MOUNT ROLAND Developing a Destination
PROJECT BRIEF
Prepared by: The Cradle Coast Authority in partnership with Kentish Council
Mount Roland - Developing a Destination PROJECT BRIEF Project Introduction For the purpose of this brief, Mount Roland refers to Mount Roland and surrounding areas within and beyond the Kentish Municipality. The Kentish municipality forms a part of the Cradle Coast region, which also incorporates the Local Government areas of Circular Head, Waratah Wynyard, Burnie, Central Coast, Devonport, Latrobe, West Coast and King Island. The Cradle Coast region is experiencing minimal growth in the region’s tourism industry with visitor numbers to Tasmania’s North West for the 12 months to 31st March 2010 down by 0.3% compared with the previous 12 months. By contrast visitor nights were up by 4.7% over the corresponding period. The volatility of this data is highlighted by the following figures specific to Kentish communities that confirm for the same 12 month period visitor nights at Cradle Mountain fell by 3.9% to 219,600 visitor nights whilst Sheffield figures highlighted a 30.2% growth in visitor nights to 38,800 nights spent in Sheffield. One of the most significant figures from the Roy Morgan Holiday Tracking Survey for this 12 month period shows that intention to visit Tasmania’s North West from the primary interstate geographic markets is showing a significant decline, which creates concern for all within this region. To address these declines, it is critical that all stakeholders continue to explore opportunities for the development of experiences that will be of interest to the region’s potential visitor market, which is driving this review of tourism experiences on and around Mount Roland. Mount Roland is currently acknowledged as one of the most picturesque sites within the North West hinterland. Mistaken frequently by visitors for Cradle Mountain, Mount Roland is visible from all directions and changes in appearance on a daily basis dependent on the time of day and weather conditions. Rising 1234 metres above sea level and less than 40km from the coast, Mount Roland forms a rugged mountainous backdrop to the attractive rural hinterland. It is one of three peaks which are the scene of an annual mountain run and currently provides wilderness bushwalking and extreme rock‐climbing options. There is a belief that Mount Roland can add substantially to a visitors experience to Sheffield and the greater Kentish municipality. But rather than focus on opportunities raised to date, ideas that may alienate, divide or excite the local community, the Cradle Coast Authority and Kentish Council, in partnership with Tourism Tasmania and the Parks & Wildlife Service wish to explore and identify what opportunities can be created around Mount Roland and to assess the potential of these as attractors for the visitor markets whilst maintaining the current community values. The role of the study is to identify experience gaps and opportunities for the Mount Roland precinct and determine viable development opportunities that are consistent with the area’s natural and cultural values; and which appeal to key target markets. The overarching goal is to increase visitation to the Mount Roland area and to start positioning Mount Roland as a ‘must see’ destination.
1 Mount Roland Precinct Study Brief – November 2010
Scope of study area For the purpose of this brief, Mount Roland refers specifically to Mount Roland and surrounding areas within (and beyond) the Kentish Municipality including Mount Vandyke and Mount Claude, land located in the Meander Valley Municipality and nearby local government area stakeholders including Latrobe, Devonport and Central Coast A holistic approach also needs to be adopted that ensures locations adjacent to the study area which impact on services / infrastructure provision and the tourism values of the Mount Roland Precinct are embraced in these studies. This also includes public infrastructure along touring routes leading to the Precinct. Project Objective: The Study will establish a tourism vision for the precinct and establish priorities for development and a process for implementation, recognising the economic, social and environmental benefits of tourism. The Study will: • Articulate a vision which will enhance the visitor experience and positive interaction with the natural and cultural values of the precinct; • Through the filter of the experience vision, define the visitor experiences and how they can be developed and enhanced over the next 10 years, with an implementation plan specified for the next three years; • Identify the market, product development opportunities, brand position, investment opportunities, physical infrastructure and statutory requirements required to support the Mount Roland Tourism Precinct as a sustainable tourism destination; • Include marketing recommendations to outline key actions, priorities and funding sources. The Study will take into consideration the following areas: Task A: Product, Infrastructure and Industry Assessment • Visitor movement patterns • Product Audit o Visitor/user experiences • Environmental values • Cultural Heritage • Community and social values • Tenure and Reserve Status • Statutory considerations • Land use and environmental management • Infrastructure needs assessment based on scenarios for growth • Gaps and opportunities Provision of information • Product Development and Packaging • Investment attraction Task B: Marketing Assessment • Market Structure • Market Size, Share and Growth Trends • Customer Expectations and Buying Behaviours • Allies and Partners • Competitor Analysis • Market Attractiveness and Opportunities Task C: Brand Positioning and Thematic Interpretation • Precinct values – existing and desired • Themes • Positioning/Differentiation 2 Mount Roland Precinct Study Brief – November 2010
Task D: Marketing Strategy • Market Vision • Marketing strategies • Marketing objectives and Key Performance Indicators • Risk Assessment and Scenarios • Key Success Factors • Sustainable Competitive Advantages • Marketing initiatives and collateral Task E: Investment and Development Strategy • Prioritised list of necessary and desired infrastructure, including private and public developments needed to support desired the vision and growth scenario over an extended period. Implementation: Implementation of the processes to complete the “Mount Roland 2011 – Developing a Destination” study will commence no later than January 2011 and be completed within a three month period. Reporting dates and completion dates will be negotiated with the appointed consultant. Project Governance: The implementation of the “Mount Roland – Developing a Destination” study will be coordinated by The Mount Roland Precinct Steering Committee (MRSC), the members of this committee to include representatives from the following groups: • • • • •
Kentish Council Cradle Coast Authority Tourism Tasmania Cradle Coast Natural Resource Management Parks and Wildlife Service
Ms. Catherine Stark will oversee this project on behalf of the Kentish Council and Mr. Ian Waller; Cradle Coast Authority Regional Tourism Development Manager will provide project administrative support. The MRSC will retain the right to co‐opt additional members to the group on a needs basis and consult with a wide range of community and special interest groups, including (but not limited to): • • • •
Aboriginal Community Mount Roland Rivercare Local Tourism Associations and individual businesses Fire Authorities
It is anticipated the MRSC will meet within the Kentish municipality on a monthly basis for the duration of the project. Budget: Budget for this project will not exceed AUD $25,000.
3 Mount Roland Precinct Study Brief – November 2010
Expression of Interest Firms who believe they have the multitude of skills necessary to complete this study are asked to forward an expression of interest by 5.00 pm on the 10th December 2010 to: Catherine Stark Economic Development Manager Kentish Council (03) 6491 2500 Catherine@kentish.tas.gov Expressions of interest to include: • • • • •
Study methodology Proposed outcomes Reporting processes Study budget and timeframes Two referees and 2 examples of previous (similar) work.
4 Mount Roland Precinct Study Brief – November 2010
Appendices 1. Mount Roland Geographical Location Map 2. Mount Roland Fire Management Area Fire Protection Plan a. Part 1 Scope, Objectives and Strategy b. Part 2 Mount Roland Wildlife Risk Assessment
5 Mount Roland Precinct Study Brief – November 2010