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Annual Report 2015 – 2016

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Annual Report 2015 – 2016 Tourism Snowy Mountains ANNUAL REPORT 2015 – 2016 www.snowymountains.com.au Contents Overview and Vision 2 Organisation 3 Board & Executive Profiles 4 Chair Report 6 EO Report 7 Visitor Statistics 15 Public Officer Report 17 Registered Members & Campaign Contributors 18 Treasurer’s Report & Financial Statement 19 Auditor’s Report 20 PO BOX 633 JINDABYNE 2627 ABN: 88 023 393 943 TOURISM SNOWY MOUNTAINS ANNUAL REPORT 2015-2016 1 Overview Tourism Snowy Mountains is still the appointed Regional Tourism Organisation (RTO) for the Snowy Mountains region. The region includes Kosciuszko National Park and covers the Local Government Areas of: • Cooma-Monaro Shire Council • Snowy River Shire Council (now the Snowy Monaro Regional Council) • Tumbarumba Shire Council • Tumut Shire Council (now the Snowy Valley Regional Council) Tourism Snowy Mountains’ vision is to unite the industry and stakeholders through effective leadership and achieve economic growth by creating opportunities for the region as a whole. This will be achieved by strong partnerships with key industry operators, regional and government stakeholders. Tourism Snowy Mountains’ key roles are to: • Represent the whole tourism industry. • Develop cooperative partnerships to increase visitation to Snowy Mountains. • Work with Destination NSW to deliver campaigns and motivate potential visitors to the destination. • Work with private enterprise, communities and all government agencies to enhance opportunities. • Assist in the development of skills and capacity within the tourism sector. VISION Snowy Mountains will be recognised as Australia's all year round alpine destination and will remain the leading snow destination, achieving strong visitation, yield and length of visitor stay. To deliver on this vision, Tourism Snowy Mountains’ external focus is to: • Lift and maintain the profile of the Snowy Mountains region with Federal, State and Local Governments and their agencies to ensure that the Snowy Mountains region is a top-of-mind tourism destination. • Be a spokesperson for the Snowy Mountains region on regional tourism issues. • Identify and leverage funding opportunities as they arise for the benefit of the Snowy Mountains region. The operational role is to: • Provide leadership and direction to the regional tourism industry. • Develop and encourage innovative activities including marketing campaigns that maintain brand awareness and encourage increased visitation. • Foster and encourage product development in the region and advise, consult and partner with Federal and State Government agencies, Local Government and major stakeholders to facilitate the growth and sustainability of the region’s tourism economy. PO BOX 633 JINDABYNE 2627 ABN: 88 023 393 943 TOURISM SNOWY MOUNTAINS ANNUAL REPORT 2015-2016 2 Organisation Tourism Snowy Mountains employs a full time Executive Officer that reports directly to the Board and works with local industry, tourism operators, Destination NSW and other key stakeholders to market the destination. Tourism Snowy Mountains also employs an Administration Manager who works four days per week. Governance of Tourism Snowy Mountains is maintained by a 9-member Board consisting of four skills- based members, one local government, three industry/stakeholder representatives and a DNSW appointee. PO BOX 633 JINDABYNE 2627 ABN: 88 023 393 943 TOURISM SNOWY MOUNTAINS ANNUAL REPORT 2015-2016 3 Board and Executive Profiles Peter Cochran- Chairman: With ancestry in Snowy Mountains spanning more than 160 years, Peter brings a deep-seeded passion for the region to the Board. As principal of Cochran Horse Treks, Peter is active in developing unique visitor experiences and growing the visitor economy. He is a former Mayor of Cooma- Monaro Shire Council and member of NSW Legislative Assembly. Wayne Kirkpatrick- Deputy Chair/Treasurer: Wayne’s experience in tourism is comprehensive. A former Director of Tourism Tasmania and Tourism Australia, Wayne has also held CEO roles at Hamilton Island, Mirage Resorts, Thredbo and Ayers Rock Resort to name a few. Heath Woolley. Director – Major Stakeholder Appointee & Public Officer/Secretary: With almost 20 years’ experience in management roles within the tourism industry, Heath is currently Manager, Snowy Hydro Visitor Centres across the region. Heath spent seven years with Tourism WA where he managed WA Visitor Centres and was a committee member of the Visitor Centre Association of WA. Stuart Diver. Director – Major Stakeholder Appointee: As Operations Manager of Kosciuszko Thredbo Pty Limited, Stuart has significant experience in the tourism industry having lived and worked at one of Australia’s premier alpine resorts for more than two decades. Stuart has been instrumental in developing many key product assets in Thredbo, including their extensive mountain bike trail network. Bruce Marshall. Director – Membership / Small Business Appointee: Bruce has extensive tourism interests and assets in the Snowy Mountains region and across Australia. Owner of premier resort Lake Crackenback Resort & Spa, Bruce brings a wealth of experience to the TSM Board and is passionate about developing non- winter products and activities in the region. Nolen Oayda. Director – Membership / Small Business Appointee: Nolen is a long-time resident of the Snowy Mountains with experience that spans events management, business development, marketing consultancy and other management positions in tourism businesses. Nolen is owner of Snowy Mountains Cookies, a ‘born and bred’ business in the region. Bob Stewart. Director – Local Government Appointee (retiring): As GM of Snowy Valley Regional Council, Bob has extensive knowledge of government at all levels and the role of tourism in the four local government areas that TSM represents. Mick Pettitt. Non-Voting Director – NPWS Appointee: Mick is the Regional Manager of the Southern Ranges Region. Mick’s role with NPWS is extensive, the region he manages covers the Snowy Mountains, which includes the Kosciuszko National Park. Mick’s knowledge of eco-tourism is broad and he is a vital member of the TSM Board as tourism strategies are developed in consultation with NPWS. Candace Torres. Non-Voting Permanent Invitee – Destination NSW: Candace is the In-Land Zone Manager with Destination NSW. Her role on the Board is one of observer. PO BOX 633 JINDABYNE 2627 ABN: 88 023 393 943 TOURISM SNOWY MOUNTAINS ANNUAL REPORT 2015-2016 4 Tourism Snowy Mountains Personnel Neil Thew- Executive Officer: Neil has Bachelor of Arts and Master of Marketing Communication degrees with management experience in hotel, accommodation, food and beverage, small business, communications, sales and marketing. Neil was co-owner of a locally based snow sport clothing company with distribution in 14 countries and just prior to the TSM role, was Public Relations and Business Development Manager at Perisher for 12 years. Jacqui Percy- Administration Manager: With a background in small business management in Australia and North America, Jacqui, immediately prior to her arrival in Snowy Mountains, was Department Supervisor of Schwarzkopf Professional (a division of Henkel Australia) where she managed national customer relations, trade education, seminars and events program, and technical hotline. PO BOX 633 JINDABYNE 2627 ABN: 88 023 393 943 TOURISM SNOWY MOUNTAINS ANNUAL REPORT 2015-2016 5 Chairman′s Report Tourism Snowy Mountains (TSM), over the past year, has continued to work effectively and efficiently in representing the Snowy Mountains, local government areas, tourism industry and stakeholders as the appointed Regional Tourism Organisation (RTO) through a process of good governance, professional management and sound strategic decisions. The Board of TSM has met at regular intervals and according to the constitution has administered stakeholder, government and industry funds in the most effective manner possible; producing positive measurable and tangible outcomes. A strong relationship with Canberra Airport management and their plans for further introduction of international flights inbound, as well as the on-going relationship with Destination NSW (DNSW), local government and regional industry, plus the emerging relationship with Visit Canberra have strengthened the position of TSM to establish itself as a strong Local Tourism Organisation (LTO) capable of marketing the Snowy Mountains region both domestically and internationally. Our on-going and effective spring, summer and autumn campaigns have heightened awareness to the broad range of activities such as mountains biking, recreational fishing, horse riding, bushwalking and a wealth of other nature based pursuits; our towns and attractions, food and beverages, events and the culture and history of the Snowy Mountains. Our collaborative winter campaigns with the NSW ski resorts and DNSW have also been successful in keeping our beloved and hugely significant snow seasons top-of-mind and compelling in an environment of high competition. Maximum use of social media and digital techniques by TSM has demonstrated that opportunities in this field have no bounds in marketing our tourism product in the technology hungry world that we now live in. TSM is in a sound financial position despite uncertainty created by the NSW Government’s review of RTO’s. Revenues are predicably down (but only slightly) in this financial year due to DNSW’s reform announcement, however, the potential to generate income can be enhanced with the cooperation of the NSW Government, stakeholders and Snowy Monaro
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