2011 Victorian Tourism Awards Category 30 Outstanding...

Mr Ken Hore

2011 Victorian Tourism AwardsCategory 30

Outstanding Contribution By An Individual

1: Overview of the Nominee

Ken Hore is simply one of a kind. A thoughtful and intelligent man, he is all the

more likeable by his affable nature and his

willingness to do whatever it takes to get the

job done. He is respected industry-wide for

his leadership skills, passion for the tourism

industry and commitment to developing

strategic partnerships.

Ken has had a diverse and interesting career built on the foundation of formal qualifications in

accounting and marketing. Prior to entering the tourism industry, Ken held a range of positions

including: Financial Director for a group of companies in the heavy engineering field; National

Marketing Manager for an industrial door manufacturer; Executive Director of the Boating Industry

Association of Victoria and the Melbourne Boat Show; and Managing Director of an Australian/

American Joint Venture that designed and built marinas in Australia and South East Asia.

Ken forged his tourism career as the founding CEO of the Country Victoria Tourism Council (CVTC)

back in the 1990’s. CVTC was the peak organisation for regional tourism organisations throughout

country Victoria and over the past ten years has since transformed into Tourism Alliance Victoria

and most recently its new face as the Victoria Tourism Industry Council (VTIC). As CEO, Ken was

responsible for a range of industry development programs and management of Tourism Victoria’s

$6 million Regional Cooperative Marketing Program, the state wide Visitor Information Centre

Accreditation Program and a Local Government Tourism Advisory Service.

In 2000, Ken moved from CVTC to the Bass Coast Shire Council where he is still employed as the

region’s Tourism Manager with the responsibility for international, domestic and regional tourism

marketing and development, and the project management of a range of tourism infrastructure

projects for Phillip Island and Bass Coast. During his tenure at Bass Coast, Ken has also had a

term as Acting Director Community & Economic Development.

Mr Ken Hore

2011 Victorian Tourism Awards Category 30 – Outstanding Contribution By An Individual

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Mr Ken Hore


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In addition to his role as Tourism Manager, Ken currently holds the role of Chair for

Sydney Melbourne Touring (SMT); is Deputy Chair of Destination Phillip Island; is a Director of

the Yarra Valley Country Club; and is a Board Director of Destination Gippsland including holding

a seat on the Audit, Finance and Risk Management Committee.

Ken’s experience across the Victorian tourism industry is unrivalled. His experience with tourism

organisations is comprehensive given his exposure through employment with CVTC, local

government and a close association with Tourism Victoria. His present role and its various offshoots

provide an interface with industry, local government, Tourism Victoria, media and politicians, and

strong alliances with surrounding regions. Ken Hore is one of the most experienced persons in

regional tourism in the state and uses this experience to assist Philip Island, Bass Coast, Gippsland

and Victoria to grow and remain competitive at a national and international level.

2: Nominee’s Professional Contribution and Service

Ken Hore’s professional contribution to the Victorian tourism industry is underpinned by his genuine passion for regional tourism. Over his career he has

been committed to providing leadership,

encouraging and supporting industry

development, creating and maintaining

strategic partnerships, and supporting regional

marketing and development opportunities.

In his role as CEO of CVTC Ken led the development and roll out of the most comprehensive state

wide Regional Tourism Development Program ever undertaken. Through his leadership, the ten

jigsaw regions of Victoria developed a cooperative approach to marketing that has continued to

evolve making regional Victoria one of the most competitive regional destinations in the country.

Two other significant achievements whilst at the helm of CVTC included the development of the

Visitor Information Centre (VIC) Accreditation Program and a state wide initiative to encourage

local government investment in tourism. The VIC Accreditation Program was developed to ensure

a commitment to professionalism and service across the state and has since become part of the

Australian Tourism Accreditation Program. Ken’s commitment to encouraging local government

to invest in tourism was evidenced by the production of his acclaimed publication ‘Why Local

Government Should Invest in Tourism’.

Ken’s commitment to ensuring local government supports tourism has continued in his current role

with the 2009 commissioning of ongoing research demonstrating the economic impact of tourism to

the region. Ken has worked collaboratively with the Shire’s Economic Development Unit on a range

of projects such as the Bass Coast Business Awards, Bass Coast Business & Tourism Partnership

development and Bass Coast Rural Tourism Development Study. In 2005/2006 he also took the

lead role as project manager of the Gippsland Sustainable Tourism Project – a Gippsland wide

project covering research, business development and touring route and infrastructure development.

Mr Ken Hore


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Mr Ken Hore


One of the most significant examples of Ken’s leadership has been his instrumental role in

the development and ongoing management of Sydney Melbourne Touring (SMT). SMT is a Tri State

Touring Alliance supported by Tourism NSW, Tourism Victoria and Canberra Tourism that promotes

four major touring routes between Sydney and Melbourne. In his role as Chair of SMT Ken has

spent many hours beyond his normal duties to ensure its success and has met the challenges of

cross border stakeholder relations head on with his common sense strategic approach.

On a more local level, Ken has been a leader in the development of tourism in the Bass Coast and

Phillip Island region. Through his ability to harness the energies of local government, key attractions

and the wider industry, Ken has assisted the region in becoming one of Victoria’s top destinations.

Ken was a key advocate in the establishment of Destination Phillip Island (DPI), the peak regional

marketing organisation, as well as the Phillip Island and Bass Coast Business and Tourism

Partnerships. These three organisations enable businesses in the region to enjoy the benefits of

cooperative marketing and industry strength, increasing the effectiveness of promotional activities.

As Tourism Manager, Ken provides financial and representational support to them for trade and

consumer shows, member forums and services, and web and collateral development.

Ken has always been a great believer in strategic partnerships and spent much of his career working

with industry partners to maximise benefits for regional Victoria as well as the wider state. At CVTC

this involved working with the regions on cooperative activities and meant considerable time spent

on the road meeting face to face with industry. More recently, Ken has provided representation,

project management and marketing support to Gippsland’s peak marketing organisations – DPI and

Destination Gippsland Limited (DGL). He has also ensured their places at a state level by representing

them on organisations such as SMT and Melbourne and Surrounds Marketing Alliance, and on

Tourism Victoria’s Regional Industry Reference Group and Regional Marketing Advisory Committee.

Ken’s many years of experience in tourism marketing are held in great regard across the many

organisations he is involved in. He has consistently had significant input into the marketing plans of

DGL and DPI at a local level, and SMT, the South East Touring Triangle and the former Melbourne &

Surrounds Marketing Alliance at a state wide and national level. His goal has always been to provide

marketing support for those projects which as a priority have matching industry income as well as

self sustaining development attributes. Ken has always supported the development of international

marketing where a whole of region commitment can be demonstrated and is a key supporter of

cooperative industry marketing. He has often represented Destination Phillip Island on international

trade missions and been integral to the development of groups such as Business Events Phillip Island.

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3: Nominee’s Personal Contribution and Service

Ken Hore has dedicated most of his career to the development of regional tourism with a genuine commitment to having input into the growth and development of the Victorian tourism industry.Earlier in his career, Ken authored the

publications: ‘Self Drive Touring Routes – Best

Practice Recommendations’, ‘Why Should

Local Government Invest in Tourism?’ and

‘Local Government and Tourism – The

Partnerships’. These publications laid the foundation for further work by CVTC and its successors

and have since been used by numerous organisations in their strategic tourism planning.

One of the most significant contributions Ken has made to Victoria’s tourism industry is his

willingness to act as a mentor to a wide range of people. A sounding board for advice, Ken’s real

value lies in the sharing of his opinions. He knows how the industry works, knows what to advertise

in, how to structure things and who to talk to when it counts. Ken is hands on when you need him

to be but puts his trust in those who earn it and lets them get on with the job supporting them every

step of the way.

Ken has great skills in fostering relationships and managing stakeholders. His commitment to

teamwork and building working relationships with a wide range of people including those with

different backgrounds and ways of thinking is unquestioned. His ability to contribute to all levels of

Committee discussions where appropriate and sensitively address general public and stakeholder

enquiries that may arise engenders a high level of respect from his colleagues. Tough but fair

negotiation skills have brought him many a successful outcome.

One of Ken’s most endearing features is his grandstanding bluster when he feels strongly about an

issue or a project. His ability to know when and where it is appropriate to let loose and when to be

tactful and respectful has been refined to the point of perfection.

Mr Ken Hore


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Mr Ken Hore


Ken’s understanding of the tourism environment in Gippsland, Victoria and Australia

means that he has a unique ability to network and act as an ambassador promoting the work of

the various organisations he represents to a range of stakeholders in the tourism industry and

government. When Ken takes on a role with a committee, Board or other tourism organisation he

represents not just his region but wider regional partnerships and development as well. In his role as

Chair of SMT he has worked with Tourism Victoria, Tourism NSW and Canberra Tourism to ensure

the partnership continues for the benefit of all states.

Ken’s standing in the tourism industry and his credibility with key decision makers has assisted

Phillip Island, Bass Coast and the wider Gippsland region to establish credibility as viable tourism

destinations. It is because of this credibility and his standing in the industry that he can get away with

saying things that others often can’t and that assists him in getting the job done.

Ken has always had a ‘can do’ attitude with an ability to look at problems and challenges and be

able to find a way to overcome them. A perfect example is his attitude towards his recent illness

and his refusal to be anything but positive in the face of a very difficult time. His commitment to the

industry has not wavered during his illness where many of us would have simply stepped back. Ken

however, has maintained his remarkable work ethic in his usual understated manner and quietly

continued to work away in the background as and where his illness has allowed.

The Bass Coast Shire sees Ken’s greatest contribution in his ability to provide access to strategic

and external committees that the average tourism manager wouldn’t have. His networks, knowledge

and connections provide Bass Coast, Phillip Island and the rest of Gippsland with inclusion in

activities they might not have otherwise been included in. This in turn has enabled the region to raise

its profile and anecdotally, resulted in increased visitation.

There is no question that Ken Hore has shown a sustained commitment to tourism in Victoria over a

long period. He has worked many hours and travelled many kilometres above and beyond the call of

duty to support the numerous organisations he is connected to and he always gets results.

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Mr Ken Hore

29 August 2011

To Whom It May Concern:

RE: KEN HORE

TOURISM VICTORIA AWARDS OUTSTANDING CONTRIBUTION BY AN INDIVIDUAL

I have known and worked with Ken Hore for more years than I care to remember. I first met Ken in his roles as Chief Executive Officer of the Country Victoria Tourism Council. Ken was the founding Chief Executive Officer of the organisation and it was under his guidance that Country Victoria Tourism Council became the leading advocate for regional tourism in Australia. Through dynamic leadership, a commitment to go the extra yard and a genuine passion for regional tourism, Ken quickly established himself as the architect of a new era in regional tourism. During his time at Country Victoria Tourism Victoria, Ken also led the management of the Regional Tourism Marketing Program across the state. Through his leadership the regions of Victoria developed a cooperative approach to the marketing of the 10 destinations across Victoria. Interestingly Ken and one colleague managed this program, today Tourism Victoria employ eight staff to undertake a similar role. In more recent years Ken has been the lead player in the development of tourism in the Phillip Island region. Under Ken’s leadership, the Phillip Island region has become one of our top tourism destinations. Ken has been able to harness the energies of Local Government, key attractions and the wider industry to ensure a united focus to the growth of tourism. Whilst this may appear a simple task, it is not and required someone with an exceptional set of skills to achieve the success experienced in Phillip Island. In addition to these roles, Ken has also Chaired or participated on a number of Boards which have had a significant impact on tourism. Most notable among these Board roles has been his leadership with the Sydney Melbourne Touring Board of Management. Chairing a cross border organisation with so many stakeholders is an absolute challenge. Again, Ken’s leadership has been instrumental in ensuring a united approach to linking Sydney and Melbourne as a touring option.

Without doubt Ken Hore is a genuine tourism achiever and he’s shown commitment above and beyond his employment to grow tourism in Australia. Yours sincerely TOM SMITH Regional Tourism Advisor


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Mr Ken Hore

August24,2011

VictorianTourismAwardsJudgingPanel

C/‐TourismVictoria

L32,121ExhibitionStreet

MelbourneVic3000

TotheChairofJudgingPanel,

Re:Outstandingcontributionbyanindividual–KenHore

IwishtoconfirmmystrongsupportandendorsementofthenominationofKenHoreforthe

OutstandingContributionbyanIndividualatthe2011VictorianTourismAwards.

IhaveknownKenasatourismcolleaguefor18yearsandsince2008asaBoardDirectorof

DestinationGippsland.Kensharesanduseshisvastexperienceinarangeoftourismroles

tothebenefitofourorganisation.Hisnetworks,strategicapproach,regionalfocusand

abilitytoapplycommonsenseandclearcommunicationarevaluedhighlybymeandour

BoardDirectors.

InadditiontohisroleasaBoardDirector,Kenactivelyparticipatesasamemberofour

Audit,FinanceandRiskManagementCommittee.HehasalsocontributedtoourGippsland

TourismIndustryLeadershipProgramandfacilitateddiscussionataGTILPalumnievent.

HehasindustrywiderespectforhisleadershiproleinhelpingestablishandChairSydney

MelbourneTouring.Thishasinvolvedadditionaltime,travelandcommitmentbeyondhis

normaldutiesanddemonstrateshispassionfortourismandpositiveattitudetocross‐

borderpartnerships.

ThroughouthisrecentillnesshehascontinuedtocontributetotheDestinationGippsland

Boardandinallofhistourismroles.Hisenergy,visionandloveoftheindustryare

unquestionedandIcouldthinkofnofinernomineetoberecognisedastheOutstanding

ContributionforanIndividual.

IfyourequireanyfurtherinformationregardingKenandhiscontributiontotourismin

Gippslandpleasecontactmeon0428595634ortrobinson@destinationgippsland.com.au

Yourssincerely

TerryRobinson

ChiefExecutiveOfficer

August24,2011

VictorianTourismAwardsJudgingPanel

C/‐TourismVictoria

L32,121ExhibitionStreet

MelbourneVic3000

TotheChairofJudgingPanel,

Re:Outstandingcontributionbyanindividual–KenHore

IwishtoconfirmmystrongsupportandendorsementofthenominationofKenHoreforthe

OutstandingContributionbyanIndividualatthe2011VictorianTourismAwards.

IhaveknownKenasatourismcolleaguefor18yearsandsince2008asaBoardDirectorof

DestinationGippsland.Kensharesanduseshisvastexperienceinarangeoftourismroles

tothebenefitofourorganisation.Hisnetworks,strategicapproach,regionalfocusand

abilitytoapplycommonsenseandclearcommunicationarevaluedhighlybymeandour

BoardDirectors.

InadditiontohisroleasaBoardDirector,Kenactivelyparticipatesasamemberofour

Audit,FinanceandRiskManagementCommittee.HehasalsocontributedtoourGippsland

TourismIndustryLeadershipProgramandfacilitateddiscussionataGTILPalumnievent.

HehasindustrywiderespectforhisleadershiproleinhelpingestablishandChairSydney

MelbourneTouring.Thishasinvolvedadditionaltime,travelandcommitmentbeyondhis

normaldutiesanddemonstrateshispassionfortourismandpositiveattitudetocross‐

borderpartnerships.

ThroughouthisrecentillnesshehascontinuedtocontributetotheDestinationGippsland

Boardandinallofhistourismroles.Hisenergy,visionandloveoftheindustryare

unquestionedandIcouldthinkofnofinernomineetoberecognisedastheOutstanding

ContributionforanIndividual.

IfyourequireanyfurtherinformationregardingKenandhiscontributiontotourismin

Gippslandpleasecontactmeon0428595634ortrobinson@destinationgippsland.com.au

Yourssincerely

TerryRobinson

ChiefExecutiveOfficer


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Mr Ken Hore

MsEmmaHarry

EMHCommunications

POBox470

LeongathaVIC3953

20August,2011

DearEmma

ReLetterofsupportforKenHore’sNominationforan‘OutstandingContributionbyan

Individual’

ThankyouforinvitingmetosayafewwordsinsupportofKenHore’snominationatthe2011

VictorianTourismAwards.

Kenwouldliketothinkheisaknockaboutcharacterwhosaysithowitis.Therealityisheisa

thoughtful,caringandintelligentman,whohasmadeanoutstandingcontributiontothetourism

industryoverseveralyears.

WhileKenforgedhisreputationintheVictorianTourismIndustryasChiefExecutiveOfficerofthe

CountryVictorianTourismCouncil,myexperienceworkingwithKenismorerecent.Kenhas

investedcountlesshoursofhisowntimesupportingorganisationsasadirectorandChairmanof

organisationslikeDestinationGippsland,DestinationPhillipIsland,MelbourneandSurrounds,

SydneyMelbourneCoastalDriveandSydneyMelbourneTouring.

HiscontributioncouldbecountedindollarsasGippslandandPhillipIslandhaveprosperedover

thepastdecade,buttherealvaluesitswiththewayhehassupportedpeoplelikeme.Kenhas

alwaysbeenpreparedtoshareanopinion.SometimesIwastoldwhatIdidnotwanttohear,but

onanumberofoccasionshissalientadvicehelpedmeturnanastyscrapeintoasuccess.

AsKenreachestheendofhiscareerinthetourismindustry(itsnotoveryet!)Ifeelaweand

respectforhisachievements.Manyofwhichwereachievedwithoutfussorexpectation.Hehas

donethehardyardsthroughanumberofrestructuresandhasalwaysmanagedtogetaresultfor

theindustry.

Ihopethejudge’srespectthelonghoursworked,thousandsofkilometrestravelledandKen’s

sustainedcommitmenttotourismoverseveralyears.

Yourssincerely

ChrisBuckingham

ChiefExecutive


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Mr Ken Hore

From: Wayne Kayler-Thomson [[email protected]]

Sent: Tuesday, 30 August 2011 3:50 PM

To: EMH Communications

Subject: Re: Ken Hore

Dear Emma,

I am very pleased to support the nomination of Ken Hore for outstanding contribution to Victorias tourism industry.

As the Chairman of the Country Victoria Tourism Council in the early 1990’s when Ken was appointed as it’s Inaugural Chief Executive Officer I can attest to the very significant contribution Ken made to representing the interests of Victorias regional tourism industry. He built the CVTC into the most effective and strong regional tour-ism organization in Australia. Ken’s contribution earned him the respect of govern-ments and his willingness to assist ,support and work tirelessly for the benefit of the industry was a hallmark of his contribution. I valued his wise counsel .

After establishing the CVTC very successfully Ken broadened his contribution by representing Victoria on several industry organizations at a state and national level including the Australian Regional Tourism Network.

In more recent years Ken has continued to be an industry leader for Bass Coast and Gippsland including the Sydney/ Melbourne Coastal Drive and the development of Gippsland regional tourism.

I have no hesitation in commending consideration of Ken for recognition for his con-tribution to Victorias tourism success.

Yours Sincerely,

Wayne Kayler-Thomson

2011 Victorian Tourism Awards Category 30 Outstanding...

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