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OAMARU VISITOR ATTRACTIONS VISION Market Study & Opportunity Analysis | January 2016

P R I V A T E A N D C O N F I D E N T I A L

DRAFT COPY Limited Distribution | Low Resolution

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LEAD CONSULTANT CLIENT

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CONTENTS

1.00 INTRODUCTION

2.00 EXECUTIVE SUMMARY2.01 Site Analysis

2.02 Resident Market

2.03 Visitor Market

2.04 Current Attractions

2.05 Opportunity Analysis

2.06 Next Steps

3.00 SITE ANALYSIS3.01 Geography

3.02 Transportation & Accessibility

3.03 Climate

4.00 RESIDENT MARKET4.01 History

4.02 Politics

4.03 Economy

4.04 Stakeholder Groups

4.05 Demographics

4.06 Cost Of Living

5.00 VISITOR MARKET5.01 Annual Arrivals

5.02 Key Markets

5.03 Motivations

5.04 Age

5.05 Trip Characteristics

5.06 Attractions

6.00 CURRENT ATTRACTIONS6.01 Arts & Literature

6.02 Classic Cars

6.03 Gastronomy

6.04 Natural World

6.05 New Zealand History

6.06 Steampunk

6.07 Wellness & Adventure

6.08 Relevant Planned Developments

6.09 Accommodation Supply

6.10 Marketing

7.00 OPPORTUNITY ANALYSIS7.01 Arts & Literature

7.02 Classic Cars

7.03 Gastronomy

7.04 Natural World

7.05 New Zealand History

7.06 Steampunk

7.07 Wellness & Adventure

7.08 Accommodation

7.09 Marketing

003

1.00 INTRODUCTION

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1.00 INTRODUCTION

1.00 INTRODUCTION

1.00

In November 2015, Select Contracts was engaged to assist Waitaki District Council by examining the current visitor attraction mix in Oamaru and the wider district.

The broad remit was to suggest ways in which the existing attractions could function better together and where gaps exist, what could be created to encourage:

• more visitors;

• staying for longer; and

• spending more money in the region.

Following time spent in the area, exploring existing attractions and meeting with a large number of different stakeholders including elected officials, charity trustees, business owners, employees and volunteers a number of key themes emerged. These are repeated throughout this document.

The result is a bringing-together of the information and ideas collected during our time in the region and reflecting on the challenge thereafter. We cannot claim ownership of all of the ideas presented in the final section of the document but have tried to edit those given to us in order to best fit the objectives of the exercise.

The Waitaki District is a remarkable place and we look forward to a continuing relationship because we now feel invested in the future of the place ourselves.

LANE’S EMULSION, OAMARU

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1.00 INTRODUCTION

1.00INTRODUCTION

1.00

WAITAKI DISTRICT COAST

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2.00 EXECUTIVE SUMMARY

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2.00 EXEC SUMMARY

2.01 SITE ANALYSIS

2.01

OAMARU

Oamaru is a beautiful harbour town on the east coast of New Zealand’s South Island. The urban area was built around a bustling Victorian port. Nearby, the town is surrounded by a landscape of low, rolling hills used primarily for agriculture.

To the north is the Waitaki River and to the west it is possible to see the mountains of Otago. South of the town, the coastline is a mix of sedimentary rocks and beach.

TRANSPORT

The principal connection with the rest of the South Island is State Highway 1 which runs north/south through the town along the coast. Domestic air access is available through Timaru and international flights are available from Dunedin, Queenstown and Christchurch. Rail service is limited to once or twice per week.

CLIMATE

The warmest months of the year are January and February when the average is around 16°C and there are over 15 hours of daylight. During the coolest months of June and July the temperature rarely drops below 5°C. Rains are low by comparison to many coastal towns and consistently around 10 days per month throughout the year.

OAMARU HARBOUR

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2.00 EXEC SUMMARY

2.02 RESIDENT MARKET

2.02

HISTORY

The Waitaki District has archaeological sites dating back as far as 1500 AD but modern European development didn’t happen until much later, during the 1850’s. Harsh storms forced the town to develop a concrete breakwater in 1872 and the town grew rapidly with a safe port.

Refrigeration dramatically changed the local industry and the export trade began to boom. This continued for decades, including having a big impact in WW1 and WW2. Beyond this, market changes caused a decline and many of the town’s Whitestone buildings became derelict.

MODERN DAY

The region’s current largest employer is the Alliance abbatoir in Pukerai (just north of Oamaru) with over 900 employees. Other large local industries are agriculture, forestry, fishing, manufacturing, retail and construction. The region is governed by the Waitaki District Council.

STAKEHOLDERS

Key stakeholders identifed by this report include:

• Waitaki District Council

• The Oamaru Whitestone Civic Trust

• Tourism Waitaki

• Heritage New Zealand

• Waitaki Tourism Association

DEMOGRAPHICS

The district’s population appears to be growing slowly, most recently measured at around 1% per year. The population is also getting older, projected to have a median age of 52 by 2031. The population is typically older than the New Zealand average and the household income in Waitaki District is lower than the New Zealand average. Nevertheless, living costs are comparably low. An average house in Waitaki District is a little over half the New Zealand average of $558,000.

OAMARU PUBLIC GARDENS

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2.00 EXEC SUMMARY

2.03 VISITOR MARKET

2.03

ARRIVALS

Since 2012, growth in international visitor numbers has accelerated and in 2015 the total surpassed 3 million for the first time. Forecasters expect this figure to surpass 3.75 million by 2021. In 2015, the majority of these international arrivals were from four countries:

• Australia - 52%

• China - 13%

• USA - 10%

• UK - 8%

SPEND

In 2016, overnight visits to the Waitaki District are forecast to exceed 330,000 with day visits exceeding 810,000. However, data shows that by proportion, these visitors are not spending as much on tourism products as the New Zealand average. This suggests that the current offer does not generate as much income benefit for the region as it could.

When on holiday, overall spend per person for each of the top four countries of origin is:

• Australia - $2,400

• China - $3,200

• USA - $3,500

• UK - $3,800

SHORT VISITS

Visitors to the Waitaki region stay for just 1 or 2 nights, often on a pre-booked itinerary that leaves them little time to explore and discover some of the attractions they may not have heard of prior to their visit. The most visited ticketed attraction in the region is the Oamaru Blue Penguin Colony.

OAMARU BLUE PENGUIN COLONY

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2.00 EXEC SUMMARY

2.04CURRENT ATTRACTIONS

2.04

ARTS & LITERATURE

Oamaru is a known hub for arts and literature nationally. There are a range of galleries, bookshops and artisan workshops throughout the town.

CLASSIC CARS

The town is home to an impressive classic automotive collection and an active builder and restorer of 50’s and 60’s motor cars.

GASTRONOMY

There are two world-renowned restaurants nearby and various other commended eateries and cafes. Moreover, the region has a number of breweries, wineries and a whiskey company.

NATURAL WORLD

The Waitaki District has some of the most accessible natural attractions in New Zealand.

NEW ZEALAND HISTORY

Heritage attractions are a key component of the region’s tourism offer. Notably, the Oamaru Whitestone Civic Trust manage 17 Victorian properties in Oamaru and Heritage New Zealand have two major sites just south of the town.

STEAMPUNK

‘Tomorrow as it used to be.’ - Steampunk is a science-fiction genre and interational phenomenon with strong influence in Oamaru, including a growing ticketed attraction.

WELLNESS & ADVENTURE

The Alps 2 Ocean Trail is a major investment in the region. Moreover, there are numerous other outdoor pursuits and wellness facilities such as Hot Tubs Oamarama.

RELEVANT PLANNED DEVELOPMENTS

There is a significant expansion planned for the Oamaru Blue Penguin Colony and a new attraction opening in a former railway station adjacent to a restaurant and brewery.

ACCOMMODATION

Accommodation is heavily skewed towards motels and holiday parks in the region. There is a limited amount of hotel capacity in Oamaru.

TOTARA ESTATE

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2.00 EXEC SUMMARY

2.05OPPORTUNITIES

Full details are available in section 7.00.

2.05

ARTS & LITERATURE

There are clear opportunities to link existing attractions with new products and activate existing spaces and learning resources during quieter months.

CLASSIC CARS

Some improvements could be made to the existing attraction to encourage more visitors through better awareness and make links with Rod Tempero.

GASTRONOMY

There is scope in this area to link existing attractions with tasting tours, introduce educational programs for visitors, celebrate the growing beer industry and add new uniquely Oamaruvian venues to the mix.

NATURAL WORLD

Here there is opportunity to incrementally improve existing attractions and create new infrastructure to increase access and provide a space for tour operators to create new products.

NEW ZEALAND HISTORY

A range of different stories from local heritage are available to explore and present to the public in a new, ticketed attraction on Harbour Street. This presents the opportunity to package entry with other heritage attraction locally. Moreover, there is potential to create walking tours or audio guides that may yield an income stream.

STEAMPUNK

Efforts could be made to help Steampunk HQ to expand through assistance with infrastructure improvements. Furthermore, the theme could be extended to include dining, games and inventions.

LOAN & MERC BUILDING, OAMARU

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2.00 EXEC SUMMARY

2.06NEXT STEPS

2.06

WELLNESS & ADVENTURE

Cycling presents a continuing opportunity for the region. In addition, adventurous activities that take advantage of existing terrain or infrastructure may also be a viable way of expanding the adventure tourism options.

ACCOMMODATION

There is a strong argument for building more accommodation options in Oamaru, particularly in the hotel sector. The key here is to make the accommodation itself an attraction so as to maintain interest through the winter. Cyclists also provide a growing opportunity for bespoke accommodation.

MARKETING

Attractions in the region are highly visually appealing and would benefit from being presented accordingly online. Few attractions are making use of the marketing assets they own (e.g. website, social media channels) and earn (e.g. review websites) and better use of these assets could lead to better awareness, notably with the FIT segment.

NEXT STEPS

REVIEW

Let’s go through the opportunities presented, discuss and elaborate with further ideas and examples.

PRIORITISE

We can help develop criteria for moving forward and begin to sort the opportunities accordingly.

ACTION

Make decisions on how best to bring the best, most impactful ideas to fruition.

VIEW FROM TOTARA ESTATE

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3.00 SITE ANALYSIS

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3.00 SITE ANALYSIS

3.01 GEOGRAPHY

3.01

OAMARU

Oamaru is the second largest town in the North Otago region of New Zealand’s South Island. It is the main town in the Waitaki District with a population estimated at 13,750 (NZ Stats).

Oamaru is a harbour town on the Pacific Ocean. Its surrounding landscape of low, gently rolling hills is dedicated mainly to farmland. Just south of the harbour lies a disused quarry, once used to maintain the breakwater in the harbour. Near the base of this disused quarry is the now famous Little Blue Penguin colony.

OAMARU HARBOUR

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3.00 SITE ANALYSIS

3.01 GEOGRAPHY

3.01

WAITAKI

West of Oamaru, beyond the rolling Otago farmland, are two distinct mountain topographies: the flat-topped block mountains of Eastern and Central Otago and the glacially sculpted mountains of the Otago Alps in the far west. The Waitaki valley north of Oamaru is home to New Zealand’s largest braided river, the Waitaki river. The river is fed by glacial lakes from the Alps and passes through three man-made lakes as part of a complex hydroelectric dam system.

LAKE AVIEMORE

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3.00 SITE ANALYSIS

3.01 GEOGRAPHY

3.01

COAST

Oamaru’s coastline is made up mainly of alluvial gravel from the Waitaki River, raised beach deposits, sand and marine sedimentary rocks. (Institute of Geological and Nuclear Sciences Ltd.)

WAITAKI DISTRICT COASTLINE

Select Contracts

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3.00 SITE ANALYSIS

3.02 TRANSPORTATION & ACCESSIBILITY

3.02

ROAD ACCESS

Located on State Highway 1, Oamaru is one hour south of Timaru and two hours north of Dunedin, where the nearest multi-destination domestic airport, is located. State Highway 1 is the longest most significant road in New Zealand running the length of both main islands making Oamaru easily accessible by vehicle.

Traffic Count Location AADT

SH 1 Between Waitaki Avenue & Virgil Street

Oamaru12,813

SH 1 At Weston Road

Oamaru7,896

SH 1 Junction With SH 83

Pukeuri7,405

Oamaru

Weston

Pukeuri

SH-1 at Weston Road

SH -1 between Waitaki Avenue and Virgil Street

SH -1 at junctionwith SH-83,

Pukeuri

SH -

1

SH - 1

SH - 83

NEARBY TRAFFIC COUNT SURVEY POINTS

Google Earth/NZTA

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3.00 SITE ANALYSIS


3.02

AIR ACCESS

Oamaru is reasonably easily accessible by air. The town has a small, privately serviced airport with chartered passenger flights. The nearest airport with domestic service to multiple destinations is Dunedin. Dunedin offers limited international service to Australia. The majority of international flights fly into Christchurch, a three-hour drive from Oamaru. Timaru has regular flight service to Wellington, NZ.

Queenstown InternationalAirport

Dunedin InternationalAirport

TimaruDomesticAirport

ChristchurchInternationalAirport

Oamaru

New ZealandSouth Island

NEARBY AIRPORTS

Google Earth

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3.00 SITE ANALYSIS


3.02

RAIL ACCESS

There is no regular rail access to Oamaru via New Zealand Rail, however Dunedin Railways has a trip called the Oamaru Seasider. The trip totals 7 hours in length, stops briefly at Moeraki and onto Oamaru for a one-hour stop and then returns to Dunedin. Live commentary is provided and the train slows for photo opportunities at sites of interest. The Oamaru Farmers Market operates to coincide with the Oamaru Seasider schedule. There is an option to take the train one-way for $72 NZD, round-trip the train starts at $99 NZD. Trips are limited to once or twice per week.

OAMARU SEASIDER

Dunedin Railways

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3.00 SITE ANALYSIS

3.03 CLIMATE

3.03

TEMPERATURE

Oamaru has a mild and temperate maritime climate that features warm summers and cool winters with a relatively narrow annual temperature range of approximately 10°C. During the warmest months from November through March, temperatures rarely peak above 20°C with an average annual high of 15.7°C. The coldest months are May through September with an average annual low of 6.8°C.

DAYLIGHT

At 45 degrees latitude south of the equator, Oamaru has a daylight range of 9.4 hours per day to 16.2 hours per day. The darkest month is June and the lightest month is December, with 12.5 hours of daylight at the Equinoxes.

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3.00 SITE ANALYSIS

3.03 CLIMATE

3.03

RAINFALL

For a coastal town, Oamaru is relatively dry with only 127 days of rain per year with less than 600mm rainfall annually. Monthly rainfall is very sporadic with no correlation to the time of year. The rainiest months are January, March, July and December with a range of 53-63mm of rain per month. The driest month is September with only 32mm of rain.

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4.01 HISTORY

4.01

HISTORY & CULTURAL IMPORTANCE

MOA HUNTERS

Oamaru has numerous archaeological sites, some dating back as far as 1500 AD. These sites date back to the Archaic Moa-Hunter phase of Maori culture. Today, the Vanished World Society of North Otago, aims to educate and raise awareness of these archaeological sites and conservation of fossils.

EUROPEAN EXPLORERS

The first European explorer to sight New Zealand was Dutchman Abel Tasman in 1642. It wasn’t until 1769 when Captain James Cook circumnavigated and mapped New Zealand. He reached Oamaru in 1770 where he stayed for only four days, stating the country looked barren and uninhabited.

INDUSTRIAL GROWTH

Oamaru was visited in the 1830’s by sealers and whalers. Whale products were exported before New Zealand was a colony or had a government. In 1840 New Zealand officially became a British colony and was settled by more Europeans in the 1850s. A disastrous storm in 1868 forced Oamaru’s leaders into action. Virtually all passengers and cargo moved by sea, so the port was vital to Oamaru. The dangerous harbour made insurance expensive – merchants knew that they had to make their port safe, or fall behind rival towns. In 1872 a concrete breakwater was constructed and by 1875 virtually all shipwrecks had ceased and the town grew very quickly as a major port. REFRIGERATION

In 1882, the invention of the refrigerated steam ship meant the first ever frozen meat shipment to England on the Dunedin. The economy grew from one based on local trade and wool to the export of wool, butter, cheese, frozen beef and mutton to Britain. Refrigerated shipping was the base of New Zealand’s economy until the 1970s.

POST-WW2

After the Second World War the port’s trade was mainly trans-Tasman and coastal. Oamaru grew rapidly after the war, though, and the port stayed busy, handling oil, lime, grain, flour and general cargo. From the 1960s the new Cook Strait rail ferries made big inroads into the coastal general-cargo trade, offering shippers a cheaper, faster, more flexible service. The coastal ships switched to bulk cargoes, but the new oil tankers of the mid-1960s were too big to port in Oamaru, and the volatile grain trade collapsed in the early 1970s. The last trading vessel visited Oamaru in 1974. With conventional coastal shipping nearing its end, the Oamaru Harbour Board decided not to risk investing money in the maintenance of the harbor and breakwater. The main street’s Victorian-era whitestone buildings remained as the cost of tearing them down was not feasible during this time. What was then seen as an extravagance of earlier times is now an anchor attraction in Oamaru. (New Zealand History)

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4.01 HISTORY

4.01

Timeline

1500 Archaic Moa-Hunter phase of Maori culture.

1642Abel Tasman (Holland) first European explorer to sight NZ.

1769Captain James Cook circumnavigates and maps New Zealand.

1770Captain James Cook reaches Oamaru, stays only for four days, stating the country looks uninhabited and barren.

1830’s Whalers and sealers begin to visit Oamaru.

1840New Zealand officially becomes a British Colony.

1850’sEarly settlement by more Europeans, Oamaru begins to build.

1868A disastrous storm hits Oamaru, forces leaders into action to build a breakwater.

1872 Concrete breakwater constructed.

1875 Virtually all shipwrecks ceased.

1882First refrigerated shipment of frozen meat to England on the Dunedin.

1945

Shipping becomes mainly trans-Tasman and coastal. The port remains busy, handling oil, lime, grain, flour and general cargo until the 1960s.

1960’sCoastal ships switched to bulk cargoes. New oil tankers too big to use in Oamaru, decline in trade

1970’s Volatile grain trade collapse, trading slows.

1974 Last trading vessel visits Oamaru.

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4.02 POLITICS

4.02

WAITAKI DISTRICT

GOVERNANCE

The Waitaki governing body consists of 10 council members and mayor, Gary Kircher. The Waitaki district is divided into the Canterbury region (60%) and Otago region (40%). It is the only political district divided by two regions. A major reason for this is the Waitaki river which physically divides the two regions. With major hydro projects dispersed along the river it was decided to put the two regions under one administrative district. 63% of the district’s population lives in the district seat, Oamaru.

FARMING

The district is sparsely settled area comprised mainly of farmland. In recent years, there have been numerous proposals for new farming operations which has the local population concerned that farming could shift from family-run business to agribusiness leading to an increase in local ecological degradation and the siphoning of capital over-seas.

WAITAKI DISTRICT COUNCIL BUILDING

030


4.03 ECONOMY

4.03

HEADLINES

• The latest reports from the Ministry of Business, Innovation & Employment and other relevant sources, provide current economic trends for the Waitaki District:

• The largest employer in the Waitaki region is the Alliance abattoir located in Pukerai just ten minutes north of Oamaru. The plant employs over 900 people during peak times (Alliance)

• A total of 2,317 people are employed in agriculture, forestry and fishing (19.6% of Waitaki District’s population)

• The next largest industries (numbers employed): manufacturing (1,954), retail trade (1,153) and construction (1,135)

• Waitaki has a 19% share of NZ agricultural GDP

• GDP for Waitaki from forestry, fishing, mining, electricity, gas, water and waste services, for the year to March 2012: $264 million (23.9%)

• GDP for Waitaki from Agriculture for the year to March 2012: $210 million (19%)

• The region of Otago has a 3.8% unemployment rate in the year up to March 2015, a -1.2% change from 2014 to March 2015.

• In 2013 the median housing price hit $280,000, a 14.3% increase from 2012, the largest year-over-year increase recorded since 2005.

• 2014 housing prices decreased 4.4% from the previous year’s spike.

• Total visitor spend in Waitaki District is $115 million per year (year to March 2014). The largest spend ($77.5M) is domestic, followed by Australia ($11.1M). (MBIE) THE CRITERION HOTEL

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4.04 STAKEHOLDER GROUPS

4.04

WAITAKI DISTRICT COUNCIL

The Waitaki District Council (WDC) is the local governing body for the Waitaki District, representing the people of the District. From the Council’s Local Governance Statement (2014):

“The purpose of the Waitaki District Council is to meet the current and future needs of communities for good-quality local infrastructure, local public services, and performance of regulatory functions in a way that is most cost-effective for households and businesses.”

The Council defines its desired outcomes in four areas:

• Waitaki people are safe and healthy (Social)

• Waitaki’s distinctive natural environment is valued and protected (Environmental)

• Waitaki has a diverse, sustainable economy (Economic)

• Waitaki is served by responsive and efficient local government (Council)

THAMES STREET, OAMARU

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4.04

THE OAMARU WHITESTONE CIVIC TRUST

The Oamaru Whitestone Civic Trust (OWCT) is a charitable trust that owns 17 buildings in Oamaru and leases some of them to a variety of businesses subject to conditions relating to the type of activity, business viability and fit with the Trust’s vision and mission:

VISION

Establishing Oamaru as a world heritage destination by bringing alive and preserving New Zealand’s best collection of Victorian buildings.

MISSION

Preserving Oamaru’s Victorian Precinct and developing the buildings and streets into a destination locals embrace, visitors want to experience and which drives economic growth and community pride.

HARBOUR STREET, OAMARU

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4.04

TOURISM WAITAKI

Tourism Waitaki (TW) is the Regional Tourism Organisation (RTO) for the Waitaki District. It is responsible for promoting the region to domestic and international visitors.

In addition to its role as promoter for the region, Tourism Waitaki is also the operator of:

• Blue Penguin Colony

• iSite Oamaru

• Alps 2 Ocean Trail

Further to these operations and as part of a wider drive to increase visitor spend in the region, TW also engages in prospective development of new attractions such as the proposed Harbour Street project. Where projects require direct investment, there are set criteria for TW’s involvement.

TOURISM WAITAKI 2025 STRATEGY

MORE THINGS

1. A broader range of medium- to high-end accommodation options, relieving pressure on and providing scope for more active promotion of the mid-range offerings;

2. More facilities, attractions, and infrastructure;

3. A greater range of attractions and services that both attract and encourage a greater number of visitors to visit and stay in the District;

4. Higher, better paid, and more stable employment in direct sales;

5. Greater conversion of visitors to paying guests;

6. More high-value product in the industry.

MORE TIME

1. Higher average length of stay, progressing to 2.5 by 2025;

2. Marketable local products and general District-wide itineraries available incorporated into the sales portfolio of major IBOs, travel agents, and FIT networks.

MORE PEOPLE

1. A modest 1% annual growth compounding year on year, as seen in the CAM;

2. Occupancy rate rising to an average of 32% by 2025;

3. Higher visitation to and ticket uptake for all district attractions;

4. Mature conferencing infrastructure, attracting 12 conferences annually by 2025;

5. Focussed, consistent, themed domestic promotion and publicity campaigns;

6. Increased IBO volumes to bell-weather operators (OBPC, Wrinkly Ram, Ohau Ski Fields, A2O, Brydone Hotel, Heritage Gateway Hotel, HQ, etc.);

7. New Conference and Incentive strategy that is actively promoted and drawing in groups.

Tourism Waitaki

034



4.04

HERITAGE NEW ZEALAND

Heritage New Zealand is a Wellington-based autonomous Crown Entity. The organisation is charged with long-term conservation of New Zealand’s most significant heritage places, including its own role as custodian of 48 historic properties. It is funded by Government, supporters, donations, grants, bequests, and through revenue generated at the heritage properties they care for around the country.

Locally, Heritage New Zealand manage Totara Farm and Clarks Mill and are a member of The Oamaru Whitestone Civic Trust. They have one full-time manager, two part-time visitor hosts and approximately 5 volunteers.

Photo: Introduction film at Totara Estate

WAITAKI TOURISM ASSOCIATION

The Waitaki Tourism Association (WTA) is an independent group of businesses that provide the majority of the tourism product on offer in the region. They are typically grouped into:

• Accommodations

• Attractions

• Food & Drink

• Shopping

• Services & Events

The association meets to discuss industry issues and operates a website with information about the tourism offer in the region.

035


4.05 DEMOGRAPHICS

4.05

WAITAKI DISTRICT

Oamaru’s population of 13,750 makes up more than half of the total population of Waitaki at 20,829 (NZ Stats), so a combined demographic analysis of the district and town is key to understanding the region as a whole:

• Waitaki’s resident population has grown at about 0.3% per year from 2001-2013 (Waitaki Government).

• The resident population had an estimated increase of 0.9% in Waitaki, between 30 June 2014 and 2015 (MBIE).

• New Zealand has an ageing population as a whole and the Waitaki district is an exaggeration of this. Waitaki has a higher percentage of population in the older age groups, from 40 plus years as well as a lower younger population between the ages of 10-40 years. (ECAN)

• By 2031, Waitaki’s median age is projected to increase by 8 years (36%), from 45 to 52 years, the largest increase of all districts surveyed in the Canterbury region (ECAN).

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

0-4

5-9

10-1

4

15-1

9

20-2

4

25-2

9

30-3

4

35-3

9

40-44

45-49

50-5

4

55-5

9

60-64

65-69

70-7

4

75-7

9

90-84

85+

Proportion of Population by Five-Year Age Group, Waitaki District Census 2013

Waitaki New Zealand

0%

5%

10%

15%

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25%

Up to

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$20,0

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$50,0

01-$7

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$70,0

01-$1

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$100,0

01+

Not Sta

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Household Income Distribution in Waitaki and New Zealand, 2013

Waitaki New Zealand

• Household income in Waitaki District is typically lower than New Zealand as a whole.

• The largest earnings group, 19% of the Waitaki population, earn between $30,000-$50,000 annually.

• There is a notable difference in the $100,000+ category, likely due to the differences in industry type between predominantly rural Waitaki and more urban locations such as Auckland and Wellington.

036


4.06 COST OF LIVING

4.06

LIVING IN OAMARU

Cost of living data for Oamaru is scarce so combined data for Timaru and Dunedin has been selected for this instance.

• Average monthly disposable salary after tax is $3,200.

• Median weekly rent on a 2 bedroom flat is $180 (MBIE, Waitaki District, December 2015).

• Median weekly rent on a 3 bedroom house is $270

• A meal at an inexpensive restaurant is around $20.

• Domestic beer (draught, 0.5l) is around $7.50.

• A regular sized cappuccino costs approximately $4.25.

• A cinema ticket is approximately $15.

• The average house value in the Waitaki District is $232,366, compared to a New Zealand average of $558,146 and an Auckland (capital city) average of $933,264 (qv.co.nz, December 2015).

BANDSTAND, OAMARU PUBLIC GARDENS

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5.00 VISITOR MARKET

039

5.00 VISITOR MARKET

5.01 ANNUAL ARRIVALS

5.01

NEW ZEALAND

Annual visitors to New Zealand remained at or near 2.5 million from 2005 to 2012, showing a gradual increase each year with the exception of 2012. Since 2012, growth has increased notably and the total number of visitors arriving to New Zealand in the year ending November 2015 was over 3 million for the first time. Forecasts for 2016 and beyond predict further growth in tourist numbers. By 2021, forecasters expect visitor arrivals to exceed 3.75 million. Similarly, expenditures are expected to increase from $8.2 billion in 2015 to $11.1 billion in 2021.

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2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

MillionNew Zealand Annual Visitor Arrivals

Year Ended November

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5.00 VISITOR MARKET

5.01 ANNUAL ARRIVALS

5.01

WAITAKI DISTRICT

Visitor increases to Waitaki District are broadly representative of the overall arrivals to New Zealand as a whole. Forecasts suggest that in 2016 overnight visits will exceed 330,000 and day visits will exceed 810,000. Most growth is anticipated to come from visitors of international origin (NZ RTO Forecasts).

However, regional tourism estimates (data from card transactions, aggregated by category) show the difference in expenditure between the Waitaki District and New Zealand averages.

Data suggests that visitors to the Waitaki region spend proportionately more on fuel, food and beverages than the New Zealand average and less on other retail sales, tourism products, cultural, recreation and gambling services.

It is reasonable to suggest that the existing tourism offer in the region does not attract actual spend in line with the rest of the country. As described in Tourism Waitaki’s 2025 strategy document, this is one of the key issues facing the RTO.

0% 10% 20% 30% 40%

Cultural, Recreation & Gambling Services

Retail Sales - Alcohol, Food & Beverages

Retail Sales - Fuel & Other Automotive …

Accommodation Services

Other Tourism Products

Food & Beverage Services

Other Passenger Transport

Retail Sales - Other

Waitaki RTO New Zealand Average

Regional Tourism Estimates (Year End March 2015)

041

5.00 VISITOR MARKET

5.02 KEY MARKETS

5.02

ORIGIN

International tourism is worth $11.8 billion to New Zealand (Tourism New Zealand).

New Zealand’s largest international markets, which account for 70% of the total visitor market, are from Australia, China, USA and the UK. (NZ Stats 2015)

China (+39.8%), Korea (20.9%) and India (+16.8%) had the largest year-over-year increases in holiday visitation from October 2014-September 2015.

AUSTRALIA

Australia accounts for more than half of all visitors. Fuelled by a strong economy, its proximity and an appetite for international travel, Australia continues to be an essential market to New Zealand’s tourism industry.

CHINA

China, New Zealand’s second largest visitor market, has a growing middle-class with a sustained growth in visitation over the past five years.

UNITED STATES OF AMERICA

Similar to other Western markets, there is a strong seasonal trend around US holiday visits with almost half choosing to visit during New Zealand’s summer months, December to March. However, growth is present in the shoulder seasons around summer, attributed by an increase in US cruise visitors, the second largest cruise market after Australia.

UNITED KINGDOM

The UK has a long-standing history of travel to New Zealand. Due to this, visitation numbers are steady and unlikely to see drastic increases that were seen prior to the global financial crises. (Tourism New Zealand)

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5.00 VISITOR MARKET

5.02KEY MARKETS

5.02

EMERGING MARKETS

INDIA, INDONESIA & LATIN AMERICA

India’s traveller market is referred to as the “next China.” The World Tourism Organization predicts that India will account for 50 million outbound tourists by 2020. The Indian market has two peaks of visitation, somewhat opposite that of Western markets making India very attractive to the NZ tourism industry as they offset shoulder seasonality issues.

Indonesia is currently New Zealand’s 24th largest source of visitors. Securing a direct air service to/from Jakarta remains a key goal in growing this market. Outbound travel from Indonesia is growing rapidly, with over seven million departures in 2012, more than double the number of departures in 2003.

With the exception of Argentina, the Latin American markets have experienced strong economic growth in the past decade. This has resulted in a growing middle class eager to travel overseas for leisure and education. The Latin American market in 2014 came in at just under 26,000 visitors. (Tourism New Zealand.)

043

5.00 VISITOR MARKET

5.03 MOTIVATIONS

5.03

PURPOSE OF VISIT

The majority of all visits to New Zealand by the top four visitor markets (Australia, China, UK and USA) are for leisure and visiting family and friends. In the November 2015 report on international travel and migration, all of these countries, except for the UK, had an increase in visitors over the previous year. (NZ Stats)

SHOPPING

Uniquely, more than half of the China visitor market (56%) enjoys shopping group tours and premium group tours, which no other country engages in on such a scale.

Country Total Visitors

Australia 1,270,000

China 237,000

USA 201,000

UK 196,000

Purpose of Visit - Australia Visitors

Leisure/Vacation

Business/Conference

Visit Friends/Relatives

Education

Purpose of Visit - China Visitors

Leisure/Vacation

Business/Conference


Education

Shopping Group Tours

Premium Group Tours

Other

044

5.00 VISITOR MARKET

5.03 MOTIVATIONS

5.03

Purpose of Visit - United Kingdom Visitors

Leisure/Vacation

Business/Conference


Working Holiday

Purpose of Visit - USA Visitors

Leisure/Vacation

Business/Conference


Education

Other

LEISURE

The USA visitor market is the largest leisure group with 59% of visitors travelling for that purpose alone. For both the Australian and the UK visitor market, 40% travel with the purpose of leisure.

Visiting family and friends is the most popular purpose of travel for UK visitors (52%) and Australian visitors (42%). It is also a common purpose for US travellers (21%). (Tourism New Zealand)

VISITOR EXPERIENCE

Of the 3 million visitors to New Zealand annually, 3900 were selected for a survey of their experience. Overall, visitors are highly satisfied with their New Zealand experience. They leave with an overall satisfaction level of 9.1 out of 10. The natural and built environment and natural scenery are key reasons visitors chose New Zealand. (Tourism New Zealand)

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5.00 VISITOR MARKET

5.04 AGE

5.04

A DIVERSE AGE RANGE

OVERALL

Data shows that New Zealand remains popular primarily to visitors between the ages of 25 and 34 years for all visitors to the country. This age range has had the largest increase year-over-year, however, there is an increase in visitors of all age groups overall. The UK is the only country that has seen a significant drop in visitors aged 25 to 34 years.

DIFFERENCES BY ORIGIN

Visitors from the United States have had a spike in the retirement age group of 65 years and over in the last five years, the largest age group of the US visitor market. The UK has had a decrease in all age ranges except for visitors aged 65 and over. Visitors from China had the most significant increase in the past year alone across all age groups, primarily visitors 25 to 65 years of age. Australia has had the most consistent and steady growth amongst all age groups with visitors aged 24-35 remaining as their largest visitor group by far.

0

100

200

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Under 15 15–24 25–34 35–44 45–54 55–64 65+

Vis

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, Th

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san

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2011 2012 2013 2014 2015

Age of All Visitors to New Zealand, YE November 2011-2015

046

5.00 VISITOR MARKET

5.04 AGE

5.04

0

50

100

150

200

250

300

Under 15 15–24 25–34 35–44 45–54 55–64 65+

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2011 2012 2013 2014 2015

Age of Visitors from Australia, YE November 2011-2015

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50

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Under 15 15–24 25–34 35–44 45–54 55–64 65+

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Age of Visitors from China, YE November 2011-2015

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20

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Under 15 15–24 25–34 35–44 45–54 55–64 65+

Vis

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Age of Visitors from the United Kingdom, YE 2011-2015

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Under 15 15–24 25–34 35–44 45–54 55–64 65+

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Age of Visitors from the United States, YE November 2011-2015

047

5.00 VISITOR MARKET

5.05TRIP CHARACTERISTICS

5.05

TRIPS TO NEW ZEALAND

RETURNING VISITORS

For the majority of visitors overall, it is their first time visiting New Zealand. However, in the case of visitors from Australia however, the majority are returning visitors.

0

100

200

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1–3 4–7 8–14 15–21 22 and over

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Length of Stay (Days)

2011

2012

2013

2014

2015

Length of Stay of Visitors, YE November 2011-2015

Country First Time Visit

Australia 41%

China 96%

USA 80%

UK 75%

LENGTH OF STAY

Compared to the US and the UK, visitors from Australia make the shortest trips, likely due to proximity and ease of travel to New Zealand. Visitors from the UK spend twice as much time on holiday in New Zealand than any other country. The typical length of holiday for US visitors is either 7 days, 9 days or 14 days.

048

5.00 VISITOR MARKET


5.05

FAMILY & SHOPPING

Visitors from China have the most unique trip characteristics. They spend more than twice as much time visiting family and friends (VFF), nearly two months, compared to other countries. Despite this enormous difference, visitors from China engage mainly in shopping group tours or premium group tours (56%). The average length of these types of trips is only two days making the overall average length of stay for a visitor from China just three days.

0

10

20

30

40

50

60

70

Australia China UK USA

Length of Stay by Country and Purpose, YE February 2014

Business Holiday VFF Shopping Tour

049

5.00 VISITOR MARKET


5.05

VALUABLE VISITORS

Visitors from China spend the most money on their trips compared to other countries, most of which is on retail goods. Total spend by visitors from China in 2013 was $732 million. Despite visitors from China spending more money on average per trip than any other country, the vast number of visitors from Australia contributed $2.247 billion in 2013. The UK and US contributed $608 million and $502 million the same year respectively.

UNIQUE SPENDING HABITS

Australia, the UK and the US all have very similar spending habits with regards to which destinations they spend their money in. All three of these countries spend most of their money in Auckland, followed by Queenstown, Christchurch and Wellington respectively. China differs greatly as their visitors spend most of their money (62%) in Auckland, followed by Queenstown, Christchurch and Rotorua.

Distribution of Spending in Top Four Cities for Visitors from Australia, 2014

Auckland

Queenstown

Christchurch

Wellington

Other

Distribution of Spending in Top Four Cities for Visitors from China, 2014

Auckland

Queenstown

Christchurch

Other

Rotorua

Distribution of Spending in Top Four Cities for Visitors from the UK, 2014

Auckland

Queenstown

Christchurch

Wellington

Other

Distribution of Spending in Top Four Cities for Visitors from the US, 2014

Auckland

Queenstown

Christchurch

Wellington

Other

Country Spend Per Person (Holiday)

Australia $2,400

China $3,200

USA $3,500

UK $3,800

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5.00 VISITOR MARKET


5.05

WAITAKI DISTRICT

A QUICK OVERNIGHT

The most recent available data on overnight stays in commercial accommodation in the Waitaki District shows an average of 1.56 nights spent in the district per stay. Tourism Waitaki aims to increase this to 2.5 by 2025 by working to develop the overall tourism offer and sell itineraries that retain visitors longer than is currently experienced.

Anecdotally, a local tourism professional described a common Oamaru itinerary for visitors on a bus tour of the South Island from China:

17:30 Bus arrives, visitors check-in to accommodation.

18:00 Buffet dinner.

19:00 Bus departs for Oamaru Blue Penguin Colony.

19:15 Visitors begin penguin watching experience.

21:00 Bus returns visitors to hotel.

07:00 Buffet breakfast.

08:00 Checkout and bus departs.

MANAGED CHANGE

Interviews with some accommodation managers reveal change is possible. In the past five years one business reports a significant increase in the average length of stay, moving from a period when the typical visitor stayed for 1 night to a current situation where stays of up to 5 nights are more common.

The reasons for this are likely two-fold:

1. High Quality Information - the operator deals personally with a small number of guests. They are able to provide detailed, beautifully formatted information to their clients and specialist tour operators about each potential attraction.

2. Well Developed Itineraries - the operator has worked extensively to build their own supplier network so that itineraries can be reliably implemented according to guest needs in a way that is

suitable for export.

Another operator attributes recent improvements in occupancy (from 40% to 70% over two years) and length of stay (particularly during the traditionally slow winter period) to a rise in the free independent traveller (FIT) market segment. Moreover, the revenue per night for this operator increased by 33% during the past two years.

The common denominator is non-reliance on a tour operator to develop itineraries. Information flows directly from attraction to consumer and is not bottle-necked by a tour operator that may be adversely affected by other factors such as commission agreements with higher cost attractions and accommodations elsewhere in New Zealand.

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5.00 VISITOR MARKET

5.06 ATTRACTIONS

5.06

DOMESTIC VISITORS

The popular activities lists provide good insight into key motivations for visitors to and travellers within New Zealand. Domestic travellers enjoy many of the same activities as international visitors with some slight variations. Like international visitors, visiting friends and family is a strong motivation for domestic travellers.

Most popular activities and trip motivators (most popular to least) for domestic travellers (NZ Stats 2012):

1. Dining

2. Visiting Friends And Relatives

3. Shopping

4. Business

5. Sightseeing (Land)

6. Walking And Trekking

7. Other Scenic/Natural Attractions

8. Entertainment

9. Swimming

10. Fishing

11. Other Attractions

12. Museums And Galleries

13. Volcanic/Geothermal Attractions

14. Medical Visit

15. Other Water Activities

16. Performing Arts

17. Theme And Leisure Parks

18. Cycle Sports

19. Boating

20. Golf

21. Snowsports

22. Gardens

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5.06 ATTRACTIONS

5.06

INTERNATIONAL VISITORS

Most popular activities (most popular to least) combined for Australia, China, UK and USA (Tourism New Zealand, 2015):

1. Walking and hiking

2. Boating/Scenic Boat Cruises

3. Volcanic/geothermal attractions

4. Museums and galleries

5. Historic Buildings/heritage attractions

6. Botanical gardens

7. Visiting Friends and Relatives

8. Zoos/wildlife/marine parks

9. Maori performances/cultural attractions

Country Preferred Activities

Australia

Bars/nightclubs, snowsports, visiting friends and family, jet boating, luge, sporting events, family events, golf and theme and leisure parks.

ChinaFarm tours, geothermal attractions, gardens, Marae visits, farm shows, Maori performances, hot pools and shopping.

USAWine trails/vineyards, museums, scenic boat cruises, Doubtful Sound, film locations and Milford Sound.

UK

Beaches, glaciers, museums, visiting friends and family, whale watching, bars/nightclubs, swimming, seal colonies and geothermal attractions.

Photos: Tourism New Zealand

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6.00 CURRENT ATTRACTIONS

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6.00 ATTRACTIONS

6.01 ARTS & LITERATURE

Oamaru is known as a hub for art and literature both in the region and more broadly in New Zealand. The town is home to a large number of galleries and bookshops. Moreover, there are numerous venues for the performing arts. Some attractions are publicly owned and operated, such as the Forrester Gallery while others are private businesses such as Adventure Books.

6.01

FORRESTER GALLERY

The gallery is housed in a neo-classical building built for the Bank of New South Wales in 1884. Started with a bequest from John M. Forrester, it is funded and administered by the Waitaki District Council. It has a varied exhibition programme and houses a growing collection of regionally significant artworks. There is also an area dedicated to children and workshops.

Plans are confirmed for the North Otago Museum to move into a space to be constructed as part of an expansion to the Forrester Gallery building.

GRAINSTORE GALLERY

The Grainstore Gallery is privately run in the Victorian Precinct on Harbour St. Visitors can watch artists at work and explore a treasure trove of art and curiosities. Among others, it features work from local artist, Donna Dementé and fashion items such as hats and jewellery.

LAZY CAT POTTERY & TILEWORKS

The Lazy Cat Pottery & Tileworks showcases the work of resident artist/ceramicist Vaughan Tessier-Varlet who has trained in the UK, France and New Zealand. Upstairs, the building houses ‘The Loft’ gallery.

ART ON TYNE

An art boutique stocking jewellery, upcycled items (such as vintage ceramics), paintings and gifts.

CUSTOMS HOUSE GALLERY

Headquarters of the North Otago Art Society, provides exhibitions and classes. Welcomes visitors.

THE GLASS ROOM

Unique works of art in glass by Jill Bayley, Nikki O’Brien & Robyn Douglas.

IAN ANDERSEN LIMESTONE SCULPTOR

Natural New Zealand Oamaru limestone sculptures designed & carved by Ian Andersen.

THE LOFT

The Loft is a creative space for visual arts that provides a working space for local artists. Situated above the Lazy Cat Pottery & Tileworks (pictured) it is open for public to meet and watch artists at work.

OASIS

Antiques, art, interiors and textiles. Selected imports from China and Indonesia. New Zealand and British studio ceramics, vintage New Zealand photography and reference books on a range of subjects.

STEAMPUNK HQ

A unique science fiction art experience that is explored in more detail in the Steampunk section of this document.

TAYLOR MADE OAMARU

Handcrafted bone jewellery, locally made greenstone pendants, silver and paua jewellery, limestone are and steampunk curios.

THE WOOLSTORE GALLERIES

A range of art, gifts, homeware, ladies fashion and stone carvings.

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6.00 ATTRACTIONS


6.01

ADVENTURE BOOKS

This book shop specialises in adventure literature. Especially on Antarctica-Polar Regions; Mountains-Mountaineering; Exploration; Travel Adventures; Nautical; Natural History.

MICHAEL O’BRIEN BOOKBINDER

A traditional bookbinder, trained extensively in Auckland and London and operating independently since 1988, in Oamaru is 1994.

SLIGHTLY FOXED SECONDHAND BOOKS

Established in 1995, Slightly Foxed Secondhand Books sells good quality books on all subjects including New Zealand local history, modern first editions, fishing, hunting, mountaineering, literature and fiction, history, military, craft and biography.

OPERA HOUSE

Built in 1906 and restored in 2009, the Oamaru Opera House won an NZIA Heritage Award for the restoration work that was carried out. The building houses a 548 seat auditorium, 102 seat theatrette, two grand meeting rooms, a board room, breakout spaces and grand foyer. It is now marketed for conferences and functions as well as a range of performing arts.

REPERTORY THEATRE

The Oamaru Repertory Society has been entertaining the North Otago community with a variety of plays and theatrical performances for over 50 years. They have their own 100 seat theatre on Itchen Street in Oamaru’s historic precinct. It was cleaned and repaired extensively in 2015.

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6.00 ATTRACTIONS

6.02 CLASSIC CARS

You could be forgiven for not knowing about the automotive wealth of Oamaru. The town is home to an extensive classic car collection and a notable motor body builder.

6.02

OAMARU AUTO COLLECTION

In central Oamaru there is an impressive classic car collection as part of the Woolstore Complex on Tyne Street. Accessed through a gift shop, the motoring museum has approximately 30 vehicles. The owners are highly knowledgeable and the collection changes regularly.

The collection includes a range of vehicles, with a particular interest in rally car racing. There is a 1957 Ransley Riley, with supercharged 4-cylinder 2.5l engine (right) and an ex Malcolm Stewart Audi Quattro (bottom right).

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6.00 ATTRACTIONS

6.02CLASSIC CARS

6.02

ROD TEMPERO MOTOR BODY BUILDER

A short distance south of Oamaru on the highway is an unasuming industrial shed complex that houses the remarkable work of Rod Tempero. From this base in Oamaru, he and his small team build and restore desirable road registered cars of the 50’s and 60’s era.

The vehicles are hand built, with every aspect to the original specification, using techniques and tooling handed down over three generations of motor body builders. Current projects include a Maserati and a Jaguar.

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6.00 ATTRACTIONS

6.03 GASTRONOMY

Oamaru has a range of excellent restaurants, coffee shops and breweries. Moreover, it is also home to the New Zealand Whiskey Company, a farmers market and Whitestone Cheese. Elsewhere in the Waitaki region one may find wineries and other delights.

NB: This section is by no means comprehensive and there are a significant number of additional dining options and gastronomic attractions in the region.

6.03

NEW ZEALAND WHISKEY COMPANY

In 1997 the last whisky distillery in New Zealand was closed down, and the hundreds of barrels of Cask Strength whisky auctioned off or mothballed. In 2010, the New Zealand Whiskey team bought the last 80,000 litres in 443 barrels and moved them to their current maturation store in Oamaru on the first floor of the Loam & Merc building on Harbour Street.

SCOTT’S BREWERY

Oamaru was officilally a dry town for much of the 1900’s but is now home to a number of breweries. One of the most visible is Scott’s Brwery, located in the harbour area of the town. It serves a range of unique craft beers and exports throughout New Zealand. Moreover, the tasting bar also serves pizza and has a patio area with glass shielding from the wind.

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6.00 ATTRACTIONS

6.03 GASTRONOMY

6.03

LADYBIRD HILL

Ladybrid Hill is a winery, café, restaurant and salmon farm located in Oamarama.

(Photo: ladybirdhill.com)

RIVERSTONE KITCHEN

Established by Bevan and Monique Smith in November 2006. Built in a paddock on the family farm, 15 minutes north of Oamaru. In 2010. It has won numerous prestigious awards.

(Photo: andamare.com)

WHITESTONE CHEESE

Whitestone Cheese was founded in 1987 as a diversification during the 1980’s rural downturn and a series of crippling droughts. It is now a successful firm and offers tasting tours.

FLEUR’S PLACE

A world-renowned restaurant, south of Oamaru. Fleur’s place has appeared in global media and known for its seafood dishes.

(Photo: theknot.com)

KUROW WINERIES

The Kurow region is known for wine producing in the Waitaki District.

(Photo: livingwithlocals.com)

GALLEY CAFE

Borrowing stylings from Steampunk, this café is located on the water in the Oamaru harbour area.

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6.00 ATTRACTIONS

6.04 NATURAL WORLD

The Waitaki District has some of the most accessible natural attractions in the world.

6.04

MOERAKI BOULDERS

A notable geological feature, approximately 30 minutes drive south of Oamaru, is the Moeraki Boulders. These boulders are concretions formed 60 million years ago from Paleocene sea floor sediment. Eventually thrust up from the ocean floor millions of years ago, along with the erosion from wave action, the boulders were exhumed from the mudstone enclosing them and concentrated on the beach from coastal erosion. These boulders are a popular point of interest for tourists that visit Oamaru and surrounding area.

OAMARU PUBLIC GARDENS

The public gardens in Oamaru are known as a particularly beautiful public space. The red bridge is an iconic feature (below, left).

VANISHED WORLD

The Vanished World attraction in Duntroon forms part of the Vanished World trail, a self-drive map of prehistorical attractions in the region. The Vanished World Centre in Duntroon has displays of fossils, rocks and interpretive graphics (below, centre).

ELEPHANT ROCKS

A number of natural limestone formations near Duntroon (below, right).

(Photo: blogspot.com)

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6.00 ATTRACTIONS

6.04 NATURAL WORLD

6.04

OAMARU BLUE PENGUIN COLONY

The Oamaru Blue Penguin Colony is the principal ticketed attraction in the region. Operated by Tourism Waitaki, it has increased in popularity throughout the past decade and the organisation has invested significantly in improving the visitor experience and in scientific research led by an on-site specialist.

Each evening at dusk, often upwards of 150 penguins (subject to the time of year) return from fishing to land. Visitors pay to silently watch the endeavour from purpose-built seating. Educational commentary is provided.

BUSHY BEACH

A short distance from Oamaru, Bushy Beach is home to a range of wildlife. Notably the rare Yellow-Eyed Penguin. Signs request humans leave the beach by 3pm each day so as not to disturb the animals. Some basic shelters are provided on the headland as a base for viewing.

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6.00 ATTRACTIONS

6.05 NEW ZEALAND HISTORY

Heritage attractions are a key component of the tourism offer in Oamaru and nearby.

6.05

VICTORIAN PRECINCT

Oamaru’s Victorian Precinct is a busy hub filled with shops, galleries, cafes, bars and restaurants, museums, a brewery, a steam train, plenty of fun activities. The majority of the buildings in the area are owned and managed by the OWCT.

Each year, the precinct is used to host an annual Victorian Fete. Admission is charged and a wide range of activities and attractions are offered, for example:

• Vintage Train Rides

• Limestone Sculpture

• Vintage Machinery

• Traditional Boats

• Music

• Puppet Show

The event is widely regarded as a fantastic feature of the town’s annual program and recorded in excess of 4,500 attendees in 2015.

NORTH OTAGO MUSEUM

The North Otago Museum has a range of displays on life in historic Oamaru. Morover, it holds the Willett’s collection, a collection of Archaic material mostly from Waitaki River mouth. Plans are underway to move the museum from the building pictured (below, centre) to a new annex of the Forrester Gallery.

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6.00 ATTRACTIONS

6.05 NEW ZEALAND HISTORY

6.05

TOTARA ESTATE

Situated south of Oamaru, the historic farm is the birthplace of New Zealand’s billion dollar frozen meat industry. Once a grand estate covering 15,000 acres, today Totara’s restored farm buildings are open to the public.

The attraction is owned and managed by Heritage New Zealand and there is a charge of $10 for adult entry. The experience includes live animals and a gift shop. A picnic area is available for people to bring their own food.

CLARKS MILL

Also owned and managed by Heritage New Zealand, this is the only surviving water-powered flour mill in New Zealand. Open daily in February and on Sundays throughout the rest of the year, the machinery is still functioning and can be viewed in action on Thursdays and Sundays. Volunteers operate the equipment (which is more than a century old) and answer questions.

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6.00 ATTRACTIONS

6.06 STEAMPUNK

“Tomorrow as is used to be.” - Steampunk is a science-fiction genre and an international phenomenon. Steampunk influence can be found in a wide range of media, art, literature, fashion and many other facets of human endeavour. It is a major attraction in Oamaru.

6.06

STEAMPUNK HQ

One of the most popularly rated activities to do in Oamaru on Tripadvisor, Steampunk HQ is a unique experiential attraction. The building was originally called Meeks Grain Elevator and was built in 1883 from designs by Architects Forrester and Lemon for the grain traders and millers J. & T. Meek. Oamaru. It now hosts a range of retro-futuristic sci fi art, movies, sculpture, immersive light and sound experiences.

The experience is entirely on ground level and includes an indoor and outdoor exhibit. Entry and exit is through a gift shop that sells a range of steampunk inspired items including logo wear.

STEAMPUNK FESTIVAL

Annually, in conjunction with the ‘Oamaru on Fire’ event in early June the town hosts a Steampunk celebration. The event includes:

• Literary readings

• Dinner events

• Music

• Lectures

• Fashion Show

• Gala Ball

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6.00 ATTRACTIONS

6.06STEAMPUNK

6.06

STEAMPUNK PLAYGROUNDS

The recently developed Steampunk playgrounds in the harbour area of Oamaru are a unique, free attraction. Designers have taken inspiration from the Steampunk genre to produce a themed playground for children. The area has proved to be popular since its creation.

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6.07 WELLNESS & ADVENTURE

The Alps 2 Ocean trail is the most major recent addition to the tourism offer in the Waitaki region. Moreover, there are a range of mountain biking options and wellness centres. Not pictured, there are some good bouldering sites in the area and also a good quality skate park in Oamaru.

6.07

ALPS 2 OCEAN CYCLE TRAIL

Oamaru is at the end of the Alps to Ocean cycle trail that begins at Aoraki/Mount Cook. The trail was approved in 2010, 301km in length. In the first two months of opening, November 2013 to January 2014, one section of the trail saw 5000 users, while other sections saw over 1000, far surpassing expectations of usage.

(Photo: newzealand.com)

OAMARU RESERVOIR TRAILS

The reservoir trails near Oamaru are a volunteer-built and maintained area of entry level and intermediate mountain bike routes within a short distance of the town.

CAPE WANBROW

This area is on the headland above the Oamaru Blue Penguin Colony and is accessible by a short, steep road route from the town centre. Recent deforestation damaged or removed some of the existing mountain bike trails.

HERBERT FOREST

South of Oamaru, this area is privately owned and managed with public access granted for mountain biking on specific tracks. A sign at the entrance point gives safety instructions to users.

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6.00 ATTRACTIONS

6.07 WELLNESS & ADVENTURE

6.07

COASTLINE

The Waitaki District has a dramatic and beautiful coastline that includes a number of beaches. Among them, the site of the Moeraki boulders. A local operator offers surfing equipment rentals and surf lessons at Kakanui, just south of Oamaru.

SPA & HOT TUBS

There are a number of operators of spa facilities and hot tub experiences in the Waitaki District. In Oamaru, Oak Villa Spa is perhaps the best known. In Oamarama, Hot Tubs Oamarama is a popular choice with exquisite views over the nearby mountains.

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6.08 RELEVANT PLANNED DEVELOPMENTS

Developments under way that will affect the future attractions mix in the area.

6.08

OAMARU’S PREHISTORIC WORLD

A renowned local sculptor, Donald Paterson, is creating a new attraction in part of the town’s defunct railway station. He plans to include a mix of dinosaurs, geology, film, sculpture and other attractions as part of the refurbishment work he is carrying out on the building.

Furthermore, as part of the plans he has stated a desire to work with the Vanished World attraction in Duntroon to further enhance the Vanished World Trail.

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6.00 ATTRACTIONS

6.08 RELEVANT PLANNED DEVELOPMENTS

6.08

OAMARU BLUE PENGUIN COLONY IMPROVEMENTS

Tourism Waitaki has plans to improve the most popular ticketed attraction in Oamaru. A redesign is underway to extend the existing visitor centre and add further elements to the experience. The aim is to provide an enhanced offer to visitors who arrive during the day.

Currently the principal attraction is the evening viewing of penguins returning to shore. Plans include extending the floor area of the building, creating new exhibits and offering improved access to viewing during daylight hours.

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6.09 ACCOMMODATION SUPPLY

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2009 2010 2011 2012 2013 2014 2015 (est.)

Bed Nights 295,024 301,061 289,973 304,455 340,787 381,557 396,000

Length Of Stay 1.49 1.53 1.54 1.56 1.49 1.59 1.53

Source: MBIE

CONSTANT IMPROVEMENT

BED NIGHTS

The Commercial Accommodation Monitor (CAM) provides detailed information on the accommodation supply in the Waitaki RTO area. It shows that there has been consistent increases in the number of bed nights in the district almost every year since 2009. There has been an estimate 34% total increase in bed nights during that time.

STAY LENGTH

The length of stay in the Waitaki District is a consistent issue for all accommodation providers. Typical stays are just 1 or 2 nights,

reportedly due to tight itineraries and a lack of knowledge regarding attractions in the RTO.

ACCOMMODATION TYPE

The study shows that in the year ending November 2015, there were 52 accommodation establishments in the Waitaki RTO. These include:

• 10 Hotels at an average of 39 stay units each.

• 23 Motels at an average of 13 stay units each.

• 6 Backpackers at an average of 20 stay units each.

• 13 Holiday Parks at an average of 172 stay units each.

Since 2001, there has been a net decrease in the number of hotels (12 in 2001), increase in motels (18 in 2001), increase in backpackers (3 in 2001) and increase in holiday parks (10 in 2001).

OCCUPANCY

Overall, occupancy rates have increased since 2001, from around 12% to 18%. However, this is notably lower than the New Zealand average of 45%, perhaps due to the proportionally large number of holiday park stay-unit nights available.

Removing holiday parks from the average, to focus only on hotels, motels and backpackers we see an increase to numbers more in line with the national average. From around 37% in 2001 to about 43% on average across the RTO in the most recent data.

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OAMARU

The accommodation provision in Oamaru itself is heavily motel-based. There is a particular concentration of this accomodation type on the highway at the northern part of the town. Age and quality of these motels vary. Bed and breakfast accommodation is also common.

HOLIDAY PARK

There is a holiday park located right on the waterfront in the harbour area of Oamaru. It provides space for camper vans and tents, including a sanitation block and electrical hookups. (Below left.)

HOTEL

The Brydone Hotel on Thames Street is the only true hotel in Oamaru. It has 66 rooms in total and regularly accommodates tour groups. Dining facilities allow the hotel to provide meals en masse and the hotel bar is also popular with locals. (Facing and

below centre.)

LUXURY LODGE

Oamaru is home to an exquisite luxury lodge called Pen-y-Bryn. Which offers high quality accommodation and private dining in a period property. The owners also work extensively to craft bespoke itineraries for their guests.

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6.10 MARKETING

Promotion of the Waitaki District is complex. There are a combination of public, private and third sector organisations working to communicate with visitors.

6.10

TOURISM WAITAKI

Tourism Waitaki are the regional tourism organisation responsible for marketing and promoting the region as a whole. The organisation works with the wider industry to develop and sell itineraries and is based in Oamaru. Ticketed attractions and accommodation with bookable inventory and a clear pricing structure are the simplest products for the organisation to market. They also work to attract conferences and other events to the region.

Tourism Waitaki own and manage the principal website for the region: www.visitoamaru.co.nz and are also active on Facebook, Twitter and Flickr.

ISITE LOCATIONS

Tourism Waitaki operate the iSITE centre in central Oamaru to provide information and booking facilities to visitors. The office is open 9am-5pm Monday to Saturday and 10am-4pm on Sundays.

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WEBSITES

In addition to the main website managed by Tourism Waitaki there are a number of other sites providing information about attractions in the region. Some of these are shown here.

REVIEW WEBSITES, APPS & SOCIAL MEDIA

Use of review websites and social media by private businesses and organisations varies considerably. Some, such as Steampunk HQ are adept at leveraging these tools to amplify their message. Others remain reliant on organisations such as Tourism Waitaki and the Oamaru Whitestone Civic Trust to promote them where possible.

The Waitaki Tourism Association has indepently launched an app for the region in order to provide access to information on attractions, accommodations, dining and retail opportunties.

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7.00 OPPORTUNITY ANALYSIS

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Opportunity Rationale Stakeholders Locations

PUBLIC ART WALK

Contract street artists to paint buildings with a range of artwork in a manner befitting the lo-cation, designed to create a route around the town that will encourage foot traffic through-out.

Examples include Chemainus, Vancouver Island (muraltown.com) and Wynwood, Miami (wynwoodmiami.com).

• Creates an attraction out of unused and industrial buildings.

• May be monetised through guided tours or sponsorship.

• Drives footfall through a predetermined route.

• Provides opportunities for different genres of public art.

Art Community, WDC, TW, Building Owners, Sponsors, Art Tour Operator, Retailers

Use to activate specific routes.

KIDS ARTS & CRAFTS CAFÉ

Targeting young children, this attraction would incorporate a space for children’s arts and crafts in a café setting. Additional elements could be included, such as soft play.

• Increases capacity for family-focused attractions.

• Multiple revenue streams (e.g. food & drink, art classes, day care).

Investor, Operator, Building Owner Town centre.

ART TOUR

Create a tour based around the artistic attrac-tions in the town. Could be guided by a person or a pre-recorded, pausable audio tour.

• Creates a structured link between all art attractions in Oamaru.

• Provides a platform for individual galleries to present information.

Art Community, WDC, TW, Sponsors, Investor, Operator

Use to activate specific routes.

OAMARU ART SCHOOL

Art classes/workshops/artist retreats working with existing artists and galleries.

• Builds a program to utilise space during otherwise quiet time (particularly during winter months).

• Requires collaboration with and provides benefits to accommodation and service providers.

Art Community, WDC, TW, Sponsors, Investor, Operator, Accommodation Providers

Town centre.

WAITAKI WRITING ACADEMY

Drawing inspiration from the surroundings and Oamaru’s literary heritage. An academy would bring together aspiring writers to train, collaborate and network in an enlightening environment.



Art Community, WDC, TW, Sponsors, Investor, Operator, Accommodation Providers

Town centre.

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OAMARU AUTO COLLECTION

Improve car museum with subtle redesign and new entrance on Harbour St with an exit through the gift shop. Consider bilingual exhibits.

• Current entrance is obscured within gift shop.

• Large frontage available on Harbour St.

• Improve the product for export.

Oamaru Auto Collection Owners, TW, OWCT, WDC

Harbour St (photo below).

ROD TEMPERO EXHIBIT

Create a small exhibit of Rod Tempero in the car museum to co-promote these related attractions.

• Better links between existing attractions.

• Additional exhibit for public.

Rod Tempero Motor Body Builders, Oamaru Auto Collection Owners

Oamaru Auto Collection.

ROD TEMPERO TOURS

Work with the owners to provide regular or-ganised tours available to the public for a fee.

• Unique Oamaru attraction.

• Additional revenue stream and publicity for owner.

Rod Tempero Motor Body Builders Rod Tempero Motor Body Builders.

CLASSIC CAR EXPERIENCE

Create a classic car driving experience on local roads or the runway at Oamaru airport.

• Active, luxe driving experience.

• Opportunity to explore entire region.Investor, Operator Local roads, Oamaru Aiport.

OAMARU AUTO COLLECTION POTENTIAL HARBOUR STREET ENTRANCE LOCATION

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7.02 CLASSIC CARS

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COMMISSARY KITCHEN & CULINARY SCHOOL

Building on the reputation of the region, such facilities could be used to train future chefs and create packaged signature training experi-ences for the public.

• Utilises existing infrastructure and regional reputation.



OWCT, TW, Operator, Accommodation Provid-ers

Loan & Merc Building

TASTING TOURS

Working with a range of bars and restaurants, a collaborative menu allows guests to tour Oamaru’s gastronomic delights.

• Better links between existing gastronomic attractions.

• Unique Oamaru attraction.

• Additional revenue stream and publicity for bars and restaurants.

Bar & Restaurant Operators, TW Subject to venues involved.

BARISTA SCHOOL

The Kiwis’ love of coffee is infectious and attention to detail in preparation is everything. The Barista School would bring aspiring baris-tas together in Oamaru.

• Utilises existing infrastructure and skills.



Café Operators, TW, OWCT, Accommodation Providers

Town centre.

OAMARU CRAFT BEER FESTIVAL

Given the increasing popularity of and produc-tion of craft beer in Oamaru. A festival show-casing local talents and national favourites with an Oamaru twist.

• Utilises existing infrastructure and regional reputation.


• Additional publicity for breweries.

Breweries, Bar & Restaurant Operators, TW, Accommodation Providers

Harbour area.

RUSTIC CHOP HOUSE RESTAURANT

Thematic restaurant, with informative historic pieces throughout the building. Based on early shipping days/freezer buildings.

• Destination dining with a strong theme.

• Emphasises local produce and agricultural heritage.

Investor, Operator Town centre.

VICTORIAN BOTANIST MIXOLOGY BAR

Drinks bar themed on the travels of a Victori-an Botanist, using plants to create the worlds greatest drinks.

• Destination bar with a strong theme.

• Emphasises local produce and historical twist.

Investor, Operator, OWCT Harbour St

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BUSHY BEACH TRAIL

Build a mixed use path around headland to Bushy Beach to include interpretation of the environment. Work with activity providers to package it as a guided experience (by bike or on foot).

• Improve non-motorised access to Bushy Beach from Oamaru.

• Create the backbone for operators to create new products.

Outdoor Activity Operators, TW, WDCTest St, around Cape Wanbrow to Bushy Beach.

VANISHED WORLD TRAIL

Review the existing trail stops on the Vanished World trail and examine options to improve each one. Consider reducing the total num-ber of stops or prioritising some for a shorter option.

• Remove barrier to entry of large number of stops on current trail design.

• Develop products for different market segments (e.g. geology enthusiasts, gen-eral visitors).

Vanished World Society, TW, WDC Multiple.

VANISHED WORLD CENTRE

Review the centre’s current layout, gift shop merchandise and marketing strategy. Consid-er improvements to all of the above under a clear strategy with guidance from the Van-ished World Society. Also consider a bilingual approach.

• Improve visitor experience.

• Increase revenue from an existing attrac-tion.

• Increase knowledge of attraction.

• Package for export to growing markets.

Vanished World Society, TW Vanished World Centre, Duntroon.

PENGUIN COMMENTARY

Improve the consistency of commentary at the evening penguin experience and consider a bilingual approach.

• Improve visitor experience.

• Reduce issues concerning photographic equipment.

• Additional revenue stream.

TW Oamaru Blue Penguin Colony.

OAMARU PENGUIN EXPRESS

Incorporate the steam train into the Penguin Colony Experience, potentially during the day as well as in the evening. Guests would begin in the town and purchase one ticket to include steam train travel and entry into the Penguin Colony.

• Reduce traffic on road to Penguin Colony.

• Reduce risk to penguins.

• Free up parking space for expansion.

• Additional revenue stream.

TW, Oamaru Steam & Rail Society Town centre to Oamaru Blue Penguin Colony.

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HERITAGE TOURS

Guided tours around Oamaru, incorporating heritage locations and attractions. Could be guided by a person or a pre-recorded, paus-able audio tour.

• Create a ticketable attraction out of exist-ing buildings, artifacts and stories.

• Introduce visitors to places they can later revisit.

• Provide multi-lingual accessibility.

Investor, Operator, TW, OWCT, WDC Multiple, throughout Oamaru.

CHINESE HISTORY

Attraction profiling the Chinese history of Oamaru and the Chinese impact on New Zea-land history/economy.

• Explore the untold story of Chinese influ-ence on New Zealand history.

• Create a ticketable heritage attraction ready for export.

Investor, Operator, TW, OWCT, WDC Harbour St

VICTORIAN ENGINEERING

Engineering/science/history exhibit on Oamaru's use of water power, presented in a family-friendly interactive manner.

• Tell the story of rare feats of engineering completed in Victorian Oamaru.

• Use ideas from benchmark attractions internationally to create a hands-on tick-etable attraction for the entire family.


OAMARU TALL SHIP

Ship replica of early explorer and trading days. Could include tours, dinner cruises, historical tour, whale & sail tour, mast climb experience, group events/parties or be a static docked attraction at the wharf. Best located on wharf at the end of Wansbeck street. For example: http://www.sydneytallships.com.au

• Create an iconic harbour attraction for Oamaru.

• Ticketable attraction and multi-use space.

• Enhanced experiences available (range of ticket price and inventory) if the ship is capable of travel.

Investor, Operator, TW, Harbour Authority, WDC

Harbour

TOTARA ESTATE & CLARKS MILL

Modify these attractions for export by adding options other languages (beginning with Chi-nese). Consider packaging under a single ticket price with a heritage attraction in Oamaru town centre. Allow local freedom to manage marketing channels.

• Build on the success of existing, important heritage attractions.

• Increase export potential.

• Improve awareness for visitors to Victorian Precinct.

Heritage New Zealand, OWCT, TW Totara Estate

MUSEUM ENHANCEMENTS

Take the opportunity of the museum mov-ing buildings to improve the exhibits, making them more interactive and engaging. Consider bilingual options.

• Improve the visitor experience.

• Encourage repeat business.

• Increase export potential.

North Otago Museum, Forrester Gallery, TW, WDC

North Otago Museum

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7.06STEAMPUNK

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INCREASE CAPACITY

Work to assist Steampunk HQ to open ad-ditional space on the same site. This could include help required on earthquake strength-ening or improvements related to building code so they can safely expand.

• Build on the existing attraction.

• Increase capacity and improve the vistor experience.

• Support an excellent example of indepen-dent attraction development.

Steampunk HQ, Investor, Operator, TW, OWCT, WDC

Steampunk HQ

STEAMPUNK COFFEE HOUSE

Add a food and beverage element to Steam-punk HQ. Elaborate coffee production (e.g. si-phon coffee) lends itself to Steampunk styling but the possibilites are numerous beyond this.

• Increase dwell time in the attraction.

• Additional revenue streams.

• Potential collaboration with other attrac-tions (e.g. Barista School).

Steampunk HQ, Investor, Building Owner Steampunk HQ

ESCAPE ROOM

Create and Escape Room attraction in the Victorian precinct. An interactive, live action, timed puzzle game (ideally more than one) themed according to the period or genre cho-sen. Accepts groups of up to 8 people.

• Added to an existing attraction or a new stand-alone feature.

• Utilises locals skills and existing artefacts.

• Strongly themed, engaging experience.

• Bookable, ticketed inventory.

• Multi-lingual options.

Investor, Operator, TW, OWCT Victorian Precinct

INVENTION MUSEUM

Interactive invention museum drawing ideas from science museums worldwide and local engineering feats told in a themed, interactive setting.

• New, ticketed attraction.

• Strong family appeal.

• Cross-theme appeal, including heritage aspects along with science and engineer-ing.


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AIRPARK/ZIPLINING/RAPPELING

Create an aerial attraction in one of two po-tential locations that could include a mixture of airpark components, ziplines and rappeling (notably in the disused quarry).

• New, ticketed attraction.

• Utilises former industrial area.

• Good physical connections with other attractions (sightlines to harbour area and Penguin Colony).

Investor, Operator, TW, WDCHeadland Quarry (near Penguin Colony)

Local Park

VANISHED WORLD BIKE ROUTE

A possible extension of the A20 trail and a stand-alone attraction.

• Builds on A20 attraction.

• Increases dwell time in Waitaki District.

• Emphasises another key theme,

Adventure Operators, WDC Waitaki District Coastline

EASY ACCESS MTB TRAILS

Investment in MTB trails close to Oamaru and publicise the routes to reach them from the urban centre.

• Connects people and biking opportunities with no need for motorised vehicles.

• Opportunity for adventure operators to offer short experiences from town.

• Creates a network for potential event use.

Adventure Operators, WDC, Residents Wanbrow Cape, Reservoir Area

PUMP TRACK & SKILLS CENTRE

A mountain bike, BMX and skate facility for all ages in a harbour park. Free to use.

• Opportunity for adventure operators to use the area for training courses.

• Additional attraction for harbour area.

WDC, Residents Harbour Area

HERBERT FOREST TRAIL CENTRE

This forest may be suitable for a concentric loop mountain bike trail centre, including cafe, bike rental and car park.

• New, significant attraction in the area.

• Concessions available for catering and retail.

• Opportunity for adventure operators to offer experiences.

Forest Owner, Adventure Operators, WDC, Residents

Herbert Forest

FRISBEE GOLF

An inexpensive addition to an existing park.

• Sales and rental of golf discs and lessons provide a new income opportunity.

• New public amenity.

WDC, Residents, Sports Retailers Local Park

SURFING BAR

Bar/restaurant with a surf simulator showcased inside the building.

• Unique attraction in New Zealand.

• Multiple revenue streams.

• Ticketed, bookable attraction.

Investor, Operator, TW, WDC Town Centre Building (e.g. current museum)

SKY DIVING

Run a sky diving operation out of the airport.

• High value attraction.

• Unique views of the Waitaki District.Investor, Operator, TW, WDC Oamaru Airport

WATER SPORTS CENTRE

Water sports centre on the beach or harbour to offer surfing, kite surfing, paddle boarding, canoeing and sailing. Plus potential to offer boat trips to Dunedin, whale/dolphins watch-ing, fishing trips, dive trips and possibly rafting on the Waitaki River

• A central location from which many activi-ties can be accessed.

• A range of packaged, bookable activities.

• Increased capacity for events relating to water sports (e.g. festivals, competitions).

Investor, Operator, TW, WDC Harbour Area

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THEMED DESTINATION HOTEL

An iconic, quirky hotel, incorporating modern comforts into Victorian period style. The staff appear in character and the hotel even fea-tures a cast that may appear at any time to add to the performance. The hotel incorporates dining options that are in keeping with the period but serving a revamped Victorian menu. An example (albeit a 1920’s style) is www.hotelgotham.co.uk

• Increased hotel bed capacity.

• Destination hotel maintains appeal through traditional low season.

• Strong fit with the established heritage aspect of Oamaru.

• Meets need for 4-5* level hotel accom-modation.

OWCT, TW, WDC, Current Tenants, Existing Attractions

Loan & Merc Building

BOUTIQUE SPA HOTEL

A boutique hotel and spa, newly built to mod-ern standards with an Oamaru twist. The hotel features a restaurant specialising in seafood dishes with a focus on local produce. The spa is bright and modern with hot tubs, saunas, treatment rooms and a yoga studio.

• Increased hotel bed capacity.

• Destination hotel maintains appeal through traditional low season.

• Offers appeal of modern accommodation.

• Meets need for 4-5* level hotel accom-modation.

TW, WDC, Existing Attractions Harbourfront Land

UPSCALE BIKE BUNKHOUSE

Bike oriented accommodation for Alps 2 Ocean cycle trail users and others. A relaxed, mid-budget accommodation option with some comforts for discerning, active travellers. Could incorporate a bike shop and mechanic. A fun atmosphere and potential hang-out for all local bike enthusiasts. Examples include: www.crashpadchattanooga.com & www.ridingfool.com/

• Increased stay-unit capacity.

• Unique offering for cyclists, including secure bike storage.

• Modern comforts in a relaxed, hostel-like setting.

• Communal and informal, encouraging cyclists to remain in Oamaru for longer.

TW, WDC, Outdoor Operators, Existing Attrac-tions

Harbour Area

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WEBSITE CONSOLIDATION

Consolidate directory efforts into the Tourism Waitaki website. Consider removing or renam-ing other sites that may confuse visitors such as the old TW site and the WTA website.

• Reduce duplication of information and inconsistencies.

• Reduce confusion amongst visitors.

• Emphasise attractions’ individual promo-tional responsibilities.

All Online

OWN YOUR MESSAGE

Develop a programme to assist individual attractions to focus on owned and earned media and not rely on umbrella organisations to aggregate and disseminate information. Steampunk HQ is a good example of how to do this (responsive website, active social media channels, active TripAdvisor page). Consider employing a dedicated content producer with skills in photography, writing and online media to coordinate the strategy.

• Develop responsive, content driven web-sites.

• Reduce reliance on tour guide knowledge (and implicit issues concerning commis-sions) by communicating directly with visitors.

• Use the rich visual wealth of the region to sell it by providing content-rich articles online.

• Maintain an active presence publishing on and monitoring social media and review sites.

All Predominantly Online

SPECIALIST MARKETING

Identify niche strengths and design content for specific audiences (e.g. hunters, Steampunk enthusiasts, agricultural engineers, renaissance art enthusiasts) and market internationally online.

• Utilise the power of niche communities online to amplify messages.

• Reach beyond the capabilities of typical channels to engage a wider audience more cheaply.

All Predominantly Online

REDUCE VEHICLE TRAFFIC

Reduce car traffic on Harbour St by prohibiting parking with the exception of some short-term parking spots outside the bakery or stopping cars completely. Move towards a more pedes-trian-friendly precinct.

• Improved safety for pedestrians on Har-bour St.

• Improved visual impression of historic architecture (no modern cars parked in front).

• Retain required ‘quick stop’ parking for businesses that need it.

All Harbour St

WATERFRONT DEVELOPMENT

Make the waterfront more attractive to walk along with landscaping, boardwalks etc. Provide a strong pedestrian link between the Penguin Colony and the Victorian Precinct.

• Improved safety for pedestrians.

• Improved visitor experience.

• Improved wayfinding.

All Harbour Area

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