Part 1 - Shire of Ashburton

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Shire of Ashburton Tourism Strategy January 20111 7.7.4 Special Events The staging of major special events has the ability to produce a wide range of significant economic and social benefits for communities and regions, and is considered a major promotional tool for successful tourism destination development. Special events increase the opportunities for new expenditure within a host region by attracting visitors to that destination and by also retaining the expenditure of locals who may have spend their leisure dollars elsewhere. Special events can also strongly influence both day trip and overnight visitation and have been used successfully to attract visitors during the quieter or shoulder periods of a tourist season. As well as providing opportunities to increase direct visitor expenditure at a destination, they can also contribute substantially to a destination’s range of tourist attractions, facilitate media coverage for the destination, promote awareness of the destination for future visitation and lead to the construction of new facilities and infrastructure. Staging major special events can be a major economic driver for the Shire of Ashburton and it is recommended that two major special events be established and staged annually thereafter. A major special event is defined as possessing the capability to attract significant number of visitors from outside the region and is more than just a local festival, it must possesss this “substantial drawing power”. The management committee of the Pannawonica Robe River Rodeo are to be congratulated on the successful operation of their special event for the past 15 years. This is a good example of how a special event can deliver benefit to a local destination. Robe River Rodeo ‐ Pannawonica It is recommended that the Shire take an active role in establishing two key special events and assist in the coordination of these on an annual basis. It is suggested that one major event be staged in each of the Shire’s two main tourism destinations; that is one within the Karijini destination and one within the Onslow (or Pilbara coastal region). As suggestions; - Karijini region; Music festival with major headline acts (Australian country, Indigenous, or classical themes), or music event staged within Karijini NP ( could be low volume high yield event) - Onslow; reinvigorate the outback Onslow racetrack facility, Onslow Race Round (Chevron Cup) It is recommended that the Shire establish specific special event committees inviting/comprisingg relevant local industry/stakeholders. It would be these management committees that finally determine scale, scope and theme of final events. Developing a major hallmark event with substantial “pulling power” should be an underlying objective and ideally should be staged in typical shoulder visitor periods. Onslow Racing Track – opportunity to stage “outback race meet” 59
Shire of Ashburton Tourism Strategy January 2011 Recommendation 44: the Shire to be an active driver for the establishment of two key hallmark special events in the region. The Shire to coordinate the creation of a management committee for each major special event comprising Shire Tourism Officer and key local event stakeholders (could work with local Business group). The Shire to provide support to the existing Pannawonica Robe River Rodeo if required. 7.7.5 Foster Indigenous Tourism Industry There is tremendous potential for the creation and delivery of memorable and highly rewarding visitor experiences revolving around local Indigenous culture. Although not a direct responsibility for local government, there is opportunity for the Shire to take a leadership role in fostering enthusiasm amongst local indigenous groups and individuals for career paths within the tourism industry and to ultimately create a vibrant local Indigenous tourism industry. Possible strategies for the Shire to employ include; - Shire to offer/coordinate corporate sponsorship for up to 3 pax each year to attend Indigenous Tourism Conference. - Shire to sponsor a local Indigenous Hospitality and Tourism award/traineeship award. - Shire to work with local high schools to generate awareness and implement programs. - Shire to offer Indigenous traineeships via Visitor Centres at Tom Price and Onslow. - Shire Tourism Development Officer to assist in coordinating/staging of an Indigenous Music Festival locally. Should work with local Indigenous groups such as “Gumala Radio”. - Support Indigenous projects for grant funding applications. - The Shire’s town revitalisation vision for Tom Price includes the creation of a cultural centre in the town centre. - Development of indigenous tourism in conjunction with the Warlu Way marketing initiative. - Encourage the development of a diverse range of appropriate visitor activities to complement the iconic visitor attractions including: a range of accommodation types to suit different visitor markets; Indigenous camping tours, unique bushtucker food experiences, bush medicine tours, Indigenous cultural and hunting trip tours, horesriding tours, and Indigenous owned campsite operations (similar to Dampier Peninsula north of Broome). Recommendation 45: the Shire to encourage the development of local Indigenous tourism. The Shire TDO role to assist this development by undertaking the above activities. 7.7.5 Establish Effective Research Mechanisms The following indicators have been proposed as simple measuring techniques that the Shire and Visitor Centre can collate and analyse to inform tourism marketing strategies and assist in evaluating existing campaigns: - The number of bed nights spent in the destination as measured by ABS Commercial Accommodation Survey and National and International Visitor Surveys; - Total increase in visitor numbers measured against historical data as measured by National and International Visitor Surveys; - Increase in visitor yield as measured by National and International Visitor Surveys; 60
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CONTENTS 1.0 INTRODUCTION 1 1.1 Rep
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Part 1 - Shire of Ashburton

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