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8 SEPTEMBER 2020 UNDER SEPARATE COVER ATTACHMENTS ORDINARY MEETING 8 SEPTEMBER 2020 PART 2 OF 2 Maitland City Council | Ordinary Meeting Agenda 8 SEPTEMBER 2020 TABLE OF CONTENTS ITEM SUBJECT 16.2 DRAFT DESTINATION MANAGEMENT PLAN ................................. 59 Maitland City Council | Ordinary Meeting Agenda 8 SEPTEMBER 2020 Vibrant City DRAFT DESTINATION MANAGEMENT PLAN Final Draft Destination Management Plan - Under Separate Cover Meeting Date: 8 September 2020 Attachment No: 1 Number of Pages: 104 Maitland City Council | Ordinary Meeting Agenda DRAFT: Destination Management Plan 2020 ACKNOWLEDGMENT We acknowledge the Wonnarua People as the Traditional Owners and Custodians of the land within the Maitland Local Government Area. Council pays respect to all Aboriginal Elders, past, present and future with a spiritual connection to these lands. Contents 1. EXECUTIVE SUMMARY ........................................... 1 1.1 Key findings ........................................................................................ 3 1.2 Current challenges to overcome .................................................. 4 1.3 Summary of the engagement outcomes ................................... 5 1.4 Key focus areas .................................................................................. 9 1.5 Implementation and review .......................................................... 9 2. INTRODUCTION ................................................... 11 2.1 Preparing the plan .......................................................................... 13 2.2 How we engaged ............................................................................ 15 2.3 A guiding framework for the plan ............................................. 17 3. DESTINATION ANALYSIS .................................... 19 3.1 Maitland ............................................................................................. 21 3.2 Links with key visitor economy plans ........................................ 26 3.3 Product gap analysis .................................................................. 27 4. PRIORITY HUBS ................................................... 29 4.1 Morpeth ............................................................................................. 31 4.2 Central Maitland ..............................................................................37 4.3 Maitland Gaol ................................................................................. 49 4.4 Walka Water Works ..................................................................... 55 4.5 Tocal ................................................................................................... 63 5. KEY FOCUS AREAS ............................................... 67 5.1 Product development ................................................................ 69 5.2 Industry development ................................................................. 77 5.3 Marketing and promotion .......................................................... 80 5.4 Visitor servicing .............................................................................. 81 6. IMPLEMENTATION AND REVIEW ..........................83 7. APPENDIX ............................................................97 SECTION ONE: Executive Summary 1 | Draft Destination Management Plan Maitland City Council has developed this Draft Destination Management Plan (DMP) for Maitland in consultation with the community, tourism operators, local businesses and the broader industry. The information presented in the plan has been developed to reflect the 1,100+ ideas collected during a six month engagement period in 2019. 2 1.1 KEY FINDINGS As a key driver of economic development in Maitland, the goal of tourism development over the next 10 years is to grow the visitor economy by delivering the actions identified in the implementation plan. The following reflects the key findings from research and analysis undertaken during 2019 for this DMP. • Maitland is centrally located within the Hunter Region • Maitland has a strong visual arts community that and surrounded by established tourism product from is anchored by the Maitland Regional Art Gallery neighbouring destinations. (operated by Council) and a strong performing arts community that is supported by a range of community • Maitland has many natural assets for recreation and led groups and commercial operators. tourism use including the Hunter River, however many are not currently set up to generate financial returns. • Given the history and heritage of Maitland, there is a strong case for a contemporary museum experience. • Most tourism operators, including accommodation, attractions, food and beverage outlets, transport • There are several tourism hubs across the local providers and retailers are micro to small businesses government area (LGA) however they have limited with very few medium or larger players. connectivity. • Maitland has 51 accommodation venues (with a • Council runs an annual program of flagship events further 20+/- properties listed on AirBnB), 564 rooms including Taste, Steamfest, Aroma, Riverlights and available and the capacity to accommodate nearly Bitter & Twisted. Such events provide an opportunity 1,600 people. to attract visitors from outside the area. • Investment in quality and diverse visitor • There are also a number of privately run events that accommodation development is required to grow attract visitors from outside the LGA. overnight visitation. See related documents for a summary of the tourism product audit. 3 | Draft: Destination Management Plan 1.2 CURRENT CHALLENGES TO OVERCOME Maitland has a number of challenges to overcome if tourism opportunities are to be grown on a sustainable basis. At present, some of the major challenges include: • Visitor entry points/ gateways from neighbouring LGAs • Within Maitland’s priority hubs (and across the LGA), with a lack of clear and welcoming signage. cars dominate and pedestrians are secondary. This will make it harder to encourage greater walkability. • Limited connectivity between key destinations, plus these destinations don’t have an integrated • Minimal directional and interpretative signage relationship so little synergy exists. hampers visitors from exploring areas. • There are very few commercial visitor experiences and • Council has responsibility for many of the key a subsequent shortage of commissionable tourism attractions including Maitland Gaol, Maitland Regional product, which has resulted in a lack of tour operator Art Gallery, Walka Water Works and Morpeth Museum and wholesaler interest in Maitland. and has therefore had to take a much more dominant role to activate the visitor economy. • A heavy reliance on self drive with limited tours and transport options. • Limited private investment to grow the visitor economy. • Limited awareness of Maitland as a destination with no • Many overnight visitors stay with friends and relatives clear destination brand in the broader market. rather than staying in commercial accommodation, which limits the economic benefit to those associated • Moving from natural assets to tourism attractions will with experiences. require substantial investment and development. 4 1.3 SUMMARY OF THE ENGAGEMENT OUTCOMES Engagement for the DMP commenced in January 2019 and ended on Sunday 30 June 2019. The purpose of this engagement was to seek feedback from local tourism operators, businesses, visitors, residents and Council staff on how they would like to see Maitland evolve as a tourism destination in the future. From the 1,100+ ideas and suggestions Council received, five priority hubs and seven key themes were identified. In no particular order these are listed below, each with a summary extracted from the feedback. See related documents for the preliminary Engagement Report. KEY THEMES CONCERT AND EVENTS Many believe the major drawcard for visitors to RIVER ACTIVATION Maitland will be event related, including major Respondents suggested a number of ideas for sporting events, music festivals, food related festivals activation along the river from evening activities such such as a winter harvest and a variety of night time as a river dinner cruise, enhancement of riverbanks events. Suggestions for enhancement of current with boat ramp/ access points for canoes or kayaking, popular Council flagship events included extension of more water facing restaurants and lighting along the Steamfest by running regular trips from Maitland at river to a dedicated cycle path linking Walka Water other times on the popular locomotives, better event Works to Morpeth. way finding signage as well as maps for the event(s) online and healthier food options. ARTS, HERITAGE AND CULTURE FARMLAND AND NATURE Respondents suggested that more needs to be done to promote the Aboriginal culture and heritage and the Farm stays, tasting trails and farm tours, farm to European history of Maitland. There was also mention fork festival/paddock to plate experiences and more of the need to better connect the Maitland Regional frequent Farmer’s Markets were suggested. There Art Gallery, Repertory Theatre and Town Hall with was also consideration given to a winter program of outdoor art installations, entertainment and food pop foodie events, suggesting the timing of Taste should ups to create an Arts and Cultural Precinct. Recurring change and then be followed by a Winter Harvest ideas included a performing arts centre, concerts Festival and wrap up with Maitland Aroma. Other and