11.1 Chief Executive Officer - Shire of Augusta-Margaret River · bright future for all...

SHIRE OF AUGUSTA MARGARET RIVER ORDINARY COUNCIL MEETING 28 JUNE 2017

11.1 Chief Executive Officer 11.1.1 ADOPTION OF ECONOMIC DEVELOPMENT STRATEGY

Attachment 1 – Draft Economic Development Strategy 2017-27 Attachment 2 – Summary of Community Consultations Attachment 3 – Lawrence Consulting “Shire of Augusta Margaret River

Economic Profile 2017”

1 Draft Economic Development Strategy 2027 Shire of Augusta Margaret River


Acknowledgement of Country The Shire of Augusta Margaret River would like to acknowledge that we are on Wadandi and Pibelmen country whose ancestors and their descendants are the traditional owners of this country. We acknowledge that they have been custodians for many centuries and continue to perform age old ceremonies of celebration, initiation and renewal. We acknowledge their living culture and their unique role in the life of this region. It is the Shire’s sincere hope that Aboriginal Australians share fairly and equitably in the future growth of the Shire’s economy.


Table of Contents

Acknowledgement of Country ............................................................................................ 2

Foreword – message from Shire President ........................................................................ 4

Introduction ....................................................................................................................... 5

1. Strategic Alignment .................................................................................................... 8

International ...................................................................................................................... 8

National, State and Regional ........................................................................................... 10

Local Government ........................................................................................................... 11

2. Economic Overview .................................................................................................. 13

Lack of Diversity .............................................................................................................. 13

Lower Per Capita Incomes .............................................................................................. 17

Seasonality – The Winter Downturn ................................................................................ 19

Economic Challenges and Opportunities ......................................................................... 20

3. Strategic Directions .................................................................................................. 22

Diversification and Innovation .......................................................................................... 22

Increased Winter Visitation .............................................................................................. 26

4. Strategic Themes and Outcomes ............................................................................... 28

4.1 Tourism Development ................................................................................................ 29

4.2 Wine and Food .......................................................................................................... 30

4.3 Environmental Stewardship ...................................................................................... 31

4.4 New Industries ........................................................................................................... 32

4.5 Transformational Infrastructure .................................................................................. 33

4.6 Competitive Business ................................................................................................ 34

5. Strategic Projects – Implementation and Monitoring ................................................... 36

6. Economic Opportunity Map ........................................................................................ 39


Foreword – message from Shire President The Council is committed to creating a sustainable and prosperous future for our residents and local businesses. A future that balances and integrates the often competing needs of environmental protection, social advancement and developing economic prosperity. This means protecting the Shire’s pristine environment from exploitation and inappropriate

development, ensuring our communities are cohesive and resilient and that economic development is well planned and sustainable into the future. An intergenerational approach is required to ensure long lasting prosperity is created not just short-term financial gain at the expense of the environment or social cohesion. Long-term social benefits and improved community infrastructure need to accrue from any economic development. The Council in governing the Shire’s strategic direction has a vital role to play through this Economic Development Strategy in setting a clear economic vision by adopting the policy settings which will foster sustainable economic development in the Shire. Margaret River has become an internationally recognised Brand. Brand Margaret River is a tourist destination known principally for its premium wine produce and associated fine dining, world class surfing and its reputation as a quality multi-faceted tourist destination through the published acclamations of bodies such Lonely Planet and Trip Advisor. The safeguarding and strengthening of the Margaret River Brand is a serious responsibility for all stakeholders and the Council has an important function to play in a variety of ways within its remit and scope of operations. A variety of relevant roles that the Shire can play to support and grow the Margaret River Brand include advocacy, political lobbying, land use planning, provision of infrastructure and facilities, information provision, sponsorship and management of major events, international relations, local law maker and enforcer, rate setter, waste management coordinator, signage, incentives for local business chambers and so on. This Economic Development Strategy broadly covers the sphere of influence which the Shire is involved in which can help to facilitate and foster sustainable economic development. It identifies priority areas for action over the next 10 years to build on the Region’s strengths and tackle the shortcomings which are evident in a seasonal tourism focussed economy. Although the Shire is the most visited Shire in the State outside of the Perth Metropolitan Area for overseas and interstate tourists, the drop in visitation from May to August severely impacts on local business and employment. Economic diversification and boosting visitation are key planks of the strategy. The Shire is a dynamic place to live and do business and promises a bright future for all stakeholders if governed and managed responsibly by the Shire. That is the challenge posed by ensuring growth is sustainable and inter-generational and this Economic Development Strategy aims at providing guidance on how to achieve that goal.

Cr Ian Earl Shire President


Introduction The Council, CEO and Executive Leadership Team are focussed on an integrated approach to sustainable development – that is development that is economically viable, socially acceptable and environmentally responsible. Historically, economic growth and development has been driven by agriculture, tourism, wine production and population growth, supported by public and private sector investment. The Shire’s leadership is committed to securing and maximising the opportunities which are being presented by the planned significant spending on public sector investment on key infrastructure in the Margaret River Region, and the enormous potential to diversify the economic base through innovative and creative approaches to business development. The level of interest in the region is also expanding rapidly, with the rise of the internationally mobile Asian middle classes and in particular those of China and India, The Shire of Augusta Margaret River Economic Development Strategy (EDS) 2017-2027 provides the direction for the Shire. The EDS will consolidate the Margaret River Region’s position as the most visited regional area outside of the Perth Metropolitan Area by interstate and international visitors. In partnership with other key stakeholders, the EDS will promote this internationally recognised region known for its healthy and active lifestyles, creative energy, premium produce, world-class attractions and iconic events. The estimated resident population of the Shire of Augusta Margaret River at June 2016 was 14,114 persons, an increase of 313 persons, or 2.3% from the level recorded in 2015. (See graphs below) The annual growth in population in the Shire of Augusta Margaret River was significantly higher than the averages for the South West region and Western Australia (both 1.0%). Over the past five years, the Shire of Augusta Margaret River has experienced an increase in population of 1,886 persons, representing average annual growth of 2.9%. This growth rate was again well above the averages for the South West and Western Australia (both 2.1%) over the same period. Over the period to 2026, the population of the Shire of Augusta Margaret River is expected to increase by 2,580 persons – or an average annual rate of 1.7% – to a level of approximately 16,694 persons. The forecast annual growth in population for the Shire of Augusta Margaret River is higher than the average for the South West region (1.6%) and slightly lower than Western Australia (2.0%).


Major Public Investment The EDS aims to leverage maximum benefit from recent and planned major public infrastructure upgrades in the Margaret River Region including the

• Busselton Margaret River Regional Airport; • Augusta Small Boat Harbour; • Margaret River Perimeter Road; • Margaret River Main Street Redevelopment, • Margaret River Cultural Centre Redevelopment.

Major Challenges and Constraints The economy faces some serious challenges and constraints, which will be targeted for action through this EDS. These include the following factors:

• Climate change impacts including warmer weather, a change in seasonal rainfall patterns, less predictable and more severe weather events, greater risk of bushfire and coastal erosion;

• Greater visitation placing stress on existing services and infrastructure and the Shire rate base;

• The seasonality of tourist visitation with a major downturn in the winter; • Lack of accessibility to and from the Margaret River Region for the interstate and

overseas markets; • The high dependence on holiday/leisure tourism in peak season and a correspondingly

low number of business events visitors in the shoulder and low seasons; • Lack of larger indoor venues of sufficient quality for hosting winter events and business

and tourism related events; • Ageing accommodation stock and the paucity of high-end 4 and 5 star hotels and

boutique operations; • The ongoing viability of agricultural producers in increasingly competitive and

controlled local and global markets; • The low number of students and courses and the under-utilisation of the Margaret

River Education campus (MREC); • The lack of high speed internet and broadband access to all parts of the Shire, and • The combination of lower average annual earnings and the lack of affordable housing

compared to other parts of WA. In summary, climate change, threats to the environment from visitor and population increases, tourist visitor seasonality, limited market and accommodation services, lack of economic diversity, wage disparity, marginal agricultural viability and a lack quality indoor event venues presents ongoing challenges and constraints for the Shire. The EDS will seek to address these by strengthening and diversifying the economy, which should in turn improve incomes and reduce the job losses and under-employment caused by seasonality. EDS Objectives The EDS will identify and prioritise strategies to deliver on the following key objectives:

• Recognition that a healthy environment underpins a healthy economy with the protection of high conservation areas and biodiversity being of major importance;

• Mitigating wherever possible the negative impacts of climate change and pro-actively grasping the opportunities presented by changing circumstances;

• Pursuing diversification of visitor markets and accommodation services; • Facilitating improved business and investor support;


• Reinforcing employment creation and continuity through product and service diversification;

• Supporting improved access to education, training and skills development; • Growing trade and export opportunities; • Backing innovation and creative industries development; • Reducing mortgage stress by improving average annual incomes and improving

housing affordability by ensuring land supply is maintained Research and Consultation Stakeholder and Consultant Input The Shire acknowledges the publications and contributions informing the Strategy provided by the Region’s key stakeholders including :

• Margaret River Busselton Tourism Association, • South West Development Commission (SWDC), • Capes Region Voluntary Organisation of Councils (CapeROC), • Margaret River Wine Association (MRWA), • Margaret River and Augusta Chambers of Commerce and Industry (MRCCI and

ACCI), • Cowaramup Traders Association, • Creative Emergence, • Margaret River Education Campus (MREC); • AEC 2011 Economic Development Plan commissioned by the Shire under the

SuperTown program; • Lawrence Consulting, “Shire of Augusta Margaret River Economic Profile 2017”.

Relevant research information from these sources and others has been collated to inform the EDS. Community Consultation Extensive community consultation has been undertaken in developing the direction and content of the strategy including:

• Public submissions on the draft EDS; • Feedback from the two Food and Agricultural Summit held on 8 & 9 April 2016 and

the 10 August, 2017; • CEO Presentation and Community Workshop held at MREC in conjunction with Curtin

University 28 July, 2016 and workshop feedback; • Key industry focus groups conducted by Dr Jack Carlsen with MRCCI, ACCCI and

Cowaramup Traders Association; • Whole of Shire tri-annual community survey questions, and • Community Reference Group workshops for the Your 2036 Community Plan held at

various locations in the Shire.

A combination of qualitative feedback combined with evidence based data supports the identification of the priority issues and opportunities and the development of the strategies in the EDS. The data and information contained within the strategy has been prepared based on the most accurate and reliable information available. Any revisions or updates to the underpinning data will be incorporated into future EDS updates.


1. Strategic Alignment

International The EDS aligns at an international global level with the 2030 Agenda for Sustainable Development and the 17 United Nations Sustainable Development Goals (SDG) adopted by world leaders including Australian in September, 2015. The 17 SDGs officially came into force on 1 January 2016. It is hoped that by 2030 these new goals which apply to all countries will mobilise efforts to end all forms of poverty, fight inequalities and tackle climate change. The hope is that no one will be left behind. The new goals are considered to be unique in that they call for action by all countries, rich or poor to promote prosperity while protecting the planet. They recognise that ending poverty must simultaneously be achieved with an integrated approach with strategies to build economic growth but at the same time address a range of social needs including education, health, social protection, and job opportunities while tackling climate change and environmental protection. On the UN Sustainable Development Agenda website, the following guidance is provided “While the SDGs are not legally binding, governments are expected to take ownership and establish national frameworks for the achievement of the 17 Goals. Countries have the primary responsibility for follow-up and review of the progress made in implementing the Goals, which will require quality, accessible and timely data collection. Regional follow-up and review will be based on national-level analyses and contribute to follow-up and review at the global level.” Ref: (http://www.un.org/sustainabledevelopment/development-agenda/)

Table 1: The Seventeen United Nations Sustainable Development Goals

All of the goals are relevant to the EDS as they are interrelated and require an integrated approach. The following SDG’s are seen as the primary goals to achieving a sustainable EDS, which will be supported by the Shire’s Environmental Sustainability Strategy and a future Community Resilience Strategy.

http://www.un.org/sustainabledevelopment/development-agenda/


“Obtaining a quality education is the foundation to improving people’s lives and sustainable development.” (UN) Access to quality education and training by the Shire’s residents is a key objective of the EDS. The activation of the Margaret River Education Campus to provide more educational, training and skills development opportunities for residents and for industry partnerships is also a key consideration.

“Energy is central to nearly every major challenge and opportunity the world faces today. Be it for jobs, security, climate change, food production or increasing incomes, access to energy for all is essential. Sustainable energy is opportunity – it transforms lives, economies and the planet.” (UN) The transition to clean renewable energy is a key component of the Shire EDS.

Fostering sustainable economic growth will require the Shire to strive to create the conditions that allow people to have quality jobs that stimulate the economy while not harming the environment. Job opportunities and decent working conditions are also required for the whole working age population. The EDS will strive to promote a greater diversity of well paid jobs for both men and women for all age groups and abilities.

“Investments in infrastructure – transport, irrigation, energy and information and communication technology – are crucial to achieving sustainable development and empowering communities in many countries. It has long been recognized that growth in productivity and incomes, and improvements in health and education outcomes require investment in infrastructure.” (UN) The EDS has a strong focus on key infrastructure and innovation.

“Cities are hubs for ideas, commerce, culture, science, productivity, social development and much more. At their best, cities have enabled people to advance socially and economically.” (UN) The EDS assists the Shire to focus on the important challenges of how our towns, and villages can be planned and managed, in order to fulfill their role as drivers of sustainable development, and how they can shape the implementation of the Sustainable Development Goals and the Paris Agreement on climate change.

“People are experiencing the significant impacts of climate change, which include changing weather patterns, rising sea level, and more extreme weather events. The greenhouse gas emissions from human activities are driving climate change and continue to rise. They are now at their highest levels in history. Affordable, scalable solutions are now available to enable countries to leapfrog to cleaner, more resilient economies.” (UN) The EDS recognizes the imperative to move to renewable energy at the earliest opportunity.


“The world’s oceans – their temperature, chemistry, currents and life – drive global systems that make the Earth habitable for humankind. Our rainwater, drinking water, weather, climate, coastlines, much of our food, and even the oxygen in the air we breathe, are all ultimately provided and regulated by the sea. Throughout history, oceans and seas have been vital conduits for trade and transportation.” (UN) The EDS looks to the sustainable use of the oceans for fishing and tourism founded on good environmental practices.

“Forests cover 30 per cent of the Earth’s surface and in addition to providing food security and shelter, forests are key to combating climate change, protecting biodiversity and the homes of the indigenous population. Thirteen million hectares of forests are being lost every year while the persistent degradation of drylands has led to the desertification of 3.6 billion hectares.” (UN) The EDS supports sustainable use of the land and protection of native forests.

“A successful sustainable development agenda requires partnerships between governments, the private sector and civil society. These inclusive partnerships built upon principles and values, a shared vision, and shared goals that place people and the planet at the centre, are needed at the global, regional, national and local level.” (UN) Collaboration and partnerships are crucial to the success of the EDS.

National, State and Regional The EDS is aligned to the SWDC Investment Blueprint ,which is jointly adopted by the Federal funded Regional Development Australia South West (RDASW) and the South West Development Commission (SWDC). The Regional Investment Blueprint (2015) prioritises various initiatives and strategies to create economic growth and job creation in the South West. The EDS is also aligned to the WAPC South West Regional Planning and Infrastructure Framework (2015) which outlines the key economic infrastructure projects and initiatives for the Region, including the Leeuwin-Naturalist sub-region. The EDS is aligned to various other State Strategies including:

• Royalties for Regions Policy Objectives • Western Australian Regional Development Trust Themes • State Government Strategy for Tourism in WA 2020 • State Aboriginal Tourism Strategy • DCA Cultural Infrastructure Directions Policy • State Planning Strategy 2050 • Creative Industry Growth in the SW - The SWDC commissioned SGS Economics and

Planning to report on “Economic Opportunities for Creative Industries in Western Australia’s South West Region” July 2013.


Local Government Western Australian local governments are required to carry out their functions in an intergenerational and integrated triple bottom line approach to sustainability. The Local Government Act 1995 section 1.3 requires local governments to act as follows: “In carrying out its functions a local government is to use its best endeavours to meet the needs of current and future generations through an integration of environmental protection, social advancement and economic prosperity.” The Shire of Augusta Margaret River’s Vision has sustainability at its core and can be summed up in three words – Natural, Connected and Prosperous. Our Vision requires an intergenerational approach and an integration of the triple bottom line in all that we do as a local government. Our Vision drives the long term Community Strategic Plan which drives the four year Corporate Plan which is in turn is informed by a variety of key strategic documents including the Economic Development Strategy. Corporate strategies are fundamental in delivering transformational change across the Shire and meeting challenges and grasping opportunities. Of critical importance is the retention of our character and community livability as we undergo growth and economic development. The Economic Development Strategy is grounded in stakeholder and community support and is implemented and evaluated across all Directorates of the Shire.


Chart – Integrated Planning and Reporting Framework


2. Economic Overview This section discusses the Shire’s challenges and limitations including the lack of economic diversity, the reliance on the highly seasonal sector of tourism, wine production in a highly competitive market, and food and fibre production which has limited downstream processing and value adding. It highlights the need for greater innovation and diversification and an increase in tourism visitation, especially during the winter months.

Lack of Diversity The Augusta Margaret River Shire’s economy is characterised by a lack of diversity with an over reliance on recreational tourism related businesses, wine production and agricultural production with little value adding. The construction industry is generally driven by the steady growth in the resident population requiring housing. A lack of diversity in the economy in turn leads to a lack of variety of job opportunities particularly higher paid jobs and a lack of housing affordability due to lower wages exacerbated by high land prices driven up by the holiday home and tourist accommodation market. The estimated Gross Regional Product (GRP) for the Shire of Augusta Margaret River was $860.1 million in 2015/16. The Shire of Augusta Margaret River economy experienced a marginal real annual decrease of 0.1% in 2015/16; in contrast, over the past five years, the Shire of Augusta Margaret River recorded average annual economic growth of 5.5%. The Shire of Augusta Margaret River contributed 7.0% and 0.4%, respectively, to the gross regional / state products of the South West ($12.4 billion) and Western Australia ($239.7 billion) in 2015/16. With regard to industry, the largest contribution was made by the Agriculture, Forestry & Fishing industry, with approximately 26.4% of the total GRP for the Shire of Augusta Margaret River, followed by Construction (10.7%), Manufacturing (8.0%), Administrative & Support Services (6.6%) and Education & Training (4.9%). The Shire of Augusta Margaret River received a relatively higher industry contribution to total GRP from the Agriculture, Forestry & Fishing; Manufacturing; Retail Trade; Accommodation & Food Services; Information Media & Telecommunications; Rental, Hiring & Real Estate Services; Administrative & Support Services; Education & Training; and Other Services sectors than Western Australia in 2015/16.


The total working population of the Shire of Augusta Margaret River (i.e. the number of persons whose place of work is within the Shire), as at the 2011 Census, was approximately 4,741 persons. This represented an increase of 230 persons, or an average annual growth rate of 1.0%, from the level recorded at the 2006 Census. In 2011, the largest industry employer based on the working population in the Shire of Augusta Margaret River was the Manufacturing sector with 642 persons, or 13.5% of the total workforce. The Accommodation & Food Services (13.1%), Retail Trade (12.7%), Agriculture, Forestry & Fishing (10.8%) and Construction (8.3%) sectors were also significant employers. Between 2006 and 2011, the Health Care & Social Assistance sector recorded the largest increase in industry employment share (up 1.3 percentage points), followed by Education & Training (up 1.3 percentage points) and Information Media & Telecommunications (up 0.8 percentage points). In 2011, the Shire of Augusta Margaret River had a higher proportion of employment share in the Agriculture, Forestry & Fishing; Manufacturing; Retail Trade; Accommodation & Food Services; Information Media & Telecommunications; Rental, Hiring & Real Estate Services; and Administrative & Support Services sectors than Western Australia.


The Index of Economic Diversity measures economic or industrial diversity within a region by determining the degree to which the region’s industry mix differs from that of the national economy. When the index value is close to one, the industrial profile of a region mirrors that of the national economy and is considered more diverse. The index value for the Shire of Augusta Margaret River when compared to the national economy is 0.266, which is below the averages for the Capes Region (0.479), South West (0.713) and Western Australia (0.881). When the index is calculated using the Western Australia economy as the comparative benchmark, the Shire of Augusta Margaret River has an index value of 0.250, whilst the averages for the Capes Region and South West are 0.458 and 0.687, respectively. The Shire of Augusta Margaret River has a greater industry concentration (i.e. location quotient greater than 1) than the national economy – and therefore is assumed to have net exports from the region – in the Agriculture, Forestry & Fishing (4.33), Accommodation & Food Services (2.01), Manufacturing (1.50), Rental, Hiring & Real Estate Services (1.39), Retail Trade (1.19), Administrative & Support Services (1.03) and Construction (1.01) sectors.


The Shire of Augusta Margaret River has a higher location quotient in the Agriculture, Forestry & Fishing; Manufacturing; Retail Trade; Accommodation & Food Services; Information Media & Telecommunications; Rental, Hiring & Real Estate Services; and Administrative & Support Services sectors than both the South West and Western Australia. The total residential workforce of the Shire of Augusta Margaret River (i.e. the number of employed persons living within the Shire), as at the 2011 Census, was 5,717 persons. Compared to the working population of 4,741 persons, this represented a deficit of976 jobs and indicates that the Shire of Augusta Margaret River has an estimated employment self-


sufficiency ratio of 82.9%. (i.e. there are slightly fewer jobs available locally than residents available to fill them). The Wholesale Trade sector had the highest industry employment self-sufficiency ratio (100.0%), followed by Retail Trade (99.3%), Accommodation & Food Services (97.2%) and Other Services (95.1%). The number of residents of the Shire of Augusta Margaret River actually employed within the Shire in 2011 was 4,235 persons, or 89.3% of the total working population.

Lower Per Capita Incomes Per capita income (i.e. the total income of residents divided by the population) for the Shire of Augusta Margaret River was estimated at $31,617 in 2012/13, which represented an annual increase of $1,508, or 5.1% from the level recorded in 2011/12 ($30,109). The Shire of Augusta Margaret River recorded a slightly lower per capita income in 2012/13 than the averages for the South West ($33,161) and Western Australia ($38,449). Over the past five years, per capita income for the Shire of Augusta Margaret River has increased by $7,792, or an average annual rate of 5.8%. Total income in the Shire of Augusta Margaret River was estimated at $415.7 million in 2012/13, representing an annual increase of 9.0% from the level recorded in 2011/12 ($382.7 million) and average annual growth of 8.7% from the level recorded in 2007/08 ($274.5 million). The average personal wages and salaries income for the Shire of Augusta Margaret River was estimated at $52,242 in 2012/13, representing a significant increase of 10.3% from the level recorded in 2011/12 ($47,558) and an average annual increase of 8.1% from the level recorded in 2007/08 ($35,364). The Shire of Augusta Margaret River again recorded a lower average wages income in 2012/13 than the South West ($60,966) and Western Australia ($67,560).


The characteristic of lower incomes coupled with high residential accommodations costs and high rentals fuelled by holiday home usage results in a lack of housing affordability within the Shire. A key incidental requirement of the EDS is to create a greater range of higher paying jobs and to ensure an adequate supply of land into the market to drive down housing costs. (See Shire Affordable Housing policy)


Seasonality – The Winter Downturn Occupancy rates for tourism accommodation in the Shire of Augusta Margaret River typically range between 45-60%, depending on seasonal variation. The average room occupancy rate for all establishments with 15 or more rooms in the Shire of Augusta Margaret River in the December Quarter 2015 was 58.4%, which represented a small annual decrease of 0.9 percentage points from the level recorded in the December Quarter 2014 (59.3%). The Shire of Augusta Margaret River recorded a higher average occupancy rate than the South West (54.9%) in the December Quarter 2015, but lower than Western Australia (62.5%). Demand for tourism accommodation was lower over the year to the December Quarter 2015, with annual decreases in the number of room nights (down 3.9%) and guest nights (down 3.7%). Tourism capacity also fell annually, with a decrease in the number of guest rooms (down 2.5%) and bed spaces (down 5.4%) available.

For the four-year period ending 2015, the average number of annual visitors to the Shire of Augusta Margaret River was approximately 832,000 persons. Of total visitors to the region, the largest proportion was domestic overnight visitors, with 433,000 (or 52.0% of total), followed by domestic day with 334,000 (or 40.1%) and international with 66,000 (or 7.9%). The total number of visitor nights spent in the region was approximately 1,765,000, with an average length of stay of 3.5 nights. The average annual spending by visitors to the Shire of Augusta Margaret River over the four-year period to 2015 was estimated at $307 million, with an average spend per trip of $369. The average spend by visitor type was domestic day ($113), domestic overnight ($536) and international ($564).


The above graphs indicate the massive impact of season downturn on accommodation takings which in turn impacts on local employment and the flow on effects of less money circulating and being spent in the local economy.

Economic Challenges and Opportunities The economic challenge is to manage population and visitor growth without reducing the quality of community life enjoyed by local residents or degrading the environment. The key drivers of the economy will continue to be wine production, tourism, food and fibre production, and construction. Potential new industries will be in the renewable energy field, creative industries utilising technology, lifestyle and health and well-being services, education and lifelong learning, and specialised food production. (Table 2) Table 2 – Challenges and Opportunities Challenges To deliver Implications and Opportunities Climate Change Mitigation and Adaptation

Proactive approaches to changing climate impacts

• Transition to clean renewable energy sources

• Bush fire mitigation and rapid response • Changes to cropping and farming

practices Environmental Protection

Conservation of bio-diversity and the character of the Shire

• Statutory protection of high conservation areas

• Management of visitor impacts on high value conservation areas

• Eco tourism in a planned and controlled way


Maintaining the Shire as an attractive place to live, work and enjoy

High quality of community life Alternatives to urban sprawl

• Protection of natural environment through land use planning and rehabilitation works

• Encourage a variety of housing types and higher density lifestyles

• Access to services and facilities Diversification of the economic base

More jobs in a wider range of industries

• Business tourism • Creative industries • Margaret River Industrial Area • Processing of agricultural produce • Professional services

Eliminating the seasonality of Tourism

Higher winter occupancy rates for accommodation and businesses

• Busselton Margaret River Airport • Winter events • Business tourism • Educational courses • Comfortable indoor venues – Cultural

Centre redevelopment Growing and safeguarding the Margaret River Brand

Global recognition and increased visitation

• Regional signage • Wine and Food Strategy • Mountain biking and trails development • Busselton Margaret River (BMR) Airport

A viable and sustainable food and agricultural sector

Productive use of rural land

• Abalone and seafood production • Export markets through BMR Airport • Branding clean and green produce • Organic farming • Innovative farming practices

Chinese and International Tourism and Investment

Increased visitation and private investment

• China ready providers • Sister city relationship building • Hosting trade delegations and reciprocal

visits • Key tourism development sites

Access to high speed internet

Creative industries competing in the global on line economy

• Main Street Wi-Fi systems • NBN roll out and increased speeds • On line marketing of Margaret River

products and services

Activation of the Margaret River Education campus

Increased student, industry and community participation

• Overseas students • Creative industry clustering • Community access • Business incubation • Research hub


3. Strategic Directions In considering the challenges, emerging opportunities and strengths of the local economy in a global context there are three key focus areas which emerge as extremely importance in growing a stronger economy. The purpose of the EDS 2027 will be to focus on three key focus areas, namely economic diversification, increased winter tourist visitation and fostering innovation

DIVERSIFICATION

WINTER VISITATION

INNOVATION

Diversification and Innovation The AEC 2011 Economic Development Plan commissioned by the Shire identified a variety of opportunities for the private sector to diversify and enrich the Shire’s economy using innovative approaches by incorporating new value adding processes, generating new start-up businesses and moving into emerging niche markets. Since then the imperative for moving to renewable energy production and protecting the biodiversity has become apparent and is reflected in the following revised list of opportunities for innovation and diversification:

• Renewable Energy Technologies • Climate Change adaption • Bio-diversity Conservation • Indigenous employment • Agriculture and Growing (including niche global exports and food security services) • Food Processing (including fresh made food and local value added) • Creative Industries (including internet/software based, arts and professional services) • Lifestyle Changes (including pre-retirement and post-retirement) • Tourism (including events, business and leisure tourism) • Health & Retirement (including health services, aged care services, allied health

services) • Education (including high quality schooling, industry-oriented tertiary education and

student housing) • Retail (including food retailing and other retailing)

KEY EDS FOCUS AREAS


The following table adapted and updated from the AEC 2011 Economic Development Strategy for the Shire highlights and summarises the opportunities available for innovative approaches to economic development and job creation into the future in the Shire. Table 3 Potential new business and employment opportunities Opportunity/ Growth Sector

High Value-Adding Activity Why Augusta-Margaret River?

Renewable Energy technologies

• Design of systems (engineering, designers, specification works, consultants, grant applicants)

• Sales and Installation (Retail, wholesalers, delivery, installation etc.)

• Greenhouse Gas reduction targets: The Augusta-Margaret River Shire and its community are expected to meet pollution reduction targets and to increase the pace of transition to clean and green renewable energy.

• Community Solar or Wind farming Initiatives: The Shire is supportive of community or private sector efforts to investigate the feasibility of establishing renewable energy generation on a commercial scale within the Region.

• Wave energy potential has been identified by Carnegie Energy being at a world best standard so further investigation is required

• Renewable energy on Shire buildings: As funds become available, the Shire will continue to install renewable energy technology on Shire buildings to meet its own supply needs.

• Beenup Minesite Power Connection: The Beenup Mine site is connected to the electricity grid and is a potential means of inputting energy into the system from renewable sources.

Climate Change Adaptation

• Pro-actively responding to impacts (Wine industry, agricultural industry, coastal processes, bush fire mitigation etc.)

• Research and development (Research hub development at MREC)

• Positioning: The Shire located in the SW corner of WA is rated as a favourable location to experience less of the worst potential impacts of climate change than drier or lower lying parts of WA’s south west

• Adaption: The wine industry and agricultural producers will hopefully be able to proactively adapt to climate change

• Bush fire mitigation: The whole Shire is designated as a high bush fire prone area and mitigation will be a source of employment particularly in managing private land holdings and subcontracting to the Shire and DPaW

• Universities such as Curtin have a strong interest in research projects and partnerships based in the Shire

• Waste water treatment is an established niche in the Shire which can be expanded upon to expand the usage from POS to potentially industrial and domestic applications.

Environmental Conservation

• Bio-diversity protection (research, weed management, eco-tourism, bio-diversity corridors, flora and fauna sanctuaries etc.)

• Coastal and Estuarine Foreshore Management (erosion control, public access, fishing industries, water sports, trails)

• Environmental Sustainability Strategy (ESS):The Shire is developing an Environmental Sustainability Strategy (ESS) which outlines a clear role for the Shire in bio-diversity protection

• National Parks: The Shire is fortunate to have large land areas held under DPaW control as National Parks

• The Leeuwin Naturalist Statement of Planning Policy: Planning in the Shire includes the highly significant LNSPP which provides statutory protection of the Leeuwin Naturalist Ridge

• Eco-Tourism: Managing community access to natural areas will increase in importance as visitation and resident population numbers increase


Indigenous Employment

• Cultural awareness (History and heritage, language, bush tucker, stories and traditions)

• Eco and Cultural tourism (Bush medicine, language, land marks, traditional hunting, fishing and foraging etc.)

• Food and hospitality (Kambarang festival, food and beverage services)

• Mainstream employment (customer service, retail, administration etc.)

• Aboriginal Heritage: The Shire has rich and ancient history of Aboriginal occupation recorded from the Devil’s Lair archaeological site onwards

• Tourism: The MRBTA recognises the importance of Aboriginal culture as a major point of interest for national and international visitors.

• Native Title Settlement: The SW Native Title Settlement and the Noongar Recognition Act will provide opportunities for Aboriginal people to participate through initiatives such as the Noongar Economic Participation Framework, Co-operative and joint management arrangements with DPAW for the South West Conservation Estate, Noongar Land Estate and Land Fund and the Noongar Housing Program.

Agriculture and Growing

• Niche global exports (with focus on South East Asian markets and higher value products)

• Food security services (providing market and logistical support for overseas and domestic buyers).

• Strong water security: The Shire has relatively consistent rainfall and extensive underground reserves compared to other state and national agricultural locations

• Increased diversity of production: increased emergence of niche products and growth of fruit and other more sustainable plantation- based crops

• Demonstrated international focus: with exports to South East Asian markets already occurring.

• Existing Brand: Margaret River has an established and well respected brand that provides for product differentiation and premium pricing

• Busselton Margaret River Regional Airport: There is the potential to move high value freight initially to interstate markets and later to overseas markets

Food Processing • Fresh made food (packed fresh produce, packed snacks, prepared foods)

• Local value added (conversion of local production)

• Strong existing cluster: Augusta-Margaret River already has an established food processing cluster providing an existing workforce, supply chains and specialised services

• Existing Brand: Margaret River has an established and well respected brand that provides for product differentiation and premium pricing

• Proximity to Asia: compared to eastern states, the South West has greater proximity to Asian markets

Creative Industries • Internet/software based (games development, animation, media production)

• Arts (sculpture, graphic arts, crafts, fine furniture)

• Professional services (architecture, graphic design, fashion)

• High Amenity: Margaret River has high amenity for residents, including many natural elements that inspire creative minds

• Existing Creative Industries: there is an existing creative industries cluster in Margaret River, which helps to build a conducive environment to create

• Residential Attraction: Margaret River is a destination that can attract creative professionals that are not tied to a specific location for the purposes of their work (if sufficient internet speeds exist)


Lifestyle Changes • Pre-Retirement (professionals in Bunbury or Perth that can run their business from Margaret River and plan to retire in the short-term)

• Post-Retirement (active retirees that seek a residential location with amenity to spend part of the year in)

• High Amenity: Margaret River has high amenity for residents

• New Demographic: there is a new demographic emerging in Australia that includes 55-70 year olds with high disposable incomes that are very active and tend to travel between residential areas

Education • High quality secondary schooling (including private boarding schools)

• Industry-oriented tertiary education (including further investment into the existing facilities)

• Student housing (providing accommodation for students to study in Margaret River)

• Growing population base: The Augusta-Margaret River LGA population is expected to increase over time, supporting demand for local education facilities

• Growing demand for skilled workers: As the structure of the economy changes, demand for new skills will be required, supporting demand for higher education in the region

• Collocation with Major Industries: Opportunities to support agriculture, hospitality and viticulture can be further developed

• Margaret Region Education Campus: The MREC has excellent under-utilised facilities which can meet the future demand for increased education and lifelong learning

Tourism • Events (focus on key events to extend traditional tourism season and draw consideration visitation over a short time period)

• Business travellers (business events, conferences, corporate retreats)

• Leisure travellers (product diversification to extend length of stay and increase expenditure)

• Existing Brand: Margaret River is a well-known tourism destination that can assist in attracting participants for events and business conferences

• Existing Infrastructure: Margaret River has an existing stock of hotel rooms and various dining facilities to cater for events and business conferences

• Natural Areas: The abundance of beautiful coastline and forests makes it an attractive venue for eco-tourism, water sports, mountain biking and bushwalking.

Health & Retirement • Health services (public and private hospitals, general practitioners (GPs))

• Aged care services (retirement villages, respite and hospice care, in-home care services)

• Allied health services (physiotherapy, general practitioners, diagnostic facilities, occupational therapy, dentists, mental health care)

• Ageing demographic: The ageing population trend will result in increased demand for health services, particularly aged care. In addition, the ageing of existing healthcare practitioners is expected to leave a gap in the provision of services.

• Affordable Housing: Providing prospective retirees with the ability to cash-out of the family home in metropolitan Perth or other major cities.

• Critical mass: As the population of Augusta-Margaret River LGA increases, demand for additional healthcare services will increase, resulting in a shift of demand away from Bunbury to the town for some generalist and diagnostic services


Retail • Food retailing (supermarkets, greengrocers, farmers markets)

• Other Retailing (clothes, outlets for local art, local shops, etc.)

• Regional produce (Visitors and locals will

• Growing population base: The Augusta-Margaret River LGA population is expected to increase over time and visitor numbers are expected to increase, supporting demand for all retailed goods.

• Consumer demand: Consumer demand remains strong in Australia, supporting the long-term trends in retail sales growth.

• Centralised Catchment: Margaret River is located sufficient far from o t h e r major regional centres for significant expenditure to be captured locally

• Extended Trading Hours: The existence of extended trading hours in Margaret River will support its role as a major retail centre.

Increased Winter Visitation Strategies to overcome tourism seasonality are summarised in the report by Lee et Al in the publication “Seasonality in the Tourism Industry – Impacts and Strategies” CRC Tourism 2008 and adapted in the following table to show the Shire’s response.

Table 9 Strategies to Overcome Seasonality in Tourism

Recommended Strategy Issue Addressed Shire Action Differential Pricing Seasonal (or promotional) pricing (e.g.) discount or free offers – see wotif.com

Increasing visitation in low periods Increasing length of stay. Increasing yield High prices to decrease congestion in peak periods

Work with MRBTA and Chambers of Commerce to link accommodation discounts to Shire sponsored events and winter escapes

Group booking offers Increasing visitation in low periods

Link accommodation discounts to Shire sponsored events and winter escapes

Financial planning and budgeting to manage fluctuating operational costs (employees and other resources) based on cyclical trends

Inability to control fluctuating seasonal costs

No role for the Shire

Closure of business in off peak season

Reduction of operational costs

This is to be avoided by increasing winter visitation to combat the downturn in visitors

Diversified attraction (changing the product mix) Introduction or development of festivals and events

Increasing visitation in low periods

Shire sponsored events and event partnerships targeting winter seasonal downturn

Development of the local environment (access to restricted natural attractions)


Advocacy for controlled access to special environmental and cultural areas. Indigenous businesses employing Aboriginal people could play an important role as tour guides and custodians of cultural knowledge in providing exceptional experiences in Indigenous culture and country. Other examples include MRBTA and DPAW lesser known caves and special significant areas.

Facility or structural development (e.g. public transport, public amenities)


Upgrade of Margaret River Main Street, Cultural Centre Redevelopment, MTB and Trails development. Advocacy for improved transport services within the Region.


The EDS 2027 will aim to boost winter tourist visitation by:

• Supporting winter cultural, sporting and business conferencing events; • Redevelopment of the Margaret River Main Street which will improve the retail and

food and wine experience of visitors; • The major improvement of Shire facilities such as the Cultural Centre Redevelopment

Project will provide comfortable facilities to host winter events in greater ambiance, and

• Development of MTB, hiking and bridle trails and the development of wine and food trails.


4. Strategic Themes and Outcomes The Shire’s Economic Development Framework is outlined in the table below. It pictorially represents the importance of maintaining a healthy environment and transitioning to renewable energy underpinning a healthy economy. Environmental stewardship is featured as one of six key result areas to achieve sustainable economic growth. The Framework recognises the importance of sustainable economic development in delivering prosperity in an integrated way while simultaneously protecting the environment, the character and sense of place and the community connectedness of the Shire. The three key core employment generating industry sectors in the Shire will continue to be wine manufacturing, food and fibre production and tourism. The Shire is committed to supporting a sustainable economy building on these traditional strengths strengthened by innovative new approaches to diversification, eliminating seasonality and developing new products. The Shire has a key promotional, facilitation, coordination and regulatory role in working with the business community and potential investors to grow the local economy in the regional, state and global context.


Table 11 – Strategic Themes and Outcomes STRATEGIC THEMES AND OUTCOMES Tourism Development Strong diversified year round tourism visitation experiencing a world bio-diversity hot spot with a wide range of world class attractions, iconic food and wine, cultural, sporting and business events. Wine and Food Thriving food and fibre production and value adding and an internationally acclaimed wine industry marketing premium produce to local, interstate and international markets. Environmental Stewardship Pro-actively responding to the challenge of climate change while working in partnerships to protect bio-diversity, minimise waste to landfill and transition to renewable energy. New Industries New dynamic businesses attracted by the quality lifestyle and using the Shire as a base to compete regionally and globally including industries involving creativity, education and lifelong learning, indigenous employment and new professional services. Economic Infrastructure The completion of key transformational infrastructure, which leverages sustainable economic development in the Margaret River Region. Competitive Business A globally focussed business sector providing innovative services and products to local, interstate and international customers.

The six core Strategic Themes are underpinned by areas of focus and key activities as outlined in the EDS Framework summarised below.

4.1 Tourism Development Outcome: Strong diversified year round tourism visitation experiencing a world bio-diversity hot spot with a wide range of world class attractions, iconic food and wine, cultural, sporting and business events. The Shire will focus on attracting and managing visitation through direct events sponsorship and management, upgrading its own caravan parks, providing tourism associated infrastructure and forming strategic partnerships with the Margaret River Busselton Tourism Association (MRBTA) and tourist businesses to increase winter visitation. What does this mean for the Shire?

• Consolidating the Shire’s position as the State’s most visited regional destination by interstate and international tourists.

• Increased utilisation rates for accommodation providers and hospitality industry businesses.

• Increased year round employment in tourist related jobs. • Increased investment in the tourism sector in new and existing businesses. • Increased economic activity in the Shire during the construction phases of projects

and in the ongoing operational phases.


Key activities:

• Augusta Boat Harbour activation through events and dual use path connectivity • “Your Margaret River Region” Branding and Signage Project. • Iconic Events Sponsorship. • Wadandi Track (Rails to Trails) southern extensions. • Construct chalets at Turner Caravan Park in accordance with a future Council

adopted master plan for the site. • Enhance the Flinders Bay and the Alexandra Bridge Caravan Parks. • Promoting opportunities arising from the Busselton Margaret River Airport. • Margaret River HEART Cultural Centre Redevelopment. • Investigating Augusta cruise ship attraction. • “Place Making” activities including streetscape works, public art and events to

enhance the unique character of individual towns and locations such as Augusta, Cowaramup, Witchcliffe and smaller hamlets.

• Constructing a dual use path from Augusta Boat Harbour to Dead Finish Bay, develop a Leeuwin tourism precinct Concept Plan and seek trail funding.

• Support MRBTA’s Augusta Digital Strategy. • Advocating a ‘no coal mining” position to Government decision makers. • Evaluation and consideration of the UNESCO Eco Park designation recommended

by the MRBTA. • Walking, MTB and bridle trail development. • Business and tourism events attraction and implementation of the Events Strategy. • Managing parking and illegal camping. • Wine and food trail development. • Improved tourism infrastructure e.g. public toilets, parking, Recreational Vehicle

(RV) dump point installations and overflow parking, fencing areas for environmental protection of sensitive areas.

• On shore infrastructure for surfing and associated water sports. • Support for underwater diving and snorkelling, kayaking and recreational fishing

charters. • Support for eco-tourism and nature based tourism e.g. bird watching, use of

Department of Parks and Wildlife (DPAW) reserves. • Strategic tourism site planning and investment attraction in partnership with Tourism

WA and the SWDC. • Completion of assessment of Witchcliffe Eco Village Project.

Performance measures: • Completion of signature projects. • Increase in visitation particularly during the winter • Level of commercial investment activity generated. • Increase in tourism related employment. • Value of marketing generated by Shire iconic events.

4.2 Wine and Food Thriving food and fibre production and value adding and an internationally acclaimed wine industry marketing premium produce to local, interstate and international markets.


The Shire will focus on land use planning to protect prime agricultural land, assist start-up businesses to comply with legislative requirements and support industry efforts to increase food, fibre and wine production in the Shire. What does this mean for the Shire?

• The full utilisation of priority agricultural land for food, fibre and wine grape production.

• Strong economic activity in the Shire generating jobs and flow on effects throughout the local economy.

• The Margaret River Region is widely recognised internationally for its premium food and wine produce.

Key activities:

• Celebrating in 2017 the 50th anniversary of the establishment of wine production in the Shire.

• Statutory protection of priority agricultural land under the Local Planning Scheme (LPS).

• Investigate the use of the Beenup Mine site for a milk processing plant or for the downstream processing of other food and fibre produce. .

• Support any industry efforts to locate a meat processing plant in the Shire. • Support for commercial fishing, seafood processing and maritime businesses at the

Augusta Boat Harbour. • Maintenance and upgrading of the Restricted Access Vehicles (RAV) network routes

to rural producers. • Advocacy and lobbying on behalf of the food, agricultural and wine industries. • Advocacy and support for hemp industry research and establishment in the Shire. • Support for seasonal workers/accommodation initiatives. • Facilitating stakeholder forums related to wine and food production. • Assisting the Margaret River Regional Producers Association to find a long-term site

to host the Farmers’ Markets. • Facilitating start up business compliance with the Health Act. • Supporting Aboriginal “bush tucker” food promotions such as the Kambarang event. • Assessment of applications for on shore infrastructure associated with the

commercial fishing industry at the Augusta Boat Harbour. • Assisting the development of wine and food trails, organic gardens trails and food

trails. • Participation in the Margaret River Wine Association (MRWA) entry statement

working group. • Working with the Margaret River Wine Association to minimise the effects of autumn

prescribed burns on grape quality. Performance measures:

• Completion of signature projects. • Increase in food and agricultural production. • Level of commercial investment in food and agricultural and wine industries. • Increase in food and agricultural and wine production related employment.

4.3 Environmental Stewardship Pro-actively responding to the challenge of climate change while working in partnerships to protect bio-diversity, minimise waste to landfill and transition to renewable energy.


The Shire will focus on reducing its own corporate greenhouse gas emissions and assisting community efforts to reach reduction targets, promoting and supporting community and commercial efforts to establish renewable energy production on a commercial scale in the Shire, minimising waste to landfill and partnering with other bodies to protect the natural environment and rehabilitate degraded area. What does this mean for the Shire?

• The Shire will reduce its greenhouse gas emissions and the community’s carbon footprint will be reduced.

• A greater percentage of power used in the Shire will come from locally generated green renewable sources.

• The impacts of climate change will be mitigated wherever possible and beneficial opportunities seized.

• The Shire will discontinue operating a local landfill site in favour of a major recycling transfer station.

• Bio-diversity will be protected in significant remnant bushland areas, bio-diversity corridors and protected areas.

Key activities:

• Implementing the Climate Change Adaptation Plan. • Updating the Local Energy Action Plan (LEAP) and adopting revised targets for the

next 10 years. • Closure of the David Road Land Fill site. • Establishment of a higher capacity Recycling and Waste Transfer Station. • Provide seed funding for a community renewable energy project. • Support community and stakeholder efforts to investigate the establishment of a

Australian Wildlife Conservancy predator free sanctuary and an Arboretum in the Shire.

• Protection of conservation areas and remnant bushland under the LPS. • Protect and enhance bio-diversity corridors in the Shire trough land use planning

and conservation measures. • Continue conservation initiatives such as “Subdivision for Conservation”, the

“Environmental Stewardship and Grants Scheme” and split density coding incentives for good environmental outcomes.

• Continued adoption of a “no logging in native forests” position by Council. Performance measures:

• Progress toward emission reduction targets. • Completion of the updating of the Local Energy Action Plan (LEAP). • Completion of signature projects. • Publication of the “State of the Environment” assessment report.

4.4 New Industries New dynamic businesses attracted by the quality lifestyle and using the Shire as a base to compete regionally and globally including industries involving creativity, education and lifelong learning, indigenous employment and new professional services. The focus of the Shire will be to directly sponsor and support creative and cultural activities, work collaboratively with the NBNCO and other key stakeholders to support the growth of the creative industries, support efforts to revitalise the Margaret River Education Campus, promote Aboriginal employment and attract new professional services.


What does this mean for the Shire? • The Shire consolidates its position as a great place to live, create and compete

regionally and globally. • Greater vibrancy from creative activities occurring within the community and at

local venues. • Greater utilisation of the Margaret River Education Campus (MREC). • Aboriginal people participate fully in local employment opportunities. • A greater diversity of professional services are available locally.

Key activities: • Support for creative industry development e.g. Creative Emergence Festival,

Readers and Writers Festival, Margaret River Open Studios. • Advocate for improved NBN network internet speeds. • Support for Curtin University partnerships through the Margaret River Education

Campus. • Support for initiatives under the Noongar Recognition Act (SW Native Title

Settlement). • Council considers the awarding of permits for tourism activity to Aboriginal

businesses requiring Aboriginal participation as a key selection criteria. • Site identification and advocacy for student housing. • Advocacy for the provision of services to facilitate the establishment of the Margaret

River Industrial Area. Performance measures:

• Completion of signature projects. • Increased participation rates in Shire sponsored iconic festivals and events. • Increased numbers of creative industry workers. • Increased vibrancy of the MREC.

4.5 Transformational Infrastructure The completion of key transformational infrastructure which leverages sustainable economic development in the Margaret River Region. The Shire’s focus will be to work collaboratively with external funding bodies to progress and deliver key identified transformational infrastructure projects within the Shire. What does this mean for the Shire?

• The completion of the Perimeter Road and the Margaret River Main Street will provide: a) Improved transport routes for heavy haulage vehicles bypassing the main street

and an additional vehicle crossing to the Margaret River; b) The creation of a safe, vibrant, pedestrian friendly main street showcasing the

Margaret River brand; c) The opportunity for the attraction of private investment into the Margaret River

industrial estate, and d) Improved access to the Margaret River Airport.

• Shire residents, visitors and local businesses will have access to attractive modern and comfortable community and cultural facilities.

• The Augusta Boat Harbour will reach its full potential including on shore processing and commercial activities

• The Busselton Margaret River Airport will increase visitation from interstate and overseas and increase freight access to interstate markets.


Key activities: • Integration of the Margaret River Perimeter Road into the local distributor road

network. • Completion of the Margaret River Main Street redevelopment. • Responsible stewardship of the development approval processes for projects at

the Augusta Boat Harbour. • Completion of the Cultural Centre redevelopment. • Leveraging benefits from the Busselton Margaret River Regional Airport.

Performance measures: • Completion of signature projects. • Increase in Margaret River Main Street foot traffic. • Commencement of commercial activities at the Augusta Boat Harbour. • Increase in utilisation and operating revenue at the Cultural Centre (HEART)

complex. • Number of visitors to the Shire through the Busselton Margaret River Regional

Airport.

4.6 Competitive Business A globally focussed business sector providing innovative services and products to local, interstate and international customers. Strong international Margaret River Brand recognition supported by key strategic international partnerships which create trade and investment opportunities. The focus of the Shire will be on cutting red tape and assisting new start-up businesses to meet legislative compliance and sponsoring the Small Business Awards. What does this mean for the Shire?

• A strong small business sector will mean greater employment opportunities and more flow on benefits across the community.

• Streamlined approvals processes and Shire assistance to start-up businesses will reduce paperwork and additional costs and foster small business development.

• The Shire has an outward looking international perspective which supports business engagement with China, India and South East Asia.

• The Shire creates stronger relationships with State and Federal agencies in the area of trade and investment.

Key activities: • MRCCI Business Awards sponsorship. • Business Friendly Shire and Buy Local (Regional Price Preference) policies. • Convening Industry Leaders Group meetings. • Displaying Small Business Centre brochures and information through library and

information outlets. • Supporting MRCCI, ACCI and Cowaramup Traders Association initiatives and

promotions. • Supporting MRBTA and MRWA initiatives and promotions. • Shire policy review and red tape reduction strategies. • Land use planning for commercial and industrial sites. • Supporting SWIT and Curtin University training and partnering opportunities. • Supporting not for profit and community group use of Cultural Centre facilities. • Providing facilities for business groups to hold regular events information and

networking events. • Participation in SWDC Jaixing – Bunbury Trade Missions to and from China.


• Sister City Agreement with City of Haining, China. • Economic and cultural agreement with the District of Bo Trach, Quang Binh

Province, Vietnam. • Training for foreign visitors in conjunction with MRCCI and others. • Marketing materials in foreign languages. • SWDC and Austrade Partnerships to receive visiting delegations. • Fostering China and India Ready strategies within the Shire’s operations. • Working with Tourism WA and the SWDC to attract investment into strategic tourism

sites. Performance measures:

• Completion of signature projects. • Number of registered small to medium businesses in the Shire. • Level of commercial construction activity. • Number of collaborations completed with strategic stakeholders. • Number of international trade delegations visiting the Shire. • Level of international investment in the Shire.


5. Strategic Projects – Implementation and Monitoring Signature projects are the highest level projects which will be undertaken by the Shire from the lists of key activities itemised in the previous section.

STRATEGIC THEME SIGNATURE PROJECT TIMEFRAME Tourism Development Shire Caravan Park Redevelopment in

accordance with adopted master plans. 2017-27

Tourism Development Augusta Boat Harbour activation through events and dual use path connectivity.

2017-27

Tourism Development “Your Margaret River Region” branding and signage project.

2017-2020

Tourism Development Ongoing Iconic Events sponsorship and Place Making activities at key locations.

2017-27

Tourism Development Implementation of the Events Strategy 2017-27 Tourism Development Complete Wadandi Track (Rails to Trails)

southern extensions and other identified strategic trails development.

2017-27

Wine and Food Wine and Food, and Organic Food trail development.

2017-27

Wine and Food Investigate the use of the Beenup Mine site for milk processing or other value adding processes.

2017-22

Wine and Food Support industry efforts to locate a meat processing plant in the Shire.

2017-22

Wine and Food Advocacy to the State Government and direct Shire works for the upgrading of Restricted Access Vehicle (RAV) routes.

2017-27

Environmental Stewardship

Updating the Local Energy Action Plan (LEAP) and working to meet revised targets.

2017-19


Closure of the David Road Landfill site and development of an enhanced recycling and transfer station.

2017-24


Providing seed funding for the community renewable energy project and encouraging the establishment of renewable energy production on a commercial scale within the Shire.

2017-27

New Industries Support for creative industry development including sponsorship of the Creative Emergence Festival, Readers and Writers Festival and the Margaret River Open Studios program.

2017-27

New Industries Advocate for faster NBN internet speeds. 2017-22 New Industries Curtin University Partnerships through the

Margaret River Education Campus. 2017-27

Economic Infrastructure Integration of the Margaret River Perimeter Road into the local distributor road network.

2017-19


Economic Infrastructure Completion of the Margaret River Main Street redevelopment.

2018-19

Economic Infrastructure Support for commercial fishing, seafood processing and maritime businesses at the Augusta Boat Harbour.

2017-27

Economic Infrastructure Completion of the Cultural Centre redevelopment.

2017-19

Economic Infrastructure Leverage local benefit from the establishment of the Busselton Margaret River Airport.

2021-27

Competitive Business Annual Business Awards sponsorship. 2017-27 Competitive Business Review policies and practices to create a

Business Friendly Shire which Buys Locally as much as possible.

2017-27

Competitive Business Receive visiting trade delegations from China and other overseas countries.

2017-27

The EDS will be implemented over a ten year timeframe through a combination of signature projects being completed as well as annual investments made through Shire, Government and private sector funding on an ongoing basis. Partnerships Sustainable economic development is the shared responsibility of many key stakeholders with an interest in the economic prosperity of the Shire. The Shire of Augusta Margaret River will therefore implement the EDS in partnership with State and Federal Government Agencies, local Chambers of Commerce and Industry and business associations, the Margaret River Busselton Tourism Association, the Margaret River Wine Association, event organisers and the various private sector industry sectors. Funding The principal sources of external funding which underpin the major signature projects are the State Government’s Royalties for Regions (RfR) Program, the Federal Government’s Building Better Regions Fund (BBRF), Lotterywest funding for community components and, potentially, corporate sponsorships. The potential for funding for renewable energy projects is also strong with expected future announcements at the State and Federal level. Implementation Plans Funding for the implementation of the signature projects and annual investments prioritised in the EDS will be identified in the Shire’s Long Term Financial Plan (LTFP), which will be used incorporated in the four yearly Corporate Plan and annual budgeted program of works. The Economic Development Strategy 2017 - 2027 is a Vision to guide the transformation of the Shire’s economy over the next ten years as well as prioritising Shire spending and investment. The strategy will be used as a tool to assess and prioritise funding needs to assist in working collaboratively with partners and to underpin bids for funding from all levels of government through targeted advocacy with decision makers and funding bodies. Monitoring The Shire of Augusta Margaret River Economic Development Strategy aims at driving a vibrant and diversified economy, which has greater resilience to the macro-economic forces which impact on the Region’s key economic drivers – wine manufacturing, food and agriculture and tourism. The Shire is a key player in the economic development of the Shire and the Margaret River Region along with the other tiers of Government, the private sector and the peak bodies


which lead their industry sectors. Measuring success will be undertaken by trend analysis from key statistical data published about the Shire’s economy including that published by the Shire itself. Key targets which will indicate the success of the EDS will be:

• State of the Environment Reporting. • Increased visitation particularly during the May-August period. • Increased length of visitor stay. • Increased visitor spending. • Improved occupancy rates of accommodation providers in the Shire. • Increased number of jobs in the economy. • Improved average weekly earnings compared to South West and State Averages. • Increased exports of wine, agricultural and food produce from the Shire. • Increased level of private sector investment. • Increased business and investor confidence. • Increased number of businesses operating within the Shire. • Increase in the Economic Diversity Ratio.

Review The Shire EDS is to be reviewed in 2022.


6. Economic Opportunity Map The Shire has a number of strategic tourism sites, land use zones, reserves and settlements which offer economic opportunities which are displayed on the following map of the Shire.

CEO Attachment – 11.1.1

Summary of Consultation and Community feedback

Food and Agriculture Summit 8-9 April 2016

Public Submissions on the Draft EDS – 29 April to 27 May 2016

Curtin University Workshop – 28 July 2016

Attendance list

1. Catrin Allsop - A/Chief Executive Officer, Australia's South West Inc. 2. Laura Stocker, Associate Professor | Curtin University Sustainability Policy

Institute 3. Karen Majer, Transition Margaret River 4. Tracey Skippings 5. Helen and Robert Bradbury 6. Miles Durand 7. Patrick Warrand, SWDC 8. Kylie Kennaugh 9. Felicity Haynes 10. Pam Townshend 11. Peter Lane 12. Michael Smart 13. Kim Hastie 14. Johan Louw 15. Kirstie Kitis 16. Colin Baker 17. David Chick 18. Sonia Lees + 1 19. Naomi Godden 20. Tony Fletcher – Business Development Manager, MRBTA 21. Peter Griffin 22. Lyn Hellier 23. Steven Castan, President of MRCCI 24. Hannah Nicholls – Sustainable Consumer Group – Just Living 25. Karen Majer (SAC Chair) 26. Brian Middleton 27. Byron Joel

Shire tri-annual community survey questions relating to the EDS – June 2016

(questionnaire to follow on next page)

1

2016 Community Satisfaction Survey ****Please return by Friday 6th May**** INSTRUCTIONS: For each Shire service listed, firstly circle a number from 1 to 4 to indicate how important each service is to you and then circle a second number from 1 to 4 to indicate how satisfied you are with Shire’s performance. (N/A is not applicable i.e. where you have had no experience of that particular service) EXAMPLE:

IMPORTANCE TO YOU

SATISFACTION WITH THE SHIRE'S PERFORMANCE

ENGINEERING SERVICES Not at all Important

Slightly Important

Very Important

Essential Very Dissatis-fied

Dissatis-fied

Satisfied Very Satisfied

N/A

Drainage & stormwater 1 2 3 4 1 2 3 4 9

Maintenance of parks/gardens 1 2 3 4 1 2 3 4 9

SECTION 1: ABOUT YOU

This helps us to analyse the results. Please circle the appropriate number

Q1.1 GENDER MALE FEMALE

1 2

Q1.2 AGE 18-25yrs 26-39yrs 40-59yrs 60+ yrs 1 2 3 4

Q1.3 COUNTRY OF BIRTH Australia Other (Please specify country below) 1 2

Q1.4 CURRENT RESIDENCE (Nearest Township)

Margaret River

Augusta Cowaram-up

Coastal Hamlet

Rural Hamlet

Outside the Shire

1 2 3 4 5 6

Gracetown, Gnarabup, or Hamelin

Karridale, Kudardup etc

SECTION 2 – QUALITIES OF THE SHIRE AND ELECTED COUNCIL For each of the following aspects of Shire service, please indicate how satisfied you are by circling a number between 1 and 4, where 1 is VERY DISSATISFIED and 4 is VERY SATISFIED.

Please circle the appropriate number for each aspect 1. SHIRE STAFF

VERY DISSATISFIED

DISSATISFIED

SATISFIED

VERY SATISFIED

N/A Not applicable no experience

Courtesy of Shire staff 1 2 3 4 9

Effectiveness of Shire staff 1 2 3 4 9

Front counter service 1 2 3 4 9

Responsiveness to complaints/ requests 1 2 3 4 9

2. SHIRE'S IMAGE Overall image of the Shire 1 2 3 4 9

Presentation of the Shire to visitors 1 2 3 4 9

Image of the Shire in the local district 1 2 3 4 9

3. ELECTED SHIRE & SHIRELORS Performance of the elected Councillors 1 2 3 4 9

Performance of this elected Shire compared to Busselton and Nannup 1 2 3 4 9

4. VALUE FOR MONEY The current level of Council rates 1 2 3 4 9

Charges made for other Shire services eg tip fees, planning fees, Rec Centre etc 1 2 3 4 9

Performance of the Shire compared to level of rates paid

1 2 3 4 9

2

SECTION 3 – IMPORTANCE OF SERVICES & SATISFACTION WITH CURRENT SERVICE For each service, please indicate its importance (regardless of whether you use that service) and how well you think the Shire performs that service. Please circle the appropriate number

IMPORTANCE OF SERVICE


1. ENGINEERING SERVICES

Not at all Important

Slightly Important

Very Important


Dissatis-fied


N/A

Stormwater drainage maintenance 1 2 3 4 1 2 3 4 9

Maintenance of parks, gardens & reserves 1 2 3 4 1 2 3 4 9

Sealed road maintenance 1 2 3 4 1 2 3 4 9

Gravel road maintenance 1 2 3 4 1 2 3 4 9

General presentation of streets 1 2 3 4 1 2 3 4 9

Overall rating Engineering Services 1 2 3 4 1 2 3 4 9

2. TRAFFIC SERVICES Local traffic safety, speed, volume 1 2 3 4 1 2 3 4 9

Footpaths in towns 1 2 3 4 1 2 3 4 9

Bicycle & walking trails 1 2 3 4 1 2 3 4 9

Street lighting 1 2 3 4 1 2 3 4 9

Overall rating Traffic Services 1 2 3 4 1 2 3 4 9

3. PLANNING & BUILDING Ensuring development is

appropriate 1 2 3 4 1 2 3 4 9

Planning for future growth 1 2 3 4 1 2 3 4 9 Protection of local character and

heritage buildings 1 2 3 4 1 2 3 4 9

Overall rating Planning & Building 1 2 3 4 1 2 3 4 9 4. PUBLIC HEALTH

Presentation of public toilets 1 2 3 4 1 2 3 4 9 Ensuring safe eating premises 1 2 3 4 1 2 3 4 9 Ensuring markets & events are

operated well 1 2 3 4 1 2 3 4 9 Overall rating Public Health 1 2 3 4 1 2 3 4 9

5. WASTE MANAGEMENT Rubbish collection service 1 2 3 4 1 2 3 4 9

Re-cycling collection service 1 2 3 4 1 2 3 4 9 Davis Road landfill site 1 2 3 4 1 2 3 4 9

Transfer stations 1 2 3 4 1 2 3 4 9 Public litter bins 1 2 3 4 1 2 3 4 9

Overall rating Waste Management 1 2 3 4 1 2 3 4 9 6. RANGER SERVICES

Dog control 1 2 3 4 1 2 3 4 9 Illegal camping control 1 2 3 4 1 2 3 4 9

Car parking control in towns 1 2 3 4 1 2 3 4 9 Fire break inspections 1 2 3 4 1 2 3 4 9

Overall rating Ranger Services 1 2 3 4 1 2 3 4 9 7. ENVIRONMENTAL PROTECTION

Protection of natural bushland 1 2 3 4 1 2 3 4 9 Supporting green volunteers 1 2 3 4 1 2 3 4 9

Water conservation & recycling 1 2 3 4 1 2 3 4 9 Reducing greenhouse gases 1 2 3 4 1 2 3 4 9

Tree planting programs 1 2 3 4 1 2 3 4 9 Overall rating Environmental Protect 1 2 3 4 1 2 3 4 9

3

SECTION 3 cont– IMPORTANCE OF SERVICES & SATISFACTION WITH CURRENT SERVICE For each service, please indicate its importance (regardless of whether you use that service) and how well you think the Shire performs that service. Please circle the appropriate number

IMPORTANCE OF SERVICE


8. PUBLIC OPEN SPACE

Not at all Important

Slightly Important

Very Important


Dissatis-fied


N/A

Neighbourhood and local parks 1 2 3 4 1 2 3 4 9

Children’s playgrounds 1 2 3 4 1 2 3 4 9

Beaches and river foreshores 1 2 3 4 1 2 3 4 9

Overall rating Public Open Space 1 2 3 4 1 2 3 4 9 9. SPORTING SERVICES

Sporting fields eg Gloucester Park, Cowaramup Oval, Augusta Oval etc 1 2 3 4 1 2 3 4 9

Margaret River Rec Centre 1 2 3 4 1 2 3 4 9

Augusta Rec Centre 1 2 3 4 1 2 3 4 9

Shire support to sporting clubs 1 2 3 4 1 2 3 4 9

Overall Rating Sporting Services 1 2 3 4 1 2 3 4 9 10. CULTURAL SERVICES

Margaret River & Augusta libraries 1 2 3 4 1 2 3 4 9

Public halls and meeting rooms 1 2 3 4 1 2 3 4 9

Margaret River Cultural Centre 1 2 3 4 1 2 3 4 9

Support to arts and culture 1 2 3 4 1 2 3 4 9

Overall rating Cultural Services 1 2 3 4 1 2 3 4 9 11. ECONOMIC DEVELOPMENT

Promotion of local businesses 1 2 3 4 1 2 3 4 9

Promotion of tourism 1 2 3 4 1 2 3 4 9 Support for major events eg MR Pro

Surfing, Augusta Adventure Race, Capes MTB 1 2 3 4 1 2 3 4 9 Caravan Parks – Turner, Flinders

Bay and Alexandra Bridge 1 2 3 4 1 2 3 4 9

Overall rating Economic Dev 1 2 3 4 1 2 3 4 9 12. COMMUNITY DEVELOPMENT

Support for seniors activities 1 2 3 4 1 2 3 4 9 Creche and out of school care

services at MR Rec Centre 1 2 3 4 1 2 3 4 9

Support to people with disabilities 1 2 3 4 1 2 3 4 9 Support to community groups and

volunteers 1 2 3 4 1 2 3 4 9

Zone Room (Youth Space) & Services to youth 1 2 3 4 1 2 3 4 9

Overall rating Community Dev 1 2 3 4 1 2 3 4 9 13. COMMUNITY SAFETY

Support for bush fire brigades 1 2 3 4 1 2 3 4 9

Emergency management planning 1 2 3 4 1 2 3 4 9

Graffiti control 1 2 3 4 1 2 3 4 9 Lifeguard services at Rivermouth

Beach 1 2 3 4 1 2 3 4 9

Overall rating Community Safety 1 2 3 4 1 2 3 4 9 14. INFORMATION SERVICES

Community update/notices in Times 1 2 3 4 1 2 3 4 9 Website www.amrshire.wa.gov.au 1 2 3 4 1 2 3 4 9 Community info provided by email 1 2 3 4 1 2 3 4 9

Consultation with the community 1 2 3 4 1 2 3 4 9 Overall rating Information Services 1 2 3 4 1 2 3 4 9

4

SECTION - 4 GENERAL ISSUES

S4.1 How often have you contacted your Shire office in the last 12 months? Please circle the appropriate number

More than once per month 1 2 – 4 times per year 4 Monthly 2 Very rarely (Once a year or less) 5 Once every two months or so 3 Not at all 6

S4.2 Overall, how would you rate your satisfaction with the service you received? Please circle the appropriate number

Very poor 1 Poor 2 Good 3 Very Good 4 Not applicable 5

S4.3 What are the two key local issues you think the Shire should address in the next 12 months? 1. ________________________________________________________________________________ 2. ________________________________________________________________________________ S4.4 What are the two best ways in which you think the Shire could help the local economy to grow? 1. ________________________________________________________________________________ 2. ________________________________________________________________________________ S4.5 How strongly do you agree or disagree that Margaret River should have free parking in the Main Street, but

with a 60 minute time limit? Please circle the appropriate number (one only) Strongly disagree 1 Disagree 2 Agree 3 Strongly agree 4 Not applicable 5

S4.6 Following the construction of the Perimeter Road in 2017/18 Council will be spending ratepayers’ money

on upgrading the Main Street. Please rank the following list of possible improvements, from 1 to 7, with 1 being of most importance and 7 being of least importance to you.

SERVICE RANKING More parking and easier to access parking

Planting more trees and shrubs in the main street

Improving drainage and stopping the annual flooding problem

Making the main street more pedestrian friendly

Making the street attractive at night with innovative lighting of trees and buildings

Providing more al fresco and outdoor areas for cafes and restaurants

Installing more public artwork

S4.7 What other improvements not on the list above do you believe Council should make as a priority to

improve the Main St?

1. ________________________________________________________________________________ 2. ________________________________________________________________________________

S4.8 At the intersection of Bussell Hwy, Wallcliffe Rd and Forrest Rd would you like to see a roundabout or a set of traffic lights to better manage traffic? Please circle the appropriate number (one only)

Roundabout 1 Traffic Lights 2

In case we have any queries about your responses and to ensure that you go into the draw to win a mixed case of Margaret River wine, please give us your contact details below. Contact Name: ______________________________Daytime phone no./mobile ________________________ Note: Name details for the draw will be recorded separately to the survey responses and the report produced for the Shire will not include the respondents name.

75%

84%89% 89%

86%

68%

81%

89%

77%82%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Promotion of LocalBusinesses

Promotion ofTourism

Support for MajorEvents

Caravan Parks –Turner, Flinders Bay & Alexandra Bridge

Overall Rating –Economic

Development

2016 2013

62

Net Satisfaction by Economic Development Service Area – comparison with 2013

Mean Score Performance Gap (lowest to highest) – Economic Development

63

0.5

0.4

0.4

0.2

0.4

0.3

0.2

0.1

Promotion of Local Businesses

Promotion of Tourism

Caravan Parks – Turner, Flinders Bay & Alexandra Bridge

Support for Major Events

2016 2013

Performance Gap Analysis– Economic Development

64

Promotion of Local Businesses

Promotion of Tourism

Support for Major Events

Caravan Parks

3.05

3.15

3.25

3.35

2.75 2.85 2.95 3.05 3.15

Impo

rtan

ce

Satisfaction

CELEBRATE

MONITOR

FOCUS

MAINTAIN

Community Survey on the Draft EDS – June 2016

Chambers Focus Groups Conducted by Jack Carlsen – MRCCI 1 June 2016, Augusta Chamber and Cowaramup Traders both on 13 June 2016

Focus Group – Margaret River Chamber of Commerce and Industry – Economic Development Strategy

10.00am, 1 June 2016 Mainbreak Meeting Room, Civic and Administration Centre

Attendance Jack Carlsen, Richard Moroney, Ashleigh Harris, Steven Castan, Peter Griffyn, Emma Glynn, Rebecca Young, Blyss Murtagh, Judith Reynolds, Alastair Wilkie, Megan Smith

Overview – Jack Carlsen, Tourism Research Services • The focus groups are designed to get feedback on the full draft document • Hope to capture direction using key questions • In reality there is only limited scope for the Shire to have input into some of the challenges,

so it is important to get a balance of what can be influenced/guided over the next ten years. Some issues may be outside the Shire’s remit, such as improving housing affordability, reducing mortgage stress and redressing wage differentials – what is the Shire’s role?

• There is a focus on how to encourage visitation outside peak periods • The three focus areas link to six strategic themes

Summary of discussions Strategic themes - overview

• Missing technology and digital literacy. Need to work towards digital business transformation mindful of Internet Trends (see att. KPCB.com report)

• The knowledge gaps are across demographics – not necessarily a focus on older sector • An example is the Town of Victoria Park – good self sustainable model. Queensland is

also leading strongly in digital strategy – e-government, business digital literacy • Could use existing Shire infrastructure/resources ie the library to deliver, both for business

and the community. The Shire could also be a network partner • Go Digi is a good website for learners, also upwork.com • People who move here need to see that the Shire is switched on and has a functioning

digital economy. We promote a premium product – business needs to be educated to understand that being digital is part of this. All business should be engaged within ten years.

• Perhaps the creative strategic theme could be tweaked to include this strategy or a separate Digital Economy Strategy be developed.

Creative Industries • “Creative” can be extremely broad – from architects to painters • Digital technology is being used to grow the industry/industries • JC – SWDC building a database to see who considers themselves to be creative – even to

the extent of needing the web to market themselves – toolkit that everyone needs • Issues with people not engaging, even though they are another string to the economy • What is existing and what needs to be developed in the future ie Creative Corner, SW

Regional TAFE • Creative work “stolen” through being available on the internet – need to include a strategy

to protect IP in the Digital Economy Strategy Wine and food

• 50th anniversary of wine – support Vintage Festival event and cross-promote at the Gourmet Escape

• Beenup mine site – either for milk or a solar/wind generation plant connected to grid • Meat processing plant – existing plant at Cowaramup restricted (Western Meat Processors

who are the operators were at Food and Agriculture workshop • Commercial fishing – Augusta boat harbour • Busselton Margaret River airport • Perimeter Road • Main St • Youth Precinct • SWDC and MRBTA promotional plan • Margaret River Regional Producers Association • Support for breweries and distilleries – should be included in tourism strategic theme

Tourism Development – strategic projects Turner Caravan Park

• Boat Harbour path • Your Margaret River – branding and signage • Continuing sponsorship of icon events • Work on strategy to diversify visitor markets away from peak times. Kim Nolan from the

Shire is working on an overall events strategy for the Shire • Align marketing and branding to events and businesses – put portfolio together to identify

opportunities for cross-promotion ie Wine 50-year Anniversary promoted at Gourmet Escape

• Rails to trails mountain bike trail networks and hubs – Cape to Cape mountain bike is a good, successful event

Economic Infrastructure – strategic projects • Perimeter Road • Main Road – highlight benefit of seating and charging stations – also links to freelance

creatives. Connectivity is important for interstate visitors. • Expand free public wifi to more streets in the CBD, as well as incorporating public open

spaces • Gracetown – requires input but not the main role of the Shire to take responsibility.

Expectations of what the subdivision will and won’t do will need to be managed and information flow from top down and grass roots up also managed

• Cultural centre redevelopment – supported fully by the MRCCI • Waste management • Renewable energy (Beenup site?)

Competitive Business – strategic projects • Second shopping precinct – Rapids Landing, Station Road? • Need cooperative businesses working with each other • Introduce a Buy Local Policy– Karratha has a good model (see att.) • MRCCI business awards – awards sponsorship targeted to the chamber developing and

producing outcomes – could the Shire expand its sponsorship? • Need to be part of global market place eg Alibaba e-commerce company with the

consumer to consumer portal Taobao. Better that Australia uses Australian services rather than go offshore

• Opportunity to create jobs through digital economy • People are retiring with more money – should identify this market stream

Summary and follow up items • Broad support for all strategic themes and projects • Need to include digital technology, literacy and commerce • Consider development of a Shire Digital Economy Strategy to address opportunities for

growing e-commerce and e-government as new technology (NBN) rolls-out. • Consider amendments to the Buy Local policy, based on the City of Karratha policy.

Focus Group – Augusta Chamber of Commerce and Industry – Economic Development Strategy

9.30 am, 13 June 2016 Lions Bookshop, Augusta

Attendance Jack Carlsen, Doug Thompson, Eion Lindsay, Ted Coulter

Overview – Jack Carlsen, Tourism Research Services • The focus groups are designed to get feedback on the full draft document • Set direction for the Shire economy for the next ten years • Review strategic themes and projects relevant to Augusta

Summary of discussions Wine and Food

• Paddock to plate should be supported – Olive Oil in Kudardup, Leeuwin Grass Fed Beef, Karridale lamb, commercial fishing, abalone farming.

Tourism Development • Walkway to Lighthouse, southern extension of Wadandi Track strongly supported • Need to divert 150K visitors to lighthouse p.a. to spend time/money in Augusta, not just

drive through • Consider bitumenising coastal road to lighthouse, with lookout. • Support Mathew Flinders Memorial project feasibility study • Accommodation problem, absentee landlords leaving empty houses esp. in winter • Regulate accommodation provision, approval and operations of informal accommodation

(AirBnB, Stayz, etc.) and address disparity in fomal vs informal operation, ensuring compliance and enforcement

• Streamline investment and development application approvals and remove barriers • Augusta to Target families and adventure activities, continue to support adventure, cape

to cape walking and mountain biking. • Support events – Augusta Festival, Blessing of the Fleet and river-based events

Competitive Business • Utilise CRC for Training and business skills building • Training model based on partnership model – Local Government and RTOs • Need to grow the permanent population and encourage them to buy local • Need to retain young people in business • Seasonality a big issue, need to grow visitation in shoulder seasons of May and

September Creative Industries

• Need training in social media and e-commerce • Improve online business access and promotion • Extend Open Studios to Augusta (Mens Shed) and Hamelin Bay (new Sculpture Trail

being developed)

• Target older demographic as a workforce for the digital economy working with start-up businesses as Business Mentors (have skills in accounting, marketing, management, business)

• Include personal services (hairdressing, fashion, etc.) • Ensure traditional markets are not overlooked as digital economy emerges.

Strategic Projects • Aged Care/Lifestyle Village concept proposed • Beenup Wind Power Station supported across the community • Commercial fishing – Augusta boat harbour – Abalone processing could employ 100+

locals • Augusta Main Street redevelopment supported • Waste and Water management supported • Provide drinking stations supplying free local water • Archelogy dig commencing – could be a new project • Kinetic Sculpture Trail as a new attraction in Augusta

Summary and follow up items • Broad support for all strategic themes and projects • Need to row resident population and retain more visitors in Augusta for longer periods of

time by providing more attractions and competitively priced accommodation • Need to monitor property sales according to owner-occupied versus investment/rental and

holiday home categories. • Monitor demographic change, ageing population and any opportunities for economic

growth and business mentoring by retirees with business experience.

Focus Group – Cowaramup Traders Association – Economic Development Strategy

6:00 – 8:00 pm, 13 June 2016 Duggan Pavillion, Cowaramup

Attendance Jack Carlsen, Lauren Shannon, Ian Smith, Ashley Hammond, Kerry Sibly, Wendy Sibly, Jill Turton, Marie Holben, Ian Earl, Ross Hastie, Neil Earl, Nick Reed, Matt Cox, Norm Williamson, Vicki Williamson, Marilyn Reynolds, Anthony Dean

Introduction

• Meeting to get feedback from Cowaramup business people regarding the EDS • Draft has been revised and a Discussion Paper produced and distributed to the attendees

via email and hard copy. • Some discussion of the Food and Agricultural Summit

Wine and Food • Financial viability of small holdings needs to be reviewed to determine profitability/non-

profitability levels • Determine drivers of costs and revenue on farms • Consider a small landholders association to enable a critical mass of resources and size • Improve access to market, such as Farmers Markets • Use an existing Shire Building/Site as a permanent local farmers market • Use the wine analogy of ‘blending’ produce to make new/unique local products

Tourism • Need an Events Strategy to identify the planning, process and approvals for new events • Need an audit of existing events to determine which are profitable or produce other benefits

(community and tourism). • Already 75 events p.a. in the Shire, need to prioritise and categorise according to the level of

benefits. • There is a large volunteer overload from existing events that needs to be managed • Establish an events volunteer database and events calendar – online – to facilitate event

support and volunteering • Continue to support Deja-Mu as a successful local event

Competitive Business • Consider changes to rural land use to allow farm businesses to develop tourism products

and services (accommodation, specialist food, etc.) • Allow more flexibility in land use • Ensure sufficient parking for caravans/RV off street and provide a dump point. • Construct a nature-themed playground to encourage families to stopover (Lions Club could

build) • Signage and lighting needs to be updated and improved, including in LIA • A new entry statement for Cowaramup with visitor information updated • Wastewater and Sewage disposal needs to be improved in town

• Review Buy Local policy to favour local businesses with preferential pricing and longer contracts (5 years instead of 3), especially for smaller contracts (cleaning)

• Streamline tendering process for small/local business • Shire needs a ‘can-do’ attitude • More business friendly and less difficult to deal with • Need continuity of service from staff handovers • Clear policies and guidelines that keep pace with economic changes (digital

economy/sharing economy/disruptive technologies) to avoid many pitfalls and problems • Continue to support traditional business models • Protect the streetscape as a reason for visitors to stop in town as a point of difference • Future development approvals must be in sympathy with existing businesses • Support local businesses as the source of future employment of young people • Support start-up businesses by mentoring, training and advice

Economic Infrastructure – strategic projects

Economic Infrastructure • High speed Internet is key infrastructure • Shire has a lobbying advocacy role in mobile and NBN rollout • Inequitable that Gnarabup get NBN before Cowaramup • More mobile towers to support NBN/WIFI rollout • Security of Business Premises a concern • Need smarter systems to prevent break-ins – use technology combined with an increased

Police presence • Install additional lighting in side streets

Creative Industries • Artists village an opportunity to showcase of the landscape of local art and culture (see

Balboa Park in San Diego for example - http://www.balboapark.org/) • Provide a purpose built space for rent to local creatives to exhibit and sell works

International Plans • What are the costs and benefits of Sister City agreements? • Is there a return on investment in Sister Cities?

Summary

• Consider including Events Strategy (not just sponsorship) as a strategic project in the Tourism Development theme

• Include a Farm Business Viability Study as a strategic project to address challenges and opportunities

• Include a new Entry Statement/Visitor Information Board, Caravan/RV parking and dump point, improved drainage and sewerage systems improved lighting and signage and increased security in the main street upgrade in Cowaramup.

• Develop an Artists Village • Consider preferential pricing, more favourable contract terms and streamlining tender

process for small/local businesses as part of Business Friendly Shire and Buy Local strategic project.

Community Reference Group – Your 2036 – 29 April 2017 workshop

Goal 4: Vibrant and diverse economy. The Shire’s economic base has been built upon its natural environment, tourism, viticulture, agriculture and rural and retail sectors. Through regional economic strategies the Shire will promote a sustainable range of business and job opportunities. Outcome 1: Strong agriculture and viticulture sectors:

S1: Ensure Shire processes support the development of strong agricultural and viticultural sectors.

S2: Support the development of regional Farmers Markets to value add to production.

S3: Partner with industry organisations to encourage agricultural innovation.

S4: Review local regulation impacting the processing of agricultural products.

Outcome 2: Sustainable tourism and other local industries: S1: Work collaboratively with the tourism sector to increase visitor

numbers, and length of stay in the Shire. S2: Work with the tourism sector to promote and develop eco-tourism S3: Encourage tourism in the Shire through the development and

support of iconic events. S4: Work with local industries to develop new markets and build scale.

Outcome 3: Infrastructure for economic growth: S1: Develop major infrastructure to cater for increased residents and

visitors. S2: Identify and zone adequate land for economic and industry

development. S3: Facilitate access to affordable, high speed communication networks

for all residents and businesses. S4: Ensure infrastructure technology for emergency service

organisations. Outcome 4: Sustainable economic development:

S1: Ensure the Shire’s regulatory environment is business friendly and considerate of business needs.

S2: Retain commercial and retail activities through support programs for year-round stability.

S3: Ensure the Shire’s procurement policies support local business and help generate local employment.

S4: Foster sustainable economic growth which provides local employment.

S5: Facilitate small scale food production and small business initiatives.

Outcome 5: Improved educational and learning infrastructure: S1: Work collaboratively with other agencies to provide enhanced

tertiary education facilities. S2: Actively work with the State Government to provide higher education

courses from all universities and TAFE at the MREC campus. S3: Work with the State Government to provide affordable university

campus living and School student housing. S4: Provide and promote libraries as community hubs and centres of

information and learning. S5: Provide programs that foster learning in the community.

Goal 4: Vibrant and diverse economy.

Key Projects in progress: • Longer term site for Farmers Markets; • Support of Small Business Centre; • Provide facilities to hold regular events with partners; • Develop investor marketing materials; • Facilitate expansion of Busselton Airport with CAPEROC; • Foster sister city and sister school relationships; • Work with Cowaramup Resort Developers to facilitate establishment of resort; • Work with Margaret River Education Campus for opportunities for local industry

related economic initiatives; • Participate in discussions with industry, education providers and the State

Government to facilitate long-term career pathways for local residents; • Implementation of Turner Caravan Park Redevelopment Plan; • Seek funding for Leeuwin Tourism Precinct Concept Plan. New Projects: • Hemp industry research support and development, and policy; • Public transport to Augusta; • Small business hub / entrepreneurial centre; • Work with State and Federal Government to create shared student housing at

subsidised rates; • Phone towers which cater to the influx of tourism; • Work with State opportunities and MREC / universities / SWIT to provide combined

course delivery at MREC.

www.busselton.wa.gov.au

Shire of Augusta Margaret RiverEconomic Profile 2017

www.busselton.wa.gov.auCity of Busselton Economic and Demographic Profile

1

ContentsSummary of Economic Indicators .................................................................... 1

Population and Income ............................................................................................. 2

Population ................................................................................................................. 3

Age Distribution ..................................................................................................... 4

Personal Income ................................................................................................... 5

Business Activity ............................................................................................................ 6

Gross Regional Product .................................................................................. 7

Productivity ............................................................................................................... 8

Local Business Turnover ................................................................................. 9

Employment ................................................................................................................... 10

Labour Market ..................................................................................................... 11

Employment Capacity .................................................................................... 12

Participation Rate ................................................................................... 12

Dependency Ratio ................................................................................. 12

Employment by Industry ............................................................................... 13

Local Employment ............................................................................................ 14

Workforce Origin/Destination .................................................................... 14

Economic Diversity ........................................................................................... 15

Industry Concentration .................................................................................. 15

Summary of Economic IndicatorsKey Economic Indicators for the Shire of Augusta Margaret River Period Level Level – Change Annual 12 mths ago % changePopulation and Income Estimated resident population 2016 14,114 13,801 +313 2.3%Projected population 2026 16,694 n.a. +2,580 1.7%Average age (yrs) 2015 38.8 38.5 +0.3 0.3%Dependency ratio (%) 2015 54.6 52.2 +2.4 2.4%Total income ($ million) 2012/13 415.7 382.7 +33.0 9.0%Per capita income ($) 2012/13 31,617 30,109 +1,508 5.1%Average wage and salary income ($) 2012/13 52,242 47,588 +4,655 10.3% Employment Employed persons (no.) Dec Qtr 2016 7,234 7,845 -611 -7.8%Unemployment rate (%) (a) Dec Qtr 2016 3.3 3.8 -0.5 -0.5%Labour force (persons) Dec Qtr 2016 7,478 8,152 -674 -8.3%Participation rate (%) (a) 2015 70.9 67.9 +3.0 3.0% Business Activity Gross Regional Product ($ million) 2015/16 860.1 n.a. n.a. -0.1%Real GRP per capita ($) 2015/16 61,460 62,847 -1,386 -2.2%Productivity ($value added/hr worked) 2015/16 73.93 72.44 +1.48 2.0%Number of businesses June 2016 1,933 1,821 +112 6.2%Total industry turnover ($ million) 2015/16 723.7 709.4 +14.3 2.0%Average industry turnover ($’000) 2015/16 374.4 389.6 -15.2 -3.9% Housing and Investment No. of dwelling approvals Yr to Dec 2016 213 252 -39 -15.5%Value of dwelling approvals ($’000) Yr to Dec 2016 77,037 78,857 -1,820 -2.3%Value of non-dwelling approvals ($’000) Yr to Dec 2016 4,691 8,687 -3,996 -46.0%Projected households 2026 7,140 n.a. +1,200 1.9%Median weekly rent – houses ($)(b) Dec Qtr 2016 405 400 +5 1.3%Median weekly rent – units ($)(b) Dec Qtr 2016 340 375 -35 -9.3%Rental yield – separate houses (%) (a) (b) 2016 4.5 4.6 -0.1 -0.1%Rental yield – flats/units (%) (a) (b) 2016 4.3 4.4 -0.1 -0.1% Property Market and Land Median sales price – houses ($)(c) 2016 456,000 480,000 -24,000 -5.0%Median sales price – units ($)(c) 2016 365,125 307,000 +58,125 18.9%Median house price index (%) (a) (c) 2016 86.6 88.1 -1.5 -1.5%Median sales price – vacant land ($)(c) 2016 185,000 155,000 +30,000 19.4%

Note: (a) Changes are percentage point changes. (b) Figures are for the Busselton Urban Area. (c) Figures are for the suburb of Margaret River.

Housing and Property ............................................................................................. 16

Dwelling Approvals ........................................................................................... 17

Non-Residential Construction ................................................................... 17

Household Projections .................................................................................. 18

House and Unit Prices ................................................................................... 19

Median House Price Index .......................................................................... 20

Land Values ........................................................................................................... 20

Median Weekly Rents ..................................................................................... 21

Rental Yields ......................................................................................................... 21

Tourism ............................................................................................................................... 22

Tourism Accommodation ............................................................................. 23

Visitor Numbers .................................................................................................. 23

For more informationEconomic and Business DevelopmentShire of Augusta Margaret River41 Wallcliffe Road Margaret River WA 6285Telephone: 08 9780 5255Facsimile: 08 9757 2512E-mail: [email protected]: www.amrshire.wa.gov.au

The data produced in the Shire of Augusta Margaret River Economic Profile is believed to be the most recent and accurate data available at the time of publication. No responsibility is accepted for any inadvertent errors.

COPYRIGHT: The concepts and information contained in this document are the property of the Shire of Augusta Margaret River. Use or copying of this document in whole or in part without written permission of the Shire of Augusta Margaret River constitutes an infringement of copyright.

Prepared by:


32

PopulationThe estimated resident population of the Shire of Augusta Margaret River at June 2016 was 14,114 persons, an increase of 313 persons, or 2.3% from the level recorded in 2015. The annual growth in population in the Shire of Augusta Margaret River was significantly higher than the averages for the South West region and Western Australia (both 1.0%).

Over the past five years, the Shire of Augusta Margaret River has experienced an increase in population of 1,886 persons, representing average annual growth of 2.9%. This growth rate was again well above the averages for the South West and Western Australia (both 2.1%) over the same period.

Over the period to 2026, the population of the Shire of Augusta Margaret River is expected to increase by 2,580 persons – or an average annual rate of 1.7% – to a level of approximately 16,694 persons. The forecast annual growth in population for the Shire of Augusta Margaret River is higher than the average for the South West region (1.6%) and slightly lower than Western Australia (2.0%).

In 2016, the Shire of Augusta Margaret River comprised 7.9% of the population of the South West region; by 2026, the Shire of Augusta Margaret River is forecast to increase to 8.0% of the total population of the South West region.

Population & Income

Source: ABS 3218.0, Planning Western Australia, Lawrence Consulting


PopulationArea Level Annual Average annual Level Average annual 2016 % change % change 2026 % change 2011-16 2016-26Shire of Augusta Margaret River 14,114 2.3 2.9 16,694 1.7Capes Region 51,229 2.2 3.2 62,111 1.9South West 177,636 1.0 2.1 208,123 1.6Western Australia 2,617,074 1.0 2.1 3,201,830 2.0


0

5,000

10,000

15,000

20,000

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2021 2026

PopulationShire of Augusta Margaret River

Actual Projected

0%

1%

2%

3%

4%

5%

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2016 -21

2021 -26

Population Growth Shire of Augusta Margaret River

Actual Projected South West Western Australia


54

Age DistributionAge group Shire of Augusta Margaret River Western Australia % of total % of total % chg % of total % chg % of total % of total % chg % of total % chg 2010 2015 2010-15 2026 2015-26 2010 2015 2010-15 2026 2015-260-4 7.0 7.4 0.4 5.2 -2.2 6.7 6.7 0.0 6.6 -0.15-9 6.9 6.9 0.0 5.2 -1.7 6.2 6.5 0.3 6.8 0.310-14 6.4 6.6 0.2 5.7 -0.9 6.4 6.0 -0.4 6.3 0.315-19 5.7 5.1 -0.5 7.0 1.8 6.7 6.2 -0.5 6.1 -0.120-24 4.5 3.7 -0.9 6.4 2.7 7.6 7.0 -0.6 6.1 -0.825-29 6.0 5.4 -0.6 5.3 -0.2 7.6 8.1 0.5 6.6 -1.530-34 7.1 7.2 0.1 4.4 -2.8 6.9 8.0 1.0 7.1 -0.935-39 8.5 7.6 -0.8 4.2 -3.5 7.4 6.9 -0.4 7.9 0.940-44 8.1 7.9 -0.2 6.5 -1.4 7.3 7.1 -0.1 7.8 0.645-49 7.6 7.5 -0.1 7.1 -0.3 7.2 6.8 -0.5 6.5 -0.250-54 7.8 6.7 -1.1 7.0 0.3 6.7 6.5 -0.2 6.1 -0.455-59 6.8 7.2 0.4 6.5 -0.6 5.9 5.9 0.0 5.7 -0.260-64 5.6 6.5 0.9 5.7 -0.8 5.2 5.2 -0.1 5.2 0.065-69 3.9 5.0 1.1 6.1 1.1 3.8 4.4 0.6 4.7 0.370-74 3.1 3.6 0.5 5.6 2.0 2.9 3.2 0.3 4.0 0.875-79 2.2 2.5 0.3 4.7 2.3 2.2 2.3 0.1 3.2 0.980-84 1.6 1.7 0.1 3.3 1.6 1.7 1.6 -0.1 2.1 0.485 and over 1.5 1.8 0.3 4.2 2.4 1.4 1.6 0.2 1.9 0.3 Average age 37.8 38.8 1.0 43.2 4.4 36.7 37.1 0.4 38.5 1.4Dependency ratio 48.1 54.6 6.5 66.6 12.0 45.8 47.8 2.0 54.5 6.7

Source: ABS 3235.0

Age DistributionThe average age of the population of the Shire of Augusta Margaret River increased by 1.0 years from 37.8 years in 2010 to 38.8 years in 2015. By comparison, the average age for Western Australia was 37.1 years in 2015, having risen by 0.4 years since 2010.

In 2015, the largest share of the population of the Shire of Augusta Margaret River was the 40-44 years age group (7.9%), followed by the 35-39 years (7.6%) and 45-49 years age groups (7.5%). The Shire of Augusta Margaret River had a higher proportion of persons in all age groups between 0-14 years and 35 years and older age brackets than Western Australia.

Between 2010 and 2015, there was an increase in the total population share of the Shire of Augusta Margaret River in the 0-4 years, 5-9 years, 10-14 years, 30-34 years, 55-59 years, 60-64 years, 65-69 years, 70-74 years, 75-80 years, 80-84 years and 85 years and older age brackets.

According to population forecasts, the average age of the Shire of Augusta Margaret River is expected to increase by 4.4 years to 43.2 years in 2026. By comparison, the average age for Western Australia will also increase by 1.4 years to 38.5 years in 2026.

The dependency ratio in the Shire of Augusta Margaret River is expected to increase by 12.0 percentage points to 66.6% in 2026, a higher increase than the average for Western Australia, which will rise by 6.7 percentage points to 54.5% in 2026.

Source: ABS 3235.0

Source: ABS 3235.0

Personal IncomePer capita income (i.e. the total income of residents divided by the population) for the Shire of Augusta Margaret River was estimated at $31,617 in 2012/13, which represented an annual increase of $1,508, or 5.1% from the level recorded in 2011/12 ($30,109).

The Shire of Augusta Margaret River recorded a slightly lower per capita income in 2012/13 than the averages for the South West ($33,161) and Western Australia ($38,449). Over the past five years, per capita income for the Shire of Augusta Margaret River has increased by $7,792, or an average annual rate of 5.8%.

Total income in the Shire of Augusta Margaret River was estimated at $415.7 million in 2012/13, representing an annual increase of 9.0% from the level recorded in 2011/12 ($382.7 million) and average annual growth of 8.7% from the level recorded in 2007/08 ($274.5 million).

The average personal wages and salaries income for the Shire of Augusta Margaret River was estimated at $52,242 in 2012/13, representing a significant increase of 10.3% from the level recorded in 2011/12 ($47,558) and an average annual increase of 8.1% from the level recorded in 2007/08 ($35,364). The Shire of Augusta Margaret River again recorded a lower average wages income in 2012/13 than the South West ($60,966) and Western Australia ($67,560).

Source: ABS 6524.0, Lawrence Consulting

Source: ABS 6524.0

Personal Income Level Annual Average annual 2012/13 % change % change last 5 yearsTotal income ($ million) Shire of Augusta Margaret River 415.7 9.0 8.7Capes Region 1,547.1 12.2 9.6South West 5,618.0 9.7 8.5Western Australia 96,713.6 11.8 9.3 Per capita income ($) Shire of Augusta Margaret River 31,617 5.1 5.8Capes Region 32,650 7.8 5.9South West 33,161 6.5 5.6Western Australia 38,449 8.2 6.1 Average wage & salary income ($) Shire of Augusta Margaret River 52,242 10.3 8.1Capes Region 55,158 11.0 8.6South West 60,966 8.8 8.0Western Australia 67,560 8.5 7.7


Population & Income

0% 2% 4% 6% 8% 10%

85+

80-84

75-79

70-74

65-69

60-64

55-59

50-54

45-49

40-44

35-39

30-34

25-29

20-24

15-19

10-14

5-9

0-4

Age Distribution2015

Shire of Augusta Margaret River

Western Australia

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5

85+

80-84

75-79

70-74

65-69

60-64

55-59

50-54

45-49

40-44

35-39

30-34

25-29

20-24

15-19

10-14

5-9

0-4

Age DistributionChange in % share, 2010-15


Western Australia

$0

$10,000

$20,000

$30,000

$40,000


Capes Region South West Western Australia

Per Capita Income

2010/11 2012/13

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2012/13

Average Wages Income

Shire of Augusta Margaret River Capes Region

South West Western Australia


7

City of Busselton Economic and Demographic Profile

6

Business Activity

Gross Regional ProductThe estimated Gross Regional Product (GRP) for the Shire of Augusta Margaret River was $860.1 million in 2015/16. The Shire of Augusta Margaret River economy experienced a marginal real annual decrease of 0.1% in 2015/16; in contrast, over the past five years, the Shire of Augusta Margaret River recorded average annual economic growth of 5.5%. The Shire of Augusta Margaret River contributed 7.0% and 0.4%, respectively, to the gross regional / state products of the South West ($12.4 billion) and Western Australia ($239.7 billion) in 2015/16.

With regard to industry, the largest contribution was made by the Agriculture, Forestry & Fishing industry, with approximately 26.4% of the total GRP for the Shire of Augusta Margaret River, followed by Construction (10.7%), Manufacturing (8.0%), Administrative & Support Services (6.6%) and Education & Training (4.9%).

The Shire of Augusta Margaret River received a relatively higher industry contribution to total GRP from the Agriculture, Forestry & Fishing; Manufacturing; Retail Trade; Accommodation & Food Services; Information Media & Telecommunications; Rental, Hiring & Real Estate Services; Administrative & Support Services; Education & Training; and Other Services sectors than Western Australia in 2015/16.

Source: Lawrence Consulting

Gross Regional ProductIndustry Shire of Augusta Margaret River South West Western Australia Level % of Annual Avg ann Level % of Level % of ($m) total % change % chg ($m) total ($m) total 2015/16 last 5 yrs 2015/16 2015/16Agriculture, forestry & fishing 226.7 26.4 -2.1 25.2% 1,714.3 13.9 5,491 2.3Mining 0.8 0.1 25.5 9.5% 1,015.4 8.2 54,909 22.9Manufacturing 69.0 8.0 10.5 2.7% 1,010.3 8.2 12,208 5.1Electricity, gas, water & waste services 11.6 1.4 36.7 7.3% 327.9 2.7 5,573 2.3Construction 92.4 10.7 1.7 -0.6% 2,100.7 17.0 31,280 13.0Wholesale trade 20.4 2.4 14.1 -1.5% 211.8 1.7 6,485 2.7Retail trade 41.0 4.8 18.1 0.8% 465.4 3.8 7,951 3.3Accommodation & food services 36.9 4.3 -13.9 3.3% 238.4 1.9 3,790 1.6Transport, postal & warehousing 18.2 2.1 -3.2 3.1% 424.8 3.4 12,596 5.3Information media & telecommunications 16.2 1.9 -39.9 -21.4% 67.5 0.5 3,247 1.4Financial & insurance services 12.3 1.4 6.3 12.0% 261.6 2.1 9,977 4.2Rental, hiring & real estate services 22.5 2.6 -12.1 11.2% 255.3 2.1 4,981 2.1Professional, scientific & technical services 24.5 2.8 -1.7 0.0% 361.4 2.9 11,994 5.0Administrative & support services 56.6 6.6 -4.4 7.0% 514.6 4.2 7,541 3.1Public administration & safety 21.9 2.5 17.1 28.1% 446.5 3.6 7,782 3.2Education & training 41.8 4.9 -1.0 8.1% 645.8 5.2 8,096 3.4Health care & social assistance 32.2 3.7 22.1 6.0% 643.0 5.2 12,995 5.4Arts & recreation services 3.8 0.4 29.1 12.1% 46.3 0.4 1,104 0.5Other services 9.3 1.1 -19.0 -8.2% 134.4 1.1 3,265 1.4Total Industry Value Added 758.0 88.1 0.0 5.9% 10,885.5 88.1 211,265 88.1 Ownership of dwellings 68.3 7.9 0.0 3.6% 981.3 7.9 19,045 7.9Taxes less subsidies on production and imports 36.6 4.3 -1.6 2.0% 526.2 4.3 10,213 4.3Statistical discrepancy -2.9 -0.3 -42.0 -0.3 -816 -0.3 Gross Regional Product 860.1 100.0 -0.1 5.5% 12,351.0 100.0 239,706 100.0

Note: All values are in current prices, whilst annual changes represent growth in chain volume measures.Source: Lawrence Consulting

0 50 100 150 200 250

Agriculture, forestry & fishingConstruction

ManufacturingAdministrative & support services

Education & trainingRetail trade

Accommodation & food servicesHealth care & social assistance

Professional, scientific & technical servicesRental, hiring & real estate services

Public administration & safetyWholesale trade

Transport, postal & warehousingInformation media & telecommunications

Financial & insurance servicesElectricity, gas, water & waste services

Other servicesArts & recreation services

Mining

Gross Regional Product Shire of Augusta Margaret River, 2015/16 ($ million)

Goods SectorServices Sector


98

ProductivityProductivity is a key component of economic growth and is a measure of the efficiency of production within a region. Dividing the real gross regional product of a region by total hours worked will measure the labour productivity within that region, i.e. the average amount of output produced by an hour worked by a person within that region.

The Shire of Augusta Margaret River recorded total industry productivity (or industry value added per hour worked) of approximately $73.93 in 2015/16, which represented an annual increase of 2.0% from the average productivity for 2014/15 ($72.44). The Shire of Augusta Margaret River recorded a lower total industry productivity average than Western Australia ($95.80) in 2015/16.

The Mining sector recorded the highest industry productivity level ($312.46/hr) in the Shire of Augusta Margaret River in 2014/15, followed by Electricity, Gas, Water & Waste Services ($223.87), Financial & Insurance Services ($204.44), Information Media & Telecommunications ($126.41) and Rental, Hiring & Real Estate Services ($115.65).

In 2015/16, the Shire of Augusta Margaret River recorded higher industry productivity than Western Australia across all sectors with the exception of Mining; Construction; Information Media & Telecommunications; and Education & Training.



ProductivityIndustry Shire of Augusta Margaret River South West Western Australia Level Annual Level Annual Level Annual ($GRP/hr % change ($GRP/hr % change ($GRP/hr % change worked) 2015/16 worked) 2015/16 worked) 2015/16 Agriculture, forestry & fishing 109.79 10.3 107.69 10.0 103.68 10.1Mining 312.46 -3.6 316.32 -3.5 313.37 -3.4Manufacturing 80.98 6.4 81.80 6.5 80.92 6.3Electricity, gas, water & waste services 223.87 7.7 224.41 7.7 217.74 7.4Construction 103.39 -5.6 104.40 -5.6 103.95 -5.4Wholesale trade 94.97 15.1 95.21 15.1 89.88 14.8Retail trade 43.05 -0.6 43.03 -0.6 42.02 -1.0Accommodation & food services 31.64 -8.9 31.38 -8.8 29.18 -9.1Transport, postal & warehousing 93.56 -7.7 96.32 -7.5 90.83 -8.0Information media & telecommunications 126.41 -11.5 131.73 -11.2 130.73 -11.2Financial & insurance services 204.44 16.4 201.04 16.1 186.53 16.2Rental, hiring & real estate services 115.65 23.8 116.36 24.0 111.01 24.0Professional, scientific & technical services 67.36 10.3 68.72 10.6 63.40 10.7Administrative & support services 104.60 -1.6 106.84 -1.3 103.03 -1.0Public administration & safety 58.52 6.3 58.65 6.3 55.77 6.2Education & training 53.57 8.6 53.69 8.6 55.01 9.0Health care & social assistance 57.99 1.2 58.12 1.2 55.19 1.2Arts & recreation services 33.47 14.9 32.96 14.7 30.60 14.3Other services 31.73 -4.7 32.15 -4.6 31.45 -4.6 Total Industry 73.93 2.0 85.82 3.4 95.80 2.7

Note: All values are in chain volume measures.Source: Lawrence Consulting

Local Businesses TurnoverThe most recent ABS Australian Business Register indicated there were an estimated 1,933 local businesses in the Shire of Augusta Margaret River in June 2016 (defined as actively trading whose registered place of business is within the Shire), which represented an annual increase of 6.2% from the level recorded in June 2015 (1,821).

Construction is the largest industry in terms of business numbers in the Shire of Augusta Margaret River, accounting for 19.7% of the total number of businesses, followed by the Agriculture, Forestry & Fishing (18.6%), Rental, Hiring & Real Estate Services (8.5%) and Professional, Scientific & Technical Services (7.8%) sectors.

The estimated total turnover of all local industry in the Shire of Augusta Margaret River was $723.7 million in 2015/16 – representing an annual increase of 2.0% – whilst the average turnover of all businesses in the Shire of Augusta Margaret River was approximately $374,400 (down 3.9%).

The largest proportion of businesses in the Shire of Augusta Margaret River recorded annual turnover in the $0-$99,999 range (43.2%), followed by the $200,000-$499,999 (20.0%) and $100,000-$199,999 (18.7%) turnover ranges. Approximately 4.3% of businesses in the Shire of Augusta Margaret River recorded annual turnover in excess of $2 million in 2015/16.

Source: ABS 8165.0

Source: ABS 8165.0

Businesses by IndustryIndustry Count % of Total industry % of Avg business June 2016 total turnover total turnover ($ million) ($’000)Agriculture, forestry & fishing 360 18.6 128.4 17.7 356.8Mining 9 0.5 5.8 0.8 650.0Manufacturing 106 5.5 48.0 6.6 452.6Electricity, gas, water & waste services 6 0.3 0.3 0.0 50.0Construction 381 19.7 124.9 17.3 328.0Wholesale trade 45 2.3 26.3 3.6 585.0Retail trade 129 6.7 76.4 10.6 592.1Accommodation & food services 140 7.2 85.5 11.8 610.7Transport, postal & warehousing 51 2.6 21.2 2.9 415.7Information media & telecommunications 6 0.3 0.7 0.1 112.5Financial & insurance services 116 6.0 17.9 2.5 154.5Rental, hiring & real estate services 164 8.5 45.0 6.2 274.5Professional, scientific & technical services 150 7.8 44.7 6.2 298.3Administrative & support services 69 3.6 25.2 3.5 364.9Public administration & safety 0 0.0 0.0 0.0 #DIV/0!Education & training 13 0.7 7.9 1.1 605.8Health care & social assistance 73 3.8 28.7 4.0 392.8Arts & recreation services 26 1.3 6.2 0.9 238.5Other services 70 3.6 27.8 3.8 397.9Non classifiable industry 19 1.0 2.6 0.4 138.2 Total, 2015/16 1,933 100.0 723.7 100.0 374.4Total, 2014/15 1,821 709.4 389.6Annual % change 6.2 2.0 -3.9


$0 $50 $100 $150 $200 $250 $300 $350

MiningElectricity, gas, water & waste services

Financial & insurance servicesInformation media & telecommunications

Rental, hiring & real estate servicesAgriculture, forestry & fishing

Administrative & support servicesConstruction

Wholesale tradeTransport, postal & warehousing

ManufacturingTotal Industry

Professional, scientific & technical servicesPublic administration & safety

Health care & social assistanceEducation & training

Retail tradeArts & recreation services

Other servicesAccommodation & food services

Industry Productivity Shire of Augusta Margaret River, 2015/16 ($value added/hr worked)

-20% -10% 0% 10% 20% 30%

Information media & telecommunicationsAccommodation & food servicesTransport, postal & warehousing

ConstructionOther services

MiningAdministrative & support services

Retail tradeHealth care & social assistance

Total IndustryPublic administration & safety

ManufacturingElectricity, gas, water & waste services

Education & trainingAgriculture, forestry & fishing

Professional, scientific & technical servicesArts & recreation services

Wholesale tradeFinancial & insurance services

Rental, hiring & real estate services

Productivity, Annual Industry Growth Shire of Augusta Margaret River, 2015/16

0 100 200 300 400

Public administration & safetyElectricity, gas, water & waste services

Information media & telecommunicationsMining

Education & trainingNon classifiable industry

Arts & recreation servicesWholesale trade

Transport, postal & warehousingAdministrative & support services

Other servicesHealth care & social assistance

ManufacturingFinancial & insurance services

Retail tradeAccommodation & food services


Agriculture, forestry & fishingConstruction

Businesses by IndustryShire of Augusta Margaret River, June 2016

$0-$99,99943.2%

$100,000-$199,99918.7%

$200,000-$499,99920.0%

$500,000-$2 million13.7% $2+ million

4.3%

Businesses by TurnoverShire of Augusta Margaret River, 2015/16


11


10

Employment

Labour MarketThe number of employed persons in the Shire of Augusta Margaret River was estimated at 7,234 in the December Quarter 2016, which represented an annual decrease of 7.8% from the level recorded in the December Quarter 2015.

The annual fall in employment in the Shire of Augusta Margaret River contributed to a decrease of 8.3% in the size of labour force to a level of 7,478 persons in the December Quarter 2016.

The unemployment rate in the Shire of Augusta Margaret River decreased annually by 0.5 percentage points to 3.3% in the December Quarter 2016. The Shire of Augusta Margaret River’s unemployment rate in the March Quarter 2016 was significantly lower than the averages for the South West (4.4%), Western Australia (6.1%) and Australia (5.7%).

The number of unemployed persons in the Shire of Augusta Margaret River fell significantly by 20.5% over the year to the December Quarter 2016, which was greater than the decline in unemployed persons in the Capes Region (down 15.3%) and South West (down 11.9%) and in contrast to an increase in unemployed for Western Australia (up 2.7%).

Source: DoE, Lawrence Consulting

Source: DoE, Lawrence Consulting

Labour Market Level Level Annual Annual Quarterly Dec Qtr 2016 12 months ago Change % change % changeEmployed persons: Shire of Augusta Margaret River 7,234 7,845 -611 -7.8 -2.5 Capes Region 24,514 26,626 -2,112 -7.9 -2.5 South West 86,560 94,212 -7,652 -8.1 -2.6 Western Australia 1,341,203 1,351,612 -10,409 -0.8 -0.3

Unemployment rate (%)(a): Shire of Augusta Margaret River 3.3 3.8 -0.5 -0.5 0.4 Capes Region 3.8 4.1 -0.3 -0.3 0.4 South West 4.4 4.6 -0.2 -0.2 0.5 Western Australia 6.1 5.9 0.2 0.2 0.1

Unemployed: Shire of Augusta Margaret River 244 307 -63 -20.5 9.9 Capes Region 971 1,147 -176 -15.3 8.7 South West 3,988 4,525 -537 -11.9 9.1 Western Australia 86,932 84,685 2,247 2.7 1.3

Labour force: Shire of Augusta Margaret River 7,478 8,152 -674 -8.3 -2.1 Capes Region 25,485 27,773 -2,288 -8.2 -2.1 South West 90,548 98,737 -8,189 -8.3 -2.1 Western Australia 1,428,135 1,436,297 -8,162 -0.6 -0.2

Note: (a) Unemployment rate changes are percentage point changes. Source: DoE, Lawrence Consulting

2%

3%

4%

5%

6%

7%

Dec-13 Jun-14 Dec-14 Jun-15 Dec-15 Jun-16 Dec-16

Unemployment Rate

Shire of Augusta Margaret River Capes RegionSouth West Western AustraliaAustralia

0

2,000

4,000

6,000

8,000

10,000


Labour ForceShire of Augusta Margaret River

Employed persons Unemployed persons


1312

Employment CapacityParticipation Rate

The participation rate is measured by the proportion of the resident population aged 15 and over in the labour force (i.e. either employed or unemployed). The labor force participation rate is a key component in long-term economic growth, almost as important as productivity.

The participation rate in the Shire of Augusta Margaret River was estimated at 70.9% in 2015, which was 3.0 percentage points higher than the level recorded in 2014 (67.9%) but 0.9 percentage points below the average participation rate in 2010 (71.7%).

The workforce participation rate in the Shire of Augusta Margaret River in 2015 was higher than the averages for the South West region (67.4%) and Western Australia (67.6%).

Dependency Ratio

The dependency ratio is the ratio of the economically-dependent proportion of the population to the productive part. The economically-dependent proportion is recognised to be children who are too young to work and individuals that are too old, that is, generally, individuals under the age of 15 and over the age of 65. The productive part makes up the gap in between (ages 15-64), or the labour force.

The dependency ratio in the Shire of Augusta Margaret River was 54.6% in 2015, which represented an annual increase of 2.4 percentage points from the level recorded in 2014 (52.2%) and a rise of 6.5 percentage points from the average in 2010 (48.1%).

The Shire of Augusta Margaret River has a lower dependency ratio than the averages for the Capes Region (60.5%) and the South West (56.5%) but higher than Western Australia (47.8%).

Source: ABS 3218.0, DoE & Lawrence Consulting

Source: ABS 3235.0

40%

50%

60%

70%

80%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Participation Rate

Shire of Augusta Margaret River Capes RegionSouth West Western Australia

30%

40%

50%

60%

70%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Dependency Ratio

Shire of Augusta Margaret River Capes RegionSouth West Western Australia

Employment CapacityParticipation Rate Level (%) Level (%) Annual Level (%) Avg ann % chg(a)

2015 2014 % change(a) 2010 2010-15Shire of Augusta Margaret River 70.9 67.9 3.0 71.7 -0.9Capes Region 66.2 63.6 2.5 67.5 -1.3South West 67.4 64.9 2.5 68.1 -0.6Western Australia 67.6 66.8 0.7 67.3 0.3 Dependency Ratio Level (%) Level (%) Annual Level (%) Avg ann % chg(a)

2015 2014 % change(a) 2010 2010-15Shire of Augusta Margaret River 54.6 52.2 2.4 48.1 6.5Capes Region 60.5 59.0 1.5 55.8 4.7South West 56.5 55.1 1.4 52.3 4.3Western Australia 47.8 46.7 1.2 45.8 2.0

Note: (a) Changes are percentage point changes.Source: ABS 3218.0, DoE & Lawrence Consulting

Employment by IndustryThe total working population of the Shire of Augusta Margaret River (i.e. the number of persons whose place of work is within the Shire), as at the 2011 Census, was approximately 4,741 persons. This represented an increase of 230 persons, or an average annual growth rate of 1.0%, from the level recorded at the 2006 Census.

In 2011, the largest industry employer based on the working population in the Shire of Augusta Margaret River was the Manufacturing sector with 642 persons, or 13.5% of the total workforce. The Accommodation & Food Services (13.1%), Retail Trade (12.7%), Agriculture, Forestry & Fishing (10.8%) and Construction (8.3%) sectors were also significant employers.

Between 2006 and 2011, the Health Care & Social Assistance sector recorded the largest increase in industry employment share (up 1.3 percentage points), followed by Education & Training (up 1.3 percentage points) and Information Media & Telecommunications (up 0.8 percentage points).

In 2011, the Shire of Augusta Margaret River had a higher proportion of employment share in the Agriculture, Forestry & Fishing; Manufacturing; Retail Trade; Accommodation & Food Services; Information Media & Telecommunications; Rental, Hiring & Real Estate Services; and Administrative & Support Services sectors than Western Australia.

Source: ABS 2011 Census


0% 5% 10% 15%



Public administration & safetyAdministrative & support services



Transport, postal & warehousingAccommodation & food services

Retail tradeWholesale trade

ConstructionElectricity, gas, water & waste services

ManufacturingMining

Agriculture, forestry & fishing

Employment by IndustryShire of Augusta Margaret River, 2011 Census

Working population (i.e. persons working in the Shire)

Residential workforce (i.e. persons with jobs living in the Shire)

-2% -1% 0% 1% 2%

Agriculture, forestry & fishingRental, hiring & real estate services

Retail tradeFinancial & insurance services

ManufacturingTransport, postal & warehousing

Public administration & safetyArts & recreation services

ConstructionMining

Wholesale tradeProfessional, scientific & technical services

Administrative & support servicesElectricity, gas, water & waste services

Accommodation & food servicesOther services

Information media & telecommunicationsEducation & training

Health care & social assistance

Change in Industry Employment ShareShire of Augusta Margaret River, 2006-11

Working populationResidential workforce

Employment by IndustryIndustry WorkingPopulation ResidentialEmployedPersons EmploymentSelf-Sufficiency Total % of Total % of Total jobs as Residents % of 2011 total 2011 total % of resident employed in total jobs workforce Augusta Margaret RiverAgriculture, forestry & fishing 512 10.8 543 9.5 94.3 443 86.5Mining 12 0.3 142 2.5 8.5 11 91.7Manufacturing 642 13.5 754 13.2 85.1 563 87.7Electricity, gas, water & waste services 45 0.9 52 0.9 86.5 37 82.2Construction 395 8.3 625 10.9 63.2 351 88.9Wholesale trade 132 2.8 132 2.3 100.0 115 87.1Retail trade 600 12.7 604 10.6 99.3 545 90.8Accommodation & food services 621 13.1 639 11.2 97.2 573 92.3Transport, postal & warehousing 108 2.3 145 2.5 74.5 98 90.7Information media & telecommunications 61 1.3 82 1.4 74.4 31 50.8Financial & insurance services 51 1.1 66 1.2 77.3 44 86.3Rental, hiring & real estate services 106 2.2 116 2.0 91.4 102 96.2Professional, scientific & technical services 179 3.8 231 4.0 77.5 165 92.2Administrative & support services 158 3.3 210 3.7 75.2 142 89.9Public administration & safety 168 3.5 207 3.6 81.2 148 88.1Education & training 365 7.7 421 7.4 86.7 333 91.2Health care & social assistance 343 7.2 419 7.3 81.9 309 90.1Arts & recreation services 46 1.0 58 1.0 79.3 46 100.0Other services 156 3.3 164 2.9 95.1 144 92.3Not stated 51 1.1 107 1.9 47.7 35 68.6Total 4,741 100.0 5,717 100.0 82.9 4,235 89.3



1514

Local EmploymentThe total residential workforce of the Shire of Augusta Margaret River (i.e. the number of employed persons living within the Shire), as at the 2011 Census, was 5,717 persons. Compared to the working population of 4,741 persons, this represented a deficit of 976 jobs and indicates that the Shire of Augusta Margaret River has an estimated employment self-sufficiency ratio of 82.9%. (i.e. there are slightly fewer jobs available locally than residents available to fill them).

The Wholesale Trade sector had the highest industry employment self-sufficiency ratio (100.0%), followed by Retail Trade (99.3%), Accommodation & Food Services (97.2%) and Other Services (95.1%).

The number of residents of the Shire of Augusta Margaret River actually employed within the City in 2011 was 4,235 persons, or 89.3% of the total working population.

Workforce Origin/DestinationIn 2011, the most common place of origin for persons who work within the Shire of Augusta Margaret River – other than the Shire itself – was the Busselton LGA, with 317 persons or 6.7% of the working population. This was followed by the Nannup (0.6%), Capel (0.3%), Fremantle (0.2%) and Bunbury (0.2%) LGAs.

With regard to the residential workforce, the most common destination (excluding the Shire of Augusta Margaret River) was again the Busselton LGA with 396 persons, or 6.9%, followed by the Ashburton (1.0%), East Pilbara (0.8%), Bunbury (0.8%) and Perth (0.7%) LGAs.



0% 50% 100% 150%









ManufacturingMining

Agriculture, forestry & fishingAll industries

Employment Self-SufficiencyShire of Augusta Margaret River, 2011 Census

Working population as % of resident workforceLocal employed residents as % of working population

-400 -300 -200 -100 0 100 200 300 400

Broome (S)

Collie (S)

Fremantle (C)

Port Hedland (T)

Roebourne (S)

Perth (C)

Bunbury (C)

East Pilbara (S)

Ashburton (S)

Busselton (S)

Workforce Origin & Destination, Most Common LGAs (excl. Augusta Margaret River)Shire of Augusta Margaret River, 2011 Census

Workforce Destination / OriginResidential Employed Persons Working PopulationDestination No. of % of Origin No. of % of employed total employed total persons persons Augusta-Margaret River (S) 4,222 73.8 Augusta-Margaret River (S) 4,206 88.7Busselton (S) 396 6.9 Busselton (S) 317 6.7Ashburton (S) 55 1.0 Nannup (S) 30 0.6East Pilbara (S) 48 0.8 Capel (S) 16 0.3Bunbury (C) 46 0.8 Fremantle (C) 11 0.2Perth (C) 39 0.7 Bunbury (C) 9 0.2Roebourne (S) 27 0.5 Vincent (T) 9 0.2Port Hedland (T) 13 0.2 Stirling (C) 8 0.2Collie (S) 12 0.2 Cockburn (C) 7 0.1Fremantle (C) 12 0.2 Dardanup (S) 7 0.1Broome (S) 8 0.1 Manjimup (S) 7 0.1 Other Western Australia 713 12.5 Other Western Australia 81 1.7Other 126 2.2 Other 33 0.7 Total 5,717 100.0 Total 4,741 100.0


Economic DiversityThe Index of Economic Diversity measures economic or industrial diversity within a region by determining the degree to which the region’s industry mix differs from that of the national economy. When the index value is close to one, the industrial profile of a region mirrors that of the national economy and is considered more diverse.

The index value for the Shire of Augusta Margaret River when compared to the national economy is 0.266, which is below the averages for the Capes Region (0.479), South West (0.713) and Western Australia (0.881). When the index is calculated using the Western Australia economy as the comparative benchmark, the Shire of Augusta Margaret River has an index value of 0.250, whilst the averages for the Capes Region and South West are 0.458 and 0.687, respectively.

Industry ConcentrationThe Shire of Augusta Margaret River has a greater industry concentration (i.e. location quotient greater than 1) than the national economy – and therefore is assumed to have net exports from the region – in the Agriculture, Forestry & Fishing (4.33), Accommodation & Food Services (2.01), Manufacturing (1.50), Rental, Hiring & Real Estate Services (1.39), Retail Trade (1.19), Administrative & Support Services (1.03) and Construction (1.01) sectors.

The Shire of Augusta Margaret River has a higher location quotient in the Agriculture, Forestry & Fishing; Manufacturing; Retail Trade; Accommodation & Food Services; Information Media & Telecommunications; Rental, Hiring & Real Estate Services; and Administrative & Support Services sectors than both the South West and Western Australia.

Source: Lawrence Consulting, ABS Census 2011


0.0 0.2 0.4 0.6 0.8 1.0

Western Australia

South West

Capes Region

Busselton


Index of Economic Diversity

Australia

Western Australia

0.0 1.0 2.0 3.0 4.0 5.0









ManufacturingMining

Agriculture, forestry & fishing

Location Quotients


Western Australia

Economic DiversityIndustry Location Quotients Shire of Augusta Margaret River Capes Region South West Western AustraliaAgriculture, forestry & fishing 4.33 2.81 2.43 0.97Mining 0.14 0.17 1.40 3.63Manufacturing 1.50 1.03 1.36 0.91Electricity, gas, water & waste services 0.81 0.79 1.67 0.99Construction 1.01 1.15 1.36 1.26Wholesale trade 0.68 0.59 0.60 0.88Retail trade 1.19 1.37 1.15 0.95Accommodation & food services 2.01 1.93 1.16 0.91Transport, postal & warehousing 0.48 0.59 0.72 0.96Information media & telecommunications 0.71 0.45 0.46 0.60Financial & insurance services 0.28 0.45 0.42 0.67Rental, hiring & real estate services 1.39 1.56 1.17 1.09Professional, scientific & technical services 0.51 0.64 0.55 0.99Administrative & support services 1.03 1.15 0.77 0.97Public administration & safety 0.51 0.54 0.74 0.90Education & training 0.95 1.00 1.04 0.99Health care & social assistance 0.62 0.80 0.86 0.89Arts & recreation services 0.63 0.69 0.54 0.89Other services 0.86 1.02 1.03 1.03 Diversity Index (Australia) 0.266 0.479 0.713 0.811Diversity Index (Western Australia) 0.250 0.458 0.687 1.000

Source: Lawrence Consulting, ABS Census 2011


17


16

Housing & Property

Dwelling ApprovalsThe number of new dwelling approvals in the Shire of Augusta Margaret River was 213 over the year to the December Quarter 2016, which represented an annual decrease of 15.5%. The number of new house approvals fell annually by 14.5%, whilst the number of other dwelling approvals (i.e. units / townhouses) fell to zero.

The total value of residential building approvals in the Shire of Augusta Margaret River was $77.0 million over the year to the December Quarter 2016, which represented a small annual decrease of 2.3% from the level recorded in the year to the December Quarter 2015 ($78.9 million). The annual decline in total value of dwelling approvals was due to a decrease in the value of new house (down 8.8%) other dwelling approvals (down 100.0%) and despite substantial growth in the value of alterations & additions (up 154.3%).

Non-Residential ConstructionThe value of non-residential building approvals in the Shire of Augusta Margaret River was $4.7 million over the year to the December Quarter 2016, representing a significant annual decrease of 46.0% from the value of approvals for the year to the December Quarter 2015 ($8.7 million).

The value of private sector approvals fell annually by 52.5% to $3.8 million in the year to the December Quarter 2016, whilst the value of public sector approvals grew by 23.2% to $0.9 million.

Source: ABS 8731.1

Source: ABS 8731.1

0

20

40

60

80

100


Dwelling Approvals Shire of Augusta Margaret River

New Houses Other Dwellings (Units / Townhouses)

0

2,000

4,000

6,000

8,000


Value of Non-Residential Building ApprovalsShire of Augusta Margaret River ($'000)

Private sector Public sector

Building Approvals Shire of Augusta Margaret River South West Level Annual Level Annual Level Annual Dec Qtr 2016 % change Yr to Dec-16 % change Yr to Dec-16 % changeNumber Dwellings: 47 -23.0 213 -15.5 1,438 -20.9 New houses 47 -23.0 213 -14.5 1,377 -19.7 Other dwellings (units/townhouses) 0 n.a. 0 -100.0 61 -40.8 Value ($’000) Dwellings: 18,839 -7.8 77,037 -2.3 468,414 -17.3 New houses 15,791 -18.7 68,113 -8.8 405,403 -17.9 Other dwellings 0 n.a. 0 -100.0 10,953 -46.6 Alterations & additions 3,049 203.7 8,925 154.3 51,898 0.0Non-dwelling: 2,390 30.6 4,691 -46.0 277,754 81.3 Total building 21,229 -4.6 81,729 -6.6 746,168 3.7

Source: ABS 8731.1


1918

Households ProjectionsProjections to the year 2026 indicate that the number of households in the Shire of Augusta Margaret River will increase from approximately 5,940 households in 2016 to 7,140 in 2026. This represents a total increase of 1,200 households, or an average annual increase of 1.9% over the period, which is lower the average forecast growth for the Capes Region (2.9%) and the South West (2.2%), but higher than Western Australia (1.8%) over the same period.

Within the Shire of Augusta Margaret River, the largest growth is expected in family households (up 700), followed by lone person households (up 400). The highest annual rate of growth to 2026 is forecast for unoccupied private dwellings (2.7% per annum), followed by lone person households (2.5% per annum) and family households (1.6% per annum).

Between 2016 and 2026, the Shire of Augusta Margaret River is expected to contribute 6.5% of the total growth in households for the South West (18,520 households).

Source: Planning Western Australia


0

2,000

4,000

6,000

8,000

2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026

Household ProjectionsShire of Augusta Margaret River, 2016-26

80

400

20

700

0 200 400 600 800

Unoccupied dwellings

Lone person households

Group households

Family households

Forecast Household Growth by TypeShire of Augusta Margaret River, 2016-26

Household ProjectionsArea Level Level Level Actual change Avg ann 2016 2021 2026 2016-26 % change 2016-26Shire of Augusta Margaret River: Family household 4,100 4,400 4,800 700 1.6 Group household 180 190 200 20 1.1 Lone person household 1,400 1,600 1,800 400 2.5 Unoccupied private dwelling 260 290 340 80 2.7 Total households 5,940 6,480 7,140 1,200 1.9 Capes Region 22,100 25,700 29,500 7,400 2.9South West 74,420 83,330 92,940 18,520 2.2Western Australia 1,047,035 1,145,085 1,247,000 199,965 1.8


House and Unit PricesWithin the Shire of Augusta Margaret River, the suburb of Augusta recorded an annual decrease of 4.8% in median house prices to $500,000 in 2016, whilst Margaret River experienced an annual fall of 5.0% to $456,000. The decline in houses prices in both areas was lower than the average for regional WA (down 5.3%) but higher than the average for the Perth Metropolitan area (down 3.4%).

Median house prices in Augusta and Margaret River were higher than the average for Regional WA ($360,000), but below the average for the Perth Metropolitan area ($526,500).

The median price for flats and units amongst suburbs in the Shire of Augusta Margaret River in 2016 was $400,000 in Augusta and $365,125 in Margaret River, both of which were higher than the average for Regional WA ($295,000), but below the average for the Perth Metropolitan area ($422,000).

Median flat and unit prices grew significantly by 18.9% in Margaret River over the year to 2016, in contrast to the average annual decline for Augusta (down 4.8%).

Source: REIWA

Source: REIWA

0

100

200

300

400

500

600

700

2012 2013 2014 2015 2016

Median Sales PricesHouses and Units ($'000)

Augusta (Houses) Margaret River (Houses)

Augusta (Units) Margaret River (Units)

0 100 200 300 400 500 600 700

Perth Metro

Regional WA

Busselton Urban Area

Dunsborough

Busselton

Margaret River

Augusta

Median House and Unit Price by Area2016 ($'000)

Houses

Units

Property Market Houses Units Level Level Annual Level Level Annual 2016 2015 % change 2016 2015 % changeAugusta 500,000 525,000 -4.8 400,000 420,000 -4.8Margaret River 456,000 480,000 -5.0 365,125 307,000 18.9Busselton 545,000 504,000 8.1 367,500 390,000 -5.8Dunsborough 600,000 625,500 -4.1 632,500 560,000 12.9 Busselton Urban Area 450,000 460,000 -2.2 415,000 420,500 -1.3Regional WA 360,000 380,000 -5.3 295,000 325,000 -9.2Perth Metro 526,500 545,000 -3.4 422,000 435,000 -3.0

Source: REIWA


2120

Median House Price IndexThe median house price index for suburbs within the Shire of Augusta Margaret River in 2016 was 95.0 in Augusta and 86.6 in Margaret River when compared to the Perth Metropolitan area (index of 100), which represented annual declines of 1.4 and 1.5 percentage points, respectively, over the levels recorded in 2015.

Both Augusta and Margaret River recorded a higher median house price index value than the average for Regional WA (68.4).

Land ValuesThe median price for vacant land amongst suburbs in the Shire of Augusta Margaret River in 2016 was $197,500 in Augusta and $185,000 in Margaret River, both of which were higher than the average for Regional WA ($177,000), but below the average for the Perth Metropolitan area ($255,000).

Median land prices grew significantly by 19.4% in Margaret River over the year to 2016, in contrast to the small average annual decline for Augusta (down 1.3%).

0

20

40

60

80

100

120

Augusta Margaret River Busselton Dunsborough Busselton Urban Area

Regional WA Perth Metro

Median House Price Index2016

Source: REIWA

Source: REIWA

0

50

100

150

200

250

300

2012 2013 2014 2015 2016

Median Sales PricesVacant Land ($'000)

Augusta Margaret River Perth Metro

Property Market Median House Price Index Vacant Land Level Level Annual Level Level Annual 2016 2015 % change 2016 2015 % changeAugusta 95.0 96.3 -1.4 197,500 200,000 -1.3Margaret River 86.6 88.1 -1.5 185,000 155,000 19.4Busselton 103.5 92.5 11.0 205,000 308,000 -33.4Dunsborough 114.0 114.8 -0.8 282,000 250,000 12.8 Busselton Urban Area 85.5 84.4 1.1 215,000 195,000 10.3Regional WA 68.4 69.7 -1.3 177,000 176,000 0.6Perth Metro 100.0 100.0 0.0 255,000 265,000 -3.8

Source: REIWA

Median Weekly RentsMedian weekly rents for all dwelling types (i.e. houses and units) in the Busselton urban area – the closest major centre to Augusta Margaret River – were lower in the December Quarter 2016 when compared to twelve months previously, with the exception of one-two bedroom houses (up 7.1%). Rental prices for all dwelling types in Busselton were comparable to the respective averages for the Perth Metropolitan area in the December Quarter 2016.

Rental prices for all houses in Busselton increased by 1.3% over the year to the December Quarter 2016, whilst rents for all units decreased annually by 9.3%. By comparison, rental prices for all houses and units across the Perth Metropolitan area fell annually by 8.5% and 10.5%, respectively.

Rental YieldsThe average housing rental yield in Busselton was estimated at 4.5% in 2016, whilst the gross rental yield for units was slightly lower (4.3%). The average yield for both houses and units in Busselton decreased marginally by 0.1 percentage points over the year to 2016.

Gross rental yields for separate houses in Busselton in 2016 were significantly higher than the average for the Perth Metropolitan area (3.8%), although yields for units were slightly below the metro level of 4.4%.

Source: REIWA

Source: REIWA, Lawrence Consulting

$0

$100

$200

$300

$400

$500

$600


Median Weekly RentsHouses and Units

Busselton (house) Busselton (unit)

Perth Metro (house) Perth Metro (unit)

2.0%

3.0%

4.0%

5.0%

6.0%

2010 2011 2012 2013 2014 2015 2016

Rental YieldsHouses and Units

Busselton (house) Perth Metro (house)

Busselton (unit) Perth Metro (unit)

Rental Market Busselton Perth Metro Level Annual Level Annual Dec Qtr 2016 % change Dec Qtr 2016 % changeMedian Weekly Rents ($) Separate Houses: One-two bedrooms 300 7.1 309 -9.1 Three bedrooms 365 -2.7 348 -9.6 Four bedrooms 425 -1.2 420 -6.7 Five+ bedrooms 455 n.a. n.a. n.a. All houses 405 1.3 375 -8.5Flats / Units: One bedroom 275 -25.7 288 -10.8 Two bedrooms 300 -16.7 325 -13.3 Three bedrooms 350 -2.8 373 -9.0 All units 340 -9.3 340 -10.5 Level Annual Level Annual 2016 % change 2016 % changeRental Yields (%) (a) Separate Houses 4.5 -0.1 3.8 -0.2Flats / Units 4.3 -0.1 4.4 -0.4

Note: (a) Changes are percentage point changes.Source: REIWA, Lawrence Consulting


23

Tourism


22

Tourism AccommodationOccupancy rates for tourism accommodation in the Shire of Augusta Margaret River typically range between 45-60%, depending on seasonal variation. The average room occupancy rate for all establishments with 15 or more rooms in the Shire of Augusta Margaret River in the December Quarter 2015 was 58.4%, which represented a small annual decrease of 0.9 percentage points from the level recorded in the December Quarter 2014 (59.3%). The Shire of Augusta Margaret River recorded a higher average occupancy rate than the South West (54.9%) in the December Quarter 2015, but lower than Western Australia (62.5%).

Demand for tourism accommodation was lower over the year to the December Quarter 2015, with annual decreases in the number of room nights (down 3.9%) and guest nights (down 3.7%). Tourism capacity also fell annually, with a decrease in the number of guest rooms (down 2.5%) and bed spaces (down 5.4%) available.

Visitor NumbersFor the four-year period ending 2015, the average number of annual visitors to the Shire of Augusta Margaret River was approximately 832,000 persons. Of total visitors to the region, the largest proportion was domestic overnight visitors, with 433,000 (or 52.0% of total), followed by domestic day with 334,000 (or 40.1%) and international with 66,000 (or 7.9%). The total number of visitor nights spent in the region was approximately 1,765,000, with an average length of stay of 3.5 nights.

The average annual spending by visitors to the Shire of Augusta Margaret River over the four-year period to 2015 was estimated at $307 million, with an average spend per trip of $369. The average spend by visitor type was: domestic day ($113); domestic overnight ($536) and international ($564).

Source: ABS 8165.0

Source: ABS 8165.0

30%

40%

50%

60%

70%

80%

Jun-13 Dec-13 Jun-14 Dec-14 Jun-15 Dec-15 Jun-16

Occupancy Rate

Margaret River Shire of Augusta Margaret RiverSouth West Western Australia

0

40

80

120

160

200

0

1,000

2,000

3,000

4,000

5,000

Jun-13 Dec-13 Jun-14 Dec-14 Jun-15 Dec-15 Jun-16

Accommodation TakingsShire of Augusta Margaret River

Takings from Accommodation (LHS) Average Daily Takings (RHS)

$'000 $

Tourism Accommodation Shire of Augusta Margaret River South WestHotels, Motels & Serviced Apartments (15+ rooms) Level Annual Level Annual Dec Qtr 2015 % change Dec Qtr 2015 % changeSupply Establishments 12 0.0 87 0.0Guest Rooms 434 -2.5 3,513 -0.2Bed Spaces 1,185 -5.4 10,811 2.0 Demand Room occupancy (%) 58.4 -0.9 54.9 -1.9Room nights 23,070 -3.9 176,715 -4.0Guest nights 47,217 -3.7 344,927 -7.1Takings from accommodation ($’000) 3,953.8 -2.7 28,659.0 0.2Takings per room night occupied ($) 171.38 1.2 162.18 4.4

Source: ABS 8165.0

PO Box 61, Margaret RiverWestern Australia 6285

T (08) 9780 5255 | F (08) 9757 2512

[email protected]

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