Transforming City of Melbourne’s 2018 VIS Summit Presenter: Rob Kelly Visitor Services
Growth of the Visitor Economy Total visitors to City of Melbourne Domestic Overnight visitors International Overnight visitors Domestic daytrip visitors Visitor economy contributes $16.8 billion to Melbourne region 2
A disrupted landscape Planning for a city that is constantly evolving Infrastructure Technology Visitor projects advances preferences 3
Our legacy The city’s visitor services have evolved over 20+ years 4
Since January 2017… • International and national best practice Research research: visitor information servicing • Melbourne Visitor Hub at Hamer Hall – pilot Pilot Melbourne Visitor Hub and Kiosk at Southern • Cross Station – pilot • Pop-Up at the Australian Open 2018 Test Qualitative research, 1:1 interviews: 72 industry • stakeholders and 330 visitors 5
Key features of the new model
SHARED OBJECTIVES Key features of the future model Expanded Localised & Mitigate & reach curated offers support Decentralised & increased to meet individual needs city changing & renewal projects touchpoints Strong Pop-ups Agile model connection to aid with disruption, major that is responsive, flexible & mobile events, conferences to retail, business, hospitality
The future of visitor services This means we can deliver more at more to more services locations visitors 8
SHARED OBJECTIVES NEW: Melbourne Visitor Hub at Town Hall Bespoke Returning home Refreshed local & uniquely look & feel to this iconic location Melbourne experience ‘Wominjeka’ Strengthened Activation zone welcome connections acknowledge for retail, precincts & events to local business Aboriginal cultural heritage
NEW: Melbourne Visitor Hub at Town Hall
NEW: Melbourne Visitor Hub at Town Hall 11
NEW: Melbourne Visitor Hub at Town Hall 12
NEW: Melbourne Visitor Hub at Town Hall 13
SHARED OBJECTIVES NEW: Visitor Services at Queen Victoria Market Visitor Broaden visitor Collaboration experience services with Queen Victoria Market, an iconic location loved by enhanced at the market footprint across the city visitors & locals alike City Supporting 650+ Visitor Hub Ambassadors businesses now on-site at the market coming soon to String Bean Alley
BUSINESS AS USUAL: Existing programs & Services • City Ambassador Program – new location on St Kilda Road • Melbourne Visitor Booth at Bourke Street Mall • Fitzroy Gardens Visitor Centre • Southern Cross Station pop-ups during major events • Seasonal Cruise Ship program • Visitor Services Desk at MCEC • Melbourne Greeter Service • Tourism inbox 15
This is just the beginning… Over the next twelve months Digital More Support city Industry & strategy pop-ups changing Partnerships 16
Other key information
Other key information TIMELINE: • 3 April - QVM Ambassadors live at market • 19 August 2018 – closure of Melbourne Visitor Centre at Federation Square • 20 August 2018 – opening of Melbourne Visitor Hub at Melbourne Town Hall • Mid-Spring 2018 – opening of Queen Victoria Market Visitor Hub MARKETING: • Existing marketing materials and maps to be revised • A new brochure display policy has been implemented and circulated to relevant stakeholders. • Exploring refreshed onsite and online marketing opportunities for partners and industry 18
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