Leveraging Events: Turning Visitation into Business Growth | In-Person Workshop

Events bring thousands of visitors into the region every year. Most businesses see the crowd, but don’t always have a plan to turn that visitation into business. This practical half-day workshop will help you think differently about how your business can benefit from major events in Ballarat. Using Ballarat’s 2027 events calendar as a worked example, we’ll explore what businesses can do before, during and after an event to make the most of increased visitation. Rather than simply talking about what’s coming, this will be a hands-on session where you’ll have the opportunity to consider which events are most relevant to your business and what you could do differently to capitalise on them. During the workshop, we’ll explore: • How major events can create opportunities for local businesses • What event visitation could mean for your business • Things to consider before, during and after an event • Practical ways businesses can make the most of increased visitation • How to identify the events that are most relevant to your business You’ll use Ballarat’s 2027 events calendar as a practical example and have time to consider how the opportunities could apply to your own business. You’ll leave with a clearer understanding of which events present the biggest opportunities for your business and practical ideas you can put into action. Who should attend? This workshop is designed for businesses that can benefit from increased event visitation, including hospitality, accommodation, retail, attractions, tourism operators, experiences and other visitor-facing businesses.