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The Business Plan, the Project Became Known As the International Exhibition Complex (Rockhampton)

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The Business Plan, the Project Became Known As the International Exhibition Complex (Rockhampton) *#1#0#.*72--30,#5""0#11S 555T%*- *1-*32'-,18T!-+T3 8=4;5<6=:4< 8<0'1 ,#-" 0,#08944 3##,1*," ! "&-,#S4;76496666 (6S4;764966;; *V,'*S-07-0,#0%*- *1-*32'-,18T!-+T3 5;# ,0307Q6446 Our Reference: C:\DOCUMENTS AND SETTINGS\GARNERG\DESKTOP\PUBLICATIONS\BUSINESS PLAN CENTRAL QLD EVENTS CENTRE.DOC "!5*78(!9*! RR oo cc kk hh aa mm pp tt oo nn CC iii tt yy CC oo uu nn cc iii lll CCEENNTTRRAALL QQUUEEEENNSSLLAANNDD EE VV EE NN TT SS CC EE NN TT RR EE IInntteerrnnaattiioonnaallEExxhhiibbiittiioonnCCoommpplleexx,,RRoocckkhhaammppttoonn BB UU SS II NN EE SS SS PP LL AA NN 11.. PPRREEFFAACCEE This Business Plan is the final Report setting out, inter alia, details, relating to operational guidelines for a proposed redevelopment of the Rockhampton Showgrounds, Victoria Park Precincts, Rockhampton State High School, Gracemere Sales Yards and other areas which together incorporate the development of the international exhibition complex project (“the Project”) to be carried out in the vicinity of Rockhampton, Queensland. This Project, initiated by Rockhampton City Council ("the Council") has been carried out utilising the services of Global Solutions 4 Pty Ltd (“the Consultant”) on behalf of a consortium of consulting colleagues in Global Solutions 4 Pty Ltd, Hollingsworth Project Consultant, and Matthew Weathered & Associates (“the Consulting Team”). 7* ** 9*5*7**,2#0,2'-,* 6&' '2'-,##,20#%-!)&+.2-, !*" "%#6 #!2'-, "*(7* TABLE OF CONTENTS 1. PREFACE............................................................................................................. 1 2. EXECUTIVE SUMMARY ....................................................................................... 7 3. INTRODUCTION.................................................................................................. 8 FACILITIES REQUIREMENT – ORIGINAL IDENTIFICATION OF NEEDS .................................8 Overview .................................................................................................................................... 8 Initial Concepts / Development of the Project................................................................... 9 International Exhibition Complex Project Control Group / Reference Group .............. 9 ORIGINAL MASTER PLAN BUDGET SUMMARY – 17 MAY 2001 .......................................10 ALTERNATE “PRODUCT” CONCEPT....................................................................................11 THE FINAL (REVISED) MASTER PLAN BUDGET SUMMARY.................................................12 4. SCOPE AND OBJECTIVES................................................................................. 15 INTRODUCTION .....................................................................................................................15 PROJECT OBJECTIVES..........................................................................................................17 EXPECTED OUTCOMES.........................................................................................................17 5. METHODOLOGY............................................................................................... 18 6. RESEARCH FINDINGS AND IMPLICATIONS ..................................................... 21 MARKET ANALYSIS.................................................................................................................21 Industry Description ................................................................................................................ 21 The MICE Market..................................................................................................................... 22 PROFILE OF ROCKHAMPTON REGION ..............................................................................24 Regional Overview................................................................................................................. 24 Rockhampton – An Urban Centre By Definition ............................................................... 25 Population & Growth in Rockhampton / the Fitzroy Region........................................... 27 Social Indicators (Index of Relative Disadvantage)......................................................... 29 KEY STRATEGIC ISSUES..........................................................................................................32 Summary of Key Strategic Issues.......................................................................................... 32 Discussion – Key Strategic Issues .......................................................................................... 33 COMPETITIVE ADVANTAGE.................................................................................................36 The Importance of Competitive Advantage .................................................................... 36 The Business of the Proposed International Exhibition Complex.................................... 36 The Uniqueness of Rockhampton: Competitive Advantages ........................................ 36 The Uniqueness of Rockhampton: Other Advantages .................................................... 36 THE BEEF EXPO EVENT AT ROCKHAMPTON ......................................................................37 The Beef Expo Event............................................................................................................... 37 Beef Expo 2000 – Summary of the Event ............................................................................ 38 Beef Expo 2000 - Economic Impact (Detail)...................................................................... 39 Beef Expo 2000 - Other Detail .............................................................................................. 41 MAJOR EVENT SUCCESS STORIES.......................................................................................42 Calgary Stampede (Canada).............................................................................................. 42 Tamworth Country Music Festival (Australia) ..................................................................... 44 Australian National Field Days (Australia) ........................................................................... 44 Indianapolis 500 (United States)........................................................................................... 45 Conclusions.............................................................................................................................. 46 5;(# ,0307Q6446 - 8 8 !88C:\DOCUMENTS AND SETTINGS\GARNERG\DESKTOP\PUBLICATIONS\BUSINESS PLAN CENTRAL QLD EV 7* ** 9*5*7**,2#0,2'-,* 6&' '2'-,##,20#%-!)&+.2-, !*" "%#7 #!2'-, "*(7* 7. OUTLOOK FOR THE TOURISM / MICE INDUSTRIES ........................................... 48 PROJECT’S RELATIONSHIP TO TOURISM.............................................................................48 THE ECONOMIC CONTEXT OF TOURISM...........................................................................48 THE NEED TO ADOPT A LONG TERM VIEW........................................................................49 INTERNATIONAL & DOMESTIC TOURISM, AND THEIR RELATIVE IMPORTANCE.............50 The Relative Importance of the Domestic Market Despite an Increasing International Market............................................................................................................... 50 Potential Markets (International) ......................................................................................... 50 The Growth of International Tourism in Australia ............................................................... 53 International Market Barometer (December 2001).......................................................... 54 The Growth of Domestic Tourism.......................................................................................... 55 Tourist Accommodation ........................................................................................................ 58 Queensland – An Overview.................................................................................................. 60 International Visitors to Queensland ................................................................................... 61 Accommodation Trends in Queensland ............................................................................ 63 Tourist Accommodation in Queensland / Fitzroy Statistical Division & Rockhampton ......................................................................................................................... 66 Visitor Expenditure in Fitzroy ..................................................................................................70 Total Visitor Expenditure............................................................................................. 71 Expenditure by Source of Visitor................................................................................. 71 Expenditure by Purpose of Visit.................................................................................. 71 MICE MARKET OUTLOOK & CONSIDERATIONS RELATED TO VENUE & DESIGN OF FACILITIES .........................................................................................................................74 Conference and Exhibition Venues in Queensland......................................................... 74 The Need for Venue Flexibility .............................................................................................. 77 MICE Industry Growth Forecasts .........................................................................................
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