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November TASAC Minutes TASAC Minutes 18 November 2015 Minutes of the Tourist Attraction Signposting Assessment Committee Western Region meeting Wednesday 18 November 2015 at Gilgandra Shire Hall, Gilgandra Shire Council Warren Road, Gilgandra Members TASAC David Douglas Regional Coordinator TASAC and Drive, Destination NSW Phil Oliver Guidance and Delineation Manager, RMS Maria Zannetides TASAC Secretariat Also present Sharon Grierson RMS Western Region Members of the Central Destination Management Working Group Graham Perry Chief Executive Officer, Inland NSW Tourism & Chair Central Destination Management Working Group Andrew Sargent Inland NSW Tourism Candace Torres Zone Manager Inland NSW, Destination NSW Libby Kermond-Carr Manager, Cooee Heritage Centre, Gilgandra Shire Council Randall Medd Economic Development Manager, Gilgandra Shire Council Natasha Comber Dubbo City Council Aimee Croxon Dubbo City Council Kristie Hallford Dubbo City Council Aileen Bell Warrumbungle Shire Council Sarah Derrett Warren Shire Council Danielle Kirkwood Coonamble Shire Council Apologies Marty Cassell RMS Western Region AGENDA ITEMS 1. DELEGATIONS / PRESENTATIONS & REGIONAL SIGNPOSTING ISSUES Note: Following correspondence and an invitation to TASAC, the first part of the meeting was held in conjunction with the Central Destination Management Working Group to discuss aspects of NSW tourist signposting policy raised with TASAC by the working group. 1.1 Discussion regarding NSW tourist signposting policy including: Members of the Central Destination Management Working Group provided background information about their role and raised a number of concerns in relation to tourist signposting policy as follows: Inland NSW Tourism covers 45% of NSW and includes 35 local government areas. It comprises eight communities whose representatives meet at least four times each year. In accordance with NSW Government policy, the RTO aims to double overnight visitor Final 30 November 2015 1 of 16 TASAC Minutes 18 November 2015 expenditure by 2020. It recognises that a consumer focus is important to the development and implementation of strategies to achieve this objective. Inland NSW has received consistent feedback that signage is a major issue in its area, particularly in the Great Western Plains community, which is represented by the Central Destination Management Working Group who regularly interface with customers and operators about problems relating to accessing tourist attractions. Therefore, the working group wishes to better understand: o TASAC guidelines, their basis and purpose. o How TASAC interfaces with the consumer. o Whether visitors understand that TASAC signs denote attractions that meet minimum opening hour and day requirements. o Whether there is scope to vary the guidelines so that different requirements apply to different areas. o Options to assist visitors in locating high quality destinations that do not meet TASAC guidelines regarding opening hours / days (e.g. are closed on Sunday or which only accept visitors by appointment). TASAC members provided the following comments: i. TASAC, which has operated since the early 1990s, manages NSW Government policy relating to the signposting of major tourist attractions on and from State roads. Tourist signage on local and regional roads are matters for local councils. ii. TASAC is a partnership between Destination NSW, which sets minimum standards for quality tourist attractions in 15 different categories and RMS, which is responsible for determining sign design and locations. Eligibility for TASAC signage remains current for five years and the cost of installing signs on State roads is met by the operator. iii. Like all road signs, tourist signs have road safety and traffic management implications and the demand for tourist signs exceeds the ability to provide them in a safe and equitable manner. RMS is authorised to remove signs for attractions that no longer meet TASAC requirements. iv. Tourist signs (white text on a brown background) are one of three types of guide signs on State roads. The other sign types are “white on green” destination signs that guide motorists to towns and localities and “white on blue” service signs that guide motorists to major services such as hospitals and airports. The three sign types integrate to guide motorists around the State road network. However, if space is limited in a roadway, the provision of destination and service signs receives a higher priority than tourist signs. While destination and service signs are the responsibility of RMS, not TASAC, concerns about them are often discussed at TASAC meetings and some visitor issues can be solved by improving green or blue signs. v. Tourist signs in the reserve of State roads are provided to serve visitors and eligibility for such signs is subject to TASAC’s assessment process that is designed to gauge both the quality of the experience as well as its availability, i.e. whether visitors have a reasonable chance of following tourist signs to find a destination open and accessible to them without the need to make prior arrangements. Advertising signs, which are not permissible in roads reserves, are located on land adjacent to major roads to promote businesses and are subject to a separate development application process managed by councils. Final 30 November 2015 2 of 16 TASAC Minutes 18 November 2015 vi. TASAC assesses the quality of a tourist attraction by considering its compliance with eligibility criteria relating to how a product is presented and interpreted to visitors. Availability is gauged by requirements relating to opening hours and days (i.e. a minimum of six hours per day for five days per week including both weekend days for 11 months of the year). vii. TASAC guidelines were most recently updated in 2012 and prior to that the guidelines underwent major reviews in 2001 and 2007. These reviews were undertaken in consultation with industry stakeholders and tourism experts. Requirements regarding opening hours / days were upheld at each of these reviews, including that signposted attractions must be open on both weekend days when the majority of recreational trips are undertaken. Opening hour requirements were relaxed from seven hours to six hours per day in 2007 as a result of consultation with stakeholders. viii. When visitors see and respond to a tourist sign they have a legitimate expectation that the attraction will be open. Visitor dissatisfaction reflects badly not only on the credibility of the particular attraction but also on the tourism industry generally and the credibility of the NSW tourist signposting system as a whole. ix. Attractions that are eligible for signage on State roads are expected to operate to a scale and standard that enables them to cater for unbooked visitors. This aims to avoid visitor inconvenience and disappointment. Eligible attractions may require pre-booking for large groups, such as coach tours but not for individuals or small groups travelling independently in private vehicles. x. In accordance with the Visitor Economy Industry Action Plan, Destination NSW commissioned consumer and stakeholder research about visitor expectations in relation to tourist signs. The research, completed in 2015, will be used to guide future Tourist Signposting Policy. Graham’s request for the release of the research report was noted. xi. While councils are encouraged to adopt TASAC guidelines, they are not obliged to do so. In response to a question, it was noted that TASAC is aware of a number of councils that have adopted tourist signage guidelines that mirror TASAC’s (e.g. Blue Mountains, Port Macquarie- Hastings and Greater Taree). TASAC is not aware of examples of Councils adopting local signage guidelines where signs are provided on Council roads for attractions that are closed on weekends. xii. Unfortunately, some tourist signs on State roads are unauthorised and therefore do not relate to attractions that meet TASAC standards. TASAC meets in regional locations 10 times per year and the day prior to meetings, members inspect the road network in the area being visited, enabling unauthorised signs to be identified and followed up. xiii. Measures that Councils and RTOs could to consider to promote tourist attractions that do not meet TASAC signage guidelines include: o Installing road signs on local or regional roads. o Installing advertising signs on private land adjacent to road reserves. o Encouraging operators to install better business identification signage at their property boundary. Final 30 November 2015 3 of 16 TASAC Minutes 18 November 2015 o Encouraging operators to provide consistent and easily accessible information about opening hours / days on all promotional material, including digital material. Not including this information prominently and consistently on promotional material is unhelpful and tends to discourage visitors. o Encouraging operators to include location information on all promotional material in the form of a street address; a locality map (preferably a Google map on digital material); and advice in text form about how to access the attraction. Some people respond well to maps whereas others find descriptive access information more helpful and it is therefore important to provide both types of locational information. o Use of information panels installed in off-road bays to promote attractions in a local area. Action: Secretariat to provide the meeting minutes to Graham as a record of the discussion and in response to the working group’s correspondence to TASAC.
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