Beef 2021 delivers record economic impact  

Published 20 August 2021

Beef 2021 has continued its record-breaking streak with the results of an independent report revealing the event generated $94.0 million in direct & incremental expenditure for Greater Rockhampton Region and $59.5 million for Queensland, cementing its position as the largest event both physically and financially delivered in regional Australia for 2021.

Beef Australia Chairman Bryce Camm is outstanded by the results achieved from the event in his first term in the position.

Despite the world being in the throes of the COVID-19 epidemic, with events and travel being cancelled the decision to stage Beef 2021 was meticulously analysed with scenario planning, and what would happen for our industry, economy and community if Beef Australia didn’t go ahead.

‘We decided it was too big a responsibility to our industry and community not to try and make it work. It was a calculated risk to forge ahead but not only was Beef 2021 staged without any COVID-19 exposure, it was a record event, in terms of attendance, media publicity and now we can report record economic benefit for both the region and state,’ Mr Camm said.

Federal Member for Capricornia Michelle Landry congratulated organisers for another record-breaking Beef Australia event.

“It is fantastic that 115,866 people attended Beef 2021. The week connected beef producers, agribusiness, industry experts and international trading partners while also showcasing the Greater Rockhampton Region. I am very proud that the Federal Government contributed $3.9 million t­owards this world class event which has provided significant economic benefits for Central Queensland,” Ms Landry said.

IER was engaged by Beef Australia to undertake the economic and social impact research study for Beef 2021 to deliver these findings, surveying close to 3,000 attendees and exhibitors in the month following the event.

The results of the report not only focused on the economic benefit of the event but offers key insights into attendee expectations and feedback valuable to the ongoing success of Beef Australia.

‘Now we have wrapped up Beef 2021 and have the results of this research the board will hold a strategic planning workshop at the end of September to focus on recruitment of a new CEO and finalise strategy towards Beef 2024 and beyond,’ Mr Camm said.

Beef Australia 2021 was held from 2–8 May 2021 attracting 115,866 attendees to Rockhampton from throughout Australia. In an event first an agtech and innovation hub (Ken Coombe Tech Yards), and an arts and cultural program was introduced to the program.

The Ken Coombe Tech Yards showcased current technology and highlighted emerging technology in the beef and agriculture industries. The arts and cultural program engaged a new audience to the event, headlined bythe world premiere of Opera Queensland’s performance of Are You Lonesome Tonight and festival partnership with CMC Rocks.

Beef 2024 will be held in Rockhampton from Sunday May 5 – Saturday May 11, 2024.

BEEF 2021 Economic & Social Impact IER Research Study key findings

• Beef 2021 attracted a total of 115,866 attendances (15% increase from 2018) across the 7 days of the event. The research suggested that across the entire audience, the average person visited the event on 2.81 days.
• Beef 2021 created a direct & incremental expenditure impact for Greater Rockhampton* of $94.0 million. In terms of the Queensland economy, Beef 2021 was responsible for generating more than $59.4 million. *Greater Rockhampton is defined as Rockhampton and Livingstone LGAs
• Beef 2021 created economic impacts for both the Greater Rockhampton and Queensland economies. These are outlined below:
  • Impact on Greater Rockhampton –the event generated a value-added impact of $88.8 million for the Greater Rockhampton economy. In terms of employment, this economic activity supported 795 full time equivalent jobs in Rockhampton
  • For the state of Queensland the event generated a value added impact of $76.1 million for the State economy. In terms of employment, this economic activity supported 638 full time equivalent jobs.
• Visitor origins of unique individuals to the event comprised of;
  • Rockhampton Region (including Livingstone) 26%
  • Rest of Queensland 46%
  • Interstate 27%
  • Overseas 1%
• More than 157,592 visitor nights generated in QLD as a result of Beef 2021;
  • 91,176 visitor nights created Rockhampton,
  • 12,591 in Livingston
  • 53,825 elsewhere in Queensland.
• More than 88.5% of attendees rated their satisfaction of Beef 2021 as good – excellent with over 40% of attendees reporting that the event exceeded their expectations.

More than 93% of attendees agreed that Beef 2021 provides a great platform for the promotion of Australian Beef Industry capability and the place where the Beef Industry Meets.