Binna Burra Lodge Limited ANNUAL REPORT 2018-2019

BINNABURRALODGE | | AUSTRALIA

TABLE OF CONTENTS

BOARD OF DIRECTORS...... 4

CHAIRMAN’S REPORT...... 6

MANAGING DIRECTOR’S REPORT...... 12

SALES & MARKETING, MEDIA & PARTNERSHIPS...... 14

REVENUE MANAGEMENT...... 16

CONFERENCES & EVENTS...... 18

DIGITAL MARKETING & SOCIAL MEDIA...... 20

FRIENDS OF BINNA BURRA REPORT...... 23

FINANCIAL REPORT...... 25-53

COMPANY DETAILS...... 57

PAGE 3 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 BOARD OF DIRECTORS

STEVE NOAKES, Chairman JOHN MACINTOSH, Director Steve is a local Beechmont resident. He has John is a civil engineer with over 35 years’ an extensive 40 years of engagement in the experience. He has his own consulting tourism and travel sector as an entrepreneur, engineering practice with a small team of academic and volunteer in various not- specialist “water” engineers. He is well versed for-profit organisations. He is founder of and experienced in the skills of leadership and Pacific Asia Tourism, an international project the strength of team work. Both John and his management company that works with a wife Rosemary are keen hikers, campers and range of multi-lateral and bilateral agencies in glampers. John was introduced to Binna Burra relation to sustainable tourism development. at a very early age by his late father Bob; also an He is Director of Ecolodges Indonesia and engineer, keen bushwalker and one of the early Vice Chair of the Lamington Natural History members of NPAQ. In John’s view, Binna Burra Association. He played a leading role in the and the Lamington National Park have unique formation of the Global Sustainable Tourism meaning and significance to many people, Council. In 2008, he was recognised at the young and old, and from all walks of life. It is inaugural Ecotourism Australia Lifetime a place of refuge, discovery and inspiration. It Achievement Awards for his contributions to is a place to be preserved for both current and the Australian and international ecotourism future generations. industry. He has served as an Adjunct Professor in Sustainable Tourism at Universities in IAN PRITCHARD, Director Australia, Finland and Norway. Ian joined the board in early 2018. He is an experienced executive and chartered JOSEPHINE WEIR, Director secretary with several years of experience Jo joined the Binna Burra Board in November in working with and advising boards on 2015. She first started walking the tracks in 1973 corporate governance, strategy and executive and plans to continue for as long as possible. management. He has worked in several sectors She has been a long-standing shareholder, including government, tourism research and volunteer and guest at the lodge for a number economic development. Ian first visited Binna of decades. She and her young family were Burra as part of his honeymoon in 1990, and introduced to Lamington National Park and to as a frequent visitor ever since, he has done the joys of camping at Binna Burra in 1973. Over most of the tracks in the area. As one of the the following decades, Jo has become a long- “custodians” of the spirit of Binna Burra, Ian is standing shareholder, guest at the lodge, an passionate about preserving the heritage for active member and leader of FOBBS (Friends future generations to enjoy. of Binna Burra and (along with her husband Keith) has undertaken maintenance projects throughout the property. Jo plans to continue to volunteer and enjoy the forest with family and friends.

PAGE 4 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 SALLY TRESTRAIL, Director Sally joined the board of Binna Burra Lodge Limited in June 2019, having enjoyed the beautiful walks and unique hospitality provided by Binna Burra with her family and friends. She is Chief Financial Officer (CFO) at St John Ambulance Qld Limited and a director of Paddle Queensland. She was previously CFO and interim CEO at the Leukaemia Foundation of Australia, having transitioned to the not for profit sector after 10 years in private equity and corporate advisory firms. Sally became a member of the Institute of Chartered Accountants in 1999, and has worked as a forensic accountant in and Toronto, Canada.

TIM MEDHURST, Director Tim began visiting BBL to access Lamington National Park over 40 years ago. Since then he has had parallel careers in the not for profit and for profit sectors. In the NFP arena he has been involved with Outward Bound Australia for over 40 years, Outward Bound International for over 20 years, Youth Enterprise Trust for over 10 years and FHEAL for over 5 years. For over 30 years Tim has also been a partner or Director of in a range of land development and joint venture projects. These career paths grew from early academic qualifications in Science (surveying and glaciology) Top L-R: Steve Noakes, Josephine Weir, John and education. This background has led Macintosh, Ian Pritchard, Sally to Tim doing a joint venture with BBL to Trestrail, Tim Medhurst. create and build the Sky Lodges between 2008-11. Tim then joined the BBL Board as a Director between 2012-17. After a short break from ‘”driving up the hill”, Tim is now back on the Board to help with regeneration of BBL post bushfires. Tim is also project managing the construction of the new “via ferrata” project.

PAGE 5 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 CHAIRMAN’S REPORT

On Sunday 8 September 2019, a bushfire business suppliers, our creditors, our bankers devasted Binna Burra Lodge. While this AGM and government agencies. We saw the reports on the financial year 2018/2019, let me emotional impact spread nationally with after first comment on this most significant event fire visits to Binna Burra from the Governor that occurred after the end of the financial General and his wife, the Prime Minister and year. his wife, Federal and State Parliamentary representatives, the Queensland Premier and Those who have had the experience of an the Minister for Infrastructure and Planning, out-of-control bushfire know it’s not easy to the compassionate Mayor of describe often raw emotional reactions. None Regional Council and so many other people of us want to go through it and, if you have across government agencies, community and faced a raging bushfire, lost or nearly lost your business groups. home, you’ll never forget how you handled and reacted to it. It’s something we know Let me share an extract of a poem by Binna happens often around Australia – usually it’s Burra shareholder, Kim Astill, penned not long ‘down-south’, not in a sub-tropical rainforest after the impacts of the fire were fully known. environment such as we have in our part of Kim’s Grandparents, Kath and Rob Astill were eastern Australia. two of the early guests and shareholders at Binna Burra as were her parents, Lan and But that changed in September 2019. Daph Astill, who were also two of the original A bush fire that started Sarabah (near founders of the wonderful volunteer groups Canunga), travelled in a south easterly direction - Friends of Binna Burra - FOBBs. Kim’s kids, over several days before entering Lamington Chloe and Loche will be the fourth generation National Park. Early in the Sunday morning of her family associated with Binna Burra. It’s of 8 September, it destroyed significant this type of inter-generational connectivity assets at Binna Burra Lodge - in particular that makes Binna Burra the special place it is. the reception, library, dining room, kitchen, That’s the type of place we are. laundry, administration and 42 cabins. Assets Kim said ‘This poem is dedicated to Binna Burra remaining include the Teahouse, Grooms Mountain Lodge and all who are spiritually Cottage, campgrounds, Cabin 43, Barn and moved by the magic of this heaven on earth.’ Pottery Shed. Whilst bearing the brunt of She called her poem: Binna Burra - “If My Walls the fire, the privately owned Sky Lodges Could Talk” survived well with only one of the 24 units fully destroyed and minor damage to two others. … “Binna Burra” I then became, The Cleaners Shed lot owned by Binna Burra Not many people knew my name Lodge within the Sky Lodges was destroyed. It and that I don’t mind, a hidden treasure, will be replaced by Sky Lodge insurance. Respected with love too hard to measure. The bushfire destruction at Binna Burra Suddenly, I’m thirsty, parched and dry, has impacted on all of us – shareholders, I hope and pray the clouds will cry our local community, all the emergency enough tears to water my walls and this services volunteers and professionals who space, tried so hard to save Binna Burra, our guests To pursue and share nature with profound who were evacuated as well as our past peace and grace. and future customers from near and far, our

PAGE 6 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 We will turn disaster into opportunity

Steve Noakes, Chairman September 2019

It’s hot and windy with an orange glow, On the nearest neighbourhood street to Binna My guests have left and soon I know Burra, (Timbarra Drive) ten houses were lost as that I’m on fire! “I’m burning, I’m burning”! the fires raged over the weekend of September 7 and 8, 2019. Others were severely damaged My history, my walls and my world and many just survived the raging fires due to overturning. the incredible work of the emergency services. I’m ash and rubble, razed to the ground, In particular, the volunteer members of the My people are scattered with feelings Beechmont Rural Fire Brigade are indeed drowned true friends of Binna Burra. We all owe them in despair; my precious walls are gone. our most sincere appreciations for the work Stand firm my foundations! I’ll live on and on. before, during and for many weeks after the I comfort my people and want you to know, destructive fire. Spot fires were still threatening I will not be destroyed by an orange glow. the remaining Binna Burra infrastructure even Not many people knew my name four weeks after the main fire. Two of our local but because of destruction, I’ve risen to fame. Rural Fire volunteers, former Beechmont State School Principal, David Murphy, and Sam So, let me remind you, I still want to share Rankin - a third generation down from George my connection with nature and pure Rankin who originally owned the farmland that mountain air. Binna Burra is on - actually saved the Pottery My walls will arise with comfort and warmth Shed from a spot fire burst three weeks after and embrace you; my people with love the 8 September fire. adorned.

PAGE 7 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019

Before, during and after the fire, no one was agencies, employer groups, education injured at Binna Burra. On Friday 6 September and training institutions, not-for-profit and we were at 95% guest occupancy. Our counselling agencies, we were able to conduct management and staff executed a professional a full day event at Graceleigh Park, Beechmont and careful voluntary evacuation of hundreds which gave the staff their first chance to come of people from the lodge. Within three hours, together and also assist them consider the 155 the rocks and tree falls made the access road jobs of offer, various re-skilling and training impassable. Possibly, lives were saved. That opportunities and financial advice. At that also meant that fire crews could not access time, our focus was also on dealing with our Binna Burra from the Friday night and had to future customers – including the 15 weddings rely on aerial water bombing on Saturday 7 that were booked up until Xmas 2019 and September and again on Sunday 8 September. our wide range of creditors. These were tough Without that enormous support from constant and often highly emotional times for many of water bombing, we would have lost much our guests and our remaining nine incredible more of the Binna Burra infrastructure and our staff who were fully committed to remaining natural surroundings. stoic and focussed to look after the interests of In the afternoon following the fire and as we Binna Burra, our customers and our remaining received more information from the smokey assets. aerial images, it was becoming more clear Our post fire core staff team each, individually, of what had been destroyed at Binna Burra. deserve a massive amount of our collective By that time, the intensive media interest thanks for their work in a very difficult time had arrived at Beechmont Rural Fire shed. for our business and for them each personally. That Sunday afternoon, I had received a Just a few weeks before the fire, one of our much appreciated call from the Queensland Board members and Company Secretary, Ian Government Minister for Infrastructure and Pritchard, agreed to step in for a short time Planning, Hon Cameron Dick (also a past guest as interim Managing Director following the at Binna Burra who felt the pain we all had) resignation of our then General Manager. Little who offered an immediate across government did Ian know what was to be in store for him Binna Burra Taskforce to help us deal with the a short time later! His steady and considered priority recovery issues as well as our medium approach in times of crisis combined with to longer term planning issues. On the same a long history of experience organisational afternoon, we made arrangements with the governance and dealing with all levels of Beechmont Area Progress Association (BAPA) government agencies has been brilliant just for an initial temporary office for Binna Burra when Binna Burra needed such skills and at the Old School site. commitment. Ian has agreed to remain in this Within days, we had assessed what would interim MD position until such time as the need to be done to care for our 66 staff, how Board otherwise decides. we were going to handle the thousands of As the reaction to the fire has illustrated – such individual forward bookings, how we were as the Queensland Government immediately going to communicate to shareholders and establishing a Binna Burra Recovery Taskforce other stakeholders, how we were going to - Binna Burra remains a place of significance handle the remarkable media interest from to the people of Queensland. The Binna Burra around Australia and overseas and how we Cultural Landscape is listed on the Queensland were going to structure and coordinate the Heritage Register (since 31 December 2002) recovery process. By the second week after because it satisfied criteria relating to its the fire and with the welcome support of a importance as a place that demonstrates the range of Federal, State and Local Government evolution or pattern of Queensland’s history,

PAGE 9 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 its aesthetic significance and it is a place that is not trading, however the Directors anticipate has a special association with the life or work company trading will commence in December of a particular person, group or organisation 2019 or January 2020, subject to road access to of importance in Queensland’s history. That the park being repaired providing safe access. includes the contributions of Robert Collins More detail on the 2018/2019 finances is given who passed away in 1913, just two years before in the Directors’ Report. The expected financial the declaration of the Lamington National impact of the fire on the company financial Park in 1915, as well as Romeo Lahey and Arthur statements is summarised within the post Groom who in 1930 established the National balance sheet events note contained in the Parks Association of Queensland, worked on financial report. the construction of the initial walking tracks in the 1930’s, led the development of Binna Burra In summary - the Directors continue to assess Lodge. the company as a going concern and remain dedicated to rebuilding the business. FINANCES 2018/2019 THE BOARD Let me make some comments about the financial results for 2018/2019. Again it Over the past 86 years, the fiduciary duties that highlights that while Binna Burra can give a Board members must exercise as part of their great experience to our visitors, we have not responsibility for the oversight of the affairs been able to sustain a profitable business. of the company have increased with various While the devastation of the fire has sadly changes to the relevant Corporations Act. This taken away all our heritage listed cabins and includes the penalties and consequences other buildings close to the hearts of so many, for directors who fail to comply with their it may actually have also taken away that part obligations under the law. As an example, which has been the major financial drain on Directors may be held personally liable for the business for many decades. outstanding tax obligations of the company under the ATO’s Director Penalty Regime and At 30 June 2019, the company had total their legal responsibility to ensure the company assets of $7,221,665 million, less liabilities of meets its Pay As You Go (PAYG) withholding $2,956,953 million, giving a net assets/total and Superannuation Guarantee Charge (SGC) equity of $4,264,712 million. Overall revenue obligations. So, for a business model such as from ordinary activities for the twelve months Binna Burra which has struggled to make an increased $280,454 (5.4%) from $5,160,255 annual trading profit, I commend those who (2018) to $5,581,042 (2019). serve as Board members over the decades as However, expenses totalled $5,604,943. As they accept numerous significant personal a result, a loss is reported for the 2018-19 financial responsibilities in their duties on financial year of $140,333, compared to a loss behalf of shareholders. the previous year of $154,581. Pre depreciation Effective 01 September 2018, Robert McDowall expense of $140,910, the profit for 2018/2019 retired as Chairman of the Board. The Board was actually $577 loss for 2018/2019 was then elected me as Chairman, and elected $50,020 ($28,611 profit in 2017/2018). John Macintosh as Vice Chairman. Jo Weir and As a result of the fire, there is a significant loss Ian Pritchard stayed on as Board members. on the valuation of the assets following such a Following the resignation of Michelle McDowall devastating natural disaster. The full financial as Company Secretary, Ian Pritchard took on impact of the fire on the company financial that role. In June 2019, Sally Trestrail joined statements will be provided in the next the Board. On 23 August 2019, the General year’s Financial Statements. At the time of Manager resigned and the Board appointed submitting this financial report the company Ian Pritchard as interim Managing Director. Two

PAGE 10 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 weeks later, the bushfire approached Binna with our remaining infrastructure the Tea- Burra. While the lodge evacuation process and house and the campground, Groom’s Cottage, the immediate recovery actions needed in the the bunkhouse, the Forestry Cabin, the Barn first four weeks after the fire went smoothly and the Pottery Shed. Then we will reopen part because of the responsible contributions of all of the Skylodges. With your input, we’ll update our guests and our staff, as the MD at the time, the Binna Burra Masterplan. We’ll create a Ian’s steady hand was enormously beneficial. vision for the type of buildings to be planned For that, we can all be most thankful. In the for the areas that were destroyed. We’ll design week following the September 2019 fire, past Australia’s leading tourism facilities in this Board member, Tim Medhurst accepted an new era of climate change and lessons learnt invitation to return to the Board. Tim took on from the 2019 bushfires. We’re considering the crucial role as Project Manager for the alternative legal structures for our company reconstruction of all assets on the site as well which are more suited to the stewardship as Project Manager for the new Via Ferrata mission of the enterprise. We’ll raise the adventure experience. capital to build the new accommodations, dining areas, lounge areas, offices, library and LOOKING AHEAD other areas for our guests to use and enjoy. Binna Burra is a diverse organisation. Over It will take some time and creativity, but we the past 86 years, it has bought together are considering a range of rebuild financing environmental and heritage conservation, options to raise the capital to do all the above. access to our national parks, education, science and arts activities to develop an enjoyable Out of the disaster we had inflicted on us on 8 sustainable tourism experience. Our inclusive September 2019 comes opportunity. organisation that embraces differences has The Spirit of Binna Burra is with us. We are on also bought together a wide range of people the way back. Now! within Australia and internationally who have STEVE NOAKES shared the spirt of Binna Burra. Chairman Now we lay the foundations for the next 86 years of Binna Burra’s history. We can do more to recognise, respect and value First Nations people and cultures and we can be a more culturally connected organisation. We will continue to be a leader in our sustainable policies and practices, as a result of this year becoming the first hotel/resort/lodge in the Australian tourism industry to be accepted into the United Nation Global Compact – the world’s largest corporate social responsibility initiative. We will increase our commitment to our Advanced Ecotourism certification with Ecotourism Australia. We will increase our product offer and marketplace reputation as a leading Australian adventure tourism destination, boosted with the opening of Australia’s first commercial Via Ferrata experience in 2020. We’ll rebuild the Binna Burra business starting

PAGE 11 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 been written before the fire. During the financial year from 1 July 2018 MANAGING to 30 June 2019, some highlights of major achievements and activities undertaken by DIRECTOR’S management were: • Increased average occupancy throughout the REPORT year for all types of accommodation • Increased numbers of group bookings Following David Smith’s resignation and including weddings and groups departure in late August 2019, I was appointed • Significant increase in social media presence by the Board as the interim Managing Director, and website visits having served on the Board and been the • A new website was created to provide a fast, company secretary for more than the past year. simple user experience with a stronger focus on funnelling the customer journey through I thank David for his leadership and vision to conversions during his 3.5 years as General Manager. • Thanks to large scale campaigns and Part of that leadership involved building consistent destination brand content, our and reinforcing an excellent and passionate Facebook audience increased from 36,000 to team with a focus on marketing, sales, social 48,500 likes. media management and compliance and • Guest Activities online booking system risk management, in addition to continuing implemented which assisted in increasing excellence in other areas such as housekeeping, Guest Activity revenue food and beverage and maintenance. • In terms of tangible accomplishments, the Less than two weeks after my appointment, following works were undertaken: on the afternoon of Friday September 6th, we • The reception lounge was extensively restyled made the decision to evacuate the Lodge at • The front desk was extended, complete with the start of what was to be a very emotional new window and bench top time for staff, guests, the board, the local • The Dining Room communal tables were community and emergency services. Enough reconditioned is known of the catastrophic bushfires which • The Dining Room breakfast, dinner and destroyed a large amount of Binna Burra dessert buffets were refreshed with new Lodge’s building and assets, but I would like service ware, bain-maries and lighting to add that as part of the small team which • The cellar was cleaned out, painted, and new remained on site that Friday afternoon until safer shelving added the last guest had been safely accounted for • Additional work was undertaken to improve and evacuated; I am immensely proud of the the efficiency of the sewage treatment plant way in which the staff handled the evacuation • Installation of new combi oven into the Lodge in a calm, professional and orderly manner. It kitchen is thanks to the actions of staff that there was • Installation of security boom gate at no loss of life or injury, and that the actions of campground Binna Burra Lodge staff were commended by • Roll out of eco-sensitive and refillable toiletries emergency services for deciding to evacuate to all guest rooms and Sky Lodges when we did. Approximately 2 hours after staff • The following staff were awarded qualifications left the site, the only road from Binna Burra and certifications: was blocked by burning and fallen trees. • Paul Brown received a Cert III in water treatment Naturally, my report is written from a very • Leighton Pitcher and Scott Parker certified as difference perspective, from how it would have

PAGE 12 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 fire safety advisors • Scott Parker – Revenue Manager • Tilsa Pitcher – Administration Manager In terms of additional funding, we made the • Leighton Pitcher – Marketing and Social Media following grant applications: Coordinator • Successful Heritage Grant application of • Paul Brown – Maintenance Manager $40,000 for re-shingling of roofs. As this • Russell Wright -Maintenance Supervisor grant had not been accessed at the time • Lay Ung – Maintenance Attendant of the fire, the funds will be rolled over into • Ian Pritchard – Interim Managing Director another heritage project in the future (consultant) • Queensland Government’s Attracting • Brad Cox – Marketing Manager (consultant) Tourism Fund to build a Via Ferrata adventure I am very grateful to have retained such a tourism attraction (the application was hardworking dedicated team that demonstrate successful and was announced in September passion for Binna Burra Lodge on a daily basis, 2019) their commitment and dedication to the recovery Some challenges we faced during the year: of business has been outstanding in the difficult • Road closure for 1 month in October during times since the fire. I would like to take this TMR work: this had a disruptive impact on opportunity to thank each and everyone one of business operations, but staff worked hard to them for their hard work and continued efforts. minimise impact on guests I would also like to thank FoBBs, LNHA, QPWS • Sky Lodge repainting project over 6 weeks. and the Board of Directors for their continued support over the last financial year. During the year, we saw the following key departures and appointments: Our belief is that we have completed the first 86 years in Binna Burra’s history, and we have • Noelene Abbey (Reservations Manager) left already commenced on the next 86 years, after 12 years creating special memories and experiences for • Katrina Brown (Housekeeping Manager) left current and future generations! after 11 years The following key appointments were made: IAN PRITCHARD MANAGING DIRECTOR • Rechell Lumsden as Business Development Manager • Candice Combs as Conference and Events Coordinator • Aaron Lee as Head Chef • Mattie Allison as Executive Housekeeper • Tyrone Russell-Smith as Assistant Food and Beverage Manager Remaining Staff Following the fire, we regrettably had to let 57 staff go, however a significant number of these have found alternative employment or training opportunities. In order for Binna Burra to progress and rebuild in the post fire and recovery operations, the following staff were retained: • Louanne Byrnes – HR and Compliance Manager • Rechell Lumsden – Business Development Manager SALES & MARKETING, MEDIA & PARTNERSHIPS

The key focus for the financial year 2018/19 was management system and expanded booking to increase room revenue as the foundation channels is detailed below. The net effect of for driving all other income. The combined these innovations was to increase the total efforts of the Marketing and Rooms Division number of direct bookings to Binna Burra, teams delivered an 11% increase in room and at the same time take market share off revenues, and a 5.5% increase in gross profit third-party resellers, lowering commission for the business. In addition the cost of Sales payments. At the beginning of the financial and Marketing decreased in this financial year direct booking and third-party resellers year, compared to previous, from 7.1% to accounted for 50% each of total online sales. 6.3% of total income. By the end of fin.19 the ratio was 75% for direct and 25% for resellers. 1 July 2018 - 30 June 2019 A major area of improvement was in our Accommodation $2,703,720.25 Electronic Direct Mail (EDM) marketing. Food & Beverage $2,053,269.41 Building databases of past guests, groups and others, provided audiences highly Functions Room Hire $75,889.78 receptive to EDMs sent out on a regular General retail & other sales $126,106.04 basis. These tactical campaigns were crucial to filling in low occupancy gaps. Guest Activities $260,013.57 Developing new markets was also profitable, Total Income $5,218,999.05 although the investment of time was An integral part of this success was the significant. Numerous site visits were development and roll out of a Monthly arranged for Chinese Inbound Tour Operators Sales & Marketing Activation and Business (ITO) and a strong relationship was forged Development Plan. Through consultation with Destination Gold Coast International with Sales & Marketing, Guest Activities, Marketing Manager. Reservation & Reception, HR and F&B, this While the inspections by, and provision plan was collaboratively devised, and set of marketing collateral and rates to ITOs out the foundation tasks that needed to be occurred throughout the year, it wasn’t until delivered each month to increase revenue the end of fin.19 that the first tour series from each guest stay and day visitation. from Hong Kong’s e-Tours Australia was For the first time a yield chart for rooms rates contracted with over 100 guests. was published to guide selling rate across Details of social media marketing are provided peak, high, shoulder and low seasons. This below and where part of an overhaul of matrix of pricing informed all telephone electronic marketing collateral. Professional sales, and group bookings and was loaded photo-shoots of all roomcategories where into and (in many cases) overrode the complete using in-house skills. In addition, a automatic dynamic pricing of the Property suite of videos were produced in house for Management System (PMS). use on Facebook and websites. These videos The new website with its channel focused on key markets, including adventure, short-break and weddings and were used for

PAGE 14 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 cinema advertising across theatres in Brisbane. Re-Wilding Workshops, were created to teach bush skills and appreciation of nature Mainstream broadcast media was also engaged with several media familiarisation stays All these new services were packaged into an arranged for visiting journalists. Great Day Out online booking platform allowing guests to (7 Network) featured Binna Burra Lodge as part book ahead of arrival. Launched for the July of its sustainable tourism special, resulting in a school holidays this activities-booking platform tripling of website visitation and an upswing in produced in excess of $17,000 in its first month. weekend bookings. Looking forward, considerable effort was For Binna Burra Lodge’s 85th Anniversary, ABC invested in supporting the funding application Local, incorporating ABC FM 91.7 and ABC digital for the new Via Ferrata attraction. A complete platforms, spent a day on site interviewing business case with financial modelling to Richard and Lisa Groom, plus Inari Beyer and demonstrate the viability and profitability Barry Davies. These interviews were broadcast of the Via Ferrata was presented to the on the day of the 85th Anniversary Lunch across Queensland Government, along with in-person a variety of ABC channels. representations, resulting in the winning of a $1.5million grant. Partnerships were extended to local businesses with the beginnings of a farm tour program At the request of the QLD Government to set in place with local producers. A partnership address Indigenous Reconciliation as part of with Scenic Rim Equine, a local horse-riding the Via Ferrata funding, Binna Burra invited company, was launched and was immediately representative of the local Yugambeh clans to embraced by Binna Burra guests with strong provide direction on how indigenous interests participation. could be incorporated across all Binna Burra’s activities. After an initial workshop with the Regionally, the marketing team have been Yugambeh Region Aboriginal Corporation very proactive in engaging the Regional Alliance (YRACA), Binna Burra resolved to enter Tourism Organisations (RTO): Visit Scenic Rim a Reconciliation Action Plan (RAP) to formalise and Destination Gold Coast. Both RTO have and guide indigenous involvement with future provided excellent promotional opportunities, activities and provide a basis for reconciliation amplifying our social media and marketing of historical issues. messages to great audiences of intra-State, national and international travellers. To build and maintain Binna Burra’s reputation as an Ecotourism Australia Hall of Fame On the national level, Binna Burra Lodge member, preparations where well underway partnered with the National Trust Qld to for the renewal of the ecotourism certification. support the Q10 Great Walks campaign. This A review was initiated of all key operations opportunity assisted in promoting the Border relating to the economic, environmental and Track walk between Binna Burra Lodge and cultural achievements of the Lodge. Key to this O’Reilly’s and Lamington National Park, with preparation was the review of Binna Burra’s state and national media coverage. Under the Conservation and Land Management Plan. sponsorship agreement, National Trust featured Binna Burra in all promotions to their extensive BRAD COX membership across Australia. Marketing Manager & Sustainability Manager In-house, Guest Activities Officers were engaged to package a regular schedule of talks, walks and adventure activities. Following on Binna Burra’s history of environmental education, new packages for children, including the successful

PAGE 15 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 REVENUE MANAGEMENT

Front Office projects for the 18/19 financial With the greater capability of new service, year focused on streamlining and replacing we were able to increase the number of old systems and infrastructure with new third-party channels and over the remainder modern applications and services. This was of the financial year, I was able to setup an important process to ensure that Binna nine additional channels including Airbnb; Burra Lodge could compete in the ever- Discover Queensland; Agoda; CTrip; and other changing and competitive leisure market. international and domestic travel agents. By Several projects were undertaken and opening these channels, Binna Burra was completed, which straight away brought able to extend its online marketing presence financial and customer service rewards. and allow a consistent and frictionless booking experience, with no additional work One of the main projects was the setup required by the reception team. of SiteMinder. SiteMinder is a ‘Channel Manager’, and it serves as the software Another main reason for moving to link between our Booking System and the SiteMinder was that it allowed us to replace Internet. When we went live with SiteMinder the dated and confusing booking engine on October 1st, it replaced ResOnline’s basic on our own website with Booking Button. role of offering availability and rates to our Booking Button better explained the facilities own direct booking website, and third-party and benefits of each of our room types and resellers Booking.com and Expedia. food packages; showed clear photos and Chart showing strong direct booking growth (red line), compared to 3rd party channels

floor plans; and allowed the instant up-sale of early insight and security to future months. room extras such as linen and meals. Over the During the financial year, I was also able year I refined the booking page, which led to complete the transition to BePoz, the point a record-setting positive revenue trend month of sale system for the Retail Department. By over month. utilising all the features of this software, I was With this increased reach and smooth able to barcode every item in the Gift Store. booking process, it was imperative that our This allowed more accurate reporting of the pricing, packages, and promotions were items sold and led to accurate monthly stock appropriate and profitable. Working closely take figures. The accurate sales figures meant with the Sales & Marketing Team we were able we could proactively order stock and refine to develop tactical offers and promotions with the product range with better sales insights. the increased capability of SiteMinder. These Finally, with the assistance of the Sales tailored campaigns specifically targeted our Team we upgraded to an online system for quieter days and room types, and helped to fill Activity Bookings, and this was extended to the property, without having to rely on third- the O’Reilly’s Bus shuttle and Bliss Massage party services such as Groupon and Tripadeal Bookings. that have traditionally cannibalised revenue in otherwise more profitable periods. A future project underway is to replace GuestPoint our booking system, with a robust Sensible dynamic room pricing and revenue modern system. This will be an important step management meant we were able to charge to take everything mentioned above to the premium prices for premium days, whilst next level. offering attractive rates for less popular days. This pricing structure also encouraged guests SCOTT PARKER to book further into the future and provided Revenue Manager

PAGE 17 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019 CONFERENCES & EVENTS

I took over the Conference and Events pitches, upselling activities, as well as Coordinator position mid-December implementing new marketing strategies. 2018. My background before Binna Burra Through these efforts, in only nine months, Lodge was Sales and Event Manager for I secured 161 bookings for 2019 & 2020, with two different exhibition companies. With total & expected revenue of $934,235. my prior experience in sales, revenue Furthermore, the total expected revenue for management, and event logistics, I was the new financial year (as it stood at the 6th really looking forward to applying this to my September) was already at $661,732. This was new position. In June 2019 I was promoted 110 bookings confirmed, with plenty of room to Business Development Manager and I am left for at least another 80-100 bookings still responsible for all group bookings. (NOTE at the time of the fire there were still The 2018/2019 financial year was a great year, 10 months left of sales for the financial year). hosting 171 group bookings with total revenue Expected revenue should have reached over at $764, 831. Group bookings consisted of: $1million, a record for Conference & Events revenue that has never been hit. • 22 Weddings • 26 Team-building groups Other notable achievements: • 29 Conferences • Increased Wedding, Conference, Group • 68 Universities/schools Pricing (rooms + meals) to go beyond covering costs but instead making profit. • 26 ‘Other’ (dinners, lunches, parties) • Eliminated discounting- Trend of heavily During the last nine months, I worked discounting most (if not all) Conference, incredibly hard at restructuring/increasing Wedding and Event bookings (past and pricing, increasing revenue through sales current). I made it my mission to never discount our rates, and to increase all generators of wedding enquiries and discounted Groups to the correct pricing bookings. on their next stay. With Binna Burra as it stands, my new focus • Targeted higher profile bookings and biggest challenge has been to look - Steve Waugh Charity Ride after all the Wedding, Conference and Event - Swimming Australia (invoice at $25,000) bookings that I had secured from September - Royal Australian Air Force (invoice at 8th onwards. Through dedicated rapport $23,000) building and constant communication since - Australian Defence Force (invoice at the fires, I have been able to maintain (and $18,500) even strengthen) the relationship with those - Gondwana Rainforest of Australia booked. All bookings have been more than Alliance (invoice at $15,000) understanding, with many donating their - GPTQ -Indigenous health Training & deposits ($10k so far) to help rebuild Binna Marketing (invoice at $32,000) Burra. For our weddings, I have found them new venues and Accounts has refunded their • New Marketing material: monies paid. Lastly, we have 19 bookings - I created all new information packs with across weddings, conferences and university updated imagery (provided by Sales & groups for 2020, and 2 weddings for 2021 Marketing) + pricing. that are holding their bookings as a sign of - Curated styled wedding shoots (at no support for Binna Burra’s future. cost to Binna Burra) with local suppliers to a) re-build broken relationships RECHELL LUMSDEN and b) increase marketing reach for Business Development Manager weddings. - Created and managed the Binna Burra Weddings Instagram page. In 7 months, we accrued 2000 followers, with the social media platform one of our biggest DIGITAL MARKETING & SOCIAL MEDIA

The 18/19 financial year was an exciting and • Website: Our website was slimmed down rewarding year for the Marketing Department. to a more streamlined design with brand- We have developed new digital systems and consistent colouring and new imagery and procedures while also gaining great results received 654,000 visitors over the year. and returns from existing projects. We are • Analytics: In February 2019, I was successful pleased to be able to report great growth from in integrating Google Analytics Ecommerce our new booking engine ‘SiteMinder’ which tracking on our online booking engine. This was installed as the previous years report was meant that we could see the exact amount sent. of money that was brought in and which website/source that it was brought from. We saw continued growth from all digital We were able to get a much stronger view on promotions and campaigns through our what campaigns and sales worked well for online channels. I have included the following the Lodge thanks to an in-depth study of the information and growth statistics of our main previous financial years campaign results. This digital channels to demonstrate this; allowed us to create an easy to use template for email campaigns and helped to shed light • Email: Our email database used for on what images and text resonated with our promoting events and sales grew from 17,000 guest databases and Facebook audiences. One to an enormous 46,000 subscribers, which example of a successful Direct Email campaign greatly aided in the success of multiple sales was our ‘Stay 3 Pay 2’ sale. This campaign sold campaigns and special events. 212 bookings at a total of $136,500 over 3 • Facebook: Our Facebook page reached months. 36,000 likes last year and I’m proud to say it is now sitting at a staggering 48,500 likes. After our new website was finished and our new systems were in place to track all page channels. views, searches and conversions, it was then time to try and sell more online. I made the Our event promotions and sales evolved into activities department my focus for online sales an online model that allowed us to seamlessly and bookings, to not only ease the load on our email out a promotion and use button links phone and front desk staff, but also maximise to an Eventbrite listing to sell and manage revenue by allowing the guests to seamlessly attendees. This proved successful with all view times and book without any assistance. specialised events selling an average of 60 After experimenting with multiple systems, I spots each. Our Yoga Retreat was promoted settled on a scheduling system called Acuity through our Direct Email database and had that worked perfectly and became our main fully sold out within 2 weeks. Booking enquiries source of activity bookings. We could also kept coming in for this retreat - so much so utilise this system for O’Reillys bus transfers and that we ended up adding a second retreat special events like our Astronomy weekend. date for the week after which had also almost sold out. Over the last year I have been able to develop a close and dependable business relationship I look forward to the many opportunities with the Tourism Australia digital Marketing that will emerge in the future. Nothing has contacts. This has greatly assisted us when changed regarding our motivation and plans sharing destination-based posts and helped for the future of Binna Burra Lodge – they have us achieve the enormous Facebook and just been delayed. Instagram growth that we’ve seen in the last LEIGHTON PITCHER year. Our Facebook and Instagram posts are Digital Marketing regularly shared to the official Gold Coast, & Social Media Coordinator Queensland and Australian social media

PAGE 21 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019

FRIENDS OF BINNA BURRA

FOBBs continued to make a valuable contribution to Binna Burra through its voluntary work on a wide range of maintenance and enhancement projects, during its four scheduled weekends and on particular items at other times. The number of FOBBs participating on each of the weekends this year was similar to 2017-18, with 29 in November 2018, 36 in February, 26 in May and 20 in August. It was wonderful to have several new members joining us across these • General gardening around Lodge cabins, weekends, enthusiastically enjoying the work including clearing blady grass between the and the company of the group afterwards. cabin levels Altogether, over the four weekends, FOBBs • Cutting back vegetation and clearing the worked over 550 hours – a very significant effort! walking tracks on Binna Burra land As previously, activities covered items, arranged Particular projects included completing and with the lodge manager, which are of real installing a games table in the children’s benefit to the site but are outside the regular playground; reception staff development; and work of lodge staff. Over the four weekends clearing along and above the Lodge Loop track. these included regular tasks such as The children’s playground games table has engraved boards for chess/checkers, snakes • Maintaining and enhancing the children’s and ladders and a tricky triangle puzzle, and playground is part of FOBBs on-going contributions to • Sewing mattress cover straps, cushion covers, improving the playground; the Customer door stop covers and curtains Service Program, developed and run for the • Refreshing signage around the site Lodge Reception staff by Suzanne Noakes, as a • Sanding and oiling tables at the campsite FOBBs volunteer, was very well received; while and railings at the teahouse the Lodge Loop track work was a major effort • On-going removal of Crofton weed and to help with fire control. lantana around the lodge • Re-oiling the Illinbah seat and clearing As for everyone involved with the Lodge or vegetation around it with fond memories of great times there, the • Clearing vegetation from around the on-site destruction of the Lodge by fire was certainly tents devastating news for all FOBBs; as true friends • Refreshing safety paint strips around the of Binna Burra, the group’s members are now campsite committed to working with the Board and staff • Helping staff with merchandise displays in on bringing it back! the teahouse TONY SWAIN • Maintaining dining room chairs Chairman FoBBs

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Steve Noakes

Ian Pritchard

29th October

Steve Noakes Ian Pritchard

29 October 2019

COMPANY DETAILS

BINNA BURRA LODGE LIMITED

CHAIRMAN Mr Steve Noakes

DIRECTORS Mr Timothy Medhurst Mrs Josephine Weir Ms Sally Trestrail Dr John Macintosh

Mr Ian Pritchard

SECRETARY Mr Ian Pritchard

REGISTERED AND PRINCIPAL OFFICE c/o Arabon Accountants Level 1, 655 Sherwood Road Sherwood QLD 4075 Telephone: (07) 3278 3477 Facsimile: (07) 3278 3409 Email: [email protected]

SHARE REGISTER Network Nominees Pty Ltd PO Box 100 Sherwood QLD 4075 Telephone: (07) 3278 3466 Facsimile: (07) 3278 3409 Email: [email protected]

AUDITOR Dickfos Dunn Adam PO Box 1669 Southport QLD 4215

BANKERS Westpac Banking Corporation 103 Brisbane Street Beaudesert QLD 4285

PAGE 57 | BINNA BURRA LODGE LTD ANNUAL REPORT 2018-2019

BINNABURRALODGE LAMINGTON NATIONAL PARK | QUEENSLAND | AUSTRALIA

Phone 07 5533 3622 | Email [email protected] www.binnaburralodge.com.au