A great event does more than entertain – it can shape a city's future. With Newcastle increasing its investment in events, we have an opportunity to ensure events are not just one-time spectacles, but catalysts for long-term economic, social and cultural impact.
This commitment reinforces Newcastle's reputation as a dynamic destination – a place where major and community events don't just happen, but thrive. To fully realise this potential, we must embrace a change in event thinking and consider how events fit into Newcastle's broader vision, ensuring they are leveraged as strategic investments that contribute meaningfully to our city's future.
Throughout history, festivals and events have brought people together, creating shared experiences, cultural expression and community pride. Events create spaces for connection and celebration – activating public spaces, enlivening urban areas, and generating ongoing benefits for the local economy. When planned strategically, they strengthen local industries and contribute to a place's identity. Measuring an event's success goes beyond ticket sales and tourism dollars. Equally, what matters is whether events align with Newcastle's long-term vision and leave a lasting impact on the city and its people.
Like 'seed capital' in business, events can provide the initial spark that drives broader economic and cultural outcomes. Events and festivals should not operate in isolation, but be strategically linked to industry networking, funding rounds and sector initiatives that drive long-term economic growth. Events should support Newcastle's creative industries by engaging local artists and ensuring festival infrastructure continues to benefit the community long after the event. By embedding events into Newcastle's broader vision for urban development and cultural sustainability, our events are more likely to leave a meaningful legacy that extends long after the event has ended.
Globally, major events such as the Olympic Games and FIFA World Cups have popularised the concept of 'legacy'- the idea that an event should deliver lasting benefits that endure well beyond the closing ceremony. In our own backyard, the University-supported Ngarrama, Surfest and Newcastle Writers Festival are just a few examples of the city leveraging its strengths to deliver engaging experiences to leave lasting impact.
Building on Newcastle's track record of event hosting, a balanced event portfolio is key to ensuring events strengthen Newcastle's identity as a destination, whilst also fostering long-term community benefits. Large-scale events generate global attention and economic influx, but community driven events sustain year-round engagement, enhance local pride and contribute to the city's unique character.
However, research has shown that legacies do not happen automatically. If Newcastle wants its event investments to translate into meaningful long-term benefits, we need deliberate, coordinated and well-resourced efforts to ensure those events create value for local communities, businesses and cultural institutions. Which, in turn, means we need to educate the next generation of event-professionals to deliver on this goal.
60 years ago, the Newcastle community called for a university for our region. In the University's anniversary year, we're proud to say our Bachelor of Tourism, Hospitality and Events has been developed in collaboration with local industry to ensure ethical and inclusive practices, while equipping students with a deep understanding of environmental, social, cultural and economic impacts.
Our collaboration with the Newcastle Tourism Industry Group is central to this effort. We work closely with local business, event organisers and cultural institutions to ensure our research and education aligns with industry needs. In other words, our graduates enter the work force prepared to align with Newcastle's vision to be a premier event destination.
Newcastle's rejuvenated investment in events is a fantastic opportunity. By working together – government, industry and education – we can ensure events do more than attract visitors; they leave a lasting legacy on our economy, culture and community well-being. Events are not just something we host – they help shape our city's future. And we are proud to be educating future event leaders to ensure our regions continue to thrive as vibrant destinations celebrating cultural diversity.
Dr Alana Thomson is a researcher in sport and event management at the University of Newcastle's Business School, focusing on strategic event leverage and community engagement. Associate Professor Tamara Young is a researcher in cultural tourism and Program Director for Newcastle Business School's Bachelor of Tourism, Hospitality and Events.
