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City of hobart

 

 

 

 

AGENDA

Special Economic Development & Communications Committee Meeting

 

Open Portion

 

Monday, 5 February 2018

 

at 4:40 pm

Lady Osborne Room, Town Hall


 

 

 

 

THE MISSION

Our mission is to ensure good governance of our capital City.

THE VALUES

The Council is:

 

about people

We value people – our community, our customers and colleagues.

professional

We take pride in our work.

enterprising

We look for ways to create value.

responsive

We’re accessible and focused on service.

inclusive

We respect diversity in people and ideas.

making a difference

We recognise that everything we do shapes Hobart’s future.

 

 


 

Agenda (Open Portion)

Special Economic Development & Communications Committee Meeting

Page 3

 

5/2/2018

 

 

ORDER OF BUSINESS

 

Business listed on the agenda is to be conducted in the order in which it is set out, unless the committee by simple majority determines otherwise.

 

APOLOGIES AND LEAVE OF ABSENCE

1.        Co-Option of a Committee Member in the event of a vacancy  4

2.        Indications of Pecuniary and Conflicts of Interest. 4

3.        Transfer of Agenda Items. 4

4          Reports. 5

4.1     Goodwill Agreement - North Melbourne Football Club. 5

 


 

Agenda (Open Portion)

Special Economic Development & Communications Committee Meeting

Page 4

 

5/2/2018

 

 

Special Economic Development & Communications Committee Meeting (Open Portion) held Monday, 5 February 2018 at 4:40 pm in the Lady Osborne Room, Town Hall.

 

COMMITTEE MEMBERS

Cocker (Chairman)

Zucco

Ruzicka

Thomas

Denison

 

ALDERMEN

Lord Mayor Hickey

Deputy Lord Mayor Christie

Briscoe

Sexton

Burnet

Reynolds

Harvey

APOLOGIES: Nil.

 

 

LEAVE OF ABSENCE: Nil.

 

1.       Co-Option of a Committee Member in the event of a vacancy

2.       Indications of Pecuniary and Conflicts of Interest

Ref: Part 2, Regulation 8(7) of the Local Government (Meeting Procedures) Regulations 2015.

 

Aldermen are requested to indicate where they may have any pecuniary or conflict of interest in respect to any matter appearing on the agenda, or any supplementary item to the agenda, which the committee has resolved to deal with.

 

 

 

3.       Transfer of Agenda Items

Regulation 15 of the Local Government (Meeting Procedures) Regulations 2015.

 

A committee may close a part of a meeting to the public where a matter to be discussed falls within 15(2) of the above regulations.

 

In the event that the committee transfer an item to the closed portion, the reasons for doing so should be stated.

 

Are there any items which should be transferred from this agenda to the closed portion of the agenda, or from the closed to the open portion of the agenda?

 


Item No. 4.1

Agenda (Open Portion)

Special Economic Development & Communications Committee Meeting

Page 6

 

5/2/2018

 

 

4        Reports

 

4.1    Goodwill Agreement - North Melbourne Football Club

          File Ref: F18/702; 17/18

Report of the Manager Community and Cultural Programs and the Associate Director Community Development of 31 January 2018 and attachment.

Delegation:     Council


Item No. 4.1

Agenda (Open Portion)

Special Economic Development & Communications Committee Meeting

Page 7

 

5/2/2018

 

 

REPORT TITLE:                  Goodwill Agreement - North Melbourne Football Club

REPORT PROVIDED BY:  Manager Community and Cultural Programs

Associate Director Community Development

 

1.         Report Purpose and Community Benefit

1.1.     This report proposes a formal ‘goodwill’ agreement between the City of Hobart and the North Melbourne Football Club (NMFC) for a two year period for the 2018 and 2019 seasons that would deliver brand, marketing, community participation and social inclusion outcomes through a number of the City’s programs.

1.2.     It is considered that the proposed agreement would provide value and community benefit for the City in the form of community activation, marketing and participation opportunities.

2.         Report Summary

2.1.     The City of Hobart has received a proposal to enter into a formal ‘goodwill’ agreement with the NMFC.

2.2.     This would be a goodwill agreement separate from the City’s current existing three year community partnership agreement that supports the NMFC Annual Community Camp, Next Generation in Schools program and the e-Huddle program.

2.3.     This agreement would provide NMFC with additional access to the civic banner program in return for match day ticketing, NMFC merchandise for community members and promotional support for the City of Hobart.

2.3.1.     The additional banners would include the City of Hobart logo and increase the presence of NMFC and the Council’s support of the club throughout the city.

2.4.     It is noted that although there was a resolution from the Council meeting held on 23 January 2017 that the Council develop a policy and criteria to enable consistency around the consideration of future requests, this work has not been completed.

 

 

 

 

 

3.         Recommendation

That:

1.      The City of Hobart enter into a ‘goodwill’ agreement for the 2018 and 2019 seasons with the North Melbourne Football Club, as detailed in Attachment A to this report, with an outcome report to be provided at the conclusion of the first year.

2.      The ‘goodwill’ agreement between the Council and the North Melbourne Football Club be formalised through an exchange of letters.

3.      The General Manager be delegated the authority to negotiate the terms of the agreement.

4.      The detail of this relationship be included in the relevant City of Hobart Annual Report in accordance with the Council’s policy in respect to grants and benefits disclosure.

4.         Background

4.1.     On 23 January 2017 the Council resolved the following:

“That:    1.    The Council become a community engagement partner with the North Melbourne Football Club with a value of $50,000 cash and $5,000 per annum in-kind support being provided for a period of three years.

2.    The General Manager be delegated the authority to negotiate and agree to the terms of the resulting Partnership Agreement with the North Melbourne Football Club, and to execute the Agreement on the Council’s behalf, noting that the Partnership Agreement is a three year grant, subject to appropriate performance criteria and annual review requirements to the satisfaction of the General Manager.

(i)      The General Manager be authorised to negotiate a reduced family membership for each year of the Partnership Agreement.

3.    An allocation of $55,000 be made from general reserves in the current financial year with a further allocation of $55,000 per annum being included in the draft budget for the 2017/2018 and 2018/2019 financial years.

4.    The funding provided by the City of Hobart be recorded in the relevant Annual Reports in accordance with the Council’s policy in relation to the disclosure of grants and benefits.

5.    The Council develop a policy and criteria to enable consistency around the consideration of future requests.”

4.2.     The three year engagement partnership proposes benefits to the community through a range of NMFC programs, including Community Camp, the Next Generation in Schools program and the e-Huddle program.

4.3.     The Club has indicated its commitment to building strong relationships with the community using the appeal of sport, with a particular target audience of primary and secondary schools, sporting clubs, youth, businesses and charity organisations.

4.4.     As part of this existing three year community engagement partnership the City provides NMFC with:

·     match day parking at the Regatta Grounds

·     installation and removal of banners at the Railway Roundabout

·     use of the North Hobart Oval and sports pavilion for super clinics at selected times of the year.

4.5.     At the time of the development of the Community Engagement Partnership in January 2017, NMFC did not realise that the proposed partnership only included the provision of banners at the Railway Roundabout.  This banner presence was much reduced from what had previously been provided through the formal sponsorship agreements.

4.6.     The City of Hobart has now recently received an additional proposal to enter into a formal relationship with the NMFC to provide a greater presence through the City, marked as Attachment A to this report.

4.7.     The proposed further alliance with the NMFC would ideally provide reciprocal promotional exposure, as well as value to the community in terms of community participation and social inclusion outcomes.

4.8.     NMFC has requested additional promotional exposure through the City of Hobart civic banner program.  NMFC would provide the banners and are seeking the Council’s support for the installation.

4.8.1.     NMFC would like to extend its existing civic banner bookings during February, April, May and July each year to also include Elizabeth Mall, Liverpool Street, North Hobart and a half set of Arterial banners.

4.8.2.     These times coincide with the NMFC Community Camp and the three Hobart games.

4.9.     In return for the installation of the banners, the City of Hobart would receive the following benefits:

·     appropriate acknowledgment and recognition commensurate with the value of the partnership

·     250 tickets, split over the three matches, to use as part of the City of Hobart community ticketing program

·     250 NMFC caps and scarves to be distributed to ticket recipients

·     three City of Hobart television advertisements to be aired on the big screen during each home game match.

4.10.   The 250 tickets with NMFC scarves and caps would be provided to the City of Hobart for distribution to community members who may not usually have the opportunity to attend an AFL football game.

4.11.   As part of the previous three year sponsorship deal with NMFC, a number of match day tickets were provided to community groups and organisations to distribute to community members.

4.11.1.  As expected, these tickets were very highly valued and disappointment from several groups when they were advised that tickets were not available for the 2017 season.

4.11.2.  The tickets were all distributed through community services groups who provide support to people experiencing disadvantage such as Colony 47 or through charities that support seriously ill people undergoing treatment in hospital.

4.12.   The proposed ‘goodwill’ relationship with the NMFC is not contingent upon a cash investment, although there would be actual costs to the Council of $9,982 associated with banner installation.

5.         Proposal and Implementation

5.1.     It is proposed that a formal ‘goodwill’ relationship between the City of Hobart and the NMFC for 2018 and 2019 be approved that would provide opportunities for a number of the City’s programs in terms of marketing outcomes, advancing positive health and community participation opportunities.

5.1.1.     The two year term would align this goodwill agreement with that of the existing community agreement with the NMFC for 2018 and 2019 seasons.

5.2.     A procedure would be developed to ensure that the tickets were distributed equitably through community service organisations and charities.

5.3.     It is proposed that the General Manager be authorised to negotiate the terms of the agreement.

6.         Strategic Planning and Policy Considerations

6.1.     This initiative also aligns with Goal 5 - Governance, in the City of Hobart Strategic Plan 2015-2025, specifically strategic objectives:

“5.4.2    Promote and integrate the Council brand;

5.4.3      Further enhance engagement activities with the community; and

5.4.4      Engage with the community through a variety of communication methods and marketing promotions.”

6.2.     This initiative also aligns strongly with the Social Inclusion Strategy 2014-2019 through the provision of participation opportunities for community members experiencing disadvantage.

7.         Financial Implications

7.1.     Funding Source and Impact on Current Year Operating Result

7.1.1.     Activities undertaken in collaboration with the NMFC arising from the ‘goodwill’ relationship will be met with the existing City Marketing program budget allocation.

7.1.2.     The quantum of the cost of the proposed goodwill agreement would be $9,982 in the 2017-18 financial year, associated with the installation of the requested City banners.

7.1.2.1.      It is noted that the NMFC would be providing the City with ticketing and promotional opportunities with a value of $30,500.

7.2.     Impact on Future Years’ Financial Result

7.2.1.     It is anticipated that there would be similar costs attributed to the goodwill agreement that would be included in the budget allocation for the 2018-19 financial year.

7.3.     Asset Related Implications

7.3.1.     Nil identified.

8.         Social and Customer Considerations

8.1.     There was very positive feedback received from the community members and organisations that were involved previously in the allocation of the charity tickets.

8.1.1.     These tickets provided an opportunity for members of the community who are experiencing illness or disadvantage to attend and experience an AFL football game.

8.2.     There would be potential for other community programs involving community members with a disability, older people or people from multicultural communities to also participate in activities.

9.         Marketing and Media

9.1.     The proposal from NMFC includes three City of Hobart television advertisements to be aired on the big screen during each home game match.

9.2.     This would provide a good opportunity to promote Council activities including Salamanca Market and the Doone Kennedy Hobart Aquatic Centre.

9.3.     The increase in the number of banners throughout the City would also create the additional benefit in recognising the support that the City provides to NMFC through the presence of the City of Hobart branding in the banners.

10.      Delegation

10.1.   This matter is delegated to the Council for consideration.

 

As signatory to this report, I certify that, pursuant to Section 55(1) of the Local Government Act 1993, I hold no interest, as referred to in Section 49 of the Local Government Act 1993, in matters contained in this report.

 

Kimbra Parker

Kimbra Parker

Manager Community and Cultural Programs

Philip Holliday

Philip Holliday

Associate Director Community Development

 

Date:                            31 January 2018

File Reference:          F18/702; 17/18

 

 

Attachment a:             NMFC civic banner request   


 

Agenda (Open Portion)

Special Economic Development & Communications Committee Meeting

Page 13

 

5/2/2018

 

 

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