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IFEA World Festival And Event City Award : IFEA World Festival And Event City Award
The aim is to bring in the right mix of events for Sydney. events that showcase our locations, thrill all participants and above all maximise a return on every dollar invested. 6.3 EFFORTS TO ACTIVELY RECRuIT NEW EVENTS Sydney has an Events Strategy that reflects its unique identity, culture, community and its status as a global city. The NSW Government through Events NSW strategically seek the procurement of existing major events staged outside Sydney and actively pursue sporting, entertainment, arts and cultural events. At the same time, Sydney is developing and leveraging ‘home grown’ events, promoting them internationally and in turn attracting visitors from around the world. The aim is to bring in the right mix of events for Sydney. Events that best portray Sydney to the world, events that showcase our locations, thrill all participants and above all maximise a return to the people of Sydney on every dollar invested. Recent efforts to actively recruit new events are evidenced through the NSW Government’s commitment to musical theatre. Working collaboratively and pro-actively with producers, Sydney is back on the world stage in attracting first run musicals. In May 2010, Sydney was chosen for the Australian Premiere of The Addams Family. This is in addition to the recent and highly successful first run of Doctor Zhivago, as well as Legally Blonde opening in Australia in June 2012. These premieres will add to a diverse range of world-class productions showing in Sydney right now, including Mary Poppins and Jersey Boys. Strictly Ballroom the Musical will have its world premiere and first run in Sydney at the Lyric Theatre from September 2013. Sydney was chosen over London and New York for the World Premiere of the much anticipated musical. It is a major theatrical coup that Sydney has secured the premiere ahead of Broadway and the West End showing that Sydney is not only Australia’s global city, close to major tourism markets across the Asia Pacific, but the home of the creative industries in Australia. This highlights and enhances the city’s global status for cultural excellence, bringing enjoyment to music and dance enthusiasts of all agesand an economic boost for the City’s hospitality, accommodation, retail, transport and fine dining industries. Image: The Diamonds win the World Netball Championships, image courtesy of Netball Australia. Images left to right: Strictly Ballroom; Samsung Mobile AFI Awards 100 | IFEA WORLD FESTIVAL AND EVENT CITY AWARD | 101