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Weddin Shire Council Tourism

Strategic Plan

2016 – 2017

25 July 2016

Grenfell Visitor Information Centre Strategic Business Plan

2016/2017

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Index Page

Document Information 3

Executive Summary 4

Local Area Profile 5

Vision 5

Role of the AVIC 5

Tourism SWOT Analysis 6

The Local Community 7

The Local Tourism Industry 7

Goals & Objectives Influencing Weddin 7

Weddin’s Strategic Objectives 10


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Document Information

Document Type: Strategic document

Document Status: Draft

Policy Owner Position: Director Corporate Services

Internal Committee Endorsement: An advisory committee of Council employees (Economic

Development Officer, Tourism Officer and Director of Corporate Services), three industry representatives

and four councillors from the Weddin Shire Council Tourism Committee give strategic direction and

ensure that Weddin Shire Council’s investment in tourism is managed in an efficient and effective

manner.

Approved by: Council

Date Adopted:

Version Number: 1

Review Date:

Related Strategic Documents, Policies and Procedures: Marketing Plan, Grenfell Visitor Information

Centre Operations Manual

File location:


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Executive Summary

The tourism industry must be seen within the context of the economic development of the region and as

such is one of the larger industries in the Shire. This plan is designed to systematically grow the value of

the visitor economy to benefit the local and regional community while simultaneously achieving the

objectives of the Community Strategic Planning, Central NSW Tourism and Destination NSW.

The purpose of the Strategy is to provide clearly actionable outcomes for tourism that will promote,

support and grow the Visitor Economy in Weddin Shire. The strategy includes actions that will enhance

economic growth by providing support and guidance to the existing business community with specific

projects that support all businesses in the LGA.

This document details the strategic plan for the organisation for the 2016/2017 financial year.


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Local Area Profile

Weddin Shire Council incorporates the town of Grenfell and the villages of Caragabal, Quandialla,

Greenethorpe and Bimbi. The shire comprises an area of 3,427 sq kms and has a population of 3,665

people.

Grenfell and its villages emerged from a gold mining history and are now sustained by a diverse

business environment featuring the agricultural industry.

The Weddin Mountains National Park are popular with visitors looking for a nature based / soft adventure

activities. Our agricultural, mining and bushranger heritage can be explored at the Weddin Mountains

National Park, Ben Hall’s Cave, Seaton’s Farm and O’Brien’s Lookout.

Vision

The vision for Tourism in Weddin Shire is to develop a vibrant and sustainable visitor economy by

offering genuine visitor experiences that celebrate the region’s history, world class natural assets and

small town character.

Role of the AVIC

The Grenfell AVIC will be the welcoming hub for visitors to Weddin Shire. Providing high quality

information about our Shire and what it has to offer both face to face and online.

The AVIC aims to build and maintain excellent relationships with locals, businesses and visitors. It will

work with other AVIC’s in the region to encourage referrals to Weddin Shire.

The AVIC will working with operators to support the development of quality tourism products and

regional businesses.

The AVIC will create new knowledge and understanding for industry by delivering research, analysis and

insights.

The AVIC will establish, communicate and maintain the brand ‘Central NSW Tourism’ and the brand

essence, values, benefits and attributes through all marketing activities.

The AVIC will establish a cooperative marketing program that will benefit the Shire.

The AVIC will develop strong and mutually beneficial relationships with neighbouring Regional Tourism

Organisations (RTOs), Destination NSW, and Tourism Australia and industry associations.

The AVIC will work towards the objectives outlined in this document.


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Table 1– Tourism SWOT Analysis that the Strategic Plan will address:

Strengths Weaknesses

Understanding of customer behaviour and

good customer relations

Teamwork

Commitment from Weddin Shire Council

Excellent facilities – and shared facilities

Quality natural resources (National Parks &

Historic attractions) in line with customer needs

Good base for Visiting Friends & Relatives

(VFR) market

Major concentration of prospects within 2-3

hours drive

Businesses /attractions working with AVIC

Grenfell tourism website

Strategic goals align with CNSWT

New purpose designed VIC

Limited accommodation for busy periods and

potential new events

Limited funding

Small to medium size operators lacking

knowledge and experience in developing and

refining product offering

Lack of dimension in quality experiential

product – tours

Lack of food and beverage outlets on

weekends

Lack of cultural experiences

Matching education and training with industry

needs

Lack of marketing dollars

Lack of transport options and poor transport

infrastructure

Opportunities Threats

Trend towards more Australian holidays

National Parks – increase potential for tourism

Food tourism – farm experiences

China desire for natural, unspoilt, clean

destinations

Ability to book accommodation at the AVIC

Ability to sell souvenirs online

Further marketing of the Grenfell VIC to local

operators and businesses

Increase the number of businesses open on

Saturdays and Sundays

Planning of tours around Grenfell and the Shire

Tap into cycling and the health/fitness industry

Poor customer service in Weddin

Amalgamation

Decline in tourists as a result of state/ national

economy

Meeting the requirements of accreditation for

the AVIC

New technology

Climate change – drought

Budgeting constraints

Community Involvement

Decline in art gallery volunteers

Outbound growth – consideration and intention

for overseas travel continues to gain share.

Cost of wages.


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The Local Community

The Weddin community should be key to the region’s brand. Community enthusiasm and engagement

combined with the appeal of nature are core contributors to providing an enriching visitor experience.

As such, an engaged community contributes to and benefits from the environmental, economic and

social outcomes of a vibrant local tourism industry. Tourism must deliver these benefits in a tangible way

by building the local visitor economy and ensuring that the local community is aware and engaged with

tourism initiates.

It is through the local community that Tourism can target and increase the visiting friends and relatives

market. This market will be attracted through local community support and ongoing enthusiasm for the

region and all it offers. The VFR market is a substantial segment of all visitations.

The Local Tourism Industry

Profitable tourism generates economic activity and contributes to the development of a higher standard

of infrastructure and services in the region. Tourism, through leadership, aims to shape an environment

where enterprises and investors profit. Through robust and successful tourism, jobs will grow in the

region.

The tourism industry is a challenging and volatile environment, with high customer expectations, strong

competitive forces and demands that product and experiences will be delivered sustainably. The

majority of operators in our local tourism industry are small businesses. Therefore, to take our product to

market in today’s environment and to engage with potential visitors in both the planning and booking

stages, a commitment to on-line technologies and varying distribution channels is required. It is in these

areas that Tourism will progress for the industry’s advantage.

Goals & Objectives Influencing Weddin

A focused approach will be taken in all marketing to achieve the following tourism objectives.

The accredited VIC will assist Weddin Shire Council achieve a number of objectives outlined in the

Community Strategic Plan.


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Table 2 – Strategic objectives influencing the Tourism Strategic Plan:

Community Strategic Plan

Strategic Objective Strategy Consistency of Proposal

1.2 Maximise the Weddin Shire’s tourism potential

A new tourism plan will guide the maximisation of Grenfell’s tourism potential.

1.3 Provide infrastructure and services to support business activity

Events support business activity

1.4 Support existing businesses and encourage new industries to increase job opportunities

Existing businesses will benefit from boost to the economy

1.6 Foster partnerships to advance economic activity

Partnering will provide increased economic benefit

3.7 Leverage internet and social media to engage community in local leadership and communication

Social media will be a principal method by which tourism is promoted due its the targeted nature

4.5 Encourage a sense of community and connectedness

Promotion of the VFR market offer opportunities for the community to unite over attractions and events

Destination NSW State’s Visitor Economy Industry Action Plan

Destination NSW To generate increased overnight visitor expenditure in Sydney and New South Wales

Boosting the local visitor economy contributes to state goals.

Destination NSW Attract and secure high value Major Events

Events are a major component of the tourism strategic plan

Destination NSW Build a sustainable Events Calendar for NSW


Central NSW Tourism Destination Management Plan

1.1

Consolidate long term commitment to the DMP from key partners and stakeholders via partnership agreements and funding plan

Commitment to regional campaigns supports the RTO.


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1.2 Facilitate professional development programs for stakeholders and industry

Utilise skills development as a component of the plan

2.1 Create greater links between the communities and visitors through VFR and local tourism programs

Backyard champions campaign

3.1. Cultivate new and enhancing existing product and experiences that fit within the hero experience themes in member LGAs


3.1.2. Nature and magnificent landscapes in abundance

Event will introduce competitors to our natural landscapes

3.1.3. Rich culture and heritage The culture and herniate of the town will be enhanced by interpretation.

3.1.3.3. Investigate further development of new and existing sports events as a driver for the visitor economy

A new sporting event will the visitor economy

3.2 Expand the level of bundling and clustering of products and experiences on offer to visitors

Packaging and collaboration will benefit individual business and the economy.

3.3 Improve interpretation to enhance the visitor experience

Signage project will benefit interpretation.


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Weddin’s Strategic Objectives

Weddin Shire Councils Strategic Plan has five overarching objectives which offer benefit to the visitor

economy while contributing meaningfully to state and regional strategies.

Objective 1 Double overnight visitor expenditure by 2020

The mission of Destination NSW is to double visitor expenditure by 2020 and maximise the benefits of

the visitor economy for NSW. This mission is the basis of Weddin’s first objective, demonstrating the

importance of alignment with the state government.

Increased value of the visitor’s economy in Grenfell will filter through to the wider business community in

Grenfell; businesses who typically do not see themselves in the tourism industry. All businesses in

Grenfell will benefit from a stronger visitor economy.

Objective 2 Creation of a better visitor experience

A better visitor experience begins from the information search before visitors are in Grenfell, continues

during their stay and extends after they leave through contact on social media. When visitors have has a

good experience they will use word of mouth to promote the town. All interactions affect the visitor

experience and effort should be taken to ensure all interactions are positive and beneficial.

Objective 3 Attract & enhance product and events

Resources must be invested in product development to ensure visitors have reason to visit and continue

to have reasons to return to the town to see more attractions and participate in new activities. Improving

the quality of attractions and events and increasing the frequency is important to growing the visitor

economy. In addition broadening the target markets can increase the value of the visitor economy.

Objective 4 Building community awareness and participation

The Visiting Friends and Relatives market is the single most important target market for tourism in

Grenfell. By developing local awareness and pride in the shire’s attractions and events, we will

strengthen the VFR market. All residents are encouraged to learn about their shire and to invite friends

and family to experience more of what the shire has to offer.

Objective 5 Establish strong industry ties in the region

Weddin is part of the Central NSW Tourism Region Tourism Organisation. Tourism requires a regional

approach to destination management and Weddin Shire work closely with Centre NSW Tourism on all

appropriate campaigns. Weddin Shore work with the region to increase referrals form surrounding visitor

centre and should encourage close working relationships between regional staff to ensure maximum

benefit is gained form the region.

The following table outlines prioritised projects identified to deliver these 5 objectives.


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Table 3 – Projects that will achieve the Tourism Strategic Plan strategic objectives:

Objective 1

Double overnight visitor expenditure by 2020

PriorityProje Priority Projects Context Target Consumer Segment

Responsibility Estimated Cost

1 Encourage Improved accommodation

Organise workshops with guest speakers on the benefits of running a B&B or Farm stay. Support the Accommodation Providers Networking Group.

Short breaks, Over 55’s, NSW Family, Accessible.

Council & TPO

2 Event Establishment Aiming to establish one major event each month including Reggie McNamara cycling race, farmers markets. Months that need events – February, May, July, August, November

Caravan & camping, Food & Wine, Culture & Heritage, Short breaks, Over 55’s, NSW Family, accessible.

Community, TPO & Tsm Committee

$10,000

3 Develop packages for visitors

Encourage the development of collaborative packages for visitors by operators.

Caravan & camping, Food & Wine, Culture & Heritage, Short breaks, Over 55’s, NSW Family, accessible.


4 Special Interest Tours and packages

Target sporting groups, clubs, organisations, schools, social groups, bowls clubs, caravan and motorhome owners.

Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s,

TPO, Tourism Committee

5 Maintain the Standard of the AVIC.

Continue to operate a level 2 VIC that meets accreditation requirements.

Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s, NSW Family.


6 Develop relationships with surrounding AVIC’s.

Conduct famils and consider training with staff from surrounding AVICs to strengthen relationships leading to greater numbers of recommendations.

Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.


7 Online bookings for tourism operators.

Training and promotion for the uptake of online bookings for tourism operators.



8 Railway Station precinct Enhance the Railway Station precinct as a rest stop. Caravan & camping, , Culture & Heritage, Short breaks, Over 55’s, NSW Family.


$200000

9 Target Caravan & Motor home user groups

Promote short term parking in Forbes Street Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s, accessible.

Council, TPO $5000

10 Weddin Mountain Promotion

Promote camping, bush walking bird watching and Seaton’s Farm.

Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s, NSW Family,


11 Accredited Visitor Centre

Once operating, the centre would be listed with other accredited visitor centres. Train local residents as tour guides for town tours and trips to villages and the Weddin Mountains.

Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s, NSW Family, Accessible.

Council, TPO & Tourism Committee

80000

Objective 2 Creation of a better visitor experience

1 Henry Lawson Birthsite redevelopment

Ideally project will be completed by June 2017, which will mark 150 years since Henry Lawson’s birth.

Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family, accessible.

Council, TPO & Tourism Committee, HLFC.

2 Stan McCabe Development

Famous cricketer Stan McCabe was born in Grenfell We could draw on his tourism potential by establishing a monument or some kind of memorabilia

Caravan & camping, Culture & Heritage, Short breaks, Over 55’s,

Community & Tourism Committee

$84,000 plus installation

3 Jan Lehane Development

Tennis player Jan Lehane was born in Grenfell We could draw on her tourism potential by establishing a monument or some kind of memorabilia



$10,000


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4 Reggie McNamara Life size bronze interactive statue of Reggie in a bike riding position.



5 Develop a DMP for Weddin featuring data collection

Prepare a Destination Management Plan for Weddin that includes a research component


Council, Community, TPO & Tsm Committee





7 Special Interest Tours and packages

Target sporting groups, clubs, organisations, schools, social groups, bowls clubs, caravan and motorhome owners.



8 Shire wide signage study and concept plan

Undertake a stocktake of existing tourism related signs, undertake a needs analysis and prioritise these needs. Use this study as a basis for possible funding applications.


TPO & Tsm Committee

9 4x4 club events in the Weddin Mountains Nation Park

Negotiate with National Parks over broadening the conditions of use of the Weddin Mountains National park and then promoting these new uses to appropriate user groups.

Caravan & camping, Culture & Heritage, Short breaks, NSW Family.


10 Railway Turntable including crane

To be restored and relocated from the gravel pit to the Railway Station

Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family,

Council & TPO


Organise workshops with guest speakers on the benefits of running a B&B or Farm stay. Support the B&B network.


Council & TPO

12 Main Street Beautification

Including shop windows and empty shop signage. Culture & Heritage, Short breaks, Over 55’s, NSW Family, accessible.

Council, Tsm Committee

13 O’Brien’s Hill Project Development is planned for O’Brien’s Mine, an historic disused mining site. Plans have been drawn and approved by council. Waiting for a suitable funding to reopen. If approved council will need to match the grant $ for $.


Council & TPO

$200,000 first stage

14 Self guided tours: drives

Promote self-guided walks and drive tours, including Main Street walks and heritage tours. Use brochures websites and target Canberra day trippers.




Once operating, the centre would be listed with other accredited visitor centres. Train local residents as tour guides for town tours and trips to villages and the Weddin Mountains.



Objective 3 Attract & enhance product and events

1 Henry Lawson Birthsite redevelopment

Ideally project will be completed by June 2017, which will mark 150 years since Henry Lawson’s birth.


Council, TPO & Tourism Committee, HLFC.

2 Stan McCabe Development

Famous cricketer Stan McCabe was born in Grenfell We could draw on his tourism potential by establishing a monument or some kind of memorabilia

Caravan & camping, Culture & Heritage, Short breaks, Over 55’s


$84,000 plus installation

3 Jan Lehane Development

Tennis player Jan Lehane was born in Grenfell We could draw on her tourism potential by establishing a monument or some kind of memorabilia



$10,000

4 Reggie McNamara Life size bronze interactive statue of Reggie in a bike riding position.



5 Event Establishment Aiming to establish one major event each month including Reggie McNamara cycling race, farmers markets. Months that

Caravan & camping, Food & Wine, Culture

Community, TPO & Tsm

$10,000


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need events – Feb, March, May, July, August, November & Heritage, Short breaks, Over 55’s, NSW Family, accessible.

Committee





7 Assist with the development of workshop weekends

Provide encouragement and support to the operators in Grenfell developing a program of workshops weekends ie gardening, art, photography, quilting, metal sculpture.

Culture & Heritage, Short breaks, Over 55’s.


8 Installation of consistent signage shire wide

Develop funding application to install all signage identified during the signage needs analysis.


Council, TPO & Tsm Committee

9 Weddin Mountains based professionally run event- sporting/ horse-riding/ 4x4 etc.

Negotiate with National Parks over broadening the conditions of use of the Weddin Mountains National park and then promoting these new uses to appropriate user groups.


Community, TPO & Tsm Committee, Council

10 Railway Turntable including crane

To be restored relocated from the gravel pit to the Railway Station


Council & TPO


Organise workshops with guest speakers on the benefits of running a B&B or Farm stay. Support the B&B network.


Council & TPO

12 Main Street Beautification

Including shop windows and empty shop signage. Culture & Heritage, Short breaks, Over 55’s, NSW Family, accessible.

Council, Tsm Committee

13 O’Brien’s Hill Project Development is planned for O’Brien’s Mine, an historic disused mining site. Plans have been drawn and approved by council. Waiting for a suitable funding to reopen. If approved council will need to match the grant $ for $.


Council & TPO

$200,000 first stage

Objective 4 Building community awareness and participation

1 Work closely with regional groups ie car clubs

Develop good relationships with local and regional groups: Probus, Car Clubs etc to facilitate club visits to Grenfell.

Caravan & camping, Culture & Heritage, Short breaks, Over 55’s.

Community, TPO

2 Support VFR via regular community communication and invitations to the AVIC.

Develop community support devices to encourage the VFR market ie rates notice inserts, social media platforms, training on how to improve local photography for social media


TPO

3 Backyard Champions campaign

Educate locals on things to see and do when they have VFR Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.

Community, TPO

4 Gateway/Entry signage Develop funding application to install unique and inspirational entrance to town signage

Caravan & camping, Short breaks, Over 55’s, NSW Family,

Council, Tourism Committee & TPO


The centre is listed with other accredited visitor centres. Train local residents as tour guides for town tours and trips to villages and the Weddin Mountains.



Objective 5 Establish strong industry ties in the region

1 Develop relationships with Forbes/ Cowra/ Young AVICs that lead to referrals.

Conduct famils and consider training with staff from surrounding AVICs to strengthen relationships leading to greater numbers of recommendations.


TPO

2 Grow the perception of Grenfell in the minds of caravan and motorhome owners

Develop facilities that attract and retain caravan and motorhome users.

Caravan & camping, Culture & Heritage, Short breaks, Over 55’s.


3 Develop a Tourism Operators networking

Encourage the expansion of the B&B group to become a Tourism Operators networking group.

Caravan & camping, Food & Wine, Culture

Community, TPO


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group & Heritage, Short breaks, Over 55’s, NSW Family.

4 Special interest Tours and packages

Target sporting groups, clubs, organisations, schools, social groups, bowls clubs, caravan and motor home owners.



5 Participate in all appropriate regional tourism campaigns

Participate in all appropriate Central NSW Tourism campaigns what offer measurable benefit to the Weddin Shire

