Industry insights from WIL program

Surfers Paradise Alliance CEO Mike Winlaw and Kimberley Clegg.
Surfers Paradise Alliance CEO Mike Winlaw and Kimberley Clegg.

Griffith University’s Work Integrated Learning (WIL) environment has allowed Marketing undergraduate, Kimberley Clegg to gain valuable industry insights, while enabling her to contribute to the Gold Coast’s crucial tourism and events landscape.

Kimberley’s research project, undertaken during the recently completed Surfers Paradise Festival, will set out to deliver an event appraisal to assist in future marketing initiatives.

The 19 year-old’s internship, established in partnership with the event management team at Surfers Paradise Alliance, provides the perfect platform from which Kimberley hopes to launch a successful career within the industry.

“The Griffith Work Integrated Learning program has been extremely helpful in improving my confidence at a social and professional level,” said Kimberley.

“Overall the experience has been quite broad, with business communications, stakeholder and community engagement, plus observing workplace operations, complementing my knowledge of marketing principles which I’ve gained through study.”

Visitors to Surfers Paradise were surveyed during the various events of the four-week festival calendar relating to their attendance and activities undertaken.

Demographic data, combined with qualitative insights relating to social and cultural benefits, plus the overall economic impact of hosting such events, will provide a snapshot of who is attending the annual showcase and what their motivations are.

“Any event that falls short of established targets will be evaluated closely to see if it is in line with the core objectives of Surfers Paradise Alliance; which includes developing a positive brand image of Surfers Paradise as well as generating economic activity within the precinct to support local traders,” added Kimberley.

Surfers Paradise Alliance CEO, Mike Winlaw confirmed the work undertaken by Kimberley has the potential to add significantly to the all-important marketing mix for future festivals and other major undertakings by the local tourism organisation.

“Kimberley has been an integral team member during the Surfers Paradise Festival working closely with the Partnership and Marketing team,” said Mr Winlaw.

“It is testament to her studies at Griffith University and her own ambitious drive and dedication that I’m sure will see her succeed into the future.”

Kimberley’s final research presentation will form a significant part of her overall assessment, with representatives of Surfers Paradise Alliance also using content as part of return on investment documentation to event stakeholders.