Mystic Mountains Tourism Inc.

Transcription

1 Mystic Mountains Tourism Inc. A Guide for New Members

2 Welcome This guide will give you an overview of the roles, functions and responsibilities of Mystic Mountains Tourism Inc, (MMT Inc), the Marysville Visitor Information Centre and the various industry bodies, associations, partnerships and relationships that exist to make up our regional, state and national tourism structure. We encourage you, as a member, a potential member or a volunteer to read this guide to assist in understanding how our association works and how it fits within the Tourism sector throughout Australia. Above all, we hope you will gain valuable insight into how being a member of MMT Inc. connects you and your business with the Australian tourism structure and how your business can benefit by association, which in turn will assist us, the members, to promote our beautiful region with all it has to offer to our visitors. It cannot be over emphasised, how important your participation as a local business is to ensure the viability of MMT Inc now and into the future and to ensure our continued position in the Victorian and Australian tourism networks. 2

3 Contents Welcome... 2 Contents... 3 Mystic Mountains Tourism History and Background of Mystic Mountains Tourism Inc... 4 Overview of Mystic Mountains Inc... 5 MMT Territory Map... 6 Governance and Committees... 7 Mystic Mountains Tourism Inc. Personnel Structure... 8 Tourism Industry Roles of the various Associations and Authorities... 9 Australian Tourism Industry Network Visitor Services Overview on Accredited Visitor Information Centres Marysville Visitor Information Centre Income and Expenditure charts Marketing Member Services Membership of MMT Inc Membership categories, definitions Contact Us

4 History and Background of Mystic Mountains Tourism Inc. and the Marysville Visitor Information Centre Tourism in the area goes back a long way. In fact the first hotel offering rooms was Keppel s Australia Hotel, built in the 1860 s. It was Maurice Keppel, along with some other locals, who in 1866 opened up the track to Steavenson s falls. Tourism continued to grow with the advent of the motor vehicle and in the late1800 s the first guest house was built. Marysville became the place for honeymoons in the 1920 s, 30 s and 40 s. It is now still a place for romantic getaways as well as a haven for those looking for adventure tourism. The Tourist and Progress Association was formed in 1924 to promote the district. The association was renamed Mystic Mountains Tourism Inc. in 1996 to reflect the name the district had been known as in those early days. The Marysville Visitor Information Centre was first opened in temporary premises in 1996 as an initiative of MMT Inc. and later moved to its current position after the completion of the new building in This was made possible by a partnership with Business Victoria, Murrindindi Shire Council, Mystic Mountains Tourism Inc, Parks Victoria, Alpine Resorts Commission, Lake Mountain and JL Gould Timber. The hexagonal part of the building was added in 2001, and the building of partitioned office space was undertaken in From its early beginnings such a short time ago the Centre now assists in excess of 30,000 walk in visitors, 56,000 unique web visits, and enquiries annually. Today MMT has over 80 members with this number increasing every year. 4

5 Aims and Objectives of MMT Inc. Overview of Mystic Mountains Tourism Inc Mystic Mountains Tourism Inc (MMT Inc) is the local tourism association (LTA) and representative body for tourism in the region comprising Marysville, Narbethong, Buxton, Taggerty, Lake Mountain, Rubicon and surrounds. See map on next page. If you are on this map you are in the MMT Inc s territory MMT Inc is a member based organisation. That is, it derives most of its income from membership fees and its committees are made up of members who volunteer their time. MMT operates for the benefit of all members, and relies on the support and input from its members for its effectiveness. No matter what your background, you will have expertise that will assist the organisation achieve its goals. The association is an Incorporated body and is governed by a set of Rules of Incorporation (ROI). The aim of MMT Inc is to: provide representation for its members at all levels of the tourism sector. provide a forum to discuss and promote issues affecting tourism in the area. manage the Visitor Information Centre, assist in the promotion of festivals or other activities designed to bring visitors to the area. assist in the professional development and support of our members. protect the natural tourism environment. develop strong links with other bodies such as Murrindindi Shire Council, Murrindindi Regional Tourism Association, Yarra Valley and Dandenong Ranges Tourism Board, Lake Mountain Alpine Resort, Department of Sustainability and Environment (DSE), Parks Victoria and other Tourism Regions. Benefits of Tourism Every tourism dollar spent in our region is a new dollar injected into our economy. A percentage of this dollar is spent in the community by the recipient, and as this dollar is spent and re-spent, it creates a multiplying effect which in turn improves our economy. 5

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7 Governance and Committees The Executive Committee The Executive Committee is made up of at least eight MMT members and consists of 4 office bearers and 4 ordinary executive members. The Executive Committee is nominated by the MMT Inc membership and voted in at the Annual General Meeting for a period of 12 months. The Executive Committee is responsible for governance and steering the future direction of MMT Inc as per the Strategic Plan. The Executive reports to the general membership. The Executive committee must meet at least once a month and more often as required. Each executive member holds a portfolio position and attends appropriate meetings. Sub Committees Sub Committees are seconded by the Executive Committee and report directly to the Executive committee via a monthly report. Responsibilities are to carry out the functions of the sub committee as per the terms of reference for that committee and to make recommendations to the Executive as required. These committees are required to meet no less than every two months. Working Groups From time to time, working groups are formed for specific tasks. At the completion of the task the working groups are disbanded. All working groups report to the Executive Committee Tourism Development Officer MMT Inc. employs a Tourism Development Officer (TDO) for 15 hours per week. The primary role entails marketing and promotion of Marysville, income revenue streams and connections and Tourism Business Development which encourages: industry professionalism and engendering a service culture. member participation in professional development programs within the industry to ensure improving levels of service and quality product delivery. Another component of the role is Tourism Industry Development, which supports the development of new tourism products and experiences, enhancing the local areas competitive strengths. This is done by encouraging: environmentally sustainable business and tourism activities with a long term view the development of a cohesive tourism and business environment, in particular with the timber and retail sectors diversity and quality of visitor experiences and tourism product in the Mystic Mountains. The TDO reports to the Executive Committee and is managed by one member of the Executive Committee. 7

8 Mystic Mountains Tourism Inc. Personnel Structure MMT Membership Executive Committee Tourism Development Officer 15 paid hours Marketing Sub Committee Membership Sub Committee Special Projects Working Groups Web Development Working Group Visitor Information Centre Development Working Group Visitor Information Centre Coordinator 15 volunteer hours Assistant Roster coordinator (volunteer) Roster coordinator (volunteer) Assistant VIC coordinator 15 volunteer hours 8

9 The roles of the various Associations and Authorities Tourism Australia Tourism Australia is an Australian Government Statutory Authority established to promote Australia as a tourism destination to both the domestic and international market. Specifically, their objectives are to: Increase international & domestic visitation Maximise benefits from visitors Work with other agencies to promote sustainability and raise awareness of the impacts of tourism in Australia. Tourism Victoria Tourism Victoria is a State Government authority responsible for developing and marketing Victoria as a premium tourist destination for Australians and International travellers. Through effective marketing strategies and campaigns, they aim tor raise awareness and visitation to Victoria. Regional Tourism Associations Regional Tourism Associations (RTA s) are the peak bodies responsible for management and development of sustainable tourism within the region to increase visitation and yield through external marketing. RTA s represent local tourism associations, industry sectors and/or local government on issues affecting the tourism industry within the region Murrindindi Regional Tourism Association is your RTA. Local Tourism Association Local Tourism Associations (LTA s) are responsible for the coordination and representation of tourism members within their local area, providing essential visitor services such as the operation of Visitor Information Centres and production of local maps and information. They are the focal point for tourism businesses and activities in the area. Local associations also coordinate local facilities and services, encourage new tourism development and membership recruitment. Mystic Mountains Tourism Inc is your LTA. 9

10 Australian Tourism Industry Network National Government-Tourism Australia Established to promote Australia as an International destination Murrindindi Shire Council (MSC) State Government - Tourism Victoria Responsible for developing and marketing Victoria domestically and internationally Murrindindi Regional Tourism Association (MRTA) Regional Tourism Associations (RTA s) Implement a strategic business plan for tourism development in their regions Mystic Mountains Tourism Inc. (MMT Inc.) Local Tourism Associations (LTA s) Represent local tourism businesses with focus on servicing the area Yarra Valley and Dandenong Ranges Regional Marketing (YVDRM) Lake Mountain Alpine Resort (LMAR) Tourism Alliance Peak industry body advocating and supporting a professional sustainable tourism industry. Marysville Visitor Information Centre Nation wide network of Visitor Information Centres 10

11 Accredited Visitor Information Centres A Visitor Information Centre (VIC) is a valuable asset for our community and acts as a vital frontline service to the tourism industry, which in turn brings economic benefits to the region. The primary functions of a Visitor Information Centre are to: Offer up to date comprehensive visitor information Showcase the town, region and surrounding regions Encourage visitors to extend their length of stay, undertake additional activities and ultimately return to the region Inform visitors about facilities, attractions, services and unique aspects of the region and sustain these efforts through friendly, efficient and impartial visitor information. A VIC also supports local businesses and tourism operators within the region. An accredited VIC is identified through the blue & yellow i symbol. Accredited Centres have been assessed and meet all requirements of the Australian Tourism Accreditation Program. Accredited VIC s are required to open 7 days a week from 9-5, have trained staff and car parking facilities. About the Marysville Visitor Information Centre Our VIC is physically located in Murchison Street, Marysville and services not only Marysville but also Narbethong, Buxton, Taggerty, Rubicon, Lake Mountain and the neighbouring countryside. Unlike many other centres in Victoria the Marysville VIC is self funded. In fact we are one of only 7% of VIC s in the state that are not financed by Government and/or Local Government. Income sources for the VIC are shown on page13 Marysville VIC is a level 2 accredited Information Centre and is wholly staffed by volunteers. We have a 15 hour per week Coordinator, a roster coordinator, and a small team of volunteers with specific administration tasks, which includes assisting with the future development of the centre along with a team of volunteers who man the centre to distribute information and advice to visitors. Our Centre volunteers are drawn from the MMT membership and the local community. The Visitor Information Centre is often the first port of call for visitors looking for places to visit, eat and sleep. 11

12 Management of Marysville VIC Marysville VIC is run and managed by Mystic Mountains Tourism Inc. The MMT treasurer manages and controls its financial status, as largely it is membership fees that pay for the running costs of the centre. See Income and Expenditure graphs on page 12. To maximise member benefits, a close working relationship with the VIC is recommended to maximise business benefits for your business. We invite you to make an appointment with our Centre Coordinator in order to gain understanding of how the Centre operates, what opportunities are open to you and how best to work with the volunteers. The Challenges Ahead As previously stated, the Marysville VIC is at present a level 2 VIC, however, recently the Tourism Accreditation Board of Victoria undertook a review of the Standards with the intention of more accurately reflecting current VIC practices, and to promote continuous improvement. The outcome of this review is that all level 2 accredited information centres must, over the next 2 years, move to a dedicated full time paid VIC manager. The Executive along with the Centre Coordinator are working hard to identify and develop new strategies for raising sufficient funds to maintain this valuable asset. A merchandising area has already been established as one means of the centre becoming more financially self-sufficient. However, sourcing suitable stock that is not already being sold by our retail members will take some time. 12

13 The following represents a snapshot of income and expenditure from the financial year 2007/08. It must be noted that the charts shown here are not representative of MMT finances. Many projects undertaken by MMT Inc are cost neutral and are not shown on these graphs. For further information on the finances of MMT please contact the Treasurer. 13

14 Marketing Membership of MMT Inc. brings many benefits to a business. There are several levels at which you may join and become a member of MMT Inc, depending on what type of marketing benefit that your business requires. However, just being a member automatically brings benefits. The web site has in excess of 56,000 unique visitors per annum. As well, the Marysville Lake Mountain Official Visitors Map and is distributed throughout the state s Visitor Information Centres. As an LTA our region features on web sites such as and Tourism Development Officer The maintenance of a strong membership enables MMT Inc. to employ a Tourism Development Officer (TDO), whose main objectives are to identify income revenue streams, strengthen connections and to enhance awareness of Marysville by marketing and promotions. continues to enjoy a high profile in news and current affairs programs. Our unique geographic location allows us to market with both the Yarra Valley Regional Marketing (YVRM) (which links into Melbourne and surrounds), and North East Victoria Inc. Marketing Boards. YVRM enjoys a strong marketing profile by virtue of a extensive marking budget. Our close relationship with YVRM allows us to leverage off them and opens up many marketing opportunities that, as a small LTA, we would not normally be able to afford. We also have a marketing partnership with Lake Mountain Alpine Resort (LMAR) which gives us reciprocal links from LMAR to Marysville web sites. recognition of Marysville and district in LMAR publications domestically and internationally. inclusion in marketing through Board of Alpine resorts both domestically and internationally. The TDO maintains close links with journalists via the visiting journalist programs. The effectiveness of this is measured by frequent editorials highlighting the delights of the region in publications such as the RACV RoyalAuto and TV programs such as Postcards, Getaway etc. The TDO also liaises with event coordinators to ensure Marysville 14

15 Membership of MMT The membership period runs for July to June annually. A pro rata membership is available at other times during the year. If existing memberships lapse beyond August, all membership entitlements cease. If you wish to rejoin after that time a rejoining fee of $50 will apply. Quarterly payment are available on request to the Executive Committee, however an administration fee of $20 per annum applies. On the following pages are listed the MMT Inc. membership categories. Also shown is a comprehensive list of the benefits to which you will be entitled depending on what level of membership you require. As members of MMT Inc, there are also mandatory responsibilities. These are generic to all levels of membership and are as follows. A member is required to: Other responsibilities (though not mandatory) are to: attend General Members and Annual General meetings make a voluntary contribution to the organisation. i.e. volunteer time to man the desk at the Visitor Information Centre and/or be a members of one of the committees or working groups. ensure that your business details are kept up to date with both MMT Inc..and the Visitor Information Centre. It is vitally important that volunteers are able to provide visitors with accurate and current information. Further information and assistance regarding membership of MMT can be obtained from the chair of the Membership Committee. Jacqui Pearson on abide by the Rules of Incorporation (ROI) carry no less than $5,000,000 public liability insurance. hold all current required certification as prescribed by Local Government, State Government, Federal Government and any other governing bodies. You can make application to join on line by going to or complete the attached documents and forward to Mystic Mountains Tourism In P.O. Box 75 Marysville VIC

16 Full Membership Categories Definitions Accommodation an individual, group* or company providing short term accommodation to tourism visitors to the area. Accommodation providers may also include a restaurant which is attached to the business as an extra selling unit. There is a variety of accommodation styles and price points in accommodation within our area. So to make an equitable structure for all;. ie a small B&B doesn t pay the same amount as a large guest house, fees for accommodation providers are grouped together according to selling units. What is a selling unit. A selling unit is a room, cottage, house, cabin, unit or camp site that is rented out to one entity. For example - you would not rent a house with three bedrooms to three separate tourist groups, rather you may rent it to a family or group who wish to stay together in the one place. Consequently this house is considered to be one selling unit. Similarly a camp site would only be rented out to an individual or a group travelling together and thus each camp site is considered a selling unit. Selling units for a guest house equals the number of rooms available for rent. Retail an individual, group* or company whose principal business is to provide retail services through a shop or similar Restaurant/Café an individual, group* or company whose principal business is to provide in-house dining or take away food Attraction an individual, group* or company providing an activity or tourist attraction. Service provider an individual, group* or company providing a service to tourism through other members. i.e. massage therapist, hairdressers, or similar Not for Profit an incorporated organisation which exists for educational or charitable reasons, and from which its shareholders or trustees do not benefit financially. Also called non-profit organisation. Corporate a legal entity that may consist of a board, staff and a CEO. Benefits Opportunity to display one DL brochure at VIC Replenishment of brochures for display from stock at VIC Listing on VIC information collateral, i.e. accommodation registers, Menu Sample Book, Restaurant/Cafe Guide, Retail information sheet. Opportunity to participate in familiarisation tours to showcase businesses to VIC volunteers 16

17 Opportunity to receive copies of Official Visitor Guides and Visitor Maps for distribution to your guests, customers etc. Free referral service by trained volunteers Basic listing on MMT web directory Opportunity to buy a web page and link to your web site MMT voting rights Inclusion on for MMT minutes, broadcasts news and tourism related information and opportunities. Eligibility for committee/working group membership Eligibility to advertise in Marysville and Lake Mountain Touring Map Eligibility to partake in MMT Inc and Lake Mountain marketing initiatives Eligibility to buy space on local MMT managed wooden street signage Access and inclusion to MMT Inc media CD and photographic library Automatic membership to Murrindindi Regional Marketing Association (MRTA) Eligibility to advertise in the Murrindindi Touring Map Eligibility to participate (some at reduced rate and some complimentary) in Murrindindi and MRTA workshops. Responsibilities (mandatory) abide by the Rules of Incorporation (ROI) carry no less than $5,000,000 public liability insurance. hold all current required certification as prescribed by Local Government, State Government, Federal Government and any other governing bodies. Other responsibilities attend General Members and Annual General meetings make a voluntary contribution to the organisation. i.e. volunteer time to man the desk at the Visitor Information Centre and/or be a member of one of the committees or working groups. ensure that your business details are kept up to date with both MMT Inc..and the Visitor Information Centre. It is vitally important that volunteers are able to provide visitors with accurate and current information. 17

18 Other Memberships Definitions Affiliate member a person, group* or company who is a full member of their own Local Tourism Association (LTA ) which may or may not be bounded by the territory of Mystic Mountains Tourism. (See Map attached. Proof of membership of own LTA must be supplied. Opportunity to display one DL brochure at VIC Replenishment of brochures for display from stock at VIC Listing on MMT web directory Free referral service by trained volunteers Opportunity to participate in familiarisation tours to showcase businesses to VIC volunteers. Opportunity to buy a web link Associate member a person, group* or company who benefits directly or indirectly from tourism, and whose business is operated within the established boundaries of MMT Inc. Opportunity to display one DL brochure at VIC on Associate Member Board Replenishment of brochures for display from stock at VIC. Opportunity to participate in familiarisation tours to showcase businesses to VIC volunteers referral service by trained volunteers Business card member A business card member is a person, group* or company who does not benefit directly from tourism but wishes only to display a standard 90 mm x 55 mm business card at the VIC. Opportunity to display business card only Replenishment of cards from display from stock at VIC Listed on preferred provider list sent to all members Private Member a private member is a person, group* or organisation who does not benefit nor seeks any benefit from tourism, but does have an interest in the development and economic growth of the region. All volunteers are automatically considered Private Members. Conglomerate Group A conglomerate group is a group of unconnected businesses wishing to display collateral in the VIC. Each group must be made up of all MMT members. Membership can be from any one of the membership categories, the minimum being a Business Card Member. A fee will apply for the Conglomerate Brochure, as with Full Member extra brochures. Responsibilities (mandatory) abide by the Rules of Incorporation (ROI) of MMT Inc carry no less than $5,000,000 public liability insurance. hold all current required certification as prescribed by Local Government, State Government, Federal Government and any other governing bodies. * for the purposes of this document a group is defined as a number of businesses, companies, etc., administratively and financially connected. 18

19 Contact us Mystic Mountains Tourism Inc P.O Box 75 Marysville VIC 3779 Tourism Development Officer Sam Hicks Ph mobile no Marysville Visitor Information Centre Murchison Street Marysville VIC 3779 Ph: Membership Committee Di Kennedy and Val Cockerell Di is also our MMT Inc. Secretary Ph: MMT acknowledges and thanks our member Bruno of Brunos Art and Sculpture Garden for kindly providing the sketches for this guide. MMT Inc acknowledges and thanks Upwey & District Community Group, Bendigo Bank for their ongoing support of MMT Inc and the Marysville Visitor Information Centre. 19