Abstract
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.