5. An events city

As a prosperous city, sporting, cultural and business events attract investment, stimulate the economy and contribute to Melbourne's international reputation and brand. Melbourne will use sports, cultural and business events as a platform for economic growth and prosperity.

Melbourne is a world-class sporting and events location. Today our city hosts world and national sporting events including the Australian Open tennis championships, the Australian Formula 1 Grand Prix, the Melbourne Cup Carnival, Boxing Day Test Match, and the AFL Grand Final. Melbourne is also famous for its outstanding arts and culture events calendar including major film festivals, an internationally renowned Comedy Festival as well as many exhibitions and performances of an international calibre.

Melbourne's unique cluster of world-class and centrally located facilities also attract many international business events all year round. As a result, our events calendar supports many diverse industries, employs many thousands of people, attracts hundreds of thousands of visitors to the city and contributes significantly to Melbourne's economy. In the future, we will focus more on events that can deliver direct returns to the community.

Melbourne is adept at handling mass movements of people, with much of its significant events infrastructure located in attractive surrounds near the central business district. Our flexible and modern events facilities are also linked to the city via parks, pedestrian walkways, waterways or public transport.

The Melbourne Convention Centre will ensure Melbourne continues to present an impressive face to the world, with a 5,000-seat plenary hall, extensive banqueting facilities, a five-star hotel and an office and residential tower and retailing complex set to open in 2009.

Goals	Indicators	Outcomes
Premium events destination Melbourne's international reputation as a premium events destination is supported though a rich and diverse events calendar for sporting, cultural and business events and the city hosts a growing number of events.	' The Presence Familiarity/perceived' standing ranking in the Anholt City Brands Index ¹ Target: 2020 - in the top 10 of 60 Current: 2007 - 36th of 60 (Sydney 11th)	Melbourne is a preferred destination for international tourists and global business and world class sporting, cultural and business events destination.
Economic benefits from events Events generate business and community development opportunities to drive growth in business and community development opportunities resulting from hosting a variety of major events.	Value of net inter-regional and international export sales generated events as measured through post event surveys. Target: to be developed Current: to be developed.	Major events provide economic benefits for city-based businesses and community benefits flow from business, cultural and elite sporting events. These lead to growth in jobs supporting the event and tourism markets.

Goals

Indicators

Outcomes

Premium events destination

Melbourne's international reputation as a premium events destination is supported though a rich and diverse events calendar for sporting, cultural and business events and the city hosts a growing number of events.

' The Presence Familiarity/perceived' standing ranking in the Anholt City Brands Index ¹

Target: 2020 - in the top 10 of 60

Current: 2007 - 36th of 60 (Sydney 11th)

Melbourne is a preferred destination for international tourists and global business and world class sporting, cultural and business events destination.

Economic benefits from events

Events generate business and community development opportunities to drive growth in business and community development opportunities resulting from hosting a variety of major events.

Value of net inter-regional and international export sales generated events as measured through post event surveys.

Target: to be developed

Current: to be developed.

Major events provide economic benefits for city-based businesses and community benefits flow from business, cultural and elite sporting events. These lead to growth in jobs supporting the event and tourism markets.