Destination 2021-2026

Completed November 2020 Image: Whitfords Nodes Health and Wellbeing Hub

PAGE 2 DESTINATION JOONDALUP WELCOME FROM THE MAYOR AND CEO

In just over two decades, the has The City of Joondalup is the engine room of the northern grown to become the capital of ’s growing corridor of Perth where the region’s population growth northern corridor; a commercial, civic and cultural strengthens local businesses and creates employment hub that welcomes students, workers, shoppers, opportunities. tourists and commercial customers 365 days a year. Destination Joondalup sets the foundations for the next Home to an engaged and connected community phase of the city’s growth. It advocates and champions of almost 161,000 residents – as well as stunning the establishment of world-class experiences and natural assets – Joondalup is a city recognised products at our retail spaces, our education sites and our internationally for its liveability and many healthy health precincts, along with our unique leisure and food lifestyle opportunities. offerings.

In line with its aspiration as a Global, Bold, Creative and Prosperous city, Destination It also recognises the associated services and infrastructure that will cement the Joondalup sets out a path in which we can all work collaboratively to take Joondalup region’s position as one of Western ’s key destinations. advantage of the region’s uniqueness and drive the local economy. Destination Joondalup has been prepared to market Joondalup collaboratively and Destination Joondalup has been developed in broad consultation with the to attract investment in all business sectors. community, business owners and tourist visitors. It is a job maker plan, reflecting a confident city that is energised to find opportunities in the current economic It seeks to drive the local economy by bringing the private sector together so we can disruption and focused on the future. demonstrate the strengths of our beautiful city – which as we know is unlike any other place in Australia. I look forward to working with you to realise the vision that we all share for Joondalup. The City, its council and staff are dedicated to working on behalf of our community to ensure Joondalup continues its growth as a destination city where people love Hon Albert Jacob, JP to live, work, recreate and visit. Mayor Garry Hunt, PSM Chief Executive Officer DESTINATION JOONDALUP PAGE 3 WHO WE ARE

Joondalup gets its name from the word “Doonalup” meaning “the lake that glistens”. The City of Joondalup is in the north west region of metropolitan Perth. A planned commercial and residential centre, the local economy is driven by the services and knowledge sectors and is a growing centre for world class education and training, health care and retail.

INCREDIBLE NATURAL ASSETS STRONG RETAIL AND WORLD CLASS INDUSTRY Joondalup boasts 17 kilometres of pristine coastline to the west and the exceptional to the east. The region has more than A comprehensive retail offering is provided to locals and visitors alike across 372 diverse parklands which incorporate spacious open grassed areas and the Joondalup region through flagship retail centres including Lakeside more than 500 hectares of natural bushland. These areas support a range of Joondalup Shopping City, Westfield Whitford City, Warwick Grove and unique flora and fauna, providing locals and visitors with diverse recreational Currambine Central. opportunities. VIBRANT COMMUNITY DRAWCARDS Approximately 161,000 people call Joondalup home, and make up a diverse Joondalup’s sweeping coastline features iconic tourism attractions, including and engaged local community. The Joondalup region proudly supports a the popular Hillarys Boat Harbour which is home to the Aquarium of Western significant migrant population, who not only contribute to a diverse and Australia (AQWA) and the region’s link to Rottnest Island. The growing city vibrant community, but who’s visiting friends and relatives are a critical centre supports a sprawling health medical sector, justice and legal sector, component of the visitor economy. Joondalup’s residents want to see natural significant retail offering and educational facilities serving in excess of 60,000 assets celebrated and protected, public spaces bustling and vibrant with students at the Police Academy, North Metropolitan more opportunities for culture and arts. TAFE, University and National Electrical and Communications Association training centre. Image: Hillarys Foreshore Reserve

PAGE 4 DESTINATION JOONDALUP PAGE 5

DESTINATION TINATION JOONDALUP JOONDALUP DES (1) (2) . (3) Produced $792.2 million total value in goods and and in goods value $792.2 million total Produced services. $470.2 million in business productivity. Generated jobs. local and indirect over 6,000 direct Supported More than 1 million day trips were made to the to made were 1 million day trips than More region. Joondalup nights in the spent 370,000 Domestic visitors Joondalup region. spent 951, 500 nights in the visitors International Joondalup region. Visitors are vital for the growth and resilience and resilience growth the for vital are Visitors and In 2018/19, tourism economy. the local of alone in Joondalup: hospitality • • • IS THE NOW TIME the COVID-19 from resulting travel disruptions to Global have exposed how much national and local pandemic Joondalup is no exception. on visitors. rely economies as a whole, the Australia Western to compared In fact, industries as a related on visitor reliant city is more economy of the local proportion During the 2018/2019 financial year: 2018/2019 financial During the • • • Profile. City of Joondalup Economic id.community, 1-3 Beach Point Pinnaroo Image: Statistics relating to the tourism and hospitality includes Retail Trade, Accommodation and Food Services, Arts and Recreation Services, Rental, Services, Rental, Services, Arts and Recreation and Food Accommodation Trade, includes Retail and hospitality the tourism to relating Statistics and Support Services and Administrative Other Transport, Transport, Water Transport, Road Transport, Services, Rail Estate Hiring and Real See id.community economy. of the visitor as part services, the City recognises which include health it does not stage this At and Training. Education information. more for Notes Topic World class education and health precincts attract attract precincts and health World class education and entrepreneurs, students experts, innovators, and retail comprehensive while the city also provides in many individuals and families services for professional northern corridor. Perth’s Joondalup’s pristine beaches and family-friendly and family-friendly pristine beaches Joondalup’s for looking day trippers for drawcards are attractions invites community in the sun, while the diverse fun spend time to and far near from friends and relatives and dining and parks lakes, trails, exploring its beaches, precincts. entertainment has been facilitated by the City has been facilitated Destination Joondalup industry, with local consultation of Joondalup in close its elevate to economy visitor empower the local to visitor and enhance as a destination of choice profile and education leisure, more attract to experiences visitors. commercial WHERE REAL CONNECTIONS WHERECONNECTIONS REAL HAPPEN OUR VISION: Joondalup is more than a city – While Joondalup’s day trip market is strong and growing, there it’s a destination where people can find is room to increase its profile as an overnight destination. experiences that truly connect them to family, In 2019, Joondalup captured less than 5% of greater Perth’s friends, nature, culture, career and innovation. domestic and international overnight visitors, and less than 3% of Western Australia’s domestic and international overnight visitors(1).

Now is the perfect time to develop a Destination City Plan OUR GOALS: and set a positive vision for the future, one that also responds • Attract more visitors to the Joondalup region. to the challenges and uncertainty faced by the local visitor economy today. • Increase our share of Perth and Western Australia’s key markets. The City is focused on how it can support the survival of visitor • Grow our visitor economy. related businesses in the short term as well as building a strong foundation for long term resilience and growth. This will involve empowering our industry with better visitor data and services, elevating Joondalup’s brand and enhancing BY 2026: experiences for visitors. • 1,500,000 annual tourism visitors to the Joondalup’s local community, visitors, industry and Joondalup region (an increase of 200,000). stakeholders have embraced this project from the outset, • Joondalup’s market share of tourism visitors generously donating their time, insights and experiences, to Perth and to WA increased by 1% and .5% helping the City to facilitate what they would like to see respectively. prioritised in Destination Joondalup. • 1,000 new direct and indirect jobs. • Increase total value of goods and services in the local visitor economy by $121 million. • Increase business productivity of local visitor economy by $72 million. 1 id.community, City of Joondalup Economic Profile.

PAGE 6 DESTINATION JOONDALUP A STRONG PLAN

The initiatives identified in this plan are defined through the following three strategic priority areas. Delivering these actions requires strong support and collaboration with the private sector, including industry, strategic organisations and the community. This approach will guide and enable investment and action to meet the vision and goals of Destination Joondalup.

EMPOWER ELEVATE ENHANCE VISITOR OUR INDUSTRY OUR BRAND EXPERIENCES

Joondalup’s visitor economy awareness and inspire new EMPOWER ELEVATE the visitor experience through to realise opportunities through perceptions of what Joondalup ENHANCE unique and unforgettable experiences collaboration and innovation has to offer

1. Drive growth of the visitor economy 1. Redefine Joondalup as a destination 1. Identify and create bustling vibrant through visitor servicing and with plenty to offer. precincts that give people a ‘buzz’ to amenities. 2. Establish Joondalup as a destination be around. 2. Encourage collective focus and action of choice. 2. Develop iconic, engaging and exciting via effective collaboration. 3. Encourage visitors to choose attractions, products and experiences. 3. Promote Joondalup as a great place Joondalup as their next destination. 3. Incentivise and celebrate excellence in for businesses to invest. 4. Foster strong relationships with the the visitor economy. 4. Encourage innovation and City’s key stakeholders and strategic 4. Improve connectivity and ease of experimentation through initiatives partners to drive visitation. movement between visitor precincts. that minimise risk in investment.

Image: and WA AustCyber Node

DESTINATION JOONDALUP PAGE 7 Joondalup’s share of the TARGET MARKETS domestic day trip market (3) Local and intrastate Interstate International 2018/2019 Available with significant opportunities to Disrupted supply chains, but important to Disrupted supply chains, but important to • 8.1% of Greater Perth’s day trip grow continue engagement through technology continue to grow visitors. The profile of Joondalup must be elevated Innovative solutions across industry sectors As COVID-19 has taken hold globally, the • 5.1% of Western Australia’s day as an accessible, affordable, competitive and (Tourism, Health, Education and Retail) are City has acknowledged that economic trip visitors. exciting destination. This will be aided by emerging to manage the prolonged impact functionality in international markets has • visitor interest in supporting WA businesses of the pandemic and closed borders. The changed significantly. The City continues during challenging times. opportunity to leverage technology in all to engage with business associations, state Joondalup’s share of the facets of operations. This includes enhanced bodies and international partners through online presence and communication, digital and virtual missions. A key focus is to domestic overnight market digital commodification and expanded engage, retain and grow the international (4) 2018/2019 digital financial transactions. A key focus visiting friends and relatives (VFR) market. • 2.4% of Greater Perth’s domestic is to engage, retain and grow the interstate tourism, conference, business and events overnight visitors. sectors. • 0.9% of Western Australia’s domestic overnight visitors. VISITOR SEGMENTS

Leisure Education Commercial

Joondalup’s share of the • Friends and relatives of Joondalup • International students • Research and innovation leaders locals (international and domestic) international market Visitor • Domestic students • Professionals and experts 2018/2019(5) type • ‘Local’ families • Conference, training or meeting • Day trippers attendees • 4 % of Greater Perth’s • Retail seekers • Business to business visitors international visitors. • Service seekers • 2.4% of Western Australia’s international visitors. • Affordable experiences • Courses and opportunities that • Stress free experiences • Family friendly experiences enhance employability • High quality services and amenities This • Nature and the outdoors • Affordable lifestyle and accessibility • Great dining experiences 1-5 id.community , City of Joondalup visitor • Diverse and comprehensive retail • Casual and part time work • Authentic local experiences opportunities Economic Profile. segment is offering • Outdoor and recreation options seeking: • Authentic leisure experiences to share • High quality services and amenities • Unique products and attractions to with family and friends • Great dining experiences explore • High quality services and amenities PAGE 8 DESTINATION JOONDALUP A FRESH DESTINATION IDENTITY

Local and intrastate Interstate International Discussions with community members, industry stakeholders and visitors has revealed what they love about Joondalup, why they chose to visit, to Available with significant opportunities to Disrupted supply chains, but important to Disrupted supply chains, but important to grow continue engagement through technology continue to grow stay or to recommend it. This has resulted in a refreshed identity for Joondalup supported by three experience pillars.

The profile of Joondalup must be elevated Innovative solutions across industry sectors As COVID-19 has taken hold globally, the as an accessible, affordable, competitive and (Tourism, Health, Education and Retail) are City has acknowledged that economic exciting destination. This will be aided by emerging to manage the prolonged impact functionality in international markets has visitor interest in supporting WA businesses of the pandemic and closed borders. The changed significantly. The City continues Joondalup – Where real connections happen during challenging times. opportunity to leverage technology in all to engage with business associations, state facets of operations. This includes enhanced bodies and international partners through Joondalup is more than a city – it’s a destination where you can find experiences that truly connect you to online presence and communication, digital and virtual missions. A key focus is to family, friends, nature, culture, career and innovation. digital commodification and expanded engage, retain and grow the international digital financial transactions. A key focus visiting friends and relatives (VFR) market. is to engage, retain and grow the interstate tourism, conference, business and events sectors. Close to Perth CBD, Joondalup is centrally located and home to a spectacular coastline, bushland and urban parks as well as world-leading cyber, education, health and commercial facilities.

Connect with this satellite city, a place where you can recharge your brain, reconnect with nature, re-energise the body and repeat these experiences.

Experience Joondalup

Open spaces, nature Community, culture Future thinking and innovation and free time and wellbeing Explore and relax in Joondalup, where you’ll Discover a hive of activity, buzzing with year- Connect with a progressive, energetic city be spoilt for choice when it comes to pristine round events, immersive cultural experiences that’s at the cutting edge of the global digital beaches, lakes and parks. and a diverse range of entertainment options revolution. Joondalup is the place to launch that promote a sense of community and and establish your career; a hub where talent fulfilment. can prosper and grow.

DESTINATION JOONDALUP PAGE 9 PROJECTS TO DRIVE OUR VISION

Achieving this vision and goals requires firm actions. The following projects will be game-changers for Joondalup’s visitor economy:

EMPOWER ELEVATE ENHANCE VISITOR OUR INDUSTRY OUR BRAND EXPERIENCES

Joondalup visitor economy network Destination marketing plan Destination value program Establishing a partnership with the private sector A well-rounded destination marketing plan will be The destination value program is a framework will be crucial for the successful implementation created to help drive destination awareness and, which will empower Joondalup’s local businesses of Destination Joondalup. ultimately, visitation to the region. to explore and improve their value proposition, as well as the city’s attractiveness as a visitor destination.

Destination infrastructure investment Destination marketing platform Industry-led Iconic events attraction Communicate the Joondalup region’s destination Actively seek out, support and promote industry- Work with industry networks to build a collective brand identity both to the general public and led events which can bring new and exciting understanding of the need for investment into industry through an appealing, user-friendly visitor events to the Joondalup region. major destination infrastructure projects. servicing platform and accompanying social media channels.

Visitor servicing and customer engagement Leveraging partnerships to promote Joondalup place activation strategy Driving growth of the visitor economy through Joondalup The preparation of a strategy to guide place accredited visitor servicing, strong visitor data and Working closely with key networks and activation and defining a vision for the city’s contemporary amenities. organisations to position Joondalup as a key places will better align delivery of hard and destination for leisure, education and commercial soft infrastructure with the needs of place users, Business Incentives program visitors and maintain widespread awareness of businesses and community. This will result in Programs that incentivise businesses to access Joondalup’s key experiential strengths in target increasing foot traffic to support retail, hospitality support at the right time and help address the markets. This will also involve strengthening and tourism businesses in the Joondalup city impacts of COVID-19. The programs also empower existing collaborations as well as targeting new centre and smaller suburban centres. businesses to achieve industry accreditation and partnerships within and beyond the Perth region.. boost the Joondalup region’s destination value proposition.

PAGE 10 DESTINATION JOONDALUP WHO’S INVOLVED

Destination Joondalup was facilitated by the City of Joondalup, but will be implemented through the collaborative efforts of local industry, the City, strategic organisations and our community. Each stakeholder has an important role to play in attracting visitors and growing our visitor economy.

STRATEGIC INDUSTRY THE CITY COMMUNITY ORGANISATIONS

• Joondalup Visitor • Promote Joondalup as • Promote Joondalup • Support local Economy Network - a great place to start or as a destination to businesses, services Empowered to lead grow a business visitors outside of the and experiences the implementation of • Minimise risk in region • Invite friends and family Destination Joondalup investment • Advocate for to visit Joondalup • Develop strong products, • Fund and deliver major local industry to • Promote Joondalup’s experiences and services projects on time government brand and experiences that attract visitors to • Remove barriers to • Feed industry to external audiences Joondalup innovation relevant data to local • Advocate for Joondalup to • Foster strategic regional government and key markets partnerships businesses to enable effective investment

DESTINATION JOONDALUP PAGE 11 ACKNOWLEDGEMENTS

Destination Joondalup was developed in close consultation with the City • Fence Makeover • Saffron Savor of Joondalup’s valued community, industry, key stakeholders and visitors • Hillarys Boardwalk • Scentre Group (Whitford City) and included: • - Federal Member for • St Marks Anglican Community School Moore • Study Perth • More than 700 survey responses. • Industrial Automation Group • The Diamond Club • One on one consultation with 22 key visitor economy industry and • Joondalup Business Association • Tourism WA stakeholders. • Joondalup Education Network • WA Police Academy • 50 workshop attendees. • Joondalup Resort • Vicinity Centres (Warwick Grove)

• Magenta Capital • Wyllie Group (Sorrento Quay Board The response and support for Destination Joondalup has been extremely • Mailboxes Etc Walk) positive, and as a result the Plan has benefitted from a broad range of • North Metropolitan TAFE • Work Wear Supplies voices, perspectives and experiences. We sincerely appreciate the following • Pinnacle QM • Your Business Accountant individuals and groups (in no particular order) who have been actively • Quality Resort Sorrento Beach • Zaccaria Events engaged throughout the process: • Quest Apartments • • AQWA • Currambine Central • Rottnest Island Fast Ferries • Churches of Christ Sport & • Department of Transport (Hillarys Recreation Association Boat Harbour) ACKNOWLEDGEMENT OF • • Destination Perth TRADITIONAL CUSTODIANS • City of • DevelopmentWA The City of Joondalup acknowledges the traditional custodians of the land, the • Coffee Club • Duncraig Veterinary Hospital people of the Noongar nation, and recognises the culture of the Noongar • College of Electrical Training • Edith Cowan University people and the unique contribution they make to the Joondalup region and Australia.

For information about Destination Joondalup please contact the City of Joondalup on [email protected] on 08 9400 4000.