Download Draft Visitor Services Strategy and Action Plan for the Byron Shire

Draft Visitor Services Strategy Action Plan for the Byron Shire
(Developed by the Visitor Services Project Reference Group1)
Recommendation from Byron Shire
Visitor Services Report (Stafford 2012)
Key Result Area 1 – Upgrade and
Develop Existing Information Technology
Support Services:
1. A high quality visitor information
website be created with separate
portals to allow each of the unique
parts of the Shire to portray itself with
its own distinctive look and feel.
1.1. Provision of simple online
ecommerce capability to access
merchandise
1.2. Stimulation of visitor experience
through online innovation
2. Development of a mobile application*
*The implementation of technology more
effectively will also result in a reduced
reliance on brochures and increased usage
of online based services including
accommodation, attractions and event
based bookings. There should be far less
emphasis on paper based promotion and
far greater encouragement for industry to
support on line marketing and promotion
Key Result Area 2 – Maximise Visitor and
Revised Recommendation
(Visitor Services PRG 2012)
1. A high quality visitor information
website be created with
separate portals to allow each
of the unique parts of the Shire
to portray itself with its own
distinctive look and feel.
2. A suite of high quality visitor
information technology products
be explored.
3. That the development of these
tools:
3.1. That community values
and exposing the
characteristics of the Byron
community be integral
3.2. various management
models including
partnerships/ collaborative
approach be considered
4. Encourage the use of online
marketing and promotion
through the implementation of
cutting edge technology
5. Byron tourism marketing needs
to include recognition of Byron
Shire’s print, online and radio
media.
1. With respect to locations of the
Recommended Actions (Visitor
Services PRG)
1. Progress the website
recommendation by accepting
VIAByron’s offer of assistance to
invite all website stakeholders at
a meeting to discuss whether
there is a need for a separate
new website or a different way
forward for the Shire, with
consideration given of the key
points in Recommendation 1.
Responsibility/
Partners
Council
VIA Byron
Timeline
Byron Visitor
Short-term
Short-term
(aim to hold
website
stakeholder
meeting in
August 2012)
(aim to begin
development of
DMP 2012)
2. VIA Byron plan to develop a
Destination Management Plan
(DMP) and marketing strategies.
Work with VIA Byron to consider
the development of innovative
technology through this process.
1. The current location of the
1 Based on the Byron Shire Visitor Services Strategy Final Draft 2012 by The Stafford Group; the Regional Visitor Services Strategy Presentation 2012 by Aurora Research and other information.
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Recommendation from Byron Shire
Visitor Services Report (Stafford 2012)
Local Community Experience of Byron
Shire and the Shires’ Visitor Information
Centres.
1. Determine the viability of relocation
of the Byron Bay VIC
2. Provide a range of community
services at each VIC (see * below)
3. Create a highly appealing
experience to all key markets
through highly appealing, relevant
and interactive displays within the
VICs
4. Installation of interactive booking
screens
5. implementation of technology such
as TVs to reduce reliance on hard
copy signage and brochures within
the VICs
6. Create merchandising
arrangement between Byron and
Brunswick Heads VICs
7. Conduct a review of all
merchandise sold in VICs and
ensure they are as profitable as
possible
*In the future, and when budgetary
requirements allow, Council should
consider provision of funding support for
Visitor Information Centres (to allow for
additional full time staffing) on the basis
that the Visitor Information Centres provide
community information and support
services.
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Revised Recommendation
(Visitor Services PRG 2012)
Byron VIC, this should be the
subject of ongoing discussion and
consideration of all options.
2. Council should consider provision
of funding support for Visitor
Information Centres on the basis
that the Visitor Information Centres
provide visitor and community
information and support services.
This could be on a fee for service
basis and agreed via a service level
agreement so it remains highly
transparent.
Recommended Actions (Visitor
Services PRG)
Byron Visitor Centre is
desired and supported in the
short – medium term. There
may be a grant opportunity to
build a Visitor Centre at the
Byron Regional Sports and
Cultural Complex in the
longer term if that is a desired
gateway.
2. Develop Service Level
Agreements with the two
existing visitor centres as a
matter of priority,
incorporating delivery of
visitor and community/
Council services
3. with regard to points 3, 4, 5,
note that other funding
opportunities may be
available, particularly at
Byron, for example, a coffee
shop, lockers, toilets. It will be
necessary to consider the
terms of the lease and Plan
of Management. The Visitor
Centre Boards may choose to
work with VIA Byron in the
development of a Destination
Management Plan (DMP),
and subsequent development
of a business plan.
4. with regard to point 6 and 7,
the Visitor Centre managers
and staff can work together to
Responsibility/
Partners
Centre
Brunswick Heads
Visitor Centre
VIA Byron
Council
Timeline
2
Recommendation from Byron Shire
Visitor Services Report (Stafford 2012)
Revised Recommendation
(Visitor Services PRG 2012)
Key Result Area 3 – Build an effective
communication plan and social media
strategy for the Byron Shire which
incorporate the two VICs
1. Create a representative body to
oversee website/ portal development,
mobile app development, social media
strategy and communication plan (see
further detail below*).
2. create positive support from the local
community
3. development of a social media strategy
for Byron Shire
4. develop a web-based marketing
campaign
That VIA Byron (which Council is a
part of) meet regularly to implement
the strategy which may include the
role and tasks proposed in the
strategy for the ‘Visitor Services
Advisory Committee’. This is also
needed to start creating stronger
communication between Byron Bay,
Brunswick Heads, Mullumbimby and
Bangalow tourism and other
businesses to further visitor
servicing opportunities.
Recommended Actions (Visitor
Services PRG)
achieve this.
VIA Byron consider tasks
proposed for inclusion in the
development of a Destination
Management Plan.
Responsibility/
Partners
Timeline
VIA Byron
Medium-term
1. In principle support is
provided for the development
of an interpretive centre.
Continue to liaise with
National Parks and Arakwal
Council
National Parks
Arakwal
Other
stakeholders in
Long-term
*Development of a Byron Visitor Services
Advisory Committee who should meet up
to six times per annum to drive the various
technology and other information service
enhancements identified in this report. This
is needed to start creating stronger
communication between Byron Bay,
Brunswick Heads, Mullumbimby and
Bangalow tourism and other businesses to
further visitor servicing opportunities.
Key Result Area 4 – Develop improved
visitor attraction within the Byron Shire
1. Strongly promote Byron Shire events
which capture the diverse nature of the
Shire
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For the longer term consideration
should be given to creating a visitor
focussed environmental
interpretative centre which may
bring together the involvement of
Part completed
– development
of the Visitor
3
Recommendation from Byron Shire
Visitor Services Report (Stafford 2012)
2. conduct discussions with National
Parks regarding the development of a
conservation-focused interpretation
centre with offer an educational facility,
new visitor attraction, integrated visitor
centre, etc (*see further information
below)
3. Strongly market and promote the wide
variety of nature walks, conservation
programs and bush and marine parks
in the Shire
Revised Recommendation
(Visitor Services PRG 2012)
National Parks, industry operators,
Council and other relevant players.
The facility could offer an integrated
visitor interpretative centre which
also acts as an all weather visitor
attraction and an educational
facility. Byron Shire has a natural
advantage in the number of
significant national parks, walking
trails and land and marine based
experiences it is able to offer.
Recommended Actions (Visitor
Services PRG)
on development of such a
centre.
2. There may be a grant
opportunity to build an
Interpretive Centre in the
longer term.
3. Brunswick Heads Chamber of
Commerce is involved in
discussions about a possible
interpretive centre in the boat
harbour precinct.
4. There is possible future
development of an ‘outdoor’
interpretive centre on the
foot-bridge at Brunswick
Heads with interpretive
signage etc
5. with regard to Strategy 3 –
the Tourism Advisory
Committee have developed a
Visitor Trails project which
includes the wide variety of
nature walks, bush and
marine parks in the Shire.
Responsibility/
Partners
the development
of an interpretive
centre
Timeline
Find support for the enhancement of
ways to further develop a volunteer
support program, including
partnerships. This could include
creating a roving volunteer
ambassador program to support
visitor and community information
a. research best practice
models in volunteer
management at VICs.
b. There may be opportunities
for a partnership to manage
volunteers, for example, with
Byron Community Centre.
Council
Byron Visitor
Centre
Brunswick Heads
Visitor Centre
VIA Byron
Short-term
(aim to hold
AVIC training
November
2012)
*For the longer term consideration should
be given to creating a visitor focussed
environmental interpretative centre which
brings together the involvement of National
Parks, industry operators, Council and
other relevant players. The facility could
offer an integrated visitor interpretative
centre which also acts as an all weather
visitor attraction and an educational facility.
Byron Shire has a natural advantage in the
number of significant national parks,
walking trails and land and marine based
experiences it is able to offer
Key Result Area 5 – Implement improved
employee/ volunteer programs to enhance
the visitor experience
1. ensure than an effective training
program is implemented for all new
employees and volunteers at each VIC
2. conduct regular updated training
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Trails project.
4
Recommendation from Byron Shire
Visitor Services Report (Stafford 2012)
sessions to ensure knowledge is
refreshed
3. development of a local familiarisation
program
4. increase volunteer base at each VIC
5. implementation of a roving volunteer
ambassador program (create a
stronger volunteer network) (*see
further information below)
Revised Recommendation
(Visitor Services PRG 2012)
needs. Volunteer activity can be
highly valuable and productive as
long as there is an effective training
program for them and ongoing
training and support is offered. The
Board of the existing two Visitor
Information Centres are well placed
to take a leadership role with
volunteer program implementation.
*The introduction of a volunteer support
program which better engages and
encourages the community to view tourism
and visitor servicing as important and
valuable. This should include creating a
roving volunteer ambassador program to
support visitor and community information
needs. Volunteer activity can be highly
valuable and productive as long as there is
an effective training program for them and
ongoing training and support is offered.
The Board of the existing two Visitor
Information Centres and Chambers of
Commerce in Bangalow and Mullumbimby
should take a leadership role with
volunteer program implementation
Key Result Area 6 – Development of
organisation bodies to support visitor
services in the Byron Shire
1. develop a new local tourism
organisation for the Byron Shire, which
is driven and supported by industry
2. discussion regarding the establishment
There are three aspects to
managing volunteers:
1. Sourcing
2. Training
3. Keeping them
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The establishment of VIA Byron
covers this recommendation
Recommended Actions (Visitor
Services PRG)
c. Have a ‘drive’ to attract
volunteers to VICs
d. Hold an Accredited Visitor
Centre (AVIC) training
course in the Shire for
volunteers. (A few years
ago, this cost $3,600 and
they required 20
participants). Could hold a
course for volunteers and
Managers (separate
sessions) on the same day.
Could have Council input to
training presenting ‘Don’t
Spoil Us, We’ll Spoil You’,
community core values and
new Arakwal Induction. This
action could be funded by
the $5,000 allocation to
implement the Visitor Centre
Strategy in 2012/13.
e. VIA Byron consider these
tasks in the development of
a Destination Management
Plan.
Responsibility/
Partners
Timeline
Action completed.
VIA Byron
Completed
5
Recommendation from Byron Shire
Visitor Services Report (Stafford 2012)
of four distinct local tourism groups
which operate as a subset of the new
LTO
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Revised Recommendation
(Visitor Services PRG 2012)
Recommended Actions (Visitor
Services PRG)
Responsibility/
Partners
Timeline
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