Floriade Stall Trader Expression of Interest Application 2018 Page 1 of 13
CONTENTS ABOUT FLORIADE 2018... 3 DATES AND TIMES... 3 Floriade... 3 NightFest... 3 KEY DATES... 4 FLORIADE MARKETING CAMPAIGN... 4 FLORIADE TRADERS... 5 GENERAL INFORMATION... 5 Operating hours... 5 Accommodation... 6 Vehicle Parking... 6 Insurance... 6 Site, marquee and space fees... 7 Additional requirements optional... 8 General Conditions... 8 Payments... 8 APPLICATION AND SELECTION PROCESS... 9 Criteria... 9 Application Information... 10 TRADER EXPRESSION OF INTEREST APPLICATION FORM... 11 What happens next?... 11 Notification Processes... 12 OTHER OPPORTUNITIES... 13 Sponsorship... 13 CONTACT DETAILS... 13 Page 2 of 13
ABOUT FLORIADE 2018 FLORIADE AUSTRALIA S CELEBRATION OF SPRING Join us in September to watch your business grow! Canberra s Commonwealth Park will be in full bloom as it welcomes half a million avid green thumbs, flower lovers and festival goers from across the country to the largest flower festival in the southern hemisphere, Floriade. Throughout the 30 day event, attendees will be treated to more than 100 demonstrations and activities including: live performances, workshops and master classes, exclusive displays, amusement park rides, shopping and entertainment for all ages and interests. This year s theme is Pop Culture, and attendees will have front row seats as Floriade bursts to life with an impressive display of approximately 1.5 million bulbs and annuals, enhanced entertainment, and tailored food and bar offerings. DATES AND TIMES Floriade 2018 Saturday 15 th September Sunday 14 th October 2018 Time: 9.30am 5.30pm This year Floriade will welcome visitors from 9:30am until 5:30pm daily. Commonwealth Park will be filled with an abundance of flowers in every way possible and visitors will be surrounded by colour and nature at every turn. NightFest Wednesday 26 th September Sunday 30 th September 2018 Time: 6.30pm 10.30pm NightFest is an exciting opportunity which extends your reach to an even wider audience. This ticketed event will be run over five nights in 2018. Each night will operate from 6:30pm 10:30pm. Floriade will illuminate with additional lighting, exclusive entertainment, gourmet delights and an array of diverse activities to entertain and delight audiences of all ages. Page 3 of 13
KEY DATES Key Dates for 2018 Dates Expression of interest open Thursday 24 th May 2018 Applications close Wednesday 6 th June 2018 Letter of offer Friday 22 nd June 2018 Acceptance deadline Friday 30 th June 2018 Full trade site payment Friday 17 th August 2018 Bump-in TBA Floriade Saturday 15 th September - Sunday 14 th October 2018 (9:30am 5:30pm) NightFest Wednesday 26 th September Sunday 30 th September (6:30pm 10:30pm) Bump-out Further details will be provided to successful applicants but bump out commences from 6pm Sunday 14 th October 2018. FLORIADE MARKETING CAMPAIGN As a Floriade Trader, you have the opportunity to leverage from Floriade s extensive marketing campaign which is primarily targeted to audiences in the ACT and Canberra s 2-4 hour drive market (regional NSW and Sydney). The 10 week marketing campaign will commence in July and is designed to raise awareness of Floriade and NightFest, encourage and boost ticket sales to NightFest and programmed events at Floriade, stimulate repeat visitation and promote the changing face of Floriade. Campaign advertising will be placed on television, press, radio, online and out of home channels. It will be supported by a comprehensive public relations and social media campaign designed to: encourage positive media coverage, engage with local, national and international audiences and provide a platform for the public to share their Floriade and NightFest experiences. Let your business bloom Reach an expected audience of over 450,000 customers Utilise the unique, customer-oriented environment Over 75% of exhibitors apply to return annually Floriade and NightFest contribute approximately $40 million to the ACT economy annually. Make the most of marketing opportunities Interact face-to-face with customers Build your brand awareness amongst a large audience Expose consumers to your products Promote your stall on the Floriade website, with a link back to your brand website, further increasing your reach. Promote your attendance at Floriade in the lead up to the event. Page 4 of 13
FLORIADE TRADERS Events ACT is committed to continuous improvement and high standards of quality in order to grow this internationally recognised event. Our trading partners are an important part of the visitor experience and this document aims to ensure the expectations of the event organisers and traders are clear, transparent and as simple as possible. Floriade is Canberra s premier spring festival that is vibrant, diverse and engaging. It is created to reinforce Canberra s place as a world class cultural destination. The focus of the event strategy for Floriade is to refine and protect, partner and communicate, diversify and strengthen. Floriade Vision Building on its past success, reposition Floriade as premier world class spring festival celebrating and bringing Canberra to life with food, beverage, design, innovation, and cultural experiences; against a back drop of distinctive horticultural displays. Events ACT are committed to making Floriade Australia s leading and internationally renowned spring festival. Floriade Stall Trader Objectives Events ACT aims to develop trader partnerships to enhance the visitor experience. The purpose of the trader program within Floriade is to: Enhance the visitor experience by providing quality activities, products and services to the core festival offering, in an outdoor market environment that aligns with the Floriade Brand Floriade Brand and adds to the festival atmosphere. Provide an opportunity for Australian businesses to sell suitable products at a major festival and to take advantage of the high visitor numbers brought to the event through public relations, media and marketing campaigns while showcasing Canberra and region. Provide continued investment into the event to ensure the future of a quality major event. GENERAL INFORMATION Operating hours Floriade opening hours: Daily 9:30am 5:30pm NightFest opening hours: 6:30pm 10:30pm It is a condition of the Floriade Trade Agreement that all traders are open and operational for the above operating hours for both Floriade and NightFest and that traders restock their sites outside operational hours. Page 5 of 13
Accommodation There is no accommodation onsite at Floriade. For accommodation information and rates please contact the Canberra and Region Visitors Centre on: Phone 1300 554 114 Email crvc@act.gov.au Website visitcanberra.com.au Vehicle Parking There is no parking onsite during Floriade. Parking is available at the following locations: Regatta point carpark entry via Albert Street and Barrine Drive (parking fees apply) Civic swimming pool, entry via Allara Street and Dive Lane (parking fees apply). Please note your stall needs to be staffed for the duration of the event. Any items and goods on site are your responsibility. Insurance All organisations must carry and present proof of current public and product liability insurance to the value of $20 million in line with current ACT Government policy. A copy of the Certificate of Currency must be forwarded with this application. NOTE: If you are unable to send a Certificate of Currency to cover your business for the Floriade trade period (including bump-in and bump-out) please forward your current Certificate of Currency with a note advising the next certificate will be sent upon receipt. Insurance for property loss, damage, public liability and workers compensation is the responsibility of the trader. Events ACT will not be responsible for any loss or damage to stall holders, equipment or vehicles, to property owned by other traders, contractors, ACT Government, or the Commonwealth Government. The ACT Government requires that all traders list the ACT Government, Floriade and NightFest as interested parties on their insurance policy. Page 6 of 13
Location SITE FEES AND LAYOUT Floriade is an outdoor Festival and in 2018 will have three stall holder trader locations within the Floriade site: 1. Main Vista Village The Main Vista Village site is located on the large grass are of the Floriade site as patrons walk into the festival. Traders in this location will be accommodated in a market village style set up with space for a maximum of 40 traders located in this area. The Main Vista Village will be set up on grass, in rows, with each row facing either out onto a path or into the middle of the Village site. Tables and chairs will be placed around this space to encourage patrons to stay in this precinct. A small pop up stage with entertainment will also be programmed to create ambience. Marquees with flooring will be provided however this area is not completely enclosed. 2. Nerang Pool Walkway The Nerang Pool Walkway site is a premium space which has an undercover walkway overlooking Nerang Pool. There are only ten 3 x 3m 2 spaces in this area. Due to the costs associated with building this temporary structure these sites are charged out at a higher rate. This location is a location for Traders who sell product that is required to be out of the weather elements. It is an undercover area with carpet floor tiles. This location is subject to availability. If you are seeking a site within this structure please expressly state this in your application. Please remember that this space can only house ten traders. 3. Ferry Gate Village Ferry Gate Village Traders are located on the opposite side of Nerang Pool. The garden beds in this area pick up on kids pop culture and as such this location will have plenty of kids activities located within the precinct as well as a small stage in the garden area with tables and chairs for the patrons. Similar to the Main Vista Village, Ferry Gate Village sites are set up on grass around the pathway. Marquees with flooring will provided however this area is not completely enclosed. Please note, Site, marquee and space fees A 3m x 3m or 6m x 3m basic site package will include the following: Basic marquee and flooring Wall panels Single Fluro Light Front fascia displaying trading name Power outlet and power 1 x 10amp supply Waste and cleaning Onsite facilities Delivery dock Administration services Full Month 3m x 3m Marquee Full Month 6m x 3m Marquee Page 7 of 13 Weeks 1 & 2 Only Sat 15 Sept Sun 30 Sept Weeks 3 & 4 Only Mon 1 Oct Sun 14 Oct Main Vista Village $7,800.00* $11,700* $5,040.00* $3,780.00* Ferry Gate Village $7,650.00* $11,650* $4,950.00* $3,675.00* Nerang Pool Walkway $8,450.00* Not Available Not Available Not Available *All site fees are GST inclusive
Additional requirements optional Larger marquee space maybe available for an additional fee. Your interest in a larger space (and the size) should be noted on your application form for consideration by Events ACT. If your stall holder application is successful and Events ACT are in a position to accommodate a larger site this will be communicated during the notification process. Outside space $130.00 per m 2 (including GST) Should stall traders wish to use the space outside their marquee, traders will need to apply for this space and indicate on the application form by nominating the amount of space required. Outside space can only be used if approval has been granted by Events ACT. Additional Charges Should stall traders require extra ramps, clear walls and additional power the below charges will apply. Item Description Cost (ex GST) Clear walls Clear wall* $110.00 per panel Ramps 2.88 m 2 $160.00 per ramp Corner site $100 per metre of frontage Front site Additional power** and other site infill To be provided by Floriade preferred supplier * Normally in 3m or 5m panels **more than 2 x power outlets or more than 10amp power supply. $80 per metre of frontage To be negotiated with event supplier and/or management General Conditions Floriade has limited trading space. Events ACT reserves the right to make changes to the layout to suit demand and event requirements at our absolute discretion. All traders will be given the opportunity to accept or reject the site offered to them by Events ACT. There is no guarantee that you will be accepted. Events ACT has the final say on all Trader sites and Traders must at all times adhere to all event terms and conditions. IMPORTANT: Subletting and/or business sharing is strictly prohibited and listed as a condition of acceptance in the stall holder terms and conditions. Payments In accordance with the Events ACT will advise you if your application has been successful and provide you with both a Letter of Offer and a Trade Agreement. On receipt of a signed Trade Agreement with written acceptance of the offer Events ACT will issue your trader invoice. A trader site will be considered confirmed only once Events ACT has receipted full payment of the agreed trade site fees. The full payment for your site and services is required no later than Friday 17 August 2018. There will be no extensions to this date. If your final payment is not received by this date, your agreements will be cancelled and you will be notified in writing by Events ACT. If such an event occurs, all deposit monies previously paid will be forfeited and the trader shall have no claim under the Trade Agreement. Page 8 of 13
APPLICATION AND SELECTION PROCESS The following procedures are to ensure that the best interests of Floriade and NightFest are met. Consideration is given to all applicants, regardless of whether they have been trading at Floriade for many years or are applying for the first time. All applicants are given a fair and equitable opportunity to show how they can benefit the event. Applications open: 12pm Thursday 24 May 2018 Applications close: 5pm Wednesday 6 June 2018 Criteria Each stallholder application will be reviewed by the selection panel; their decision will be based on the following criteria, referees and supporting documentation. 1) Company Profile 2) Product fit and suitability with Floriade theme and audience: a) Information about your brand and product range b) Consumer appeal and product promotion c) Product Quality d) Customer service and experience e) Display and Presentation 3) References 4) Support materials provided by the applicant Applicants must include the below details and information in their application: 1) Company Profile (Biography on your Company) Tell us who you are, what you have achieved, other events you have participated in, and how you can enhance the Floriade experience. 2) Product fit and suitability with Floriade theme and audience a) Provide information about your brand and product range, including: Product list, descriptions and images Product target audience How and where your products are made List of price points or price range Your unique selling points Design/theme concepts for your stall presentation to complement Floriade Pop Culture theme and brand. b) Consumer appeal and product promotion Demonstrate the popularity of your brand and products (i.e. sales figures / growth/ testimonials/ social engagement) Demonstrate your promotional activity and provide website and social channels. c) Product quality Provide a statement demonstrating your product/range quality. Page 9 of 13
d) Customer service and experience Provide a statement that demonstrates your passion for excellence in customer service as well as market experience and ability to service for the duration of the event. e) Display and Presentation Provide examples of packaging, merchandising and point of sale materials Images of stall display. 3) References Please provide a minimum of two written references from previous events you have sold your product at. 4) Supporting documentation Application form Copy of current public and product liability insurance to the value of $20 million Confirmed availability to trade during all opening hours of Floriade. Application Information Please ensure all the above information is included, as incomplete applications will not be accepted or assessed. IMPORTANT: If you wish to apply for more than one site you will need to complete separate applications for each site. If you require assistance in preparing your application, please contact the Events Officer at floriadetraders@act.gov.au Page 10 of 13
TRADER EXPRESSION OF INTEREST APPLICATION FORM Instructions Please read the following carefully. Incomplete applications will not be accepted or assessed. 1. Applications must be submitted online using the following form: 2018 Floriade Application Form 2. Answer all questions completely. 3. The contents of this application is what your application will be assessed on. Please ensure you upload all documents 4. Please be aware that even though you provide us with a list of products you wish to sell that sometimes not all of these products will be on the permitted products list. Events ACT have other contractual arrangements with sponsors and suppliers; therefore, the sale of some products may not be possible. Decisions on what products/s you will be permitted to sell will be made by Events ACT and will be final. 5. The site illustrations that you provide must include both the design look you are planning to use and the intended layout for Floriade 2018. 6. Please be aware that Events ACT does NOT offer traders exclusivity on products. What happens next? All applicants will be notified once their application has been received. This will be done via email so please supply a valid email address. All submissions will be evaluated based on the selection criteria and the overall strategic fit to the Floriade event vision, objections and the specific 2018 event theme. This assessment also includes balance and diversity of traders and the long term best interest for the events sustainability and audience appeal. All relevant information must be provided to allow for an informed decision. Applications should be in detail and you should assume those evaluating hold no prior knowledge. Any relevant certifications, awards or registrations should be included with your application. These decisions are the basis of the offers that are to be made to each successful potential trader and indicate the importance of providing all of the requested information. Selection process The selection process is made up of five key stages: (1) Evaluation (completed by 18 June 2018) (2) Review and Shortlist (completed by 20 June 2018) (3) Offer and Notification (made from 22 June 2018) (4) Acceptance (due 29 June 2018) (5) Finalise and Close Process (including unsuccessful notification) (completed after 29 June 2018) Page 11 of 13
1) Evaluation Events ACT will appoint a panel to complete the evaluation and assess each application. The panel use a standard scoring guide in accordance with ACT Government processes to assess each application and award a score against each criterion. Each application is evaluated and scored on its own merit. The scoring is weighted towards the type, suitability, quality and value for money of the product/s and the presentation of the stand design. Floriade and NightFest are also committed to using, and encouraging others to use, environmentally sustainable practices and for this reason applicants are required to provide evidence of how they address sustainability. 1. Review and Shortlist During this stage the Panel meet to conduct a review and shortlist of trader application. 2. Offer and Notification From this list the panel identify which traders an offer will be made to and successful stallholder s applicants will be notified. 3. Acceptance Successful stallholders will have until 25 June 2018 to formally accept the offer. In the event that any are declined or passed over the panel offer these to the next successful stallholder on the selection list. 4. Finalise and Close Process During this stage all sites have been accepted and final notification issued to unsuccessful applicants. Notification Processes Successful applicants Applicants who are successful will be emailed a Floriade Trade Agreement, a Floriade Site Offer and a trade site map. The Floriade Trade Agreement details contractual arrangements between the ACT Government and the successful applicant prior, during and post event. The Floriade Site Offer includes the following: Site offer including site number, size and costs Approved product list PLEASE NOTE: Trade sites are not confirmed until Events ACT has received a signed copy of both documents. Unsuccessful applicants Applicants who are not successful in securing a site, will be added to waiting list should any sites be declined or become available prior to Floriade. Once the process is final with all trader sites allocated and accepted you will received official notification via email. Page 12 of 13
OTHER OPPORTUNITIES Sponsorship Floriade and NightFest provide various sponsorship and partnership opportunities including a variety of different categories, costs and benefits. Information may be obtained by contacting the Partnerships Marketing Officer +61 2 6205 3203 We look forward to your application to trade at Floriade and NightFest 2018! CONTACT DETAILS For more information, please contact Events ACT on: Phone: 02 6205 8530 Email: floriadetraders@act.gov.au Website: www.floriadeaustralia.com Page 13 of 13