Case Study:
Scenic Rim Eat Local Month

Every year for the month of June, Scenic Rim Eat Local Month celebrates award-winning local produce, farms, wineries, distilleries, and authentic paddock-to-plate experiences – just an hour from Brisbane and the Gold Coast.

With over 120 events, it allows attendees to explore the Scenic Rim through hands-on workshops, masterclasses, and farm tours. To meet passionate producers, indulge in locally sourced dishes at long lunches, flavour-filled dinners, and exclusive dining experiences hosted by top Queensland chefs.

IER has conducted market research and economic impact studies for the event since 2023, and for previous 10 years when it was called Eat Local Week. Scenic Rim Regional Council engaged IER to undertake a more in-depth study in 2023 & 2024, to achieve a greater level of insights of the new event format to drive key management action.

Along with the tourism and economic impacts, IER provided the event organisers with valuable insights into value for money, channels of awareness, social impacts and an extensive look at attendee experience. IER delved deeper into the data to uncover notable segmentation insights.

Of the 7,564 individuals from outside the region who attended the event, 89.6% of respondents agree/strongly agree that they would visit the Scenic Rim again. Indicating that the event proved an excellent tourism piece for the Scenic Rim and impresses the value a destination event can bring to a region.