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2017-18 MEMBERSHIPPRoSPEctuS

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HuNtER VALLEY WINE & touRISM ASSocIAtIoN (HVWtA)

The Hunter Valley Wine & Tourism Association (HVWTA) is a not-for-profit membership organisation that works in partnership with Cessnock City and Singleton Councils. This Alliance is a union between all stakeholders that speaks with ‘one voice’ and is proactive in sourcing the required levels of funding through State and Federal Government. The HVWTA is responsible for destination marketing, advocacy and actively promotes the investment in tourism in Wine Country. The HVWTA is strategically focussed to market brand ‘Hunter Valley’ through innovative digital marketing, events, famils and PR, driving people to your businesses.

WE DIREctLY AND INDIREctLY HELP YouR BuSINESS

ouR PuRPoSEOur purpose is to increase visitors to Hunter Valley Wine Country by promoting our brand, our wine region and its offerings, to cultivate a sustainable local visitor economy for our members who seek to increase visitation and spend to their businesses.

ouR MISSIoNTo be globally recognised as Australia’s premier wine and food tourism region, differentiated by our unique premium quality wine styles, culinary capabilities and a rich, contemporary visitor experience.

ouR FocuSOur focus is destination marketing. We recognise the importance that our culture, heritage and soft adventure play in underpinning the vision aligned

with the continued development of theaccommodation, cellar door, retail, food,

events and touring experiences.

It’S JuSt tHE BEGINNINGThe HVWTA have recruited a strong team with skills in tourism and digital marketing to support our

members and execute our Strategic Marketing Plan. We have also forged

a positive relationship with Destination NSW, NSW Wine Industry Association, Wine

Australia and Department of Industry, and lobbied hard to State and Federal Government for the wine and tourism industries. We have hosted numerous Ministerial visits and deputations both from Federal and State Government and we have developed a strategic partnership with Newcastle Airport to drive visitation to the region.

DELIVERABLES 2017/18> Develop a new Business & Strategic Marketing Plan

> Accessing Funding Opportunities

> Build on successful key events

> Strategic Partnerships that align with our Hunter Valley brand

> Execute a robust Digital Marketing plan

> Grow off-peak visitation and increase visitor spend

> Grow HVWTA Membership

> Continue to raise the profile of the Hunter Valley wine and tourism brand in our key markets

tHE HuNtER VALLEY IS EStIMAtED to HAVE

1.8 MILLIoNPEoPLE VISIt PER YEAR

(oVERNIGHt/ DoMEStIc DAY tRIPS/ INtERNAtIoNAL)

*(DNSW YE SEPt 2014)

ADVocAcYLoBBIED FEDERAL GoVt.

oN WEt tAx AND cELLAR DooR REBAtE

ISSuES, coNtINuING toLoBBY NBN AND

tELStRA

HuNtER VALLEY IS AuStRALIA’SoLDESt WINE

REGIoN ESt. 1830

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The HVWTA is a small team who are governed by a skills based board to take the lead advocacy role in tourism and wine industry matters across local, state and federal government. The organisation is supported by experienced industry-based subcommittees that take responsibility for Marketing, Winemaking and Viticulture. The HVWTA combines the knowledge, resources and skills of its industry to create a solid foundation to ‘sing’ from one voice and to deliver your message about Hunter Valley Wine Country region globally.

tHE BENEFItS oF touRISM IN YouR REGIoN> Wine Country is the most visited regional destination in NSW.

> We are geographically defined by the Upper and Lower Hunter areas and we welcome a growing number of more than 1.8 million visitors annually.

> Tourism is a significant industry for the Australian economy generating $94 billion in spending.

> Regionally, tourism helps to grow expenditure in our local community and provides employment.

> Tourism also funds critical economic infrastructure like airports, roads and hotels, and provides a link to international visitors.

WHY IS touRISM IMPoRtANt to HuNtER VALLEY WINE couNtRY?

HuNtER VALLEY IStHE MoSt VISItED

WINE REGIoN IN AuStRALIA*

BY INtERNAtIoNALVISItoRS

Source:*International Visitor Survey, YE Jun 15, TRA**2015-16, Australian Bureau of Statistics (ABS), Tourism Satellite Account.

POKOLBIN

SINGLETON

HUNTER VALLEY(AS PER AUSTRALIAN GEOGRAPHIC INDICATION)

BROKEKURRI KURRI

CESSNOCK

N

DENMAN

MUSWELLBROOK

JERRY PLAINS

BRANXTON

WOLLOMBI

DoES tHE VISItoR EcoNoMY IMPAct oN YouR BuSINESS?Every visitor to Wine Country is another guest at a hotel, another seat at a restaurant, another bottle of wine purchased, another customer at a small business and another patron at a major event. The visitor economy not only refers to the core tourism services of cellar door visitation, accommodation, hospitality, transport and other activities but the full suite of other businesses and services which contribute to the overall visitor experience in our region. If any income you receive in your business comes from visitors, then you are part of the visitor economy which positively impacts on your business.

MoRE touRISM IN ouR REGIoN MEANS MoRE JoBS AND oPPoRtuNItIES FoR YouR BuSINESS

Support the HVWTA and join today!

touRISM coNtRIButES AN

EStIMAtED$594 MILLIoN**

to tHE LocALEcoNoMY

touRISMDIREctLY EMPLoYS

oVER 2696**PEoPLEIN tHE HuNtER

VALLEY

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DEStINAtIoN MARKEtING Bringing visitors to our region

coNSuMER EVENtSOur commitment to our members is to build on existing key consumer events taking the Hunter Valley to target markets, bringing visitors to the destination and seek out new opportunities. In 2017/18 we will commit to at least three major consumer shows in Sydney and build on our key Hunter Valley Wine & Food Festival event.

> Uncorked Balmoral

> Uncorked Avalon

> Sydney Cellar Door

> Hunter Valley Wine & Food Festival

toP RANKING DEStINAtIoN WEBSItE FoR tHE HuNtER

VALLEY

Amid all the changes and disruption to tourism caused by technology and a highly competitive tourism environment, the HVWTA has spent the last 12 months developing its resources. A team of highly skilled marketers and digital experts have been appointed that deliver clever marketing initatives to increase the destinations awareness and attract visitors to the region.

WHAt WE Do> Destination marketing

> Members support and services

> Wine and tourism advocacy

> Industry workshops, business improvement and product development

HoW MANY PEoPLE HAVE WE REAcHED?> 455,000+ visitors to winecountry.com.au

> 24,000+ social media followers

> 20,000+ e-newsletter subscribers

> Hunter Valley Magazine distribution = 130,000 copies per year

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PRoVIDING INFoRMAtIoN to business events clients, wedding enquiries

and international visitors

The HVWTA is committed to driving midweek visitation to increase occupancy and visitation to the destination through marketing initiatives that appeal to market segments and bring visitors to your businesses.

coNFERENcE & INcENtIVESOur strategic objective of increasing the Hunter Valley positioning towards Meetings, Incentives, Conferences and Events (MICE) market as the first choice regional destination remains key to all marketing activities.

WHo Do WE tARGEt> Bi-monthly e-newsletter to 4,000+ subscribers

> Distribution of 500 printed Meeting Planners Guide key business events and electronic version

> Develop 2 campaigns over a 12 month period with Event Connect and Business Events News targeting over 20,000+ members

> Participate in AIME in February in 2018

> Develop a dedicated Hunter Valley Conference subsite for launch in 2018

INtERNAtIoNAL MARKEtINGThe HVWTA will continue to actively promote, profile, educate and ‘sell’ the destination’s export ready products to the global travel trade.

> Participate in ATE in 2018 as a destination

> Work with DNSW to facilitate product development, industry workshops for the inbound market

> Work with NSWIA to access a portion of the $50 million Export and Regional Wine Support Package which is designed to amplify growth in the value of wine exports and the revenue from wine-related tourism to deliver value to Australia’s grape and wine sector

WEDDINGSWeddings are a major contributor to the destination with significant economic value that is filtered across all sectors. Since the appointment of the new Marketing Team in Oct/Nov and the launch of the new winecountry.com.au website in April 2017 the HVWTA has received and shared with our members oVER 90 WEDDING ENquIRIES on the dedicated Wedding Planning Tool web page.

> Dedicated weddings page on winecountry.com. au to promote your business

> Bi-annual dedicated Consumer Edm to 20,000 subscribers

HoStED 300+PARtIcIPANtS

oN INDuStRY,MEDIA & tRADE

FAMILS IN2016/17

cIRcA $500KGENERAtED FRoMBuSINESS EVENtS

LEADS SINcE NoVEMBER 2016

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winecountry.com.au/conferences

M E E T I N G P L A N N E R S G U I D E

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6 MILLION+BUSINESS AND LEISURE

VISITORS TO THE HUNTER VALLEY ANNUALLY *

4MILLION + WINE BOTTLES PRODUCED EACH YEAR

CAFES AND RESTAURANTS* 210+

OVER 6000 ACCOMMODATION ROOMS AVAILABLE

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The HVWTA works with range of partners including Cessnock City and Singleton Councils, local Chambers of Commerce, Destination NSW and Tourism Australia, NSW Wine Industry Association and Wine Australia to promote Hunter Valley Wine Country globally. The HVWTA provides a voice for the wine and tourism industries, representing you on issues affecting tourism at a local, state and national level. We are dedicated in providing the following support to our 240+ association members through:> Dedicated Membership and Marketing team and ongoing support providing a direct link for your business to our activities> A commitment to lobby for sustainable & ‘healthy’ wine and tourism industries> Regular member e-newsletter with up-to-date information on HVWTA activities, funding opportunities that support your business, industry news and marketing opportunities> Access to professional development opportunities such as a range of marketing seminars, wine & viticulture workshops, and tourism specific workshops> Assistance in developing your business to be export ready> Opportunity to work in collaboration with the HVWTA to promote your business and events to visitors

PRoVIDING A StRoNG ‘VoIcE’ FoR HuNtER VALLEY WINE couNtRY

WHAt It MEANS to BEcoME A VALuED MEMBERThe HVWTA is a voluntary association of like-minded and wine tourism facing business people, with volunteers and a small staff. We can only deliver our services and programs with your direct membership support and need

you to contribute to allow us to continue to succeed. tABLE 1. BENEFItS tHAt APPLY to ALL VINEYARD WINERY & cELLAR AccoMM. FooD SERVIcES tRANSPoRt ASSoc. oF SuPPLIER HVWtA MEMBERS MEMBER DooR MEMBER MEMBER MEMBER oPERAtoRS GooDS & SERVIcES PREcINct MEMBER

Increased visitation to Wine Country byworking collaboratively and supporting HVWTA initiatives in destination marketing

Representation for our region and businesssectors on issues effecting wine and tourism

Discount member rates to advertise inyour Hunter Valley Magazine

Invitation to free and discounted workshops hosted by industry and HVWTA

Opportunity to host events and workshopsfacilitated by the HVWTA

Opportunity for your business to host a familiarisation for HVWTA & VIC staff to assist them promote your business to visitors

Regular HVWTA member e-newslettersand updates

Promotions of your events on winecountry.com.au, number one in SEO for Hunter Valley

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MEMBERSHIP cAtEGoRIESPlease select a membership category that best suits your business

*A full year tile in the HV Magazine Visitors Guide is $1000 – no tile option is for vineyard, small or boutique operators only.**HV Magazine Directory listing

VINEYARD (BASED BENEFItS tHAt FuLL LIStING HV MAG.* BuSINESS AccESS to oPtIoNAL -oN AREA uNDER VINE APPLY to ALL oN WEBSItE tILE – LIStING BooK EASY BuSINESS touRISM - HEctARES (HA)) HVWtA MEMBERS 12 MoNtHS oN BooKING PLANNERS GuIDE IN tABLE 1. WEBSItE SYStEM Boutique (1-10Ha) $550

Small (11-30ha) $800

Medium (31+ ha) $1500

WINERY/cELLAR DooR (BASED oN totAL ANNuAL cRuSH - toNNAGE (t))Boutique (1-50t)** $675 $1500

Small (51-100t) $2500

Medium (101-250t) $3500

Large (251-999t) $4500

Extra Large (1000t+) $7500

AccoMMoDAtIoN(BASED oN INVENtoRY)CBD Motels / Hotels / Caravan $675 $1500 Parks / Backpackers

1-3 keys** $675 $1500

4-9 keys** $1000 $1825

10-30 keys $3500

31-40 keys $5000

41-60 keys $7500

61-100 keys $10000

101 + keys $12,500

FooD SERVIcES - REStAuRANtS, cAFES, FuNctIoN cENtRES (BASED oN ANNuAL tuRNoVER)Boutique (up to $400k) $675 $1500

Small ($401k - $750k) $3000

Medium ($751k - $999k) $4500

Large ($1m – 1.5m) $5500

Extra Large ($1,500,501+) $6500

touRISM tRANSPoRtoPERAtoRSTransport, tours &attractions $675 $1500

otHER cAtEGoRIESAssociate Member $250

Supplier of Goods & Services, Retail - $500 $1325 who directly benefit from Tourism**

Wine Country Precincts $1500

Not for profit Inc.Associations** $500 $1325

MEMBERSHIPFEE

MEMBERSHIPINcLuSIVE oFHV MAG. tILE –

oPtIoNAL ADDItIoNAL BuSINESS LIStINGS• An additional business tile in the Hunter Valley Magazine for 12 months is $750 per listing• An additional business tile on winecountry.com.au website for 12 months is $250 per listing• Full membership fees $5000 & over receive additional web listings for FREE

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For more information or to arrange an appointment please contact:

SAM FoRD Business Development and Membership Coordinator

E sam@hvwta.com.au P 02 4990 0930

Hunter Valley Wine & Tourism Association 2090 Broke Road, Pokolbin NSW 2320

PO Box 352, Cessnock NSW 2325

www.winecountry.com.au

to RENEW MEMBERSHIP cLIcK HERE

to JoIN AS A NEW MEMBER cLIcK HERE