Evaluation

50 school children attended on Friday. Our exhibit day was attended by approximately 1500 people. All exhibitors surveyed reported positive and productive interaction with the public, and with other stall holders. We received a number of letters of recommendation and congratulations.

Some reported that they were slightly disappointed with the number of people that attended the exhibit day Some reported poor sales. Other criticisms were noisy and crowded venues, unclear and erroneous programming, and late and limited promotion. Lack of technical facilities for presenters (eg data projectors) and some organizational hiccups setting up on Saturday were also mentioned.

2. Introduction

The Northern Rivers Sustainable Industry Expo was created with the understanding that abundance is tied very closely to the physical state of the immediate environment. We are fortunate in this region to have a good supply of physical, natural and human resources. However having these resources is one thing. Putting them together to create productive and sustainable enterprises, and ultimately communities is another.

Healthy economies, like ecologies, require that wealth be regenerative. This means that an activity, like a business transaction, creates multiple positive outcomes. Not only is a profit and benefit gained by parties to the transaction, but also that there is a flow on effect to the environment. This environmental productivity feeds back into the economic system, creating further wealth.

It is this synergy that events like this hope to amplify. The way to bring this about, the amplification factor, is by communication. By sharing knowledge we make partnerships, and create mutual benefit. By understanding, and working within the regenerative ability of our natural systems this mutual benefit will be reciprocated. Our soils will remain productive, our climate stable and our water free of toxins.

This may be an abstract and somewhat theoretical motivation for an event. Yet, in practical terms the commercial potential for sustainable industries, and this region's rich experience and innovation in sustainability, should not be underestimated. It is a powerful contribution to the regional economy.

By hosting this event, and events like it, we are promoting a unique aspect of our community. Lismore is the hub of a vibrant, diverse region. A region that faces important land use and environmental issues, and also a region that has a rich history of environment awareness and positive action. Out of this are emerging some remarkable ideas and enterprises directed at sustainable solutions. It seems like a natural progression to develop an event to showcase and celebrate this.

3. Background and Brief Description

· To act as an opportunity for the cross fertilization of ideas between different social
and intellectual spheres. To bring scientists together with farmers, business people and others to create a productive dialogue on sustainability issues.

· As a promotional tool for sustainability and a celebration the region's unique progression in this area.

· To create an awareness of sustainability issues and the part everyone plays in creating our future.

The initial seed funding was approved by Lismore Unlimited in late October 2001. A small team of volunteers and a commissioned sponsorship coordinator began work. Our first task was to approach other potential sponsors. A list of approximately 100 potential sponsors in the region was collated, including government departments and organisations, private enterprises, education organisations and community groups. Sponsors' kits were prepared and mailed out. This was followed up by phone calls and, once interest was expressed, personal visits. A web site was also established at this time.

A partnership was formed with NSW Living Centres in late February 2002 and combined with other sponsorship, secured a further $7000. A media campaign, including a television commercial, features and sponsored ads in the Northern Star and the Echo, and coverage by ABC North Coast 2NR promoted the event.

By April 2002 an outline of a program was formed and many of our exhibitors had confirmed. Programming was confirmed in mid to late May and the event ran from Wednesday June 5th (World Environment Day) to Saturday the 8th This varied slightly from the initial proposal to Lismore Unlimited in that it became a four day event and not, as initially proposed, a 5 day event.

4. Sponsors

Major sponsors were Department of Land and Water Conservation, Michell Sillar Attorneys, Richmond Waste, NSW Agriculture, Permo-Drive, The Permaculture Research Institute, the Northern Rivers Echo, The Northern Star, and EnviTE.

Other sponsors were Thursday Plantation, Rainbow Power, Environmental Protection Authority, Prime TV, NSW Sugar Milling Cooperative, Richmond Tweed Regional Library, NSW Dept of State and Regional Development, Lismore City Council, Main Camp Tea Tree Oil Group, Lismore Workers Club.

5. Media and Promotion Our target audience was a broad demographic, reflective of this region's pool of cultural diversity. Families, farmers, business people and people that may not consider themselves 'environmentalists' were particularly targeted in our media campaign. We ran over 40 television commercials on Prime. ABC North Coast Radio gave strong coverage, both before during and after the event. We had sponsored ads and features in both the Northern Star and in the Northern Rivers Echo. We printed 500 posters and approximately 800 flyers. Flyers and programs were distributed by Lismore Living Centres and Wolongbar Agricultural Institute. We printed and distributed 500 programs. The Program appeared in the Northern Rivers Echo and on our web site. The web address was promoted in other media and the site received over 500 hits in the 6 weeks leading up to the Expo. There was a link from ABC's North Coast site to the Expo site.

7. Event Assessment

It has been generally agreed by nearly all participants and the organizers that the sustainable Industry Expo was moderately to very successful. The event showcased sustainable solutions to a broad and receptive audience and promoted sustainability in the wider community. Many participants reported significant flow on sales as a result of the Expo. Also highlighted was the high level of networking that occurred during the event. Many participants reported the potential for the development of profitable partnerships as a result of the Expo. Over 50% of attendees surveyed came from outside the 2480 postcode area, 36% specifically to attend the Expo. Many of these people stayed for several days in Lismore and spent several thousand dollars. Considering we surveyed less than 10% of the total attendance the total amount spent in Lismore by people attending the Expo would be in the tens of thousands of dollars.

As an example of the flow on benefits of this event if only one of the people attending the sustainable housing seminars implemented the described energy efficiency measures, spending less than $400 (at a local business presumably) they would save up to $2000 on energy bills over a ten year period. This is money that is made available to be reinjected into the local economy. The combined impact of reduced greenhouse gas emissions and reduced load on our energy grid results in savings to the community of many times the initial investment. Clearly if only a moderate proportion of those attending Expo events adopted sustainability practices to some degree the direct impact on our regional economy becomes quite significant. Another example is in the agricultural industry. Land degradation costs this industry millions of dollars a year in lost productivity. By evolving more sustainable practices, and this Expo can act as a catalyst for this, lost productivity is reclaimed and the regional economy benefits.

The Expo also hoped to promote the regions sustainable industries. Aside from the indirect economic benefits resulting from more sustainable practices, sustainable industries themselves represent a growing and important niche in our regional economy. There is an enormous opportunity to promote this region as a clean and green producer as well as home to a range of innovative sustainable solutions. These solutions have a very real and significant economic value and a Sustainable Industry Expo can be an important component in this promotion.

Whilst the Expo achieved certain success in attaining these objectives, the organizers feel it fell short of its full potential. Indeed no one event can hope to fully realize the opportunities and economic, social and cultural benefits of moving towards a truly sustainable society. However we strongly believe that with subsequent events and combined with other important initiatives, the Lismore region will become known for its groundbreaking and world leading advances in sustainability.

Being a first event there is clearly room for significant improvement in terms of promotion, professionalism and quality of events. Despite having very good media coverage prior to the event, attendance, especially on the exhibit day was slightly disappointing. Surveys indicate the event could be more strongly promoted at Southern Cross University. We are hoping in the future to work more closely with the university. The complex nature of the Expo, consisting of a number of different types of events (exhibits, forums, seminars) spread over a few days meant that it was difficult to focus promotion on any single aspect of the event. This resulted in confusion amongst the public regarding times and places of events. This problem exacerbated by an unclear printed program and limited distribution of programs. The programming itself needs to be improved by allowing more time for discussion and longer change over and break times.

The organising of the Expo relied almost exclusively on volunteer labor. A key volunteer became unavailable due to paid work commitments in the lead up to the event. This was unforeseen and meant that the production of promotional material and other tasks did not occur as planned. Also, as part of their sponsorship, Envite contributed a part time employee several hours a week to help organize the schools day. Unfortunately this person left Envite several weeks before the event and was not replaced. This resulted in publicity to the schools being late and consequently poor attendance by schools.

Another area of improvement is in choice of venues. This presents a difficult problem in that, to our knowledge, Lismore lacks quality conference and exhibit facilities. Traffic noise problems in City Hall's Fountain room and unappealing decor means significant refurbishment with curtains and carpets would be required to make this room an acceptable venue for the more professional event we are hoping to stage next year. The Lismore Workers Club, whilst it is a quality venue, was suggested as being unsuitable for a Sustainability Expo in that it encourages the rather unsustainable activity of gambling.

Some organizational hiccups must be mentioned, especially regarding communication between participants and the organizers. On several occasions participants were contacted by different organizers with a confusing and unclear purpose. In one case this led to participant non attendance. This occurred mainly as a result of lack of continuity of volunteers and also lack of clear communication guidelines or infrastructure, such as a mutually accessible database. This problem was exacerbated by the complex nature of the events, participants were often involved in several events and many events had numerous participants, each requiring varying technical resources.

There is also room for improvement in our survey and evaluation methodology. Surveys should have been more widely distributed, particularly on the exhibit day. Also questions asked need to more accurately capture information that will help us organise events in the future.

8. How was the Event Received in the Community and The Media

9. Survey and Evaluation

Stall holders and exhibitors were approached on the day and their comments noted. In addition a follow up phone survey in the following weeks canvassed 60% of all participants. In total over 90% of participants were surveyed in some way.

An informal drinks session was held for the sponsors and participants on the Friday night. Representatives from most sponsors attended. This was an important opportunity for informal discussion between sponsors, organisers and participants. We received very positive responses regarding this event and the Expo as a whole.

Several 'debriefing' sessions were held and numerous discussions between participants and organizers occurred over the weeks following the Expo. A volunteer's dinner was also held and the success of the Expo enthusiastically discussed.

For complete survey results email expo@bigscrub.org.au

11. Conclusions