ANNUAL REPORT 2016/2017 ECONOMIC DEVELOPMENT STRATEGY HINCHINBROOK 2020 Key Actions and Deliverables

Transcription

1 ANNUAL REPORT 2016/2017 ECONOMIC DEVELOPMENT STRATEGY HINCHINBROOK 2020 Key Actions and Deliverables

2 Ingham CBD Rubbish Bins Three new rubbish bin were installed in the Ingham CBD in 2016/17 reflecting a contemporary design incorporating the best artwork from the Hinchinbrook Way art series (Barramundi, Wallaman Falls and Hinchinbrook Queenslander). The design, printing, fabrication and installation were completed to a high standard by Council staff and local contractors Hinchinbrook Way Drinking Water Fountains Nine new drinking water fountains were installed in Ingham at the following localities: TYTO Conference and Events Centre, Tully Street, Lannercost Street (x2), Townsville Road, Rotary Park, Botanical Gardens, Herbert Street, Palm Creek All new water fountains promote key natural and culture attractions within the Hinchinbrook Region, in conjunction with the Hinchinbrook Way brand and Social Media tag #hinchinbrookway Six of the water fountains have integrated water bowls for dogs which were wholly funded through Queensland Gambling Fund in 2016/2017 Ingham CBD Wayfinding Signage Detailed design including all construction drawings have been prepared for mapping and way finding signage within the Ingham CBD The signage network will extend from the Hinchinbrook Visitor Information Centre through to Rotary Park and the Botanical Gardens Signage is envisaged to be installed within the first half of 2018, pending confirmation of the locality of the new CBD public toilets Hinchinbrook Way Walk All design and construction drawings for interpretative signage and brass floor plates have been finalised Local contractors have been engaged to print, fabricate, supply and install all aspects of interpretative signage Interpretative signage is envisaged to be installed and operational by October 2017 Brass floor plaques will be installed by December 2017 All marketing material has been designed, produced and distributed and is now available online at

3 Hinchinbrook Flavours The grand finale event for the 2016 International Fishing Series was attended by 48 guests, including a diversity of distinguished guests from Tourism and Events Queensland, Townsville Enterprise, Tropical Coast Tourism, Cassowary Coast Council, Whitsunday Tourism, Mackay Tourism, Rockhampton Regional Council and Fraser Coast Regional Council The event showcased a diversity of Hinchinbrook's finest local produce, including Chiesa Beef, Jourama Farms Gourmet Mushrooms, Wild Local Prawns Seafood, Frosty Mango and Bellasato Farm Heritage Breed Chickens Hinchinbrook Way Stories - Niche Agribusiness Five Hinchinbrook Way stories focusing on local produce and niche agribusiness were produced and/or released in 2016/2017 The associated marketing campaigns focused on raising the profile of Hinchinbrook's quality gourmet produce and niche agribusiness opportunities; in conjunction with raising the profile of Hinchinbrook as place to start or expand niche agribusiness. The five stories were integrated into the International Fishing Series, to showcase Hinchinbrook's quality produce to key Asian markets The stories were identified and noted by the North Queensland Economic Development Practitioners Network as an outstanding example of story telling with significant potential to raise the broader regions profile. The stories were nominated for the 2017 Queensland Multi Media Awards. Results will be published on 17 November 2017 The stories were produced as a platform to launch niche agribusiness (boutique farms) marketing and development projects in 2017/2018 Hinchinbrook Market Day In 2016/17 a total of six Hinchinbrook Market Day were held attracting a total audience of 3,429 The market was developed as boutique market reflecting The Hinchinbrook Way brand values and themes by showcasing local arts, craft, talent and local farm produce 66.67% of market attendees rated the market as 'excellent' % rated the market as 'good'

4 Hinchinbrook Island Management Plan Council collaborated with local and external stakeholders to advocate for changes to the Hinchinbrook Island Management Plan A comprehensive Thorsborne Trail commercial guided walk business case was prepared by Council and presented to DNPSR. In mid 2016 the Minister confirmed the DNPSR were redrafting the plan to facilitate ecotourism development. The final draft plan was released in late 2016, containing specific outcomes seeking to enhance the wilderness experience of the Thorsborne Trail, whilst enabling opportunities for commercial guided walks and niche eco-tourism ventures Hinchinbrook Way Digital Platforms 83% increase in followers of the Hinchinbrook Way Facebook Page (From 2,530 followers as at 01 July, 2016 to 4,621 as at 30 June 2017) 8,153 users accesed the Hinchinbrook Way website during the 2016/2017 period Significant upgrades in 2016/2017 to the website including interactive mapping, enhanced local business directory, enhanced event calendar, video gallery, media library, language translator and embedded video content on homepage. Significant increase also in diversity of quality content throughout the website (featuring over 300 pages and 1300 associated files) Website design and content modified to optimise experience on mobile devices. In 2016/2017 over 85% of traffic to the site came through mobile devices. The website was nominated for the 2017 Queensland Multi Media Awards Hinchinbrook Way Story Telling Content Nine new Hinchinbrook Way films were produced in 2016/2017 (What is the Hinchinbrook Way, The Legend of Nugget, Hinchinbrook Seafood Journey, The Cattleman, The Organic Innovators, The Skipper, The Lifestyle Farmers, Fishing for Inspirational Art, Drive the Hinchinbrook Way) Eight films were released on Social media in 2016/2017 (Reel Living, The Art of Farming, Shop the Hinchinbrook Way, What is the Hinchinbrook Way?, The Skipper, Hinchinbrook Seafood Journey, The Legend of Nugget, The Lifestyle Farmers). The collection of Hinchinbrook Way films generated 293,500 views in 2016/17 on the Hinchinbrook Way Facebook page (up 178% on the previous year) Hinchinbrook Way Print Marketing A range of print marketing collateral were designed and distributed in 2016/2017 including a new 80 page A5 destination brochure (10,000 copies were published in June 2017) Tropical Coast Tourism President Mark Evan's noted "It is one of the best brochures in the market place, with visitors at Paronella Park picking up the publication at a rate of 5:1 to the next best brochure" The brochure was nominated for the 2017 Queensland Multi Media Awards. Results will be published on 17 November 2017

5 Billboard Marketing Campaign Fifteen new tourism promotional billboards were designed and installed in early 2017 at key location along main road corridors within the 500km drive market area. International Fishing Series Council contributed $50,000 to host the 2016 International Fishing Series. The contribution included major sponsorship rights and filming services capturing content for the 2017 series of Hinchinbrook Way stories The International Fishing Series was filmed within the Hinchinbrook Shire in early October 2016 The week long event featured the best competitive anglers from South Korea, Japan and China The six episode series commenced broadcast in April 2017 and was broadcast in four different languages into over 400 million households across Asia, with an estimated viewing audience of between million viewers The series included 12.5% bespoke Hinchinbrook Way marketing content, in addition to local tourism content in the form of angler and guide commentary, location promotions and of course the entire series was shot against the backdrop of Hinchinbrook and showcased our iconic fishing experience A comprehensive independently audited marketing report will be supplied to Council in late 2017 Telstra Air Ingham CBD Free WiFi Network Council has engaged Telstra Air to deliver the fist stage of the Free Ingham CBD WiFi Network The first stage delivers free WiFi network services in two localities identified as the principle and secondary arrival nodes for visitors to Ingham (Hinchinbrook Visitor Information Centre and Rotary Park) The network will provide user insights via the Purple Insights platform, in addition to providing direct marketing capacity and promoting the Hinchinbrook Way It is envisaged the network will be operational by mid November 2017, providing users with 30 minutes of free WiFi access per device, per a day RV Camping The Ingham CBD RV Parking and Rest Area wayfinding signage design has been completed and installation works are significantly progressed. The CMCA RV Park Ingham was officially opened in 2017 TheForrest Beach RV Park is now in its second year of trial operations The TYTO RV Park continues to be a very popular choice for RV traveller, with consistent positve feedback from both users and local businesses.

6 Local Business Marketing and Communications Workshops Ten (10) workshops held in Hinchinbrook from 28 June August 2017 at the TYTO Conference and Events Centre, Lucinda, Forrest Beach and Halifax 31 businesses attended the workshops, with a 90% satisfaction rating with the workshop delivery and content A workshop outcomes report has been created outlining the course delivery and content; and providing recommendations for future actions The Hinchinbrook Way Ambassador Program In January 2017 the Hinchinbrook Way Ambassador Program was officially launched The program was designed for locals who are really passionate about growing the tourism sector and love meeting visitors The program has a strong focus on enhancing the visitor experience and provides Ambassadors with a series of course designed to enhance their knowledge of the Hinchinbrook Way brand, source and disseminate local tourism information and develop enhanced customer service skills Several induction courses have been conducted to roll over existing TYTO volunteers and welcome new volunteers into the Ambassador program Several new course have been developed and delivered, including destination tours, technology training and tourism information training The Hinchinbrook Way Welcomers Program The Welcomer Program has been developed for the local retail sector, community organisations and schools The program delivers the key skillsets for locals to proactively promote the Hinchinbrook Way, enhance the visitor experience and contribute to positive word of mouth marketing by visitors The Hinchinbrook Welcomers Program was launched in March 2017, with the first pilot program was delivered at Ingham State High School in late March 2017

7 James Cook University Council collaborated with James Cook University to prepare and deliver the four day intensive subject EV3001/5001 Environmental and Regional Planning in Hinchinbrook, at Orpheus Island. Enrollments for subject included a broad diversity of undergraduate and post graduate students from Australia and overseas. Townsville Enterprise Limited Service Level Agreement signed with Townsville Enterprise Senior Economic Development and Tourism Officer nominated in two consecutive years (2016,2017) for the Townsville North Queensland Tourism Award - Richard Power Award (recognises the extraordinary personal and professional achievement and contribution by an individual over many years to the local tourism industry) Marine Media Group Collaborative approach to attract partnerships to support the 2016 International Fishing Series and develop the concept into the future. Council in conjunction with Marine Media Group collaborated with multiple partners including: Holden, Mercury Marine, Local Government Association Queensland, Queensland Tourism Investment Council, Tourism and Events Queensland, Townsville Enterprise Limited, Mackay Regional Council, Whitsundays Regional Council, Cassowary Coast Council and Fraser Coast Regional Council Tropical Coast Tourism Service Level Agreement signed in February 2017 North Queensland Pathfinder Action Plan Hinchinbrook Shire Council is a collaborative partner in the regional Pathfinder initiative contributing to the working groups established under each of the Pathfinder priority areas (Tourism Growth, Asia Gateway Expansion, Human Services Growth, More Entrepreneurs, Lifting Workforce Skills, Value Add to Agriculture) Hinchinbrook Shire Council is leading the regional working group focused on growing value add opportunities in the agricultural sector with the objective to create 8,100 new jobs by 2031