time, the environment in which they live, will be negatively impacted upon, as increased development pressure is likely to occur to meet the increased tourism demand. In turn the increased development pressure may contribute to higher land values and therefore generally impact on the local people socio-economically.

Therefore, it is important to ensure that staging of the event does not adversely impact on the local community and also that planning is undertaken to ensure that the long term impact created by increased attention the area, due to its exposure from the hallmark events, can be dealt with appropriately. The community in accepting increased exposure could be satisfied with the knowledge, that the pressure will be dealt with in a manner considered acceptable to them. This seems very relevant to Margaret River, Western Australia. For example, many people have moved to the area for its high quality environment, country living and lifestyle. It is therefore not a surprise when exposure of that area, which to many appears to be "hidden away", is not welcomed by some.

(Hall 1992, pg. 22) that "Hallmark events are commonly regarded by government and private industry as essential for the creation of tourism opportunities, employment, and increasing the prominence of the host community in the market place." And as Hall continues "The Commonwealths support for the Grand Prix acknowledged the unprecedented international exposure for Australia and significant economic benefits in areas of tourism, employment and business opportunities." State or national government and private industry tend to focus on economic and tourism benefits. There is an opportunity for local government to consider broad economic/tourism benefits with an appreciation of host community attitudes in mind.

So, economic drive for major hallmark events particularly in city areas, is often supported by State and Federal Government. There is a conflict between State/Federal Government ideals and local community ideals in some instances.

Socially, most small towns in Western Australia have an existing social situation which is fairly stable and most people are content with that situation. This is reflected in many stable or non transient populations in country areas. However, hallmark events do have the potential to change and attract further attention to an area, which will eventually have a social impact due to the influx of tourists.

If the influx of tourists during an event is accepted, it is sometimes because there is not a dramatic long term increase in visitors. This would be the case with the Dowerin Field Days. It would be unlikely that many people would visit Dowerin other than for the Hallmark Event. Future tourism is not expected by the host community.

In some areas, the influx of tourists will be seen by the local community as a positive thing. It may be welcomed. However, in other instances it will be seen as a negative influence and unless the negative impacts are managed and therefore reduced, the hallmark event will never be completely accepted by the local community which hosts it.

Glasson,Godfrey and Goodey discuss typical study on tourism impacts. "Research into tourism impacts initially centred on the economic impacts an these were often more quantifiable and often positive. More recently there has been a shift towards consideration of the physical and social impacts. These are often typified as unquantifiable and negative - the ecological and social price for the economic benefit. Visitor management involves a trade off between these impacts." (Glasson,Godfrey and Goodey 1995, p.33) This report aims to assess six areas of impact and develop strategy recommendations addressing the best trade off for the host community.

(Hall 1992) focused on the analysis of the possible impacts of hallmark events on host communities. As stated previously the six major types of impact were identified in table format and typical positive and negative impacts were identified. This table can be viewed below.

Of further interest (Hall 1992, Pg.29) states : "The factors in determining the impact of Hallmark Events". They can be viewed in Table 1.1 below :

It is widely recognised in academia that there are two main methods of acquiring information under broad headings being "Qualitative and Quantitative."

There are methods of :

• Surveys
• Delphi technique
• Judgment - aided model

There are methods of :

• Time series
• Gravity and trip generation model
• Multi variant aggression

These methods relate to forecasting in tourism which is relevant to this topic. These approaches are drawn from (Uysal and Cropton 1985, p. 7) taken from (Hall 1992, pg. 31).

It is proposed in the case study of this particular report, to focus on local surveys of the community, being a random community interview analysis and discussions with relevant organisations and pressure groups. Many surveys of this kind are used and can be viewed in Hall 1992 and 1989.

It is hoped that these methods will combine to provide an overview of how all sections of the community view the case study event. Particularly, relating to the six major areas previously identified.

The reason for the negative hypothesis, is due to there being increasing local community comment, that the event is having a negative impact on them and that public opinions are not being considered by Council. It is the purpose of this study to ensure the views of the local community in the planning process are taken into account, to consider the major impacts and therefore aim to minimise those impacts in a strategy developed for the particular area. It is also aimed that strategy guidelines can be used in Western Australia, when a local authority needs to deal with a hallmark event proposed in their area.

Much discussion has also been concerned with what have been the benefits, and the negative impacts of major events.

Some positive social impacts were identified by Oakley, Pennington, Lloyd, Saeniger and McKinnon in 1987 in their various studies on regional sporting events. They are as follows, taken from (Hall 1992, P. 68).

• Personal skill development of committee members and club administrators.
• Bringing together adverse sporting individuals and groups - who otherwise rarely interact - towards a common goal.
• Increased social interaction.
• Involvement of all age groups.
• Family involvement.
• Increase prominence of minor sports.
• Civic pride and regional identity."

Those positive impacts outlined above, and social benefits and costs mentioned by Burns and Mules below, have also been identified in the Margaret River case study provided in this report. These issues are typical examples of the types of influences major events have on the host community.

Other Social benefits identified by (Burns and Mules 1989 p. 184 in their study on the Adelaide Grand Prix in 1995 were :

Short Term :

• Income $28 million.
• General excitement.
• Good opinions of oneself.
• Extra shopping access.
• Opportunity to have guests.
• Home hosting opportunities.
• Pleasure in experiencing the event

• Increased tourism.
• Expanded industry.
• Exports.
• Improved self image."

This study also identified social costs, as follows :

Short Term :

• Traffic congestion.
• Property damage.
• Increased vehicle thefts and thefts from vehicles.
• Noise.
• Accidents.

• Loss of amenity.
• Increase in crime.
• Vandalism.
• Hooliganism.
• Accidents."

(Burns Hatch and Mules 1986 P.184)

Many such case studies have identified problems or benefits experienced in social, tourism/commercial, economic, physical, psychological and political investigations been made. Some focusing on only one of those particular aspects. This report utilises previous findings such as those listed above, to assist in the case study assessment. However, many reports have failed to be comprehensive in assessing the overall impacts of events on host communities. "Most reports provided a heavy emphasis on physical and environmental issues with social and cultural issues receiving little attention." (Coastal Zone Enquiry 1993, p.16) This report aims to ensure social and cultural issues are tackled.

2.5.1 Community Objectives in Hosting Events

Another important discussion has been the objectives= for the hosting of hallmark events. Hall indicates those determined by the= (Canadian Government Officer of Tourism 1982).

• To upgrade cultural activity in the community.
• To attract tourists.
• To involve the community in a civic celebration.
• To develop popular participation in arts, crafts, sports and athletics.
• To advance and promote the community for public benefit.
• To promote cultural and political exchange.
• To create or strength a spirit of goodwill between the community's social or ethnic groups.
• To promote the utilisation of tourist facilities in the off season.
• To call public attention to the unique characteristics or attractions of the community.
• To earn revenue that can be used to provide a needed but otherwise unattainable social benefit for the community."

(Hall 1992, P. 103)

It is recognised that objectives provide "a measure with which to assess the success of events and provide a focal point for co-ordination of the event organisational." (Hall, 1992, P. 103)

The case study event objectives will be identified later.

Another factor considered important are site considerations such as :

• Facility design.
• Landuse.
• Site Planning.
• Accessibility.
• Security and
• Environmental constraints."

(Hall 1992 P. 131)

There is a need to form strategies which can be used to successfully manage the site and its characteristics. Recognise the attributes and limitations of the site.

In summarising, hallmark event study not only emphasises consideration of positive and negative impacts using six (6) broad categories, event objectives and site characteristics, it has also identified that there is a distinct need for public participation to ensure the correct planning for, implementation and ultimate success of the event.

Public participation must be used to ascertain community views, possible positive and negative impacts and objectives.

One of the guiding principles of Toplis for sustainable tourism development is "Involvement and benefits to local communities - Local communities directly affected by tourism use of an area should be fully involved in shaping the type of development acceptable to them. Where development or use occurs, the community should have appropriate access to the economic benefits of the project"

(Toplis in Harris and Leiper, 1995, p.51)

And (Sparrow 1989, P.251) states :

"Of prime importance is the host's willingness to accept these impacts."

(Hall 1992, P. 127) also states :

"Public participation is therefore an essential part of monitoring an event and event evaluation, for who is the event for if not the public?"

For the purposes of this report the public is considered to include the host community. The Margaret River Masters case study is based on surveying the host community in devising strategies for the future. This is recognised as being essential by most "hallmark event" analysis. Evaluation of an event is not complete without public consultation.

The review of the literature has given the understanding of how to assess a hallmark event, what issues to look for and other case study recommendations to consider and use.

The Margaret River Masters has many comparisons with case studies in the literature and is certainly a "Hallmark Event", given its international status, reoccurring nature and its uniqueness. The event is organised to attract the attention of public and develop a greater awareness of the sport of surfing.

"Some hallmark events have the primary function of providing the host location an opportunity to secure high prominence in the world tourism market place" (Hall and Selwood, 1989 pg. 103) It is generally accepted however, that international prominence maybe gained at a social and environmental cost. In the case of the America's Cup, the consolidation of the urban areas particularly relating to tourism, was integrated with the staging of the event. Following the event, there was spin off development reaction which continued to enhance Fremantle's overall appearance. Even though, this additional development may have had an impact on the social and environmental aspects of Fremantle, it has generally be accepted by governments that the increased tourism development is more beneficial through its economic contributions. In fact, it was predicted by the West Australian Tourism Commission that 11,000 new jobs would be created and an extra 1.5 billion would be injected into West Australia's economy as a result of the America's cup. (Hall and Selwood 1989, p. 104)

Hall and Selwood have identified the various types of hallmark events in Australia. It is obvious that major sporting events are not the only typical tourist event within Australia. Furthermore, it has become apparent that most events are established usually with the aim to :

• Promote a particular activity, be it sport or other event,
• Increase public awareness of an area,
• Provide more opportunity for people within Australia to participate in major international activities,
• Most importantly affect a particular area economically.

In promoting the America's Cup for Fremantle, the government and the organisers of the event, as well as the event participants, undertook significant publicity of the event. In the advertising of the event, there was an emphasis on promoting Western Australia, particularly Fremantle and Perth. This would attract tourists and outside investors and entrepreneurs to invest in the Fremantle and Perth areas.

It has been argued that the America's Cup was challenged, won and brought to Western Australia as a medium to give Fremantle and Perth intense media coverage and encourage development of the area. The event suited Fremantle in that it was a port town, which was ripe for renovation both in its old building structure and facilities.

It appears that around the time of the America's Cup and preparations for the staging of the event, there was an intensifying of tourism advertising and development in Western Australia. In the mid to late eighties, Western Australia like never before, began to promote itself internationally. Once Fremantle and Perth were promoted nation wide and internationally, other tourism industries and hallmark events capitalised on the exposure of the area. The West Australian Tourism Commission, a government funded body, was heavily involved in the promotion of Western Australia at this time. The Commission "designated 1986 the year of the visitor, and compiled a calendar of events ranging from a pop concert spectacular through to the 4^th International Lupin Conference. In addition, and extending into 1987, several international sport championships were held, including cricket, kick boxing, trotting, and several sailing competitions. 1986 began with the world 12m championships and America's Cup related events were held throughout the remainder of the year." (Hall and Selwood p. 106)

It is understood, that the America's Cup affected the West Australian Government's attitude towards major tourist events. Even the culture of West Australian people, particularly within the metropolitan area, may have been changed as a result of the event. There was an increase in media attention of major tourist events and promoting the state on a national and international level. It was almost accepted that West Australia, Fremantle and Perth generally, should be promoting itself. For what reasons, was probably not contemplated by most people in the Perth region. However, it is widely accepted throughout the hallmark tourist event literature, that promotion of WA by using hallmark events was stimulated for economic reasons. Entrepreneurs behind the organisation of the major hallmark events benefited greatly from personal investment in Fremantle and Perth. It was not only West Australian people benefiting generally through tourism, but Perth entrepreneurs in particular.

Alan Bond had challenged for the America's Cup since 1974. At the same time, Bond was acquiring large tracks of coastal land throughout the Fremantle and Perth metropolitan area for future development. (Hall and Selwood p. 106)

Such places were the Yanchep Sun City development and the Observation City multi million dollar hotel complex on a 20 acre site on Scarborough Beach. This was an example of where some of the local community were against the development. The "hype" experienced as a result of the America's Cup, provided a political arena where the hotel complex could appear acceptable to the Government. Once this development had been accepted, it set a precedent for development in coastal areas of Perth. (Hall and Selwood p. 106)

In fact, the culture of the people living within the Perth region is somewhat accepting of hallmark events, regardless of the possible social and environmental impacts. Areas outside the metropolitan area, maybe more conscious of potential impacts of hallmark events as the culture has not been exposed to high media promotions of such events. Furthermore, country areas generally have more environmentally sensitive areas which are protected by local lobby groups.

Although the America's Cup had an impact on Perth generally, it had a more direct impact on Fremantle. It is a common known fact that Fremantle was a economically starved and depressed area, which was considered unattractive unpopular and run down. As the of the America's Cup challenge drew near, a rise in the value of land and increased facility development occurred. Such as a new boat harbour, hotels, marinas, bridges, jetties, boat clubs etc.

Intensive planning of the Fremantle area aimed to retain historic qualities. At the same time allow development to occur and regenerate the area for the future. It is argued by many that the America =92s Cup was good for Fremantle due to its renovation and gentrification.

The event did create cultural changes within the Fremantle area particularly for the Italian, Greek and Portuguese communities which owned property throughout the South Terrace area and close to marina developments. It has been reported that other areas close to Fremantle also experienced high rental increases around the time of the America's Cup in 1986. Estimates of increases of rent and general development expansion is highlighted by (Hall and Selwood 1989 p. 110 - 111) through various summaries of newspaper headlines.

Other impacts outlined by Hall and Selwood are such issues as :

• Increased crime,
• Longer term environmental affects such as future coastal development, the Observation City for example, Burswood Resort Casino, Marina developments, and development expansion of the City generally.

"At times it would appear that the perceived necessity of establishing tourism infrastructure for the Cup, out weighed protection of the environment, an observation which parallels the fast track planning process which surrounded the Darling Harbor Bi-centennial project in Sydney." (Hall and Selwood 1989, p. 113)

The use of the hallmark event of the America's Cup was used as a stimulus for development, to provide economic benefits used to encourage the state government to permit more tourist and urban development. Approval processes for some controversial developments were much faster and generally considered more acceptable to the government.

The benefits of staging the event in Fremantle have been observed internationally. This has lead to increased pressure from other international syndicates to engage in challenging for the America's Cup in an attempt to also capitalise on the economic benefits associated with such events.

Hallmark event research has lead to the belief that events such as the America's Cup do have some short term benefits to the immediate area. However, there is some concern over the expected prolonged long term benefits to the area as a result of the event. That is, will the infrastructure and tourism development continue to grown and be utilised to its optimum. Or, will the tourist development suffer particularly from the lack of use in the future. Future hallmark events may have to be promoted and staged in Western Australia to continue the use of the tourist and urban infrastructure that was put in place as a result of the America's Cup.

To conclude it seems that the long term sustainable tourism growth, increased crime, social impact, cultural changes, administrative costs and psychological impacts were ignored for the greater foreseen economic benefits. The America's Cup could therefore be summarised as an event used as a vehicle for economic benefits for entrepreneurs. Although many persons would probably argue that the event had other great benefits for Western Australia. Governments should be mindful in the future of the intentions of event organisers before supporting them both economically and politically. The implications of staging hallmark events vary and underlying motivation may not ultimately be beneficial to the whole community.

The America's Cup is an extreme example of how the host community views were not taken into account. Infact, the aim of the organiser was to ensure the host community accepted the event through propaganda. An issue to keep in mind when developing strategies for major sporting events.

The Margaret River Masters is a professional surfing event, run at beach known as "Surfer's Point" within the small town of Prevelly near Margaret River (275km south of Perth Western Australia). The event is currently organised by Surfing WA. Surfing WA is a government funded organisation established to manage and promote the sport of surfing within Western Australia.

The men's event has operated almost every year since 1985. In 1994, 1991 and 1988 the event was not held due to lack of sponsorship. In 1992, 1993, 1996 and 1997 a women's world tour event was also held. (See newspaper article in Appendix A. Augusta-Margaret River Mail, April 16, 1997 p.5) The event forms part of the world surfing tour organised by the Association of Surfing Professionals (ASP). The event is therefore in part, controlled by ASP Guidelines.

A higher level of event under the ASP umbrella, requires higher amounts of prize money. Therefore, the organisers would be required to seek more sponsorship for a higher rated event.

The world professional surfing tour is split into two categories, they are :

• The World Qualifying Series, (WQS)and
• The World Championship Tour (WCT).

The WQS is a series of events organised to give professional surfers the ability to qualify for the World Championship Tour. The top forty four (44) surfers then surf in World Championship Tour Events to determine the world champion and other placings.

World Championship Tour Events have a higher rating and therefore require more prize money and sponsorship. All events are rated from 1 to 5 star events. A 5 star event would also provide the successful competitive surfer with more championship points. At the end of the year championship points are calculated to determine the world champion.

The Margaret River Masters is a World Qualifying Series Event which does attract some WCT Surfers and those other professional surfers aiming to score enough points to qualify for the World Championship Tour. The event is classified as a 4 star WQS Event and is required to be organised during the Australian leg of the world tour which is around February, March and April each year.

3.1.2 Surfing WA

Surfing WA is an organisation developed to oversee the sport of surfing in Western Australia on behalf of the Australian Surfing Association. Surfing WA is funded by state and federal governments and other corporate sponsors.

Surfing WA is a non-profit organisation with the following mission statement:

"Surfing WA is the states controlling body of Surfing in Western Australia and aims to provide continuous quality development and opportunity in surfing, relating to the areas of competition, environment, education and recreation." (Surfing WA Level 1 Coaching Manual)

In negotiating with the Shire of Augusta-Margaret River to conduct the Margaret River Masters, Surfing WA aim to promote competitive surfing in Western Australia. At the same time facilitate mental awareness and management practices, promote surfing as a recreational activity, and educate the community about the sport. The organisation not only organises the Margaret River Masters, but other various national, state and club events.

They also co-ordinate surfing coaching programs throughout the state and coaches are required to be accredited with Surfing WA before operating any classes.

Surfing WA argue that organisation of the event is not for financial gain, but for the betterment of the sport of surfing in the four main areas outlined above.

The Margaret River Masters Event is held at "Surfers Point" at Prevelly Park near the mouth of the Margaret River. An area of land covering Reserve 41545 is leased to a local person for the purposes of operating the event annually and the lease is current until 1998. Plans of the site and layout of the event facilities can be viewed below.

The site is accessed by one road only and is serviced by telephone and water from a soak nearby. Unfortunately, the area is not serviced with power, reticulated water and sewer facilities. As a result, event organisers have to take into account other methods of providing these services during the event.

The subject site is located on a steep sloped point or peninsula within the Leeuwin - Naturaliste Ridge system. The Leeuwin - Naturaliste Ridge contains various natural features including coastal bays and peninsulas (See Appendix B for a selection of photographs of the site). Much of the ridge is contained within the Leeuwin - Naturaliste National Park however, the subject site is located within an "A" Class Public Recreation Reserve vested with the Shire of Augusta-Margaret River. The ridge area is subject to high wind exposure from the north-west, west and south-west. The geology of the area is frequented by limestone over granite bedrock. The area is not common to occurrences of ground water and therefore supplies are limited.

Due to the high exposure to the weather and salt from the ocean, vegetation cover is poor and a high level of organic matter is built up within the top soil. The area is susceptible to wild fire due to heavy build up of fuel. Much of the land systems are comprised of coastal dunes and limestone outcrops which are experiencing weather erosion. Most of the land within the lease area for the Margaret River Masters is uncleared and typical of the Kilcarnup Dunes Land System. The (Shire of Augusta-Margaret River's Rural Strategy, 1992) indicates that there are a number of current development pressures on the area, one of which is recreation. "Similar to the Gracetown Ridge System, the Kilcarnup system is under considerable pressure from recreational pursuits involving access to the coast for swimming, surfing and fishing purposes. In Places, this has caused considerable environmental degradation."=85. "the area is subject to recreational activity however, is a fragile and environmentally sensitive area which is subject to erosion from the coastal weather experiences" (Augusta-Margaret River Shire Rural Strategy, 1992). It is for this reason that strong environmental controls must be put in place in allowing the event.

Issues including accessibility, evacuation strategies, susceptibility to wild fire, fragile cliff sections or overhangs and lack of services and facilities all combine to make the area one which requires planning measures to be implemented during the event. These measures will therefore minimise the potential occurrence of related problems.

Discussions with the Department of Conservation and Land Management have revealed that in dealing with major sporting events in a coastal situation, a similar approach to that utilised by Council at present would be employed. The focus however, would be on assessing the particular site to be utilised, having regard for the infrastructure available and environmental characteristics.

Within the National Park Management Plan, there are guidelines for coastal use and this sets the framework under which CALM operates.

Assessment of the site in more detail, as CALM suggests, would be certainly advantageous and could be incorporated in a strategy for the event. A botanist is commonly used by CALM to ascertain locations of significant flora. Cliff risk and geological assessments are also undertaken. A rehabilitation specialist is utilised and staff are trained in rehabilitation techniques.

Given the ongoing pressure from the community on the "Surfers Point" and "Rivermouth" areas, and the annual Margaret River Masters Surfing Event, it would be advantageous for Council to assess the site in more detail. This would involve, vegetation, geological, facility provision, fire risk and rehabilitation assessments.

The Surf Coast Shire in Victoria, have prepared a series of management reports for the Bells Beach Surfing and Recreation Reserve near Torquay. An erosion and drainage management report has also been compiled which identifies erosion areas, provides a landform description and recommendations for accessibility methods. The erosion report identifies major erosion sites and specifically identifies needs and methods of rehabilitating erosion areas.

The Surf Coast Shire Council, Victoria, have also contracted a geo-technical investigation for the purposes of assessing temporary grandstands. This report investigates the proposed structures, the existing conditions, slope stability and recommendations for viewing platforms, TV camera decking and visitor boardwalks. This is also something that the Shire of Augusta-Margaret River should investigate for the "Surfers Point" area if the event is to continue in the future and grow in stature.

A proposal for the development of an environmental strategy for the professional surfing event held at Bells Beach in Victoria was prepared by Sane and the Surfrider Foundation. This proposal was aimed to establish a display and various activities during the event, to promote environmental awareness to visitors and competitors at the event. The aim being to encourage a philosophy of environmental awareness to those attending the event.

It is recommended that the Shire of Augusta-Margaret River investigate the preparation of an erosion and drainage management plan, a flora and fauna assessment plan, a geo-technical survey and an improved facility and infrastructure strategy for the Surfers Point area. This will enable not only a better strategy to be developed for the Margaret River Masters Professional Surfing Event but a strategy for management of the reserve for normal recreational use.

The survey conducted for this report, has identified that the Surfers Point and Rivermouth area are utilised by a high percentage of the local community on a regular basis. As a financial contribution, Council should contribute to the event through provision of such assessments.

3.2.1 Council=92s Surfing Policy

Council developed a Surfing Policy to balance the recreational and local user needs and to minimise damage and assist the recovery of coastal systems. The author of this report was involved in the preparation of this policy.

Any organisation wishing to hold a contest on beaches and reserves under the control of Council, will be required to make an application in accordance with the provisions in the Policy.

In December, 1996 a draft policy was adopted for the Cape to Cape Region, incorporating the Shire of Augusta-Margaret River, Conservation and Land Management (CALM) and Busselton Shire Council. This Policy incorporated the Shire of Augusta-Margaret River=92s existing policy and included other issues considered relevant by CALM and the Busselton Shire. This was adopted in October 1997.

The Margaret River Masters event was incorporated into a section of the policy titled 'International Events'.

A copy of the policy can be viewed in Attachment =91C=92.

The Policy states in part, that :

"Only one International Event, organised in conjunction with Surfing WA, will be approved by Council in any one year.

Confirmation shall be provided at least six months prior to the event date, in order to exclude other potential events. This confirmation is to be accompanied by an appropriate contribution.

30 per cent of any hire fee charged for an event will be used for coastal rehabilitation purposes at the event site." (Cape to Cape Surfing Policy, 1997)

The Policy also stipulated standard conditions and locations considered acceptable for surfing events. The event is required to be assessed in accordance with this policy.

In addition to the Surfing Policy Council developed a set of standard conditions in a form of a booklet in March 1996. This booklet outlined all the conditions Council required to be complied with for the running of a professional surfing event, namely the Margaret River Masters.

The mission statement of the booklet is as follows :

"The Surfers Point carpark and lookout at Margaret River is a unique environment and one which Council recognises as of national significance and should be managed according to its landmark status. In addition to the general environmental house keeping requirements at the point area overall, care should be taken to ensure damage to the environment of this locality is minimised." (Standard approval conditions, Shire of Augusta-Margaret River)

With this in mind, Council developed conditions to address the issues of concern considered important to control the event. The main issues outlined in the booklet are :

• The implementation of a carparking strategy included the provision of parking attendants, signage and the use of an area outside of the Prevelly townsite for most visitors to the event. This would achieve keeping persons out of the Prevelly townsite and therefore limiting impact on the local community.

• A carparking pass system was used so that visitors to the site who were involved in the event or needed to get to the event site, could be given a particular pass. Those passes included staff, media, competitors, VIP's etc. Residents to the Prevelly area were allowed to go through a checkpoint near the carparking area outside of town.

• A shuttle bus was used to transfer persons from the parking area to the event site.

• At least 20 parking attendants were required to implement the strategy. They were required to wear a uniform that was easily identifiable to the general public.

• The West Australian Police Department were required to be contacted for alterations to traffic movements in and around Prevelly and specific road closures were required to be approved by Council and applied for by the event organiser.

3.2.4 Crowd Control

• Appropriate security and crowd control arrangements were required to be undertaken by the organiser to ensure fragile environmental areas were protected.

• Compliance was also required with regard to public safety and health requirements.

3.2.5 Environmental Control

• The organiser was responsible for the provision of personnel to ensure that litter is controlled. In order to alleviate the demands on the organisers and enable manpower to be employed for environmental control, it was suggested that the organiser employ a local service group or sporting club to handle this aspect of the event. Council also assisted in the clean up after the event and provided rubbish bags and bins. At the completion of each day all rubbish was to be removed from the site by the organiser.

• Bush fire control methods were required to be implemented including the provision of a water tanker for emergency water supply and agreements with the local fire brigades in writing for necessary assistance prior to the event commencing.

• On the approved event plan environmental no-go areas were identified. Sensitive areas had been difficult to manage and it was decided that "Paraweb" fencing and taping was to be implemented to protect environmentally sensitive areas.

It was also the responsibility of the organiser, to ensure that taping and fencing was maintained throughout the event and environmental areas patrolled by staff.

• It was also decided to implement signage and taping on the Friday morning of the event as it was not required in the first two to three days due to the lack of crowds. This would ensure that all fencing and taping had not been damaged or blown away before it was required.

A plan indicating where all infrastructure was to be located was developed in consultation with the organisers, the community and Council through a committee process. The infrastructure required for the event and indicated on the plan is as follows :

• A designated location for a helipad was required in the event that television coverage via helicopter was required. The relevant television stations were contacted prior to the event and provided with a location plan of the helipad and requested to comply with CAA standards.

• All buildings were required to comply with building by-laws to be checked by Council=92s Building Surveyor. In particular care was taken with regard to star pickets for public safety reasons, and location of tents and structures close to cliff edges.

• An electrical engineers certificate was also required seven (7) working days prior to the event.

• On occasion building fixtures penetrated the car park. The organiser was required to plug and repair any impacts on the carpark following removal of structures.

• Use of sound amplification equipment was to be confined to certain times of the day and was not to produce a volume of sound other than is reasonably necessary for the hearing and enjoyment of persons at the event. Location of sound amplification equipment was limited to designated locations. Only two speaker systems were allowed to be located in the fragile cliff system.

• All infrastructure including VIP tents and structures, media huts, judging equipment, food vendors and grand stands were required to be located in accordance with an approved plan.

The organiser was required to provide a varied assortment of licenses, approvals and agreements. This was to ensure that the event was considered acceptable to other authorities and legal and financial issues were addressed. The documents required were as follows :

• Department of Transport approval was required for the event. Any activity in the ocean, close to Surfers Point is under the jurisdiction of this authority.

• A lease agreement between Council and the organiser had been drawn up. This lease agreement gave Council a method of ensuring the organiser complied with conditions, reflected in the standard conditions booklet. As Surfing WA did not hold the current lease they had to provide written proof of transfer of that license into the organisers name prior to the event.

• The organiser had to provide Council with appropriate information indicating public liability and professional indemnity insurance.

• A license fee of $1,000 per day was charged by Council and payment of this was required at least two weeks prior to the commencement of the event.

• Alcohol was proposed to be served within the VIP area and an appropriate license holder was required to provide documentation indicating a liquor license was currently held.

• Under Health Act Regulations public building application forms were required to be completed.

3.2.8 Emergency Issues

An evacuation plan was required to be prepared by the organiser. All staff working at the event were required to have knowledge of this evacuation plan. Although simple, the plan indicated that all persons were to be directed to the beach via the stairwells. The most anticipated emergency was that of a bush fire.

• Ambulance and Sea Search and Rescue were designated locations at Surfers Point. Emergency Sea Search and Rescue were briefed on methods of entering and exiting the water and rescuing any competitors from dangerous seas. Ambulance officers were located at the top of the stairwell and the stairwell was required to be kept clear at all times in case of an emergency.

• Loud speakers announcements were made to ensure that all persons were aware of ambulance and first aid facilities.

• As indicated earlier arrangements were made with the local bush fire brigade to ensure in the case of a fire, the equipment was placed on standby.

3.2.9 Advertising

To ensure that the public were aware of the event, the organisers were required to prepare a program for the event. The program was to be lodged with the Council and to be advertised in the local newspaper at least one week prior to the event. Any advertising of the event was also to indicate parking strategy issues and controls.

3.2.10 Signage

• All signage was required to be approved by Council.

• Signs were indicated on the infrastructure plan to provide necessary information to visitors to the event including where to park, where are the restricted areas, entry fees, and other controls examples, no dogs and no alcohol to be brought into the event site.

• Signs indicating when to slow down, required speed limits and environmentally sensitive areas were also identified.

• Signs in the townsite of Margaret River also provided information to visitors to the event.

Other issues covered by the condition booklet are as follows :

• Performance of the event was to be monitored by Council with a view to other events being approved in the future.

• An area was to be set aside close to the event site for recreational surfers to utilise other surfing breaks or areas within the lease area.

• A bus stop tent was to be located in a road reserve close to the event as a drop off location for spectators being transferred to the event site from outside of the area.

• Special permission was granted for Saturday evening activities at the event site, including the consumption of alcohol.

• Council made agreements to undertake the following works:

• pump out all toilets on site. (numbers are determined by the expected number of visitors to the event site)
• provide adequate rubbish bins and bags for the event.
• collect and remove on a daily basis all rubbish from the event site.
• provide all no parking signs for the event to be rented out to the organiser.
• assist the organiser in the clean up of the site by removing consolidated rubbish.
• provide Ranger Services over the weekend event.

The organiser was required to provide all other infrastructure and equipment required for the event.

3.2.12 Infrastructure Layout Plan

A copy of the infrastructure layout plan can be viewed in Appendix D.

3.2.13 Shire of Augusta-Margaret River Corporate Sponsorship and Financial Contribution

Council Officer time spent in organising the event was calculated to be to the value of $26,000. This involved Shire Rangers, Health Officers, Building Surveyors, Planning Officers and Works crews. The Council also contributed $15,000 to the event as a corporate sponsor in 1997.

For 1998 Council has no budget provision for the event other than staff time.

4.1 THE MARGARET RIVER CASE STUDY SURVEY

As the lease for the Margaret River Masters is due to expire in 1998, the Shire of Augusta-Margaret River Council began discussing the future of the event. In November, 1996 the Council resolved to poll the community to determine their views with regard to the event and how the event should continue in the future.

The survey was developed firstly to achieve Council's objective, and secondly to facilitate this planning report. The author of this report was commissioned by the Chief Executive Officer of Council to undertake the preparation and organisation of the survey. The survey questions were drafted completely by the author of this report.

Investigations were undertaken to determine the cost, general size of survey and "number of questions". RSM Consultants in Bunbury were commissioned by Council to undertake the practical implementation of the survey using those questions prepared by the author of this report and it was recommended that 20-30 questions be utilised.

It was determined that firstly, the survey would be written for the purposes of a phone poll. The survey questions were written by the author of this report with advice from the consultants. The survey was written so that surveyors could easily read instructions and tick boxes. This would make collation of results easier.

Questions related to the following objectives :

• Are people familiar with the event and have they been to "Surfers Point" (the venue) to watch it?

• What are the negative impacts on the respondents and the area?

• What are the advantages/benefits to the respondent to the area?

• What are the disadvantages to the respondent and the area?

• What are the perceptions of tourism?

• Should Council financially contribute to the event?

• Is the event well managed?

• Should the event continue in the future?

• What could be done to make the event better?

A copy of the survey questions can be viewed in Appendix E

As the survey was being formulated in its many drafts, it was discussed with the experts (consultants), the Manager of Planning, Senior Planner, the Chief Executive Officer of the Shire of Augusta-Margaret River and the Co-ordinator of the Margaret River Youth Council.

Survey questions were refined and piloted to ensure that respondents could easily understand the questions and responses would be intelligible.

In determining the sample survey a formula was utilised from Churchills Book "Basic Marketing Research" It was determined that the five point "1likart" scale would be used. The respondent is given the opportunity to answer either strongly agree, agree, undecided, disagree or strongly disagree. This gives the opportunity to gauge strength of opinion.

In determining the sample size a variance of 1.2-2.0 on a five point scale was chosen. An acceptable error of the true average rating was selected to be I 0.25(^H) confidence level being 95 per cent(^Z). In using Churchill's formula the sample size was determined as follows :

N (of respondents) - Z=B2 (cst.o)Z
                           H=B2
n =3D (1.96)=B2 (2.0)
       (0.25)=B2

n =3D 123 usable responses (Churchill 1992, p.520, 521)

It was determined that the minimum sample size would be 123. Based on budgetary considerations and this formula, a total of 150 responses was targeted. As the event is run at the northern of the Shire of Augusta-Margaret River 125 respondents lived within 20km of the event site. However, some respondents (25) lived outside of this area however in the Shire of Augusta-Margaret River also. Surveying 125 persons close to the event site was done to ensure that respondents were familiar with the event, and were most likely to be commonly affected by it.

The survey was undertaken on mid week evenings and throughout the days on the weekend, in mid October, 1997. This was to achieve responses from a wide section of the community. Permanent residents (host community) were surveyed only.

The method of survey, being a phone poll, obviously has its influences on survey results. Some of the positives and negatives of the survey method are indicated below :

• Respondents will probably be less intimidated as they are in their own home when being surveyed. Respondents are unlikely to feel shy about making responses due to the surveyor being at a distance, the person being in their own home and therefore feeling confident

• Surveying of people can be at random. Person to person surveys in a shopping centre or in the street for example are less likely to be as random because you are surveying persons that visit a particular place.

• A phone poll can target particular areas where people reside.

• The method is simple for the respondent as colloquial language can be used and no writing by the respondent is involved.

• The survey is less time consuming as the respondent is not required to fill out any forms.

• Confidentiality of the survey as respondents are not required to give their name.

Negatives

• Requesting someone to participate in the survey at short notice can be inconvenient to some people.

• Some people may not have the time to participate in the survey for example busy families with children, where as older people may have more time to make responses. (this is reflected in the higher number of older persons making responses)

• The survey can target people who have a phone only.

• Some persons answer the phone more than others, for example, women. (this was identified as a common occurrence by the survey consultants)

• Some people are apathetic about participating in phone polls.

• Some people are not home very often which would make them very difficult to contact.

• People that work unusual hours (shift workers) are inconvenienced by this method of survey.

With these positives and negatives in mind, the survey results were collated and interpreted. It is considered that the methodology and results are valid, accurate and reflect the local community view. Although the results could be influenced by such issues raised above they are considered to be minor influences. The best survey method possible with the resources available was used.

The responses to the survey are classified into the six subject area=92s, outlined by (Hall 1992) being:

• Economic.
• Tourism/commercial.
• Physical.
• Socio-Cultural.
• Psychological.
• Political

The breakdown of responses to the survey in the six categories above are indicated as follows :

4.2.1 Economic Survey Results

Feedback from respondents was received with regard to economic benefits to the area. 50 per cent of all respondents stated that economic benefits to the area were provided by the event and 63 per cent stated that these economic benefits are needed. Respondents also indicated that economically, the event provides benefits to them personally providing work opportunities (stated by 10 per cent) and through economic benefits to there own business (stated by 16 per cent).

Furthermore, when asked, what are the advantages or benefits to the area gained by holding the event in the Shire?, 57% of respondents stated that the event provides economic benefits.

However, 25% of respondents disagreed that the event brings economic benefits to the Shire which are needed.

Although considered to be a political issue, general comments from respondents mentioned on a number of occasions that free admission to locals, families or children should be considered. Comments reflected a view that entry fees to the event were considered excessive.

It is recognised that the event provides economic benefits to 10-15 per cent of the community directly, through providing employment and business opportunities. This is also reflected in the amount of local sponsorship for the event. Other survey results indicate that the surfing industry forms part of the Margaret River community.

Although 50-60 per cent of respondents, agree that the event brings economic benefits to the area generally, it should be noted that this is not an overwhelming majority of the community. 25 per cent of all respondents disagree that the event brings economic benefits which are needed to the area.

The results indicate that approximately 25 per cent of respondents are undecided on whether the event provides economic benefits to the area.

In concluding results from an economic perspective, it should be recognised that a significant percentage of the community hold a positive attitude towards the event. Future event strategies and negotiations with the event organiser should aim to maximise economic benefit for the local community. Involving local businesses in merchandising and employing local people at the event, would enhance community perception about the benefits of the event economically.

Ultimately, it would be beneficial to obtain an economic impact assessment of the event, similar to that prepared for the Surf Coast Shire, Victoria, regarding the Rip Curl Bells Beach Professional Surfing Event.

The Shire of Augusta-Margaret River should also negotiate with the organisers of the event, to minimise entry fees to the event. There is a strong indication from local people, that entry should be free for local people particularly children under the age of 16.

It is also important to note that "8.6 per cent of the state's workforce in 1994 worked in tourist related areas" (Coopers and Lybrand 1995, p. 1) This shows the importance of providing work opportunities through such events, particularly for local people.

4.2.2 Tourism/Commercial Survey Results

Tourism is strongly supported by the community. 85 per cent of all respondents stated that tourism is good for the area and should be promoted. Linking tourism to the event, 53 per cent of all respondents stated that the event boosts tourism for the area and 31 percent of all respondents stated that it is beneficial that the event gives the area more exposure.

Another strong indicator is the result that 75 per cent of all respondents disagreed that the event gives the area to much media exposure.

Some comments made by respondents indicated that the town was too busy, shops were crowded and it was difficult to purchase everyday items. Although this is a negative implication from a social perspective, from a tourism/commercial perspective, it is an indicator that local businesses are benefiting from the tourism during the event.

Responses to the tourism/commercial benefits to the area are very positive. Overwhelmingly, most people stated that the event is good for the area and recognise that it enhances tourism. Furthermore, the majority of the community believe that tourism is good for the area and should be promoted.

Although concerns are raised by respondents regarding the behaviour of tourists, overcrowding issues and other social impacts due to the high number of tourists in the area, perceptions are still supportive of tourism promotion for the area. Indicating an acceptance of these impacts.

Most respondents associate the event with promotion of tourism for the area and the exposure that the event gives in the media is considered beneficial.

There is a small percentage of the community (10-15 per cent) which are discontent with the promotion of tourism and believe that the event gives the Margaret River area to much media exposure. This is considered to be a minor issue of concern. It is recommended that strategies are put in place to manage the numbers of tourists visiting the area during the event.

For example, an overflow camping area could be established located close to entertainment activities, to contain unruly and rowdy behaviour to a controlled and well managed area.

The provision of more facilities to deal with crowds and keep visitors occupied, will alleviate the concerns that the community have about tourism being bad for the area.

4.2.3 Physical/Environmental Survey Results

The main physical/environmental impacts on the community are related to changes in everyday lifestyle during the event. For example 29 per cent of all respondents disagreed that the towns of Margaret River and Prevelly adequately handle the influx of people during the Masters Event. Furthermore, 24 per cent of respondents stated that there was an influx of too many people during the event. This is also reflected in the results that 7 per cent of respondents stated that it was too busy on the road during the event and 6 per cent stated it was too busy at the shops. Another 9 per cent indicated that they were inconvenienced, as the event stopped them from using Surfers Point and the Rivermouth.

Environmentally, 9 per cent of respondents indicated that the event impacted on the environment and 15 per cent of respondents stated that there was additional rubbish and pollution due to the event.

However, 54 per cent of all respondents agreed that the towns of Margaret River and Prevelly adequately handle the influx of people during the event. Furthermore, 10 per cent of all respondents stated that they were happy with the event because it created more activities and things to do in town.

Although it is recognised that most people believe that the towns of Margaret River and Prevelly adequately handle the influx of people during the event, there is a significant number of people who are discontent with this outcome.

This is a major concern which is difficult to resolve. As indicated earlier, the event could be managed more effectively, crowds contained to areas which are less likely to impact on the community and therefore impacts could be minimised. Other results of the survey lead to the understanding that the local community is accepting of the influx of large numbers of people because they strongly support the event and the promotion of tourism for the area.

Impacts on lifestyle, such as restricted use of Surfers Point and the Rivermouth could be alleviated. A strategy could be implemented writing restricted areas within the event site. Public access to most areas around Surfers Point and the Rivermouth should be available during the event.

Community concerns with regard to busy activity on the road and at the shops, is considered to be a minor issue. This is difficult to avoid, however, increased use of shuttle buses and public transport could alleviate some traffic congestion problems.

Impacts on the environment are considered to be an issue by 10-15 per cent of the population. This is encouraging because most respondents were not concerned with environmental impacts. Throughout the event site, the organiser can be made responsible to make clean ups of the area a priority both during the event and at the conclusion of the event. Furthermore, should littering be a problem in nearby areas to the event site, the organiser should be made responsible to cleanup these areas also.

Littering outside of the event site is usually caused by those persons not staying in pre-booked accommodation. Illegal camping and littering as a result, can be resolved by providing an overflow camping area which is well managed with adequate rubbish bins available.

4.2.4 Socio-Cultural Survey Results

Results from a social perspective were very encouraging. 95 per cent of respondents were familiar with the event however, 79 per cent felt it was good for the area and 77 per cent said it should continue on an annual basis. Furthermore, 70 per cent of all respondents believed that the benefits to the area gained by holding the event out weighed the negative impacts caused by the event.

67 per cent of all respondents had a good understanding of the event because they had watched it at least once. 11 per cent of respondents stated that the event gives something good for the children to watch and strong support for admission to those under the age of 16 was given by 77 per cent of respondents.

A very interesting social statistic was that indicating that 48 per cent of males and 11 per cent of females said they surfed.

The Surfers Point and Rivermouth reserves are used frequently by the community as 91 per cent of respondents stated they had visited the event site at least a few times a year. 27 per cent of respondents stated they visited the event site more than once a week.

When asked why people live in the area the following responses were received.

Negative responses from a social perspective were received from approximately 10-30 per cent of all respondents. Major issues of concern were such things as public being denied of access to beaches 16 per cent, disagreement that the benefits to the area gained by holding the event out weighed the negative impacts caused by the event (17 percent), the event is not good for the area (15 per cent), and unruly behaviour during the event was raised by (9 per cent) of respondents.

Issues raised with regard to future events were that local people should not be involved in organising or running of the event (17 per cent) and 30 per cent of respondents disagreed that during the event more entertainment activities should be organised to create a carnival atmosphere.

From a social perspective, the community of Margaret River and surrounding areas are accepting and supportive of the event. An overwhelming majority are familiar with and have watched the event. Most agree that the event benefits the area and should continue on an annual basis. This is probably the most significant result of the survey as Council can be confident that future events are generally supported by the host community socially.

Council however, should be mindful of social impacts and the community believes that more local input into the organisation and the running of the event is required. This should be facilitated through involvement of local people in employment at the event and committee meetings leading upto the event should include representatives of local community groups.

The Council should also liaise with the organisers to try to achieve free entry for children and allow access to public beaches wherever possible.

Council should also be aware that a large number of the community participate in the sport of surfing and utilise Surfers Point and the Rivermouth reserve regularly. At least half of those persons maybe utilising the reserve for recreational surfing. It is recommended that the Council investigate recreational needs at the Surfers Point and the Rivermouth through the preparation of a recreational study. This study could identify problem areas, required facilities and future management strategies for the reserve. This could also be construed as financial assistance to the organisation of the Margaret River Masters Surfing Event.

The organisers of the event are considering the provision of additional activities to create a carnival atmosphere. The community is not overwhelmingly supportive of this proposal, however, if managed effectively could minimise social impacts on the community. More activities would keep visitors to the event occupied and therefore unruly behaviour, loitering and littering could be minimised.

Results indicating the communities psychological attitude to the event, are not comprehensive. However, 83 per cent of respondents agreed that the event title should incorporate the town name of Margaret River. Furthermore, 79 per cent of respondents generally agreed that the event is good for the area.

From a negative perspective 9 per cent of respondents disagreed that the event title should incorporate the town name of Margaret River and 15 per cent of respondents disagreed that the event is generally good for the area.

These results indicate, that association of the event with the town of Margaret River is strongly supported by the community. There is also a strong belief that the event is good for the area. These results, coupled with an understanding that the promotion of tourism for the area is strongly supported, at least with the understanding that the community feels a sense of ownership of the event. It is therefore recommended that the organisers of the event be encouraged to liaise with local people, involve local people in its operation, provide concessions for local people in attending the event and incorporate the town name of Margaret River. Therefore allowing the community to become closely associated with the event and increase community pride.

4.2.6 Political Administration Survey Results

Almost all results could be considered to be political indicators in one way or another. However, from an administrative perspective, 65 per cent of all respondents agreed that the event is well managed by Council. 60 per cent of all respondents agree that Council should contribute financially to the event.

Concerning indicators were that 23 per cent of respondents disagreed that the parking strategy for the event works effectively and 9 per cent disagreed that the event is well managed by Council.

Politically, the local Council can feel confident that current management of the event is generally considered acceptable by the community. Survey results also indicate that the community recognise importance of tourism for the area and how the Margaret River Masters Surfing Event is an important part of that industry.

In making political decisions regarding the event, Council should be aware of those concerns raised by the community in other survey results and negotiate with the event organisers to minimise impacts on the community identified in this report.

Another political issue mentioned by survey respondents was the real objectives of the organisers. Are the sponsors directing the organisers through financial pressure. This is an issue that Council should be aware of and consider whether event strategies are for the betterment of the sport of surfing or for sponsorship enhancement.

4.2.7 Local School Survey Results - A copy of the survey can be viewed in appendix F

In order to better understand youth of the Margaret River areas perception of the event, a survey of the Year 7 students at Margaret River Primary School was undertaken. It was examined that out of 33 students surveyed, 25 stated that they participated in the sport of surfing. The attitudes of all respondents towards the event was very positive and issues of concern mirrored those raised in the main survey. Generally the students really enjoy having the event in Margaret River.

It was important to establish a brief demographic profile of those surveyed. This was to ensure that a broad section of the community were contacted.

From the results it was determined that a uniform cross section of the community were surveyed, the majority of which were middle aged. Interestingly a higher percentage (13per cent) of respondents were over 65 years old. This result is considered to be due to the fact that many persons over 65, are at home often and have the time to answer questions in a survey situation. However, it is pleasing to see a good distribution of respondents.

As can be viewed from the figures indicating the length of time people have lived in the area, there is also a uniform distribution here. Most respondents had lived in the area for either 0-5 years (31 per cent) or 20 years plus or all of there life (28 per cent). Similarly, 15per cent of respondents have lived in the area 6-9 years and 14 per cent of respondents have lived in the area for 15-19 years. Also 11 per cent of respondents have lived in the area 10-14 years. This is a uniform cross section of the community centered at a low point of around 10-14 years. This indicates that most people have either lived in the area for a long period time or a short period of time. This is positive for the survey results as it means that respondents represent the old and new people of the area.

The Margaret River area is experiencing a change in its cultural makeup, due to the wider variety of people living in the area. Around 20 years ago the increase in tourism development meant that more people have decided to settle in Margaret River. This has had a marked impact on the lifestyle of those people living here for a long time. In discussing this matter with local people it has been stated that 15 years ago most local people knew almost every one in town. However, more recently this is becoming less common.

Importantly, 29 per cent of respondents stated that they participated in the sport of surfing. This is considered to be a high ratio of surfers to non surfers, given that 63per cent of respondents were female and traditionally the majority of persons participating in the sport of surfing are male. In fact 58 per cent of males stated that they surfed. It is therefore anticipated that if more males had been surveyed the average percentage of surfers would have been even higher, possibly 35 - 40 per cent. The event is obviously of interest to a large proportion of the community this should be considered by Council when deciding on the event and in relation to coastal policy generally.

A remarkably important result for Council is the fact that 91 per cent of respondents visit Surfers Point or the Rivermouth at least a few time a year. Furthermore, 38 per cent of respondents said that they visited these areas at least one a week. The area is obviously highly utilised by people in the northern part of the Shire of Augusta-Margaret River. It could be argued that it is one of the most commonly used recreation reserves in the Shire. Council should take this into account in considering infrastructure provision at the site, and allocation of financial resources to the management and improvement of the reserve.

Finally the demographic results indicate that the majority of respondents were female (63 per cent). The consultants have stated that this is common, as for unknown reasons females are more likely to answer the telephone. Although gender is not evenly spread in the survey results, it is not considered to be a concern due to the high familiarity/knowledge of the event and frequency of visits to the event site by respondents. It is anticipated that a greater support for the event would have been achieved if more males had been surveyed.

4.4 STATUTORY APPROVAL FOR THE EVENT

The Margaret River Masters is controlled by the Shire of Augusta-Margaret River using four (4) mechanisms as follows :

4.4.1 Lease Agreement

In accordance with the Land Act, Council has the vesting of the reserve where the event is held (Reserve 41545, Rivermouth Road, Prevelly). The reserve is vested in the local authority for the purposes of "Recreation". The Department of Land Administration have also indicated that the vesting of the reserve also grants Council power to lease. Under this authority, the Council has developed a lease agreement which stipulates conditions under which the event must be managed and operated. Furthermore, this gives the Council the power to charge a fee, and set a time period for the lease. As indicated earlier in this report the lease expires following the 1998 event. Use of the reserve must be for recreation purposes.

4.4.2 Planning Approval

Under Council's District Town Planning Scheme No. 11, which covers the subject site, Council can consider granting planning consent for the event as it is classified as development under the Town Planning and Development Act 1928 (as amended). The erection of structures, tents etc. is considered to be development and exclusive use of the area warrants application for planning approval. As a result, Council can stipulate special conditions annually, as part of any development/use approval issued for the event. This is considered important as from year to year variations to the event application occur.

The Shire of Augusta-Margaret River have developed standard approval conditions for professional surfing events. These were developed by the author of this report in consultation with Council Officers, Council and the lease conditions in mind.

The Shire of Augusta-Margaret River has a local law relating to parks, reserves and foreshores, which states in part that :

"No person shall organise, arrange or take part in any function or activity on a reserve or foreshore unless a permit to hold or organise that function has been granted by the Council or the lessee of the Ground."

"The Council may grant a permit to a person to hold a function or activity on a reserve or foreshore subject to such conditions as it sees fit. Such permits shall be in the form of Schedule Form No. 2" (AMR Local Law relating to Parks, Reserves and Foreshores, 1997).

This local law defines the term function as including "any concert, fate, show, exhibition, gymcarna, sport, match or test between opposing teams in any game or single social gathering consisting of more than 20 persons." " (AMR Local Law relating to Parks, Reserves and Foreshores, 1997).

Other provisions also apply in the local law. However, it is apparent that a lease could override the need to issue a permit for the Margaret River Masters Surfing event. However, this local law provides Council with another avenue in which to issue approval and control operations of an international surfing event.

4.4.4 Health Regulations

The Health Act of WA states under the Section "Outdoor Festivals" :

=91The organiser of an outdoor festival at which not more than 20,000 people are expected to attend shall provide satisfactory conveniences in accordance with the following scale:

For example an event for 2,000 people will require 6 male toilets, 20 by 1.5m urinal stalls and 4 hand basins. 25 female toilets, 4 hand basins. Therefore for 2,000 people 31 toilets, 30m of urinal and 8 hand basins are required." (Health Act 1992)

This ratio can be incorporated into a strategy for professional surfing events being classified under "Outdoor Festivals" in accordance with the Health Act.

Hallmark Event Study, referenced in this report from Hall 1992, identifies six (6) major areas of potential impacts of major sporting events on the local community. An assessment of the results of the survey in accordance with these six areas has been useful, and has been shown that predominantly the community is supportive of the event in most aspects. Areas of concern are apparent as a result of the survey and these will be taken into account in recommending future strategies.

Although the Margaret River Masters is not comparable in size to hallmark events indicated in the literature, for example the America's Cup, many issues raised in the literature are considered relevant to the particular case study.

In assessing the positive and negative impacts of the event it has become possible to determine a better strategy for the event based on site considerations, objectives of the event and community expectations.

It has become apparent that the Masters is unique. The organisers run the event with the main objective being for the betterment of the sport of surfing. The primary aim is not to promote the area like the America's Cup. The community is not concerned with the overall objectives of the event and are more interested in the entertainment and social aspects of the event. It has also been determined that the community is content with existing management practices associated with the Masters.

Hallmark Event Study has raised interesting issues and cross references from other case studies, which have led to the main principle that their is a need to involve public participation in the strategy development process. If the community is willing to accept the impact from the event and is predominantly supportive of the event due to the positives experienced, then the local Council can have due regard community opinion.

In testing the hypothesis that the Margaret River Masters has a negative impact on the local community, it has become apparent that this is so. However, only to an extent were 10-30 per cent of the community are discontent with various event issues.

The main negative impacts identified are :

• The influx of too many people which the town finds hard to adequately handle.
• Locals are denied access to public beaches.
• Occurrence of noisy and unruly behaviour.
• Ineffectiveness of the parking strategy.
• Littering and pollution.
• Environmental impacts.
• Busy at the shops and on the road.

Strategies should be developed to minimise the main issues of concern listed above. Researching the negative impacts will assist acceptance of the event in the future through knowledge of the main problems. It is inevitable that some negative impacts will be experienced. The positive results of the survey (65-85per cent support for the event and associated benefits) lead to the conclusion that the event should continue in the future.

5.3 RECOMMENDATIONS FOR THE SHIRE OF AUGUSTA-MARGARET RIVER

Through investigations into the Hallmark Event Study area and interpretation of the Margaret River Masters survey results, the following observations and recommendations are made.

It is apparent that most of the community support the event and tourism generally. This is reflected in the following results :

• 50 per cent of respondents agree that Council should support the event financially.
• 65 per cent of respondents agree that the event is managed effectively by Council.
• People supportive of associating the event with the Town of Margaret River and would like more local involvement in the organisation of the event.
• Most of the respondents were well aware of the event and many watched it regularly.
• The respondents believe that there are economic benefits that are needed as a result of the event.
• 70 per cent of respondents agree that the benefits gained from the event outweigh the negative impacts caused by the event.
• 77 per cent of all respondents agreed that the event should continue on an annual basis.
• In assessing survey results, the length of time respondents have lived in the area and the age distributions were considered to be a good representation and spread of the community.

Council should recognise that a significant majority of the community is satisfied with the event and would like to see it continue in the future. They also have a strongly support the promotion of tourism within the region subject to a reduction in the negative impacts.

In considering future events Council should take into account the following issues of concern derived from the results of the survey :

• 10-30 per cent of respondents are discontent with varying issues of the event. On some issues such as the parking strategy 30 per cent of respondents disagreed that the strategy, worked effectively.
• Many of the respondents indicated that there was an influx of too many people during the event.
• Many respondents believed that access to beaches should not be restricted during the event and should be made available.
• A strong indication from respondents also stated support for free entry for children to the event.

It is recommended that better traffic movement and parking strategies be implemented. Traffic management should be one of the main priorities of the strategy, as it is considered to be one of the main problems raised by respondents.

A more professional attitude to traffic management by the organisers needs to be fostered. Parking attendants should be c