e nges eptions tourism conference · 2019-03-14 · 2 tourism conference 2019 program #lgnswtourism...

LGNSW.ORG.AU

STRATEGIC PARTNER:CO-HOSTED BY: ELITE SPONSOR: PREMIER SPONSOR:

TOURISM CONFERENCE2019 17 – 19 March 2019

Crowne Plaza Terrigal, Pine Tree Lane, Terrigal

EXPERIENCE

CHANGES

PERCEPTIONS

Office of Environment & Heritage through the Heritage Near Me program

PROGRAM

2 TOURISM CONFERENCE 2019 PROGRAM #LGNSWtourism @lgnsw LGNSW.ORG.AU

WELCOMECr 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.

#LGNSWtourism @lgnsw LGNSW.ORG.AU TOURISM CONFERENCE 2019 PROGRAM 3

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.



PROGRAMThe 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 PerceptionBook separately on the registration forms

1.30pm - 2.00pm Arrival coffee. For all Accredited Visitors Information Network and tourism and operations staff and volunteers

Facilitated by Mark Greaves, Managing Director, The Tourism GroupSponsored by The Tourism Group

2.00pm – 2.20pm Introduction and overview A National Perspective on Visitor Information Servicing

Peter Lipman, Manager Visitor Services, Destination NSW

2.20pm – 2.35pm The value of events for VICs; Case Study Flavours of Mudgee

Alina Azar, Manager Economic Development, Mid-Western Council and VIC Manager

2.35pm – 2.55pm Successful visitor servicing including national case studies

Rebecca White, Director, Tourism Eschool

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 - 5.00pm Summary and thanks Mark Greaves

From 5.30pm 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

6.15pm – 9.30pm 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


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 Conference

Cr Linda Scott, President, LGNSW

9.25am – 9.50am The Australia Council for the Arts will present research and insights on engagement with the arts, including arts tourism.

Chris Pope, Research Team, The Australia Council for the Arts

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 Competing or collaborating in a crowded market: Navigating regional resources and layers of governance to effectively market to tourists

Panel Discussion facilitated by Lucy White, General Manager, Destination Network Country and Outback NSWGlenn Caldwell, GM, Destination Sydney Surrounds NorthRebel Thomson, Executive Officer, Namoi UnlimitedCraig Sinclair, Economic Development Manager, Temora Shire CouncilAmanda Brisot, General Manager, Western Sydney Business Connections

12.30pm – 1.00pm 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

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

1.00pm – 2.00pm Lunch sponsored by Leonards Advertising

2.00pm – 2.30pm Moving the Titanic with your little finger – the challenge of changing perceptions of a region. A Lake Macquarie journey

Jacqui Hemsley, Manager Cultural Services, Lake Macquarie City Council

2.30pm – 3.00pm A place before a space – a case study look at the multi award winning event Music by the River

Laura Shelley, Events Team Leader, Queanbey-an-Palerang Regional Council

3.00pm – 3.30pm Afternoon tea sponsored by CCIA

3.30pm – 4.00pm Experience development – importance to help drive word-of-mouth advocacy for local government areas

Rebecca White, Director, Tourism Eschool

4.00pm – 4.30pm 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

Coralie Bell, Tourism Manager, Shoalhaven City Council

5.30pm transfer for 6.15pm – 10.00pm

Conference dinner sponsored by Office of Environment and HeritageA 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


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

Four site visits, facilitated by Central Coast Council. Will include morning tea or refreshments. Join the bus at Crowne Plaza.

Site visit 1 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.

Site visit 2 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.

Site visit 3 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 council-maintained 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

Site visit 4 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.

12.00pm – 1.00pm Lunch sponsored by CCIA at Crowne Plaza Terrigal

1.00pm – 2.15pm Concurrent topic stream 1Drive tourism - Driving you to distraction

Sponsored by CCIAFacilitated by Lyndel Gray, Chief Executive Officer, Caravan & Camping Industry Association NSW

The Canola Trail: a joint marketing venture between Junee, Coolamon and Temora

Craig Sinclair, Economic Development Manager, Temora Shire Council

Pie Time: A Southern ‘Pie-lands’ Trail Steve Rosa, Manager Tourism and Events, Destination Southern Highlands

Pawfect Road Trips; holidays for the whole family. Caravan and camping case studies for embracing and profiting from pets

Kylie Robertson, Membership Development Manager, Caravan & Camping Industry Association NSW

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?

Sponsored by Leonards AdvertisingFacilitated by Margaux Everett, Director, Digital and Database Marketing

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

Melissa Ritchie, Art Director Account Manager, Wisdom

From authentic to hyper-authentic – how technology is reshaping the visitor experience

Daniel Cove, Tourism Manager,Bathurst Regional Council

Changing perceptions and expectations throughout the customer journey via virtual and augmented reality

Anita Monticone, Destination Marketing Officer, City of Newcastle



1.00pm – 2.15pm Concurrent topic stream 3 Utilising partnerships to package products suitable for niche tourism and new options

Sponsored by Campervan & Motorhome Club of AustraliaFacilitated by Richard Barwick, Chief Executive Officer, Company Secretary, CCIA

How you can exploit hot new niches to drive visitation and engagement

Carolyn Childs, CEO,MyTravelResearch.com

Warami Mittigar – A cultural partnership built on respect

Justine Dowd, Manager, Cultural Heritage & Tourism, City Experience and Sasa Kennedy, Interpretation & Cultural Programs Officer, City of Parramatta

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

Glenn Cannard, Unit Manager, Community Partnerships, Central Coast Council


2.30pm – 3.15pm KeynoteThe 2018 Australian Deaf Games

Ros Walls, Event Team Leader, Albury City Council

3.15pm Close

This program is correct at the time of publication. Speakers and topics may change.

Image: The Entrance


SOCIAL PROGRAM

Conference dinner Monday 18 March, 6.15pm – 10.00pmValley 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.

Welcome reception Sunday 17 March, 6.15pm – 9.30pm40 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

DINNER SPONSORED BY:

WELCOME RECEPTION SPONSORED BY:



SPONSORSLocal 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 2030.

Elite Sponsor: NSW Office of Environment and HeritageWorking 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 HomeAwayStayz 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 www.stayz.com.au

AVIC Sponsor: The Tourism GroupThe 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.

Caravan & Camping Industry Association NSWThe 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 AustraliaWith 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 AdvertisingAs 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.


DISTINGUISHED SPONSORS


TRADE EXHIBITORSAustralian 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.

BriometrixA 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 www.briometrix.com

MyTravelResearch.comMyTravelResearch.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 [email protected] 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 BusinessEasy 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 CoastTourism 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.

WisdomWisdom 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.


Cartoscope Pty LtdCartoscope 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 www.maps.com.au for more information.

News Corp AustraliaNews 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.

Central Coast TourismCentral 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.

SITE VISIT TOUR SPONSOR

SUSTAINABILITY SPONSOR

TOURISM INDUSTRY SUPPORTER

ACCOMMODATION, TRANSPORT & TRANSFERSA copy of the transfer schedule is available at the conference registration desk and from the LGNSW website www.lgnsw.org.au.

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 website-listed 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 Twitter @lgnsw.

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.

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.

If it’s on in NSW, it’s on visitnsw.com

SNOWY MOUNTAINS

NORTH COAST COUNTRY NSW HUNTER REGION

SOUTH COAST THE RIVERINA

L’ÉTAPE AUSTRALIA BY TOUR DE FRANCE30 November The only amateur cycling event in Australia with fully closed roads and professional Tour de France conditions.Snowy Mountains (Jindabyne, Thredbo/Perisher)

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

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

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

WINGS OVER ILLAWARRA 4 - 8 MayVisit this spectacular airshow to see jaw-dropping flying displays of aerobatics, classic warbirds and vintage aircraft for an unforgettable experience.Illawarra Regional Airport

BATLOW CIDERFEST18 May Australia’s best CiderFest street party comes alive with great cider, food and entertainment.Batlow

e nges eptions tourism conference · 2019-03-14 · 2 tourism conference 2019 program #lgnswtourism...

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