Draft Discussion Paper Supporting the Development of a Tourism & Event

Total Page:16

File Type:pdf, Size:1020Kb

Draft Discussion Paper Supporting the Development of a Tourism & Event Draft Discussion Paper Supporting the development of a Tourism & Event Strategy for Moorabool Shire 11/2/2013 Prepared for Moorabool Shire and Tourism Moorabool Prepared by Cre8ingGrowth: Table of Contents Executive Summary 3 Glossary 7 1. Background 9 2. Brand 15 3. The market 18 4. The product 24 5. Events 35 6. Marketing 47 7. Industry development 56 Attachments 62 Cre8ing Growth | Table of Contents 2 Executive Summary The purpose of this Discussion Paper is to: 1. Outline the key findings from consultation, product and situation analysis 2. Identify the strategic issues impeding the growth, sustainability and effectiveness of tourism in Moorabool 3. Propose alternative ways (options) to address the strategic issues, and gain stakeholder feedback on which options to go forward with The Plan addresses six key areas: the brand; the market; the product, events; marketing; and industry development. Each of these sections contains a small set of strategic issues, followed by a set of options to address each issue. Some options are mutually exclusive, some could be progressively implemented to transition change. The brand Three strategic issues were identified relating to brand: . The brand essence is confused with the product . The brand needs a personality applicable to a wider mix of product . Collateral needs to reflect brand personality We (the authors of this Discussion Paper1) believe that the brand essence for Moorabool should be rewritten and centred on the personality of key tourism hosts that leads to authentic, memorable interactions with customers. Taking the strongest, clearest words from the Brand Report and putting them together offers an alternative brand statement something like this: “Moorabool offers direct contact with….honest, down to earth…warm, approachable locals that leads to strong connections with the place” Three options to address the issues are: 1. Stay the same, leaving it to individual operators and event organisers to use the brand to direct their product development and adopt the brand into their marketing 2. Reposition the brand to reflect leading tourism products over and above supporting products (a low key form of icon-based marketing) 3. Reposition the brand to reflect local tourism orientated personalities, backed by their product, so the personalities become ambassadors The market Two strategic issues were identified relating to the market: . Limited market information specific to the Moorabool Shire . Need for further definition of target markets To address the need for more local information about the market, three options available to consider are: 1. Stay the same, and wait until the industry becomes bigger to revisit the situation 2. Pay the operators of regional data collection to add additional questions that allow further segmented analysis of data 3. Allocate resources to commission further market monitoring specific to Moorabool To establish defined target markets, six options available to consider are: 1 The interpretations and any references to ‘we’ are those of the authors (Cre8ing Growth) engaged to provide a professional and independent view of the current situation Cre8ing Growth | Executive Summary 3 1. Stay the same, and try to satisfy everyone with everything (being all things to all people) 2. Choose leisure target markets that have a natural interest in the area, and will provide a modest ‘slow trickle’ of visitation throughout the year. For example, the Socially Aware, Visible Achievement and Traditional Family Life 3. Choose leisure target markets that have some interest in the area, and will provide short boosts of visitation on long weekends and in school holiday periods. For example, Traditional Family Life and Conventional Family Life 4. Choose markets living in the western and northern suburbs of Melbourne, because they are close by and easy to engage in day trips 5. Choose markets from surrounding regional townships (such as Daylesford, Ballarat and Geelong) because they are close by and already aligned to country ways and easy to convince of frequent short day / evening dinner 6. Choose markets that local bus and coach operator Australian Coach Tours could bring groups to on a regular basis throughout the year The product Stakeholders asked said that the two most important areas for the Plan to address, was product development, and industry development. The situation analysis of the limited resources suggests that significant reform to the way resources are allocated should first address industry development, as this will create a more aligned pool of expertise to tackle product development. The development of additional product is a central challenge for this tourism planning process to tackle. The current Tourism Plan identified as a major strategy the development of new products and enhancement of existing businesses with a focus on local and seasonal food and wine. The consultation associated with this tourism planning process identified that Council’s human resource investment in this area should be higher, and were prepared to trade down allocations in other areas to achieve this. Consultation also identified a diverse opinion as to what product was most important to develop first (let alone where). The consultation process generally identified three approaches competing for limited human resources to make happen: 1. Invest in accommodation – expressed as “we have enough to do but we aren’t making enough money from each visitor” 2. Invest in more quality / distinctive dining options – expressed as “we have enough to do, but there’s not enough to eat” 3. Invest in more picking and interactive food experiences – expressed as they need an authentic experience that’s available year round to put us on the map Four product development options were identified as priorities through the consultation surveys and workshops: 1. More accommodation to increase length of stay and yield per customer 2. More dining options across the townships (cafes and restaurants open seven days a week) 3. More picking and interactive food experiences 4. More interesting stories to share with visitors In addition to the options generated by stakeholders, the authors propose a quite different option 5. Consolidate the product base of each village, and then create a ‘shopping list of the minimal product needed for each area (if any) to drive the Region, and by default, what should not be developed in each area to maintain distinctiveness Cre8ing Growth | Executive Summary 4 Events Four strategic issues were identified in relation to events: . Insufficient separation between community and tourism focus . Current emphasis on events rather than festivals . Undefined systems and insufficient communications . Opportunity costs not evaluated (assessment matrix) Four options are proposed to improve the running and outcomes from events: 1. Council reforms its grants program to better differentiate between events focused on community benefits and those focused on tourism benefits 2. Local community and lifestyle events remain the same (no change to current approach) 3. Cluster and / or theme local community events 4. Council to develop and promote procedures for working and gaining support from council which could include a greater level of assistance when the systems are followed Four options are proposed to improve the running and outcomes from community-focussed events: 1. Tourism events to remain the same 2. Council reforms its grants program to better differentiate between events focused on community benefits and those focused on tourism benefits 3. Cluster and / or theme local community events 4. Council to develop and promote procedures for working and gaining support from council which could include a greater level of assistance when the systems are followed Marketing Three strategic issues were identified in relation to marketing: . Competing priorities for limited discretionary marketing resource . Opportunity cost of most resources invested in a VIC . Duplication and disfunctionalities across Moorabool websites Consultation identified three priorities to allocate precious marketing resources to: 1. Create better links to growing city local seasonal food trends 2. Improved directional signage to existing strategically valuable attractions 3. Re-theme collateral to reflect personalities and stories (similar to Option 3 in Table 2.3) Realigning the VIC or the allocation of limited resources used on visitor servicing to address tourism priorities identified within the discussion paper. This may include repositioning of resources (staffing and financial) and investigating alternative service delivery models such as the modification of operating hours, decentralisation of services, or expanding the service role of the VIC. Three options were developed to consolidate visitor information: 1. Merge the relevant content and some of the superior structure into the visit Moorabool website and dispense with the growing Moorabool website 2. Replace the existing headline brochures with a suite of themed village trails. Each of the brochures would be supported by a selection of food and beverage as well as accommodation options consistent with the theme and target market it is appealing to (see Figure 6.2 and Table 6.3 for illustrations of a themed trail) 3. When stock runs out either discontinue or redesign the grassy treasures brochure to reflect its role as a vegetation information role rather than a visitor brochure Industry development Five strategic issues were identified in relation
Recommended publications
  • 2011 the Speaker Takes the Chair at 2.00 Pm
    LEGISLATIVE ASSEMBLY OF VICTORIA NOTICE PAPER — No 1 Tuesday 8 February 2011 The Speaker takes the Chair at 2.00 pm BUSINESS TO TAKE PRECEDENCE STATEMENTS BY MEMBERS — Under SO 40 GOVERNMENT BUSINESS NOTICES OF MOTION 1 ∗MR McINTOSH — To move, That this House authorises and requires the Clerk to table copies of proclamations of the Governor in Council fixing dates for the coming into operation of Acts, as published in the Government Gazette from time to time. 2 ∗MR McINTOSH — To move, That the following sessional orders be adopted, to come into operation with immediate effect — 1 Days and times of meeting Unless otherwise ordered, the House will meet each Tuesday at 2.00 pm, and each Wednesday and Thursday at 9.30 am. 2 Incorporation of statements of compatibility A statement of compatibility tabled under s 28 of the Charter of Human Rights and Responsibilities Act 2006 will be incorporated in Hansard, without leave being required. ORDERS OF THE DAY 1 ∗ADDRESS-IN-REPLY TO THE GOVERNOR’S SPEECH — Motion for — Resumption of debate. 2 ∗POLICE REGULATION AMENDMENT (PROTECTIVE SERVICES OFFICERS) BILL 2010 — Second reading — Resumption of debate (Mr Merlino). 3 ∗SENTENCING FURTHER AMENDMENT BILL 2010 — Second reading — Resumption of debate (Ms Hennessy). 4 ∗EDUCATION AND TRAINING REFORM AMENDMENT (SCHOOL SAFETY) BILL 2010 — Second reading — Resumption of debate (Mr Hulls). ∗ New entry. 2 Legislative Assembly Notice Paper No 1 GENERAL BUSINESS NOTICES GIVEN ON 21 DECEMBER 2010 1 ∗DR SYKES — To move, That this House congratulates the newly elected Premier who, unlike his unelected predecessor, has listened to the vast majority of Victorians and confirmed that he will plug the north–south pipeline.
    [Show full text]
  • Electronic Gaming Machines Strategy 2015-2020
    Electronic Gaming Machines Strategy 2015-2020 Version: 1.1 Date approved: 22 December 2015 Reviewed: 15 January 2019 Responsible Department: Planning Related policies: Nil 1 Purpose ................................................................................................................. 3 2 Definitions ............................................................................................................. 3 3 Acronyms .............................................................................................................. 5 4 Scope .................................................................................................................... 5 5 Executive Summary ............................................................................................. 5 6 Gambling and EGMs in the City of Casey ........................................................... 6 7 City of Casey Position on Electronic Gaming Machines ................................... 7 7.1 Advocacy & Partnerships ....................................................................................... 7 7.2 Local Economy ....................................................................................................... 8 7.3 Consultation & Information Provision ...................................................................... 9 7.4 Community Wellbeing ............................................................................................ 9 7.5 Planning Assessment ..........................................................................................
    [Show full text]
  • Buninyong Property Factsheet 1St Half 2018 OVERVIEW Buninyong* Is a Suburb Located Approximately 11Km South of Ballarat in Victoria
    Buninyong Property Factsheet 1st Half 2018 OVERVIEW Buninyong* is a suburb located approximately 11km south of Ballarat in Victoria. The town experienced a population increase of 14.5% between 2011 and 2016, yet the number of residential stock increased by 9.3%. While housing stock has increased, the population is growing faster, which points to an urgent need for more stock to cater for the population growth. CHANGE FROM HALF YEAR LAST YEAR House Sales House Median Price MARKET CONDITIONS The Buninyong* property market recorded a median house price of $496,000 and House Rental Price $266,600 for vacant land in Q1 2018, which represents an annual price change of 19.2% and 40.3% respectively. Over the same period of time, house prices in Land Sales the City of Ballarat Local Government Area# (LGA) grew by 8.9% to $361,000 and vacant land prices decreased by -4.6% to $145,000. Compared to the LGA, Land Median Price houses and land command premium prices in the Buninyong* property market, with annual capital growth of houses being double that of other surrounding Unit Rental Price suburbs. This suggests a strong demand for property (particularly houses) indicating the need for more residential development in the area. Now is the time FUTURE DEVELOPMENTS** for first home buyers and investors to enter the market before prices get out of reach. Buninyong* is set to see approx. $12.6M of new projects commencing in the 1st Over the same period of time, houses have taken fewer days to sell (70 days), half of 2018.
    [Show full text]
  • 5 Exurban Areas
    5 Exurban areas Exurban and peri-urban are terms used The ‘seachange’ phenomenon discussed in a range of small towns and in much of to describe the mainly small town and in Chapter 3 is well known, if less well the rural areas. In fact, there was strong rural regions surrounding Melbourne and understood, and it in fact also applies movement out of central Melbourne the major regional cities. These areas to areas nowhere near the ocean. The to the metropolitan Melbourne suburbs often have similar characteristics and terms ‘greenchange’ and ‘treechange’ and over the metropolitan boundary undergo similar demographic changes. are increasingly being used to describe into exurban areas and major Victorian the movement of people out of large regional centres. This ‘emptying out’ Exurban areas tend to be very closely cities wishing to make a lifestyle change. of inner cities was happening in major linked with the cities or regional centres These moves can involve people changing cities around the world; even London they are near; in fact, many new their employment, a factor that may be was undergoing this type of population residents in these areas have relocated illustrated by the levels of traffic on the change, with people looking to move from the citiy or regional centres but major roads and freeways leading into well out of the run-down inner city areas. still study, work, shop and socialise in Melbourne, Geelong, Ballarat the cities or major regional centre. Most Growth in all these areas slowed in the and Bendigo. residents in these areas have relocated early 1990s, when Victoria was in a for the small town or rural lifestyles on Since the counter-urbanisation movement deep recession.
    [Show full text]
  • Designated Bushfire Prone Areas
    Designated Bushfire Prone Areas Designated bushfire prone areas are determined by the Minister of Planning. The original determination was published in the Government Gazette on 7 September 2011. Changes have been gazetted for a number of municipalities as listed. 7 September 2011 25 October 2012 8 August 2013 30 December 2013 3 June 2014 22 October 2014 19 August 2015 21 April 2016 18 October 2016 2 June 2017 6 November 2017 16 May 2018 16 October 2018 4 April 2019 10 September 2019 24 March 2020 7 September 2020 1 February 2021 6 July 2021 This table lists all plans for each municipality - superseded plans are shown as LEGL./11-192 and the current plan as LEGL./13-381. The individual LEGL plans are available from Landata - click on Central Plan Office Landata Municipal District shown in Plan 7 September 2011 25 October 2012 8 August 2013 30 December 2013 3 June 2014 22 October 2014 19 August 2015 21 April 2016 18 October 2016 2 June 2017 6 November 2017 16 May 2018 16 October 2018 4 April 2019 10 September 2019 24 March 2020 7 September 2020 1 February 2021 6 July 2021 Alpine Shire LEGL./11-190 LEGL./13-177 LEGL./14-539 LEGL./15-254 Ararat Rural City LEGL./11-191 LEGL./13-162 Ballarat City LEGL./11-192 LEGL./13-131 LEGL./13-381 LEGL./14-145 LEGL./15-255 LEGL./16-172 LEGL./16-456 LEGL./17-378 LEGL./17-709 LEGL./18-232 LEGL./18-398 LEGL./19-139 LEGL./19-210 LEGL./20-098 LEGL./20-284 LEGL./20-475 LEGL./21-576 Banyule City LEGL./11-193 LEGL./13-157 LEGL./14-540 LEGL./18-399 Bass Coast Shire LEGL./11-194 LEGL./13-146 LEGL./14-146 LEGL./14-541
    [Show full text]
  • Parliamentary Debates (Hansard)
    PARLIAMENT OF VICTORIA PARLIAMENTARY DEBATES (HANSARD) LEGISLATIVE COUNCIL FIFTY-NINTH PARLIAMENT FIRST SESSION TUESDAY, 2 FEBRUARY 2021 hansard.parliament.vic.gov.au By authority of the Victorian Government Printer The Governor The Honourable LINDA DESSAU, AC The Lieutenant-Governor The Honourable KEN LAY, AO, APM The ministry Premier........................................................ The Hon. DM Andrews, MP Deputy Premier, Minister for Education and Minister for Mental Health .. The Hon. JA Merlino, MP Attorney-General and Minister for Resources ....................... The Hon. J Symes, MLC Minister for Transport Infrastructure and Minister for the Suburban Rail Loop ....................................................... The Hon. JM Allan, MP Minister for Training and Skills and Minister for Higher Education .... The Hon. GA Tierney, MLC Treasurer, Minister for Economic Development and Minister for Industrial Relations ........................................... The Hon. TH Pallas, MP Minister for Public Transport and Minister for Roads and Road Safety . The Hon. BA Carroll, MP Minister for Energy, Environment and Climate Change and Minister for Solar Homes ................................................ The Hon. L D’Ambrosio, MP Minister for Child Protection and Minister for Disability, Ageing and Carers ...................................................... The Hon. LA Donnellan, MP Minister for Health, Minister for Ambulance Services and Minister for Equality .................................................... The Hon. MP
    [Show full text]
  • SCG Victorian Councils Post Amalgamation
    Analysis of Victorian Councils Post Amalgamation September 2019 spence-consulting.com Spence Consulting 2 Analysis of Victorian Councils Post Amalgamation Analysis by Gavin Mahoney, September 2019 It’s been over 20 years since the historic Victorian Council amalgamations that saw the sacking of 1600 elected Councillors, the elimination of 210 Councils and the creation of 78 new Councils through an amalgamation process with each new entity being governed by State appointed Commissioners. The Borough of Queenscliffe went through the process unchanged and the Rural City of Benalla and the Shire of Mansfield after initially being amalgamated into the Shire of Delatite came into existence in 2002. A new City of Sunbury was proposed to be created from part of the City of Hume after the 2016 Council elections, but this was abandoned by the Victorian Government in October 2015. The amalgamation process and in particular the sacking of a democratically elected Council was referred to by some as revolutionary whilst regarded as a massacre by others. On the sacking of the Melbourne City Council, Cr Tim Costello, Mayor of St Kilda in 1993 said “ I personally think it’s a drastic and savage thing to sack a democratically elected Council. Before any such move is undertaken, there should be questions asked of what the real point of sacking them is”. Whilst Cr Liana Thompson Mayor of Port Melbourne at the time logically observed that “As an immutable principle, local government should be democratic like other forms of government and, therefore the State Government should not be able to dismiss any local Council without a ratepayers’ referendum.
    [Show full text]
  • ISIS PLANNING for People and Places
    ISIS PLANNING for people and places MOORABOOL RURAL STRATEGY PLAN Prepared by Isis Planning on behalf of Moorabool Shire Council April 2009 CONTENTS Executive Summary ................................................................................................................... 4 1. INTRODUCTION.............................................................................................................. 8 2. STUDY APPROACH AND METHODOLOGY ............................................................ 10 2.1. Appendices........................................................................................................................... 10 2.1.1. Literature Review............................................................................................. 10 2.1.2. Demographic Review....................................................................................... 10 2.1.3. Land Capability Review................................................................................... 10 2.1.4. Lot Data Sheet.................................................................................................. 11 2.1.5. Dwelling Approvals ......................................................................................... 11 2.1.6. Submission Review.......................................................................................... 11 2.1.7. VCAT decisions ............................................................................................... 11 2.2. Structure of this report ........................................................................................................
    [Show full text]
  • Moorabool Shire Landslide Susceptibility
    Moorabool Shire Landslide BULLARTO BARKSTEAD Korweinguboora Susceptibility Barrys Reef Barkstead Blackwood Simmons Reef Legend Spargo Creek Landslide Base Map Susceptibility Features Blakeville Very Low Highways Low Arterial Roads Clarkes Hill Moderate 1 Local Roads Moderate 2 Railways Bolwarrah Moderate-High Rivers/Streams Pootilla High Lakes/Dams Bullarook Claretown Springbark Very High Moorabool Shire Boundary LAL LAL 1:25,000 Map Sheet Ballan North Bunding Greendale Scale 1:100,000 CLEEVER HILL (at A1 sheet size) MILLBROOK 012345 WARRENHEIP Kilometres Map created on: March 21, 2007 Gordon Korobeit Warrenheip Filename: moorabool_landslide_susceptibility_mga55.mxd Millbrook Dunnstown Disclaimer: Ballan While every care has been taken in the preparation of this map and the data upon which it is based, no warranty is given as to the correctness of the information and no liability is accepted for any statement or opinion or for any error or omission. No reader should act or fail to act on the basis of any material contained herein. Readers should consult professional advisers. As a result, Shire of Moorabool, Corangamite CMA, University of Ballarat, A.S. Miner Geotechnical and their respective employees, contractors and Myrniong agents expressly disclaim all and any liability (including all liability from or Navigators attributable to any negligent or wrongful act or omission) to any persons whatsoever in respect of anything done or omitted to be done by any such person in reliance whether in whole or in part upon any of the material in
    [Show full text]
  • Reform of the Psychiatric Disability Rehabilitation and Support Services Program
    Mental Health Community Support Services June 2014 Fact Sheet 2: Information for Existing Clients Fact Sheet: Information for Existing Clients This fact sheet provides information for current clients of mental health community support services provided under the Victorian Psychiatric Disability Rehabilitation and Support Services (PDRSS) program. It includes information about the changes that will happen to these services over the next few months, when these changes will occur and how the changes might affect you. As part of these changes the Victorian Government will also change the name of the PDRSS program to Mental Health Community Support Services (MHCSS) program from August 2014. This change is about supporting you. The changes will ensure access to mental health community support services is fair and equitable by ensuring people most disabled by their mental health condition do not miss out on the support they need. The reforms will make it easier for new and returning consumers and carers to get help no matter where they live. This will be achieved by establishing a centralised intake point for all referrals in each local area. A fact sheet explaining how the new intake assessment system will work will be made available shortly. We also know you want services to be of a consistent quality and designed around your individual needs and preferences. This is why we are introducing Individualised Client Support Packages. They will replace standard, moderate and intensive Home Based Outreach Services, Day Programs, Care Coordination, Aged Intensive Program and Special Client Packages from 1 August 2014. Your support package will help you to develop the life skills needed to live well in the community and to manage your mental illness.
    [Show full text]
  • Shire of Moorabool 2010 Eee Adolescent Community Profiles I
    Adolescent Community Profile Shire of Moorabool 2010 eee Adolescent Community Profiles i Adolescent Community Profile Shire of Moorabool 2010 This Adolescent community profile was prepared by the Office for Children and Portfolio Coordination, in the Victorian Department of Education and Early Childhood Development. The series of Adolescent community profiles draw on data on outcomes for children compilied through the Victorian Child and Adolescent Monitoring System (VCAMS). The profiles are intended to provide local level information on the health, wellbeing, learning, safety and development of adolescents. They are published to: • Equip communties with the information required to identify the needs of adolescents and their families within their local government area. • Assist local government areas to identify key areas of vulnerability for adolescents in their local area and use this information to assist with early intervention strategies. • Support local government and regional planning of youth services; and • Assist community service agencies working with vulnerable families and young people. The Department of Education and Early Childhood Development, the Department of Human Services, the Department of Health , Victoria Police and the Australian Bureau of Statistics provided data for this document. Adolescent Community Profiles ii Published by the Victorian Government Department of Education and Early Childhood Development, Melbourne, Victoria, Australia. June 2011 (revised from May 2011 release) © Copyright State of Victoria, Department of Education and Early Childhood Development, 2011 This publication is copyright. No part may be reproduced by any process except in accordance with the provisions of the Copyright Act 1968. Principal author and analyst: Hiba Molaeb Assisted by: Christopher Reid and Ileana Teleki Authorised by the Department of Education and Early Childhood Development, 2 Treasury Place, East Melbourne, Victoria, 3002.
    [Show full text]
  • Various Planning Schemes Combined 3 May 2021
    Form 1 Section 38(1) NOTICE OF APPROVAL OF AMENDMENT TO A PLANNING SCHEME TO BE PRESENTED TO PARLIAMENT On 29 April 2021 the Minister approved Amendment C378melb to the Melbourne Planning Scheme. The amendment was prepared by Minister for Planning. The Melbourne City Council will be responsible for administering the scheme. The amendment applies the Environmental Significance Overlay - Schedule 2 to protect trees identified as significant in the Exceptional Tree Register 2019 on an interim basis until 27 April 2023. The Minister exempted the Minister from the requirements of section 17, 18 and 19 of the Planning and Environment Act 1987 being the requirement to: Give a copy of the amendment, together with the explanatory report and any document applied, adopted or incorporated in the amendment to the relevant municipal council. Make the amendment available for inspection until the amendment is approved. Give notice of the amendment to every Minister, public authority and municipal council that the planning authority believes may be materially affected by the amendment Give notice of the amendment to the owners and occupiers of land that the planning authority believes may be materially affected by the amendment. Give notice of the amendment to any Minister, public authority, municipal council or person prescribed. Publish a notice of the amendment in a newspaper generally circulating in the area. Publish a notice of the preparation of the amendment in the Government Gazette. The Minister exempted Minister for Planning from the requirements 6 and 7 of the Planning and Environment Regulations 2015 being the requirement for the purposes of giving notice of an amendment in accordance with section 19 of the Planning and Environment Act 1987.
    [Show full text]