NightQuip was a night market held on the main streets of Gunnedah to coincide with the first evening of Australia’s largest primary industry field day, AgQuip. AgQuip attracts around 100,000 visitors to Gunnedah each year and is a huge opportunity for local small businesses. NightQuip saw food vans, market stalls and late-night shopping set up throughout the heart of Gunnedah. It significantly invigorated the local night-time economy drawing people into the main street, promoting retail offerings and increasing patronage for local businesses. Many local businesses enthusiastically participated in NightQuip and it was embraced by the wider community which generated a positive and vibrant atmosphere in Gunnedah.
Background
NightQuip responded to the need for a night-time event during the annual AgQuip festivities. The town’s retail and food businesses previously did not reap benefits of significant visitor numbers to Gunnedah due to this annual event with many people heading out of town after 5pm. Council wanted to change that and offer night-time activity people could attend after AgQuip to boost the local economy. NightQuip created a great opportunity for local businesses to showcase their goods and services after hours. It encouraged locals and AgQuip visitors alike to support local small businesses who have been hard hit by the ongoing drought. NightQuip also provided the wider community with a reason to spend time with family and friends.
Implementation
NightQuip was developed in partnership with Service NSW to promote the Easy to do Business platform. In the months leading up to the event, Council engaged with businesses on the main street to encourage them to participate in NightQuip and/or help promote it. Most businesses were supportive and assisted by promoting the event. The high level of interest and support can be attributed to a strong communications strategy and advertising plan. Gunnedah Youth Council ran a fundraising stall for the Community Scholarship Fund. Council also used the event as an opportunity to engage the community for input into the Cultural Precinct Masterplan Development.
Costs and funding
Service NSW Easy to Do Business program sponsored NightQuip and paid for key costs which included advertising (TV, Radio, Newspaper, Flyer Printing), fairy light installation and the photography/videography of the evening.
Outputs
Existing retail stores extended trading hours, food outlets offered special menus and 44 market stalls participated, which were mostly local home-based businesses. Three local busking groups took part and LED balloons and fairy lights were installed in the main street to add to the atmosphere.
Outcomes and results
NightQuip increased the local economy $250,000 based on the average spend from survey data. According to a post-event surveys most respondents (89%) noted that NightQuip benefitted their sales and 100% of respondents said they will participate in NightQuip next year.
A number of retailers have stated that the connections made with locals during NightQuip have resulted in ongoing interactions and follow up sales opportunities.
NightQuip is planned to be an annual event and part of the ongoing economic development of the region.
Successes
- Engaging business community early increased buy-in;
- Fairy lights and LED balloons created vibrant atmosphere;
- Promotion including TV, radio, Facebook, newspaper;
- Time spent planning stall location in consideration of and relation to existing shops allowed for a good mix of stall types and ensured good relationship with Council and local businesses; and
- Use of case studies to highlight the success of the event.
Challenges
- Convincing business owners to stay open late;
- Capturing the detailed economic impact of the event. Assessments are based on estimates and sample data only. Reviewing the use of smart technology for future events;
- Engaging with internal teams; and
- Footpath policy and stall location caused some reduction in space for foot traffic, which made things difficult, especially for prams.
More Information
Council Details
Population size: 12,661
LGA size: 5,001 km2
State Electorate: Tamworth
Federal Electorate: Parkes