Funding Guidelines for Applicants Northern Ireland Home of Great Events Event Funding Guidelines for Applicants nitb.com/events 03
Northern Ireland - Home of Great Events 01 Introduction p01 02 Aims and Objectives p02 03 Principles p02 04 Types of Events to Receive Support p03 05 The National Events Fund p04 06 The International Events Fund p06 07 Who Can Apply p07 08 How to Apply p08 09 Appeals p08 10 Payment p08 Appendix A - Criteria p09 02
Funding Guidelines for Applicants 01 Introduction Events are powerful tools. They have the ability to give Northern Ireland a competitive advantage benefitting the image, economy, tourism performance and future potential of the region. They can enhance Northern Ireland s reputation as a destination to live, work, visit and study. Events can also stimulate the economy, generating new jobs, business and training opportunities and attracting visitors at times of the year when there is surplus capacity in the accommodation sector. The government-funded events function formally transferred from the Department of Culture, Arts and Leisure to the Northern Ireland Tourist Board (NITB) on the 1st April 2010. The Community Festivals Fund transferred to Local Authorities for their use in line with local plans in April 2008. The funding transferred to NITB is to support events of National and International significance. NITB are proposing to run two event funding programmes, these are: The National Events Fund The International Events Fund These programmes will complement each other, maximising the benefits to Northern Ireland. The National Events Fund will primarily support home-grown events, with a positive geographical spread across Northern Ireland. These events will highlight the best that the regions have to offer. The International Events Fund will primarily support events which have the potential to attract out-of-state visitors and high international media coverage. These events may require detailed bids. 01
Northern Ireland - Home of Great Events 02 Aims and Objectives 03 Principles The aim of the event funding is to support the delivery of the Tourism Strategy for Northern Ireland 2010 2020. Paramount to this will be growing visitor numbers and increasing visitor spend. The key objectives of supporting events will be to maximise opportunities to: enhance the visitor experience; increase visitor numbers and spend; ensure year-round motivators; develop a positive international profile; and, create a legacy. The events funding is operated in line with the principles of the Tourism Development Scheme. It is designed as a grant scheme which acts as a catalyst/ motivator, and therefore it does not provide long-term or core funding. The principles which underpin any support include: Additionality How does the funding from NITB add value to the event itself and the visitor experience/spend? Leverage of other funding How does the event generate growth in the industry by ensuring maximum financial buy-in from other sources? Partnership working NITB will not deliver events directly, but will be working in partnership with organisers from the public, private and voluntary sectors to ensure event success. National significance All events funded must be of at least national significance in order to maximise the value of support from NITB. 02
Funding Guidelines for Applicants 04 Types of events to receive support 4.1 Priority Product Areas NITB will be seeking events which best reflect the needs of the visitor, as outlined in the Tourism Strategy for Northern Ireland 2010-2020. These events will cover a broad range of our cultural, arts and sporting offerings which bring brand Northern Ireland to life. They will reflect the friendliness of our people, the vibrancy of our cities, the beauty of our landscapes and the commonality of our rich heritage. The NITB Product Development Directorate has identified key products and activities which are best placed to promote Northern Ireland to the greatest number of potential visitors. These activities best reflect what Northern Ireland has to offer, our unique selling points. The Events Funding will align with these key activity areas to make best use of the current research on product development and deliver a more holistic service to the tourism industry. 4.2 Definitions National Event definition: A national event generates economic benefits for specific regions of Northern Ireland and showcases Northern Ireland s assets by attracting visitors to those regions, as well as enhancing the profile and appeal of Northern Ireland through media coverage. International Event definition: An international event is a major, world-class event which generates both substantial economic benefits for Northern Ireland (through increased visitation including tourists, spectators and participants) and highlights Northern Ireland as an event and tourism destination, through high-profile international media coverage. The priority areas for events have been identified as follows: Activity Sports (utilising our natural environment) e.g. kayaking, triathlon Culture Golf Food Literature Gardens Music Exceptional events which fall outside of these priority product areas will also be considered. All supportreceiving events will meet the individual criteria of the National or International Events Funds as appropriate. 03
Northern Ireland - Home of Great Events 05 National Events Fund 5.1 Introduction 5.2 Criteria The National Events Fund will primarily support homegrown events, with a positive geographical spread of events across Northern Ireland. These events will fit with the Northern Ireland brand and highlight the best that the regions of Northern Ireland have to offer. Events supported through the National Events Fund will: Generate economic benefits for Northern Ireland through increased visitor numbers and spend; Enhance the profile and appeal of the area; Demonstrate the capacity to grow in terms of spectator and participant numbers and media profile; Be backed by a viable budget and realistic planning; Have the opportunity to build legacy and sustainability; Possess measurable outcomes. The priority of this funding is to assist the delivery of the Tourism Strategy for Northern Ireland 2010-2020 through increasing visitor numbers and spend. The following basic criteria will apply to all events and act as a first stage in the application and assessment process. NITB is keen to ensure that the application is as simple and economical as possible for applicants. This first stage will be electronic self-assessment. It will let applicants know promptly whether their event has the potential to receive funding under the new criteria and assessment process at NITB. First stage criteria are: Product and Customer Fit which tourism product does it support? (see section 4.1) Visitor Numbers Economic Impact within Northern Ireland Media Impact If these essential criteria are met, an event may proceed to full application. The second stage of the online application will look at criteria 1-4 in greater detail along with the following areas: Full application: Event Viability and Management Experience Capacity for Growth Northern Ireland Brand Environmental Sustainability Social Impact Universal Accessibility As the funds are designed for event development, they will not provide long-term or core funding for events. Appendix A gives further details on the criteria. 04
Funding Guidelines for Applicants 5.3 Funding Parameters 5.4 Eligible Costs Key parameters for this programme are: Maximum funding of 50% for private, public and third sector events; An aimed return on investment of 5:1; A positive media matrix assessment for events where media exposure is a central driver; Funding requested must be between 5,000 and 30,000; Events should have an overall budget of at least 50,000. The following list of eligible costs is not extensive. Applicants are encouraged to contact the NITB Events Unit to ascertain cost eligibility if unclear. Eligible Costs Marketing Costs Advertising / PR activities / Press Launch (excluding hospitality) / Flyers / Posters / TV Production / Signage / Press Clipping Service / Programmes / Merchandising Administration Costs Staff Salaries (maximum of 4 months for additional staff specifically for event) / Stationery / Postage Participant Costs Performance Fees / Participant Fees Health & Safety Costs First Aid / Stewards Venue Costs Venue Hire / Venue Preparation / Venue Restoration / Marquee Hire Production Costs Staging / Sound / Lighting / Equipment Hire / Production Crew / Communication (Radios) / Toilets / Bin Hire Investors in Volunteers Accreditation Volunteer Training Costs Promoter Fees / Event Management Fees / Consultancy Fees Accountancy Fees /Auditor Fees Security Costs Event Evaluation /Bidding Costs Contingency Costs Ineligible Costs Accommodation Costs Freight Costs Legal Fees Bank Fees / Bank Charges / Interest Charges Capital Repayments Corporation Tax Prize Money / Awards Capital Expenditure e.g. computers / digital cameras Hospitality Rates / Fuel Costs / Electricity / Rent Membership Fees Organisation / Premise Insurance Phone Bills Charitable Donations VAT Payments where applicants are VAT registered and reclaiming VAT Insurance Costs (compulsory anyway) Ceremonial Costs Vehicle Insurance Market Research Commission (Sales / Bonus) Expenses 05
Northern Ireland - Home of Great Events 06 International Events Fund 6.1 Introduction The International Events Fund will primarily support events which have significantly high international media coverage, many of which will involve proactive bidding processes with partners. Events supported through the International Events Fund should: Generate substantial economic benefits for Northern Ireland through increased visitation including tourists, spectators and participants; Highlight Northern Ireland as an events and tourism destination through high profile, international media coverage; Enhance Northern Ireland s opportunities to host further major events. 6.2 Criteria The priority for this funding is to assist the delivery of the Tourism Strategy for Northern Ireland 2010-2020 through increasing visitor numbers and spend. The following basic criteria will apply to all international events, acting as the first stage in the application and assessment process. As with the National Events Fund, the first stage of application will be by electronic self-assessment. This lets applicants know promptly whether their event has the potential to receive funding under the new criteria and assessment process at NITB. The criteria are the same as for the National Events Fund; however the scoring matrix will be adjusted to reflect the value of greater investment in an event of international standing. In the First Stage criteria 1 and 4 will be expected to achieve higher figures than in the National Programme. First Stage criteria are: Product and Customer Fit which tourism product does it support? (see section 4.1) Visitors Numbers Economic Impact within Northern Ireland Media Impact If these essential criteria are met, an event may proceed to full application. The second stage of the online application will examine criteria 1-4 in greater detail, along with the following areas: Full application: Event Viability and Management Experience Capacity for Growth Northern Ireland Brand Environmental Sustainability Social Impact Universal Accessibility As the funds are designed for event development, they will not provide long-term or core funding for events. Appendix A gives further details on the criteria. 06
Funding Guidelines for Applicants 07 Who can apply 6.3 Funding Parameters Key parameters for this programme are: Proactive bidding for events can take place with NITB as a partner; Bid support will be provided where appropriate; Maximum funding of 50% for private, public and third sector events; An aimed return on investment of 8:1; A positive media matrix assessment for events where media exposure is a central driver; Funding requested must be at least 30,000; There will be no cap placed on bids to the International Events Programme; For exceptional events, business cases for additional support funds will be made to the Executive. Applications will be open to legally constituted organisations in the public, private and voluntary sectors. Financial assistance will not normally exceed the following thresholds: Private sector up to 50% assistance with eligible costs Public sector up to 50% assistance with eligible costs Voluntary sector up to 50% assistance with eligible costs Events will only be eligible to apply for either the National or the International Events Fund, not both. 6.4 Eligible Costs These remain as per the National Events Fund outlined in 5.4 above. 07
Northern Ireland - Home of Great Events 08 How to apply 09 Appeals Please refer to www.nitb.com/events for dates of upcoming funding calls. There are 2 stages in the application process: Stage 1 An online self-assessment tool will help identify if an event is eligible for funding under either the National or International programmes. This tool will reduce the burden on organisations, as they cannot complete the full application process without ascertaining first whether or not their event is eligible. If successful at this stage applicants will then proceed to stage 2 the full application. Stage 2 A full online application will be available for all applicants who successfully pass the self-assessment. Applications will be assessed using the established Event Impact Model currently in use by a range of other funding bodies. NITB will be using its current media impact model to measure media impact value in support of any applications. Once assessed through these models, all applications will be brought before a panel consisting of NITB senior management. Where an event impacts on areas of interest of one of NITB s key partners, we will seek their input as part of the assessment process. An appeal procedure is in place should an applicant deem the process of assessing their event unsatisfactory. The appeal will be based on the premise that the application was treated in a just and fair manner. Notification of appeal must be submitted to NITB within 14 days of the applicant being notified of the decision. The appeal will be considered by an independent appeal committee. Please note, NO additional event information from that supplied within the original application will be considered during the appeal procedure. 10 Payment Payments will be made in a maximum of two instalments. Where a need is identified, up to 50% may be drawn in advance of the event with receipted evidence of eligible costs incurred. The remaining grant may be claimed after the event with full evidence required of spends in line with the letter of offer conditions. 08
Funding Guidelines for Applicants Appendix A Criteria Applications for funding will be scored against 10 key criteria, which have been selected for relevance to the delivery of the Tourism Strategy for Northern Ireland 2010 2020. A full explanation of the essential and additional criteria is provided below. The criteria are: 1st Stage 01. Product and Customer Fit Product areas, i.e. Activity Sports, Culture, Food, Gardens, Golf, Literature, Music 02. Visitor Numbers Visitor Numbers NB. International Events measured against higher numbers 03. Economic Impact within Northern Ireland Event Impact Model National Events Fund 5:1 return on investment International Events Fund 8:1 return on investment 04. Media Impact Media profile NB. International Events measured against higher media coverage benchmark 2nd Stage 05. Event Viability and Management Experience Experience Event Business Plan Incorporating Marketing and Communications Budget Sufficient funds Private sector sponsorship 06. Capacity for Growth Can the event demonstrate capacity for growth in either visitor numbers, spend or media profile? Does the funding from NITB add value to the event? 07. Northern Ireland Brand Does the event reflect the Northern Ireland Brand values of authenticity and forward thinking? Does the event reflect the natural assets of the area? 08. Environmental Sustainability Impact on the environment Measures to mitigate negative environmental impact 09. Social Impact Volunteering opportunities Networking and sharing best practice 10. Universal Accessibility Section 75 09
Northern Ireland - Home of Great Events Product and Customer Fit Are the Events Visitor Inspired? People holiday in Northern Ireland for a range of reasons and events can provide a key attraction. Major international events are likely to appeal to particular customer types. However, it is worth taking into consideration the customers currently motivated to holiday in Northern Ireland and whether they are attracted by an event. More information on our customers can be found at www.nitb.com. Furthermore, the Tourism Strategy for Northern Ireland 2010-2020 highlights event-led short breaks as a key segment, especially across younger UK and ROI audiences. Does the event relate to our product portfolio? Northern Ireland s ability to differentiate itself and create unique visitor experiences will depend on the development, management and promotion of its product around key themes. NITB has identified three key product areas support for events will primarily fall into these portfolios: Cities events and festivals that enhance the visitor experience through showcasing the culture, heritage and vibrancy of the city. Music is highlighted in the Tourism Strategy for Northern Ireland 2010-2020 as an immediate market segment, with food being a potential development market. Culture and Heritage this includes living culture, heritage and arts and crafts. Key products highlighted include gardens, music and literature. Sports tourism, activities and waterways our natural landscape provides opportunities to develop products in key areas such as golf, soft adventure, walking and cycling, as well as niche areas such as cruising, canoeing and angling. We also have some unique sporting events such as road racing. Visitor Numbers All events applying for funding should do so within the context of the Tourism Strategy for Northern Ireland 2010-2020. The Strategy signifies a loud and clear recognition of the tourism industry in its own right and its role as a central driver for economic development across Northern Ireland in the coming years. Events applying for funding should demonstrate: The event s potential to attract visitors to the region during and/or after the event; The event s ability to deliver visitor spend to the economy. Economic Impact within Northern Ireland The Economic Impact of an event refers to the total amount of additional expenditure generated within a defined area as a direct consequence of staging the event. For most events, spending by visitors in the local area (and in particular on accommodation) is the biggest factor in generating economic impact. However, spending by event organisers is another important consideration. NITB will be using the Event Impact Model to assess the return on investment of public sector funds. The model has been developed further by NITB to reflect Northern Ireland levels of expenditure by day visitors and those on overnight trips. The baseline expected of events receiving funding is a return on investment through estimated economic impact of at least 5:1 for National Events and 8:1 for International Events. Is the event suitable for the region? Events applying for funding should demonstrate consideration of the region within which it is being held. Does the event best reflect the tourism assets the area wishes to sell? 10
Funding Guidelines for Applicants Media Impact Applications will be assessed on the media profile of the event i.e. the potential for the event to generate a positive media profile for Northern Ireland across a range of mediums including print, TV and online coverage. Positive media coverage can enhance Northern Ireland s reputation as a destination to live, work, visit and study and can attract visitors at times of the year when there is a surplus capacity in the accommodation sector. Applications will be assessed against the following media impacts: International TV Coverage (Great Britain, ROI and Overseas) Northern Ireland TV Coverage Is coverage shown at times conducive to high viewing figures (6pm to 11pm weekdays, 10am to 11pm weekends) International Print Media Coverage (Great Britain, ROI and Overseas) Northern Ireland Print Media Coverage Specialist Magazine Print Coverage International Radio Coverage (Great Britain, ROI and Overseas) Northern Ireland Radio Coverage Unique Web Visits Other e.g. Social Media such as Facebook or Twitter Please note, the International Programme will be expected to achieve higher media coverage than in the National Programme. Event Viability and Management Experience A viable project is one which, having received selective financial assistance, can be self-sustaining. In practical terms this means that the project, and the business undertaking it, should be: adequately funded through an appropriate financial structure; and capable of maintaining sufficient cash profits to meet essential capital expenditure and to service all debts. Management Indicators of the credibility of management are likely to include: a proven track record in management; the requisite range of relevant skills; a well-researched business plan; the use of credible professional advisers; readily available financial information; a personal commitment to the project. Market Prospects The ability of the project to meet its projected sales mix and relative contribution to profitability will be critical to achieving viability. Therefore, the quality of the marketing function must always be assessed when evaluating the prospects of the project achieving its desired market position. Financial Projections For re-occurring events, financial projections should be prepared for at least the first three years of the project, or longer if profitability is not projected within three years. If your event is a one-off event, the financial projection for the whole project should be included. A lot of events do not show profit, but should illustrate how they are moving toward sustainability or growth. Where an analysis indicates a potential funding gap, contingency funding must be available. It is extremely important that the promoters understand that, where their project is subject to cost over-runs (or any other source of cash outflow), the Board is not in a position to provide additional funding over and above that agreed in the letter of offer. In all cases, the extent of the safety margin available within the project s funding arrangements should be evaluated. An opinion should be reached as to whether it is probable that the proposed financial structure will provide adequate funding to meet the present and future needs of the project. When assessing viability the following issues are particularly important: Historical Performance and Current Financial Position Where a project is undertaken by an existing business, the profitability of that business over the previous three years should be reviewed in addition to its current financial position. Areas of concern might include declining profitability, high-gearing and negative cash flow from trading. 11
Northern Ireland - Home of Great Events Capacity for Growth Does the event have capacity for growth as a result of the support from the events fund? An event may grow in any one or more of the following respects: nature, i.e. the introduction of new attractions at the event; scale, i.e. increasing the size of the event; timing, i.e. an earlier start to an event or quicker completion, additional days or move to out of season/shoulder season; location, i.e. an internationally or nationally mobile event goes ahead in Northern Ireland rather than somewhere else. Northern Ireland Brand Northern Ireland is emerging as a vibrant, dynamic destination with its own culture. It is a land of contrast and contradictions and our culture and heritage is a strong differentiating factor that we can use to attract major events. It is anticipated that any event funded under the National or International Events Funds will add to the positive image of Northern Ireland. Is the event authentic to Northern Ireland? Does the event reflect the natural assets of the area? Applicants should consider whether their event reflects on a forward thinking Northern Ireland and offers a genuine Northern Ireland experience for visitors e.g. by using local food and entertainment. Environmental Sustainability Applicants must identify the impact their event may have on the environment and the mitigation measures they will put in place to minimise these. Events should consider the development of a sustainable event management plan, waste management plan, transport plan and where available, should be attached to your application. Social Impact Major events can deliver directly, or act as catalysts for, wider social impacts such as the development of community and the advancement of skills. Social impacts are unlikely to happen by chance and must be managed if they are to occur. The starting point, of delivering specific social impacts, is for an event to have clearly stated aims and objectives. These should describe the delivery mechanisms by which the planned impacts will occur. The development of people s skills and volunteering through events is not just an important social impact in its own right, but is also an important operational objective if future events are to be sustainable. Events offer diverse opportunities for people to gain experiences and skills that they may not be able to develop within their own working environments. Events may entail training opportunities to up-skill the workforce providing the volunteer workforce with transferrable skills and the host region with better quality support for future events. The benefit for the event organiser is the provision of cost-effective labour, which is sometimes highly-skilled in nature and often makes the difference in events becoming financially viable. If events intend to use volunteering to develop social capital in this way, it is essential that they establish appropriate objectives from the outset, and that recruitment policies are set which seek to support these objectives. Universal Accessibility Does your Event have a clear and comprehensive accessibility plan? It needs to comply with the requirements of Section 75 of the Northern Ireland Act 1998, Sex Discrimination (NI) Orders 1976 and 1988, the Fair Employments (NI) Acts 1976 and 1989, the Disability Discrimination Act 1995 (as modified by schedule 8 thereof for application in Northern Ireland), the Race Relations (NI) Order 1997, and any enactment amending, extending or replacing the same. 12
Funding Guidelines for Applicants 03
Northern Ireland - Home of Great Events Northern Ireland Tourist Board 59 North Street Belfast, BT1 1NB Tel +44 (0) 28 9023 1221 Txtph +44 (0) 28 9044 1522 Fax +44 (0) 28 9024 0960 Email info@nitb.com Web www.nitb.com 02