Each year Ready Communities chooses one regional community to host our annual ‘Flagship’ program which includes the national conference, Social Impact in the Regions.
As the program rolls out the host community builds both readiness, and capacity in delivering business events. We work with smaller towns, towns that are often described as the ‘gap in the map’, towns that are usually bypassed when it comes to lucrative business event tourism.
It’s one thing to guide a community to get ready for an event, and more events like it – it’s a completely other thing to ensure the event is deeply influenced by, and authentic to the host community. That’s why we take our time and we ensure we leave a legacy in place that will last long after our stay.
Business events are on the agenda of most tourism agencies and Councils as a commodity to attract. Of course tourism dollars generated by events contributes to local economies, of course this is something regional communities are encouraged to covet.
Our national conference, Social Impact in the Regions (SIITR), a small and bespoke event for up to 250 delegates generates at least $380K in small regional economies annually, almost $1M over it’s first 3 years. And it’s a relatively small event.
While it’s easy to consider this contribution as the big tick, and it is… There are actually many other ways that events can contribute to regional economies, and the event manager really doesn’t have to go too far out of their way to make this happen.
This is how we do it…
- 1. Shop locally
- 2. Encourage local spending
- 3. Share local experiences
- 4. Build local capability and capacity
- 5. Make the event accessible for local people
- 6. Include young people
- 7. Support creative businesses
- 8. Provide alternate accommodation
- 9. Activate spaces
- 10. Share the learning
- 11. Contribute
- 12. Do something that really matters to the host community
Read on to learn more about how we do this.
1. Shop locally
Local procurement has been embedded in the SIITR framework from the beginning. Each year we make time (and it can take more time) to find locally based, smaller businesses that we can support by paying them to be part of the conference. Since 2023 this has meant a direct spend of just over $330K in regional economies, 96% of this has been with small suppliers and regionally based businesses. That’s spend that goes straight to the kitchen table.
Our 2024/25 programs also embedded a shop local program in partnership with Ashley Watt and Why Leave Town in Kempsey (2024) the program was left as a legacy, in Grafton (2025) we reignited the shop local program in partnership with the Grafton Jacaranda Festival meaning (1) Each delegate was given a JacaCard to purchase their lunch on day 2, a spend of $4K straight into the local economy (2) we supported ten local suppliers to sign up so they were shop local card ready and (3) the festival has an ongoing marketing tool that can be leveraged into the future.
2. Encourage local spending
When we plan SIITR we make sure there is time and opportunity for delegates to shop. We do this via extended lunch breaks, hosting the conference close to shops, creating opportunities for local suppliers (particularly artists) to showcase and sell their products through the conference and, perhaps not as obvious as it would seem, we TELL THEM TO SHOP!
3. Share local experiences
We go out of our way to showcase local experiences through SIITR and our audiences know that each year they will participate in an experience that is authentic to and respectful of the host community, fresh, and still adaptable to their own communities. Through our Ready Communities program we spend at least a year prior to the event (yes, we know this is a bit extra – but it really makes a difference), learning about the host community. In fact, for the past two years I’ve relocated to our host towns (Grafton, 2025 and Stanthorpe 2026). But you don’t have to relocate to learn about being local. Go and get a haircut, chat with the person at the supermarket, sit and sip coffee and ask – people love talking about their community.
Following the lead-in Ready Communities program we integrate a series of Impact Labs featuring changemakers in the host community in the program (there is not one sector that couldn’t do this to support their host community). We invite local changemakers to an invitation only pre-event where they can meet our major sponsors and other decision makers. This has led to tangible investment. We also invite locals to be local ‘living books’ being available through the conference to share information from where the bathrooms are to where to find the best coffee to what matters in the host community.
4. Build local capability and capacity
While not all events have the same capacity (nor mandate) to build local capability to the extend of our Readiness Programs, there is still a lot that can be done to build local capability and capacity while you’re in town. Properly structured volunteer opportunities can offer valuable events experience that may otherwise not be available. But don’t just use people as slaves, make the experience meaningful and something they can proudly share on their resume. In 2025 we provided formal and informal event training opportunities for volunteers leading into the conference. We also took time to ensure venues and surrounding businesses were both prepared, and ready for the event ensuring (a) they knew about the foot traffic that was coming their way and (b) helping them to fashion things like lunches that would be appropriate for our time constraints, budgets and physical space.
We also make opportunities for local not-for-profits and social enterprises to make money during the event. Through the years this has included: donating the takings from our event program sales (guests donated for the programs knowing that all donations went to a local festival); finding suppliers such as Goodwill Wine who donate some of our spend back to a charity of our choice (we choose locally); making opportunities for local people to connect with potential customers, donors or supporters; creating special exhibition space – in both 2024 and 2025 we created space for local artists to paint near the main stage offering an alternate focus for people who didn’t feel comfortable sitting in the crowd for extended periods, and also exposure for the artists (both of whom were paid and/or earned at the event).
5. Make the event accessible for local people
It sucks for local people when great events actually come to their community and they simply cannot afford the ticket price. We have a range of ways for local people to attend including volunteering, contributing as a speaker, a locally priced ticket, participating in pre-events and as thanks accessing discounted tickets, shaping components of the event to have local as well as national appeal. Through the years SIITR and our donors @westpac foundation FRRR (Foundation for Rural & Regional Renewal) Siddle Family Foundation Seaton Foundation Alinta Energy Kempsey Shire Council have provided 161 Scholarships to attend SIITR. And it’s not only larger organisations who have supported people to attend. We’ve also had generous support from individuals and small businesses such as Emma Broomfield of Locale Learning who have put an otherwise unused ticket back into the bursary pool.
In 2026 we have included a pay-it-forward component to our tickets. For anyone purchasing a full price ticket we will add a local ticket to the bursary pool.
6. Include young people
Under the expert guidance of Taz Devadass and Emilee Rigby of Futures Isle and generous support of FRRR (Foundation for Rural & Regional Renewal) Seaton Foundation and Vincent Fairfax Family Foundation and many local schools and youth groups we have hosted a youth stream throughout SIITR every year.
Our youth stream has paved the way for 55 young people (24 years and younger) to attend and participate in a constantly developing youth program which provides space for young people to both attend and contribute their thoughts, knowledge and aspirations.
7. Support creative businesses
SIITR has always provided a platform for creative talent. In fact, to date we have provided space for 25 live performances and paid creative industries practitioners over $70K over our 3 conference years. And then there’s the ripple effect created as we link many practitioners with other business and funding opportunities. We know this value has already exceeded $20K cash in business and support for these people, we can comfortably assume it’s been a lot more in reality.
SIITR has always utilised creative industries practitioners to create a different and memorable customer experience. Last year we found a framework that describes our approach to conference design beautifully. Harmonic Principles, coined by Valerie Jardon of IA Interior Architects is “a robust methodology for aligning physical spaces with organizational values, delivering measurable results by enhancing performance, engagement, and satisfaction. This actionable, evidence-based approach ensures every design decision is both impactful and meaningful”. I describe how we apply these principles in our event design here.
We have also engaged creative practitioners to create engaging and powerful experiences for people in the host community who may not be delegates. In 2024 artist Joanne Stead generously donated artwork to be utilised on a postcard titled ‘love letters to the Macleay’. SIITR delegates were asked to write positive things about their experience, and what they loved about visiting the Macleay and this was displayed in shop windows. It was a moving experience both for the audience, and also for locals who got to see their community through the eyes of appreciative visitors.
8. Provide alternate accommodation
One of the reasons many smaller communities miss out on larger events is that they simply do not have access to enough accommodation. And, it also pays to keep in mind that hotels and motels are also needed for crisis accommodation and larger events can actually displace people who are really relying on these spaces in emergency situations.
There are ways conference organisers, and delegates can address this. We have had numerous conversations with our host communities about billeting. We know that many regional communities have one person living in a large home and while we respect their right to do so, we also know that a conference can provide a short-term experience for both host and guest that can be not only enriching, but create broader social change. We have offered a billeting program each conference year and hope to expand it in 2026. Over the time we have worked with generous partners such as Flatmates.com.au Claudia Conley to find ways to facilitate the introduction. It’s still a work in progress but really – what better way to create an authentic connection in the host community.
9. Activate spaces
From converting a disused shopping centre to our conference venue to marching 220 delegates down a quiet street to lunch we demonstrate how space can be used to enhance the local economy and build a sense of vibrancy in our host communities. And this sticks with locals taking the lead and continuing to use spaces into the future.
10. Share the learning
Sharing what we’ve learned both in the host community and at the conference is important for our team. Each year Ready Communities produces an Impact Report and White Paper which reports back on the impact of our work, and also provides the host community with a powerful tool for advocacy. You can access our 2025 report here.
11. Contribute
Many conference delegates will be only too happy to contribute to the host community in some way. You just need to tell them how. We spend a lot of time learning what support our host community needs, but even, at a surface level you could rest assured there would be a local youth centre, a domestic violence support service, a community or neighbourhood centre needing support.
Cash is great and creating pathways for your delegates to contribute is a good call – time is even better. Is there an easy way delegates can volunteer to support a local cause while in town? It’s likely that it’s easier than you think. It just takes a conversation.
In 2026 SIITR is adding two new ways to support our host community.
12. Do something that really matters to the host community
a. A more streamlined approach to link delegates with ways to contribute to the host community and;
b. In 2026 we will become a WATER WISE event and in doing so leave a legacy in the community they can share with other events.
So whether you’re planning or attending an event in a regional community, for that matter – maybe you’re in the host community and would like a little bit of support from your visitors… Consider alternate ways to create social impact and build strengths in the community that has hosted you.
And if you’d like to learn more how about joining us for Social Impact in the Regions this year www.socialimpactintheregions.com.au – Social Impact isn’t ‘fluffy stuff’ – it’s how real and sustainable change happens in any facet of your community.
