This report, commissioned by Noosa Council, provides analysis of external and internal factors effecting the Noosa Country Show. Based on that analysis recommendations are made that if followed should help revitalise the show for longer-term durability. The Noosa Country Show, based on the format of traditional agricultural shows, has been run annually for the past 110 years out of the Pomona Show Grounds by the volunteer Noosa Show Society. Like many agricultural shows across regional Australia, it has been experiencing a gradual decline in attendance numbers and perceived quality over recent years.
Mixed method research was employed to inform this report. This included: analysis of secondary data from a patron survey conducted at the 2019 event, desktop research into current market trends and the competitive events environment of the Noosa region; and primary data collection from interviews and surveys of a broad range of key stakeholders for the Noosa Country Show.
In addition, a comprehensive review of literature and contemporary practice for event and festival management in Australian rural or regional contexts was conducted. A number of relevant management frameworks from the literature review were utilised to explore the strengths, weaknesses, threats and opportunities for the Noosa Country Show. It was determined that, from a macro-environment perspective, significant changes to the socio-demographic and cultural profile of the Noosa region, along with a decline in traditional agricultural practices, has led to a perceived lack of relevance of the show within the broader Noosa community. From a micro-environment perspective, the challenges for a volunteer committee of running such a large event have led to a loss of brand equity and perceived value for money in comparison to the burgeoning number of competing events now available across the region.
Research Background In a 2012 report, the Queensland Agricultural Society noted an overall decrease in attendance at country shows. Gibson and Connell (2011) suggest declines in resource capacity of smaller regional communities to stage such shows and a perceived lack of relevance is driving this trend. Turner et al. (2017) claim this is due to a growing divide between farmers and those living in increasingly urbanised towns and cities. Researchers in the field of events management have called for the exploration of strategies to reinvigorate traditional agricultural shows and other such events as contributors to the sustainability of regional communities (Derrett, 2016; Gibson and Connell, 2011). The Noosa Shire, where there is a dichotomy between ruralism and coastal urbanism was the setting for our mixed-method research including literature review, secondary data analysis and interviews and surveys of a broad range of key stakeholders for the Noosa Country Show. Research questions: What is the relevance of agricultural shows in urban regions? What are the functional and emotional drivers for creating enduring agricultural shows in an increasingly urbanised region? Research Contribution The Noosa shire is in a productivism revival stage. Many individuals and small businesses are embracing sustainability-based lifestyles and new-age production models such as micro-breweries, organic farming and digitalisation of arts and crafts. The Noosa situation provided an excellent case study for the revitalisation of the traditional show model into a new-age community context. Research Significance The project, funded by Noosa Council ($6900), informed development of a five-year strategic plan for revitalisation and investment commitments for the Noosa Country Show. In a post pandemic era, our findings have provided a model for rural shows across Australia to be transformed as a promotion of unique local industries and culture in support of socio-economic capacity building of regional communities.