Economies in Transition – leveraging

cultural assets for prosperity

~ Presentation Slides ~Peter Kenyon

DirectorBank of IDEAS

(Initiatives for the Development of Enterprising Action and Strategies)

Australian/New Zealand experiences

‘In times of change it is the learners who inherit the

future.

Those who have finished learning find themselves

equipped to live in a world that no longer exists.'

(Eric Hoffer)

‘You've got to be hungry – for ideas, to make things happen

and to see your vision made into

reality.’(Anita Roddick)

Here is Edward Bear coming downstairs now Bump BumpOn the back of his head, Behind Christopher Robin.It is, as far as he knows,The only way of Coming downstairs, But sometimes he feels,That there is another way,If only he could stopBumping For a moment andThink of it.

(Winnie-the-Pooh)

‘Continuing to do the same

thing and expecting a

different result’ 

(Einstein’s Definition of Insanity)

‘The trouble with our times is that the future ain’t what it used to

be.’(Peter Drucker)

‘People, Planet, Prosperity and Preservation’

Economic viability

Environmental integrity

Community well being

Cultural enhanceme

nt

Achieving Sustainable Balance

‘Tourism is now the world’s largest industry by virtually

any economic measure, including gross output,

value adding, employment, capital investment and tax

contributions.’

(World Tourism Organisation)

You only need 20 car loads of visitors overnight, each

night, for one year to have the same economic impact as a factory with an annual payroll of $1.5million. The

same 20 car loads of visitors arriving each night creates

21 jobs in the local economy each year.

(WA Tourism Commission)

100 Tourists per Day 100 New Manufacturing Jobs

 

▪ Population increase of 459 ▪ Population increase of 360 ▪ 140 new households ▪ 100 new households 

▪ $777,777 increase in personal income ▪ $410,000 increase in personal income

 

▪ $144,000 increase in bank deposits ▪ $229,999 increase in bank deposits

 

▪ $1,120,000 in retails sales ▪ $331,000 in retail sales ▪ 7 more retail outlets ▪ 3 more retail outlets 

▪ 111 new industry related jobs ▪ 65 new industry related jobs

(Source: US Chamber of Commerce)

Comparison of the Annual Economic Impact of 100 Visitors a day vs 100 New Manufacturing Jobs

LIFE in the PAST LANE

70% of first time visitors are interested in heritage

Heritage focussed visitors stay longer

Heritage focussed visitors spend more per day (up to 2.5 times more than other visitors)

Heritage TourismVirginia, USA study

Kaikoura, (New Zealand)

Kaikoura : Population 4000Traditional farming and fishing

1987 - 3600 international visitors2002 - 350 000 international visitors2004 - 650, 000 international visitorsTourism sector contributes $67 million to the local economy.

1/3 of the town’s full time jobs are in tourism, and another 1/3 rely on a proportion of the tourism income to make their job sustainable.

Comparison - Kaikoura 1987 – 2007

Accommodation Complex

23 96 + 317%

Guest Beds 386 1860 + 382%

Coach Services 2 each week 112 weekly + 5,500%

Licensed Premises

4 43 + 975%

Restaurants / Cafés

10 35 + 250%

Tour Operators

5 58 + 1060%

Taxi Services 0 1 New Service

Building Permits Issued

41 221 + 439%

1987 2007 Variance %

Kaikoura Whale Watch Established in late 1980’s by local Maori desperate to create employment and build a future for their children.

Local Maori (over 90% unemployment rate) borrowed $35 000 to initiate – used their homes as collateral.

Only grant in their history - $5000 for a feasibility plan.

Kaikoura Whale WatchToday: Biggest employer in Kaikoura with over 250 staff. 2004 – 200,000 Whale Watch customers Winner of the Best Global Eco Tourism Business Award. Besides Whale Watch, the company has a wide range of businesses:

- biggest Day Tour company operating from Christchurch

- chain of 9 coffee shops throughout New Zealand - Clifford Bay Marine Farm- technology investments.

PERSPECTIVE 3

best of the past and present mindset – optimism,

funkiness all facets of life lifestyle stories decadence

Art DecoMore than an interesting architectural design …

Economic Contribution

Dr Warren Hughes, Economic Dept of Waikato University

utilising economic modelling techniques assessed for the 2004

/ 05 period the total revenue impact of three cluster areas of

the Art Deco Trust …

Administration / shop / wholesaling / publishing

Key events (Art Deco weekend & Deco Decanted)

Art Deco walks / tours

Gross output (total revenue) impact on the local economy of $23 million (direct input of $11 million and indirect input of &12 million)

Real value added / GNP boost to local economic activities of $10 million after expenditures to outside regions

Overall annual fulltime equivalent employment impact of 189

Total additional net household income of $5 million

Trust Organisation and Trading Events9%

Key Events 48%

Walks and Tours 43%

Break Up

External profile, image & tourism brand

Napier’s overall tourism sector – up to $100 million in tourism spending

Civic pride

Social capital – community volunteering

Other Important Contributions …

Quality of city design

Strengthening of Napier commercial role in the region, and especially its CBD area

New business development including specialized Art Deco businesses

Skill development especially in terms of tourism and hospitality

Maintaining and strengthening the historic preservation process

THE STORY OF SMALL TOWN HARROW

'Harrow was down to being a two keg a week place, and struggling … it needed an outside income … we looked within and identified our

assets - location to other tourism product, its history as the oldest

inland town in Victoria, and a cemetery full of great stories. With

these assets we have scripted a story based on the towns heritage

and folklore, and the rest is definitely history ...’

(Angela Newton, Publican, Heritage Hotel, Harrow)

Pub went from 2 kegs to 20 kegs a week $250,000 in ticket sales annually 3 new businesses in main street 3 new accommodation businesses Renewed sense of pride and confidence Development of a $700,000 Indigenous Cricket Interpretive Centre Beaut Blokes Weekends – now franchised nationally

HARROW ACHIEVEMENT

NINE KEY MESSAGES FROM

AUSTRALIAN AND NEW

ZEALAND’S USE OF CULTURE,

ARTS AND HERITAGE FOR

ECONOMIC DEVELOPMENT

1.Importance of being

asset and opportunity

obsessive.

Communities have

deficiencies and needs

Communities and it’s citizens

have capacities and

assets

‘Communities have never been built upon their deficiencies.

Building community has always depended upon mobilizing the

capacities and assets of a people and a place. That is why a map

of community assets is necessary if local people are to find the way

toward empowerment and renewal.’

(J. McKnight & J. Kretzmann)

WE CAN ASK QUESTIONS IN TWO WAYS– 1. What is wrong with our community?

What problems can we fix?What are the needs of our community?What is broken?

OR 

2. What are the strengths and assets of our community?

Share a time when you felt our community was at it’s best?

What do you value most about our community?What is the essence of our community that makes

it unique and strong?

2. Importance of

stories as cultural

threads in making

sense of our world.

‘“Tell me a story” still comprises four of the most powerful words in history.’ (Pat Conroy, author)

‘Story telling is the most powerful way to put ideas into

the world today’ (Robert McKee)

3.Importance of

partnerships

between cultural

assets and local

businesses

Seattle and art walk

events

4. Important

contribution of

public art

•5. Importance of

community

involvement-

•Value of tourism•Visitor/customer service•Community engagement

7. Importance of

enhancing our

cultural assets

7. Importance of

mobilising the

contribution of

young people

Three Levels of Madness

Level One: r u mad? Projects

Level Two: MAD Day (Make a Difference Day)

Level Three: r u mad? student foundation

‘It is an important

message to young people

that they can do wondrous things’

(Greg Darnieder)

8. Importance of

thinking outside the

box

Elvis

Elvis

‘If you want to survive in a town of 2000, only half an hour from a major regional centre, you need to be bold

and creative. Small business is getting harder. It’s a

struggle. Only those who are prepared to think outside the

box can survive in our business sector’.

(Elvis Parsley, Grapeland, Woodford, Queensland)

Elvis

Elvis parsley

‘Everyone has fruit, but what I provide is an atmosphere, a mood and an

experience. It takes people back. So many people relate to Elvis tunes. It revives their youth. It’s spiritual. So many visitors share feelings like “the best time I have had in ages”; “it has taken me back to the good old days”; and “you’ve picked my flagging spirits

up”. To see ninety year olds dancing and singing amongst the fruit is unbelievable. The experience is deeper than a dollar a

bag. There is love, emotion and passion.’

(Elvis Parsley, Grapeland, Woodford, QLD)

9. Importance of

multi community

and business

collaboration

‘I will market my

neighbour as well

as I market myself.’(Wall Pledge of participating businesses in the Midland Meander Arts Marketing

trail)

The future is not a result of choices among

alternative paths offered by the present, but a place that is created first in mind, next in will, then in activity.

‘The future is not a place to which we are going; it is a place we are creating. The paths to the future are not found, but made, and the activity of making them

changes both the maker and the destination.’

(John Schaar)

Contact Details

Peter KenyonPh: +61 8 6293 1848 Fax: + 61 8 6293 1137

14 Bird Rd, Kalamunda WA 6076 

Email for copy of presentation:

pk@bankofideas.com.au

Website for bookshop & newsletter mailing list:

www.bankofideas.com.au