An unprecedented career in Australia s tourism industry plus successful away from tourism. Norm White

Transcription

1 An unprecedented career in Australia s tourism industry plus successful away from tourism Norm White so many achievements for Australia s tourism industry The summary is indicative only of the extensive experience that Norm White has gained from his many years in Australia s tourism industry. He continues to add to this experience through working with clients around Australia and release of tourism refrence papers and Snapshots newsletters each month

2 An unprecedented career NORM WHITE Advance Tourism So many achievements for Australia s tourism industry Next year, 2008, Norm White will celebrate his 50 th years of involvement in Australia s tourism industry with a career from the industry s pioneering days to the new online era. SOME ACHIEVEMENTS Over the years, Norm has been involved in many achievements for Australia s tourism industry. Some are listed below. When Tour Organiser for a railfan group Instigated introduction of Victoria s Vintage Train which operated for over 25 years Introduced a policy that expanded steam train tours for railfans to also cater for sightseeing tourists who like the appeal of steam train travel As Holiday Travel Manager at TAA Negotiated Central Australia s first holiday packages which led to formation of CATA that later became the leading tourism operator in Central Australia Managed the introduction of Tasmania s first fly/drive holidays. While Traffic Manager Victoria at TAA Blended the disparate sections of a complex department into a team approach and in doing so improved efficiency, provided greater staff satisfaction and better budget results Staff with potential were groomed for promotion to positions of greater responsibility, Was involved in the introduction of TAA s computerised booking system and as a result, developed a lifelong interest in computerised reservations systems from the marketing perspective. As National Group and Convention Manager Produced a strategy to develop the convention market which was an outstanding success for the airline and for development of the convention industry across Australia. Four Convention Planners Conventions and introduction of Australia s first convention kit were very successful. Revamping of strategies for group travel which were very rewarding. The impact of TAA s group and convention strategies was so great that Air New Zealand in New Zealand sent a team of their specialist staff to visit TAA to study our operations. While State Manager Tasmania, Norm remembers most: The success of the introduction of the Gold Coast direct flights. The way the staff, having been given the right environment, delivered the great business results achieved. An exclusive agreement with Four Seasons Motor Inn to give TAA s packages priority access to beds in the biggest motel chain in Tasmania, a great business plus. Introduction of the winter subsidy scheme for Tasmanian conventions. As General Marketing Manager TAA, milestone highlights included Developing the national marketing strategy to launch the A300 Airbus, Australia s first wide body aircraft on domestic routes Visiting USA to study airport lounges and frequent flyer programs for regular travellers Visited USA to evaluate the introduction of the Boeing 767 which Ansett were to introduce in competition with the Airbus Advance Tourism 1

3 Closely involved with marketing initiatives to boost TAA s share of the business traveller market Unilaterally took a strategic decision which opened up tour wholesaling for domestic tourism within Australia. Advance Tourism highlights included Instigation of the formation of Country Tourism Industry Council Tourism Development Plan for Eurobodalla Coast, NSW which led to the South Coast region becoming the best performing region in NSW Tourism Development Plan which created the Heritage Highway in Tasmania and established the Midlands as an important part of the Tasmanian tourism scene Produced a Management Plan and a Marketing Plan for a collection of nature based attractions which were successfully merchandised as Living Windows and became a leading attraction in WA particularly with overseas visitors Produced a Business Development Plan for Cottages of the Colony in Tasmania which went on to become Tasmania s market leader in this category Initiated the Long Paddock Touring Route from Echuca Moama, to Mathoura and Deniliquin in NSW. It has since been extended to Hay and is soon to go on to Wilcannia Produced a Feasibility Study for a Forest heritage Centre at Mathoura. This did not proceed because it was forecast not to be viable Produced over 20 Tourism Development Plans in 5 states Army Reserve career highlights Was the Officer Commanding the 21 gun salute fired in 1963 for the arrival of the Her Majesty The Queen at Melbourne Was Battery Captain commanding the gun area when 3 Bty, 2 Fd Regt won the coveted Mt. Schank trophy Served 33 years in the Army Reserve and was given 5 extensions upon reaching the statutory retiring age. Honoured on his last parade with the presentation of a Commendation from the General Officer Commanding Training Command for Australia CAREER APPOINTMENTS Since starting with Trans Australia Airlines (TAA), Norm s career included these posts Tours Coordinator TAA Holiday Travel Manager TAA Traffic Manager Victoria National Group and Convention Manager State Manager Tasmania General Marketing Manager Member, Tasmanian Tourism Ministers Advisory Committee Foundation Chairman, Tasmanian Convention and Visitors Bureau Board member, Tasmanian Tourism Council National Board member, Australian Tourism Industry Association. During his career, Norm had three appointments which meant management of over 200 staff in multi-faceted operations. Each post had its different challenges and achievements. Advance Tourism 2

4 HIGHLIGHTS OVER THE YEARS Over such a long and active career it is not possible to catalogue all that has happened but shown below is an overview of a career from the pioneering days of the industry to the modern era. A career that cannot be repeated. TRAIN ENTHUSIAST TOURS Between 1958 and 1962, Norm organised steam train tours with the biggest trains having 14 carriages and 2 steam engines. To make the trains viable, each tour was designed to appeal to tourists who like to go sightseeing by steam train as well as catering to the needs of the railfan groups. In 1964, there was a need to raise funds to preserve trackside facilities for steam locomotives. Norm advocated to a special committee that a Vintage Train be established. It ran in January 1962 for the first time and operated regularly ever since. At a special function at Bendigo was held to celebrate its 25 th anniversary. Norm and members of the Committee were honoured for establishing a train which, for such a long period, served Victorians and visitors as it travelled to many parts of the State. TOURS COORDINATOR TAA In 1960, TAA established a Holiday Travel Department to build demand if leisure travellers for flights during off-peak periods and to grow leisure travel demand for air travel which at that time was small. Norm was recruited as a member of the new department as Tours Coordinator and was to be directly involved in developing Australia s first packages. First Australian packages Australia s first packages, Low Cost Barrier Reef Holidays to five islands of the Great Barrier Reef were followed soon after by Tropicana Holidays to the Gold Coast, Norm s task was to establish the reservations, documentation and accounting procedures for these packages. The arrangements made became the industry norm for many years until technology brought change. The range of holiday destinations expanded over following years. Papua New Guinea During these years, TAA operated escorted tours to Papua/New Guinea (PNG) and it was Norm s task each year to visit PNG to negotiate arrangements and rates for the tours for the next year. On return, itineraries were finalised and promotional plans made. Central Australia In 1964, as Holiday Travel Manager, a long weekend was spent at Alice Springs. With the support of local TAA Manager, Keith Castle, protracted negotiations led to four extended tour operators and three Alice Springs accommodation properties agreeing to be involved in Central Australia s packaged holidays. This was so successful that in 1965 the participating businesses formed a parent company, Central Australian Tours Association (CATA). This became the leading tourism business in Central Australia and years later was purchased by AAT Kings, still a leader in the Centre s tourism industry. Tasmania Avis Tasmania Manager, Don Hammence, and Panorama Motel (Hobart) owner, Don, Richardson, proposed a new holiday concept for Tasmania. Norm as Holiday Travel Manager with his colleague, Noel Parkin, went to a Launceston meeting of hotel and motel businesses from around the State. Negotiations were successful with these properties in obtaining their participation and soon after TAA launched Tasconomy Holidays. This holiday concept went on to become Tasmania s most successful tourism product and still continues today. Advance Tourism 3

5 New Zealand As Holiday Travel Manager, Norm visited New Zealand in 1965 to support the TAA sales team in New Zealand. With NZ Sales Manager, Ian Ardern, negotiations with a New Zealand wholesaler led to TAA holidays being included in the Mutual Holidays program to Australia. TRAFFIC MANAGER VICTORIA In 1967, Norm was appointed Traffic Manager Victoria, the youngest person appointed to this senior position since the airline was formed. This position was responsible for the airline s largest reservations room, Melbourne City terminal, downtown sales offices, holiday travel sales, group and convention sales and international travel sales. During this period the Melbourne Reservations Room was converted from a manual operation to a fully computerised reservations system. A very challenging period in unchartered waters. Managing a multi-faceted operation with over 200 staff proved very challenging. The most satisfying achievements during this period were: Being involved in the historic change of the booking systems from manual to computerised. Moulding the disparate elements of the department into a team approach. This meant sharing of resources between sections and for some staff rotation in their duties. It also contributed to improved efficiencies for the bottom line. Developing staff with potential by using the leave roster program to give them experience at higher levels in different roles. Most went on to be promoted and some lost the desire for responsibility at higher levels which was a plus for them and the company. NATIONAL GROUP AND CONVENTION MANAGER Aim of this role was to grow emerging new market segments as well as gain market share. TAA believed that if the airline expanded these new market segments for the tourism industry, this would grow our business. And this is what happened. Responsibilities of the position included development of: Convention travel, Group travel, and, Incentive travel. Also, in 1975, Norm became involved in Conexpo, an interesting experience. Further details are shown later. Conventions 24 th International Geological Conference Soon after appointment in 1972 as National Group and Convention Manager, Norm attended the 24 th International Geological Conference at Montreal, Canada as an observer. This initiative was instrumental in winning the official airline appointment for the 25 th International Geological Conference held in Sydney Australia in This was commercially important business for the airline because after the Sydney conference, it was expected that many hundreds of overseas delegates would travel long haul in Australia to visit locations of geological interest. And this is what happened. Visit USA to attend ASAE Conventions In 1973 and 1974, Norm travelled to New Orleans and New York to attend the Annual Convention of the American Society of Association Executives (ASAE) the most important group of meeting planners in the world. From these trips, much was learned about the convention industry and this knowledge was put to good use back in Australia. Advance Tourism 4

6 Strategy to develop conventions market Following the visit to New Orleans, Norm finalised a strategy to make TAA the industry leader. TAA management endorsed the strategy and funded a national campaign. On the cover of this paper appears the theme and picture used throughout the campaign which centred on Norm White s team at TAA. The strategy involved: Production of Australia s first Convention Planning Kit which included a how to manual for meeting planners. Staging four Convention Planners Conventions. Using a team of specialist Convention sales representatives in each state to identify business opportunities and press for the business. The Convention team of sales representatives met every 3-4 months somewhere in Australia. With Norm as Chairman, the meeting reviewed involvement in this particular market across the nation and made future plans to win business on offer and plan for development of the convention market overall. The Convention Planners Conventions were held at the Gold Coast, Hobart, Perth and Adelaide. Each event was co-hosted by the venue hotel. By involving the trade; convention venues, convention suppliers and others, they became better informed about the new and emerging industry. The Convention Planners Conventions each had an exhibition area, which also helped to inform the client meeting planner delegates. For each event TAA flew about meeting planners and trade representatives to the host location. These Conventions attracted considerable market and media attention which rapidly escalated awareness of the market segment and the commercial possibilities. The strategy was a great success and TAA became widely seen as the industry leader. TAA also secured a lot of business from these initiatives. CONEXPO Caterpillar Australia chose TAA Victorian Division to plan a trip for 100 or so of their dealers in Australia and New Zealand to attend the 1975 Conexpo dealers convention in Chicago USA. The response was overwhelming and 490 passengers eventually travelled from Christchurch, seven Australian capital cities and Port Moresby travelling first to Hong Kong. Here they joined together for an itinerary to Tokyo, Monterey California, Chicago, Caterpillar World Headquarters in Peoria then to Las Vegas, Los Angeles, Honolulu and from there, back to their home ports. Planning for this complex movement fell behind schedule. Norm was asked to step in and take charge of planning. At that time, Norm estimated it was one month to departure and one month behind schedule with the planning. With 490 passengers, each with two pieces of baggage and an escort team of six, a group this size had to be spread over several flights. At Hong Kong Airport the baggage pile waiting for check-in was up to eight ft (240 cm) high and about 50m long. The size of this group was a potential for real problems. When the tour had been completed, the escorting team reported that all had gone smoothly. One interesting moment concerned the farewell dinner at Honolulu. The tip on the bill was $1000 which in 1975 dollars was a lot of money. With a specially selected team and taking over the airline s training rooms, planning of the tour overcame the backlog and the groups departed from their ten home ports on schedule. Norm produced an 82 page detailed Group Movement Advice to guide the team who escorted this extensive and complex tour. He travelled with the group to Hong Kong and Tokyo to check the planning before returning to Australia. Advance Tourism 5

7 Group Travel Group travel was starting to grow in volume on domestic routes during this period. Norm developed a strategy to develop this market segment further. This entailed: Upgrading collateral material. Introducing group-paks, packages for groups. Overhauling the Group Movement Advice system. Using a team of specialist sales representatives in Australia to pursue the business. Undertaking overseas sales missions to tap business abroad. The specialist sales representative team, like their convention counterparts met somewhere in Australia every 3-4 months to review marketing activities to win more of the available group business. These activities were complemented by TAA opening special group lounges at airports which were a great success. Sales Missions to New Zealand and United Kingdom Norm led sales missions to New Zealand (one week) and the United Kingdom (two weeks) with teams drawn from the specialised group travel sales representatives. Each sales mission was used to tap group business to Australia and to learn more about these markets. SASCO Singapore A Singapore based shipping company started operating passenger services between Singapore and Perth with connecting flights to Adelaide, Melbourne and Sydney. Norm flew to Singapore and successfully negotiated with SASCO management for exclusive access to SASCO passengers inbound and outbound at Fremantle. The long haul Perth route was a marketing priority for TAA. Overseas airline recognition TAA s pro-active and successful approach to group and convention marketing attracted the attention of Air New Zealand in New Zealand and two domestic airlines in USA. Air New Zealand sent a group of their specialist group and convention sales representatives to Australia to study TAA s operations in these markets. After being briefed by Norm and his team in Melbourne, the group visited Sydney and Brisbane to study operations at the state level. Two US airlines, United and USAir, contacted TAA requesting briefings about or group and convention marketing operations which was gladly made available. We were thrilled to be approached by giants in the industry INCENTIVE TRAVEL By mid-1970, Incentive Travel was a little known but a commercially valuable new market segment. To develop this market segment and increase awareness of its commercial value, Norm staged the first TIPS conference (Travel Incentives Planners Seminar) in Adelaide in 1977 co-hosted by the venue, Travelodge. It attracted considerable attention so much so that further TIPS seminars were held at Townsville and, in conjunction with Air New Zealand, at Christchurch. Subsequently Norm was invited by Air New Zealand, Qantas, TAA and Australian Tourist Commission in New Zealand to conduct an Incentive Travel Seminar in Auckland. Air New Zealand flew in travel agents from throughout New Zealand to learn about Incentive Travel. In 1985, Norm flew to Honolulu to attend the Annual Convention of the Society of Incentive Travel Executives (SITE) which was a commercially important group. Much was learned about the latest trends in Incentive Travel marketing. Advance Tourism 6

8 STATE MANAGER TASMANIA As State Manager, Norm was responsible for over 200 staff in four Tasmanian centres and four routes to the mainland. On appointment as State Manager Tasmania, it was found that of the four Tasmanian routes, TAA market shares ranged from 44-48% on three routes. Only Devonport had a share over 50%. This gave Ansett a significant business advantage. When leaving Tasmania in early 1981, the situation had been reversed. TAA had three routes which market shares from 52-56% and Launceston share was 50%. TAA s business performance had considerably improved over the previous three years. How was this achieved? These steps were taken: Shortly after appointment all Managers and sales representatives attended an overnight conference at Shearwater (near Devonport). On day one of the conference, future operating policies were outlined, delegations lowered and concerns addressed. This provided a clear direction for the way forward. On day two, marketing activities for the next 3-6 months were decided. Every 3-4 months in a different part of Tasmania, the same group met to review progress with marketing activities and business being won or lost. Following the initial briefing at Shearwater, Norm produced a three year strategic plan which was the cornerstone of all local and state-wide strategies. It empowered Managers, Supervisors and sales representatives to take responsibility, make decisions and produce results. And they certainly did. Even so a major initiative was required to impress the community. In total secrecy, Norm obtained key support from Melbourne and with selected staff in Tasmania, a program of direct flights was launched from Hobart and Launceston to the Gold Coast. These were the first flights ever just for Tasmanians. Also, they did not have to travel via Melbourne to get to their favourite holiday destination. Ansett Airlines was taken by surprise but they later scheduled flights. These flights created a new market and for the next 15 years, Tasmanians enjoyed winter direct flights to the Gold Coast. This bold initiative worked wonders for TAA across the state. During this period: First woman appointed. Norm appointed a lady to a managerial position, Manager of the downtown office in Murray Street. This was one of the first appointments of a woman anywhere in Australia by TAA. Ms Genevieve Atkins was later promoted to a higher position. Career development of staff was important. Norm devoted time to career development for staff members who showed potential for higher responsibilities. Several were promoted by Norm or their careers progressed inside and outside the airline to senior appointments after he left the state. TAA s success in Tasmania Much credit for the reversal in TAA s business results in Tasmania was due to the commitment and enthusiasm of the staff. Norm created the operating environment for them to show initiative and provided the support they needed. Another satisfying factor was that instead of the state operating as four separate units, they welded together as a team supporting each other without direct involvement of the State Manager. It was the TAA staff who delivered the result across the state. Four Seasons Motor Inn A competitive advantage was gained when Norm secured a preferred agreement for TAA to have priority access to Four Seasons Motor Inns capacity for TAA s holiday packages being sold around mainland states for travel to Tasmania. Advance Tourism 7

9 Tourism Ministers Advisory Committee The Tasmanian Tourism Minister Hon. Michael Barnard MP was extremely effective in his portfolio. His basic oft-stated policy was that what s good for the private sector is good for Tasmania. Each month he chaired a Ministers Advisory Committee meeting attended by five top tourism business men, the Tasmanian Tourism Council CEO and top executives of the Tourism Department (now Tourism Tasmania). Throughout most of his time in Tasmania, Norm was a member of this Committee. At one meeting Norm proposed that the Lowe Labor Government introduce a $10 per delegate convention subsidy for the winter months. It was so successful that the Gray Liberal Government later increased this to $25 per delegate. The subsidy still operates today, over 25 years later and thousands of convention delegates have visited the state in winter months. Direct Flights Christchurch to Hobart The Tasmanian Tourism Minister was promoted to Deputy Premier and was determined to win international flights for Tasmania. He set out to start flights between Hobart and Christchurch. No-one thought he could be successful but he was. Throughout the period he was lobbying the Federal Government and the two domestic airlines, Norm enjoyed the Deputy Premiers confidence and was able to discreetly work with him behind the scenes providing aviation industry advice. Eventually Ansett and TAA were given approval to fly the route. When the flights were announced the Deputy Premier was instrumental in Ansett getting the first flight on Wednesdays and TAA being allocated the Saturday services. The Deputy Premier was aware the Saturday service was the more profitable. Tasmanian Convention and Visitors Bureau Soon after Norm s arrival in Tasmania, the Tasmanian Government established the Tasmanian Convention and Visitors Bureau. Norm was elected the Foundation Chairman. The Bureau was fortunate in appointing a results driven Executive Director, David Weston, who did a marvellous job in building demand and awareness of Tasmania as a convention destination. Norm was Chairman of a Board comprised of tourism industry executives from Hobart, Launceston and the North-West. Media relations During his time in Tasmania, Norm was always available to the media. Both airline services and tourism were important subjects in the Tasmanian community and he became the best known face in the state after the MPs. This also helped to improve TAA s image which was not the best when he arrived in Tasmania. Honour by Tasmanian Government When Norm was leaving Tasmania, the Tasmanian Government extended him a great honour by hosting an official reception to farewell him and his wife. It was hosted by the Premier and Deputy Premier and attended by Cabinet Ministers, Leader of the Opposition, other MPs, Lord Mayor, Police Commissioner and other dignitaries from Hobart and the North plus a large number from the tourism industry. A very humbling experience. It was an expression of appreciation for all that the community felt that Norm had done for the Tasmanian tourism industry and the community across the State. Advance Tourism 8

10 GENERAL MARKETING MANAGER This was one of the most senior executive positions in the airline with responsibility for all passenger marketing throughout Australia and around the world including the TAA offices in overseas countries. A300 Airbus launch The priority on appointment was to develop a new strategy to launch the new A300 Airbus; the first wide body aircraft on Australian routes due to arrive seven months hence. Norm s predecessor had joined the Ansett organisation and taken a wealth of competitive information with him. First Norm staged a National Marketing Conference in Sydney for marketing personnel from all over Australia. This conference was designed to: Outline policy directions on very topical issues. Brief personnel about the Airbus launch and the likely course of events leading up to the arrival of the aircraft two were expected in quick succession. As Chairman of the Airbus Marketing Committee, a new strategy was developed. Implementation was based on delegating to TAA State Branches, the authority and budgets to start planning the launch following special briefings about national strategies. Some great ideas evolved from the states for local plans to launch the Airbus. The launch nationally was extremely successful and the aircraft proved to be very popular with passengers. Visit USA Study Airport Lounges and Frequent Flyer Programs Soon after the A300 Airbus entered service, Norm left for USA to visit domestic airlines to discuss business traveller market operations and in particular, The airport lounges for frequent travellers and, Frequent flyer schemes. Two weeks were spent meeting with several airlines gathering valuable knowledge. Soon after return, Ansett announced their Golden Wing which increased the value of the trip. Visit USA Evaluation of Boeing 767 While TAA purchased the A300 Airbus, Ansett chose the Boeing 767 which commenced flying in USA in 1982 with United Airlines. Soon after, Norm found himself back in USA as part of a team of six senior TAA Managers from different areas of the airline. After flying first and economy class on several flights over a 10 day visit, the team evaluated that the Boeing 767 was no competitive threat to the A300 Airbus as was proved later. Business traveller market During the 1960s -1970s, airline marketing had focussed largely on building leisure travel markets. In the 1980s the business traveller market was the priority and Norm was very involved with: introduction of the Flight Deck Club, TAA s answer to Golden Wing, Compass Club for travel officers and executive secretaries, and Other initiatives to win customers from the business traveller market. Tour wholesalers initiative In 1982, tour wholesalers did not exist for domestic tourism. As General Marketing Manager for TAA, Norm unilaterally raised commissions on ground content for the 1983 range of packaged holidays from 10% to 20%. Ansett soon followed. This policy change made it viable for wholesalers like Great Aussie Holidays to enter the Australian domestic market. Today there are numerous wholesalers with programs but the commission rate has been increased, in some instances, to 25%. Advance Tourism 9

11 Australian Tourism Industry Association During this period, the peak tourism body for Australian tourism was the Australian Tourism Industry Association. Norm served on the National Board and participated in deliberations concerning major issues impacting on the industry including Federal Government support. Guest speaker at conferences Norm was often invited to address industry conferences including two overseas. One was at Maui in the Hawaiian Islands where a group of New Zealand travel agents were having their annual conference. The other was at Fiji where Hertz Australia was having a management conference. ADVANCE TOURISM FORMED In 1988, Norm left the airline, then known as Australian Airlines and started Advance Tourism, a Melbourne based consultancy, operating nationally and specialising in regional and urban tourism. Country Victoria Tourism Council Very soon after starting the consultancy, Norm recognised that Victorian regions had no voice in the tourism industry. He convened Victoria s first Country Tourism Conference in 1989 and orchestrated a motion from the floor to form a Country Tourism Association for want of a title. Norm was elected Chairman of an Interim Committee and undertook the development function until handing over to Wayne Kayler-Thomson at the Steering Committee stage. When the organisation was founded as Country Victoria Tourism Council. Wayne was the first President and Norm the first Vice-President. Norm s consultancy also sponsored the second Country Tourism Conference. Country Victoria Tourism Council has since been merged with the Victorian Tour Operators Association to form Tourism Alliance Continuing interest in the industry Norm at all times strives to stay informed about latest developments and trends in the industry. To do this: In 1999, Norm made a study tour of England at his own expense to examine regional tourism activities, operations and latest trends in that country. In 2006 he visited the South Island and just recently visited the North Island to stay informed about New Zealand operations. Each year the TravelTECH Conference in Sydney covers a range of topics relative to contemporary developments in online marketing. Norm has attended the last two events and intends to attend the 2007 event in August. Norm produces a monthly newsletter Snapshots, and periodic Tourism Reference Papers. Norm s extensive experience and knowledge of industry activities throughout Australia is used to produce these publications which have a high readership. No other consultancy in Australia goes to such lengths to: Stay informed, and Make available reference papers free like Advance Tourism. Wide range of projects for clients During the 19 years since starting Advance Tourism, Norm has undertaken a wide variety of projects across all states and the Northern Territory. The following list shows the diversity of projects. Being retained by Echuca Moama Tourism from to develop destination marketing strategies including a successful program to develop business from the NZ market. Tourism Development Plan for Midlands of Tasmania. The region was not getting its share of visitors to the State. The region, merchandised as Heritage Highway as the cornerstone of the plan, now enjoys far greater success including new investment in tourism infrastructure. Tourism Development Plan for Murray Outback. When being launched in Mildura, Tourism Minister Louise Asher praised the plan for the recognition of small business and strategies designed to help them. Advance Tourism 10

12 Tourism Development Plan for Eurobodalla Coast NSW. This plan later led to a new approach and better results for the whole South Coast region Marketing Plan and Management Plan for WA s Eco-museum which is being merchandised as Living Windows (a recommendation of the plan), and became a leading attraction in WA with international appeal. Business Development Plan for Cottages of the Colony, Tasmania, a group of bed and breakfast businesses. The plan led to the group becoming industry leader in its sector in Tasmania The Long Paddock Touring Route has become very important in Western New South Wales. Originally planned as a link between Echuca Moama, Mathoura and Deniliquin, it has now been extended to Hay and there are plans to extend it to Wilcannia. Concept and Feasibility Study for development of the Port Fairy Visitor Information Centre, Vic Development Plan for the Murray River Trail from source to sea. Implementation is now well advanced Feasibility Study for a proposed Forest Heritage Centre at Mathoura NSW Marketing Plan for the Bay Discovery Centre, Glenelg SA when first opened Tourism Development Plans produced for two new developing destinations in WA the Northern Goldfields and Fitzgerald Coast. Special report for SA Power Company, ElectraNet, on the impact of power lines on a popular tourist region. Marketing Plan for the launch of the Desert Wildlife Park, Alice Springs. And the list goes on: Industry structure advice to various regional destinations. Visitor Information Centre operational reviews. Business Plans. Feasibility Studies. Development Plans Strategic Plans Management Plans Marketing Plans. Market Profiling Report. Market Demand Studies. Seminars, Workshops and public speaking. Naval and Military Club, Melbourne In 1995, Melbourne s prestigious Naval and Military Club which is part of the city s history going back over 100 years was in serious trading difficulties. The overdraft was at its limit, patronage and revenue was down and the Club was faced with amalgamation or sale of assets to keep liquid. Norm reviewed the situation, recommended a restructuring of Board operations and management operations then produced a Marketing Strategy designed to boost cash flow without causing pressure on the overdraft. A Board Member who was a senior bank executive restructured the Club s finances. These measures led to a reversal of the Club s trading position. Within two years the Club was back in the black. ARMY RESERVE CAREER Recruited into the Royal Australian Artillery in 1957, Norm spent 33 years in regimental life and as a staff officer at the Reserve Command and Staff College, retiring with the rank of Major in Highlights from his military career included: Advance Tourism 11

13 Being Officer Commanding the firing of the 21 gun salute for the arrival in Melbourne of Her Majesty, The Queen in While Battery Captain of 3 Bty, 2 Field Regiment and commanding the gun area, the Battery won the coveted Mt Schank Trophy, a national award, against the other Batteries in the competition. Upon reaching the statutory retirement age of 47, the Australian Army approved five one year extensions to allow Norm s service at the Reserve Command and Staff College to continue. Five year extensions were very rare. Having Lt. J.G. Kennett as a student on a courses of the College. Lt. Kennett was later to become Premier of Victoria On his last parade, Norm was honoured with a Commendation from the General Officer Commanding Training Command for Australia. PERSONAL APPROACH During Norm s managerial career, his basic approach was that a leader and manager should always allow members of the team to perform at their optimum. This meant: Providing clear policy direction. Allocating appropriate resources. Provide delegations so that enterprise and initiative could be shown. Be supportive even when difficulties arose, and The results will speak for themselves. In several management positions, this philosophy resulted in a more effective team who had greater job satisfaction and on every occasion, the results spoke for themselves. It was also important to Norm to develop staff with potential to have the opportunity to progress their careers. It meant giving these staff the opportunity to learn that each level of management is different and requires different skills and expertise. This policy led to some promising people rising to very senior appointments in the industry, not just in the airline. Another important aspect for success is to be a student of the future, to study developments and observe changing trends. Today, Norm is still a keen student of the future and recognises that change is now part of modern business life. Change represents opportunities for those who are ready to grasp them. Sadly many see change as a threat and are often penalised when they do not move with the times. CLOSING REMARKS Norm has had a remarkable career in Australia s tourism industry, visiting many parts of the Australia as well as 23 countries around the world, many on business. Along the way, he has met some wonderful people and has had many wonderful experiences. Norm is very grateful for the opportunity to have had such a great career which has been so diverse. His only regret the industry will see enormous changes over the next decade but he won t be in the industry then, he will have retired. Advance Tourism 12