Mitch Lowe & Andrew Walker

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2 L G S A T O U R I S M C O N F E R E N C E Mitch Lowe & Andrew Walker Visitor Services Lismore and Nimbin

3 the Lismore and Nimbin visitor services journey

4 visitor services 2007 Lismore City Council Report 2007 Visitors to the Lismore Visitor Centre are in decline, whilst Nimbin s numbers are steady at best. A justification could be made that Visitor Centre's will no longer require funding in the future Anonymous Council worker (i.e. former accountant)

5 meanwhile in nimbin (2007)

6 amongst the smoke and mirrors clear direction (strategic plan and Northern Rivers Strategy) promote the value of our services engage community and partners with innovation

7 clear direction Visitor Services not Visitor Centres Focus on taking information to the people not waiting for the people to come to the information

8 promote the value of visitor services Write down everything we did!!! Delete mentality of I don t have the time to promote what we do Councilor Workshops Business and Tourism Industry presentations Engage media Research know what you are valued at

9 value of tourism to lismore + nimbin (2015) estimated spend ($m) visitors: $107 million estimate of jobs directly related to this spend: 778 jobs visitor nights per year: 474,000 visitor day trips per year: 393,000 domestic overnight visitors spend per day: $118 domestic day visitors spend per day: $80 average visitor stay per trip: 3.14 Nights average size of travelling party: 2 every visitor that we can attract has a direct economic value of $740 Source: National Visitor Survey, Lismore Tourism Research, Tourism Australia Destination Survey

10 visitor services contribution to spending Research conducted in Northern Rivers Visitor Services Strategy shows that VIC s have a major influence on decision making in destinations: 22% of visitors stayed an extra night 59% visited additional attractions 22% spent more than budgeted Lismore and Nimbin Visitor Centres have a direct impact on spending of approximately 10.4 million annually

11 the stats Lismore Visitor Centre numbers 32, 428 Nimbin Visitor Centre numbers 65, 420 an average of 54 phone calls per day an average of 84 s per day

12 online 2248 visits to in the last week 135,428 visits in the past 12 months

13 online 1428 visits to in the last week 81,529 visits in the past 12 months

14 social media Lismore facebook page 2.7k likes 2700 average weekly reach 190 average weekly engagement

15 social media Nimbin facebook page Nov likes 6k average weekly reach 600 average weekly engagement

16 Social Media Lismore instagram 884 followers 271 following

17 Social Media Nimbin instagram 884 followers 271 following

18 engage the community and partners with innovation Council Business and Tourism Sectors Arts Aboriginal Community Education sector Historical Society

19 Lismore Visitor Information Centre redevelopment

20 Lismore Visitor Information Centre redevelopment

21 Lismore Visitor Information Centre redevelopment

22 Lismore Visitor Information Centre redevelopment

23 Lismore Visitor Information Centre redevelopment

24 familiarisation program held every 2 nd month for Lismore + Nimbin vic staff held annually with other surrounding visitor centres such as Ballina, Byron, Kyogle etc tourism operators and business owners more than welcome to attend.

25 visitor centre open day key front line stakeholders including: taxi drivers, service station staff, local retail staff and front counter reception staff aim to motivate key stakeholders to be ambassadors for lismore positive promotion and customer service from these sectors will lead to increase spending and length of stay.

26 orientation week tours with Southern Cross University one hour discover lismore tours offered to international and domestic students available at start of year and mid year enrolment since 2008 over 2000 students have participated

27 focus on visitor services strategies looking at taking the information to the people, in preference to people coming to the information a number of kiosks and displays will be installed in high traffic areas in Lismore, promoting our major marketing material and upcoming events Lismore Airport SCU Lismore Shopping Square kiosks and displays scrolling imagery through TV s will also be a feature at some sites.

28 Lismore Visitor Information Centre airport kiosk

29 Lismore Visitor Information Centre airport kiosk

30 Lismore Visitor Information Centre airport kiosk

31 arts in august

32 arts in august

33 arts trail showcases artist studios, galleries and retro businesses in one guide

34 dining guide showcases restaurants, cafes and entertainment venues in the Lismore + Nimbin region

35 visitor guide Comprehensive, double-cover Visitor Guide with everything you need to know about Lismore + Nimbin and the surrounding villages Lismore cover.

36 visitor guide Comprehensive, double-cover Visitor Guide with everything you need to know about Lismore + Nimbin and the surrounding villages Nimbin cover.

37 nimbin marketing Things don t happen overnight!!! This year is first ever dedicated marketing campaign for the iconic village of Nimbin Over $120,000 allocated to promote the villages

38 nimbin marketing

39 nimbin marketing

40 soundtrails app - nimbin smart phone application using geo-location will interpret sites surrounding the 1973 Aquarius Festival free to download guides visitors around the village, showcasing oral stories about unique sites

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42 changing dynamics of visitor services visitor services not visitor centers technology has changed the way we do business, opening up so many different channels in 2007 we engaged with 194,000 visitors through walk in s VIC s, phone, postal and fax. in 2016 engaged with 692,000 people through walk in s, phone, , websites, social media (facebook, twitter), events, travel shows and so much more

43 visitor services 2016

44 questions?