Hero Off Peak Event Development
Destination Phillip Island
Destination Phillip Island
Phillip Island is the region in Victoria that is the most dependent on tourism, and the second most dependent in Australia. With just 10,000 residents, the island welcomes almost three million visitors each year, mainly in summer.
Project purpose
To smooth the intense seasonality of visitation to Phillip Island, Destination Phillip Island is seeking to support the growth of key off-peak events to attract overnight visitation during the winter months. This will support cash flow and staff retention for local tourism businesses.
The three homegrown events with the potential to grow are
This project built on previous work Tilma Group had done in the region:
The development of a Growing Off Peak Events Strategy for Bass Coast Shire Council
A 10-month event organiser capacity building program run by our rEVENTS Academy
Project overview
With funding to help the region recover from the impact of COVID on the local tourism industry, Destination Phillip Island hired Tilma Group to set these events up with everything they need to realise their potential:
A three-year strategic growth plan for each of three off peak events
Upskilling for the event organisers via rEVENTS Academy’s 7-week intensive event management training program
Complete operations manual development using rEVENTS Academy’s templates and resources
The process of development included desktop research, attending one of the festivals, extensive stakeholder consultation, and developing discussion papers and workshopping these with the committees.
Additionally, for each event, Embarketing marketing agency
provided a new or refreshed logo and brand story
updated all marketing assets, including the websites, social media profile graphics and tiles for stakeholders to use to help promote the events
undertook a review of all digital assets and provided a recommendations report
developed a marketing plan and content plan
Tilma Group also developed an event concept for a new off-peak wellness event aligned with the destination’s strengths and consumer trends. The concept was developed to pitch to a committee of local businesses to run as a collaborative commercial opportunity, or to pitch to an external event promotor.
An exciting addition to the project was a collaboration with University of Technology, Sydney’s Master of Event Management program where students undertook an assessment where they also developed a new off-peak event’s concept and plan for a new event.
Outcomes
All the work put into these events is already starting to pay off.
San Remo Fishing Festival was transformed into the destination event TIDAL Seafood Festival, San Remo with the support more volunteers who join the committee inspired by the event’s strong structure and direction (vision)
Island Whales’ next festival was the biggest and best ever, attracting almost 10,000 attendees, almost all of the activities were booked out, and new elements, including the Southern Ocean Environment VR Experience and plastics recycling workshop, were all full.
Phillip Island Festival of Stories will leverage the impressive new Cowes Cultural Centre to deliver their first event after the mentoring in 2024
We presented to Council on the opportunity of supporting these events and expected economic outcomes from them, and Council is considering our pitch for funding to hire an event organiser to support the implementation of the strategic plans.
The events all applied for grant funding, leveraging their strategic plans to secure significant support.
“We couldn’t have done it without all of your hard work! So another huge thank you!”
Referee
Kim Storey
General Manager
Destination Phillip Island
0409 250 895
dpi@visitphillipisland.com.au
www.destinationphillipisland.org.au
www.visitphillipisland.com.au
New Tourism Experience Development
Barcoo Way
Barcoo Way
The Barcoo Way region is based around the Barcoo River which flows north-west from Tambo in Central Queensland, before turning south towards Windorah. Tambo is 850km northwest of Brisbane, west of Bundaberg and the Carnarvon National Park, and north of Charleville. Towns along the Barcoo Way include Blackall, Isisford, Yaraka, and Windorah. A 156km-long railway line between Blackall to Yaraka was closed to trains in 2005.
Project purpose
Tilma Group were contracted with project partners JJ Strategic Consulting and Lucid Economics to develop a business case to determine the viability of using the defunct railway corridor as a multi-use rail trail (cycling, hiking, and horseriding) as a compelling tourism experience attracting adventure-seeking visitors to this unique part of Outback Queensland, and improving liveability for local communities.
This project was made possible by funding from the Department of Transport and Main Roads, and was a joint project of the Blackall-Tambo, Longreach, and Barcoo Councils as part of their membership in the Barcoo Way collaborative tourism initiative.
“Tilma Group were great to work with on the Barcoo Way - they have a wealth of tourism knowledge and an understanding of our remote region. The team was full of innovative ideas and suggests on how we can progress this project, and address the challenges and hurdles!”
Project overview
The project established the
feasibility of the rail trail
stakeholder aspirations for the project
market demand analysis
strengths, challenges and opportunities (SWOT) of the existing infrastructure along the proposed trail to support visitor use and the trail’s financial sustainability
operational requirements for development, management and maintenance of the trail and any associated built infrastructure
The project outcomes were maximised by
supporting product and events that will activate the new trail infrastructure and foster sustainable growth of the region
giving voice to the locals, engaging the tourism industry, local communities and government on their aspirations for the project
positioning the three local government areas to attract public and private sector investment to support sustainable development of the project
The project approach was to consult with a broad range of stakeholders, review best practice case studies of similar successful rail trails, review the process of rail trail development, before synthesising learnings into a business case.
Project outcomes
There is support for an approach of two phases, starting with product and experience development to grow visitation and demand, and then development of the rail trail, in full or in stages.
If both stages of the plan are developed, the rail trail will offer the following experience.
There is no other rail trail in the Queensland Outback, so there is an opportunity to have an experience that is not available in other destinations, but well-designed interpretation and quality product experiences alongside are critical to offer a sufficiently compelling experience. This is because the region does not have the advantage of stunning scenery (as with the Larapinta Trail in Alice Springs, for example), or easy conditions to cycle in, and closeness to source markets, as many other Australian rail trails have.
Referee
Alison Shaw
Previously Arts & Cultural Officer
Blackall-Tambo Regional Council
alison@therightgrant.com.au
www.barcooway.com.au
Business Expansion Planning + Grant
Heifer Station
Heifer Station, NSW
A winery in the Orange region west of Sydney, Heifer Station is looking to continue its recent growth to capitalise on opportunities arising from increased visitation to the region, and increasing consumer interest and participation in food and wine tourism experiences.
Heifer Station aims to expand its cellar door to triple its current capacity; develop infrastructure to be able to host large outdoor music events, and build two luxury cottages – a significant investment.
Project purpose
The objectives of the planned expansion are:
Increase capacity by 200% to enable the business to service growing visitor numbers to the region
Increase wine sales
Enhance the region’s profile as a leading food and wine destination.
Increase overnight stays and expenditure in the region
Attract new visitor markets to the area including events, corporate groups, and domestic High Value Travellers, international traveller groups and special interest markets
Increase local employment
Project overview
Heifer Station contracted Tilma Group to assist with securing grant funding for components of the expansion. Tilma Group worked closely with Heifer Station to develop the business case and project plan for these developments to assist with grant applications.
The project plan covers:
Project scope: description/objectives/elements/location
Project budget: costs/time frame/milestones
Project management: project proponent/project management team/stakeholders/ implementation methodology/regulatory approvals/communications strategy
Risk management
Procurement
Evaluation/compliance/audit
The business case covers:
Project concept
Project proponent to establish credibility to deliver project and sustain it as a successful business.
Project location
Project rationale
Project elements
Economic benefits
Strategic and marketing benefits
Social benefits
Value for money
Project support
Financial projections
Project delivery
The largest challenge with this project has been changes with the funding program mid-way through, impacting on the process and the ability to submit in a timely manner. Working with many varied stakeholders to secure necessary funding means that timelines can be impacted and external influences are heightened.
Consistent and regular communication with stakeholders was critical with this project.
Project outcomes
Heifer Station expects to be able to deliver the following outcomes:
86% increase in visitor numbers
Infrastructure available to attract large events to the region
Over $650,000 injected into the local economy per year from wages, wine making, equipment and supplies
Additional $4m injected into the region from direct expenditure by the business, event organisers and visitors
Creation of 8 new FTE jobs
Additional 150 casual jobs from major events
“Tilma Group have a multi-disciplinary team, all of whom are experts in their field. Their team were able to provide us with very professional funding applications and award submissions, one of which has resulted in us recently being awarded Gold at both the 2019 Regional and NSW Tourism Awards for Tourism Wineries, Distilleries and Breweries. We could not put a price on the significant growth this acknowledgment has created for our business.”
Referee
Michelle Stivens
Owner/Director, Heifer Station
1034 The Escort Way
Borenore NSW 2800
0407 621 150
michelle@heiferstation.com
www.heiferstation.com
Agritourism Development Plan
Cootamundra-Gundagai Regional Council
Cootamundra-Gundagai, NSW
The Cootamundra-Gundagai region lies two hours west of Canberra, halfway between Sydney and Melbourne. The region has a strong agricultural base of cattle, sheep, crops and vineyards, combined with attractive rural landscapes and distinct seasons.
Project purpose
The purpose of the plan was to identify priority projects to guide Council’s and industry’s activities and investments to leverage the opportunity of agritourism.
This project was made possible with funding provided by the NSW Bushfire Community Resilience & Economic Recovery Fund to support community and economic recovery following bushfires.
Project overview
A review and analysis of the region’s tourism and agricultural products, and of regional, state and national agritourism reports and strategic plans, revealed a number of gaps or opportunities for development.
Seven new agritourism products and experiences were recommended to help the region realise its potential as an agritourism destination, including a regional food hub at the Dog on the Tuckerbox tourist attraction, farm stays, redevelopment of an old mill, and spring and autumn harvest festivals.
A number of priority projects were identified to be implemented over the life of the plan to fulfill the plan’s objectives.
The implementation of the plan will take place in two phases:
Phase 1: Establish Foundations
Build awareness and appeal of the region’s existing agritourism product through marketing and experience development
Improve Council’s planning process and local environment plan (LEP) to be more supportive of new agritourism businesses
Work with partners to develop and implement an agritourism business development program that helps producers develop agritourism offerings
Phase 2: Ongoing development
Proactively attract investment into agritourism and support new product development
The plan provides a framework to guide development, with a focus on on-farm diversification to support sustainability and resilience.
It clarifies responsibilities, identifies critical success factors and measures of success, and identifies funding opportunities for projects.
Project outcomes
Council has used the plan to secure funding to
develop and implement an agritourism development coaching program to increase agritourism offerings and finesse existing ones
deliver an agritourism marketing campaign including capturing new content, developing a new brand, and improving the destination’s websites.
Council has engaged consultants to develop a plan for its old mill as a new anchor tourism attraction.
Referee
Miriam Crane
Manager Community and Culture
Cootamundra-Gundagai Regional Council
PO Box 420, Cootamundra NSW 2590
1300 459 689
miriam.crane@cgrc.nsw.gov.au
www.cgrc.nsw.gov.au