Central Coast Destination Management Plan for the Visitor Economy 2013 to 2017
Prepared December 2013 Foreward
Introduction The NSW Government recognised the importance of managing the growing Visitor Economy through Destination Management Planning in the Visitor Economy Industry Action Plan for NSW (2012).
In setting the ambitious target of doubling of visitor expenditure by 2020 the Government called on each region to prepare a Destination Management Plan (DMP). Destination Management Planning provides a tourism organisation with the tools to produce a sustainable and competitive visitor economy in a destination. Each region’s DMP needs to demonstrate their contribution to achieving the 2020 target through management, 02 development and promotion of its unique assets. 03
Bob Diaz Chairperson Central Coast Tourism, Inc December 2013
Prepared by:
Earthcheck Pty Ltd (trading as EC3 Global) Robyne Abernethy A.C.N. 30 096 357 149 Chief Executive Officer Central Coast Tourism, Inc DISCLAIMER ‘Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that EC3 Global is not liable (whether by reason of negligence, lack of care December 2013 or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any representation, statement or advice referred to in this document’ Contents Foreward Executive Summary Introduction 3 Contents 4 Executive Summary 5 - 7 A. Destination Analysis 5 B. Destination Direction 6 Overview of Goals and Additional Benefit to 2017 and 2020 6 Forecast Visitor Nights to 2020 showing TFC with Stretch Targets 7 Section 1 – Introduction 8 - 13 1.1 Embracing the Visitor Economy 8 1.2 What is a Destination Management Plan 8 - 9 1.3 Economic Benefit to the Central Coast 10 1.4 Central Coast Achievements 10 - 11 1.5 Tourism Opportunity Plan 12 - 13
Section 2 – Destination Analysis 14 - 20 A. Destination Analysis 2.1 Key Destination Footprint 14 2.2 Key Stakeholders 15-16 The Central Coast is located in a unique position midway between two major Australian cities. Just one hours drive north of Sydney, 2.3 Key Data and Documents 16 the region is a world of beautiful coastlines, golden beaches, alluring lakes and pristine National Parks. 04 2.4 Key Assets 17 05 2.5 Primary Target Markets 18 The region covers an area of 1,854 square kilometres of which 80% remains ‘natural’ and undeveloped, and is managed by two 2.6 Unique Selling Points 19 of the largest Local Governments in NSW, Gosford City and Wyong Shire. 2.7 Imagery and Footage 20 2.8 Communication Channels 20 The Central Coast is well known for its outstanding environmental qualities and lifestyle. The region is home to approximately 325,295 people and is expected to grow at one of the fastest rates in New South Wales to increase to over 385,560 residents by Section 3 - Opportunities For Growth 21 - 31 2031, which means new jobs are needed. 3.1 Emerging Consumer Trends 21 3.2 Key Source Markets and Segments 22 - 26 In 2010, the Central Coast was the first region within NSW to complete a Destination Management Plan and this has been guiding 3.3 Key Infrastructure 27 - 28 the region’s progress over the past three years. This has been further supported by the preparation of the Central Coast Tourism 3.4 Planned Infrastructure 29 Opportunity Plan in 2013 which identified and aligned viable catalyst tourism projects. 3.5 Forecast Accommodation Demand 29 - 30 3.6 SWOT Analysis 31 The region has made significant progress towards achieving the goals of the Central Coast Destination Management Plan for Tourism 2010-2013.
Section 4: Destination Direction 32 - 40 This includes: 4.1 Vision, Mission and Goals 32 - 33
4.2 Enablers of Success 34 Increasing overall visitor nights by 0.4% and growth in commercial accommodation of 5% with above average 4.2.1 Priority Project 1 34 growth between April and September 4.2.2 Action Plan 35
4.3 Strategic Priorities 36 Increased visitor expenditure from $750 million to $800 million supporting 657 new jobs. 4.3.1 Priority Project 2 37 4.3.2 Priority Project 3 37 Increase in number and share from Sydney short-break market against other regions in the short-drive radius 4.3.3 Priority Project 4 38 Increased use of ‘Central Coast’ as an online search phrase 4.3.4 Priority Project 5 38 4.4 Destination Action Plan 39 - 40
Appendix 41 - 59 * Population figures taken from profile.id and forecast.id for Gosford City and Wyong Shire, based on Estimated Appendix 1: 2009/2012 Occupancy Comparison 41 Resident Population YE June 30 2012 and Population Forecasts prepared July 2012. Appendix 2: Visitor Types 41 Appendix 3: Sydney Market Share Trends 42 Appendix 4: Awareness and Perceptions 42 Appendix 5: Population and Employment Forecasts 43 Appendix 6: TOP Proposed Investment Projects 44 - 46 Appendix 7: Workshop Attendees 46 - 47 Appendix 8: Gosford LGA Product Audit 47 -53 Appendix 9: Wyong LGA Product Audit 53 - 57 Appendix 10: Key Source Markets and Consumer Segments Data 57 - 59 Domestic Day Trips 57 Domestic Overnight Average Length of Stay 57 International Overnight Visitors 58 Origin of Day and Overnight Visitors 58 Purpose of Visitation - Day and Overnight Visitors 59 Grow our Market Share - Day and Overnight Visitors 59 B. Destination Direction
A visitor economy vision for a destination needs to be clear, concise and leverage the unique selling points of the region. Taking the above considerations into account, the visitor economy vision for Central Coast is:
Vision 2020 Build on the Central Coast’s competitive strength of its location by the water and become a leader in natural adventure and event
experiences that act as a catalyst to year round visitation. 2020 Target Mission 2019 $583 million $583 million Enhance the Central Coast’s natural advantage and offer visitors an antidote to city life to drive a sustainable visitor economy, enrich additional benefit community assets and create local employment.
Goals and Objectives 2018
Increase the average length of stay by 5% across all markets from 2.8 nights to 3 nights
Increase the average spend per visitor by 10% growing domestic overnight from $143 to $157; 2017
international overnight from $41 to $45; and domestic day from $70 to $77 2017 Target 2020 Target
Increase our share of the NSW conference and events market by 3% 2017 Target 2016
Increase the range of visitors that disperse their spend throughout the year (More ‘active’ True Travellers
06 and Peer Group visitors and those travelling for a purpose) 07
Strategic Priorities 2015
There are four strategic priorities each with a number of actions, they are: $372 million
additional benefit 1. Build a sustainable visitor economy to support future investment 2014 2. Connect people and places
3. Target more active travellers 2013
4. Activate the destination and natural assets Today
2012 Priority Projects
There are five priority projects which support these priorities, they are:
Priority Project One: Priority Project Four: 2011 Tourism Opportunity Plan Catalyst Projects Integrated Social Media Strategy
Priority Project Two: Priority Project Five: 2010 Central Coast Regional Events Alliance Online Booking System Review
Priority Project Three: Priority Project Six:
Create and Promote Iconic Trails Actively Encourage product development and enhancement 2009
Overview of Goals and Additional Benefit to 2017 and 2020 2008
Goals 2017 Additional Benefit 2020 Additional Benefit
Increase average length of stay by 5% pa $132 million $205 million 2007
Increase average spend per night by 10% by 2020* $182 million $265 million 2006
Increase share of NSW events markets by 3% by 2020 $30 million $37 million Committee Estimates Forecasting Tourism Targets Committee Estimates & Stretch Forecasting Tourism
Grow true traveller and peer group market share $28 million $ 76 million 2005 ** Figures include domestic visitor nights, international visitor nights and day visitors (counted as one night) ** Figures include domestic visitor nights,
by 1% by 2020 0
TOTAL ADDITIONAL VALUE $372 million $ 583 million
9,500,000 9,000,000 8,500,000 8,000,000 7,500,000 7,000,000 6,500,000 6,000,000 5,500,000
Figure 13: Forecast Visitor Nights to 2020 showing TFC Estimates and TFC with Stretch Targets TFC with Stretch TFC Estimates and Visitor Nights to 2020 showing Forecast 13: Figure 10,000,000 * Including annual inflation of 2.3% Nights Visitor Section 1: Introduction
1.1 Embracing the Visitor Economy
In 2011 the NSW State Government established the Visitor Economy Taskforce to develop a strategy to double overnight visitor expenditure to NSW by 2020. This would mean the Central Coast would need to double its current expenditure of $800 million to $1.6 billion by 2020. In commissioning the Taskforce, the State Government was motivated by a series of concerns relating to the perceived strategic stagnation of tourism in the State and the multiple impacts of that stagnation – in conjunction with a range of factors including Destination Development Planning the high Australian dollar – on the viability of the industry and its long term contribution to the State and regional economies. Critical Assessment of Tourism Potential In its final report to the State Government, the Taskforce enunciated a powerful agenda for change predicated on a series Consultation and Collaboration of “musts’ including: Investment and Infrastructure
Increase visitation Unique Tourism and Strong Local and Grow physical capacity Community Regional Tourism Renew and revitalise destination Assets Network 08 09 Improve the visitor experience
Increase visitor spend
Make Sydney and NSW more competitive Destination Marketing Effective Plans Destination Management Research and Strategies Change the mindset of Government and Industry Protection of Assets Target Markets “that Quality Experiences The State Government in large measure embraced the findings of the report and set in place an action plan to drive a new paradigm Awareness understand that moves beyond tourism to a new and wider focus on the “visitor economy”. This includes recognising the need for regions to adopt Sustainable Growth Visitation and Yield ‘trends’” an integrated approach to tourism; establishing a clearer linkage between social, environmental and economic development and tourism which looks beyond leisure.
What is the Visitor Economy? According to the Visitor Economy Taskforce, the term “visitor economy” takes into account “broader economic activity than what has been historically defined as tourism and events”. It encompasses the direct and indirect contributions to the economy resulting from a person (a ‘visitor’) travelling outside their usual environment for holiday, leisure, events and festivals, business, conventions and Destination Management Plans (DMPs) are developed after a comprehensive process of research within the destination, including exhibitions, education, to visit friends and relatives and for employment in NSW. consultation, feedback, planning, and review. Grass roots level participation from local tourism organisations, tourism boards, local government and operators is essential in the preparation of DMPs. DMPs should be linked upward to State/Territory level strategic This new focus forces a broad strategic focus beyond marketing to every facet of experience creation and capacity building that tourism plans. contributes to the creation and sustaining of a viable and growth oriented visitor experience. Transport infrastructure, place management, cultural development, information technology, broadband, sports, human resource availability and skills are all brought into the mix and Destination Management Planning is an evolution of the destination marketing initiative and represents a more integrated approach to create challenges and opportunities that need to be addressed by a coalition of stakeholders. understanding destination needs and the delivery of services. It is intended that the DMPs will directly link with Destination NSW’s annual business plans and provide a strategic platform to guide the strategies and business plans of industry stakeholders. A key element in this new approach is the need for each region to complete a Destination Management Plan (DMP). The Central Coast was the first region to complete a DMP (2010-2013) and this is the second DMP for the region. The development of the Destination Key Characteristics of a Destination Management Plan Management Plan aims to provide Central Coast Tourism with a region-wide strategic planning framework for tourism development and marketing the region. Best practice DMPs establish a vision and set strategic objectives that:
Clearly contribute to achieving the vision; Strengthen environmental management;
1.2 What is a Destination Management Plan? Are realistic, achievable and measurable; Facilitate continual improvement (capacity building); Destination Management Planning provides a tourism organisation with the tools to produce sustainable and competitive tourism in a Take a holistic and integrated approach; Encourage innovation and facilitate collaboration; destination. It is organised around a destination’s unique tourism assets, unique development, marketing and management needs. Identify global forces that may impact the destination; Support the development of risk management; and Destination Management Planning is a step forward from traditional destination marketing roles and provides a more holistic and integrated approach to understanding the tourism potential of each destination, and the best methods of maximising that Include short, medium and long-term activities; Encourage political will for an ongoing, progressive potential. and innovative approach. Deliver economic benefits; The difference is made in open and honest communication, matching people in the tourism network to the trends and opportunities and by prioritising our efforts. Align with community aspirations; 1.3 Economic Benefit to the Central Coast Economy 1.4 Central Coast Achievements - Destination Management Plan 2010-13 (cont.)
Tourism expenditure impacts a number of sectors in the economy. Visitors inject approximately $800 million of direct expenditure into Goal Measure What has been achieved the Central Coast economy which contributes to over $1.4 billion of indirect expenditure across sectors including retail, transport and Increase in the off-peak season Increased visitor nights throughout Overall visitor nights have increased by 0.4%. Those in education. visitation the year commercial accommodation have grown by 5% with above In the Central Coast region, tourism directly supports approximately 11,007 jobs. For every $72,000 of tourism spend in the Central average growth between April and September Coast region one Full-Time Equivalent (FTE) job is created. Attract more outdoor, active and Increased visitor expenditure Visitor expenditure increased from $750M to $800M This is an increase from 10,350 employees in 2010 using the revised methodology from the National Tourism Satellite Accounts affluent nature based travellers This has been driven by growth in more active traveller prepared by Access Economics. This shows that an increase in visitor spend has a direct positive impact on local and regional for short breaks segments e.g. True Travellers employment figures. Established new community recreation infrastructure that Figure 1 below shows the direct impact of tourism on the region’s economy starting with direct expenditure and jobs and where that also benefits the visitor money is spent based on estimates from EC3 Global using the National Tourism Satellite Accounts prepared by Access Economics. i.e. cycleways/coastal walk/multiuse pathways
Deliver a quality visitor Grow our share of Sydney Increase in number and share from Sydney short breaks Figure 1: Tourism Benefit to Central Coast Economy experience that is differentiated short breaks against other regions in short-drive radius
and competitive against Mid Future tourism has been incorporated in both LGA’s draft North Coast, Hunter Valley, Blue Local Environment Plans Mountains and the South Coast Ex-HMAS Adelaide experience established 10 Travel and Tour Operators 11 $38m Create a positive destination Increased brand awareness and Increased use of ‘Central Coast’ as a search phrase Supporting brand health (Google Trends) ADDITIONAL 525 FTE’s ADDITIONAL image through a unified regional INDIRECT INDIRECT brand and campaign Brand Guidelines integrated into all collateral BENEFITS Transport Education and Training BENEFITS $175m $61m 52 Local Secrets Campaign - member investment, local
Supporting Supporting media engagement 2,416 FTE’s 842 FTE’s www.getoutofsydney.com.au campaign - member investment
Sydney Surrounds Cooperative Accommodation and Retail Trade (Hunter, Port Stephens, Blue Mountains) Food Services $99m
$265m Supporting The Code Mariners TV Documentary series
Supporting 1,372 FTE’s Actively engaged social media 3,653 FTE’s New websites launched www.visitcentralcoast.com.au Central and www.ourcentralcoast.tv
Arts and Recreation Coast New tag line developed – ‘fun starts here’ Other Industries Services $126m Region $33m Promote the Central Coast Population growth and employment Population and employment growth - up by 657 jobs from 2010 Supporting Tourism Spend $800 million Supporting as a place to live, work, invest to 2013 (EC3 Global estimates from Tourism Satellite Accounts) 1,737 FTE’s Tourism Jobs 11,007 462 FTE’s and visit Greater stakeholder engagement
The success of the Central Coast Mariners is building local pride and creating significant regional exposure
Recognised as an official region by Destination NSW NOTE: These measurements of tourism value across sectors have been extrapolated based on the professional estimates of EC3 Global, using the national data outline in the Tourism Satellite Accounts (prepared by Access Economics). The 2010 figure of 10,350 jobs was developed using a revised estimate of the visitor spend required to create each job. Therefore these figures cannot be compared (and statistically) with the 2010 DMP figures which were calculated on a higher spend per job figure. Regional collaboration to secure inclusion (Stage 1) of the National Broadband Network (NBN) roll out 1.4 Central Coast Achievements - Destination Management Plan 2010-13 New website launched www.investcentralcoast.com.au Development of Tourism Opportunity Plan and five investment The Central Coast has made significant progress towards achieving the goals of the Central Coast Destination Management Plan forTourism catalyst priorities 2010 - 2013. Secured $250K in tourism product development funds through It also has to be acknowledged that significant work has been done in establishing new networks and partnerships not only within the region Destination NSW Regional Tourism Partnership Program but also external to the region. Leveraging these networks will be critical to achieving the next set of goals outlined later in this document. Secured over $538K in tourism product development funds through the Federal TQUAL and TIRF Grants programs
The Entrance Tourism Economic and Enhancement Project 1.5 Tourism Opportunity Plan Outcomes
The Tourism Opportunity Plan released in April 2013 identified over 44 regional projects (see page Tourism Hub at The Entrance 44/45, Appendix 6) through broad regional consultation and engagement. The key stakeholders A variety of development projects are currently planned at The Entrance and North Entrance which have the potential to involved identified five catalyst projects. significantly increase visitation to the Central Coast as identified in The Entrance Town Centre Masterplan. Such projects 12 13 The five catalyst projects for the Central Coast Region are: currently include the development of a 800-1,000 seat conference centre with a 400+ room integrated hotel.
Mount Penang Tourism Precinct All of the 44 projects and investment opportunities outlined in the TOP have been classified as one of the following Mount Penang has the potential to be a catalyst project through the creation of a number of project categories: tourism development components which could include an interactive visitor attraction experience, Accommodation event space, an outdoor movie theatre, commercial accommodation and an agritourism - Expanding the size of the accommodation sector and/or the type of accommodation on offer within the region; experience (microbrewery, cider house, chocolate factory etc.). The Mt Penang Tourism Precinct
could increase the Central Coast share of the NSW visitors by 1%. With this increase, the region Attractions, Activities and Sports would receive an additional 42,000 visitors per year by 2020, resulting in $20 million more in - Providing new and/or updating existing attractions within the region; visitor expenditure by the same year. This prediction, however, is based on the completion of the cultural tourism precinct development by 2017. Community - Aiming to improve the understanding of tourism and its importance to the local economy within the community. The Waterfront Development at Gosford This also covers projects that provide essential community services and infrastructure to improve the ability of the The Waterfront Development is particularly significant as Stage 1 is expected to include a Regional region to service the needs of current and future visitors; Performing Arts and Conference Centre integrated hotel which is anticipated to be a major draw card for performing arts related events and as a resource particularly for the local community. Human Resources - Aiming to up-skill tourism sector players to provide visitors with high quality services and to offer more Motorsport Precinct employment opportunities. The Central Coast is in an ideal position to facilitate a motorsport precinct to help service the Greater Sydney region in particular. There are very few motorsport precinct facilities in NSW (2 A detailed overview of these projects and investment opportunities can be found in Appendix 6 (pages 44/45). facilities) compared to Victoria (5 facilities). Furthermore, the closure of facilities such as Oran Park in Sydney has significantly limited the supply of motorsport facilities, yet it is noted that demand for learner training, driver training generally, car club days, corporate events, festivals and other forms of events is high. The developed market forecast assumes that a motorsport precinct would bring approximately 45,000 to 60,000 new visitors to the Central Coast with an estimated visitor spend of an additional $26 million by 2020.
Pioneer Dairy Sporting Hub The opportunity exists to develop a major sports precinct on the Pioneer Dairy site at Tuggerah. This could offer sporting related facilities which would enable the region to host a variety of regional, state wide and national sporting events and which could potentially be the home for many regional sporting bodies. By hosting three small events (350-550 pax) and bigger events attracting about 2,000 pax each month, the share of NSW sporting visitors could increase by 1% leading to an additional 40,000 visitors each year and an addition of $30 million in visitor expenditure by 2020. Section 2: Destination Analysis 2.2 Key Stakeholders
2.1 Key Destination Footprint
TO NEWCASTLE 30kms Stingaree D Lake Shingle Splitters Point or Eraring Point Watagan National a Cr Point Walstonecraft Spoon Rocks The Central Coast is located in a unique W MARTINSVILLE eek BALCOLYN atag Park Point an C Morrisett errigal reek SILVERWATER Freemans Dr Bonnells East Gosford Erina Northern Lakes Regional Peninsula The Entrance Wyong Regional Quarries Head BONNELLS Bay SUNSHINE
COORANBONG CAMS WHARF Chambers of Commerce - - - Gosford City - - - - T - position midway between two major Australian BAY MIRRABOOKA Baldy Cliff Watagan State NORDS WHARF - Chief Executive Officer NSW Business Chamber Forest BRIGHTWATERS Wallarah National Park cities. It is an hour north from the heart Buff Point MORISSET Fishery Point Rd GWANDALAN CATHERINE Frying Pan HILL BAY Wyee Rd Crangan Catherine Hill Point SUMMERLAND Bay Onley State Lake Bay of Australia’s largest city, Sydney with a Forest Bird Cage POINT Exit for Point Macquarie Kanangra Dr The Basin Morriset, Cooranbong & West Lake MANNERING Deep Cave Bay Macquaire Wyee PARK Chain Valley population of more than 4.6 million people, WYEE POINT Bay Bay Flat Rocks Island MANDALONG Rutleys Rd
Rutleys Rd Snapper Point
while less than an hour south of one of W Bonong Beach y Munmorah State o k n ee Conservation Area Wybung g r C C Head R e e ye Pacific Hwy i Australia’s most vibrant cities, Newcastle, with d v W a e WYEE r r LAKE ELIZABETH BAY ecinct B Mannering r MUNMORAH u Lake s Wyee Rd Lake h Colongra a population of approximately 546,000. Wollombi Brook C Munmorah r Lake e Creek e Central Coast Hwy k DOYALSON
Onley State Mannering Taylor Forest BLUE Point Bird Island HAVEN SAN REMO Birdie Beach The region covers an area of 1,854 square RAVENSDALE National Reserve Creek HALEKULANI Wallarah Orooaloo Point BUDGEWOI CEDAR BRUSH CHARMHAVEN BUFF POINT DOORALONG d R CREEK
kilometres of which 80% remains ‘natural’ Northern Lakes Disability Pr Committee Catalyst Project: e Buff u
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errigal nfrastructure upgrades and studies Gosford Vision 2020 Placemaking 5 Lands Permanent Pathway Masterplan
- Ettalong - Gosford - T Impro Gardens Galler Edogaw Business & Patonga Caravan Camping Ground - Patonga Beach Laycock Theatre Street Woy Little Theatre Woy Gosford Regional Art - I Urban Planning - LEP - - -
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The Town Entrance Centr Toukley Greater Vision Regional Wyong Chamber of Commerce Urban Planning - - Master Plans Council Shire Wyong Holiday Parks - T - - -
Wyong Shire Council Shire Wyong - General Manager - Mayor
2.2 Key Stakeholder Strategies 2.4 Key Assets Taking into account an audit of current experience, product, attraction and service offering and feedback from consultation with key stakeholders, the following assets have been identified as the region’s best.
Local Industry Stakeholders
Key Asset Description Consumer Appeal
Department Department of Regional Central Coast Trade and Waterways and Wetlands The Central Coast features more waterfront than Supreme coastal getaway with spectacular waters of Planning Premier and Cabinet Development Aus. Regional Investment Sydney Harbour alone and is home to some of the and pristine beaches; a water lovers’ paradise. - Central Coast - Central Coast Development Corp. best surf beaches in Australia (and arguably the Potential ‘voluntourism’ experience to engage world). visitors in conservation & rehabilitation programs. Central Coast Central Coast Regional Economic The Waterfront Current efforts towards establishing a significant Regional Strategy Regional Action Plan Development Development at wetlands area near Pioneer Dairy attracts greater Employment Strategy Gosford focus to the waterways.
Villages of the region are nestled in a wilderness Region remains for many visitors unexplored Strategic Mt Penang Precinct Wilderness Implementation setting with over 80% of the countryside still in its and offers an array of outdoor and adventure Group original natural state. experiences. 16 17 Community Driven Lifestyle Region boasts a unique and well-rounded lifestyle Opportunity to immerse oneself in a and Events encompassing sports, music, surf culture, community bursting with culture and partake in 2.3 Key Data and Documents adventure and cars. It is home to a variety of a well-balanced and enjoyable lifestyle. locally driven events that have grown to attract visitors from interstate and internationally. National National Long Local community is very active in nature, the arts Term Tourism and music and perform and exhibit a work-life Strategy Tourism 2020 balance that people desire and need – offering the antidote to city life.
State Location, Proximity and Space Located between two major cities each with Close proximity to Sydney and region’s natural growing air access and increasing population. scenic attributes marks the Central Coast as an Dept. of Trade and Investment Destination NSW Ideal as a short-break, coastal or hinterland attractive destination for short-breaks and natural - NSW Strategic Plan - Visitor Economy Industry Action Plan destination for time-poor travellers. escapes not far from one’s doorstep. for NSW Easily accessible and the start of the Legendary Pacific Coast Touring Route, the most trafficked route in Australia and key to domestic and international Regional marketing campaigns.
Department of Regional Department of Central Coast Central Coast Historical and Cultural Region’s natural setting is intertwined with Visitors have the option to explore sights Planning Development Aus. Premier and Cabinet Tourism Tourism steeped in historical and cultural significance - Central Coast - Central Coast - Central Coast - Central Coast - Central Coast Indigenous and European history. Regional Strategy - Central Coast Regional Action Plan Destination Tourism Opportunity Significant cultural assets include the 5 Lands and learn about heritage aspects of the region. Regional Economic (under 2021) Management Plan Plan Walk, the UNESCO World Heritage Listed Old Development and for Tourism (Released April 2013) Great North Road and the Norah Head Employment 2010-2013 Strategy Lighthouse.
Natural Journeys Numerous coastal walks, outdoor and natural journey Ability to enjoy plentiful natural settings with Local experiences available, including the 5 Lands Walk, exceptional scenic value. dive the Ex-HMAS Adelaide Artificial Reef, waterway Visitors can rejuvenate in a natural setting away Gosford City Gosford City Wyong Shire Wyong Shire tours and hinterland adventures e.g. Treetop Council Local Council Local Council Local Council Local from the hustle and bustle. Community Plan Environment Community Plan Environment Plan Adventure Park and Glenworth Valley. Visitors can experience soft adventure activities Plan in the natural environment. 2.5 Primary Target Markets
Destination NSW uses a series of Traveller Types in its marketing strategies. In 2000, See Australia conducted a study into ‘holiday mindsets’ (i.e. Traveller Types) based on a ‘state of mind’ rather than specific demographics alone.
From this research, five holiday mindsets were derived:
Pampadours: The indulgence segment. Pampadours want it all. They seek out new places, new faces, a different culture, climate and food and activities not available or taken up at home. They travel outside school holidays. They avoid caravans; self contained accommodation; day trips and adventure or risk.
Compatriots: Middle Australia. Compatriots travel with their family. They have to budget and look for value and accessibility. The children of Compatriots often have a role in deciding a holiday destination. Holidays are usually taken in single blocks, to allow maximum recharge.
Wanderers: Independent potterers. Nearly 1/2 of the Wanderers segment is retired. Wanderers take many holidays. They seek out value 2.6 Unique Selling Points for money and take their holidays outside school holidays. The Central Coast region has a wide range of both active and passive experiences all of which contribute to the region’s unique selling True Travellers: They are travellers, not tourists. They often holiday overseas where they immerse themselves in a different culture. They proposition. These experiences are what make a visit to the Central Coast special and play a major role in deciphering the region’s competitive favour spontaneity. They respond to physical activity, personal fitness travel, adventure, risk and things they would not do at home. advantage and identifying emerging markets. Nature-based Lifestyle, Culture and Heritage Peer Group A segment with a skew toward youth, males and school and tertiary students. They travel in peer groups and in peak Beaches UNESCO World Heritage Listed Old Great North Road Travellers: periods. They want party time; bright lights; clubs and pubs: fishing or hunting trips by males; girls’ weekends, school 18 Wetlands Seafood on the water 19 reunions etc. Waterways Farmers and beachside markets
Hinterland Accessible beach initiative
State Forests, National Parks and walking trails Aboriginal dance college
Coastal walks Art trails
Wildlife attractions Historical sites
Dolphin and platypus viewing Galleries, theatres and live entertainment
Whale watching Golf and spas Figure 2: Central Coast Breakdown of Domestic Overnight Traveller Types Native and ornamental gardens Brewery, winery and distillery experiences Events and Festivals Adventure Other 5 Lands Walk Surfing ChromeFest Participation sports
Summer City Rumble Flying fox experiences 50,560 Pampadours Horse Racing Mountain biking 240,160 Winter Blues and Jazz Festival Horse and quad bike riding, 4% Brisbane Water Oyster Festival Abseiling Central Coast Country Music Festival Dive attractions Wanderers 19% Central Coast Christmas Fair Adventure Course Events including:
Whale Dreamers Festival The Stampede; Beach Bash; RAW Challenge etc 252,800 20% New Year’s Eve Festivals: Deep Sea Fishing Gosford and The Entrance Paintball and laser skirmish 417,120 Central Coast Rugby Sevens Skydiving Central Coast Mariners events Microlight Fliying 13% 33% 164,320 11% The Central Coast region has a wide range of experiences that appeal to visitors from many market segments. The following are considered Peer Group the regions hero experiences and were identified in the 2010 Destination Management Plan. 139,040 Travellers Compatriots Theme Experience
True Nature Visiting the National Parks, cleanest beaches, bike tours, where five waterways meet and breathtaking scenery Travellers On the Water Diving, fishing, canoeing, cycling on the waterfront, coastal walks, waterfront dining, yacht charters, ferry rides
Source: Destination NSW, Year ending December 2012 Lifestyle & Culture Space to breathe, regional yet cosmopolitan, waterfront and the real Australia
Wildlife Whale watching, pelican feeding, bird watching, interaction with Australian wildlife
Events & Festivals Sporting, cultural, tourism, education and community events
Adventure Microlight flying, surfing, kayaking, climbing, biking, horse riding, team building Section 3: Opportunities for Growth 2.7 Key Imagery and Footage
The most effective way to market the Central Coast region as an enjoyable destination to visit and stay, is through the positioning of powerful imagery and footage that depicts the region’s unique selling points.
Promoting the region from a new perspective will help to entice new visitation and potentially reinvigorate repeat visitation.
The Central Coast’s new perspective should target the following four key themes, from the air, on the water, following the fun and showcasing proximity.
From the Air Following the Fun The region’s natural habitat is definitely a unique selling proposition Sell the region as more than a family destination but somewhere and the enormity of the nature that surrounds the region’s villages that is fun for everyone. Use imagery that highlights the enjoyable and precincts is very impressive from the air. Use aerial footage times that people of all ages and segments (couples, groups, or photos to show the expanse of natural habitat in the region, business, events) have in the region. Highlight all settings, the highlighting the undeveloped countryside, the river and inlets and of beach, the country and the natural environment of the area. 3.1 Emerging Consumer Trends course the beach. Capture the view from a range of aerial options including, hot air ballooning, helicopter, hill top or aircraft. Showcasing the Proximity 3.1.1 Global Consumer Trends The region’s proximity to Sydney should be leveraged as much as A Henley Centre Highlight Vision Report (2012), titled Future Traveller Tribes discusses future travel trends including developing technologies On the Water possible, showing the large Sydney market just how accessible the and introduces the concept of ‘traveller tribes’. Water based experiences are core to the visitor offering on Central Coast is. 20 the Central Coast. Update imagery to showcase water based Over the coming ten to fifteen years, the following three key areas of technological development have been identified, which will facilitate a more 21 experiences with a focus on the river, inlet and beach. Use footage via social media channels to visualise the short journey traveller-centric travel experience. and show visitors that in just over an hour the hustle and bustle Profile the different types of water experiences including canoeing can be behind them and they can be settled into the calm, natural Digital personal identities based on easily accessible, up-to-date customer information will make the provision of personalised service around the inlets, sailing, power boating, surfing and stand-up setting of the Central Coast. accessible to many travel providers. paddle surfing. An ability to offer travellers up-to-date, real time information when and where they need it via new communication technologies (such as mobile personal devices and the internet) has the potential to transform and streamline the journey.
2.8 Communication Channels Finally, the way in which customers are interacting with technology is developing, and the increasing use of social computing and the growing Communication channels are an essential component of information delivery and uptake in attracting target and emerging markets. Figure 3 sophistication of visual technologies may be harnessed to improve the travel experience. below shows the break down of key messaging tools used at different stages of the trip planning cycle. The four tribes presented in the report do not represent a comprehensive segmentation of future travellers, but they have been selected for To successfully reach Central Coast’s target audience, Central Coast Tourism must be able to relay its key messages via relevant discussion from a wealth of potential groups because social, economic and demographic trends indicate that they will be significant in number communication channels throughout the visitor experience. This will help influence the decision making processes that lie behind their desires, in the future, and because they present the most interesting challenges to destinations. motivations and subsequent travel actions.
Figure 3: Channel Analysis Active Seniors Global Commuters Brochures/magazines In 2020 this tribe will be aged between 50 and 75. As the global As members of the family increasingly live and work in regions, they TV shows/movies population ages, there will be an unprecedented number of older will take advantage of falling travel costs and flexible work styles to Famils people travelling. With advances in science and medicine, this travel further and see more. To maximise time spent together they Wishing & Travel trade/ATE Planning group will be healthier and more active than previous generations will make the most out of their time spent travelling. Convenience of Social Media of the same age. With higher disposable incomes, many will be booking, ease of access and constant technological connection will (facebook, twitter taking holidays and short breaks to relax and enjoy the freedom of be high on their list of needs. Word of mouth and linkedin) retirement. Wishing & TripAdvisor Friends and Family Experienced Travellers Planning Website (Destination NSW, Tourism Australia, Visit Central Coast) Global Clans Senior company staff travel more frequently and extensively overseas.
Travel agents, Wotif and deal sites A reflection of the growth in global migration and the resulting increase With higher expectations of service, they are looking for something Visiting & in the number of individuals and groups travelling internationally truly unique to the place they visit. This is creating increased demand Post-Visit to visit friends and family for holidays or to reconnect. A challenge for luxury and highly personalised service that meets and even pre- for destinations is meeting the needs of young children, parents, empts their needs. A streamlined and time efficient journey will be
Guide books Experience delivery grandparents and even great grandparents all travelling together. paramount, as will the desire to both work and relax. Suggested Itineraries (accommodation, Travelling & tours, etc.) Apps Arriving
Visitor Information Centres
Frontline Staff
Touring Maps 3.2 Key Source Markets and Consumer Segments 3.2 Key Source Markets and Consumer Segments (cont.)
Figure 4: Domestic Overnight, Domestc Day & International Visitors 3.2.3 Visitors 3.2.4 Origin of Visitors
4,500 In 2012 (YE Dec), the Central Coast received According to Tourism Research Australia NVS data (Central Coast YE 2012) 96% of all domestic visitors (overnight and day trip) to approximately 1,264,000 domestic overnight visitors the Central Coast are from NSW with 73% of these visitors coming from Sydney. 4,000 (Figure 4) and 3,550,000 domestic visitor nights. This is an 8.1% increase in visitors and a 0.4% increase in 3,500 nights from 2009, however it should be noted that in Figure 6: Origin of Domestic Visitors the past year there has been a 5% increase in visitors 5,000 3,000 and 1% decline in visitor nights. In total, Sydney residents represent 64% of the Central Coast’s 2,500 domestic overnight visitors.
Visitors (000) 4,000 2,000 Daytrip visitors have also seen a significant increase over the past 4 years, with 3,814,000 daytrip visitors 1,500 in 2012, signifying a 21% increase since 2009, and a 26% increase since 2011. 3,000 1,000
In terms of international visitors the Central Coast Visitors (000) 500 22 received 32,800 international visitors in 2012, down 23 0 by 0.3% in 2009 and 16% on 2011. 2,000 2009 2010 2011 2012 In comparison with the region’s competitors, Central Year Ending December Coast, like North Coast, has seen an increase in Domestic Overnight visitation between year end 2011 and year end 2012, 1,000 while competitors such as Hunter have decreased Domestic Day Trips visitation (Figure 5). 0 International 2005 2006 2007 2008 2009 2010 2011 2012 Year Ending December Figure 5: Visitation Against Competitors Sydney Other NSW VIC QLD SA WA TAS NT
10,000 Source: Tourism Research Australia, NVS Central Coast Data, Year ending 2005 - 2012 Hunter 9,000 South Coast 8,000 In terms of international overnight visitors, Destination NSW data for YE 2012 shows the top three countries of origin to the Central North Coast Coast include New Zealand (26%), the United Kingdom (21%) and the United States (10%). The Asia market shares a combined 7,000 total of 14%. 6,000 Central Coast Figure 7: Origin of International Overnight Visitors to Central Coast Figure 8: Breakdown of Visitors from Asia 5,000 New Zealand 26% Mainland China & Hong Kong 2.9% Visitors (000) 4,000 United Kingdom 21% Japan 2.5% Blue Mountains 3,000 USA 10% Korea 2.2%
2,000 Asia 14% Indonesia 1.9% Other 1,000 12% India 1.6% Other Europe 9% Malaysia 0 1.2% 2008 2009 2010 2011 2012 Germany 5% Other Asia 1.7% Year Ending December Canada 3% Source: Tourism Research Australia, NVS and IVS Data, Source: Destination NSW, Central Coast Year ending December 2012 Year ending December 2008 - 2012 3.2 Key Source Markets and Consumer Segments (cont.) 3.2 Key Source Markets and Consumer Segments (cont.)
3.2.8 Demand
Figure 8: Target Markets for Growth Visitor Perceptions A priority from the 2010-2013 Destination Management Plan was to shift negative perceptions of the destination. Peer Group Travellers True Travellers Active While there remains an impression locally of negative perceptions, there is no evidence to support this concern. On Seeking a fun experience Want depth of experience the contrary the Trip Advisor comments on the destination are overwhelmingly positive. with friends Active The 2013-2017 Destination Management Plan recognises: Explorers It is important for the destination to provide excellent customer service and exceed expectation that will encourage Event Visitors positive feedback (either by word of mouth or mouse) creating positive visitor perceptions.
Target 2017
Central Coast 2012
Central Coast Pampadours Share 2009 Position Self Want luxury 24 25
“Very pleasant seaside walk, lovely “Beautiful beaches and wonderful Compatriots views, and great photos of the rather shops, easy drive from home, just as Mostly families brief history of the settlement... ” lovely in the winter months, although not - December 2012 for swimming, great for a beach walk Wanderers every day too.” Taking time to explore and discover Passive - May 2013
Figure 9: Average expenditure per visitor per night (domestic overnight visitors) in the Central Coast - Comparison between 2009 and 2012 Just wanted to say an enormous thank $180 you for an amazing day at Treetops. 5% 17% My husband and I had a blast and our two $160 6% 3% “Terrigal has so much to offer, many children Elani and Jazzy had the time of their 23% places to eat and drink, listen to live $140 little lives. Hannah was beyond incredible and music, great hotel views of the bay and 2% we wanted to sing her praises for going out $120 ocean. ” of her way to assist our 3-year-old on the $100 - December 2012 course.
Dollars - October 2012 $80
$60 “Stunning evening at Avoca beach” $40 -April 2013 $20
$0 NSW Central Coast Hunter Valley Blue Mountains North Coast South Coast
2009 2012 Source: Destination NSW Regional Snapshots for Year ending December 2009 and 2012 3.2 Key Source Markets and Consumer Segments
3.2.9 Growth Potential To grow and prosper as a destination, it is vital that the product meets the needs of the market. As such, it is recommended that the following emerging markets be considered as key target areas for growth for the Central Coast region:
Nature-Based Tourism Overnight Short Breaks Interest in nature-based tourism is growing across Australia, with The short break market has increased globally over the past Tourism Australia estimating in the year ending September 2012 few decades, however within Australia faces major competition there were approximately 3.4 million international nature visitors to particularly from cheaper international destinations. Nevertheless, 3.3 Key Infrastructure Australia (61% of all international visitors). In that same year, there in NSW alone the short break market contributes almost $1 billion were 13.8 million domestic overnight trips (19% of all domestic in expenditure to the regional NSW economy. Accommodation trips) that included a nature-based activity. In comparison to its competitors, Central Coast has significantly less accommodation establishments and has seen a slight A short break visitor is classified as a visitor who spends between decrease in the total number of establishments since 2009. Nevertheless, the planned Revitalisation of The Entrance, Mt For the Central Coast region, a 3% increase in participation of one and three nights away from home for holiday purposes. Short Penang Tourism Precinct and Gosford Waterfront precinct will go towards addressing this deficit. Further anticipated future 26 nature-based activities by domestic overnight visitors has been breaks are characteristically weekend or mid week getaways taken investment and product development opportunities include hotel developments at the Mariners Centre of Excellence, Australia 27 observed over the last five years. in nearby regional or national destinations. Convenient access is a China Theme Park, The Springs Golf Club and diggers@theentrance. determining factor in destination choice, with short break travellers With a plethora of nature-based opportunities available on the choosing destinations within a maximum two hour drive distance. Central Coast, such as the Old Great Northern Road in the World Key motivations for taking short breaks include relaxation and Heritage Listed Dharug National Park, whale watching, coastal rejuvenation as well as the pursuit of a specific activity or interest. Figure 10: Comparison of Competitors in Accommodation Establishments beaches, etc. and the increasing demand for nature-based experiences by visitors, the region is well placed to grow in this 180 respect. Visiting Friends and Relatives 160 Adventure Tourism In the YE December 2012 over 47% (2.4 million visitors) of total Australia has experienced an overall 10% increase in the number visitation to the Central Coast was driven by the visiting friends and 140 of visitors participating in adventure-based activities. Approximately relatives market*. 1.3 million domestic overnight visitors participate in adventure 120 activities. This equates to approximately 10% of all the domestic This market has grown by 22% over the past five years. The highest growth amongst this market was international visitation, overnight visitors to the Central Coast. 100 with international tourists visiting friends and relatives in the region Interestingly when examining the activities undertaken there increasing over five years by 42%. Domestically, overnight visitation has been a slight decline in visitors listing ‘surfing’ as an activity increased by 11% and day trips by 25%. 80 undertaken on their most recent trip which included the Central 60 Coast. Leveraging the regions’ key assets and increasing * Source: Destination NSW Central Coast Year Ending December 2012 engagement in activities is a key priority of this Plan. Accommodation establishments 40 Event Tourism Events provide opportunities to increase direct expenditure at a 20 destination, contribute substantially to a destination’s range of tourist attractions, facilitate media coverage, promote awareness of 0 the destination for future visitation and lead to the construction of Central Coast Blue Mountains Hunter Valley South Coast North Coast new facilities and infrastructure. 2009 2012 The Central Coast has seen an increase in visitors attending Source: 8635.1.55.001 - Tourist Accommodation, Small Area Data, New South Wales, December 2012 key events and in overall events tourism since 2008 according to Tourism Research Australia YE December 2012 Data (38% increase).
With significant access and infrastructure developments currently underway both in the region and nearby (such as the Newcastle airport) the Central Coast has the capacity to leverage this growth by attracting new significant events which will increase visitation from Sydney and South East Queensland. 3.3 Key Infrastructure (cont.) 3.4 Planned Infrastructure Tours & Attractions CASE STUDY – SUNSHINE A number of infrastructure projects have been proposed and are in varying A review of the Australian Tourism Data Warehouse (ATDW) data via the Destination NSW website shows that the Central Coast region stages of development in the Central Coast region. Outlined below are key COAST AIRPORT has 47 tours available and 76 listed attractions. Recognising the limitations in this data set and the size of the regions, but nevertheless, infrastructure improvements which will provide direct benefits to the region. in comparison with its competitors, Central Coast still has significantly less tours and attractions than its competitors being promoted. Sunshine Coast Airport is owned, operated, Strategies to increase operator participation in online promotional tools (such as ATDW) and growing the number of experiences available Wyong Regional Airport managed and developed by the Sunshine will help to drive greater spend per day. An independent survey of 400 people, commissioned by Wyong Shire Coast Regional Council. The Sunshine Coast Council in February 2013, shows 67% were completely in favour of the Figure 11: Comparison of Competitors in Tours, Attractions and Events encompasses the coastline from Caloundra and Wyong Regional Airport concept, while 84% were ‘somewhat supportive the Glass House Mountains in the south, through 500 and fully in favour’. The Wyong Regional airport will have a larger runway than the airports currently in service at Newcastle and the Gold Coast, and to Noosa in the north and west to the Blackall Ranges. The region has a population of 316,858 450 will be capable of supporting Boeing 737 flights to all domestic capitals, as well as international flights to New Zealand. The airport is estimated to bring with the population of the total catchment area 400 in $100-$200 million a year to the local economy and would help create (including surrounding areas) around 600,000. permanent jobs for large numbers of the Central Coast’s residents. The airport has two runways, with a third runway 350 Australia China Theme Park to be built prior to 2020. Daily domestic services to Melbourne and Sydney are provided through 300 The Chinese Cultural Village will comprise seven sections including: China City Gate Entrance, Tang and Song Academy, Water Towns in South China, Virgin, Jetstar and Tiger Airways as well as a 28 250 Wyong Theatre, Panda Paradise, Royal Villa and Thanksgiving Temple. The newly established seasonal international service 29 first stage of construction is expected to start in 2015 and include the City flying between the Sunshine Coast and Auckland 200 Gate, Temple, Water Town and Academy. The remainder of construction with Air New Zealand commencing in 2012. The is expected to start in 2018. This project has received great support from airport handles around 87,000 aircraft the Foreign Affairs Office of the Shanghai Municipal People’s Government 150 movements per annum and has the capacity and Office of Overseas Chinese Affairs of the Shanghai Municipal People’s
Tours, Attractions and Events Attractions Tours, to handle 900,000 passenger movements per Government. This project is expected to inject another $500 million into the 100 annum. 1.7 million passengers are expected to local economy and generate a further 1,500 to 2,000 local jobs. pass through the airport in 2019/20. In 2012 the 50 Gosford Waterfront Project Sunshine Coast Airport was awarded Australian The Waterfront Development at Gosford Masterplan identifies a multi staged 0 Major Airport of the Year. development, each of which has been guided by the principals listed by Central Coast Blue Mountains Hunter Valley South Coast North Coast the community in the “Our City Our Destiny” Masterplan. The initial stages The Sunshine Coast currently sees 385,000 domestic overnight visitors arriving by air Tours Attractions consists of: Source: www.visitnsw.com.au transport and 2.4 million who drive, as opposed Regional Performing Arts and Conference Centre to 34,000 and 1 million respectively for the
Commercial Office space Below is a summary of key infrastructure identified through the Destination Management Planning process. Central Coast*. The extension of Baker St and a hotel development to support *SOURCE: TRA Regional Tourism Profiles 2011/12 Existing Amenities Description business tourism
Gosford City Park Natural Adventures TreeTop Adventure Park, Australian Reptile Park, Glenworth Valley Outdoor Adventures, and Australia Walkabout Wildlife Park are existing and accomplished adventure products which have current and future expansion plans to better engage visitors in nature and provide a greater hinterland and nature experience. The Ex-HMAS Adelaide Reserve is another great attraction for the region, however a greater range and diversity of water-based experiences is still to be desired.
Sports and Events The Central Coast has a number of established sporting facilities and event venues, most notable are Bluetongue Stadium, 3.5 Forecast Accommodation Demand Pioneer Dairy Sporting Hub, Mingara Recreation Club and world-class golf courses. Based on the available data in the Australian Bureau of Statistics (ABS) - Survey of Tourist Accommodation (2005-2012) for Hotels, Motels and Serviced Apartments Figure 13 (page 30 overleaf) shows the trend in room supply and demand for the Central Coast over the past seven Available Land The Central Coast, despite being close to an international gateway, is a region that is still showcasing opportunities for real years. The ‘Guest Nights’ figures from 2013-2020 are based on the Tourism Forecasting Committee (TFC) predicted growth rates in Domestic investment, with available land, proactive Local Governments and a growing network of support infrastructure from the and International room nights in commercial accommodation for NSW (applied to the region). The ‘Room Supply’ is based on forecast increased National Broadband Network and improving public transport are all on the table. supply from projects either underway or planned from information provided to EC3 Global at the time of publishing this report. Recreation Facilities Complementing the number of great natural spaces on offer, visitors can also make use of a range of the region’s recreational facilities including boat ramps, playgrounds as well as a number of walking and bike trails. The forecast visitor nights in commercial accommodation demand for the Central Coast is estimated to grow at 1.4% per annum, at this rate the average room occupancy for the region would reach 59% by 2020 based on current occupancy rates. While overall this shows that the current Historical and Cultural The region is home to a number of significant cultural assets including the 5 Lands Walk, the UNESCO World Heritage room stock would be sufficient to retain occupancy, rates are below the industry standard for commercial investment of an annual average of Listed Old Great North Road and the Norah Head lighthouse and cottages. The region also features National Aboriginal & 65-70%. This does not account for growth in particular star graded room stock as the supply and demand for rooms at this level is not available Islander Skills Dance Association known as NAISDA Dance College, one of Australia’s only Aboriginal Dance Colleges. through the Survey of Tourist Accommodation (ABS).
Beginner’s Paradise The region offers a range of experiences that are suited to first timers, from learn to surf schools, to horse-riding, first dive - a great place to start courses or for your first time skippering a boat. A range of accommodation can also be included that suits the needs of those taking their first family short-breaks. 3.6 SWOT Analysis
Strengths Weaknesses 64% 59% 2020 2 times the waterfront of Sydney Harbour Including Significantly less accommodation than Hunter and beaches and waterways South Coast
Natural beauty – national parks, lakes, waterways, Accessible by rail but not air (90% drive) 2019 headlands, beaches and hinterland Lack of awareness or poor perceptions of
Quality and affordable accommodation ‘Central Coast’ 2018
Stretch Target Occupancy Rate Target Stretch Attractions & facilities (e.g. Kooindah Waters golf International visitor growth but 61% of international course voted in Golf Digest top 100 courses for 2012; visitors are VFR
wildlife, adventure)
2017 Community infrastructure and activities Proximity to Sydney & Newcastle Lack of critical mass – mostly small operators (closest beach destination 90mins)
Seasonality (Peak in January, Fall in June) 2016 Education and training facilities
Current festivals & events and potential for future events Perceived lack of work and activities to retain young 30 people in the area 31 ‘Best of both worlds’ – sea change and tree change 2015 Lack of all-weather built attractions Cultural assets (incl. marine heritage) Investor concern at the level of red tape limiting timely Available land for development development 2014
Strong community spirit Community concerns over lack of tourism benefits and negative impacts Areas designated for tourism already 52% 2013 Demand (Actual + Stretch)
Opportunities Threats 2012
Live, work, invest.....+ ‘visit’ Lack of a clear identity – stuck in the middle
Stretch Target Rate Target Stretch Managing growth to your natural advantage Infrastructure – meeting the growth 2011
Promotion (lifestyle, education, niche) Losing Sydney visitors to Blue Mountains, South Coast and the Hunter New experiences in nature-based tourism 2010 (incl. hinterland) Car dependent travellers (limited internal transport)
Education and business tourism Environmental degradation
2009 Positive parochialism - do business locally Planning constraints
Events – sports, youth and music (in nature) Community attitude blocking key tourism and related development 2008 Emerging ‘adventure’ brand and cultural tourism market Lack of government support to help fund major
Demand (Actual + Tourism Forecasting Committee) Forecasting Tourism Demand (Actual + projects Potential for waterfront accommodation development 2007 Potential for water to re-emerge as an issue in Packaging and trail development the next 5 years
Climate for an active lifestyle – walking, riding, sports 2006
Some catalyst projects can generate solutions to assist
Current OccupancyCurrent Rate Occupancy Average 2020 Current Stock Current youth unemployment 2005 Figure 12: Forecast Accommodation Data to 2020 - current occupancy and stretch target rate for 2020 rate target and stretch occupancy Accommodation Data to 2020 - current Forecast 12: Figure Key Infrastructure development – High Speed Rail, 0 Regional Airport, M1/M2 Road Link
80,000 60,000 40,000 20,000
200,000 180,000 160,000 140,000 120,000 100,000 Occupancy Section 4: Destination Direction
4.1 Vision, Mission and Goals 2020
Vision
Build on the Central Coasts’ competitive strength of its location by the water and become a leader in natural adventure and event experiences that 2020 Target 2019
act as a catalyst to year round visitation. $583 million additional value
Mission Enhance the Central Coast’s natural advantage and offer visitors an antidote to city life to drive a sustainable visitor economy, enrich community 2018 assets and create local employment.
Natural Advantage Goals and Objectives
Proximity to Sydney Increase the average length of stay by 5% across all markets from 2.8 nights 2017 to 3 nights Nature on the doorstep
Increase the average spend per visitor by 10% growing domestic overnight from Great beaches and waterways 2017 Target $143 to $157; international overnight from $41 to $45; and domestic day from $70 to $77 2016 Sporting and Event facilities Increase our share of the NSW conference and events market by 3%
Village/community atmosphere 32 Increase the range of visitors that disperse their spend throughout the year 33 2015 (More ‘active’ True Travellers and Peer Group visitors and those travelling for a purpose) $372 million $372 million additional value Measures of Success
Increased visitor nights Grow our share of Sydney short breaks 2014 (mid-week, in shoulder seasons) Increased value of VFR from building local pride Increased visitor expenditure 2013
Goal Current Position** 2017 Additional Benefit 2020 Additional Nights 2020 Additional Benefit Today
Increase average length of 3,550,000 domestic $123 million in domestic 5% Growth $188 million in 2012 stay by 5% per annum visitor nights overnight spend 509,897 domestic domestic overnight spend 565,997 international $9 million in international visitor nights $17 million in
nights spend 251,126 International international spend
visitor nights 2011
Increase average spend Domestic O/night Domestic Overnight Increase by 10% Domestic O/night per night (p/n) by 10% $143 p/n $101 million* Domestic O/night $30* $163 million* 2010 by 2020 Domestic Day $70 Domestic Day $72 Domestic Day $15* Domestic Day $86 million* International Overnight million* International $9* International $16 million*
$41 p/n International $9 million 2009 Increase share of NSW Domestic O/night 3% share Domestic Overnight Increase Share by 3% Domestic O/night conference & events (106,620 visitor nights) $21 million Additional 125,635 $25 million
markets by 3% by 2020 Domestic Daytrip 4% share Domestic Day $7 million domestic visitor nights Domestic Day $9 million
(165,920 day visitors) International $2 million Additional 150,130 International $3 million 2008 International O/night 1% domestic day visitors
share (6,863 visitor nights) Additional 30,820 international visitor nights 2007
Grow our share of True True Traveller - current True Travellers Increase Markets by 1% of True Travellers $33 million
Traveller and Peer Group share 4.83% of NSW $13 million NSW market Peer Group $43 million markets by 1% of NSW market (390,500 Peer Group $15 million True Travellers - 86,985 2006 2017 Target 2020 Target
market by 2020 domestic visitor nights & additional visitor nights & Committee Estimate Forecasting Tourism Targets Committee Estimates & Stretch Forecasting Tourism 225,770 day visitors) 45,407 additional day visitors
Peer Group - current share Peer Group - 120,667 2005 ** Figures include domestic visitor nights, international visitor nights and day visitors (counted as one night) ** Figures include domestic visitor nights, is 4% of NSW market additional visitor nights & (461,500 domestic visitor 63,809 additional day and 266,819 day visitors) visitors
9,500,000 9,000,000 8,500,000 8,000,000 7,500,000 7,000,000 6,500,000 6,000,000 5,500,000 5,000,000
Figure 13: Forecast Visitor Nights to 2020 showing TFC Estimates and TFC with Stretch Targets TFC with Stretch TFC Estimates and Visitor Nights to 2020 showing Forecast 13: Figure 10,000,000 Total Additional Value $583 million Nights Visitor * Including annual inflation of 2.3% ** Current position based on 2012 figures 8,042 FTE Jobs 4.2 Enablers of Success 4.2.2 Action Plan - TOP Catalyst Projects The success of this Destination and its strategies are underpinned by a series of enablers outlined below:
Strategic Tourism Infrastructure Leveraging the Legendary Pacific Coast Touring Route (LPCTR) Legend: CCT (Central Coast Tourism); CCRDC (Central Coast Regional Development Corporation); CHC (Chambers of Commerce); DPC (Dept This DMP recognises the important role a regional airport and investment Linking Brisbane and Sydney, the LPCTR is the primary domestic and Premier & Cabinet) DRET (Dept Resources, Energy & Tourism); GCC (Gosford City Council); RDACC (Regional Development Australia Central in accommodation will play in the future and supports the Tourism international promotion vehicle for the self drive market. Increasing Coast); TETCM (The Entrance Town Centre Management); WSC (Wyong Shire Council). Opportunity Plan and its recommended projects. These projects operator participation through industry workshops will help boost the should continue to progress as key priorities for adding value to the regions presence in the domestic and international markets. region’s tourism offer. It is recommended that a Tourism Investment Establish Strategic Alliances Action Responsibility Timing sub-committee of the Regional Economic Development Employment Recognising that tourism is just one of the region’s economic Wyong Shire Council and Central Coast Tourism to work with existing land Lead: WSC Immediate Strategy (REDES) prepare an investment profile highlighting the future drivers, continued cooperation is required between Councils, owners and the Darkinjung People to identify a suitable location for the Support: CCT 2013/14 infrastructure needs building on the Tourism Opportunity Plan. Central Coast Tourism, the Chambers of Commerce and Regional Motorsports Precinct. Brand Development Development Australia to leverage economic development and The tourism industry through Central Coast Tourism should lead the promotional activities as well as encourage industry engagement. Prepare a Preliminary Social and Environmental Impacts Review of the Lead: RDACC Medium term continued development of the unified brand story and identity for the proposed site including noise, traffic, ecology, water and indigenous cultural Support: CCT 2015/16 Visitor Research and Reporting Central Coast. This brand is essential in creating positive messages heritage assessments. Develop an events tracking monitor to provide timely reporting on for workforce attraction, investment, visitation and destination appeal. Motorsport Precinct Prepare a Business Case and Expression of Interest document seeking Lead: WSC, RDACC Medium term visitation, economic benefit and event impact. commercial investment (or partnership funding) for the project. Support: CCT 2015/16 Build Industry Capacity for innovation Accommodation Investment Build and develop industry capacity for innovation by running an Attracting investment in new accommodation through a targeted Seek State and Commonwealth funding to prepare a Site Masterplan for the Lead: WSC, RDACC Immediate annual conference with neighbouring RTOs to share insights and 34 investment prospectus showing future accommodation needs. Sporting Hub. Support: CCT 2013/14 35 examine trends. Air Access Prepare a site Masterplan and operational business model for the Sporting Lead: WSC, RDACC Immediate Develop an Events Strategy A key enabler to long-term growth of the region is direct air access. Hub including detailed costs. Support: CCT 2013/14 A community, tourism and business events strategy is needed to Increased accessibility options like the proposed Zone 3 Regional increase visitation, build community pride and attract investment Lobby State and Commonwealth Governments for the necessary funding Lead: WSC, RDACC Immediate Airport in the Wyong LGA will attract new economic opportunities and economic return. An events strategy will identify hero events, for the project through a high quality concept plan. Support: CCT 2013/14 and increase local employment. funding mechanisms, coordination processes and priority actions to make events a driver of growth and perception change for the Quality Accommodation Pioneer Dairy Sporting Hub region. This strategy needs to clarify the roles of key players including It is vital that the industry lift the standard of the accommodation Seek State and Commonwealth funding to prepare a Site Masterplan. Lead: CCRDC, RDACC Immediate Councils and the RTO, and establish criteria for each organisations experience through embracing industry-led accreditation and Support: GCC, CCT 2013/14 involvement. continuous improvement. Prepare a site Masterplan and operational business model for Precinct Lead: CCRDC, RDACC Immediate 4.2.1 Priority Project 1 including detailed costs and an economic benefits statement for the Support: GCC, CCT 2013/14 community. TOP Catalyst Projects Immediate Actions Immediate In 2013, the Central Coast Tourism Opportunity Plan (TOP) was prepared Lobby State and Commonwealth Governments for the necessary funding for Lead: CCRDC, RDACC Identify the first of the fiveTOP Catalyst for the region to identify and align viable catalyst tourism projects. The the project through a high quality concept plan. Support: GCC, CCT 2013/14 Projects for which to seek funding incorporation of both local town planning schemes, state government
strategies and plans is required to determine the way forward. Prepare a funding submission and investment Precinct Tourism Mount Penang profile to build a case for the development of The TOP identified 44 investment and infrastructure opportunities, which Stakeholders to support Gosford City Council to progress Stage One of the Lead: CCRDC, GCC Medium term the Catalyst Projects are listed in Appendix 6 (page 46), of which five are classified as catalyst Waterfront Development through the development of a Central Coast Support: RDACC, CCT 2015/16 projects. Central Coast NSW - Regional Economic investment prospectus. Development and Employment Strategy The five catalyst projects identified in the TOP are: This should include the project and its key elements and build a business (REDES). Mt Penang Tourism Precinct case, to engage potential investors at every opportunity. REDES is the long term strategy which aims at The Waterfront Development at Gosford delivering sustainable economic development & Motorsport Precinct jobs growth for the Central Coast region. Regional Pioneer Dairy Sporting Hub Development Australia Central Coast is leading the Tourism Hub at the Entrance implementation of the REDES, supported by the NSW A description of each of these projects is provided on page 12 and 13. Government, Gosford City Council & Wyong Shire Development at Gosford Waterfront Council. Stakeholders to support Wyong Shire Council to progress the Tourism Hub Lead: RDACC, WSC Medium term To progress these projects forward, it is recommended that a Tourism at the Entrance as identified in The Entrance Town centre Masterplan through Support: RDACC, CCT Investment Sub-committee be established under the Strategic A number of key strategies are detailed to deliver 2015/16 development of a Central Coast investment prospectus. This should include Implementation Group as part of the Regional Economic Development the required outcomes for the region, including a the project and its key elements and build a business case, to and Employment Strategy. This sub-committee would be tasked with key strategy for the provision of infrastructure to engage potential investors at every opportunity including site visits. overseeing the development of these projects and undertaking the key support economic growth. Action plans developed recommended actions which are detailed on the next pages. by Agencies and organisations support the strategies and are reported on a regular basis. Tourism Hub at The Entrance Hub at Tourism 4.3 Strategic Priorities
Build a Sustainable Visitor Economy to support Future Investment Connect People and Places
Adopt a more coordinated approach across Councils and the RTO Build the links throughout the region by the development to attract and deliver major sporting events as well as Meetings, of improved infrastructure connecting villages, products Incentives, Conferences, Events and the Education market by and experiences supported with better public/private expanding the role of the Central Coast Regional Events Alliance transport options. to include an event attraction sub-committee Take a more flexible approach to placemaking utilising the NBN Leverage events that have the potential to have a greater and ‘pop up’ style infrastructure economic impact by engaging other parts of the economy including performing and visual arts, educational, entertainment, Take a lead in active engagement in social media and other cultural and heritage experiences integrated marketing initiatives to reach ‘tribes’ and influencers of travel to grow niche visitation Support Councils and private investors to create new places for visitors and locals to experience the natural assets of the region Support the ongoing development of the 5 Lands Coastal Walkway to deliver a year round visitor experience including projects identified in theTourism Opportunity Plan 4.3.1 Priority Project 2 Grow the base of international visitors in partnership with Create new scenic iconic Hinterland and (coastal) drives with nearby regions (eg Port Stephens, Hunter, Newcastle) and the spectacular lookouts, interpretive signage and new nature walks Central Coast Regional Events Alliance Immediate Actions Legendary Pacific Coast Touring Route The establishment of a sub-committee of the existing Central Coast Central Coast Tourism to chair the sub Develop new iconic water trails to show visitors new places and Regional Events Alliance focused on event attraction with a focus on a committee of the Regional Events Alliance Build local pride through a local awareness campaign and showcase the open and natural spaces. eg: canoe/kayaking, more co-ordinated approach to attracting and delivering Conferences and meeting each quarter. familiarisation program with the tourism industry motorised boat trails etc. 36 events within the region. 37 To support Central Coast Tourism in event Support a strong, confident and united industry through Leverage Council’s investment in WiFi and innovative technologies attraction and delivery, councils to nominate regular networking, workshops and events to create immediate response campaigns for visitors Led by Central Coast Tourism and including Council events staff, the sub committee would leverage the regional partnerships between greater key internal contacts for project based Support take-up of industry accreditation and self regulation to Develop and launch a new online booking platform that brings Sydney destinations including Port Stephens, Hunter Valley and Hills support of an annual event attraction plan. deliver a high qulaity experience for visitors without compromising accommodation, experiences and events together and work Hawkesbury to grow the base of meetings, events, conference and Appoint a business tourism and events the qulaity of life of residents or the conservation of our precious effectively pre-trip and enroute with greater flexibility to respond manager to work with stakeholders to identify environment and amenity. education visitors. to consumers wants, needs and desires and bid for key events, leverage the relationship Encourage local operators to develop, renew & revitalise current A key proponent of this priority project is a targeted social media campaign with Business Events Sydney and guide cross product & experiences to drive longer stays and repeat visitation which aims to leverage the current Central Coast events base to build regional partnerships. visitation. Over time this should also include the creation of a conference Secure partnership funding to appoint a Business Tourism and Undertake an immediate events infrastructure and events desk with the support of additional funding. Events Manager to implement Priority Project #2 audit to better align the destination with potential target events. Target more Active Travellers Activate the Destination and Natural Assets
Target niche markets who travel mid-week through a social Push the soft-adventure experiences of the destination along with 4.3.2 Priority Project 3 media strategy and other integrated marketing activities accommodation options Create And Promote Iconic Trails Immediate Actions In order to build the links between the region and create greater connectivity of Develop an investment prospectus for ecotourism opportunities Utilise the success of the Mariners to promote the destination for Central Coast Tourism to develop people and places, the development of Five Iconic Trails which showcase the sports tourism to capitalise on our extensive sports infrastructure including accommodation and attractions suggested Iconic Drive and Trail itineraries region’s open and natural spaces is identified as a priority. These trails build on Showcase all weather experiences to promote the destination as including existing and proposed new routes Create awareness of the suitability of the region for niche travel experiences that are already on offer as well as creating new experiences. for stakeholders to leverage funding and markets including Disability/Accessible, Indigenous, Nature a year round option The 5 Lands Coastal Walkway support. Based and Surf Tourism Grow the true traveller segment both domestic and international Showcasing key natural and cultural assets of the Central Coast, through new natural adventure experiences the 5 Lands Walk is a key iconic trail that can be further promoted Councils to share progress on infrastructure Leverage Great Golf Courses of Australia initiative of Tourism and developed into a year round visitor experience. investment in recreational assets with Australia to attract a national golf event Further develop amenities for Mountain Biking such as a CCT who will co-ordinate with a University Mountain Bike Park working with State level partners including Iconic Hinterland and Coastal Drives Create a strong events calendar that drives off-peak and partner to do an annual review of the Forestry and National Parks Two beautiful, scenic drives that promote the diverse natural mid-week visitation tourism opportunities that could flow from settings of the Central Coast region. These drive routes should Council’s investment in recreation Target active recreation visitors and experience seekers from be supported through the development of a series of lookouts, short infrastructure (especially trails). the drive market including fishing, boating, mountain biking, walks and interpretation. The Hinterland Tourist Drive loops through walking, surfing, watersports, diving, golfing etc the hinterland by way of Peats Ridge Road. The Coastal Tourist Drive creates a new drive experience following the old Pacific Staged Roll-out of Priorities Highway route from Mooney Mooney through to Kariong. Year One (2014) Year Two (2015) Year 3 (2016) 2017 - 2020 Iconic Water Trails Focus on sports and active Brand evolution Build transport connectivity M1/M2 link Two on-water based iconic trails which showcase the stunning recreation Online tracking for events Integrated events bookings Wyong Regional Airport coastal environment and offer diversified water based experiences. New booking platform New major accommodation program (proposed) A kayak/canoe trail and a motorised boat trail will provide key Research platform for property Australia China Theme Park International University nature-based experiences which offer a different perspective for immediate reporting (Wyong) (proposed) visitors. 4.4 Destination Action Plan (cont). 4.3.3 Priority Project 4 Action Responsibility Timing Integrated Social Media Strategy Immediate Actions The way in which consumers are interacting with technology is constantly Adopt a more coordinated approach across Councils and the RTO to attract and Lead: CCT, GCC, WSC, CCREA Immediate Develop and implement a tourism Digital developing and provides key opportunities to improve the travel experience deliver major sporting events as well as Meetings, Incentives, Conferences, Events Support: RDACC and 2013/14 Marketing strategy with a dedicated social and the Education market by expanding the role of the Central Coast Regional Events relevant sporting bodies and promote the destination. media staff member at CCT. Alliance to include an event attraction sub-committee Building on the Regional Events Alliance, a targeted social media Build a social media following for the Central Leverage events that have the potential to have a greater economic impact by Lead: CCT, GCC, WSC,(CCREA) Immediate campaign is imperative for driving growth of the active travellers market. Coast and target social media ‘influencers’ in engaging other parts of the economy including performing and visual arts, Support: Performing Arts 2013/14 The active segment is characterised by short breaks and short decision educational, entertainment, cultural and heritage experiences associations, University, TAFE key groups for short breaks. making periods. Social media enables a direct reach to the ‘tribes’ and Support Councils and private investors to create new places for visitors and locals Lead: GCC, WSC, CCT, RDACC, Mid-long Term influencers of travel, as opposed to mainstream media, and presents an to experience the natural assets of the region including projects identified in the I&I, CCRC (Visitor Economy 2014/17 improved mechanism to capture the decision making period. Tourism Opportunity Plan Industry Action Group)
Appendix 4 (page 42) details the awareness and perception of the Central Grow the base of international visitors in partnership with nearby regions (eg: Port Lead: CCT Immediate Coast from social media channels including Google, Facebook and Twitter. Stephens, Hunter, Newcastle) and the Legendary Pacific Coast Touring Route Support: Tourism Industry, 2013/14 While there is marginal awareness of the region, there is potential for DNSW the Central Coast to increase its presence on social media channels and Build local pride through a local awareness campaign and familiarisation program Lead: CCT Immediate - improve its competitive advantage in the region. with the tourism industry Support: Tourism Industry, Long Term GCC, WSC 2013/17
38 Support a strong, confident and united industry through regular networking, Lead: CCT & Board Immediate - 39 4.3.4 Priority Project 5 workshops and events Support: Tourism Industry, Long Term CHC, DNSW, RDA, DPC 2013/17 Online Booking System Review Growing the true traveller market segment will require promotion of Immediate Actions Support take-up of industry accreditation and self regulation to deliver a high qulaity Lead: CCT Immediate - soft adventure experiences the region has on offer. The ability of these Undertake a review of the suitability of the experience for visitors without compromising the quality of life of residents or the Support: Tourism Industry, Long Term conservation of our precious environment and amenity. DNSW 2013/17 experiences to be booked in conjunction with accommodation via current booking system to the future needs of the destination. packaging is a key priority. A multi purpose online booking system with a Encourage local operators to develop, renew & revitalise current product and Lead: CCT Board Immediate - flexible, user-friendly interface to engage local businesses, products and Work with existing products and experiences experiences to drive longer stays and repeat visitation Support: DRET, Tourism Long Term consumers should be investigated. to link and sell online through mentoring. Industry, DNSW 2013/17 Build a Sustainable Visitor Economy to Support Future Investment Visitor Economy to Support Future Build a Sustainable The current Visitor Information Centre booking system has limitations and Secure partnership funding to appoint a Business Tourism and Events Manager to Lead: CCT Immediate - needs to be reviewed to deliver ease of bookings, detailed information with implement Priority Project #2 Support: RDACC, GCC, WSC Long Term 2013/17 flexible capabilities to increase content for add-on products, experiences and campaigns. Councils and the Tourism Organsiations to identify and promote a suite of Lead: CCT, GCC, WSC Immediate investment incentives to encourage new product development and investment Support: RDACC 2013/14 4.3.5 Priority Project 6 Develop a high quality investment prospectus outlining new product development Lead: CCT, GCC, WSC Medium Term opportunities that align with identified market needs Support: RDACC 2014/17 Actively Encourage Product Development and Enhancement Build the links throughout the region by the development of improved Lead: GCC, WSC, RDACC, CCT Immediate - To become a destination of choice for investment and new product Immediate Actions infrastructure connecting villages, products and experiences supported with Support: Dpt Transport, Long Term development the Central Coast needs to lead by example. Through Please Supply better public/private transport options. Tourism Industry 2013/17 proactively working with operators to embrace experience development and invest in new & existing roducts and experiences. Investors need confidence Take a more flexible approach to placemaking utilising the NBN and ‘pop up’ Lead: GCC, WSC Immediate that their investment will generate a return and many will seek incentives in style infrastructure 2013/14 the form of the removal of headworks charges or other incentives. Take a lead in active engagement in social media and other integrated marketing Lead: CCT Immediate Competitor destinations offer these incentives including Brisbane City initiatives to reach ‘tribes’ and influencers of travel to grow niche visitation. Support: GCC, WSC 2013/14 Council who has demonstrated its commitment to addressing the Support the ongoing development of the 5 Lands Coastal Walkway to deliver a year Lead: GCC, 5LW Inc, CCT Mid - Long Term In addition to infrastructure and investment incentives existing undersupply of hotels in Brisbane, announcing a moratorium on round visitor experience Support: DNSW 2014/17 infrastructure charges for all 4 and 5 star hotel development applications the Central Coast needs to work with operators approved by 30 June 2014. From this a number of new hotels have been to better understand and meet the needs of their Create new scenic iconic Hinterland and Coastal Drives with spectacular lookouts, Lead: GCC, WSC, CCT Mid - Long Term announced including a luxury redevelopment of a previous government consumers through experience development interpretive signage and new nature walks 2014/17 mentoring. office block to accommodate the new ‘Olsen Hotel’. Connect People and Places Develop new iconic water trails to show visitors new places and showcase the Lead: GCC, WSC, CCT Mid - Long Term open and natural spaces. eg: canoe/kayaking, motorised boat trails etc. 2014/17 Leverage Council’s investment in WiFi and innovative technologies to create Lead: GCC, WSC, CCT, RDACC Mid - Long Term 4.4 Destination Action Plan immediate response campaigns for visitors 2014/17 Legend to page at right: CCT (Central Coast Tourism); CCRDC (Central Coast Regional Development Corporation); CHC (Chambers of Commerce); DPC (Dept Premier & Cabinet) DRET (Dept Resources, Energy & Tourism); GCC (Gosford City Council); RDACC (Regional Develop and launch a new online booking platform that brings accommodation, Lead: CCT Immediate Development Australia Central Coast); TETCM (The Entrance Town Centre Management); WSC (Wyong Shire Council) experiences and events together and work effectively pre-trip and enroute with 2013/14 greater flexibility to respond to consumers wants, needs and desires Appendix
Appendix 1: 2009/2012 Occupancy Comparison
Overall occupancy has increased significantly across all seasons, Whilst this poses a significant seasonal gap, the difference between with an average increase of 5.75% from 2009 – 2012. The year seasons appears to be marginally decreasing. In 2009, there was a 2012 saw an added 28,383 rooms occupied (total). 12.5% difference in average occupancy between summer and winter months. In 2012, this decreased to an 11% difference in occupancy Occupancy rates differ significantly according to season. The summer between summer and winter. seasons experience much higher occupancy rates, with a peak of 57% occupancy in Q1, compared with a low of 43% occupancy in 4.4 Destination Action Plan (cont) Q2 (14% decrease). Legend: CCT (Central Coast Tourism); CCRDC (Central Coast Regional Development Corporation); CHC (Chambers of Commerce); DPC (Dept Premier & Cabinet) DRET (Dept Resources, Energy & Tourism); GCC (Gosford City Council); RDACC (Regional Development Australia Central Coast); TETCM (The Entrance Town Centre Management); WSC (Wyong Shire Council)
60% 7% 40 Action Responsibility Timing 3% 41 13,042 rooms 1,085 rooms Target niche markets who travel mid-week through a social media strategy and Lead: CCT Immediate - 50% other integrated marketing activities. Support: Tourism Industry mid term 6% 2013/16 40% 9,249 rooms 5,007 rooms Utilise the success of the Mariners to promote the destination for sports tourism to Lead: GCC, WSC, CCT (CCREA) Immediate - 30% capitalise on our extensive sports infrastructure. Support: Sporting Bodies mid term 2013/16 20% Create awareness of the suitability of the region for niche travel markets including Lead: CCT Mid term
Disability/Accessible, Indigenous, Nature-Based and Surf Tourism Support: Tourism Industry 2014/16 Percentage Occupancy 10% Leverage Great Golf Courses of Australia initiative of Tourism Australia to attract a Lead: CCT Immediate - 0% national golf event Support: Tourism Industry, mid term Tourism Australia, DNSW 2013/16 Q1 Q2 Q3 Q4 -10%
Target Active Travellers more Target Create a strong events calendar that drives off-peak and mid-week visitation Lead: GCC, WSC, CCT Immediate - (CCREA) 2013/2014 2009 2012 Target active recreation visitors and experience seekers from the drive market Lead: CCT Immediate - including fishing, boating, mountain biking, walking, surfing, watersports, diving, Support: Tourism Industry, long term golfing etc Sporting Bodies 2013/17
Undertake a product audit matching the needs of current and emerging target niche Lead: CCT Immediate markets and the products available in the Central Coast to identified opportunities Support: Industry 2013/14 Appendix 2: Visitor Types
Push the soft-adventure experiences of the destination along with Lead: CCT Immediate - accommodation options Support: Tourism Industry 2013/14 The three most prominent visitor types have remained consistent since 2009. In 2012, Visitor Type 2009 2012 Develop an investment prospectus for ecotourism opportunities including Lead: GCC, WSC Mid - long term Compatriots, Wanderers and Pampadours Compatriots 29% 33% accommodation and attractions Support: CCT, I&I, RDACC 2014/17 collectively made up 72% of the total market. Showcase all weather experiences to promote the destination as a year round option Lead: CCT Immediate - As such the region must place an emphasis on Wanderers 26% 20% Support: Tourism Industry 2013/2014 attracting more active travellers, such as Peer Group Travellers and True Travellers. Pampadours 20% 19% Grow the true traveller segment both domestic and international through new Lead: CCT Immediate - natural adventure experiences Support: Tourism Industry 2013/2014 These traveller types respond to physical Peer Group Travellers 13% 13% activity, adventure, risk, party time, clubs and Further develop amenities for mountain biking such as a mountain bike park Lead: GCC, WSC, Forest NSW, Long term pubs, fishing or hunting trips by males, girls’ True Travellers 6% 11% working with State level partners including Forestry and National Parks NPWS 2015/17 weekends, school reunions etc. Other 6% 4% Encourage the development of soft-adventure experiences in nature through Lead: CCT Medium term Whilst True Travellers have increased from 6% identification of emerging market needs and suitable land in both planning schemes Support: Tourism Industry 2015/17 in 2009 to 11% in 2012, Peer Group Travellers
Activate the Destination and Natural Assets the Destination and Natural Activate to earmark the potential in the region have remained consistent at 13%. Source: Destination NSW Regional Snapshots for Year Ending December 2012 and 2009 Undertake an Experience Development Mentoring program with operators to Lead: CCT Medium term encourage new and existing product development ideas Support: RDACC 2015/17 Appendix 3: Sydney Market Share Trends Appendix 5: Population and Employment Forecasts
The current market share (YE Dec 2012) of visitors originating from The Central Coast is one of the only regions in coastal NSW that has Population Growth of Central Coast 2001 - 2031 Forecasts for the Central Coast Sydney is depicted below. Central Coast is compared against its experienced a growth in the market share of overnight visitors from 410,000 Figure 3 shows that the region is trending towards reaching it’s projected population of 385,560. This means the number of people competitors and an indication of whether the share for each destination Sydney (increased by 2%). 390,000 has increased ( ) or decreased ( ) over the last five years (since YE living within the Central Coast will increase by nearly 60,000 Market share of daytrip visitors from Sydney has also increased by 3%, 370,000 Dec 2008) is presented. people in less than 20 years. As such, it has the potential to making the Central Coast one of only 2 regions that have experienced 350,000 stretch the region’s current infrastructure capabilities, particularly an increase. housing and transport, and employment opportunities. This could Daytrip Sydney Visitors Market Share 330,000 result in negative socio-economic impacts that have the potential 310,000 to reduce positive perceptions about the destination from the wider community and tourists visiting the area. With that said, Overnight Sydney Visitors Market Share 290,000 employment in the tourism industry across New South Wales is 270,000 growing. If the population continues to grow above the stretch 250,000 target along the Central Coast, then the region will have the North Coast North Coast New South 2001 2006 2011 2016 2021 2026 2031 capabilities to meet employment demand. 27% 2% Wales 4% 1%
Key Economic Industries There has been a significant shift since 2010 to focus on a larger Hunter Hunter Source: profile.id and forecast.id for Gosford City & Wyong Shire (2012) number of key economic industries in the region. 18% 1% 20% No change 42 43 Central Coast Central Coast Blue Mountains Blue Mountains 8% % 16% 2% 19% 2% 28% 3% Employment Growing at Target 2013 2010 Tourism employed 150,000 people in 2010 Warehousing and logistitcs South Coast South Coast New South Wales directly, representing 29% No change 29% 3% 4.7% of all persons employed in Retail Food processing the state. Manufacturing Manufacturing Source: Data obtained from Tourism Research Australia IVS & NVS (2012) 2013 Property and business services Building and building products Tourism now employs 159,000 people in New South Wales directly, representing Health and community services Health and community services 4.5% of all persons employed in Information & communications technology Appendix 4: Awareness and Perceptions the state. Source: NSW Government Department of Trade and Investment (2013) Tourism Google Trends Social Media The graph below shows a snap shot of how often the search-term Central After analysing both the Central Coast Tourism and South Coast Tourism Coast is entered into the Google search engine. The vertical axis shows how Facebook sites, it shows that Central Coast Tourism’s page has a more active Appendix 6: TOP Proposed Investment Projects frequently the term is searched for relative to the number of searches, with social media presence. The Central Coast page has over 2,500 Facebook Accommodation Sector 100 representing the peak Google search. This graph shows that users have fans and uploads posts regularly with features on community events, tourism a moderate awareness about the Central Coast. The items that register a peak operators and destination images. Project Location Details/Comments Top quality hotel and conference centre in Google searches for the Central Coast relates to sport and local crime. Tourism Hub The Entrance South Coast Tourism is less active and has only 212 Facebook Fans. Accompanying water theme park These findings are the same for Twitter. The Central Coast is very Google Trends using search term Central Coast active with 2,444 followers, compared to South Coasts with 697 twitter Accommodation on edge Central Coast Guest houses/other accommodation types to cater for overnight of National Parks followers. Although, The graph opposite shows marginal increases in Region trekking experiences 100 awareness about the Central Coast, there is significant opportunity to Holiday Park Entire Region For mixed use caravan park style accommodation (drive & budget increase awareness and perception about the destination via its social Demand Study target market) 80 media channels and create a competitive advantage within the region. Warnervale business hotel Warnervale Motel and conference centre within the Warnervale Town Centre 60 & conference facilities
40 Human Resource Project Location Details/Comments 20 Up-skilling Project Throughout the Need to up-skill many tourism sector players Note Region Higher service standards required if the region is to remain competitive 0 2005 2007 2009 2011 2012 Employment and Throughout the Shortage of skilled staff is noted skills audit Region Identify skills gaps Look at multi-skilling opportunities Source: Google Trends, https://twitter.com/OurCentralCoast, https://twitter.com/SthCoastTourism, https://www.facebook.com/SouthCoastNSW, https://www.facebook.com/CentralCoastTourism?fref=ts Appendix 6: TOP Proposed Investment Projects (cont) Appendix 6: TOP Proposed Investment Projects (cont) Attractions, Activities and Sports Attractions, Activities and Sports Project Location Details/Comments Project Location Details/Comments Pioneer Diary Sporting Hub Wyong To grow sports & sport tourism A food and wine trail Throughout the Leveraging off the high quality food and wine industry throughout the Feature wide range of facilities and different sports types region Hinterland Collaboration with local/regional sporting clubs Develop appropriate zoning
Creation of a Motorsport Central Coast Potentially cater for car racing, go karting track, learn to drive and advance Brisbane Water Adventure Brisbane Water Develop series of water based activities (cruise operations and jet boating Precinct Region driving courses, BMX and motor cross track Cluster activities with Brisbane water as unique selling point
The Waterfront Gosford Host of economic, social and community benefits Aquatic Centre Warnervale Construction of aquatic centre within the Warnervale Town Centre Development at Gosford Development of a combined hotel and Performing Arts and Conference Centre, - Stage 1 3 buildings for commercial use and 3 residential buildings Adventure Races Precinct Magenta Oval Venue to host major adventure races Support event tourism Mount Penang Tourism Gosford Potential to develop a lifestyle, sporting and events precinct
Precinct May involve indoor attraction (e.g. haunted interactive scare house), Old Sydney Town Region Build on history and pioneer heritage through redeveloping the Old Sydney major event area, moonlight cinema experience, leisure style hotel, Theme Park Town Theme Park a major shopping complex and microbrewery
Shelly Beach Golf Club Shelly Beach Revise Council’s planning controls to provide surveillance of the street and 44 Floating Water Play Park Terrigal or Investigation into water quality and safety when ascertaining the most the Golf Club 45 The Entrance appropriate location Terrigal Haven Tourism Terrigal Current base for fishing and diving charters, with dive sites in the vicinity
Darkinjung Cultural Centre Central Coast Unique cultural attraction focusing on cultural history of the area and the Precinct Darkinjung People Major obstacle course - Gosford Fixed or temporary extreme training venue at Could be utilised for training as well as events Improve access for activities Entire region Improved access infrastructure for kayak, hire, jetties, etc at these activity on the water hotspots Mt Penang
Feasibility for the Gosford or Determine the viability of developing the Centre and Oceanarium at the Development of a wharf Terrigal Dive training and education school development of a Marine The Entrance Landing, linking back to stage 1 of The Landing proposal or consider possible and marina at Terrigal Haven Leverage off unique artificial dive reef created by the sinking of the Ex-HMAS Adelaide off Avoca Beach Education Centre and sites at The Entrance. Oceanarium
Aboriginal culture sites Terrigal Existing annual community-based, cultural, physical and spiritual event. China Cultural Village Wyong Support development of $500m China’s Forbidden City Theme Park, featuring linked to the 5 Lands Walk Opportunity exists to further integrate Indigenous sites of significance into a full-size replica of gates to the Forbidden City and a nine-storey temple. the program
Waterfront River Cruise Central Coast Feasibility study for viability of the project to provide an additional attraction Lookouts for whale watching Ettalong Bay, Opportunity exists to further integrate Indigenous sites of significance into and offer cruises to cater for functions/small events. and photo opportunities Woy Woy and the program allowing participants to enjoy a wide variety of activities and
Davistown experiences Encourage iconic local The Entrance Leveraging off the unique selling points of the region – similar to Staircase events to the Moon Festival in WA Golf Experience Magenta Shores, Series of world class courses
Kooindah Waters Central Coast Adventure Central Coast Enabling access to the Central Coast recreation parks, including the Tree Top Pass Adventure Park, horse racing and The Australian Reptile Park Ngaruki Gulgul - Aboriginal Mt Penang and Undertake feasibility study training facility and arts Gosford Centre could be utilised to interpret both Indigenous and non-Indigenous Network of natural trails Throughout the Creating and promoting a network of renowned natural trails space regional culture and heritage region
Iconic Walks - Family Throughout the Sustainable high quality walk experiences through circuit and summit walks Adventure Precinct on edge region near iconic sites (may involve upgrade of existing walks) of National Park Land and along Coast
Surfing Tourism Attraction Terrigal and Create leading surf tourism hotspot Gosford Conduct feasibility study for world-class surfing stadium with a man-made perfect wave
A Bluetongue Brewery Warnervale Sustainable high quality retail, food & beverage experience leverage Outlet / Café / Restaurant from emerging local Bluetongue beer brand Appendix 6: TOP Proposed Investment Projects (cont) Appendix 7: Workshop Attendees (cont) Community and Support Infrastructure Name Company Name Company Jacquie Spring Norah Head Lighthouse Trust Chris Parker Surf Life Saving Central Coast Project Location Details/Comments Gary Blaschke Northern Lakes Disability Tourism Precinct Lisa Standish Terrigal Sails Apartments Community awareness Central Coast Improve understanding of tourism and its benefits and contribution to local Daniel Farmer NSW Business Chamber Sunshine Estivo The Entrance Backpackers program Region economy Peter Brown NSW Trade and Investment Kellie Purcell The Entrance Town Centre Management Provide information via social media, website news and brochures Kia Hawken On Bumbles Creek David Fellows Tourism Management Michael Moran On Bumbles Creek Tony Drew Wyong Race Club Aussie Host program and Central Coast To build service quality Steve Clarke Quality Inn the Willows Karen McLean Wyong Regional Chamber Business Awards program Region Partnership with Chamber Scott Armstrong Quay West Magenta Shores Sandra Kerr Wyong Regional Chamber / F. Hannan Property Links with education providers to grow education market and available courses Eliza Kibell Quay West Magenta Shores Tara Mills Wyong Shire Council Andrew Roach Regional Development Australia Central Coast Janine Crawford Wyong Shire Council Central Coast Arts and Wyong Will enable the Central Coast Conservatorium to offer a truly regional program Oliver Christofi Sandy Cove Apartments Sue Ledingham Wyong Shire Council Conference Centre for new audiences, with orchestra performances in the 500 seat facility and Cassie Grentell Star 104.5 FM Bob Burch Wyong Shire Council, Transport Planning chamber performances in the studio space Steve Treleaven Sun Gods Adventure Travel
Directional signage Central Coast Improvements to exit signs on all main highways and roads; and Region Tourism products in town Appendix 8: Gosford LGA Product Audit
Improve access for Central Coast Improved access infrastructure for kayak, hire, jetties, etc at activity hotspots Product Type - Accommodation Product Type - Accommodation activities on the water Region 46 Apartments Location Caravan and Camping Location 47
4 key seasonal events Throughout the Significant visitor draw cards; ideal location for range of different sporting and Absolute Beach Front Apartment Terrigal Ettalong Beach Holiday Village Ettalong Beach region lifestyle events Avoca Palms Resort Apartments Avoca Beach Ocean Beach Holiday Park Umina Beach May include orienteering, cycling, downhill mountain biking, kayaking, ocean Blue Seas Villa Avoca Beach Patonga Caravan Park & Camping Area Patonga swimming etc. Bulwarra Resort Terrigal Glenworth Valley Outdoor Adventures Camping Glenworth Valley North Avoca Executive Seaside Escape North Avoca Holiday Houses Location Attract youth events Throughout the Could be significant draw card for younger visitor market Reflections Penthouse Terrigal region Music festivals, dance festivals, Crusty Demons Star of the Sea Luxury Apartments Terrigal An Da Cer House Terrigal Sporting events (various) Terrigal Sails Serviced Apartments Terrigal Avoca Acres Avoca Beach The Deck Killcare Killcare Avoca Beach Holiday House Avoca Beach Kariong Event Park Kariong Power, fencing, lighting for site specific events Barnhill Breezes Terrigal Backpackers, Hostels & Pub Stays Location Baronga House Avoca Beach
Prepare a Regional Central Coast Highly important for guiding and dispersing visitors to popular tourism sites Elanora Hotel Motel East Gosford Beachfront Bliss Avoca Beach Signage Plan Region Plan should be developed to ensure effective and unified signage throughout Hotel Gosford Gosford Beach Front Escape Wamberal the region. Kincumber Hotel Kincumber Beach Hut Terrigal Wamberal Ocean Beach Hotel Umina Beach Bella Vista Luxury Waterfront Retreat Davistown Patonga Beach Hotel Patonga Beach Caroline Bay Getaway Point Frederick Appendix 7: Workshop Attendees Terrigal Beach Hostel Terrigal Casa Bay Vista Terrigal Cloud 78 North Avoca Name Company Name Company Bed and Breakfasts Location Cockle Bay House Kincumber South Mary Rayner Australian Reptile Park Christine Hunt Dial An Angel Amilee B&B Terrigal Cocos Beach House Copacabana Libby Bain Australian Reptile Park Christine Hayes Diggers @ The Entrance Avoca Valley B&B Avoca Beach Emerald Cove Ocean Beach Don Phinn Australian Tourist TV Mark Olsen EC3 Global Bellbird Rest Bed & Breakfast Lisarow Forresters Beach House Forresters Beach Brett Rowe Avoca Palms Resort Grace Jefferson ET Australia Binawee B&B Green Point Forty Five Terrigal John Millard Backpackers at The Entrance Barton Lawler Glenworth Valley Outdoor Adventures Central Coast Waterfront B&B Green Point Horizon Forresters Beach Forresters Beach Kristy Cameron Bateau Bay Square (Charter Hall) Nicole Hain-Lynch Glenworth Valley Outdoor Adventures Forresters Beach B&B Forresters Beach Lazy Lagoon Beach House MacMasters Beach Ralph Harris Brushwood Lodge Paul Brasch Gosford Business Improvement District Rileys at Avoca Beach Avoca Beach Point Break Beach House Copacabana Beverley Yule Central Coast Wetlands Pioneer Dairy Fiona Morrison Gosford City Council Terrigal Hinterland B&B Wamberal Riviera Treehouse Terrigal Marlene Pennings Central Coast Wetlands Pioneer Dairy Kim Radford Gosford City Council Terrigal Lagoon B&B Terrigal Seaview at MacMasters MacMasters Beach Nicolette Scott Central Coast Tourism Inc. Rebecca Cardhy Gosford City Council The Acreage B&B Avoca Beach Tascott Heights Gosford Tascott Jacqui Greaves Central Coast Tourism Inc. Michael Bowman Gosford City Council Villa By the Sea Terrigal Terrigal Whitehaven Terrigal Robyne Abernethy Central Coast Tourism Inc. Deborah Warwick Imperial Shopping Centre Wombats B&B Point Clare Tree Breeze MacMasters Beach Tim Costello Central Coast Tourism Inc. Tim O’Brien Jobs on the Coast Cabins and Cottages Location Weatherly House Killcare Shane Caruana Coastal Liner Touring Josh Pitt Ken Duncan Gallery Jono Armstrong Coastal Liner Touring Ekatarina Orlova Luka Chocolates Australia Walkabout Wildlife Park Calga Lodge Location Chris Hooper Country Comfort Terrigal Len Birger Microlight Adventures Glenworth Valley Outdoor Adventures Glenworth Valley Broken Bay Sport and Recreation Centre Patonga Anthony Mahon Crowne Plaza Hotel Amy Scurr Mingara Recreation Club Granny’s Cottage Killcare Great Aussie Bush Camp Kincumber Rochelle Romero Department of Premier Cabinet Angela Lanser Mingara Recreation Club The Palms At Avoca Avoca Beach Jacaranda Lodge Patonga Tina Davies Department of Premier Cabinet Joy Groves Norah Head Lighthouse Trust Wamberal Cottage Wamberal Mangrove Yoga Ashram Mangrove Creek Appendix 8: Gosford LGA Product Audit (cont) Appendix 8: Gosford LGA Product Audit (cont) Product Type - Accommodation Product Type - Attraction Product Type - Attraction Product Type - Attraction Hotel/Motel Location Classes, Lessons and Workshops Location Natural Attraction Location Sports and Recreation Location
Apollo Resort Wamberal Central Coast Surf School Terrigal 5 Lands Coastal Pathway MacMasters Beach Bluetongue Central Coast Stadium Gosford Ashwood Motor Inn West Gosford InRhythm East Gosford Avoca Beach Avoca Beach Breakers Country Club Terrigal Bay View Motel Woy Woy Rhythm Hut Gosford Captain Cook Lookout Copacabana Central Coast Surf School Umina Beach Bella Vista Motel Kariong Salsa X Dance Co Kariong Copacabana Beach Copacabana Erina Ice World Erina Bermuda Motel Inn Wyoming Surf Life Style MacMasters Beach Ettalong Beach Ettalong Beach Everglades Country Club Woy Woy Best Western Gosford Motor Inn West Gosford Cruises Location Forresters Beach Forresters Beach Ex-HMAS Adelaide Dive Site Terrigal Clan Lakeside Lodge Terrigal Katandra Reserve Holgate First Strike Laser Skirmish Peats Ridge Cockatoo Ferry Davistown Forresters Beach Resort Forresters Beach Maitland Bay Beach Bouddi National Park Gosford City Basketball and Sports Stadium Terrigal Fantasea Cruises Ettalong Beach Country Comfort Inn Terrigal Terrigal MacMasters Beach MacMasters Beach Gosford Golf Club Gosford The Last Riverboat Postman Brooklyn Ettalong Beach Motel Ettalong Beach Mount Kincumba Regional Reserve Kincumber Gosford Tenpin Bowling Wyoming Starship Cruises (Lady Kendall) Point Frederick Galaxy Motel West Gosford Mt Elliot Lookout Holgate Impact Centre Erina Glades Motor Inn Woy Woy Galleries, Museums and Collections Location Mt Ettalong Lookout Umina Mangrove Mountain Memorial & Golf Club Mangrove Mountain Gosford Palms Motor Inn Gosford Bamboo Buddha Holgate North Avoca Beach North Avoca Microlight Adventures Somersby Ibis Budget West Gosford Galeria De Arte Umina Beach Ocean Beach Umina Segway Central Coast Kariong Quality Inn The Willows Wyoming Gosford Regional Gallery East Gosford Patonga Beach Patonga Beach The Springs Golf Club & Function Centre Peats Ridge Terranova Motel Niagara Park Ken Duncan Gallery Erina Heights Pearl Beach Pearl Beach Transport Location 48 Terrigal Pacific Motel & Apartments Terrigal Moochinside Gallery Killcare Presidents Hill Lookout Gosford 49 Tiarri Terrigal Beach Terrigal Neale Joseph Fine Art Gallery Terrigal Putty Beach Bouddi National Park Busways Kincumber Treetops Resort Avoca Beach Avoca Beach R.A Stanley Landscape Photography East Gosford Rumbalara Reserve Gosford Central Coast Ferries Saratoga Watersedge Motel Woy Woy Sergio Sill Fine Arts Gallery Kariong Terrigal Beach Terrigal Luxury Location Somersby Photographic Gallery Somersby Staples Lookout Kariong Wineries, Vineyards and Breweries Location Studio Latitude 33 Avoca Beach Strickland State Forest Somersby Distillery Botanica Erina Bells at Killcare Killcare Heights The Bouddi Gallery Killcare Tallow Beach Bouddi National Park Firescreek Wines Holgate Somersby Gardens Somersby Entertainment Location Terrigal Beach Terrigal Six Strings Brewing Company Erina Resorts Location Avoca Beach Bowling & Recreation Club Avoca Beach Umina Beach Umina Avoca Beach Picture Theatre Avoca Beach Wamberal Beach Wamberal Zoos, Sanctuaries, Aquariums and Location Crowne Plaza Terrigal Terrigal Breakers Country Club Wamberal Warrah Lookout Patonga Wildlife Parks Ettalong Beach Tourist Resort Ettalong Beach Central Coast Leagues Club Gosford Mantra Ettalong Beach Ettalong Beach Historical Sites and Heritage Locations Location Central Coast Marine Discovery Centre Terrigal Cinema Paradiso Ettalong Beach The Tantra Apartments at Henry Kendall Cottage West Gosford Australia Walkabout Wildlife Park Calga Club Umina Umina Beach Ettalong Beach Resort Ettalong Beach UNESCO World Heritage Listed Devines Hill Australian Reptile Park Somersby Davistown RSL Club Davistown and Finchs Line Dharug National Park Self Contained Location Erina Rugby League Football Club Erina Product Type - Dining/Eating Out Parks and Gardens including Botanic Location Avoca Beach Heritage Villas Avoca Beach Ettalong Beach Memorial Club Ettalong Beach Cafes Location Ettalong Memorial Bowling Club Ettalong Beach Gosford/Edogawa Commemorative Gardens East Gosford Copacabana Luxury Apartments Copacabana Aromas @ The Hive Erina Everglades Country Club Woy Woy Mt Penang Gardens Kariong Family Retreat Terrigal Aromas on the Sea (Crowne Plaza) Terrigal Gosford Golf Club Gosford Karalta Court Village Erina National Parks and Reserves Location Avoca Beach Pizza & Pasta Café Avoca Beach Gosford Racing West Gosford Terrigal Executive Suite Terrigal Avoca Sands Café Avoca Beach Gosford RSL Club West Gosford Bouddi National Park Killcare Bamboo Buddha Holgate Product Type - Attraction Gosford Sailing Club Gosford Brisbane Waters National Park Kariong Bonne Journee East Gosford Amusement and Theme Parks Location Hardy’s Bay RSL & Citizens Club Hardy’s Bay Dharug National Park Gunderman Café Camino (old Avoca Teahouse) Avoca Hoyts Erina Erina Popran National Park Mangrove Mountain Central Coast Steam Model Co op Narara Café Expresso East Gosford Intencity Erina Erina Retail Location Glenworth Valley Outdoor Adventures Glenworth Valley Café Jam East Gosford Laycock Street Theatre (GCC) North Gosford The Paintball Place Kulnura Allthings Handcraft Market Terrigal Café Paradiso Ettalong Lizotte’s Restaurant Kincumber Deepwater Plaza Shopping Centre Woy Woy Caroline Bay Brassiere & Café East Gosford Charters Diving Location Mangrove Mountain Memorial & Golf Club Central Mangrove Erina Fair Erina Coast 175 Café Ettalong Beach Dive Imports Australia Erina Mooney Mooney Club on the Hawkesbury Mooney Mooney Imperial Shopping Centre Gosford Coastal Treats Umina Gosford Dive Services Umina Beach Reviver Gosford Killcare Village Shops Killcare Corrugated Café Peats Ridge Scuba Shack Charters Ettalong Beach Terrigal Bowling Club Terrigal Rusty Cow Australiana Gosford Delish of Erina Erina Terrigal Dive Centre Terrigal The Sporties At Woy Woy Woy Woy Sanaa Afrika Terrigal Ferry Road Café Ettalong Beach Woy Woy & District RLF Club Woy Woy Southern Adventures West Gosford Gnostic Mana Woy Woy Charters Fishing Location Woy Woy Little Theatre Woy Woy The Mousehole Avoca Beach Green Room Espresso Terrigal 1300 BIGFISH - Calmwater Fishing Charters Gosford Farming, Food & Produce Location Harrisons on Church Terrigal Central Coast Reef & Game Fishing Charters Terrigal Spas and Retreats Location Gnostic Organics Woy Woy Hatters Tea House Ettalong Beach Hawkesbury Fishing Charters Davistown Margins Mushrooms Woy Woy Bells Day Spa Killcare Haven Beach Café Terrigal The Wildflower Place Erina Jhalu Day Spa and Fitness Ettalong Beach La Palma Pizza Ettalong Tea Tree Terrigal Lanxaneta (The Old Killcare Store) Killcare Appendix 8: Gosford LGA Product Audit (cont) Appendix 8: Gosford LGA Product Audit (cont) Product Type - Dining/Eating Out Product Type - Dining/Eating Out Product Type - Dining/Eating Out Product Type - Dining/Eating Out Cafes cont. Location Restaurants cont. Location Restaurants cont. Location Take Away/Fast Food Location Breezes (Country Comfort) Terrigal Montis Ashore Gosford Mum’s Seafood Kitchen Umina Rajshahi Indian Restaurant Wyoming Carao Cruz Restaurant Terrigal Ocean Breeze Café (Ocean Beach Holiday Pk) Umina Ooomph Café East Gosford Randalls on the Beach Killcare Cat’s Pyjamas Restaurant Ettalong Pizza Inn Gosford Ruby 2 Café & Books Ettalong Beach Reef Restaurant and Grill Terrigal Chopstix Avoca Pizza Inn Terrigal Sage Café Erina Rojo Rocket Avoca Beach Copper Pot Indian Restaurant Umina Spice Noodle Bar Terrigal San Churro Erina Rossini’s Italian Lisarow Crust Gourmet Pizza East Gosford The Godfather Wamberal Silver Tree Café Erina Ryley’s Brasserie Ettalong Dragon Paradise Chinese Restaurant Kincumber South The Fish Hut Blackwall Sit n Chat Gourmet Café Woy Woy Sapa Modern Vietnamese Terrigal Dragon’s Door Chinese Restaurant Erina The Kiosk Avoca Beach Avoca Beach Sit ‘n’ Chats Erina Safran Ettalong Beach Erina Thai & Chinese Cuisine East Gosford The Old Oak Peats Ridge Peats Ridge Sit O’Clock Woy Woy Santorini Café Restaurant Terrigal Flair Restaurant/Café Erina Heights The Pizza Joint Umina Taste Gourmet Grocer & Café East Gosford Saran Thai Wyoming Flame Tree Vietnamese Umina The Supreme Pizza Kariong The Café @ Impact Plants Empire Bay Sea Grill Restaurant Copacabana Flaming Bowl Noodle Restaurant Erina Umina Bakehouse Umina The Coffee Club Erina Sea Spice Thai Restaurant Umina Gee Kwong Chinese Restaurant Gosford The European Café East Gosford Seasalt (Crowne Plaza) Terrigal Product Type - Infrastructure Ghandi Indian Restaurant Ettalong The Fat Goose Killcare Silver Chair Restaurant East Gosford Gosford Shoreline Restaurant Gosford Parking (Public) Location The Foot Note Copacabana Silver Dragon Chinese Restaurant Umina Gourmet Pizza Kitchen Erina The Point Café (Avoca) Avoca Beach Sirin Thai Ettalong Baker St Carpark Gosford Green Jade Chinese Restaurant Kincumber The Point Café (Killcare) Killcare Star Buffet Gosford Gosford Town Centre Gosford 50 Harmony Court Restaurant Niagara Park 51 The Point Café (Wamberal) Wamberal Stillwaters Restaurant Davistown Showground Rd Parking Deck Gosford Harry Rainbow Chinese, Treble Clef Café (formerly Sassy’s) Umina Supermex Mexican Restaurant Terrigal Wilson Rd Parking Deck Terrigal Ettalong Bowling Club Ettalong Table 2256 Woy Woy Woy Woy Commuter Carpark Woy Woy Pubs/Bars Location Hong Kong Chinese, Ettalong Markets Ettalong Beach Terrigal Thai Restaurant Terrigal Avoca Beach Hotel Avoca Beach Hungry Wolf’s Italian Pizza & Pasta Wyoming Accredited Information Centres Location Thai Phunk Lisarow Bay View Hotel & Brasserie Woy Woy Il Ristoro Empire Bay Thai Thyme Erina Avoca Beach Picture Theatre Avoca Beach Duttons Tavern Gosford J & D Restaurants Pty Ltd Erina The Austrian Schnitzelhaus Erina Breakers Country Club Wamberal Elanora Hotel East Gosford Japanese Teppanayaki BBQ Restaurant West Gosford The Boathouse Waterfront Restaurant Koolewong Central Coast Visitors Centre Kariong Empire Bay Tavern Empire Bay Joe’s Pizza Parlour Gosford The Bungalow Lounge & Tapas Ettalong Gosford Visitor Information Centre Gosford Ettalong Hotel Ettalong Beach K B Thai OK Woy Woy The Cowrie Terrigal Florida Beach Bar (Crowne Plaza) Terrigal Kantara House Green Point Education/Training/Facilities/Academies Location The Italian Restaurant Erina Henry Kendall Tavern West Gosford Kariong Chinese Restaurant Kariong The Kings of Punjab Erina TAFE NSW Gosford Hotel Gosford Gosford Khonkaen Koon Thai Umina The Scarlett Table Ettalong Beach Kariong Family Tavern Kariong Kincumber Thai Kincumber Product Type - Hire Trackside Restaurant West Gosford Kincumber Hotel Kincumber Kincumber Lantern Kincumber Treetops Restaurant Avoca Boats Location Ocean Beach Hotel Umina La Fiamma Woodfire Pizza Ettalong Beach Trevisani Restaurant & Bar Gosford Andersons Boat Shed Booker Bay Patonga Beach Hotel Patonga Lamiche Wamberal Umina Asian Noodle Umina AquaFun Kayak & Pedalboat Hire Avoca Beach ReviveR Bar Gosford Le Chat Noir Terrigal Umina Chinese Restaurant Umina Broken Bay Blue Water Charters Booker Bay Terrigal Hotel Terrigal Letterbox Restaurant Terrigal Upper Deck Gosford Central Coast Boat Hire Killcare The Florida Beach Bar Terrigal L’isle de France Sur Mer Terrigal Terrigal Villa Sorgenti Green Point Central Coast Charters P/L Ettalong The Grange Hotel Wyoming Lizotte’s Restaurant Kincumber White Sands Restaurant Copacabana The Settlers Tavern Gosford Lucky Dragon Chinese Restaurant Green Point Campervans and Motorhomes Location Willows Restaurant Gosford North Mai Thai Saratoga Restaurants Location Woy Woy Fishermen’s Wharf Woy Woy Aus Venture Motor Homes Gosford Made Brus Mexican Restaurant Woy Woy Wyoming Lantern Wyoming Lookout Camper Trailer Hire West Gosford 92 Thai Restaurant Gosford Manfredi at Bells Killcare Yum Yum Eatery Hardys Bay Motorbikes Location 304 on West Umina Menhir Spanish Tapas & Bar Ettalong Beach Yume Japanese Teppanyaki Restaurant Gosford 1926 Brasserie Gosford Michael’s of Gosford East Gosford Oz Trikes (Aust) Pty Ltd Somersby Zitas Restaurant Woy Woy 5000 Miles Away from India Restaurant Gosford Mojito Joes Avoca Beach Cars Location Aarons at the Rocks Ettalong Beach Namans Kitchen Ettalong Take Away/Fast Food Location James Parker Cars Point Clare Acqua Vista Umina N’Thai Sing Restaurant Terrigal Boon’s Thai Green Point Allmalay Avoca Beach Oasis Café Restaurant Lounge Erina Bremen Pattisserie Umina Minibuses and Coaches Location Audrey’s Restaurant MacMasters Beach Olive on Oceanview Ettalong Burg R Bug R Café East Gosford Adairs Kariong Avoca Bowling Club (Flavours Bistro) Avoca Beach Pearls on the Beach Pearl Beach Burger Girls Avoca Beach Southern Cross Coaches West Gosford Avoca Thai Avoca Beach Peking Garden Gosford Cove Café and Grill Terrigal BBQ Buffet Restaurant Woy Woy Pelicans Restaurant (Woy Woy Hotel) Woy Woy Darrons Seafood Wamberal Beef & Barramundi Bar & Grill Ettalong Phunk Restaurant - Thai East Gosford Ettalong Chinese Takeaway Ettalong Bells at Killcare Killcare Rajdhani Indian Restaurant Avoca Beach Ettalong Pizza & Pasta House Ettalong Bentley’s Forresters Beach Rajdhani Indian Restaurant Kincumber Fishermans Wharf Woy Woy Woy Woy Black Sesame Chinese Restaurant East Gosford Rajdhani Indian Restaurant Terrigal Kahveh Café Avoca Beach Brando’s Fountain Plaza Erina Rajdhani Indian Restaurant West Gosford Mermaids Seafood Avoca Beach
Appendix 8: Gosford LGA Product Audit (cont) Appendix 8: Gosford LGA Product Audit (cont) Product Type - Tours Product Type - Events cont. Product Type - Sporting Facilities Product Type - Sporting Facilities Kayaking Location Festivals and Celebrations cont. Location Gavenlock Oval Narara Paddy Clifton Oval Narara Australia Day - Wagstaffe Wagstaffe Heazlett Park Avoca Beach Patrick Croke Oval Kincumber Ocean Planet Kayak Tours Glenworth Valley Central Coast Italian Festival Ettalong Beach Hylton Moore Park East Gosford Paul Oval Matcham Scenic Flight Location Central Coast Kids Day Out Kariong James Brown Oval Woy Woy Rogers Park Woy Woy Kariong Recreational Area Kariong Saratoga Oval Saratoga Coastal Helicopters Aust. Erina Community Spirit Festival Gosford Kitchener Park Ettalong St Edwards Oval East Gosford MyHeli Somersby Crossroads Festival Green Point Ettalong Beach Festival Ettalong Beach Leagues Club Field Gosford Terrigal Haven Terrigal Wine Tasting Location Gosford City Christmas Parade Gosford Lemon Grove Park Ettalong Terry Oval Springfield Divine Tours P/L Terrigal Gosford NYE Festival Gosford Mackillop Oval - De La Salle Recreation Kincumber South Umina Oval Umina Great Northwalk 100’s Patonga Maidens Brush Oval Wyoming Victoria Park Gosford Extended Location June Long Weekend Classical Music Festival Pearl Beach Mangrove Mountain District Oval Mangrove Woy Woy Park Woy Woy Australian Leisure Tours Gosford Kariong Community Fun Festival Kariong Mountain McEvoy Oval Umina Full Day Location Midday Monster Mash (Trick or Treat) Gosford Appendix 9: Wyong LGA Product Audit 1300 Big Fish Gosford Markets Location Broken Bay Blue Waters Charters Booker Bay Avoca Beachside Markets Avoca Beach Product Type - Accommodation Product Type - Accommodation Coast Helicopters Erina Central Coast Christmas Fair Terrigal Apartments Location Two Shores Holiday Village The Entrance Nth diVine tours Terrigal Central Coast Christmas Fair 2012 Avoca Walu Caravan Park Budgewoi Horse Riding Tours - Glenworth Valley Davistown RSL Markets Davistown Allamanda Retreat Long Jetty 52 Waterfront Tourist Park Canton Beach 53 Outdoor Adventures Glenworth Valley Easter Saturday Monster Book Fair Pearl Beach Foreshore Court The Entrance Nth Ocean Planet Kayak Tours Glenworth Valley Ettalong Beach Markets Ettalong Beach Sandy Cove Apartments The Entrance Holiday Houses Location OZ Trikes Tours Somersby French Country Market Springfield Sea Side Flats Michelle Maree The Entrance Bamboo House Kanwal Gosford City Markets Gosford Seaside Apartments The Entrance Bateau Bay Beachfront Bateau Bay Half Day or Less Location Mangrove Mountain Country Fair Mangrove Mountain Backpackers and Hostels Location Bateau Bay Luxury Spa Accommodation Bateau Bay Central Coast Ferries Woy Woy Ourimbah RSL Markets Davistown Backpackers @ The Entrance The Entrance Beachfront at Blue Bay Blue Bay Glenworth Valley Abseiling Glenworth Valley Patonga Easter Fete Patonga The Entrance Backpackers The Entrance Blue Lagoon Beach House Bateau Bay Glenworth Valley Quad Biking Glenworth Valley Golf-Beach House Shelly Beach Point Clare Markets Point Clare Bed and Breakfast Location Microlight Adventures Terrigal Terrigal Antique and Vintage Fair Terrigal Lavender House By The Sea The Entrance Nyanga Walang Aboriginal Tours Kariong Al Mare Beachfront Retreat Blue Bay Talinga Waterfront Beach House Blue Bay Performances Location Pro-Dive Central Coast Kilarney Vale All Comfort B&B Hamlyn Terrace The Noraville Hideaway House Noraville Segway Central Coast Kariong Monthly Comedy Night Woy Woy Bateau Bay Beachfront Bateau Bay Farm Stay Location Surf Life Style MacMasters Beach Opera in the Arboretum Pearl Beach Breeze Bed and Breakfast Bateau Bay The Last Riverboat Postman Brooklyn Rasa Duende - Album Launch Yattalunga Cedarbrush Downs Cedar Brush Creek Hidden Valley Farm Palm Grove Tunes in the Afternoon Erina Green Acres Bed & Breakfast Mardi Hotel/Motel Location Tailored Location Forest Park Country Retreat Kulnura Bateau Bay Hotel Motel Bateau Bay Scuba Shack Charters Ettalong Beach Sporting Events Location Lavender House Bed & Breakfast The Entrance Best Western Bridgeview Motel Gorokan Product Type - Events Adrenathon - The Ultimate Adventure Race Peats Ridge Rijdale B&B Glenning Valley Buccaneer Motel Long Jetty Bay to Bay Fun Run Gosford Cabins and Cottages Location Central Coast Motel Wyong Exhibitions and Shows Location Century Challenge Cycle Ryde Somersby Lake Haven Castle Cottage Lakehaven Chittaway Motel Chittaway Bay 5 Lands Walk MacMasters Beach Gosford Quarries Gosford Gold Cup Gosford Norah Head Lighthouse Quarters Norah Head Coachman Motor Inn Long Jetty Banff Mountain Film Festival Avoca Beach NSW Surf Life Saving Championships Umina Shelly Beach Cabins Shelly Beach Dam Hotel Wyong North Bike Week Gosford Singo’s Meats ANZAC Day Race Day Gosford Toowoon Bay Corner Cottage Toowoon Bay El Lago Waters Resort The Entrance Blues Across the Bay Patonga The Stampede Glenworth Valley Toowoon Bay Cottage Toowoon Bay Hibiscus Lakeside Motel Budgewoi Brisbane Water Oyster Festival Ettalong Beach Tough Mudder Calga Two Shores Holiday Village The Entrance Nth Jetty Motel Long Jetty Central Coast Beer & Cider Festival Kincumber Lake Front Motel The Entrance Nth Product Type - Sporting Facilities Caravan and Camping Location Food and Wine Fare Pearl Beach Lake Haven Motor Inn Gorokan Gosford Art Prize Gosford Alan Davidson Oval Wyoming A Paradise Park Cabins Long Jetty Lake Munmorah Motel Lake Munmorah Gosford Regional Show Gosford Austin Butler Oval Woy Woy Big 4 Lake Macquarie Holiday Park Mannering Park Ocean Front At The Entrance The Entrance National Square Dance Convention Niagara Park Central Coast Stadium Gosford Blue Bay Camping & Caravan Tourist Park The Entrance Orana Hotel Unit The Entrance Rotary Club Kincumber Davistown Memorial Oval Davistown Blue Lagoon Beach Resort Bateau Bay Palm Court Motel Bateau Bay Community Foreshore Walk Kincumber Duffy’s Reserve Terrigal Budgewoi Holiday Park Budgewoi Sapphire Palms Motel The Entrance Sculpture by the Bay Gosford Erina High School Oval Erina Canton Beach Holiday Park Toukley Sea N Sun Motel Noraville Central Coast Eco Tours Ourimbah Festivals and Celebrations Location Erina Oval Erina The Beachcomber Hotel Toukley Ettalong Oval Ettalong Dunleith Caravan Park The Entrance Nth 2GO Newcastle Permanent Carols Gosford The Entrance Motel Long Jetty Eve Williams Memorial Oval Patonga Lakeview Tourist Park Long Jetty ANZAC Day Commemorations Central Coast The Entrance Reef Motel The Entrance Fagans Park Point Clare Norah Head Holiday Park Norah Head Australia Day - Woy Woy Woy Woy The Waldorf Apartment Hotel The Entrance The Entrance Fred Pinkstone Oval Peats Ridge Oasis Caratel Caravan Park Kanwal Australia Day - Gosford Gosford Toukley Motor Inn Toukley Frost Reserve Kincumber Sun Valley Tourist Park Bateau Bay Toukley Motel Toukley Garnet Adcock Memorial Park West Gosford Toowoon Bay Holiday Park Toowoon Bay Tuggerah Lakes Motel Gorokan Appendix 9: Wyong LGA Product Audit (cont.) Appendix 9: Wyong LGA Product Audit (cont.) Product Type - Accommodation Product Type - Attractions cont. Product Type - Attractions cont. Product Type - Dining/Eating Out Lodge Location Farming, Food and Produce Location Spas and Retreats Location Restaurants Location Breakaway San Remo Central Coast Wetlands Pioneer Dairy Wyong Leela Traditional Thai Massage The Entrance Brazilian Grill Bar & Restaurant The Entrance Brushwood Lodge Glenning Valley Little Creek Cheese Pty Ltd Wyong Endota Spa Wyong Cam’s Court Chinese Restaurant Charmhaven Luxury Location Luka Chocolate Wyong Mii Spa Magenta Canton Chinese Restaurant Toukley Roses To Go Warnervale Coco Banana Brazilian Churrasto The Entrance Kims Beachside Hideaway Toowoon Bay Sports and Recreation Location The Wyong Milk Factory Wyong Fonzirelli The Entrance Noonaweena Kulnura 6S Health Tumbi Umbi George’s Family Restaurant Berkeley Vale Quay West Magenta Shores Magenta Galleries, Museums and Collections Location Bateau Bay Tenpin Bowl Bateau Bay Gold Racquet Family Restaurant Wyong Riveria Lakeside Waterfront Luxury The Entrance Artistique Photography By Nicolette Long Jetty Kooindah Waters Residential Golf & Spa Resort Wyong Golden Lake Chinese Restaurant Gorokan Bobbie P Gallery Wyong Magenta Shores Golf & Country Club Magenta Resorts Location Golden Leaves Chinese Restaurant Bateau Bay Earl Hingston Gallery Of Art Toukley Mini Golf At Mingara Tumbi Umbi Mercure Kooindah Waters Golf & Spa Resort Wyong Ho Court The Entrance Jacqui’s Art Studio Gallery Buff Point Sandra English Surf Coaching Budgewoi Oaks Waterfront Resort The Entrance Hong Wing Chinese Restaurant Killarney Vale Toowoon Bay Gallery Toowoon Bay Shelly Beach Golf Club Shelly Beach Indiana Raj The Entrance Self Contained Location Toukley And Districts Art Society Gorokan Supa Centa Tuggerah Tuggerah Two Birds Gallery Toowoon Bay Indigo Restaurant (Mingara) Tumbi Umbi On Bumbles Creek Ourimbah Toukley Golf Club Toukley Jan’s Chinese Malaysian Restaurant The Entrance Historical Sites and Heritage Locations Location Wyong Golf Club Wyong Jetty Indian Tandoori Restaurant Long Jetty Product Type - Attractions 54 Norah Head Lighthouse Norah Head Transport Location Jin Xin Chinese Restaurant The Entrance 55 Amusement and Theme Parks Location The Great North Road Convict Trail Bucketty Coastal Liner Wyong Jolly Good Indian Restaurant Long Jetty Amazement Wyong Creek Natural Attraction Location Red Bus Bateau Bay Jolly Good Indian Restaurant Toukley Chipmunks Tuggerah Tuggerah Bateau Bay Beach Bateau Bay Wineries, Vineyards and Breweries Location Jothi Indian Restaurant Toukley Laserblast Charmhaven Birdie Beach Mummorah State Bluetongue Brewery Warnervale Kanwal Chinese Restaurant Kanwal Kids HQ North Wyong Kenzies On The Hill Long Jetty Recreation Area Zoos, Sanctuaries, Aquariums Little Diggers Playland The Entrance Coast To Lake Walk The Entrance Kim Vietnamese Restaurant The Entrance and Wildlife Parks Location Treetops Adventure Park Wyong Creek Crackneck Lookout Bateau Bay Kims Toowoon Bay Forest of Tranquility at the Australian La Bocca Budgewoi Charters Diving Location Pelican Beach Wyrrabalong National Park Rainforest Sanctuary Ourimbah La Costa Restaurant The Entrance Pro-Dive Central Coast Killarney Vale Frazer Beach Mummorah State Product Type - Dining/Eating Out Lilly Thai Restaurant Toukley Entertainment Location Recreation Area Cafes Location Lone Star Steakhouse And Saloon Tuggerah Freemans Beach Mummorah State Café La Soul The Entrance Long Jetty Chinese Restaurant Long Jetty Canton Beach Sports Club Toukley Recreation Area Café Style Tuggerah Lotus Court Chinese Restaurant Long Jetty Club Toukley RSL Toukley Lakes Beach Budgewoi Glass Dome Coffee House Budgewoi Ming Dragon (Mingara) Tumbi Umbi Club Tuggerah Tuggerah Munmorah State Conservation Area Lake Munmorah Hog’s Breath Café (Westfield) Tuggerah Mohr Indian Restaurant Ourimbah Diggers @ The Entrance The Entrance North Entrance Beach The Entrance North Mad Mex Fresh Mexican Grill Tuggerah Mun Shing Chinese Restaurant Ourimbah Doyalson Wyee RSL Club Ltd Doyalson Olney State Forest Jilliby Mel’s Kitchen Long Jetty Ocean Front Restaurant The Entrance Event Cinemas Tuggerah Shelly Beach Shelly Beach Ocean Rest Blue Bay Soldiers Beach Norah Head Mojo’s Café Restaurant The Entrance Gwandalan Bowling Club Ltd Gwandalan Ocean Thai Cuisine Budgewoi The Entrance Beach The Entrance Shonnell’s Café Budgewoi Budgewoi Halekulani Bowling Club Budgewoi Olnix International Restaurant Norah Head The Entrance Ocean Baths The Entrance The Bay Café Restaurant Toowoon Bay Onni’s Thai Restaurant Charmhaven Mingara Recreational Club Tumbi Umbi Toowoon Bay Beach Toowoon Bay The Coffee Club Tuggerah Pelican Pizza The Entrance Munmorah United Bowling Club Ltd Lake Munmorah Watagan State Forest Wyong The Roasted Berry (Mingara) Tumbi Umbi Pelican’s Wharf Restaurant The Entrance Norah Head Bowling & Sports Club Ltd Norah Head Wyrrabalong Lookout Magenta Toscani’s Café Bar And Restaurant Tuggerah Piercarlos Trattoria The Entrance Ourimbah-Lisarow RSL Club Ltd Ourimbah Pubs Location National Parks and Reserves Location Pizza In The Pan Wyong Shelly Beach Golf Club Shelly Beach Munmorah State Conservation Area Lake Munmorah Bateau Bay Hotel Bateau Bay Pordella Italian Restaurant Bateau Bay The Bay Sports Club Bateau Bay Watagans National Park Wyong Dam Hotel Snake Creek Cattle Wyong Riverside Restaurant Wyong The Entrance Leagues Club Ltd Bateau Bay Wyrrabalong National Park Magenta Long Jetty Hotel Long Jetty Ru’s Chinese Restaurant Wyong The Entrance Pelican Feeding The Entrance Observatories and Planetariums Location Northlakes Tavern Charmhaven Sandbar Café Restaurant The Entrance The Greens - The Entrance Bowling Club Ltd The Entrance Koolang Observatory Bucketty The Beachcomber Hotel Toukley Sawan Thai Tuggerah Toukley Golf Club Ltd Toukley The Lakes Hotel The Entrance Retail Location Shorethyme Restaurant Norah Head Wallarah Bay Recreation Club Gorokan The Tall Timbers Ourimbah Siam Terrace Thai Restaurant Wyong Adrift Surf The Entrance Wyong Bowling Club Wyong Restaurants Location Silver Moon Chinese Restaurant Budgewoi Bateau Bay Square Bateau Bay Sounan Thai Restaurant The Entrance Wyong Golf Club Ltd Wyong Lakeside Shopping Centre The Entrance Angkara Malaysian Buff Point Star Buffet Family Restaurant The Entrance Wyong Race Club Wyong Greater Toukley Vision Toukley Arabian Lounge The Entrance Star Light Thai Bateau Bay Wyong RSL Sub Branch Club Ltd Wyong Lake Haven Shopping Centre Lake Haven Asian 99 Charmhaven Sticky Rice Thai Restaurant The Entrance Wyong Rugby League Club Ltd Kanwal Waterfront Arts And Craft Markets The Entrance Asian Haven Restaurant Toukley Westfield Tuggerah Tuggerah Bai Boon 207 Thai Toukley BB’s Restaurant Bateau Bay Appendix 9: Wyong LGA Product Audit (cont.) Appendix 9: Wyong LGA Product Audit (cont.) Product Type - Dining/Eating Out Product Type - Hire Product Type - Sporting Fields Product Type - Sporting Fields cont. Restaurants (cont.) Location Bicycles Location Adelaide St Oval Killarney Vale Kurraba Oval Berkeley Vale Lake Haven Oval Lake Haven Thai Continue Toukley E-Bikes R US Long Jetty Baker Park Wyong Bateau Bay Oval Bateau Bay Mannering Park Oval Mannering Park The Italian Restaurant The Entrance Boats Location Bill Sohier Park Ourimbah Norah Head Hockey Norah Head The Little Frog Wyong Long Jetty Catamaran & Boat Hire Long Jetty Blue Haven Oval Blue Haven Northlakes Oval San Remo The Palms Restaurant Gorokan Pelican Wharf Boat Hire North Entrance Buff Point Oval Buff Point Ourimbah Soccer Ourimbah The Willows Wyoming Campervans and Motorhomes Location Chittaway Oval Chittaway Bay Pat Morley Oval Bateau Bay Tides Restaurant The Entrance Darren Kennedy Oval Noraville Sir Joseph Banks Oval Bateau Bay Premier Camper Trailer Hire Kangy Angy Slade Park Oval Budgewoi Time After Thyme Restaurant Bateau Bay Don Small Oval Tacoma Private Caravan Hire Tuggerah Eastern Road Oval Killarney Vale Taylor Park The Entrance Tim’s Kitchen Chinese Takeaway Wyong Minibuses and Coaches Location Edsacc Oval North Bateau Bay Ted Doyle Oval Glenning Valley Tuck Seng Chinese Restaurant Charmhaven Coastal Liner Touring Warnervale Edsacc Oval South Bateau Bay Tuggerah Oval Tuggerah Tuggerah Inn Chinese Restaurant Tuggerah Halekulani Oval Budgewoi Tunkuwallin Oval Gwandalan Hamlyn Terrace Sporting Facility Hamlyn Terrace Wadalba Sports Facility Wyong Vesuvius Woodfired Pizzeria Charmhaven Product Type - Tour Wyong Licensed Chinese Restaurant Wyong Harry Moore Oval Toukley Warnervale Athletics Warnervale Watanobbi Oval Watanobbi Yarramalong Manor Yarramalong Half Day or Less Location Jubilee Oval Killarney Vale Norah Head Lighthouse Norah Head Kanwal Oval Kanwal Woongarrah Sports Facility Woongarrah Take Away/Fast Food Location Sandra English Surf Coaching Norah Head Killarney Vale Athletics Killarney Vale Bruces Pizza Bateau Bay Skydive The Central Coast Warnervale 56 57 Bua’s Thai Take Away Wyong Appendix 10: Key Source Markets and Consumer Segments Data Darrons Seafood The Entrance Express Noodles Pty Ltd Tuggerah Product Type - Events Domestic Day Trips 21% Increase Fortune Cookie Noodle Bar (Mingara) Tumbi Umbi Exhibitions and Shows Location Since 2009 Master Noodle Lake Haven All American Muscle Car Show The Entrance 4,000 Pizza Inn Tuggerah Central Coast Poker Championships Mingara Pizza Inn Long Jetty Chromefest The Entrance 3,500 Pizza Inn Charmhaven Chrysler Show & Shine Toukley Pizza Pit Budgewoi Easy Street Hot Rods Show & Shine Toukley 3,000 Preecha Thai Takeaway The Entrance Getting Hitched Wedding Expo Mingara Regent Chinese Takeaway Berkeley Vale Mingara Orchid Club Fair And Show Mingara 2,500
Sorella Pizza Kitchen Toowoon Bay Sculpture On The Greens Wyong Daytrip Visitors (000) 1,500 Thai Indeed Killarney Vale Festivals and Celebrations Location The Yabby Pot Long Jetty Australia Day Eve Canton Beach 1,000 ANZAC Day Commemorations Central Coast 500 Product Type - Infrastructure Carols By Candlelight By The Entrance The Entrance Central Coast Country Music Festival The Entrance Dump Point Location 0 Central Coast Ukulele Festival The Entrance Budgewoi Holiday Park Budgewoi Christmas Under The Stars The Entrance 2006 2007 2008 2009 2010 2011 2012 Caltex Service Station Northbound Warnervale Food Fun & Music Festival Toukley Year Source: Tourism Research Australia, NVS Central Coast Data Year Ending Dec 2006-2012 Caltex Service Station Southbound Warnervale Gathering Of The Clans Norah Head Canton Beach Holiday Park Canton Beach Going Off At The Swamp Family Festival San Remo Domestic Overnight Average Length of Stay Norah Head Holiday Park Norah Head Great North Walk 100’s Lake Macquarie 3.1 Toowoon Bay Holiday Park Toowoon Bay 7% Decrease International Lighthouse Weekend Norah Head Since 2009 Accredited Visitor Information Centres Location Lighting Of The Christmas Tree The Entrance 3 Oliver’s Real Food Warnervale New Years Eve Celebrations - The Entrance The Entrance The Entrance Visitor Information Centre The Entrance Paws And Claws The Entrance Toukley Art Society Toukley Summer City Rumble The Entrance 2.9 Tuggerah Lakes Mardi Gras The Entrance Education/Training/Facilities/Academies Location Whaledreamers Festival Norah Head 2.8 TAFE NSW Ourimbah Wyong Shire Australia Day Celebrations The Entrance Days University Of Newcastle Ourimbah X-up Australia’s Freeride Festival Warnervale 2.7 Sporting Events Location Central Coast Half Marathon The Entrance 2.6 Fitness First Central Coast Sevens International Rugby Festival Kanwal 2.5 Magic Millions Race Day Wyong Redass NSW ACT Downhill State Championships Ourimbah 2005 2006 2007 2008 2009 2010 2011 2012 Wyong Gold Cup Wyong Year Source: Tourism Research Australia, NVS Central Coast Data Year Ending December 2006-2012 Appendix 10: Key Source Markets and Consumer Segments Data (cont). Appendix 10: Key Source Markets and Consumer Segments Data (cont).
International Overnight Visitors Purpose of Visitation - Day and Overnight Visitors
45,000 16,00
40,000 0.3% Decrease 14,00 Since 2009 35,000 12,00 30,000
10,00 25,000
800 15,000 Visitors (‘000) 10,000 600
5,000 58 400 59 0 20 2005 2006 2007 2008 2009 2010 2011 2012
Year Source: Tourism Research Australia, IVS Central Coast Data Year Ending December 2005-2012 0 2005 2006 2007 2008 2009 2010 2011 2012
Year Origin of Central Coast Day and Overnight Visitors Purpose of visit not asked Other Business Visiting friends & relatives Holiday & leisure 1,500 Source: Tourism Research Australia, NVS Central Coast Data, Year Ending 2005 - 2012
1,300 Grow our Market Share - Day and Overnight Visitors 333 14,50 25,500 1,100 297 23% 269 268 23% 301 14,00 900 250 25,000 315 259 22% 21% 21% 26% 23% 13,50 24,500 700 25%
Number of Visitors (‘000) Number of 13,00 24,000 500 Visitors (‘000) NSW 66% 67% 64% 65% 62% 61% 64% Visitors (‘000) Coast Central 12,50 23,500 300 67%
12,00 23,000 100
0 11,50 22,500 2005 2006 2007 2008 2009 2010 2011 2012 -100 10,00 22,000 Year 2005 2006 2007 2008 2009 2010 2011 2012 Sydney Other NSW VIC QLD SA WA TAS NT ACT Year Central Coast NSW Source: Tourism Research Australia, NVS Central Coast Data, Year Ending 2005 - 2012 Source: Tourism Research Australia, IVS & NVS Central Coast Data, Year Ending 2005 - 2012