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STRATEGIC MANAGEMENT WORKSHOP

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STRATEGIC MANAGEMENT WORKSHOP Powered By Docstoc
					                          Tourism
                           within
                         Economic
                        Development


N I L L U M B I K
THE GREEN WEDGE SHIRE
              About Nillumbik …..

       Part of Yarra Valley region in
        Melbourne’s North East
       “Green Wedge” Shire
       From Eltham to Kinglake, and from
        the Plenty River to St Andrews



N I L L U M B I K
THE GREEN WEDGE SHIRE
                   Tourism Product
                      Strengths
           Arts
           Food and wine
           Heritage
           Environment




N I L L U M B I K
THE GREEN WEDGE SHIRE
            Tourism in Nillumbik

       Active local tourism association
       Membership now over 140
        (Up from about 80 in 2000)
       Close partnership with Council




N I L L U M B I K
THE GREEN WEDGE SHIRE
                 Presentation topics
             Council’s Economic Development
              Section
             Economic Development Strategy
              links to tourism
             Tourism as part of Economic
              Development
             Our successes


N I L L U M B I K
THE GREEN WEDGE SHIRE
             Council’s Economic
             Development Section




N I L L U M B I K
THE GREEN WEDGE SHIRE
        Economic Development
       & Major Projects Section
      4 programs within this section
       Tourism and Economic Development
       Property Management
       Best Value
       Edendale Farm Community
               Environment Centre


N I L L U M B I K
THE GREEN WEDGE SHIRE
                    Resources - Staff

       Tourism & Business Development
        Coordinator
       Manager (50% share)
       NTA Visitor Services / Admin.
        (New position, part-time)



N I L L U M B I K
THE GREEN WEDGE SHIRE
                 Resources - Budget

           NTA Promotions $37,500
           Business Training/Support $8,000
           Regional Tourism Board $20,000
           Projects (e.g. signage) $12,500




N I L L U M B I K
THE GREEN WEDGE SHIRE
                        Council Plan

       5 Goals
       Goal 4 - Tourism and Economic
        Development
       4 key themes within this goal




N I L L U M B I K
THE GREEN WEDGE SHIRE
             Key Themes for
          Economic Development
      4 Key Themes:
       Strategy
       Business Capability
       Marketing
       Partnerships



N I L L U M B I K
THE GREEN WEDGE SHIRE
                        Strategy

           Economic Development Strategy
           Business plans for local groups
           Regional tourism strategies
           Strategic planning links
            (e.g. Melbourne 2030)



N I L L U M B I K
THE GREEN WEDGE SHIRE
               Business Capability

           Training & accreditation programs
           Information kits for new businesses
           Demographic and statistical data
           Infrastructure in business precincts




N I L L U M B I K
THE GREEN WEDGE SHIRE
                        Marketing

       Local co-operative campaigns
        ($ for $ with tourism operators)
       Major events (art, food and wine)
       Tourism signage
       Town centre special rate programs



N I L L U M B I K
THE GREEN WEDGE SHIRE
            Marketing (Regional)

       Branding Project for Yarra Valley
        (Tourism and Agriculture)
       Visitor Information Services Review
       Cross-regional Touring Route




N I L L U M B I K
THE GREEN WEDGE SHIRE
           Industry Partnerships

           Nillumbik Tourism Association
           Local Chambers of Commerce
           Regional Tourism Board
           Regional Agribusiness Forum
           Business training providers



N I L L U M B I K
THE GREEN WEDGE SHIRE
             Tourism and the
          Economic Development
                Strategy



N I L L U M B I K
THE GREEN WEDGE SHIRE
        Economic Development -
           Planning Context
           Green wedge location
           Urban fringe, but mostly rural
           High environmental values
           Limited commercial/industrial land




N I L L U M B I K
THE GREEN WEDGE SHIRE
        Economic Development -
            Social Context
       Well educated workforce
       High daily movement of residents
        out of shire to work (80%)
       Low unemployment rates




N I L L U M B I K
THE GREEN WEDGE SHIRE
        Economic Development -
             Policy Aims
       More local jobs
       Sustainable townships
       Keep unemployment low




N I L L U M B I K
THE GREEN WEDGE SHIRE
          Economic Development
              and Tourism
       Tourism has high correlation with
        planning and social issues
       Opportunity to generate jobs within
        green wedge
       Townships prospects for sustainable
        growth depend on tourism


N I L L U M B I K
THE GREEN WEDGE SHIRE
        Why put Tourism within
        Economic Development?




N I L L U M B I K
THE GREEN WEDGE SHIRE
          Economic Development
              and Tourism
       Best strategic fit
       Alignment of policy objectives
       Builds relationship between tourism
        and townships
       Same client group relationships



N I L L U M B I K
THE GREEN WEDGE SHIRE
           Alternative Structures

       Tourism within Leisure/Culture
       Tourism within Communications/PR
       Disadvantages:
                 Different policy objectives
                 Different work priorities
                 Different client groups


N I L L U M B I K
THE GREEN WEDGE SHIRE
                        Our Successes




N I L L U M B I K
THE GREEN WEDGE SHIRE
                        Our Successes

           Aligned with CVTC perspective
           Strategic direction
           Marketing and events
           Local association growth




N I L L U M B I K
THE GREEN WEDGE SHIRE
                  CVTC Perspective

       Presentation to new Council by Bindi
        Gove (CVTC) in early 2002
       Key messages on Council role in
        tourism




N I L L U M B I K
THE GREEN WEDGE SHIRE
                  CVTC Perspective

      Strong Local Tourism Associations have:
       A partnership with Council
       Business plan / strategic direction
       Clear understanding of their role




N I L L U M B I K
THE GREEN WEDGE SHIRE
                  CVTC Perspective

      Other tourism roles for Council:
       Support for regional tourism board
       Support for local events & festivals
       Manage tourism signage
       Internal Council liaison



N I L L U M B I K
THE GREEN WEDGE SHIRE
                  Our Successes -
                Strategic Direction
       Annual Business Plan for Nillumbik
        Tourism Association
       Jointly prepared by Council & NTA
       Clear objectives, and reporting back
        against performance and budget



N I L L U M B I K
THE GREEN WEDGE SHIRE
                Our Successes -
               Marketing & Events
       Joint funding (Council/business)
                 Visitors’ Guide
                 Map and Locality Guide
       Cellar Doors come to Montsalvat
       Open Studios Program



N I L L U M B I K
THE GREEN WEDGE SHIRE
          Our Successes -
      Local Association Growth
       Membership levels nearly doubled in
        past 3 years
       Professional approach
       Cited by peak bodies as Best Practice
        for a local tourism association



N I L L U M B I K
THE GREEN WEDGE SHIRE
                        Conclusions

      Why put Tourism within Economic
      Development in the Council structure?

      Because that is where it belongs, and
      that is where it works



N I L L U M B I K
THE GREEN WEDGE SHIRE
                        Conclusions

      But ……...
       Structure itself is not the solution
       Needs a clear strategic direction
       Strong partnership with Council
       Ongoing commitment by Council



N I L L U M B I K
THE GREEN WEDGE SHIRE
                  More Information
                   Available …..
       Copies of NTA Business and
        Marketing Plan

       Copies of Nillumbik Council Plan




N I L L U M B I K
THE GREEN WEDGE SHIRE