EXPERIENCE CHANGES PERCEPTIONS March 2019 Crowne Plaza Terrigal, Pine Tree Lane, Terrigal

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1 PROGRAM TOURISM CONFERENCE EXPERIENCE CHANGES PERCEPTIONS March 2019 Crowne Plaza Terrigal, Pine Tree Lane, Terrigal CO-HOSTED BY: STRATEGIC PARTNER: ELITE SPONSOR: PREMIER SPONSOR: Office of Environment & Heritage through the Heritage Near Me program LGNSW.ORG.AU

2 WELCOME Cr Linda Scott, President, LGNSW I m delighted to welcome you to the 2019 LGNSW Tourism Conference, in Terrigal, on the beautiful Central Coast. Tourism is a booming industry, delivering huge benefits to local economies, both in cities and regional areas. NSW is the number-one state in Australia for overnight visitors, clocking up 38 million in the year ending September 2018, with 65 per cent going to regional NSW and 39 per cent to Sydney. Councils can take enormous credit for this success given their vital leadership role in tourism management. While tourism growth brings great opportunities, local governments must also manage challenges associated with balancing its impacts with the needs of local communities, and do so in a way that sustains, supports and is sensitive to both. This year s theme, Experience changes perceptions, focuses on enticing travellers to experience areas off the major highways and in rural and regional towns. Over the next few days, we ll find out how to compete in a crowded market. Site visits include: an exploration of agritourism with visits to exciting local food and beverage producers; a visit to The Springs, Peats Ridge, to learn how the Central Coast is positioning itself as a wedding destination; a bike ride along local pathways driven by council-supported infrastructure; and an exploration of the revitalised Woy Woy waterfront. Thank you to our co-host, Central Coast Council, conference partner Destination NSW and to the other sponsors that make this important event possible. Cr Jane Smith, Mayor of Central Coast Council Central Coast Council is delighted to welcome all delegates to this year s conference at one of our key tourist destinations at Terrigal. Council is pleased to have the opportunity to showcase our vibrant and sustainable region to such industry experts. Experience certainly does change perception and we look forward to sharing our visitor-economy success stories and hearing yours to ensure we continue to grow tourism opportunities for local communities and economies. Welcome from the NSW Government The NSW Government welcomes delegates to beautiful Terrigal for the 2019 LGNSW Tourism Conference, a platform to discuss how the Government can work with industry and councils to continue to grow tourism across the State. The tourism sector in NSW has never been stronger we are by far the number one destination for domestic and international tourists by every measure. Last year, the first regional tourism target of $20 billion in visitor expenditure in rural and regional NSW by 2025, rising to $25 billion by 2030, was announced for NSW. This target is supported by a range of initiatives, such as increased funding for marketing campaigns, more rural and regional events and improved tourism infrastructure to encourage greater visitation to rural and regional NSW, helping to boost local economies and create more jobs. We look forward to working with you all to achieve this vision, so every corner of NSW gets its fair share of the record tourist dollars and investment coming into our State. We encourage everyone to take some time to explore everything the Central Coast has to offer from the beautiful beaches to the great restaurants, boutiques and coastal accommodation. 2 TOURISM CONFERENCE 2019 PROGRAM LGNSW.ORG.AU

3 Office of Environment & Heritage through the Heritage Near Me program Elite Sponsor: Office of Environment & Heritage through the Heritage Near Me program This is our fourth year at the LGNSW Tourism Conference and we re so pleased to be back! It might be our final year, as Heritage Near Me wraps up in June 2019, but our participation in these conferences has allowed us to form many collaborative partnerships with local government across NSW. We look forward to meeting many of you again at this event. Premier Sponsor: Stayz Welcome to Terrigal for the LGNSW Tourism Conference. Stayz, the Aussie holiday-rental experts, is proud to sponsor this important tourism conference. Our brand has been delivering holiday-home experiences to Aussie families for nearly two decades and we can legitimately say we know and understand what it is travellers across the country want when it comes to their next family holiday. We look forward to a productive conference where we will be sharing our views on how tourism can continue to be a driver of economic growth and jobs in NSW. LGNSW.ORG.AU TOURISM CONFERENCE 2019 PROGRAM 3

4 PROGRAM The theme of this year s conference Experience changes perceptions is aligned with our host area which covers the many varied villages of the central coast and the wide variety of tourism experiences on offer. This program will take you from Norah Head to the Glenworth Valley, from Woy Woy to Long Jetty, Peats Ridge to Terrigal. We hope it will challenge your perceptions of the area and surprise you. We hope it will show how you can work to change visitors opinions, take advantage of different product offerings and partnerships, and deliver an exciting visitor experience, along with building your community and reputation. We hope our workshops and panels will assist tourism professionals to understand how to involve levels of government, community and council in their work to promote tourism in their area. Come to where the drive can be part of the journey. Your destination is waiting. SUNDAY 17 MARCH AVIC SUMMIT AND WORKSHOP 12.00pm 5.00pm Exhibitors set up for trade exhibition 1.00pm 5.00pm Registration at Crowne Plaza Terrigal 2.00pm 5.00pm Optional AVIC Summit: The Value Perception Book separately on the registration forms 1.30pm pm Arrival coffee. For all Accredited Visitors Information Network and tourism and operations staff and volunteers 2.00pm 2.20pm Introduction and overview A National Perspective on Visitor Information Servicing 2.20pm 2.35pm The value of events for VICs; Case Study Flavours of Mudgee 2.35pm 2.55pm Successful visitor servicing including national case studies 2.55pm 4.50pm Workshop groups and working afternoon tea Building support upwards and outwards on the value of visitor servicing and VICs; how do you get buy-in from council and community and how can you influence the outcomes 4.50pm pm Summary and thanks Mark Greaves From 5.30pm 6.15pm 9.30pm Facilitated by Mark Greaves, Managing Director, The Tourism Group Sponsored by The Tourism Group Peter Lipman, Manager Visitor Services, Destination NSW Alina Azar, Manager Economic Development, Mid- Western Council and VIC Manager Rebecca White, Director, Tourism Eschool Transfer bus to pick up from Crowne Plaza Terrigal to Norah Head Lighthouse, 40 Bush Street, Norah Head. Return transfer will drop at all website-listed accommodation Welcome to country and lighthouse tour at Norah Head, transfer to Welcome Reception at Soldiers Beach, Soldiers Beach Events Centre Welcome from Gary Murphy, Chief Executive Officer, Central Coast Council Welcome from Premier Sponsor HomeAway/Stayz, Eacham Curry, Director, Government & Corporate Affairs Thank you from Cr Linda Scott, President LGNSW 4 TOURISM CONFERENCE 2019 PROGRAM LGNSW.ORG.AU

5 MONDAY 18 MARCH 8.00am Trade exhibition opens 9.00am 9.10am Introduction and housekeeping from MC Welcome to Country - Darkinjung Rose Wright, Managing Director, Regionality Pty Ltd 9.10am 9.15am Welcome to The Central Coast region Cr Jane Smith, Mayor, Central Coast Council 9.15am 9.25am Opening and introduction to the LGNSW Tourism Cr Linda Scott, President, LGNSW Conference 9.25am 9.50am The Australia Council for the Arts will present research and insights on engagement with the Chris Pope, Research Team, The Australia Council for the Arts arts, including arts tourism. 9.50am 10.30am Update from Destination NSW Stephen Mahoney, General Manager, Regional NSW, Destination NSW 10.30am 11.00am Morning tea sponsored by Campervan and Motorhome Club of Australia 11.00am 11.15am Shadow Minister s Address The Hon John Graham MLC, Shadow Minister for Tourism and Major Events 11.15am 12.30pm 12.30pm 1.00pm 1.00pm 2.00pm 2.00pm 2.30pm 2.30pm 3.00pm 3.00pm 3.30pm 3.30pm 4.00pm 4.00pm 4.30pm 5.30pm transfer for 6.15pm 10.00pm Competing or collaborating in a crowded market: Navigating regional resources and layers of governance to effectively market to tourists Doing heritage differently: Using case studies describing festivals, grant projects and new media (apps and virtual reality), Heritage Near Me will explore how creating novel experiences has shifted tired perceptions of our heritage Lunch sponsored by Leonards Advertising Moving the Titanic with your little finger the challenge of changing perceptions of a region. A Lake Macquarie journey A place before a space a case study look at the multi award winning event Music by the River Afternoon tea sponsored by CCIA Experience development importance to help drive word-of-mouth advocacy for local government areas Shoalhaven rebrand from board shorts and thongs to many experiences, one destination including case study of the 100 Beach Challenge and the effects of overtourism Panel Discussion facilitated by Lucy White, General Manager, Destination Network Country and Outback NSW Glenn Caldwell, GM, Destination Sydney Surrounds North Rebel Thomson, Executive Officer, Namoi Unlimited Craig Sinclair, Economic Development Manager, Temora Shire Council Amanda Brisot, General Manager, Western Sydney Business Connections Sarah Jane Brazil, Manager, Madelaine Veronese, Senior Project Officer, and Claire Hickson, Senior Heritage Project Officer, Heritage Near Me program, Heritage Division, Office of Environment and Heritage Jacqui Hemsley, Manager Cultural Services, Lake Macquarie City Council Laura Shelley, Events Team Leader, Queanbeyan-Palerang Regional Council Rebecca White, Director, Tourism Eschool Coralie Bell, Tourism Manager, Shoalhaven City Council Conference dinner sponsored by Office of Environment and Heritage A Hidden Jewel: Glenworth Valley Function Centre, 69 Cooks Road, Glenworth Valley. Bus transfers from selected hotels from 5.30pm. Check schedules provided. Bus transfers courtesy of News Corp Australia LGNSW.ORG.AU TOURISM CONFERENCE 2019 PROGRAM 5

6 TUESDAY 19 MARCH 8.00am Trade exhibition opens 8.55am 9.00am Welcome to day two Master of Ceremonies 9.00am 12 noon Site visits Site visit 1 Site visit 2 Site visit 3 Site visit pm 1.00pm Four site visits, facilitated by Central Coast Council. Will include morning tea or refreshments. Join the bus at Crowne Plaza. Agritourism: a customised food trail. A customised produce trail. Visit the regions finest artisan producers with two destinations to taste the finer things in life. This trip will highlight the role food producers play in the visitor experience and demonstrate the merits of packaging like products to lengthen and improve this experience. We will drive you to distraction stopping at Fires Creek Winery for 45 minute Taste and Talk tour followed by a stop at Distillery Botanica for a 30 minute Taste and Talk tour and to browse local producer market stalls including Little Creek Cheese, Mr Goaty Gelato and Six Strings Brewery. Wedding Tourism how to be a wedding destination. Local entrepreneurs will discuss their role as co-ordinators and innovators of wedding tourism to increase the viability of a region as a wedding destination. With a beautiful backdrop, wonderful restaurants, and a huge range of passionate wedding professionals, the Central Coast is poised to become the perfect destination. Council is supporting growth in this field and the use of council-owned spaces for ceremonies. We will travel by bus to The Springs, Peats Ridge, for a mini wedding exhibition and discussion on the value a destination wedding can have on the visitor economy. This will examine how to invest in and package an experience. Shared Pathways, celebrating and enjoying natural spaces. Taking advantage of the increased demand to travel to unique and remarkable environments, this site visit will highlight how councilmaintained infrastructure can be a driver for dispersing tourists through a region to experience natural and built environments. You will arrive at Picnic Point and take on the shared pathway to Long Jetty via a short, easy bike ride following the Tuggerah Lakes shoreline. Sponsored by Cartoscope Reinvesting in Places: gentrification and entrepreneurship. Join us to drive to Woy Woy and the Waterfront to discover how local business owners investing in spaces have improved the appeal of this destination. Lunch sponsored by CCIA at Crowne Plaza Terrigal 1.00pm 2.15pm Concurrent topic stream 1 Drive tourism - Driving you to distraction The Canola Trail: a joint marketing venture between Junee, Coolamon and Temora Pie Time: A Southern Pie-lands Trail Pawfect Road Trips; holidays for the whole family. Caravan and camping case studies for embracing and profiting from pets 2.15pm 2.30pm Questions and answers 1.00pm 2.15pm Concurrent topic stream 2 Technology and marketing how do they influence your actual experience? Do virtual reality and artificial intelligence have a place in your experience? Creating experiences through six degrees of separation; how to develop destination marketing campaigns that change perceptions of your region through second hand experiences and vicarious vacations in digital media From authentic to hyper-authentic how technology is reshaping the visitor experience Changing perceptions and expectations throughout the customer journey via virtual and augmented reality 2.15pm 2.30pm Questions and answers Sponsored by CCIA Facilitated by Lyndel Gray, Chief Executive Officer, Caravan & Camping Industry Association NSW Craig Sinclair, Economic Development Manager, Temora Shire Council Steve Rosa, Manager Tourism and Events, Destination Southern Highlands Kylie Robertson, Membership Development Manager, Caravan & Camping Industry Association NSW Sponsored by Leonards Advertising Facilitated by Margaux Everett, Director, Digital and Database Marketing Melissa Ritchie, Art Director Account Manager, Wisdom Daniel Cove, Tourism Manager, Bathurst Regional Council Anita Monticone, Destination Marketing Officer, City of Newcastle 6 TOURISM CONFERENCE 2019 PROGRAM LGNSW.ORG.AU

7 1.00pm 2.15pm Concurrent topic stream 3 Utilising partnerships to package products suitable for niche tourism and new options 2.15pm 2.30pm 2.30pm 3.15pm 3.15pm How you can exploit hot new niches to drive visitation and engagement Warami Mittigar A cultural partnership built on respect The Love Lanes Festival illustrating partnerships with local community groups, businesses and land owners to work collaboratively on delivery. It showcases the diverse local community, cultural activities and performers, historical concepts and entertainment using love as the overarching theme Questions and answers Keynote The 2018 Australian Deaf Games Close Sponsored by Campervan & Motorhome Club of Australia Facilitated by Richard Barwick, Chief Executive Officer, Company Secretary, CCIA Carolyn Childs, CEO, MyTravelResearch.com Justine Dowd, Manager, Cultural Heritage & Tourism, City Experience and Sasa Kennedy, Interpretation & Cultural Programs Officer, City of Parramatta Glenn Cannard, Unit Manager, Community Partnerships, Central Coast Council Ros Walls, Event Team Leader, Albury City Council This program is correct at the time of publication. Speakers and topics may change. Image: The Entrance LGNSW.ORG.AU TOURISM CONFERENCE 2019 PROGRAM 7

8 SOCIAL PROGRAM Welcome reception Sunday 17 March, 6.15pm 9.30pm 40 Bush Street, Norah Head Dress: warm and comfortable with a maritime edge As we welcome you to the conference, we experience another Central Coast gem. Join the Norah Head Lighthouse Reserve Trust for a short tour of the first level of the lighthouse. This iconic heritage-listed lighthouse shines out into the glittering Pacific Ocean. Local Elders will welcome you to country while the sun goes down on the lighthouse lantern and Bluestone Gallery. We will then transfer to nearby Soldiers Beach, a pristine stretch of coastline, to enjoy a casual networking reception at the Soldiers Beach Event Centre. Transfers from 5.30pm, from Crowne Plaza Terrigal to Norah Head and Soldiers Point WELCOME RECEPTION SPONSORED BY: Conference dinner Monday 18 March, 6.15pm 10.00pm Valley Events Centre, 69 Cooks Road, Glenworth Valley Dress: country theme Glenworth Valley is the hidden jewel in the green behind the gold of the Central Coast. Australia s largest horse riding and outdoor adventure centre invites guests to escape amidst 3000 acres of beautiful bushland, located in a deep valley in the hinterland. With breathtaking views, The Valley Events Centre is the area s newest and most exciting venue. At the gateway to the Hunter wine region, its produce and wine is locally produced. Get ready for an iconic experience. Transfers will leave from Crowne Plaza Terrigal at 5.30pm courtesy of sustainability sponsor, News Corp Australia. DINNER SPONSORED BY: Office of Environment & Heritage through the Heritage Near Me program 8 TOURISM CONFERENCE 2019 PROGRAM LGNSW.ORG.AU

9 SPONSORS Local Government NSW thanks the following sponsors, whose support makes it possible to produce a comprehensive, affordable and informative program. Strategic Sponsor: Destination NSW Destination NSW is the lead government agency for the NSW tourism and major events sectors. Our role is to market Sydney and NSW as one of the world s premier tourism and major events destinations; to secure major sporting and cultural events; to work in partnership with Business Events Sydney to win major international conventions and incentive travel reward programs; to develop and deliver initiatives that will drive visitor growth throughout the State; and to achieve the NSW Government s goal of tripling overnight visitor expenditure by Office of Environment & Heritage through the Heritage Near Me program Elite Sponsor: NSW Office of Environment and Heritage Working with the community, OEH cares for and protects NSW s environment and heritage, which includes the natural environment, Aboriginal country, culture and heritage, and built heritage. OEH supports the community, business and government in protecting, strengthening and making the most of a healthy environment and economy in NSW. Premier Sponsor: Stayz by HomeAway Stayz is an Australian born company, founded in 2001, and is the long-running expert on holiday homes in Australia. Part of the global HomeAway family, a leading online marketplace for the vacation rental industry, with sites representing more than two million unique places to stay in 190 countries, Stayz and HomeAway are part of the Expedia Group family of brands. For more information about Stayz please visit AVIC Sponsor: The Tourism Group The Tourism Group is a multi-faceted company based in Brisbane and operating across Australia. Our company is focused on delivering positive outcomes for tourism industry partners through our consultancy contracts. Our tourism operations and consultancy services align into four key areas: Visitor Information Centre Operation, Tourism Accreditation, Tourism Industry Support Services, Tourism Consultancy and Development. DISTINGUISHED SPONSORS Caravan & Camping Industry Association NSW The Caravan & Camping Industry Association of NSW is the State s peak industry body representing the interests of owners and operators of caravan and holiday parks, manufacturers, dealers and retailers of caravans, motorhomes, camper trailers, camping equipment and accessories, and the service industries. They actively work for members to encourage and promote the caravan and camping lifestyle across government business and consumers. Campervan & Motorhome Club of Australia With more than 70,000 members, Campervan & Motorhome Club of Australia is the largest RV Club in Australia, offering many benefits to its members and local government areas. Our members provide a huge economic stimulus to towns and cities, with local government actively targeting our members to increase their tourism exposure. Leonards Advertising As a Local Government Procurement preferred supplier for the past 17 years, Leonards provides integrated platform solutions for all your advertising, communication and marketing requirements. From audience research to determine the right media, to negotiating the best price and reporting on results for future planning, Leonards will help you attract the right audience for your destination and tourism marketing campaigns. LGNSW.ORG.AU TOURISM CONFERENCE 2019 PROGRAM 9

10 TRADE EXHIBITORS Australian Tourism Data Warehouse The Australian Tourism Data Warehouse is Australia s National Tourism Database of 40,000 listings, divided into 11 categories. State Government-owned and funded, we collect, quality assure, store and then distribute Australia s digital travel information to more than 270 plus distributors to use on their consumer websites and apps. For tourism operators who are listed in the database, we offer cost effective, digital distribution and significant online exposure. Briometrix A mobility map from Briometrix shows your visitors the places to see and the ways to get there. Whether it s a stroll or a workout, lively colours show the effort needed to get your mobility impaired guests all the way there, and home. Briometrix see you there MyTravelResearch.com MyTravelResearch.com is a market intelligence company that empowers destinations by unlocking the secret superpower of evidence at a disruptively affordable price. Our membership site saves you time while making you look the smartest person in the room! See Carolyn on the stand or contact carolyn@mytravelresearch.com for a personal appointment. Parkequip Leading the way with innovation. Are you ready to create a destination unlike any other? Our range of waterplay features, tipping buckets, water cannons and the giant 400 litre mega soaker dumping bucket and water slide activity centres will have your guests coming back year after year. Easy to do Business Easy to do business provides free business support to simplify the process of starting and growing a small business. Featuring a personalised online dashboard and phone service, the program provides one contact point for all levels of government processes. As a result, customers can open a business faster and easier. Tourism Central Coast Tourism Central Coast is the official tourism marketing and industry services agency for the Central Coast region. Under contract to Central Coast Council, we develop effective destination marketing strategies and engage the regional business community through cooperative marketing opportunities, networking events and tourism industry insights. Wisdom Wisdom has been assisting tourism regions with award-winning destination marketing, including all aspects of brand development and digital strategies, for more than 20 years. Wisdom specialises in visitor guides, developing inspirational brands, integrated advertising campaigns, visitors friends and relatives campaigns and world-class web solutions. Wisdom offers a truly tailored approach to every project. 10 TOURISM CONFERENCE 2019 PROGRAM LGNSW.ORG.AU

11 SITE VISIT TOUR SPONSOR Cartoscope Pty Ltd Cartoscope Pty Limited publishes free to user tourism guides and detailed, accurate award-winning tourist maps, drawn to scale by professional cartographers. There are 29 Cartoscope maps in the series covering eastern Victoria, Southern Queensland and NSW. The free maps are available at visitor information centres, NRMA and accommodation and attraction outlets. Visit for more information. SUSTAINABILITY SPONSOR News Corp Australia News Corp Australia is the number one destination for news, lifestyle, sport and business. With close to 16 million Australians choosing each month to consume our news and information across our suite of 150 trusted print and digital brands, we can engage more Australians and connect more customers. TOURISM INDUSTRY SUPPORTER Central Coast Tourism Central Coast Tourism is an independent industry-based organisation advocating for the growth of the tourism industry in our region. Representing more than 150 tourism businesses, Central Coast Tourism connects tourism businesses and provides a united voice supporting tourism growth and employment. The organisation is led by a board of industry professionals. ACCOMMODATION, TRANSPORT & TRANSFERS A copy of the transfer schedule is available at the conference registration desk and from the LGNSW website Transfers to the conference welcome reception will operate from and to the Crowne Plaza Terrigal only. Transfers to and from the conference dinner will be from Crowne Plaza Terrigal and websitelisted accommodation only. Dinner transfers are courtesy of News Corp Australia. Check the transfer schedule for times. To tweet or post to Instagram about the LGNSW Tourism Conference, please use the hashtag #LGNSWtourism Join the conversation on LGNSW.ORG.AU TOURISM CONFERENCE 2019 PROGRAM 11

12 Whether you re into sport, music, food and wine, action or adventure, you ll find many exciting events for all ages, in amazing locations throughout Regional NSW. NORTH COAST COUNTRY NSW HUNTER REGION SAIL PORT STEPEHENS 8-14 April An annual yachting regatta held in the pristine waterways of the Port Stephens Marine Park. d Albora Marina, Nelson Bay SOUTH COAST WESTS TIGERS V GOLD COAST TITANS 27 April This hotly anticipated clash will also feature traditional ANZAC Round activities both on and off the field before the game. Scully Park, Tamworth THE RIVERINA HUNTER VALLEY WINE AND FOOD FESTIVAL 1 May - 30 June Celebrate the region s wine and food culture and meet the makers with more than 70 epicurean events. Pokolbin SNOWY MOUNTAINS WINGS OVER ILLAWARRA 4-8 May Visit this spectacular airshow to see jaw-dropping flying displays of aerobatics, classic warbirds and vintage aircraft for an unforgettable experience. Illawarra Regional Airport BATLOW CIDERFEST 18 May Australia s best CiderFest street party comes alive with great cider, food and entertainment. Batlow L ÉTAPE AUSTRALIA BY TOUR DE FRANCE 30 November The only amateur cycling event in Australia with fully closed roads and professional Tour de France conditions. Snowy Mountains (Jindabyne, Thredbo/Perisher) If it s on in NSW, it s on visitnsw.com Please note that events are subject to change or cancellation (check relevant website for further details prior to the event). Destination NSW acknowledges and appreciates all photographic images supplied by each event owner for use in this advertisement.