The Nillumbik Destination Management Plan is being prepared by Urban Enterprise on behalf of Nillumbik Shire Council. The Destination Management Plan includes the following components to provide a thorough review and strategic framework for the tourism industry in Nillumbik: Analysis of the current visitor and tourism profile, to assess the importance of tourism to the Nillumbik region; Audit and assessment of tourism product within Nillumbik and the wider region, and identification of gaps to meet market need; Development of a tourism vision and framework, including destination development planning, destination management, and destination marketing; Identification of roles and responsibilities of stakeholders to support the Tourism and Marketing Plan framework, and any capacity building required; Development of strategies and an action plan, including budget and measuring for monitoring success. The Destination Management Plan is being conducted alongside two other tourism related projects including a marketing and branding project. This Destination Management Plan focuses on developing an understanding of visitor markets, product and investment opportunities to grow tourism. Nillumbik is known as the Green Wedge Shire, located in partial bushland areas north east of Melbourne. Nillumbik is bounded by the City of Banyule to the south, City of Whittlesea to the west, City of Manningham and Yarra Ranges Shire to the east and Murrindindi Shire to the north. The visitor does not distinguish the Local Government boundaries of Nillumbik Shire and it is important to develop experiences targeted to visitor journeys, product and touring links from the broader region. Figure 1 provides and outline of Nillumbik and its key destinations. Nillumbik has good accessibility to the Tullamarine Airport and Melbourne’s CBD when compared with competing nature based, arts and wine destinations. Traveling by car, it is approximately 26 minutes from Tullamarine Airport to Diamond Creek and approximately 37 minutes from the CBD to Eltham. Public transport access to the Nillumbik Shire can be made using the Hurstbridge railway line, travelling from Flinders Street Station, with 23 stations. The Hurstbridge railway line connects Melbourne’s CBD and Nillumbik Shire. The service takes 1 hr 20 minutes stopping all stations from Flinders Street to Hurstbridge. The primary visitor survey undertaken by Urban Enterprise highlights the importance of touring through the Shire northwards to Kinglake and eastwards to the Yarra Valley. IS A Destination Management Plan is a holistic review and strategy for the tourism industry acknowledging that the role of developing tourism is shared by numerous stakeholders MANAGEMENT
& Customer Need Business Activity Associated Markets Buying Cellar Door Gourmet Produce Merchandise Gallery Day trip and overnight Learning Tasting Wine Education Winery Tours Museum Education, tour groups Accommodation B&B Hotel/Motel Weddings, romance, festivals Business Conference Seminar, convention, retreat Eating Café Restaurant BBQ/Picnic Day trip, romance Functions Reception facilities Weddings, celebrations Source: Investment Guidelines for Wine Tourism Urban Enterprise has completed a comprehensive review of local reports and strategies relevant to tourism in the Nillumbik Shire, to inform the product, issues and opportunities present for the industry. This following were included in this review: Nillumbik Shire Council Plan 2013 – 2017; Nillumbik Tourism Association Strategic Plan 2012; Nillumbik Shire Economic Development Strategy 2011 – 2016; Nillumbik Shire Cultural Plan 2011 – 2017; Valley of the Arts Business and Marketing Plan 2011 - 2015; Heidelberg School Artists Trail Review 2012; Nillumbik Shire Green Wedge Management Plan 2010; Nillumbik Shire Trails Strategy 2011; Nillumbik Shire Recreation Strategy 2011 – 2018; Edendale Master Plan 2008; Eltham Lower Park Master Plan 2009 – The Nillumbik Shire Council Plan 2013 – 2017 is the key strategic document to guide the organisation's work to manage and deliver services and facilities for the Nillumbik community. Strategies are identified under the themes of Community, Environment, and Built Environment, Economy and Council Services. Key strategies which are considered relevant to tourism include: Strategies for the Community include: We will provide recreation and sports facilities and services to enhance social participation and to help our community be active and healthy; We will engage the community in enhancing local neighbourhoods to make them welcoming and vibrant places. Strategies for the Built Environment include: We will plan so that any development is sympathetic to the Shire’s unique heritage and protects neighbourhood character and our tree canopy; We will provide a safe and accessible network of local roads, footpaths and trails; We will strive for a clean, well-maintained Shire that enhances a sense of community pride and safety; Strategies for the Economy include: We will plan for economic development that is consistent with the Nillumbik Planning Scheme and supports Councils objectives; A 2 2 3 0
The leading activity undertaken during a visit to the Nillumbik area was General sightseeing at 40%, followed by Other at 23%, Eat out (restaurants/cafes) at 23%, Other outdoor activities at 22%, Visit friends and relatives at 19%, Visit local produce/food & wine suppliers or markets at 18%, and Picnics/bbq at 17%. When profiled by travel party type, respondents travelling as an Adult couple had a greater percentage than total respondents for Art galleries and/or artists (47% visitation compared to 12%), Eating out (47% compared to 23%), Visit local produce suppliers or markets (29% compared to 18%), Visit wineries (18% compared to 9%), and visiting History/Heritage sites (18% compared to 6%). When profiled by age group, respondents aged 45-64 had a greater percentage than total respondents for Visiting local produce supplier or markets (31% compared to 18%). Travel party type Age group Activities during trip Total Travelling alone Adult couple Friends/ Family 18-34 35-44 45-64 General sightseeing 40% 57% 94% 32% 54% 24% 46% Visit national/state parks or public gardens 7% 7% 6% 7% 7% 7% 6% Bushwalking 7% 0% 0% 8% 7% 5% 9% Fishing 3% 0% 0% 3% 5% 3% 0% Play golf 3% 0% 6% 3% 5% 5% 0% Other outdoor activities 22% 0% 18% 26% 15% 32% 11% Attend festivals or cultural events 6% 7% 0% 7% 2% 3% 9% Visit history/heritage buildings, sites or monuments 6% 0% 18% 6% 5% 7% 6% Visit art galleries and/or artists 12% 14% 47% 7% 12% 5% 14% Go on guided tours/excursions 1% 0% 0% 1% 0% 2% 0% Visit wineries 9% 0% 18% 8% 10% 8% 9% Visit friends and relatives 19% 14% 24% 19% 15% 19% 26% Eat out (restaurants/cafes) 23% 14% 47% 20% 27% 18% 23%
Visit local produce/food & wine suppliers or markets 18% 14% 29% 18% 20% 8% 31% Go shopping (for pleasure) 11% 14% 12% 12% 15% 10% 14% Picnics/bbq 17% 0% 12% 20% 17% 23% 11% Touring 4% 0% 6% 4% 7% 0% 9% Cycling 5% 0% 0% 3% 2% 8% 6% Other 23% 29% 12% 25% 22% 21% 26% 81% of respondents were Very satisfied with their experience of the region, 17% were Fairly satisfied, 2% were Neither satisfied or dissatisfied, 1% were Fairly dissatisfied and 0% were Very dissatisfied. Comments about Eltham included: “aggressive drivers” and lots of “traffic”, and a suggestion that the “Eltham North Adventure Park needs upgrading”. Comments for the St Andrews market included: “more parking needed”, “more public toilets and better maintained”, “main entrance not clear”, needs a ”safe road crossing” and” better signage”. suggestion for Kangaroo Ground was for “improved road shoulders for cycling”. Comments about the Diamond Valley Miniature Railways included: “needs another playground”, “more picnic tables”, “more parking”, and “an annual membership rate”. Comments about the general Nillumbik area included “placing in directional road signs” and “more bbqs” needed. The Diamond Valley Miniature Railway, Montsalvat, seeing friends and family, visiting local markets (including food and produce), enjoying the countryside, cycling on challenging roads, the friendly people, and enjoying the local food and craft bars were listed as trip highlights. 41% of respondents were aged 35-44, followed by 16% aged 25-34, 15% aged 45-54, 10% aged 18-24, 8% aged 55-64, 7% aged over 65, and 3% aged under 18. The travel party type Travelling alone had a greater proportion of respondents age 18-34, Adult couples had a greater proportion of respondents aged over 55, and Friends/Family had a greater proportion of respondents aged 35-44. 3 A
Whilst it is not expected that Nillumbik would access the same level of funding and resources, it provides an indication of the professionalism of leading tourism organisations. Greater Geelong and the Bellarine Goulburn River Valley Tourism Organisation Area 3 Local Government Areas 4 Local Government Areas Structure Incorporated Association Company Limited by Guarantee Roles Marketing Production of marketing collateral Market research Provide marketing buy-in opportunities Tourism product and infrastructure development and planning Provide training and advice to members of your organisation Maintenance of the organisation's website Provide professional development opportunities Provide industry leadership opportunities Provide networking opportunities Familiarisation tours Provide lobby power for members Operate Visitor Information Centre/s Provide a booking service for accommodation Provide a booking service for tours and activities businesses Coordinate the Official Visitor Guide Bid for business events Liaison on behalf of members with local, state and federal governments Marketing Production of marketing collateral Market research Provide marketing buy-in opportunities Tourism product and infrastructure development and planning Provide training and advice to members of your organisation Maintenance of the organisation's website Provide professional development opportunities Provide industry leadership opportunities Provide networking opportunities Familiarisation tours Paid Business Membership Yes No Number of Paid Members 300 Number of Staff 14 3 Number of Volunteers 110 Annual Budget (estimate) Over $2 million B/N $200K-$300K Funded by Local Government, State Government, Industry Local Government Urban Enterprise undertook a survey of Regional Tourism Organisations in 2012. The survey included responses from 18 RTOs in Victoria. The table below provides a profile of the “average” organisation, taken from data collected. Overall the average figures for regional tourism organisations include: 4.7 FTE equivalent staff; 19 volunteers; Around $1 million budget 3.9 municipalities per region.
Year 2 Nillumbik Shire Action 7.1: Discuss with golf course management opportunities to package the Yarrambat Golf Course for international visitors. YEAR 1 Nillumbik Shire\Nillumbik Tourism Association N/A / In kind Action 8.1: Investigate the demand for an additional equestrian facility in Nillumbik. Action 8.2: Map existing trail networks and prepare collateral. YEAR YEAR 2/3 YEAR 3 Nillumbik Shire/ Recreational Trails Advisory Committee $60K Action 9.1: Establish a heritage advisory group. Action 9.2: Establish locations and information to be compiled into heritage trails, utilising the knowledge of historical societies. Action 9.3. Establish a digital portal and application which can be used by visitors, the community and school groups. This should be georeferenced so that it can be used in the field. Action 9.4. Deliver indigenous cultural interpretation and trails throughout the Shire, including the Bunji Interpretation Trail, and interpretation at the Kangaroo Ground Tower and along the Gowra Trail YEAR YEAR 2/3 YEAR 3+ YEAR 2+ Heritage Advisory Group / Nillumbik Shire $35K-$50K [In conjunction with Strategy 16 & 28) Action 10.1: Approach operators to identify those willing to be involved with packaging of product with visits to Montsalvat and other art attractions to grow dispersal. YEAR 1 Nillumbik Shire / Nillumbik Tourism Association N/A 9
Action 11.1: Investigate grant funding opportunities for arts installations in Diamond Creek and along the Diamond Creek Trail. YEAR 2 Nillumbik Shire/ Diamond Creek Traders / Arts Victoria N/A Action 12.1: Establish a permanent exhibit at Edendale with information on the history and sustainable nature of mudbrick complimented by mudbrick construction workshops YEAR Nillumbik Mudbrick Association / Nillumbik Shire $5K / In-Kind Action 13.1: Undertake a training and awareness program for farm and hobby farm owners wishing to establish farm gate. This will include sharing information on: Best practice farmgate Planning considerations; Markets; Branding; and Financial sustainability. YEAR 2 + 3 Nillumbik Shire / Food Connect $5K Action 14.1: Prepare a tourism development prospectus highlighting the investment opportunities in the region including dining. YEAR 2 Nillumbik Shire $5 for graphic design Action 15.1 Nillumbik tourism to become involved, promote and support programs that will assist in the development of the food industry in Nillumbik. YEAR 3 Local Food Connect / Nillumbik Shire Action 16.1 Improve the digital presence of Nillumbik’s wineries through a high quality dedicated webpage that defines the uniqueness of the offer. This will promote the programs and events offered. This should also link to the new branding being developed for Nillumbik Tourism. YEAR 2 Nillumbik Shire/ Nillumbik Tourism Association $10K [in conjunction with Strategy & 28
Action 17.1: Undertake a feasibility study which identifies visitor demand and suitable sites for camping and the services required to support camping and RV parking. YEAR 2+ Nillumbik Tourism Association / Hurstbridge Traders Association $20K Action 18.1: Include farm stay opportunities in an investment prospectus Action 18.2: Undertake a training and awareness program for farm and hobby farm owners wishing to establish farm stays. YEAR 2+ YEAR 2+ Nillumbik Shire $5k Action 19.1: Include accommodation opportunities at attractions in an investment prospectus YEAR 3 Nillumbik Shire (See strategy 18) Action 20.1: Investigate where such a facility can be located Action 20.2: Include the investment opportunity within a prospectus. YEAR 3 Nillumbik Shire Strategic Planning Unit $25K Action 21.1: Work with the Committee of the Diamond Valley Railway and other stakeholders to ensure it remains a premium tourism attraction within their leased area and in line with the principles of the adopted 2008 Eltham Lower Park Masterplan. YEAR 1/2 Nillumbik Shire/ Diamond Valley Railway $5,000 Action 22.1 Continue to improve and invest in Edendale to support and grow the small events, family and educational visitor market. Consider the development of ‘earth-building heritage’ products and/or a Function Centre when the Strategic Business Plan is reviewed. Action 22.2 Seek funding to support investment. YEAR 1/2 Nillumbik Shire $30K for Masterplan and Business Plan Action 23.1: Liaise with various venues in Nillumbik to establish interest in the development of a coordinated events and planners guide for Nillumbik. YEAR 2 Nillumbik Shire, Nillumbik Tourism Association N/A
The product audit included both a quantitative and qualitative assessment of product and infrastructure. Urban Enterprise will seek to use the GIS databases from council if possible. The product audit will be summarised by subregional destinations. Audit of tourism concepts and proposals. Drawing on the consultation with Local Government, State Government, industry and a review of existing literature an audit of tourism investments and concepts would be undertaken. This will include a database and a description of projects. Where necessary, further follow up conversations will be undertaken with project proponents. Product and experience gap analysis. gap analysis for tourism product, infrastructure and experiences will be undertaken. This will match tourism product and experience provision with the needs of the target markets identified. Analysis of Social Media. Review and analysis of social media site information, including Trip Advisor, Urban Spoon to inform visitor experience review. Audit of Council Resources & Governance Urban Enterprise will review Council’s resources dedicated tourism to understand the constraints for delivery of the tourism strategy. This information will be utilised when preparing an action plan for council’s tourism strategy. An analysis of the current governance structures will also be undertaken including both internal to Council relevant to tourism and relationships with the tourism industry and other regional partners. Issues and opportunities paper prepared. An issues and opportunities paper was be prepared outlining the outcomes of the study to date. This highlighted areas of need and product, experience and infrastructure gaps and potential projects for consideration. Issues and opportunities paper presented. An issues and opportunities paper was presented to the Steering Committee for discussion and feedback. Milestone 3: AND REPORT 5 Preparation of draft report. draft Strategy Report was prepared. This incorporated outcomes of each phase and provide clear recommendations for moving forward including profiles for priority projects. Milestone 4: Draft Report Prepare final report. The preparation of this report would take in feedback from the Marketing Committee. Milestone 5: FINAL Report Consultation for the Nillumbik Destination Management Plan included stakeholder workshops involving council staff from various departments, and one on one meetings and conversations with tourism operators, business groups and event organisers. Consultation included discussions relating to the following: Testing findings from research and data analysis; Presenting the results of the product audit to ensure that it captures the region’s tourism offer and the assessment of quality; Markets and marketing;