General Purposes Committee Meeting Held on 21/07/2020
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ECONOMIC Prepared by EarthCheck & IMPACT REPORT Lucid Economics Regarding the proposed $10m Queens Park Nature Centre extension Contents Executive Summary .......................................................................................................... 1 Introduction....................................................................................................................... 9 Purpose of the Report ...................................................................................................... 9 Project Methodology ...................................................................................................... 10 The Current Situation: An Overview of Queens Park Nature Centre & the current tourism landscape ........................................................................................................... 10 The Current Situation: An Overview of Queens Park Nature Centre & the Current Tourism Landscape ......................................................................................................... 11 History ................................................................................................................................. 12 Vision, Mission and Objectives for QPNC ........................................................................ 13 Our Vision ....................................................................................................................................................... 13 Our Mission .................................................................................................................................................... 13 Achievements ................................................................................................................................................ 13 Our Strategies ............................................................................................................................................... 13 Alignment with Ipswich City Council Policies and Objectives ....................................... 14 Environmental, Cultural & Community Policy Alignment ............................................................ 14 Alignment with State, Regional and Local Tourism Policy and Strategy ..................... 15 Alignment with State and Federal Policy ......................................................................... 17 Implications .................................................................................................................................................... 17 Current Visitors to QPNC ................................................................................................... 19 Data collection and visitor surveying: Methodology .............................................................. 19 Community Survey ...................................................................................................................................... 20 Data Collection ............................................................................................................................................. 20 Respondent Profile ...................................................................................................................................... 20 Visitor Survey ................................................................................................................................................. 21 Data Collection ............................................................................................................................................. 21 Visitor Profile ................................................................................................................................................. 21 Key results of the two surveys ................................................................................................................. 22 Satisfaction with QPNC .............................................................................................................................. 22 Expenditure .................................................................................................................................................... 22 QPNC Facilities .............................................................................................................................................. 23 Improvements ............................................................................................................................................... 23 Future proposed activities ........................................................................................................................ 23 Implications ...................................................................................................................................................... 24 Current Tourism Demand .................................................................................................. 25 Visitor Profile ................................................................................................................................................. 26 Demand for Animal-based Experiences ........................................................................... 27 Australian Zoo/ Animal-based Tourism ....................................................................................................... 27 Queensland’s Zoo/ Animal-based Tourism Sector .......................................................... 29 Trends in Zoo/ Animal-based Tourism Market (Overnight Segment) in Brisbane.............. 31 Implications ...................................................................................................................................................... 31 Profile of Typical Zoo and Animal-based Visitors – National Level ......................................................... 32 Age .................................................................................................................................................................... 32 Day-trippers ................................................................................................................................................... 33 Implications .................................................................................................................................................... 40 Current QPNC Visitation and Expenditure ....................................................................... 41 Current Economic Impact of QPNC .................................................................................. 42 Economic impact modelling .................................................................................................................... 43 Current Economic Impact within the Ipswich Council area ..................................................................... 43 Current Economic Impact within Queensland and Australia ................................................................... 44 Current Situation Summary: Social and Economic Benefits of Zoo Tourism & QPNC 45 The Opportunity: Queens Park Nature Centre & Discovery Hub Masterplan .......... 46 The Opportunity ................................................................................................................. 47 Implementation Timeline ...................................................................................................................... 47 Market Positioning of QPNC ............................................................................................. 48 Potential Impact of the QPNC Upgrade Outlined in the Masterplan ........................... 50 Estimating future visitation and expenditure from Ipswich Council residents. .................... 50 Estimating the future economic impact from visitation from outside the Ipswich Council area .................................................................................................................................................................... 50 Estimated Economic Impact the year of completing the QPNC upgrades ............................ 55 Cost benefit Analysis .................................................................................................................................. 56 Modelling Approach ................................................................................................................................... 56 Definition of Costs and Benefits ............................................................................................................. 56 Results .............................................................................................................................................................. 58 Community Benefits of Implementing the Master Plan ........................................................................... 58 Environmental Outcomes .............................................................................................................................. 59 Challenges ......................................................................................................................................................... 59 Funding options .................................................................................................................. 61 External Funding and Support ................................................................................................................ 61 Operating partnerships .............................................................................................................................