1 JCUB LB5202 TASK 2/3 Student Objectives: To develop a strategic marketing plan for attracting international tourists from New Zealand to attend and actively participate in The Planting festival. The aim is to attract a minimum of 200 (new) season camping attendances by New Zealand tourists to The Planting Festival in 2018. It is anticipated that in the following 2 years attendance by New Zealand tourists will grow to 300. Marketing Budget: Attendance Target: Year 1=$10,000 200 Year 2 = $5,000 250 Year 3 = $5,000 300 The Planting Festival Fostering open learning and discussion of environmental issues while nurturing the Woodfordia site to reach its natural potential as a forested parkland for the enjoyment of present and future generations The Festival » Director's Welcome Finding the pathway into the future of this, our newly fashioned Planting festival, isn’t a task organisers should do on their own. The early years of our proud history, The Planting was a tree-planting weekend where many of our New Woodfordians paid a handsome entry fee for the privilege of working for the weekend planting trees, weeding and repairing damage. So much was achieved. More than that, those Citizens helped shape a vision and construct an essence of Woodfordia that has played a huge role in developing what it has become - a parkland, now embedded with its own lore; traditions of giving, respectful culture, creativity and deep rooted connections with our history and the communities that constructed it. Oh yes, there were some fine parties along the way. These people earned citizenship of Woodfordia - they are nurturing people seduced by notions of how we might celebrate and coloured by a very old fashioned commodity called goodwill - a term that’s dated, uncool, non-trendy that you don’t hear spoken much nowadays. The Planting is in the process of change, exploring different pathways and you are invited to partake and help us create its essence. This menu is from an arts fare genre with a feast of shared learning projects, many with an unashamed bent towards environmental responsibility. It represents a festival, we hope, that will become known for doing more than consuming. On behalf of our citizens, welcome to The Planting. Bill Hauritz AM Festival Director2 Background Information: The vision of the Queensland Folk Federation for its Woodford festival site is more than the dream of security in owning its own home: it is a dedication to future generations. The QFF believes that the future of our community and environment are intertwined and that our commitment to caring for the land is integral to the organisation’s values. The Woodford festival site is in the process of becoming a cultural parkland dedicated to the arts, humanities and folk lore. When the QFF purchased a permanent home for the Woodford Folk Festival in 1994, it was an enormous relief and a great responsibility. Festival organisers knew that the 240 acre cleared and degraded rural property, was going to take a lot of work to transform it to a festival site. In 1997 the QFF launched the first May weekend working-bee where a band of committed volunteers gave their time and toil for the planting of trees in the first step towards restoration and regeneration of the property. Established as an annual event the Tree-Planting Weekend became a much loved opportunity for the organising group and friends to play with the soil and do their bit for the place they were growing to love. Since its beginning, the Tree-Planting Weekends have seen over 100,000 trees put into the ground, it has also seen an enormous and successful effort in nurturing existing environments, encouraging species diversity and weed management and eradication. Trees planted over ten years ago tower overhead casting shade, the wildlife has burgeoned and plants blossomed so that there are new seedlings sprouting of their own accord under the canopy. The results of all this work have been rewarding. The Tree-Planting Weekends grew, with people bringing friends and families to share in the joyful activity of planting trees and being in the outdoors. They became more than a working bee with the introduction of educational talks and activities, with some fantastic cultural events thrown in for unwinding at the end of the day. Now the programme of talks, presentations and performances vies with the daily planting and weeding activities, for time in a busy weekend schedule. The Planting is a natural development of the Tree-Planting Weekend into an event fostering open learning and discussion of environmental issues; with explorations of subjects ranging from raw foods to invertebrates, the local pond to climate change. Primarily though, the event remains dedicated to a nurturing of the site to reach its natural potential as a forested parkland for the enjoyment of present and future generations.3 Location The festival is held on a 500-acre parkland located on the Sunshine Coast Hinterland, on Jinibara Country, which is just over 1 hour north of Brisbane. Traditional Owners and Custodianship Our traditional Custodians are members of the Jinibara Nation. The Jinibara people are the registered Native Title Holders for the Woodford area and are comprised of the descendents of Fanny Mason known as Jowalmel who was born in the 1840’s at Woodford and Johnny McKenzie known as Wangiramu born in 1826 near Kilcoy. Our Custodians Uncle Noel Blair and Uncle Kenny Murphy have been appointed by the elders of the Jinibara to act as their spokespeople and representatives. The world of the Jinibara is rich in Dreaming places and ceremonial grounds including Bora rings, stone arrangements, camping places, food resource areas and story places. The Jinibara Peoples have many stories that connect them with country and ancestors. Today, the land is managed by the Queensland Folk Federation (QFF) which presents the Woodford Folk Festival and The Planting Festival annually on the site. The land is dedicated to the arts and humanities and is underpinned by a strong commitment to the environment. The QFF is a not-for-profit organisation (Incorporated Association) and a recognised charity.4 Land History The festival land (now known as Woodfordia) was purchased in July 1994 for the purpose of securing a permanent home for the then Maleny Folk Festival. The festival was first held at the Maleny showgrounds on the Easter long weekend of 1987 and from that time until 1993, the festival kept growing at a spectacular rate. After the eighth festival (1992/93) it was obvious to all that the festival no longer fitted in the Maleny Show Grounds. The entire organising group had been searching for a venue for years, but it was not until July 1994 that the Woodford site was secured. The Infrastructure Project at Woodford commenced on the 2nd September 1994, just 15 weeks before the festival started. This project saw the foundations laid for future site infrastructure including 16 mega-litre dam, an extensive network of vehicular and pedestrian roads, pedestrian bridges, an underground sewage reticulation system, sullage and potable water reticulation, drainage and venue earthworks. Due to limited hire options at the time, the construction of the first camping shower and toilet blocks and a million other tasks were only completed literally minutes before the festival commenced. The festival was opened on the new land on the 28 December 1994 and was called the Maleny Folk Festival Woodford. In 1997 the tree planting weekends commenced with people coming to the land for the weekend to participate in tree planting and cultural activities. Since 1997 over 100,000 trees have been planted on the site. This project has made considerable inroads in transforming the site from a dairy farm to a parklands dedicated to the arts and humanities and folklore, and festival goers are now able to camp in the shade of trees that they themselves planted. Since 1994, the QFF has purchased three additional parcels of land: a 82 acre property located adjacent to the current site (purchased in December 2003), a 40 acre property located adjacent to the land purchased in 2003 (purchased in January 2005), and a 40 acre property with two residential houses located on the corner of Woodrow Road and Beerwah-Kilcoy H’way (purchased in September 2007). These purchases have increased the size of the QFF property to 400 acres. Improvements and Facilities Since 1994 the QFF has been investing in the land and developing it into a festival site. To date, in excess of $14M has been invested in site facilities. The major achievements include:  57 Amenity Blocks  Onsite Wastewater Treatment Plant  Onsite Water Filtration Plant  Administration Offices  Workshop  Visual Arts Studio  55km's of all-weather roads  25,000 capacity amphitheatre  Major electrical infrastructure including transformers, 156 power poles and more than 10km's of aerial power lines  Pathways and pedestrian bridges  100,000 trees, understory, sedges and orchards The 2016 Program (https://theplantingfestival.com/programme/the-programme-book.html )5 Future Festival Dates 2017 Friday 28th - Sunday 30th April 2018 Friday 4th - Sunday 6th May 2019 Friday 3rd - Sunday 5th May6