1. introduction - narrabri development... · 1. introduction 1.1 background ... 1.5 structure of...

NARRABRI SHIRE TOURISM DESTINATION MANAGEMENT PLAN (2014-2019) – Vol.2 STRATEGIC ACTION PLAN 1

1. INTRODUCTION

1.1 Background

Tourism is a significant industry for Narrabri Shire. The Shire attracts close to 100,000 domestic overnight visitors per year, with these visitors spending more than 241,000 nights in the LGA. In 2011, domestic visitors staying overnight in Narrabri Shire, spent an estimated $26 million in the Shire

1. In addition, the Shire’s towns and villages are service centres for

highway and touring travellers, with thousands of travellers each month stopping and spending in the LGA2. Within the Shire, the tourism industry is a major employer, with the

accommodation and food services sector directly employing 362 people3.

Over the past 5 years, Council has been implementing the recommendations of the Narrabri Shire Tourism Plan – 2009-2013, with Council’s investment in tourism during this period now paying dividends. Visitation to Narrabri Shire has increased; the market base is far more diversified; new products and experiences have come on-line; and there has been significant investment in the accommodation sector, with motels in Narrabri performing well above the average for the New England North West Region and the Newell Highway corridor. There is also a relatively high level of recognition of Narrabri within the marketplace. While the tourism sector is now on a sound footing, there is significantly more that can be achieved with the assets and resources available within the Shire. The assessment undertaken as part of the preparation of this Tourism Destination Management Plan (see Volume 1 – Tourism Profile), has identified a range of opportunities to further grow and diversify the market base of the Shire. Realising these opportunities will be dependent on continued development of the product, infrastructure and service base of the Shire, expanding and improving information services, and increasing the marketing and promotion undertaken, particularly in the area of digital-based marketing. The Strategies and Actions to facilitate the growth of the tourism sector are provided in this document (Volume 2 – Strategic Action Plan).

1.2 Tourism in Narrabri Shire - Overview Narrabri Shire is both a destination in its own right as well as a ‘stop’ on a longer touring trip and a service centre for Highway travellers. The primary markets attracted to the Shire are highway and touring traffic, regional residents, people visiting friends and relatives and business and work-related travellers. Secondary markets include conference and meeting delegates, sporting and entertainment event attendees and coach groups. The Shire also attracts a range of special interest and activity based markets including bush-walkers, bird watchers, anglers, car and motorcycle clubs, 4WD and dirt bike enthusiasts, golfers, bowlers, cyclists, mountain bikers, canoeists, water skiers, history enthusiasts / family historians and recreational fliers. In terms of travel ‘mindsets’, the products and experiences offered by Narrabri Shire are an ideal ‘fit’ with the ‘Wanderers’ and ‘Compatriot’ markets. Narrabri Shire is promoted as the ‘Heart of the North West’ region of NSW. The promotion of the Shire focuses on the beauty of the landforms and landscapes, Mt Kaputar National Park and the Pilliga Forests, the Pilliga Bore Baths and the towns and villages. Narrabri Shire is positioned as a ‘hub’ – a place to establish a base and explore the surrounding region.

1 Destination NSW – Local Government Area Visitor Profile, YE September 2011. 2 No expenditure estimates are available of expenditure by day trippers and highway travellers 3 Australian Bureau of Statistics, Population Census, 2011


The main attractions of the Shire are the Mt Kaputar National Park (Sawn Rocks and the Summit area), Australia Telescope, Pilliga Hot Artesian Bore Baths, Pilliga Forest and the Namoi River corridor. Narrabri is one of the most popular stops on the Newell Highway, with the Narrabri Visitor Information Centre and adjoining riverside reserve being the focal point for touring traffic. On the western side of the Shire, the village of Pilliga is emerging as a destination. Narrabri Shire has an emerging events sector, attracting a range of business (conferences and meetings), sporting and entertainment events. In the past 6 months the Shire has hosted 2 high profile events – the Daft Punk concert at Wee Waa and the Santos North-West Tour (part of the Cycling Australia National Road Series), which focused national and international media attention on the Shire. In addition, the Boggabri Drover’s Campfire event won the gold award for events at the CountryLink (2013) Inland Tourism Awards and is a finalist in the NSW Tourism Awards. Narrabri Shire has 40 commercial accommodation properties including 14 motels (277 rooms) and 6 caravan parks. In 2012, the motel sector in the Shire achieved the highest occupancy rate (68.4%) and room rate per available room ($73) in the New England – North West Region and along the Newell Highway corridor. Over the past decade, Narrabri Shire has experienced accommodation capacity constraints, with this exacerbated in recent years by a significant increase in work-related travel generated by the emerging mining industry. The opening of the MAC Villages in Narrabri and Boggabri (1,792 beds) has taken the pressure off the accommodation sector, providing the opportunity for the Shire to re-build and grow the markets displaced by the mining sector and diversify into new markets.

1.3 Opportunities The Narrabri Shire Tourism Destination Management Plan has identified a range of opportunities to diversify and expand both the product and activity base of the Shire and the markets attracted. Opportunities include:

The on-going development of the attractions and facilities within the Pilliga Forest and the emergence of the village of Pilliga as a destination. This creates opportunities for growing visitation to Wee Waa, Gwabegar and Yarrie Lake, and positioning Wee-Waa as the service centre for the north western corner of the LGA.

To use the Shire’s assets to build a range of special interest and activity-based markets – markets that will visit Narrabri Shire specifically to undertake or participate in an activity.

To grow the events market with Narrabri Shire positioned as a preferred destination within Inland NSW for business, sporting and entertainment events. Narrabri Shire has the venues, expertise and experience to host major events – strengths that need to be actively marketed and promoted.

The increased capacity of the accommodation sector (see Section 1.2), providing the opportunity to rebuild and grow markets that have been displaced by the demand from the mining sector, and to diversify into new markets.

1.4 Challenges facing the Tourism Industry in Narrabri Shire


Challenges facing Narrabri Shire in further growing its tourism sector include:

There are a range of external factors (eg state of the economy, the value of Australian dollar, petrol prices etc) that impact on the propensity to travel within Australia. These factors are volatile and can fluctuate significantly. To minimise impacts and risks, Narrabri Shire needs to have a diverse market base that includes business, leisure and activity based markets.

Responding to generational change within the market place – The ‘Seniors’ market which has traditionally been the primary market for the Shire is being replaced by the ‘Baby Boomer’ and ‘Generation X’ markets. These younger generations are more sophisticated and demanding than previous generations and far less tolerant of lower standard and/or tired and dated products, facilities and service. Travellers are fitter and more active, seeking to participate, engage and ‘do’ rather than just ‘look’. Baby Boomers and Generation X are also more affluent and prepared to pay for higher standard products and experiences.

The marketplace is in transition – with the Shire needing to continue to cater for the older generations using traditional marketing techniques and promotional collateral, while moving forward with web and digital based marketing. This has resource and cost implications, with the web and digital marketing requiring the staff of the Narrabri Tourism Unit and tourism and business operators to continually expand their skill set.

Funding and resource constraints at Council level, with competing priorities for limited resources.

The Narrabri Shire Tourism Unit has a very limited budget for marketing and promotion. To counteract this, the Tourism Unit is concentrating on co-operative activities with adjoining LGAs and digital marketing, both of which are time and resource intensive.

The funding available for tourism and development and marketing at both the State and National level requires matching dollar-for-dollar funding. With budget constraints, the Tourism Unit has very limited funds available to access grant programs.

Increasing competition from surrounding LGAs, in particular Moree Plains Shire, which has recently increased its funding for tourism, and has and is continuing to, invest significantly in visitor facilities and infrastructure.

Product and infrastructure constraints including the Shire’s most popular attraction – Mt Kaputar National Park having limited carrying capacity and a number of aging and tired accommodation properties that are no longer meeting market needs and expectations.


1.5 Structure of the Tourism Plan The Narrabri Shire Tourism Destination Management Plan is presented in two volumes, Tourism Profile and a Strategic Action Plan. Volume 1, the Tourism Profile. provides information on:

The planning framework.

The markets attracted to the Shire and surrounding region and the changes that are occurring in the marketplace.

The product base of the Shire – localities, attractions, activities, events and experiences.

The infrastructure, facilities and services available to support tourism.

Product, infrastructure and market development opportunities.

Marketing and promotion.

The analysis provided in the Tourism Profile provides the rationale for the Strategic Action Plan (Volume 2). The Plan provides the strategies and actions needed to facilitate the co-ordination, development and marketing of tourism within the Shire.

1.6 Abbreviations used in this Plan ABS Australian Bureau of Statistics ACMA Australian Communications and Media Authority CCIA Caravan and Camping Industry Association CMA Namoi Catchment Management Authority CMCA Caravan and Motorhome Club of Australia CofC Chamber of Commerce Council Narrabri Shire Council DNSW Destination NSW FIT Free Independent Traveller Forestry Forestry Corporation of NSW GADMG Great Artesian Drive Marketing Group GFC Global Financial Crisis KHMG Kamilaroi Highway Marketing Group

LALC Local Aboriginal Land Council LGA Local Government Area NE-NW New England-North West Region NHPC Newell Highway Promotions Committee NSTU Narrabri Shire Council Tourism Unit STR State Touring Route RDA Regional Development Australia RMS Roads and Maritime Services RPT Regular Passenger Transport (refers to air services) RTO Regional Tourism Organisation STDW State Tourism Data Warehouse (DNSW Data Base) TRA Tourism Research Australia VFR Visiting Friends and Relatives


2. THE PLANNING FRAMEWORK

2.1 Context

The Narrabri Shire Tourism Destination Management Plan (hereafter referred to as the ‘Tourism Plan’) is being prepared within the framework set by Federal and State Government policies for the development and management of tourism destinations. It is also consistent with Regional planning and development strategies and with the directions and strategic objectives of Narrabri Shire Council’s Community Strategic Plan. The development of the tourism industry is a priority at both Federal and State Government levels, with tourism being an integral part of Government policy to drive economic growth at the National and State levels. Destination Management Plans are one of the tools introduced to facilitate innovation, continuous improvement and renewal of products, experiences and infrastructure to ensure that Australia and NSW remain competitive. Having a Destination Management Plan in place is a pre-requisite for accessing touring funding. At the LGA level, Narrabri Shire Council’s vision for the Shire is that it ‘will be a strong and vibrant regional growth centre providing a quality living environment for the entire Shire community’. One of the four core themes to deliver this vision, is that Narrabri Shire is ‘A place to thrive - a strong diverse economy that attracts and retains businesses, services and tourists’. Council’s Community Strategic Plan incorporates a range of Strategic Objectives and Actions to encourage and drive the growth of the tourism industry, including implementing this Tourism Plan.

2.2 Purpose of the Narrabri Shire Tourism Destination Management Plan

The purpose of the Narrabri Shire Tourism Destination Management Plan (hereafter referred to as the Tourism Plan) is to provide the direction and framework for the development and promotion of Narrabri Shire’s tourism sector over the next five years (2014-2019).

2.3 Goals & Objectives

The primary goal of this Tourism Plan is to increase visitor expenditure within the Shire, with resultant economic and social benefits for the Shire communities. To achieve this, the Plan focuses on:

Identifying opportunities to strengthen the Shire’s existing market base and diversify into new markets in order to deliver visitation year-round.

Understanding the needs and expectations of visitors and ensuring that the infrastructure, facilities and services are in place within the Shire to meet these.

Encouraging and facilitating the development of tourist attractions, accommodation, events and infrastructure within the Shire.

Setting the directions for marketing and promoting the Shire.

Identifying priorities to ensure the most effective use of limited funds and resources.

Narrabri Shire: ‘A place to thrive - a strong, diverse economy that attracts and retains businesses, services and tourists.


Growing visitation will be dependent on:

Narrabri Shire Council, through its Tourism Unit, continuing to provide strong leadership and direction.

Protecting and preserving the natural, historic, cultural and lifestyle assets of the Shire which form the basis for visitation (ie the appeal of the destination) and influence with how visitors react to and bond with the Shire.

Market development – focusing on building touring traffic, the events (business, sporting, entertainment) sector, and special interest and activity based markets.

Understanding and meeting (preferably exceeding) the needs and expectations of the market place. The Tourism Unit and tourism operators within Narrabri Shire have to be cognisant of and responsive to the generational and technological changes that are occurring in the market place.

In line with changing market needs and expectations - progressively improving and expanding the range of tourism products, activities, infrastructure and services available within the Shire, supported by effective marketing and promotion.

Building and maintaining effective, strategic partnerships between all levels of Government, other LGAs and tourism organisations within the surrounding region and along the Highway / Touring route corridors, land management agencies (NPWS, Forestry Corporation of NSW, Namoi CMA), tourism and business operators and the Shire’s communities, combined with a willingness to work at a sub-regional and regional level to develop products and infrastructure, and expand and diversify the market base.

Continued expansion and enhancement of Narrabri Shire’s web-based and digital presence, capitalising on emerging opportunities for digital and web-based information delivery, communicating with the market place and marketing and promotion.

Having the funds and resources available to build the product base, service visitors and effectively market and promote the Shire.

2.4 Outcomes being Sought from the Tourism Plan

The main outcomes being sought from the Narrabri Shire Tourism Plan are:

To deliver on Council’s Strategic Objectives as articulated in the Narrabri Shire Community Strategic Plan.

A growing visitor economy that is economically, socially and environmentally sustainable.

Increased appeal and competitiveness of Narrabri Shire as a service centre and destination.

Higher profile / increased awareness of Narrabri Shire – from both a tourism and economic development perspective.

Increased visitor satisfaction – providing quality experiences that deliver on the brand promise and core values of the Shire and North West, and services that meet and exceed, visitor needs and expectations.


Retention and protection of the lifestyle, heritage, cultural, landscape and environmental assets that form the basis for tourism within the Shire.

Increased public and private sector investment in appropriate and sustainable tourism products and facilities within the Shire.

Increased skills and professionalism within the tourism sector, including improved customer service, more packaging and value-adding, and widespread adoption of web-based and digital technology for information dissemination and sales and marketing.

2.5 Strategic Directions Positioning & Promise Narrabri Shire is positioned as ‘The Heart of the North West’. The ‘Identity, Vision and Promise’ for the North West Region is articulated in the Inland NSW Region Destination Management Plan.

Identity - Our identify is who we are: how we see ourselves and how we want

visitors to see us. ‘Ours is a special connection with the land. Indeed it has forged our identity. At the core we are the salt of the earth characters, proud, pragmatic and resilient. The stuff legends are made of. We are proud to celebrate and share the abundant agricultural land that yields a wealth of food and fibre. We treasure the great artesian waters that bubble up from the depths of the earth bringing new life and rejuvenation to so many. We cherish our spectacular landscapes, our endless sky, the rugged mountains, National Parks and forests and waterway and vast fertile plains. As a community we recognise the ancient culture of the Kamilaroi people the first custodians of this land, with whom we now share a connection to country. But more than this, the land provides our future, the opportunities and challenges that drive our innovation. We know we can do anything if we put our mind to it’.

Vision ‘Our vision is to share the patchwork of colour across our vast fertile landscape: our national parks and forests, our salt of the earth characters, stories and experiences that offer the simple sophistication of country life. Experiences so compelling they build the North West as a dynamic and resilient destination’.

Promise ‘Our promise is to celebrate

and share our artesian waters and waterways, connection to country, our way of life, and our stories with visitors so that they can reconnect with the important things in life and rejuvenate’.


The Vision and Promise focus on Narrabri Shire and surrounding LGAs, sharing with visitors their:

Land – agricultural landscapes, landforms, National Parks and Forests.

Water – the healing artesian waters and the lakes and river systems that are the life-blood of the area.

Stories – the ancient culture of the Kamilaroi people, heritage, the characters that have forged the area.

Way of life- country hospitality – delivering simple sophistication, as well as the opportunity to relax, reconnect and rejuvenate. These themes need to be reflected and reinforced in the product development undertaken within Narrabri Shire, the delivery of information and the supporting marketing and promotion.

Directions

The core directions which form the basis for the Strategic Action Plan are: To consolidate and strengthen Narrabri’s position as a hub and service centre, with the town widely recognised as being a focal point for business, sporting and entertainment events within Regional

NSW.

To consolidate and strengthen Pilliga as a destination and use Pilliga to grow visitation to Wee Waa, Gwabegar and Yarrie Lake, with flow-on benefits to Narrabri. Rather than trying to compete with Narrabri, Wee Waa needs to be developing its own ‘identity’ as the gateway and service centre for the western part of the Shire and the Burren Junction area.

To re-build the markets that have been displaced by accommodation capacity constraints in recent years. The MAC Villages are taking the pressure off the accommodation sector, freeing-up rooms for other market segments.

Recognising that the Mt Kaputar National Park has capacity constraints, and endeavouring to shift the product development focus to the Pilliga Forest, the Namoi River corridor and private property around the base of the Mt Kaputar National Park, to provide a diverse range of quality / unique adventure and nature-based tourism products and experiences.

To focus on building the touring markets along the routes that feed into the Shire (Newell and Kamilaroi Highways, STR 3, Black Stump Way and Cypress Way), as well as the events sector (business, sporting and entertainment), and special interest and activity based markets – markets that are destination based, coming into Narrabri Shire to undertake a specific activity. The focus needs to be on how to use the assets of the Shire to ‘do’ rather than just ‘look’.

Strategies

The key strategies to achieve the objectives of the Tourism Plan are: Strategy 1 Continue to build the strategic alliances and partnerships needed to take the tourism industry forward. Strategy 2 Strengthen the towns and villages as service centres, and develop them as attractions in their own right.


Strategy 3 Upgrade and expand the attraction and activity base of the LGA. Strategy 4 Ensure that information services meet the needs of key stakeholders. Strategy 5 Ensure that the infrastructure, facilities and services are in place to support the growth of the tourism sector. Strategy 6 Encourage business and skills development within the tourism sector. Strategy 7 Increase visitation by strengthening and diversifying the market base of the LGA.

2.6 Priority Projects & Actions

The priority projects and actions are: ‘Game Changers’ Projects that would significantly boost visitation and/or change the dynamics of visitation to the Shire:

Establishment of a hot artesian bore bath and adjoining camping area at Wee Waa.

Sealing of Cypress Way from Gwabegar to Pilliga.

Completion of the sealing of Grain Valley Way, coupled with effective promotion of the Black Stump Way.

Partnerships

To continue to build strategic relationships and partnerships to facilitate product and infrastructure development and grow and expand the market base. Product Development

The priority product development projects that will increase visitation, encourage travellers to stay longer and/or enhance the visitor experience are:

Place-making – continued improvement of the presentation of the towns and villages, focusing on the shopping centres, the gateway arrival points and the highway corridors, strengthening the visual links between the highway and the shopping centres, and ongoing improvement of key parks and reserves.

Further development of trails – Namoi River trails as part of the product development of the Kamilaroi Highway, bird trails, wildlife trails, 4WD trails, motorcycle touring trails, cycling routes, canoe trails, fishing trails etc.

Improved access to the Namoi River, particularly within and/or in close proximity to the towns and villages that are on the river. The vision for Narrabri is for a shared pedestrian – cycleway along the Narrabri Creek foreshore from McDonalds to the RSL Club, a floating pontoon or jetty close to the Big Sky Caravan Park, and the further development of the Narrabri Visitors Centre – concentrating on the surrounding grounds, as an attraction in its own right, a focal point for visitor activity and the nexus between the Creek and the town centre – using the VIC and river to ‘stop’ the visitors and then directing them into the shopping centre.

Sitting below these projects are a second tier of projects that would diversify the product and experience base of the Shire and impact locally on visitation, including:


Develop the Gin’s Leap - Mt Robertson - Namoi River – Barber’s Lagoon area with improved river access, walking trails and lookout facilities, and enhanced interpretation at Gin’s Leap and Mt Robertson.

Improve access to Dripping Rock – ensuring that the road is 2WD accessible.

Improve Narrabri Lake – implement the recommendations of the Plan of Management and explore opportunities to create a ‘wow’ factor through public art, play facilities etc.

Improve access to and the presentation of the Beelera Hill Lookout in Narrabri.

Develop products and experiences in the eastern part of the Pilliga Forest in areas accessible from Boggabri, Narrabri and Baan Baa.

Improve the Wee Waa Lagoon area and establish a levee bank walk.

Support the on-going development of the museums at Wee Waa and Narrabri – seeking to introduce exhibits that have a ‘wow’ factor and a strong point of difference to the multitude of local history museums throughout inland NSW, and to utilise digital technology for ‘story telling’.

On-going improvements to and the development of the Yarrie Lake precinct, including use of the Hall and adjoining recreation area, the development of mountain bike trails, and bridging over the outlet to create a ‘round the lake’ walking and cycling trail.

Develop Aboriginal cultural experiences as per the recommendations of the Kamilaroi Highway Aboriginal Product scoping study.

Develop forest-based activities and attractions in the area surrounding Gwabegar and possibly along the Gwabegar-Baradine railway corridor.

Build an ‘arts and cultural’ layer to add depth and diversity to the natural attractions of the Shire – capitalising on the potential of the Cotton Fibre Expo, the artists of Pilliga, Kamilaroi artists and artisans, the emerging arts scene in the Pilliga Forest (Pilliga Pottery, Sculptures at Dandry Gorge, photography and art exhibitions at the Forest Discovery Centre) and the film and performance-based activities at the Crossing Theatre.

Building a ‘heritage’ layer, focusing on events and activities that provide an insight into rarely featured aspects of Australian history – the Minnon Mission, forestry heritage, the hawkers of the Pilliga, the Soldier Settlements etc. Digital technology provides a medium to bring these stories ‘alive’.

Work with the new tour operators to build the package tour markets. Infrastructure, Facilities and Services Infrastructure, facility and service priorities to support and sustain growth of the tourism sector include: Accommodation

Continue to encourage the development of additional accommodation, including 4-4.5 star accommodation close to the Crossing Theatre.

Continue to develop the camping area adjacent to the Pilliga bore baths.

Encourage operators to refurbish their properties to meet changing marketplace needs and expectations.

Work with operators to encourage them to improve their websites and digital presence, introduce on-line bookings and more effectively market and promote Narrabri Shire (the destination) on their websites.

Encourage operators to continually improve customer service standards. Access

Work towards / support the sealing of the remaining sections of Cypress Way and Grain Valley Way, as priorities, as well as Rangari Way and Mt Kaputar Road.

Improve the access roads to Dripping Rock and Beelera Hill Lookout – maintain to 2WD standard.


Upgrade and expand Narrabri Airport.

Strengthen the links (primarily visually) between the town centres and the highway corridors – Lloyd Street in Narrabri, Rose Street in Wee Waa and Federation Centenary Park in Boggabri.

Venues

Continue to improve venue facilities within the Shire – including supporting the upgrading and expansion of facilities at the Crossing Theatre, the development of meeting rooms at the Narrabri RSL Club and the upgrading of the Hall at Yarrie Lake.

Continue to upgrade the showgrounds, racecourse and sporting facilities throughout the Shire. Events

Have in place an Events Manual and event procedures and protocols within Council to facilitate the hosting and organisation of events within the Shire. Visitor Facilities

Provide higher standard toilet facilities in Gwabegar.

Provide a Dump Point at Pilliga.

Provide short-term parking adjacent to the public toilets in Tibbereena Street, Narrabri. Information & Promotional Collateral & Services

Continue to develop the Narrabri VIC as an attraction and experience, focusing on the showcasing of local industries and products.

Retain Level 2 accreditation of the VIC.

Continue to improve the Shire’s web and digital presence including the on-going development and enhancement of the visitnarrabri website, effective use of social media, development of Apps, use of QR codes and improving Narrabri content on third party websites and Apps.

Expand the range of information and promotional material available to support marketing and promotion, including information on conference, meeting and function facilities.

Encourage on-going training in web, digital and social network media for Narrabri Tourism staff and operators.

Continue to acquire quality images, video footage and display material on the Shire with this material up-dated regularly. Signage

For each of the towns and villages provide high-impact gateway entry signs– as part of place-making.

Continued to replace fingerboard facility signs with international icons.

Provide caravan and long-rig parking signs at the Narrabri VIC.

Regularly update / improve the visitor information directories in each of the towns and villages and provide a directory at Yarrie Lake.

Encourage accommodation operators to provide information boards in their driveway-reception area (as per the Big Sky Caravan Park example). Telecommunications

Advocate for the improvement of internet and mobile network coverage and provision of free WiFi access points in each of the towns and villages.


Market Development, Marketing & Promotion

Focus on building the following market segments: o Touring markets - baby boomers and families o Events market – business (conferences and meetings), sporting and entertainment. o Special interest and activity based markets – visitors coming into Narrabri Shire to undertake specific activities and/or pursue hobbies.

Continue to work co-operatively at the highway corridor, regional and sub-regional levels and with the Land Management Agencies, building and strengthening strategic alliances and partnerships.

Continue with the current marketing approach, maximising use of free and low cost channels to generate publicity for Narrabri Shire and its products and experiences.

Add data-base marketing to the mix.


3. STRATEGIES & ACTIONS

The Strategies and Actions required to achieve the objectives of the Narrabri Shire Tourism Destination Management Plan are provided in the following Tables. The Tables refer to ‘Coordinator’ and ‘Partners’. The ‘Coordinator’ refers to the organisation that could take responsibility for initiating, coordinating and/or driving the actions. ‘Partners’ refers to the organisations / parties that could become involved in, or provide quality input into, the actions and key tasks. The organisations / parties nominated under ‘Coordinator’ and ‘Partners’ are suggestions only, and do not exclude other organisations or parties taking responsibility or becoming involved . Narrabri Shire Council and the Narrabri Shire Tourism Unit (NSTU) are referred to separately in the Tables. ‘NSTU’ is used where the action / key task is part of the Tourism Unit’s core business and activities. ‘Council’ is used where the responsibility for the actions / key tasks lies within one or more other sections of Council.

Strategy 1: Continue to build the strategic alliances & partnerships needed to take the tourism industry forward.

Objective:

To continue to build strategic alliances and strong partnerships with the organisations and groups that will assist Narrabri Shire Council, through the Narrabri Shire Tourism Unit (NSTU), to achieve its core objectives - namely to effectively manage Narrabri Shire as a destination, build visitation to the Shire, facilitate the development of the product and infrastructure base, undertake effective marketing and promotion, and continue to build a strong and sustainable tourism industry.

Goals: All key stakeholders working towards a common vision for tourism within the Shire – with actions coordinated to deliver key outcomes.

Strong working relationship between Narrabri Shire Council / Tourism Unit and other organisations responsible for the development and/or management of attractions, activities, facilities, facilities and services that underpin the tourism sector.

Strong working relationships with regional and State tourism and economic development agencies and with adjoining LGAs.

Effective communication between key stakeholders, including networking between operators.

Strategic Alliances & Partnerships:

The Narrabri Shire Tourism Unit will continue to be part of and work closely with the following organisations:

Newell Highway Promotions Committee

Kamilaroi Highway Marketing Group


Warrumbungle Cluster Group

Great Artesian Drive Marketing Group

New England – North West Marketing Group

Inland NSW Regional Tourism Organisation The benefits of working with these organisations will be reviewed regularly to ensure that there are clear benefits for the Shire generated from the membership of these groups. In addition the Narrabri Tourism Unit will endeavour to build and/or strengthen its relationship with:

National Parks and Wildlife Service

Forestry Corporation of NSW

Namoi Catchment Management Authority

Arts North West

Regional Development Australia – Northern Inland

LGAs along STR 3 – Inverell, Gwydir and potentially Warrumbungle Shires Locally, the Narrabri Tourism Unit will need to work with a wide range of groups and organisations to implement this Plan, including:

Local Aboriginal Land Councils – Narrabri, Wee Waa, Pilliga and Red Chief (Gunnedah – for the Boggabri area)

Co-Management Committees – Deriah (Deriah Aboriginal Area) and Gawambaraay Pilliga (Pilliga / Dandry Gorge / Willala Aboriginal Areas)

Adjoining LGAs

Roads & Maritime Services

Major industry groups and operators – Coal mining, gas, cotton, research stations etc.

Business Chambers and business operators

Community Groups

Event organisers and promoters

Accommodation, attraction, venue and tour operators

Licensed Clubs

Equestrian associations and clubs

Sporting associations, clubs and organisations

Reserve Trusts

Transport operators – Brindabella Airlines, TrainLink NSW, coach companies.


Actions Key Tasks Coordinator Partners Strategic Partnerships & Alliances 1.1 Strengthen relationships with

Government Agencies 1.1.1 Build upon existing relationships with State and Federal agencies, to access expertise,

resources and funds. Narrabri Shire Tourism Unit (NSTU)

Government Agencies

1.2 Continue to build strategic alliances and partnerships within the surrounding region

1.2.1 Continue to build and strengthen the alliances and promote regional cooperation between NSTU and neighbouring tourism organisations and Councils to achieve regional and sub-regional tourism development outcomes.

Council / NSTU NE-NW, Highway & Cluster LGAs & tourism organisations 1.2.2 Continue to play an active role in touring route, regional and sub-regional tourism

development and marketing groups including:

Newell Highway Promotions Committee

Kamilaroi Highway Marketing Group

Warrumbungle Cluster Group

Great Artesian Drive Marketing Group

New England – North West Marketing Group

Inland NSW Regional Tourism Organisation

NSTU

1.2.3 Strengthen relationships with the land management agencies, including the NPWS, Forestry Corporation of NSW and Namoi CMA.

Council / NSTU NPWS, Forestry, Namoi CMA

1.2.4 Build links with RDA Northern Inland and Arts NW and ensure that these organisations are regularly briefed regarding relevant priority tourism projects within Narrabri Shire.

Council / NSTU RDANI, Arts NW

1.2.5 Build alliances with the Tourism Organisations / LGAs along STR 3 to develop and promote STR3 as a touring route.

NSTU Inverell, Gwydir & Warrumbungle Shires

1.2.6 Work with adjoining LGAs to develop and promote cross-border tourism products and experiences.

NSTU Gunnedah, Moree, Warrumbungle, Gwydir LGAs.

1.3 Continue to build relationships with local stakeholders

1.3.1 Provide direction and support to local business and community groups, not-for-profit organisations, event organisers and promoters, tourism and commercial operators, to implement local product and destination development in accordance with the recommendations of this Plan.

NSTU Local operators, business and community groups

1.3.2 Build relationships with local and regional equestrian and sporting groups to develop and grow equestrian and sports-related tourism to the Shire.

NSTU Equestrian & sporting groups, Venue Trusts.

Communication 1.4

Continue to improve communication between Narrabri VIC staff and operators, local businesses, and business and

1.4.1 Continue to use the e.newsletter to maintain regular contact with local tourism operators and other key stakeholders.

NSTU

1.4.2 Ensure that relevant Council Officers and business and community groups are included on the e.newsletter mailing list.

NSTU


Actions Key Tasks Coordinator Partners

community groups 1.4.3 Assess the feasibility of having a ‘for Industry’ page on the visitnarrabri website that provides local operators with access to resources, information, statistics etc, to build their knowledge and skill base.

NSTU

1.5 Encourage tourism operators to communicate with each other and network.

1.5.1 Explore options for hosting quarterly industry functions and product briefings to encourage operators to network and become more familiar with new products.

NSTU Tourism operators, business chambers

1.5.2 Explore options for establishing a introduction / briefing / familiarisation program so that new operators / managers are fully aware of the attractions, facilities and services available in Narrabri Shire and surrounding area.

NSTU / Chambers Tourism operators

Community Support 1.6 Continue to educate the Shire

community about the benefits of tourism and grow community support for the industry.

1.6.1 In conjunction with the local business groups / Chambers, explore options for ‘educating’ the local community about the benefits of tourism

NSTU Business Chambers

1.6.2 Ensure that tourism ‘good news’ stories are provided to the local media NSTU / Council

1.6.3 Endeavour to build pride in and commitment to the local area through VFR campaigns (see Action )

NSTU Tourism & business operators

1.6.4 Encourage tourism representation at Careers Expos and related programs organised by Schools and TAFE within the LGA to encourage young people into the hospitality sector

NSTU Schools, TAFE, Inland RTO, Tourism operators, Hoteliers & Licensed Clubs

Strategy 2: To strengthen the Shire’s towns and villages as service centres, and develop them as destinations / attractions in their own right.

The towns, villages and rural environments play a very significant role in the tourism industry, providing the services and infrastructure sought by visitors. They can become attractions in their own right (eg Pilliga). The quality and diversity of the built and rural environments, and the interaction with local residents, also influences how a visitor reacts to and ‘bonds’ with the area. Presentation and first impressions play a major role in the decision to stop in or visit a locality. While holiday destinations, overnight stops and visits to major attractions are generally planned in advance, the transit stop is generally an impulse decision. If an area presents well and looks interesting, travellers will often decide to stop and have a quick look around. If the experience gained is positive, there is a likelihood of repeat visitation and/or travellers recommending the area to other travellers (word of mouth, blogs etc). Regular travellers along a route will often develop ‘favourite’ places to stop. From a visitor perspective, the key areas that make an impression are the gateway entry points, routes through the area, appearance and presentation of the town centres, and the parks and gardens. The presentation of businesses, particularly in the smaller centres, is also critical to encouraging travellers to stop, with businesses that present as clean and vibrant more likely to attract patronage than those that appear dated, tired and/or run down. Presentation is also important for the local community, building pride and confidence in the area. It is also an attribute for people who are looking to relocate to and/or invest in the area, with tourism being an important driver of the ‘tree change’ process.


In the Inland DMP, the North West cluster’s ‘vision and promise’ to consumers is the ‘simple sophistication of country life’ and to share ‘lifestyle’ and ‘stories’. This needs to be reflected in the customer service provided and the ‘place making’ directions for the Shire’s towns and villages.

Objective To encourage highway and touring travellers to stop, explore and spend money in the towns and villages within Narrabri Shire.

Goals For the Shire (particularly the towns and villages) to create strong and favourable first impressions as well as memorable, lasting

impressions, with travellers stopping to take photographs and videos and for these to be posted on travel and social net working sites, and emailed/ SMS to friends (electronic word-of-mouth).

Towns and villages within the Shire to provide the infrastructure, facilities and services that visitors are seeking – with the Shire becoming a preferred place to stop.

The businesses within the towns and villages provide quality customer service – friendly, country hospitability – building repeat visitation and word-of-mouth / digital referrals.

Enhanced profile of the shopping and dining opportunities available within the Shire.

For the small businesses in the villages to offer an ‘experience’ rather than just services.

Actions Key Tasks Coordinator Partners Narrabri - The investment that Narrabri Shire Council has made in streetscaping of the town centre, the relocation of the VIC to the former Cotton Centre building and the quality displays within the VIC, the new toilets in Tibbereena Street and the improvements in the presentation of the western side of Tibbereena Street, appears to have significantly increased the number of travellers stopping in the town. The emerging cafe scene combined with new boutiques and lifestyle shops, is starting to prove popular with visitors. Increased activity at the Crossing Theatre, plus a range of sporting and other events are also raising awareness of Narrabri and drawing visitors into the town. The development of attractions in the outlying areas of the Shire and the development and promotion of the touring routes feeding into Narrabri is also generating visitation. The development of the MAC Village and the increase in other visitor accommodation appears to be relieving accommodation capacity constraints, providing the opportunity for Narrabri to take the next ‘step-up’ in growing its tourism sector.

2.1 Continue to improve the gateway entry corridors and the main travel routes through Narrabri.

2.1.1 Provide quality, high impact gateway entry signs, combined with on-going improvements in the landscaping presentation of the entry corridors.

Council RMS

2.1.2 As part of the branding of the Kamilaroi Highway, explore options for ‘public art’ or other strong visual markers, at the intersection of the Kamilaroi and Newell Highways (as per the Kamilaroi Highway Aboriginal Product Scoping Study)

KHMG Council, NSTU, the local Kamilaroi community, Arts NW

2.1.3 Continue to improve the presentation of Tibbereena Street, including encouraging property owners to improve their street-front presentation and where possible activate their frontage.

Council Property & Business owners

2.2 Encourage travellers to stop in Narrabri and explore the town.

2.2.1 Further develop the Narrabri VIC and surrounding area as an attraction and focal point for visitation to the town – with the VIC providing a link between visitors and the town centre.

Council / NSTU KHMG, Arts NW

2.2.2 Establish a strong visual link between the Narrabri VIC and town centre (Lloyd Street) Council

2.2.3 Improve pedestrian access across the Highway. Council / RMS

2.2.4 Provide caravan parking signs, including advanced warning signs on both the northern and Council / RMS

The more stimulating

and memorable the

impact, the greater

the propensity to

stop in town and

explore, as well as

greater the likelihood

that travellers will

‘recall’ Narrabri.


Actions Key Tasks Coordinator Partners southern approach to the VIC. The advanced warning signs should include distances (eg 200m) to the carpark entrance.

2.2.5 Provide a few short-term parking spaces adjacent to the Tibbereena Street Public Toilets. Council

2.2.6 For westbound travellers on the Kamilaroi Highway and Pilliga Roads, provide fuel warning signs – ‘Last LPG for ‘x’ km’ on the Kamilaroi Highway at Narrabri

RMS / Council

2.3 Ensure that the shopping centre provides a quality experience for visitors and delivers on the promise of ‘simple sophistication’

2.3.1 Work with the Narrabri Chamber of Commerce to encourage property owners to continue to improve and maintain their buildings, and inspire business owners to be creative with their window dressings, merchandise mix and displays.

Council / Narrabri CofC.

Property and business owners

2.3.2 Work with the Chamber and/or business operators to raise the profile of the dining (emerging cafe scene and quality pub cuisine) and speciality / boutique shopping in Narrabri.

NSTU / Narrabri CofC Business operators, cafes, eateries

2.3.3 Continue to improve customer service standards in all businesses. Narrabri CofC, business operators

NSTU

2.4 Continue to improve and expand the attraction base of the town to provide a diversity of things for visitors to see and do.

2.4.1 Continue to develop the displays at the Narrabri VIC – both internal and external, including a ‘Life on the River’ display depicting Aboriginal life along the Namoi River pre-white settlement.

Council, NSTU KHMG, local Kamilaroi people, Arts NW.

2.4.2 Implement the Narrabri Lake Plan of Management and create a ‘wow’ factor at the Lake. Council

2.4.3 Continue to improve the Narrabri Creek corridor including a shared pedestrian-cycleway along the Creek foreshore, a jetty or floating pontoon close to the Big Sky Caravan Park, interpretation and possibly public art.

Council, Namoi CMA. NSTU, Arts NW

2.4.4 Encourage and support the Narrabri Old Gaol and Museum to access grants to continue to develop and improve the experience offered, with the focus being on the ‘telling of stories’ rather than the ‘viewing of objects’. Story telling would be enhanced by the use of multimedia / digital technology.

Council, NSTU Arts NW

2.4.5 Explore options for the establishment of a textile art display / gallery to capitalise on the Cotton Fibre Expo and quilting expertise available within the Shire.

Council, Cotton Fibre Expo organiser.

NSTU, Arts NW, Arts groups

2.4.6 Upgrade the Beelera Hill Lookout and access road to capitalise on the 360o degree views of

Narrabri and the surrounding area with superb views of Mt Kaputar / Nandewar Range. Provide interpretation of the agricultural activities, complementing the displays in the VIC.

Council NSTU

Wee Waa – The focus for Wee Waa needs to be catering for the touring market particularly the caravans and long rigs, encouraging visitors into the town centre, further developing its attraction

base and growing its events sector. The promotion of the Kamilaroi Highway as a touring route, the development of the Pilliga Forest as an attraction and the growing awareness and popularity of the bore baths at Burren Junction and Pilliga are resulting in growth in the touring market, in particular the caravan and campervan market. The promotion of the recently established Great Artesian Spa Drive is also likely to increase the number of travellers moving through Wee Waa. For the touring market the first impressions of Wee Waa will be critical, with the decision to stop largely influenced by the presentation of the town. The establishment of artesian baths in Wee Waa would be a ‘game changing’ project.

2.5 Encourage travellers to venture into, stop and explore the town centre.

2.5.1 Continue to improve the overall presentation of the town, concentrating on the gateways entry points and corridors and the buildings and businesses within the town centre. As part of the improvements, explore options for creating a point of difference through public art and/or landscaping (eg themed plantings town-wide).

Council, Wee Waa community

Arts North West


Actions Key Tasks Coordinator Partners 2.5.2 Improve the Rose Street - Maitland Street – Kamilaroi Highway intersection to encourage

travellers into Rose Street – creating a visual stimulus that attracts attention. Possible improvements could include landscaped ‘blisters’, centre-line tree planting, flags, and/or public art, coupled with changes in the directional signage.

Council, RMS Wee Waa community

2.5.3 Explore options for landscaping the Church Street – Kamilaroi Highway intersection. Council, RMS Wee Waa community

2.5.4 Encourage businesses along the Kamilaroi Highway corridor to improve their presentation. Wee Waa CofC Wee Waa businesses

2.5.5 Change signposting to encourage travellers arriving from Pilliga to enter the town via Short and Charles Streets – raising awareness of the caravan park and lagoon, and ‘delivering’ travellers into the shopping centre

Council

2.5.6 Signpost Yarrie Lake and Wee Waa Lagoon (when upgraded) from the Kamilaroi Highway and from the Old Pilliga Road – Short Street – Warrior Street intersection. The Yarrie Lake signage should be co-located with the winery signage.

Council, TASAC Yarrie Lake Trust, Seplin Estate

2.5.7 Sign-post caravan and long rig parking sites in the town centre from all town entry points. Council

2.5.8 Endeavour to raise the visibility of the information directories in Rotary Park, possibly with advanced warning ‘i’ signs.

Council, RMS

2.6 Position Wee Waa as the service centre for visitors to the North Western corner of the Shire.

2.6.1 Explore with the Yarrie Lake Trust and Pilliga Bore Baths Trust, opportunities to include information on Wee Waa as part of an information directory for the area, with Wee Waa promoted as having the nearest supermarket, service station, medical services etc.

Wee Waa CofC, NSTU

Yarrie Lake Trust Pilliga Bore Baths Trust

2.6.2 Provide information on the services available in Wee Waa in promotional material produced for Gwabegar, Pilliga and Yarrie Lake.

NSTU Town and village groups

2.6.3 Provide fuel warning signs – ‘Last LPG for ‘x’ km’ on the Kamilaroi Highway at Narrabri and ‘Last Petrol for ‘x’ km’ on the Kamilaroi Highway and Old Pilliga Roads at Wee Waa

Council, RMS

2.7 Encourage travellers to stay overnight in Wee Waa

2.7.1 Encourage accommodation operators to continue to improve their presentation and facilities, provide on-line booking facilities and to list on accommodation websites and directories.

NSTU

2.7.2 Ensure that the Showground camping area and the proposed Golf Club primitive camping areas are signposted from the Kamilaroi Highway and other gateway entry points, using the international symbols (caravan and tent).

Council

2.8 Continue to build the attraction and activity base of the Town and surrounding area

2.8.1 Assess the feasibility of establishing bore baths in Wee Waa. Funding for the assessment could potentially be sought from TQUAL.

Council, Wee Waa Golf Club

NSTU

2.8.2 Explore opportunities to capitalise on the Cotton Industry through interpretation, tours, themed planting, public art etc.

NSTU, Wee Waa CofC

Cotton industry operators

2.8.3 Develop the Wee Waa Lagoon area as an attraction for the town – progressively implement the recommendations of the Plan of Management, including a levee bank walk.

Council Wee Waa community

2.8.4 Improve access to the Namoi River (close to town) and signpost the access point/s from the Kamilaroi Highway. While Wee Waa is promoted as the Oldest Town on the Namoi, the River is not visible to travellers.

Namoi CMA, Council Wee Waa community, Wee Waa fishing club.

2.8.5 Endeavour to improve and/or diversify the facilities and activities at Yarrie Lake (see Action 3.12).

Yarrie Lake Trust Council, NSTU


Actions Key Tasks Coordinator Partners 2.8.6 Continue to upgrade the Wee Waa Showground and expand facilities for horse and livestock

events – eg an eventing course. Wee Waa Showground Trust

Wee Waa community

2.8.7 Continue to build on the bird routes, and explore the feasibility of promoting the brolgas and jabirus of the area.

NSTU Namoi CMA, NPWS

2.8.8 Encourage the on-going development and promotion of the Namoi Echo Museum. Explore options for replacing the ‘Museum’ sign on the end wall of the main building with an ‘eye catching / attention grabbing’ sign or exhibit. Also endeavour to establish an exhibit that has a very strong point of difference (ie. a ‘wow’ factor) to other local history museums.

Namoi Echo Museum

NSTU, Arts NSW

2.9 Develop a strong program of events and activities.

2.9.1 Explore options for:

Increasing the use of the Showground for horse, livestock, canine, entertainment and other events.

Growing, diversifying or value-adding to existing events.

Running a marathon or cycling event – Narrabri to Wee Waa is 42km – the marathon distance.

Developing a new event – starting small and growing into a signature event for the town. For example a lantern or Music Festival.

Wee Waa community, NSTU – Event Coordinator

Boggabri - Boggabri has the ‘raw’ assets available to build its tourism sector. The touring caravan and motorhome market is the ‘best fit’ with the products and experiences available. Boggabri is also well located to become a day trip destination for visitors staying in Narrabri and Gunnedah. Touring traffic on the Kamilaroi Highway is increasing, with Boggabri facing the challenge of how to draw these travellers off the Highway into the town centre. The focus needs to be on the continual improvement of the presentation of the town including strengthening the link between the Highway and the shopping centre, improving the attraction base of the area – with one or more ‘iconic’ images linked with Boggabri, and continuing to build the events sector, capitalising on the success of the Drover’s Campfire.

2.10 Continue to improve access to Boggabri

2.10.1 Support the sealing of Grain Valley Way between Mullaley and Boggabri to ‘complete’ the the Black Stump Way to link the Castlereagh and Golden Highways in the south, with the Kamilaroi and onto the Newell Highway in the north.

Gunnedah Shire Council

Narrabri & Warrumbungle Shire Councils, Inland RTO

2.10.2 Market and promote the Black Stump Way as a touring route. NSTU Warrumbungle, Gunnedah and Mid Western Councils / Tourism Units.

2.10.3 Support the sealing of Rangari Road to improve access from Tamworth. Council Mining Companies, Tamworth Regional Council

2.11 Encourage visitors to stop in and explore Boggabri – drawing travellers off the Kamilaroi Highway into the town centre

2.11.1 Continue to improve the presentation and visual impact of the gateway entry points into Boggabri – gateway signage and landscaping. Explore options for incorporating some form of public art reflecting the Drovers’ Campfire.

Council, Boggabri Community

2.11.2 Continue with the corridor and street tree planting, concentrating initially on the gateway corridor, Kamilaroi Highway corridor and the streets feeding into the shopping centre. A number of tree species have been used in the past, and future planting should endeavour to ‘tie’ these together.


2.11.3 Explore the possibility of ‘themed’ planting in the town centre, parks and at the gateway Council, Boggabri


Actions Key Tasks Coordinator Partners entry points. (For example, Rydal (Lithgow area) has planted out their village and approach roads with daffodils, with the village now having an annual daffodil festival. Goulburn and Molong have both used roses in their landscaping, with Goulburn having a rose festival).

Community

2.11.4 Continue to improve the presentation of the shopping centre, concentrating on attractive landscaping and the presentation of the buildings and businesses. Explore opportunities for public art to add character and provide a point of difference.


2.11.5 Continue to develop Federation Centenary Park as a feature for the town. Explore options for providing a strong visual and pedestrian link between the Kamilaroi Highway and the shopping centre. Consideration should be given to having an 'eye-catching' feature in the Park - something that visitors will stop to take a photo of (and once out of their car, can be tempted through to the main street). A tribute to Ben Lexcen is one of a number of options that should be explored.


Mining companies

2.11.6 Continue to improve the presentation of the Boggabri Showground, including perimeter tree planting and a ‘high impact’ entry statement that promotes the Drovers’ Campfire.

Boggabri Showground Trust

2.11.7 Maintain and protect the visual amenity of the Kamilaroi Highway corridor and gateway entry points to the town, including adopting a Development Control Plan (or other planning policy / controls) for the existing and proposed industrial areas that are visible from the Kamilaroi Highway and other access routes to minimise the visual impact of development through landscaping, building setbacks and building design and colour.

Council

2.12 Develop and capitalise on the attraction base of the surrounding area

2.12.1 Explore opportunities to improve / further develop Gin’s Leap, Mt Robertson, Barbers Lagoon and Dripping Rock (see Actions 3.13 to 3.16)

Council / NSTU Crown Lands

2.12.2 Explore the feasibility of promoting the south-eastern part of the Pilliga Forest and Willala Aboriginal Area as part of the product base of Boggabri (see Task 3.11.5).

NSTU NPWS, Forestry,

Gawambaraay Pilliga Co-

Management Committee

2.12.3 Explore the feasibility of establishing a touring loop in conjunction with Gunnedah Shire Tourism – taking in the Boonalla Aboriginal Area (Kelvin State Forest), north along the Kelvin Valley to the Manilla Road, west to Dripping Rock, Barber’s Lagoon, Gin’s Leap to Boggabri and then returning to Gunnedah via the Kamilaroi Highway and Gulligal Lagoon.

NSTU Gunnedah Shire, NPWS, Boonalla Co-Management Committee, Namoi CMA

2.12.4 Improve and signpost access points to the Namoi River, Cox’s Creek and Barbers Lagoon. Council, Namoi CMA

2.12.5 Select ‘hero’ images of Gin’s Leap, Dripping Rock and possibly Barber’s Lagoon and repeatedly use these in the promotion of Boggabri. If these images are used in Kamilaroi Highway and Black Stump Way promotional material, ‘Boggabri’ should appear in the captions.

NSTU

2.12.6 Continue to promote the Boggabri Touring Route / itinerary to visitors staying in Narrabri. Replace the images currently used on the Visit Narrabri Website for the attractions along this route, by ‘hero’ shots that will capture attention and motivate visitation

NSTU



2.12.7 Once the natural assets have been improved, the marketing messages need to focus on the scenery / landforms, and ‘doing’ – exploring, camping, bushwalking, canoeing, fishing, bird watching etc, with Boggabri as the hub

NSTU

2.12.8 Include a Boggabri itinerary (incorporating a coal mine, honey factory and cotton gin tours, the MAC Village and possibly a campfire morning / afternoon tea or lunch) as part of suggested itineraries prepared for the coach tour market

NSTU

2.13 Build on the events held in the area – Drover’s Campfire and Wean Races.

2.13.1 Continue to support the Boggabri community in growing and sustaining the Drovers’ Campfire event.

Boggabri community Council, NSTU – Event Coordinator, DNSW

2.13.2 Explore options to work with other communities in the surrounding region that hold events targeted to a similar audience (eg Hartwood Country Music Festival, Dunedoo Bush Poetry Festival) to build event patron data bases and undertake cooperative marketing and promotion. Depending on timing, it could be possible to establish a ‘circuit’ with patrons encouraged to move from one event to the next, exploring the area in-between.

NSTU – Event Coordinator

2.13.3 Explore options for growing / value-adding to the Wean Races. NSTU – Event Coordinator

Wean Organiser

2.14 Encourage the touring caravan and motorhome market to overnight in Boggabri.

2.14.1 Continue to improve the Boggabri Caravan Park and explore options for improving the management structure (particularly the booking process) and marketing and promoting the Park.

Council / NSTU

2.14.2 Identify and promote free camping sites in the area surrounding Boggabri (eg Iron Bridge area) – building on the free camping sites offered in Warrumbungle Shire along the Black Stump Way.

Boggabri community, NSTU

Black Stump Way marketing group

Baan Baa Village – with 19 rooms available at the Railway Hotel, there is opportunity to drive business to Baan Baa by promoting the activities available in the surrounding area, with the focus on targeting small social groups. 2.15 Raise awareness of the

accommodation at the Railway Hotel

2.15.1 Erect facility signs (the international bed signs) with an arrow, on the Kamilaroi Highway on the approaches to Baranbah Street.

Council, RMS

2.15.2 Encourage the operator to list the hotel on accommodation and pub hotel websites. Hotel Operator NSTU

2.15.3 List the accommodation in Baan Baa in accommodation listings for Boggabri and as overflow accommodation for Narrabri and Gunnedah for when these towns are booked out (eg during AgQuip).

NSTU Gunnedah Shire Tourism Unit

2.16 Explore opportunities to capitalise on attractions in the surrounding area.

2.16.1 Explore opportunities for accessing the Pilliga Forest and Namoi River corridor from Baan Baa. NSTU NPWS, Forestry

Consider providing information on the Pilliga East Forest and the fishing spots along the Namoi River on the Baan Baa information Directory by using another panel hung below the existing panel and/or providing information that the Hotelier could display at the Hotel (eg in the car park).

NSTU Railway Hotel

Pilliga - The development undertaken in Pilliga over the past few years has proven very successful, resulting in a significant growth in visitation with Pilliga emerging as a destination. Visitation to Pilliga is already having flow-on benefits for Wee Waa, Narrabri and Yarrie Lake, and provides the opportunity to start to build visitation to Gwabegar. At present, Pilliga has physical and


Actions Key Tasks Coordinator Partners infrastructure capacity constraints and is struggling to accommodate and service visitors during peak periods. Growth in visitation is going to continue to occur as awareness of the bore baths increases (the camping area is still a relatively new product). In addition the recovery of the Warrumbungle National Park from the fires, the promotion of the Great Artesian Spa Drive and the ongoing development and promotion of the Pilliga Forest as a tourist attraction and destination will result in increased visitation to Pilliga village. Should Cypress Way between Pilliga and Gwabegar be sealed and/or the proposed Eco Spa project (hot artesian spa baths and caravan park complex) at Coonamble proceed, then visitation to, and traffic through Pilliga will increase significantly. The challenge for Council and the village community, is how to manage growth is a way that respects and reflects community desires and values, meets visitor needs and expectations, delivers economic benefits and ensures that environmental, heritage and cultural assets are protected and remain sustainable.

2.17

Manage the growth of tourism in Pilliga to ensure that it is sustainable and that the Village assets and attributes are protected.

2.17.1 Assess the capacity of Pilliga and develop and adopt a growth strategy and masterplan for the village and surrounding area to manage the increasing visitation.

Council, Pilliga Community

2.18 Continue to improve access to Pilliga and build visitation.

2.18.1 On-going lobbying for the sealing of Cypress Way between Gwabegar and Pilliga as a priority, coupled with an approach to RMS to extend State Touring Route 3 from Narrabri to the Warrumbungle National Park via Wee Waa, Pilliga and Gwabegar.

Council, Pilliga Community

Warrumbungle Shire

2.18.2 Support the sealing of the road between Pilliga and the Kamilaroi Highway at Burren Junction to provide a sealed link between the Burren Junction and Pilliga Bore Baths.

Council Walgett Shire

2.18.3 Continue to maintain the Pilliga Airstrip, to encourage recreational flyers to the Village. Council

2.18.4 Strengthen the links between Pilliga, Gwabegar and Baradine, and Pilliga and Wee Waa to build visitation and to capitalise more effectively on the touring market.

NSTU Town & Village communities

2.19 Develop and promote the Pilliga Bore Baths as a major attraction for Narrabri Shire, the Pilliga Forest and the North West Region.

2.19.1 Address capacity constraints with the camping area and visitor facilities adjacent to the bore baths.

Council, Pilliga Bore Baths Trust

Pilliga community

2.19.2 Ensure that unsealed areas around the bore baths are capped with gravel to prevent vehicles from becoming bogged and damaging the area.

Council, Pilliga Bore Baths Trust

2.19.3 Provide a black water dump point. Council, Pilliga Bore Baths Trust

2.19.4 Address issues with length of stay at the Bore Baths. Council, Pilliga Bore Baths Trust

Pilliga community

2.20 Protect, preserve and interpret the environmental, heritage and cultural assets of the Village, including – Pilliga Lagoon, Minnon Mission, historic buildings and sites, asphalt bowling green, cemetery.

2.20.1 Endeavour to access grant funding to undertake a heritage study of Pilliga and the surrounding area and prepare an interpretation strategy.

Council / NSTU Pilliga community

2.20.2 Adopt a creative approach to the interpretation, including use of digital technology. The focus should be on the ‘personalities and characters’ and ‘telling the stories’ (eg the Minnon Mission, Hawkers of the Pilliga), consistent with the story-line approach that Inland NSW Tourism is adopting for the North-West and Northern Inland clusters.

Council / Pilliga community

Arts North West Pilliga Land Council NPWS

2.20.3 Encourage NPWS and Pilliga Aboriginal Community to preserve and interpret the Minnm Mission area and utilise the oral histories that have been recorded.

NSTU working with NPWS & Pilliga Aboriginal Community

2.21 Continue to improve and diversify the attraction and

2.21.1 Continue to develop the Pilliga Wetlands Walk, including installing public art and addressing access issues.

NSTU, Namoi CMA


Actions Key Tasks Coordinator Partners activity base of the Pilliga area. 2.21.2 Preserve and expand the display of heritage agricultural equipment, including mounting of

the equipment onto concrete slabs and providing interpretation. Council, Pilliga community

2.21.3 Identify and promote opportunities for view rare / unusual bird and wildlife, including the brolgas and brumbies.

NSTU Namoi CMA, NPWS, Forestry

2.21.4 Improve and signpost access to the Namoi River in close proximity to Pilliga. Council, Namoi CMA.

2.21.5 Explore options for bicycle / canoe hire within the Village, and develop and promote cycling and canoeing trails.

NSTU Pilliga businesses / community

2.21.6 Continue to develop and promote the activities that can be undertaken in and around Pilliga – fishing, canoeing, cycling / mountain biking, bird watching, 4WDing etc – both as part of the on-going development of the attraction base of the Pilliga Forest and as part of the Namoi River trails recommended for Narrabri Shire and the Kamilaroi Highway corridor.

NSTU NPWS, Forestry, Namoi CMA, Pilliga community

2.21.7 Work with Arts North West to explore the opportunities for bringing together the artists and artisan of the Pilliga to create a new experience / attraction. There are, for example, corrugated iron sheds adjacent to the Cafe could potentially be used as a gallery for exhibitions.

NSTU to coordinate Arts NW, Pilliga artists and artisans

2.21.8 Encourage local businesses to make the ‘shift’ from a service provider to becoming part of the Pilliga ‘experience’.

Local business operators

NSTU, Trade & Investment, Inland NSW RTO.

2.21.9 Explore options for developing a signature event/s for the village. Pilliga Community NSTU – Event Coordinator

2.21.10 Explore opportunities for story-telling, activities and guided walks during the tourist season. Pilliga community NSTU

2.21.11 Develop a native bush food and medicine garden, with appropriate interpretation. Pilliga community Council, Namoi CMA, NPWS

2.22 Ensure that facilities and infrastructure is in place to support visitation.

2.22.1 Provide adequate resources to clean and maintain visitor facilities within the Village. Council

2.22.2 Seek to improve mobile telephone coverage and internet access. Council & Pilliga Community to lobby

Gwabegar – With the growth in visitation to Baradine, Pilliga and the Pilliga Forest, the timing is right to start to develop and position Gwabegar as a visitor activity node within the Pilliga Forest and along Cypress Way. Given the very limited resources, it will take time to develop the attraction base. While the community wants to establish a new camping area opposite Anzac Park, the establishment of a camping area alone will not generate visitation. There has to be things for visitors to see and do in the Village. Ideally there also needs to be a ‘point of difference’ – something that Gwabegar becomes ‘known for’.

2.23 Raise the profile of Gwabegar and the general store

2.23.1 Signpost the facilities available within the village from Cypress Way using the international symbols (tent, telephone, picnic area, toilets, refreshments).

Council

2.23.2 Provide visual markers, to make visitors aware of the General Store / Post Office Operator

2.23.3 Explore options for raising the profile of Gwabegar by promoting ‘quirky / unusual’ things about the village – eg the Gwabegar Round-about, yowies.

NSTU, Gwabegar community

2.24 Develop the attractions and activities in and around

2.24.1 Identify and assess opportunities to develop things for visitors to see and do in Gwabegar – eg The focus needs to be on what can be established quickly and at minimum cost that will

NSTU, Gwabegar community

NPWS, Forestry, RailCorp


Actions Key Tasks Coordinator Partners Gwabegar. provide something to see and do that offers a different experience –possibly a drive around

the Etoo area / the big windmill, Baradine Creek walk, a timeline along the railway corridor, Yowie stories etc.

2.24.2 Explore opportunities for organising sporting (eg ultra-marathon or off-road AUDAX event), motor sports (eg car rally), community (eg Pilliga Forest Ramble) or cultural events or activities (eg music, film festival) utilising Gwabegar and the surrounding Forest.

NSTU – Event Coordinator, Gwabegar community

Sporting groups, Arts NSW

2.24.3 Explore opportunities for creating an attraction with a ‘wow’ factor – for example a musical installation using parts from the former sawmills.

Gwabegar community

NSTU, Arts NSW

Edgeroi & Bellata 2.25 Encourage travellers to stop in

Edgeroi and Bellata. 2.25.1 Explore opportunities for telling the story of the Soldier Settlements in Edgeroi. NSTU UNE, Arts NSW,

Records NSW

2.25.2 Promote the availability of local produce and the eclectic merchandise at the Roadhouse and Gift Shop as one of the ‘quirky’ points of interest within the Shire.

NSTU

2.25.3 Signpost Terry Hie Hie / Waa Gorge from Bellata. NPWS, RMS NSTU

Strategy 3: Protect, enhance and expand the attraction and activity base of the Shire. The attraction and activity base of Narrabri Shire forms the backbone of the tourism industry. Attractions and activities have a major influence on trip behaviour, providing a reason to visit the area and/or encouraging visitors to stay longer. Over the next 5 years, the focus for Narrabri Shire will be on: Further developing touring routes and themed trails. Improving access to and facilities and experiences at natural attractions, focusing on the landform features. Further developing and promoting the Pilliga Forest area and the Namoi River corridor. Developing and/or utilising the Shire’s assets to grow special interest and activity based markets. Building a second tier of arts, cultural and heritage based attractions to support the natural attractions.

Objectives

To reinforce Narrabri Shire’s positioning as the ‘Heart of the North West’ with the product base of the area delivering on the North West Cluster’s Vision and Promise.

To ensure that the significance and value of the Shire’s landscapes, landforms, heritage and cultural attractions are protected and preserved, and are sustainable into the future.

To diversify and expand the product base of Narrabri Shire by providing quality tourist attractions, activities and experiences (including events).

To use the Shire’s attractions, assets and facilities to build special interest and activity based markets.


Goals

Ongoing protection and preservation of the Shire’s environmental, heritage and cultural assets and identity, to ensure long term sustainability of the tourism industry.

Attracting development that is innovative, sustainable and consistent with the quality of the Shire’s physical environment (landscapes) and the Vision and Promise of the North West.

A higher profile and awareness of the attraction and activity base of Narrabri Shire within the marketplace.

An expanded range of high profile ‘signature’ or ‘must do’ attractions and activities - particularly those targeted to special interest and activity-based market segments.

A strong ‘second tier’ of attractions, (Aboriginal, dining/shopping, heritage, arts and cultural etc) sitting below the signature attractions – to encourage travellers to spend more time within the Shire.

Growth in destination-based visitation – visitors coming into the Shire to pursue an interest or undertake an activity.

Increased investment by State Government Agencies into the assets that they own and/or manage within Narrabri Shire and surrounding region.

A strong tour sector.

Coordinated, sustainable approach to the management of the tourism assets within Narrabri Shire.

Actions Key Tasks Coordinator Partners Protect key assets – landscapes, landforms, heritage and cultural.

3.1 Protect and preserve key assets – significant landscapes and landform,s and heritage and cultural sites.

3.1.1 Ensure that the assets that are part of the attraction base of the Shire and underpin the tourism industry, are recognised and protected in local and regional strategies and environmental plans. Development needs to be sympathetic to and compatible with these assets and the ‘Vision and Promise’ of the North West cluster.

Council Shire community

Touring Routes to and within the Shire – Continue to develop and promote the touring routes to draw visitors into the Shire and to encourage movement between localities. This will require strategic alliances and partnerships with a range of LGAs, Government Agencies, tourism operators and business and community groups (see Strategy 1).

3.2 Continue to develop and promote the routes that lead into Narrabri Shire as touring routes.

3.2.1 Continue to be a member of and play an active role in the Newell Highway Promotions Committee (NHPC) and the Kamilaroi Highway Marketing Group (KHMG).

NSTU

3.3 Improve how the Newell Highway is marketed and promoted.

3.3.1 Explore options for ‘clustering’ the products and experiences available within the Highway corridor to appeal to specific market segments (eg travelling with kids).

NHPC / NSTU

3.4 Enhance and expand the products, activities and experiences along the Kamilaroi Highway corridor.

3.4.1 Implement the recommendations of the Kamilaroi Highway Aboriginal Product Scoping Study including:

Co-naming of places and landforms.

Establishing visual markers at the intersection of the Kamilaroi with other Highways.

Incorporating Kamilaroi Stories touch screens in each of the VICs along the route.

Development of Aboriginal cultural attractions and experiences (see Action 3.20).

KHMG / NSTU Kamilaroi communities, Land Councils and other Aboriginal organisations, Arts NW, Outback Arts.

3.4.2 Establish a River Trail. The Namoi section would extend from Lake Keepit at Gunnedah through Narrabri Shire to Walgett, where the river becomes part of the Darling River Run. The trail could include a number of ‘strands’ – camping sites, fishing sites, bird watching trails and ‘spots’ as well as locations for canoeing (canoe trails) and small powered boats. The river was the ‘lifeblood’ of the Aboriginal life with numerous cultural sites along the River corridor

KHMG Namoi CMA


Actions Key Tasks Coordinator Partners that could be included / interpreted in the development of Aboriginal products and experiences. There are also numerous heritage sites relating to the discovery and settlement of the river corridor by the ‘white’ settlers. Droughts, floods, harnessing the water for agriculture add other dimensions to the river ‘story’.

3.4.3 Explore options for ‘clustering’ the products and experiences available within the Highway corridor to appeal to specific market segments (eg travelling with kids), bushwalking, fishing, bird-watching etc.

KHMG Inland NSW RTO, NPWS, Namoi CMA.

3.5 Further develop the touring experience and raise the profile of State Touring Route 3.

3.5.1 Form a working group develop and promote STR3. NSTU Inverell, Gwydir, Warrumbungle Shires RMS

3.5.2 Endeavour to have the route extended through Narrabri Shire to end at Coonabarabran / Warrumbungle National Park (or to Coonamble)

STR3 Working Group

3.5.3 Prepare and implement a Route Development and Promotions Strategy. STR3 Working Group

3.6 Develop the Black Stump Way as a touring route, linking the western areas of Sydney and the Southern Tablelands – ACT with the North West of NSW.

3.6.1 Support Gunnedah Shire in sourcing funding for the completion of the sealing of Grain Valley Way.

Council Gunnedah & Warrumbungle LGAs

3.6.2 When sealed, form a working group develop and promote the Black Stump Way as a touring route.

NSTU Warrumbungle, Gunnedah & Mid Western LGAs

3.7 Continue to develop and promote the Great Artesian Drive (GAD)

3.7.1 Capitalise on the launch of the Great Artesian Drive to raise awareness of the benefits of the ‘healing waters’ and to generate publicity for the North West cluster and Narrabri Shire.

NSTU Tourism Moree / Moree Plains and Walgett Councils

3.7.2 Ensure that the GAD is featured in the Shire’s information and promotional collateral. NSTU

3.7.3 Explore the feasibility of establishing bore baths at Wee Waa Wee Waa Golf Club Council, NSTU

Themed & Activity-based Trails / Scenic Drives

3.8 Continue to expand and promote themed and activity- based trails within Narrabri Shire

3.8.1 Establish a network of trails designed for special interest – activity based markets, with trails to include:

4WD – including the Barraba and Rocky Creek-Terry Hie Hie Tracks and the Pilliga Forest.

Aboriginal Discovery trails

Bird routes – continue to develop and expand the bird routes within the Shire.

Wildlflower trails

Canoe / kayak trails

Road cycling touring and training loops

Mountain bike trails and touring loops

Art trail

Fishing trails

Camping trails

Heritage trails

Geocaching

NSTU Namoi CMA, Arts NW, local Historical Societies, Cycling club, Forestry, NPWS

3.8.2 Develop information and interpretative material for the trails, including use of digital formats where suitable.

NSTU As above

3.9 Develop scenic drives and touring 3.9.1 Work with Gunnedah Shire to establish touring routes that include Boggabri – eg NSTU Gunnedah Shire


Actions Key Tasks Coordinator Partners loops from adjoining LGAs Kelvin Valley – Boonalla Aboriginal Area – Dripping Rock, Barbers Lagoon, Boggabri, Gulligal

Lagoon and return to Gunnedah.

Gunnedah – Mullaley – Boggabri return

Tourism Unit

3.9.2 Narrabri – Waa Gorge – Moree loop NSTU Tourism Moree

3.9.3 Pilliga Forest Drive/s NSTU Warrumbungle Tourism Unit, NPWS, Forestry, Forest communities and businesses.

Natural Attractions – continue to improve the natural attractions within the Shire 3.10 Mt Kaputar National Park 3.10.1 Lobby for the completion of the sealing of the Kaputar Road and for funding for other

improvements identified by NPWS. Council Local Members of

Parliament

3.10.2 Signpost Waa Gorge from the Newell Highway and STR 3. Council / RMS Moree Plains Shire Council – local roads in MPS.

3.10.3 Build the tour sector:

Encourage one or more local tour operators to run tours to Mt Kaputar.

Encourage the external tour companies that are licensed to operate in Mt Kaputar National Park to bring tour groups into the area.

NSTU Tour operators, NPWS

3.10.4 Assist the NPWS promote events associated with the Anniversaries of the Park. NSTU

3.11 Pilliga Forest 3.11.1 Continue to develop attractions and activities within the Forest:

Further development of trails – birds, wild flowers, 4WD, mountain bike, horse riding etc.

Build a range of tour programs – Tag-a-long, Aboriginal & Cultural etc

Develop the Wooleybah Sawmill into an attraction – with buildings and structures preserved and interpreted.

Identify wildlife (including koala and brumby) viewing spots.

Develop the Gwabegar area as another visitor node within the Forest.

Explore opportunities to build a ‘creative’ layer – capitalising on the Sculptures in the Scrub, Pilliga Pottery and the artistic talent within the Forest villages (eg Quiliting in Gwabegar) and surrounding area.

NPWS, Forestry, Co management Committee, Forest communities.

3.11.2 Utilise the Forest as a ‘venue’ for a range of events and activities – 4WD, Rallying, motorcycle enduros, ultra endurance events, mountain-biking, horse events, orienteering / rogaining, dog sledding, music / film festivals etc.

NSTU working with Forestry

NPWS, Forest communities

3.11.3 Improve the linkages between the key activity nodes within the Forest –eg opening up a link between Pilliga Pottery and Dandry Gorge.

Forestry, NPWS

3.11.4 Complete the sealing of Cypress Way between Gwabegar and Pilliga and extend STR3 to Coonabarabran / Warrumbungle National Park (see Task 3.5.2).

Council (dependent on securing funding)

3.11.5 Assess the potential to develop attractions / activities along the eastern side of the Forest (Jacks Creek, Pilliga East, Bibblewindi State Forests and the Willala Aboriginal Area), accessible

Council / NSTU NPWS, Forestry


Actions Key Tasks Coordinator Partners from Narrabri, Baan Baa and/or Boggabri.

3.11.6 Explore with Santos opportunities to view / interpret Coal Seam Gas facilities and activities within the Forest.

NSTU, Santos

3.12 Yarrie Lake 3.12.1 Continue to develop facilities and attractions at Yarrie Lake:

Bridge over the Lake outlet and a ‘round-the-Lake’ walk

Mountain bike trails in the surrounding reserve

Erect an Information Directory

Upgrade the power supply to the complex

Yarrie Lake Trust Council Narrabri Cycle & Triathlon Club, NSTU Wee Waa community

3.12.2 Utilise the Hall and former sporting facilities to grow the group market and functions and events at Yarrie Lake. This will require the transfer of the Trusteeship of these facilities to the Yarrie Lake Trust as well as a funding grant to improve the Hall and surrounding area.

Yarrie Lake Trust, Crown Lands

3.12.3 Explore options for providing onsite accommodation – cabins and/or eco tents. Yarrie Lake Trust

3.12.4 Signpost Yarrie Lake from the Newell Highway in Narrabri and the Kamilaroi Highway and Pilliga Road in Wee Waa.

Council, RMS TASAC

3.13 Gin’s Leap (Cooloobindi) 3.13.1 Change the name to include both the existing and Aboriginal name of the rock formation. Council, Red Chief LALC

3.13.2 Expand / enhance the interpretative material to include Aboriginal use of the area pre white settlement, and the geological significance of the formation (damming of the ground waters of the Liverpool Plains).

NSTU & property owners

Namoi CMA, Red Chief LALC

3.13.3 Investigate options for establishing a walking trail around the base of the northern face and providing track markets on the existing walking trail to the summit.

Council Property owners

3.13.4 Assess the potential to gain pedestrian access to the Namoi River across the road from the Gin’s Leap rest area.

Council Crown Lands, Property owners

3.14 Mt Robertson 3.14.1 Assess the feasibility of developing Mt Roberson into a Lookout, possibly using a mining platform on the top.

Council, Boggabri community

Mining companies

3.15 Dripping Rock 3.15.1 Upgrade and then maintain the access road to Dripping Rock, ensuring that it is suitable for 2WD vehicles in dry weather.

Council Mining companies

3.16 Barbers Lagoon 3.16.1 Improve the presentation of the Barber’s Lagoon area – grading the main access track, removing litter, slashing to define the area and control weeds, and then signpost and include on the directories in Federation Centenary Park.

Council

3.17 Beelera Hill Lookout, Narrabri 3.17.1 Upgrade the access road into the Lookout Reserve and the presentation of the Lookout Area. Provide interpretation (print and/or digital format).

Council NSTU (interpretation)

3.18 State Conservation Areas 3.18.1 Assess the potential of the SCAs (former State Forests) in the eastern areas of the Shire - eg for the establishment of mountain bike and bird trails.

NSTU working with NPWS

Narrabri Cycle & Triathlon Club

Namoi River Corridor 3.19 Improve access to the Namoi River

and develop a River Trail (see Task 3.4.2)

3.19.1 Increase the visibility and accessibility of the River access points in the area around the towns and villages – ie clearly definable access points for Wee Waa, Boggabri, Baan Baa and Pilliga.

Signpost the access point from the Highway / Main Road

Where needed erect safety / warning signs

Council / Namoi CMA Town & village communities, fishing clubs


Actions Key Tasks Coordinator Partners Grade the main access track – in information relating to the River, classify the access

track as 2WD or 4WD and whether it is accessible in dry weather only.

Remove litter and dumped rubbish from the reserves.

Slash occasionally to define the area and provide camp sites / parking area

Produce information and promotional collateral

3.19.2 In Narrabri:

Establish a shared pedestrian – cycleway along the eastern riverbank of Narrabri Creek from McDonalds to the RSL Club via the Narrabri VIC and Big Sky Caravan Park, ultimately linking across to Narrabri Lake.

Provide access to the River from the Big Sky Caravan Park / Violet Street area – clean up and provide access down the riverbank and a floating fishing pontoon / jetty, plus a launching area for canoes.

Explore options for cycle and canoe hire.

Council / Namoi CMA Narrabri community

3.19.3 In Wee Waa:

Implement the Plan of Management for Wee Waa Lagoon.

Signpost one or more river access points close to Town.

Council / Namoi CMA Wee Waa community

Arts, Cultural & Heritage Based Attractions – Progressively build a second tier of quality arts, cultural and heritage attractions, focusing on telling the Shire’s ‘stories’ and developing attractions / experiences that provide a point of difference to other localities and/or a ‘wow’ factor.

3.20 Continue to develop Aboriginal cultural products and experiences.

3.20.1 Progressively implement the recommendations of the Kamilaroi Highway Aboriginal Product Scoping Study for Narrabri Shire including:

Co-naming of places and landforms

Interpretative overlay at key attractions – Mt Kaputar National Park, Gin’s Leap, Wee Waa Lagoon, Australia Telescope etc.

Events – eg Aboriginal film festival / concerts

Aboriginal lead tours, story telling etc.

NSTU to work with Aboriginal groups

LALC – Narrabri and Gunnedah Shires Aboriginal Community NPWS Arts NW

3.20.2 Narrabri VIC:

Continue to expand the number of Kamilaroi stories on the touch screen.

Support the touch screen by a display of artefacts and/or locally produced art and artefacts.

Explore the feasibility of establishing outdoor displays – native food and medicine garden, life on the River display etc.

3.20.3 Continue to develop the Deriah Aboriginal Area and explore options for tours, activities etc. Co Management Committee, NPWS

3.20.4 Interpret the Minnon Mission at Pilliga, utilising the oral histories that have been recorded by the Community Link Centre.

NPWS, Pilliga LALC

3.20.5 Explore options for occasional tours to Willala Aboriginal Area. Gawambaraay Pilliga Co- Management Committee / NPWS

Local tour operators, NSTU

3.20.6 Assess the feasibility of establishing a self-guided cultural heritage walk in the Tarriaro Reserve.

NSTU Narrabri LALC, Aboriginal


Actions Key Tasks Coordinator Partners community

3.21 Continue to grow cultural and arts-based events and activities.

3.21.1 Further develop the local museums (see Tasks 2.4.4 -Narrabri and 2.8.8 – Wee Waa) Museum Boards Arts NW, local communities

3.21.2 Explore options for establishing a Textile Art display, exhibiting quality, innovative works from the Cotton Fibre Expo and other events held in the Shire. Explore options for growing the Cotton Fibre Expo event, including incorporating textile art-based workshops.

Council Cotton Fibre Expo organisers, Arts NW

3.21.3 Incorporate public art into the towns and villages and use to enhance attractions. Council Local communities Arts NSW

3.21.4 Continue to grow the program of cultural / entertainment events and activities within the Shire, utilising the Crossing Theatre and other venues.

Council / Event Organisers / Crossing Theatre

Venue Managers Local communities

3.21.5 Develop an ‘Artists of the Pilliga’ cluster.(see Task 2.21.7) Pilliga Artists Arts NW

3.22 Develop heritage based attractions. 3.22.1 Explore opportunities to tell ‘stories’ that will provide Narrabri with strong points of difference to the relatively ‘standard’ heritage attractions (eg local history museums, historical walks) found in most inland towns. Possible ‘stories’ could include:

History of forestry – built around the Wooleybah Sawmill and other sites in the Pilliga.

The Hawkers of the Pilliga.

Aboriginal culture and history – Life along the River, the Minnon Mission

Soldier Settlement – Edgeroi

Military History – 1st

Armoured Division exercises

NSTU, Local historians / historical societies.

Activity Based Product 3.23 Build the tour sector 3.23.1 Work with the two new tour operators to develop their itineraries and product offering. NSTU

3.23.2 Encourage external tour companies that are licensed to operate in the National Parks and Forests within the Shire, to include a Narrabri section as part of their tour itineraries.

NSTU NPWS, Forestry,

3.23.3 Encourage the establishment of special interest / activity-based tours and programs – for example, mountain-bike tours, canoe tours, 4WD tours and/or tag-along tours, guided trail bike tours etc.

NSTU

3.23.4 Encourage the development of Aboriginal cultural tours and activities. LALC, Aboriginal Groups

NSTU, National Parks

3.24 Continue to improve assets to facilitate use by special interest groups.

3.24.1 Work with special interest / activity based groups to identify and address impediments to growth and to capitalise on opportunities. Eg development of approved mountain bike trails, improved stabling for horses etc.

NSTU working with special interest / activity based groups

Council

Events – focusing on entertainment, sporting and business events (also see Actions ___) 3.25 Provide a positive regulatory

environment 3.25.1 Ensure that the provisions of the Narrabri LEP, Plans of Management and other planning

instruments allow for events, particularly in recreational reserves, and permit temporary structures and event-related facilities and services.

Council

3.25.2 Prepare and adopt an Events Manual that details the approval process for event organisers and ensure that the Events Check-list is readily accessible both in print format and downloadable from both the Council and visitnarrabri websites

NSTU – Event Coordinator / Council


Actions Key Tasks Coordinator Partners 3.25.3 Direct all event enquiries to Council’s Event Coordinator, with this position supported by an

internal communications protocol to ‘streamline’ the approval process. NSTU Event Coordinator / Council

3.26 Build local events into regional events

3.26.1 Assess whether local events have the potential to be ‘grown’ into signature events for the LGA and if so, work with the organisers to formulate and implement a growth strategy / business plan

NSTU – Event Coordinator / Event Organisers

3.27 Capitalise on the Shire’s sporting facilities and other assets (eg Pilliga Forest) to attract sporting events

3.26.2 Formulate and implement a strategy to grow the sporting events sector.

Address sponsorship and funding issues, including the growing trend to ‘buy’ events

NSTU – Event Coordinator / Council

3.28 Continue to grow the entertainment sector

3.26.3 Build on Narrabri Shire experience and track record in hosting entertainment events to attract further events to the Shire.

NSTU-Event Coordinator

Crossing Theatre Local community

Strategy 4: Ensure that information services meet the needs of key stakeholders Information services are an integral part of the tourism infrastructure, providing the communication link between the locality, the tourist trade and the visitor. Information services support the area’s marketing and promotion, provide a direct service to both the tourism trade and visitors and, most importantly, make a visitor feel welcome in the area and ensure that they are aware of the area’s products and services.

Objectives

To engage effectively with travellers at the trip planning stage – through both ‘hard’ and ‘soft’ mediums.

To ensure that travellers, operators and the travel trade have ready access to comprehensive and up-to-date information on Narrabri Shire.

To capitalise effectively on the internet and digital technology for communication, information distribution, sales and marketing.

To expand the range of information and promotional material available to support the growth and diversification of tourism..

To continue to develop the Narrabri VIC as a focal point for tourism in the Shire and an attraction in its own right.

To ensure that operators, businesses and the community are aware of changes in the product base.

Goals

A comprehensive tourism website and supporting promotional material that engages with and motivates travellers at the trip planning stage.

Improved content and presentation of information on Narrabri Shire on the ‘official’ marketing websites, third party websites, social media sites and in Apps.

Travellers accessing the Narrabri Shire and Newell, Kamilaroi and Great Artesian Drive websites and Apps.

Contemporary, quality photographic images, video footage, information and display material on the Shire, to support sales and marketing activities.

Availability of tourist information to be available at strategic locations throughout the Shire, including towns, villages, MAC Villages, Airport, Railway Station and Yarrie Lake.

Tourism / VIC staff skilled in web and digital based marketing, including the use of travel and social networking sites.


A strong on-line ‘community’, for direct communication.

For all VIC staff, tourism operators and local businesses to have comprehensive and up-to-date product knowledge.

Comprehensive, quality interpretative material, presented in creative and innovative ways.

Operators using statistics and resources to enhance their decision-making and build their businesses and/or skill base.

Actions Key Tasks Coordinator Partners Continue to improve and expand information services and infrastructure within Narrabri Shire

4.1 Continue to develop the Narrabri VIC

4.1.1 Continue to develop and promote the Narrabri VIC as a focal point for tourism in the Shire and along the Newell and Kamilaroi Highway corridors and as an attraction in its own right.

NSTU / Council

4.1.2 Continue to use the Narrabri VIC and surrounding reserve, to showcase and promote local industries, economic activities and products.

NSTU / Council

4.1.3 Retain Level 2 Accreditation to ensure that the VIC contact details can be listed in all DNSW and RTO promotional activities and collateral.

NSTU / Council

4.2

Ensure that visitor information remains available in all towns and villages and in other strategic locations throughout the Shire

4.2.1 Continue to maintain and support information outlets in each of the towns and villages, providing training and product briefings for operators and their staff where needed, and communicating regularly.

NSTU

4.2.2 Maintain the information directories in the towns and villages, updating when required. NSTU / Council

4.2.3 Ensure that display space and brochure racks are provided in the re-development of the Narrabri Airport Passenger Terminal.

NSTU / Council

4.2.4 Assess demand for information and promotional opportunities at Narrabri Railway Station. NSTU

4.2.4 Erect an information directory at Yarrie Lake. NSTU

4.2.5 Explore with accommodation operators the potential to erect an information board in their driveways / reception area, similar in concept to that on display in the Big Sky Caravan Park.

NSTU

4.2.6 Endeavour to establish an information display, brochure rack and events notice-board in the MAC Villages in Narrabri and Boggabri.

NSTU

4.2.7 Ensure that information on the Shire is available at events, with the visitnarrabri website promoted to potential event attendees.

NSTU / Event Organisers

4.2.8 Explore options for using QR codes to provide access to the visitnarrabri website and to convey other information. (eg the codes could be on display in the fast food restaurants, accommodation rooms, MAC Villages etc)

NSTU

Continue to improve Narrabri Shire’s internet and digital presence

4.3 Continue to upgrade and expand the visitnarrabri website

4.3.1 Continue to update and expand the visitnarrabri website, with consideration given to the suggested improvements outlined in Volume 1 – Table 11.2.

NSTU

4.3.2 Ensure that the website is optimised to respond to key word searches for each of the towns and villages and the higher profile localities and attractions within the Shire.

NSTU

4.3.3 Ensure that google analytical and other tracking tools are activated and use these tools to monitor and assess level of interest and trends.

NSTU

4.3.4 Ensure that the website can be readily accessed from mobile phones and tablets. NSTU

4.4 Use social media to communicate 4.4.1 Continue to use social media and user generated content to support marketing activities, NSTU


Actions Key Tasks Coordinator Partners with consumers distribute information and communicate directly with potential travellers and previous visitors.

4.4.2 Progressively build consumer data bases to be used for direct marketing, promotional offers etc.

NSTU

4.5 Improve and expand Narrabri Shire content on third party websites

4.5.1 Review Narrabri Shire content on third party tourism and travel websites and Apps and update / improve content and images where possible.

NSTU

4.5.2 Endeavour to list / feature Narrabri Shire product / experiences on special interest and activity based sites (eg mountain-biking, cycling, canoeing, camping etc).

NSTU

4.6 Improve the content and presentation of the town and village websites.

4.6.1 Work with the town and village communities to provide quality websites with comprehensive and up-to-date information – providing content and images as needed.

NSTU / Site owners

4.6.2 Assess the potential to provide a link between the visitnarrabri website and the town and village websites (once these sites are of a suitable standard)

NSTU

4.8 Improve the Narrabri Shire content on local operator websites.

4.8.1 Encourage local accommodation and attraction operators to improve the Narrabri Shire content on their websites – ie recognising the need to sell the destination along with the property. Assist operators by providing content, images and video footage.

NSTU

4.8.2 Explore the feasibility of allowing operators to have a link to the visitnarrabri, Newell and Kamilaroi Highway websites and/or to provide the option to download the Narrabri, Newell and Kamilaroi Visitor Guides and access the Event Calendar.

NSTU

4.9 Increase exposure of individual products, services and facilities.

4.9.1 Encourage operators to list on free and low cost tourism, travel and other relevant websites and directories.

NSTU

Continue to improve the range of information and promotional collateral available on Narrabri Shire

4.10 Provide motivational material to distribute to potential consumers

4.10.1 Continue to produce the Narrabri Shire Visitors Guide, with the guide being updated and enhanced to strongly reflect key products and themes for the LGA.

NSTU

4.10.2 Continue to participate in the production of the Highway / Touring Route visitor guides and promotional material.

NSTU

4.11 Expand the range of information on localities and activities within the Shire, ensuring that this information is comprehensive, current and well presented.

4.11.1 Determine what other information is needed - record / monitor requests for information, and if there are repeated requests for the same information produce a brochure / information sheet (where relevant)

NSTU

4.11.2 Produce information and/or promotional kits designed for special interest and activities. NSTU

4.12 Regularly update images and display material

4.12.1 Regularly up-date and refresh the image library, ensuring that the images in the library are not copyrighted.

NSTU

4.12.2 Endeavour to obtain quality video footage on the Shire and activities within the Shire to use for video clips on YouTube and other websites.

NSTU

4.12.3 Include a provision in any permits / consents granted for commercial filming in the area, that Council is to be provided with footage / outcast material, with this able to be used for the marketing and promotion of the Shire.

Council

4.12.4 Continue to improve the promotional display material, with this material available for use by operators attending trade and consumer shows and for display at events, conferences and meetings, shopping centres etc.

NSTU


Actions Key Tasks Coordinator Partners Continue to build product knowledge and sales skills of VIC staff and tourism and business operators 4.13 Continue to expand the

knowledge and skills of VIC staff 4.13.1 Ensure that staff continue to undertake familiarisation tours and attend product briefings by

new operators. NSTU

4.13.2 Continue to provide training for staff as needed NSTU

4.14 Provide opportunities for tourism and business operators to expand their product knowledge

4.14.1 Continue to publish and distribute the e.newsletter and explore options for having a ‘For Industry’ page on the Narrabri website that provides statistics and information for operators.

NSTU

4.14.2 Explore the feasibility of hosting quarterly industry net-working functions, with operators invited to showcase their product / services.

NSTU / Operators

4.14.3 Encourage new operators to hold a briefing function / open day for other existing operators. NSTU / Operators

4.14.4 Ensure that the Chambers of Commerce and other relevant community groups receives the tourism newsletter and encourage these groups to distribute the newsletter to their members

NSTU

Strategy 5: Ensure that the infrastructure, facilities and services are in place to support the growth of the tourism sector.

Objectives

To provide the infrastructure, facilities and services needed to support the growth of tourism in Narrabri Shire.

To ensure that the infrastructure, facilities and services provided meets user needs and expectations.

Goals

Accommodation properties upgraded and meeting the needs and expectations of visitors.

Increased supply of accommodation.

All accommodation properties and tourism businesses having an effective internet presence (including real time bookings for accommodation properties).

Good road, air and rail access to the Shire.

Comprehensive and effective signage throughout the Shire that contributes positively to the image of the area and enables visitors to find their way around.

Improved facilities in parks and reserves.


Actions Key Tasks Coordinator Partners Accommodation – ensure that there is sufficient accommodation to meet demand and that the accommodation available within the Shire is responsive to the needs and expectations of the changing marketplace.

5.1 Improve and expand the accommodation base of the Shire

5.1.1 Encourage operators / owners to upgrade their properties, providing information on changing market needs and expectations as well as case studies of successful upgrades.

NSTU Accommodation operators

5.1.2 Encourage the expansion and diversification of accommodation within the Shire including:

4-4.5 star accommodation in Narrabri

3.5-4 star accommodation in Wee Waa

Cabin and/or eco tent accommodation at Yarrie Lake

Farm stay accommodation – including lodges and cabins

Accommodation (including camping areas) at or close to activity nodes.

Council (Economic Development) / NSTU

5.2 Continue to improve facilities and infrastructure for the touring caravan and motorhome market

5.2.1 Long Rig parking spaces close to town centres with these well signposted from the highway corridors.

Dump point at Pilliga.

Free / Low cost camping areas.

Continued improvement of the Boggabri Caravan Park

Council

5.3 Continue to improve the on-line presence of accommodation properties

5.3.1 Encourage Accommodation operators to make more effective use of web-based and digital marketing including:

Updating their own websites and include real time booking facilities.

List on the higher profile accommodation booking websites.

Maintain listing on the DNSW State Tourism Data Warehouse data base

Utilise free / low cost listings on tourism and third party websites

Utilise web-based resource material on DNSW, Tourism and Australia and Tourism CRC websites

NSTU Inland NSW RTO

5.3.2 Explore options with DNSW, Inland NSW RTO and/or other service providers to run workshops on digital marketing for operators (both attractions and accommodation)

NSTU DNSW, Inland NSW RTO

5.3.3 Provide text content and images on Narrabri Shire that accommodation properties can include on their websites and explore options for linking accommodation websites with visitnarrabri and other relevant websites (see Action 4.8).

NSTU

5.3.4 Encourage operators to improve their property images on their websites – explore whether there is interest amongst operators to jointly fund a professional photo-shoot.

NSTU

5.4 Encourage improvements to customer service levels

5.4.1

Continue to advise operators of training programs and industry briefing workshops held throughout the Region as well as the training resources available on-line.

Identify training needs and access relevant training programs

NSTU DNSW, Inland NSW RTO

Road Infrastructure 5.5 Recognise that road

infrastructure will influence 5.5.1 Ensure that implications for tourism are assessed in developing road construction and

maintenance programs and priorities. The most significant roads from a tourism perspective Council


Actions Key Tasks Coordinator Partners visitation levels and travel patterns.

are listed in Volume 1 – Section 10.1.

5.6 Work towards sealing strategic roads that feed into the Shire.

5.6.1 From a tourism perspective the priorities are:

Cypress Way – between Gwabegar and Pilliga (MR329)

Grain Valley Way between Mullaley and Boggabri (RR7709) Followed by:

Rangari Road (MR357)

Come-by-Chance Road (RR7716) linking Pilliga and Burren Junction

Council / RMS Adjoining LGAs

5.7 Continue to upgrade and maintain access to attractions and facilities.

5.7.1 Lobby for the completion of the sealing of the Kaputar Road

Upgrade and maintain the access to Dripping Rock to 2WD standard – dry weather

Improve access to Beelera Hill Lookout

Maintain access tracks into the main reserves along the Namoi River corridor

Council

Rail Services 5.8 Build visitation utilising the rail

service 5.8.1 Endeavour to retain passenger rail services to Narrabri. Council Shire community

5.8.2 Explore options for developing and marketing railway tour packages in conjunction with NSW TrainLink and independently, working with local tour and accommodation operators.

NSTU Local tour and accommodation operators

5.8.3 Explore options to work with Tourism Moree to grow the rail-tourism market. NSTU Tourism Moree

Air Services / Airport Infrastructure 5.9 Endeavour to retain and grow air

services into Narrabri 5.9.1 Implement the recommendations of the Airport Masterplan – in particular, increasing the

capacity of the runway and apron and the passenger terminal facilities. Council Shire community

Signage - Ensure that the signage is effective and contributes positively to the image of the area 5.10 Improve gateway signage to the

Shire and all towns and villages 5.10.1 Improve the gateway entry signage on the Shire boundaries and in each of the towns and

villages. Landscape entry arrival points. Council

5.10.2 Maintain existing event signs in Narrabri and provide frames / rigging points for event signage in other towns and villages and at other strategic locations.

5.11 Continue to improve directional signage

5.11.1 Progressively improve directional signage throughout the Shire. Council / RMS 5.11.2 Provide directional signage to Yarrie Lake from the Newell Highway at Narrabri and the

Kamilaroi Highway and Pilliga Roads in Wee Waa, and to Waa Gorge from Bellata. Council / RMS

5.11.3 Signpost the access points to the Namoi River. Council 5.12 Update facility signs 5.12.1 Progressively replace fingerboard facility signs with international symbols. Council 5.13 Utilise bill boards and

motivational signage 5.13.1 Consider purchasing bill board space along the Highway and touring route corridors and at

Narrabri Railway Station, to a promote the Shire. Council

5.14 Warning Signs 5.14.1 Provide ‘last fuel’ warning signs at Narrabri (LPG) and Wee Waa (petrol / diesel) on the Kamilaroi Highway and Yarrie Lake / Pilliga Roads for westbound traffic

Council / RMS

5.14.2 If road cycling routes are established – provide cycle warning signs as needed. Council / RMS

Continue to improve facilities in parks & reserves 5.15 Ensure that the parks, gardens 5.15.1 Continue to maintain and improve the presentation of parks, gardens and reserves, both to Council


Actions Key Tasks Coordinator Partners and reserves that are visually prominent and/or are used by visitors, are well presented and maintained

enhance the visual impact and appeal of the locality and to encourage travellers to stop.

5.16 Develop a park(or parks) with a ‘difference’ / ‘wow' factor

5.16.1 Investigate options for a ‘garden with a difference’ in the Narrabri VIC and Narrabri Lake precincts –eg - a sensory garden, an large adventure playground incorporating play equipment for the disabled, a native food and medicine garden with interpretation and waste art sculptures, a ‘bottle tree’ garden etc.

Council Narrabri Community

5.16.2 Explore options to provide an attraction in Anzac Park at Gwabegar that is quirky, provides a photo opportunity and encourages visitors to turn-off Cypress Way into the village (eg the musical fence at Winton – which has become an attraction for the town).

Council / Gwabegar Community

Arts NW

5.16.3 Explore the possibility of continuing the ‘did you know / fast facts theme’ of the VIC into the parks and other visitor facilities within the Shire.

Council / NSTU

5.16.4 Provide exercise zones / outdoor fitness equipment in Narrabri (along Narrabri Creek or in the Narrabri Lake precinct) and Wee Waa (Ludiwici Park – as part of a levee bank walk).

Council

Public Toilets 5.17 Continue to provide and maintain

public toilets in strategic locations.

5.17.1 Ensure that public toilets throughout the Shire are effectively cleaned and maintained, and signposted using the international facility symbols.

Council

5.17.2 Endeavour to improve toilet facilities in Gwabegar, and ensure that these facilities are signposted from Cypress Way.

Council

5.17.3 Ensure that short term parking is available adjacent to the public toilets in Tibbereena Street, Narrabri.

Council

Telecommunications - Travellers are travelling with a range of digital devices that require mobile network coverage. They are also increasingly seeking localities with free WiFi access. Demand for Wifi access will increase in-line with Tablet and Smart Phone ownership.

5.18 Improve mobile and broadband services within the Shire

5.18.1 Advocate for improved mobile and broadband coverage throughout the Shire Council

5.18.2 Endeavour to attract Telstra mobile coverage to the Pilliga-Gwabegar area Council

5.19 Increase access to Wifi 5.19.1 Promote free Wifi locations to travellers NSTU

5.19.2 Endeavour to provide free Wifi access in all towns and villages Business operators

5.19.3 In the accommodation directory, include information on availability of broadband / wifi at each of the accommodation properties within the Shire.

NSTU

Strategy 6: Encourage business and skills development within the tourism sector. Allied with product and infrastructure development is the need to increase the skills of tourism and business operators and their staff. The market is becoming increasingly sophisticated in both its service expectations and in how it searches for information and books and purchases travel. While some operators have kept abreast of market expectations and web / digital marketing, many of the operators within the Shire have ‘lagged’ behind. There is a need to up-skill both operators and staff in a number of areas including customer service, internet / digital sales and marketing, and product presentation.


Objectives

To improve the business and marketing skills of tourism and business operators.

To provide quality, professional customer service – to build relationships and encourage repeat visitation.

To have a skilled hospitality workforce.

To encourage operators to upgrade / improve presentation of their products.

Goals All tourism businesses to be professionally managed and marketed.

Improved marketing skills, including web-based and digital marketing.

Quality customer service across all businesses.

Tourism and hospitality to be seen as a ‘career’ not just a ‘job’.

Skilled hospitality workforce. Considerable information and training modules are already available on-line from a variety of sources including the Destination NSW, NSW Trade and Investment, and Tourism Australia websites.


6.1 Encourage tourism and retail operators to continue to build their business, customer service and marketing skills

6.1.1 Work with business organisations, operators and training service providers to identify skills gaps and the type of training programs needed within the Shire and develop strategy / approach to deliver appropriate programs.

NSTU / Economic Development Manager

Chambers, TAFE, Operators

6.1.2 Create a ‘For Industry’ page on the visitnarrabri website and provide links to on-line training programs (eg Tourism Australia, DNSW, Industry and Investment).

NSTU

6.1.3 Using the e.newsletter, notify the Chambers of Commerce and tourism and business operators of training programs being run within the Region.

NSTU

6.2 Promote training and career opportunities

6.2.1 Ensure that the tourism / hospitality sector is represented at training and career expos held within the Shire.

NSTU / Operators TAFE

6.2.2 Participate in the High School / TAFE work experience and VET Programs, working with a number of operators to provide experience in the Narrabri VIC, accommodation property, Crossing Theatre, an eatery and a licensed premise (if permissible).

NSTU / Operators TAFE, High Schools


Strategy 7: Increase visitation by strengthening and diversifying the market base of the LGA.

Narrabri Shire needs to continue to diversify its market base and reduce its reliance on Newell Highway travellers. Diversification can be achieved by strengthening other touring routes and focusing on destination based tourism - that is, providing a specific reason for people to visit the Shire.

Objectives

To grow visitation to Narrabri Shire.

To build weekend visitation.

To re-build the markets displaced by accommodation capacity constraints in recent years.

To increase the yield from visitation.

To spread visitation throughout the Shire, to provide benefits for all towns and villages.

Goals

Increased visitation to and visitor expenditure in all towns and villages within Narrabri Shire.

High accommodation occupancy rates – year round, both mid-week and weekend.

Increased utilisation of facilities and assets – eg The Crossing Theatre, showgrounds, sporting facilities.

Increased awareness of Narrabri Shire within the marketplace.

Directions Market development in the Shire will focus on:

Continuing to grow Touring Traffic: o Continuing to target Newell Highway traffic with emphasis on encouraging travellers to explore the Shire rather than just pass through. Quality customer service is important

in building ‘relationships’ with guests / customers to encourage repeat visitation and word of mouth referrals. o Continuing to promote and build the Kamilaroi Highway as a touring route, concentrating on building business out of the Hunter and Central Coast Regions. o Building the touring market out of South East Queensland and the NSW North Coast by working with Inverell and Gwydir Shires to raise the profile of STR 3 as a touring route

and access link to the Pilliga Hot Artesian Baths and the Warrumbungle National Park. o Developing the Black Stump Way and Cypress Way as touring routes.

Capitalising more effectively on existing primary markets: o Visiting Friends & Relatives o Regional residents o Business Travellers


Rebuilding the group tour market: o Coach tour groups o Rail tour groups o Social groups

Continuing to grow the events market: o Business events – conferences, meetings, functions, exhibitions o Entertainment events o Sporting events

Build special interest, activity-based and sports markets.

Market development will also take into account the structural and generational changes that are occurring in the marketplace, namely:

Baby Boomers followed by Generation X will be the primary markets for Narrabri Shire over the next 20 years.

Baby Boomers and Generation X are more sophisticated and demanding than their predecessors, and far less tolerant of low standard accommodation and poor customer service.

Narrabri Shire’s products and experiences are best suited to the Wanderer, Compatriot and True Traveller markets.

The internet is the main source of travel information for Baby Boomers and Generation X, with Generation X tending to book most travel on-line.

Fitness based activities and lifestyle need to feature prominently in promotional material.

Approach

The same basic approach will apply to each market segment:

Identify the target audience.

Identify the products that will appeal to this audience – what does Narrabri Shire have that is special and/or suitable?

Where relevant, 'package' the product – accommodation, attractions, activities, tours, sightseeing, meals etc.

Direct marketing to the target audience, supported where possible with targeted public relations marketing.

Follow up / build relationships. The product and infrastructure development needed to support and sustain growth in visitation is addressed in Strategies 2 to 5. Additional market development and marketing initiatives are given below.



Actions Key Tasks Coordinator Partners Highway and Touring Traffic – Encourage highway and touring traffic to stop in Narrabri Shire

7.1 Engage with potential travellers at the trip planning stage.

7.1.1 Continue to enhance and expand Narrabri Shire’s on-line and digital presence (see Strategy 5) NSTU

7.1.2 Continue to exhibit, both independently and as part of touring routes and product clusters, at consumer and travel shows.

NSTU Touring Route & Product cluster groups

7.1.3 Participate in cooperative marketing activities that generate publicity for Narrabri Shire / Touring Routes / North West NSW and ‘drive’ enquiries to websites that provide information on and/or link to the visitnarrabri site.

NSTU

7.1.4 Continue to respond quickly to emails requesting information on the Shire and encourage accommodation, attraction and tour operators to do the same.

NSTU

7.2 Capitalise on the importance of Maps as trip planning and promotional tools.

7.2.1 Identify and evaluate the main maps used by travellers to the area. Where possible, improve the information on Narrabri Shire on these maps.

NSTU

7.2.2 Explore with Cartoscope, opportunities to produce touring maps for the Newell Highway, Kamilaroi Highway and STR3.

NSTU

7.2.3 Use maps as the basis for information / promotional collateral to support the trails developed in the Shire.

NSTU

7.2.4 Design maps and brochures that can be readily used in conjunction with GPS systems. NSTU

7.3 Use itinerary planning to encourage longer lengths of stay & ‘manage’ timing of when travellers arrive in the smaller towns & villages

7.3.1 Review the ‘sales pitch’ of VIC staff to provide itineraries that will deliver visitors to the villages around lunch time (to encourage lunch-time spend) or later in the afternoon to encourage overnight stays.

NSTU

7.4 Raise the profile of shopping and dining opportunities within the Shire.

7.4.1 Work with the Chambers of Commerce and business owners to raise the profile of the shopping and dining experiences in Narrabri Shire, including generating PR coverage.

NSTU, CofC, business owners

RDA Northern Inland (food & wine focus)

Capitalise more effectively on existing primary markets – business travellers, regional residents, VFR 7.5 Business & Work Related

Travellers- Encourage business and work-related travellers to spend more time and money in the Shire.

7.5.1 Provide access to visitor information in the MAC Villages – directory, brochure display, visitnarrabri website address / QR codes in each room etc.

NSTU

7.5.2 Work with operators to provide ‘packages’ for weekends and school holidays that encourages workers to bring their families to visit the Shire rather than them returning home. For example, many of the miners have 4WD vehicles and trail bikes and places such as the Pilliga and ATV & Trailbike Territory would appeal to this market).

NSTU working with local operators.

7.5.3 Ensure that the Narrabri dining guide is available in all accommodation rooms and from places that have a high level of visitation (eg hospital, MAC villages, Government offices) and that guide is identified by search engines for people googling places to eat in Narrabri Shire.

NSTU

7.5.4 Explore with the mining companies, the opportunity to display the Narrabri Visitors Guide and possibly an A3 tear-off map in the office / reception area where workers and visitors sign-in.

NSTU

7.5.5 Take the MAC Village Managers and key staff who have contact with visitors, on a familiarisation tour of the attractions and activities within the surrounding area.

NSTU

7.5.6 Ensure that the MAC Villages and mining companies receive the e.newsletter and are sent the NSTU


Actions Key Tasks Coordinator Partners ‘what’s on’ information each week.

7.5.7 Continue to have information on display at Narrabri Airport, with the display improved when the terminal facilities are expanded.

NSTU

7.5.8 Encourage the Chamber / business operators to develop loyalty and incentive programs to encourage business and work-related travellers to spend money in the Shire.

NSTU

7.5.9 Encourage the Chamber / business operators to identify opportunities to hold meetings and conferences in Narrabri.

CofCs

7.6 Regional Residents - Continue to grow the regional market – focusing on entertainment and sporting opportunities, camping and ‘reconnect’ experiences and social clubs and groups’.

7.6.1 Continue to raise the profile of Narrabri within the Region:

Use PR marketing to place stories in the regional media.

Place articles about the different activities on offer in the Shire in the local and regional media. In the lead-up to school holidays local papers often have a feature article and discount coupons.

Produce a 'holiday activities' guide that can be distributed regionally - in shopping centres, through libraries, schools, pre-schools etc.

Grow the Narrabri Facebook and twitter communities.

Use the Narrabri Tourism social media sites as one of the ways of communicating with the regional media (journalists are increasingly using social media sites to generate ideas for stories).

Continue to advertise in television and print media (funds permitting).

Adopt the ‘Inverell Model’ of coordinating television advertising by local businesses and Inverell Tourism to ensure that Inverell is regularly ‘in the press / on television’ in one form or another.

NSTU / CofCs

7.6.2 Target social groups within the surrounding region – those that organise day and short trips

including:

Mothers groups and playgroups – potential mid week market attracted by the parks and

reserves, cafes, Crossing Theatre deals, etc.

Retirement homes – often have their own mini buses.

Disability groups and service providers – excursions and day trips.

Walking clubs and groups.

Probus / View Clubs and organisations.

Social clubs and groups within Licensed Clubs.

NSTU Tourism & Business operators


Actions Key Tasks Coordinator Partners Cycling groups, including BUGs.

Social golf groups.

Motor cycle clubs.

These groups (and others) can generally be easily identified from Council Community Directories. Work with business and tourism operators, including the two tour operators, to build packages and ‘offers’ for these markets.

7.6.3 Package and value-add to entertainment events being held in Narrabri. Event Organiser / NSTU / Regional Coach companies.

Accommodation and other operators.

7.6.4 For larger sporting and other events (eg Eisteddfod), provide promotional kits for participants – these kits could include discount / value-add vouchers for local businesses.

NSTU – CofC.

7.7 Visiting Friends & Relatives – Encourage local and regional residents to show their visitors around the Shire, and encourage visitors to visit to attend events.

7.7.1 Continue with the weekly ‘what’s on’ in Narrabri segment on community radio and in the local print media.

NSTU

7.7.2 Work with the CofC, and attraction and business operators to provide promotional / value-add offers to local and regional residents who bring their out-of-area VFR guests.

NSTU CofCs, business operators

7.7.3 Explore opportunities to target international university students at UNE and the University of Newcastle, to bring their visiting friends and relatives to Narrabri Shire – wildlife viewing / Australian bush experience.

NSTU

Rebuild the Group Tour Market – This will be dependent on the willingness of accommodation operators agreeing to accept group bookings.

7.8 Coach Tours – rebuild the coach tour market

7.8.1 Update the Coach Tour Manual and suggested touring itineraries. Include special packages / offers – eg during cotton season with Gin Tours.

NSTU

7.8.2 Explore with Tourism Moree, opportunities to develop joint packages (Moree attracts around 70 coach tour groups per year).

NSTU Tourism Moree

7.8.3 Explore options to list Narrabri Shire with the coach tour wholesaler companies. NSTU

7.8.4 Build a data base of coach companies that organise tours as well as groups that regularly charter coaches – as the basis for direct marketing to these organisations.

NSTU

7.8.5 Consider joining the Australian Bus & Coach operators association either as Narrabri Shire or in conjunction with Moree as North West NSW.

NSTU

7.8.6 Explore opportunities to place feature articles in the NSW and Queensland Bus & Coach Association Journals and newsletters.

NSTU

7.8.9 Work with the regional coach companies to offer packages and ‘deals’ for events held in Narrabri Shire.

NSTU

7.8.10 Explore opportunities to include Narrabri product in coach tour itineraries that are moving through the Shire – eg promote camping at Yarrie Lake to the coach companies that offer

NSTU


Actions Key Tasks Coordinator Partners camping trips.

7.9 Rail Tour Groups – build a rail tour market

7.9.1 Explore with NSW TrainLink, opportunities to include Narrabri packages and combined Narrabri / Moree packages into their tour program (assuming that this program is going to continue).

NSTU Tour & Accommodation operators

7.9.2 Work with local tour operators to develop rail-accommodation-tour packages, targeted to seniors groups that can use their rail concession cards to access Narrabri.


7.10 Social Groups 7.10.1 Identify potential groups that could visit Narrabri (eg caravan and motor home clubs, car and motor cycle clubs etc), build packages / itineraries specifically targeted to these groups and direct mail.


Continue to grow event-based visitation focusing on business, sporting and entertainment events 7.11 Business Events

Capitalising on the Crossing Theatre, position Narrabri Shire as a preferred destination for conferences and meetings in Inland NSW.

7.11.1 Working with the venue managers (Crossing Theatre, Licensed Clubs, MAC Villages, Craigdon, Showground Pavilion etc) improve the information and promotional material on venues and services within the Shire:

Develop a Conference Directory

Include a Conference / Functions page on the visitnarrabri website with venue capacity information and links to the venues available.

Encourage each venue to include information on their room capacities and facilities (see the Crossing Theatre website) on their websites

Direct market to Professional Conference Organiser’s.

NSTU, venue managers

7.11.2 Ensure that the Crossing Theatre is a member of key venue organisations and included in the lead conference venue directories.

Crossing Theatre / Council

7.11.3 Target, through direct marketing and the bid process the following types of business:

Association conferences and meetings, focusing on Associations that have rotational policies that include regional areas as well as a link with activities within the Shire, including: o Local and State Government conferences o Agriculture / Agricultural Research / Forestry o Mining o Astronomy o Land Management o Service Clubs – Rotary, Lions etc o Social Services – Community Health, Aboriginal o Religious conventions o Special Interest Associations – eg Family History, Genealogy.

Government meetings - ensuring that Narrabri attracts its 'fair share' of the Government meetings that are held within the New England – North West Region.

NSTU / Crossing Theatre



Regional corporate meetings (eg agricultural suppliers, banks, pharmaceutical, trade suppliers, employment agencies etc) - concentrating on those companies with rotational policies as well as branches, distributors, and/or clients in Narrabri Shire.

Small exhibitions that could be held at the Crossing Theatre, Narrabri Show Ground / Pavilion and/or the licensed clubs - for example - employment, careers, education and training, retirement, financial exhibitions and seminars etc.

Functions - regional corporate, government and community service organisations that rotate their functions throughout the region.

Awards - eg Tourism Award, Business Awards, Community Service Awards.

Regional sporting association and school sports association functions and awards (eg annual referee’s dinner, sporting ‘Blues’ dinner).

Corporate functions – company Christmas parties, dinners etc.

Industry networking functions and awards.

Weddings and other celebration style functions.

7.11.4 Generate Business Leads:

Implement a Business Event development initiative by encouraging local businesses and organisations to provide information on potential leads, make introductions and act as a 'host' to bring conferences, meetings and functions to Narrabri Shire.

Internet and media searches for conferences held in regional locations (eg search for ‘conferences Tamworth – to see what organisations have met in Tamworth)

Internet searches of existing data bases and directories including: o Government and Business Association Directory published by the Department of

Innovation, Industry, Science, Research and Tertiary Education www.business.gov.au (contacts & directories link)

o Australian Agricultural Directory www.aglinks.com.au

NSTU, Crossing Theatre, CofC

7.12 Entertainment Events – grow visitation to events held in the Shire and maximise opportunities for publicity.

7.12.1 Market and promote potential event venues (Crossing Theatre, Showgrounds, Racecourses) in Narrabri Shire to tour organisers and event promoters – ‘selling’ the success of the large concerts that have been held recently in the Shire.

NSTU / Crossing Theatre

7.12.2 Capitalise on opportunities to value-add and package events, including pre and post event activities.

NSTU Venue manager and operators

7.12.3 Endeavour to maximise opportunities for generating media coverage of major events, particularly in the lead-up to events.

NSTU

http://www.business.gov.au/

http://www.aglinks.com.au/


Actions Key Tasks Coordinator Partners 7.13 Sporting Events – build the sporting

events market. 7.13.1 With the facilities and assets available in the Shire, there is potential to grow existing sporting

events, introduce new events, bid for regional and State events and target footloose events. NSTU Event Coordinator working with sporting clubs, associations and event promoters.

Grow Special Interest and Activity-Based Markets 7.14 Use the Shire’s assets and facilities

to grow special interest and activity based markets – clubs, individuals and social groups including:

- Scientific / Industry tours - Bushwalkers - Bird watchers - Anglers - Car and motorcycle clubs - 4WD clubs - ATV enthusiasts - Dirt bike (motorbike) enthusiasts - Water skiers (Yarrie Lake) - Golfers - Bowlers - Mountain bikers - Cyclists - Canoe / Kayakers - Historical associations - Family historians - Recreational Flying / Learn to Fly

7.14.1 Basically, the same approach can be used to grow the different special interest markets:

Identify the activities, attractions, facilities and/or services available in the Shire and surrounding region that the market is interested in.

Package these into itineraries and products.

Use the internet to identify associations, clubs, event organisers etc – develop a data base.

Direct marketing to clubs and associations.

Conduct follow-up calls.

Support the direct marketing with public relations marketing – seeking to place articles in relevant magazines, newsletters and websites.

List on free directories and websites relevant to the interest / activity.

Include pertinent information on the tourism website and seek links to relevant activity based sites.

NSTU Event Coordinator working with clubs, associations and event promoters.


4. MONITORING It is important that the Narrabri Shire Tourism Unit puts in place a simple program to monitor the effectiveness of its tourism development and marketing activities in order to:

Provide an indication of whether the strategies and actions are effective in building visitation and/or achieving economic growth. Ineffective actions can be terminated or modified.

Assist in setting priorities and allocating resources.

Provide data to support funding applications. This is particularly important where funding for the extension of an existing program is being sought. Potential indicators include: Product Development

Improvements in facilities and infrastructure across the Shire

Increase in the number of tourism businesses operating in the Sire. (The information collected in developing the Tourism Plan provides base line data for future comparative analysis).

Value of new / additional investment in the tourism facilities (accommodation, attractions, tours etc) in the Shire. Resultant flow-on to increasing visitation:

Visitor statistics collected at the VIC.

Visitor and performance statistics collected by the accommodation operators, attractions and businesses.

ABS Accommodation Performance Statistics – room nights, guest arrivals and nights, room occupancy, average stay, room rates.

Number of events and estimates of event attendance.

Number of website hits, email inquiries and telephone calls received at the VIC and/or by operators, before, during and after promotional campaigns.

Number of brochures distributed.

Redemption of ‘offers’ included in marketing initiatives.

Media coverage gained (track amount of coverage and the estimated dollar value).

Familiarisation tours hosted and resultant coverage.

Traffic counts at strategic locations. As the use of QR codes becomes more mainstream, the codes can used to help track the effectiveness of activities and marketing campaigns.


For some initiatives, particularly in the areas of product and market development, it may take a number of years before the results are fully realised.

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