Warrnambool City Council chief executive officer Bruce Anson said the Fun4Kids Festival had “run its race” and was axed due to the declining attendance figures. 

Fun4Kids data shows ticket sales had declined from 22,217 in 2013 to 12,102 last year. 

Local ticket holders (those residing within 50 kilometres of the festival) had waned from 12,000 in 2013 to 5000 in 2017.

“The data is saying it’s time for a change,” Mr Anson said. “A lot of the drop was in local sales.” 

To deliver the event $250,000 is spent on temporary infrastructure, hired equipment and suppliers to create the festival village.

In 2017 $80,000 was spent on zone programs and activities with an additional $165,000 on performer fees and costs. 

The estimated economic impact of the festival dropped from $870,000 in 2013 to $500,000 in 2017.

Visitor economy manager David McMahon said regardless of the investment on high profile performers and marketing strategy the allure of the festival was waning.

He said more than 1200 tickets were issued free for in-kind support in 2017 in an attempt to engage corporate supporters.

He said in a letter to festival stakeholders events were “expensive, complex and demanding products to maintain”. 

He said the festival no longer delivered the “economic benefits it once did”.

“Fun4Kids has been an iconic event for the region for 19 years and is part of the Warrnambool brand,” he said.

“For some time however, the event has suffered significant decline in tickets sales and sponsorship revenue. While those who attended Fun4Kids told us they really enjoyed the event, as each year passed fewer and fewer people were buying tickets.” 

Mr Anson said there were a number of reasons why the curtain had been closed on the festival. 

“When we started there was not a lot around for kids. That has now changed,” Mr Anson said.

“Kids today, from twenty years ago when it started, have new technology and it’s a whole different world.

“So we are sad and we are really appreciative of the work the community has put into the event, but the reality is that it had run its race.

“It cost to operate around $450,000 to $500,000 a year.

“That was the investment council was making. We thought of it in terms of an investment.

“With the changing dynamics and dropping attendance there are alternative opportunities, it just seems to be the right time.”

He said the councillors made the decision unanimously to cancel the festival at a committee of the whole meeting on Monday.

He said the issue of the ongoing viability of the event had been around for “a number of years” with councillors asking the question “are we still right?”.

He said councillors were reluctant to can the event.

“But, when you look at all the facts and figures and the dropping attendance and then the challenges with sponsorship, and the other side that we didn’t want was the festival to fizzle it,” he said.

“We thought it was better to say no, it’s had its time. Councillors made the decision and it was a difficult one.” 

Mr McMahon said the festival required 80 per cent of the council’s events budget and it was proposed that those funds would help deliver several different events.

“Council has an obligation to the entire community to deliver sustainable, viable and successful events,” he said.

“The past five years have seen a constant decline in festival income and a sharp rise in costs. Adding to the challenge is that we now compete in a very crowded family event market.”