2017/18 Annual Report Annual Report 2017/18

2017/18 ANNUAL REPORT ANNUAL REPORT 2017/18

1 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/182018 ANNUAL REPORT Contents

A NOTE FROM THE CHAIR 4

VISITOR ECONOMY SNAPSHOT 5

MEET THE TEAM 6

PROMOTION 8

DEVELOPMENT 20

LEADERSHIP 26

DIRECTORS REPORT 28

AUDITORS REPORT 30

FINANCIAL STATEMENT 33

2 31 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT TOURISM Visitor economy

Reflecting on our industry over the past 12 months, the statement that “everything has changed but nothing has changed” comes to mind. This may sound confusing but it illustrates that we have continued to experience further changes in the digital world in who and how we engage with Others stayed potential visitors. Social media continues to evolve and the exciting introduction of virtual and augmented reality will further change the tourism landscape. Despite this ‘brave new world’ what remains a constant is that ‘delivering the experience’ is king. This has always been the case, so in that sense, nothing has changed. Visitors are still searching for unique experience, particularly those in which they better understand the world in which they live or better understand themselves and their relationships with others. m m werem day 4.6 Our industry continues to flourish and it seems to be a daily occurrence that we break new records visitors 3.7 nights and create new benchmarks. A recent headline in the print media stated that “ tourism overtakes 5.1 trippers coal exports” is one such example. It is hard to believe, particularly following the nation’s recent mining boom that Australia now earns more export dollars from tourism than it does from rural export and mining. At a local level, our Geelong and The Bellarine region celebrated the release of Tourism Research They spent Tourism Tourism Australia’s National Tourism Satellite Account that recorded the total value of goods and services consumed by visitors to our region exceeded $1.1 Billion. This expenditure in turn support close to supported businesses grew 3000 full time jobs and a further 3000 part time jobs. Indeed plenty of reason to celebrate. by We are excited about the commencement of international flights into Avalon along with expanded and enhanced ferry services in Queenscliff, Portarlington and Geelong. Further to this the Sporting, Cultural and Business Events calendar continues to expand and delivers world class experiences for $937m both participants and spectators alike. New accommodation options have been announced and up 3.3% 5,906jobs, recently launched. Major new attractions like the Q Train continue to provide further reasons to visit and stay in our region. up 9.5% So it is with considerable optimism that we face the future and we wish to acknowledge the 2,170 significant partnership with Local and State Government, our sponsors, supporters and record level of industry membership. We thank the board for their leadership and the dedicated and talented staff who deliver this vision on a daily basis. What does this mean?...... Our regions visitor economy is looking stronger than ever. People are spending more and staying longer within our region despite a slight decrease in actual visitor arrivals. The flow on from the growth in visitor expenditure has seen tourism related employment grow 9.5% to 5,906 and an increase in new tourism businesses, up 12%

to 2,170. John Stevens Roger Grant Chairman Executive Director

42 5 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT meet our Team meet our Team

| The board| | Team tourism|

EXECUTIVE TEAM

Roger Grant Tracy Carter Executive Director Deputy Executive Director John Stevens Helen Butteriss Karen Jackson Mel Stewart Chairman Treasurer, Skills Based Finance Skills Based Business Events Skills Based Marketing MEMBERSHIP STUDY GEELONG

Ron Nelson Cr Ross Ebbels Cr Owen Sharkey Terry Jongebloed Felicity McKenzie Di Nelson Abbey Jones Fiona Tuddenham Simone Budd Senior Administration Officer Business Development Manager Membership Engagement Officer Membership Engagement Officer Student Engagement & Project Officer City Of Greater Geelong Borough of Queenscliffe Golden Plains Geelong MARKETING & COMMUNICATION VISITOR SERVICES

Nicole Newman David Littleton Christine Smith Narelle Needham Will Barber Joshua Harris Isla Hutcheon Maree Greenwood Geelong Bellarine Bellarine, Deputy Chair Marketing & Communications Officer Digital Marketing Officer Acting Visitor Services Coordinator Visitor Services Officer Queenscliffe Visitor Information Centre INDUSTRY DEVELOPMENT & FINANCE BUSINESS EVENTS GEELONG

Brendan Sanders Carla Garner Elise Getson Mark Day Brooke Jaworski Business Manager Tourism Project Officer Industry Development Officer Business Events & International Manager Marketing & Communications Officer

6 7 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

Marketing Partnerships

Activity Action

Work cooperatively with state, national and • Geelong and The Bellarine is | |Promotion industry marketing bodies to leverage broader represented as one of four regions opportunities. in the Great Southern Touring Route program, providing access to more than Goals Build the brand of Geelong and The Bellarine as a visitor destination $600,000 in international marketing to increase awareness, foster positive sentiment and grow demand. • Highlight Geelong and The Bellarine as part and development initiatives. of international touring routes to the travel • Participate in Sydney to Melbourne Content & Digital Marketing trade and inbound travelers. Touring Route. • Showcase Geelong and The Bellarine as • Go Beyond Melbourne sees Geelong Activity Action part of the Melbourne visitor experience and The Bellarine alongside three other Implement an active schedule of content • Use insights to publish fresh, relevant blog through marketing programs directed at regions within an hour of the Melbourne marketing that leads with the experiences that content on visitgeelongbellarine.com.au every visitors to Victoria. CBD promoted to international travel drive visitation. week with a focus on seasonal, thematic and • Work with Visit Victoria to implement trade and visitors as an extension of the topical subjects. activities supporting intrastate marketing Melbourne experience. Goals • Produce content that connects readers with campaigns and ongoing Victorian • Wander Victoria cooperative marketing • Grow traffic to visitgeelongbellarine.com.au business listings and improves organic search promotions. program included support for new by 20%. results. image projects and a Geelong and The • 60% of traffic via organic search. • Undertake photo shoots to capture fresh Bellarine conversion campaign with • Online session time average 3 minutes. and engaging visual content that will enrich Expedia. • Drive digital traffic to member listings. online content and improve user experience. • Through personal connections, our team is building strong working relationships • Use social media to grow digital audience. • Engage contributors to topical blog content about niche subjects and destinations. with relevant divisions of Visit Victoria: • Provide all visitor experience members with Results regional, PR, digital, social, product and ATDW listings to maximize their connection famils. Results with our online work. Geelong and The Bellarine 22businesses connected with increase21% in bookings represented in to featured hotels via Expedia during 120,302member listing three 166,073unique sessions Wander Victoria views (28% of international travel260 trade reps at (up 30%) 71%of traffic is initiative. marketing programs. organic search total page views) ATE and a further

in1,000 16 countries on international trade missions through new420 images add- Great Southern Touring Route. min2.39 average time ed to visual new55 blogs added spent on site to content assets visitgeelongbellarine.com.au

8 9 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

Experience I BITE-SIZE CITY GUIDE | Promotion| continued

MELBOURNE Geelong Public Relations & Media 24 HOURS IN GEELONG As it transitions from industrial hub to Activity Action hip, Victoria’s second city is emerging from behind Melbourne’s shadow

Deliver a public relations program focusing • Engage a public relations contractor to WORDS KRYSIA BONKOWSKI on marketing the region to both a Victorian assist in delivering a media program. intrastate audience and to a wider national • Work one-on-one with the PR BREAKFAST MID-MORNING King of the Castle Boom Gallery audience, by bringing attention to our key representative to build media relations From the airy warehouse Inhabiting yet another setting dripping with reincarnated warehouse space greenery to the cold-brew (a common theme in Geelong), assets and marketing themes, including events and PR activity, using a PR strategy based coffee and matcha lattes, Boom is a creative hub for if you were looking for editedemerging by Nicholas and established Fonseca and new developments in Geelong and The COMEaround our key FLY themes, WITH new operators US and a sign that Geelong artists. The space in Newtown’s The Melbourne Star Observation Wheel, Melbourne Star is a glittering jewel in the sky above has turned a new leaf, art precinct of Rutland Street 35 look no further than this houses a gallery, design store located in Melbourne’s Docklands waterfront Melbourne’s Docklands. Enjoy a tea or coffee before CLOCKWISE FROM TOP: popular café in Geelong and café called Neighbour Bellarine. major events in the region. The new Provenance precinct, offers visitors a chance to see Melbourne your ﬂ ight at our Star Departure Lounge or better yet, Wines cellar door at The West. Start your day with Geelong. Duck across the road Mill, breakfast at King a breakfast bowl piled to watch artists in residence and surrounds from a totally new perspective. treat yourself to a Melbourne Star Sparkling Flight – of the Castle, the stylish • Facilitate and build on relationships with with a kaleidoscope of at work in their studios, and ONE DESTINATION, THREE WAYS… setting of The Federal, super foods, or decadent pick up a piece of Geelong’s Goals At 120m high, the Melbourne Star is as tall as a take in stunning views of Melbourne while enjoying a Boom Gallery. travel 40-storey building withkey each media of its 21 andtemperature- stakeholders,glass of Australian including bubbles, white or red wine, cold twice-cooked French toast budding creative scene direct topped with mascarpone. from the maker. THE BELLARINE • Use public relations and media activity tocontrolled and fully enclosed glass cabins offering beer or cider on-board a shared or Private Cabin. A kingofthecastlecafe.com.au boomgallery.com.au you unparalleled 360-degreetargeting views. Withmetropolitan its Sparkling newspapers Flight is the perfect way to complement the build positive sentiment around Geelong spectacular light shows and striking scale, the Melbourne Star experience. supplements, glossy magazines, television and The Bellarine. Book your tickets online today and enjoy 25% off * your Melbourne Star ﬂ ights when using promo code travel and lifestyle programs, radio LUNCH • Generate favourable leisure and travel The Federal programs, online publications and social Carrying on the legacy of stories, and event listings on Geelong and STARVIP25 Seasidetheir restaurateurvillages, parents, friendly locals, lush vineyards, exceptional food and those stunningsiblings bay Nathalie, views… Carlo and This slice of paradise is all 90 minutes from Melbourne media influencers. Marc Moussi have established The Bellarine. an all-day eatery in the lofty MINTED new iteration of The Federal • Engage with relevant member operators to Woollen Mills in North • Achieve at least 40 positive news stories Geelong. The kitchen’s renditions of classic Lebanese MID assist in supporting and facilitating media dishes such as lamb promoting the region. shawarma and falafel are familiarisation visits to highlight the region. the standout. Before leaving, MODEST SHANNYN HIGGINS PHOTOGRAPHY, ALLIRA POTTER, THE FEDERAL, BOOM GALLERY ALLIRA POTTER, SHANNYN HIGGINS PHOTOGRAPHY, indulge in a spot of bargain • Gain at least 20 event listings in hunting in the cavernous • Record, share and profile the media Geelong Vintage Markets Set high on the hill aboveacross Point the Lonsdale car park. metropolitan newspapers, radio programs and offering panoramic views from Portsea

PHOTOGRAPHY PHOTOGRAPHY thefederalgeelong.com.au all the way to the Great Ocean Road, THE attention gained with member operators NEST provides luxury accommodation that and online publications. prioritises personal privacy with rooms CURLEWIS WINERY owners Stefano Marasco and Leesa Freyer handmake their melbournestar.com featuring their own decks and spas. From *Valid untiland 30 July our 2018 audience. on single general admission adult and child tickets. Online redemption only. $275 per night; book at thenest.net.au. wine using an artisan approach – and their pinot noir is legendary. Bask in the Drop by , glow of the fireplace with a glass or two. THE LITTLE MUSSEL CAFE a family-owned and operated business that’s Their cat, the undisputed ruler of the been farming the bivalves of Port Phillip Bay house, may even pop by for a cuddle. for more than 30 years. Try the tasting board MELBSTAR_FP AD_MAY18.indd 1 10/4/18 9:42 am that includes mussel chowder and a serve Explore I PORTARLINGTON of smoked mussels. There’s a reason the queue is out of control on weekends. WOW! Enjoy a six-course degustation onboard THE Q TRAIN, a historic rail liner made up of old Results QueenslanderVICTORIA carriages. Travel from Drysdale Portarlingtonto Queenscliff (and back) as you enjoy a menu that may include braised lamb shoulder, MERNE AT LIGHTHOUSE is the tataki beef and orange honey mud cake. brainchild of four decorated Geelong- Bellarine bound region chefs and food experts. Named after the Indigenous term for “food from Tim Richards takes a not-so-slow boat the Earth”, the restaurant, which opened Still up for a feed after all that seafood? THE to laid-back Portarlington to savour last year, serves fresh and regional fare. BUNGALOW RESTAURANT has an all-day Don’t leave home without... menu with breakfast at any hour, a range the spoils of the Victorian coast of share plates, sandwiches and brownies, along with 1. WE ARE CHEEKY Bar Mixology Set, $20, a selection of wines and beers. wearecheeky.com.au 2. NEUTROGENA Hydro m Boost Sleeping Mask, $4.99, neutrogena.com.au 3. RMS Wild With Desire Lipstick in Temptation, $41, mecca.com.au T $2.135approximate 4. KIP & CO X PARED 4 R sunglasses, $270, au.paredeyewear.com AV E 5. BASSIKE trench, $1295, bassike.com Travel L equivalent media 2 to The Bellarine event listings in metro 3 N 34 O with Port Phillip PHOTOGRAPHY: ALAMY. TEXT: ADRIENNE TAM. DON’T LEAVE HOME WITHOUT: ANNALIESE ZIEME newspapers, radio and online Ferries, a passenger T spend 1 E positive stories publications ferry service between S 5 Portarlington on the 71 peninsula and Docklands in 73 Melbourne. It operates twice daily, every day of the year. Brekkie i 10 s 25 11 only w only $ hen you book a 1 AccorHotels.com t Valid for bookings made at participating AccorHotels 1 September 2017 and 31 March 2018.

T&Cs apply. between 1 September 2017 and 2 8 February 2018, for stays between

PORT PHILLIP FERRIES

PHOTOGRAPHY TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

| | | | Promotion continued Results Wander Geelong and The Bellarine Taste Trail activity Provide inspiration and information to connect visitors with the experiences they desire. 65,000 26,323 Marketing Programs 9

Printed Media Digital Activity Participants2,686 maps famils traffic 9,469Web visits Conduct tactical marketing initiatives and offer appropriate leverage opportunities for industry product. Goals • Implement niche programs to address Visiting Friends and Relatives, food and wine, cruise Study Geelong shipping and international education to maximize the potential and economic impact generated 8,901 Students in clues solved by these markets. Geelong. Participating28 3,800 • Produce published material that will provide inspiration and information for visitors to enrich Businesses International education adds their trip, participating in more activities and, subsequently, making a greater economic impact. to the local economy. VFR$62.2m to international Action students = 86,677 • Wander Geelong and The Bellarine, a tactical program targeting local residents, driving them to Cruise Shipping visitor nights. tourism members to solve clues and win prizes while also engaging them with visitor experiences and inspiring them to share their own journey on social media. • The Bellarine and Moorabool Valley Taste Trails each had discreet campaigns including print Cruise Ships collateral, digital presence and PR support. 6 Passengers • Cruise shipping activities are supported with ongoing promotional activity and supporting 2400 in region welcome efforts for each ship. • Study Geelong continues to work with local secondary and tertiary institutions to grow Official Publications awareness and build capacity of Geelong as a preferred destination for international students. Activities included an international student welcome, a jobs forum, social activities and coordination of the ambassador program to empower international students with a voice and responsibilities to share their experiences and inspire future international students to choose Geelong. 90,000 100,000 Official Visitor • Official Visitor Guide and Touring Map produced and distributed in December 2017. Touring Maps Guides

12 13 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

| Promotion| continued

Business Events Geelong - Marketing

Activity Action Promote the region as a Business Events • Provide opportunities through a tactical destination including developing marketing marketing campaign for industry members initiatives to highlight the product offering. to participate in • Planners Guide: Produce a biennial regional Goals Planners Guide, showcasing the venues, • Exceed industry average lead conversion services and experiences on offer in region. rate of 30%. • Planners Guide Launch: Hold a designated • Achieve $20,000 buy-in industry support standalone event to launch the regional for tactical marketing opportunities planners guide. • 150 qualified contacts captured from buyer • Degustation Lunch: Hold an intimate engagement. networking luncheon for industry members • 50 direct lead referrals to BEGeelong to attend and meet qualified conference member businesses. and meeting planners. • Digital Marketing: Experience a 10% growth in followers across social media platforms. Results

14 15 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

| Promotion| continued

Visitor Information Services (VIS)

Activity Action Provide informative, inspirational and • Continue to offer our service of: Three influencing advice when and where the visitor accredited Visitor Information Centres, wants it. Delivering an exceptional experience four Visitor Information Booths and 13 for the visitor and great return on investment Visitor Information Outlets serviced by 125 for the region. volunteers. • Represent region at cruise ship meet and Goals greets, significant events held in Geelong, • Provide an outstanding and consistent AFL Country Round Festival (Melbourne), visitor information service at all VIS festivals, open days and key tradeshows. locations throughout the region. • Engage ‘Destination Yellow’ to create a • Provide visitor information when and where visitor servicing strategy. visitors want it. • Advocate for stronger recognition and increased value of VIS’s. • Continue monitoring visitor needs and expectations. • Enhance and build on existing VIS partnerships.

Results

90% of visitors said 86% volunteers of visitors did influenced their and spent plans more with VIC infuence. 1 information Four outlet at Cruise Ship Meet & Avalon Airport Greets

16 17 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

18 19 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

Research & Planning Activity Action Contracted iSpy to develop brand framework • Conduct a destination audit. for each sub region within Greater Geelong • Conduct and interpret primary research. | | | DEVELOPMENT and The Bellarine. Highlighting common • Conduct key stakeholder consultation. narratives and branding messages that both • Develop Brand Framework. TGGB and local businesses could employ. • Implement Brand Framework and make Enrich the visitor experience by supporting and sustaining a high available to industry. performing tourism industry that exceeds visitor expectations. Goals Industry & Professional Development • Development of Brand Framework specific Results to each sub region within Greater Geelong • 2 of 5 sub regions completed (You Yang’s and The Bellarine. Activity Action and Urban Geelong). Implement an inspired program of industry • Implement industry development • TGGB promotional activities reflects that • Influenced TGGB activities, content development that engages, informs and grows workshops. represented in the Brand Framework. industry capacity with relevant education and • Implement dedicated training summit for messages. training delivered by respected experts. tourism members. • Sub regions are unified in their messaging • Further develop a plan to address the Skills and brand positioning. Gaps in the region based on the completed Goals Skills Gap Analysis. • Attendance rates at PD sessions to be over 75% • Number of TGGB beneficiaries above 70% • Average number of registrations per session of 30

Results Average of

attendance82% rate 94%of attendees at registrations41 per were tourism PD sessions session businesses

20 21 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

Help the region reach its tourism potential through the delivery of critical infrastructure. | | | Development continued Tourism Development

Industry Communication Activity Action Identify and champion key priority projects • Partner with the Australian Federation Activity Action that will grow capacity, satisfy visitors and of Disability Organisation to deliver a Implement a timely and effective industry • Distribute “This Week In Tourism” generate positive economic outcomes. program of development and education communications program to build an informed newsletter with a focus on quality content, to tourism members that will encourage and engaged stakeholder base. timely information and readability. Goals greater understanding of the needs of • Build resources on tourismgeelongbellarine. • Develop Geelong and The Bellarine as an visitors with disabilities and subsequently, Goals com.au and grow referrals and traffic accessible region by building awareness, grow their capacity to service this market. • Build open and readership rates of email through shares and quality content. encouraging capacity-building amongst communication. • Host regular member events with a focus tourism businesses and promoting the • Grow use of industry website as a resource on delivering worthwhile information in region as a destination of choice by visitors for members and stakeholders. entertaining ways to grow attendance, with disabilities. • Share topical, interesting and engaging increase networking opportunities and content through corporate social media encourage information sharing and Results channels. feedback. State Government funding achieved to Results support the project:

Average newsletter On average open rate of

12,351sessions on $1.4m

people attended our tourismgeelongbellarine.com.au 120 37%per week up 2 % member forums.

22 23 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

24 25 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

|LEADERSHIP| |

Lead a strong and coordinated tourism industry with a united and compelling voice. Tourism Member Relations Activity Action To build an active and engaged membership • Recruit - membership incentive campaigns. base that represents the various tourism • Network – represent TGGB at various sectors and categories within our region. events/function within the region. Goals • Assist – member engagement and • Grow total membership to 600. encourage participation through our PD • 85% regional membership up-take. calendar and member forums. • Membership retention of at-least 90%. • Provide opportunity for increased business • To actively engage in the visitor economy partnering within the group. and develop a deeper connection to the • Exclusive branding opportunities delivering region. increased regional exposure and higher • Advocate and support at local, state and product awareness. international levels through our existing • Conclusion in media opportunities. stakeholder relationships. Results

Membership retention of 613 91% Members

Partnership growth of 11% membership 12.5% growth

26 27 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

Contribution from Municipal Partners and State Government It should be noted that the City of Greater Geelong contributed over $2,074,445 during the 2017/18 financial year related to administrative costs. The City of Greater Geelong contributes this through Municipal Budgets, separate to the transactions of the Association. This contribution relates to the following: | | | • Resources to staff, accommodate and allow effective administration of Tourism Directors Report Greater Geelong and The Bellarine; • Dedicated resources to seek, and support conferences and meetings, within the municipality operating as a unit of Tourism Greater Geelong and The Bellarine called Business Events Geelong; and • Dedicated resources to coordinate the staffing (volunteers and council staff) Directors submit their report for the financial year ended 30th June 2018 made in and operations of the local and regional Visitor Information Centres located within the accordance with a resolution of the directors. municipality.

Directors The Borough of Queenscliffe and Golden Plains Shire are joint signatories of the The names of the directors in the office at the date of this report are: Memorandum of Understanding with Municipal Partners contributing a fee as per the Financial Statement of this Report. John Stevens, Independent Chair Helen Butteriss, Treasurer Tourism Greater Geelong and The Bellarine is the official Regional Tourism Board for this region and as such contribute funding as per the Financial Statement of this Report. Principal Activities

The principal activity of the association in the course of the year was Tourism. Related Parties There have been no unusual transactions by any related party during the period to which the Trading Results following financial statements apply. The net amount of surplus in marketing capital for the association for the financial year after income tax was $1,982. On behalf of the Board.

Indemnities John Stevens The association has not, during or since the financial year, in respect of any person who is or Independent Chair has been an officer or auditor of the company or of a related body corporate: • Indemnified or made any relevant agreement for indemnifying against a liability, including costs and expenses in successfully defending legal proceedings; or paid or agreed to pay a premium in respect of a contract insuring against a liability for the costs or expenses to defend legal proceedings. Helen Butteriss Treasurer Director’s Benefits Since the end of the previous financial year no director of the association has received, or has become entitled to receive a benefit, other than: • A benefit included in the aggregate amount of emoluments received or due and receivable by directors shown in the accounts; or Dated this 19 day of September 2018. • The fixed salary of a full time employee of the company or a related body corporate.

By reason a contract made by the association or a related body corporate with the director or with a firm of which he is a member, or with a company in which he has substantial financial interest. All remuneration is paid by the City of Greater Geelong except for contractor relationships related to projects.

28 29 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

30 31 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT Financial

| | as at 30 June 2018 | statement

Committee Report Your committee members submit the financial report of Tourism Greater Geelong and the Bellarine Inc. for the financial year ended 30 June 2018. Committee Members The names of committee members from 1 July 2017 to 30 June 2018 were:

Mr John Stevens Ms Christine Smith Independent Chair Bellarine Representative Deputy Chair Mr Brett Luxford Cr Ron Nelson City of Greater Geelong City of Greater Geelong (until May 2018) (from May 2018) Mr Mike Barrow Cr Owen Sharkey Golden Plains Representative Golden Plains Shire Representative (until 23rd November 2016) (from 23rd November 2016) Cr Ross Ebbels Ms Helen Butteriss Borough of Queenscliffe Representative Skills Based Finance Representative Treasurer Mr Terry Jongebloed Ms Nicole Newman Geelong Representative Geelong Representative Mr Kevin Robe Ms Karen Jackson Skills Based Business Events Representative Skills Based Business Events Representative (until 26th October 2017) (from 26th October 2017) Mr Nicholas Heath Ms Melinda Stewart Skills Based Marketing Representative Skills Based Marketing Representative (until 26th October 2017) (from 26th October 2017) Mr David Littleton Bellarine Representative

Please note that some municipal representatives changed throughout the 2017-18 period. Municipal Representatives have the option to appoint and change its delegate from time to time as per the Statement of Purposes and Rules. A location based Board member election was also held at the Annual General Meeting on 26th October 2017 resulting in two of the three skills based positions changing. Principal Activities The principal activities of the association during the financial year were to market, promote and develop tourism businesses in the Greater Geelong and The Bellarine in partnership with Local Government Stakeholders, Tourism Members and State/Federal Tourism Organisations. Significant Changes No significant change in the nature of these activities occurred during the year. Operating Result 32 The surplus of the association after ordinary activities amounted to $1,982 for the year ended 30 June 2018. 33 The surplus for the association year for the year ended June 30 2017 was $3,258. Signed in accordance with a resolution of the members of the committee. TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

Statement of profit or loss and other comprehensive income for the year ended 30 June 2018 | | | continued Financial statement EXPENSES NOTES 2018 2017 Bank Charges $ 1,611 $ 1,608 Statement of profit or loss and other comprehensive income Familiarisations $ 10,304 $ 12,645 for the year ended 30 June 2018 Industry Forums $ 19,107 $ 16,975 Tourism Partnerships $ 77,363 $ 65,983

INCOME NOTES 2018 2017 Tourism Partnerships - In Kind $ 4,500 $ 4,500 Interest Received $ 6,951 $ 6,001 Study Geelong Program – In Kind $ - $ 40,628 Tourism Partnerships $ 200,392 $ 162,256 Membership Services $ 114,405 $ 96,124

Tourism Partnerships - In Kind $ 4,500 $ 4,500 Business Events Planners Guide $ 40,454 $ 4,999

Study Geelong Program – In Kind $ - $ 40,628 Visitor Publications $ 136,978 $ 151,677

Memberships $ 207,001 $ 178,850 Business Events Marketing 6 $ 179,959 $ 143,282

Municipal Contribution 2 $ 24,368 $ 23,659 Promotion 7 $ 565,388 $ 487,294

Visit Victoria Contribution $ 275,000 $ 275,000 Development 8 $ 167,256 $ 95,587

Visitor Publications $ 125,916 $ 142,846 Leadership (1/7/17 onwards) 9 $ 78,622 $ -

Business Events Planners Guide $ 53,694 $ - Partnerships (pre 30/6/17) $ - $ 11,509

Promotion 3 $ 275,870 $ 193,700 Governance (pre 30/6/17) $ - $ 86,044

Development 4 $ 57,339 $ 31,054 Other Expenses (BAS roundoff) 2 -

Leadership (1/7/17 onwards) 5 $ 47,998 $ - TOTAL EXPENSES $ 1,395,949 $ 1,218,855 Partnerships (pre 30/6/17) $ - $ 9,988

Governance (pre 30/6/17) $ - $ 49,850 PROFIT / (LOSS) BEFORE INCOME TAX $ 1,982 $ 3,258

Project Grant – Business Events $ 118,902 $ 103,781 Income tax expense - -

TOTAL INCOME $ 1,397,931 $ 1,222,113 PROFIT FOR THE YEAR 1(b) $ 1,982 $ 3,258

TOTAL COMPREHENSIVE INCOME FOR THE YEAR $ 1,982 $ 3,258

34 35 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

STATEMENT OF CASHFLOWS FOR THE YEAR ENDED 30 JUNE 2018 | Financial| statement| continued OPERATING ACTIVITIES NOTES 2018 2017 Cash from Operating Activities

Receipts from Customers $ 1,317,142 $ 1,298,540 STATEMENT OF FINANCIAL POSITION Payments to Suppliers & Employees $ (1,403,364) $ (1,225,353) AS AT 30 JUNE 2018 Interest Received $ 6,951 $ 6,001

MEMBERS’ FUNDS NOTES 2018 2017 Net cash flows from operating activities $ (79,271) $ 79,188

Accumulated Surplus Brought Forward $ 380,685 $ 377,427 Increase / (Decrease) in cash held $ (79,271) $ 79,188

Net Surplus/(Deficit) for year $ 1,982 $ 3,258 Cash at Beginning $ 516,362 $ 437,174

TOTAL MEMBER’S FUNDS $ 382,667 $ 380,685 Cash at End $ 437,091 $ 516,362

Represented by: RECONCILIATION NOTES 2018 2017 CURRENT ASSETS NOTES 2018 2017 Operating Profit / (Deficit) $ 1,982 $ 3,258 Cash at Bank $ 437,091 $ 516,362 Non Cash Items

Receivables $ 105,569 $ 92,797 Tourism Partnerships $ (4,500) $ (4,500)

GST Receivable $ 2,504 - In kind Tourism Partnerships $ 4,500 $ 4,500

TOTAL ASSETS $ 545,164 $ 609,159 Study Geelong - $ (40,628) In Kind Study Geelong - $ 40,628

CURRENT LIABILITIES NOTES 2018 2017 Changes in Balance Sheet Payables $ 3,956 - (Increase) / Decrease in Receivables (13,664) 88,130

Accrued Income - - (Increase) / Decrease in other current assets (13,794) (2,612)

Deferred Membership Fees $ 39,283 $ 42,221 Increase / (Decrease) in Payables 3,956 (3,886)

Deferred Marketing Income $ 49,259 $ 76,049 Increase / (Decrease) in other current liabilities (57,750) (5,702)

Carryover Projects $ 70,000 $ 98,022 Cash provided by Operating Activities $ (79,271) $ 79,188

BAS Liabilities Payable - $ 11,290

TOTAL LIABILITIES $ 162,498 $ 227,582

NET ASSETS $ 382,666 $ 380,685

36 37 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

NOTES TO THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 30 JUNE 2018 | | | continued Financial statement INCOME 2018 2017 2 MUNICIPAL CONTRIBUTION NOTES TO THE FINANCIAL STATEMENTS Borough of Queenscliffe $ 17,268 $ 16,765 FOR THE YEAR ENDED 30 JUNE 2018 Golden Plains Shire $ 7,100 $ 6,894 $ 24,368 $ 23,659 1. STATEMENT OF SIGNIFICANT ACCOUNTING POLICIES 3 PROMOTION This financial report is a special purpose financial report prepared in order to satisfy the financial reporting requirements of the Associations Incorporation Reform Act 2012. The committee has determined that the association is not a reporting entity. The Content Marketing Strategy $ 17,226 $ 22,131 association is a not-for-profit entity for financial reporting purposes under Australian Accounting Standards. The financial report has been prepared on an accruals basis and is based on historic costs and does not take into account Digital Strategy $ 9,983 $ 16,128 changing money values or, except where specifically stated, current valuations of non-current assets. Visit Vic Webpage Strategy $ 11,909 $ 1,455 The following significant accounting policies, which are consistent with the previous period unless otherwise stated, have been adopted in the preparation of this financial report. International Marketing $ 25,000 $ 27,220

a) Revenue: Still and Moving Imagery $ 150 - Revenue (sponsorship and otherwise) is recognised and brought to account on an accrual basis by the Association. Business Events Geelong Income $ 28,973 $ 50,105 Revenue received in advance is classified as deferred membership fees in the balance sheet. Visiting Friends and Relatives $ 5,000 $ 13,255

b) Income Tax: Bellarine Taste Trail $ 11,976 $ 9,727

Association has self assessed to be exempted from income tax Moorabool Valley Taste Trail $ 9,318 $ 6,459

Melbourne Activation Program $ 2,500 - c) Cash and Cash Equivalents: Cash and cash equivalents includes cash on hand, deposits held at call with banks, and other short-term highly liquid Cruise Ship Strategy $ 30,000 - investments with original maturities of three months or less. Visitor Information Strategy $ 37,343 $ 10,728

Study Geelong $ 71,492 $ 36,492 d) Goods & Services Tax (GST): Revenues, expenses and assets are recognised net of the amount of GST, except where the amount of GST incurred is not Visit Victoria Marketing Partnership Program $ 15,000 - recoverable from the Tax Office. In these circumstances, the GST is recognised as part of the cost of acquisition of the asset or as part of an item of the expense. Receivables and payables in the assets and liabilities statement are shown inclusive of GST. $ 275,870 $ 193,700 4 DEVELOPMENT e) Comparative Figures: Industry Development Program $ 15,515 $ 17,697 Where necessary comparative figures have been adjusted to conform to changes in presentation for the current financial year. Quarterly Member Forum $ 1,480 $ 1,201

f) Action Plan activity categorisation: Economic Modelling $ 5,000 - As of 1st June 2017, TGGB implemented under board authorisation the re-categorisation and condensing of activities within Buckleys Way $ 25,000 - the annual Action Plan. This saw the condensing of Partnerships and Governance into one category being Leadership. New categories are Promotion, Development and Leadership. Brand Geelong $ 10,344 $ 12,155

5 LEADERSHIP $ 275,870 $ 193,700

Administration Servicing Income 11,235 19,678

CRM System – Salesforce 15,000 20,000

Planning and Reporting 5,000 -

Tourism Representation and Awareness 7,763 -

Board and Staff Development 9,000 10,172

$ 47,998 $ 49,850

38 39 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

NOTES TO THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 30 JUNE 2018 | | | Financial statementcontinued EXPENSES 2018 2017 8 DEVELOPMENT NOTES TO THE FINANCIAL STATEMENTS Industry Development Program $ 43,224 $ 67,565 FOR THE YEAR ENDED 30 JUNE 2018 Brand Geelong $ 13,935 $ 10,417 Brand Development sub-regions $ 29,545 - EXPENSES 2018 2017 Economic Modelling $ 28,667 $ 10,450 6 BUSINESS EVENTS MARKETING Tourism Development Planning $ 21,145 $ 7,155 Information Bags $ 4,500 $ 5,765 Buckleys Way Touring Route $ 30,740 - Stationary Branding $ 5,214 $ 4,415 $ 167,256 $ 95,587 Trade Shows $ 64,260 $ 63,122 9 LEADERSHIP Search Engine Marketing 3,305 4,434 Board Support $ 10,814 $ 16,792 Media and Trade Program $ - $ 555 Tourism Partnership Retention $ 7,390 - Digital Projects $ 3,632 $ 5,314 Administration $ 60,418 $ 69,252 Association Memberships $ 8,804 $ 9,973 $ 78,622 $ 86,044 Projects and Development $ 31,416 $ 34,274 10 EVENTS AFTER THE BALANCE SHEET DATE Industry Forums $ 1,559 - Since 30 June 2018, there are no matters or circumstances that have arisen which require adjustments to the finan- Print Media $ 14,695 - cial statements.

External Printing $ 1,359 - 11 COMMITMENTS & CONTINGENCIES Staff Development $ 8,701 - No commitments or contingencies are outstanding at balance date which require adjustment to or disclosure in the Marketing and Promotions $ 6,315 - financial statements Bid Budget $ 26,199 $ 15,430 ANNUAL STATEMENTS GIVE TRUE AND FAIR VIEW OF FINANCIAL POSITION AND $ 179,959 $ 143,282 PERFORMANCE OF INCORPORATED ASSOCIATION 7 PROMOTION We, John Stevens, and Helen Butteriss, being members of the committee of Tourism Greater Geelong and the International Marketing $ 74,796 $ 70,391 Bellarine Inc, certify that – Content and Marketing Strategy $ 64,476 $ 101,947 The statements attached to this certificate give a true and fair view of the financial position and performance of Tourism Greater Geelong and the Bellarine Inc during and at the end of the financial year of the association ending Digital Strategy $ 45,693 $ 57,885 on 30 June 2018. Signed: Public Relations Strategy $ 47,869 $ 45,348 Mr John Stevens Still and Moving Imagery $ 21,359 $ 30,177 Independent Chair Visit Victoria Marketing Partnership $ 28,379 -

Chinese Visitation Activation Program - $ 26,458

Destination Melbourne $ 31,790 $ 30,100

Friends & Relatives Campaign $ 47,494 $ 41,418 Dated: 18 day of September 2018 Air Asia X Opportunity $ 26,134 -

Cruise Ship Marketing $ 18,658 $ 2,260 Signed: Visit Vic Webpage Strategy $ 1,364 $ 855 Ms Helen Butteriss Bellarine Taste Trail Expense $ 11,954 $ 16,219 Skills Based Finance Representative Treasurer

Moorabool Valley Taste Trail Expense $ 8,940 $ 18,611

Urban Geelong Strategy $ 14,074 - Dated: 18 day of September 2018 Education Tourism Study Geelong $ 80,530 $ 36,492

Melbourne Activation Program $ 5,000 -

40 Visitor Information Strategy $ 57,772 $ 9,133 41 $ 565,388 $ 487,294 TOURISM GREATER G EELONG AND THE B ELLARINE 2017/18 ANNUAL REPORT

The Achievements highlighted in this report would not have been possible without the support of our partners. | Notes Government Partners City of Greater Geelong Borough of Queenscliffe Golden Plains Shire Visit Victoria Industry Partners PLATINUM PARTNER Curlewis Golf Club

GOLD PARTNERS - CONSUMER GOLD PARTNERS - INDUSTRY 360Q Roderick Insurance Brokers

Aerospace (Avalon Airshow) Geelong Connected Communities

Devlin Apartments The Gordon

Port Phillip Ferries

Prestige Jayco

Queenscliff Harbour

Searoad Ferries

SILVER PARTNERS - CONSUMER SILVER PARTNERS - INDUSTRY Adventure Park Bay 93.9 and K rock

BIG4 Beacon Resort Bendigo Bank

GPAC Harwood Andrews

Geelong Football Club LBW Business + Wealth Advisors

Geelong Racing Club Snap Printing

Provincial Media Worksafe

Royal Geelong Yacht Club

Supatramp

Village Cinemas

Wine Geelong

TOURISM GREATER GEELONG AND THE BELLARINE INC

Level 1 - 48 Brougham Street Geelong VIC 3220

P (03) 5223 2588 E [email protected] 42 W tourismgeelongbellarine.com.au 43 ABN: 26 990 691 173 TOURISM GREATER G EELONG AND THE B ELLARINE