Agenda of Shoalhaven Tourism Advisory Group

Minutes of the Shoalhaven Tourism Advisory Group

Meeting Date: Monday, 30 October 2017

Location: Osprey Training Room, Level 1, City Administrative Centre, Nowra

Time: 5.03pm

The following members were present:

Ms Lynn Locke - Chairperson

Clr Joanna Gash

Clr Mark Kitchener – left 6.37pm

Ms Annie Cochrane

Ms Catherine Shields

Mr Neil Rodgers

Ms Louise Hallum

Mr Robert Crow

Others Present:

Coralie Bell – Tourism Manager

Kristy Mayhew – Tourism Marketing Specialist

Shannan Perry-Hall – Tourism Investment and Events Specialist

Apologies / Leave of Absence

An apology was received from Clr Alldrick, David Goodman, Matthew Forbes, Clr White and David Duffy.

Confirmation of the Minutes

Recommendation (Robert Crow / Clr Gash)

That the Minutes of the Shoalhaven Tourism Advisory Group held on Monday 28 August 2017 and the Special Shoalhaven Tourism Advisory Group held on Monday 25 September 2017 and the Special Shoalhaven Tourism Advisory Group held on Monday 09 October 2017 be confirmed.

Reports

TA17.55 International Marketing Analysis	HPERM Ref: D17/345093
The Committee held a discussion on the International Marketing Analysis.
Recommendation (Item to be determined under delegated authority) That the Shoalhaven Tourism Advisory Group 1. Commit to 6 months of international marketing with current partner and; 2. Form a working group to further investigate international marketing opportunities and report back to STAG by the end of 2017 on an appropriate international marketing strategy for 2018 and beyond.
RESOLVED (Clr Gash / Annie Cochrane) That the Shoalhaven Tourism Advisory Group: 1. Commit to 12 months (up to end of June 2018) as per the existing contract with international marketing business partner Discover Jervis Bay; 2. As part of the contract: a. Transparency on the spend be detailed and reported on quarterly basis to STAG; b. A member of the tourism team work closely with Discover Jervis Bay to understand the international market and trade shows. CARRIED

TA17.48 Chair's Report

HPERM Ref: D17/344650

Recommendation (Item to be determined under delegated authority)

That the Committee receive the Chair’s Report for informaiton.

RESOLVED (Clr Gash / Robert Crow)

That the Committee receive the Chair’s Report for information.

CARRIED

TA17.49 Membership Resignation - Jo Thomas - Shoalhaven Tourism Advisory Group	HPERM Ref: D17/319504
Note: Clr Kitchener left the meeting at 6.37pm
Recommendation (Item to be determined under delegated authority) That: 1. The Shoalhaven Tourism Advisory Group accept the resignation from Jo Thomas; and 2. The Tourism Section send a letter of appreciation to Ms Thomas thanking her for her contribution to the Committee.
RESOLVED (Clr Gash / Catherine Shields) That 1. The Shoalhaven Tourism Advisory Group accept the resignation from Jo Thomas; and 2. The Tourism Section send a letter of appreciation to Ms Thomas thanking her for her contribution to the Committee. CARRIED

TA17.50 Visitors Services Update

HPERM Ref: D17/336792

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the Visitors Services Report for information.

RESOLVED (Louise Hallum / Neil Rodgers)

That the Shoalhaven Tourism Advisory Group receive the Visitors Services Report for information.

CARRIED

TA17.51 Events and Investment

HPERM Ref: D17/337341

The Committee acknowledged and thanked Lynn and Catherine for their work involved in the Riverfest. It was a huge success and was an exceptional event.

The Committee also thanked Shannan and George for their work contributing to the Riverfest event.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the Events and Investment Report for information.

RESOLVED (Clr Gash / Robert Crow)

That the Shoalhaven Tourism Advisory Group receive the Events and Investment Report for information.

CARRIED

TA17.52 Tourism Manager's Report

HPERM Ref: D17/338032

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the Tourism Manager’s report for information.

RESOLVED (Robert Crow / Clr Gash)

That the Shoalhaven Tourism Advisory Group receive the Tourism Manager’s report for information.

CARRIED

TA17.53 Future Meeting Dates for 2018

HPERM Ref: D17/338355

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group decide on how often meetings are to be held and agree to the proposed dates.

RESOLVED (Neil Rodgers / Louise Hallum)

That the Shoalhaven Tourism Advisory Group determine the following meeting dates for 2018:

1. Monday 26 February 2018 – Nowra

2. Monday 30 April 2018 – Ulladulla

3. Monday 25 June 2018 – Nowra

4. Monday 27 August 2018 – Ulladulla

5. Monday 22 October 2018 - Nowra

CARRIED

TA17.54 Destination Marketing

HPERM Ref: D17/340575

Note: The new website is up and running, it’s been a lot of work for the staff involved.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the Destination Marketing Report for information.

RESOLVED (Annie Cochrane / Catherine Shields)

That the Shoalhaven Tourism Advisory Group receive the Destination Marketing Report for information.

CARRIED

TA17.55 International Marketing Analysis

HPERM Ref: D17/345093

Item dealt with earlier in the meeting.

General Business

TA17.56 Working Groups Update	HPERM Ref: D17/344159
Note: this item was not dealt with and deferred to a later meeting.

TA17.57 Sports Board Update	HPERM Ref: D17/344778
Note: this item was not dealt with and deferred to a later meeting.

TA17.58 Shoalhaven Tourism - Staffing Update

Coralie Bell – Tourism Manager advised that there are some staffing changes within the Tourism section. Katherine Hewson has resigned and is moving to the Waste and we will be recruiting for a new Visitors Services Supervisor. Georgia Herring has resigned and will be moving to USA. Digital Marketing position currently being recruited.

TA17.59 Destination Network

Coralie Bell – Tourism Manager advised that the Minister has put together a Taskforce for a Destination Plan for across the State of NSW.

Coralie as the Tourism Manager has been elected to the Australian Regional Tourism Board.

Destination NSW are holding workshops for those interested in attending;

- Regional Destination Management Plan with Destination Sydney Surrounds South

- Food and Wine Tourism Strategy Workshops

TA17.60 Community Announcement

Lynn Locke advised that Ann Sudmalis Member for Gilmore made a Community Announcement at the River Festival that the Bridge will not be taken down when the new river crossing is built.

TA17.61 Short Term Holiday Lettings - Submission

Louise Hallum asked the Members present if STAG and/or Council made a submission to the State Government in relation to short term holiday lettings.

Clr Gash advised that Council had made a submission to endorse the current framework.

There being no further business, the meeting concluded, the time being 6.52pm.

Ms Lynn Locke

CHAIRPERSON

Shoalhaven Tourism Advisory Group – Monday 26 February 2018

Page 6

TA18.2 Invitation - Shoalhaven Arts Board Representative

HPERM Ref: D18/3944

Group: Finance Corporate & Community Services Group

Section: Human Resources, Governance & Customer Service

Attachments: 1. Shoalhaven Arts Board Terms of Reference ⇩

Purpose / Summary

To advise the Shoalhaven Tourism Advisory Group (STAG) that the Shoalhaven Arts Board (SAB) resolved to invite a member of the STAG be a Tourism representative at the Shoalhaven Arts Board meetings.

Recommendation (Item to be determined under delegated authority)

That:

1. (insert name) be nominated as the Shoalhaven Tourism Advisory Group representative on the Shoalhaven Arts Board.

2. The Shoalhaven Tourism Advisory Group appoint Barbara Dawson as the member representing the Shoalhaven Arts Board on the working group considering cultural tourism opportunities.

Options

1. As recommended.

2. The Shoalhaven Tourism Advisory Group resolve to not accept the invitation to nominate a Tourism Representative.

3. Adopt an alternate recommendation.

Background

The Shoalhaven Arts Board at its meeting of 7 December 2017 resolved as follows:

That:

1. A representative from Tourism be invited to attend the Shoalhaven Arts Board meetings.

2. The Shoalhaven Arts Board (SAB) nominate Barbara Dawson to be the SAB representative on the Shoalhaven Tourism Advisory Group working group considering cultural tourism opportunities.

The STAG are therefore invited to nominate a representative to attend the SAB.

Barbara Dawson currently holds the role of Community Representative on the Shoalhaven Arts Board, to which she was appointed in July 2017. Barbara is a practicing artist who regularly exhibits her work and has extensive experience as an Arts Educator.

The SAB meet on a quarterly basis and the meetings have been scheduled as follows (subject to change):

Day / Date	Time
Thursday 8 February 2018	1.00pm
Thursday 21 June 2018	1.00pm
Thursday 20 September 2018	1.00pm
Thursday 29 November 2018	1.00pm

The SAB Terms of Reference are attached for information.

Shoalhaven Tourism Advisory Group – Monday 26 February 2018

Page 13

TA18.3 Events and Investment

HPERM Ref: D18/8690

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. Final Report - Nowra CBD Potential Winter Festival (under separate cover) ⇨

Purpose / Summary

To update the Shoalhaven Tourism Advisory Group on events and investment in the Shoalhaven region.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the Events and Investment Report for information.

Options

1. Receive the report for information.

2. Request more information.

Past Supported Events (since 1 July 2016)

o Surf Lifesaving NSW IRB State Championships

o 2016 Motocross Nationals

o AFL Junior State Championships

o Surf Lifesaving IRB National Championships

o State Team Time Trials Weekend (Cycling)

o Husky Running Festival

o Men’s Bowls State Pennant Finals

o Women’s Bowls State Pennant Finals

o Shoalhaven River Festival

o Huskisson Triathlon Festival

o XPD World Adventure Race Championships

o Inaugural National Indigenous Football Championships

o PGA Australian Senior Championships

o Fairgrounds

o Callala Ultimate Triathlon Festival

o Big Husky Triathlon Festival

o National Pop Up Cinema

o Shoalhaven Week of Golf

o Grapest 5km Run

o Willinga Park Open Day

o Nitro Circus

o Southern Cross SUP Festival

o Burradise Festival

o Culburra Beach Surf Bash

o NSW Country Junior Rugby Union Country Champs

o IRB Surf Lifesaving

o Winter Wine Festival

o AFL Junior Championships

o Motor Cross Nationals

o Family Fishing Carnival

o State Team Time Trials

o Melbourne Cup Tour

o Chilli and Chocolate Festival

o Huskisson Running Festival

o Escape Artfest

o PGA Golf

o KV Folk Festival

o Long Course Weekend

o River Festival

o National Indigenous Football

o Garden Clubs of Australia National Convention

o Australian Junior Surfing Titles

o Water Polo Junior Championships

o Callala Ultimate Triathlon

o Fairgrounds

o Outrigger State Championships

In Progress

· Selected to be part of the DNSW Flagship Funding Assessment Panel – results for this funding will be announced soon.

· DNSW Conference Funding – Meeting with DNSW Conference Team to progress funding application.

· Industry website development and supporting information creating a one stop shop for event development and approval information.

· Queens Baton Relay Event Organisation - Monday 5th February 2018

· Accommodation Working Group – Audit complete, surveys out to operators and result collection still progressing. Engagement with wineries on glamping opportunities taking place.

· Goodnight Island Tourism Accommodation Development – Working with owner and potential investors to re-ignite discussions and opportunities.

· DA submitted for 20 tourist cabins and associated infrastructure at Willinga Park ancillary to approved equine outdoor recreation facility to provide short term guest accommodation

· Working with several property owners who are in the process of developing glamping products in the Jervis Bay area.

· Shoalhaven Arts Board have decided to support our recommendation of using $4,500 towards funding two workshops focusing on social media marketing, and data collection to assist with event evaluation and eligibility for grant applications and the development of an Event Marketing Tool Kit.

· Events currently being developed / assessed

o South Coast Soul Festival

o The Bay Games

o SeeChange Jervis Bay Arts Festival

o Sand N Sea Festival

o The Beast 666

· Events are assessed based on strategic aims and indicators (see below) and are funded specifically to create shoulder and off-peak visitation, resulting in a positive effect on year-round visitation and jobs.

Upcoming Events

· Queens Baton Relay – Nowra – 5th February

· Willinga Park Dressage by the Sea – Bawley Point – 22^nd – 25^th February

· Ultimate Husky Triathlon Festival – Huskisson – 16th – 18th February

Results

· Australian Junior Surfing Titles

o Participation

§ The Surf Dive ‘n’ Ski Australian Junior Surfing Titles created significant mid-week visitation in a traditionally quite period in the lead up to Christmas, bringing $1,043,420 in economic benefit. 220 competitors were joined by approximately 400 visiting friends and relatives. This event was not only important from an economic benefit point of view but aligned perfectly with our marketing campaign around surfing. Surfing NSW and Surfing Australia also have a large social media following that Showcased the region during the event.

o Future Involvement

§ Worked with Surfing NSW to successfully secure an annual World Surfing League event (run by Surfing NSW) which will be called The Shoalhaven Pro Junior. The first event will be held in May 2018.

· Water Polo Junior Championships

o Participation

§ On average, a sports tourist will spend $257 per person per day, this event delivered an economic benefit of $655,350

o Future Involvement

§ This was a one-off event for the region but we will continue to work with Sports Marketing Australia and sporting groups to attract these sorts of events at strategic times.

· Callala Ultimate Triathlon and Xterra

o Participation

§ competitors – 84% from out of the Shoalhaven region, including 19% from ACT and 1 person from VIC and QLD respectively and 2 from WA. Average 2-night stay for our of region competitors.

o Future Involvement

§ Elite Energy would like to continue this event annually, however there were some complications this year with the DA process

· Fairgrounds

o Participation

§ 8,000 people to the Shoalhaven, with 90% of people travelling from outside the region, staying in accommodation and visiting local businesses as far as Jervis Bay, Kangaroo Valley and Shoalhaven Heads. It is one of Shoalhaven’s flagship events, with an economic benefit to the region of $1,858,000.

o Future Involvement

§ There is one year left of a three-year agreement. We will consider further sponsorship options after the 2018 event. The event fits very well with our target market and attracts a significant percentage of out of region visitors.

· Outrigger State Championships

o Participation

§ 200 competitors – 70% from out of the Shoalhaven region. Average 2-night stay for our of region competitors.

o Future Involvement

§ We have supported numerous Outrigger events in the past and will consider future events based on their individual merit in terms of economic impact, regional capability and brand fit, sustainability and marketing leverage.

· Final report received from My Travel Research for the Potential Winter Festival as part of Nowra Revitalisation – see attachment

· Involved in the DNSW Flagship Funding panel to assess applications – results will be announced soon.

Up Next

· Finalise Business Events and Conferences Guide after meeting with DNSW Business Events Team.

· Implementation of SmartyGrants https://www.smartygrants.com.au/ for event funding program.

· Flash Camp – continue to work on more possible sites (both Council land and private), proposal submitted to Gareth Ward and Amanda Finley to seek assistance for use of Holiday Haven land.

· Ticket sales through Bookeasy for supported events – meeting with Destination Wollongong as case study.

· Continue to grow the Investor Database for both events and accommodation developments.

· Event investor familiarisations – specifically focussing on Goodnight Island and Bendalong sites for now.

There are no exceptions to be reported.

Shoalhaven Tourism Advisory Group – Monday 26 February 2018

Page 20

TA18.5 Tourism Manager's Report

HPERM Ref: D18/19610

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. Deputation - Morgan Sant - Hyams Beach (under separate cover) ⇨

2. Deputation - Hyams Beach - Lois Sparks (under separate cover) ⇨

3. Mayoral Minute - Hyams Beach ⇩

4. Report - Ordinary Meeting - Christmas Activities - Huskisson, Hyams Beach and Bendalong ⇩

5. Notice of Motion - Addressing the Needs of Shoalhaven Residents during the Tourism Peak Season ⇩

6. Notice of Motion - Hyams Beach - Park & Ride ⇩

Purpose / Summary

To give a brief outline of the Tourism Manager’s activity over October 2017 - December 2017

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the Tourism Manager’s Report for information.

Options

1. Receive the report for information.

2. Request more information from the Tourism Manager.

Things I have been across:

Throughout Council I have attended or presented at:- Section Managers Meetings

- ID Census review of local region statistics

- Assisted in job interviews for the recruitment of the Southern Leisure Centre Manager

- I’ve also taken 4 weeks leave.

Out in region:

- Shoalhaven Business Chamber; Business After Hours

- Berry Business Chamber

- Vincentia Matters CCB Meeting

- Tourism Workshops with Department of Premier and Cabinet, attended with Catherine Shields, Deputy Chair and industry representative.

- South Coast Regional Tourism Organisation Board meeting

- Australian Regional Tourism (ART) Board meeting, attended with Catherine Shields, Deputy Chair and industry rep.

- Keep Booderee Beautiful Campaign Launch

- Region visits with Destination Network Sydney Surrounds South team to some businesses in Bawley Point and Ulladulla

- Visitor guide deliveries throughout the region

- Fairgrounds Festival

- South Coast Tourism Manager Meeting

- Tourism Marine Strategy in partnership with Economic Development.

Tourism issues that have come across my desk:

- Kangaroo Valley signage on Berry bypass off ramp from community member. Destination NSW ensured that a Tourist Drive 7 sign was to be installed soon.

- Hyams Beach and ongoing infrastructure concerns (see more information below)

- Bendalong and concerns over potential tourism impact, although processes put in place had a positive result over the Christmas and New Year period, positive feedback has been received from the community.

Key priorities over the next few months:

- The Destination 360 Model delivery and implementation

- Culburra Beach and District Chamber of Commerce (February)

- Destination Canberra Conference (February)

- Region Famils in the north of the region

Summer holidays – Hyams Beach update

Tourism workedclosely with internal stakeholders and the community in the lead up to the Summer School Holidays. Paid Visitor Services staff and Volunteer Ambassadors were on site at Huskisson, Hyams Beach, Bendalong, Vincentia and Sussex Inlet between 26^th December and 14^th January as well as 26th January.

Staff and Ambassadors spoke to approximately 4,500 people during this time, giving them information on the region.

Due to the significant feedback regarding traffic and parking received on the 5^th January the below plan was actioned on Saturday 6^th and Sunday 7^th January. Staff praised Council for their quick decision making and action.

· VMS had stolen battery replaced and was not operational for a short time.

· Traffic Controllers were spoken to regarding requirements on the ground.

· A very experienced Ranger was placed in Hyams Beach to assist traffic control as required.

· A very experienced Ranger was placed at the top of Booderee Ave to let people know parking is full.

· Council did sponsor Facebook post letting people know to go elsewhere.

· Several other local media outlets did posts letting people know the other beaches available.

· Police were informed of the situation and were happy to assist if the situation became dangerous over the weekend.

· Rangers Unit Manager worked over the weekend to monitor the situation.

Key points to remember

· All our marketing and event support programs are aimed to grow our off-peak and shoulder season visitation. By creating a year-round destination, we can maximise the economic benefit of tourism in the Shoalhaven and create year-round jobs for our locals. Tourism is a very important economic driver for our region.

· We work closely with Destination NSW to showcase the whole region, including our growing food and wine industry.

· The Shoalhaven 100 Beach Challenge https://100beachchallenge.com/ has been a very effective way for us to educate visitors and locals about all the amazing beaches we have in the region.

· Although Hyams Beach was very busy, and no doubt long term planning and improvements are needed, this year we have worked with council staff and the local community to implement many improvements, and both tourism staff and rangers have been publicly thanked, by Council and community, and congratulated on their hard work and this needs to be acknowledged.

Visitors Services were out in region at Hyams Beach, and there is a summary of activity in the Visitors Services Report.

There have been several reports to Council at both Strategy and Assets and Ordinary meetings of Council in January. Council resolved at the January Strategy and Assets Committee to work with community to workshop and plan for infrastructure solutions into the future. I will ensure STAG are kept up to date with details.

Council also discussed a Mayoral Minute and Notices of Motion at the Ordinary meeting in January in regard to Tourism and Hyams Beach. Please see attached:

1 & 2. Deputation presentations from the Village CCB

3. Mayoral Minute as submitted to January Ordinary Meeting

4. Report to Ordinary Meeting– recommendation may change

5. Notice of Motion – Addressing the Needs of Shoalhaven Residents during the Tourism Peak Season

6. Notice of Motion – Hyams Beach – Park & Ride

Quarterly Budget Review December 2017

There is nothing to report of significance in the Quarterly Budget Review. There has been adjustment in income estimates and an increase for River Festival.

Southern NSW Marine Tourism Strategy – NSW Department of Premier & Cabinet

Tourism is working with Economic Development to identify key priorities for the future across all areas of Marine Tourism. The scope is wide, and could be everything from boat ramp upgrades, to whale viewing platforms to cruise ship and luxury liner development. Shoalhaven has met with the consultant to convey unique opportunities and priorities such as:

· Approved mooring buoy for medium size craft to tender in to Huskisson Wharf (Anchorage point)

· Refuelling Facility at Jervis Bay to attract high yield

· Birthing Facility for Super yachts (currently controlled by Navy) Trailer Craft market - boat ramps and facility (toilets etc)

· Wharves at the Zoo and Bundanon Trust

· Launching spot for boat building industry to trial in Callala

· Marine education - used to be TAFE course in the Shoalhaven

A paper will be created in collaboration with all South Coast LGAs from Wollongong to the border to investigate other opportunities.

Destination Network DMP and Sustainable Tourism Model

We are still waiting on feedback from the Destination Network Sydney Surrounds South (DNSSS) regarding their combined Destination Management Plan(DMP) for the DNSSS.

Workshops were held last year with the DNSSS throughout the region. Craig Milburn and I attended along with Louise Hallum and Rob Crowe as STAG Strategy Working Group representatives.

As a result, a discussion paper was released and circulated to the Strategy Working Group and feedback was given to the DNSSS as a result.

We look forward to receiving the draft DMP so we can circulate to STAG and provide formal feedback in due course.

Business and Economy

There have been very positive reports from Berry business over the busy period since the bypass. The word on the street is that town is still full but with people who have planned Berry as a destination and are there to browse and buy rather than have a quick stop. The only complaint seems to be the petrol station is a little down in sales as are some of the fast and easy food outlets, but this can be explained by the boost workers on the bypass provided.

Flowing on from the Berry bypass, Nowra CBD has been experiencing above average trade in town, due to visitors flying by Berry and stopping in Nowra to shop and revive. Retailers have been experiencing great sales and are reporting new demographics coming into town.

Proposed Visitor Services Part Time Staffing Restructure

There have been several issues identified with the rosters not meeting operation needs. We are currently working with the staff, HR and unions about how this can potentially be resolved.

Craig Milburn’s Resignation

As I am sure everyone is aware, Craig Milburn, Director of Finance, Corporate and Community Services, has left the Shoalhaven to take up a position as General Manager for Kempsey Council. He has been a great advocate of tourism and will be missed. I would like to take this opportunity to say Thanks to Craig for all that he has contributed to tourism in our region.

Low Cost Camping Report requested by Council

Council have asked that tourism work with stakeholders to investigate low cost camping solutions in the Lake Conjola region. I am in the process of talking to various stakeholders and will report back their response to Council at the February Ordinary Meeting.

Shoalhaven Tourism Advisory Group – Monday 26 February 2018

Page 38

TA18.6 Visitors Services Report

HPERM Ref: D18/19908

Group: Finance Corporate & Community Services Group

Section: Tourism

Purpose / Summary

To give an update of Visitor Information Services for September to December 2017 period.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the Visitors Services Report for information.

Options

1. Receive the report for information.

2. Request more information.

Sussex Pop Up Visitor Information Display

Sussex Inlet Tourism with the support of Shoalhaven Tourism have run the pop up Visitor Information Booth over the Christmas period in Sussex Inlet. The event was very successful and one we hope to continue to support and grow. Training in Sussex Inlet was performed in November and 10 members became ‘official’ Ambassadors of the Shoalhaven. It is very pleasing to have some of the community formally recognised as part of the Ambassador Program. They operated from their new mobile stand which has been a big hit with the tourists and local alike. The Sussex Inlet community have proven to be very passionate tourism advocates and we thank them for their ongoing support and commitment to this great service.

Vincentia Pop Up Visitor Information Display

The Vincentia community also held a mobile Visitor Information Booth for the first time this summer for two weeks with over 500 inquiries handled. There were 12 volunteers inducted into the Shoalhaven Ambassador program with a further 9 also turning up to assist. The Ambassadors performed an excellent service in providing local information to the visitors in a friendly and welcoming manner and we thank the Vincentia community for making the effort to be involved. We will continue to work with this community to assist in providing services in the region.

Huskisson Mobile Tourism Van and Mobile Tourism Booth at Hyams Beach

The Jervis Bay mobile stands were very well received by locals and visitors. Many locals were asking questions and collecting information for visitors that were coming to the area for their holidays. Great comments were received from visitors who appreciated any information that we could provide on activities, must see places and accommodation options.

Bendalong Mobile display

As a trial this year, a mobile tourism display was set up at Bendalong Beach for the first three weekends in the busy holiday period post Christmas. There were less enquiries than expected, with most visitors at Bendalong there for a specific purpose; e.g. fishing; going to the beach. Many visitors were not interested in any extra information as they knew the area well.

Additional rangers and message boards were also in place in the area. On review of the trial, it is not recommended that Tourism continue being present in this location going forward.

Ambassador 2^nd intake

The 2^nd intake was held on the 18^th October with 10 volunteers attending on the day. The day was a huge success with the volunteers expressing positive enthusiasm to be part of our program. The Ambassadors have begun assisting at the Nowra VIC, and many were part of our mobile tourism project out in regions. Two more intakes were performed in November and December for the specific locations of Sussex Inlet and Vincentia.

Visitor Centre Supervisor Updates

I am pleased to announce that Nikki McVeigh has been employed as the new Visitor Centre Supervisor. Currently relieving a Maternity leave vacancy, Nikki has done a fantastic job and has shown her ability to handle many and varied issues that come the way of a supervisor in such a busy location. We wish Nikki all the best and welcome her as part of our team.

Linsday Conway is due back with us early March and George has been Acting in the supervisor role until her return. We have had nothing but positive feedback about George and the team. A huge thanks to George as well, who is doing an amazing job juggling such a busy summer region.

ENQUIRIES – MOBILE VISITOR CENTRES

Christmas 2017/2018	No of enquiries
Huskisson	1150
Hyam’s Beach	2126
Bendalong	49
Vincentia	559
Sussex Inlet	887

Comments:

All centres were very well received by visitors to the areas.

Many inquiries were answered, mainly referring to directions, beaches, accommodation, nature-based and recreational activities.

FINANCIALS

The table below shows income and expenditure figures for Quarter 2 broken down into business units and compared to last year’s results.

INCOME - NOWRA
Description	Q2 2017/18	Q2 2016/17	Variation	YTD 2017/18	YTD 2016/17	YTD Variation
Souvenirs	3321	2022	+1299	7459	3774	3685	+97
Books/Maps	3254	1884	+1370	6206	4715	1491	+31
Local Product	5677	3625	+2052	9562	6096	3466	+56
Total				23227	14585	8642	+59

Comments:

Sales have shown a significant increase of over 50% year on year.

These figures indicate the increased recognition of the new location of the VIS, and the desire for local products.

INCOME -ULLADULLA
Description	Q2 2017/18	Q2 2016/17	Variation	YTD 2017/18	YTD 2016/17	YTD Variation	%
Souvenirs	4340	4838	-498	6770	8764	-1994	-22
Books/Maps	1702	1459	+243	2538	2066	472	+22
Local Product	6284	5709	+321	9938	6847	3091	+45
Total				19246	17677	1569	+9

Comments:

Income:

- Sales results for Ulladulla are up almost 10% Year on Year.

- The number of souvenir stock range has been physically reduced Year On Year (YOY)and as a result, an expected reduction in sales.

- Local product sales have increased considerably on last year. More local product has been sourced so we can grow this market and fill the demand for local product sought by visitors.

ENQUIRIES - NOWRA

Description	Q2 2017/18	Q2 2016/17	Variation	YTD 2017/18	YTD 2016/17	YTD Variation	%
Counter	5328	5311	+17	9765	8933	832	+9
Emails	1036	2843	-1807	2755	5459	-2704	-49
Phone	3848	3929	-81	6601	6928	-327	-4

Comments:

- The visitor numbers to the counter continue to increase, with a result of almost 10% year to date compared to last year. The new location of the Visitor Centre is becoming established in the marketplace.

- The trend to access information online is also continuing to increase, resulting in less email inquiries. Also, supervisor emails are no longer included in these figures which will impact on email figures for this year.

ENQUIRIES - ULLADULLA

Description	Q2 2017/18	Q2 2016/17	Variation	YTD 2017/18	YTD 2016/17	YTD Variation	%
Counter	4940	4858	+82	8182	8114	68	+1
Emails	29	10	+19	51	15	36	+240
Phone	1867	1810	+57	3417	3211	206	+6

Comments:

- Ulladulla is maintaining its position as a major destination within Shoalhaven Tourism.

BOOKEASY

Description	Q2 2017/18	Q2 2016/17	Variation	YTD 2017/18	YTD 2016/17	YTD Variation	%
Sales	52187	51265	922	88527	91269	-2742	-3
Paid to Operators	46145	45368	777	78356	81079	-2723	-3
Commission earned	6042	5897	145	10171	10190	-19

Comments:

- Sales for BookEasy have been down during the first quarter of the year. This is partly due to the intense competition from other online providers, and some issues associated with the increase uptake of Channel Managers. After a promotional campaign, sales were up for the month of September YOY and expected to grow with the launch of the new shoalhaven.com website. The second quarter of the year has been more positive with an improvement on last year, reversing some of the downturn in the first quarter.

GOALS FOR QUARTER 3

- Investigation of staff restructure at Visitor Services Nowra

- Continuation of volunteer recruitment

- Review of supplementary Visitor Centres

Exceptions

Hoping to check if there are any STAG members who wish to take a more active role in Visitor Services via:

a) Joining the Volunteer Ambassadors, either as a volunteer or attending training sessions to welcome and coordinate volunteers?

b) Being a part of a working group to look at Supplementary Centres. We have many businesses out in region who support tourism formally supplementary Centres. Joe has completed a review with recommendations for consideration. A ‘sounding board’ Working Group to give advice and any ideas on strategy would be welcomed before we report back to STAG formally.

Shoalhaven Tourism Advisory Group – Monday 26 February 2018

Page 42

TA18.7 Chair's Report

HPERM Ref: D18/28124

Group: Finance Corporate & Community Services Group

Section: Tourism

Purpose / Summary

To update members of the Shoalhaven Tourism Advisory Group.

Recommendation (Item to be determined under delegated authority)

That the Group receive the Chair’s Report for information.

A note from the Chair:

Welcome back everyone. I hope that this year we will see some great discussions and outcomes from our STAG meetings.

The summer has seen a wonderful influx of tourists into the Shoalhaven. I have been told that the Ambassadors have done an outstanding job and have been well received by visitors. The Visitor Information Centre has also been busy and have provided some fantastic customer service to visitors.

The Hyams Beach debate continues and the Tourism Manager, Coralie Bell, will provide an update as part of her Tourism Manager Report. There has been lots of media discussion and Council are investigating ways to improve this continuing problem, However, it was enlightening to hear that the Council Rangers have been highly praised by locals for their efforts over this busy period.

The 100 Beach Challenge has proved very successful and this initiative, on top of the Unspoilt campaign, are both instrumental in the increase in tourism and economic growth in the Shoalhaven.

I believe that the Unspoilt campaign results for 2017 are outstanding and although the figures aren’t public I have it on good authority that the results have been great.

The Queen’s Baton Relay should prove to be a great community event and once again raise awareness of our beautiful city. Welcome and thanks to Monica Willis who ran the Queens Baton Relay for Council and has been sitting with the Tourism Team for the organisation of this event.

Welcome and farewell to Lauren Beaufils who started as the new Digital Marketing Assistant, but after 8 short weeks has chosen to follow another direction. Recruitment has again started for this position so stay tuned to meet another new team member soon!

Some other great upcoming events are the South Coast Soul Festival and The Shoalhaven Surfing Pro Junior. These events are set to bring over $14 Million in economic benefit to the Shoalhaven.

It was disappointing to hear that Craig Milburn, Director Finance Corporate and Community Services, will be leaving to take up another position with Kempsey Council. Craig has been a great support to both myself and STAG and although we wish him all the best, we will be sad to see him leave.

The LGNSW Tourism Conference 2018 will be held in Parkes from Monday 12 March until Wednesday 14 March. Hopefully some STAG members will be able to attend and submit a report back to STAG after the event.

It’s also the time of year again when we recruit new STAG members. Thanks so much to everyone who has put time an energy into helping support tourism in our region and I look forward to seeing who will apply (or reapply) for the 4 now vacant positions.

I look forward to working with you all again in 2018.

Lynn Locke
Shoalhaven Tourism Advisory Group Chair.

Shoalhaven Tourism Advisory Group – Monday 26 February 2018

Page 44

TA18.8 Strategy Working Group Update - 360 Model

HPERM Ref: D18/45993

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. DRAFT Situation Analysis Report Dec 17 (under separate cover) ⇨

Purpose / Summary

To update on the progress of the Destination 360 Model.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group

1. Receive the report for information.

Options

1. Receive the report for information.

Implications: Shoalhaven Tourism staff and the Strategy Working Group will continue to work on the Destination 360 Model.

2. Request more information.

Background

Shoalhaven Tourism has in the past worked with a Tourism Master Plan, with the primary driver of success being economic, aiming to drive expenditure to $1b by 2020.

It has been recognised by the Shoalhaven Tourism Advisory Group (STAG) in recent years that future long-term plans need to define success more broadly. The development of the DRAFT 360 model, yet to go to Council to be formally adopted, is based on the premise that long-term sustainability of the tourism industry overall should no longer just be measured on economic growth, but on 4 key pillars; healthy community, healthy environment, healthy economy and healthy customer experience. It recognises that each are corner stones, and important to the industry success.

The 360 Model sets out to measures ‘acceptable ranges of optimal conditions’ across all 4 pillars, with the aim that the model can be used as an early indicator of issues that may arise, so that adaptive planning and management can be implemented in partnership with relevant stakeholders. This is currently unprecedented in a regional local government area in NSW. Traditionally tourism and other areas (community / environment etc) often working in isolation from each other with competing priorities. This is an industry leading initiative of STAG and Shoalhaven Tourism and will ultimately be referred to Council with recommendations for strategic direction and adoption.

It is also important to remember that the model is not locked in and set forever. It can be grown, adapted and implemented differently as time goes by and we learn together. It is intended that there be a ‘management group’ with key stakeholders set up to assist in adaptive management long term. Looking at tourism impacts across all key pillars and how we can better work together. It is not intended as a tool for only tourism but a starting point for a long-term collaboration and conversation.

Community Engagement

The stakeholder engagement has been used to:

- Inform stakeholders of the purpose and scope of the project, and how they can have input and be involved

- Seek ideas from stakeholders on what they believe healthy tourism in the Shoalhaven means (optimal conditions)

- Seek ideas from stakeholders on what could be measured to suggest healthy tourism (indicators)

Who was consulted?

The main opportunities for engagement to date have been extensive and include:

1. 30 face to face meetings in the region;

2. Telephone meetings for those unavailable during the face to face meetings;

3. A workshop with the STAG; and

4. A presentation at NR&FMC meeting at Sussex Inlet

5. 2 Community consultation workshops, one in Nowra and one in Ulladulla

6. Workshop with the STAG Strategy Working Group

Policy Implications

If recommended and adopted by STAG and Council, the Destination 360 model will have a significant change in the way Tourism success is monitored and planned for in the future, with success being measured of 4 key pillars of long term sustainability, economic, environmental, community and customer. Planning will be more collaborative and agile to adaptively manage the fast-paced needs of the industry.

Financial Implications

There are no specific budget implications at this time, implementation of the 360 Model is planned to be within the operational tourism budget.

Risk Implications

The Destination 360 model is designed to monitor key indicators to reduce risk to the industry overall long term.

Where are we up to?

The Working Group have been working with consultants to finalise the Optimal Conditions. See attached situation report and final optimal conditions below.

Environmental	Community (Socio-cultural)
1. Local coastal systems are healthy 2. Bushland systems are healthy 3. Waste management facilities and services meets peak period demands 4. Local beaches are clean of rubbish	1. Shoalhaven is a safe place to live and work 2. Special places are healthy for local residents to use 3. Traffic does not compromise access and amenity for local residents 4. Local residents value the visitor economy and its benefits to them
Economy	Visitor Experience
1. Visitation is consistent throughout the year 2. Visitor yield is increasing at a greater rate than visitation 3. Businesses demonstrate vitality and resilience 4. Year-round employment opportunities exist for local residents 5. Destination marketing is effective	1. Overnight visitors come to experience the essence of the region 2. Overnight visitors experience the essence of the region 3. Overnight visitors are very satisfied with their experience 4. Shoalhaven is an inclusive tourism region

What now?

We are now working through the best ways to measure optimal conditions and agree on adaptive management options that are within budgets.

A report will be provided to STAG and to Council once complete.

Shoalhaven Tourism Advisory Group – Monday 26 February 2018

Page 47

TA18.9 Support Request - Byron Shire Council - Tourism Accommodation Levy (Bed Tax)

HPERM Ref: D18/28830

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. Support Request - Tourism Accommodation Levy Trial ⇩

2. Previous Council Report - Revenue Options ⇩

Purpose / Summary

Consider a request received from Byron Shire Council for support for the NSW Government to establish an expression of interest process for Local Government Areas (LGA’s) to act as trial locations for possible tourism accommodation levy (bed tax).

Recommendation (Item to be determined under delegated authority)

1. That the STAG considers the report from the Strategy and Assets Committee and determine a recommendation for Council’s further consideration.

Options

1. Recommend to Council that they do provide a letter of support.

Implications: There are minimal direct implications for Council at this stage. Byron Shire Council want the NSW Government to consider an expression of interest process for LGA’s to trial a tourism accommodation levy. They have sought letters of support from Councils. Should they be successful then Shoalhaven could subsequently consider expressing an interest in being part of the trial. If not, then at the very least Council could learn from their experience, before reconsidering whether to pursue a similar approach in Shoalhaven.

2. Recommend to Council that they do not provide a letter of support.

Implications: There are minimal direct implications for Council, other than missing an opportunity to support a Council facing similar tourism issues as Shoalhaven. It should be recognised that ‘bed tax’ is a rather controversial topic and Council may receive backlash locally if Byron Bay is publicly supported in this request. Shoalhaven should closely follow the actions of Byron Bay without providing public support at this time.

Background

Council has received a letter (see Attachment 1) from Simon Richardson the Mayor of Byron Shire Council seeking Council support for the NSW Government to establish an expression of interest process for Local Government Areas (LGA’s) to act as trial locations for possible tourism accommodation levy (bed tax). The letter has been sent to all Councils in NSW.

This report seeks direction on the request given its relevance to Shoalhaven.

Council met at Strategy and Assets in January and have requested a recommendation from STAG on this issue.

Proposal/Request Overview

The letter notes that in some LGA’s considerable strain is placed on the local community (infrastructure etc.) due to growing visitor/tourist numbers. In Byron’s case it is noted that the LGA has 32,000 residents and 15,000 ratepayers, but is visited by an extra 2.1M people a year. As such they believe there is a need to explore revenue raising options to help meet the demands outside normal mechanisms (special rate variations are mentioned).

The letter suggests that tourism accommodation levy (bed tax) has been used around the world as a way of raising revenue from visitors to help fund their infrastructure impacts. It is suggested that this type of levy has minimal negative impact on visitor numbers or their expenditure.

Byron Shire Council’s website contains some additional information on this subject, see:

http://www.byron.nsw.gov.au/faq/what-about-a-bed-tax-or-tourism-tax-why-not-bring-one-in

The letter concludes that Byron Shire Council would welcome the opportunity to trial a tourism levy and is seeking support in this regard.

Previous Consideration

Council previously considered a report (‘Revenue Options Follow Up Report’) on the 18^th July 2017 (see Attachment 2) that looked at the ability to apply a levy or similar on properties that supply accommodation to the tourism industry and are essentially a business. This was essentially aimed at short term holiday rentals.

Council resolved as follows (MIN17.617):

1. Note the information in the report; and

2. Prepare a detailed motion and supporting documentation to the Local Government Conference for an amendment to the Local Government Act 1993, giving Council the authority to deem that business is being carried out on residential property in relation to applying commercial ratings and equity (Similar to those powers councils have to deem properties as rural).

Short Term Holiday Rentals

The NSW Government has published an “Options Paper” seeking to provide a regulatory framework for short-term holiday rentals (STHL).

Council resolved in October 2017 to:

Make a submission to the NSW Government on the Options Paper: Short Term Holiday Letting in NSW consistent with the content of the report and continue to be involved as required in any outcomes that eventuates.

Council continues to be actively involved in this process, advocating for a State-wide approach that is flexible enough to respond to a variety of scenarios brought about by the growth of short-term holiday rental to metropolitan and regional parts of the State.

Councils submission concluded that: “Given the significance of STHL to tourism in Shoalhaven, Council has had an ongoing and active involvement in this issue and still supports our current approach or one that is similar (essentially “light-touch”) where the majority do not need consent or approval, but problematic ones can be regulated”.

At this point the outcome in this regard is unknown, but the NSW Government has indicated that following the release of the Options Paper and the responses to it, the government will decide whether to pursue the regulation of STHL.

It may be difficult to consider a tourism levy or bed tax on dwellings that are used for STHL if there is no system of formal registration or similar for such premises. At present Council’s resolved position is to not step in and fully regulate this type of use.

Bed Tax – Other Examples

Overall, the implementation of a bed tax has been controversial in other areas of Australia. There have been many reports in the Byron Shire media where associations and businesses are against the implementation of a bed tax. Some of the media commentary in this regard is available at the following links:

· http://www.abc.net.au/news/2016-12-15/byron-bay-bed-tax-idea-opposed-by-accommodation-group/8123626

· https://www.dailytelegraph.com.au/news/nsw/byron-bay-proposal-to-hit-tourist-with-bed-tax-in-bid-to-fund-infrastructure/news-story/02f84b55915874d0472a7fdc5815b72c

· https://www.byronnews.com.au/news/bed-tax-idea-just-wont-lay-down/3138371/

The Queensland Government has also been trying to introduce a bed tax for some time with some opposition and conflicting opinions. Some of the media commentary in this regard is available at the following links:

· http://www.ttf.org.au/queenslands-proposed-bed-tax-the-national-aviation-network-and-trans-tasman-tourism/

· https://www.frasercoastchronicle.com.au/news/queensland-tourism-board/2273627/

· https://www.thechronicle.com.au/news/toowoomba-tourism-operators-reject-5-bed-tax-plan/3155860/

Auckland, New Zealand, has recently passed a bed tax, also with mixed responses across the country. Some of the media commentary in this regard is available at the following links:

· http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11867655

· https://www.hotelmanagement.com.au/2017/07/21/aucklands-new-hotel-tax-slammed-new-zealands-tourism-minister/

· https://www.stuff.co.nz/business/94084938/Auckland-bed-tax-battle-highlights-search-for-tourism-funding

Conclusion

Shoalhaven is a very popular tourist destination and STHL plays a significant role in the local tourism economy. The outcome of the NSW Government’s “Options Paper” on a possible regulatory framework for STHL is unknown, but it is hoped that any state-wide approach will be flexible enough to respond to a variety of scenarios brought about by the growth of short-term holiday rental to metropolitan and regional parts of NSW.

Given that Council has previously shown some interest in a tourism levy/bed tax, there may be some value in Council supporting Byron Shire Council trialling a Tourist Accommodation Levy and providing a letter in support of this proposed action. If the requested trial proceeds, Council could learn from its outcomes, before reconsidering whether to pursue a similar approach in Shoalhaven. However, it should be considered that there is a lot of public opinion regarding bed tax and there is potential for mixed reactions from business and community.

Community Engagement

No specific community engagement is required at this point as Council is only being asked for a letter of support. Should Council consider implementing a tourism levy in the future detailed community and industry engagement would be required and essential.

Policy Implications

The NSW Governments position on the regulation of STHL is not known at present.

Financial Implications

None at this point. This will require detailed consideration should Council consider implementing a tourism levy in the future.