annual report - mildura · 2 mildura tourism inc. annual report 2011 - 2012 our board oversees the...

Annual Report

2011 | 2012

President’s Report 2

CEO’s Report 3

Objectives and AchievementsExternal Marketing 4Product Development 6Sustainability 7New and Emerging Markets 8Industry and Professional Development 9Communication 10Tourism Leadership 11

Board’s Report 12

Financial Report 2011-2012 13Statement of Comprehensive Income 14Statement of Financial Position 15Statement of Changes in Equity 15Statement of Cash Flows 16Notes to the Financial Statements 17Statement by Members of the Board 19Independent Audit Report 20

Acknowledgements

Photography

Mildura Tourism Inc. acknowledges and thanks all operators, businesses and individuals who have supported the organisation in so many ways throughout the year. In particular we are grateful to the many businesses who assisted our on-going media and trade familiarisation program which helped to generate greater domestic and international exposure for the Mildura region. Assisting this exposure were the efforts of our tourism ambassadors, Stefano de Pieri (food and wine), Karl Stefanovic (visiting friends and relatives), plus Darren Morgan as well as Rick and Todd Kelly (motor sports).

Darren Seiler Photography, Vision House Photography, Sunraysia Daily, Tourism Victoria

Contents

Downturns indomestic travel

14% visitor numbers

12% visitor nights

$230m Annual tourism

expenditure withinthe region

“Be a Tourist in Your Own Town” campaign

achieved record participation levels

6,000 local residents joined in more than 400 activities staged by 85 local tourism

businesses

8% Total visitation

to our region (to 768,000)

28% visitmildura.com.au

was visited by 190,000visitors for the year

3.4 nights

Average length of stay for

domestic visitors

My first year as President of Mildura Tourism has most likely mirrored the last 12 months in our community – some things that are familiar, some new and exciting challenges and some things that highlight the resilience of our great community.

Droughts and floods have passed; we have had to adjust to life with the ongoing high Australian dollar; the continuing effect of the GFC and the amazing and fast-paced changes we have seen with commerce and how we all do business. Through all of this I feel the team at Mildura Tourism deserve to be applauded and recognised for the manner in which they have acted, reacted and adapted to the ever changing tourism world and beyond.

Whilst we may all be familiar with Mungo National Park, Mildura Tourism took a lead role in facilitating an important workshop and stakeholder session. From this the Mungo conversation has been reinvigorated and I look forward to seeing the positive outcomes that will flow from this.

2012 again saw the Tourism Week focus centre around Be a Tourist in Your Own Town. Each year I find myself asking how much growth can we achieve and each year I am amazed by the manner in which the industry and the community embrace the concept. 2012 was no exception.

As I have said the challenges and fast paced change we all live with cross over into our tourism industry. During this year Mildura Rural City Council in conjunction with Mildura Tourism undertook a review of tourism services across our community and municipality. The report highlighted not only the challenges for tourism in general but gave a huge tick to the Mildura Tourism model, recognition that was deeply pleasing for Mildura Tourism and Mildura Rural City Council. Indeed during discussions with report author, well known tourism identity Mr Bill Fox, it was clear that we have very firm foundations for the tourism industry in our region and the capacity to respond to challenges into the future.

and the future of tourism most seriously. Our broad mix of backgrounds and personalities makes for lively board meetings from time to time but we always come back to a space where views and options are welcome and encouraged.

I would like thank in particular the executive team of Mildura Tourism, Vice President Mandy Williams, Treasurer Craig Muir and Chief Executive Officer Rod Trowbridge. Having an executive team with such broad knowledge and experience has been invaluable to me in my first year.

As mentioned earlier, I took over the President’s role this year from Win Scott. Win will also cease to be a board member at this AGM. It is difficult to express in words the contribution that Win has made to Mildura Tourism over her years as a board member and President. Win has used the word dynamic to describe Mildura Tourism in the past. A dynamic organisation requires a dynamic leader and I know we will all have to find a little dynamic edge to our character to fill Win’s board position.

I look forward to playing my part on the Mildura Tourism Board in the next 12 months and in particular shaping the future of Mildura Tourism services delivery into the future.

Peter DoodyPresident

Areas that continue to grow in importance are digital, mobile and social media. Mildura Tourism has continued its strong focus in these areas with active presence on Facebook, Twitter and YouTube. A fully fledged mobile website is being developed that will literally put our region in the palm of the hands of not only our visitors but people all over the world.

The task of marketing our region nationally and internationally remains a strong focus and one that I have absolute confidence in with the Mildura Tourism team. The “twin” commercial television campaign and use of YouTube has provided the world with a stunning window onto our region.

Relationships like communication play a vital role in the success of Mildura Tourism. Our relationship with our operators, our Councils – Mildura Rural City Council and Wentworth Shire Council, plus all other stakeholders are vital. Both councils provide financial and other support and are represented on our board by observers, Councillor Mark Eckel from Mildura Rural City Council and Ms Paula Mastrippolito a manager with Wentworth Shire Council.

All the successes and achievements would not be possible without an effective and efficient management team. This hard working team at Mildura Tourism provide vital support to our board. On behalf of the board I would like to thank the Chief Executive Officer Rod Trowbridge and staff members Sue Iredale, Dani Harvey and Sarah Gilmore. The board would also like to recognise Brodie Steel who left the organisation during the year, for her tremendous work during her time with Mildura Tourism.

Our board oversees the operations and activity of Mildura Tourism. This year has seen change on the board with Win Scott stepping down as President, Mandy Williams taking over the role of Vice President and my own transition from Vice President to President. Together with our other board members, Craig Muir, Dale Antonysen, Marina Durban, Helen Healy, Rod Trowbridge, Daryl Beasy, Russell James and our two council observers we take our role

Mildura Tourism Inc. Annual Report 2011 - 20122

Our board oversees the operations and activity of Mildura Tourism. Our broad mix of backgrounds and personalities makes for lively board meetings from time to time but we always come back to a space where views and options are welcome and encouraged.

Our board oversees the operations Our board oversees the operations and activity of Mildura Tourism. Our broad mix of backgrounds and personalities makes for lively board meetings from time to time but we always come back to a space where

President’s Report

Our most important visitor segment, domestic overnight travellers, spent an estimated $170 million in the region – an average of $132 per night.

Mildura’s tourism performance for the 2011 – 2012 financial year has produced mixed results. While there were overall gains in some areas, domestic overnight figures were down.Good news for yield and, of greatest significance, is the huge economic importance of tourism to our region. Tourism expenditure during the financial year has been conservatively estimated at more than $230 million, an increase of around $20 million over recent years. Our most important visitor segment, domestic overnight travellers, spent an estimated $170 million in the region – an average of $132 per night.

These visitors stayed an average length of 3.4 nights, up slightly from last year. Due to a significant increase in day visitors (368,000), total visitation to our region increased by 8% to 768,000 visitors. Our international visitor numbers (14,500) remained similar to last year while international visitor nights (337,000) increased by more than 10%. However, after two years of growth, this year our domestic visitor numbers (382,000) declined by 14% while domestic visitor nights (1.3 million) dropped by 12%.

Internationally, New Zealand again represented our largest single-source market generating 16% of all overseas visitors. The UK (12%) and Germany (9%) were our next two largest single-source markets. The vast majority of our overseas visitors (35%) came from continental Europe.

Domestically, regional Victoria (28%), Melbourne (27%) and South Australia (24%) are our three largest markets. Sydney and regional NSW generated 15% of our visitors. This intelligence underpinned our TV advertising throughout the year with campaigns strategically placed to target key segments attracted to our region. Advertising was refreshed and revitalized with updated vision and soundtracks. For the first time ‘twin’ commercials were developed, airing in tandem with each other to promote the relaxed, indulgent and food and wine appeal of Mildura, plus a range of lively, family-orientated holidays, activities and events.

Mildura Tourism’s marketing and operational efforts are complemented by the significant hard work and expertise of others within our tourism industry. Widely experienced organisers of business, sporting, music, cultural and lifestyle events bring thousands of people to this region, while our accommodation, hospitality and attractions sectors continually promote Mildura and Wentworth via a range of information, product and booking websites.

Two important groups warrant public acknowledgment in the success of local tourism. First, those businesses who comprise Mildura’s Tourism and Economic Development differential rate payers, plus our own Mildura Tourism Enhanced Members. Throughout the year key sponsors including QantasLink, Sunnyland Press, Sun FM, Star FM, the Sunraysia Daily and Prime Television have provided continued support. In many instances our marketing reach was successfully extended due to the efforts of industry partners such as Tourism Victoria, the Murray Regional Tourism Board and Destination NSW. The important roles played by the respective Mayors, Elected Members, Chief Executives and key staff within both Mildura and Wentworth Councils remains highly valued.

I am very grateful to the Board of Mildura Tourism, with particular thanks to President Peter Doody, Vice President Mandy Williams and Treasurer Craig Muir for their continuous and willing support. As always the Mildura Tourism staff have excelled – the bubbly trio of Sue, Dani and Sarah are an impressive team with their professionalism, innovation and absolute commitment to this region’s tourism industry.

Rod TrowbridgeChief Executive Officer

Our fourth consecutive “Be a tourist in your own town” campaign targeting locals to further inspire friends and relatives to visit achieved record participation levels. Some 6,000 local residents joined in more than 400 activities that were staged by 85 local tourism businesses. Mildura Tourism entered its VFR campaign in the 2011 Victorian Tourism Awards, gaining ‘Finalist’ status.

In line with changes and opportunities that digital marketing has brought to today’s tourism environment, we maintained a strong YouTube presence while also increasing social media activity on facebook and twitter. These mediums were integrated into all of our marketing activities with the visitmildura website remaining our call to action. This site was visited by 190,000 visitors for the year, a 28% increase on the previous year. Development of a dedicated mobile website for smart phone and tablet use commenced during the year, with this new site due to go live in November.Compared with overall numbers, Mildura region’s international visitor base is modest but it remains a vital part of our visitor mix. Our strategy has been to focus on our core and most accessible international market, New Zealand, while distributing destination and new product updates throughout other global markets where, logistically, it is more difficult to maintain face-to-face relationships. This year’s introduction of our new international e-newsletter has provided an important mechanism to build greater awareness in key long-haul as well as emerging international markets.

The region’s greatest international asset, Mungo National Park, was the focus of an important industry workshop during the year. Mildura Tourism produced a discussion paper then conducted a major stakeholder session to generate views on how Mungo National Park could achieve its full tourism potential and to demonstrate the local tourism industry’s keenness to work collaboratively with Mungo’s joint management and NSW National Parks and Wildlife Service.

CEO’s Report

Mildura Tourism Inc. Annual Report 2011 - 2012 3

Our most important visitor segment, Our most important visitor segment, domestic overnight travellers, spent an estimated $170 million in the region – an average of $132 per night.

CEO’s Report

domestically and internationally via media reports and ‘word of mouth’ recommendations from influential members of the travel industry. Key exposure for the region occurred as the result of visits by: Network Ten’s “Making Tracks”; Channel 9’s “The Good Life”; The Age; Adelaide Advertiser and the Sydney Morning Herald.

Public Relations ActivitiesAn ongoing assortment of story and pictorial information was regularly supplied to major electronic and print media outlets by Mildura Tourism and to those who sought story leads from Mildura Tourism, including Tourism Victoria. As a result publications that featured the region included REX Airline’s ‘Out There’ and ‘Shop til You Drop’ magazine plus ‘Caravan and Motorhomes on Tour’ magazine. These PR activities also resulted in articles and picture stories in the ‘Weekend Australian’, ‘Sydney Morning Herald’ and a number of ‘The Age’ publications including M Magazine, Traveller and Life & Style.

Digital MarketingMildura Tourism continued to market the region digitally via You Tube and the social media channels Facebook and twitter. These mediums were integrated

travel information was updated to present the most accurate and motivational information about our region. The 92-page guide has been supported with paid advertising from 125 local operators. It remains a viewable document on the homepage of www.visitmildura.com.au

VFR CampaignThe “Be a Tourist in your Town” six week campaign was executed for the fourth consecutive year with the nine-day Mildura Tourism Week as its core focus. “Be a Tourist in your own Town” successfully promoted the important Visiting Friends and Relatives (VFR) market which generates expenditure worth $45 million a year within our region. Objective of the campaign is to engage both local residents and operators, reinforcing the importance of locals becoming influential and knowledgeable tourism ambassadors and therefore continuing to attract growing numbers of friends and relatives. The campaign generated record results this year – an estimated 6,000 local residents participated in more than 400 Tourism Week activities staged by 85 local tourism businesses.

Media and Trade Familiarisations These familiarisations are key activities that help to promote the region

TV CampaignsTelevision advertising was strategically placed across regional Victoria, NSW, SA and ACT, targeting all market segments attracted to the Mildura region. Throughout the year our advertisements were refreshed and revitalized with updated vision and new soundtracks. For the first time, ‘twin’ commercials were developed for the region, airing in tandem with each other to collectively promote the relaxed, indulgent and food and wine appeal of Mildura, plus a range of active, family-orientated holidays, activities and events. Prime7 continued support throughout the year by broadcasting the television commercials free of charge in the Mildura region.

Co-operative AdvertisingMotivational features as well as product price-point packages were featured in targeted domestic and international publications including full page features in The Age ‘Traveller’ and ‘Epicure’.

Official Visitor GuideThe region’s signature motivational guide was published in November 2011, with 130,000 copies progressively distributed throughout Australia to accredited Visitor Information Centres and locally. Regional maps, photography plus product and


Key Achievements

Objectives and Achievements

Objective Conduct integrated marketing campaigns and activities that stimulate growth to deliver increases in both visitor numbers plus tourism expenditure generated by those visitors.

Focus Area 1 | External Marketing

was developed from Tri-State which is being utilised for future direct marketing activities in this market. These activities resulted in a 25% increase in visitors from NZ to our region. Mildura Tourism’s attendance at VIE (Victorian International Exchange), staged by Tourism Victoria, enabled us to monitor trends in other important markets such as Europe, the UK and North America. In the UK market, we advertised in UK travel magazine ‘Australia & New Zealand’ which resulted in a 20% increase in UK visits to our website. Prior to ATE (Australian Tourism Exchange) Mildura Tourism promoted to attending overseas managers our new international e-newsletter.

Event SupportMildura Tourism continued to provide varying levels of external marketing, planning advisory and logistical support to a number of high profile events. These included the refreshed Vanilla Slice Challenge; the Mildura Cup; PS Melbourne Centenary celebrations and Masters Games. Some of these events were held during the reporting period while, for others, advisory and planning support was provided to ensure their successful staging in late 2012.

into all of our marketing activities. The Facebook page for the region www.facebook.com/visitmildura was linked to other social media channels. Mildura Tourism encouraged members to interact with our page which extended our reach throughout the year. Currently we are exposed to over 150,000 unique ‘friends of friends’; reaching all demographics but predominantly reaching the 25 – 44 year old age bracket. In line with known holiday decision-makers, 65% of those we reached are female. Mildura Tourism also used its facebook page and twitter account to continually promote a number of events and activities in our region which has led to a 13% increase in visits to our website from facebook. Our You Tube page was converted to a Channel during the year, with new videos regularly added. We continued to update and refresh the Mildura region digital presence via key tourism websites including visitvictoria.com.

visitmildura.com.auOur website www.visitmildura.com.au continued to be the call to action for our marketing activities. The site was visited by nearly 190,000 visitors throughout the year, a 28% increase on last financial year. Of these visitors 70% were new visitors to our site. As part of our website’s ongoing refreshment, Mildura Tourism appointed local design group Saunders to host and maintain the website which included the development of a new weather feed including detailed forecast information. We continued to work with the Mildura

Visitor Information Centre to increase the number of members using the BookEasy system which resulted in a 28% increase in online bookings via our site. To support our marketing efforts, Mildura Tourism sourced new and refreshed ‘Hot Deals’ from our members while we continually refreshed imagery, as well as providing latest news on our site’s home page.

Mobile WebsiteDevelopment of a dedicated mobile website for iPad and iPhone use commenced during the year with this new site due to go live in November. Key components will be its simplicity and fast, easily accessed buttons, high quality imagery and information, plus the inclusion of Google Maps for directions. This is a timely development as there was a 300% increase in visitors accessing our website via their mobile devices over the reporting period.

International Activities As our largest international single source market, New Zealand was the focus of the majority of our overseas marketing activities. Key activities undertaken in this market included articles published in various NZ news media including “Hawkes Bay Today”, “Herald Sun on Sunday” and the “Otago Daily Times”. Mildura Tourism attended the Tri-State Walkabout Agents/Wholesaler Trade Show with two of our houseboat members while continuing with advertising in Tourism Victoria’s ‘Regions of Victoria’ consumer magazine. A New Zealand trade database


nature-based projects with growth potential, while the marketing of key parks in our region was enhanced with fresh imagery and new online content. In a further niche area, Mildura Tourism provided industry feedback and intelligence to Councils as part of their assessment of how best to facilitate in the future for national RV clubs.

Navigation - Tourist SignageLiaison continued with Tourism Victoria, VicRoads and Mildura Council to identify and plan for the removal of outdated tourism signage throughout the region. Opportunities for appropriate and required new signage were also considered.

Industry Product Development Liaison and SupportMildura Tourism continued to support a number of members and individuals investigating start up tourism businesses, along with how some operators could enhance their current product offerings to meet changing consumer needs. This included liaison throughout the year with Tourism Victoria Infrastructure and Investment team as well as key development organisations.

regional Gap Analysis research workshops, along with consumer and industry research with the aim of determining the feasibility of establishing new and sought after tourism products and experiences within the region.

Riverfront RedevelopmentContinuing support was provided at strategic levels to assist efforts initiated by Mildura Council to complete key funding submissions for this project.

Mallee HighwayMildura Tourism supported the ‘Discover Murray’ organisation with its production and roll out of marketing collateral, including an extensive trail map/guide and website, promoting the Mallee Highway, particularly from Murrayville through to Ouyen.

Niche SectorsSupport was provided to numerous sectors with the aim of strengthening existing efforts to increase visitation. Specific examples included working with golf club members to broaden golf promotion and grow golf tourism in the region via the Melbourne Golf Show and provision of a new golf packages section on visitmildura.com.au. We worked with National Parks authorities to identify

Mungo National ParkMildura Tourism produced a discussion paper then conducted a major stakeholder workshop to generate views on possible future tourism directions for Mungo National Park and to demonstrate the local tourism industry’s keenness to work collaboratively with NSW National Parks and Wildlife Service to assist Mungo National Park achieve its full tourism potential. As a result it is planned to establish a Tourism Consultative Committee, with further liaison and planning occurring between Mildura Tourism and key stakeholders such as Indigenous Business Australia, Tourism Victoria and NSW National Parks and Wildlife Service.

Broken Hill Touring LoopWorking with local tour operator, ‘Discover Mildura’, a Mildura- Mungo National Park - Broken Hill touring loop concept has been presented as a new and fresh option for the international market. The Mildura and Broken Hill tourism bodies have also committed to further work collaboratively to explore stronger international marketing opportunities for the new Broken Hill touring loop.

Gap AnalysisIn conjunction with the Murray Regional Tourism Board, Mildura Tourism facilitated


Objective Encourage an increased range of mainstream and niche product offerings to match the needs of changing consumer demands.

Key Achievements

Objectives and Achievements Cont’d...

Focus Area 2 | Product Development


fears that remained after two years of high rivers/floods throughout the Murray and Darling Systems. New vision and stills of water based and other tourism activities were taken throughout the year. A new promotional DVD and Member Image Library was produced for use by members and stakeholders.

Regional Living ExpoIn line with a major Government initiative to build stronger and more sustainable regional economies, Mildura Tourism partnered with Mildura Council and Mildura Development Corporation to attend the Regional Victorian Living Expo in Melbourne. This event promoted the strengths of living in regional communities, particularly where there were excellent employment, education, medical and housing amenities and prospects. Tourism is an important feature when attracting people who are considering a move. Potential residents visit the region as part of their research; a strong existing tourism industry provides recreational and lifestyle appeal that most people seek; while growing numbers of new residents brings more business and more job opportunities to a destination.

delivery of tourism functions. The review was undertaken by Bill Fox & Associates; the resultant report has understandably become known as the Fox Report.

Industry Advice and SupportInformation and advice was provided to members throughout the reporting period particularly at the commencement of the financial year following the flood events at the start of 2011. Members sought advice on risk management, business continuity and a number of other issues affecting their operations. Mildura Tourism assisted members who were undertaking new strategic/business plans as well as internal reviews within their respective tourism sectors.

Brand Mildura - Consumer Presentation of the RegionAs the region was recovering after significant flooding events in the Murray Darling Basin in early 2011, Mildura Tourism ensured that all key media and marketing activities undertaken presented the Mildura region positively and accurately, i.e. not decimated by floods and with stable river levels that complemented recreational tourism activities along our stretch of the river. This assisted in allaying false perception

Environmental Assessment ProgramIn conjunction with Tourism Victoria and VECCI, we assisted the roll out of an Environment Opportunity Assessment Program for 12 local members who registered to receive a free environmental assessment completed on their businesses. Full reports were prepared providing further recommendations for operators’ consideration.

Professional Development and AccreditationThroughout the year Mildura Tourism provided information and support for members to access industry professional development programs, sustainability business programs and tourism industry accreditation programs. Promotion of the new TQUAL, AAA Tourism and EcoTourism Australia accreditation programs to members also occurred.

Tourism Services ReviewMildura Tourism partnered with Mildura Council to conduct a review of all tourism services provided directly by, and in conjunction with, Council throughout the region. In line with sustainable management practices, the review aimed to identify any deficiencies, duplication of resources, or new opportunities in the

Key Achievements

Objective To assist the development of a stronger and more viable tourism industry that is best placed to withstand fl uctuating business, economic and environmental constraints.

Focus Area 3 | Sustainability

our region’s legitimate operators, Mildura Tourism provided advertising, editorial and imagery to the annual “Safari Pete” guidebook and website which is acknowledged as this sector’s most influential medium.

REX Airlines With the announcements in May of new route extensions for REX airlines between Mildura and Broken Hill, Adelaide and Sydney, Mildura Tourism undertook planning and PR activities to capitalise on new services commencing in July 2012. Singapore Food SourceAs a result of previous liaison with Tourism Victoria in Singapore, Mildura Tourism hosted the top rating lifestyle show in Singapore, “Food Source”, in February 2012. Filming took place at a number of local producers including Murray River Salt, Belvedere Farms, Tabletop Grapes and Thurla Cod Farm. They also filmed a houseboat story with head chef of Stefano’s Jim McDougall.

Business EventsMildura Tourism continued its support of business events initiatives progressed by Mildura Council throughout the year.

Working Holiday Makers We worked with enforcement authorities aiming to reduce illegal backpacker hostel operations prior to the summer harvest period, including assisting with management of issues that arose from this market during harvest. In support of

International NewsletterWe developed a new quarterly e-newsletter to communicate with international trade and media contacts including overseas managers from Tourism Victoria, Destination NSW and Tourism Australia. This has been distributed to over 80 contacts presenting the Mildura region and key operators to decision makers in both existing as well as emerging international markets.

VIE - Victorian International Exchange Mildura Tourism attended this important trade event to keep abreast of key trends and developments for existing and new/emerging overseas markets. With the increasing potential from Asia and India, it provided the opportunity to source information and latest research from Tourism Victoria’s overseas managers. Whilst the China market is not predicted to disperse regionally for a number of years, it highlighted there are opportunities for our region in the education (VFR) and business markets. Further opportunities resulting from Mildura’s sister city relationship with Dali in China could assist growth in this market.


Objective Develop local industry mechanisms that will generate growth from emerging markets internationally and business events domestically.

Key Achievements


Focus Area 4 | New and Emerging Markets


research findings; product initiatives feedback and advice, plus business development and sustainability issues.

We participated in a Tourism Victoria print and online Flood Recovery Campaign in New Zealand from September through to February. This was to particularly assist the houseboat sector recovery efforts.

Tourism Excellence ProgramMildura Tourism undertook research and liaised with tourism agencies to develop a range of workshops for the next financial year. This has resulted in Digital Marketing, Social Media and visitvictoria.com workshops scheduled for the second half of 2012 and further workshops planned for 2013.

Accreditation and Risk ManagementIn partnership with the Australian Tourism Accreditation Program, Mildura Tourism conducted a workshop on accreditation and risk management for members. Assistance was provided to the National Accreditation Manager of the Caravan, RV and Accommodation Industry of Australia when in the region.

Tourism Awards ProgramsMildura Tourism submitted the “Be a Tourist in Your Own Town” VFR campaign into the 2011 Victorian Tourism Awards; we achieved “Finalist” status in the Marketing category. Assistance and information was provided throughout the year to our members who entered the respective Victorian, NSW and Inland Tourism Awards programs. These awards programs provide industry with business development tools to continually review and refresh their business.

Membership ServicesThe team at Mildura Tourism consulted throughout the year with numerous members on a range of topics including: Marketing, particularly campaign inclusion as well as digital enquiries and initiatives; tourism performance trends highlighted by our quarterly tracking and annual

Key Achievements

Objective Assist industry to grow its capacity to deliver greater levels of quality tourism experiences.

Focus Area 5 | Industry and Professional Development

project funded by Tourism Victoria focusing on visitor perceptions of increased Mosquito borne diseases following a ‘flood’ event and continued to update our website and facebook, along with various external sources, with the latest information on the region’s status of each respective event.

Community and Industry Liaison Discussions were held with corporate and industry stakeholders at all levels to address on-going business communication, co-operative marketing, projects and branding issues. Attendance at numerous festivals, events and community project briefings such as the National Broadband Network and Smart Meters remained to be high on the agenda for staff during the year, along with inclusion in Mildura Council’s delegation to Broken Hill to meet with Broken Hill City Council representatives.

Newsflash Monthly communiqués via our electronic “Newsflash” ensured that members were kept regularly informed of events, workshops, Mildura Tourism project initiatives and relevant industry updates. In line with Mildura Tourism’s digital strategy, a range of “Newsflash” improvements and enhancements have been identified and are progressively being introduced.

Media CommentaryIn line with reinforcing the importance of Mildura’s $230 million tourism industry, and as a means of reaching the widest possible consumer audience, extensive use was made of print, radio and electronic media to publicise Mildura Tourism’s projects, initiatives, trends analysis and issues commentary to local, regional and state audiences.

Crisis Communications Communication and liaison via our website, industry consultations and industry bulletins continued throughout the year to allay perceptions of issues such as mosquitos, fruit fly, and the Murray and Darling being in flood. Mildura Tourism facilitated a research

Industry Networking Mildura Tourism’s Industry and Board function in Wentworth commenced the year’s industry networking events. This set the scene for further opportunities to network at the Annual General Meeting with guest speaker Matt Noble, founder of Melbourne-based Australian Wine Tour Company and past-president of Victorian Tourism Alliance and, later, our highly successful annual Christmas function. Additional networking occurred throughout the year in conjunction with a wide range of industry and stakeholder opportunities provided via organisations including Mildura and Wentworth Councils, the Murray Regional Tourism Board, Tourism Victoria, Mildura Development Corporation, Regional Development Victoria and Mildura Airport.

Research Data Mildura Tourism maintained extensive and quality research during the year tracking multiple indicators of the region’s tourism performance. This data was used to underpin marketing decisions, while also being reported back to industry as a mechanism for their further use as business planning and marketing intelligence.


Objective To ensure (a) a high degree of industry and stakeholder satisfaction with Mildura Tourism and (b) that the local general and business communities appreciate the importance of tourism as a major economic driver for the region.

Key Achievements


Focus Area 6 | Communication


Lead Issues Debate and Advocacy Mildura Tourism developed and publicised positions on a range of key tourism topics and regional issues that arose throughout the year. This also included support provided to Mildura Council to develop a tourism industry survey for provide comment on the Draft Murray Darling Basin Plan.

Strategic Plan ReviewIn line with requirements of our five-year strategic plan, a mid-term review was commenced and is continuing. Timing of the mid-term review has enabled findings from the broader Fox Report (refer Focus Area 3: Sustainability) which assessed all tourism services conducted in conjunction with and by Mildura Council, to be embraced.

Co-operative Industry PartnershipsThroughout the period, Mildura Tourism maintained partnerships with key business, political and tourism stakeholders. This included regular liaison with Regional Development Victoria, VECCI, current members of parliament including Tourism Minister Louise Asher and Deputy Premier, Peter Ryan, plus local government, state and national tourism organisations. Mildura Tourism assisted and worked with the Murray Regional Tourism Board throughout the year on a number of initiatives. A co-operative partnership was also reinstated between Mildura Tourism and Qantaslink which has assisted our marketing and business development efforts. Significant local business partnerships (which contributed in-kind support valued conservatively at $40,000) were again maintained for our annual VFR campaign.

Tourism Services Managers Forum Mildura Tourism established a regular forum for the managers of the region’s tourism and related services to meet quarterly to share information and discuss latest trends, issues and up-coming developments, hence increasing levels of communication across the industry. Stakeholders comprised Mildura Tourism; both Mildura and Wentworth Councils embracing all Visitor Information, Events and Conferencing functions; Mildura Development Corporation; Mildura Arts Centre; Mildura City retailers; and Mildura Airport.

Mildura Tourism Board and Governance Mildura Tourism conducted monthly Board meetings ensuring all governance and financial issues were monitored and signed off appropriately. Our annual business plan was approved and implemented in line with budget; activities from both our marketing and industry development plans were reported monthly. All relevant legislative, administrative, operational and HR policies for our organisation are current and in place. A review of Mildura Tourism ’s constitution was commenced during the year and will be completed in the new financial year.

Key Achievements

Objective To set a clear direction for the Mildura region’s tourism industry with leadership recognised for its effectiveness, honesty and foresight.

Focus Area 7 | Tourism Leadership

Board MembersThe names of committee members throughout the year and at the date of this report are:Peter Doody - PresidentMandy Williams - Vice PresidentCraig Muir - TreasurerHelen HealyMarina DurbanDale AntonysenWin ScottDaryl BeasyRod Trowbridge - CEO Mildura TourismRussell James - Wentworth Regional Tourism Representative

Observers:Mark Eckel - Mildura Rural City Council RepresentativePaula Mastrippolito - Wentworth Shire Council Representative

Principal ActivitiesThe principal activities of the association during the financial year were:- to act as the peak regional tourism marketing authority encompassing Mildura Rural City and Wentworth Shire areas.

Significant ChangesNo significant change in the nature of these activities occurred during the year

Operating ResultThe loss for the year amounted to $7,483.Signed in accordance with a resolution of the Members of the Board.

Peter Doody President Craig Muir Treasurer

Dated this 17th day of September 2012


Sarah GilmoreReception and Marketing Support Officer

Dani HarveyIndustry Liaison and Development Manager

Sue IredaleFinance, HR & Projects Manager

Rod TrowbridgeChief Executive Officer

Staff member, Brodie Steel, left at the end

of the financial year, following completion

of maternity leave.

Staff Members

Board’s Report

Above Top L-R Win Scott, Paula Matrippolito, Daryl BeasyBottom L-R Marina Durban, Craig Muir, Helen Healy

Main ImageStanding L-R Mark Eckel, Rod Trowbridge, Russell James, Dale AntonysenSeated L-R Peter Doody, Mandy Williams

Your committee members submit the financial report of Mildura Tourism Inc. for the financial year ended 30 June 2012.


Financial Report2011 | 2012

Note 2012 2011

$ $

Revenue 2 808,960 673,303

Administration expense (206,817) (192,961 )

Industry Liaison expenses (177,676) (150,086 )

Marketing expenses 3 (431,950) (286,761 )

Profit /(Loss) for the year (7,483) 43,495

Other comprehensive income:

Other comprehensive income - -

Other comprehensive income for the year - -

Total comprehensive income for the year (7,483 ) 43,495

Total comprehensive income attributed to the entity (7,483 ) 43,495

The accompanying notes form part of these financial statements.

Statement of Comprehensive Income for the Year Ended 30 June 2012


Financial Report Cont’d...


Note 2012 2011

$ $

CURRENT ASSETS

Cash and cash equivalents 5 198,949 120,436

Trade and other receivables 6 20,544 14,808

Other assets 7 64,780 58,807

TOTAL CURRENT ASSETS 284,273 194,051

NON-CURRENT ASSETS

Property, plant and equipment 8 11,208 15,984

TOTAL NON-CURRENT ASSETS 11,208 15,984

TOTAL ASSETS 295,481 210,035

CURRENT LIABILITIES

Trade and other payables 9 155,881 73,145

Short-term financial liabilities 10 - 1,925

TOTAL CURRENT LIABILITIES 155,881 75,070

NON-CURRENT LIABILITIES

Trade and other payables 9 31,052 18,934

TOTAL NON-CURRENT LIABILITIES 31,052 18,934

TOTAL LIABILITIES 186,933 94,004

NET ASSETS 108,548 116,031

EQUITY

Retained earnings 108,548 116,031

TOTAL EQUITY 108,548 116,031


Statement of Financial Position as at 30 June 2012

Statement of Changes in Equity for the Year Ended 30 June 2012

Retained Earnings Total

$ $

Balance at 1 July 2010 72,536 72,536

Profit attributable to members 43,495 43,495

Balance at 30 June 2011 116,031 116,031

Loss attributable to members (7,483 ) (7,483 )

Balance at 30 June 2012 108,548 108,548


Note 2012 2011

$ $

CASH FLOWS FROM OPERATING ACTIVITIES

Operating grants receipts 791,092 663,251

Payments to suppliers and employees (722,786 ) (811,072 )

Interest received 12,132 10,223

Net cash provided by/(used in) operating activities 11 80,438 (137,598 )

CASH FLOWS FROM INVESTING ACTIVITIES

Purchase of property, plant and equipment - (2,791 )

Net cash used in investing activities - (2,791 )

CASH FLOWS FROM FINANCING ACTIVITIES

Payment of borrowings (1,925 ) (2,912 )

Net cash used in financing activities (1,925 ) (2,912 )

Net increase in cash held 78,513 (143,301 )

Cash at beginning of year of financial year 120,436 263,737

Cash at end of year of financial year 5 198,949 120,436

The accompanying notes form part of this financial report.

Statement of Cash Flows for the Year Ended 30 June 2012




2012 2011 $ $

a. Marketing ExpensesAdvertising 108,599 52,389Familiarisation 5,263 4,144Projects 215,576 79,980Promotions - 203Research 8,469 9,272Services 87,319 130,216Sponsorship (43 ) 5,100Website 6,767 5,457 431,950 286,761

NOTE 3: SURPLUS FOR THE YEAR

Notes to the Financial Statements for the Year Ended 30 June 2012

NOTE 1 STATEMENT OF SIGNIFICANT ACCOUNTING POLICIES

This financial report is a special purpose financial report prepared in order to satisfy the financial reporting requirements of the Associations Incorporation Act 1981. The committee has determined that the association is not a reporting entity.

The financial statements have been prepared on an accruals basis and are based on historical costs, modified, where applicable, by the measurement at fair value of selected non-current assets, financial assets and financial liabilities.

The following material accounting policies, which are consistent with the previous period unless otherwise stated, have been adopted in the preparation of this financial report.

a. Income TaxMildura Tourism Inc. is a not for profit organisation and is exempt from income taxunder Section 50 of the Income Tax Assessment Act 1997 and is therefore not rquired to make any provision for income tax.

b. Property, Plant and Equipment (PPE)Leasehold improvements and office equipment are carried at cost less, where applicable, any accumulated depreciation.

The depreciable amount of all PPE is depreciated over the useful lives of the assets tothe association commencing from the time the asset is held ready for use.

Leasehold improvements are amortised over the shorter of either the unexpiredperiod of the lease or the estimated useful lives of the improvements.

c. LeasesLease payments for operating leases, where substantially all the risks and benefitsremain with the lessor, are charged as expenses in the periods in which they areincurred.

d. Impairment of AssetsAt each reporting date, the association reviews the carrying values of its tangibleand intangible assets to determine whether there is any indication that those assets have been impaired. If such an indication exists, the recoverable amount of the asset, being the higher of the asset’s fair value less costs to sell and value-in-use, is compared to the asset’s carrying value. Any excess of the asset’s carrying value over its recoverable amount is expensed to the statement of comprehensive income.

e. Employee BenefitsProvision is made for the association’s liability for employee benefits arising from services rendered by employees to balance date. Employee benefits that are expected to be settled within one year have been measured at the amounts expected to be paid when the liability is settled, plus related on-costs. Employee benefits payable later than one year have been measured at the present value of the estimated future cash outflows to be made for those benefits.

f. Cash and Cash EquivalentsCash and cash equivalents include cash on hand, deposits held at call with banks, and other short-term highly liquid investments with original maturities of three months or less.

g. Revenue and Other IncomeRevenue from the sale of goods or services is recognised upon the delivery of goods or services to customers.

Interest revenue is recognised on a proportional basis taking into account theinterest rates applicable to the financial assets.

All revenue is stated net of the amount of goods and services tax (GST).

h. Goods and Services Tax (GST)Revenues, expenses and assets are recognised net of the amount of GST, except where the amount of GST incurred is not recoverable from the Australian Tax Office. In these circumstances the GST is recognised as part of the cost of acquisition of the asset or as part of an item of the expense. Receivables and payables in the Statement of Financial Position are shown inclusive of GST.

Cash flows are presented in the Statement of Cash Flows on a gross basis, except for the GST component of investing and financing activities, which are disclosed as operating cash flows.

i. Comparative FiguresWhen required by Accounting Standards, comparative figures have been adjusted to conform to changes in presentation for the current financial year.

j. Key Estimates (i) Impairment The association assesses impairment at each reporting date by evaluation of conditions and events specific to the group that may be indicative of impairment triggers. Recoverable amounts of relevant assets are reassessed using value-in-use calculations which incorporate various key assumptions.

k. New Accounting Standards for Application in Future PeriodsThe AASB has issued new and amended Accounting Standards and Interpretations that have mandatory application dates for future reporting periods and which the association has decided not to early adopt. The association does not expect that these changes will have a material effect on its financial statements.

2012 2011 $ $

Sales revenue- Municipal contribution 614,122 577,947- Marketing contribution 112,280 18,491- Industry contribution 66,945 66,642- Other 3,481 -- Interest received 12,132 10,223 808,960 673,303

NOTE 2: REVENUE AND OTHER INCOME

Cont’d...


2012 2011 $ $

CURRENTTrade payables 117,759 20,773Other payables 21,773 40,586Short-term employee benefits 16,349 11,786 155,88 1 73,145

NON CURRENTLong-term employee benefits 31,052 18,934 31,052 18,934

NOTE 9: TRADE AND OTHER PAYABLES

2012 2011 $ $

CURRENTEquipment Loan - 1,925 - 1,925

NOTE 10: FINANCIAL LIABILITIES

2012 2011 $ $

CURRENTPrepayments 64,780 58,807 64,780 58,807

NOTE 7: OTHER ASSETS

2012 2011 $ $

Office Equipment:At cost 75,848 75,848Accumulated depreciation (64,640 ) (59,864 ) 11,208 15,984Total Property, Plant and Equipment 11,208 15,984

Movements in carrying amountsMovement in the carrying amounts for each class of property, plant and equipment between the beginning and the end of the current financial year

Office Totals Equipment $ $

Balance at 1 July 2010 21,171 21,171Additions 2,791 2,791Depreciation expense (7,978 ) (7,978 )Balance at the beginning of year 15,984 15,984Depreciation expense (4,776 ) (4,776 )Carrying amount at the end of year 11,208 11,208

NOTE 8: PROPERTY, PLANT AND EQUIPMENT

2012 2011 $ $

Remuneration of the auditor of the association for:- auditing or reviewing the financial report 1,450 1,400- preparation of the financial report 1,000 950

NOTE 4: AUDITORS’ REMUNERATION

2012 2011 $ $

Cash on hand 200 200Cash at bank 9,041 11,660Short-term bank deposits 189,708 108,576 198,949 120,436

Reconciliation of cashCash at the end of the financial year as shown in the cash flow statement is reconciled to items in the balance sheet as follows:Cash and cash equivalents 198,949 120,436 198,949 120,436

NOTE 5: CASH AND CASH EQUIVALENTS

2012 2011 $ $

CURRENTTrade receivables 4,026 3,647Other receivables 16,518 11,161 20,544 14,808

NOTE 6: TRADE AND OTHER RECEIVABLES





NOTE 12: SEGMENT REPORTING

The association operates predominantly in one business and geographical segment, being to promote tourism in the Mildura & surrounding regions of Australia.

NOTE 13: ASSOCIATION DETAILS

The principal place of business is:Mildura Tourism Inc.62 Madden AvenueMildura Victoria 3500

2012 2011 $ $

Reconciliation of Cash Flow from Operations with profitProfit/(Loss) (7,483 ) 43,495

Cash flows excluded from profit attributable to operating activities

Non-cash flows in profit- Depreciation 4,776 7,978

Changes in assets and liabilities, net of the effects of purchase and disposal of subsidiaries- (Increase)/decrease in trade and term debtors (5,736 ) 171- (Increase)/decrease in prepayments (5,973 ) (58,807 )- Increase/(decrease) in trade and other payables 78,173 (135,126 )- Increase/(decrease) in employee benefits 16,681 4,691 80,438 (137,598 )

NOTE 11: CASH FLOW INFORMATION

In the opinion of the committee the financial report:

1. Presents a true and fair view of the financial position of Mildura Tourism Inc. as at 30 June 2012 and its performance for the year ended on that date in accordance with the applicable Australian Accounting Standards (including Australian Accounting interpretations) of the Australian Accounting Standards Board.

2. At the date of this statement, there are reasonable grounds to believe that Mildura Tourism Inc. will be able to pay its debts as and when they fall due.

This statement is made in accordance with a resolution of the Board and is signed for and on behalf of the Board by:

President Peter Doody Treasurer Craig Muir

Dated this 17th day of September 2012

Statement by Members of the Board

Annual Report 2011 - 2012

visitmildura.com.au

PO Box 3103Mildura Victoria 3502 AustraliaTelephone 61 3 5021 0599Facsimile 61 3 5021 0588Email [email protected]

annual report - mildura · 2 mildura tourism inc. annual report 2011 - 2012 our board oversees the...

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