Diversification Through Tourism Dylan Brown Senior Strategic - - PowerPoint PPT Presentation

SEGRA 2019

Dylan Brown Senior Strategic Planner Development Services

Diversification Through Tourism

3

MACKAY REGION FAST FACTS

116,539 POPULATION $7.9 BILLION GROSS REGIONAL PRODUCT $69,386 REGIONAL GRP PER CAPITA $4.6 BILLION ECONOMIC OUTPUT FROM MINING AND MANUFACTUING SECTORS PROVIDE OVER 1/3 OF AUSTRALIA’S SUGAR WORKFORCE

47,975

THE RESOURCE BOOM: 2002 - 2013

4

Source: IBIS World Business Environment Profiles, August 2017 High-growth period

THE BOOM AND MACKAY: 2002 – 2013

5

11,678 NEW DWELLINGS 11,022 NEW RESIDENTIAL LOTS (32% INCREASE) 163 HECTARES OF INDUSTRIAL LAND DEVELOPED 27,694 ADDITIONAL JOBS SIGNIFICANT PUBLIC INFRASTRUCTURE 27,522 ADDITIONAL PEOPLE (30% INCREASE)

6

7

Delivering on new opportunities

Qantas Training Academy Mackay ARC Resources Centre of Excellence

Mackay’s approach to diversifying the regional economy through growth in the tourism industry has been undertaken in a coordinated and strategic fashion and has demonstrated the importance of playing to a region’s natural strengths.

A shining light…

10

VISION Mackay Region will become one of Queensland and Australia’s premier recreational fishing destinations, renowned for our offer of superb fishing 365 days of the year. Where w THE OPPORTUNITY Great existing depth and range of fishing experiences but the net free zone is a game changer. Where w THE GOALS 1. Driving an increased economic contribution from recreational fishing 2. Increased recognition of the Mackay region as a premier fishing destination. 3. Improved species and habitat health 4. Reduction in the number of non-compliance reports e want to be?

Mackay Region Recreational Fishing Strategy

Queensland State Funding

In 2018 Council received $100,000 matched funding through the Department of Agriculture and Fisheries for the implementation and promotion of the Mackay Region Fishing Strategy and Net Free Zone. e want to be? Economic Development partnered with Mackay Tourism to deliver a number of initiatives aimed at developing awareness of the Mackay Region as a premiere fishing destination. Current initiatives focus on branding the regional fishing destination and highlighting the experiences available. To date focus has been on content creation and building local exposure and brand awareness. This local focus will shift in 2019/20 to intrastate markets. e want to be? Signature Events Linking with existing initiatives and events Push Branding, Content Creation and Partnerships

Branding, Content Creation and Partnerships ---> PUSH

Hooked on Mackay Website

Hooked on Mackay Fishing Shirts

Promotional Banners Promotional Fishing Lures

Qld and National Fishing Magazines

Mackay Region Fishing Guides

Welcome and interactive signsbe?

Media Famils Brand Alignment and Strategic Partnerships Local events and support for local groups Habitat Enhancement – Fish Hotels

Voluntary Code of Conduct e want to be?

e want to be? Voluntary Code of Practice developed in collaboration with Mackay Recreational Fishers Alliance. Taking the pledge encourages local and visiting recreational fishers to adopt sustainable and responsible fishing practices while fishing in the Mackay Net Free Zone 454 subscribers since February Plan to use subscriber list to seek marketing content (i.e. local testimonials, local fishing stories) and use as database for six- monthly fishing newsletter.

e want to be?

The Fishing Strategy has been successful in providing a Council wide focus on recreational fishing and the associated opportunities that exist within this industry. A number of the Strategy actions are been undertaken outside of the State Funding allocation including:

• Infrastructure, safety and lighting upgrades - $3M
• Oxygenation of breeding grounds
• Fish Barrier Removal Program
• Sunwater and Council Camping Review (under investigation)

e want to be?

Delivering a council wide focus e want to be?

24

VISION In 2018 the MTB Strategy was developed to identify and prioritise key projects, actions and deliverables to enhance, promote and manage the Mackay region's mountain bike industry. Where w THE OPPORTUNITY The region has tremendous potential to develop a mountain biking market underpinned by a unique and internationally significant trail town offering based around Eungella – Finch Hatton. Where w KEY ACTION Undertake a feasibility study for the Eungella-Finch Hatton Mountain Bike Park. e want to be?

Mackay Region Mountain Bike Strategy

The Proposed Trail Network

Critical Success Factors- Trail Destinations

— More than 85 Km of trails — Connected to township (can ride in and out of town) — National and International Connectivity — Proximity to regional population centres — Accommodation — Hospitality Services and retail services — Natural attributes — Events / ability to support events — Tenure/ security of land — Diversity of Trail product — Emergency services — Existing outdoor culture — Communication and marketing strategy – Social Media

Key Features

— 11 individual mountain biking trails; — 2 Town Linking Pathways; — 4 mountain biking trails rated as ‘Easy’; — 5 mountain biking trails rated as ‘More Difficult’, a number of which could possibly be designed and built to offer optional ‘Very Difficult’ A-lines for advanced riders; — Each trail is single-direction. The proposed direction of travel for most of the trails is clockwise; — The total length of the trail network is approximately 100 km. — The trail network has been designed to use and ‘showcase’ the best terrain in the Finch Hatton - Eungella Region; — The trail network has been designed with a number of gravity specific trails, with the inclusion of a proposed shuttle road to offer the longest possible continuous descent.

Annual Trail User Estimates Years 1-10

MTB Riders Estimates (annual) 2022 2023 2024 2025 2026 2027 2028 2029 2030 2031 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 50% of Base 65% of Base 80%

• f

Base Base Estimate 3% annual growth 3% annual growth 3% annual growth 3% annual growth 3% annual growth 3% annual growth Local & Regional

• Rider

Local 1177 1530 1883 2354 2425 2498 2573 2650 2729 2811 Regional 560 728 896 1121 1,154 1189 1225 1261 1299 1338 Total Local & Regional 1737 2259 2780 3475 3579 3687 3797 3911 4028 4149 Visitors - Riders Domestic O/Night 4760 6188 7616 9520 9,806 10100 10403 10715 11036 11367 Domestic Day 4260 5538 6816 8520 8,776 9039 9310 9589 9877 10173 International 440 572 704 880 906 934 962 990 1020 1051 Total Visitors 9460 12298 15136 18920 19488 20072 20674 21295 21933 22591 Total Riders 11,197 14,557 17,916 22,395 23,067 23,759 24,471 25,206 25,962 26,741

Sep-19

• Detailed feasibility and concept design

Late-19

• Approvals

Early to mid-20

• Tender for detailed design

Mid to late-20

• Tender for construction

Implementation

RV Attraction

Why?

• The camping market contributes over $7 billion annually to the Australian economy
• Mackay region is missing out on a large portion of this market;
• The needs of campers has changed with the dominance of self-contained

vehicles;

• Regulating free/lost cost camping is an issue affecting local governments across

Australia;

• Industry feedback received that council’s regulations are cost prohibitive to

supporting new business development.;

• The above is supported by a rise in number of unlawful operators who are

responding to market demands;

• Council direction to work with existing operators (lawful and unlawful) rather than

council owned/managed RV sites.

Findings

1. Council’s regulatory framework hasn’t been updated to take into account the evolution of self-contained vehicles; 2. Several Queensland Council's (i.e. Toowoomba and Sunshine Coast) indicated that they are intending to update their regulatory frameworks; 3. To date, the Fraser Coast Regional Council is the only identified Council who have adopted an amended framework.

RV Regulatory Review cont.

Planning Scheme Amendments

Key components of the proposed amendment include: — The creation of administrative definitions for self-contained recreational vehicle ground and self-contained vehicle. — Reducing the level of assessment for self-contained recreational vehicle grounds in certain zones where undertaken as nature-based tourism or as part

• f an existing tourist park.

— Inserting provisions related to self-contained recreational vehicle grounds into the tourist park and relocatable home park code. — Establishing a nature-based tourism code and creating provisions related to self- contained recreational vehicle grounds as well as provisions related to other forms of nature-based tourism. — Reducing the category of assessment for self-contained recreational vehicle grounds where affected by certain overlays.

Initiatives and Marketing

• $3.45 million investment in to new state
• f the art visitor information centre

located in Sarina at the gateway to the Mackay region

• Funding allocated to undertake activities aimed at the

self-drive market, including:

• Search engine marketing
• Social media family
• Development of Mackay Region drive itinerary
• Stands at Sydney and Brisbane Caravan and

Camping Shows

• Merchandising – Caravan moulded USBs
• Social media messaging
• Water tower art

Initiatives and Marketing cont.

• Promotion of the Mackay Region in Caravanning

Australia magazines.

• Provision of developer concessions for development

involving tourism parks – one recent approval provide a $500,000 concession.

• Ongoing:
• Engagement with CMCA and existing operators
• Assisting rural showgrounds to navigate State

approval for secondary use of showgrounds for camping

• Collaboration with Mackay Tourism

Dylan Brown Mackay Regional Council dylan.brown@mackay.qld.gov.au 07 4961 9179

Questions?