Agenda of Shoalhaven Tourism Advisory Group

Minutes of the Shoalhaven Tourism Advisory Group

Meeting Date: Monday, 30 April 2018

Location: Ulladulla Civic Centre

Time: 5.09pm

The following members were present:

Ms Lynn Locke – Chairperson

Clr Joanna Gash

Clr Mark Kitchener

Clr Patricia White

Ms Kylie Pickett

Dr James Lin

Ms Juliet Barr

Ms Brenda Sambrook

Mr Robert Crow

Mr David Duffy

Others Present:

Stephen Dunshea – Director Finance, Corporate and Community Services

Coralie Bell – Tourism Manager

Shannan Perry-Hall – Tourism Investment and Events Specialist

Kristy Mayhew – Tourism Marketing Specialist

Joe Puglisi – Manager – Nowra Visitors Centre

Sarah Chenhall – Digital Marketing Assistant

Catherine Shields

David Fleeting

The Chairperson addressed the meeting, the members and staff present introduced themselves.

Apologies / Leave of Absence

An apology was received from Clr Alldrick, Louise Hallum, David Goodman and Neil Rodgers.

Confirmation of the Minutes

RESOLVED (Clr White / Robert Crow)

That the Minutes of the Shoalhaven Tourism Advisory Group held on Monday 26 February 2018 be confirmed.

CARRIED

Declarations of Interest

Nil

Reports

TA18.13 New Members of the Shoalhaven Tourism Advisory Group

HPERM Ref: D18/110867

Recommendation (Item to be determined under delegated authority)

1. Receive the report for information

2. Formally acknowledge and thank retiring members for their valued contribution to the Shoalhaven Tourism Advisory Group; Catherine Shields, Matthew Forbes and Annie Cochrane

RESOLVED (Clr White / Robert Crow)

That:

1. Receive the report for information

2. Formally acknowledge and thank retiring members for their valued contribution to the Shoalhaven Tourism Advisory Group; Catherine Shields, Matthew Forbes and Annie Cochrane.

CARRIED

TA18.14 Tourism Manager's Report

HPERM Ref: D18/109470

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 White)

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

CARRIED

TA18.15 Destination Marketing

HPERM Ref: D18/117481

Kristy Mayhew – Tourism Marketing Specialist introduced herself and provided a background of her role and what she has been working on over the past months.

Highlights of the last 6 months are the Unspoilt campaign and the 100 Beach Challenge.

Clr White noted that she had meetings with Heritage Groups. It was raised that there are Heritage Brochures in individual towns etc, and the Groups are asking whether Council can produce a trial Shoalhaven wide brochure relation to Arts, Culture and Heritage.

Coralie Bell – Tourism Manager advised that the Tourism section have this Heritage Brochure as a Goal.

Recommendation (Item to be determined under delegated authority)

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

RESOLVED (Kylie Pickett / Juliet Barr)

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

CARRIED

TA18.16 Events and Investment

HPERM Ref: D18/109632

Clr White advised that of behalf of David Goodman (Chair of the Shoalhaven Sports Board) it was raised that Council investigate potential future sporting events that can be brought to the Shoalhaven given the facilities such as the new stadium in Bomaderry which will be complete mid 2019 and the Dun Lewis facility in June 2019.

Shannan Perry-Hall – Tourism Investments and Events Specialist advised that she is targeting events and working with Sports Marketing Australia and starting to look at events for 2020.

Clr White raised discussion on activation of Dunn Lewis Centre and new Bomaderry precinct.

Recommendation (Item to be determined under delegated authority)

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

RESOLVED (Brenda Sambrook / Kylie Pickett)

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

CARRIED

TA18.17 Visitor Services Update

HPERM Ref: D18/121252

Joe Puglisi – Manager – Nowra Visitors Centre advised that the last 6 months has been one of the best seasons they have had in years.

The team is looking at Volunteers/Ambassadors and supplementary Centres and how Council can improve a more integrated approach.

Recommendation (Item to be determined under delegated authority)

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

RESOLVED (Clr Gash / Brenda Sambrook)

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

CARRIED

TA18.18 Strategy Working Group Update - 360 Model

HPERM Ref: D18/117957

Coralie Bell advised that from a planning point of view, going forward, the Tourism section will be looking at impact on the customer experience and long term sustainable growth.

It was also advised that the University of Wollongong has asked how they can value add.

The Committee held a discussion in relation to the tourism impacts on the environment.

Clr Gash requested that staff brief Councillors on the road blocks and the scope of the project.

David Duffy - advised that the National Parks and Wildlife Service is undergoing changes in structure and that there is a willingness to work together.

Kylie Pickett and Brenda Sambrook volunteered to be a part of a Working Group to discuss the above comments.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the report for information.

RESOLVED (Kylie Pickett / Brenda Sambrook)

That the Shoalhaven Tourism Advisory Group receive the report for information.

CARRIED

TA18.21 Chair's Report

Lynn Locke welcomed the new members Kylie Pickett, James Lin, Juliet Barr and Brenda Sambrook and made the following comments:

· Thanked Catherine Shields for her contribution to Tourism in the Shoalhaven and the Shoalhaven Tourism Advisory Group (STAG).

· The Shoalhaven River Festival:

o Council will contribute the same as previous years. STAG members are welcome to join the Shoalhaven River Festival Committee. The Festival has a great team of volunteers from the committee. Lynn advised that she has stepped down from Chair of the Shoalhaven River Festival Committee.

o The Committee discussed the possibility of holding the event as a 1 day not a 2 day, which could reduce the costs of the event.

o Suggestions around an upmarket Boating event.

o Suggestions of holding an event on the Friday night to encourage overnight stay, with the main event being held on the Saturday.

o Suggestions around combining events such as Rock Climbing and Skiing/Wakeboarding Championships.

· Unspoilt campaign – The Chair gave congratulations to the team for the wonderful results

Clr Gash endorsed the comments from the Chair and invited Catherine to provide a report from Destination/Tourism NSW on occasions.

Coralie Bell tabled the current quarterly figures at the meeting.

Catherine Shields addressed the meeting in response

RESOLVED (Robert Crow / Brenda Sambrook)

That the verbal report of the Chairperson be received for information.

CARRIED

General Business

TA18.19 Sports Board Update

HPERM Ref: D18/109674

Note: David Goodman was an apology, this matter will be deferred to the next meeting.

TA18.20 Working Groups Update

HPERM Ref: D18/109692

Robert Crow advised that on 17 April 2018 a working group for tourism discussed events support

It was established that some of the paperwork could have been improved and the group have come up with some changes. This will be a working progress and will be more about forms and applications.

Tourism staff will now work internally to formalise recommended changes.

TA18.22 Tourism Impacts During Peak Periods

Coralie Bell tabled a report and Council Resolution at the meeting in relation to Tourism Impacts in the Shoalhaven During Peak periods.

It was advised that a report was submitted to the Ordinary meeting in January 2018 and one of the outcomes was for the report/resolution be submitted to the STAG for comment. Coralie advised that she would prepare a report to the next meeting on this issue.

The Committee held a discussion in relation to the progress and recent holiday periods at Hyams Beach and other peak areas around the Shoalhaven.

The committee held a discussion in relation to the cancellation of the Winter Wine Festival and the opportunity for Council to play a more active role in events and their sustainability.

RESOLVED (Clr Gash / Clr White)

That a report be submitted to the Committee in relation to the recent Council report and resolution (MIN18.38).

CARRIED

There being no further business, the meeting concluded, the time being 6.59pm.

Ms Lynn Locke

CHAIRPERSON

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.25 Tourism Manager's Report

HPERM Ref: D18/186122

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. March Quarterly Review Tourism Budget ⇩

2. Discover Jervis Bay May 2018 - Public Report (under separate cover) ⇨

3. Discover Jervis Bay May 2018 - Confidential Report (Confidential - under separate cover)

4. Press Release - Short Term Holiday Letting - Matt Keen and Anthony Roberts ⇩

Purpose / Summary

To give a brief outline of the Tourism Manager’s activity over April / May 2018.

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:

- Walking on Country – Resource development

- Interviews – Event Liaison Officer position

- Hyams Beach Stakeholder meetings

- Event Funding review

- Shoalhaven Natural Resources and Floodplain Management Committee Meeting

- Clr Briefing – Jervis Bay Boat Harbour & Tourism Complex

- Shoalhaven Location Insights – Telstra Big Data

- Short Term Holiday Letting, State review and scheduled Councillor briefing

- Smart Cities Blueprint Workshops

- CCB meeting presentation

- Ongoing conversations about challenges with Drawing Room Rocks

Out in region:

- ART Board and Expert Meeting, Griffith University research, Sydney

- Shoalhaven Heads Chamber of Commerce Meeting

- Discover Jervis Bay

- Tourism Team Region Famil

- Kangaroo Valley Chamber of Tourism & Commerce Meeting

- Sussex Inlet District Chamber of Commerce Inc.

Key priorities over the next few months:

- Drawing Room Rocks

- Destination 360 Model

Budget Update

No significant changes to the budget to report in the quarterly review, see exert from March Quarterly Review Council Papers for review – Attachment 1.

There are a few other minor adjustments for housekeeping purposes only:

- Unspoilt Campaign: There is a budget adjustment to recognise the revenue received and expenses to be incurred with the unspoilt campaign. This was $250k in revenue received from Tourism LG partners and $390k of outgoing expenses to be invoiced by DNSW (Shoalhaven contribution $140k).

- Visitors Centre adjustment: To recognise a higher level of revenue and commensurate expenses experienced at the VIS.

- Queens Baton Relay final reconciliation, which performed ahead of expectation.

Holiday Homes

As I am sure you aware, the State Government has been conducting a review of holiday homes in NSW and some announcements were made on 5^th June. A summary of the response from Local Government NSW states the changes include:

· Mandatory Code of Conduct for online accommodation platforms;

· Changes to the Strata Schemes Management Act, which will allow owners corporations to adopt a by-law, with a 75 per cent majority, preventing short-term letting in their block if the host does not live in the unit they are letting out;

· Allowing short-term holiday letting as exempt development 365 days per year when the host is present;

· When the host is not present, a limit for hosts to rent out properties via short-term holiday letting of 180 days in Greater Sydney, with 365 days allowed in all other areas of New South Wales;

· Councils outside Greater Sydney having the power to decrease the 365 day threshold to no lower than 180 days per year.

See attachment 4 for a Press Release from Matt Kean, Minister for Innovation and Better Regulation.

As of the time this report, general information in press reports is all Council staff have received. The full extent of the potential reforms we will have to await more formal and detailed notifications.

Council staff and STAG representatives (Chair and Deputy Chair) have been invited to give a Councillor Briefing on holiday homes scheduled on the 28th June 2018 to update them on the current situation and potential implications to Shoalhaven.

A more detailed report will be provided to STAG in due course as more becomes available.

International Marketing and Discover Jervis Bay (DJB) Update

See attachments 2 and 3.

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.26 Destination Marketing

HPERM Ref: D18/188222

Group: Finance Corporate & Community Services Group

Section: Tourism

Purpose / Summary

To provide a summary of Destination Marketing activity for March – May 2018

Recommendation (Item to be determined under delegated authority)

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

Options

1. Receive the report for information

2. Request more information

Publicity

Trade and Industry News – Awards and Famils

International Vivid Famils group via DNSW etc – May / June

Tourism Networking Events – June in Huskisson and Ulladulla

Preparing 100 Beach Challenge Award Submission for NSW Tourism Awards

Publicity Update, Notable Highlights in Social Media & Influencers

Channel	Followers	Post	Engagement
Instagram @Dedikated_lifestyle	116K	https://www.instagram.com/p/Bi9KAsPjQ0U/?hl=en&taken-by=dedikated_lifestyle	2.2K
Instagram @jesshart (model)	248K	Jess Hart at Bannisters https://www.instagram.com/p/BjRLHeSgCg4/?hl=en&taken-by=jesshart	2.1K
Instagram.com @celesterochele	9.1K	https://www.instagram.com/p/BTJdUlFgR0t/?saved-by=visitshoalhaven	3601, 4112, 2741, 3061
Instagram @australia	3.1M	Charles Brincat – Bendalong https://www.instagram.com/p/BilncZcgYbO/?hl=en&taken-by=australia	70K
Instagram @australia	3.1M	Honeymoon Bay repost of @travis.Hartley https://www.instagram.com/p/Bigd10pgtGt/?hl=en&taken-by=australia	93K

Note: Two reposts of our region by Tourism Australia within one month is a considerable achievement, pushing up our international profile and gaining us large bumps in followers.

Publicity – Notable Highlights in Traditional Media Articles
Major articles listed below – many can be viewed by clicking the links.

Publication	Reach	Links / Update
SMH – Traveller + stuff.co.nz + more	2.1M	Hosted Famil with Angie Kelly – 2 pages in print http://www.traveller.com.au/things-to-do-in-jervis-bay-new-south-wales-where-to-find-the-whitest-sand-in-the-world-h102u5
Domain.com.au	3.9M	Domain.com.au - why the Bypass makes Berry better https://www.domain.com.au/news/why-the-new-bypass-has-made-berry-an-even-lovelier-place-to-live-20180424-h0z658/
ABC online	50K	International Navy dive exercise http://www.abc.net.au/news/2018-05-15/mine-warfare-dive-teams-unite-in-australian-waters/9759486
QANTAS Travel Insider	2.3M	Berry shops, restaurants and Greenwell Point e.g.: South on Albany – 2 pages in print http://travelinsider.qantas.com.au/australia/new-south-wales/a-weekend-in-berry-new-south-wales
Ella’s List	300K	Sunday Drive: We’re off to Berry (Family blog, NSW) https://www.ellaslist.com.au/articles/sunday-drive-we-re-off-to-berry
Holidaying with Kids	180K	Flash Camp at Coolendel www.holidayswithkids.com.au/blogs/review-flash-camp-coolendel
Lonely Planet UK	150K	South Coast Road Trip – Narrawallee, Jervis Bay + other South Coast – 6 pages in print https://www.lonelyplanet.com/australia/new-south-wales/travel-tips-and-articles/white-sands-waterfalls-and-world-class-food-exploring-new-south-wales/40625c8c-8a11-5710-a052-1479d276a3bf
Daily Mail UK	2.6M	http://www.dailymail.co.uk/femail/article-5715923/FEMAIL-takes-look-five-best-glamping-spots-Australia.html
The Herald + syndicated	1M+	John Rosenthal’s - Six highlights in your travel weekhttps://www.theherald.com.au/story/5403203/six-highlights-in-your-travel-week-15-may/?cs=34
Sydney Weekender – rerun and online	180K	Back 2 Earth ‘unplug’ Retreat / Farm in Berry https://www.sydneyweekender.com.au/back-2-earth-retreat/
Lifestyle Channel (FOXTEL) Selling Houses Australia	1M	Property done up in Little Forest, near Ulladulla https://www.lifestyle.com.au/tv/little-forest-nsw-meet-the-homeowners.aspx
Getaway Channel 9	350K	Shoalhaven Zoo https://www.9now.com.au/getaway/2018/clip-cjhup4hus00000hp954ugz7c7

Upcoming PR, not yet published

Babyology – Jervis Bay in Winter

Escape – Daily Telegraph – Food in Jervis Bay Winter

QANTAS Traveller – Jervis Bay

Singaporeans – Vivid Famil Mollymook, Jervis Bay

Sydney Weekender x 2 in Kangaroo Valley

Unspoilt Campaign Update

Our collaborative South Coast and Destination NSW ‘Unspoilt Campaign’ has been live in market since 1 May and is already performing well. A breakdown of activity and a small selection of advertising examples below:

· Regional TV Ad across PRIME networks in June – here https://vimeo.com/266800486

· Social Media Campaign live across Facebook – Bushwalking, Surfing, Inland Touring

· TripAdvisor Partnership – Destination landing page with 600+ Bookable Shoalhaven product in campaign from 5 June.

· Outdoor advertising live in Sydney and Canberra – bus shelters and train stations

· We Are Explorers Content Shoot in June – adventure experiences for campaign and ongoing Shoalhaven video library

· Publicity being finalised – TV - Getaway, Postcards, Qantas, Family bloggers

Outdoor (Sydney offices)
Outdoor Artwork:

Mobile Advertising:

Video Content Update – ‘Shoalhaven Stories’

The ‘Our Stories’ video series continues from our in-house team, the engagement remains high, from 3 – 18K in views on our Facebook page. We have been creating these videos for almost 12 months and will review the video format to keep inspiring our visitors and locals alike in our 18/19 Marketing Plan.

New “Our Stories” clips:

Alan and Cindy from Jervis Bay Sailing: https://vimeo.com/266797699

Toni Moran from Flavours of the Valley facebook.com/visitshoalhaven/videos/2105382609491496/

Terry Snow from Willinga Park facebook.com/visitshoalhaven/videos/2095908363772254/

Dan from Ulladulla Fishing Charters: facebook.com/visitshoalhaven/videos/2090352107661213

Karen from the Treat Factory and Dairy Bar facebook.com/visitshoalhaven/videos/2081042688592155/

Jordan Robins, Local Photographer: facebook.com/visitshoalhaven/videos/2075502929146131/

Visiting Friends and Relatives (VFR) CampaignBackground

As identified in our 17/18 Marketing Plan, the VFR Market makes up around 30% of the total visitation to the Shoalhaven and talking to this audience has been an identified gap in our program with a campaign to talk to our locals identified as a priority this year.

In 2017, Tourism undertook workshops with other departments of Council with the aim of designing a marketing campaign that talks to our locals about their pride in the area whilst educating locals about things to do in the region.

A common approach for the VFR market is to engage locals with tourism product, and therefore create a ‘halo effect’ toward their family and friends. Multiple Council departments and facilities have agreed to collaborate and contribute to the distribution of a marketing message.

Whilst identified as a priority for several years, budget and resources have been a challenge over the last few years in delivering this campaign.

Current Situation

To ensure the campaign is prioritised this year, marketing has engaged a local agency, The Marketing Clan, to assist in delivering key measurables over July and August 2018.

The ‘Shoalhaven 7 Wonders’ campaign will focus on 7 categories of ‘Wonders’ that Shoalhaven locals can nominate as great assets to our beautiful region.

1. Coastal and aquatic adventure (e.g.: fishing spot, surf break etc.)

2. Food and wine/drink (restaurant, winery, brewery, cheesemaker)

3. Business/Organisation (small business, community group)

4. Natural area adventure activity (bushwalk, camp ground)

5. Event or happening (Market, annual event)

6. Person (volunteer, entrepreneur)

7. Place or thing (art gallery, mountain etc.)

Over 7 weeks, a different category will be highlighted in an integrated media and marketing campaign. Locals will be able to enter their favourite in each category, culminating in the top entry for each category to be featured in multiple exhibitions throughout the region.

Entries can be a story, video, photo, hand written or any number of creative approaches within a set criteria (yet to be finalised). Some of the criteria for judging currently being discussed includes: essence of local-hood, inclusive and diverse; special and loved; quality of entry, well-written loved etc. All individuals must give their consent to be entered.

The campaign aims to be in market from July - September 2018.

The Marketing team are happy to set up a Working Group of STAG representatives to assist in this campaign if there is anyone interested. There is quite a lot of hands on work from collecting and reviewing entries, finalising terms and conditions and talking to media and proof reading etc. So, if you’re interested on getting involved, please let Kristy know.

Winter Food and Wine Campaign

Winter is an important time for us to promote the ‘Foodie’ sector, a key asset to driving off season winter visitation.

We have been working on increasing exposure of our region in this area over the last few years and have more work to do to further develop the Shoalhaven as a Winter Foodie Destination.

Activity Planned / Undertaken recently:

· Ongoing push to get more restaurants on ATDW (therefore our website)

· Gourmet Traveller online article – Kangaroo Valley Foodie Getaway – July

· Daily Telegraph Escape – Foodie weekend in Jervis Bay – July

· SMH Traveller – Jervis Bay dining and weekend away

· Shoalhaven.com Blogs – Vegan and Vegetarian Trail, Cellar Door trail, Coffee Roaster trail

· Wine Feature planned – Concrete Playground, Broadsheet (young audience)

· Qantas Magazine feature on South Coast oysters

· Foodie Influencers via Instagram TBC (via Unspoilt)

· Sydney Weekender – Kangaroo Valley and Berry episodes

· Getaway TV - Bannisters Restaurants

· Daily Telegraph – Friday Feeds – Tallwood Restaurant feature

Website Analytics (shoalhaven.com)

The new shoalhaven.com site has been live for around nine months. The new format and rich content has seen a large growth in users of the site compared with the old site as demonstrated below. Pageviews are down, so the team needs to work on retaining the visitors on site to browse more pages and create itineraries. There have been some technical hiccups with the site relating to itineraries, so we hope this to improve in the next quarter.

Metric	April - May 18	April - May 17	Growth
Unique users	31,074	20,525	51%
Pageviews	78,697	97,531	-19%
Sessions	37,585	24,962	50%
Top pages	Visitor Guide, Honeymoon Bay, Events, Walks, Bookings (place & results), What’s on This Weekend, Visitor Info, Granite Falls
Top referring sites		VisitNSW, Facebook, Instagram, Grand Pacific Drive, The Urban List

· 25-34 year old’s make up 25% of our users, spend longer on site, and are looking at more pages per session.

· 35-44, 45-54, 55-64 are equally weighted around 20% of users, and reflect averages above.

· Returning users made up 15% of users, spending double the time (around 3 minutes) and looking at around 3 pages.

· Mobile 52%, tablet 11%, desktop 36%.

We have seen a drop-in web traffic via social media channels, mostly due to complex algorithms that are decreasing our organic reach. In contrast, direct traffic to our site has increased showing a deeper brand equity and well utilised evergreen content on other platforms channelling audiences to us. We need to review and investigate the best sources of web traffic and adapt accordingly in our 18/19 marketing planning.

Website Traffic Sources:

% Change Mar/Apr/May 2017 vs 2018

Organic - 128% increase

Direct - 30% increase

Referral - 6% decrease

Social - 32% decrease

Paid Search - 3% decrease

Display - 105% increase

Paid Digital Marketing Campaigns

Report from Mar 1 – 31 May

We have increased digital marketing campaign activity in May and June to push for more web traffic during this off-peak period. We are working with our key target markets and identified winter activities across Google and Facebook platforms for both the 100 Beach Challenge and the Shoalhaven.com/guide pages.

· Search Engine Marketing (google ads etc)

Ads in google searches for our town names, activities, visitor guide and website.
Summary - includes search, remarketing & YouTube as well as retargeting and audience sharing and remarketing across both our sites.

Total Clicks - 7,978

Total Impressions - 446,218

Cost Per Click $0.84c

· Facebook and Instagram Visitor Guide Campaign:

Facebook and Instagram ad campaigns encouraging the download or post a copy at shoalhaven.com/guide. We have video ads available for engagement and link ads to drive call to action to our website. Our post engagement and link clicks have increased even though our reach is lower, showing efficiency and engaging marketing messaging.

100 Beach Challenge Analytics

April/May 2018
Unique Visitors 316

Pageviews 1267

New users 268

The challenge has been tracking well, consistently educating visitors on the diversity of beaches in the Shoalhaven and helping to disperse from hot spots. We have been consistently promoting the challenge via billboards, social media weekly fan photos, google display ads, retargeting and search engine marketing. In winter, this campaign drops off in focus a little to make way for cooler season product such as food and wine. As the campaign has been in market for 12 months plus, we will be analysing any improvements that may need to be made in the 18/19 Marketing Plans. Throughout winter we will be decreasing our fan photo to once a fortnight instead of weekly.

Social Media Analytics

Our Digital Marketer is working harder than ever on our social media channels to gain deeper engagement across these channels. These are volatile platforms as we have no control over our fans and what they ultimately see. Recent changes implemented by Facebook to their algorithm have drastically reduced our audience reach in recent months. Organic reach is proving harder to gain and as a result we have had to increase our paid presence to counteract the loss in free promotion. Long term it is clear Facebook and Instagram will continue to look at ways they can increase revenue on their platforms making a continued focus on building our owned assets e.g. website and email databases etc will be essential to give us more control over our marketing output and have less volatility in this area.

Instagram Analytics for May

Analytics below are compared to April 2018, showing a small decrease just due to seasonality (Easter is in April). As mentioned above, australia.com Instagram page has mentioned Shoalhaven product twice in the reporting period, resulting in a fast increase of followers. By far our followers favour blue water aerial images, sunsets and wildlife.

· Total fans are 10.4K

Facebook Analytics for May

Analytics below are compared to April 2018, showing a small decrease just due to seasonality (Easter is in April). Engagement is down due to the new algorithm which favours family and friends over business messaging. We are working hard against this algorithm to post engagements like links and discussions in comments and keep up to date with preferred content types across Facebook. Currently images optimise higher than video which is the converse to previous months.

· Total Likes are at approx. 44,000 (average of 10 new likes per day)

· Weekly Reach is around 55,000

Up next:

Upcoming Shoalhaven Stories Videos:

- Back 2 Earth Berry

- Sussex Inlet Stand Up Paddle Boarding

- Noel Butler Bush tucker and cultural tours

- Greendale’s Café

- Wombat from The Block

2019 Visitor Guide Design

Ask Me I’m a Local B2B and ambassador strategy

Tourism Talk website launch – operator website

New Berry billboard

Customer relationship Management database redevelopment

Development of A5 Arts and Culture trails and happenings brochure

Exceptions to this report:

Call out for any STAG members like to assist on the Shoalhaven 7 Wonders Campaign, assisting with leg work and help raising awareness within their own communities.

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.27 Events and Investment

HPERM Ref: D18/178453

Group: Finance Corporate & Community Services Group

Section: Tourism

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 2017)

o AFL Junior Championships

o 2017 Motocross 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 Kangaroo Valley Folk Festival

o Long Course Weekend Jervis Bay

o Shoalhaven River Festival

o National Indigenous Football

o Garden Clubs of Australia National Convention

o National Indigenous Football League

o Australian Junior Surfing Titles

o Water Polo Junior Championships

o Callala Ultimate Triathlon

o Fairgrounds Festival

o Outrigger State Championships

o Huskisson Triathlon Festival

o Shoalhaven Week of Golf

In Progress

· The River Festival – see separate report.

· Shoalhaven Arts Board supported our recommendation to use $4,500 for workshops and the development of an Event Marketing Tool Kit. Dates have now been finalised for workshops.

o Workshop 1 – Digital Marketing
Nowra, Shoalhaven Entertainment Centre - Thursday, June 21, 9am-11am
Ulladulla Civic Centre - Friday, June 22, 9am-11am

o Workshop 2 – Facebook & Instagram
Nowra, Shoalhaven Entertainment Centre - Tuesday, July 3, 9am-11am
Ulladulla Civic Centre - Friday, July 6, 9am-11am

o Workshop 3 - Email Marketing

Nowra, Shoalhaven Entertainment Centre - Tuesday, July 24, 9am-11am

Ulladulla, Civic Centre - Thursday, July 26 9am-11am

· DNSW Conference Funding - Regional visit by Business Events and Conference team due end of June – Will arrange meeting with DSSS and DNSW team. Working with several business event organisers on possible applications for funding.

· Events currently being assessed for funding

o Sussex Inlet Family Fishing Carnival

o Dragon Boat Regatta

o Sand n Sea Festival

o Kangaroo Valley Folk Festival

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

· Website updates with relevant event information including helpful templates. The Event Marketing Toolkit will be included once finalised.

· Event Support Program Funding Review.

· Working with event organisers to source funding through DNSW and alternative funding programs.

· Liaising with event organisers who are proposing to use public land for events. As well as assessing and permitting events on public land.

Upcoming Supported Events

· Athletics NSW - Waratah Series Challenge and Greater Bank Fun Run - 23rd June – Nowra

· AFL Junior Championships - Nowra

· Chilli Chocolate Festival - Nowra

· Huskisson Running Festival - Huskisson

· Long Course Weekend Jervis Bay – Jervis Bay and Nowra

· For a full list of Shoalhaven events visit https://www.shoalhaven.com/events

Results

· Dunn Lewis Centre – as requested at the last STAG meeting, Tourism staff spoke with Gail regarding future event and conference plans and how Shoalhaven Tourism can assist. Gail would like to wait until she has the Federal Government Contract sorted before commencing any discussions regarding securing events and conferences. The facility is due to be completed early 2019 but until funding is secured there is no set date for finalisation. Gail feels 2020 would be a more realistic timeframe to work towards for larger events and conferences. She has secured the Rotary Conference for 2020 and will take bookings but is not yet ready to actively bid for events. Shoalhaven Tourism will meet with her in 3 months’ time (September) to discuss assistance in more detail.

· 17 Shoalhaven business events and conference venue listings on www.meetinnsw.com.au and growing. The next step for the website is to include product, when this update occurs we will actively work with operators to ensure inclusion.

· Recruitment finalised for the new Events Liaison Officer. Stephen Hunter will work on a causal basis before starting full time on the 9^th July.

· Events assessed

o Chilli Chocolate Festival, application approved.

o AFL Junior Championships, application approved.

o The Beast 666 - event postponed until 2019

· DNSW Event Funding – The Bay Games and Sand and Sea Festival were successful with securing DNSW Incubator Funding with our assistance. Both events receiving $20,000 for event marketing.

· 2 new exciting off-season events secured for Berry Showground (May and October), information currently embargoed, announcements will occur soon.

· Burradise Festival – Culburra Beach – 12^th – 13^th May

o Participation

§ Despite the weather approximately 6,000 people participated over the weekend. Several components of the event had to be re-scheduled but social media engagement leading up to the event was impressive. Final post-event report will be provided soon.

o Future Plan / Involvement

§ The event secured Incubator funding for the 2^nd year in a row, they will now be eligible to apply for Flagship Funding through DNSW, we will assist during this application process. We will assess their application for funding once received for the 2019 event.

· South Coast Soul Festival – Huskisson – 11^th – 13^th May

o Participation

§ Inaugural event - Approx. 400 participants, despite the terrible weather conditions (for an outdoor event) and no day ticket sales.

§ Strong out of area participation and social media engagement considering inaugural event.

o Future Plans / Involvement

§ Plans to change the date to 20^th – 22^nd September 2019 with the aim of delivering a bigger annual event that showcases the Shoalhaven to the health and wellness market. Plans to include an environmental educational stream to attract more participants. Will seek support from Shoalhaven Tourism again, which we will assess. They will also apply for DNSW Incubator funding with our assistance.

· SeeChange Jervis Bay Arts Festival – Bay and Basin Area – 26^th – 10^th May

o Participation

§ Thousands attended the opening ceremony, See of Light at Moona Moona Creek Reserve. Many then made their way to the Huskisson main street for SeeFood @ SeeChange. Organisers have reported a very successful evening with the full post-event report to be provided soon.

§ The way the Jervis Bay and Basin business community came together to share information about both SeeChange and SeeFood in the lead up to the events is something to be noted and commended. It certainly added to the success of the event.

o Future Involvement

§ The event will now be run annually, from a tourism perspective this is advantageous. We will assist with an application for DNSW Flagship Funding, of which SeeChange was successful for this year’s event. We will assess the application in line with guidelines for 2019 when received.

· Shoalhaven Pro Junior Surfing – Culburra Beach – 25th – 27th May

o Participation

§ The Hydralyte Sports Shoalhaven Pro Junior event was developed and secured in partnership with Surfing NSW to develop an annual surfing event that raised the profile of the region. This year’s inaugural event attracted around 250 athletes and their families – Final figures to be provided by Surfing NSW. Local business supported the event, several showing their involvement on social media.

o Future Involvement

§ Strong social media engagement across all platforms, the ability to use Surfing NSW’s links to Surfing Australia meant a much wider audience viewed the information about the event in the Shoalhaven. We have a three-year funding agreement with Surfing NSW to assist in the delivery of the event and ensure it continues to grow and become established in the region.

Up Next

· Training new Event Liaison Officer

· Finalise and implement the Event Support Program Guidelines.

· Finalisation of 17/18 financial year events, including post event reports and payments. Currently events held this financial year equate to over $19 Million in economic benefit.

· Continue to work with Willinga Park and other private event properties on event development and funding avenues.

· Assess EOI’s for Event Funding as received.

· 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.

· 2018 / 2019 financial year planning

There are no exceptions to be reported.

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.28 Event Support Review

HPERM Ref: D18/191062

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. Tourism Event Support Application ⇩

Purpose / Summary

To give an update on the draft changes to the Tourism Event Support review and seek agreement on next steps.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Advisory Group

1. Accept the report for information.

2. Endorse and support the Working Groups recommended changes to the Event Support Guidelines.

Options

1. That the Shoalhaven Advisory Group

a. Accept the report for information.

b. Endorse and support the Working Groups recommended changes to the Event Support Guidelines.

Implications: The changes to the Event Support Guidelines are implemented and the updated process begins in the new financial year.

2. Recommend changes to the guidelines

Implications: Changes will be considered and where appropriate included at the discretion of the Group Directors.

3. Request more information

Implications: The updates will not be implemented in the new financial year delaying the project.

Background

Tourism have been supporting events to drive off-season visitation for many years.

Traditionally, most events financially supported were mid to low level sporting events, attracted to the region via a partnership with a company called Sports Marketing Australia (SMA).

In 2015/16 a change of the dedicated Events position to an Events and Investment position resulted in a more strategic approach being taken to attracting events. This change ensured any event being supported met strict criteria that linked back to an agreed strategy.

Strategic principles where created in partnership with a STAG Working group, and formally endorsed by STAG as part of the business planning process yearly.

Current Situation

Today, the decision to support events is based on a set criterion:

Events can apply for funding in two different ways.

1. Via an EOI for Funding form

2. Through the Sports Marketing Australia partnership, where an SMA rep will bring event proposals to the tourism team for consideration, acting as a third-party representative.

Events are assessed equally on merit, based on the set criteria above and decisions to support and to what level are at the discretion of the tourism team.

Why review what’s working? Challenges, opportunities and the Working Group.

The current Event Support Program has some operational challenges in its current form:

- Administration takes considerable time and the application form does not request all the information needed.

- Applications are open all year and on a first in first served basis, this takes a considerable amount of time to assess and leaves no opportunity to compare events against each other.

- Aside from the tourism business plan outline, as printed above, there are no formal guidelines for those applying for support to review or understand the approval process aside from talking to tourism staff.

As a result, in the 17/18 Operational Destination Management Plan, the Event Support Program was identified as a priority to review and stream line and in early 2018, a working group of STAG was formed to assist and provide guidance on a way forward

The Funding Review Working Group met on the 17th April 2018, the working group members are Lynn, Rob, Shannan and Coralie.

The Working Group agreed and recommended that:

1. Multi-year agreements and reduced funding year on year should be included as an option and are necessary to attract large scale professional events to our region. Opening and closing date – 2 times a year - agreed

2. Event applications should be open twice a year for events within a set time. This ensures all event administration can be planned for and completed at the same time. In addition, it gives all events an equal playing field against each other rather than first in best dressed approach.

3. All events need to include a Marketing / Business Plan included in assessment, as this is critical to understanding out of region impact and marketing reach

4. All events should include anticipated participation numbers in the application process

5. Guidelines needed to be included as to what is “peak time” i.e. the event must fall outside peak periods, school holidays and long weekends.

6. Recommended that a panel be created from 3 industry-based STAG members to assist in reviewing event applications twice a year.

6.1. A strict criterion to be set, based on strategic priorities, and each STAG member is to independently score applications to make recommendations

6.2. Once initial scoring complete, the STAG panel and the events and Investment Specialist would come together to review applications collectively to gain consensus

6.3. STAG panel would make recommendations to the Events and Investment Specialist on best suited events as a result.

7. A maximum 3-year sliding scale of funding is to be included as an option for events trying to set up in the region with long term commitment to Shoalhaven

8. STAG members who are on the assessment panel will be able to change each time, this should not be the exact same 3 people every time. It is considered that a rotation of members was important.

9. Events being sustainable year on year should continue to be an important consideration and ultimately, events needed to be able to prove they would be able to run without financial support in the long term.

Action taken to date

As a result of the recommendations of the Working Group, draft changes have been made to the Event Support Application form and guidelines have been drafted to reflect recommendations (see Attachment 1).

Next Steps

Under the delegated Authority of Council, STAG is tasked with providing advice on funding programs of Tourism.

As such, the STAG is being asked to provide support or feedback on the proposed changes to the Event Support Guidelines.

With the support of STAG, a report will go to the next Group Directors Meeting for consideration.

Financial Implications

The events budget is part of the Tourism operational budget, this will remain unchanged, so no financial implications.

There has been some discussion cross council teams about the possibility of an online platform that could manage the application process. If this was to be approved there may be some initial set up financial costs, yet to be finalised. If implemented, the time saving on processing applications manually vs online would be a key consideration.

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.29 Visitor Services Report

HPERM Ref: D18/179269

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. 'Ask Me Im Local' A4 sign artwork ⇩

2. Concept stands with signage - Ask Me I'm Local ⇩

Purpose / Summary

To give an update of Visitor Information Services for April/May 2018 period.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Tourism Advisory Group receive the report for information and accept recommendations of the STAG VIS Working Group.

Options

1. Receive the report for information and accept recommendations of the STAG VIS Working Group.

2. Request more information.

STAG VIS Working Group Update – Supplementary Visitor Centres

VIS Working Group members: David Duffy, Cllr Jo Gash, Joe Puglisi.

History	The former Tourism Board instigated a supplementary Visitor Centre Strategy across the Shoalhaven to provide more information to our visitors. The intention of the strategy was to provide local knowledge from passionate operators, and to make it easier for visitors to obtain information from a local distribution point in the area that they are holidaying.
Current Setup	Currently the Shoalhaven has 3 Accredited centres; - 2 x Level 1 centres; in Ulladulla at the Library and Nowra, at the Shoalhaven Entertainment Centre; - 1 x Level 3 centre at the Jervis Bay Maritime Museum Huskisson run by the JBMM Volunteers. There are 8 Supplementary Centres - Berry - Berry Music Centre - Jaspers Brush - Silo's Winery - Shoalhaven Heads - Caltex Garage - Greenwell Point - Point Gallery - Sanctuary Point - Greville's Café - Sussex Inlet - Sussex Marine Centre - Ulladulla - Dunn Lewis Centre - Bawley Point - Bawley Point Newsagency
Discussion	The STAG Visitors Centre working group met to discuss the current situation and its way forward. Discussion topics included: - The levels of accreditation generally - Continuance of supplementary centres, their place in our VIS and their value - Potential around growing business partnerships and the number of ‘supplementary centres’ - Geographical coverage of VIS in the region - Signage - Display stands - Other infrastructure, iPads etc - 'Integration' with volunteers, mobile, united branding of VIS and volunteers – “Ask Me, I’m Local” - T-shirts and other merchandise opportunities Currently AVIC are reviewing the role of the level 3 VIC’s in the state and there are suggestions that there may no longer be a Level 3 accreditation. If level 3 is abandoned, then we will support JBMM to become a level 2 or 1
Agreed Recommendations	1. Shoalhaven VIS to continue with the current arrangement of having 2 x Level 1 centres and to support where possible the Level 3 at JBMM 2. Continue with the SUP VIS Program and: 2.1. Invest in upgrades to displays in existing businesses 2.2. Trial an I pad in one or two locations 2.3. Provide T -shirts to supplementary centres who want them, with the aim of improving the image of tourism; 2.4. Rebrand all ambassador and SUP centres under “Ask Me I’m Local” banner to unite and integrate volunteers together across the region. See attachment 1 and 2 for a copy of the new posters and concepts. 2.5. Expand were possible supplementary centres to cover the Shoalhaven in a more geographical sense and where the main body of tourists are Keep quarterly visits as a minimum.
Future suggestions for consideration:	New areas to consider SUP Centre Partnerships were suggested including: - Stuart Place Nowra - South Nowra - Milton - Nowra Library - Fitzroy Falls Visitors Centre - Vincentia
Agreed Actions	1. Joe Puglisi to discuss with Coralie and consider possibility of expanding the SUP partnerships and suitability of additional sights. 2. Joe Puglisi action as above 3. Jo Gash to talk to Gary Colson Chair CCB Committee 4. Joe to investigate budget for the year to prioritise new display stands and any iPads and roll out as operationally possible. 5. iPad trial to commence in the next financial year, and will depend on appropriate locations 6. David Duffy to investigate the opportunity to have additional information at Fitzroy Falls.
Action to date	Current priority is to update the existing centres with new displays and signage. - 5 new stands have been ordered; 2 have been installed, with further 3 to be installed in June. - 4 additional stands to be ordered in June for August installation - New shop signage has been designed to display at the supplementary centres, and to link with the Ambassador program by way of new T-shirt design. - Decision made to not roll out to new locations as yet due to budget and resource implications. This is to be to reviewed again after existing partnerships have updated information and stands.

New Positions at Nowra Visitor Centre

We are currently processing and interviewing for the new positions available at the Nowra Visitor Centre due to the restructure. Staff training will be a key focus over the next few months.

Financials

Financial reporting is done on a quarterly basis. The next report will be available at end of Quarter 4, June 30, 2018. Both centres are continuing to perform well and are achieving their budgeted forecast for the financial year.

Training

Merchandise training was attended by 6 VIS staff and 2 from the SEC in Kiama last month. The training gave us valuable insight into the presentation of product to increase sales.

We are also continuing to look at sourcing more local grown product to promote our area.

BookEasy Training on the accommodation booking system was completed early June to better understand the mechanics and to serve our operators more efficiently as many changes have been made over the past year.

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.31 Tourism Impacts During Peak Periods - Hyams Beach

HPERM Ref: D18/178427

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. Odinary Meeting MIN 18.38 ⇩

2. SA18.131 Hymas Beach Update - Strategy and Assets Committee ⇩

Purpose / Summary

To seek STAG feedback on Notice of Motion - Tourism Peak Season - Infrastructure - planning - Paid parking - Traffic plan - Ranger services - Waste - Public toilets - Hyams Beach.

Recommendation (Item to be determined under delegated authority)

That Shoalhaven Tourism Advisory Group:

1. In reference to A.1 - Acknowledges the shortfall in the planning and delivery of tourism infrastructure and strongly recommend Council adopt a wholistic and strategic approach to ongoing maintenance of aging infrastructure going forward as a matter of priority;

2. In reference to A.3.D - Acknowledge uncontrolled growth in tourist visitation is likely to put other local communities at risk of loss of amenity as well as suffering environmental damage without better planning and management and continue to encourage tourism and community needs are a consideration in long term strategic planning of future infrastructure. In addition, STAG urges Council to support the development of the 360 Model and the implementation of subsequent Tourism Destination Management Plan, both designed to consider the long-term business sustainability of the industry and its impacts.

3. In reference to A.3.E and F - Agree and support the position that more resources must be strategically invested in tourism and community infrastructure, as well as the management of the influx of visitors particularly during the peak season and;

a. STAG agree that long term, an ongoing failure to manage these issues will have a detrimental impact on the holiday experience of people choosing to visit the Shoalhaven, and in turn our local community.

4. In reference to A.3.H - Encourage Shoalhaven Council to investigate opportunities for revenue raising including business levies or paid parking.

a. NOTE: Shoalhaven Tourism does not support the introduction of a bed tax in any form.

5. In reference to B.5.A - Do NOT support POP up Tourism information on Jervis Bay Road, as STAG believe that POP up VIS stands needs to be where the visitors are in order to be effective. In addition, the proposed location is a safety concern from a risk management perspective.

a. It is the recommendation of STAG that Mobile Visitors Services remain in the town of Huskisson over peak periods as required.

6. In reference to B.5.C - Do not support the idea of park and ride into Hyams Beach as customer experience will be compromised, urging Council to better evaluate timed parking options.

Options

1. That the Shoalhaven Tourism Advisory Group make recommendation to Council as detailed above

Implications: Comments and recommendations will be reported back to the General Manager and Council for consideration.

2. That the Shoalhaven Tourism Advisory Group make comments and recommendations as above with additional inclusions.

Implications: Comments and recommendations will be reported back to the General Manager and Council for consideration.

3. That the Shoalhaven Tourism Advisory Group make alternate comments and recommendations.

Implications: Comments and recommendations will be reported back to the General Manager and Council for consideration.

Background

In January 2018, Council resolved a motion outlining a series of actions in relation to peak period tourism visitation, Hyams Beach Traffic Management and the long-term planning for community and tourism infrastructure.

See attachment 1: MIN18.38

On request of the General Manager, several items have been referred to STAG for acknowledgement and / or comment.

In particular: Part A .1; Part A.3.D; Part A.3.E; Part A.3.F; Part A.3.G; Part B.5.A; Part B.5.C

UPDATE – Strategy and Assets Meeting, 12 June

An update on Hyams Beach Peak Period Management Progress Update was provided to Strategy and Assets 12 June. At this meeting Council voted on having a Project Officer position in Council to work across functions and teams to assist in coordinating infrastructure and visitation impacts. The specifics of this role are still being discussed internally however it is clear the role will be across several Council areas and focus on assisting many small towns and villages, including Hyams. You can see the full report and recommendation as Attachment 2.

Community Engagement

There have been ongoing issues and concerns about the impact of tourism on local infrastructure with Hyams Beach making representation to Council on several occasions.

Policy Implications

Potential implications on strategic infrastructure planning across the organisation with Tourism a key consideration going forward.

Financial Implications

None at this stage, although long term wholistic infrastructure planning will have financial implications.

Risk Implications

No action has risk of ongoing issues for both locals and visitors from access to amenities, traffic and many others.

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.32 Shoalhaven River Festival

HPERM Ref: D18/180554

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. MIN13.642 Original Minute setup of the River Festival ⇩

2. MIN17.1076 River Festival additional funding $15,000 ⇩

3. Report to Ordinary Meeting of Council - Future of the Shoalhaven River Festival ⇩

4. MIN18.321 Recent Minute in regards to the River Festival ongoing funding ⇩

5. Minutes - Shoalhaven River Festival Meeting 15th May 2018 ⇩

6. DRAFT - Terms of Reference - Shoalhaven River Festival Committee ⇩

Purpose / Summary

To update the Shoalhaven Tourism Advisory Group on the Shoalhaven River Festival.

Recommendation

That the Shoalhaven Tourism Advisory Group

a. Receive the report for information

b. Recommend members, as detailed below, to be officially appointed to the River Festival Committee.

Options

1. That the Shoalhaven Tourism Advisory Group

a. Receive the report for information

Recommend members, as detailed below, to be officially appointed to the River Festival Committee.

Implications: The Shoalhaven River Festival remains a working group of the Shoalhaven Tourism Advisory Group.

2. Request Council remove the Shoalhaven River Festival from the Shoalhaven Tourism Advisory Group and recommend it come under general Council control.

Implications: The Shoalhaven Tourism Advisory Group are no longer formally associated with the River Festival and will no longer receive reports and updates.

Background

In 2013, at the request of the Mayor at the time, Councillor Jo Gash, funding was allocated to an event for the Nowra region. Championed by the then Chair, Catherine Shields and Deputy Chair, Lynn Locke, the River Festival Committee was set up as a working group of the Shoalhaven Tourism Advisory Group (then the Tourism Board). See attachment 1 for the original Minute from the Ordinary Meeting of Council.

The event has run annually since then, however, in 2017 came into some financial hardship with several sponsors pulling out. Whilst still successful from an attendance point of view and despite the event gaining some grant funding to assist in an arts project, the River Festival was ultimately unsustainable and the committee sort additional funding from Council to pay outstanding bills. See attachment 2 for the Minute allocating the Festival an additional $15,000 to pay outstanding bills in 2017.

In 2018, several significant volunteers resigned or stepped down in their level of commitment, including those original Shoalhaven Tourism Advisory Group members, Lynn Locke (Current Chair of STAG) and Catherine Shields (no longer a member of STAG). As a direct result of losing such key organisers, the committee have again raised concerns about the long-term sustainability of the event, officially requesting Council provide either additional funding long term or a dedicated staff member to assist in running the event. Without additional support, the committee representatives warned, the event was at risk of not continuing. A report was written for Council to consider their ongoing involvement, see Attachment 3 for the full report. In April 2018, Council resolved to continue funding at the existing level only, with the provision of having a constituted committee.

Current Situation

The Committee have now recruited several new volunteers and have appointed a new Chair. New members recommended for the Committee as follows:

Executive Team

1. Elise Austin, Chair

2. Lynn Locke, assistant to the Chair

3. Michelle Maconachie, Treasurer

General committee members

4. Blake Weyman, Sound

5. David Fleeting, Marina

6. Greg Stephenson, Sponsorship

7. Ian Reid, Multimedia

8. Johny Vynes, Marina

9. Kade O’Rourke, Entertainment

10. Mark Emerton, Traffic Management

11. Marla Guppy, Art Zone

12. Sue Hammond-Warne, Entertainment

13. Terry Chittleborough, Marina

14. Vanessa Cladingbowl, Markets Assistant

15. Greg McLeod, Sound

Minutes of the new committee’s first meeting you can find in Attachment 5.

Tourism continued involvement

Shoalhaven Tourism staff:

- Have been working with the Governance Team and the committee to create a formal Draft Terms of Reference, see attachment 6. Currently being considered by the committee.

- Will continue to provide support as needed, and the Event Liaison Officer will attend meetings and provide advice as required.

- The River Festival will be required to formally update STAG regularly. Minutes of meetings and any relevant reports will be provided via STAG to Council.

Financial Implications

There is no specific financial implication to Tourism or STAG at this stage, Council have allocated $20,000 in funding to the 2018 event with the current draft Terms of Reference giving delegated authority to the River Festival Committee on spend and financial management of funds.

Shoalhaven Tourism Advisory Group – Monday 25 June 2018

Page 0

TA18.33 360 Model - Strategy Working Group Update

HPERM Ref: D18/186480

Group: Finance Corporate & Community Services Group

Section: Tourism

Attachments: 1. 360 Overview - CCB Presentation (under separate cover) ⇨

2. Community Workshop Notes - NOWRA ⇩

3. Commuity Workshop Notes - ULLADULLA ⇩

4. Project Update - 350 Model Report - April 2018 (under separate cover) ⇨

5. Overview of Optimal Conditions and Indicators - Phase 1 and 2 ⇩

6. Draft Adaptive Management on indicators ⇩

7. UOW Grant Application (Confidential) Confidential)

Purpose / Summary

To update the Shoalhaven Tourism Advisory Group on the 360 Model project.

Recommendation (Item to be determined under delegated authority)

That the Shoalhaven Advisory Group

a. Accept the report for information and continue to support the work of the Strategy Working Group

b. Agree to the next steps as outlined below.

Options

1. That the Shoalhaven Advisory Group:

a. Accept the report for information and continue to support the work of the Strategy Working Group

b. Agree to the next steps as outlined below and recommended.

Implications: Tourism Manager will continue to implement operational needs to support the 360 model and work on next steps to further develop destination planning.

2. Request more information

Implications: The Tourism Manager and the Strategy Working Group will report back to STAG as requested with additional information at the next meeting.

Background

In 2017, The Tourism Manager and the newly created STAG Strategy Working Group made the decision to take on a more wholistic and sustainable approach to Tourism Destination Management. A consultant was engaged to create a ’360 Model’, an adaptive management approach to Destination Management that hoped to identify

1. What we valued as an industry and community as “healthy tourism’ (Optimal Conditions)

2. What was currently being measured, or could simply be implemented, to measure success

3. What adaptive management could be in place to help manage the destination.

Recently, the Tourism Manager gave an overview of the project to the Council Consultative Body Executive Meeting (CCB). This is a good general overview of the project for those not yet au fait with the concept, please see Attachment 1.

Community Engagement to date

The team of consultants conducted:

- 2 workshops with community

o Invites included CCB representatives, NPWS, internal council stakeholders, local business, local chambers and tourism associations, JB marine Park, Forestry’s and more.

o Community workshops summaries included as Attachment 2 and 3.

- 1 STAG workshop

- Over 35 face-to-face meetings with key stakeholders

Ongoing involvement of the Strategy Working Group

Policy Implications

The 360 Model will be the starting point to drive change in the way we talk about, measure success and implement Destination Management Planning in the Shoalhaven. It endeavours to place greater emphasis on business and industry sustainability so that not only are the needs of the present met, but that the industry does not compromise the needs of future generations.

The project is attempting to look at how, as an industry, we can balance economic growth without the unacceptable compromise to environment and social impacts. Ultimately with the aim of ensuring the tourism industry remains strong now and into the future.

Long term, this project has the potential to influence the future of Destination Management in our region.

Current Project Update

Attachment 4 - Project Update - 350 Model Report - April 2018

Attachment 5 - Overview of Optimal Conditions and Indicators - Phase 1 and 2

Attachment 6 - Draft Adaptive Management on indicators

The Working Group have also been talking to the University of Wollongong on a collaborative project building on the 360-adaptive management process, aiming to develop a practical tool to assist with strategic planning for tourism, see confidential proposal Attachment 7.

Recommendations of the STAG Working Group – Next Steps

To complete this stage of the 360 Model

1. Complete online Model tool so all stakeholders can review as part of ongoing management

2. Create the surveys for locals and visitors and administer so that data can be fed into the model

3. Finalise adaptive management in partnership with the Strategy Working Group

Ongoing Management

4. Set up meeting with Environmental stakeholders

There have been significant challenges. NPWS have suggested a meeting with key environmental stakeholders for discussion on opportunities to work more collaboratively in the future.

5. Bring key reports to STAG as part of ongoing adaptive Management

6. Create a Destination Management Plan (DMP) considering key outcomes and learnings from the 360 Model

Into the future

7. Continue to work with UOW to look at opportunities for collaboration

8. Implement DMP actions and relevant adaptive management on yearly basis and report to STAG Review opportunities to develop identified stage 2 monitoring.