The Value of Visitor Servicing Through Community Engagement & Innovation!

Transcription

1 Local Government NSW Tourism Conference 2016 Embracing a changing tourism landscape The Value of Visitor Servicing Through Community Engagement & Innovation!

2 Kyogle & Villages Visitor Information Centre The Evolution (Trials & Triumphs); Small budget; A Council that didn't understand Tourism or its value to the community; Under Resourced - how did we manage to lift the profile of tourism within the community? What projects and strategies did we use to get where we are today; What were our challenges; How did we not give up when we were told...no you can't do that; How did we get help? Challenges ahead? What is the plan to continue to grow the visitor economic value to the community? How did we calculate and show the value to Council of having a VIC? What has been our Innovation!!!

3 In the beginning!!

4 Over Time! 4 decades of tourism promotion!

5 Is a Visitor Centre really needed?

6 Old Kyogle Saleyards site.

7 The Evolution! Humble beginnings. Open it they will come!

8 All is going well!!

9 BUT THEN!! Outside Forces!! NPWS to close Toonumbar Forest Drive & Cox s Road!!!

10 What do you do? Call on inspiration!!

11 My Mentors! Jack Hurley OAM

12 Council gets Federal funding to develop the Visitor Centre.

13 What We Got!

14 They can make you do everything except love the child!

15 Nice Gardens & Amphitheatre.!!

16 Café adds value.

17 It does get a little wet at times!!

18 A Council that didn't understand Tourism or its value to the community! Well to be fair, tourism was considered outside Council s core business structure and understanding; We are not in the Tourism business ; Council attempted to hand the keys over to a volunteer group; The group refused telling Council You have the facility, get professional!! So they received funding to employ a part time Tourism Officer; I got the job! They gave the keys back, Just make it happen! AVIC Accreditation Criteria helped a lot; Accreditation leads to Customer Satisfaction!!

19 Assemble a team!!

20 Reward them.

21 Small budget! Partnerships strength in unity.

22 TMG NR Objectives. Priority 1 - Collaboration on regional destination management Priority 2 - Collaboration on regional destination development Priority 3 - Collaboration on regional destination advocacy Priority 4 - Collaboration on regional destination marketing Regional Visitor Services Strategy > How will we operate our visitor information centres? > Best location for visitor centres? > Develop resource sharing initiatives between Councils > Maximise efficiencies > How will we incorporate new technology into our VICs? > Where we want the VICs to be in 5 years and 10 year time?

23 Marketing 101! What is value for money? Byron Bay

24

25 The Rainforest Way

26 APN & River 94.9FM

27 Under Resourced - how did we manage to lift the profile of tourism within the community? The community took ownership from the start. There was a distinct change in the social self-esteem. When we branded Kyogle & Villages we became all inclusive. We helped communities Fall in Love with themselves again. The Government empowered us by denying us. We had to do it ourselves if it was going to happen. Teamwork and collaboration. Contribute to your community Local Dollars Local Sense. Residents had a place to go to turn their ideas into reality. The best way to predict your future is to create it Abraham Lincoln We need to think a little differently!

28 How did we calculate and show the value to Council of having a VIC? No longer Tourism but the Visitor Economy; Visitor Statistics; Highlight the economic value of visitors; Positive news stories; 7 coffee shops for 2,000 people? -But they employ at least 3 people each!! South East Queensland Visitor Economy Stats South East Queensland is by far Kyogle Council Local Government Areas largest visitor market segment. Year Visitors SEQ Visitor Spend Jobs Total Visitors Total Visitor Spend Total Jobs ,472 $1,212, ,888 $4,168, ,856 $1,346, ,896 $4,849, ,488 $1,797, ,896 $6,717, (WRC) ,400 $1,302, ,392 $5,093, ,488 $1,302, ,204 $4,765, ,296 $1,583, ,688 $5,510, ,080 $1,368, ,240 $4,786, ,416 $1,595, ,040 $4,863, ,544 $1,510, ,016 $5,153, Jan '16 2,056 $199, ,776 $561,427 2

29 What projects and strategies did we use to get where we are today? Think outside the square if you do what everyone else is doing, what s your point of difference? Total experience - authentic - community welcomes visitors Partnerships, partnerships, partnerships!!! Work as a team, very important! Make everyone feel appreciated and belonging to a team; Simple rewards; Keep everything simple; Let people know what you are doing. It is no good winking in the dark; Remain true to your goals and authentic to your community, area and region; Seek advice and import skills where you can.

30 Enlist the skills you lack or help you need!!

31 What were our challenges? Those outside forces; Getting people, businesses and organisations motivated to be ready when you need them; We are still time poor, financially poor and skill poor; Too many eggs in one basket; Getting projects shovel ready for that elusive funding round to appear; Being under the radar for assistance and recognition; Any small rural community under a population of 5,000 should be allowed to die a natural death (The Survival and Decline of Rural Australia);

32 Create a network! It is impossible to be all things to all people; Our villages wanted some action and more visitors; So we had to empower them to do it for themselves with support from us; We now have the in Bonalbo and assisted with Urbenville (Tenterfield Shire) and will soon be emblazon in Tabulam and Woodenbong!!

33 How did we not give up when we were told...no you can't do that? PASSION, DRIVE, perseverance & patience!!! Teamwork; Seek the advice of achievers; The ability to think laterally; Give the negative force a number of workable solutions and let them pick one and claim ownership; Maximum credit for minimum effort; Use the Little Girl s strategy if you want a kitten ask Daddy for a horse!!!

34 Challenges ahead? Our future is so bright we need to wear shades! We have overcome most obstacles but always be prepared; Size does matter!! Will Government Agencies ever listen to smaller centres? At last we have the team in Council we need keeping them there? Effective signage is a present issue! How do visitors find your VIC? This issue was recognised in the RVSS.

35 How about?

36 And then there is Rail Services?

37 The Future?

38 What is the plan to continue to grow the visitor economic value to the community? Develop and support projects to improve our Visitor Economy product; Well trained VIC staff continuing to deliver first class customer service; Basic Business Plan development for small businesses; Embrace digital technologies available Conduct Place Making programs to improve the visitor experience; Build on the all important PARTNERSHIPS!!

39 Shades of Village Life!

40 The Top of the State Track & Trail Development Project.

41 As luck would have it!

42 Kyogle Bazaar Markets

43 Support Imported Events.

44 What has been your Innovation?

45 Final Word!