Townsville 400 2012: Findings and Recommendations

Prideaux, Murray, Hamilton, John, Tee, Singwhat, and Welters, Riccardo (2012) Townsville 400 2012: Findings and Recommendations. Report. James Cook University, Townsville, QLD, Australia.

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Abstract

The Sucrogen Townsville400 is a significant contributor to the economy and branding of Townsville. In conjunction with the supporting Festival400, the Sucrogen Townville400 Townsville offers Townsville residents and visitors a unique family focused event of fun, action and great value situated in the tropics. Now is the time to review, reflect and refresh the experience for the future.

The SucrogenTownsville400 V8 Supercar Race (the event) attracted a total of 152161 spectators to the Reid Park race track during the period 06-08 July 2012. The event is estimated to have generated an economic contribution of 32.4 million dollars to the Townsville region. Overall, spectator attendances in 2012 were 1285 higher than attendances in 2011 at 150876.

Set against an uncertain global outlook in 2013 and beyond, event organisers should critically review the event, embrace the expectations of spectators and enhance the Townsville experience to drive the event into the future. Deliberations of the future shape of the event and supporting experiences should include all stakeholders and will require changes to existing business and marketing models. Regardless, changes must align expectations to delivering customer value thereby growing the spectator base and enhancing the economic impact for all participants.

Item ID: 43916
Item Type: Report (Report)
Keywords: car racing, V8 supercar, Townsville 400, value, spectator group, tropics
Date Deposited: 26 Aug 2016 06:31
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150399 Business and Management not elsewhere classified @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified @ 100%
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