Macleay Valley Coast - Kempsey Shire · MVC - Page 6 The 2014-16 Macleay Valley Coast DMP replaces...

Macleay Valley Coast Destination Management Plan 2014 -2016

March 2014

MVC -

CONTENTS

ABOUT THE MACLEAY VALLEY COAST .......................................................3EXECUTIVE SUMMARY ............................................................................5

1.0 VISITOR ECONOMY AND DESTINATION OVERVIEW .................... 81.1 SETTING THE SCENE FOR THE VISITOR ECONOMY .............................81.2 THE IMPORTANCE OF TOURISM TO THE MACLEAY VALLEAY COAST .......81.3 DESTINATION MANAGEMENT PLANNING PROCESS MODEL ...................91.4 DESTINATION MANAGEMENT PLAN LINKAGES .................................. 101.5 STAKEHOLDERS AND PARTNERSHIPS .............................................. 11

2.0 DESTINATION ANALYSIS .......................................................... 142.1 ABOUT THE MACLEAY VALLEY COAST .............................................. 142.2 MACLEAY VALLEY ECONOMIC PROFILE ............................................ 162.3 EMPLOYMENT TRENDS .................................................................. 172.4 OVERVIEW OF MACLEAY VALLEY COAST ASSETS & PRODUCTS ........... 182.5 KEY ASSESTS, EXPERIENCES AND INFRASTRUCTURE...................... 192.6 MACLEAY VALLEY COAST TOURISM STATISTICS ............................... 242.7 GROWTH POTENTIAL AND TARGET MAKRETS ................................... 312.8 MACLEAY VALLEY COAST DESTINATION BRAND AND POSITIONING .... 332.9 KEY COMMUNICATIONS TOOLS ...................................................... 362.10 DESTINATION SWOT ANALYSIS ...................................................... 382.11 MACLEAY VALLEY COAST DESTINATION OPPORTUNITIES .................. 40

3.0 DESTINATION GROWTH PRIORITIES ........................................ 44

4.0 DESTINAION REQUIREMENTS ................................................... 49

MVC -

ABOUT THE MACLEAY VALLEY COAST

Macleay Valley Coast (MVC) is the tourism brand of the Kempsey Shire, a 3,375.7

sq km area of prime coast and hinterland located on the Mid North Coast of NSW,

approximately mid-way between Sydney and Brisbane1. Home to 28,1341 residents

and 2,400 businesses2, the Macleay Valley Coast encompasses the main service town

of Kempsey, popular tourist destinations South West Rocks and Crescent Head, and

numerous smaller villages. The Macleay Valley Coast brand pays tribute to the Macleay

River, which features prominently in the local landscape as it fl ows through the valley

from the hinterland to the coast.

From famous surfi ng hot-spots, to timeless forests and imposing mountain ranges, the

Macleay Valley Coast is a popular destination for nature-lovers, adventurers, families,

couples, fi shers, diving enthusiasts, surfers and visitors seeking a peaceful holiday

experience in an unspoilt and relatively underdeveloped destination.

As the name suggests, the Macleay Valley Coast offers more than an impressive coastline.

Its spectacular hinterland has inspired many artists, including landscape artists Rex

Newell and Les Graham, and legendary country music singers Slim Dusty and Shorty

Ranger.

1 Australian Bureau of Statistics, 20112 Kempsey Shire Council, Macleay Valley Welcome Pack3National Visitor Survey (NVS) and International Visitor Survey (IVS) YE March 2000-2013, Tourism Research Australia

MVC -

The Macleay Valley Coast has experienced relatively stable visitor growth over the last

13 years3.

The 2014-2016 Macleay Valley Coast Destination Management Plan (DMP) has been

developed by Kempsey Shire Council’s Economic Sustainability Unit in consultation

with the Macleay Valley Coast Tourism Association (MVCTA) and local tourism industry

operators. It provides an overview of the current tourism industry as well as a strategic

direction to guide the growth of the local Visitor Economy in alignment with broader

Regional, State and Federal tourism goals. It also identifi es funding priorities for the

Macleay and should be referenced in all tourism funding applications.

The consultation process undertaken to develop the DMP has also supported the

development of the Macleay Valley Coast’s new ‘Discover Something New’ branding and

marketing campaign, which has been funded through a three-way partnership between

Destination NSW, Kempsey Shire Council and industry investment. The campaign

provides the Macleay with powerful new branding and imagery across a range of tools

and marketing collateral, including the redesigned www.macleayvalleycoast.com.

au website, a new visitor guide, targeted e-newsletters, highway billboards, pull-up

banners and television coverage. The campaign was launched on October 10, 2013,

with the DMP due to be released early 2014.

3National Visitor Survey (NVS) and International Visitor Survey (IVS) YE March 2000-2013, Tourism Research Australia

MVC -

EXECUTIVE SUMMARY

The Macleay Valley’s tourism sector is a major contributor to the local economy, generating

an estimated $173 million each year4. It is also the region’s fourth largest employer, with

8.8 per cent of the local workforce employed in tourism-related businesses5. Exports

from tourism are also the region’s fourth highest, making up 4.9 per cent of all local

exports6.

Kempsey Shire Council recognises the signifi cant economic growth opportunities

from growing and value-adding to the local tourism industry and supports the State

Government’s goal to double overnight expenditure by the year 2020. Locally, tourism

directly contributes to wages and jobs. Indirectly, it supports numerous local supply

chains.

Council further recognises that the Visitor Economy is broader than holiday-makers,

encompassing many other visitors to the Macleay Valley Coast for sport, business,

events, culture and entertainment, or to see friends and relatives.

The Kempsey Shire Council Operating Plan 2013-14 identifi es tourism as one of two

key growth areas, alongside agriculture, capable of offering considerable return on

investment from value adding.

Since the opening of the Pacifi c Highway Bypass in March 2013, Council has also

begun the implementation of the Corridor Master Plan, which identifi es 30 individual

streetscaping and infrastructure projects worth $5.7 million aimed at signifi cantly

enhancing the Macleay’ s destination appeal. These projects will take place at South

Kempsey, the Kempsey Central Business District and Frederickton, with the CBD works

due to completed by the end of 2014.

The development of the 2014-16 Macleay Valley Coast DMP has been completed in

consultation with North Coast Destination Network (NCDN) and the MVCTA. This plan

refl ects Council’s ongoing commitment to working with industry to strengthen and grow

a sustainable Visitor Economy that will provide more jobs and economic returns to the

local community.

4 Travel to Kempsey Local Government Area, YE Sep 08 to YE Sep 11, Tourism Research Australia.5 Australian Bureau of Statistics, 20116 Kempsey Shire Council - Macleay Valley Coast Welcome Pack

MVC -

The 2014-16 Macleay Valley Coast DMP replaces the 2009 Macleay Valley Coast Tourism

Strategy and will be regularly reviewed with ongoing input from industry. The document

is structured into the following four sections:

The Visitor Economy and Destination Overview 1.

Destination Analysis2.

Destination Growth Priorities3.

Destination Requirements4.

Visitor Economy andDestination Overview

MVC -

1.0 VISITOR ECONOMY AND DESTINATION OVERVIEW

This section sets the scene, providing an overview of the Visitor Economy, importance

of tourism, Destination Management Framework, and key stakeholders involved.

1.1 SETTING THE SCENE FOR THE VISITOR ECONOMY

The State Government’s goal of doubling overnight expenditure by 2020, announced

in 2012, is an ambitious target that supports the State’s broader goal to make NSW an

economic leader, as outlined in its report ‘NSW 2021: a plan to make NSW number one’.

The NSW Visitor Economy target aims to achieve $36.6 billion in overnight expenditure

by 2020 (from 2009-2020). This means that the annual growth rate over would need to

reach 7.1 per cent per annum. The average growth rate of overnight visitor expenditure

is 2.2 per cent per annum, therefore a high rate of growth is required.

Tasked with developing a key growth strategy, the Visitor Economy Taskforce produced

the Visitor Economy Industry Action Plan, which provides a framework for all NSW

destinations to collaborate and work in one strategic direction for NSW. The Industry

Action Plan adopts fi ve principles, which also support the State’s economic reform

agenda. These include:

Demonstrate leadership1.

Make it easier to do business2.

Collaborate to drive innovation and competitiveness3.

Invest in critical infrastructure4.

Raise the global profi le of Sydney and NSW5.

The 2014-16 Macleay Valley Coast DMP supports and aligns with these principles.

1.2 THE IMPORTANCE OF TOURISM TO THE MACLEAY VALLEY COAST

The Visitor Economy Taskforce defi nes the Visitor Economy as encompassing a ‘broader

economic activity than what has been historically defi ned as tourism events’7. This

defi nition adopts a broader view of tourism that recognises the direct and indirect

economic impacts of all visitors, not just holiday-makers.

7 Visitor Economy Action Plan 2012, p.6

MVC -

Visitor expenditure for the Macleay Valley Coast is estimated to be worth $173 million

to the local economy each year8. The Visitor Economy is therefore a signifi cant driver

within the local economy, as highlighted in the diagram below:

DIAGRAM 1: BENEFITS OF VISITOR ECONOMY

(Source Destination NSW, 20119)

The Macleay Valley’s Visitor Economy is the 4th largest employer, with the accommodation

and food services sector providing 828 jobs to the local economy10, however the number

of tourism jobs in the local economy would be signifi cantly higher as this number does

not include employment statistics from tourism operators and attractions. Indirectly,

tourism supports other jobs across a range of industry sectors, including retail,

manufacturing, education and transport. It is also a key driver for the development of

valuable community infrastructure and services, which signifi cantly enhances quality

of life for locals and visitors, and builds destination appeal. Business within the costal

townships of Crescent Head and South West Rocks rely heavily on tourism.

1.3 DESTINATION MANAGEMENT PLANNING PROCESS MODEL

The Australian Regional Tourism Network (ARTN) defi nes destination management as

‘an ongoing process in which tourism, industry, government and community leaders

plan for the future and manage a destination’11.

The 2014-16 Macleay Valley Coast DMP follows the framework outlined in ‘The guide to

best practice Destination Management’, produced by the Australian Regional Tourism

Network, as identifi ed below;

8Travel to Kempsey Local Government Area- YE Sep 08 to YE Sep 11,Tourism Research Australia 9View How Tourism Works for Everybody brochure, Destination NSW, 201110Australian Bureau of Statistics, 201111The guide to best practice Destination Management – Australian Regional Tourism Network, 2013,P.5

MVC -

DIAGRAM 2: DESTINATION MANAGEMENT FRAMEWORK

(Source Australian Regional Tourism Network, 201312)

Industry and stakeholder engagement is critical to destination management planning,

as is fl exibility to update and modify the document as industry feedback is provided.

The 2014-16 Macleay Valley Coast DMP will be regularly reviewed over the next three

years to ensure it continues to accurately refl ect industry-identifi ed opportunities and

priorities. Local industry operators have provided valuable input to the development of

the local DMP, particularly in the research & analysis and consultative planning stages

which have assisted to identify the Macleay’s:

Major tourism assets, opportunities and experiences1.

Current visitor profi le and changing visitor needs2.

Growth and investment opportunities across product development (tourism 3.

experiences and attractions, infrastructure and events).

In addition to providing invaluable feedback, the consultative planning stage has resulted

in an agreed shared vision for the Macleay’s Visitor Economy. For further information on

the methodology used in the consultative planning refer to appendix 1.

1.4 DESTINATION MANAGEMENT PLAN LINKAGES

The 2014-16 Macleay Valley Coast DMP refl ects the strategic priorities outlined in the

Regional, State and Federal tourism strategies as well as aligning to the regional North

Coast of NSW DMP, as illustrated below:

12The guide to best practice Destination Management – Australian Regional Tourism Network 2013,P.5

MVC -

1.5 STAKEHOLDERS AND PARTNERSHIPS

The table below identifi es the key industry partners and stakeholders who have

contributed, and will continue to contribute, to the development and implementation of

the 2014-16 Macleay Valley Coast DMP (refer Appendix B: Industry Stakeholders for a

detailed breakdown).

Organisation Contribution to DMP

Tourism Australia

International and domestic marketing •

Research and tourism trends•

Tourism strategy defi nitions•

Funding•

Destination NSW

Marketing and promotion •

Research and tourism trends•

Product development•

Funding•

MVC -

RTO North Coast Destination Network

International and domestic marketing - •

The Legendary Pacifi c Coast

Regional industry collaboration•

Cooperative opportunity to access •

funding

Industry consultation•

Marketing intelligence•

Kempsey Shire Council

Marketing and promotion of MVC •

Product development support •

Research and tourism statistics •

Networking•

Industry consultation and development •

of DMP

Macleay Valley Coast Tourist Association

Marketing and promotion •

Industry networking •

Facilitation of industry news and •

updates

Visitor Economy Business Operators

Opportunity to access co-operative •

development and marketing initiatives

Consultation •

Visitor Information Centre

Provision of statistics and tourism •

trends

Distribution network•

Promotion•

Customer service•

Maritime ServicesProvision of licenses•

Consultation•

National Parks and Wildlife Service

Strategic alliance•

Opportunity of access to co-operative •

development and marketing initiatives

Consultation• Local Communities

• Community Groups

• Chambers of Commerce

• Sporting Groups

Consultation •

Resources•

Economic growth and sustainability•

Consumers / VisitorsEconomic growth and sustainability•

Repeat visitors, word of mouth•

Destination Analysis

MVC -

2.0 DESTINATION ANALYSIS

The purpose of this section is to provide analysis of the destination, including economic

profi le, strengths, weaknesses, opportunities and threats.

2.1 ABOUT THE MACLEAY VALLEY COAST

The Macleay Valley Coast is an environmentally pristine coast and country destination

that is popular among leisure-seekers and outdoor enthusiasts. Visitors are particularly

attracted to the natural beauty of the Macleay Valley coastline. From gently rolling

waves to pounding surf breaks, the variety and quality of local beaches make them

some of Australia’s best, with surfers travelling from around the world to experience the

breaks at Crescent Head Surfi ng Reserve.

Within minutes of leaving the beach, visitors can also experience the Australian bush,

complete with crystal clear creeks, rocky outcrops, towering eucalypts and good old-

fashioned country hospitality. The Upper Macleay River offers some of Australia’s best

bass fi shing, while lovers of the great outdoors come to camp, bushwalk, explore the

restored timber towns and soak up the natural beauty.

Mountain biking and bush walking trails are enjoyed by nature lovers, with no fewer

than 34 State forests, National Parks and reserves to choose from. Much of the Macleay

Valley lifestyle is focused on the water, with plenty of locations and opportunities for

boating, kayaking, paddle boarding and fi shing.

Diving is an international draw card, with the dives off South West Rocks some of the

fi nest in the world. Known as ‘the divers dive’, the famous dive off Fish Rock features one

of the only dive-through caves in Australia and is home to an abundance of temperate

and subtropical marine life, including turtles, rays, eels and fi sh, as well as being a

breeding ground for the rare Grey Nurse Shark.

The Macleay is also home to a number of unique tourism icons, including historic Trial

Bay Gaol, the most elevated lighthouse on the Australian East Coast Smoky Cape

Lighthouse, the famous Akubra hat and the original Slim Dusty Homestead.

MVC -

MACLEAY VALLEY COAST TOWNSHIPS

Kempsey Kempsey is the Macleay’s largest town and major service centre. It offers visitors a range of cafes, restaurants, hotels, clubs, specialty shops, art gallery, churches, horse racing and an 18-hole golf course.

Crescent HeadA seaside village known for its pristine beaches and surfi ng. The coastline is surrounded by National Parks and is home to a 3.5 km Surfi ng Reserve. Crescent Head has something for everyone, from the family holiday to outdoor adventurer.

Hat HeadSitting on top of an extinct volcano is the sunny fi shing village of Hat Head. The emerald green waters of Korogoro Creek make this an ideal place to relax, take a dip, go snorkelling or walk along the Korogoro Creek walkway. Hat Head National Park is an ideal spot for picnics and short walks.

Gladstone, Smithtown and Frederickton Located along the majestic banks of the Macleay River, these heritage towns offer historical buildings, art galleries, speciality shops, cafés, restaurants and boutique shopping.

Stuarts Point, Grassy Head and Yarrahapinni Quiet coastal villages are surrounded by fertile agricultural lands and rainforest. Boasting some of the region’s best local produce, including macadamias and bananas add a fertile touch to the landscape as you drive through.

The must-see Mount Yarrahapinni, situated in the Yarribini National Park, has a 498m lookout overseeing the entire Macleay Valley.

HinterlandHome to Slim Dusty’s boyhood homestead, heritage-listed Bellbrook, meandering rivers, agricultural pastures and forested mountains is the Macleay Valley hinterland. It’s easy to relax in the numerous riverside camping sites, riverside cabins, farmhouses or even a mountain retreat.

South West RocksWith one of the few north-facing bays on the Australian east coast sits Trial Bay Gaol. The Gaol is made from pink granite and was originally used as a public works prison in the late 1880s and was later used in WW1.

Situated in the Arakoon State Conservation area is Smoky Cape Lighthouse and Smoky Cape cottages, which provide a magnifi cent view of South West Rocks. The lighthouse walk is also a popular place for whale watching and watching birdlife.

Fish Rock Cave is local divers’ delight and one of the best cave dives in the country, with an impressive variety of marine life including the critically endangered grey nurse sharks.

MVC -

2.2 MACLEAY VALLEY ECONOMIC PROFILE

Economic Snapshot

The Macleay Valley’s population is

28,13413 with an expected population

growth rate of 2.5% per annum over the

next 10 years14. There are over 7,000

families in the region, and over 10,000

households15.

An estimated 2,400 businesses operate

in the region, with an annual industry

turnover of $1.4 billion. Accommodation,

cafes and restaurants are the 4th

largest contributor to annual turnover

after Construction, Retail Trade and

Manufacturing with an annual turnover

of $115.3 million16.

Other key economic sectors include

Rental, Hiring and Real estate,

Agriculture, Forestry and Fishing, Public

Administration and Safety, and Health

Care and Social Assistance.

Population Demographics* Males: 14,111

Females: 14,023

Indigenous population: 11.1%

Median Age: 45 years

Assets and Access* Average motor vehicles per dwelling: 1.6

Houses (dwelling type): 89.2%

Apartments (dwelling type): 4.5%

Broadband Internet access: 64%

Largest Industry Sectors for Employment* Health Care & Social Assistance: 15.3%

Retail: 13.6%

Construction: 9.0%

Accommodation & Food Services: 8.8%

Education & Training: 8.8%

Research undertaken by T Sargeant

Services, has projected that that over

the next 10 years the Macleay’s average

annual growth rate of employment

will be 1.5% per annum, representing

423 additional jobs. Projected growth

industries include health, education, food,

construction, road transport, business

services, retail, accommodations/

cafés and restaurants. Industries

declining in employment numbers include

agriculture, clothing, banking, insurance

and communication services.

*ABS, 2011

13Australian Bureau of statistics, 2011 14Workforce Projections to 2021 Kempsey LGA - T Sargeant Services 2013

15Australian Bureau of Statistics, 201116Kempsey Shire Council - Macleay Valley Coast Welcome Pack

MVC -

2.3 EMPLOYMENT TRENDS

The accommodation and cafes/restaurants sectors are signifi cant within the local

economy, accounting for 828 jobs17. A key future driver of these sectors is the growing

middle class across NSW. As discretionary spending increases, so too will the demand

for services such as accommodation and food. Also, as baby boomers retire, the market

will continue to open up tourism packages to cater for the ageing population or also

commonly known as ‘grey nomads’. Retirees are in a position to be able to support

tourism year-round.

The Department of Education, Employment and Workplace Relations (DEEWR) has

identifi ed the following skill shortages relevant to the Macleay’s accommodation and

food services sectors:

• Waiters

• Bar attendants

• Chefs

• Cooks

• Pastry Cooks

A considerable constraint to the further development of the visitor accommodation and

the food service industry is the high cost structure, particularly labour. These costs are

likely to climb further due to increased servicing requirements as clientele demographics

become older.

The National Broadband Network is also likely to provide opportunities for higher-value

services in the areas of attractions, accommodation and entertainment. Eco-tourism

and more specialist accommodation preferences will provide scope for new ‘niche’

businesses.

17Australian Bureau of Statistics, 2011

MVC -

2.4 OVERVIEW OF MACLEAY VALLEY COAST ASSETS & PRODUCTS

In order to better identify the Macleay Valley Coast’s tourism-related assets and

products, Kempsey Shire Council undertook a comprehensive audit of all known assets

and products in July 2013 (Appendix C). A summary of the major product categories is

listed below:

Accommodation The Macleay Valley has over 80 accommodation providers, who collectively offer 2,703 rooms and over 10,700 beds. The largest clusters of accommodation providers are located at South West Rocks and Kempsey.

Transport Commercial fl ights are available into the regional centres of Port Macquarie and Coffs Harbour, with Kempsey Airport available for private charter only. The main access point to the Macleay Valley Coast is via the Pacifi c Highway, with numerous driving routes and tourist drives along the hinterland and coast.

Restaurants and Cafes Within the Macleay region there are over 90 food and beverage outlets, including 45 restaurants, 22 cafes and 24 takeaway outlets. The Macleay offers a variety of dining options, including traditional Australian and international cuisines.

Attractions and Activities The Macleay Valley Coast is best known for its natural assets which in include National Parks, Walking Trails, State Forrests and Beaches. There are also 14 key man made attractions including Smoky Cape Lighthouse, Trial Bay Gaol and Galleries.

EventsThe Macleay Valley hosts approximately 46 events throughout the year and has an ever-expanding events calendar.

MVC -

2.5 KEY ASSESTS, EXPERIENCES AND INFRASTRUCTURE

KEY ASSETS AND EXPERIENCES

Feedback received from Macleay Valley tourism operators during the consultation phase

identifi ed the following local assets and attributes;

Key Assets Description

National Parks & State ForrestOver 100,000ha of National Parksand State Forests, wetlandsand rainforest.

National ParksArakoon National ParkHat Head National ParkMaria National Park Limeburners Creek National ParkWilli Willi National ParkGoolawah National Park and Goolawah Regional ParkKumbatine National Park Yarriabini National ParkNew England National ParkClybucca Historical SiteYarrahapinni Wetlands National ParkState ForestSkillion Flat State ForestCollombatti State Forest Boonanghi State ForestYessabah State Forest Kalateenee State Forest Ballengarra State Forest Maria River State Forest Tamban State ForestCarrai State ForestOld Station State ForestBallengarra State ForestPee Dee State ForestNulla Nulla State ForestNature ReserveLimeburners Creek Nature ReserveNgambaa Nature Reserve Boonanghi Nature Reserve The Castles Nature ReserveFishermans Bend Nature ReserveYarravel Nature ReserveYessabah Nature ReserveSkillion Nature Reserve Yessabar Nature ReserveWilli Willi Caves Nature Reserve Gads Sugarloaf Nature Reserve Pee Dee Nature Reserve Fifes Knob Nature Reserve

MVC -

Unspoilt beaches and coastal marine environments

Stunning coastal beaches popular for summer holidays, surfi ng, watersports, surfi ng and bush walking.

Aboriginal cultureDunghutti-Ngaku Aboriginal Art Gallery and Wigay Aboriginal Culture Park.

Surfi ng culture and recognised Surfi ng Reserve

General surfi ng culture and water sports, as well as a recognised Surfi ng Reserve at Crescent Head. Crescent Head is legendary known as a Surfers Paradise - a long board wave. Targeting domestic and foreign surfers consistently. Infl uenced from the 1950’s onwards after famous surfers discovered the spot. Heavily infl uenced from International and national movies such as: “Morning of the Earth”. The Macleay Valley Coast also has several operators with surf school licences which offer visitors a variety of beach activities.

HinterlandThe Heritage towns of Bellbrook and Willawarrin offer scenic lookouts, camping, 4WD tracks and fi shing

Smoky Cape Lighthouse

Located in Hat Head National Park, the lighthouse was completed in 1891 and is open for tours and B&B bookings. The lookout platform provides stunning views and is popular for whale watching.

Trial Bay GaolHistoric public works Gaol is open to the public for tours and provides a fascinating story of Australian history.

Accredited Visitor Information Centres

Two VICs operate at South Kempsey and South West Rocks, providing essential visitor information and bookings.

Affordable accommodation

Range of affordable accommodation, including a large number of private holiday homes, caravan, camping and tourist parks in prime locations.

MVCHP 5 x Macleay Valley Coast Holiday Parks

MVC -

Fish Rock DiveThe iconic natural underwater wonder is held in extremely high regard by divers from all around the world.

Bushwalking, inland trails and hiking experiences

Developed hiking trails catering for all fi tness levels and are widely enjoyed by birdwatchers, whale-watchers and hikers.

Golf coursesNumerous golf courses are located in the Macleay, both inland and at stunning coastline locations.

Range of Surf Clubs and RSLsLocated in nearly all the major townships, clubs are an affordable, entertaining and sociable option for both visitors and locals

Slim Dusty brand and Slim Dusty Centre building

Famous country music singer Slim Dusty is synonymous with Kempsey. Melody Ranch, Slim Duty’s boyhood home located at Bellbrook in the hinterland, is Heritage listed and open for public viewing. The Slim Dusty Centre at South Kempsey is currently under construction.

Surfaris Surf Lodge Surfaris has been operating for over 20 years, teaching & developing international travellers how to surf.

Climate & locationLocated half-way between the two major cities of Brisbane and Sydney.

KEY INFRASTRUCTURE

The following summary of the Macleay Valley Coast’s key infrastructure has been compiled

with input from local industry operators and through an analysis of the Macleay Valley

Tourism Industry Product Audit.

Product/Service DescriptionPacifi c Highway upgrade Key accessibility point for motor vehicles.

Prior to the opening of the Kempsey Bypass, the Pacifi c Highway attracted approximately 25,000 vehicles per day through the Kempsey CBD.

MVC -

Visitor Information Centres The Macleay Valley currently has two Visitor Information Centres. The larger of these is located at South Kempsey, while a second smaller centre operates at South West Rocks. The role of both VICs is to provide advice, brochures and information to visitors. The South Kempsey Visitor Centre also acts as a booking centre for local attractions.

Tourist Drives and Scenic Drives Established Tourist Drives 12 & 14, plus another 10 established Scenic Drives. Forms part of the Legendary Pacifi c Coast Touring Route.

Railway Kempsey Railway Station is located in West Kempsey close to the Central Business District, and is used mainly by the visiting friends and relatives market.

Public Transport Services Two local bus companies offer transportation services throughout the Kempsey CBD and township, as well as (limited) services to coastal townships.

Public transportation links with the railway

(limited services apply). Kempsey Airport Provides access for private aircraft Hospital and Healthcare Kempsey Hospital and numerous specialist

health and medical practicesAdequate Parking Facilities Free and available parkingHighway Signage Council currently has fi ve highway

billboards located at Clybucca, Telegraph Point, Taree, Grafton and Tamworth

INVESTMENT IN INFRASTRUCTURE AND DESTINATION APPEAL

Investment in infrastructure and beautifi cation is identifi ed as a high priority for the Macleay Valley Coast, to further strengthen region’s appeal as a quality destination and to provide the kinds of facilities, services and commercial operations that attract visitors and encourage repeat visitation.

MVC -

Several signifi cant infrastructure projects are currently being undertaken. While not all of these are directly linked to the tourism sector, they will benefi t the broader economy and the level of services available to locals and visitors. Investment also signals short and long-term job and economic growth, which places increased demand on the accommodation, real estate and cafes/restaurants sectors. Major developments currently under planning and/or construction include:

$80 million upgrade of Kempsey Hospital •

$5.7 million low interest loan to implement the Pacifi c Highway Bypass Strategy•

$800,000 grant to upgrade water supply through the South Kempsey corridor •

Proposed Highway Service Centre (South Kempsey) •

$2.2 million redevelopment of Crescent Head Surf Club•

Slim Dusty Centre staged opening •

REGIONAL TRANSPORT INFRASTRUCTURE

The Macleay Valley Coast is located within the Mid North Coast of NSW and forms part of an extremely popular regional coastal corridor spanning from Port Macquarie to the south (40 minutes’ drive) and the Coffs Coast to the north (1.5 hours’ drive). The table below highlights the region’s major transport infrastructure assets and access points for visitors:

Product/Service DescriptionRegional Airports Port Macquarie Airport provides 7

commercial fl ights each week day, as well as 5 fl ights per day on weekends. This is the closest airport to the Macleay (40 minutes’ drive), catering for up to 220,000 passenger movements per year.

Coffs Harbour Airport is serviced by four carriers with direct fl ights from Sydney, Brisbane and Melbourne. For the 2012-2013 fi nancial year, there were approximately 425,000 passenger movements.

The Legendary Pacifi c Coast Touring Route

TLPC Touring Route stretches from Sydney to Brisbane and passes through the Macleay Valley at roughly the mid-way point.

MVC -

2.6 MACLEAY VALLEY COAST TOURISM STATISTICS

DESTINATION PERFORMANCE

This section identifi es the performance of the Macleay Valley Coast’s domestic and international markets in relation to visitation, expenditure, origin, demographics and purpose. The statistics used draw upon research conducted by Tourism Research Australia including the International Visitor Survey (IVS) and National Visitor Survey (NVS) data.

VISITOR EXPENDITURE

The Visitor Economy is estimated to be worth $173 million to the Macleay Valley Coast. Domestic visitors represent 98.1% of travel within the Macleay, contributing $169 million to the local economy18. Domestic overnight visitors spend an average of $570 per visit, averaging $128 per night. International visitors represent 1.9% of travel within the region, contributing around $4 million to the local economy. The average spend per international visitor is $383, averaging $74 per night which is signifi cantly less than domestic overnight visitors19.

MACLEAY VALLEY COAST VISITATION TRENDS

The below table highlights the Macleay Valley Coast’s performance over the past 13 years, the statistics have been derived from the National Visitor Survey (NVS) and International Visitor Survey (IVS) – YE June 2013.

18Travel to Kempsey Local Government Area – YE Sep 08 to YE Sep 11, Tourism Research Australia 19Travel to Kempsey Local Government Area – YE Sep 08 to YE Sep 11, Tourism Research Australia

MVC -

VISITATION TRENDS 2000 TO 2013

Domestic Daytrips

Domestic Overnight

International Total % change

YE June 2000 - 291,000 8,000 299,000 -YE June 2001 232,333 285,000 6,400 523,733 75%YE June 2002 214,667 336,000 4,800 555,467 6%YE June 2003 198,000 285,000 5,300 488,300 -12%YE June 2004 181,000 298,000 5,100 484,100 -1%YE June 2005 212,667 360,000 5,400 578,067 19%YE June 2006 210,667 289,000 11,000 510,667 -12%YE June 2007 235,333 307,000 8,200 550,533 8%YE June 2008 213,333 247,000 9,200 469,533 -15%YE June 2009 228,667 203,000 8,200 439,867 -6%YE June 2010 255,333 281,000 10,700 547,033 24%YE June 2011 265,000 240,000 9,400 514,400 -6%YE June 2012 265,667 266,000 9,000 540,667 5%YE June 2013 270,333 287,000 8,400 565,733 5%

There were a total of 565, 733 visitors to the Macleay Valley Coast in 2013 which represented a 5% increase from 201220. Domestic overnight visitors represented the largest segment of growth up 7.9% from the 2012 period21. Although the domestic daytrip market did not increase as signifi cantly as domestic overnight visitors, daytrippers will continue to be an important growth segment for the Macleay with the Mid North Coast’s population predicted to grow by more than 28% to 424,000 by the year 203122.

International visitation to the Macleay has stayed relatively consistent with two key peaks recorded in 2006 and 2010. For the 2013 period there were approximately 8,400 international visitors, which is down compared to the last 3 years. The number of international visitors to Australia is expected to increase at an average annual growth rate of 3.2% with visitors looking for an experience out of major cities. A key growth market is China, with North Coast Destination Network developing The Legendary Pacifi c Coast Touring Guide in 2014 in simplifi ed Chinese.

20Tourism Australia National Visitor Survey (NVS) and International Visitor Survey (IVS) – YE June 201321Tourism Australia National Visitor Survey (NVS) and International Visitor Survey (IVS) – YE June 201322Mid North Coast Regional Strategy 2006-2031, Department of Planning

MVC -

VISITOR PROFILES

The visitor profi les below provide further insight into visitors travelling the Maclaey Valley Coast. These profi les provide domestic and international visitor trends including origin, purpose of travel and top experiences. The Travel to Kempsey Local Government Area, snapshot has been used for the below statistics.

DOMESTIC DAYTRIP VISTORS

ORIGIN

Visitation byPURPOSE

Visitation byLIFECYCLE STAGES

Visitation byAGE GROUP

1. Holiday or Leisure (55%)

1. Older non-working (26%)

1. 45-54 years (24%)

2. VFR (27%)

2. Parent youngest child aged 14 or less (25%)

2. 35-44 years (20%)

3. Other (11%) 3. Older working (14%) 3. 25-34 years (18%)4. Business (8%)

TOP 5 EXPERIENCES

Eating at restaurants • (36.2%),

VFR • (22.4%),

Go to the beach • (22.9%),

General sightseeing • (22%),

Shopping for pleasure • (16.4%)

Source: Tourism Australia National Visitor Survey (NVS) Profi le of Domestic daytrip visitors to Kempsey Local Government Area - Average YE September 2007- 2011

MVC -

DOMESTIC OVERNIGHT VISTORS

ORIGIN

With 80% of visitors to the Macleay coming

from within NSW, location appears to be a key

factor driving visitation.

Visitors travelling for holidays and leisure had

the longest average stay (5.2 nights), followed

by Visiting Friends and Relatives (3.7 nights),

Business (2 nights) and Other (1.9 nights).





1. Parent youngest child aged 14 or less (28%)

1. 55-64 years (21%)

2. VFR (33%)

2. Non-working, 45+ (25%)

2. 35-44 years (19%)

3. Business (3%) 3. Single 15 to 44 (16%)3. 65 years and older (19%)

4. Other (2%)

TOP 5 EXPERIENCES

Going to the beach• (47.4%)

Eating at restaurants• (45.2%)

VFR• (40.1%)

Pubs clubs• (28%)

General sightseeing• (26.9%)

TRAVEL PARTIES

Travellers with children • (42%)

Adult couples • (28%)

Travelling alone• (20%)

TRANSPORT

Private or company vehicle • (93.1%)

Bus or coach• (1.9%)

Airport transport • (1.6%).

Source: Tourism Australia National Visitor Survey (NVS) - Profi le of Domestic overnight visitors to Kempsey Local Government Area - average YE September 2011- 2012

MVC -

INTERNATIONAL VISITORS

ORIGIN





1. Unaccompanied traveller (48%)

1. 25-34 years (34%)

2. VFR (15%)

2. Adult couple (25%)2. 15-24 years (25%)

3. Other (6%)3. Friends and/or relatives travelling together (19%)

3. 55-64 years (15%)

TRANSPORT

Private or company • car (25.5%)

Rental car• (21.7%)

Self-drive van, motor • home or campervan (20.1%)

ACCOMMODATION

Caravan• (36%)

Backpacker / hostel • (21%)

Home of friend or • relative (no payment required) (17%)

Hotel, resort, motel, • motor inn (16%)

Source: Tourism Australia National International Visitor Survey (IVS) - Profi le of International visitors to Kempsey Local Government Area - average YE September 2011- 2012

MVC -

LOCAL TOURISM STATISTICS & AVAILABLE DATA

Analysis of all available tourism-related data and statistics shows there are considerable

short-comings in the availability of recent, accurate data specifi c to the Macleay Valley

Coast. Investment in tourism research and statistics would greatly assist the Macleay’s

marketing efforts in order to better understand visitor trends, identify opportunities for

investment growth, and assess visitor satisfaction.

MID NORTH COAST TOURISM STATISTICS

This section identifi es the region’s performance of the current domestic, international

and domestic daytrip markets, and examines visitor origin and segments to complement

and support the statistics for the Macleay Valley Coast. These statistics take into

consideration current source and target markets provided through Tourism Research

Australia and Destination NSW snapshots. The daytrip origin data was collected with

assistance from the Stakeholder Consultation Workshops undertaken by the North Coast

Destination Network as part of its Destination Management Plan process.

VISITATION STATISTICS MID NORTH COAST

Domestic day and overnight visitors to the Mid North Coast region are mostly from

regional NSW and Sydney. Like the Macleay Valley Coast experiences, most international

visitors to the Mid North Coast come from the UK, Germany and New Zealand. The

largest mindsets of travellers to the Mid North Coast are families (33%), followed by

wanderers (20%).

MVC -

YE DEC 2012 VISITORS O/NIGHT

VISITORS ORIGIN PURPOSE MINDSET

DOMESTIC OVERNIGHT3.2 million

(2.9% increase)12.2 million

(4.1% increase)Regional

NSW 49%

Sydney 32%

Qld 9.8%

Victoria 4.8%

Holiday/Leisure 55.3%

VFR 32%

Business 8.8%

Other 3.9%

Families 33%

Wanderers 20%

Luxury 19%

Group 13%

Experimental Travellers

11%

DOMESTIC DAYTRIP4 million

(6.2% increase)- Holiday/

Leisure 45%

VFR 30%

Business 10.9%

200km radius

INTERNATIONAL129 200

Down .3%925 000Up 6.2%

UK 24%

Germany 11%

New Zealand 10%

USA 10%

Scandinavia 5.3%

Canada 4.4%

France 3.6%

Netherlands 3.3%

China 3.1%

Hong Kong 1.4%

Holiday/Leisure 79%

VFR 15.9%

Business 2.6%

Other 2%

MVC -

EXPERIENCES SOUGHT

Through Tourism Research Australia online subscription of IVS and NVS data, a percentage

of visitors sought the following experiences, special interests or activities across the Mid

North Coast (please note visitors’ selected more than one activity/experience)23.

This has also been supported by information collected by NCDN where nature, outdoor

and adventure; food and wine; cultural, arts, heritage; sports tourism; were all identifi ed

as important segments currently visiting the North Coast.

Experimental Traveller/ Activity Sought Mid North Coast

Coastal and Water-based Activities including visiting the beach, whale/dolphin watching, recreational fi shing, surfi ng, diving 84%

Food and Wine including farm gate, visiting a restaurant, visiting a brewery or winery, or other food manufacturing attraction

66%

Nature including visiting national park/state forest, outdoor activities and adventure 46%

Cultural, Arts, Heritage including festivals/events, museums, markets, performance, arts workshop and aboriginal

29%

Shopping 31%Sports 15%Health and Wellbeing including heath retreats, spas .34%

2.7 GROWTH POTENTIAL AND TARGET MAKRETS

A recommendation of the VEIAP is to focus all visitor marketing on the top target markets

and market segments identifi ed by research for NSW24. The Macleay Valley Coast has

experienced steady visitation over the past ten years, with key visitor markets being

Families and Wanderers (predominantly NSW). Based on Mid North Coast statistics

families represent 33% and wanderers representing 20% of visitors.

FAMILIES

Families represent a signifi cant proportion of visitors to the Macleay Valley Coast, with

a coastal holiday being the most popular. Families also make up a large proportion of

repeat visitors, returning for the annual ritual holiday. The main purpose of travel is for

holiday and/or leisure closely followed by visiting friends and family.

23National Visitor Survey (NVS) and International Visitor Survey (IVS) - YE Dec 2012, Tourism Research Australia24Visitor Economy Industry Action Plan, 2012, p.14

MVC -

The key method of transport is by private vehicle and once arrived, the family market

tends to not stray too far from their accommodation. Family holidays are generally

taken in longer, single blocks of time, with children playing a key role in the destination

selection and decision-making process.

On average, families take three holidays per year, with 60% of holidays taken domestically.

Research undertaken by Tourism Research Australia has found that two-thirds (67%)

of domestic overnight visitors in Australia travel within their home state or territory,

therefore regional NSW and Sydney should remain as key source markets.

The domestic daytrip market will be a potential key growth area for the Macleay Valley

Coast, with the Mid North Coast region predicted to grow by more than 28% to 424,000

by the year 203125.

WANDERERS / GREY NOMADS

Grey nomads or ‘wanderers’ are adult couples or ‘empty nesters’ who have either retired

or are semi-retired from the workforce. They tend to stay longer at destinations and

travel during off-peak periods. They like the freedom to explore at their own pace

and prefer to shop for local crafts and foods, as opposed to souvenirs. Their preferred

accommodation is typically quality self-contained accommodation or B&B style, including

cabins in caravan parks.

This target market is expected to grow signifi cantly as the population ages. It is predicted

that by 2050, the number of people aged between 55 years of age and older will

more than double the number in 201026. The trend is refl ected internationally with the

international grey nomad market expected to grow as more baby boomers celebrate

their 55th birthdays27.

INTERNATIONAL

The Expected International Growth for the North Coast by the Tourism Forecasting

Committee is that International Visitor numbers will almost equal domestic numbers

by 2020. Already arrivals from China increased by 19.4% in 2011, making it Australia’s

third largest inbound market behind New Zealand and the United Kingdom. Although

the international market is only a small portion of visitors coming to the Macleay Valley

Coast predominately via TLPC touring route, there is a signifi cant opportunity to attract

more international visitors.

25Mid North Coast Regional Strategy 2006-2031, Department of Planning 26QLD Government response to the Economic Development Committee’s Issues Paper No.3: Grey Nomad Tourism, 2010 27QLD Government response to the Economic Development Committee’s Issues Paper No.3: Grey Nomad Tourism, 2010

MVC -

2.8 MACLEAY VALLEY COAST DESTINATION BRAND AND POSITIONING

COMPETITIVE DESTINATION POSITIONING

The Macleay Valley Coast ‘Discover Something New’ brand presents a relaxed, rural holiday

destination offering essential services as well as a broad range of leisure experiences

in a stunning natural environment comprising pristine beaches, rural hinterlands and

National Parks. The emphasis is on inviting visitors to explore the Macleay’s natural

assets and hinterland through the ‘Discover Something New’ slogan. The Macleay is

also an active member of The Legendary Pacifi c Coast Touring Route and takes every

opportunity to promote the Macleay as an essential discovery point along this popular

coastal highway.

‘DISCOVER SOMETHING NEW’

In October 2013 the launch of the Macleay Valley Coast Destination Branding & Marketing

Campaign, was launched which carried the new ‘Discover Something New’ slogan. The

campaign underpins Kempsey Shire Council’s Corridor Master Plan and aims to create

more widespread awareness of the Macleay Valley Coast as an appealing destination

for visitors. Specifi cally, the campaign aims to strengthen the Macleay Valley’s profi le,

reputation and appeal as a leisure destination by promoting its natural assets, relaxed

environment and nature-based experiences. The brand’s imagery and messages

emphasise nature, culture, heritage, indigenous and food and wine experiences. It aims

to position the Macleay Valley Coast as more than just a coastal leisure destination

by highlighting the element of ‘discovery’, from the coast to the hinterland. Local life

and characters are also highlighted through a series of ‘local legend’ profi les, showing

well-known local faces at home in their environment describing their passion for the

Macleay.

The new Macleay Valley Coast branding also aligns with regional and state marketing

efforts, ensuring consistency of destination positioning and messaging.

MVC -

The new branding applies to the www.macleayvalleycoast.com.au website, which

has undergone a signifi cant redesign, as well as a new Macleay Valley Coast Visitor

Guide, quarterly E-newsletters, 5 x highway billboards and Sydney Weekender television

coverage.

THE LEGENDARY PACIFIC COAST (TLPC)

The Macleay Valley Coast is an active member of The Legendary Pacifi c Coast Touring

Route marketing campaign, which promotes the popular stretch of Pacifi c Highway

coastline from Sydney to Brisbane. With its strong regional focus, TLPC marketing effort

focuses on six special interest themes aimed at both domestic and international visitors.

TLPC campaign promotes the Macleay Valley Coast in all its promotions that align

with the Macleay’s strategic focus, as identifi ed in the local and regional Destination

Management Plans.

KEY IMAGERY AND FOOTAGE

Kempsey Shire Council has recently invested in expanding its photo library to include

high quality images of the Macleay’s popular destinations and icons. Some of these

images also utilise models to refl ect key target markets, including families and grey

nomads. Video footage is limited and is an area where further investment would add

value to Council’s marketing and promotional efforts.

MVC -

UNIQUE SELLING PROPOSITIONS AND DESTINATION BRAND

BRANDING VALUES AND PERSONALITY COMPETITORS UNIQUE SELLING

PROPOSITION (UPS)BRAND POSITIONING

Experience basedNature basedCoastal basedCulture & heritageFood & wine

Relaxed country feel with essential services

Coast and country

BRAND VALUES

Country Nature Relaxing

KEY COMPETITORS

DOMESTIC Port MacquarieCoffs Harbour Gold Coast Sunshine CoastSouth CoastNew England South East Queensland CountryOther World Heritage National ParksCruise MarketPopular overseas budget holiday

INTERNATIONAL Affordable o/s destinations such as Bali and Fiji

USP

Abundance of natural attractions Crescent Head Surfi ng Reserve Fish Rock CaveTrial Bay GaolSmoky Cape Lighthouse Central location Lifestyle and friendly localsCreative arts, cultural hub Festivals and eventsLow-cost accommodation Pacifi c Highway upgradeSlim Dusty Building and Homestead Akubra Hats brand

Brand links

Tourism Australia Destination NSWNCDN

Brand Personality

Discovery Fresh and excitingNatural unspoilt environmentFamily-friendly

MVC -

2.9 KEY COMMUNICATIONS TOOLS

The following key communication tools are used to target visitors to the Macleay Valley Coast. Kempsey Shire Council, in partnership

with the local Visitor Economy operators and stakeholders, will be searching for new cost-effective opportunities to target visitors as

well as integration of a digital media strategy.

Tool type Exposure Profi le of this channel

Macleay Valley Coast Website 30,743 unique hits 2012-2013 fi nancial year Grey nomads, Couples, FamiliesFIT, VFR, International

TLPC website and collateral Average of 60,000 viewers Grey Nomads, Couples, FamiliesFIT, VFR, International

Visit NSW website More than 7 million visits (2010-2011 fi nancial year)

Grey Nomads, Couples, FamiliesFIT, VFR, International

Macleay Valley CoastVisitor Guide 40,000 copies printed Sept 2013 Grey Nomads, Couples, Families

FIT, VFR, International

5 x Highway billboards

Clybucca – Passed by 2.2 million motorists annually (2004 fi gures).

Telegraph Point – Passed by 4.4 million motorists annually

Port Macquarie Airport – viewed by 230,000 passengers annually

Additional billboards secured at Taree, Grafton and Tamworth for 12 months from November 2013


Targeted Discovery E-NewsletterThe new website contains a database building capacity, with quarterly E-Newsletters to be emailed to subscribers


Visitor Information Centres(Kempsey and South West Rocks)

Average of 41,000 visitors to the Kempsey VIC (2006-2012)

Average of 14,600 visitors to the SWR VIC (2006-2012)


MVC -

Local tourism signage Tourist Drives 12 & 14 well positioned within the Macleay


Sydney Weekender

156,000 viewers ½ viewers are woman aged 40-54 64,000 for People 25-54 82,000 for Grocery Buyers (1.4%).

NSW; Grey Nomads, Couples, Families

Pull up banners - Trade show and events

MVC -

2.10 DESTINATION SWOT ANALYSIS

The following analysis of the Macleay Valley Coast’s destination strengths, weaknesses, opportunities and threats was undertaken at

well-attended industry consultation workshops hosted by Kempsey Shire Council in February and May 2013.

STRENGTHS WEAKNESSESNatural assets (beach, hinterland, National Parks)•

Fresh produce (seafood, local farming) •

Coastal recreational activities (diving, surfi ng, fi shing)•

Accessibility (road, air and rail)•

Aboriginal knowledge (art galleries, Wigay indigenous •

food park)

Large range of budget accommodation and camping •

options

Heritage buildings and history •

Nostalgia (connections to the local area) •

Inclusion in the CSIRO’s east coast climatic ‘comfort zone’ •

for optimal weather conditions

Slim Dusty & Akubra brands •

Fragmented nature of tourism industry •

Macleay Valley Coast tourism website •

Shortage of high-end accommodation •

Shortage of tourism experiences and products •

Need for better public transport for visitors •

Negative perceptions of the Kempsey township (crime •

reporting vs reality of crime statistics)

Hinterland an underutilised tourism asset•

MVC -

OPPORTUNITIES THREATSProducts and experience development and investment•

Cohesive industry communication and networking •

Community as ambassadors for the Visitor Economy •

Clearly articulate branding and Unique Selling Proposition •

Transportation for large groups•

Further development of the main tourism website •

Wholesale packaging of an international product •

Eco-tourism opportunities •

Centralised hub and transportation network •

Opportunity to leverage from the Slim Dusty Centre as a •

gateway to the Macleay Valley

Environmental degradation at tourism hot spots•

Declining domestic tourism to overseas destinations due •

to high Australian dollar (Fiji, New Zealand)

Local community perception of Visitor Economy •

Accessibility and safety for marine vessels and operators •

at Macleay River Bar, South West Rocks

MVC -

2.11 MACLEAY VALLEY COAST DESTINATION OPPORTUNITIES

This section provides an overview of the destination analysis outlined above as well as

industry input from the workshops held at Kempsey Shire Council in February and May,

2013. Key gaps and opportunities have been classifi ed into three key areas, including

Product Development and Experiences, Key Infrastructure Gaps and Marketing and

Research. The Macleay Valley Coast has the opportunity to grow the size of its Visitor

Economy if it focuses its efforts on developing these three areas.

PRODUCT DEVELOPMENT AND EXPERIENCES

NATURE, ADVENTURE AND NATIONAL PARKS

River-based experiences •

Integrated hiking and walking trails•

Recreational activities for the youth market•

Eco-tourism experiences within National Parks •

Hire of outdoor recreational water-based equipment such as canoe and kayaks •

BEACHES AND SURF

Development of river tourism (eg, ferries)•

Coastal experiences•

Hire of outdoor recreational water-based equipment, including surfboards and •

paddleboards

FOOD AND WINE

Quality restaurants and dining, from small to large establishments•

Quality dining for events such as weddings and reunions •

Public facilities in tourism hot spots, eg BBQs•

Ability to purchase local and regional produce•

Farm gates•

MVC -

ARTS, HERITAGE AND CULTURE

Artisan trail•

Experiences leveraging on local arts, music and culture •

Aboriginal products and cultural experiences•

Further development of existing Aboriginal product and cultural experiences•

Aboriginal-based interpretive signs, trails and tours•

Cinema•

OTHER

Education tourism •

Health-related activities and retreats •

Wet weather activities and experiences •

Attractions, training and infrastructure to become China-ready•

Development of fl agship event/s •

Opportunity to tell Akubra story •

INFRASTRUCTURE GAPS

TRANSPORT/ACCESS-BASED

River infrastructure; ferry, wharf, public access, boat ramps, jetties, parking for boat •

trailers, access across the bar during poor weather conditions

Car hire services •

Integration of the Greyhound bus timetable with local transportation •

Turning circle at Smoky Cape Lighthouse for buses •

Cycle track along Philip Drive to Trail Bay Gaol •

Connecting towns through the river - interface between water and land•

Maintenance of skateboard parks •

MVC -

FACILITIES-BASED

Completion of the Slim Dusty Centre •

Wet weather and shaded playgrounds •

Toilets, playgrounds, bike racks and lockers at the beach•

Fitness infrastructure •

RV and caravan/tourist park dump sites•

Cycle ways•

Stand-alone quality restaurants•

Tourism amenities including toilets and BBQ areas•

- Toilet facilities at Crescent Head

- Lighting of public amenities during evenings

Conference facilities of varying capacity, professional development/seminar •

facilities

Group accommodation in the hinterland •

Visitor Information Centre enhancement and opportunities •

Accommodation refurbishment•

Quality accommodation •

Backpacker accommodation •

Business tourism infrastructure•

Availability of high speed internet •

Wi-Fi availability for visitors •

Adventure sport centres•

MARKETING AND RESEARCH

Annual LGA data for tourism visitation expenditure statistics •

Visitor Satisfaction statistics •

Professional video footage •

Proactive social media strategy •

Upgrade of National Parks and Wildlife signage •

Replacement and new signage including, but not limited to, way-fi nding, interpretative, •

entry/exit, billboards, events, key tourism locations such as lookouts and picnic

areas

Destination Growth Priorities

MVC -

3.0 DESTINATION GROWTH PRIORITIES

The State Government’s target to double overnight tourism expenditure within NSW by 2020 is refl ected within the 2014-2016

Macleay Valley Coast Destination Management. This DMP outlines a range of strategies to increase tourism expenditure and visitation

within the Macleay. The vision and mission for the Macleay Valley Coast DMP have been developed from the Tourism Round Table

workshop held at Kempsey Shire Council on February 22, 2013 and the Industry Consolation Workshop held at Kempsey Shire

Council on May, 13, 2013.

VISION

The Macleay Valley Coast will;

be recognised as a destination with unique nature based coast and country experiences•

be must see destination along the East Coast of NSW •

GOAL AND MEASURE’S

To assist the Macleay Valley Coast to achieve its vision the following goals and performance measures have been identifi ed;

Strategic Goals Measures (KPI)Position the Macleay Valley Coast as a leading tourism

destination and increase brand knowledge of the new Macleay

Valley Coast ‘Discover Something New’ branding.

Increase in the number of visitors by 6% from 565,733 in

2013 to to 599,677 visitors in 2016.

MVC -

Increase overnight visitor expenditure;

As per the Travel to Kempsey Local Government Area snapshot

(YE Sept 2011) the Macleay Valley Coast received:

- 1,103,000 visitor nights

- A benefi t of $141 million

- Average spend of $570 per overnight visitor

Increase in the average visitor spend of $570.

Use the ‘Travel to Kempsey Local Government Area’ snapshot

for 2012-2015.

Increase in the number of unique hits to the

www.macleayvalleycoast.com.au website by 10% by 2016.

Increase the number of unique hits to the

www.macleayvalleycoast.com.au website by 10% from

31, 244 in 2013 to 34, 368 in 2016Develop a social media following for Facebook and Twitter by

2016.

Targeted growth of 5,000 followers per year to social media

including Facebook and twitter.Growth in employment in the tourism and hospitality

industry

Increase in Tourism and Hospitality employment by 5% from

828 jobs to 869 jobs by 2016Increase in tourism product and infrastructure in the Macleay

Valley Coast Destination

Growth in the total number of accommodation beds, visitor

attractions and infrastructure in comparison to the ‘Product

Audit, 2013’Growth in the number of events held within the Macleay Valley

Coast

Growth in the total number of events in comparison to the

‘Product Audit, 2013’Create a more fi nancially sustainable, industry led tourism

model

Implementation of a new industry-led tourism model

Increase in the number of accredited tourism businesses Increase in the number of accredited tourism businesses

MVC -

STRATEGIC PRIORITIES

The consultation process supporting the development of the 2014-16 Macleay Valley Coast Destination Management Plan has

identifi ed the following strategic priorities;

1. Strengthen destination awareness through targeted marketing

Objective:

Build the ‘Discover Something New’ destination brand and position the Macleay as a key destination along NSW’s East Coast

As the Kempsey town centre was bypassed in March 2013 the destination needs to implement an innovative and targeted domestic

marketing campaign to build awareness of the Macleay Valley Coast as a destination. All targeted marketing should leverage of the

‘Discover Something New’ destination brand. Kempsey Shire Council will continue to work with key partners including North Coast

Destination Network, Macleay Valley Coast Tourism Association to strengthen its marketing efforts including the implementation of

social media to increase visitation.

2. Encourage development and investment for tourism events, products, services and infrastructure

Objective:

Continue to grow the number of tourism events, attractions, tourism services and infrastructure within the Macleay Valley Coast.

Emphasis should be placed on providing support for public and private organisations to access funding to further develop new or

existing tourism products, service or infrastructure, for example new attractions or refreshment of exiting lookouts or accommodation.

In order to achieve this the Macleay Valley Coast will work closely with Federal, State and Regional bodies to identify, notify and

support the tourism industry and stakeholders. The Macleay Valley Coast will continue to encourage new and continued investment

by government and industry in securing events and festivals.

MVC -

3. Implement a Sustainable Tourism Model

Objective:

Implement a sustainable tourism model based on industry input.

In order to grow the economic value of the Visitor Economy, the Macleay Valley Coast will support new and existing tourism

businesses with a dynamic and fi nancially sustainable tourism model as identifi ed in the recommendations from the Tourism Round

Table 20 February 2013.

4. Provide a quality visitor experience

Objective:

Provide visitors with a quality tourism experience to encourage repeat visitation and strengthen the visitor economy though skill

development.

Workforce training opportunities in the areas of quality service delivery, eco effi ciencies and risk management should be pursued to

encourage competitive advantage and increase staff retention.

DestinationRequirements

MVC -

4.0 DESTINAION REQUIREMENTS

This section outlines the destination’s strategies and required actions for the period from 2014 to 2016. The action plan has classifi ed

into short term, medium term and long term actions required.

Strategy 1: Strengthen destination awareness through targeted marketing

Objective:

Build the ‘Discover Something New’ destination brand and position the Macleay as a key destination along NSW’s East Coast •

Action Timeframe Commence Month/Year

Completion Date Partners

Continue the implementation of ‘Discover Something New’ destination branding

1.0 Continue with the roll out of phase 1 of the Macleay Valley Coast Marketing Campaign ‘Discover Something New’ website and Autumn E-newsletter.

Short Term Ongoing March 2014 KSC

1.1 Conduct an Audit of Tourism Marketing Collateral including scenic drives, maps, visitor map signage, road signage and other tourism collateral and identify what collateral needs to be rebranded to the Macleay Valley Coast ‘Discover Something New’ branding. The audit should contain a priority listing for each item and a register of the fi nancial outlay to rebrand each item of collateral. This should include fi ndings from the ‘Signage Audit - South West Rocks & Arakoon’

Short Term Feb 2014 March 2014KSC

Industry partnerships

1.2 Develop and implement a Digital Marketing Strategy 2014-2016 stipulating key responsibilities and guidelines. Key social media elements to be considered are: Facebook, Twitter, Instagram and Pinterest. Other methods to be considered include: phone applications and inclusion of Quick Response Codes (QR Code).

It is also recommended that the tourism industry and tourism communities become involved in providing content for social media.

Short Term March 2014 Ongoing

KSC

MVCTA

KSC

MVCTA

Tourism Industry

MVC -


1.3 Review and identify potential marketing activities for the 2014/2015 period in consultation with key stakeholders including; Macleay Valley Coast Tourism Association, North Coast Destination Network and NPWS based on state funding requirements. This should be based around the Audit of Tourism Marketing Collateral. Key outcomes should include marketing efforts to be undertaken in partnership or individually be each stakeholder and how these will complement each other.

Short Term May 2014 May 2014

KSC

MVCTA

NPWS

1.4 Undertake Phase 2 of the Macleay Valley Coast Marketing Campaign to include opportunities outlined in the Audit of Tourism Marketing collateral, DRAFT Marketing Prospectus and consultation from industry. This should build on key elements such as quarterly editions of the E-Newsletter, local legend profi les and website and MVCTA membership.

Short Term May 2014 Oct 2014KSC

MVCTA

1.5 Engage in communication with commercial ‘travel guide’ companies and operators with a proposal to feature the Macleay Valley Coast. Each proposal will need to be reviewed and align to a Macleay Valley Coasts Target Market. Guides include lonely planet, Fodors, Frommers etc.

Medium term Feb 2014 April 2015 MVCTA

1.6 Increase visitation during the low seasons by implementing a seasonal campaigns;

Autumn & Winter - targeted towards VFR, families or grey nomads, showcasing restaurants, events and things to do.

Medium term May 2015 July 2015KSC

MVCTA

1.7 Review and identify potential marketing activities for a 2015/2016 period and in consultation with key stakeholders including; Macleay Valley Coast Tourism Association, NPWS and North Coast Destination Network based on state funding requirements. This should be based around the Audit of Tourism Marketing Collateral. Key outcomes should include marketing efforts to be undertaken in partnership or individually be each stakeholder and how these will complement each other.

Medium term April 2015 May 2015KSC

MVCTA

1.8 Explore the potential to encourage the length of stay through a discount voucher or incentive program. This may include; vouchers or discount promotions for local businesses and tourism operators. Research and identify a suitable model for the Macleay Valley Coast. Including the review of the Mt Marshall Shire case study where vouchers were provided through accommodation houses.

Medium term Aug 2015 Oct 2016

KSC

Industry partnerships

Local media

MVC -


1.9 Capitalise on the destination’s distinct advantage of fresh local produce, farm gates and local restaurants through developing a fresh food and Restaurant trail. Use the opportunity to leverage of existing farms and agricultural producers.

Long Term Feb 2016 April 2016

1.10 Actively promote the hinterland, developing top things to do guide, promoting the natural attractions, café’s and pubs to be promoted through the Macleay Valley Coast Tourism Website and social media.

Long Term Feb 2016 April 2016

1.11 Engage and partner with local media to promote positive public relations and engage the local community in tourism. Include programs that encourage locals to become ambassadors for tourism.

Long Term Feb 2016 April 2016 KSC/MVCHP

Monitor Visitor Statistics

1.12 As reporting guidelines for funding applications require RTO to report on ‘actual bookings’ review options with booking agents (such as bookings.com, Wotif, bookeasy, Stayz etc.) analysing, functionality, cost, industry support and supporting case studies including Clarence Valley Tourism and Greater Port Macquarie. Review options for reporting and implement recommendations.

Short Term March 2014 May 2014

KSC

MVCTA

Industry

1.13 Establish a research and monitoring and reporting process to track visitor trends including research from Tourism Australia (IVS & NVS), Regional Development Australia and VIC statistics and identify other opportunities to conduct or collate visitor statistics.

Short Term June 2014 Aug 2014VIC

KSC

Strategy 2: Encourage development and investment for tourism event, products, services and infrastructure

Objective:

Continue to grow the number of tourism attractions, tourism services and infrastructure within the Macleay Valley Coast.•



Assess opportunities for tourism product development

2.0 Implement the recommendations of the 2013 Kempsey Shire Council Surf School Licensing policy review, aimed at stimulating market interest in conducting beach and water-based recreation products and experiences.

Short Term Sept 2014 Nov 2014 KSC

2.1 Undertake a ‘Product and Infrastructure report’ referring to the SWOT analysis and product audit. This should include opportunities for new or existing Aboriginal Tourism products and services incorporating the Dunghutti people such as further development of the Wigay Food and Culture Park. Refer to the NSW Aboriginal Tourism Action Plan 2013 – 2016.

Compile the fi ndings of the ‘Product and Infrastructure report’ and key priority areas. Outline the development and funding opportunities in an investment prospectus and marketed to the commercial sector. To be undertaken in consultation with broader Economic Sustainability Strategies and the Department of Sustainable Environment, Kempsey Shire Council.

Short Term Sept 2014 Nov 2014KSC

MVCTA

2.2 Undertake research to identify tour bus companies which operate along TLPC and identify appropriate companies that align with Macleay Valley Coast’s vision and target markets. Develop a proposal and provide tour bus companies outlining the benefi ts of adding the Macleay Valley Coast as a destination. Greyhound has been identifi ed as a potential opportunity for the backpacker market for SWR.

Medium term Nov 2014 Dec 2014KSC

MVCTA

2.3 Develop a visitor signage strategy for the destination looking at the needs of visitors within the destination and identifi cation of locations where signage is required to enhance the visitor experience (aligning with the Tourist Signposting Manual). Engage key stakeholders including major tourism attractions, accommodation houses, State Forrest and NPWS. Prepare a report detailing the recommendations.

Long Term June 2016 Aug 2016KSC

MVCTA

MVC -

Identify and communicate funding opportunities to industry

2.4 Identify funding opportunities for tourism business with details regarding funding application guidelines and submission dates. Funding sources include Regional Visitor Economy Find (RVEF) - State, Tourism Industry Regional Development Fund (TIRF) Grants – Federal, TQUAL Grants- Federal. Develop and implement a communication strategy to advise potential start-up businesses, visitor economy and business operators.

Short term Jan 2014 OngoingKSC

VIC

2.5 Undertake a feasibility study to identify opportunities with State Forests in line with the Forestry Corporation of NSW Tourism Strategy (2012-2015) or relevant strategy. Relevant State forests include Skillion Flat State Forrest, Boonanghi State Forest, Ballengarra State Forest, Maria River State Forest and Tamban State Forest.

Long Term July 2016 Sep 2016KSC

MVCTA

Visitor Information Services

2.6 Review the role, location, income generation and operation of the Kempsey and South West Rocks Visitor Information Centres against the current body of research regarding VIC and provide recommendations to assist the VICS to move towards a best practice approach.

Long Term July 2016 Dec 2016

KSC

MVCTA

VIC

2.7 Building on the Surf School report, Investigate the feasibility of all land based and water based activities and attractions such as the use of the Macleay River and encourage development.

Long Term Aug 2016 Dec 2016KSC

MVCTA

Wi-Fi Strategy

2.8 Investigate the feasibility of a Wi-Fi strategy for key local hotspots such as Kempsey CBD, Crescent Head, Hat Head, South West Rocks. To be completed in consultation with business.

Long Term Sep 2016 Nov 2016KSC

MVCTA

Develop signature events

2.9 Identify events that: a) have the potential to become signature events for the Macleay Valley Coast visitor segments or b) events that would fi ll gaps within the event calendar and work with expressions of interest, event organisers and the business community to secure funding. Funding opportunities such as Regional Flagship Events Program administered by DNSW, Festivals Australia Program –administered by Federal Government and the Country Arts Support Program administered by Arts NSW.

Short Term June 2014 Dec 2016KSC

MVCTA

2.10 Include key signature events in touring route itineraries and promotional material such as Kempsey Cup and including Markets (South West Rocks, Crescent Head, Gladstone and Kempsey).

Medium term Jan 2015 Ongoing KSC

MVCTA

MVC -

Develop signature events

2.11 Identify key events that would have a signifi cant economic and social benefi t to the Macleay Valley Coast and where possible work with industry to submit expressions of interest or bid to hold the event.

Medium term Sep 2015 Dec 2015KSC

MVCTA

2.12 Research and develop a list of credible community event calendars to promote events in addition to promotion on partner website such as Destination NSW and TLPC. Ensure there is strategy in place to ensure quality and timely event information is provided. In addition a communication strategy should be developed to ensure that media is sent to the following key organisations; Destination NSW, TLPC, community event calendars and local press.

Medium term Sep 2015 Oct 2015KSC

MVCTA

2.13 Explore options for package and marketing like events and or tourism products (e.g. Whale Watching, Charter fi shing, fi shing tournaments and triathlons). In addition identify an opportunities with surrounding LGA’s to leverage off signature events.


MVCTA

2.14 Seek the support of successful local event coordinators to act as ambassadors and share knowledge to organisation interested in developing and progressing events.


MVCTA

2.15 Research and identify economic and social reporting best practice standards and mechanism for events in order to gauge the economic benefi t to the local community.

Long Term Oct 2016 Oct 2016KSC

MVCTA

MVC -

Strategy 3: Implement a Sustainable Tourism Model

Objective:

Implement a sustainable tourism model within the Macleay based on industry input•



Strengthen Tourism Model

3.0 Review and resurrect memorandum of understanding with the MVCTA Short term July 2014 Dec 2015

MVCTA KSC

3.1 Development of an industry familiarisation program for industry and media to develop industry knowledge and cohesion and gain media coverage.

Short term July 2014 Ongoing MVCTA

3.2 Implement recommendations from the Tourism Round Table in regards to the future tourism model for the Macleay Valley to the agreed upon Clarence Valley Model.

Medium term July 2015 July 2016MVCTA KSC

MVC -

Strategy 4: Provide a quality visitor experience

Objective:

Provide visitors with a quality tourism experience to encourage repeat visitation and strengthen the Visitor Economy though skill •

development.



Build on service quality

4.0 Develop opportunities for operators to work network and share success stories and information Short term March 2014 Ongoing MVCTA

4.1 Encourage businesses of a high quality standard to apply for Tourism Awards including ‘North Coast Tourism Awards’ and NSW Tourism Awards. North Coast Tourism awards for 2013 opened in April and closed in August 2013.

Short term April 2014 Aug 2014

4.2 Research the current levels of quality and customer service training within the tourism and hospitality industry. Prepare a competitive training package to cover tourism, hospitality, customer service and risk management opportunities for local businesses. The prospectus should be developed with key input from stakeholders such as Kempsey Tafe, Registered Training Organisations and Chambers of commerce.

Medium term June 2015 Dec 2015

MVCTA

KSC

Industry Stakeholders

4.3 Identify businesses that do not have any accreditations. Develop a prospectus outlining opportunities outing key accreditation programs such as the Federal T-QUAL accreditation program and eco-effi ciency programs such as EarthCheck Assessed. The prospectus should be developed with key input from stakeholders such as MVCTA, KSC and Chambers of commerce.

Long term July 2016 Dec 2016

MVCTA

KSC

Industry Stakeholders

Abbreviations ABS ............... Australian Bureau of Statistics ARTN ......... Australian Regional Tourism Network DMP .............. Destination Management Plan TLPC ......... The Legendary Pacifi c Coast MVCTA .......... Macleay Valley Coast Tourism Association NCDN ........ North Coast Destination Network VEIAP ........... Visitor Economy Industry Action Plan VFR ........... Visiting Friends and Relatives INV .............. International Visitor Survey NVS ........... National Visitor Survey

MVC -

MVC -

Appendix A: Stakeholder Engagement

Stakeholder Engagement

In order to consult with industry and key stakeholders two key workshops were held

namely the Tourism Round Table, Feb 22 2013 and the NCDN Stakeholder Engagement

which was held on May 13 2013.

Tourism Round Table

The Macleay Valley Coast Tourism Industry was invited to attend the Tourism Round

Table which was facilitated by Belinda Novicky from North Coast Destination Network

and was designed to develop a Strengths Weakness, Opportunities and Threats analysis

of the Macleay Valley Coast and identify and review Tourism Model’s for the Macleay

Valley Coast. The workshop was extremely well attended, with representatives from 25

businesses and organisations attending. The role of the facilitator was to conduct the

workshop, ask questions, facilitate discussion and ensure all relevant information and

data was collected and recorded

NCDN Stakeholder Engagement Methodology

The Macleay Valley Stakeholder engagement workshop was facilitated by NCDN and

was designed to ensure that the NCDN and Macleay Valley DMP addressed the region’s

goals and those of the NSW Government - i.e. measurable results which contribute to

the 2020 objectives of doubling overnight visitor expenditure by:

Reviewing and evaluating the gathered information/research provided by North •

Coast Destination Network prior to the workshops

Facilitating the Macleay Valley industry workshop demonstrating widespread •

consultation and identifying issues, opportunities, priorities and actions to create a

written DMP

Utilising the information workshop to understand the stakeholders ideas on creating, •

managing and improving visitor experiences, products and services for the region

Gather information from the workshop on how to grow visitor awareness and demand •

for the region’s destinations and products and services

Engage with the key delivery partners to identify and evaluate the destinations’ and •

region’s assets

MVC -

Consult with partners to clarify the visitor economy business with the Macleay •

Ensure that engaged delivery partners have a realistic appreciation of the region’s •

and destinations’ resources, both physical and fi nancial, and capacity to deliver the

objectives/tasks identifi ed as priorities

Consult with key delivery partners on the region’s and destinations’ key source •

markets and consumer segments

Consult with major delivery partners on key infrastructure needs of the region •

Engage with the delivery partners to understand the regions and destinations’ •

preferred direction, focus, vision, mission and goals and objectives.

Engage with the delivery partners to understand key risks to the region and •

destinations.

Consultation process

The DMP consultation process was undertaken by the NCDN in which the following

methodology was used:

1. Face-to-face workshopThe face-to-face workshop involved over 25 participants

Workshop development

The workshops’ structure was developed by the NCDN’s Executive Offi cer in conjunction

with the Information Facilitator. It was informed by several key documents, including:

NSW Government, Dept. of Trade and Investment, Regional Infrastructure and •

Services, Visitor Economy Taskforce, Visitor Economy Action Plan 2012

ARTN, • The best guide to Destination Management

Destination NSW, Destination Management Plan template and DMP fact sheet•

Destination NSW, • Regional Tourism Organisation, 2012-2012 Marketing Action Plan

North Coast Destination Network, • Strategic Business Plan 2012-2014

Tourism Research Australia visitor data, ye December 2012.•

MVC -

The workshop questions were based on a series of actions and recommendations in

the Visitor Economy Taskforce report, identifi ed by the NCDN Board and the Regional

Reference Group as relevant to the Macleay Valley DMP and for inclusion in the stakeholder

discussions. These actions and recommendations will be directly linked to State funding

post June 2013 and therefore form a critical component of the DMP.

Workshop presentation

At the commencement of the workshop, attendees were given some background

information to the development of the DMP - what it is and why it was being developed

now. This was followed by a summary of the Visitor Economy Taskforce report, its

relevance to the new DMP, and the expected outcomes from the Plan.

As the presentation moved into the Q & A section, the facilitator pointed out that there

were no correct/incorrect responses and participants were encouraged to freely express

their point of view. Participants were then asked a series of questions regarding key

assets/experiences and infrastructure, and opportunities for further development; their

destination’s Unique Selling Proposition (USP), and other questions relating to marketing,

collaboration, communication, service delivery and Visitor Information Centres.

The NCDN Executive Offi cer recorded each response on the overheads ‘live’, and the

group was asked to confi rm that their views were noted correctly. Where required,

changes were made until agreement was reached. Each workshop ran for 2.5 - 3 hours.

There was a high level of participation in all sessions, and subsequent feedback was

very positive.

MVC -

Appendix B: Industry Stakeholders Organisation NameKempsey Shire Council Susannah SmithKempsey Shire Council Kristy Forche-BairdKempsey Shire Council, Community Projects Offi cer Vicki MartinKempsey Shire Council Olivia ParkerKempsey Family Community Centre Mavis SymondsVisitor Information Centre Angela Davis-SmithPresident, Macleay Valley Coast Tourist Association Danielle CooneyTreasurer, Macleay Valley Coast Tourist Association Kevin WilsonSecretary, Macleay Valley Coast Tourist Association Michelle TraceManager, Trial Bay Eco Holiday Park Leanne MayneDunghutti Elders Corporation Fred KellyAdvertising & Marketing Manager, Women in the Waves/Crescent Head Chamber Robyn Harvey

Curator, Dunghutti-Ngaku Aboriginal Art Gallery Jann KesbyManager, Fredo Pies Nola TurnbullManager, The Macleay Argus Neil MorganMotel Kempsey (South Kempsey) Jason VoglerEditor, The Macleay Argus Dave CorenWigay Food Park Jenny SprouleTankFM Lyn LeedhamSurfaris Central Ross Kessler Point Break Realty Christine MoodyNSW National Parks Neville NunnyA/Regional Manager South Coast and Southern Highlands Maritime Rod McDonagh

NSW National Parks and Wildlife Services Russell MadeleyNSW National Parks and Wildlife Services Neville NunneyThe Estate Katie ByrneSmoky Cape Lighthouse Pat HalversonSmoky Cape Lighthouse Wendy HalversonNorth Coast Institute of Tafe Greg DouglasGladstone Chamber of Commerce John SimonMacksville Chamber of Commerce Chris TownsendYarrahappini Artist Julie LilaneCEO, Slim Dusty Centre Kathryn YarnoldSWR Tourist Park Kathryn EmersonManager, Irvine’s Jewellers Dean IrvineSWR Dive Centre Peter HitchinsSWR Park Manager, Macleay Valley Coastal Holiday Parks & MVCTA Darrin Burton

Developer, Rainbow Beach Oysters Peter Yarwood

MVC -

Appendix C: Product Audit

1. Accommodation type of Room Rooms Total Beds

South West Rocks Costa Rica Resort Motel Hotel Room 2 75Rockpool Motor Inn Hotel Room 28 90Seabreeze Beach Hotel and Bay Motel Hotel Room 28 84

Horseshoe Bay Holiday Park Cabin 12 52 Site 152 600Arakoon National Park 114 450South West Rocks Tourist Park Cabin 23 111 Site 152 600Trial Bay Eco Tourist Park Cabin 27 97 Sites 125 600Heritage Guest House 9 21Jubilee Apartments (number) 2 15Smoky Cape Lighthouse B & B cottages 2 12Smoky Cape Retreat cottages 4 8South West Rocks Bed & Breakfast Bed and Breakfast 3 8Grass Tree Escape House 2 10SWR Elders Unit / House 57 220LJ Hooker, SWR Unit / House 96 400Raine and Horne, SWR Unit / House 123 506Rocks Real Estate, SWR Unit / House 66 250South West Rocks Accommodation Centre Unit / House 69 384

Boomerang Holiday Units Unit 9 36Coast and Country Cabins Cabin 6 12Crescent Head Crescent Head Resort and Conference Centre Hotel Room 27 86

Mediterranean Motel Hotel Room 9 25 Cabins 3 12 Cabins 2 14Crescent Head Holiday Park Cabins 30 150 Site 206 1030Loraydan Camping & Accommodation Tent and Camp Sites 12 48

Sun Worship Crescent Head Eco Villas 5 37

Crescent Head Real Estate House 53 371Point Break Realty House 72 465Du Lodge Crescent Head Lodge 2 4

MVC -

Killuke Lodge Holiday Cottages Cottage 3 12Point Plomer Beach House Cabin 6 40Surfaris Central Motel Room 6 12 Dorm 7 42Crescent Head Holiday Apartments Unit 7 39Wallum Cottages Cottage 5 50Point Plomer Holiday Cabins 6 32Sea Breeze Holiday Units Unit 8 29Big Hill Cabins Cabin 6 36Kempsey City Centre Motel Hotel Room 43 120Colonial Court Motor Inn Hotel Room 23 46Fairway Lodge Hotel Room 24 75Kempsey Hotel / Motel Hotel Room 28 53Kempsey Motor Inn Hotel Room 30 97Kempsey Powerhouse Motel Hotel Room 21 60The Macleay Hotel Hotel Room 1 2Moon River Motor Inn Hotel Room 10 40Motel Kempsey Hotel Room 26 54Park Drive Motel Hotel Room 21 68Great Northern Hotel Hotel Room 8 16The Macleay River Hotel Hotel Room 4 2Kempsey Showground Trust Site 9 100Kempsey Tourist Village Cabin 6 36 Cabin 18 75Tall Timbers Caravan Park Cabin 3 12 Cabin 2 12 Caravan 1 6 Caravan 1 4Netherby House Bed and Breakfast 3 6Hat Head Elders Real Estate SWR Hotel Room 46 180Hat Head Holiday Park 10 40 269 1000The Beach House and Pelican Place Bed and Breakfast 1 10Panorama 1 6Gladstone Gladstone Accommodation Self-Contained 2 4Grassy Head Holiday Park Cabins 4 16 Cabins 90 360AS McNeill Units 3 7Stuarts Point Holiday Park Cabin 9 36 Cabin 1 5

MVC -

Cabin 2 10 Site 143 272Adventist Convention Centre site 180 360 House 2 16 motel 10 30 Cabins 10 52Kanda Real Estate 8 29Hinterland Willawarrin Hotel 1 2Mesopotamia Lodge Deer Park Bed and Breakfast 4 6Tom and Sue’s Place House 1 4Misty Mountain Wilderness Health Retreat Health Retreat 8 18

Parrabel Park Farm Stay Farm Stay 1 4Benbullen Mid North Coast Farm Stay Farm Stay 3 6

Bellbrook Cabins Cabin 7 28Bemurrah Homestead House 1 10Yarrahapinni Yarrahapinni Adventist Youth Centre 13 180

Yarrahapinni Homestead Homestead 3 6Ned’s Bed & Dog Hotel 2 8TOTAL 2703 10764

2. Transportation Kempsey Flying Club / Kempsey AirportGreyhound Bus ServiceBuswaysCavanagh's Bus CompanyCountrylinkPremier MotorsTerrys Coach ToursHertz Car Rental New England CoachesKey Regional Transport Port Macquarie Airport Coffs Harbour Airport

MVC -

3.Restaurants and Café'sSouth West RocksSea Breeze Beach Hotel Trial Bay KioskSouth West Rocks Country ClubTemptations At the RocksGeppy's Seaside RestaurantCantonese Inn Chinese RestaurantSouth West Rocks Pizza'sThai on RocksPizza on the RocksParagon PizzaThe Heritage Seaside CaféBean @ the RocksSmoky Cape RetreatCoffee RoxThe Rocks Hot BreadSouth West Rocks SeafoodSmoky Cape SupabakeCrescent HeadThe Captain's TableYummy Thai Crescent HeadCrescent Head Chinese Seafood Restaurant (Vicks)Bumpa's by the sea (Crescent Head Bistro)Crescent Head Tavern - Waves Bistro Crescent Head Country ClubBarnett's BakeryThe Happy BellyCrescent Head Fruit ShopKempseyFreddo Pies & Ice Creams Pty LtdCafé 73The Macleay River Hotel Kempsey RSL - Ruby's by the river Moon River RestaurantThe Lantern InnStardust Restaurant (Kempsey Motor Inn)Golden Dragon RestaurantBrindabella (Kisses on)Lou's CaféKempsey HotelLee's Kempsey Heights ChineseRiverview Restaurant

MVC -

The Flaming SteerKempsey Golf ClubWest Kempsey HotelThe Great Northern HotelRailway HotelKempsey Chinese RestaurantThe Macleay HotelMaharaja's Kitchen Robbie’s Espresso Bar and CaféHungary's EatawayJanice's CaféIguana Blues CaféGloria Jeans CoffeesArty's on ClydeJust Dandy CaféNetherby House & CaféKempsey Bulk Health FoodsKempsey Bus Stop Café Tumblegum Bakehouse & Café KFCChaddies Newsagents and StoreBWSEagle Boys PizzaNoodle BoxMcDonald's Family RestaurantFed Up Take AwayFrauline's KitchenFrederickton Newsagency (Ice-cream & pizzas)B & J's Westside TakeawayNeighbourhood StoreDominosBrumby's KempseyHot 'N' TastyJackson's Kempsey Fresh BakeThe Gourmet Chicken ShopBruno's Pizza and CaféHat HeadBeaches Hat HeadTop ShopHat Head General Store & CaféGladstoneThe Heritage Hotel Gladstone Smithtown Riverview Hotel

MVC -

Riverbank Café & GallerySUM-SUSHIStuarts PointStuarts Point Workers Recreation & Bowls ClubStuarts Point TavernPoint Café & Take-awayHinterlandBellbrook HotelThe Spotted FrogBliss in the BushWillawarrin Take-awayWillawarrin Hotel ClybuccaBP ClybuccaTOTAL: 91

4. Attractions (Man Made and Natural)Natural Natural Environment (National Parks, Walking Trails, State Forrest, Beaches etc)Man MadeTrial Bay GaolSmoky Cape lighthouseCrescent Head Golf CourseDangar’s Creek WineryWigay Aboriginal Cultural ParkMacleay Historical SocietyVisitor Information CentreDunghutti Ngaku Aboriginal Art GalleryFrederickton PiesMacleay Valley Community Art GalleryJohn Barton PhotographyOld Lodge Gallery Slim Dusty Homestead & CentreYarrahapinni studio galleryTotal: 14

5. EventsAnnual Loaves and FishersSouth West Rocks Artisan MarketsAnnual Loaves and Fishers barbecueHorseshoe Bay Markets

MVC -

Trial Bay TriathlonGaol Break SwimMacleay River Marathon Horseshoe Bay marketsSWR Riverside MarketsSculptures in the GaolThe Hugh Fishing CompClassic Surf Art Exhibition Crescent Head Malibu Longboard ClassicOld Malibu Longboard ClassicCrescent Head MarketsHead to Head WalkThe Lancaster Sports, Rugby Union SevensMacleay Valley River Festival Macleay Auto SpectacularKempsey Showground MarketsSlim Dusty Country Music Memories WeekKempsey 250 at WittitrinAkubra Muster Kempsey Agricultural ShowAnnual Poultry ShowFlickerfestKempsey ShowKempsey Cup Kempsey ANZAC Day RacesKempsey Kat Klub Annual Championship ShowMillion Paws Walk RSPCACelebrate the MacleayMacleay Quilters Biannual Quilt ExhibitionKempsey Truck ShowAnnual Dragon Boat RegattaKempsey Community MarketsKempsey Showground Motor MartKempsey Showground MarketsKempsey Heights Bowling ClubPedigree Dog Show Hat Head RallyThe Natureland Classic Motor Cycle Club RallyHat Head Trig MarathonGladstone Markets The Yarrahappini FestivalAnnual Kundabung Endurance RideTotal: 46

Macleay Valley Coast - Kempsey Shire · MVC - Page 6 The 2014-16 Macleay Valley Coast DMP replaces...

Documents

Transcript of Macleay Valley Coast - Kempsey Shire · MVC - Page 6 The 2014-16 Macleay Valley Coast DMP replaces...