Mersey River Precinct Study
Final Report
September 2004
Mersey River Precinct Study
MERSEY RIVER PRECINCT STUDY REPORT
Final Report
September 2004
Sinclair Knight Merz ABN 37 001 024 095 Sinclair Knight Merz Pty Limited GPO Box 1725 Hobart TAS 7001 Australia Tel: +61 3 6221 3711 Fax: +61 3 6224 2325 Web: www.skmconsulting.com COPYRIGHT: The concepts and information contained in this document are the property of Sinclair Knight Merz Pty Ltd. Use or copying of this document in whole or in part without the written permission of Sinclair Knight Merz constitutes an infringement of copyright.
Mersey River Precinct Study Report
Contents Summary 1.
2.
Introduction
4
1.1 1.2 1.3 1.4 1.5 1.6
4 4 4 5 5 6
4.
5.
Purpose of Study Study Area Structure of this Report Study Team Project Steering Committee Relevant Background Studies and Information
The Mersey River Precinct 2.1 2.2 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.3 2.4
3.
1
8
Location and Context Structure of the Precinct Mersey River Latrobe Township Bell’s Parade Warrawee Forest Reserve Entries and Access Routes Recreational Uses in the Precinct Recent Changes in the Precinct
8 8 9 10 12 12 13 14 14
The Existing Tourism Situation
16
3.1 Tourism Experiences in the Precinct 3.2 Product Offered in the Mersey River Precinct and Tasmania’s Three Core Brand Values 3.3 Existing Visitor Attractions 3.4 Marketing the Precinct 3.5 Latrobe Visitor Numbers 3.6 Latrobe Visitor Profile
16 16 17 18 19 21
Analysis of the Precinct
22
4.1 4.2 4.3
22 25 26
SWOT Summary of SWOT Precinct Elements and Status
Defining the Precinct’s Tourism Product
29
5.1 5.2 5.3 5.4
29 30 31 31
The Mersey Precinct and the Tasmanian Tourism Development Framework The Tasmanian Experience Strategy Providing Visitor Information Approach to Development of the Precinct
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6.
Interpretive Themes for the Precinct
33
7.
Development Plan
35
7.1 Purpose of the Plan 35 7.2 Plan Objectives 35 7.2.1 Objective 1 - Understand How Latrobe is Perceived 36 7.2.2 Objective 2 - Develop an Understanding of the Potential Target Market 36 7.2.3 Objective 3 - Develop a “Brand” for the Precinct 37 7.2.4 Objective 4 - Improve Prominence of Latrobe 38 7.2.5 Objective 5 - Improve Navigation in the Precinct 39 7.2.6 Objective 6 - Link the Product Themes Between the Bell’s Parade Area, Warrawee Forest Reserve and the Latrobe Township 40 7.2.7 Objective 7 - Develop a Tourist Product with High Local Relevance 42 7.2.8 Objective 8 - Undertake Promotion that is Effective and Relevant to the Target Market 44 7.2.9 Objective 9 - Provide Efficient and Effective Visitor Information 45 7.2.10 Objective 10 - Provide Appropriate Service 46 7.3 Methodology for Identifying Priority Activities 46 7.4 Identifying Priority Activities 48 7.5 Implementation 54 7.5.1 Project Implementation Categories 54 7.6 Development Program 54 7.6.1 Ongoing Program 57 7.7 Capitalising on Grant Funds 57 7.8 Administration 58
Appendix A Grant Funding Opportunity Outline
59
Appendix B Key Sites and Opportunities
61
Appendix C Consultation
66
Appendix D Recent Visitor Research
67
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Document history and status Revision
Date issued
Reviewed by
Approved by
Date approved
Revision type
For Steering Group Review
18 March 04
D Cook
T Lincolne
18 March 04
For Steering Group Review
Final Draft V2
21 April
D Cook
T Lincolne
20 April 04
Final Draft V2
Final Draft V3
17 May 2004
D Cook
T Lincolne
17 May 2004
Final Draft V3
Final Draft V4
8 June 2004
D Cook
T Lincolne
7 June 2004
Final Draft V4
Final Report
30 Sept 2004
D Cook
T Lincolne
30 sept 2004
Final Report
Distribution of copies Revision
Copy no
Quantity
Issued to
For Steering Group Review
n/a
e-mailed 1 x Hard Copy 1 X CD
Michelle Dutton Latrobe Council
Final Draft V2
n/a
e-mailed
Michelle Dutton Latrobe Council
Final Draft V3
n/a
e-mailed
Michelle Dutton Latrobe Council
Final Draft V4
n/a
e-mailed
Michelle Dutton Latrobe Council
Final report
n/a
e-mailed
Michelle Dutton Latrobe Council
Printed:
30 September 2004
Last saved:
30 September 2004 02:30 PM
File name:
I:\VTAS\Projects\VT30093\Project Report\Latest Report\Final Report .doc
Author:
Terry Lincolne
Project manager:
Terry Lincolne
Name of organisation:
Latrobe Council
Name of project:
Mersey River Precinct Study
Name of document:
Mersey River Precinct Study Report
Document version:
Final Report
Project number:
VT30093
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Summary The Mersey River Precinct encompasses the town of Latrobe, Warrawee Forest Reserve and the established tourist facilities and environs at the Bell’s Parade riverfront. The Mersey River Precinct Study was undertaken to enable the formulation of a Development Plan to facilitate the growth of tourism and social, environmental and educational opportunities in this region. The study proposes the development of a tourism product that is based on a carefully selected range of natural, physical and heritage elements found in the study area. Because of its emphasis on local elements and characteristics, this approach will give rise to a unique experience based product that is understood and enjoyed by locals and visitors alike. Three specific themes are proposed to guide the development of the precinct: Nature; Cultural Heritage; and Wine and Food. These themes fit well with the existing promotional slogan: Latrobe: Live the History ~ Love the Nature The study identifies 10 objectives for the development of the precinct. These are directed towards:
Understanding how Latrobe is perceived
Developing an understanding of the potential target market (intrastate/interstate and overseas and self drive/bus tour)
Developing a brand for the precinct
Improving prominence of Latrobe
Improving navigation in the precinct
Linking the Bells Parade area, Warrawee Forest Reserve and the Latrobe township physically and thematically
Developing a tourist product with high local relevance which is complementary with the broader Tasmanian market but stands alone from other available experiences
Undertaking promotion which is effective and relevant to the target market; and
Providing efficient and effective visitor information
Providing appropriate service
In all, 47 projects have been identified that support the achievement of these objectives. The priority of each project has been evaluated in terms of its potential to benefit the precinct and its difficulty (in terms of cost and time to implement). A Development Plan identifying the 15 Key Recommended Activities with greatest potential to benefit the precinct has been formulated. The Key Recommended Activities proposed for Year 1 implementation are tabulated below.
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Recommended Year 1 Activities Research Projects Encourage Latrobe Tourism to work in association with the Latrobe Visitor Information Centre to maintain its Visitor Survey and to extend it to gain a better understanding of:
How Latrobe is perceived by visitors
The Latrobe tourism markets
Review and refine the method and content of Visitor Survey data collection to maximise its accuracy and relevance for development of the precinct. Circulate data from the Visitor Survey to tourism operators in the precinct to provide information for business development and to encourage participation in the collection of visitor Information Extend the Visitor Survey to collect shoulder season and off-season data. “Brand” Development Projects Engage Tourism Tasmania to conduct a formal “branding” study for the precinct. Maintain a focus on specific, market driven themes with high relevance to the precinct (note: market orientation may differ for intrastate, interstate and international visitors). Avoid introduction of inappropriate or unrelated themes by strictly focussing on “nature” and “cultural heritage” as dominant themes. Avoid confusion caused by the introduction of too many themes. Street and Signage Projects Renegotiate the signage agreement reached with DIER recently to recognise recent changes (no Foster at the Lucas, new tourism slogan) and to ensure that the area forms an appropriate gateway, and includes entry statements and effective signage aligned with the Latrobe product and branding. Improve/rationalise private signage at Bass Highway to negate the current “edge/back end of town” experience and make the town/highway interface attractive and inviting. Extend the main street experience in Gilbert Street and Moriarty Road between the Bass Highway and the Gilbert Street roundabout to create enticing gateways. Provide signage and junction improvements to develop River Road as a scenic, yet efficient route between Latrobe and Devonport. Negotiate improvements to Gilbert Street/River Road junction to improve visitor flow / access Promotion and Marketing Projects Investigate the viability of formal registration of the Latrobe Visitor Information Centre as a TVIN or as a subagency of the Devonport TVIN Develop and distribute a quality “tear off” map/directory of the precinct to provide information to visitors on the features of the precinct and how to access them. Map/directory to strongly reflect the themes for the precinct. Product Development Projects Link AAHF with Warrawee Forest Reserve using “forest” and “nature” themes based on the management of forest reserves. Extend the current AAHF themes to include interpretation of forestry practices and forest reserve management under the RFA to achieve this.
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The key projects listed above are capable of being implemented as a tourism development program utilising Council and community resources. In addition to programmed projects, opportunities for undertaking additional projects arise from time to time as a result of project grants becoming available. This plan contains a number of suitable projects that could be implemented through grant funding dependant on the focus of the grant opportunity. One project in particular, the preparation and implementation of a master plan for the development of the Warrawee Forest Reserve is likely to provide the greatest benefit for the precinct. This development plan will be important as a guide to the development of the reserve, as a sustainable tourism, recreational and educational resource.
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1.
Introduction
1.1 Purpose of Study The purpose of the Mersey River Precinct Study is to review the existing infrastructure and recent studies and to develop a plan that will facilitate the growth of tourism, social, environmental and educational opportunities in the study area. 1.2 Study Area The Mersey River Precinct, the Study Area, is shown in Figure 1 in Section 2.2. The “core” area extends from the Warrawee Forest Reserve downriver to Bell’s Parade. It comprises approximately six kilometres of the eastern bank of the river and includes immediately adjacent riparian land areas. It also inevitably includes Gilbert Street (Latrobe’s main street) and the access routes to the precinct as these are part of the circulation routes that tourist visitors must use to and between the elements of the precinct. The study area therefore consists of the following geographical components:
The Mersey River between Warrawee Forest Reserve and Bell’s Parade
Bell’s Parade (the area between River Road and the Mersey River extending from the former weir site to immediately south of the road bridge and including Pig Island)
Warrawee Forest Reserve
The township of Latrobe (as an attraction and in the context of its role in physical circulation between the components listed above)
Access routes to Latrobe
Town entries and signage opportunities
The effect of sites, locations or features that are linked with the study area has been recognised and included in the study where appropriate. Relevant “external” sites/locations/features include (for example) other parts of the Mersey catchment, Devonport Maritime Museum, Don River Railway and Anvers Chocolates. The structure of the precinct is illustrated in Figure 1 in Section 2.2. 1.3 Structure of this Report This report, in Section 2 describes the Mersey River Precinct and identifies its basic structure. The elements of the precinct are described and a brief background information provided for each.
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Sections 3 and 4 review the existing situation in the precinct and provide an analysis by way of a SWOT analysis and an elemental analysis of the precinct’s existing infrastructure. Section 5 and 6 discuss the precinct’s position in the Tasmanian tourism market and ways to differentiate it from competing product based on relevant unique values and characteristics. Section 7 provides the Development Plan listing 47 strategic projects capable of supporting 10 objectives directing the development of the precinct. The formulation of these projects from identified opportunities in the precinct is described. 18 projects are identified as Key projects for their high capacity to support the development of the precinct and to integrate the precinct, enhancing its tourism and recreational values. 1.4 Study Team In response to the multidisciplinary requirements of the study, Sinclair Knight Merz has brought together a consulting team with appropriate skills to comprehensively undertake the required tasks. The Study Team comprises:
Sinclair Knight Merz
Tourism development, strategic planning, consultation; policy implementation and project management
EDAW Gillespies
Landscape and environmental assessment and planning, urban design
UTas Tourism Program
Tourism policy and planning, nature based tourism, sustainable development and interpretation
1.5 Project Steering Committee The Latrobe Council and the Cradle Coast Authority funded the project. The Project Steering Committee appointed by these sponsors to coordinate the study included:
Grant Atkins
General Manager Latrobe Council
Angela Castles
Manager Development and Community Services Devonport City Council
Michelle Dutton
Community Development Officer Latrobe Council
Michael McLaren
Councillor, Latrobe Council
Dudley Parker
Councillor, Latrobe Council
Ian Waller
Regional Tourism Development Manager Cradle Coast Authority
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1.6
Relevant Background Studies and Information
A number of policy documents, proposals and historical records were assessed in the preparation of this study. These documents are listed below. The table indicates the status of each document and its relevance to the study. Document
Status of Document
Relevance to the Mersey River Precinct Study
Latrobe Tourism Plan
Strategic Plan prepared by Latrobe Tourism and adopted May 13, 2003
Strategy for development of tourism in Latrobe developed substantially as a result of a workshop. The plan presents anecdotal visitor profile data, defines the Latrobe tourism experience, discusses infrastructure development, customer satisfaction and marketing and brand management. It proposes actions in each of these areas.
Latrobe Commerce Development Plan
An initiative of the Council sponsored Latrobe “Moving Forward” project
Provides an extensive list of strategies for development of the tourism, entertainment and hospitality sectors in Latrobe.
Latrobe Visitor Survey 2003/04 Summer
Visitor Survey Data
Provides accumulated survey data collected by precinct tourism operators over the 2003/04 tourism season.
Latrobe Planning Scheme
Statutory Document
Planning control instrument applying to use and development of land.
The Tasmanian Experience
Policy document
Provides a series of strategies to guide the tourist industry in the development of tourism product that provides “unforgettable natural experiences”. It stresses the need for the Tasmanian tourism product to provide: connection with place; quality infrastructure; personalised service and, to extend to provide engagement through appropriate interpretation.
Tourism 21 - The Conversion Challenge
Strategic Plan to guide Tourism in Tasmania
A framework aimed at the achievement of an integrated strategy for Tasmania based on touring routes and experiential ‘clusters’.
Cradle Coast Regional Touring Strategy
Cradle Coast Authority Marketing Strategy
Applies the concept of the Tourism Industry Framework outlined in Tourism 21 and assesses how this can best be applied and implemented in the region.
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Document
Status of Document
Relevance to the Mersey River Precinct Study
Living World of Warrawee (compiled by John Reed)
Information document Inventory of aquatic and riparian flora and fauna
A description of the environmental current conditions and historical circumstances of the Mersey River. Provides an extensive inventory of aquatic and riparian native flora and fauna. The document also provides historical information on the formation of the Latrobe Landcare Group.
Warrawee Riparian Flora and Fauna Interpretation Centre Proposal
Interpretation Centre Proposal
Proposes the development of a river catchment interpretation centre at the Warrawee Forest Reserve involving the construction of a visitor pavilion and centre with first class interpretive material, opportunity to see the platypus in its natural environment and kiosk/refreshments facilities. It is proposed that Latrobe Council, Forestry Tasmania, Hydro Tasmania and the Department of Education undertake the development jointly. It outlines the opportunity to integrate the forestry message with broader environmental issues and to demonstrate the value of the RFA reserves system. It highlights the advantages of the “edge of town” location of the reserve. The paper provides a preliminary marketing plan for the proposal.
Australian Axeman’s Hall of Fame Project Outline and Business Plan
Working document
Project Outline and Business Plan instrumental in the establishment of the AAHF.
Australian Axeman’s Hall of Fame Community Impact Study
Working document
Community Impact Study supporting the establishment of the AAHF.
Australian Axeman’s Hall of Fame - Legend Axeman’s Exhibit
Design proposal
Examines Latrobe and the precinct’s lack of ‘pulling power’ and proposes enhancements associated with the AAHF to remedy this issue.
Australian Axeman’s Hall of Fame and Timberworks Business Plan and Strategy (2002)
Working document
Updated Business Plan fro AAHF.
A Short History of Latrobe
Local historical record
Historical record of Latrobe, Port Sorell and Sassafras.
Shifting Sands
Local historical record
Historical record of the Mersey River. Contains many historical maps, illustrations and photographs.
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2.
The Mersey River Precinct
2.1
Location and Context
The Mersey River Precinct is linked historically, geographically and socially with the township of Latrobe - the administrative centre of the Latrobe Municipality. The Latrobe township is located off the Bass Highway about 90 kilometres west from Launceston and 60 kilometres east from Burnie. The Latrobe town centre is 1.5 kilometres from the highway. It is approximately 10 minutes drive from Devonport (population 26,000) - home to the twin passenger and vehicular ferries Spirit of Tasmania 1 and 2, connecting Tasmania to Melbourne, and Spirit of Tasmania 3 plying between Devonport and Sydney. Latrobe is also about 15 minutes drive from Devonport Airport, providing access to Melbourne and beyond. The Latrobe Municipality, comprising 550 square kilometres is located in the central north of Tasmania and includes the townships of Port Sorell, Shearwater, Hawley, Wesley Vale, Sassafras, Moriarty and Tarleton. Its population is approximately 8,500. It has two main population centres: Latrobe (population about 2,700) in the west of the municipality; and Port Sorell district in the northeast of the municipality. The latter, along with adjacent Hawley and Shearwater, is one of the fastest growing residential areas in the State. 2.2
Structure of the Precinct
The Mersey River Precinct is comprised of a number of elements. These are the:
Mersey River
Latrobe Township
Bell’s Parade Area
Warrawee Forest Reserve
Entries and Access Routes
Bell’s Parade and Warrawee Forest reserve are existing interest and activity nodes, known and used by local people and visitors to the precinct. The Mersey River, a connecting element between these locales, also serves as an interest and activity feature node in its own right. The township, an activity environment, also provides for circulation between the precinct. Figure 1 illustrates the structure of the precinct and the relationships of its elements.
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Figure 1 Structure of Mersey River Precinct
2.2.1 Mersey River The Mersey River rises in the Walls of Jerusalem National Park and traverses the Mersey River White Water Forest Reserve, the Mole Creek Karst National Park, Alum Cliffs State Reserve, and Warrawee Forest Reserve on its way to the sea. Having its origin in the Meander Valley Municipality the river forms the boundary between Meander Valley and Kentish, and lower down between the Kentish and Latrobe municipalities. It has been of great significance in the transport, economic and social history of Latrobe and of Devonport. SINCLAIR KNIGHT MERZ I:\VTAS\Projects\VT30093\Project Report\Latest Report\Final Report .doc
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Since early European settlement of the district, the township of Latrobe has been inextricably linked to the Mersey River and the study precinct in particular. The uses of the precinct have experienced a number of cycles in response to changes in local and wider circumstances. The town was established on the Mersey River as a means of transporting locally produced potatoes, timber, coal, wattle bark, wheat and wool to the wider region and the Australian mainland. Industrial uses of the precinct have included:
Power station (based on run-of-stream hydro-electric power)
Brewery
Bone factory
Gas works
Flax works
Paint factory
Shale oil production
Land clearing, farming and forestry in the catchment since European settlement caused siltation in the lower reaches and, in the study precinct, contributed to the closure of the port and, over 100 years later, to the closure of the Bell’s Parade Reserve to swimming and aquatic pursuits. For many years the total flow of the Mersey River was directed into the Forth River under the Mersey-Forth Power Scheme with devastating impacts in many areas. The recent restoration of a legislated “environmental flow” has enabled the river to begin the restoration of its natural systems. 2.2.2 Latrobe Township Latrobe is set between the Bass Highway and the Mersey River, the centre of a rich rural area. The town has an anomalous history. The first building was not erected in the town reserve until 1858 so that the town is about the youngest in its region. When it started to grow it made great strides and within two decades was the most important town in the whole of Tasmania’s northwest. Located on the upper navigable reaches of the Mersey River, the historic township held pride of place as capital of the North West Coast in the 1870s and 1880s. Today a blend of heritage and hospitality sets Latrobe apart. Antiques, crafts and restaurants in restored cottages and buildings line the main street where timber, wool and produce once trundled to the port.
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Latrobe’s origin was as a port for the region. The main wharf area, Settler’s Wharf, was located at the current site of Bell’s Parade, the town’s much-prized riverside park, a place of great significance for Latrobe people. The relationship of the town with the river, once its life’s blood, has diminished over the years. The need to use larger, more efficient ships and the cost of maintaining the port against silt accumulation as a result of land clearing and farming upstream increasingly threatened the viability of the port that was struggling to compete with rail transport introduced in 1876. The death knell for Latrobe shipping finally rang when a fire destroyed a row of private stores at the wharves in 1895. It was about this time that the social and tourism values of the town and the river began to emerge. The towns wharf facilities served a useful purpose in bringing visitors to Latrobe. The Latrobe Agricultural Shows were great crowd pleasers, and small steamers brought visitors from as far away as Launceston. The river was used for “moonlight voyages” when vessels sailed from Formby and Torquay, frequently with a brass band aboard to provide entertainment.1 Following the closure of the port, local produce previously transported by sea, was transported by rail and Latrobe had a substantial railway station at the current site of Station Square. The rail alignment to the wharves at Devonport followed the now Sheean Walk and crossed the Mersey via the existing abandoned iron bridge near the Bell’s Parade Reserve.
Part of the township of Latrobe nestled under Dooley’s Hill
A major flood in the early 1970s resulted in the demolition of many Victorian houses in the lower end of Gilbert Street, the main street, causing the town to retreat from the river’s edge.
1
Faye Gardam, Shifting Sands. A History of the Mersey River, Devonport Chapter 5
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Dooley’s Hill forms an impressive backdrop for the town and provides views of the town from a number of walking trails. Kings Creek, a tributary of the Mersey, runs through the town crossing Gilbert Street at the southern end of the commercial precinct. The creek is visible at several places in the town most notably at the Lucas Hotel complex. 2.2.3 Bell’s Parade Latrobe’s riverside park area, that contains the Bell’s Parade formal parkland but extends to the Miles Ford Bridge, is generally referred to as ‘Bell’s’. It is accessed from Gilbert Street at its northern end at the junction with Frogmore Lane. In this report the area is referred to as “Bell’s Parade” and “Bell’s Parade Parkland” which has been used specifically to refer to the developed cultural parkland. The area is significant to local people who identify the area with childhood swimming, family picnics and events such as Henley on the Mersey and wood chopping carnivals. The area extends south from the Bell’s Parade parkland to Gilbert Street and is contained by River Road on the east and the Mersey River on the west. Pig Island, separated from the main area by Latrobe Inlet, also forms part of the area. The Bell’s Parade area accommodates the formal Bell’s Parade parkland, “Sherwood Hall”, the AAHF, Atkinson Park (that extends both sides of the Miles Ford Bridge) and an extensive area of uncommitted open space. The area enjoys almost 1 kilometre of Mersey River foreshore. 2.2.4 Warrawee Forest Reserve The Warrawee Forest Reserve and Myrtle Hole development are the result of a dedicated and enthusiastic local Landcare Group, situated on the banks of the Mersey River. The Warrawee Forest Reserve boasts:
5 km walking track
2 parklands with barbecues and tables. The parklands and walking track were created from disused quarries and rubbish dumps
Bridge over the canal, surrounding area sown with grass and mowed regularly
Toilets, picnic areas and rubbish bins
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Warrawee Forest Reserve contains a rich history including:
the old shale works including mine shafts
remains of the shale bridge across the Mersey River
flax and paint factory
the town's old water supply pump station; and
a bluestone water storage reservoir in the shape of an inverted pyramid.
Of course it also contains abundant of flora and fauna. 2.2.5 Entries and Access Routes Latrobe and the study precinct has four main points of entry:
Bass Highway (2 access points)
Frogmore Lane (connecting with Mersey Main Road and Railton Road); and
River Road
A fifth, minor access, is available via Old Deloraine Road, Shale Road and Hamilton Street. Bass Highway Approach The Bass Highway is the main arterial road in the north of the State running east - west from Launceston to Smithton. It is classified as a National Highway between Launceston and Burnie. It provides links to all areas of the State through connections with the Midland, Tasman, East and West Tamar and Lake Murchison Highways. The two Bass Highway entries are situated about 1.3 kilometres apart. The most easterly entry is the least conspicuous of the two and is 2 kilometres from the town centre. Much of the arrival experience into the town is through a streetscape / landscape setting lacking in visual character or appeal. The closest entry from the Bass Highway, 1.5 kilometres from the town centre, is notable for its large roundabout and landmark buildings, Mersey Community Hospital and Strathdevon aged care facility. Once again, a sense of arrival or entry is lacking due to the lack of a distinctive or attractive streetscape or landscape setting. The entries to the town are critical elements in terms of attracting and directing visitors. Although the approaches to Latrobe from the Bass Highway are signed, they are not inviting gateways that
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entice the motorist / traveller to leave the highway and break their journey between much better promoted and known locations. Frogmore Lane (Mersey Main Road/Railton) Approach This approach through an attractive rural area contains elements that contribute to the arrival experience and sense of anticipation of entering an historical town. Frogmore House and attendant poplar avenue, as well as the adjacent river, are significant elements of the landscape setting. River Road Approach The approach along the estuary and river is very attractive, particularly at high tide, and does not require any general landscape treatment to improve its amenity/character. This route from Devonport brings travellers directly to key interest points: the Bell’s Parade reserve, the Australian Axeman’s Hall of Fame (AAHF) and Sherwood Hall. The junction of River Road and Gilbert Street is appropriate when entering the town via this route. The access to River Road, the AAHF and Sherwood Hall, when approaching from the town, fails because its configuration and elevation contribute to a lack of visual and physical connectivity, failing to provide an appropriate gateway to the cultural features, the riverside and the Bell’s Parade parkland. 2.3
Recreational Uses in the Precinct
The recreational uses of the precinct generally relate to river related activities. Primary recreational activities undertaken within the precinct include walking, cycling, fishing, swimming, canoeing, picnicking, nature, observation, tourism. The main sporting recreation ground is located to the east of the town in close proximity to the High School. Non-sporting recreation is best provided for in a linear arrangement along the river, where it can provide connectivity for movement, is in close proximity to a visual attraction and environmental values. 2.4
Recent Changes in the Precinct
Immediately prior to, and during the conduct of this study (November 03 to March 04) a number of significant changes occurred that affected the nature and performance of the tourism product in the Study Area. These include: SINCLAIR KNIGHT MERZ I:\VTAS\Projects\VT30093\Project Report\Latest Report\Final Report .doc
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Council allocation for construction of a weir on Latrobe Inlet The council has included an allowance in its 2003/04 budget for the construction of a weir at Bell’s Parade. The construction of the weir is a contentious issue with opposing views and several options proposed.
David and Jan Foster have taken on the operation of the AAHF tourist attraction
Additions undertaken/proposed at the AAHF include the provision of a David Foster Trophy Room and kitchen extensions to accommodate group catering.
The former Foster at the Lucas Woodchop Shop has been leased by the Council for development as a visitor information centre
The former Foster at the Lucas “trophy room” has been redeveloped as the “Lucas Platypus Experience”
Development Approval has been granted for the construction of a caravan park to be located near Bell’s Parade, scheduled to open in September 2004
Signs have been erected at the Gilbert Street roundabout and at Hamilton Street
Council has commenced discussion with DIER regarding the Gilbert Street/River Road/Frogmore Lane intersection
Positive work of the Latrobe Landcare at Warrawee Forest Reserve and Pig Island is continuing
A low level railway bridge across the Mersey River affecting navigation upstream of the structure was proposed adjacent to the Victoria Bridge. The low level option has been abandoned and the railway bridge is now proposed to be constructed at the height of the road bridge.
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3.
The Existing Tourism Situation
3.1
Tourism Experiences in the Precinct
Currently from a tourism perspective, the existing tourism experiences in and adjacent to the precinct include the:
Township of Latrobe and its directly associated experiences
Bell’s Parade
Australian Axeman’s Hall of Fame
Sherwood Hall; and the
Warrawee Forest Reserve
It is difficult to separate the Mersey River Precinct either geographically or conceptually from the township of Latrobe. This physical and intellectual proximity was recognised in the Latrobe Tourism Plan (2003), which included the Mersey River and attractions within the township. This plan identifies that Latrobe has:
a strong heritage streetscape (including antique shops)
Foster at the Lucas and the Australian Axeman’s Hall of Fame (Foster at the Lucas “merged” with the AAHF during the conduct of this study)
nature based tourism products at Warrawee Forest Reserve, and
wine and foods attractions such as the Anvers Chocolate Factory and newly developed Cherry Shed, which has plans for expansion.
3.2
Product Offered in the Mersey River Precinct and Tasmania’s Three Core Brand Values
The product offered in the Mersey River Precinct sits comfortably with the three core values of Tasmania as advocated by Tourism Tasmania. These are:
Nature
Cultural heritage; and
Wine and food
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Currently the slogan of the Latrobe Precinct, as adopted by Latrobe Tourism is “Latrobe: Live the History ~ Love the Nature” replacing “Platypus Capital of the World.”2 3.3
Existing Visitor Attractions
Existing attractions can be identified geographically into three nodes. They are:
Latrobe township
Bell’s Parade area; and
Warrawee Forest Reserve
These three sectors of the Latrobe tourism market have many tourism and service infrastructure elements that are attractive to visitors. The town provides:
Visitor’s Centre (now in new premises formerly occupied by Foster at the Lucas Woodchop Shop)
an extensive well preserved Victorian main street
“old fashioned” shops and shopping
antique and curio shops
a range of walks
Latrobe Market (Sundays only)
the Courthouse Museum
heritage Post Office
Country Music Hands of Fame
Foster at the Lucas (now “merged” with the AAHF)
hotels
cafes
motel, hotel and bed and breakfast accommodation
public toilets
newsagency
restaurants
banks/ATM
takeaway food shops
supermarket
doctors, chemists, medical services
2
The Latrobe Tourism Plan outlined the difficulties with using the latter as its slogan as it runs the risk of customers being dissatisfied.
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The Bell’s Parade area offers:
parklands
playgrounds
interpretation of Latrobe social and heritage features
access to the river
the Australian Axeman’s Hall of Fame
Pig Island
public toilets
Sherwood Hall
free electric barbecues
picnic shelters, tables and seats
sullage discharge facilities for campervans
limited overnight parking for campervans in the AAHF car park
a range of forest and riparian environments
river lookout platforms
site interpretation
public toilets
picnic tables and seats
wood barbecues
platypus viewing board-walk and hides
The Warrawee Forest Reserve provides:
In addition to the above locations, the town and the precinct provide for a number of festivals and events including:
3.4
Latrobe Bicycle Race Club Boxing Day Carnival (incorporating the Latrobe Wheel and Latrobe Gift)
Henley on the Mersey Regatta
Country Music Day
Winterfest
Latrobe Flower and Vegetable Show
Latrobe Town and Country Fair Marketing the Precinct
The development of a clear and attractive brand is almost a prerequisite for effective regional marketing. The Latrobe Tourism Plan has proposed undertaking a branding workshop with Tourism Tasmania to identify core values which could be used in marketing the precinct. To date, neither the Cradle Coast Region, nor the Cradle Country Touring Route, of which the Mersey River Precinct is part, has undertaken comprehensive branding or marketing strategies. SINCLAIR KNIGHT MERZ I:\VTAS\Projects\VT30093\Project Report\Latest Report\Final Report .doc
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However it is expected that by mid-2004 this process will have been completed and will assist the Mersey River Precinct develop its own distinguishable profile. Currently the Mersey Precinct is marketed under a joint Latrobe (sometimes including Port Sorell) and Devonport banner via a partnership agreement with Devonport using a joint brochure to attract the touring market. This approach is potentially problematic, as tourists will have difficulty differentiating the unique features of Latrobe in the wider Devonport/Latrobe (Port Sorell) market. 3.5
Latrobe Visitor Numbers
Unfortunately statistical data on visitors to Latrobe are limited. Tourism Tasmania has just commenced data collection for the area as part of the Tasmania Visitors Survey. Most recent figures (relating to the quarter of July through to September 2003) indicate that 15,300 visitors travelled to Latrobe during this period (Tourism Tasmania 2003). Tourism Tasmania expects to collect data on Latrobe on a quarterly basis, however, updated information was not available at the time of writing this report. Despite this lack of data for the Mersey River Precinct, it is known that Tasmania is currently experiencing unprecedented growth in tourism (Table 1) and that its growth is expected to continue.
Table 1 Interstate/Overseas Visitation to Tasmania
Year to Date
Total Visitors to Tasmania
June 1997
484,800
June 1998
501,600
June 1999
524,200
June 2000
531,500
June 2001
531,000
June 2002
519,900
June 2003
652,200
Source: Tourism Tasmania 2003 Note: This table includes interstate and international visitors but does not include intrastate visitors.
Tasmania is known as a touring destination, whereby visitors will travel in either their own car, a borrowed car, hire car, or campervan. The figures are represented below in Table 2:
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Table 2 - Mode of Transport in Tasmania June 2002 - June 2003
Mode of Transport
Number
Rental Vehicle
239,400
Friends, Relatives Vehicle
122,200
Tour Coach
43,600
Own Vehicle
145,100
Public Transport
61,200
Other
40,800
Total
652,200
Source: Tourism Tasmania 2003
In addition to attracting free independent travellers with their own, borrowed or hired vehicles, the Mersey River Precinct has the ability to attract bus tours. Numbers of bus trip visitors are not recorded for Latrobe or the Mersey precinct, although as can be seen from the Tasmania data, they are likely to be minimal compared to self drive visitors, particularly as Latrobe is not marketed as a must-see bus tour destination. Like others towns and clusters in Tasmania, the Mersey River Precinct is faced with the issue of seasonal variation in numbers (seasonality). In Tasmania the months of November through to March (inclusive) are the most popular months for visiting the region, with July and August being the least popular months. The first set of figures for Latrobe (July to September 2003) found that in the months of July, August and September the visitation was 5,100, 3,800 and 6,400 respectively (Tourism Tasmania 2003). It should be noted that the Tasmanian Visitors Survey is only concerned with interstate and overseas visitors. Therefore the role that Latrobe plays in terms of intrastate visitation is yet to be quantified and is potentially a very significant market. Consequently, current gaps in the Tourism Tasmania knowledge base include: 1) overall visitation to Mersey Precinct - intrastate 2) overall visitation to Mersey Precinct - interstate 3) overall visitation to Mersey Precinct - overseas 4) why visitors came to the Mersey River Precinct 5) what type of visitors these people were 6) what attracts visitors to the Mersey River Precinct
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3.6
Latrobe Visitor Profile
Localised research on the tourism market in Latrobe is in its early days and Visitor Profile information is not currently available, however, during the development of the Latrobe Tourism Plan (May 2003) a workshop was conducted. The workshop participants made a number of observations that reflect on the introduction of the new ships and recent developments in Latrobe of Fosters at the Lucas and the Australian Axeman’s Hall of Fame. These observations are listed below.3
Many of the visitors are on the first or last day of their Tasmanian holiday;
There appears to be an even split 50% local and 50% interstate although there are a small number of overseas visitors seeking out the platypus experience.
There has been a significant increase in the number of motor homes and campervans.
More visitors are arriving early 8 am seeking out breakfast
The majority of visitors are retired or semi-retired (empty nesters)
With the upsurge in new settlers there appears to be an increase in VFR.
Local coach tours from Launceston and along the coast are seeking out the new attractions.
It was identified that Latrobe was receiving visitors who were on their second visit to Tasmania and who were particularly focusing their attention on the North West.
During the course of this study a survey of visitors was carried out. Useful data has been gathered on approximately 160 visitors to the precinct over the 2003/04 season. This data is included in Appendix B. The results of this survey indicated:
3
64% of visitors to Latrobe were on holiday, 12% were visiting friends or relatives
73% intended to visit the AAHF
67% intended to visit more than one attraction
of interstate visitors, 27% of visitors stayed locally
6% of interstate visitors spent the previous night on the Spirit of Tasmania, 13% were to spend the next night on the Spirit of Tasmania
96% of visitors travelled by own/hire car, 3% visited Latrobe on Coach Tours
Workshop observations, Latrobe Tourism Plan May 2003, Latrobe Tourism
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4.
Analysis of the Precinct
4.1
SWOT
The assessment of the precinct in Table 3 below has been used to identify the relative strengths, weaknesses, opportunities and threats of various existing conditions on the precinct as a tourist destination. Potential responses have been identified that capitalise on the strengths and opportunities, and mitigate the weaknesses and threats. These responses have been used in the development of geographically located proposals in Section 7.
Table 3 - SWOT
Strengths Type of Impact
Potential Response
Proximity to Bass Strait ferry arrival/ departure point
Develop tourism products aimed at ferry travellers’ needs and timing, advertise via signage, pamphlets to inbound ferry passengers
Substantial established tourist infrastructure at Bell’s Parade
Maintain focus for tourist infrastructure development around AAHF and Bell’s Parade area. Develop critical mass both thematically and geographically
Extensive public river frontage (including Pig Island) provides visual amenity and recreational opportunity
Develop tourism/recreational/ educational features based on river and relevant river use themes. Ensure river access/viewing is maintained with all future development
Proximity of key local tourism nodes (Latrobe town, Bell’s Parade and Warrawee Forest Reserve)
Extend range of physical links, signage and landscape / streetscape enhancements. Extend range of physical links. Improve existing physical links and provide easier navigation. Encourage joint promotion between nodes
Enthusiastic and experienced Landcare/NRM group
Encourage Landcare/NRM activities aligned with plan. Encourage wider participation
Proximity to Devonport
Regard Devonport as a market for attracting educational, recreational and tourist visitors
Council support for tourism development within the municipality
Continue close liaison between tourism operators and Council
Unique history of the Mersey River since European settlement
Develop interpretation based on history of the river
Range of heritage/cultural links eg town with port/Bell’s Parade, AAHF with Warrawee Forest Reserve Sherwood Hall with its original site,
Develop/improve physical and interpretive links
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Table 3 - SWOT (continued) Issue Platypus viewing and infrastructure
Potential Response Incorporate platypus viewing as part of forest/river theme at Warrawee
Weaknesses Type of Impact
Potential Response
Main route by-passes town - difficult to attract traffic off the highway
Improve/rationalise signage at Bass Highway and develop town/highway interface that is attractive and inviting. Promote alternative scenic routes to Devonport via Latrobe
Too many interesting local stories and themes. If too many adopted/attempted the resources available may be spread too thinly and the tourism impact will be weakened
Ensure that a limited range of relevant themes based on the heritage and characteristics of the precinct are promoted
Poor connectivity between key local tourism nodes (Latrobe township, Bell’s Parade and Warrawee Forest Reserve)
Improve existing physical and interpretive links and provide easier way finding. Extend range of physical links throughout the precinct
Tidal movement exposes muddy banks and snags at low tide at Bell’s Parade which is aesthetically unappealing
Consider installation of a weir to preserve minimum water level
Lack of coordination between attractions and interest features
Ensure that developments focus on a core range of themes to prevent dilution of message/markets
Poorly developed interpretation at Sheean Walk.
Redesign and rationalise number of interpretation stations and improve graphics/visual messaging.
Opportunities Issue
Potential Response
Development and extension of existing infrastructure and open space at Bell’s Parade
Maintain focus on Bell’s Parade as a local hub for tourism infrastructure and activities. Seek funding for additional infrastructure in open space. Develop event timetable for area (in conjunction with local groups)
Development of former railway bridge adjacent to Bell’s Parade and vacant track alignment to the operating Western Line
Consider provision of steam train excursions from Bell’s Parade to Devonport utilising former alignment. Rolling-stock and service could be provided by Don River Railway Utilise bridge as a walking connection to river loop on east bank
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Table 3 - SWOT (continued) Issue
Potential Response
Extension of thematic range of the existing AAHF
Extend the current AAHF theme to include interpretation of forestry practices and forest management under the RFA and to link with Warrawee Forest Reserve. Extend activities eg. provide meals to cater for coach traffic
More intensive marketing of natural attractions at Warrawee Forest Reserve
Continue development of the Warrawee Forest Reserve on platypus/wildlife and forest/river themes. Develop an education focus. Continue environmental reclamation and promotion of platypus viewing
Improvement of the River Road/Gilbert Street junction to ensure safer, more logical flow of traffic towards Bell’s Parade area
Encourage the timely development of a well designed and sign-posted junction towards Bell’s Parade
Range of former industrial uses of the river or riverside sites
Use heritage themes for development of new visitor infrastructure
Consider ways to enhance and improve Sheean Walk
Develop as part of a loop connection between the town and Bell’s Parade with a railway theme
River Road scenic drive from Bell’s Parade to Devonport.
Re-sign and promote as an alternative route to reconnect with the Bass Highway, or to Devonport and the ferry terminal. Investigate load/speed restrictions
Failure to develop a “Latrobe” identity that is meaningful to visitors
Develop brand that is distinguishable for Latrobe (as opposed to neighbouring locations) and market it at major gateways (including Spirit).
Lack of will to proceed to implement plan
Unlikely - left with the Council who seem in favour
Threats Issue
Potential Response
Lack of financial resources proceed to implement plan
Important problem - if reliant on grant funding or private funds, both may leave project high and dry. Need to minimise financial outlay required.
Development of competing attractions nearby (platypus? meals? coach market?)
Develop and promote precinct as an activity based destination with interesting/exciting locally relevant themes
Lack of support by key partners (such as Forestry Tasmania and holders of key artefacts like the sawmill)
Ensure good consultation, workshop all thematic decisions, ensure infrastructure is in place to care for valuable items on loan.
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4.2
Summary of SWOT
The Mersey River Precinct: Has unfavourable locality and poorly defined identity as key issues. It is off the highway and therefore not prominent. It should take care to maintain its identity and avoid being regarded by visitors as part of Devonport
Lacks a strong, relevant, coordinated, experience/activity based identity to attract and delight visitors
Needs to optimise its window of opportunity at the Bass Highway to attract “passing trade” by:
-
ensuring it makes an outstanding first impression at the Bass Highway entry points; and
-
encourages visitors to use other approaches/entries that bring visitors into direct contact with the products on offer
Needs to promote its tourism product to travellers in advance considering media such as: -
the Web
-
on the ferries (currently uses this medium)
-
at relevant airports
-
at TVINs
-
via tours (eg coach tours, river cruises etc.)
-
via brochure exchange (currently uses this medium using “shared” brochures)
-
via educational promotion (local, regional and mainland schools and groups)
Is based on a town with a relatively intact Victorian main street of great heritage interest
Has strong marine and railway heritage and some artefacts
Is well located relative to the ferry terminal and airport but must adapt its product to respond to the time sensitivity of ferry travellers
Needs to capitalise on its situation as the first town visited in Tasmania (for many incoming ferry travellers) and provide “starting out” services such as bookings and information to encourage stopping and add value to the visitor’s initial activity in Tasmania
Is well located relative to Devonport and can regard residents of Devonport, and visitors to Devonport, as part of its market
Has elements that are physically close but are not well connected either physically or interpretively and are therefore confusing and frustrating
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Has extensive public riverfront areas and potential to benefit from better use and interpretation of the river, its history and its relevance to the precinct
Has significant infrastructure at Bell’s Parade but that needs to build up its “critical mass”
Has developed significant tourism opportunity through volunteer environmental remediation work
Has many uncoordinated interpretive elements that have accumulated independently over time
4.3
Precinct Elements and Status
The Mersey River Precinct is formed of a number of elements. These the:
The Mersey River
Bell’s Parade area
Warrawee Forest Reserve
The township of Latrobe
Entry points and access routes
Table 4 below identifies the key tourism values of these elements and the current status of infrastructure and interpretation of the identified values and themes supporting each component.
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Table 4 Values and Status of Precinct Elements
Precinct Element Mersey River
Bell’s Parade Area
Values/Themes
Status of Infrastructure/ Interpretation
Unique history of the river since European settlement: Land clearing/forestry/ farming results in siltation in the lower reaches Siltation contributes to port closure Siltation affects recreational/social uses of river and Bell’s Parade in particular Entire flow diverted to Forth River for power generation Minimum environmental flow restored Work of local Landcare group in restoration of river values
No obvious interpretation. No infrastructure
Significance of Bell’s Parade area in Latrobe’s industrial history and development
Bronze plaques at Bell’s Parade provide limited interpretation of transportation and shipbuilding. Other uses unrepresented
Nominal recognition of work of Latrobe Landcare
Industrial uses of river at Latrobe
-
Transportation Shipbuilding Brewery Power Station Gas works Bone factory Paint Factory Flax Works Steam power
Social/recreational tourism significance of Bell’s Parade
Henley on Mersey Regatta since1911 (including wood chopping from 1913)
Early tourism - “moonlight voyages”
Bronze plaques at Bell’s Parade provide limited interpretation
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Table 4 - Values and Status of Precinct Elements (continued) Precinct Element Warrawee Forest Reserve
Values/Themes Warrawee Forest Reserve
Forests for other than wood production Tasmania’s forest reserves system
Australian Axeman’s Hall of Fame
Township of Latrobe
Streetscape character
Transport Heritage Significance of port in town’s history and development Significance of railway in town’s history and development
Entry Points and Access Routes
Forest experience (including platypus viewing) available No interpretation No information/interpretation Good interpretation/Foster experience
Wood chopping the bushman’s sport
Victorian heritage of Latrobe - Gilbert Street buildings
Status of Infrastructure/ Interpretation
Ref. Latrobe Tourism Plan Not in scope of Mersey Precinct Study Streetscape “tired” and lacks connectivity through to Bells Parade (work is currently underway on this item)
Bronze plaques at Bell’s Parade provide limited interpretation
All entry points, signage generally Access routes
Confusing, non integrated signage
Landscape/streetscape character
Lack of visual interest and arrival experience
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5.
Defining the Precinct’s Tourism Product
This study proposes the development of a tourism product that is based on a carefully selected range of natural, physical and heritage elements found in the study area. This approach, because of its focus on specifically local elements and characteristics, will result in a convenient, remarkable, unique, locally differentiated and experience based product that is understood and enjoyed by its visitors. 5.1
The Mersey Precinct and the Tasmanian Tourism Development Framework
The Tourism Development Framework (Tourism Tasmania 2003) advocates the development of clusters, which offer and maintain quality and diversified tourism products, and are connected by primary touring routes (Figure 2).
Figure 2 - Tourism Development Framework - Cluster Planning Tourism Development Framework – Cluster Planning King Island
Flinders Island
Stanley & the North West
• • •
Current Clusters Potential Clusters Touring routes - Journeys - Themed Trails
Launceston & the Tamar Valley
St Helens & the North East
Cradle Mountain
Strahan & the West Coast
Freycinet & The East Coast
Hobart
Touring Principle
Tasman Huon Valley
Hobart & the South
Latrobe is situated at the eastern entry of the Cradle Country Touring Route and is located approximately 15 kilometres from Devonport and the Great Nature Trail. In addition to this, the Mersey River Precinct and Latrobe also have the advantages of being located close to the Bass Highway, which runs between the Launceston cluster and Devonport and also in close proximity to the terminal of the Spirit of Tasmania. In the year to June 2003, 176,300 visitors to Tasmania arrived by sea (ie via Devonport) (Table 5) indicating the huge potential for this market to the region.
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Table 5 - Mode of Arrival to Tasmania, June 2002-June 2003 TOTAL
Total Air
Total Sea
652,200
470,200
176,300
100%
72%
27%
Source: Tourism Tasmania 2003 The high numbers of visitors arriving and leaving at Devonport and the Mersey River Precinct’s proximity means that opportunities exist for attracting visitors who have recently arrived or are about to leave on the Spirit of Tasmania. These were recognised in the recently developed Latrobe Tourism Plan although research is needed to clarify whether the potential market would be those seeking breakfast upon arrival in Tasmania, or afternoon experiences prior to departure. However, it should also be recognised that air arrivals still represent the majority of the total number of visitors, therefore should also be considered as a potential market. Likewise the as yet unquantified intrastate market should also receive consideration. Finally, the Mersey River Precinct’s proximity to the City of Devonport and its location as an entry point to the Cradle Country Touring Route means that it is an ideal position to capitalise upon the drive tourism market. This market is known to be increasing as car ownership across Australia rises and the population is ageing. 5.2
The Tasmanian Experience Strategy
The Tasmanian Experience Strategy articulates that the provision of interpretation is integral to developing an exceptional holiday experience. It argues that a personal connection to a place is essential to create a great experience and the method by which this may be achieved is interpretation. Once the Mersey River Precinct has developed to compliment the existing tourism infrastructure and branded itself accordingly, it should play close attention to ensure that any interpretation of a personal or non-personal nature is designed to be relevant, organised and thematic, and consequently provoke personal connections with the precinct. This is particularly important for physical and interpretative linkages between the Bell’s Parade area, Warrawee Forest Reserve and the Latrobe township.
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5.3
Providing Visitor Information
Currently, Latrobe has a volunteer (non-accredited) Visitor Information Centre. 4Accredited centres differ by having approved business plans, standardised opening hours and are privately owned (often by councils).
Figure 3 - The Accredited Visitor Information “i” Sign
Recent research has shown that the provision of good visitor information centres, and particularly those that are accredited, act as attractors for towns and marked differences in visitation occur once these centres are developed. Until recently, Tasmania had 20 centres strategically located around the state and it was difficult for towns to develop new TVINs. However recent changes to the structure of the administration of the TVIN company means that towns with a strong desire to have an accredited TVIN may now apply. It is recognised that “full blown” TVINs have high resource demand, particularly for staff with relevant training. It is recommended that the Council investigate the possibility of operating a TVIN in Latrobe possibly as a sub-agency of Devonport’s established TVIN facility. Given the importance of the visitor centres in attracting visitors, encouraging them to stay in towns and providing them with meaningful experiences, this opportunity may be significant for towns such as Latrobe and the Mersey River Precinct. 5.4 Approach to Development of the Precinct It will be important that any future development of the Mersey River Precinct considers the following approach in order to consolidate its existing market, brand the precinct, develop new product and market the precinct.
4
This type of visitor centre differs from that with a yellow “i” sign (Figure 2) which represents accredited Tasmania visitor information centres, or TVIN (Tasmanian Visitor Information Network).
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Understand how Latrobe is perceived
Develop an understanding of the potential target market (intrastate/interstate and overseas and self drive/bus tour)
Develop a brand for the precinct
Improve prominence of Latrobe
Improve navigation in the precinct
Link the Bells Parade area, Warrawee Forest Reserve and the Latrobe township physically and thematically
Develop a tourist product with high local relevance is complementary with the broader Tasmanian market and which stands alone from other available experiences
Undertake promotion which is effective and relevant to the target market
Provide efficient and effective visitor information; and
Provide appropriate service
Figure 4 - Development of Mersey Precinct
Visitors Values of Region
Industry’s Value of Region
Community’s Value of Region
Cradle Coast and Tourism Tasmania Marketing Strategies
Core Brands and Tourism Objectives for Mersey Region (including Latrobe)
Visitor Research
Development of Further Product
Marketing of Region
Delivery of Product using Innovative Interpretation
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6.
Interpretive Themes for the Precinct
The suitability of the slogan recently adopted by Latrobe Tourism … “Latrobe: Live the History ~ Love the Nature” … has been commented on in Section 3.2 addressing product offered in the Mersey River Precinct relative to the Three Core Brand Values advocated by Tourism Tasmania:
Nature
Cultural heritage; and
Wine and food
The product offered in the precinct sits comfortably in particular with the “nature” and “cultural heritage” themes. In developing a strong, relevant, coordinated, experience/activity based identity to attract and delight visitors it will be important to:
focus on specific, market driven themes with high relevance to the precinct (Note: market orientation may differ for intrastate, interstate and international visitors)
to avoid introduction of other less appropriate or unrelated themes; and
to avoid too many themes that may confuse the message / experience
This focus on specific themes, to be effective in the precinct, must be applied at the precinct element level too. At this level the linkages between precinct elements are important and must be logical and easily understood by visitors to the precinct. The matching of the Nature and Cultural Heritage themes with the Precinct Elements is illustrated in Table 6 below.
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Table 6 Interpretive Themes for Elements of the Precinct Precinct Element ie. Location of Interpretation
Latrobe Township Key role: Interpretation of history / heritage theme Town services
Interpretation related to Nature Theme
Note: Mersey River Story interpretation out of appropriate element but in close proximity
Interpretation related to Cultural Heritage Theme Victorian architecture High heritage interest main street Antiques/collectables Heritage shopping experiences The railway line through town Food
Bell’s Parade Area Key role: Hub for the precinct Interpretation of forests / forest, links to Warrawee Interpretation of heritage, links to township Providing and promoting river / forest / heritage activities
Forests / forest management Forest education Mersey River Environmental remediation (river & Pig Island)
Warrawee Forest Reserve Key role: Interpretation of nature theme
Mersey River Environmental remediation Forests / forest management Platypus and wildlife Botanical observation Forest education Recreation
Mersey River Key role: Primary linking element Interpretive element
The Mersey River Story ecological River and riparian ecology Platypus and wildlife Water quality and value of water
The Mersey River Story - social and industrial Basis of settlement of Latrobe Port - marine transport
Entries and Access Routes Key role: Attract and / or direct visitors
Attract and / or direct visitors seeking “nature” theme
Attract and / or direct visitors seeking “heritage” theme
River heritage Transport heritage - port / maritime transport - Settlers Wharf - rail transport Riverside industries Bushmen / axemen The European parklands / garden Water based recreational activities when weir was present
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7.
Development Plan
7.1
Purpose of the Plan
The purpose of the Mersey Precinct Tourism Development Plan is to promote the development of the Mersey River Precinct as an integrated visitor destination offering a series complementary experiences and services. These experiences and services should be specifically relevant to the social, cultural and environmental values of the precinct. The expected outcome of the implementation of the plan is:
The progressive development of an exciting, informative, experiential destination
Economic growth through increased tourist interest and participation;
Enhanced appreciation of the social, environmental and educational values of the precinct.
7.2
Plan Objectives
This Development Plan is based on the approach proposed in Section 5.4 of the study. That section suggests the following objectives for the development of the precinct:
Understand how Latrobe is perceived
Develop an understanding of the potential target market (intrastate/interstate and overseas and self drive/bus tour)
Develop a brand for the precinct
Improve prominence of Latrobe
Improve navigation in the precinct
Link the Bells Parade area, Warrawee Forest Reserve and the Latrobe township physically and thematically
Develop a tourist product with high local relevance is complementary with the broader Tasmanian market and which stands alone from other available experiences
Undertake promotion which is effective and relevant to the target market
Provide efficient and effective visitor information; and
Provide appropriate service
The action plan (in Section 7.4 below) is based on these objectives. It recommends relevant activities, identifies stakeholders and suggests resources to support their implementation.
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7.2.1 Objective 1 - Understand How Latrobe is Perceived Localised research on the tourism market in Latrobe is in its early days. Data on visitors’ perception of Latrobe is not currently available. Visitor satisfaction information has been collected as part of a survey conducted by Latrobe Tourism between June 2003 and January 2004. Anecdotal satisfaction information is also available from the Latrobe Visitor’s Centre records. The key activities to taking visitor market research forward are listed below. Recommended Activity 1
Encourage Latrobe Tourism to work in association with the Latrobe Visitor Information Centre to maintain its Visitor Survey and to extend it to gain a better understanding of how Latrobe is perceived.
2
Review and refine the method and content of Visitor Survey data collection to maximise its accuracy and usefulness for development of the precinct.
3
Circulate data from the Visitor Survey to tourism operators in the precinct to provide information for business development and to encourage participation in collection of Visitor Information.
Stakeholders Latrobe Council, Latrobe VIC, Latrobe Tourism, Tourism operators, Tourism Tasmania
Resources Design, distribution, collection and assessment by members of stakeholder groups
7.2.2 Objective 2 - Develop an Understanding of the Potential Target Market Latrobe Tourism has conducted a Tourism survey over the 2003-04 summer. The data received is provided as Appendix B. Activities to maximise the understanding, and the value of the understanding of the tourism market for Latrobe are noted below. Recommended Activity 1
Encourage Latrobe Tourism to work in association with the Latrobe Visitor Information Centre to maintain and extend its Visitor Survey to gain a better understanding of the Latrobe tourism market.
2
Review and refine the method and content of Visitor Survey data collection to maximise its accuracy and usefulness for development of the precinct.
3
Extend the Visitor Survey to collect shoulder season and offseason data.
4
Circulate data from the Visitor Survey to tourism operators in the precinct to provide information for business development and to encourage participation in collection of Visitor Information.
Stakeholders Latrobe Council, Latrobe VIC, Latrobe Tourism, Tourism operators
Resources Design, distribution, collection and assessment by members of stakeholder groups
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7.2.3 Objective 3 - Develop a “Brand” for the Precinct The Mersey Precinct needs to develop to compliment the existing tourism infrastructure and brand itself accordingly. Development of the precinct should ensure that any interpretation of a personal or non-personal nature is designed relevant, organised and thematic and provokes personal connections with the precinct. This is particularly important for physical and interpretative linkages between the Bells Parade area, Warrawee Forest Reserve and the Latrobe township. (See also Objective 6 below - link areas thematically). Activities to achieve this objective are noted below. Recommended Activity
Stakeholders
Resources
1
Engage Tourism Tasmania in the conduct a formal “branding” study for the precinct.
Latrobe Council, Cradle Coast Authority, Tourism operators, Tourism Tas
Facilitation and expertise by Tourism Tas
2
Maintain a focus on specific, market driven themes with high relevance to the precinct (note: market orientation may differ for intrastate, interstate and international visitors).
Latrobe Council, Tourism operators, Tourism Tas
Stakeholders
3
Avoid introduction of inappropriate or unrelated themes by strictly focussing on “nature” and “cultural heritage” as dominant themes. Avoid confusion caused by introduction of too many themes.
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7.2.4 Objective 4 - Improve Prominence of Latrobe Although the approaches to Latrobe from the Bass Highway are signed, they are not inviting gateways that entice the motorist/traveller to leave the highway and break the journey between much better promoted and known locations. The landscape of the Highway is open, lacking a discernible character and very much an “edge/back end of town” experience. The main street experience must be extended to the entries to create enticing gateways. Evidence suggests that many of the visitors to Latrobe are at the beginning or end of their stay in Tasmania, having just come from or are headed toward Devonport. These visitors generally show a low-level of planning and hence promotion and ease of access are all the more important for Latrobe. Recommended Activity
Stakeholders
Resources
1
Renegotiate the signage agreement reached with DIER recently to recognise recent changes (no Foster at the Lucas, new tourism slogan) and to ensure that the area forms an appropriate gateway, and includes entry statements and effective signage aligned with the Latrobe product and branding.
Latrobe Council, DIER, Cradle Coast Authority, Tourism operators, Tourism Tas
DIER for highway signage, Latrobe Council for creation of “gateway”
2
Improve/rationalise private signage at Bass Highway to negate the current “edge/back end of town” experience and make the town/highway interface attractive and inviting.
Owners of private signs, Latrobe Council
Stakeholders
3
Extend the main street experience in Gilbert Street and Moriarty Road between the Bass Highway and the Gilbert Street roundabout to create enticing gateways.
Latrobe Council
Latrobe Council
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7.2.5 Objective 5 - Improve Navigation in the Precinct The precinct currently appears as three elements: the township, Bell’s Parade area and Warrawee Forest Reserve. Interpretive linkages are proposed throughout this Development Plan but clear indications of physical circulation routes must also be provided. Visitors to the precinct may be aware of one or more of the major attractions in the precinct (such as the AAHF or Warrawee). It is therefore important that each attraction (cultural, natural etc) is promoted at the other attractions so that visitors become aware of what else the precinct has to offer within a relatively compact area. (See also Objective 6 below - link areas thematically) Recommended Activity
Stakeholders
Resources
1
Develop a quality “tear off” map/directory of the precinct to provide information to visitors on the features of the precinct and how to access them. Map/directory to strongly reflect the themes for the precinct.
Latrobe Tourism, Tourism Operators
Latrobe Tourism
2
Install appropriate and effective directional signage aligned with the Latrobe product and branding at the key locations eg. Gilbert Street roundabout, Hamilton Street, River Road/Gilbert Street junction etc to indicate (as appropriate) the location of: Town Centre, Visitor Information Centre, AAHF, Sherwood Hall, Bell’s Parade, River Road Scenic Route, Devonport and the East, Devonport Ferry Terminal, Railton and Sheffield.
Latrobe Council, Latrobe Tourism, Tourist Operators
Latrobe Council
3
Negotiate with DIER to effect improvements to the Gilbert Street, River Road, Frogmore Lane junction to enable free traffic movements from Gilbert Street to River Road.
Latrobe Council, DIER, Cradle Coast Authority
Junction design by DIER in association with Latrobe Council. DIER funding
4
Provide signage and junction improvements to develop River Road as a scenic route between Latrobe and Devonport.
Latrobe Council, Devonport Council, DIER, Cradle Coast Authority
Latrobe Council, DIER
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7.2.6
Objective 6 - Link the Product Themes Between the Bell’s Parade Area, Warrawee Forest Reserve and the Latrobe Township The Bells Parade area, Warrawee Forest Reserve and the Latrobe Township currently appear as three unrelated elements, yet each contributes to the branding and overall attraction of the town to visitors. It is particularly important that in developing the precinct that relevant physical and interpretative linkages connecting the Bells Parade area, Warrawee Forest Reserve and the Latrobe township are formed, so that visitors have a deeper experience whilst in the precinct - resulting in a longer stay and better word of mouth promotion. Thematic and Promotional Links Recommended Activity
Stakeholders
Resources
1
Maintain focus for tourist infrastructure development around AAHF and Bell’s Parade area. Develop critical mass both thematically and geographically.
Latrobe Council, Cradle Coast Authority, D&J Foster, AAHF Inc. Forestry Tas
Concept development by stakeholders. Negotiate funding with Forestry Tas
2
Link AAHF with Warrawee Forest Reserve using “forestry” and “nature” themes based on management of forest reserves. Extend the current AAHF themes to include interpretation of forestry practices and forest reserve management under the RFA to achieve this.
Latrobe Council, Cradle Coast Authority, Forestry Tas, D&J Foster, AAHF Inc.
Stakeholder involvement with concept. Negotiate funding with Forestry Tas
3
Link the Bell’s Parade area with the township of Latrobe using a “cultural heritage” theme by developing vehicular accessible barbecue/picnic shelters on the river’s edge between Atkinson’s Park and the Bell’s Parade reserve. Theme individual shelters to reflect former industrial uses of the river eg. Gasworks, Brewery etc.
Latrobe Council
Latrobe Council, Service Clubs
4
Develop a quality “tear off” map/directory of the precinct to provide information to visitors on the features of the precinct and how to access them.
Latrobe Tourism, Tourist Operators
Latrobe Tourism
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Physical Links Recommended Activity
Stakeholders
Resources
5
Link Bell’s Parade to the Warrawee Reserve by constructing a foreshore pedestrian/cycle path. Negotiate with affected landowners to establish arrangements under which their concerns associated with this project could be overcome.
Latrobe Council, Landowners
Latrobe Council, Latrobe Landcare/NRM
6
Link the township of Latrobe with the Bell’s Parade area by improving the streetscape in Gilbert Street west of Victor Street: Streetscape to present as an interesting part of the Latrobe tourist product. Include with consideration of improvements to the Gilbert Street/River Road junction.
Latrobe Council
Latrobe Council (DIER for Gilbert Street River Road junction)
7
Link the township of Latrobe with the Bell’s Parade area by preparing and implementing a Master Plan for the (greater) Bell’s Parade area to focus on enhancing and re-establishing the cultural values of the area. Design the broader setting so that that car parks, pathways and landscape combine to tie the buildings and features together, rather than let them sit as isolated and unconnected individual elements. Incorporate the development of Pig Island (see 9 below) and development of themed barbecue/picnic shelters (see 4 above) into the plan.
Latrobe Council, AHHF, Service Clubs, Landcare/NRM Latrobe Tourism
Latrobe Council
Ensure that the Master Plan includes effective phased implementation at a rate affordable by the precinct 8
Restore the environment of Pig island to reflect its original natural state. Provide long and short nature oriented trail walks. Provide “hides” for observing Platypus and wildlife.
Latrobe Council, Latrobe Landcare/ NRM
Latrobe Landcare/ NRM
9
Restore paving and park furniture in the formal Bell’s Parade Park to a culturally appropriate theme or redevelop these elements in a classic, non stylised theme that won’t date or detract from the history of the setting. Renovate / restore gardens, particularly significant trees
Latrobe Council
Latrobe Council
10
Develop Sheean Walk as part of a loop connection between the town and Bell’s Parade with a railway theme. Redesign and rationalise number of interpretation stations and improve graphics/visual messaging. Review planting in order to develop a stronger cultural theme and to allow appropriate views out to the points of reference in the adjacent township.
Latrobe Council RSL
Stakeholders
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7.2.7 Objective 7 - Develop a Tourist Product with High Local Relevance The overall precinct should focus on development of a Tourist Product that has high local relevance, is complementary with the broader Tasmanian market and that stands alone from other available experiences. This is important for a number of reasons. High local relevance engenders support among local residents who feel pride and satisfaction that their unique culture, history and nature are on display to visitors from elsewhere. High local relevance (where the local content is not common to other places) can also be portrayed in an authentic fashion and marketed as such. Themes and products of local relevance are also more likely to be unique - they are not borrowed from elsewhere and cannot be ‘copied’ to other places. Because of this they become a true competitive advantage for the precinct. Some key activities to develop locally relevant product are presented below. Recommended Activity
Stakeholders
Resources
1
Maintain focus for tourist infrastructure development around AAHF and Bell’s Parade area. Develop critical mass both thematically and geographically.
Latrobe Council, Forestry Tas, D&J Foster, AAHF Inc.
Latrobe Council
2
Strengthen the appeal of the AAHF by extending its current themes to include interpretation of forestry practices and forest reserve management under the RFA and to link with Warrawee Forest Reserve. Extend activities and services eg meals, ticket sales, wood chopping demonstrations.
Latrobe Council, Cradle Coast Authority, Forestry Tas, D&J Foster, AAHF Inc.
Concept development by stakeholders. Negotiate funding with Forestry Tasmania.
3
Prepare a comprehensive development plan for Warrawee Forest Reserve to guide its development and use as a tourism and educational resource and to protect its values. Maintain focus on current nature, forest, river and platypus themes.
Latrobe Council, Cradle Coast Authority, Forestry Tasmania, Latrobe Landcare/NRM
Concept development by stakeholders. Funding by Forestry Tasmania.
4
Encourage use of aquatic transport eg rafts, canoes etc on the Mersey River between Warrawee Forest Reserve and Bell’s Parade.
Latrobe Council, Tourism operators
Stakeholders
5
Encourage landowners on the eastern bank of the river to permit the construction of a fenced riverside pedestrian/cycling path at the river’s edge between the Miles Ford Bridge and Warrawee Forest Reserve.
Landowners, Latrobe Council
Latrobe Landcare/NRM
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Objective 7 - Develop a Tourist Product with High Local Relevance (continued) Recommended Activity
Stakeholders
Resources
6
Improve the prominence, access and presentation of the Dolly Dalrymple Memorial on Railton Road. Provide interpretation linking the memorial site with the current location of Sherwood Hall at Bell’s Parade.
Latrobe Council
Latrobe Council Sherwood Hall Committee
7
Construct a pedestrian/cycle bridge across the Mersey River at the Dolly Dalrymple Memorial (site of the first bridge across the river) to enable access from the eastern (Shale Road) side. Provide parking area on the Shale Road side.
Latrobe Council, Sherwood Hall Committee
Latrobe Council
8
Investigate the potential for the development of a “Story of the Mersey River Story” centre to be in the precinct, perhaps at the Warrawee Forest Reserve
Hydro Tasmania. Latrobe Council, Cradle Coast Authority, Latrobe Landcare
Negotiate funding with Hydro Tasmania
9
Investigate the development of a commercially viable steam train excursion from Bell’s Parade to Devonport (about a 7 km ride) utilising former alignment. Rolling-stock and service could be provided by Don River Railway
Latrobe Council, Cradle Coast Authority, Don River Railway group (Van Dieman Light Railway inc.)
Latrobe Council, Don River Railway group. Potential funding from Tasrail/ Pacific National
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7.2.8
Objective 8 - Undertake Promotion that is Effective and Relevant to the Target Market Promotion of a tourist node such as that at Latrobe is a basic part of the overall marketing package that the products rely upon to reach their targets. There are a number of channels that promotion can take, at a number of different levels. For free and independent tourists travelling independently, promotion can range from highway signage broadcast to a large passing audience, to brochures and advice provided at a Visitor Information Centre. For group tourists, promotion can occur at the package tour design stage and in direct advertising to coach companies and the like. There are a number of alternatives for promoting the products within Latrobe, with key actions listed below. Recommended Activity
Stakeholders
Resources
1
Continue to promote the precinct under the banner: “Latrobe: Live the History ~ Love the Nature”
Latrobe Tourism. Tourism operators, Latrobe Council
Stakeholders
2
Investigate the viability of formal registration of the Latrobe Visitors Centre as a TVIN, possibly as a sub agency of the Devonport TVIN
Latrobe Council, Devonport Council, Latrobe VIC, Cradle Coast Authority
Latrobe Council, Devonport Council
3
Develop a quality “tear off” map/directory of the precinct to provide information to visitors on the features of the precinct and how to access them.
Latrobe Tourism, Tourist Operators
Latrobe Tourism
4
Maintain existing partnership with Devonport for promotion through brochures and visitor information centres but ensure that the qualities of the precinct are highlighted and differentiated.
Latrobe Council, Latrobe VIC, Devonport Council, Cradle Coast Authority
Stakeholders
5
Link the precinct and its features and attractions with the touring routes through websites such as Discovery Tasmania etc.
Latrobe Tourism, Tourism operators, Latrobe Council, Tourism Tas
Stakeholders
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6
Encourage local tourist operations to develop quality websites providing information on local features and attractions.
Latrobe Tourism, Tourism operators, Cradle Coast Authority
Stakeholders
7.2.9 Objective 9 - Provide Efficient and Effective Visitor Information Recent research has shown that good visitor information centres, and particularly those that are accredited, act as attractors for towns and marked differences in visitation occur once these centres are developed. Visitor centres attract visitors and encourage them to stay and explore the towns where they are located by providing information (promotion) and acting in their own right as a magnet for visitors. Recommended Activity
Stakeholders
Resources
1
Investigate the viability of formal registration of the Latrobe Visitors Centre as a TVIN, possibly as a sub agency of the Devonport TVIN
Latrobe Council, Devonport Council, Latrobe VIC, Cradle Coast Authority
Stakeholders
2
Develop a quality “tear off” map/directory of the precinct to provide information to visitors on the features of the precinct and how to access them. Map/directory to strongly reflect the themes for the precinct.
Latrobe Tourism, Tourist Operators
Latrobe Tourism
3
Install appropriate and effective directional signage aligned with the Latrobe product and branding at the key locations eg. Gilbert Street roundabout, Hamilton Street, River Road/Gilbert Street junction etc to indicate (as appropriate) the location of: Town Centre, Visitor Information Centre, AAHF, Sherwood Hall, Bell’s Parade, River Road Scenic Route, Devonport and the East, Devonport Ferry Terminal, Railton and Sheffield.
Latrobe Council, Latrobe Tourism, Tourist Operators
Latrobe Council
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7.2.10 Objective 10 - Provide Appropriate Service Quality of service is key to visitor enjoyment. Latrobe, because of its status as a “breakfast stop”, and a “last stop” has some special issues to deal with. Recommended Activity
Stakeholders
Resources
1
Ensure that opening hours (for relevant products and services) respond to the needs of the market.
Latrobe Tourism, Tourist Operators
Latrobe Tourism
2
Ensure that advertised or implied opening times are adhered to
Latrobe Tourism, Tourist Operators
Latrobe Tourism
7.3
Methodology for Identifying Priority Activities
In order to assist the implementation of the Development Plan, it is necessary to establish a system to prioritise actions according to an objective methodology. A series recommended activity projects identified and listed under the project objectives listed in Section 7.2 above. Each project have been assessed against two basic criteria:
Benefit of the project to the precinct (ie the value of the outcome produced); and
Difficulty to implement (considered here as a function of cost to Council and Time to implement)
The criteria (established by use of a Project Difficulty Matrix for Difficulty) are listed below: Benefit Criteria The following criteria have been used to assess “Benefit”. High - The project has:
High potential to interpret the social, cultural and environmental values of the precinct; and
High potential enhance the precinct as a quality an integrated visitor destination
Moderate - The project has:
High potential to interpret the social, cultural and environmental values of the precinct; or
High potential enhance the precinct as a quality an integrated visitor destination
Low
The project’s potential to benefit the precinct is low
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Difficulty Criteria The assessment of the difficulty of implementation of recommended activities has been undertaken using a “difficulty matrix” that takes account of:
The cost to Council for implementation of each project; and
The time required for implementation
The matrix is presented below Difficulty Assessment Matrix
Cost to Council
Time for Implementation
Less than one year
One to three years
Greater than three years
Very Low Difficulty
Low Difficulty
Manageable
$5 - $35,000
Low Difficulty
Manageable
High Difficulty
Greater than $35,000
Manageable
High Difficulty
Very High Difficulty
Less that $5,000
The project priority is established by inserting the “benefit and “difficulty” criteria into the Priority Matrix below.
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Priority Matrix
7.4
(from Difficulty Assessment Matrix above )
Difficulty
Benefit to Precinct
High
Moderate
Low
Very Low Difficulty
High
High
Medium
Low Difficulty
High
High
Medium
Manageable Difficulty
High
Medium
Medium
High Difficulty
Medium
Medium
Low
Very High Difficulty
Medium
Low
Low
Identifying Priority Activities
The recommended actions have been assessed using the methodology described above to establish their relative priorities. The “benefit” and “difficulty” assessments and resultant priority for each recommended action is indicated in the tables below. The tables are listed according to their Project Objective categories. Note: some recommended activities are listed under more than one Project Objective category. Recommended activities with the highest priority for implementation are those with high benefit to the precinct and low difficulty. (The allocation of “time for implementation” and “cost to Council”, the components of the “difficulty” assessment, and the assessment of “benefit to the precinct”, has been established by the SINCLAIR KNIGHT MERZ I:\VTAS\Projects\VT30093\Project Report\Latest Report\Final Report .doc
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consulting team based on experience with similar projects at other locations. These judgements should be re-evaluated by relevant officers of the Latrobe Council to verify their accuracy or need for adjustment). The Recommended Activity description provided in the tables below is abbreviated for easy reference. The full description is provided in Section 7.2 above where additional information relating to stakeholders and resources is also provided. The tables below also indicate a proposed program for implementation for each project. The Project Program is discussed in Section 7.5 Objective 1 - Understanding how Latrobe is Perceived Benefit Assessment
Difficulty Assessment
Priority
High
Low
High
Benefit Assessment
Difficulty Assessment
Priority
High
Low
High
Recommended Activity
Benefit Assessment
Difficulty Assessment
Priority
Activity 1
Engage Tourism Tasmania to develop brand.
High
Low
High
Activity 2
Market driven themes. High
Low
High
Activity 3
Focus on “Nature” and “Culture” themes.
Activity #
Recommended Activity
Activity 1
Improve understanding of how Latrobe is perceived.
Activity 2
Maximise survey usefulness for perception.
Activity 3
Circulate survey data.
Objective 2 - Develop an Understanding of the Potential Target Market Activity #
Recommended Activity
Activity 1
Improve understanding of Latrobe tourism market.
Activity 2
Maximise survey usefulness for market understanding.
Activity 3
Collect data to reflect seasonality.
Activity 4
Circulate survey data.
Objective 3 - Develop a “Brand” for the Precinct Activity #
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Objective 4 - Improve Prominence of Latrobe Benefit Assessment
Difficulty Assessment
Priority
High
Low
High
Benefit Assessment
Difficulty Assessment
Priority
Develop “tear off” map/directory to reflect themes and include features of the precinct.
High
Low
High
Activity 2
Install directional signage.
High
Low
High
Activity 3
Negotiate improvements to Gilbert Street/River Road junction.
High
Low
High
Activity 4
Develop River Road as an alternative Scenic Route.
High
Manageable
High
Activity #
Recommended Activity
Activity 1
Improve Highway signage and presentation.
Activity 2
Control private signage to avoid “edge/back of town” presentation.
Activity 3
Improve entry streets.
Objective 5 - Improve navigation in the Precinct Activity # Activity 1
Recommended Activity
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Objective 6 - Link the Product Themes between the Bell’s Parade Area, Warrawee Forest Reserve and the Latrobe Township. Thematic and Promotional Links Activity # Activity 1
Recommended Activity Maintain focus for tourist infrastructure development around the AAHF and Bell’s Parade.
Benefit Assessment
Difficulty Assessment
Priority
High
Low
High
High
Low
High
Activity 2
Link AAHF and Warrawee Forest Reserve through complimentary theme development.
Activity 3
Link Bell’s Parade and the Latrobe Township through park development based on “cultural heritage” theme.
High
High
Medium
Develop “tear off” map/directory to reflect themes and include features of the precinct
High
Low
High
Benefit Assessment
Difficulty Assessment
Priority
High
Manageable
Medium
Activity 4
Physical Links Activity # Activity 5
Recommended Activity Encourage landowners to permit the construction of a foreshore walking/cycling path from Warrawee Forest Reserve to Bell’s Parade area. Note: Assessment for “difficulty” adjusted to reflect landowner opposition to this project).
Activity 6
Improve Gilbert Street/River Road junction and streetscape in lower Gilbert Street.
High
Manageable
High
Activity 7
Upgrade Pig Island for ecological interest/education.
High
Manageable
High
Activity 8
Restore Bell’s Parade Parkland.
Moderate
High
Medium
Activity 9
Develop Sheean Walk as loop connection between Bell’s Parade and the township.
Moderate
Manageable
Medium
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Objective 7 - Develop a Tourist Product with high local relevance Activity # Activity 1
Recommended Activity Maintain focus for tourist infrastructure development around the AAHF and Bell’s Parade.
Benefit Assessment
Difficulty Assessment
Priority
High
Low
High
Activity 2
Link AAHF and Warrawee Forest Reserve through complimentary theme development.
High
Low
High
Activity 3
Prepare and implement a comprehensive development plan for Warrawee Forest Reserve.
High
Low
High
Activity 4
Encourage aquatic transport.
Moderate
Low
High
Activity 5
Encourage landowners to permit the construction of a foreshore walking/cycling path from Warrawee Forest Reserve to Bell’s Parade area.
High
Manageable
Medium
Moderate
Low
Note: Assessment for “difficulty” adjusted to reflect landowner opposition to this project. Activity 6
Activity 7
Activity 8
Activity 9
Improve the Dolly Dalrymple Memorial and create interpretive links to Sherwood Hall.
High
Construct a pedestrian/cycle bridge across the Mersey at the Dolly Dalrymple Memorial site.
Moderate
High
Medium
Investigate the potential for a “Story of the Mersey” centre possible at Warrawee Forest Reserve.
High
n/a Investigate only
High
Investigate the potential for development of an excursion railway between Bell’s Parade and Devonport
High
n/a Investigate only
High
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Objective 8 - Undertake Promotion that is Effective and Relevant to the Target Market Recommended Activity
Benefit Assessment
Difficulty Assessment
Priority
Promote the precinct under: “Latrobe: Live the History ~ Love the Nature”
High
n/a
High
Investigate the viability of a TVIN at Latrobe possibly as a sub-branch of Devonport TVIN
High
n/a Investigate only
High
Develop “tear off” map/directory to reflect themes and include features of the precinct
High
Low
High
Maintain tourism promotion partnership with Devonport but ensure that Latrobe’s values are highlighted and differential
High
Low
High
Moderate
Low
High
High
Low
High
Benefit Assessment
Difficulty Assessment
Priority
Investigate the viability of a TVIN at Latrobe possibly as a sub-branch of Devonport TVIN
High
n/a Investigate only
High
Develop “tear off” map/directory to reflect themes and include features of the precinct
High
Low
High
Install directional signage.
High
Low
High
Benefit Assessment
Difficulty Assessment
Priority
Ensure that opening hours respond to the needs of the market.
High
Low
High
Ensure that advertised or implied opening times are adhered to.
High
Low
High
Activity # Activity 1
Activity 2
Activity 3
Activity 4
Activity 5
Activity 6
Link the precinct and its features through websites like Discovery Tasmania Encourage local tourist operators to develop quality websites
Objective 9 - Provide Efficient and Effective Visitor Information Activity # Activity 1
Activity 2
Activity 3
Recommended Activity
Objective 10 - Provide Appropriate Service Activity # Activity 1
Activity 2
Recommended Activity
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7.5
Implementation
It is apparent that the number of activities identified as “high” exceeds the resources available for their immediate implementation. Over 35 activities are identified as being of high value to the precinct. Even though many will involve no, or very little financial input they may place significant demand on management resources. 7.5.1 Project Implementation Categories Implementation of the development projects falls into two categories:
Internally Resourced Projects These are projects that are capable of implementation using the internal Council and community resources. Because the resources to implement them, and the extent of effort required is known, they can be implemented to a program designed to provide the highest achievement of the project objectives.
Externally Funded Projects Externally funded projects are those that are undertaken from time to time as a result of the availability of grant funding from national, state or regional sources. Grants are usually categorised and focussed on achievement of the wider objectives of the grant provider. As examples, funds may be provided for encouragement of development of: -
Sustainable Regions
-
Commonwealth Tourism Development
-
Conservation Tourism/eco-tourism
-
Regional grants eg. as provided by the Cradle Coast Authority from time to time.
Councils are required to express interest in being awarded grant funds by presenting appropriate projects and demonstrating their worthiness for funding in competition from other Local Government or development organisations. 7.6
Development Program
The range of projects with high potential to contribute to the precinct’s tourism product (as listed in Section 7.5 above) is extensive. In order to enable Council to identify the highest priority projects for commencement of its development program a group of projects has been identified as “Key” projects because:
They are essential activities guiding the development of the precinct; or they
Provide exceptional benefit for the precinct
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These Key projects should be regarded as essential year 1, or for year 1 commencement (resources permitting). The projects indicated in this category are listed in the following table. They have been identified under the following headings:
Research projects
“Brand� development under relevant themes and promotional slogan
Street and Signage Projects
Promotion and Marketing Projects; and
Product Development
Table 7 - Key Projects for Year 1 Commencement Recommended Year 1 Activity
Activity Supports
Research Projects Encourage Latrobe Tourism to work in association with the Latrobe Visitor Information Centre to maintain its Visitor Survey and to extend it to gain a better understanding of:
How Latrobe is perceived
The Latrobe tourism market
Objective 1 Objective 2
Review and refine the method and content of Visitor Survey data collection to maximise its accuracy and usefulness for development of the precinct.
Objective 1 Objective 2
Circulate data from the Visitor Survey to tourism operators in the precinct to provide information for business development and to encourage participation in the collection of visitor information
Objective 1 Objective 2
Extend the Visitor Survey to collect shoulder season and off-season data.
Objective 2
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Key Projects for Year 1 Implementation (continued) Recommended Year 1 Activity
Activity Supports
“Brand” Development Engage Tourism Tasmania in the conduct a formal “branding” study for the precinct.
Objective 3
Maintain a focus on specific, market driven themes with high relevance to the precinct (note: market orientation may differ for intrastate, interstate and international visitors).
Objective 3
Avoid introduction of inappropriate or unrelated themes by strictly focussing on “nature” and “cultural heritage” as dominant themes. Avoid confusion caused by introduction of too many themes.
Objective 3
Street and Signage Projects Renegotiate the signage agreement reached with DIER recently to recognise recent changes (no Foster at the Lucas, new tourism slogan) and to ensure that the area forms an appropriate gateway, and includes entry statements and effective signage aligned with the Latrobe product and branding.
Objective 4
Improve/rationalise private signage at Bass Highway to negate the current “edge/back end of town” experience and make the town/highway interface attractive and inviting.
Objective 4
Extend the main street experience in Gilbert Street and Moriarty Road between the Bass Highway and the Gilbert Street roundabout to create enticing gateways.
Objective 4
Provide signage and junction improvements to develop River Road as a scenic route between Latrobe and Devonport.
Objective 5
Negotiate improvements to Gilbert Street/River Road junction.
Objective 5
Promotion and Marketing Projects Investigate the viability of formal registration of the Latrobe Visitors Centre as a TVIN possibly as sub agency of the Devonport TVIN.
Objective 9
Develop a quality “tear off” map/directory of the precinct to provide information to visitors on the features of the precinct and how to access them. Map/directory to strongly reflect the themes for the precinct.
Objective 5 Objective 6 Objective 8 Objective 9
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Key Projects for Year 1 Implementation (continued) Recommended Year 1 Activity
Activity Supports
Product Development Projects Link AAHF with Warrawee Forest Reserve using “forestry” and “nature” themes based on management of forest reserves. Extend the current AAHF themes to include interpretation of forestry practices and forest reserve management under the RFA to achieve this.
Objective 6 Objective 7
7.6.1 Ongoing Program The project activities recommended above, when implemented, will represent the start of an ongoing program of product development for the precinct. It will be important that the progress of implementation of the recommended year 1 projects is monitored, activities evaluated and new projects introduced as resources permit. Projects implemented beyond year 1 are likely to be selected from the list of projects in Section 7.5, but may be new projects identified from improved understanding of the market and of the precinct as a tourist destination as a result of research activities. 7.7
Capitalising on Grant Funds
From time to time grant funds aimed at encouraging development in specified fields become available in areas such as:
Sustainable Regions
Commonwealth Tourism Development
Conservation Tourism/eco-tourism
Regional grants eg. as provided by the Cradle Coast Authority from time to time.
The key project recommended for submission for grant funds is: Grant Funding Opportunity Project
Activity Supports
Product Development Projects Prepare and implement a comprehensive development plan for Warrawee Forest Reserve.
Objective 6 Objective 7
An outline of the potential proposal is provided in Appendix A
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7.8
Administration
The ongoing development of the tourist industry is a major opportunity for growth in the Mersey River Precinct and, as such, it is of key importance. It is recommended that the Latrobe Council retain the responsibility for the development of this plan. The roles of the Council in undertaking this duty will be to:
Oversee the development of a “brand” for the precinct based around “Latrobe: Live the History ~ Love the Nature”
Develop, describe and maintain the focus on the brand and the themes described in Section 6 of this report for all new developments in, and related to the precinct
Promote and manage the implementation of the Key Project recommendations and other recommended activities in this report as resources permit
Take into account The Tasmanian Experience Strategy and maintain a thematic approach
Provide or seek from other sources financial allocations for development of the proposals in this report (and other proposals as appropriate)
Develop a working relationship with Tourism Tasmania for advice and information
As appropriate, enlist and encourage support from relevant community and commercial groups in the precinct such as: -
Cradle Coast Authority
-
Latrobe Landcare/NRM
-
Latrobe Municipality Industry Representatives Group
-
Latrobe Tourism
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Appendix A Grant Funding Opportunity Outline Development at Warrawee Forest Reserve Development Proposal Prepare (and progressively implement) a Master Plan for the Warrawee Forest Reserve addressing its sustainable use as a tourism, recreational and educational resource. The plan should address:
Current and future visitation at the reserve
Provision of interpretation of riparian and aquatic environments and ecosystems
Development of an education focus in cooperation with the Lucas Platypus Experience attraction and the AAHF.
Incorporation of platypus viewing as part of forest/river theme
Provision of interpreted trails
Provision of guided walks
Provision of an on-site Forestry/Parks and Wildlife Service information/ranger station
Provision of walks to adjacent forest types
Access and internal roads and parking areas (including for busses)
Facilities such as: shelters, gas barbecues and toilets
Encouragement of Landcare/NRM activities aligned with plan.
Integration within the Precinct The site offers the opportunity to integrate forestry messages (heritage, axemen, harvesting practices) with broader environmental issues and to demonstrate the values of the RFA forest reserves system. Development of this link through cooperative development with the AAHF site has been addressed as a Year 1 Key Project (refer Section 7.6).
Education/interpretation on riparian and aquatic environments and ecosystems cooperatively with the Lucas Platypus Experience and Pig Island (as developed)
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The “Story of the Mersey� addressing the history of European settlement, its severe impacts on the River Mersey and current efforts to mitigate former adverse effects.
Issues and Opportunities The location lacks service infrastructure (power, drainage)
It is understood that Forestry Tasmania regards this site as having significant recreational/tourism/educational value
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Appendix B Key Sites and Opportunities This appendix lists, for information, a series of opportunity sites with potential development under the Mersey River Precinct Study Plan. These places have been selected (in part) for their ability to be physically and thematically integrated into a differentiated local tourism product for the Mersey River Precinct. These places have been identified from information and ideas contributed by stakeholders and assessed by study team members, or by observation of Study team members of places with potential to:
Tell the stories of the precinct
Create physical or interpretive linkages between geographically separated places; or to
Provide experiences that are specifically relevant to the place and/or the precinct
Places considered in this plan (listed south to north) include:
Warrawee Forest Reserve
Dolly Dalrymple Memorial
Mersey River - Warrawee to Bell’s Parade
Bass Highway Entry Points and Access Routes
Former Foster at the Lucas Site
Gilbert Street, Victor Street to and Including River Road Junction
Sheean Walk
Abandoned Railway Bridge near Bell’s Parade Area
Bell’s Parade Area
Bell’s Parade Formal Parkland
Riverbank Atkinson’s Park to Bell’s Parade Area
Pig Island
Australian Axeman’s Hall of Fame
Sherwood Hall
River Road
River Road/Tarleton Street junction, East Devonport
Anvers Chocolate
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List of Key Sites an Opportunities Site/ Location Warrawee Forest Reserve
Value/Relevance to Precinct Reserved as representative of dry sclerophyll forest, habitat for rare fauna such as bettongs. The aquatic environment at the site provides for platypus viewing and accommodates aquatic fauna such as fresh water crayfish, eels, native fish and trout. The site has potential for use in recreation, education and tourism purposes. The story of Landcare rehabilitation of the site is one of significance to local residents.
Dolly Dalrymple Memorial
Mersey River (Warrawee to Bell’s Parade)
Activities/ Interpretation Forest experience. Access to nature in riparian environment. Wildlife watching (inc. platypus).
Interpretive Links Links with AAHF (through development at AAHF of forest management/RFA forest reserve theme).
Education Walking, swimming, canoeing etc. Potential to accommodate a “Story of the Mersey” tourism and educational centre
Tells Mersey River story
Original site of Sherwood Hall (before it was relocated at Bell’s Parade in 1995). Site of the first bridge across the Mersey River built in 1857 and later destroyed by a flood. . Memorial site relevant to local cultural history, indigenous history in the region.
Riverside site.
Links with Sherwood Hall now established at Bell’s Parade.
River in natural environment and in rural setting.
Forest experience.
River presents link between other attractions (present) and is the source of a significant amount of unique history for the region.
Memorial site. Dolly Dalrymple Story.
Access to nature in riparian environment. Wildlife watching (inc. platypus).
Physical link between Warrawee FOREST RESERVE and Bell’s Parade. Points for contemplation or story-telling.
Education Interpretation of local river history Walking, swimming.
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List of Key Sites an Opportunities (continued) Site/ Location Bass Highway Entry Points and Access Routes
Value/Relevance to Precinct Key entry point to the precinct. Lacks a discernible character and presents an edge/back end of town ambience.
Activities/ Interpretation Key entry point to the precinct.
Interpretive Links Potential to attract and set the scene by presenting the precinct’s “brand” and themes. Links physically with all parts of the precinct.
Former Foster at the Lucas Site
Currently Latrobe VIC (Visitor Information Centre) and Lucas Platypus Experience.
Currently Latrobe VIC
Well presented building located at the western end of town.
Links to Warrawee and river for platypus.
Gilbert Street, Victor Street to (and including) River Road Junction
Low urban presentation in (western end) Gilbert Street distances the town from the river and Bell’s Parade area.
Vehicular and pedestrian circulation route from town to river/Bell’s Parade area.
If improved, street presentation would help to link town and river.
Sheean Walk
Follows the easement of the former railway line, commences near Station Square, the site of the original station.
Walking.
Walk-way inking the Latrobe CBD with Bell’s Parade Area.
Now a memorial walk.
Historical interpretation incl. Memorial.
Remnant of railway infrastructure that formerly ran through the town. Part of Latrobe’s transport heritage.
Rail heritage.
Abandoned Railway Bridge near Bell’s Parade
Turn into River Road is convoluted and fails to provide a gateway to the precinct’s key “hub” location.
Links town to river and Warrawee Forest Reserve.
Improved junction would help to link town and river.
Links town with river via rail heritage. Potential for excursion railway link to Devonport.
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List of Key Sites an Opportunities (continued) Site/ Location
Value/Relevance to Precinct
Bell’s Parade Area
Site of the Bell’s Parade cultural parkland, Sherwood Hall, the AAHF. Also has extensive riverside and open space. Preferred focus for tourist infrastructure.
Activities/ Interpretation Range of commercial/non commercial attractions and activities. Tourism “hub”.
Bell’s Parade Formal Parkland
A well developed park area with facilities for many types of activities. The base for many of Latrobe’s social and recreational activities and festivals.
Enjoyment of developed river edge parkland with interpretive elements eg. reconstructed “Settlers Wharf”. Barbecues, and picnics in shelters and facilities.
Interpretive Links Cultural heritage links with town. Nature and forest/forest management links with Warrawee Reserve. Site of original port in the region. A key factor in the establishment of Latrobe. Potential for aquatic transport link with Devonport, elsewhere.
Aquatic access to town/destination for river cruises/dining cruises. Riverbank Atkinson’s Park to Bell’s Parade Area
About 500 metres of open river bank. The river is attractive with deep parts and shallow riffles. Prohibition of vehicular access restricts its use.
Currently only walking/dog walking etc.
River frontage.
Pig Island
Part cultural parkland (where nearest to Bell’s Parade parkland), part undeveloped (formerly rural).
Walking, nature watching, education (riparian flora, fauna and ecosystems and environmental remediation).
Landcare/NRM links with river throughout and Warrawee Forest Reserve.
Latrobe Landcare have commenced remediation of undeveloped areas for walking, nature watching, education.
Appropriate development would help “close the gap” between Bell’s Parade and the Latrobe township.
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List of Key Sites an Opportunities (continued) Site/ Location
Value/Relevance to Precinct
Activities/ Interpretation
Australian Axeman’s Hall of Fame
A substantial and well-developed building and attraction based on axemen, forest and timber themes.
Interpretation of axemen, forests, timber.
Extended thematic scope to include forest management (particularly nonwood production) under RFA to link with Warrawee FR.
Sherwood Hall
A well presented attraction with strong local cultural heritage relevance.
Tells the story of Dolly Dalrymple
Links with Dolly Dalrymple Memorial site.
River Road
A riverfront road runs from Tarleton Street in East Devonport (the berthing place of the Bass Strait ferries) to Bell’s Parade. Provides expansive views of the Mersey River.
Attractive riverside walk, ride or drive.
Links with East Devonport as an alternative access to the precinct.
Emerges at its Latrobe end at the AAHF and Bell’s Parade area.
Interpretive Links
Forms part of a return “loop” from Devonport via Latrobe and the Bass Highway. Improvements including signage at Tarelton Street junction would increase the effectiveness of this access to the precinct.
Anvers Chocolates
A popular attraction on the Bass Highway.
Chocolate making and eating. Potential for distribution of material to promote the precinct.
Additional attraction on the River Road, Latrobe, Bass Highway return “loop” to Devonport.
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Appendix C Consultation The following people were consulted during the study: Contributor
Role/Affiliation
Grant Atkins
General Manager, Latrobe Council. Steering Committee Member
Jane Becker
Community Liaison Officer, Forestry Tasmania
Peter Bulter
Proponent, catered restaurant cruises
Kae Campbell
Lions Club of Latrobe / Atkinson Park
Barry Cook
Chair, Latrobe Tourism
Tony Denne
Hydro Tasmania
Mike Dennis
Tourism Tasmania
Peta Dowell-Hentall
Manager Tourism, Forestry Tasmania
Frank de Puit
Senior Engineering Officer, Latrobe Council
Stephen Foley
Port of Devonport Corporation
Andrew Ford
Manager, Latrobe NRM
Mick Halley
Deputy Chairman, Sherwood Lodge
Geoff Heazlewood
Riverfront Land Owner
Ron Hedditch
Warrawee Landcare
David Hopkins
Artist
Eric and Coral Howe
Collectors
David Jarvis
Inland Fisheries Commission
Lauren Khull
Tourism Tasmania
Michael McLaren
Steering Committee Member. Proprietor, Claren Antiques
Judy Moore
Manager, Devonport Tourist Information Office
Stephen Onions
Director Development Services - Latrobe Council
Dudley Parker
Steering Committee Member, Latrobe Councillor
Kem Perkins
Chair, Australian Axemen’s Hall of Fame Inc
Jan Richardson
Public Contributor
Alwyn Riley
Chairman - Sherwood Hall Restoration and Museum Committee
Les Sims
Proponent of Floating Restaurant
Cath Stark
Development Manager, Australian Axemen’s Hall of Fame
Peter Tonelli
TasNature and Devonport Imaginarium
Bob Vellacott
President, Devonport Maritime Museum
Bridget Walch
Tourism Tasmania
Andrew Scanlon
Hydro Tasmania
Ian Waller
Steering Committee Member and Regional Tourism Development Officer - CCA
Additionally a meeting of Councillors was held attended by Councillors: Beveridge, Hughes, McLaren, Perkins, Sims and Thorne.
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Appendix D Recent Visitor Research Results of Visitor Survey conducted by Latrobe Tourism during the 2003-04 tourism season. 1. On this trip, how long are you away from your usual place of residence?
Day Trip One Night Two to three nights Four to six nights 7 nights or more
% 21.38 3.77 6.92 6.92 61.01
2. How many people in your immediate group?
Travelling alone Couples Three people Four people Five people Group 15 + Unknown
% 3.14 57.86 11.32 10.06 2.52 6.29 8.81
3. What is your main purpose of visiting Latrobe?
Holiday Visiting Friends & Relatives Conference Business Sport Own Holiday House or shack Other - AAHF Other - Misc Unknown
% 64.15 11.95 1.26 5.03 2.52 1.26 5.03 6.92 1.89
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4. What bought you to Latrobe?
Recommended by Family/ Friends Recommended by another traveller Recommended by Visitor Info Centre Found Latrobe by Accident Have been before Magazine or tourist publication Saw it on TV Particular purpose Other Unknown
% 19.50 1.89 6.92 8.81 20.75 20.13 10.06 0.63 6.29 5.03
5. Do you intend to participate in any of the following activities or attractions while in Latrobe?
Australian Axemans Hall of Fame History Fosters at the Lucas Genealogy Anvers Chaocolate factory Visiting Farms Warrwee Forest reserve Restaurants Fishing Art & craft Antiques Wildlife Viewing Sunday markets Walking & Hiking Sheean Walk Other
Attraction Visited 116 15 45 0 55 1 12 29 10 27 34 8 17 10 5
% 72.96 9.43 28.30 0.00 34.59 0.63 7.55 18.24 6.29 16.98 21.38 5.03 10.69 6.29 3.14
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Intended to visit no attractions Intended to visit only one attraction Intended to visit 2 or more attractions Intended to visit 3 or more attractions Intended to visit 4 or more attractions Intended to visit 5 or more attractions Intended to visit 6 or more attractions
% 9.43 23.27 22.01 20.75 10.69 5.66 8.18
67% of all visitors intended to visit more than one attraction 6. Where did you stay last night?
Latrobe Port Sorell Devonport Great Western Tiers Launceston Tamar East Coast Hobart North West Stanley Cradle Mt West Coast Spirit of Tasmania Mainland Home
% 5.66 9.43 20.13 2.52 16.35 3.14 0.63 2.52 13.21 3.14 4.40 1.26 5.66 3.77 8.18 100.00
Intrastate 2 7 4 1 2 2 3 3 1 1
13 39
% 1.26 4.40 2.52 0.63 1.26 1.26 0.00 1.89 1.89 0.63 0.63 0.00 0.00 0.00 8.18
Interstate & o'seas 7 8 28 4 23 3 1 1 18 4 6 2 9 6 120
% 4.40 5.03 17.61 2.52 14.47 1.89 0.63 0.63 11.32 2.52 3.77 1.26 5.66 3.77 0.00 75.47
27% of interstate visitors stayed locally last night. 20% Stayed to the east 19% Stayed to the west 6% travelled on the spirit overnight.
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7. Where did you stay tonight
Latrobe Port Sorell Devonport Great Western Tiers Launceston Tamar East Coast Hobart North West Stanley Cradle Mt West Coast Spirit of Tasmania Mainland Home Unknown
% 11.32 8.81 16.98 3.14 14.47 1.89 1.26 2.52 8.18 1.89 2.52 0.00 13.21 1.89 6.92 5.03
Intrastate 4 7 4 2 4 1 1 3 4
% 2.52 4.40 2.52 1.26 2.52 0.63 0.63 1.89 2.52 0.00 0.00 0.00 0.00 0.00 4.40 1.26
Interstate & o'seas 14 7 23 3 19 2 1 1 9 3 4 21 3 4 6 120
% 8.81 4.40 14.47 1.89 11.95 1.26 0.63 0.63 5.66 1.89 2.52 0.00 13.21 1.89 2.52 3.77
7 2 39 Of the interstate visitors surveyed 28% planned to stay locally tonight. 15% intended staying tonight at Launceston or further east, only 1% in Hobart & 10% on the Northwest or west coast 8. Where do you intend to stay next? The responses have been grouped into touring routes to more easily analyse the direction people are travelling
Latrobe Port Sorell Devonport Great Western Tiers Launceston Tamar East Coast Hobart North West Stanley Cradle Mt
% 3.77 3.77 2.52 3.14 10.69 0.63 6.29 5.66 4.40 1.26 3.77
Intrastate 1 3 1 4 1 2 1
% 0.63 1.89 0.00 0.63 2.52 0.00 0.63 1.26 0.63 0.00 0.00
Interstate & o'seas 5 3 4 4 13 1 9 7 6 2 6
% 3.14 1.89 2.52 2.52 8.18 0.63 5.66 4.40 3.77 1.26 3.77
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West Coast Spirit of Tasmania Mainland Home Unknown
3.77 2.52 9.43 18.87 19.50
1
14 11 39
0.63 0.00 0.00 8.81 6.92 24.53
5 4 16 15 20 120
3.14 2.52 10.06 9.43 12.58 75.47
Of the interstate visitors surveyed 7% were intending to stay locally for their next stop. 22% were having the next night at Launceston or further east. only 4% in Hobart & 12% on the Northwest or west coast 9. What is your main form of transport?
Own or work car Coach Tour Public transport Hire Car Friends or relatives car Motorcycle Campervan or Motorhome Other
% 54.72 3.14 0.00 24.53 8.18 0.00 8.18 1.26
10. How did you rate your Latrobe experience? A large number circled good rather than grading the experience if we exclude the 10 ratings the following is the outcome Overall Impression? Range of Services? Quality of services?
37% rate the overall experience between 8 & 9 39% rate the range of services between 8 & 9 33% rate the quality of services between 8 & 9
( 54 responses) (49 responses) (43 responses)
The drop off in responses to the quality of the service question may indicate dissatisfaction.
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11 During your visit to Latrobe have you had a particularly strong positive or negative experience and if so what? Positive After locking keys in car person at cafÊ made several calls on our behalf to get help. Glo Glos the food was amazing and the service fabulous. Lucinda - house warm and inviting, hospitality that leaves us with a desire to return to Latrobe. I stay here because of the good response & service from Latrobe Motel;. Clean non smoking rooms. I come to Tas every 10 weeks. I have been unable to find similar accommodation in Launceston Burnie or Devonport. - They are in it for themselves and don't care to listen to the customer. - Some stores need to clean up (vision appeal) no cost involved, - need to make more discussion saying hello, great day - need to promote that only 5 - 10 minutes from Devonport. Just keep it as it is. We love to visit Reliquaire & Lucas Hotel. We now live here. Love it so much we are buying a house. There is an air of excitement - Latrobe has been discovered Saw a platypus in it's natural habitat. Nice peaceful gardens near AAHF This is the first stop we have made & it was excellent, service is terrific Thoroughly enjoyed time in Reliquaire, Anvers & the AAHF. Disappointed in the Sunday market. Negative Wanted to see antique shops but most were not open when we were there. Latrobe is so good now to visit love the antique shop[s but they were all closed (Tue) Disappointed that some places were not open on the day of our visit (Monday). Road sign AAHF prior to wrong t/off. Natives friendly and good disabled access As an ex Devonport local Latrobe must form an historic building and streetscape trust, restore and rebuild all buildings to their Victorian photographic image, conserved. Plant trees down the main street, cars can park between them. Latrobe’s future is it's historic integrity, it must be properly
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12. Where is your normal place of residence? Sub Totals Tasmania South West North North West Local Not recorded Australia NT 0800-0899 NSW 2000 -2200 NSW 2200 - 2999 Vic 3000 - 3200 Vic 3200 - 3999 Queensland South Australia Western Australia Not Recorded Overseas Not recorded
% 23.90
12 4 4 7 2 9
% 7.55 2.52 2.52 4.40 1.26 5.66
72.33 3 7 30 6 20 18 7 13 11
1.89 4.40 18.87 3.77 12.58 11.32 4.40 8.18 6.92 3.14 0.63
Of the 72% of visitors that came from mainland Ausst 31% came from country Vic & NSW 13. What is your main purpose of visiting Tasmania? (Mainland & Overseas visitors only)
Holiday Visiting Friend & Relatives Conference Business Sporting Event Other
Mainland O'Seas % 84 3 19 2 3 5 1 3 115 5
% 70.00 15.83 2.50 4.17 0.83 2.50 95.83
2.50 1.67
4.17
72% of interstate and overseas visitors are on holidays. This compares to 51% on the Tasmanian figures (TVS Dec 2003)
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14. How did you arrive in Tasmania? All By Ship By Air Unknown
Air
%
%
63 52 5
52.50 43.33 4.17
Devonport Burnie Launceston Hobart unknown
10 1 16 19 6 52
120
8.33 0.83 13.33 15.83 5.00
52.5% of visitors arrive by ship. This compares to 27% of all Tasmanian visitors (TVS Dec 2003). 43% of visitors arrived by air most of them arriving into Launceston 13% and Hobart 16% 15. What is your age? All 14 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ years Not recorded
7 17 18 38 48 28 3 159
4.40 10.69 11.32 23.90 30.19 17.61 1.89 100.00
3 6 4 7 8 8 3 39
Intrastate 1.89 3.77 2.52 4.40 5.03 5.03 1.89 24.53
Interstate & O’seas 4 2.52 11 6.92 14 8.81 31 19.50 40 25.16 20 12.58 0 0.00 120 75.47
59% of interstate and overseas visitors are between 45 - 64 yrs of age 41% of Tasmanian visitors are over 55 yrs of age.
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Mersey River Precinct Study Report
16. What is your approximate total personal income from all sources before deducting tax? All %
Intrastate Interstate & Oseas
Under $9,999
5.66
3.14
2.52
$10,000 - $29,999
20.75
3.77
16.98
$30,000 - $49,999
15.72
5.03
10.69
$50,000 - $69,999
10.69
0.63
10.06
$70,000 - $99,999
6.92
0.00
6.92
$100,000 or more
7.55
1.89
5.66
Not recorded
32.70
10.06
22.64
100.00
24.53
75.47
30% of interstate visitors who responded earn over $50,000 pa Almost 49% of intrastate visitors who responded earned less than $50,000
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