2013 AnnuAl RepoRt - Australian Grand Prix

Strategic PrioritiesThe strategic priorities and associated supporting strategic objectives of the Australian GrandPrix Corporation are as follows:• Promote Melbourne and Victoria through the eventso To ensure local and global branding of Melbourne and Victoria.o To drive national and international awareness of the events, Melbourne andVictoria.o To integrate the events into tourism strategies developed by the VictorianGovernment and its agencies.o To cement Melbourne’s reputation as the centre of major events by delivering aworld-class event experience to all intrastate, interstate and international visitors.o To contribute to the growth of the local economy by providing opportunities toshowcase Victorian businesses.o To contribute to the growth of the Victorian major events industry by providingemployment and business development opportunities among related organisations.• Maximise revenues and minimise costso To continually improve our competitive position among other major events toincrease return on investment.o To ensure the event offers patrons compelling and value for money, product andevent content.o To deliver robust financial review and control processes.o To foster a culture of shared responsibility for financial performance throughout theorganisation.• Deliver events safely and to the highest standardso To establish and deploy clearly articulated safety management systems and eventmanagement plans.o To establish and continually evaluate an active risks register.o To foster a culture of shared responsibility for event safety and quality among ourpeople, contractors, agencies, partners and suppliers.o To ensure our people, contractors, agencies, partners and suppliers clearlyunderstand and deliver against our expectations of ‘highest standards’.• Increase attendances at the eventso To expand national and international awareness of the event.o To drive ticket sales through clearly defined and implemented sales and marketingcommunications strategies.o To fully understand our customers and what they want and expect from the event.o Keep the event fresh and compelling by continually challenging, refreshing andimproving existing content and products.• Provide an exceptional event experienceo To exceed patron expectations in product mix and event content.o To surprise and delight patrons by continually reviewing, refreshing and improvingproduct and event content.o To provide patrons with exceptional basic needs, safety, social interaction,communication and entertainment.8 Australian Australian Grand Grand Prix Corporation Prix Corporation Annual Report Annual 2013 Report 82013