AS the Redlands Coast prepares to welcome about 1000 athletes, officials and supporters for a major international sporting event in the coming months, business leaders say the region’s economic success will depend as much on preparation as participation.
While the competition will draw visitors from across Australia and overseas, the Redlands Coast Chamber of Commerce says the real opportunity lies in encouraging those visitors to spend time and money throughout the region, supporting local cafes, restaurants, retailers, tourism operators and accommodation providers.
The Chamber believes every visitor will make countless spending decisions during their stay, from where they eat and shop to whether they book local experiences or extend their visit.
It has praised event organisers for taking a destination-focused approach by securing accommodation, providing visitors with practical information and maps, highlighting essential services and even building a dedicated free day into the competition schedule so athletes and their families can explore the Redlands.
The Chamber says that type of planning helps turn a sporting event into a broader tourism opportunity.
However, it warns economic benefits do not automatically flow simply because an event is held.
One of the biggest challenges, it says, is ensuring local businesses know an event is coming early enough to prepare.
Many business owners are focused on the day-to-day demands of running their operations and may not become aware of a major event until only weeks before visitors arrive.
Without enough notice, businesses can miss the opportunity to develop promotions, collaborate with neighbouring operators, roster additional staff, increase stock levels or extend trading hours.
The Chamber says this can leave visitors facing long queues, sold-out menu items or businesses simply unprepared for the surge in demand.
Rather than being a failure of local operators, it believes these situations often reflect a lack of early engagement between event organisers and the business community.
The Chamber argues communication with businesses should be treated as a core part of event planning, not an afterthought.
It is calling for a dedicated business engagement strategy to be developed alongside every major event, with organisations such as the Chamber helping connect organisers with local businesses through briefings, networking opportunities, visitor information, marketing campaigns and practical planning sessions.
The Chamber believes event organisers and business groups have complementary roles, with organisers focused on delivering a successful competition while the business community works to create a memorable destination experience.
It also says local businesses are among the region’s strongest ambassadors, recommending attractions, accommodation, cafes and experiences to customers.
While businesses closest to an event venue are likely to benefit regardless, the Chamber believes better communication and planning can spread the economic benefits across the wider region.
It says if major sporting events are to leave a lasting economic legacy on the Redlands Coast, business engagement must begin from the moment an event is secured and continue throughout the planning process, rather than becoming a consideration only in the weeks before visitors arrive.
