Weddin Shire Council Tourism
Strategic Plan
2016 – 2017
25 July 2016
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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
Events are a major component of the tourism strategic plan
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
Events are a major component of the tourism strategic plan
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.
Community, TPO & Tsm Committee
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.
Community, TPO & Tsm Committee
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.
Community, TPO & Tsm Committee
7 Online bookings for tourism operators.
Training and promotion for the uptake of online bookings for tourism operators.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.
Community, TPO & Tsm Committee
8 Railway Station precinct Enhance the Railway Station precinct as a rest stop. Caravan & camping, , Culture & Heritage, Short breaks, Over 55’s, NSW Family.
Community, TPO & Tsm Committee
$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,
TPO, Tourism Committee
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
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s,
Community & Tourism Committee
$10,000
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4 Reggie McNamara Life size bronze interactive statue of Reggie in a bike riding position.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s,
Community & Tourism Committee
5 Develop a DMP for Weddin featuring data collection
Prepare a Destination Management Plan for Weddin that includes a research component
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.
Council, Community, TPO & Tsm Committee
6 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,
TPO, Tourism Committee
7 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
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.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.
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.
Community, TPO & Tsm Committee
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
11 Encourage Improved accommodation
Organise workshops with guest speakers on the benefits of running a B&B or Farm stay. Support the B&B network.
Short breaks, Over 55’s, NSW Family, Accessible.
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 $.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family,
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.
Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s, NSW Family,
TPO, Tourism Committee
15 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
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.
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
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s,
Community & Tourism Committee
$10,000
4 Reggie McNamara Life size bronze interactive statue of Reggie in a bike riding position.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s,
Community & Tourism Committee
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
6 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,
TPO, Tourism 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.
Community, TPO & Tsm Committee
8 Installation of consistent signage shire wide
Develop funding application to install all signage identified during the signage needs analysis.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.
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.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.
Community, TPO & Tsm Committee, Council
10 Railway Turntable including crane
To be restored relocated from the gravel pit to the Railway Station
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family,
Council & TPO
11 Encourage Improved accommodation
Organise workshops with guest speakers on the benefits of running a B&B or Farm stay. Support the B&B network.
Short breaks, Over 55’s, NSW Family, Accessible.
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 $.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family,
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
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.
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
5 Accredited Visitor Centre
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.
Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s, NSW Family, Accessible.
Council, TPO & Tourism Committee
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.
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family.
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.
Council, Community, TPO & Tsm Committee
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.
Caravan & camping, Culture & Heritage, Nature, Short breaks, Over 55’s,
TPO, Tourism Committee
5 Participate in all appropriate regional tourism campaigns
Participate in all appropriate Central NSW Tourism campaigns what offer measurable benefit to the Weddin Shire
Caravan & camping, Culture & Heritage, Short breaks, Over 55’s, NSW Family, accessible.
Council, Community, TPO & Tsm Committee