Part 1 - Shire of Ashburton

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Shire of Ashburton Tourism Strategy January 2011 Capital expenditure; an allocation of $35,000 has been made in year 1 for the creation of appropriate town entry statements for towns Onslow, Tom Price and Paraburdoo. An additional $60,000 has been allocated towards the creation of highly effective visitor information bays at major highway turnoff and town locations for Onslow, Pannawonica, Paraburdoo, Tom Price and Nanutarra over years 1 and 2. An allocation for general signage upgrades of $8,500 for years 1 and 2 and then $5,000 per annum thereafter. It is recommended that a funding application be made under the Royalty for Regions program to fund the capital expenditure needs of $127,000 over the first 5 years as detailed above. Destination Marketing The Shire currently allocates around $30,000 towards advertising and promotional activities and although difficult to assess the overall effectiveness it is considered a more focused and planned approached to destination marketing is now required. It is recommended destination marketing be allocated a budget of $45,000 in year 1, then around $35,000 per annum plus annual 3% increases thereafter. As per the report’s recommendations it is strongly suggested that the Shire adopt two distinct tourism destination brands namely Karijini and the Pilbara Coast. An allocation of $20,500 is made in year 1 for the creation of the Karijini brand and the production of supporting map guide. This $20,500 ($14,000 and $6,500) is the estimated “net cost” to the Shire and assumes activities such as the map guide will attract local industry advertising support and potential corporate sponsorship funds. Once the Karijini brand is established annual allocations reflect reduced reinforcement activities. Map guide allocations are assumed to increase 3% per annum reflecting the growth over time in publication size (# pages), print run and distribution. It is assumed that the Shire will work with the ANW and the Shire of Roebourne to market Onslow and Pannawonica cooperatively as part of the Pilbara Coast or a close derivative. An annual allocation of $8,000 is made towards a Pilbara Coast publication with 3% per annum increases factored in. An annual allocation of $8,000 is also made for project based activities generated by the ANW such as the Warlu Way and working cooperatively with other stakeholders. Report recommendation #25 strongly suggests the creation of a new website for the tourism destinations within the Shire. An allocation of $8,500 has been made for this purpose in year 1 and yearly allocation to update and refresh thereafter. Recommendation# DESTINATION MARKETING Current year Year 1 Year 2 Year 3 Year 4 Year 5 Operating expenditure R.16,17,22 Karijini brand development $6,500 $2,500 $500 $500 $500 R.16,17,19,26 Karijini map guide (net cost) $14,000 $14,420 $14,853 $15,298 $15,757 R.18 Pilbara Coast map guide (net cost) $8,000 $8,240 $8,487 $8,742 $9,004 R.20 ANW coperative promotional budget (Warlu Way, projects etc) $30,000 $8,000 $8,400 $8,820 $9,261 $9,724 R.25 Website development $8,500 $1,000 $3,500 $1,000 $1,000 63
Shire of Ashburton Tourism Strategy January 2011 Product Development The key product development recommendations include the creation of a Shire Tourism Development Officer role, the creation of an industry based Tourism Advisory Group, and a focus upon major special event development. These budget allocations would be new and therefore previously unbudgeted for. It is recommended a Shire Tourism Development position be created and an allocation of $85,000 per annum has been included plus $30,000 for associated office and travel costs. This role may be part time and/or sub contracted to begin with and the level of remuneration may alter to reflect the successful applicant’s level of tourism experience. Options include sourcing a recent tourism/meetings & events graduate from outside of the region, sub contracting a suitably qualified tourism professional on a set contract basis to kick‐start the role, or sourcing a suitably qualified person from the local community. Relatively small financial allocations have also been made for other product development recommendations such as the TAG, special events and service awards, and these costs reflect the Shire’s direct costs only for these activities. In year 1 tourism product development costs to the Shire are estimated to be around $124,000 increasing approximately 3% per annum thereafter with the large proportion of these new costs being for the proposed Shire Tourism Development Officer role. At this stage this cost has been allocated towards the Shire however government grant and/or corporate sponsorship and/or shared costing with neighbouring LGA’s for initial or part funding of this role should also be investigated. Recommendation# PRODUCT DEVELOPMENT Current year Year 1 Year 2 Year 3 Year 4 Year 5 Operating expenditure R.43 Shire Tourism Development Officer wage $85,000 $87,550 $90,177 $92,882 $95,668 R.43 TDO office & travel costs $30,000 $30,900 $31,827 $32,782 $33,765 R.24 Tourism Advisory Group costs $3,500 $3,605 $3,713 $3,825 $3,939 R.44 Major special event coordination costs $3,000 $3,090 $3,183 $3,278 $3,377 R.40, 41 Service standards, training programs (could atract corporate sponsorship) $2,500 $2,575 $2,652 $2,732 $2,814 Budget Summary The table below summarises the increases in budget allocations required to implement the recommendations of this report. As per Shire budget documents, the current investment levels by the Shire are around $185,000 ($110,000 to Tom Price VC, $45,000 to Onslow VC, $30,000 towards advertising). In order to implement the report’s recommendations budget allocations are required to increase destination marketing from $30,000 to $45,000 in year 1 and then around $35,000 from year 2 onwards. A new and additional budget allocation of $115,000 is required to employ a Shire Tourism Development Officer if grant or corporate sponsorship cannot be secured. BUDGET SUMMARY ‐ Operating Expenditure Only Current year Year 1 Year 2 Year 3 Year 4 Year 5 VISITOR SERVICING $155,000 $155,000 $153,050 $151,240 $149,567 $148,030 DESTINATION MARKETING (4) $30,000 $45,000 $34,560 $36,160 $34,801 $35,985 PRODUCT DEVELOPMENT $0 $124,000 $127,720 $131,552 $135,498 $139,563 TOTALS $185,000 $324,000 $315,330 $318,951 $319,866 $323,578 Capital expenditure grant applications for $127,000 over the first 5 years should be made to sources such as the Royalty for Regions program to undertake required town entry statements and visitor information bay works. 64
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The Shire of Ashburton Tourism Dest
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Shire of Ashburton Tourism Strategy
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CONTENTS 1.0 INTRODUCTION 1 1.1 Rep
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1.10 General Global Trends in Trave
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Part 1 - Shire of Ashburton

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