Northern Economic Plan

Northern Adelaide has many significant strengths upon which to build, from high-end engineering capabilities, hubs of health, defence and technology, centres of research excellence and a growing horticulture, food processing and distribution sector. All of these and more will be crucial to the region’s future economic prosperity.

The Northern Economic Plan identifies six key growth sectors that will be pivotal to the region’s future.

Tourism, recreation and culture

Health, ageing and disability

Agriculture, food and beverage

Mining equipment and technology services (METS)

Defence

Construction and urban renewal

Tourism in northern AdelaideTourism is a significant driver for the South Australian economy, contributing $5.4 billion1 to our state and directly employing 32,0002 South Australians.

The South Australian tourism sector is growing and there is a real opportunity to capitalise on this growing sector within northern Adelaide. Located between the Barossa and Clare Valley and offering its own unique attractions, tourism investment cannot be ignored in northern Adelaide.

Economic growth will come through attracting people and visitation to the region, and developing new businesses and employment opportunities to support this growing sector.

The South Australian Tourism Plan 2020 has a target to increase employment in the sector by 10,000 jobs over the next five years and is focussed on achieving the South Australian tourism industry’s full potential of $8 billion of visitor expenditure by 2020.1 South Australian Tourism Commission Annual Report 2014-15.

2 Tourism Satellite Accounts, 2013-14.

Future directions • The Port River Water Use Plan is being

developed by Renewal SA and the City of Port Adelaide Enfield and will identify ways to enhance tourism in a sustainable way. It is anticipated this will create a vibrant tourism hub that builds on the natural asset of the Port.

• The development of a major nature-based tourism asset that stretches from Port Adelaide to Mawson Lakes and incorporates the International Bird Sanctuary, Barker Inlet Dolphin Sanctuary, St Kilda Mangrove Boardwalk and Greenfield Wetlands will offer a major nature-based tourist attraction for South Australia.

• Development of a tourism and cultural trail around Port Adelaide will also assist in promoting and aligning tourism providers.

Opportunities A focus on promotion of the recreational facilities and cultural assets in northern Adelaide is needed and will attract visitors to the region and increase visitor expenditure, in turn supporting local businesses and creating employment opportunities. Welcoming and showcasing the community and its assets to visitors is an opportunity all can be a part of.

Attracting and staging additional events and festivals in the region offers a further avenue for increasing visitation to the region and opportunities for showcasing local food, wine and music.

The ageing population presents a key market for the tourism industry in northern Adelaide. Although they tend toward conservative spending, the intensity of tourism consumption is highest for older people. This presents a key source of revenue for leisure services, tourism operators, and hospitality and accommodation providers.

Northern Adelaide’s population has grown at almost twice the state average over the past decade and continues to be one of the fastest growing areas of the state.

Tourism, recreation and culture – sector overview

Recreation and culture in northern AdelaideRecreation, culture and sports are important to the life of communities and are highly valued by the community in northern Adelaide. Recreation provides a mechanism for stronger community engagement, and the benefits include reduced stress and increased health.

The northern region boasts a number of rich assets that support recreation, cultural and tourism pursuits.

An abundance of parks and reserves in the region offer space for outdoor recreation, fitness and play. Highlights include St Kilda with an adventure playground and 100 year old mangrove forest to explore, the award winning Playford Alive Town Park, Fremont Park, Stebonheath Park, and Parra Wirra Recreation Park.

The Adelaide Dolphin Sanctuary, which has a pod of around 30 bottlenose dolphins, Garden Island Ships’ Graveyard, and the Adelaide International Bird Sanctuary offer unique nature-based recreation and tourism experiences.

The diversity of the region is always on display with walking trails and wetlands featuring in this region. The Little Para Trail traverses 14km’s from the hilly escarpments in the east, to Barker Inlet in the west whilst the Coast Park is a 70km walk along the foreshore starting in North Haven. Salisbury has invested in more than 50 wetlands which incorporate trails where visitors can stop to watch some of the 160 species recorded at the wetlands.

Visitors and residents currently enjoy sport and entertainment at Globe Derby Park, Adelaide International Raceway, and Speedway City Virginia. The State Sports Park hosts international events at the Adelaide Super-Drome and State Hockey Centre, while each week recreation and sports centres throughout the region provide space for communities to connect and socialise, and are abuzz with excitement, activity and pride.

Two national sporting teams are permanently based in northern Adelaide. Port Adelaide Football Club calls Alberton Oval home and in 2015 Adelaide United made the new Playford Sports Precinct in Elizabeth their home base.

Northern Adelaide also has a rich cultural heritage, particularly in the music industry, with members of internationally successful bands such as Cold Chisel and more recently Tkay Maizda, a product of the Northern Sound System who was named ‘Best New Artist’ by Rolling Stone Magazine in 2014, having come from the region.

Tourism to the region is further supported by cafes and restaurants, outstanding wineries including Uleybury Wines and Virgara Wines, historic museums across the region (Railway, Maritime, Tram, Military Vehicles and Aviation) and the Port Adelaide State Heritage Area.

A number of popular events occur in the region including the Port Festival, Semaphore Music Festival, Salisbury Secret Garden, Matsuri on Mobara and Adelaide Flyway Festival.

The community has much to be proud of.

Future directions • The Northern Sound System centre in

Elizabeth will be enhanced and will provide a key outlet for the growth of music industry training in South Australia.

• Playford Central as CBD of the North will be the place to go for retail, arts, entertainment, commerce, government services, health, education and training. The new Prince George Plaza will be a central community space.

• The Playford Sports Precinct will provide a regional centre for sports in the northern area offering a wide range of sport facilities and activities for the community. The completed precinct will be ideal for hosting State and National carnivals for sports including football, soccer, tennis and softball.

A shared vision for Northern Adelaide

OpportunitiesThe population growth and new residential developments will offer an increased market for recreation and cultural activities as well as greater demand for sporting and recreation services. New and upgraded facilities such as those at Playford and Gepps Cross will be well placed to host a variety of youth, masters and specialist sports events.

The community’s passion for sport and recreation makes northern Adelaide an ideal location for recreation based retail centres such as the proposed development, Kings Point Shopping and Entertainment Complex on Main North Road, which will provide opportunities for shopping, leisure and entertainment in one location.

Opportunity exists to continue to upgrade and expand the network of libraries, sporting club and community facilities across the region. Investment in these highly valued facilities from the private and institutional sector, including schools, is likely where they are shared facilities, located in accessible centres. With a model of private sector construction and leaseback to Councils and institutions, these facilities can both stimulate economic growth and serve the community.

Skills in demandSome of the jobs that will be in demand in northern Adelaide as the touris, recreation and culture sector grows:

Sports coaches, instructors and officialsFitness instructorsGaming workersSportspersonsMusic professionalsAmusement, fitness and sports centre ManagersSales assistants (general)GreenkeepersVisual arts and crafts professionalsReceptionistsAnimal attendants and trainersArtistic directors, and media producers and presentersBar attendants and baristasActors, dancers and other entertainersGeneral clerksWaitersOther miscellaneous labourersBetting clerksGardenersLivestock farm workersCommercial cleanersJournalists and other writersConference and event organisersAdvertising and sales managersSource: ABS Census for 2011, Department of State Development

If you would like to find out more information about the skills needed in South Australia, and training options available, call the Skills and Employment Infoline on 1800 506 266 or visit www.skills.sa.gov.au

Find out moreSouth Australian Tourism Commission is committed to growing the state’s tourism industry, visit www.tourism.sa.gov.au

WORKERS

EMPLOYMENT32,000

TOURISM

CONTRIBUTING$5.4 BILLION

BY 2020

EXPENDITURE$8 BILLION

Northern Economic Plan For further information about the growth sectors and projects being undertaken in northern Adelaide, to learn more about the Northern Economic Plan or if you have a new idea, or want to partner in an existing project, visit www.looknorth.com.au

Contact detailsNorthern Economic Plan GPO Box 320 Adelaide, South Australia 5001 Phone: 08 8463 5563 Email: northerneconomicplan@sa.gov.au

facebook.com/looknorthsa

@LookNorthSA