BELLINGEN SHIRE SIGNAGE STRATEGY PREPARED BY FISHER DESIGN + ARCHITECTURE ADOPTED - NOVEMBER 2019 CONTENTS BELLINGEN SHIRE SIGNAGE STRATEGY 1.0 INTRODUCTION 2 PREPARED BY FISHER DESIGN + ARCHITECTURE 1.1 OVERVIEW 2 ADOPTED - NOVEMBER 2019 1.2 OBJECTIVES 3 1.3 PROCESS 3 LIST OF ACRONYMS 2.0 ENGAGEMENT 4 BSC Bellingen Shire Council 2.1 COMMUNITY ENGAGEMENT PROCESS 4 LGA Local Government Area 2.2 COMMUNITY ASPIRATIONS, CONCERNS & VALUES 4 RMS Roads & Maritime Services HWY Highway 3.0 ANALYSIS 6 SEPP State Environmental Planning Policy 3.1 LITERATURE REVIEW 6 BLEP Bellingen Local Environment Plan 3.2 REGIONAL CONTEXT 9 EP&A State Environmental Planning and Assessment DCP Development Control Plan 3.3 ROADS & ACCESS POINTS 10 AS Australian Standard 3.4 TOWNS & KEY TOURIST AREAS 11 TASAC Tourism Attraction Signposting Assessment Committee 3.5 SIGNAGE AUDIT 12 LALC Local Aboriginal Land Council NPWS National Parks & Wildlife Service 4.0 SIGNAGE STRATEGY 17 DPI Department Primary Industries 4.1 OVERVIEW OF TOURISM & WAYFINDING SIGNAGE 17 CBD Central Business District 4.2 BELLINGEN SHIRE TOWNS - CHARACTER & THEMES 18 RV Recreational Vehicle 4.3 SIGNAGE STYLE GUIDE 19 GPS Global Positioning System VIC Visitor Information Centre 4.4 SHIRE & TOWN ENTRY SIGNAGE 19 4.5 VISITOR INFORMATION & CBD WAYFINDING 19 4.6 INDIGENOUS ACKNOWLEDGMENT 19 4.7 SIGNAGE DESIGN PALETTE & PRECEDENT 20 5.0 RECOMMENDATIONS & IMPLEMENTATION 21 BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 1 INTRODUCTION 1 1.1 OVERVIEW - is clear and effective, TOURISM IN BELLINGEN SHIRE TOURISM STATISTICS - reflects the character of our towns and As outlined in the Coffs Coast Strategic Bellingen Shire on the Mid North Coast of Bellingen Shire as a whole, NSW encompasses both a spectacular and - represents the values of our community, and Tourism Plan 2020, the tourism industry is idyllic slice of the Eastern Australian coast. - has a strong, consistent brand identity. one of the most important contributors to the The region comprises areas of significant growth and character of our region. The annual KEY FINDINGS $58.9m and diverse environments and a rich cultural economic contribution of tourism to the Coffs In 2016/17, the total tourism and hospitality heritage. Picturesque heritage towns, pristine Coast region (Coffs Harbour and Bellingen There are a number of issues around signage sales in Bellingen Shire was $58.9m, the total empty beaches, stunning waterfalls, World LGAs) is valued at approximately $490 million, that this strategy addresses, including: value added was $30.6m. Heritage National Parks and vibrant local with an estimated 223,000 visitors annually to - There is little sense of arrival in the shire or (Source: National Institute of Economic and communities contribute to the appeal of the Bellingen Shire alone. the towns – town and shire entry statements Industry Research (NIEIR) ©2016.) Shire as a tourist destination. are inconsistent, inappropriate or Given the significance of tourism to our With ever-increasing visitor numbers to the non-existent; economy and the competitiveness of Bellingen Shire, signage is a crucial part of - Towns have signage issues when directing tourism in regional Australia, it is important creating a positive and consistent visitor tourism vehicle and pedestrian traffic around that tourism is not only maintained and 10.2% experience, and to directing both locals and their towns and CBDs; strengthened, but also planned and managed As the 3rd largest industry in the area, the visitors throughout the Shire. - There are signage issues in most areas in a sustainable way to enhance and conserve Tourism workforce employs 10.2% of the that if addressed could improve the visitor the natural environment, protect the wellbeing Improved tourism and wayfinding signage population in the Bellingen Shire. experience; of residents and attract visitors with shared will assist the development of a strong brand - Much of the existing signage throughout (Source: Australian Bureau of Statistics, Census values. identity for the Bellingen Shire. Signage should Bellingen Shire is outdated or in poor of Population and Housing 2016.) be friendly and engaging; provide valuable condition; Bellingen Shire tourism operators, business information about the attractions, facilities - Marker and identification signage for public owners and the community have expressed and services available; and enable people to recreation areas is in many cases degraded the desire for improved tourism and navigate safely and easily from place to place. or damaged; wayfinding signage and other strategies in - Tourism related signage generally does not 5,015 Appropriately designed and welcoming town order to improve the visitor experience and enrich the visitor experience or adequately Visitors and nights: In the 5 years up to and Shire entry signage will create a positive more effectively capture the competitive direct visitors to the key features of the area; 2017/18, there were an average of 5,015 first impression and foster pride within our tourist market. - There is potential for Bellingen Shire to international visitors to Bellingen Shire each communities. become leaders in acknowledging local Improved tourism and wayfinding signage, year. Average length stay for international This document provides a basis for the Aboriginal culture and language through aligned with the aims of the Coffs Coast visitors was higher than the average for NSW. development of well-designed tourism and signage; and Strategic Tourism Plan 2020, will assist in (Tourism Research Australia – Survey data) wayfinding signage that: - There is currently no coordinated approach attracting and retaining visitors to our area to signage policies and practices. which in turn will strengthen the Bellingen Shire economy. BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 2 INTRODUCTION 1 1.2 OBJECTIVES 1.3 PROCESS travelling in vehicles across Bellingen Shire. E. NEXT STEPS The audit identifies issues and opportunities The purpose of the Signage Strategy Development of the Signage Strategy involved The next stages of the Signage Strategy and includes photographic documentation is to create a consistent, strategic the following steps: beyond this document will involve: and segmentation of signage by category and approach to tourism and wayfinding A. COMMUNITY ENGAGEMENT condition. - Preparation of a Signage Style Guide for signage throughout the shire, and Tourism and Wayfinding signage in Bellingen to ensure that all future signage Site analysis Consultation was run throughout March to May Shire, including preliminary design concepts Analysis of the Bellingen Shire area in the is implemented with appropriate 2019, and involved: for Town and Shire Entry signs, guided by regional context, including: design consideration, guided by the the principles of this Strategy. aspirations of the community. - Community drop-in sessions in Urunga, Bellingen and Dorrigo - Road hierarchy, Shire entry and access - Engaging with signage design professionals - Stakeholder workshops with Urunga/ points and/or local community/artists for SIGNAGE STRATEGY Mylestom, Bellingen and Dorrigo Chambers - Identification of town centres and precincts, development of town and shire entry OBJECTIVES of Commerce, and Coffs Coast Tourism. key tourist destinations, regional features signage designs. - Meetings with Bellingen Shire Councillors and tourist information centres. - Staged implementation of new signage Encourage a positive impression of the and staff development, upgrade and replacement. Bellingen Shire as a tourist destination C. STRATEGY - Informal consultation with community - An ongoing process of monitoring and review of the signage implementation plan Enhance the unique character groups Development of the Draft Signage Strategy to ensure objectives are achieved. of our towns - Consultation with the Indigenous community was based on information gathered during the - Online feedback via the Create Bellingen community engagement and analysis stages, Support a strong Bellingen Shire Shire website with consideration for signage best practice brand identity B. ANALYSIS principles and guidelines. Offer clarity to visitors as they travel Literary Review Further feedback from the community and throughout the Shire - Review of relevant Council, Regional and stakeholders may be obtained during the State tourism plans and strategies relating to Public Exhibition Period of the Draft Signage Ensure visitor awareness and ease of the development of signage Strategy, after which the Council may decide access to key features and attractions - Review of Local, State (RMS) and relevant to adopt the Signage Strategy. national tourism signage guidelines and Enrich visitor connection with the people, D. IMPLEMENTATION / place and culture of Bellingen Shire. standards, e.g. TASAC. - Best practice principles and guidelines for RECOMMENDATIONS Strengthen pride and respect tourism wayfinding signage. - Implementation plan identifying priorities within our community Audit and recommendations. - Indicative costs and funding options for Establish guidelines to ensure signage is Review of existing tourism related and Signage Implementation high quality and an appropriate design wayfinding signage for visitors who are BELLINGEN SHIRE SIGNAGE STRATEGY | ADOPTED - NOVEMBER 2019 3 COMMUNITY ENGAGEMENT 2 2.1 COMMUNITY ENGAGEMENT 2.2 COMMUNITY COMMENTS, PROCESS ASPIRATIONS, CONCERNS & “… honour our Indigenous VALUES history and people and actively