Alpine Shire Economic Development Strategy
Economic Development Strategy
i Alpine Shire Economic Development Strategy
Authors Gross Regional Product Sustainability The total value of final goods and Sustainable economic development The Alpine Shire Economic services produced in the region over considers the impact on the economy, Development Strategy was prepared by the period of one year. the community and the environment. Urban Enterprise in collaboration with Therefore, sustainable growth strikes a Alpine Shire Council. High Country balance between economic, community The High Country is a defined tourism and environmental outcomes. region in Victoria’s north-east, which Mike Ruzzene Value-Added includes seven shires – Alpine, Benalla, Director Indigo, Mansfield, Murrindindi, Towong Represents the marginal economic Urban Enterprise and Wangaratta – and the three value that is added by each industry major alpine resorts of Falls Creek, sector in a defined region. Value- Jonathan Rochwerger Mt Buller and Mt Hotham. The region Added can be calculated by subtracting Senior Associate is represented by a regional tourism local expenditure and expenditure Urban Enterprise board (Tourism North East), charged on regional imports from the output with the long-term and overarching generated by an industry sector, or Nancy Yoo strategic vision and direction for alternatively, by adding the Wages and the High Country region, ensuring a Salaries paid to local employees, the Consultant platform for future tourism growth. gross operating surplus and taxes on Urban Enterprise products and production. International Visitor Glossary of Terms A person is defined as an international visitor to Australia if they are currently Acronyms a resident overseas, have been in Overnight Visitor Australia for less than one year and are AAGR People aged 15 years and over aged 15 years or over. Average Annual Growth Rate who undertake an overnight trip of one night or more and at least Output ABS 40 kilometres away from home are Represents the gross revenue Australian Bureau of Statistics referred to as overnight visitors. Only generated by businesses/organisations EDS those trips where the respondent in each of the industry sectors in is away from home for less than 12 a defined region. Gross revenue is Economic Development Strategy months are in scope of the NVS. also referred to as total sales or total ERP income. Regional Exports Estimated Resident Population Represents the value ($) of goods SEIFA IVS and services exported outside The Socio-Economic Index for Areas International Visitor Survey of the defined region that have Index, developed by the ABS, measures been generated by businesses / the relative level of socio-economic LGA organisations in each of the industry advantage and disadvantage for a Local Government Area sectors within the region. defined area. The index score is based on a weighted combination of census NVS Daytrip Visitor variables that reflect disadvantage (e.g. National Visitor Survey Those who travel for a round trip income, education, employment, etc.), distance of at least 50 kilometres, are which is then standardised around TRA away from home for at least 4 hours, the national average score of 1,000. A Tourism Research Australia and who do not spend a night away higher score on the index reflects a from home as part of their travel. Same lower level of disadvantage. Therefore, SEIFA day travel as part of overnight travel is a score above 1,000 indicates a lower Socio-Economic Index for Areas excluded. level of disadvantage relative to the national average, while a score below 1,000 indicates a higher level of disadvantage relative to the national average.
ii Alpine Shire Economic Development Strategy
EXECUTIVE SUMMARY iv
INTRODUCTION 01 STRATEGIC CONTEXT 02 DEMOGRAPHIC PROFILE 06 ECONOMIC PROFILE 10 ECONOMIC DEVELOPMENT FRAMEWORK 13
Figures
F1. ALPINE SHIRE CONTEXT MAP p2 F2. ALPINE SHIRE DISTRICTS p3 F3. VALUE OF ALPINE SHIRE TOURISM 2018-19 p15 F4. ALPINE SHIRE SEASONALITY - 5 YEAR AVG. p18 F5. ALPINE SHIRE AGRICULTURAL LAND USE TYPES p19
iii Alpine Shire Economic Development Strategy
Executive Summary
Introduction and Background Alpine Shire Demographic and Economic Context Alpine Shire Council (Council) The Alpine Shire is located in Victoria’s commissioned Urban Enterprise to north-east, approximately 300km north- An analysis of the demographic and prepare the Alpine Shire Economic east of Melbourne, and proximate to economic characteristic of the Alpine Development Strategy (EDS), which the Regional Centres of Wodonga (50km Shire identified a number of key issues provides strategic direction to maintain to the north) and Wangaratta (40km to and opportunities to help drive future and develop a thriving and resilient the north-east). It is accessible via key economic development. local economy into the future. transport routes including the Kiewa Population Attraction and Retention This report is informed by independent Valley Highway and the Great Alpine Road. Whilst the Alpine Shire has experienced research and analysis, as well as a relatively low rate of population consultation with representatives of It includes significant natural assets, growth, this rate of growth varies community groups, organisations, most notably Alpine National Park and across the townships. In particular, businesses and Government Mount Buffalo National Park, which the Bright region and surrounding stakeholders. drives visitation and contributes to areas has experienced much higher Drawing on the Alpine Shire’s the natural amenity that makes Alpine population growth than elsewhere in comparative advantages, the EDS Shire popular for residential lifestyle the Alpine Shire over the past 10 years. focuses on ways to support, grow and attraction. This demonstrates the need to develop stabilise existing businesses in key There are several key towns and population attraction and retention sectors such as tourism, agriculture, population nodes within the region strategies that are targeted to meet the manufacturing, education and health as that drive residential, employment specific needs of each township and well as attract new businesses that are and economic growth, including Bright surrounding area. These strategies will suited to the values and attributes of (administrative centre), Mount Beauty, help the Alpine Shire compete with the Alpine Shire. Myrtleford and Dinner Plain (service surrounding regional destinations for population (and workforce) attraction, The impacts of the COVID-19 pandemic, centres). These towns represent particularly by leveraging the high level as well as the recent bushfires, will distinct regional areas, each of of amenity, which makes the region require a significant effort from which has unique strengths, specific favourable to lifestyle residential Council to support business recovery. community needs and economic attraction and young families. This report will identify relevant priorities. Therefore, this EDS provides initiatives to support short term analysis and strategic direction at a Attracting Young Families and Growing local business recovery and improve sub-regional or district level, which the Workforce helps develop overarching strategies business resilience within the Alpine The Alpine Shire has a considerably Shire economy. and clear direction for the regional economy. older age profile, with a median age of 49 (compared to Victorian average of 37). This has implications on demand for specific services including aged care, health care and social assistance. However, there is evidence that the age profile is shifting to a younger demographic, evidenced by the high growth in school enrolments.
iv Alpine Shire Economic Development Strategy
Executive Summary (cont.)
As such, Council should focus on Striking a sustainable balance in Economic Development continuing to attract young/mid- tourism will be important for Alpine Framework life families, helping to sustain the Shire to maintain high levels of amenity economy over time and drive longer and liveability and a healthy economy. Vision term growth. This will require suitable Diversification in Agriculture and The outcomes of this Economic job opportunities, provision of Forestry Development Strategy will align with education services to meet demand, as Council’s 2030 Community Vision: well as improvements in amenity. The agricultural and forestry sectors are key drivers of the regional economy. The Alpine Shire provides outstanding Housing Affordability and Availability These key sectors have potential for opportunities for its residents and There is an issue with housing growth over the long-term, which will visitors through sustainable growth in availability and affordability within the expand the Alpine Shire’s key industries balance with the natural environment. Alpine Shire, reflected by the low rates and consolidate areas of strength. Economic Development Objectives of dwelling growth, low density stock, In particular, the continued The overarching economic development low rates of permanent occupancy and diversification, innovation and objectives include: higher than average property prices. productivity within the agricultural Achieve a More Productive and There is also a high degree of variability sector – through the production of Sustainable Economic Base in housing stock, with some townships raw materials – is linked to the growth (such as Bright) driving the sprawl of of the manufacturing sub-sectors, Leverage greater economic output residents to other towns/municipalities including timber-related production and employment outcomes from due to housing prices. and food and beverage processing. industries of competitive advantage and balance economic outcomes with The provision of high-quality and Disaster Recovery affordable housing is critical to resident local community and environmental and workforce attraction and should The economic impacts of COVID-19 (as values to ensure sustainable economic be a key focus for Council, taking into well as the 2020 bushfires) have been development. substantial, with the Alpine Shire’s account the differences in housing Develop a Resilient and Diversified tourism industry acutely impacted by stock across the Shire and resident Business Base needs. losses in business revenue, economic output and increases in unemployment. Support the business community to Importance of the Visitor Economy In addition, the forestry sector was generate industry resilience, diversity Alpine Shire is the highest performing significantly impacted by the bushfires, and achieve successful economic municipality within the High-Country which decimated around 10% of outcomes. Region in terms of its visitor economy. plantation forest. Maintain and Improve Liveability This is reflected in terms of visitation To facilitate economic recovery, Identify strategies and investments and total visitor expenditure. The Council should support businesses impact of tourism flows through the that will improve liveability for existing and encourage resilience by providing residents and drive population Alpine Shire economy, impacting training, mentoring and networking economic output and job creation retention and attraction, as well as opportunities. Another important factor business attraction. across the accommodation, food and for economic resilience is to promote beverage, retail, services, transport and industry diversification and expand property sectors. The visitor economy the jobs base so that it is less reliant is also a major contributor of Council on tourism and agriculture, ensuring rates on residential and commercial the economy is less volatile to external property through holiday homes, visitor impacts. accommodation and retail and food premises.
v Alpine Shire Economic Development Strategy
Executive Summary (cont.)
Framework Overview Theme Strategies The Economic Development Framework, summarised in the table below, 1. A Sustainable Visitor Economy: 1.1 Create a sustainable tourism industry includes five key themes. These provide Support and manage ongoing and in the Alpine Shire the areas of focus for ongoing growth sustainable growth in tourism 1.2 Increase geographic and seasonal and enhancement of the economy of to achieve positive economic, visitor dispersal Alpine Shire. community and environmental outcomes for the Alpine Shire.
2. Growing and Diversifying 2.1 Increase the value of agricultural Agriculture: Develop and enhance production the agricultural and forestry 2.2 Future proof and protect the sectors and promote diversity of agricultural and forestry sectors uses to increase its contribution to 2.3 Maintain and grow jobs in agriculture economic growth. 2.4 Support food and beverage manufacturing
3. Enhanced Liveability and Resident 3.1 Maintain and improve the amenity of Attraction: Generate economic and the Alpine Shire social wellbeing outcomes through 3.2 Increase the population growth rate supporting liveable communities to across the Alpine Shire promote population attraction and 3.3 Support for an ageing population retention.
4. Attracting New Industry and 4.1 Increase industry diversification and Investment: Leverage greater expand the jobs base economic growth and employment 4.2 Strategic investment in public sector outcomes from a wide range of infrastructure projects industry sectors and strategic investments
5. Supporting Businesses: Support 5.1 Upskill the workforce to meet industry and encourage a wide business needs community, including promotion 5.2 Create a connected and well- of business resilience, to generate informed business base successful employment and 5.3 Promote business resilience (disaster economic outcomes. recovery assistance)
vi Alpine Shire Economic Development Strategy
Introduction
Overview Project Methodology Local Government’s Role in Economic Development Alpine Shire Council (Council) The following tasks were undertaken commissioned Urban Enterprise to in the delivery of the Economic At a high-level, the purpose of prepare the Alpine Shire Economic Development Strategy: economic development at a Local Development Strategy (EDS), which 1. Assess background reports and Government level is: provides strategic direction to maintain existing strategies that are relevant “To build up the economic capacity of and develop a thriving and resilient to economic development in the a local area to improve its economic local economy into the future. region. future and the quality of life for all. It This report is informed by independent 2. Consult with relevant stakeholders is a process by which public, business research and analysis, as well as to identify the barriers to growth and non-government sector partners consultation with representatives of and opportunities for economic work collectively to create better community groups, organisations, development in the Alpine Shire. conditions for economic growth and businesses and Government employment generation”. stakeholders. 3. Assess the macroeconomic conditions at the state and national Local Government plays an important The EDS will support the future level to understand the current role in facilitating economic growth economic development of the Alpine outlook for the economy. within their municipalities. Typically, Shire by analysing the industries that Council’s role in economic development currently drive economic growth and 4. Profile Alpine Shire’s demographics, includes business engagement and those that have potential for long term identifying historical and forecast support, business and investment growth. It will also focus on Council’s trends that may impact the local attraction, promoting liveability role for business support; industry economy. initiatives and undertaking advocacy attraction and resident attraction. 5. Profile Alpine Shire’s economy using efforts. The impacts of the COVID-19 pandemic a range of economic indicators In terms of investment attraction, it is will require a significant effort from (e.g. growth in output, employment, important for Local Governments to Council to support business recovery. business), identifying historical provide and encourage an economic This report will identify relevant and forecast trends that may have environment that is conducive to initiatives to support short term local implications on the local economy. attracting private investment. Council business recovery and longer-term 6. Provide an overview of the visitor can assist private investment by investment and industry attraction economy and the growing role of providing leadership, creating a strategies. tourism and related activities. consistent and streamlined regulatory environment, conducting market and Unless otherwise indicated, all 7. Develop an Economic Development industry research, and business case information collected relating to the Framework for the Alpine Shire development. Common objectives Alpine Shire’s economy reflects pre- economy, which outlines the adopted for economic development COVID-19 economic conditions. objectives, themes and strategies across Local Government include: (for Council consideration) to support sustained economic growth. • Supporting the existing business base (promoting growth within the existing business base); • Attracting new businesses and jobs (promoting growth by attracting new investment and businesses); • Promoting liveability and sustainable communities; and undertaking advocacy efforts.
1 Alpine Shire Economic Development Strategy
2 Alpine Shire Economic Development Strategy
Strategic Context
About Alpine Shire Sub-Regional Approach F2. Alpine Shire Districts
Alpine Shire Local Government Area The Alpine Shire consists of several (LGA) covers around 4,788 square distinct and unique population nodes kilometres and is located in Victoria’s (Bright, Mount Beauty, Myrtleford), north-east, approximately 300km as well as a diverse topography and north-east of Melbourne, 50km south natural assets (inc. national parks, 6 of Albury-Wodonga and 40km south- agricultural land and snow). Therefore, 2 west of Wangaratta. The Alpine Shire it is necessary to provide analysis and is accessible via key transport routes strategic direction at a sub-regional including the Kiewa Valley Highway and or district level, as the priorities 1 the Great Alpine Road. and needs of the community (and 5 It includes significant natural assets, economy) are likely to vary across the most notably Alpine National Park and municipality. 6 Mount Buffalo National Park. This is in Using the available data, the Alpine addition to two major alpine resorts Shire can be disaggregated into the – Falls Creek and Mount Hotham – following key districts: that are located within the municipal Within the Ovens Valley: 4 borders (but managed under their own Resort Management Boards). These 1. Bright; 3 natural assets drive extensive visitation 2. Myrtleford; to the Alpine Shire and contribute to 3. Harrietville - Porepunkah and the natural amenity that makes Alpine District (inc. Dinner Plain); and Shire popular for residential lifestyle attraction. 4. Buffalo River - Gapsted and District. There are several key towns within Within the Kiewa Valley (outlined in red the region that drive residential, in Figure 2 opposite): employment and economic growth, 5. Mount Beauty - Tawonga South; including Bright (administrative centre), Mount Beauty, Myrtleford and Dinner 6. Tawonga and Kiewa Valley. Plain (service centres). These districts are illustrated in the The Ovens and Kiewa Valleys are key figure opposite. to the economic prosperity of Alpine Where relevant, data and strategic Shire. All major towns are located considerations are provided at the sub- in these valleys and contain highly regional level. However, the report will productive agricultural land. primarily focus on a holistic approach The regional and local context of the that provides overarching strategies Alpine Shire is illustrated in on page 2. and clear direction for the regional (i.e. Alpine Shire) economy.
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Policy Context Key plans and policy documents Bushfires and Climate Change relevant to the economic development The following assessment builds off the strategy include: Alpine Shire’s economy and community findings from the previous Economic has been impacted many times over • Agriculture Victoria Strategy 2017 Development Strategy. the past 20 years by bushfires. The • Victorian Visitor Economy Strategy Numerous strategies and policies have bushfires of 2019-20 were particularly 2016-2020 been developed at a local and regional devastating in Australia and Alpine level to facilitate economic growth in • Victoria’s 30-Year Infrastructure Shire was once again affected. the Alpine municipality. Strategy 2016 This caused significant damage to agricultural and residential land, At the local level, Council’s 2030 • Hume Regional Growth Plan 2014 property and lives, with severe flow on Community Vision outlines a series • Ovens Murray Regional Partnership effects to the economy and particularly of economic development pathways Roadmap the tourism industry in 2020. The with a focus on tourism, energy and summer months are a popular period • Victoria’s High Country Destination technology infrastructure, as well as for tourism and the 2020 bushfires Management Plan 2013-2023 high value agriculture and horticulture. impacted trade in the March quarter Other relevant outcomes within the • Alpine Shire 2030 Community Vision substantially. local policy framework, in the context • Alpine Shire Council Plan 2017 to The Alpine Shire will continue to of the Economic Development Strategy, 2021 suffer from the ongoing impacts of include sustainability, community, • Alpine Liveability Plan 2013-2017. climate change as global warming opportunity and connectivity. creates more extreme weather events In terms of regional policy, a range and gradual drying of the climate. of priority projects relevant to Alpine External Economic Influences This includes changes to agricultural Shire are identified as important for patterns, infrastructure maintenance COVID-19 and Tourism future economic growth in the Hume requirements to mitigate the effects of region. A number of these projects are adverse weather, as well as increased COVID-19 has already had a significant focused on the tourism industry as pressure on the health sector as impact on the global economy and well as technology and infrastructure residents’ health is impacted by these restrictions on business and travel improvements. weather events. have already had major impacts on the At the State and Federal level, a Alpine Shire’s business base. number of relevant policies and Remote Working Some sectors have been affected to a strategies have been prepared to larger degree than others and Alpine support regional economic growth. Whilst remote working is not a new Shire’s economy which is heavily concept and many residents within Regional development policy at the weighted towards the tourism sector Alpine Shire already work remotely Federal level currently has four main has been impacted more than other using technology, restrictions enforced pillars that include regional finding rural municipalities which have a by COVID19 has demonstrated to programs, regional deals, Regional traditional industry base connected to businesses that workers can be Development Australia and Regional primary industry. productive working remotely. One of Australia Impact Statements. These International tourism will be affected the likely impacts from COVID19 is the pillars aim to increase investment in for a number of years. This may have potential for workers to have greater enabling infrastructure and impact positive impacts on visitor demand flexibility in working away from a connectivity as well as strengthen in Alpine Shire given the large traditional office environment. This may support for regional universities. proportion of visitors that are domestic. have long term benefits for lifestyle Restrictions on international travel may residential locations such as Alpine also see more Victorians holidaying Shire. This may lead to the attraction of within Victoria and lead to a short term new residents to the Alpine Shire. revival in the visitor economy within Alpine Shire when restrictions on travel are lifted.
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Global Trends in Manufacturing The Gig Economy Growing Demand for Health Care There has been an ongoing decline in The gig economy (i.e. contract, manufacturing in Victoria for more than temporary and free-lance work) There is growing demand for health 40 years. Globalisation has seen the is growing across Australia and care across Alpine Shire and Victoria, shift of production to lower cost labour extending into multiple industry as the population ages, with significant destinations around the world. sectors, particularly administration increases in the ’65 years and over’ and hospitality. This is largely driven cohort. This will significantly increase One area of manufacturing which has by the younger cohorts entering healthcare spending and demand for maintained strength in Victoria is food the labour force who typically seek services. processing. Due partly to automation flexibility over stability. The Alpine and the link between food processing Shire should recognise its growing and agriculture this industry has been popularity and understand the work maintained and in some instances implications, which may extend to a grown and developed further. rise in home-based businesses and Food processing is an import sector for subsequent decreases in permanent Alpine Shire. The two key sectors are business space due to the ability to dairy and wine production. work remotely. COVID-19 has also demonstrated the importance of local production in order Co-working Spaces to secure access to food and other Co-working spaces provide critical goods. support infrastructure often required Alpine Shire is well placed to continue for small businesses. Demand for co- to expand food processing and working spaces is growing, driven by potential to leverage from its brand for tech and creative industries, as well high quality production. as professional and financial service industries. This will become more The Victorian Econonomy is important to the Alpine Shire as the Diversifying... role of temporary business space and remote working facilities expands, The Victorian economy is diversifying particularly in response to COVID-19 away from an industrial economy to (which will decrease the importance of a more innovative, knowledge and permanent business spaces). service-based economy. In addition, the sectors forecast to drive future Retail economic growth in Victoria, which are relevant to the Alpine Shire, are health Retail spending is an important care, agribusiness and tourism. component of the economy, particularly Alpine Shire, as it is the second highest employing industry which is attributed Small to Medium Enterprise to tourism spend (as well as local The importance of small to medium spend). Retail spend can provide enterprise (SME), which are crucial to economic stimulus through direct the health of the Alpine economy as expenditure and is critical to economic almost all businesses in the Alpine growth. However, with the prevalence Shire (98%) are SMEs (i.e. non- of online retailing, in-store retail is employing or less than 20 employees). declining state-wide, which has seen a decrease in the retail sector over the past few years. Therefore, the Alpine Shire needs to respond to this shift to generate more retail spend and flow-on employment opportunities.
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Demographic Profile
The following provides an overview of Population Growth with surrounding regional destinations the demographic characteristics and for population attraction, particularly trends of Alpine Shire residents. This In 2019, the Estimated Resident by leveraging the high level of amenity, includes key demographic indicators Population of Alpine Shire was 12,814, which makes the region favourable to such as population profile, housing with the population concentrated in the lifestyle residential attraction. profile and relevant socio-economic Ovens Valley areas of Myrtleford (26%), Harrietville-Porepunkah and District trends, which has implications for Age Profile future economic development. (20%) and Bright (19%). Results are provided for districts (where Between 2012-19, the Alpine Shire The Alpine Shire’s age profile is relevant) and benchmarked against experienced relatively low rates of relatively old, with a median age of 49 the Hume Region and Regional Victoria population growth, increasing by (compared to Victorian average of 37). (where applicable) to provide context. +631 residents (or 0.7% p.a.). However, This is attributed to a large proportion growth was significantly higher in the of Shire residents (24%) aged 65 years Information relating to the Alpine Harrietville-Porepunkah and District and over, driven by an older age Shire’s population profile and forecasts (+238 or 1.4% p.a.) and Bright (+192 or profile in the districts of Bright (29% was prepared prior to the onset of 1.2% p.a.) areas. Conversely, the areas of residents aged 65 years and over), the COVID 19 pandemic, which is of Myrtleford (+78 or 0.3% p.a.) and Mount Beauty-Tawonga South (28%) expected to have a significant impact Tawonga and Kiewa Valley (-23 or -0.3% and Myrtleford (27%). on population movements. The nature p.a.) experienced stagnant or negative of population growth and movement The Alpine Shire’s population is growth over this period. will change and there is expected to expected to continue to age over time, be a reduction in net overseas and In addition, future population growth is with the number of residents aged 65 interstate migration, at least in the projected to be low, increasing to 13,521 years and over forecast to increase by short term. However, new opportunities by 2036, representing growth of +707 +753 residents (+25%) between 2016- are also being created for regional residents (0.3% p.a.). This is a relatively 36. However, there is also projected and rural areas to attract population slow rate of growth compared to the growth within the ‘young workforce and from metropolitan areas in particular, Hume Region (1.1% p.a.) and Regional family’ bracket (i.e. aged 20 to 49 years), particularly due to the increased Victoria (1.3% p.a.). However, it is likely which is expected to increase by +814 prevalence of remote work which that growth will also be variable across residents (+23%) over the same period. provides more flexibility in choosing different districts and townships, with This represents a shifting age profile to a place of residence, along with higher rates of growth expected for the a younger demographic, which is also the health and lifestyle advantages historically faster growing areas (note: evidenced by the relatively high growth associated with living in a more population projections are likely to in government school enrolments. sparsely regional environment. change due to the impact of COVID-19). Between 2015 and 2020, enrolments in The variable rate of growth across the the Alpine Shire grew by +194 (or 2.9% Alpine Shire will impact the rate of p.a.). This rate of growth is greater than demand for services across different the Victorian average (2.3% growth p.a.) districts, in particular the Bright as well as the combined High Country region and surrounding areas had municipalities1 (which experienced a experienced much higher population decrease in enrolments by 1% p.a.) growth than elsewhere in the Alpine The current rate of growth in older Shire over the past 10 years. Whilst the age brackets will have implications overall low rate of population growth on demand for specific services demonstrates the need for the Alpine including aged care, health care and Shire to develop population attraction social assistance. While the Alpine and retention strategies, this should Shire should ensure suitable service be targeted to meet the specific needs provision to cater to (and attract) these of the district (or township). These markets, an area of focus should be strategies will help the region compete on continuing to attract a younger
6 Alpine Shire Economic Development Strategy
workforce and young/mid-life families In terms of the property market, Socio-Economic Profile to Alpine Shire, as this will help sustain demand for low density housing is the economy over time and drive high, with housing sales averaging The Alpine Shire has a SEIFA ranking of longer term growth. This will require 188 p.a. (between 2010-19), followed 35 (out of 79 Victorian municipalities). suitable job opportunities, provision of by average apartment sales of 45 p.a. With a SEIFA score of 970 – below the education services to meet demand, as Due to this demand, property prices national average of 1,000 – Alpine Shire well as improvements in amenity. have substantially increased. Between is considered to have a relatively higher 2010-19, median housing prices level of disadvantage. However, when Housing and Dwelling Profile grew to $440k (+$198k or 82%), while disaggregated by township, there are apartment/unit prices grew to $407k variable levels of disadvantage across The housing stock is primarily low- (+$155k or 61%). These price increases – the Alpine Shire which will influence density separate houses (90%), which which can be attributed to the demand the core needs of each community. caters to both the family market and for holiday homes – have decreased The districts of Bright (986) and incoming retirees from high-density the affordability of property, with both Harrietville – Porepunkah and District urban areas. However, housing density average house and apartment prices (992) have relatively higher levels of varies across the Alpine Shire, with greater than the Regional Victoria advantage; conversely, the towns of Buffalo River - Gapsted and District average. This is a significant barrier to Myrtleford (910) and Mount Beauty (97%), Tawonga and Kiewa Valley (98%) population growth, as a key attractor (908) have lower levels of advantage. and Mount Beauty – Tawonga South for urban/metropolitan residents The Alpine Shire also has a low (94%) consisting almost entirely of low to regional areas is typically the unemployment rate of 2.6% (Mar 2020) density separate houses. availability of affordable housing. – compared to the Regional Victoria Housing stock is of higher (medium) There is an issue with housing average of 3.9% – and has consistently density within the areas of Bright (82%) availability and affordability within the decreased over time. and Harrietville – Porepunkah and Alpine Shire, reflected by the low rates 47% of residents (aged 15+ years) have District (87%), which has more units of dwelling growth, low density stock, a higher education qualification, which and townhouses due to the higher low rates of occupancy and higher than represents growth of +646 residents rates of population growth within these average property prices. There is also with a qualification between 2011-16. districts. a high degree of variability in housing This is a higher proportion than the stock, with some townships offering Occupancy rates in the Alpine Shire Hume Region and Regional Victoria and more attractive housing options to (75%) are lower than the Hume Region plays an important role in improving meet resident needs. The provision of and Regional Victoria (89%), which employment and income outcomes for high-quality and affordable housing reflects a higher prevalence of holiday residents. homes. This is particularly acute for is critical to resident and workforce Bright (occupancy of 68%), with almost attraction (and retention) and should The low unemployment rate has a third of dwellings unoccupied and be a key focus for Council, taking into implications for businesses attracting utilised for holiday home/holiday account the differences in housing labour. Whilst unemployment has rental purposes. As such, whilst Bright stock across the Shire. increased during COVID-19, long term has a high-level of housing stock, skilled and unskilled worker attraction the occupancy rate indicates a lack will be a continued focus for economic of availability for potential residents development in Alpine Shire. (compared to other regions inc. Myrtleford). Overall, private dwellings are projected to increase by +815 (0.5% p.a.) between 2016-36. This again reflects relatively slow growth compared to the Hume Region (+1.3% p.a.) and Regional Victoria (+1.5% p.a.).
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Alpine Shire Demographic Snapshot
POPULATION
Current Population Change 2012 - 2019 2019 12,814 +631 0.7% p.a.
Projected Population Change 2019 - 2036 2036 13,521 +707 0.3% p.a.
Population Summary Population % of Total Growth Growth By District* 2019 Population 2012 to 2019 (% per annum)
Myrtleford 3,302 26% +192 +1.2%
Harrietville - Porepunkah and District 2,619 20% +238 +1.4%
Bright 2,475 19% +192 +1.2%
Mount Beauty - Tawonga South 1,774 14% +82 +0.7%
Buffalo River - Gapsted and District 1,333 10% +75 +0.8%
Tawonga and Kiewa Valley 1,300 10% -23 -0.3%
AGE PROFILE
Age Distribution By District 2016
Myrtleford 21% 12% 16% 23% 27% 0 to 19 yrs Harrietville - Porepunkah and District 22% 12% 20% 26% 19%
20 to 34 yrs Bright 21% 11% 17% 22% 29%
Mount Beauty - Tawonga South 21% 9% 19% 23% 28% 35 to 49 yrs Buffalo River - Gapsted and District 22% 8% 18% 33% 20%
50 to 64 yrs Tawonga and Kiewa Valley 21% 10% 17% 31% 22%
21% 11% 18% 25% 24% 65+ yrs Alpine Shire
Median Age 20 to 34 yrs 2016 49 +532 35 to 49 yrs +282 Age Profile 0 to 19 yrs 50 to 64 yrs Projections 2016 +40 -422 (no. of residents) 65+ yrs +753
Note: the information compiled in this section is sourced from a combination of Profile id, ABS Census data, Victoria in Future, and the Victorian Valuer-General. *May not equal due to rounding 8 Alpine Shire Economic Development Strategy
Alpine Shire Demographic Snapshot
HOUSING and DWELLING PROFILE
Household Composition +815
Dwelling Count 7,482 8,303 1 Adult Couple (29.4%) Dwellings 2016 Dwellings 2036 2 Families with Dependants (28.5%)
Average Occupancy Rate By District 2016
Myrtleford 86%
Buffalo River - Gapsted and District 84%
Tawonga and Kiewa Valley 80% Mount Beauty - Tawonga South 74% 90% Harrietville - Porepunkah and District 73% Separate House Bright 68% 2016
Alpine Shire 75%
SOCIO-ECONOMIC PROFILE
Top Occupations SEIFA 1 Managers (18%) 35 Rank 2 Technicians/Trade 35th Most 2.6% Workers (16%) 3 Professionals (15%) Disadvantaged LGA in Unemployment Victoria (out of 80) Rate
PROPERTY MARKET INDICATORS
Property Sales 2019 Median Property Prices 2019 (10 year average) (10 year growth) 213 42 $440k $407k Houses Units/ Houses Units/ (188p.a) Apartments ($198k or Apartments (45p.a) 82%) ($154k or 62%)
Note: the information compiled in this section is sourced from a combination of Profile id, ABS Census data, Victoria in Future, and the Victorian Valuer-General 9 Alpine Shire Economic Development Strategy
Economic Profile
The following details the economic Business Profile This is attributed to the size of the profile for Alpine Shire, including Alpine Shire’s tourism industry. In 2019, there were 1,568 businesses the key drivers of economic output, The job containment rate in the Alpine registered in the Alpine Shire. The employment and industry growth. This Shire (people who both live and work majority of businesses are non- data includes high-level and short-term in the area) is relatively high at 88.1%. impacts of the COVID-19 pandemic. employing (61%) or small businesses (37%). The economic profile reinforces the important role of the visitor economy Economic Profile by Industry Businesses are primarily in the in Alpine Shire, with 15% of jobs being Agricultural sector (24%), followed by recorded in Accommodation and Food As of 2019, the Alpine Shire generated Construction (16%) and Accommodation Services. Retail Trade is also likely to total economic output of $1.5 billion, and Food Services (10%). regional export value of $379 million be impacted by the strength of the and total value-add of $683 million. Employment by Industry tourism industry with 12% of jobs. Primary industry remains an important The Alpine Shire economy, in terms Between 2006 and 2019, the number of contributor to jobs as well as total of economic output, is driven by the jobs within the Alpine Shire decreased output to Alpine Shire. following five industry sectors: by an average of 0.7% p.a. (compared to • Manufacturing ($222m or 15%); growth across Regional Victoria of 2.3% Visitor Economy Profile p.a.). • Agriculture, Forestry and Fishing In 2019, Alpine Shire received 852,063 ($200m or 14%), which is driven by The industries that have experienced visitors, driven by domestic overnight both the agricultural (Sheep, Grains, the largest rate of job loss are Retail (60%) and daytrip (39%) visitors. This Beef and Dairy Cattle) – $83m or 6% Trade (-96), Public Administration and represents 16% of total visitation to – and Forestry and Logging ($48m or Safety (-53) and Accommodation and the High Country. Due to the small 3%) sub-sectors. Food Services (-42). proportion of international visitation, • Rental, Hiring and Real Estate Conversely, Administrative and Support the Alpine Shire is less impacted by the Services ($189m or 13%); Services (+45), Professional, Scientific decline of international tourism – due to COVID-19 – and domestic tourism • Construction ($181m or 12%); and and Technical Services (+30) and Health Care and Social Assistance (+26) are the will, therefore, be the primary focus for • Accommodation and Food Services largest growing employment sectors. the industry in the short to medium ($128m or 9%). term. As of 2019, the Alpine Shire supported These key sectors have potential for 4,743 jobs, with the five largest Between 2010-19, visitation to the growth over the long-term, particularly employing sectors as follows: Alpine Shire grew by +344,123 visitors if population and visitation growth (6% p.a.). continues within Alpine Shire. In • Accommodation and Food Services The visitor economy generated $379 addition, continued diversification, (691 jobs or 15%); million in direct expenditure for 2019, innovation and productivity within • Retail Trade (552 jobs or 12%); driven by domestic overnight visitors the agricultural sector – through the • Health Care and Social Assistance (81%). This represents 22% of total production of raw materials – is linked (516 jobs or 11%); visitor expenditure in the High Country. to the growth of the manufacturing sub-sectors, including timber- • Agriculture, Forestry and Fishing (510 The Alpine Shire attracts a large related production and food and jobs or 11%); and proportion of ‘holiday/leisure’ visitors beverage processing. This presents • Manufacturing (466 jobs or 10%). for daytrip (72%) and domestic the opportunity to expand the Alpine overnight (75%) markets, compared to Shire’s key industries and consolidate These are also the largest sectors the regional average of around 50%. areas of strength. by employment in the Hume Region. This is a strength for Alpine Shire as However, Accommodation and Food holiday visitors are more desirable Services generates a significantly larger as they have a higher propensity to proportion of jobs in Alpine Shire (15%) engage in leisure and entertainment compared to the Hume Region (8%).
10 Alpine Shire Economic Development Strategy
Economic Profile (cont.)
activities and generate higher yield. Striking a sustainable balance in businesses applying for support Key activities undertaken by domestic tourism will be important for Alpine (as of December 2020). This visitors include eating out at a café/ Shire to maintain high levels of demonstrates that the COVID-19 restaurant (62%), followed by nature- amenity and liveability and a healthy pandemic (in combination with the based and outdoor recreation involving economy. 2020 bushfires) has had a significant sightseeing (36%), bushwalking (31%) impact on local businesses, with and visit national parks (29%). This Economic Impact of COVID-19 almost one-third experiencing a reflects the Alpine Shire’s strengths in decline in revenue of at least 30%. nature-based and outdoor experiences. Based on estimated impact in output, As such, much of the business base employment and business turnover There has also been significant growth within the Alpine Shire will benefit between March 2020 (i.e. pre-COVID) in cycle tourism, which has been a from some form of ongoing support/ and December 2020, the short-term major factor for recent growth in the recovery assistance from Council impacts to the Alpine Shire economy regional visitor economy (and is a and other levels of government. includes: heavily marketed component of the Although the impacts of COVID-19 High Country). Between 2010-19, growth • A decrease in economic output (as well as the 2020 bushfires) on in this market has reached an average of $4.1 million or 3.4%, driven the Alpine Shire economy have been of 9% p.a., which exceeds the overall by losses in the Construction, substantial, the economic decline has visitor growth rate. As such, cycle Accommodation and Food Services lessened over the past few months. tourism plays an important role in and Manufacturing sectors; Following the easing of restrictions attracting visitors and increasing the • An employment decrease of 104 and return of domestic visitors, the value of tourism. jobs or 2.2%, driven by losses in the economy has experienced a period of Alpine Shire is the highest performing Accommodation and Food Services incremental economic recovery from Local Government Area within the and Retail Trade sectors; the peak of the downturn in August 2020. It is expected that, given the High-Country Region in terms of its • A total of 672 residents (8.8% of visitor economy. This is reflected in right recovery strategies and further working age population) applying for easing of restrictions, the economy total direct visitor expenditure of JobSeeker payments in December $379 million. The impact of tourism could return to pre-COVID levels in the 2020, representing an increase of medium-term. flows through the Alpine Shire +339 or 102% from March 2020. This economy with indirect effects on increase is significantly higher than retail, service sectors, transport Regional Victoria, which increased by sectors and construction and property 54% over the same period; and sectors. The visitor economy is also a major contributor of Council • The Alpine Shire is the 34th highest rates on residential and commercial ranked LGA (across Australia) with property through holiday homes, visitor businesses on the JobKeeper accommodation, retail and food scheme, with almost 29% of premises.
11 Executive SummaryAlpine Shire | Alpine Economic Shire DevelopmentEconomic Development Strategy Strategy
Alpine Shire Economic Snapshot
OUTPUT
TOTAL OUTPUT 2019 $1.5B VALUE-ADD 2019 EXPORTS 2019 $683M $379M
BUSINESSES AND EMPLOYMENT
Employment Trend 2006 - 2019 Alpine Shire Regional VIC 61% 4,743 -0.7% +2.3% Local Jobs 2019 Job loss Job growth 1,568 Non-employing per annum per annum Businesses 2019 Businesses
TOP INDUSTRIES
BY OUTPUT BY EMPLOYMENT 1 Manufacturing (15%) 1 Accommodation and Food Services (15%) 2 Agriculture, Forestry and Fishing (14%) 2 Retail Trade (12%) 3 Rental, Hiring and Real Estate Services (13%) 3 Health Care and Social Assistance (11%)
VISITOR ECONOMY
Total Visitors 2019 Visitor Expenditure 2019 852k (16% of High Country) $379M (22% of High Country)
Note: the information compiled in this section is sourced from a combination of REMPLAN, Economy id, Profile id, ABS Census data and Tourism Research Australia 12 Alpine Shire Economic Development Strategy
Economic Development Framework
Vision
The outcomes of this Economic Development Strategy will align with Council’s 2030 Community Vision:
The Alpine Shire provides outstanding opportunities “ for its residents and visitors through sustainable growth in balance with the natural environment. ”
Economic Development Objectives
1 2 3
Achieve a More Productive Develop a Resilient and Maintain and Improve and Sustainable Economic Diversified Business Base Liveability Base Support the business community Identify strategies and investments Leverage greater economic output to generate industry resilience, that will improve liveability for and employment outcomes from diversity and achieve successful existing residents and drive industries of competitive advantage, economic outcomes. population retention and attraction, including growth industries and This should focus on assistance as well as business attraction. emerging industries such the visitor for the existing business base and Liveability is driven by four main economy, agriculture and forestry, identification of business attraction factors, including lifestyle (i.e. food processing, health care and opportunities to create a diverse and amenities and services), economy education. thriving business community. (i.e. jobs), environment (i.e. natural Economic development in the Alpine assets) and connections (i.e. social Shire should also align with local engagement and inclusion), each of community and environmental which influences population growth. values to ensure the sustainable This objective is designed to increase development of industry. community engagement, achieve wellbeing outcomes and grow the employment base.
13 Alpine Shire Economic Development Strategy
Framework Overview
The Economic Development Framework, summarised in the table below, includes five key themes and 14 strategies. These provide the areas of focus for economic development and help identify future actions and deliverables for Council to pursue ongoing economic growth. Several transformative projects are also presented and discussed – where relevant – to align with identified strategies.
Theme Description Strategies
A Sustainable Support and manage ongoing and 1.1 - Create a sustainable tourism industry in the Alpine Shire Visitor Economy sustainable growth in tourism 1.2 - Increase geographic and seasonal visitor dispersal to achieve positive economic, community and environmental outcomes for the Alpine Shire.
Growing and Develop and enhance the 2.1 - Increase the value of agricultural production Diversifying agricultural and forestry sectors 2.2 - Future proof and protect the agricultural and forestry sector Agriculture and promote diversity of uses 2.3 - Maintain and grow jobs in agriculture to increase its contribution to 2.4 - Support food and beverage manufacturing economic growth.
Enhanced Generate economic and social 3.1 - Maintain and improve the amenity of the Alpine Shire Liveability and wellbeing outcomes through 3.2 - Increase the population growth rate across the Alpine Shire Resident Attraction supporting liveable communities 3.3 - Support for an ageing population to promote population attraction and retention.
Attracting New Leverage greater economic growth 4.1 - Increase industry diversification and expand the jobs base Industry and and employment outcomes from a 4.2 - Strategic investment in public sector infrastructure projects Investment wide range of industry sectors and strategic investments
Supporting Support and encourage a 5.1 - Upskill the workforce to meet industry needs Businesses diverse business community, 5.2 - Create a connected and well-informed business base including promotion of business 5.3 - Promote business resilience (disaster recovery assistance) resilience, to generate successful employment and economic outcomes.
14 Alpine Shire Economic Development Strategy
Theme One A Sustainable Visitor Economy
Support and manage ongoing and sustainable growth in tourism to achieve positive economic, community and environmental outcomes for the Alpine Shire.
The Alpine Shire has an opportunity to Tourism’s contribution to the economy has leverage greater economic outcomes from consistently increased over the past ten years, tourism by supporting sustainable growth in with the number of tourism-related jobs (+1.3% the visitor economy, including a focus on off- p.a.), output (+3.4% p.a.) and value-add (2.6% peak visitation and increasing visitor dispersal. p.a.) all increasing between 2009-10 and 2018- The regional economy is underpinned by 19. the tourism industry, which predominantly This aligns with recent growth in tourism, includes the Accommodation and Food with visitation increasing by +344,123 visitors Services and Retail Trade sectors. While between 2010 and 2019 (+6% p.a.). tourism includes elements of many other industries, these two industry sectors are the highest employing industries within the Alpine F3. Value of Alpine Shire Tourism 2018-19 (% of Total) Shire. Source: Economy Id, 2020 Visitors are drawn to the region’s natural assets (e.g. Mount Buffalo National Park), cycling 21% tourism product, snow resorts and other experiences in key townships. This includes a significant events calendar, which comprises an average of 107 events held across the Alpine Shire and attracts around 170,000 attendees p.a. As of 2018/19, the tourism industry provided the largest contribution to the Alpine Shire economy, including: • 984 jobs (21% of total); • $163 million in economic output (11% of total); and • $74 million in value-added (11% of total).
As shown in the opposite figure, the value of tourism to the Alpine Shire is significantly greater than the Victorian average across all economic variables.
Theme One Strategies
1.1 Create a sustainable tourism industry in the Alpine Shire
1.2 Increase geographic and seasonal visitor dispersal
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STRATEGY 1.1 to reduce congestion during peak visitor periods, which is a key Create a Sustainable Opportunities objective included in the Alpine Tourism Industry in the Shire Events Strategy; • Continued investment in Alpine Shire • Focusing on minimising the impact infrastructure to improve township Discussions with industry and of tourism on the environment and amenity and reduce congestion; community stakeholders has maintaining the nature-based assets • Changes to events policy and highlighted the need to strike a balance as an ongoing tourism drawcard; and funding to reduce congestion during between tourism, resident liveability • Focusing on ways to encourage peak visitor periods; and and the environment, particularly in higher yield tourism so that fewer • Focus on attracting high-yielding Bright. The large influx of visitors into visitors can provide high benefit to visitor markets through the following Bright, whilst critically important for the town through improvement to opportunities: local businesses and jobs, can create the accommodation and product • Promote investment in quality significant traffic and pedestrian offer. congestion leading to reduced amenity, food and wine experiences; There are also opportunities to and even safety issues associated with • Supporting development in paid increase visitor expenditure in the over-crowding. activities and attractions; and Alpine Shire, which is currently at below Bright has an extensive events calendar average levels for overnight visitors • Encourage operator packaging of which has been developed over many ($215 per night compared to $220 in product and activities. years. Many of the events in Bright Regional Victoria). This can be partly historically have been supported and explained (through discussions with developed to mitigate downturns in stakeholders) by a lack of high-quality visitation throughout the year. Bright accommodation, as well as gaps in has now become a product of its own tourism product, particularly arts success in events development, with and culture product and indoor (all- peak seasons at capacity, creating the weather) activities. need to encourage visitor dispersal Transformative Project: Maximising the level of yield generated and/or schedule events during off- Iconic Experiential peak periods. by visitors will improve the economic outcomes from visitation, as it will Accommodation It is difficult to curb holiday leisure increase local business activity and Bright is the premier visitor visitation to Bright, given the amenity, result in: destination in North East Victoria. extensive tourism product and high Whilst it has a large accommodation awareness of the destination. However, • More employment opportunities base, it lacks iconic branded Council could consider a range of for local residents, particularly accommodation suited to high yield actions that can improve sustainability youth employment, which tends to markets. There is opportunity to of the tourism industry in Bright in have a high representation in the explore the possibility of attracting order to maintain its environmental hospitality and retail industries; investment in iconic accommodation assets and improve amenity: • Revitalisation and activation of key that could improve the position of destinations/town centres, which • Identify infrastructure improvements, Bright to high yield markets. such as an alternative route for is facilitated by commercial activity traffic to bypass Bright, to alleviate generated by visitors; and traffic congestion and enhance • Increases in private and public the visitor experience (as well as investment for tourism-related resident liveability); infrastructure, including high-quality • Supporting policy and funding accommodation, retail and food and changes to the events calendar beverage facilities.
16 Alpine Shire Economic Development Strategy
Transformative Project: Transformative Project: Arts and Culture Sustainable Tourism Policy Enhancement Framework
Visitation to the Alpine Shire is driven Develop a Sustainable Tourism Policy by nature-based tourism, however, Framework for the Alpine Shire to there is a need to strengthen the arts minimise the impacts of visitation and and cultural offering and position promote its benefits for the industry the region to high-yielding lifestyle and the community. This includes a leader markets and to drive off peak focus on maintaining and preserving visitation. the Alpine Shire’s assets, including (for example) environmental/nature- As such, there is an opportunity to based product and cultural identify. enhance the provision of Arts and These strategies are being considered Culture product across the Alpine Shire for multiple tourism regions that by reviewing the existing arts and are experiencing over-crowding and culture offer across all townships and congestion due to tourism (e.g. Byron identifying a range of arts and culture Bay). product to appeal to visitors, including improvement to exhibition spaces, arts This will help safeguard the Alpine and cultural events, outdoor/public Shire’s unique nature-based assets, exhibitions, public sculpture, creative which is its key competitive and immersive experiences, the role advantage in driving tourism and of artist studios and visiting artist achieving growth in the visitor programs. economy. The preparation of a tourism focused arts and culture strategy would support the enhancement of this sector in Alpine Shire and strengthen the product and experience mix.
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STRATEGY 1.2 F4. Alpine Shire Increase Geographic and Seasonality Seasonal Visitor Dispersal 5 Year Avg. 2015 to 2019 To achieve a more sustainable visitor economy, there needs to be growth Source: Tourism in the tourism industry of other Research Australia, destinations across the Alpine Shire, National and which can be achieved by encouraging International Visitor Survey, 2015-19 (YE Dec) off-peak visitation and visitor dispersal. Visitation to Alpine Shire is relatively seasonal. As shown in the figure below, compared to the High Country, the Alpine Shire has higher peaks in visitation over summer months and a lower ‘off-peak’ season over winter. This can be attributed to the large Opportunities • Attracting investment in visitor proportion of nature-based and • That Council applies the accommodation in strategic outdoor recreation visitors that visit recommendations of the Events locations to attract high-yielding the Alpine Shire during summer Strategy to encourage events to visitors and promote dispersal seasons, as well as the events held occur during off peak periods and across the municipality; over school holidays. It also represents in other destinations (inc. Mount a lack of winter visitors, which travel Beauty, Dinner Plain and Myrtleford). • Leverage growth in cycle tourism and through to the alpine resorts but have investigate the long term potential a lower impact across the Alpine Shire. • Council prepares a marketing of mountain bike park investment strategy that is coordinated with across the Alpine Shire and further Discussions with local business owners Tourism North East that helps investment in shared trail networks; also indicated that during ‘off-peak’ market, position and differentiate months there is limited commercial other destinations across the Alpine • Investigate the potential to enhance activity and subsequent employment Shire. the rail trail through additional opportunities available. interpretation and/or provision of • Review contemporary approaches artworks along the trail; In addition Bright receives the to visitor information services largest concentration of visitors of all to support visitor knowledge of • Investigate the development of destinations in the Alpine Shire. Its activities and attractions available conference facilities in Alpine Shire popularity as a destination is across the Alpine Shire. to grow mid-week visitation and attributed to its amenity, food and attract the high-yielding business retail sector, larger accommodation • Consider developing a Product market; base and its proximity to other key Development Plan (or Tourism Investment Attraction Strategy) • Identify opportunities for investment destinations including Mount Hotham, in agritourism (leveraging the Falls Creek and Mount Buffalo. for the Alpine Shire to identify key tourism product and supporting strength of the Alpine Shire’s Council should, therefore, consider infrastructure which will meet the agricultural sector); and a range of opportunities to lessen needs of existing and future visitors • Explore opportunities to invest in fluctuations in visitation and promote to the region and support economic indoor (all-weather) products and increased visitor dispersal to other growth. Key product and investment experiences to drive visitation during townships and areas, including potential includes the following: off-peak winter months. Myrtleford, Mount Beauty, Dinner Plain and surrounding villages.
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Theme Two Growing and Diversifying Agriculture
Develop and enhance the agricultural and forestry sectors and promote diversity of uses to increase its contribution to economic growth.
The Agriculture, Forestry and Fishing industry F5. Alpine Shire Agricultural Land Use Types is a key economic driver of the Alpine Shire, Source: Agriculture Victoria, Land Use and Land Cover Data, 2017 contributing almost 14% of total output ($200 million), around one-third of regional exports ($102 million) and provides 11% of local employment (510 jobs). In addition, this industry comprises the highest number of businesses in the Alpine Shire, accounting for 24% of total businesses (372 businesses). In terms of output, this industry is driven by the Sheep, Grains, Beef and Dairy Cattle ($83 million) and Forestry and Logging ($48 million) sub-sectors. The land data aligns with the agricultural land use, which is driven by Livestock Grazing (47% of agricultural land) and Commercial Timber Production (30%) (See figure to the right). The strength of agriculture and producing raw materials in the Alpine Shire creates numerous downstream processing opportunities for other sectors, particularly the Manufacturing industry. For example, forestry and logging production also supports the Sawmill Product ($47 million) and Other Wood Product ($44 million) sub-sectors. As such, the EDS should focus on strengthening the agricultural and forestry Land Use Types sectors and promoting innovation and diversity to support other industry sectors Livestock Grazing Horticulture Fruit and and facilitate economic growth. 37,564 ha (47%) Veg Crops 2,200 ha (3%) Commercial Timber Production Native Vegetation 23,895 ha (30%) Grazing 1,757 ha (2%) Mixed Farming and Grazing Aquaculture 11,695 ha (15%) 7 ha (Less than 1%) Agriculture Cropping 2,223 ha (3%)
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Agricultural Sector Trends • Climate change: Becoming more susceptible The agriculture industry across Victoria is to weather volatility and extreme weather experiencing change. Data shows that the events such as bushfires, floods, rainstorms number of agricultural businesses are in and drought. decline across the nation as a result of viability • Innovation: Opportunities exist in new and pressures placed on smaller land holdings, emerging technologies such as robotics, coupled with harnessing new technologies that new packaging material, biotechnology and are providing greater efficiencies within the digital and wireless technologies for data industry. measurement, weather monitoring, animal Climate remains an ongoing challenge across monitoring, geospatial monitoring and water the industry. A period of drought in Australia management and chemicals. and volatile weather conditions are creating It will be important to further understand the uncertainty for farmers. Strong residential challenges faced by the agricultural sector, demand in metropolitan Melbourne’s growth as well as promote market opportunities and areas and Victoria’s peri-urban areas are other best case industry opportunities that placing increased pressures on the quality and could be realised. These may include: productivity of rural land. • Road and transport issues; According to Agriculture Victoria (and confirmed by stakeholders), there are a number • Export market opportunities; of common challenges for the agricultural • Domestic market opportunities (e.g. sector, all of which are considered to be wholesalers, agritourism); relevant to the industry in Alpine Shire: • Information around innovation and • Infrastructure: Addressing supply chain technology in the agriculture sector that inefficiencies including improving road and could be harnessed locally; rail freight flows and maintaining airfreight capacity. • Off-farm income opportunities; and • Capability: Adapting to climate change, using • Value add/business diversification practices new and emerging technologies, responding (e.g. produce to plate activities/food to the potential for increased land use processing). conflict, managing agriculture’s social license to operate and meeting rural health needs.
Theme Two Strategies
2.1 Increase the value of agricultural production
2.2 Future proof and protect the agricultural sector
2.3 Maintain and grow jobs in agriculture
2.4 Support food and beverage manufacturing
20 Alpine Shire Economic Development Strategy
STRATEGY 2.1 Increase the Value of Agricultural Production Transformative Project: The agricultural and forestry sectors Agribusiness Brand in the Alpine Shire are facing several issues that are constraining its value. Alpine Shire has some of the most The key issues, as identified through productive agricultural land in Victoria discussions with Council and industry, and a cool climate that is suited to are outlined below: growing the highest quality produce. Examples of niche quality goods • The sub-division of rural land include hops, chestnuts, apples, decreases the scalability of berries and dairy. agricultural businesses and reduces potential output; The development of an agribusiness brand for Alpine Shire could assist • There is no succession planning in extending yield from products for current agricultural land, which and opening up broader market reduces land availability. As old/ appeal including export markets. unused farms remain dormant, there Collaboration under one brand may are limited opportunities for new have significant benefits for producers. businesses to invest, which reduces the level of output and value of the There have been successful examples sector; of regional promotional activities, such as the Alpine Valleys Dairy • The old tobacco farms are primarily Pathways Project. However, this project grazing land and not being would focus specifically on businesses maximised to increase output; and within the Alpine Shire. • The need to improve roads and other transport infrastructure to improve freight and supply chains. Therefore, it will be critical for the EDS Opportunities to support agricultural activities by addressing inefficiencies that may exist • Identify agricultural and forestry in the supply-chain (e.g. road, transport land use opportunities for Alpine infrastructure) and the level of Shire, particularly in relation to output, as well as promoting business opportunities that will arise with investment and attraction. climate change, to maximise the value of output. • Promote innovation in agriculture through expert education and training forums (including collaboration with higher education institutions). • Promote agritourism opportunities, as well as farm gate development, to diversify agriculture and increase value of production.
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STRATEGY 2.2 Future Proof and Protect Opportunities the Agricultural and • Through the preparation of a Land Forestry Sectors Development Strategy, focus on: Council is currently working with • Protecting agriculture and industry to safeguard the agricultural forestry in land use planning and and forestry sectors and ensure it succession planning to ensure contributes to economic growth, agricultural land is productive through the preparation of a Land and provides economic and Development Strategy. This should employment benefits to the focus on protecting and optimising Alpine Shire; and agricultural land across the Alpine • Investigate the role of farming, Shire and, as such, opportunities forestry and interface with rural recommended here could be residential activity in areas such implemented by the broader land-use as Wandiligong and Freeburgh. document. • Advocate and support best practice Consultation with industry identified fire prevention strategies to protect issues with land affordability, which is agricultural land use. crowding out agribusiness as land is increasingly being sold to investors/ • Consider the development of an developers for holiday homes and Agricultural Investment Prospectus residential developments. The impact to attract new agricultural of this is a reduction in agricultural businesses to the area. investment and production, as land • Promote agritourism investment is taken up by other landowners. and opportunities to retain farming In addition, there have been recent land with a contemporary tourism instances of urban encroachment element. reducing available agricultural land. To overcome this, the Land Development Strategy could consider measures for Council to protect agricultural land, support new investment and guide its future development. Another significant issue impacting the sector is resource security. Stakeholders identified several priorities to safeguard agricultural output and protect it from extreme weather events, particularly bushfires. This includes advocating and supporting better fire prevention and fire management policies.
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STRATEGY 2.3 STRATEGY 2.4 Maintain and Grow Jobs in Support Food and Agriculture Beverage Manufacturing Transformative Project: The research found that job growth Manufacturing is the strongest industry Alpine Food Processing has been difficult to maintain in the in the Alpine Shire in terms of output Cluster agricultural sector for several reasons: ($222 million or 22% of total), which Over three-quarters of agricultural is driven by the Food and Beverage Alpine Shire has strengths in boutique businesses are ‘non-employing’; Manufacturing sub-sectors of Beer food processing, this includes wine, Manufacturing ($40 million) and Wine beer and dairy production. The • There is a lack of new growers or and Spirits ($33 million). establishment of a food processing producers investing in the Alpine cluster group can allow businesses Shire; Food manufacturing is an emerging industry that can attract significant to share ideas and experiences, • It is difficult to attract new business investment and support advocate for issues such as transport employment (either permanent or domestic market opportunities, and support wholesale purchasing of transient), due to: including tourism. Discussions with inputs. • Poor recruitment drives by Council identified recent and unique A feasibility into the establishment of industry; and agricultural opportunities that can a food processing cluster should be • Lack of housing or staff support food manufacturing, including considered to strengthen and support accommodation to support (for example) production of hops this important sector. employees. (beer), pumpkin seeds, fruit, truffle farms, nuts and green tea. Due to the strength of the agricultural sector, there are significant There is an opportunity to grow Opportunities opportunities to support and increase this sector further through targeted • Develop an Investment Strategy for employment in this area, which could investment attraction. There may the Food Manufacturing industry, be facilitated by industry with the be an opportunity to undertake a which can attract new businesses to assistance of Council. targeted investment strategy for food manufacturers, targeting medium to the Alpine Shire and help existing large-scale food manufacturers to businesses grow. relocate from metropolitan Melbourne • Identify other opportunities or surrounding regional centres. Opportunities for downstream value-adding The key focus should be to promote the processing of agricultural • Undertake an employment attraction advantages of relocating to the Alpine production, leveraging the strengths strategy for the agricultural and Shire, including: of the agriculture and forestry forestry sectors. industry, as well as food production. • An emerging cluster of food and • Promote agricultural education beverage manufacturers; and training opportunities, in collaboration with industry and • Potential supply-chain advantages of higher education institutions, to being closer to primary producers; allow students to participate in • Affordable land prices compared industry and provide pathways to with metropolitan Melbourne and employment. regional centres; and • Locational advantages, located in proximity to market opportunities in fast growing regional centres (e.g. Wangaratta, Wodonga).
23 Alpine Shire Economic Development Strategy
Theme Three Enhancing Liveability and Resident Attraction
Generate economic and social wellbeing outcomes through supporting liveable communities to promote population attraction and retention.
The Alpine Shire has experienced relatively slow rates of population growth, increasing by 0.7% p.a. between 2012 and 2019 (+ 631 residents). Whilst some districts (Harrietville-Porepunkah and District 1.4% p.a. and Bright 1.2%) experienced higher levels of growth, overall the Alpine Shire’s population is growing slower than both the Hume Region (+1.4% p.a.) and Regional Victoria (+1.3% p.a.) over the same period. As a result, the Alpine Shire is also forecast to experience relatively low population growth to 2036, increasing by 707 residents (or 0.3% p.a.). However, these population forecasts are likely to change (i.e. increase) due to the new remote working opportunities created by COVID-19, as well as the health and lifestyle advantages associated with the area. Population growth is critical to future economic growth as it supports local consumer spend, as well as workforce supply. Prioritising investment in initiatives that enhance liveability characteristics can be an effective way to attract and retain population (and achieve sustainable economic growth). Strong population growth can also create opportunities to develop high-quality infrastructure and provide key services in health, education, retail, hospitality, entertainment and community uses.
Theme Three Strategies
3.1 Maintain and improve amenity of the Alpine Shire
3.2 Increase the population growth rate across the Alpine Shire
3.3 Support for an ageing population
24 Alpine Shire Economic Development Strategy
STRATEGY 3.1 STRATEGY 3.2 Maintain and Improve Opportunities Increase the Population Amenity of the Alpine Shire Growth Rate Across the • Identify and advocate for Alpine Shire streetscape and public realm Given that the majority of the improvements across the Alpine population is concentrated to the Population growth across all Shire. townships of Bright, Myrtleford and districts and townships should be Mount Beauty, prioritising township • Prioritise transport infrastructure to an ongoing priority for Council, improvements should be encouraged. alleviate congestion, improve access as some areas are experiencing a This includes smaller-scale projects and enhance connectivity. higher rate of growth compared to such as streetscape, public realm and others, which creates disparities in • Continue to fund and deliver the local economic development. This infrastructure upgrades that improve ‘Alpine Better Places’ projects, which access, digital connectivity, amenity, variability in population growth is due are designed to improve resident to several factors, including housing wayfinding and safety. This can also amenity and liveability. include larger scale infrastructure availability, affordability, employment opportunities that improve connectivity • Review and seek to improve opportunities, quality of services and between townships and to nearby provision of digital infrastructure, amenity. Regional Centres, as this was identified including internet connectivity It is important for Council to promote as a barrier by key stakeholders. and mobile coverage, which is consistent growth (and retention of critical to growing workforce residents) across the Alpine Shire, Although the Alpine Shire has many supply (and facilitating remote attributes that contribute to its including increasing the population working opportunities). This is base of slower-growing districts (e.g. liveability, such as its nature-based already being undertaken by assets, its appeal as a residential Myrtleford, Tawonga and Kiewa Valley, Council through preparation of an Buffalo River - Gapsted and District, location could be strengthened advocacy document that identifies to encourage greater retention of Mount Beauty - Tawonga South) opportunities to improve digital and maintaining the high-growth population and attract prospective infrastructure and advocate for residents. rates in other areas (e.g. Harrietville- State/Federal funding. Porepunkah and District, Bright). Improvements to amenity and local services not only serves to enhance In particular, this growth should be resident attraction, but it will have targeted towards young and mid-life positive effects for tourism, as visitors families, which will support growth will be drawn to areas with high-quality in skilled labour and provide for a amenities and services. more sustainable community and
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economy. Although the Alpine Shire • Land and housing supply. There has an older age profile, there is recent is a low level of residential evidence that the younger population housing supply, coupled with a is growing (reflected by increases in high demand for holiday homes school enrolments) which should be (reflected by low occupancy maintained. rates), which prevents residents Increasing population growth and (and workers) from purchasing or retention – particularly younger renting housing and living in the residents and families – is a significant Alpine Shire. Consultation revealed factor for economic growth, as it can there are large waitlists for rental provide the following benefits: properties, with many families (and prospective workers) unable to live • Increase the level of local consumer and work in the Alpine Shire due to spend (i.e. retail spend) and lack of rental supply. The issue of business activity; housing supply and land availability • High level of workforce supply, which should be considered as part of a increases employment outcomes for Land Development Strategy to be industry and can promote business delivered by Council. investment; and • Employment opportunities. There • Improve the quality and availability has been an ongoing job decline of key social services, including since 2006, which coincides with health, and education, by the absence of the tobacco industry establishing a critical mass. (further exacerbated in 2010 with the completion of the Bogong Based on the research and stakeholder Power Station). In addition, there consultation, there are several reasons are no major employing businesses that have been attributed to low rates in the Alpine Shire, with only 2% of population growth and retention in of businesses employing over the Alpine Shire. These include: 20 people. Coupled with the low • Housing affordability. As outlined in unemployment rates, there are fewer the Economic Profile, housing is less employment prospects in the Alpine affordable compared to the Regional Shire. As employment is one of the Victoria average, particularly in key drivers for resident attraction, the Bright township. This can be there needs to be greater economic attributed to increased demand incentives for relocation. from the holiday home market, • Services. The low rate of growth is which is driving up prices. This has also due to a lack of key services detracted prospective residents that support resident attraction, from relocating to the Alpine Shire, particularly the availability of crowded out existing residents to childcare, health, education other (more affordable) townships, and training institutions and such as Myrtleford and Porepunkah, independent aged care facilities. and encouraged resident migration This reduces the incentive for both to other Shires. young to midlife families, as well • Accessibility and transport. The as retirees, from relocating to the relative distance and access to Alpine Shire. nearby regional centres is a barrier Therefore, Council should focus on to population growth, as it prevents resident attraction through enhancing residents from accessing services, liveability and creating economic facilities and even employment incentives for prospective residents, opportunities. To improve access including affordable housing and there needs to be an improvement facilitating employment opportunities. in transport infrastructure and connectivity both to and within the Alpine Shire.
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STRATEGY 3.3 Opportunities Support for an Ageing Population • Attract investment in high-quality Transformative Project: and high-amenity housing targeted The Alpine Shire has a large proportion Affordable Housing to resident needs, in proximity to of older residents, with a relatively Strategy key nodes including Bright, Mount high median age of 49 (compared to Beauty and Myrtleford. Housing availability and affordability Victorian average of 37), as well as a are critical issues for the Alpine Shire, • Explore the preparation of a lower proportion of children and young particularly in relation to attracting Resident Attraction Strategy, which families (compared to the Hume Region new residents and workers to support should: and Regional Victoria). In addition, the economy, as well as retaining • Advocate for the delivery of the population will continue to age, existing residents. The data and accessible and quality services, particularly amongst residents 70 years consultation revealed that there are including childcare, education, and over, which can place a strain on a range of issues with residential health and aged care, to ensure key social and health services and housing, including: the needs of residents are met; reduces the supply of available labour. • Housing prices, which are higher and However, this cohort – particularly than average levels across Regional • Ensure the delivery of accessible retirees – can also promote community Victoria; and quality community, engagement and activities through • Variability in housing prices entertainment and recreational volunteering and providing community and availability across different services and facilities that could services. It is important that Council townships; enhance the Alpine Shire’s appeal provides support to the growing ageing population to attract new residents and • A large holiday home sector, to existing and prospective residents, particularly young ensure they are engaged, productive particularly in Bright (which caters and contribute to social wellbeing. to the visitor base), lowering the people and families. availability for permanent residents • Ensure the current and future needs as well as driving up prices; for education are met, including: • Lack of housing supply to support • Planning for growth in school and Opportunities the resident workforce, which childcare enrolments; and • Advocate for suitable and reduces the incentive for skilled • Advocating for Higher Education workers to relocate; and sufficient aged care facilities and facilities/satellite campuses accommodation. • Lack of vacant residential land to to attract young working-age support development. residents (as well as promote • Ensure townships are accessible and include ‘age friendly’ infrastructure. These issues relate not only to career development). residential purchases but also to • Retail business attraction and • Provide community facilities and rental properties, with high rents and support, to enable the industry to programs to support engagement of limited supply creating long waitlists better respond to structural changes retirees and elderly residents. for families and workers looking to (e.g. online retailing) and service the rent in the area. population base with an appropriate A comprehensive Housing Strategy mix of retail. Council should ensure will examine the issues relating to there is appropriate land available housing and investigate the solutions for retail development. for delivering affordable housing within Alpine Shire to meet the needs of existing and future residents. This could also align with the recently announced State Government funding for social and affordable housing.
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Theme Four Attracting New Industry and Investment
Leverage greater economic growth and employment outcomes from a diverse range of industry sectors and strategic investments
The Alpine Shire economy is reliant on a few key industries, including Tourism (e.g. Accommodation and Food Services, Retail Trade), Agriculture and Forestry, as well as Manufacturing. Economic output and employment are concentrated within these areas, as they are the primary drivers of economic growth. Combined, these industries comprise over 40% of total Shire output ($614 million) and 47% of employment (2,219 jobs). As a result, the business mix is also concentrated with one-quarter of businesses within Agriculture and 10% in Accommodation and Food Services. Therefore, to facilitate sustainable economic growth, the Alpine Shire should be less reliant on these few sectors and broaden the industry mix through business attraction and diversification. This should be complemented by ongoing infrastructure investment in strategic projects to benefit the community, achieve business growth and generate employment opportunities.
Theme Four Strategies
4.1 Increase industry diversification and expand the jobs base
4.2 Strategic investment in public sector infrastructure projects
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STRATEGY 4.1 Once identified, businesses could be encouraged by Council to re-locate Increase Industry Opportunities through a combination of measures Diversification and Expand (e.g. financial and planning assistance). • Leverage off remote professional the Jobs Base This will help with population attraction worker opportunities, as a result Council has identified the need strategies as new industries opening of COVID-19 impacts, which to attract new industry (and new up in the Alpine Shire will create provides flexibility for businesses businesses) to the Alpine Shire opportunities to attract new workers and employees to relocate out of in order to diversify the industry that will re-locate to the area. regional centres or Melbourne. mix and achieve workforce growth. • Develop an Industry Attraction Of particular importance is to be This could also be delivered in response to the COVID-19 impacts, Strategy which identifies niche less reliant on tourism and attract industries suited to Alpine Shire new industries and new workers to which has seen a change in workforce patterns and increases and can help attract a more acheive economic growth. This should diverse mix of businesses. This include consideration of the business in remote working. As such, there are opportunities to attract a mix should include business attraction investment opportunities for the strategies, which promotes the following industries: industries and businesses that could work remotely in the Alpine Shire Alpine Shire’s advantages and also • Professional service sector; (and re-locate from nearby regional identifies measures that encourages businesses to relocate • Health; centres or Melbourne). Discussions with local chambers identified the • Ensure adequate zoned land • Education; recent emergence of a co-working supply to attract new industry in • Boutique manufacturing; space in Bright, which is a key vehicle appropriate locations. This includes • Arts and culture; used to attract new remote workers, provision of sufficient commercial small businesses and start-ups. This and/or industrial land, to ensure • Sustainable energy production; and opportunity should be leveraged to there is availability for potential • Freight and logistics. attract more remote workers, as well businesses to invest. This could be as establishing new facilities in other These sectors have potential to considered as part of a future Land townships. succeed in the Alpine Shire under the Development Strategy. right conditions, however, the pursuit Creating a more diverse mix of • Streamline the planning process of these industries should be based on businesses and workers is an important to improve efficiency and help a clear framework/process adopted by priority for Council as it makes the businesses overcome planning Council, including economy less reliant on tourism and barriers to support business promotes sustainable economic growth • Identifying the relevant industries investment. and businesses to target; • Identifying optimal locations; and • Identifying and promoting the competitive advantages of the Alpine Shire.
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STRATEGY 4.2 Strategic Investment in Public Sector Infrastructure Projects
Ongoing infrastructure development is critical to achieve sustained economic growth through construction stimulus, business growth and employment opportunities. In addition, infrastructure that benefits communities (e.g. transport) is key in driving population growth and retaining residents within the Alpine Shire. Council has delivered and is undertaking several infrastructure projects including: Those recently completed: • Myrtleford Indoor Sports Stadium Expansion • Alpine Events Park • Mount Beauty Skate Park Upgrade • Alpine Better Places Bright, Porepunkah and Myrtleford And under delivery: • Mount Beauty Airport Upgrade • Great Valley Trail • Dinner Plain Activation • Tawonga Caravan Park upgrade • Buckland Bridge Council should continue to identify priority infrastructure projects to Opportunities generate economic and business • Identify and advocate for activity and benefit the community. infrastructure investment that As such, Council could commence supports economic development. ongoing research and analysis to • Undertake ongoing research identify infrastructure priorities, as well and analysis that prioritises as the relevant funding opportunities infrastructure projects and identifies (i.e. grants, private sector investment). funding opportunities. This could be undertaken and updated on a regular basis as projects develop and further opportunities are identified.
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Theme Five Supporting Businesses
Support and encourage a diverse business community to generate successful employment and economic outcomes, including disaster recovery assistance to support business recovery from unforeseen events and environmental disasters.
A core function of economic development is the provision of business support services, typically enabled through regular and meaningful engagement, with a view to helping businesses overcome specific challenges they face and help identify opportunities that could be further leveraged to achieve positive business outcomes. As demonstrated in the economic profile, majority of businesses in the Alpine Shire (98%) are non-employing or classified as SMEs (i.e. fewer than 20 employees). Smaller businesses typically require additional support as they lack the resources to maximise growth opportunities or generate employment outcomes. This support is particularly important in light of the recent impact of COVID-19 and bushfires on businesses and future recovery efforts to sustain business going forward.
Theme Five Strategies
5.1 Upskilling the workforce to meet industry needs
5.2 Create a connected and well-informed business base
5.3 Promote business resilience (disaster recovery assistance)
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STRATEGY 5.1 Tourism North East (as well as Council). Therefore, informing industry should Upskilling the Workforce to Opportunities be a joint effort provided by multiple Meet Industry Needs • Collaborate with existing businesses organisations. and local employment providers, to Although unemployment is relatively Business networking, in particular, is a low, industry consultation indicated • Identify the issues that are key opportunity across industry sectors. that a key challenge is finding suitable common across the labour force It can help businesses collaborate and employees that are ‘job ready’. This (including labour supply and share information, as well as creating includes finding skilled employees skills shortages); and supply-chain/business to business opportunities. (both permanent and transient) for • Develop strategies to address businesses within the agriculture these issues. There is a potential for Council to and manufacturing industries. In facilitate and support networking and • Investigate training programs that addition, tourism businesses, which training opportunities for businesses, could be initiated by the private rely on casual (seasonal) employees targeting those businesses who are sector to promote recruitment, up- during peak seasons have difficulty seeking to upskill in certain areas skilling, including both public and in attracting skilled or experienced of business management. This ‘in-house’ training processes. workers. opportunity could be facilitated and There is expressed demand for skilled administered through a dedicated CRM. employees, however, many potential employees lack the suitable skills and expertise required to meet the needs STRATEGY 5.2 Opportunities of businesses, which creates issues for Create a Connected and staff recruitment. • Provide mentoring and training Well-Informed Business opportunities to improve industry Challenges in employing ‘job ready’ Base people can stymie business’ capacity capability and support business to operate effectively and can have Given that 98% of businesses in the growth, focussing on areas that implications on growth prospects. Alpine Shire are considered small (i.e. businesses wish to upskill in (e.g. Council should, in collaboration with non-employing or employing less than marketing, financial management, industry, education/training institutions 20 people), developing more informed business planning etc.). and local chambers of commerce, and capable industry is a key priority • Develop or update Council’s identify and support programs that can: for Council to support business growth. CRM database to target relevant attract skilled employees; and ensure This could be delivered through businesses in need of training. current employees have the relevant training, mentorship and networking, in • Promote business to business skills to meet industry needs. collaboration with industry bodies, to activity and connections through help local businesses develop in terms business networking, which of: can be facilitated by Council in • Marketing; collaboration with other industry bodies (e.g. Tourism North East, local • Social media and digitalisation (e.g. chambers). website development and online presence); • Promote online resources to the business community (e.g. website, • Business Planning; social media) and provide access to • Financial Management; and information and opportunities that encourages business growth and • Contracts and tenders. development. Consultation with business local hospitality businesses revealed that industry advice is being delivered by
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STRATEGY 5.3 municipalities, which can be attributed to the economy’s reliance on tourism, Promote Business Resilience Opportunities which ground to a halt over 2020. (Disaster Recovery • Encourage business resilience Assistance) Therefore, there is a pressing need for Council to support businesses and by providing the specific skills, The COVID-19 pandemic and the the community through unforeseen opportunities and information summer bushfires has created a major events and environmental disasters needed to respond to environmental downturn in Australia’s economy, with (e.g. COVID-19, bushfires) via a recovery disasters and achieve growth (e.g. a rising national unemployment rate of plan that helps return performance access to grants, financial planning, 7.1% in May and a forecast -8% drop in to normal. This should focus on the business planning, etc.) GDP in June 2020. Australian business following: • Develop employee retention confidence is low, with 29% of surveyed • Minimise business revenue loss and strategies to combat increasing businesses in June predicting they will a decline in JobKeeper payments; unemployment. not survive for more than 3 months • Assist businesses to make physical with current cashflow. • Minimise job loss and a decline in JobSeeker payments; distancing alterations to improve As a result, the Alpine Shire economy business operation, including has experienced major economic • Assist individual businesses to alter provision of outdoor dining permits losses in the first half of 2020. This operating conditions for a ‘with and infrastructure. includes significant losses in economic COVID’ operating environment (e.g. • Provide pathways to access to output (-9% by September 2020) and contactless transactions, outdoor mental health support for business employment (-6% in September 2020), dining, etc.); and owners, operators and employees. as well as substantial increases in • Support individual businesses JobKeeper (47% of businesses) and to recover to ‘pre COVID-19 and JobSeeker (11% of working population) bushfires’ turnover. applications. Overall, the Alpine Shire experienced heavier losses than most
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