waitaki destination management strategy notes from waihemo
TRANSCRIPT
Waitaki Destination Management Strategy
Notes from Waihemo Discussion Group
April 20th 2021
Purpose for tonight
• Discuss Waitaki Destination Management and what it might mean for the Waihemo district.
• Share and discuss findings from the Survey and align on core issues and opportunities.
• Agree how we move forward and ensure genuine community input into discussions through the process.
Destination ManagementAn overview
Everyone has the right to live in a great place. More importantly, everyone has the right to contribute to making the place where they
already live great. Fred Kent
Founder of Project for Public Spaces
Destination Waitaki will be successful if we collaborate and plan together
What sort of tourism do our residents, Mana Whenua and local businesses want?
1. Defining the destination • Determine the geographical area the plan focusses on.• Identify linkages to neighboring regions, visitor flows, behavior and
product supply. • Is there scale, critical mass of products, hero experiences to drive
visitation?
2. Vision3. Situational analysis4. Visitor Profiles5. Strategic Fit6. Brand proposition & positioning7. Target Markets8. Experience & Product Development (Attractions)9. Access10. Attitudes11. Awareness (Marketing & Promotion) 12. Amenities, services, infrastructure13. Industry & Business capability development14. Leadership & Governance15. Risk & crisis management16. Benchmarking, monitoring, evaluationSource: MBIE Destination Management guidelines
The components of Destination Management
Unlocking Future Tourism through enriching experiences
Destination Management Strategy Roadmap
Stage 1
Project set up & kick
off
Stage 2
Where are we now?
Stage 3
Where do we want to be?
Stage 4
Issues & Opportunities
Stage 5
How might we get there?
Stage 6
What will we
prioritise?
Stage 7
Developing the
strategy
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6* Stage 7Outputs Terms of Reference,
Project Scope and Roadmap agreed/ linkages with Destination Mackenzie Plan clear
Community issues & aspirations (economic and wellbeing) identified.
Resident, visitor perception & analysis review.
SWOT analysis
“Ideal” visitors definedWaitaki Vision, brand & values defined.
Evaluation Framework creation.
Analysis including spatial conflictsPlanning & Regulatory implications
Leading projectoptions, timeframe & funding pathways identified
Preferred options selected.Policy & frameworks refined.Funding and implementation pathway defined
Destination Strategy roadmap agreed.
Risk & crisis management plan in place.
Interdependencies with other projects identified.
By March 2021
April 2021 May 2021 July 2021 August 2021 Sept 2021 Dec 2021
* External consultant selection tbc
Plan DevelopmentStrategy Development
Destination Management & WDC Planning
2021-2031 2031-2041 2041-51
Destination Mgt ? ?
WDC LTP
WDC District Plan
Spatial Plan – Oamaru, Kakanui, Weston
Our Governance Group
Stakeholder Group Name Title
Waitaki District Council Gary Kircher - Chair Mayor
Fergus Power
Paul Hope
Chief Executive
Finance & Corporate Development Group MgrGerard Quinn Economic Development Manager, WDC
Mackenzie District Council Martin Homisan, Chris Clarke Economic Development Manager, MDC
Nga Rūnanga Nola Tipa, Suzanne Ellison Te Runaka o Moeraki, Kati Huirapa Runaka kiPuketeraki
DOC Nicola Toki Operations Dr Eastern South Island
MBIE Abby Cheeseman Principal Advisor
Business Community Simon Berry Owner Whitestone Cheese
Tourism Operators Jan Kennedy Chair Waitaki Tourism Association/ Steampunk HQ
Tourism Waitaki Rick Ramsay Board member Tourism Waitaki/Alpine Salmon
Margaret Munro General Manager, Tourism Waitaki
Heritage NZ Jane MacKnight Area Manager, Otago Southland
Waka Kotahi/ NZTA Peter Brown Journey Manager, Lower South Island
Federated Farmers Jared Ross President. North Otago Federated Farmers
Working Group MembersStakeholder Group Name Title
Waitaki District Council Cr Ross McRobie CouncillorCr Jeremy Holding Councillor
Hamish Barrell Planning ManagerLisa Scott Communications SpecialistErik van der Spek Recreation Mgr
Marianne Korten Community Recovery Co-ordinatorTe Rūnaka Denise Cameron Kati Huirapa Rūnaka ki Puketeraki
DOC Jacqui Dyer/ Meg Embelton Muir Senior Visitor Advisors
Business & Tourism Communities Craig Brett Moeraki TavernCraig Sturgess Old School Enfield
Cathy Maaka GM, Oamaru Licensing TrustJan Keeling Chair Blacksmith Trust
Cara Tipping Smith Director, The Business Hive
Sue McLean McLean & Co
Callum Grant Kakanui Tomatoes
Safer Waitaki Paul Olsen Chair
Newcomers Christine Dorsey Organiser Newcomers Group
Ahuriri & Waihemo Community Boards
Vicky Munro Chair Ahuriri
Heather McGregor Chair Waihemo
Waitaki Whitestone Geopark Lisa Heinz WWG Co-ordinator
Sport Waitaki Pip Sutton Regional Co-ordinator
Sharing your feedback
Q1: Where in the Waihemo district do you live?Answered: 11 Skipped: 0
Breakout 1 - Outcomes
• What outcomes would you like to see from the Waitaki Destination Management strategy and plan?• Consider the four wellbeings - social, cultural, environmental
and economic• How can we enhance and protect our culture, heritage and
environment and the values we embrace living here?
• Review outcomes from survey. Identify additions and barriers.
• Time: 10 minutes
Q2: What outcomes would you like to see from the Waitaki Destination
Management strategy for your children's children? Answered: 10 Skipped: 1
A place where our children's children will always be wanting to explore and enjoy all that it offers and continues to offer at our own backdoor.
A Strategy compliant with a district-wide carbon budget pathway to net zero by 2040
that all areas are treated the same, that there is "not going to do anything in that area" because "we" are focusing on another area.
That the plan is centred around Waihemo
and involves at the primary level those
who live here.
Q2: What outcomes would you like to see from the Waitaki Destination
Management strategy for your children's children? Please tick all that apply.Answered: 10 Skipped: 1
Destination Management Outcomes
Protection of the environment
Collaboration with Mackenzie District
Sustainable transport evolutionImmersive experiences linked to culture, heritage and values
Role of Innovation/ Research & Development
Balancing economic, social and environmental outcomes Collaboration with
Mackenzie District
Appropriate consultation
Supportive locals
Viewing Visitors as potential newcomers
What makes us unique vs other districts
Summary of Outcomes, Barriers and Ideas
Outcomes Barriers Ideas
More thriving families No knowledge of our cultural history Heritage name plates on buildings
Opportunity for tourism to do good things for the environment
Not enough land available Better signage for all communities and sites
Conservation coverage for Bobby’s Head/Anderson Lagoon
Poor customer service - How do we get staff ( employees) to be welcoming?
Waihemo Recreation Reserve – re-vegetated – deer farming is damaging remaining forest
“Waihemo Reserve Inaction in LTP of plans already in place Puketapu site- s.w.side as the new, year round legal approach to the summit
Free attractions – Puketapu, Tavora,Katiki, Shag Point
Loss of sense of community through corporatisation
A restored natural ecosystem-streams/rivers protected and planted out
No I site/info centre – where do visitors find out about what to do?
Sea to mountain eco corridors Macraes Mine – shows NZ is not 100% pure
Tourists encouraged to contribute to local ecology
A known reserve is leased to a farmer so bush is not protected – Waihemo reserve
Breakout 2 - What makes Waitaki unique and different?
• What makes us different to other district? • What can we offer that no other area can?• What are our values? What aspects of our culture can we
leverage?
• Review output from survey. Identify additions.
• Time: 10 minutes
Q3: What makes Waitaki unique and different compared to other
destinations? Tick all that apply.Answered: 10 Skipped: 1
Q3: What makes Waitaki unique and different compared to other
destinations? Tick all that apply.Answered: 9 Skipped: 1
Each town or rural locality has something to offer or of interest/appeal historic and/or present
A laggard in in considering our emissions mitigation responsibility and environmental protection of the McKenzie country
What about other people who where here prior to 1900 or before?
What makes Waitaki unique & different?
What makes Waitaki unique?
What makes us unique Barriers
Variety of experiences on our doorstep –ski-ing, cycling, surfing, pig hunting. Easy access to the beach/walking areas. Something for everyone
Our heritage Lifestyle – running away from the future
Waihemo valley - beautiful Diverse environment Climate
Environment & experiences – Moeraki Boulders
Living history every day Retirement village
Waihemo – southern entrance to the Geopark
Coastal and inland activities Elderly outnumber the young; listen to the young ( East Otago High School)
We can so we do No knowledge of history
Our stories – our entrepreneurial past – egTotara Estate +
Information should be easier to get on line
Art – Art Park at Macraes and the pig skin fence at Macraes. The teapot/bird fence
Geology – Sheilite, Tunstan, gold, Shist
Q4: How would you describe Waitaki to a potential visitor in three words?
Mountains to Sea
√Friendly
Inexpensive
Beautiful
√Diverse
Plentiful
Unique
SereneWarm
Easy to miss
All about Oamaru
Different Unusual
ExcitingReal New Zealand
Beautiful series of landscapes to pass through combined with interesting and rewarding stopping places, both to eat and to learn our stories. Fantastic interactive landscapes
Lethargic
Understated
Real
Affordable
RichnessRoots go deep
Contentment
Abundance
Informed localsWelcoming
Microcosm of Kiwi country culture Regenerating
Safe
Heritage
Accessible
Comfortable
Family oriented
Central/ Dunedin? Refugees
XXX= builds from discussion group
Unlocking Future Tourism through enriching experiences
Waitaki Identity
Breakout 3- What type of visitors do we want to attract in the future?
• Review output from survey and previous workshops.• Identify any additions and builds.
• How do we attract visitors who want to connect and respect the environment? And visitors who are interested in our story?
• Time: 10 minutes
Q15: What type of visitors should be targetted in the future?Answered: 11 Skipped: 0
Any visitor - we should not be targeting a specific type of visitor. That is where greed just takes hold.
Kiwis who want to come and learn practical skills
I think Queenstown is a really good example of who NZers are turned off by overpriced things, we need to do value for money if we want to survive
long term, Kiwis want Value for money. ,
All visitors are welcome — backpackers today may be high value tourists in the future.
Q15: What type of visitors should be targetted in the future?Answered: 11 Skipped: 0
Target Visitors
Promote return visits & advocacy
Not budget or low end traveller
Experience the values locals experience
Q14: What trends have you seen recently?Answered: 10 Skipped: 0
New Zealanders travelling in campervans.
More people touring NZ as overseas travel is not available at present.
Appears to be higher proportion of NZers to focus on.
I think people want to see more of New Zealand,
beaches, wild life, parks, views etc. Puketapu is an iconic, prominent, historic, politically important place in the Waihemo district. The view is panoramic and spectacular, and this attraction is severely under-appreciated. There are few visitors who don't look up at it and ask "how do we get there?"
The grass roots food movement -permaculture, food sharing, tiny houses, young families seeking more room and space for young families. New people living in town with new ideas
In the wake of COVID we see people wanting to return to a simpler way of life that respects and cherishes the environment, our people, flexible ways of working and involvement in community.
Family activities for New Zealanders
people want something different, and aren't willing to pay the earth for it. Growth in "grey nomads" — retirees, many in motor
homes, who have time and means to travel. Yes, COVID has had an impact here but there is still an increase.
Trends to leverage
Breakout 4- Waihemo Visitor Experiences and assets
• Review output from survey. Identify any gaps and prioritise top 3.• Identify current issues and barriers for top 3• Agree ideas to activate top 3.
• Time: 15 minutes
Q7: What assets in the Waihemo district could be developed to benefit visitors
and the community? List your top threeAnswered: 11 Skipped: 0
√√Moeraki – fix the roads
Guided and non guided tours of the region- drive up to Golden Point
Better public access to the TavoraReserve, Anderson’s Lagoon, mouth of the Waihemo river
√√√Professionally designed PuketapuWalking track and cairn and Mountain bike track and mobility track
Accommodation and bathroom facilities for visitors with campervans ( self contained or not)
Signage and billboards at key points
Puketapu Radio and Waihemo museum
More toilets at popular spots
More rubbish bins
Family Farms
A visitor centre and radio station
Soil health/clean resilient rivers
√√ Cycleways development - Palmerston to Dunback to Macraes; Palmerston to Middlemarch; Hampden to Dunback, around Goodwood, Janet’s Peak
Palmerston Sports Ground/A&P reserve into first class recreational reserve
Shag Point
Coastline is a showcase of the settlement
Trotter’s Gorge
Bobby’s Head Beach
Missing a community meeting place
Priority assets
Key Assets and Barriers
Assets Infrastructure requirements
Barriers Ideas
Moeraki Car Parking People not wanting to change
Tavora Reserve, Anderson’s Lagoon
Better public access Lack of resources $$
Family farms Work safe requirements
Sports Ground/ A&P showgrounds
Need a village person to look after gardens/drains etc
Car show – bring people from out of townFarmers market – Milk, Honey, asparagus, Arts& Crafts
Cycleway Development Accommodation – self contained, back packers, tented areas
Waihemo river mouth Better public access Cultural story telling eg Moa
Q9: If you were taking first time visitors on a day trip, where you would
you go and what would you do?Answered: 11 Skipped: 0
An outing to Dunedin
.. Macraes mine and over Dansey’s pass
If they are active, then up Puketapu. Or to Matakaea (Shag Point), Katiki Beach, Tavora Reserve, Oceana Gold Mine at Macraes and to the historic Golden Point stamping battery, Stanley's Hotel, and on to Moonlight and the Butter and Egg Road, etc., etc.
To the beach, at Moeraki.
Up Puketapu in Palmerston.
To see the Elephant Rocks.
.. the lookout on Puketeraki
and then for home-made ice
cream at Karitane Store.
Moeraki for lunch then up to
Duntroon and over Danseys
pass back to Palmerston via pig
route
… up Puketapu! Hampden .. some
wonderful beaches. Shag Point for
And.. the MASSIVE Boulder
concretion and dig site of the
Plesiosaur.
… up to the Mine, stop at
Stanleys Pub if open, go to the
DOC Site at Golden point, then
back down the back roads into
Taieri Peak road and back to
Town. Or ..Andersons Beach,
Tavora reserve, Shag Point
and Trotters Gorge.
Take them to the penguin colony at the lighthouse
…. outdoors and physical
adventures - Trotters Gorge,
Moeraki Boulders, Shag Point,
Puketapu Hill, Bobby's Head
and the lagoon. Historical - key
buildings, museums/clubs
..around Palmerston/
Dunback/Macraes and Shag Point
Moeraki with the story of the whalers
and the first people to settle there.
Oamaru with the story of the first meat
shipment and the people who settled
there, Harbour street etc, then up the
Shag Valley, to the limeworks, and past
the chinese villages, to the mine with
the story of the pigroot etc.
Q8: What are the key visitor and community assets in Waitaki? List your
top three.Answered: 11 Skipped: 0
All of our history including the people
Penguins along the coast
The fossil areas
Natural LandscapesZealandia statue in Palmerston
Safe canoeing/kayaking at Karitane lagoon
Sir John Mackenzie Memorial on Puketapu
√√Moeraki Boulders/coast
The Waitaki valley/ Waitaki lakes
Penguin Colony
Our A&P show fantastic but losing impetus
Community assets – St John Ambulance, FENZ, Rural Fire, local police
Our heritage offerings/Heritage Oamaru/ Victorian area
Coastal sea life
Outdoor physical offerings
Freshwater, trees, traditional farming landscape
Library is vital
Alps2Ocean
Victorian town
Key Assets
Hero Destinations
Underutilised Products & Experiences
Unlocking Future Tourism – 4 key activities to entice NZers
Unlocking Future Tourism – Deeper, authentic connections
Breakout 5- New events and experiences
• Review output from survey and previous workshops. Identify any gaps and prioritise top 3.
• Identify barriers and opportunities/ideas to activate Top 3
• Time: 15 minutes
Q10: What new events & experiences might be created to appeal to visitors and
residents? Tick all that apply.Answered: 11 Skipped: 0
All of the above but work them into each region or town, do not have everything in Oamaru, so work with each area - what would be doable for each area, make communities work as a team.
Sustainable skills Farmers Market
The Palmerston and WaihemoAnnual Car Show, and of course, the Puketapu Track!
most of these things are done already, the thing is to have something at least once a month so every month has something on. if not 2 things to make everymonth a feature.
Farm tours with dogs working and shearing, etc., horse treks, gold panning competitions -be innovative and reflect Waihemo's diversity.
Q10: What new events & experiences might be created to appeal to
visitors and residents? Tick all that apply.Answered: 11 Skipped: 0
Q11: What other Events and Experiences could be considered for
development?Answered: 11 Skipped: 0
Inter district sports/picnic days. A public barbecue featuring locally
sourced meat and vegetables.
The Puketapu walking track with vehicle access and ablutions, and also a refreshment kiosk/cafe.
Safe cycling pathway south to connect with Waikouaiti and Moonlight
Something unique to the area.
Help with existing ones such as A&P Show and the Otago Field Days
Playgrounds in every town and village, incorporating both child and adult activities, and those for the senior citizens - as seen overseas. Would be a fantastic asset for our communities to keep mobile, healthy, and to have FUN.
Must be community or private enterprise driven,and anything can happen
its not about having things once and a while, its fulling a calander with something going on all the time, so that there is always a reason to come to the area.. even here its about driving through, but stopping to do things that are fun. a walk, a fishing trip, go see the mine, etc.
Locally grown food festival
Wrap around events-Vintage machinery, Craft market, Kelly’s canter
Winter Lantern parade involving school kids and groups. Use trees – fairy lights etc, Stall holders, BBQs, Food tasting
Dunback – sea & river trout competition
A series of small events grown out of local activities – VMC, Poetry, Arts, Scottish Dance
Shag point fishing competition
Xxx = builds from discussion group
New Products, Experiences, Events
Breakout 6 – Collaboration opportunities
• Review output from survey and previous workshops. Identify any gaps and prioritise top 3.
• Identify barriers and opportunities/ideas to activate Top 3
• Time: 15 minutes
Q16: What collaboration opportunities could be explored to drive the
visitor economy? Please tick all that apply.Answered: 11 Skipped: 0
Need better quality for a better price for everyone
Everything helps in one way or another, just needs the services to meet the demands
Hunters, fishermen, backpackers, polytech, Victorian sector
It all starts and ends with communities pushing councils to explore new ideas - to say “how could we do this”, not “make a submission to the long term plan”. Release the money.
I hesitate about "collaboration" which, too often, turns into
"winners and losers" so perhaps there's something wrong
with the model that was employed to get collaboration.
Q16: What collaboration opportunities could be explored to drive the
visitor economy? Please tick all that apply.Answered: 11 Skipped: 0
Collaboration Opportunities
Ideas Barriers
Waihemo Ward – map on phone Businesses need to drive collaboration themselves
Community webpage
Waihemo Facebook page- storytelling across the ward
Link with other areas – East Coast – pillars on the footpath concept
Int. coding and signage????
Key OpportunitiesCollaboration Opportunities
Community Engagement
Breakout 7 – Community Engagement
• How can we best engage the Waihemo community in this process?• How can we ensure diverse voices are represented and heard?• What role can this group play?
• Review outputs from previous workshop and agree top 3 actions.
• Time: 15 minutes
Collaboration Opportunities
Ideas BarriersWaihemo Ward – map on phone Businesses need to drive
collaboration themselves
Community webpage
Waihemo Facebook page-storytelling across the ward
Link with other areas – East Coast – pillars on the footpath concept
Int. coding and signage????
Community Engagement
Ideas Barriers
Community collaboration – Model on Hampden and Herbert- capture learnings
Huge number of clubs and volunteers – time poor and funding poor
Develop Palmerston Facebook page -tell/share local stories
Size and spread of Palmerston inhbits“small community” feel
Leverage Macraes model
Community Engagement
Ahuriri Community plan process as role model
Clarify overlap with Spatial Plan
Newcomers as key influencersHead vs Heart conversations
Fish where the fish are – “woolshed meetings”
Scheduling & approach ( words/pictures) to suit target audience
Incentivise Locals with rewards for involvement
Ensure follow through post engagement
Q17: Do you have any other comments to share?Answered: 6 Skipped: 0
The assets are the mountains, rivers and the coast. NZs pastural economy is a hard sell for tourism.
Just that we as an overall district should work together, compliment one another with what we have to offer, just don't cherry pick and put our apples in one basket.
In my view we are in no position to decide what to promote until the district and residents know their carbon footprint and can match any strategy with meeting the reduction pathway. We can expect this to become mandatory within the next few years under the Zero Carbon Act. Besides, if we don’t together manage to get emissions under control, there is no future for tourism, let alone much else.
We need to get rid of the present leadership and replace them with people with fresh thinking and ideas, people with vision and enthusiasm.
I would love to see a more collaborative culture developing within Waitaki - rather than combative and what’s in it for me. Need to value all regions equally.
Relying on volunteers to run things, may of been ok in the past, but as now being discovered by WCT, as their pool of people shrink with age and time, that it's becoming harder to function. We need to work on what we can do, and how long term jobs, even low paid seasonal ones, can be produced so that there is employment long term, with the ability to create higher income for those in it.
This responder has university qualifications in tourism and has had to write and administer surveys for postgrad studies. While this particular survey does offer an individual response in "other", I feel many respondents will simply tick all the boxes! I feel this survey does contain bias and that is not useful.
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