Bellingen Shire 5 Year Economic & Tourism Development Plan
Bellingen Shire COUNCIL
Bellingen Shire Serving Our COUNCIL Community
for use up to A5 (210mm) wide only
BELLINGEN SHIRE 5 YEAR ECONOMIC AND TOURISM DEVELOPMENT PLAN
PREPARED FOR BELLINGEN SHIRE COUNCIL AND URUNGA, BELLINGEN AND DORRIGO CHAMBERS OF COMMERCE
DECEMBER 2010
. CONTENTS
LIST OF TABLES ...... 4
DISCLAIMER ...... 5
EXECUTIVE SUMMARY ...... 6
1. INTRODUCTION ...... 8
2. CURRENT CONTEXT ...... 9
2.1 OVERALL DEMOGRAPHICS ...... 11
2.2 COMMUNITY ...... 14
2.3 INDUSTRY ...... 14
3. RECOMMENDATIONS ...... 17
3.1 GOVERNANCE, LEADERSHIP AND PARTNERSHIP ...... 17
3.2 INFRASTRUCTURE ...... 17
3.2.1 NATIONAL BROADBAND NETWORK ...... 18
3.2.2 LOGISTICS HUB AND CENTRALISED DISTRIBUTION CENTRE ...... 18
3.2.3 AGED CARE ...... 19
3.2.4 SPORTS VENUE ...... 19
3.2.5 WATERFALL WAY ...... 20
3.3 SUSTAINABLE ENTERPRISES ...... 21 3.3.1 AQUACULTURE...... 21 3.3.2 AGRICULTURE ...... 22
3.4 TOURISM ...... 23 3.4.1 ACCOMMODATION ...... 23
3.4.2 URUNGA ACCOMMODATION ...... 24
3.4.3 URUNGA BOARDWALK...... 24
3.4.4 MAIN STREET RETAIL IN URUNGA ...... 25
3.4.5 RAINFOREST CENTRE DORRIGO ...... 26
3.4.6 DORRIGO STEAM RAILWAY MUSEUM ...... 27
3.4.7 DORRIGO FARMERS MARKETS ...... 29
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. 3.4.8 BELLINGEN EVENTS ...... 30
3.4.8.1 EVENTS COORDINATOR ...... 30
3.4.8.2 WEATHER RISKS ...... 31
3.4.8.3 EVENT ACCOMMODATION ...... 32
3.4.8.4 SPORT / ADVENTURE EVENTS ...... 32
3.5 CREATIVE INDUSTRIES ...... 34
3.5.1 SOUTHERN CROSS UNIVERSITY INVOLVEMENT ...... 34 3.5.2 GALLERY ...... 35
3.5.3 PERFORMING ARTS INDUSTRIES ...... 36
3.6 RETAIL AND DINING ...... 36
4. IMPLEMENTATION – ACTION PLANS ...... 38
4.1 BELLINGEN SHIRE OVERALL...... 39
4.2 BELLINGEN CHAMBER OF COMMERCE ...... 46
4.3 DORRIGO CHAMBER OF COMMERCE ...... 46
4.4 URUNGA CHAMBER OF COMMERCE ...... 47
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. LIST OF TABLES
FIGURE 1: BELLINGEN SHIRE LOCALITY BOUNDARIES ...... 8
TABLE 1: COMPARISON WITH ADJACENT ECONOMIES ...... 9
FIGURE 2: AGE BRACKET DISTRIBUTION IN BELLINGEN SHIRE, 2006 ...... 12
FIGURE 3: AGE BRACKET DISTRIBUTION IN BELLINGEN SHIRE, 2001 ...... 13
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. Sydney Office A Stafford and Associates Pty Ltd Suite 3.02, 46a Macleay Street Potts Point NSW 2011, Australia T +61 2 9331 6222 F +61 2 9331 6166 E [email protected]
ACN 079 055 100 ABN 34 565 120 454
Brisbane Office A Stafford and Associates Pty Ltd P.O. Box 265, Sandgate Queensland 4017, Australia M +61 (0) 417 721 342 E [email protected]
DISCLAIMER
Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that The Stafford Group is not liable (whether by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any representation, statement or advice referred to in this document.
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. EXECUTIVE SUMMARY
Bellingen Shire Council is well positioned to maximise the opportunities from economic development initiatives over the next five years. The following highlights those economic development and tourism specific initiatives which should be priorities for each of the chambers of commerce (Urunga, Bellingen and Dorrigo) in tandem with Council. These are identified in the Action Plan attached to this Strategy document.
. Rezone land throughout the Shire for “employment “ purposes (Council is in the process of developing an Employment Lands Strategy) to allow for a business innovation centre (Bellingen), potential special purpose logistics and central distribution hub (Urunga) and potential performing arts/art gallery centre (Bellingen);
. Identify land for more caravan parks and commercial accommodation and acknowledge the lack of sufficient accommodation for peak holiday periods and during events and festivals which is limiting event growth (in all three chamber areas);
. Create a dedicated Council role of Event Coordinator to maximise events and festival activities across the Shire;
. Convert part of the Waterfall Way Centre building in Bellingen into a dedicated event coordination and ticketing office (Bellingen);
. Upgrade all directional and interpretative signage throughout the Shire;
. Identify appropriate land and stimulate investor interest for quality aged care facilities throughout the Shire (noting that this could occur in any of the chamber areas);
. Investigate the viability of a multi-purpose sports stadium for the Shire (building on work already done);
. Continue to advocate the development of the Dorrigo Rainforest Centre as a hub for adventure tourism (Dorrigo);
. Investigate and develop the display pavilion on a staged basis for the Dorrigo Steam Railway and Museum as part of a paid for visitor attraction (Dorrigo);
. Investigate the viability of developing some of the carriages at the Dorrigo Steam Railway and Museum as unique and themed accommodation to address the shortfall especially during major events and festivals in the Shire;
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. . Investigate boutique food processing and retailing (ice creamery etc) in the region (especially Urunga);
. Develop monthly farmers market days for Dorrigo utilising the main street rather than the show grounds;
. Investigate a sports and adventure tourism event utilising the trails in and around the national parks including a two day “wild rivers triathlon” from Dorrigo to Coffs Harbour via Lowanna and/or a day “rainforest to sea triathlon” from Dorrigo to Urunga;
. Encourage the diversification of agricultural activities in the Dorrigo area; and
. Advocate the development and usage of alternative energy including mini hydro systems.
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. 1. INTRODUCTION
With the relatively recently appointed new Economic Development and Tourism Manager by Bellingen Shire Council (Council) there is a need to work with the three local Chambers of Commerce (Dorrigo, Bellingen and Urunga) to develop a pragmatic and effective Economic and Tourism Plan.
The Stafford Group (The Group) was commissioned by Council (in consultation with the three Chambers) to develop a 5 year Economic and Tourism Plan for the Bellingen Shire area. The methodology was to be via a consultation process with the three Chambers and other stakeholders (Listed in Appendix A) to determine each areas specific needs, aspirations and the delivery of each Chambers vision.
This was then to be presented in a comprehensive Action Plan which separated out the initiatives of the three areas. This recognises that each of the areas governed by the three Chambers has a point of difference and subsequently needs different economic and tourism initiatives to be followed.
The Group also recognises that each of the chambers is reliant on strong Council support to help drive the economic growth initiatives they wish to see. The Economic Development and Tourism Manager is the conduit for achieving this.
Bellingen Shire comprises of three separate (and quite distinct) towns: Urunga, Bellingen and Dorrigo. Refer Figure 1 below:
Figure 1: Bellingen Shire Locality Boundaries
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. 2. CURRENT CONTEXT
Bellingen Shire sits between Coffs Harbour and Nambucca, and all three make up the Coffs Coast region. The Group has summarised the economic factors and compared them with the neighbouring Local Government Areas in the following table to highlight points of difference and possible areas to focus on:
Table 1: Comparison with Adjacent Economies COFFS HARBOUR CITY BELLINGEN SHIRE COUNCIL NAMBUCCA SHIRE COUNCIL COUNCIL Population (2010 preliminary) 72,318 13,292 19,172 Population (2020 preliminary)1 83,870 (16% growth) 13,997 (5% growth) 20,388 (6% growth) Median Age (2006 Census) 41 44 46 Median Household Income $706 / week $622 / week $562 / week Occupied private dwellings 26,029 5,100 7,582 Average Household Size 2.5 2.4 2.3 Primary industries (by . Retail Trade (15.6%); . School Education (7.2%); . School Education (7.2%); employment)2 . Health care and social . Sheep, Beef Cattle and Grain . Supermarket and Grocery Stores assistance (12.9%); and Farming (4.0%); (4.6%); and . Accommodation and food . Hospitals (4.0%); and . Residential Care Services (3.8%) services (10.6%) . Cafes, Restaurants and Takeaway Food Services (3.7%) Gross Regional Product $2,659m $363.1m Est $550m (2008/2009)3
Gross Regional Product per capita $36,768 $27,317 $28,687 (2008/2009)4
Primary industries – by Gross . Health care and social . Manufacturing (11.5%); QUALITATIVELY VIA ECONOMIC Regional Product5 assistance (9.3%); . Agriculture, forestry and PLAN: . Financial and insurance fishing (8.7%); . Manufacturing; services (8.6%); . Health care and social . Transport; . Retail Trade (7.4%); and assistance (7.9%); and . Agribusiness; . Manufacturing (7.1%) . Education and training (6.6%) . Distribution; and . Tourism. Additional: . Agribusiness – Potatoes etc ; . Restaurants/cafes;
1 Department of Health and Ageing 2 ABS census 2006 3 Bellingen Shire Economic Profile 2010, Coffs Harbour Economic Profile 2010, Nambucca 4 Bellingen Shire Economic Profile 2010, Coffs Harbour Economic Profile 2010, Nambucca 5 IBID
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. . Events.
Family % by households 66.90% 67.30% 63.80% Economic Development focus . Tourism; . Tourism (Events); . Supporting new trends (Top priorities) . Health services; . Agribusinesses; associated with renewable . Manufacturing; . Design and Technology; energy and water re-use; . Education; and . Eco-products; . Invest Nambucca Strategy; . Research and technology . Grow the Shire as the Major manufacturing, distribution and logistics hub servicing a regional population of some 300k people; . Industrial land strategies; . Tourism development strategies; . Nambucca Vehicle Body Manufacturing Cluster Tourism focus/key assets . Beaches and Harbour; . National Parks; . Beaches and recreation; . National Parks and Forest . Events; Reserves; . . Primary Concerns . Challenge getting new . There is a need for aged care . Lack of knowledge worker jobs; investment; services; . Ageing population and lack of . Limited private sector . Unemployment of youth; young families; and growth; . Lack of diversity . Lack of quality tourism . Impact of Pacific Highway . The inflating property prices accommodation Bypass; are driving families further . Population demographics from the town centres; (low growth in higher . There is a lack of tourist skilled/educated knowledge accommodation; and workers . There is a large gap in young adults in the demographic profile- there is a need to retain young talent Number of new businesses over From 1998 to 2007 there has In 2007 there were 1,212 In 2007 there were 1,494 the last 5 years been an increase from 3,448 businesses registered in the businesses registered in the local businesses to 5,5686. This local region.7 region.8 represents annual growth of 6.8% or 236 pa. At least 16 new businesses have been created since 20059. Also, a new trade school was built in the last year in Nambucca Heads.
6 ABS, via the Business Register Counts of Australian Businesses. The data from 2007-09 isn’t available yet. 7 IBID 8 IBID 9 2010 Nambucca Shire Economic Development Plan, Nambucca Shire Council.
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. Employment The current unemployment The current unemployment rate The current unemployment rate is rate is 8.5% of a workforce is 8.6% of a workforce 13.7% of a workforce population of population of 32,272.10 At the population of 5,757.11 At the 7,361.12 At the 2006 census this 2006 census this was 8.8% of 2006 census this was 10.4% of was 15.2% of 6,420 workforce 28,163 workforce population. 5,027 workforce population. population. This represents the This represents the creation of This represents the creation of creation of 909 filled positions in 3,844 filled positions in the 758 filled positions in the past the past four years, or 4.2% job past four years, or 3.7% four years, or 4.2% annual filled growth. annual filled job growth. job growth. Points of difference . 3rd largest airport in NSW; . Community Diversity and . Relaxed leisure lifestyle; . Blueberries; Support; . Trade School; . Bananas; and . Festivals end events; . Large amounts of industrial land; . Niche Manufacturing. . Relaxed beach culture . Manufacturing hub; . Pristine, clean rivers and . High amounts of unskilled labour; rainforest; and . Lack of overdevelopment; . Affordable housing. . The desire to avoid becoming another Byron Bay; and . The boutique main street shopping.
Value of new investment over the tba tba $26m last 5 years
2.1 OVERALL DEMOGRAPHICS
At the 2006 ABS Census, Bellingen Shire population was 12,41613, with Bellingen encompassing 2,876, Urunga 2,687 and Dorrigo 967 people respectfully. The following is the population age bracket breakdown for the Shire, which demonstrates the drop in people from 16 to 40 years compared to the Australian general demographic. It also highlights the higher number of school-aged children and retiree-aged adults by percentage.
Additionally, the median age of residents in Bellingen Shire is 44, compared with NSW’s 37. This is reflective of the discussions held with stakeholders across all organisations interviewed which indicated that there is an older population base with a lack of younger resident’s post-high school. New economic development initiatives will need to address this population imbalance by trying to create more employment opportunities which can encourage younger people in particular to stay in the region. This is especially
10 State and Regional Economic Indicators, ABS, September 2010 11 State and Regional Economic Indicators, ABS, September 2010 12 State and Regional Economic Indicators, ABS, September 2010 13 As at the preliminary 2006 census, www.abs.gov.au
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. important for retaining and growing young families who in turn support the viability of local schools and early childhood facilities.
Consideration will also be required to stimulate jobs for “global knowledge workers” who reflect the tertiary qualified younger and middle aged workers who traditionally move out of regional areas to find greater employment choice in cities.
Figure 2: Age Bracket Distribution in Bellingen Shire, 200614
45% 40% 35% 30% 25% 20% 15% 10%
Percentage of population 5% 0% 0-4 years 5-14 years 15-24 25-54 55-64 65 years years years years and over
Age Bracket
Bellingen Shire NSW
The following figure compares the age bracket distribution to 2006 (Next census date is August 2011). This shows that the population gap has become more severe over time compared to New South Wales (which is also ageing), with greater retirees, and less people aged 16-40.
14 Source: ABS CENSUS 2006
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. Figure 3: Age Bracket Distribution in Bellingen Shire, 200115
50% 45% 40% 35% 30% 25% 20% 15% 10%
5% Percentage of population 0% 0-4 years 5-14 years 15-24 25-54 55-64 65 years years years years and over
Age Bracket
Bellingen Shire NSW
It should be noted that these statistics potentially do not cover all residents, due to the suspected large group of telecommuters and part-time residents who may have indicated another location (such as Sydney) as their principal place of residence. The increase in telecommuters since 2006 also needs to be considered. In the 2006 census there were 12.5% people working from home16. In real terms, this represents 543 residents. The ongoing challenge is getting to identify these people who often prefer to operate “under the radar” and deliberately choose locations such as Bellingen Shire to have a low profile work environment.
Within the population there are a higher percentage of labourers, community and personal service workers (12.7% and 11%, respectively) compared with Australia as a whole (10.5% and 8.8%, respectively). As could be expected, there are 5% less clerical and administrative workers, however an equal percentage of professionals (19.5%) and a higher percentage of managers (15.6% compared to 13.2%).
Stakeholders in Urunga and Bellingen commented that resident demographics are changing as property prices increase. This is causing families to be out-priced and forced further from town for affordable accommodation. The issue is to retain the younger families within the local community but also grow the global knowledge workers who can, if harnessed, help generate – stimulate new technical based jobs.
15 Source: ABS CENSUS 2001 16 ABS Census Data, www.abs.gov.au
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. 2.2 COMMUNITY
The unique selling proposition of Bellingen Shire according to the stakeholders consulted is the community diversity and support. In addition and specifically, the liveability of the area is based on:
. Festivals including signature events relating to music, creative arts, food and wine etc;
. Relaxed beach culture with unfettered beach access for all;
. Pristine, clean rivers and rainforest;
. Lack of overdevelopment and preservation of older buildings;
. The desire to avoid becoming another Byron Bay; and
. The boutique shopping and lack of shopping malls and fast food outlets.
Additionally, a local café operator commented that Bellingen village has 10.8 coffee machines per 1,000 people, compared with Seal Rocks which has 1.3 coffee machines per 1,000 people. This, if correct, is an interesting measure of a city based coffee culture performing more strongly in the Shire than most regional towns.
We also note that both Dorrigo and Bellingen were rated in the States top 100 towns list further reflecting their attractiveness as desirable places to live.
The community spirit and support has largely been the reason behind many of the successful initiatives in the area. An example is the running of Camp Creative by 100% volunteers as well as the highest per capita input into the Cancer Council in Dorrigo via Relay for Life of $42k.
Further comment also indicates that Bellingen is one of the largest consumer of energy-saving devices in NSW for the past 2 years running, which is a reflection on the community’s sense of social responsibility.
2.3 INDUSTRY
The total Gross Regional Product for the Bellingen shire is $363.1m17 which is primarily manufacturing (11.5%). This is followed by:
. Agriculture, forestry and fishing (8.7%);
. Health care and social assistance (7.9%);
17 Bellingen Shire Economic Profile 2010
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. . Education and training (6.6%); and
. Wholesale trade (5.6%).
The Shire had a total of 3,255 working persons in its population in 200618. The largest industry employer in the Shire was the Retail Trade Sector (15.1%). This was followed by:
. Health and community services (12.1%);
. Agriculture, Forestry and Fishing (12.1%);
. Education (9.8%); and
. Manufacturing (9.6%).
These employment opportunities are created by:
. The main street shopping strip in Bellingen especially;
. Dairy farming in Dorrigo (still successful as the area is drought-free) and dairy factory activity in Repton. Dairy production has increased whilst the number of farms has decreased. This is an indication of an increase in dairy efficiency;
. Timber extraction (has dropped off due to the closure of mills and conversion to National Parks);
. Beef farming (still successful as area is drought-free); and
. Potatoes in particular in Dorrigo. Dorrigo provides potatoes to Coles from Pt Macquarie to QLD. There is one resident whose farms produce 40% of Dorrigo’s potatoes but distributes 90%.
Interestingly, a number of people consulted with commented that they perceived the dairy and timber industries to be twighlight industries which would struggle to continue in the medium term due to the cost of operations, access to market issues and Government policy etc. The Group considers that more detailed research and analysis is warranted for both these sectors including the possibility for down-stream processing to see if value adding opportunities may be possible including cheese, yoghurt, ice cream manufacturing by way of example.
18 ABS, 2006 census
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. In saying this The Group does note that some boutique food processing companies have closed over the last few years who were selling cheese (by way of example). Care is needed not to draw broad conclusions from the performance of one operator or their specific operating environment which may have been due to specific and unique issues or pressures.
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. 3. RECOMMENDATIONS
The following are The Group’s recommendations for Economic and Tourism Development in Bellingen Shire.
3.1 GOVERNANCE, LEADERSHIP AND PARTNERSHIP
There needs to be ongoing consultation with the adjacent Local Government authorities, Regional Development Organisation, Tourism Organisations, and Chambers of Commerce etc. which is documented in the form of memorandums of understanding (MOUs).
This needs to also include information sharing between organisations, including dissemination of statistics and research. This way credible data can be utilised by all organisations to ensure maximum benefit to the local economies (which can also be quantified).
There also needs to be greater partnership between industry and education institutions which will be a key component in retaining young residents as they graduate from High School in the form of TAFE training within schools and industry traineeships. This lack of young talent is not unique to Bellingen Shire, it is a common problem found in many rural areas, however there are measures which can be taken to minimise this drift issue.
The Chambers and Council need to work with the Department of Industry and Investment NSW to participate in investment into existing and proposed employment lands as part of their State Plan Strategy. There is benefit in producing up to date local investment attraction marketing material which explain the benefits of relocation from high cost metropolitan areas to the Mid North Coast.
But there is a greater challenge in actually finding and securing employment land within the Shire. This potentially is one of the greatest impediments to economic growth associated with technology business parks, creative – incubator sites and logistics hubs.
3.2 INFRASTRUCTURE
The overarching issue in Urunga and Bellingen is the lack of employment land. This is largely due to flood- prone areas in Bellingen and Urunga. The natural assets of the Shire, its wild rivers, wilderness areas and steep terrain are conducive to flooding as river catchments try and cope with seasonal very high rainfall.
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. The Regional Development Plan 2010-203019 points out that the heavy reliance on small to medium enterprises (SMEs) in the Mid North Coast region are more likely to benefit from industry clusters, hubs, and networks of like businesses. This will need to be supported by cutting edge IT infrastructure such as the National Broadband Network. Ideally, these types of incubator developments are clustered together in high tech business parks –creative industry hubs. The creation of an “Enterprise Park” or similar is heavily supported as a strategy to take small enterprises to the next level. This needs to be investigated, including appropriate locations, optimum industries represented and community support within those industries. This is where the Chambers’ strong community relationships will be very important.
Signage within the Shire is lacking, particularly from a tourism perspective. There is a need to develop a Bellingen Shire Signage Policy which was previously alluded to in the Tourism Strategy, 2007. Signage needs to be addressed in two forms:
. More directional signage is required to offer visitors locations and distances more often; and
. Interpretative signage is required to highlight points of interest, historic facts, tourism trails and loop drive circuits etc.
3.2.1 NATIONAL BROADBAND NETWORK
Coffs Harbour (and environs) has also been announced as one of 19 hubs in the next phase of the National Broadband Network (NBN) which will have significant impact on creative industries and the telecommuters within the Shire. Close contact with NBN representatives will need to be maintained so that firstly, the community is adequately informed and secondly, the Chambers can position themselves to maximise the use of the NBN and provide concerted pressure where necessary to ensure the rollout value to the local businesses is maximised.
3.2.2 LOGISTICS HUB AND CENTRALISED DISTRIBUTION CENTRE
Council and the Urunga Chamber have been attempting for some time to secure a 55 hectare site strategically located between the Pacific Highway and the main NSW railway corridor near Urunga. Being approximately equi-distant between Sydney and Brisbane the Council recognises that major freight companies and distribution outlets require a major mid way centre for better coping with the growth in trade. Despite best efforts of Council the land owner (as The Group understands) has been reluctant to rezone the land for industrial use.
19 Regional Development Australia, Mid North Coast
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. Council has mentioned an alternative piece of land (referred to as the triangle) which also offers excellent access to the Pacific Highway. The Group, in its discussions with various stakeholders recognises the importance to Bellingen Shire of creating a high quality logistics hub and the significant business and employment growth which that could stimulate locally.
The Group is also aware that Nambucca Heads Shire Council is also looking to create the same concept and apparently have land already available for this purpose. What we are not sure of is whether there is sufficient demand for two logistics hubs, dependent on the scale of operation and the size of the land area.
The Group also understands that land has been set aside between Taree and Port Macquarie for this purpose but as yet a major logistics hub has not been created.
A feasibility assessment should be undertaken into the level of market demand for such a hub-centre and whether a joint marketing – development initiative could be undertaken by both Councils to create separate but complimentary logistics hubs in both Shires. If Bellingen isn’t careful this opportunity may be lost due to the timeliness required to investigate and secure land for this purpose, based on a robust feasibility assessment.
3.2.3 AGED CARE
With a large influx of older residents moving from Sydney, other areas as well as from the local Mid North Coast region, there is demand for retirement homes or aged care facilities. There needs to be consultation with all potential parties to determine available sites and close involvement with Council to ensure this opportunity can be pursued. As there are a number of major companies nation-wide actively involved in developing and operating retirement villages etc the creation of an investment memorandum should be considered which can be taken to the market to entice local, regional and national potential parties.
Such a memorandum would need to identify specific sites or areas where development of this nature was going to be actively supported by Council and the local communities. Pre feasibility assessment of the potential size and scale of a desired facility should also be undertaken to entice the right type of investors and skilled operators. Location options may exist in all three Chamber areas (Urunga, Bellingen and Dorrigo) but all of these need to be assessed against some agreed criteria so sites can be prioritised.
3.2.4 SPORTS VENUE
The Shire doesn’t have a major sports venue. A small stadium has been designed for Urunga to accommodate basketball, footsol, indoor hockey, netball etc. This needs to be investigated and there needs
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. to be an assessment into the most appropriate location for such a facility in the Shire as mentioned in the Community Facilities Study 2010.
Such a venue could be a catalyst in providing a valuable facility for residents and visitors alike but a full feasibility and study should be undertaken to support this.
3.2.5 WATERFALL WAY
The heavy annual rainfall and steep gradients which the Waterfall Way bisects provide a significant challenge in the maintenance of the primary access road to Dorrigo from the coast. This is noted as the primary concern of the Dorrigo community as it affects:
. The tourism industry, as this is the primary access from the visitor hub of Bellingen to Dorrigo. It is also the primary access routes for Armidale visitors to the lower portions of Bellingen Shire and Coffs Harbour. Tourists often are given the impression by locals that it is a dangerous and unreliable road which in turn could be reducing tourism numbers to Dorrigo as well as the rest of the Shire;
. The transport of primary industry goods, i.e. potatoes;
. The commute viability for residents of Dorrigo to access the rest of Bellingen Shire or Coffs Harbour which offers the major regional health centre and tertiary educational institutions; and
. The ability of residents to have adequate access to hospitals and other services in addition to Dorrigo’s services.
The Waterfall Way falls under RTA’s responsibilities. The problem of road slippages especially during periods of inordinate climatic conditions has been a major issue. While there are currently significant road works underway, the process is still slow and there may be a need to undertake an economic impact assessment to present to RTA in lobbying for extra resources to be applied to ensure the quality of the road is improved and upgraded. The Group is aware that the RTA applies a benefit cost model to determine road work priorities.
Because of the complexities of the various economic and related social development issues associated with the Waterfall Way it may be prudent for Council to commission a study which can provide a platform for ongoing lobbying as road maintenance is likely to be an ongoing issue.
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. 3.3 SUSTAINABLE ENTERPRISES
There are 1,212 businesses in the shire of which 99% are small businesses. There needs to be an effort to grow or consolidate these embryonic and often single person businesses, which could lead to significant economic returns for the Shire.
With limited flood free land for industry, there is more of a need to focus on creative industries, tourism and hospitality. This would capitalise on the natural attributes of the Shire which have high tourism value in particular.
Furthermore, the richness of much of the pasture – agricultural land lends itself to higher value crops and livestock and the down-stream processing of farm based produce.
The concept of an “Enterprise Park” needs to be pursued to determine where to locate it. It could and should be developed as the enterprise hub for creative industries including:
. Multimedia operators and companies;
. Digital and film based enterprises;
. Web based designers and app creators;
. Designers (of all sorts); and
. Potentially the relocation of existing manufacturers such as those producing high quality lighting etc.
3.3.1 AQUACULTURE
Bellinger and Karang rivers converge at Urunga. There were previously 15 oyster farms around this area, however they have closed due to contamination20. The source of the contamination is apparently unknown; however the impacts of this have been enough to attract the attention of the NSW Department of Premier’s and Cabinet.
Other previous aquaculture initiatives uncovered include:
. Primarily oysters, with failed attempts at silver perch historically; and
. Eel farming, with some flooding issues and limited marketing. This was sold and converted to prawns, which failed due to lack of economies of scale and apparent Chinese imports.
20 Industry feedback
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.
3.3.2 AGRICULTURE
There is a significant agriculture industry in the area. The local dairy factory, Norco employs approximately
60 people21 and maximises the utilisation of the high-yielding pastures which have ensured the area is relatively unaffected by the drought. The diary industry is significant in the region and sector feedback indicates its economic importance will continue with ongoing consolidation of dairy farms into larger and more commercially attractive units.
This in turn may also encourage the opportunity to reassess the potential for more down- stream processing of diary produce for domestic consumption and-or export. Like all agricultural sectors, the dairy industry goes through economic cycles with butter fat and related product prices fluctuating. However, the significant advantage of the Dorrigo and other dairy farming areas is the level of rainfall and pasture quality and growth which supports ongoing growth potential in this agricultural sector.
The region has also historically been a significant contributor to the timber industry with private plantations and state forest plantations. Feedback indicates that the timber industry is now consolidating and with changes in government policy to preserving state forest areas rather than logging these the downstream potential for growth may be limited.
Beef cattle are also quite large economic contributors, primarily in Bellingen and Dorrigo.
Additionally, potatoes are a very large contributor to the economy. Dorrigo provides potatoes to Coles from Port Macquarie to Queensland. Beaumont’s produce grows 40% of the area’s potatoes but distributes 90%.
There is a need to add value to these enterprises by packaging and potentially opening boutique outlets of manufactured goods based on these products. An example could be a retail outlet cheese factory or boutique ice-creamery in Urunga (see boardwalk section – 3.3.3.2).
Regional Development Australia’s Mid North Coast Regional Plan 2010-2030 22identified processing and manufacturing to be a large potential growth industry within the Mid North Coast region due to it being the halfway point between the major growth areas of South-East Queensland and Sydney/Newcastle.
21 Industry feedback 22 Regional Development Australia, Mid North Coast
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. 3.4 TOURISM
In 2006 Bellingen Shire attracted an estimated 219k visitors23, including 134k day visitors. Overnight visitors stayed an average of 2.14 nights and the total direct spend in the area was $42m. The typical visitor demographic was middle-aged adult couples, from regional NSW and travelling by car.
The tourism industry provided an estimated 479 direct and indirect jobs in 2006.
There are Visitor Information Centres in Urunga, Bellingen (Waterfall Way Centre) and Dorrigo as well as the Rainforest Centre run by National Parks NSW in Dorrigo National Park.
3.4.1 ACCOMMODATION
The accommodation industry has tired product in need of refurbishment. There are mostly SME and family run businesses. The same issues exist in Nambucca Heads and Coffs Harbour which creates a challenge as well as an opportunity for the Mid North Coast region. With a focus on the events market especially for Bellingen, accommodation is a sector which will need to be improved within all areas of Bellingen if events are to grow. Refer to the Event Accommodation Section.
There is a perception that for the Coffs Coast in general, the accommodation base is Coffs Harbour. For this reason, ongoing support for major festivals and events in Bellingen can be received from Coffs Harbour City Council and industry based on overnight accommodation being provided in Coffs Harbour, rather than Bellingen. This appears as a symbiotic relationship.
The challenge for Bellingen however is that much of the commercial accommodation in Coffs Harbour is tired and needing refurbishment. The supply of accommodation has diminished since 2007 as resorts are refocussed as owner occupied units-apartments. This raises an important question for Bellingen; should it start actively identifying land for new forms of accommodation based on:
. The lack of up to date and new forms of accommodation in Coffs Harbour to support Bellingen events;
. The market preference to find accommodation closer to major events within Bellingen;
. The possibility that assuming there is land which can be designated for commercial accommodation, investor demand may actually be stronger in Bellingen than Coffs or Nambucca Heads; and
. The desire of each of the three Chambers to focus strongly on tourism in different forms as a significant priority growth sector for their local economies.
23 CTA 2006, cited in Bellingen Shire Draft Tourism Strategy 2007
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. The Group recommends that a study should be undertaken to test investor – developer demand for creating new forms of appropriate accommodation in Bellingen rather than the traditional reliance on Coffs Harbour alone.
3.4.2 URUNGA ACCOMMODATION
The Urunga Golf and Sports Club have some river lodges which have achieved impressive occupancy rates
(90% and above)24 which is a reflection on:
. The ability of the area to attract overnight visitor demand; and
. The lack of other quality accommodation in the area.
The primary reason for the high occupancy rate is the ownership of the lodges by RSL Clubs in Sydney who offer the lodges to members at discount rates when the general public are not using them. Though The Group has not seen details of the average achieved room rates for the lodges we suspect that with discount rates being offered to owner members the achieved average overnight rate may not be so impressive.
With the new Bowling Club under construction there is a possibility that there will not be a critical mass of members to support both clubs. The option may exist to expand the number of river lodges at the Golf Club and maximise the return as well as economic benefits to the region. A feasibility study needs to be undertaken to investigate this opportunity, and land may need to be zoned to allow for such a development.
There have been discussions about the creation of a quality caravan park in the area over the last 5 years. While there is a lack of flood free land The Group believes that there is potential to develop a successful operation. There needs to be a study into the commercial viability of a quality caravan park in the Shire which looks at a range of locations, sizes and options to maximise local benefit. This may necessitate trading off industrial land to achieve this outcome.
Alternative sites may exist including land which could be designated for an Eco-lodge. Additionally, Hungry Heads could be developed and the Lands Department holds land which may be saleable or leasable long term. This needs to be further investigated.
3.4.3 URUNGA BOARDWALK
The Urunga Boardwalk final stage was recently completed and now provides scenic access to the beach from Urunga.
24 Chamber feedback
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. The $400,000 project was jointly funded by the NSW Lands and Property Management Authority and the Department of Environment, Climate Change and Water. The Urunga Chamber and Council have received a lot of positive feedback on the walkway.
There may be a niche market opportunity to create a boutique ice-cream parlour at Urunga, utilising the pedestrian traffic of the popular boardwalk and working in with local industries such as Norco (dairy) and partnering with other potential emerging operators such as a cheese factory, winery, etc. There is a need to approach Norco to discuss the potential for the development of a boutique, value-added retail outlet. The Group considers consideration could be given to a seasonal retail outlet operating from a portable outlet at the end of the board walk to capitalise on those using the boardwalk during spring and summer especially. Over time this may be able to be expanded into a permanent outlet if seasonable demand supports this.
This valuable piece of infrastructure needs to be recognised as part of a tourism strategy as it is a valuable tourism asset for Urunga and the Shire in general.
Source: Coffs Coast Advocate25
3.4.4 MAIN STREET RETAIL IN URUNGA
The Urunga Chamber provided comment indicating the need to find additional commercial land to expand the retail offering in Urunga which they felt was limited by:
. Lack of existing retail stores being upgraded and refreshed;
. Lack of new retail spaces;
. Limited shop trading hours during the weekend;
. Lack of a good mix of retail outlets; and
. Lack of available land or buildings to purchase.
The Group understands that there is interest from parties to add to the retail mix of Urunga but the above factors are preventing opportunities from occurring. The Council’s land use strategy work needs to be
25 http://www.coffscoastadvocate.com.au/story/2010/11/15/urunga-boardwalk-extension-opening/
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. actively looking at how to expand the commercial land footprint to cater for growth and address some if not all of the above problems.
3.4.5 RAINFOREST CENTRE DORRIGO
The Rainforest Centre achieves an estimated 145k visitors annually 26and is considered a primary tourism component of Dorrigo and the Shire in general. This high number is attributed to the quality of the flora and fauna in the National Park as well as the ease of accessibility, especially for physically disabled visitors. The centre offers a viewing deck as well as a swing-bridge across the front of the Park’s Crystal Shower waterfall.
SOURCE: DECCW website27
While there are visitor information centres in other areas of the Shire, there is a need for a concerted effort with National Parks NSW to ensure that this centre also showcases some of the Shire’s other visitor attractions. This was also a key recommendation from the 2007 Bellingen Shire Tourism Strategy.
The Group recommends that Dorrigo be positioned as “an active adventure hub”. It should be a base for all the surrounding national parks and forest reserve areas and ideally link via the Cascade Road to Coffs Harbour. This link can be via mountain biking trails, walking trails and possibly 4WD roads. Furthermore, positioning Dorrigo as the active adventure hub will help stimulate new and updated accommodation in Dorrigo for outdoor seekers (passive and active), new retail to support outdoor equipment etc and stimulate growth in food and beverage outlets.
26 National Parks personnel 27 http://www.environment.nsw.gov.au/ and Coffs Coast Advocate, http://www.coffscoastadvocate.com.au/story/2010/09/02/dorrigo-crystal-shower-bridge/
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. With “wild rivers, wilderness areas and a potential rail trail” the opportunity also exists to position Dorrigo as the start or end point for major outdoor events and triathlon style sporting challenges. These types of events generate large numbers of competitors, support teams, viewers and media interest. Consideration should be given to developing a 2 day outdoor endurance event linking from Dorrigo down via Cascade to an end point possibly at Sealy Point in Bruxner Park Flora Reserve in Coffs Harbour. This could be created for individuals as well as teams.
3.4.6 DORRIGO STEAM RAILWAY MUSEUM
The Dorrigo Steam Railway Museum (Owned by Dorrigo Steam Rail Inc) is a huge static display (largest in Southern Hemisphere) of heritage rolling stock and engines. It is located in Dorrigo at the start of the railway track which extends to Glenreagh. The railway line could be refurbished; however numerous old heritage bridges may pose significant and costly structural problems. The railway line was operational for passenger and goods services from 1924 to 1979.
The Group understands though that it may be possible to run trains for a few kilometres at least before major bridge structural work is required The focus of the Museum however is not the running of trains, rather it is the preservation, conservation, display and interpretation of heritage rail items of national and regional significance.
The State and Federal Government’s originally provided some funding to assist though this has been applied to the purchase and preservation of collection items.28
The company want to put a large display shed over the collection with static displays and good quality interpretation. The estimated cost to house the whole collection from displays, entrances, car parking, pathways etc was advised at between $17m - $20m.
There are some landowners further down the rail line who have refurbished a railway platform and only one train which they operate for visitors. This has apparently been successful despite the limited track length and number of trains.29
The first bridge is approximately 18km from the location of the collection, so there may be potential to create a passenger rail circuit which The Group believes could be a value added venture. This may require visitors going part of a journey by heritage rail, then either as a rail trail walking or cycling experience. We note that heritage rail experiences are generally not able to operate commercially or on a break even basis.
28 Bellingen Shire Council Stakeholder Forum Minutes, November 2006 29 feedback
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. However, creating a number of income streams to offset any operating deficit from running trains may need to include:
. Entrance fee to a major display centre under cover;
. Sales of merchandise items and memorabilia;
. Rail cafe sales;
. Guided tours which were offered at minimal cost;
. Charging for train ride experiences and linking with possible rail trails for mountain biking and walking experience packages;
. Hiring out part of the facility for themed functions; and
. Potentially offering accommodation in rail carriages as a novel and unique form of accommodation experience and maybe linked to events and festivals in Dorrigo and or Bellingen where commercial accommodation is very limited.
This could help to ensure there was a cash flow to maintain the collection and may attract significant regional, state and federal interest due to the world class nature of the collection and its national significance.
There apparently has been some work done in designing the museum facility, however construction costs are prohibitive, at approximately $17-$20m.30
There needs to be a feasibility study undertaken to determine the most appropriate way to stage supporting development which will allow for safe public access and enough visitor experiences to create cash flow to support further stages. There will also need to be a marketing program to stimulate wide public interest.
The Group considers that staging development which will allow say an initial development grant of $1.5m to be applied for to build part of the massive display pavilion (estimated to be 100m long and wide enough for 15 rail tracks to hold the bulk of the collection) should be investigated. We note that overall funding is needed for:
. Completion of earth works;
. Connecting the railway yard to the display area;
. Building a display pavilion to house the collection;
. Building associated workshops and restoring buildings; and
30 IBID
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. . Clearing the railway line to Megan (estimated 14km distance) and restoring the timber bridges etc.
There is also a need to secure land for car parking and also to link the sewage requirements to the mains system.
The Study is also needed to ensure the opportunity is capitalised upon and there is no degradation of the engines, rolling stock and other items in the collection. There are numerous heritage and rail based organisations which could have a vested interest in contributing to the creation of this study, however agreement and support from Dorrigo Steam Rail Inc needs to be obtained as the first initial step.
The size and global significance of the collection should not be under estimated. This is an opportunity which simply cannot be overlooked for Dorrigo and the Shire. A Shire-wide supported effort to utilise this asset of huge potential needs to be created.
Depending on the agreement of the Dorrigo Steam Railway and Museum the use of some carriages as sleepers to provide additional and unique accommodation to support the major events especially in Bellingen where there is an accommodation shortfall may warrant consideration.
3.4.7 DORRIGO FARMERS MARKETS
The Group understands that markets are held from time to time at the Dorrigo Show Grounds. Whilst this location is close to the village centre consideration should be given to:
. Relocating market days to the main street and/or blocking off one side of the street only so vehicular traffic movements are still possible at a much slower pace;
. Look to reinvigorating a monthly farmers market in Dorrigo which can focus on local arts and handicrafts, fresh and processed produce and other local and regional items, and which actively encourages all retailers to be open during the Saturday markets so they can leverage greater business.
The Group’s research indicates that local market days can generate considerable business for local retail outlets and help stimulate ongoing demand for more regular visits. It is especially important that the Dorrigo Chamber drives this initiative with Council support to help overcome the adverse image locally held that the Waterfall Way is a major impediment to visitation.
The marketing of the monthly markets should be widely advertised beyond the Coffs Coast Region to help stimulate greater visitor flows from Armidale, Port Macquarie north and Kempsey south.
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. Consideration should also be given to approaching local high profile media and other celebrities who live full or part time in the area to help promote the markets and through this Dorrigo in general. The following images are provided to merely illustrate that town based market days which require street closure can generate strong visitor interest.
3.4.8 BELLINGEN EVENTS
With events now being restricted in other regional areas such as Byron Bay31 there is an opportunity for a location such as Bellingen to become a thriving event and festival hub in NSW. Events currently provide significant income to the Shire32 and with a concerted effort from Council and the Chambers this could grow to a significant portion of the local economy. The events can be spread, as suggested throughout the Shire so the economic benefits can be more widely distributed.
3.4.8.1 Events Coordinator
Across all three Chambers, The Group noted that the limitation with events currently is the lack of communication, shared information and efforts between different events. There is no agreed annual calendar of events to avoid over lap for example.
While the success of events in Bellingen Shire is an indicator of the high level of skill used in organising events, comments indicate that the “wheel is often reinvented” each time. There needs to be an events organisation template developed and moulded for each event. Furthermore there needs to be organised, collaborative efforts between event organisers to maximise economies of scale, for example for marketing, grant applications, insurance, traffic management, education and industry partnerships, procurement etc.
31 The new events policy for Byron Shire Council limits the number of major events to two per annum, and limits the capacity of Bluesfest to 17,500 - http://www.byron.nsw.gov.au/media-releases/2010/10/12/events-policy-amended-and-adopted 32 Industry feedback
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. Part of the challenge is that events are run by volunteer groups. Whilst their motivation and dedication is unquestionable, their ability to streamline and avoid duplicating activity between the events is not occurring.
Creation of a council-appointed Events Coordinator role would address these needs to a great extent. This is a role which could be split between the three towns and would ensure that momentum isn’t lost between events as well as maximising economies of scale.
This role could operate out of part of the Waterfall Way Centre Building which is adjacent to the Bellingen Shire Council offices and the Museum. This is also a heritage building. In time, the success of this operation could lead to ticketing being centrally coordinated from there as well as storage of marketing material and a base for volunteer operations. While this would prove to be a highly valuable events facility, the development of events marketing also needs to have an online focus in order to encourage visitors from outside the Shire and to follow technological trends in events in Australia with web based promotions.
The Group notes that there was previously an events coordinator in the area, however this was unsuccessful as it was a volunteer position and may not have received adequate support from Council. This council- appointed role will need to have adequate resources in the form of a budget, office facilities, future ticketing facilities, storage, etc.
The sustainability of this new role may be supported via an event membership system, event licensing policy, or simply deemed to be valuable in the form of local economic benefits derived from the events.
The role could also have an educational focus which may involve local students undertaking event management certificates or direct roles assisting with marketing, project management, ticketing, budgeting etc.
3.4.8.2 Weather Risks
The biggest risk for events in the area is weather. Dorrigo, for example achieved over 2,500mm of rain in
2008,33 with the average annual rainfall almost 2,000mm34. Additionally, the long term average number of rain days in Dorrigo is 154.6, or 42% of the year. In Bellingen this is 31%.35 This makes the organisation of events a tough process, however not inhibitive. The Group notes that events have recently had significant trouble with wet weather (i.e. Global Festival in October 2010). With this relatively high probability of rain, weatherproofing of events should be coordinated centrally via the new Events Coordinator in Council.
33 www.bom.gov.au – Dorrigo achieved 2,649.5mm rainfall in 2008. 34 http://www.weatherzone.com.au/climate/station.jsp?lt=site&lc=59140 – Weatherzone, Long term averages, mean rainfall of 1,676.2mm 35 http://www.weatherzone.com.au/climate/station.jsp?lt=site&lc=59001– Weatherzone, Long term averages, mean rain days of 113.6. Urunga Statistics not available
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.
3.4.8.3 Event Accommodation
With an intermittent influx of people during event times, demand for accommodation also peaks. There is a need to provide adequate accommodation in the Shire to maximise the number of visitors who stay overnight in the area. This will increase event expenditure and overall economic benefit to the Shire.
Camp Creative in Bellingen receives over 1,000 visitors, with an estimated 80% external to the Shire36.
Worth approximately $1.4m to the local economy alone37 this provides a significant opportunity for value adding by accommodation provision.
Other events also have a similarly large portion of external visitors. While the opportunity may not go as far as providing permanent accommodation, there is a strong case to investigate temporary accommodation for larger festivals and events. This may be run in partnership with existing accommodation providers or may be via an external operator who pays a fee. A study needs to be done to determine the viability of this as well as ongoing monitoring to see if additional permanent festival accommodation is justified. The temporary accommodation could be a useful way to utilise the flood-prone land if possible with high quality tent camps etc.
3.4.8.4 Sport / Adventure Events
Sporting or adventure events could be a possible way to introduce events covering a large majority of the
Shire. Previously an extreme event was put forward38 which involved a route from Dorrigo down to the Bellinger River, and on to the beach. This was rejected by the RTA, supposedly because of traffic issues. There has been some comment that there are potential mountain bike tracks which lead from Dorrigo down the range and to the Bellinger River. The ideal event could be one which continues from there down the Bellinger River and finishes with a cross-country run or similar through Urunga. Or alternatively an endurance style event to Cascade and the back of Coffs Harbour.
The Group believes that the scenic Bellinger River could be underutilised, and while there may be barriers to undertaking many activities, passive and active recreation should be encouraged to maximise the value of this natural asset for tourism especially.
This could provide a scenic event which would showcase the three sub-regions and attract a large number of competitors and spectators annually. There is a need for a study to be undertaken which investigates the
36 Urunga Chamber of Commerce 37 SCU, Urunga Chamber of Commerce 38 Industry feedback
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. opportunity for adventure races (See below images), triathlons, surf-lifesaving, canoeing/kayaking/rowing etc.
SOURCE: Rapid Ascent, Anaconda Adventure Race39
The Group also notes that Coffs Coast (Coffs Harbour City Council in conjunction with Bellingen and Nambucca Councils) have been awarded the 2011 World Rally Championships. While this is a significant opportunity, especially as this is part of a 3 year deal (potentially extended to 8 years) with 53m viewers and $17-20m value to the economy a highly organised approach needs to be taken.
With very large events such as these there is always the risk that an unreasonable expectation of spin-off benefits to local regions is assumed. These events generally attract a highly focused group of followers and any strategy to attract these fans away from their primary focus needs to be well planned. It will be important that the Chambers and Council work closely with Coffs Harbour City Council and others to ensure that some specific complimentary events within Bellingen Shire (jet-boat racing, rainforest dining, etc) are included in the program. Unless these events are officially included on the program there may be limited interest from many Rally fans.
39 http://www.rapidascent.com.au
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.
SOURCE: Rally Australia40
These types of events would be highly beneficial and complementary to the quality events currently hosted in the area.
3.5 CREATIVE INDUSTRIES
The Creative industries are seen as very active across all three towns. This intertwines with the thriving events and festivals and complements the community’s strengths. Creative industries are often talked about and broadly include:
. Visual arts and craft;
. Multimedia;
. Design and related technology;
. Web based designers;
. Architecture and interior design work;
. Performance art (music etc); and
. Creative product packaging etc.
3.5.1 SOUTHERN CROSS UNIVERSITY INVOLVEMENT
Southern Cross University is planning to undertake an audit of the creative industries in the area. It is important that contact is maintained with Dr Grant Cairncross to ensure that this can be leveraged to provide maximum possible value to the Bellingen Shire as well as ensure that there is no overlapping of studies with
40 http://rallyaustralia.com/
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. some of Council’s own initiatives. Discussions should also be held with Arts Mid North Coast to see what separate initiatives they may undertaking in this area.
There is also the possibility that a School of Tourism PhD student at Southern Cross University will be available for a study which could be determined by the Manager Economic Development and Tourism at Bellingen Shire Council. This study could cover:
. An economic quantitative assessment of the opportunity loss incurred by the lack of tourist accommodation in the Bellingen (and other Coffs Coast) areas; and
. An economic quantitative assessment of the Events industry within the Bellingen Shire and a cost benefit analysis of various options to enhance the quality of events offered in the area. This would include the creation of an events coordinator and a community events centre.
3.5.2 GALLERY
There are a large number41 of handicrafts (woodworkers, etc) and other creative industry residents all across the Shire. Reference has been made to the creation of a local Gallery where these people can showcase their skills. The ideal gallery would be one in a central location with a regular display rotation which could eventually have separate fixed sections (Glassblowing, woodwork, sculpture etc) depending on demand levels at the initial stages.
The challenge is that while there is a need to create such a facility in all three Chamber areas, more than one across the Shire would most likely be unsustainable. As it is very hard to determine the densest locations of these largely home-based sole operator ventures, determining the optimum location of the gallery is difficult. Further research is required to:
. Firstly, determine the amount of community support across the whole Shire, including an assessment of the amount of creative industry residents within each discreet part of the Shire;
. Determine, based on this community and industry support the appropriate location for the gallery; and finally, if justified; and
. Undertake a tender process to facilitate the appointment of a suitable operator of the Gallery, which may need to include certain Council incentives.
41 Industry feedback
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. The launch of this Gallery could also be aligned in conjunction with one of the annual creative festivals (Dorrigo Arts and Crafts Festival, etc) and be utilised as the focal point for this festival. This does not necessarily mean that the event needs to take place at the same location as the gallery.
In time, and subject to the success of these initial events, the possibility lies in seeking intrastate, interstate and international contributions to the Gallery which would help position it as a “must see” visitor attraction.
3.5.3 PERFORMING ARTS INDUSTRIES
There is performing arts involvement throughout the community in the Shire.42
Currently the only performing arts facilities utilised are the High School facilities in Bellingen43, the Memorial Hall and other small halls and sites throughout the Shire. There is a need to create a dedicated performing arts space within the Shire. The high demand for High School facilities provides a positive early indication that this may be a highly valuable development. There is a possibility to create this as part of a mixed-use space with the potential art gallery; however consideration should not be limited to this possibility.
Dialogue should be undertaken with Arts Mid North Coast to see what State level support may able to be offered.
3.6 RETAIL AND DINING
The bulk of the retail and dining exists in the main street village strip in Bellingen; however there are a few establishments in Urunga and Dorrigo as well. Some Council comment suggested that there is a need for more variety in the local restaurants, and The Group believes that it may be beneficial for Council to undertake a study of all restaurant and retail facilities in the three areas to identify potentially saturated markets, niche gaps in the market and the ability to fill gaps across the Shire.
The successful undertaking of this study may warrant the creation of a dining guide which is displayed in visitor centres and other tourist hotspots as well as integrated into the Council website. The proposed Event Coordinator role could also cover this as a food promotion program for the area.
With a large amount of milk, beef, potato and other agricultural producers across the Shire (Mainly Dorrigo area), there is a need to further investigate added value in the form of down- stream local processing and packaging or total vertical integration (i.e. from pasture to dinner plate local experiences). The huge
42 Industry feedback 43 IBID
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. community support within the area is likely to ensure the success of these initiatives. Where these processing outlets are located however is crucial to addressing ease to market.
There is a need to ensure that local retailers and restaurants extend their opening hours during signature events and festivals. The Event Coordinator will need to provide strong support in liaising with the local operators as there could be significant opportunities being lost by retailers and restaurants not catering for event-goers.
The Regional Development Plan 2010-203044 points out that the Mid North Coast food sector is underdeveloped compared to other rural regions.
The Group’s own observation is that considering there is such high quality arable land in the Shire it is unusual not to find more high value produce being grown and including organic farming. In many respects the quality of land and heavy rainfall are unique to NSW and better comparisons may be drawn with high quality agricultural areas found in New Zealand or Tasmania. Both of these destinations have been very successful in developing, growing and promoting the quality of their local produce and actively pursuing down- stream processing.
The Group recommends that Council (with the support of NSW Department of industry and Investment) organise a study tour to Tasmania and New Zealand to see how far more isolated locations but with comparable land quality to Bellingen have been able to develop highly successful food processing operations including boutique and organic operations.
44 Regional Development Australia, Mid North Coast
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. 4. IMPLEMENTATION – ACTION PLANS
The following action plans are a summary of the above initiatives and aims to provide a quantifiable and timely approach to economic development in Bellingen Shire.
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.
4.1 BELLINGEN SHIRE OVERALL
STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Create employment land Investigate the feasibility of BSC manager economic By 30.10.2011 Internally or . Appropriate sites identified; and creating an “innovation development and $12k externally . Industry focus is identified. centre” in the Shire tourism Investigate the feasibility of BSC manager economic By 30.07.2012 Internally or . Appropriate sites identified; developing a creative centre in development and $12k externally . Level of creative support in the local area is the Shire tourism identified; and . Surveys carried out of creative businesses which needs to capture ALL residents. Investigate the feasibility of BSC manager economic By 30.09.2012 Internally or . Collaboration with Nambucca Shire to determine creating a logistics hub in the development and $18k externally where complementary synergies lie; and Shire tourism . Appropriate sites identified.
Rezoning of land to allow for BSC manager economic By 30.03.2012 internally . Land is identified; business centres, business development and . Development incentives determined; parks and caravan parks as tourism , Council Town . Interested operators / developers are part of the Bellingen Shire Planning Department approached; Council Employment Land and Lands and Property . Land is rezoned; and Strategy Management Authority . Business centres are created.
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. STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Improve the coordination of events Create an events coordinator BSC manager economic By 30.12.2011 $60k . Event coordinator position advertised by March role development and 2011; tourism . Interview process completed by May 2011; and . Coordinator appointed by 1 July 2011. Convert the Waterfall Way BSC manager economic By 30.09.2012 Estimate of . Waterfall Way Centre is converted into the Centre building into an events development and $100k-$150k events office; office which is currently tourism . Ticketing, if feasible, is introduced at the office; storage. This is a heritage . Events notice board is included at the site; building with a nearby . Effective linking between the museum and the museum which may produce events office; and valuable linkages Website integration with the Events Coordinator ongoing . The council website has an attractive, events office comprehensive and up to date website which mirrors the efforts of the events office and allows for purchase of tickets (or links to purchasing websites), updates on events, information on events previously held, photos etc. Effective consultation with Liaise with Coffs Coast BSC manager economic Formalize process to Internally . MOUs created; and neighboring organisations Tourism regularly development and meet every 6 months . Statistics and research shared. tourism Liaise with Coffs Harbour City BSC manager economic Formalize process to Internally . MOUs created; and Council regularly development and meet every 6 months . Statistics and research shared. tourism
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. STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Liaise with Nambucca Shire BSC manager economic Formalize process to Internally . MOUs created; and Council regularly development and meet every 6 months . Statistics and research shared. tourism Liaise with the Chambers BSC manager economic Formalize process to Internally . MOUs created; and Regularly development and meet every 3 months . Statistics and research shared. tourism Partnering industry with education Undertake liaison with industry BSC manager economic By 30.12.2012 internally . Education partnership plan created; and and education to create development and . Retention of young talent. education partnership plan tourism Signage throughout the Shire Bellingen Shire Signage Policy BSC manager economic By 30.11.2011 for Signage strategy . Bellingen Shire Signage Policy developed. addressed development and strategy and developed tourism 30.10.2013 for ($18k) implementation NBN rollout maximized Regular liaison with SCU to BSC manager economic Ongoing internally . Input into NBN stakeholder sessions; and stay informed of NBN progress development and . Residents adequately informed. tourism
Investigate aged care Conduct a feasibility study into BSC manager economic By 30.04.2013 Internally or . Liaison with trustees and determination if opportunities aged care facilities in the area development and $20k externally existing trust still is interested in development; tourism and . Feasibility study produced. Investigation into the need for a Conduct a study into the BSC manager economic Feasibility completed $24k . Optimum location determined; and multi- purpose - sports stadium in feasibility of a sports stadium development and by 30.08.2013 . Commercial viability determined. the area tourism
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. STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Accommodation Commissioning of the SCU’s BSC manager economic From Nov 2010- gratis . Assessment is completed by PhD student. PhD student to undertake an development and February 2011 economic assessment of tourism tourism facilities in the Shire Feasibility assessment into the Events Coordinator By 30.12.2012 internally . Temporary accommodation provided; and creation of temporary . Event-goers spend more time in the Shire. accommodation in the area for events Maximise benefit from the Dorrigo Liaison with National Parks BSC manager economic By 25.03.2012 internally . Increased cross-pollination from the rainforest Rainforest Centre NSW to ensure the Rainforest development and centre to the rest of Bellingen Shire. Centre also showcases some tourism of the broader area to visitors Sport/Adventure events Undertake feasibility BSC manager economic Feasibility completed $20k . Utilise expertise within the region n the assessment into various development and by 30.04.2013 managing of the Ironman Triathlon event in Port sporting/adventure event tourism Macquarie; options . The optimal inaugural sport/adventure event is determined; . Various sporting organizations approached and interest is sparked; and . Inaugural event is created which showcases all three areas of the Shire. World Rally spin-off is BSC manager economic Assessment report by internally . Successful Liaison with Coffs Coast maximized development and 30.05.2012 organizations and the inclusion of Bellingen tourism Shire based events in the event program.
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. STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Maximising value of creative Work with Dr Grant Gaincross BSC manager economic By 30.08.2011 internally . Topic with maximum value to the assessment of industries at SCU to develop appropriate development and tourism in Bellingen Shire is chosen; PhD topic for student tourism . Student commences the research, with regular liaison with Economic Development and Tourism Manager; and . Research paper is comprehensive and allows for quantifiable assessment of the situation and potential future for the Shire. Research into the feasibility of a Assessment of the most BSC manager economic By 30.09.2012 internally . Assessment of the creative arts in the area, local art gallery with or without a appropriate sites for the development and including woodwork, glassblowing etc; performing arts centre space gallery. This may or may not tourism . Survey distributed to gauge level of interest in a be in a potential proposed gallery; creative hub . Appropriate site identified; . Potential operators approached; . Expression of interest distributed to potential operators; and . Appropriate operator appointed, with strict regulations to ensure that the maximum amount of local talent can be displayed.
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. STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Performing Arts Industry growth Assessment into Performing BSC manager economic By 30.08.2013 internally . Assessment of the performing arts in the area; Arts facility feasibility. This development and . Survey distributed to gauge level of interest in a may be in conjunction with the tourism facility; Art Gallery . Appropriate site identified; . Potential operators approached; . Expression of interest distributed to potential operators; . Appropriate operator appointed, with strict regulations to ensure that the maximum amount of local talent can be displayed; Maximisation of local retail and Assess the current situation BSC manager economic By 25.09.2011 internally . Creation of a database of retail and dining dining operators development and activity in the Shire; tourism . Undertake assessment of the current value of the retail and dining industry to the Shire; . Determine the gaps and opportunities potentially available; and . Produce document which comprehensively details the current products and allows potential investors to make an informed decision. Liaison with operators to BSC manager economic ongoing internally . Operators remain open during events, ensure event spin offs are development and maximising local sales; and maximized tourism and Events . Visitors are enticed to return after the event to coordinator sample local products.
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. STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Produce a local “sell” BSC manager economic By 30.10.2012 $15k for sell . “Sell document is produced; document which provides development and document . Increased investors in the retail and dining; and information and details the tourism design and industry across the Shire. opportunities for potential production investors in the area
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. 4.2 BELLINGEN CHAMBER OF COMMERCE
STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Accommodation Assessment of the feasibility BSC manager economic Feasibility study by 1st $15k . Appropriate site located; of a caravan park in the area development and August 2013 . Land zoned for caravan park use; and tourism . Feasibility study created.
4.3 DORRIGO CHAMBER OF COMMERCE
STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Fast-tracking the upgrade of Undertaking of a economic BSC manager economic Assessment report $25k . Economic impact assessment created; Waterfall Way impact assessment of the development and completed by . Lobbying to RTA utilizing the document; and Waterfall Way tourism 30.09.2012 . Waterfall Way construction works fast tracked. Dorrigo Steam Railway Museum Feasibility study into the BSC manager economic Funding secured by $25k . funding grants successful from various creation of an operational development and Nov 2011, and interested organizations; museum to support a funding tourism in tandem with Feasibility study . Feasibility study undertaken; and grant application for $1.5m Dorrigo Steam Railway completed by June . Museum is operational. and Museum Inc. 2012
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. 4.4 URUNGA CHAMBER OF COMMERCE
STRATEGIES TASKS RESPONSIBILITY TIMING BUDGET KPI’S Maximisation of local retail and Investigate the creation of a BSC manager economic By September 2011 Internally . Discussions with Norco and other local dining operators boutique ice creamery in development and businesses to see the level of support; Urunga near the boardwalk as tourism and Chamber of . Discussions to determine interested parties for well as other boutique Commerce primary investment or simply partnerships; and businesses . Similar assessment of a boutique Cheese Factory or winery.
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