Sustainable - Hobsons Bay

H O BSON S B AY FI VE YEA R SU ST AIN AB LE TO U R I S M S TRA TEG Y
H O BSON S B AY FI VE YEA R SU ST AIN AB LE TO U R I S M S TRA TEG Y
MARKETING
STRATEGY ACTIONS TARGET
MARKETS
7.3.9.1
Evaluate
development
of a winter
maritime
heritage event.
7.3.9.2 Build
the reputation
& visitor
appeal of the
Williamstown,
Bayside &
Maritime
Festivals
7.3.9.3 Build
reputation for
cycling &
cycling events
7.3.9.4
Support
events that
align with the
brand strategy
inc that of
Melbourne’s
West
funding major events.
» Clarify Council’s
administrative
arrangements (sporting,
cultural, recreation &
tourism) with Events
Management having
responsibility for strategy
development &
implementation
Scope development of a
community based event
building on the maritime
heritage theme timed for the
winter months that
complements the
Williamstown Festival & the
Maritime Festivals (see
following)
Consider links with themes
such as traditional pubs &
music; seafood chowder/
food themes
Integrate with cultural &
wider historic aspects of the
community’s heritage.
Continue to support the
Williamstown, Bayside &
Maritime Festivals subject to
7.3.7
Strengthen their capacity to
attract visitation & position
the area as a must visit
destination.
Promote via tourism PR,
editorial & advertising Festival
activities that celebrate &
promote the unique identity
of Williamstown, inc. its
seaport setting, maritime
heritage & activities & the
area's vibrant community &
cultural life.
Continue Councils
commitment to investment in
the Sun Tour subject to 7.3.7.
Link investment with
Hobsons Bay’s wider
promotion of healthy lifestyle
& cycling opportunities
including the ‘Around the Bay
in a Day’ event
Support & promote the ‘Taste
of the West’
Support & promote the Kite
Surfing event etc
Targeting all
Melb,
interstate &
O/S already in
Melb
Targeting all
Melb,
interstate &
O/S already in
Melb
Community
General Melb
awareness
building
Local & Melb
cycle segments
Melbourne,
Community
STATUS
New
In progress
In progress
In progress
PRIORITY
&
TIMING
Medium
Mar – June
2007 for
winter 2008
launch
High
On going
Medium
Ongoing
High
Ongoing
BUDGET
In kind
Est.$70,000
from
within $92,000
events budget
See 7.3.3
Note $20,000 –
inc. within
$92,000 events
budget 7.3.3
(Above inc.
Kite surfing)
POTENTIAL
FUNDS
SOURCE
development
Cooperative
project with
Victoria Uni &
Williamstown
Maritime Assoc
Inc.
HBCC,
Industry &
community,
Corporate
sponsorships,
State & Federal
grants
HBCC
HBCC,
sponsorship
opportunities
WHO
AET, Vic
Uni.
Maritime
Assoc
In assoc
with
festival
committe
es
EM
EM
VISITOR INFORMATION CENTRE
Key objective: Deliver high standard visitor services that lead to increases in length of stay, visitor expenditure and dispersion
across the municipality
7.3.9.5
Provide a high
standard
Visitor
Information
Centre service
Continue management of the
Visitor information Centre
within the parameters of the
VIC Business Plan
» Update the plan annually
» Strengthen VIC networks
with the two other Western
Melbourne VIC’s &
Federation Square
including familiarisations
for Federation Square staff
» Investigate satellite non
accredited information
outlets including Altona
and Newport
All visitors
Community
In progress
New
High
Ongoing
Medium
2007
$107,000
INTERNAL MARKETING
Key objectives: Maintain and further develop community support and active participation in tourism
7.3.9.6
Stimulate the
visiting friends
& relatives
market
Local
residents
New High
priority
2007/08
onwards
7.3.9.7
Provide
updates on
Strategy
Increase local residents’
awareness of, & pride in, HB
tourism assets so visiting
friends & relatives are more
likely to spend time & money
in the local area
» Create an annual tourism
open day for residents with
industry opening its doors
to residents – in off peak
period
» Promote through Council
communications, a poster
& through local schools
Use Council’s
communications to provide
regular (at least quarterly)
update on Strategy
implementation, outputs &
outcomes
7.4 Infrastructure action plan
INFRASTRUCTURE
Local industry
& residents
STRATEGY ACTIONS TARGET
MARKETS
New
STATUS
High Sept
06 & 1/4ly
PRIORITY
& TIMING
N/A
HBCC
Outlet funded
($10,000) HBCC,
Industry in kind
AET,
volunteers
AET
AET
N/A N/A AET
BUDGET
POTENTIAL
FUNDS
SOURCE
INFRASTRUCTURE
Key objectives: Create high quality tourism infrastructure that builds on the completive tourism strengths of the destination and supports
sustainable tourism
7.4.1 Support
development
of the
Maritime
Heritage
Precinct
Actively support development
of the Maritime Heritage
Precinct as the major
opportunity to build on the
areas competitive positioning as
Melbourne’s maritime heritage
activity centre
Encourage investment in
commercial business planning
for the project to maximise the
sites economic sustainability
All In progress High
On going
(DSE)
Various public &
private sources
inc. commercial
leases
WHO
Maritime
Assoc,
DSE,
HBCC inc
AET
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