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Economic Development Strategy Glen lnnes Severn Area 2012 to 2017

GLEN INNES SEVERN COUNCILEconomic Development Strategy

Glen lnnes Severn Area2012 to 2017

RESOLUTION NUMBER: 16.07/12 | MEETING: 26 Juty 2012

Refer to attached document.

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Date

Reference Number: Version Number: 1

Date of Effect: 2617112Review Date:Auq 2017

Respons b e OffcerDDRSS

Related Documents:

Economic Development Strategy

Glen Innes Severn Area

2012 to 2017

July 2012

Table of Contents

1. Executive Summary ........................................................................... 1

2. The Glen Innes Severn Area .............................................................. 6

3. Industry Development ...................................................................... 8

4. Glen Innes Severn Area – Growth Zone ..........................................16

5. Employment and Skills ....................................................................21

6. Digital Economy ..............................................................................24

7. Supporting Infrastructure ...............................................................27

1 Glen Innes Severn Economic Development Strategy

Glen Innes Severn area

– growth and rural

lifestyle destination in

New England for

businesses, families,

private and public

sector services

1. Executive Summary

Vision

Glen Innes Severn area has set a path for growth that will build and sustain the area’s prosperity and

opportunities for residents.

Based on community values and expectations, Glen Innes Severn area will retain its strong agricultural

base, build its tourism offerings and target new business growth. A proactive strategy for population

and employment growth will be supported by an attractive environment for new investment that is

‘open for business’ – creating one of the leading inland destinations for ‘tree change’ and lifestyle

driven business growth in New South Wales.

4 Growth Themes

The Glen Innes Severn Council Community Strategic Plan for 2011 – 2021 sets the framework and goals

for economic development of the area over the next ten years. This Economic Development Strategy and

Action Plan build on this framework to help deliver the outcomes the community wants. The four themes

for economic development identified in the Community Strategic Plan are:

1. Growth– Economic development by encouraging more businesses and industry to move to the area.

2. Employment and Skills – Encourage increased participation in the workforce and build on employment

opportunities. This includes employment opportunities for young people and improving access to

education and training options for the community and businesses.

3. Industry Development – Support and develop agricultural industries, be a well recognised tourism

destination, and encourage growth in the area’s businesses.

4. Digital Economy – Access high quality broadband and mobile coverage and support community and

business participation in the digital economy.


Proactive approaches

will help Glen Innes

Severn area retain key

industries, diversify the

economy and

strengthen its role as a

strategic centre

11 Catalysts for Growth

Like many regional areas in Australia, Glen Innes Severn area faces the challenges of an ageing

population, low or negative population growth and an aspiration to keep the same lifestyle into the

future. The community’s endorsement of a growth focused future is one of its key strengths – the

commitment to investment and change to maintain prosperity in the area for future generations.

Eleven catalysts for growth will help the area achieve its vision for economic development:

1. A proactive and welcoming environment for retaining existing businesses and supporting new

business investment – proactive support for new investment and investment attraction initiatives.

2. New industrial land to support new investment - - new industrial area in Glen Innes.

3. Glen Innes Town marketing strategy – positioning Glen Innes as an attractive retail destination and

supporting online retailing by local businesses.

4. Positioning Glen Innes as a destination for health and wellness businesses and investment –

attracting cosmetic surgery, health retreats, medical and wellness businesses.

5. Building on the Glen Innes Severn area’s successful tourism track record and diversifying tourism

product and time of year appeal – pre Celtic Festival events, food and wine tours, and leveraging off

regional events.

6. Working to support retention of agricultural investment and attracting new, high value agriculture

to the area – succession planning for retiring primary producers and attracting producers targeting

high value crops.

7. Developing the Airport as a hub for aviation activity and investment.

8. A Learning and Education Network to respond to current and future skills development needs.

9. Building business capability and networks to leverage off resources investment in Northern New

South Wales and Southern Queensland – targeting work in the major projects market.

10. Supporting national broadband network rollout and growth in online and knowledge based businesses

– increasing Glen Innes Severn area’s participation in the digital economy.


11. Innovation to maintain

a leading regional role

in the New England

and Northern New

South Wales region –

proactively seeking out

and attracting

investment in strategic

services and

businesses.

The area’s economy depends on agriculture as well as a diverse mix of businesses. The local economy

includes successful local ventures that export products and services to global markets.

Recent investment by leading retail groups in Glen Innes confirms the strategic regional significance of

Glen Innes and its location at the junction of the New England and Gwydir Highways.

In recent years, Glen Innes has been attracting increased tree change migration based on its ‘air

conditioned’ climate of cooler temperatures and low humidity combined with proximity to coastal areas

and Northern New South Wales and Southern Queensland growth zones. Glen Innes Severn area can

offer lower costs of establishment and operation for businesses, good road transport access for freight, a

more stable and committed workforce, lower housing costs compared with nearby regions and major

centres, and a stable and committed core of retail, service and manufacturing businesses in the area.

Glen Innes Severn area is well placed for future growth while maintaining the valued heritage

characteristics of the area and the relaxed lifestyle that attracts residents and visitors alike.

The lead projects outlined on the following page provide a roadmap for growth and practical tools to

strengthen the area’s economy.


Nine priority

implementation

projects:

• Investment Pathway

• Investment Advocate

• Town Marketing Plan

• Tourism infrastructure

and product

development

• Saleyard

• Airport Master Plan

• Major projects

capability development

• New industrial precinct

• Medical professionals

19 Lead Projects

Lead projects provide a focus to create employment and economic growth in the Glen Innes Severn area.

Theme Projects

Industry

Development

1. Succession and retention strategy for agricultural production in the area.

2. Attract higher value and emerging agricultural production as well as food processing and value adding

operations.

3. Glen Innes Saleyard redevelopment and improvement.

4. Improved presentation of the CBD and implementation of the CBD Master Plan.

5. Glen Innes Town retail and services marketing plan to create a distinctive position for Glen Innes.

6. Tourism infrastructure and product development initiatives including pre Festival events, development of

the Standing Stones site, cross regional culinary and event linked tours.

7. Creative industries strategy.

8. Prepare an airport master plan to maximise value and investment from Glen Innes’ strategic airport.

Growth 9. Investment Pathway initiative for Council linked with active investment attraction marketing.

10. New investment advocate to work with developers and investors in the mid to northern New South

Wales market to attract government and private sector investment.

11. New industrial precinct in Glen Innes to provide a high quality environment for businesses attracted to

the area. Maintain a high quality industrial area at Deepwater.

12. Attract aged care and retirement facility and services investment.

13. Medical professionals attraction and retention strategy to provide medical services to support

community growth.

14. Feasibility study on investment attraction of a lead business in medicine and/or wellness to support

medical tourism to the area.

Employment

and Skills

15. Major employer retention program to maintain and increase employment.

16. Education and Training Network.

17. Explore opportunities to build engineering manufacturing and related capabilities in the area to target

the major projects market. This includes using Council’s engineering capabilities as a lead agent and

networking with other companies in major project supply chains for mining, wind farm and CSG projects.

Digital

Economy

18. Support NBN rollout and increased online presence for businesses in Glen Innes Severn area.

19. Attracting knowledge based businesses.


Collaboration and good

communication are

vital for a successful

Strategy

The nine priority implementation projects focus on proactive change in different parts of the area’s

economy – strengthening and supporting the existing economy while proactively attracting new

investment to the area.

The strong sense of community in the Glen Innes Severn area and the existing networking among the

business community are vital elements for the Strategy’s success. Key success factors for the strategy

include:

• Partnering between Council and the business community on projects and the strategy overall.

• Collaboration within the business community – supported by industry and business groups and

networks.

• Effective communication of the strategy to the community and six monthly updates on progress.

• Engaging business leaders and expertise in the area to actively participate in and support lead

projects.

While Council will play a vital role in creating a welcoming environment for new investment and

partnering in projects, it will be the business community who leads the way in creating and supporting

new investment.

Key performance indicators to track the Strategy include:

• Value of new investment attracted.

• Qualifications profile in the area.

• Percentage of households with an internet connection.

• Diversity and mix of industry investment.

• Employment levels.

• Population.

• Project based KPIs.


2. The Glen Innes Severn Area The Glen Innes Severn population of about 9,000 is not forecast to grow but the community expects to

see employment growth in the latest Census results. The area has some important strengths:

• High quality lifestyle environment.

• Quality destination for businesses and residents.

• Central location and close to other regional centres.

• Highway links and airport.

• Established economy.

• Innovative firms choose Glen Innes.

• Capacity to expand the population and the business community.

However, there are challenges:

• An ageing population.

• Lower levels of qualifications compared with the State average and limited numbers of high value

jobs.

• Competition for resources, investment and population growth from neighbouring regions.


While the economy is dominated by agriculture, the area has a mix of industry sectors. Building on these

industry strengths and adding new business that earns revenue outside the area will support economic

and population growth.

The Economic Development Strategy outlines projects and approaches that will target these outcomes.


3. Industry Development Industry development includes building on regional strengths and encouraging diversification and innovation in

leading sectors of the economy. Examples include:

For agriculture -

• Succession planning

• Ensure retention of primary production capability and attraction of new investment in high value crops

and produce.

For retail -

• Position in market.

• The town’s high quality and distinctive retail options and adding to this mix to meet current and future

demand. This can strengthen Glen Innes’ position as a major destination.

For tourism -

• Diversify tourism product and expand infrastructure and capabilities to build on existing tourism successes.

For aviation -

• Build a stronger regional hub of capabilities which will support regional growth.

Agriculture

With a long history of successful agriculture, the area needs to plan for the future – supporting succession

planning for retiring primary producers and strengthening agriculture as the main pillar of the economy.

Over time, the area of land that makes up a viable primary production venture has increased. While the area is

the base for some large primary production operations, other producers have smaller operations.

Key initiatives that can help to support continued successful agricultural production include:

• Successful succession planning for the baby boomer generation of primary producers.

• Retaining the agricultural research station in Glen Innes to support local and regional agricultural

development.

The Economic

Development Strategy

maps the steps to achieve

the outcomes agreed in

the Glen Innes Severn

Council Community

Strategic Plan for 2011 –

2021


• Retention of the saleyard in Glen Innes – a key catalyst that attracts producers and their families to Glen

Innes town for shopping, business and recreational activities.

• Encourage new investment in higher value crops or produce. Glen Innes now produces treated water from

its waste water facility that has the potential to be used in agriculture.

Retail and Town Services

Glen Innes town is the base for longer standing and new distinctive retailers and service providers. These

businesses attract customers from outside the area and regularly attract tourists from coastal areas. There is

good potential to strengthen the retailing and service precinct within Glen Innes to:

• Raise its profile as a shopping and lifestyle destination in the wider region.

• Encourage new investment by businesses that complement the existing mix and address gaps in demands

e.g. cafes and restaurants.

In existing networks businesses staged ‘Christmas in the Glen’ in 2011 and this group, plus the wider network of

businesses, had the potential to collaborate and develop more initiatives that encourage local spending and

create events and activities that draw in local residents for local spending and visitors to spend in Glen Innes.

The recent investment by leading national retailers is a vote of confidence for Glen Innes’ position as a regional

centre.

Developing a marketing plan for the town’s retail and services sectors can help to build a stronger, more

distinctive position for Glen Innes as a retail and recreation destination.

Maintaining a clean, high quality CBD area that is easy to access for visitors and residents alike, and

implementing the planned investment in the CBD master plan will support these activities.


Tourism

Glen Innes is emerging as a destination in its own right. No longer

simply a stopover on a longer journey Glen Innes is attracting around

85,000 domestic overnight visitors per annum. Increasingly known for

its ‘Celtic Country’ theme, the area currently attracts an older market,

travelling by car, predominantly from the surrounding regions

(Northern Rivers and Brisbane) and Sydney.

Over the past decade visitation to Glen Innes has been in decline due

to a drop in business visitors. Growth in attendance at festivals and

events and the emergence of new markets including young mid-life

couples without children and visitors from South East Queensland

suggests the potential to build tourist numbers.

The Tourism Development and Marketing Plan to 2015 focuses on

these tasks:

• Expand and enhance infrastructure and product to meet visitor

expectations

• Continue developing market recognition of Glen Innes ‘Celtic

Country’ as a holiday destination

• Strive for long term sustainability and improving return on

investment from and for the tourism industry

• Gain a greater understanding of the way we can meet our visitor

and community needs in regards to tourism

Further innovation is required to adapt existing and develop new

products and services from those largely suitable for stopover, VFR

and business markets to focus on attraction of emerging, higher yield

markets including nature based and culture and heritage visitors.

GUIDING PRINCIPLES FOR

GLEN INNES TOURISM DEVELOPMENT

SUPPORTED

Must deliver community objectives

outlined in the Community

Strategic Plan 2011

BRAND ALIGNED Must reflect and embody the

‘Celtic Country’ brand positioning

TARGETED AT THE

MARKET NEED

Focuses on the Domestic

(Wanderers, Compatriots and True

Travellers) traveller by delivering

experiences targeted to and

accessible by these markets

ENGAGING

Encourages visitors to engage with

the community, its lifestyle and its

environment and for the

community to welcome visitors

COOPERATIVE

Based on cooperation within the

Glen and Severn area and between

the area and its neighbours

ACHIEVABLE Viable propositions that can be

delivered

CLEARLY

DIFFERENTIATED

Builds on the unique selling points

of Glen Innes Severn and helps to

clearly differentiate the area from

its competitors

REGIONALLY

VALUABLE

Needs to deliver regional economic

benefits


Market Growth Opportunities for Tourism focus on:

• True Travellers - adventure travellers including nature based and outdoor recreation.

• Pampadours - luxury travellers including short break couples and shopping day trips.

• Compatriots - SEQ & Northern NSW families.

• Wanderers - touring market.

• Experience Seekers - international travellers.

Source Markets: South East Queensland, Northern NSW, Sydney, Regional NSW, International

Key objectives are to:

• Spread visitation across the year, reducing the impact of high level peaks and troughs.

• Enhance the general attractiveness of the Glen Innes Severn area for potential visitors and residents through

attraction of cornerstone investment.

• Expand the depth and breadth of tourism product available including experience based product.

Marketing opportunities include:

• Promote local creative industries (e.g. Chapel Theatre events, art gallery)

• Focus on unique attributes including

- Minerals/fossicking and gemstone jewellery.

- Heritage – both Celtic and pioneer.

- Altitude (highest large town in Australia), cool climate and four seasons.

• Upgrade web based marketing and embrace social media.

• Introduce tiered promotion on tourism web site (preferential promotion for members of the Tourism

Association) to increase visibility of tourism product and services available.

• Cooperate with neighbouring regions in packaging, leveraging from events and manage peak visitation

periods.


Initiatives for different segments of the market are outlined in the following table.

Infrastructure and Product Development Opportunities

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Pre-festival tours showcasing regional products �

Interactive media interpretation of heritage sites (museums, Standing

Stones, heritage buildings)

� � �

Culinary and wine tours incorporating local agricultural products �

Packaging of complimentary services such as wineries, theatre,

shopping

� �

Development of Standing Stones site (e.g. interactive interpretation

and lighting, expansion of the food and beverage offer to cater for

larger groups, development of site function and events calendar)

� � � � �

Self-catering accommodation � � � �

Fossicking park � � � �

Experiential product building on Celtic brand (e.g. themed events,

Celtic weddings, murder mysteries)

�

Centre of excellence (e.g. medical) � �

Genealogy research facility (Celtic and non-Celtic; local and non-local)


Airport

Glen Innes has an airport which has the potential to further develop in terms of activity and investment.

Glen Innes is situated in clear air space – this makes the airport an attractive destination for recreational aircraft

and for flight training. Retaining the airport as a high quality infrastructure asset is important for the wider

region. It not only provides access for emergency services, it has the potential to attract new business

investment and provide an air transport link for visitors to the Glen Innes Severn area.

While regular passenger transport services are unlikely to be attracted, there are a range of aviation activities

that would benefit from a high quality airport in clear air space. The fact that the airport is located away from

town is also beneficial – increased activity is unlikely to impact negatively on neighbours.

Development of the potential of the airport requires the active involvement of aerospace stakeholders and

businesses already in the area. It also would benefit from industry expertise.

A master plan for the strategy for the airport’s development that includes a plan for its growth and development

is recommended. This plan can explore options for private sector involvement to operate the airport. This has

the potential to outsource management of the airport, cover operating costs and provide industry expertise in

investment attraction and service development.


Industry Development Projects Project Actions Outcomes

Agriculture Sector

Growth

Partners:

Primary producers,

Research Station,,

Council

• Saleyard redevelopment and improvement - retain the saleyard in Glen Innes to

support local producers and retain economic flow on benefits in Glen Innes.

• Expand investment in agriculture - investment attraction targeting higher value

and emerging agricultural markets, as well as food processing and value adding

operations.

• Succession and retention strategy for agricultural producers.

• Agriculture retained as a

key element of the

economy.

• New investment

attracted.

Retail and Services

Sector

Partners:

Council,

Business community

• Improved presentation of the CBD – maintaining a clean and tidy CBD with

investment to improve presentation. Implementation of the CBD Master Plan.

• Town retail and services marketing plan to create a distinctive position for Glen

Innes e.g. shopping and visitor experiences, events program, group marketing.

This includes online marketing capability building and online presence for

businesses and the Town.

• Collaboration between Council and town business on events and initiatives.

• Vibrant CBD supports

tourism, encourages

growth and retention of

high quality retail and

service businesses.

Tourism Development

Partners:

Tourist Association,

business community,

Council, funding

bodies

• Pre Festival events and Celtic themed activities during the year (e.g. themed

events, Celtic weddings, murder mysteries).

• Interactive media interpretation of heritage sites (museums, Standing Stones,

heritage buildings)

• Cross regional culinary and wine tours incorporating local agricultural products.

• Develop cross regional initiatives to leverage off events and attractions at the

regional level. Continue to facilitate the expansion and value-adding of existing

successful events and assist with seeking government funding/assistance where

appropriate for those events.

• Development of Standing Stones site (e.g. interactive interpretation and

lighting, expansion of food & beverage offerings to cater for larger groups,

development of site functions and events calendar).

• Broaden the market for the genealogy research facility (Celtic and non-Celtic;

local and non-local)

• Upgrade the tourism website for Glen Innes Severn area to increase visibility of

tourism products and service. This includes social media options e.g. facebook,

twitter and electronic tablet and smart phone apps.

• Creative industries strategy.

• Spread visitation across

the year, reducing the

impact of high level peaks

and troughs.

• Enhance the general

attractiveness of the area

for potential visitors and

residents through

attraction of cornerstone

investment.

• Expand the depth and

breadth of tourism

product available

including experience

based product.


.

Project Actions Outcomes

Airport Growth

Partners:

Airport businesses and

stakeholders, Council

• Explore opportunities to attract investment to the airport precinct and involve

the private sector in the airport’s development.

• Develop a master plan for the airport that supports aviation and aerospace

industry growth. This could include flying training, aviation support businesses,

fly in fly out services for the resources sector and tourism, aviation events, air

park development.

• The airport can also play a role in hosting businesses targeting the resources

sector.

• Retain and develop the

airport as a strategic

transport resource,

support infrastructure for

tourism and new

investment catalyst.


4. Glen Innes Severn Area – Growth Zone Through the Community Strategic Plan 2011-2021, the Glen Innes Severn community is charting a course

for growth and new investment.

Glen Innes Severn area has an economy that relies strongly on agricultural production and has a diverse

mix of retailing, business, community and government services. Glen Innes is recognised as a regional

hub and recent investment by leading retailers endorses this. There are opportunities for Glen Innes to

strengthen its role as a regional hub and to diversify its economy – retaining and strengthening

agricultural production while adding manufacturing, light industry, service and knowledge businesses to

its economy.

Employment growth of about 480 jobs would support population growth of about 1,000 people – taking

population of the area from 9,000 in 2011 to 10,000 in the future. This growth helps to:

• Retain existing health, community and government services in the area.

• Build a case for increased investment in health, government and community services in the area.

• Build a stronger economy which can then attract new investment.

Some important tools are needed to deliver growth outcomes:

• Creating an environment that is welcoming for new businesses coming into the area.

• Encouraging new investment by existing businesses.

• A Glen Innes and Severn investment attraction strategy.

• Providing suitable and available land on which businesses can establish.

• Creating an investment support strategy to ensure that Glen Innes Severn area makes the most of

current and future enquiries about investment.

Targeting growth will

generate new employment

and build resilience in the

local economy


As coastal areas become more highly populated and costs increase, inland areas that are easily accessible to the

coast will become significantly more attractive. Glen Innes Severn area is well placed to take advantage of this

trend.

Many businesses in the area operate to serve the local market – if this market remains unchanged then potential

growth for these businesses is limited. There are also businesses in the area that export goods and services

outside the region - these businesses are growth focussed and pump wealth and employment opportunities

back into the Glen Innes Severn area. These net exporters are particularly important to the economy.

By attracting net exporting businesses, Glen Innes Severn area can expand employment opportunities without

increasing competition amongst local businesses. Increased investment attraction also creates the opportunity

to attract supply chains that support key business – further expanding the depth of the area’s economy.

A number of factors will help to achieve this growth outlook including:

• Creating a positive environment for new investment and becoming a lead competitor in investment

attraction in the northern New South Wales region.

• Providing good quality, reasonably priced land to attract new businesses.

• Targeted investment attraction of key areas including manufacturing, regional support services, service

businesses, aged care and professional services businesses.

• A very high quality lifestyle - low humidity and comfortable climate, a growing food and wine tourism market

and expanding tourism product.


Investment Environment

In recent years, new business investment has been driven by leading retailers who have chosen to expand their

operations to the area. While this investment has been very positive, the next stage of growth for the Glen

Innes area needs to be driven by competing more effectively in the wider market place for new investment.

An effective way to support this is an Investment Pathway – a targeted service provided by Council that reduces

timeframes, improves flexibility of options and reduces cost for new investors – making it easier for them to

invest in the Glen Innes area compared with other options in northern New South Wales.

Council provides this Investment Pathway through its Significant Development Committee of Council. This

Committee provides an opportunity to discuss proposed developments with proponents in a confidential forum

prior to lodging a Development Application. Council also provides developers with an opportunity to attend

weekly Development Assessment Unit meetings to discuss developments prior to the lodgement of their

development applications. The Development Assessment Unit comprises Town Planning, Building Surveying,

Engineering and Community Services representatives who are available to discuss technical aspects of the

development.

This Investment Pathway initiative brings together different roles within Council to provide a seamless point of

access for new investors and a collaborative, responsive, partnering approach by Council - improving the

customer focus of Council when dealing with new investors.

This Investment Pathway can be supported by engaging an investment advocate – a person or agent

experienced in the development market – to build networks in the development industry and be alert for

opportunities to attract new investment to the Glen Innes Severn area. Both of these initiatives can be

supported by an investment attraction brief – outlining the benefits of locating in the area.


A lower cost profile, stable employment and a conducive environment for families, business owners and

employees are competitive advantages for the area.

New Industrial Precinct

While there is some industrial land currently held by private interests in Glen Innes Severn area, there are

limited areas for significant new expansion. Given the target to create hundreds of jobs in the future,

investment in a new industrial precinct becomes a critical catalyst for expansion.

Investing in this resource will assist Glen Innes Severn area to expand and diversify its economy. These

approaches support expansion of existing businesses and investment by new businesses.

Health and Medical

One of the challenges at the present time for the Glen Innes Severn area is the limited availability of medical

services for new residents moving to the area. A strategy that supports attraction and retention of medical

professionals is a vital tool to ensure that families in all age groups – existing and new to the area– have access

to high quality medical services.

There is potential to build on the lifestyle strengths of the area – targeting services for the increasing number of

baby boomers moving to the area and linking the high quality lifestyle to medical and wellness business

investment. Attracting aged care and retirement facilities to the Glen Innes Severn area will support the needs

of a growing older population and would also support migration to the area.

Balancing this focus on older age groups is an initiative to attract wellness or medical services to the area – new

business investment in a high quality rural environment. There is growth in the medical services sector -

combining a high quality rural retreat with good food and wine creates an opportunity for ‘lifestyle retreat’

investment that could cover a range of initiatives:


• Retirement village development.

• Aged care facility development.

• Medical services such as cosmetic surgery or other specialist medical services.

• Health retreats, wellness and natural therapy spas.

A feasibility study to identify potential and target investors can help to map a pathway for this new investment.

Growth and Investment Projects


Investment Attraction

Partners:

Council,

Business community,

investors

• Council’s Investment Pathway initiative linked with active investment attraction

marketing.

• New investment advocate to work with developers and investors in the mid to

northern New South Wales market (targeting government and private sector

investment).

• New industrial precinct in Glen Innes to provide a high quality environment for

businesses attracted to the area. Maintain a high quality industrial area at

Deepwater.

• Creation and regular updating of a business attraction information package to

market Glen Innes as a place for business establishment. Cover information on

the economy, local services (schools, health, residential, transport, community

groups) and testimonials from existing major employers.

Market through events including Country and Regional Living Expos.

• Positive and attractive

environment for new

business investment

• Increased employment.

• Rebalancing the

demographics of the area.

Medical and Wellness

Sector Investment

Partners:

Council,

General practitioner

groups, new investors.

• Attract aged care and retirement facility and services investment.

• Medical professionals attraction and retention strategy to provide medical

services to support community growth.

• Feasibility study on investment attraction of a lead business in medicine and/or

wellness to support medical tourism to the area.

• Medical services available

to support community

growth.

• New medical/wellness

investment attracted.


5. Employment and Skills

Education, Training and Skills

Education is a strength in Glen Innes with high quality local schools serving the community. The Learning Centre

provides access to online learning and is an accessible venue for education and training activities. Glen Innes is

situated close to university education options in Armidale.

The Glen Innes Severn area already has a strong informal education and training network – strengthening the

role of this network can help to retain education and training capabilities and identify opportunities to increase

local training and education options for the community.

One of the most important drivers for long term economic development and economic sustainability is the skills

base and innovation in the area. Building skills in formal and informal ways creates depth of capability,

strengthens opportunities for individuals and businesses and helps to improve regional competitiveness.

Retaining Employment

Glen Innes Severn area is the base for some important employers – the agriculture sector as a major industry

employer, as well as Council, Main Roads, Photo Create, Autobaler and Starlogixs.

Retaining these key businesses and ensuring that their employment and skills needs are met helps to strengthen

their competitiveness and support future growth. Strategies that work with and retain existing businesses are

particularly important and the loss of key businesses or a decrease in their employment has significant effects on

regional economies.

Working with these businesses and industries to understand their issues, needs and priorities for the future can

help to support their growth plans and ensure that they continue to contribute to the regional economy.

Increasing skill and

education levels in a region

is one of the most

important drivers for long

term economic growth.


Engineering Capabilities

One of the most significant economic initiatives in northern New South Wales is the development of mining and

resource projects. New investment in these industries is creating direct employment as well as opportunities for

businesses to participate in major project supply chains. Wind projects proposed near Glen Innes and mining

and gas projects in the region will all create demand for local goods and services.

While smaller regional businesses aspire to winning this work, their ability to support large packages of work can

be limited. There is an opportunity for Glen Innes Severn Council to participate as a lead firm in pursuing

opportunities for maintenance support and engineering manufacturing in the area. Council’s capacity to bring

financial strength to these contracts can act as a hub for smaller engineering and services firms who, in their

own right, would have difficulty accessing these contracts.

Exploring opportunities in the major projects market can help to identify a range of opportunities for businesses

in the area. Collaboration to target these opportunities can deliver some important long term benefits –

employment growth, capability and skills development as well as boosting the local economy.


Employment and Skills Projects


Education and

Training Network

Partners:

Education and

training organisations

• Building on existing networks to establish an Education and Training Network in

Glen Innes Severn area to identify education, training and skills development

priorities.

• Collaboration between this Network, the business community and Council to

identify and address skills gaps.

• Champion skills and education as a lead focus for the area’s development in the

future.

• Stronger profile for

education and skills

development in the area.

• Improved qualifications

profile for the area.

Major Projects

Opportunities

Partners:

Council,

Business community

• Boost engineering manufacturing and related services capabilities in the area to

diversify the economy.

• Explore opportunities to build engineering manufacturing and related

capabilities in the area to target the major projects market. This includes using

Council’s engineering capabilities as a lead agent and networking with other

companies in major project supply chains for mining, wind farm and CSG

projects.

• Participation in a growth

sector – building

capabilities and

employment in the area.

Major Employer

Retention

Partners:

Council, major

employers, business

community

• Regular communication from Council to major employers to understand their

current and future needs to support growth.

• Identify support strategies that will facilitate development and growth by major

employers and work to implement these strategies.

• Proactive assistance to major employers to support growth.

• Retention and growth of

major employers in the

area.


6. Digital Economy A strategy of proactively participating in the broadband rollout and building the online business capabilities of

existing retail, primary production and other businesses will help to diversify the economy and improve its

resilience and competitiveness.

The Glen Innes Severn area is already a base for a leading knowledge economy business – Photo Create. The

success of this business and its retention in Glen Innes Severn area highlights the ability of the area to host

knowledge economy businesses that take advantage of the growing global digital economy. There is potential to

attract additional digital economy businesses.

The rise of the digital economy has been one of the most significant economic developments in recent years.

More businesses are using online transactions and digital markets are emerging for new products and services.

Many traditional businesses are adding online sales to their business mix – expanding their reach into the

market place and offering greater flexibility to customers.

The online marketplace is also creating new competition for traditional businesses. This pressure is prompting

the need for businesses to ‘reconsider or reinvent’ the way they approach the market.

The National Broadband Network will establish the infrastructure to support high speed internet for cities and

regions throughout Australia.

Regions that are ready to maximise their use of this technology will benefit most from this investment.

Good communications and the digital economy can help to support economic development and growth in Glen

Innes Severn area.


Digital Economy Participation

Council can play a lead role in welcoming infrastructure investment for the NBN – ensuring that uptake of

infrastructure is strong within the area and assisting businesses and the community to be ready for uptake.

National and international studies have shown that increased participation in digital economy businesses and

online activities creates new economic and community development opportunities. Education initiatives linked

with support for this new infrastructure can help to boost the economy.

In particular, working with small to medium sized enterprises on tools and skills to develop online presences and

online business is a vital step in strengthening the existing economy.

A number of strategies can support increased opportunities for businesses in the area to participate in the digital

economy. These include:

• Proactively supporting the rollout of NBN infrastructure in the area.

• Providing skills development for businesses to establish online presences and improve their understanding of

an ability to participate in the digital economy.

• Building on the existing track record of knowledge-based businesses in the Glen Innes Severn area (Photo

Create is the leader) by attracting more knowledge-based businesses.


Attracting Knowledge Based Businesses

Knowledge based businesses – whether online or delivered through traditional means -create high value jobs

and participate in a growth economy worldwide.

Photo Create’s success in Glen Innes is a leading case study for the benefits a regional base can provide to a

globally competitive business. Promoting this case study and the lifestyle in the Glen Innes Severn area can help

to raise the profile of the Glen Innes Severn area as a destination for knowledge-based businesses – appealing to

business owners and their families as a lifestyle choice that provides a high quality rural living environment with

the business access they need to succeed.

While many regions struggle to attract and develop these businesses, the Glen Innes Severn area is already a

leader – Photo Create is an award-winning business operating in national and international markets.

Digital Economy Projects


Digital Economy

Participation

Partners:

Council, NBN,

Business community,

Funding bodies

• The NBN rollout to Glen Innes Severn area.

• Initiative information sessions and skills development for the broader

community and for businesses in Glen Innes to maximise their opportunities in

using online tools, services and business transactions.

• Continue to work with small to medium sized businesses to establish leading

capabilities in the Glen Innes Severn area in terms of online and digital economy

participation.

• Improved

competitiveness for local

businesses.

• Increased online revenue

for Glen Innes Severn

businesses.

• NBN role out supported.

Knowledge Based

Businesses

Partners:

Council,

Business community

• Develop an investment attraction profile for knowledge based businesses

highlighting the lifestyle benefits, low costs and stable work force for knowledge

based businesses in the area.

• Profile the Glen Innes Severn area as a quality lifestyle change for business

owners in the knowledge economy.

• Increased investment in

knowledge-based

businesses.


7. Supporting Infrastructure Economic development is an ongoing process and there are a number of supporting infrastructure and

strategies that help to boost economic development. These are:

• Communication and engagement – collaboration between Council and the business community to

implement the strategy.

• Key infrastructure – telecommunications and broadband, energy and transport infrastructure.

• Community services to support a growing community.

Communication and Engagement

The economic development strategy is a roadmap that outlines projects and initiatives. Its success will depend

on engagement with the business community and a successful partnering approach with private sector

advocates, organisations and agencies work together to achieve these outcomes.

Six-monthly briefings to the business community and working with business networks to seek feedback on

progress and opportunities in the future are particularly important.

While Council plays a critical role in creating the right environment for new investment; leading businesses and

members of the broader business community play an equally vital role in taking forward initiatives and

collaborating with Council to achieve shared goals.


Supporting Infrastructure

Supporting infrastructure is needed for economic development. Recent Council initiatives have improved water

security and Glen Innes’ location on major highways supports transport access into and out of the region.

While current energy infrastructure supports economic growth at current levels, future growth will increase

demand for energy. Identifying priorities for traditional and innovative energy sources (green energy and

nuclear) need to be part of the evaluation and planning process.

Good telecommunications are vital – improving mobile and telephone communications to high quality standards

is important. Early rollout of the NBN will address this need.

Community Services

Glen Innes has been successful in attracting a range of community services and government agency

representation. Continuing to build on this service network is particularly important to support not only those in

the community who use these services but also strengthens the town as a regional hub. Continuing to grow this

array of services is a priority.