Chinchilla & District Local Tourism Action Plan Western Downs Local Tourism Action Plans DRAFT: January 2016
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CONTENTS 1.
INTRODUCTION ............................................................................................................................. 3
2.
VISITOR MARKET REVIEW........................................................................................................... 4
3.
PRODUCT AND EXPERIENCE REVIEW ...................................................................................... 8
4.
SWOT ANALYSIS ......................................................................................................................... 10
5.
POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER ...................... 11
6.
ACTION PLAN .............................................................................................................................. 12
7.
APPENDIX – CHINCHILLA PRODUCT AND EXPERIENCE AUDIT ........................................... 20
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1. INTRODUCTION This Local Tourism Action Plan has been prepared on the basis of an independent market analysis and review, and the priority projects and tourism development concepts identified by the Chinchilla and district community within the timeframe of the Western Downs Tourism Investment Project. Project development and identification has been guided and led by the Chinchilla and District Local Tourism Action Plan Reference Group.
Purpose of the Local Tourism Action Plan The purpose of the Western Downs Tourism Investment Project is to support economic development by undertaking local tourism planning and tourism related infrastructure development within the Western Downs region. The key objective of the overall program is to deliver tourism related projects, activities and initiatives that support and enhance tourism and economic development in the Western Downs region. The Draft Action Plan includes:
A Tourism Market Review and supporting analysis Tourism Project Proposals which capture projects, activities and initiatives nominated by the Chinchilla and district community A prioritised listing of tourism projects, activities and initiatives that were developed within the available timeframe that are considered eligible for funding under the Western Downs Tourism Investment Project.
The Local Tourism Action Plan is intended to complement existing strategic planning initiatives at local and regional levels and be used as a reference document for both community and Council to guide the delivery of future tourism initiatives. Projects within the Tourism Action Plan will be assessed by the WDRC/ Australia Pacific LNG Tourism Investment Reference Group and considered for funding and implementation over the three year project term.
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The majority of visitors to Western Downs are day visitors (53%).
2. VISITOR MARKET REVIEW The Western Downs Regional Council area received approximately 725,340 visitors in 2015 (approximately 14% of the visitors to the Southern Queensland Country (SQC) tourism 1 region) . Visitation to Western Downs has grown by approximately 2.3% per year since 2010 - higher than the 1.8% per year for Southern Queensland Country as a whole.
The Domestic Overnight market accounted for approximately 45% of all visits to the region. International visitors represent a small 1% of overall visits. Figure 3: Western Downs Visitor Market Mix, June 2015
Figure 1: Western Downs Visitor Numbers, June 2015 780,000 760,000 740,000 720,000 700,000 680,000 660,000 640,000 620,000 600,000 580,000
Int., 1%
Day, 53%
Dom. O/N, 45%
↑2.3% p.a.
2010
2011
2012
2013
2014
2015
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Visitors to Western Downs spent approximately 1.4 million nights in 2015 (17% of total visitor nights to SQC), and has grown by 16.3% p.a. since 2010. The average length of stay for domestic overnight visitors was 3.4 nights, while international visitors stayed for an average of 28.3 nights in region. Figure 2: Western Downs Visitor Nights, June 2015
Purpose of Visit The main purpose of visit to Western Downs was for holiday purposes (33%) followed closely by business (32%) and then visiting friends and relatives (VFR) (24%) and other (11%). Figure 4: Main Purpose of Visit to Western Downs, June 2015
1,600,000 1,400,000 1,200,000 1,000,000 800,000
↑16.3%p.a.
Other, 11%
600,000 400,000
Holiday, 33%
200,000 2010 2011 2012 2013 2014 2015 Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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Unless otherwise indicated, all visitor data relating to the Western Downs Region and its constituent parts is sourced from Tourism Research Australia’s International Visitor Survey and National Visitor Survey for the Year Ending June 2015. To aid data reliability, all data is based on three-year rolling averages, rather than annual visitor data.
Bus , 32%
VFR, 24% Source: Tourism Research Australia; IVS, DVS, year ending June 2015 4
Since 2010, the business market has seen the highest increase in visitation (albeit decreasing recently), increasing by 21.8% p.a. on average. During the same time period, the holiday market has decreased by 4.1% p.a. This performance follows the overall Southern Queensland Country trend, where the business market has grown by approximately 14.3% p.a. while holiday, VFR and other markets have remained steady. Analysis shows that visiting for business purposes is more dominant in Western Downs than in Southern Queensland Country as a whole – where holiday was the main purpose of visit (29%), followed by VFR (26%) and Business (19%). Age Profile of Visitors to Western Downs The majority of visitors to Western Downs were over the age of 55 years (28%). Strong growth in the 40-44 age bracket also took place since 2010.
Travel Party Domestic overnight visitors mainly travelled alone to Western Downs (32%). Other significant travel party types included adult couples, family groups with children, friends or relatives without children, and business associates travelling without spouses (Fig. 6). Figure 6: Major Travel Party Types to Western Downs, June 2015
Sporting/community group Business associates without spouse Business associates with spouse Friends/relatives without children Friends/relatives with children Family group (w/ children) Adult couple Alone
Figure 5: Western Downs Visitor Age Profile, June 2015
0%
10% 20% 30% 40%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
55+ 50-54 45-49
Accommodation Used by Visitors
40-44 35-39
Over half (54%) of domestic visitors stayed in private accommodation (such as friends and relatives’ houses), while 20% stayed in hotels and 19% stayed in other commercial accommodation.
30-34 25-29 20-24 15-19 0%
10%
20%
30%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Visitor Activities Visiting friends and relatives was the most popular activity amongst domestic overnight visitors to Western Downs, followed by eating out, going to a pub/club, and sightseeing.
Origin of Western Downs Visitors The majority of domestic overnight visitors to Western Downs were from South East Queensland: Brisbane (32%), Darling Downs (29%), Sunshine Coast (10%) and the Gold Coast (5%). 85% of visitors are from Queensland and 15% from interstate.
Popular activities included; bushwalking, fishing, visiting national/state parks, picnics/BBQs and exercise.
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Figure 7: Main Visitor Activities in Western Downs, June 2015
Western Downs Visitor Profile Summary Approximately 725,340 visitors Visitation has grown by 2.3%p.a. since 2010
Exercise Picnics or BBQs
Approximately 1.4 million visitor nights Nights have grown by 16.3%p.a. since 2010
Visit national /state parks Fishing Shopping
Domestic day visitors accounted for the largest proportion of all visitors (53%)
Bushwalking Sightseeing Pubs, clubs, etc
Older age groups formed the majority of the region’s visitors
Eat out / dine VFR 0%
5%
10%
15%
The majority of domestic overnight visitors travelled alone (32%)
20%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Approximately 54% of domestic overnight visitors stayed in private accommodation (e.g. with friends and relatives). Figure 8: Visitation and Expenditure by Local Government Area in the Southern Qld Country Tourism Region, 2013
Domestic Overnight % holiday % VFR % other Average Stay (nights) Spend per Night Domestic Overnight Spend International Spend per Night International Spend Domestic day trip Spend per Trip Day Spend Total Visitor spend
Toowoomba
South Burnett
Southern Downs
Western Downs
Goondiwindi
Balonne
Maranoa
704,600
174,300
317,600
298,400
121,400
68,300
201,900
21% 51% 28% 2.8
36% 39% 25% 3.1
51% 36% 13% 2.4
35% 29% 36% 3.0
34% n/a n/a 2.3
54% n/a n/a 2.8
33% 23% 44% 3.5
$105.50 $205M
$82.60 $45.2M
$124.30 $94.5M
$91.40 $81.8M
$88.10 $24.4M
$76.50 $14.4M
$85.00 $59.9M
22,100 $51.30 $26.2M
3,000 $25.10 $1M
8,700 $35.40 $9.9M
7,900 $38.20 $7.1M
2,500 $29.70 $1.6M
2,200 $46.00 $3.9M
7,000 $31.70 $5.2M
1,894,500
347,800
501,800
450,000
n/a
n/a
n/a
$120.90 $229.1M $460.4M
$83.50 $29M $75.3M
$75.50 $37.9M $142.3M
$90.30 $40.6M $129.5M
n/a n/a n/a
n/a n/a n/a
n/a n/a n/a
Source: Tourism Research Australia Local Government Profiles 2013
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Expenditure Based on data derived from the National and International Visitor Surveys, the visitor economy currently generate approximately $152.6 million of direct visitor spend into the Western Downs region. This is based on domestic day, domestic overnight and 2 international visitors spending an average of $87.50, $94.30 and $43.60 per night/trip in Western Downs. This estimated spend generated from visitors to the region supports approximately 2,600 direct jobs, and has a flow on effect of $228.9 million supporting approximately 2,300 indirect jobs. Chinchilla and District Visitor Statistics Due to small sample sizes and statistical areas within the tourism survey data, the ability to analyse and interpret national survey data at district level is limited, but it is possible to identify some trend information.
In the Year Ending June 2015, approximately 181,145 people visited the Chinchilla district, making up over 25% of all visitors to Western Downs. Visitors to the Chinchilla district have increased by approximately 14.3% p.a. on average since 2010; however a declining trend has been seen since 2013. Visitors to the Chinchilla district spent a total of approximately 434,604 visitor nights in the area. Domestic Overnight visitors were the main market to the Chinchilla district, comprising 56% of the total visitor market, and staying for an average of 3.2 nights. According to data collected by Western Downs Regional Council, over the same time period approximately 16,865 visitors used Chinchilla’s Visitor Information Centre (VIC).
Figure 9: Visitation to Western Downs Districts 2010-2015 500,000 ↓0.7%p.a.
450,000 400,000
Town Visitation
350,000 300,000 250,000 200,000 150,000
↑15.9%p.a .
100,000 50,000 ↓6.2%p.a.
2010 Chinchilla
2011
2012
Miles/Wandoan
2013 Tara
2014
2015
Jandowae/Dalby
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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Spend per night estimates are based on Tourism in Local Government Areas 2013 factsheets released by TRA for Western Downs, with CPI included to estimate 2015 average spends. 7
3. PRODUCT AND EXPERIENCE REVIEW This section of the Local Tourism Action Plan provides a summary review of the area’s key tourism products and experiences. A full audit in tabular format will be added into the appendix in section 7 prior to completion of the action plan. Visitor Accommodation Chinchilla offers a range of visitor accommodation, including; motor inn style properties and a range of camping options. Motel accommodation grew significantly during the CSG expansion phase, with a larger room stock now in place than would normally be expected for a visitor destination such as Chinchilla. With lower levels of business trade forecast, re-orientating properties towards leisure trade may provide some opportunities however generating sufficient levels of trade to sustain supply represents a challenge. Touring visitors remain the Chinchilla district’s principal visitor market. As such, being able to offer a range of fit for purpose free and commercial camping options is essential. Reviewing the availability and standard of commercial camping options across the district and ensuring that these meet the needs of visitors should remain an ongoing priority. Location The Chinchilla district is located beyond South East Queensland day visitor travelling distance. Therefore capitalising on the long distance touring market is critical. Key considerations in this regard include; Effective signposting and gateway welcome Establishing and building a clear identity in target markets
RV-friendliness, making it an easy choice for visitors to choose Chinchilla and district as a stopping point. Chinchilla CBD’s location off the highway means that effective information (either available to visitors in advance or via signposting) is particularly important. Chinchilla’s surroundings and proximity to the Barakula State Forest provides opportunities for touring route development and potentially packaged itineraries. Visitor Attractions and Experiences Tourism thrives on providing reasons to visit, whether for business, holiday or other specific purposes. In other words, the experiences which persuade visitors to choose Chinchilla and district over other destinations with similar attributes. In addition to the typical assets which a regional service centre provides, the Chinchilla district’s significant visitor attractions include; the Chinchilla Weir Recreational Area, White Gums Art Gallery, and the Historical Museum, as well as Kogan’s well known arts and cultural strengths. Tourism assets are available in the form of unique heritage, local stories, local lifestyle/ business etc however development of new experiences and packaging/ promotion of product has been limited. Content on Chinchilla district’s experiences in Southern Queensland Country Tourism’s regional tourism portal is limited, as is TripAdvisor coverage. The cactoblastis story and other elements of natural heritage provide potential for further development, including trails and short drive routes. This range of experiences in Chinchilla and the surrounding district should play an important part in image and identity building.
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Events Chinchilla has a successful events program, with the Chinchilla Melon Festival and Art@Kogan having a particularly strong profile. A range of locally orientated sporting events, markets and festivals also take place. Scope exists to further develop the potential of events as drivers of trade via; Building on Art@Kogan and the thriving arts/cultural community Event programs based around themes i.e. country weekend, culture/arts etc Attracting or developing new events to add to the current calendar – music and agribusiness etc Improved event marketing to enhance impact Capacity building, resources and professional support for event development. Visitor Servicing Chinchilla Visitor Information Centre (VIC) performs an important visitor servicing role, supported by signposting and interpretative information. The impending major works to widen the Warrego Highway present challenges for the VIC in its current location. The welcome and level of service provided by local people and front line staff also play important roles in visitor servicing. Consistently applied and good levels of service and product knowledge, alongside the community acting as ambassadors can also play leading roles in visitor services. This principal extends to raising awareness of the economic benefits generated by tourism. Digital and website-based information also has a key role to play in complementing these physical information sources. More can be done in these areas to offer the warm country welcome visitors expect. Issues to address include; Gateway welcome signposting Location of the VIC/visitor servicing hub in light of Warrego Highway widening Digital/website information presence
Service levels/product knowledge. Infrastructure The architecture, design, and general look and feel of a place play a large part in how visitors perceive and use a destination. Many components contribute to this all important sense of place. Streetscape, tidiness, a safe environment, lighting, gateways, public art, and building design/ local vernacular all play contributing roles in building a unique look and feel. In this regard, Chinchilla’s tree-lined main street provides a welcoming environment. A range of priorities were highlighted via community feedback including; Development of a major new visitor hub in Chinchilla on the currently vacant railway yard site. This hub has the potential to perform a range of functions as a focal point or showcase for Chinchilla and surrounds, including; o Visitor information o Interpretative materials – heritage, natural history, lifestyle/business stories o Visitor amenities – parking, BBQs, shelter/seating, gardens etc Gateway and entry point location enhancement Opportunities to develop an evening economy – aspects to consider include; o Creating the reasons to visit i.e. eventled, entertainment, food and drink etc o Creating safe and secure environments Prioritised ‘beautification’ upgrades. Key Visitor Market Sectors The Chinchilla district’s key visitor markets largely reflect the target markets at a regional level. Key target visitor markets include; Drive holiday touring visitors (Queensland and interstate) Business Visiting Friends and Relatives/ local day visitors South East Queensland day visitors and short breaks – event driven.
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4. SWOT ANALYSIS Strengths
Weaknesses
Famous for its melons and a renowned spot for fossicking, fishing, bushwalking and camping Welcoming main street environment Regional service hub A range of good value accommodation options Arts and cultural assets including the Cultural Centre, and White Gums Art Gallery Established events program including Chinchilla Melon Festival and Art@Kogan Heritage attractions including Chinchilla Historical Museum, Leichhardt Monument Chinchilla Weir Cactoblastis story and monument Aquatic and Fitness Centre Location on the Warrego Highway – a long distance visitor touring route Proximity to Barakula State Forest and a range of nature-based attractions (wildflowers, birdlife) in the surrounding areas CCCI supportive of tourism.
Opportunities
Threats
New event development including capitalising on the region’s cultural/arts strengths, including Art@Kogan Established a new Chinchilla visitor hub Visitor interest in petrified heritage stories including petrified wood Establishing an evening economy in Chinchilla Building RV-friendly infrastructure Review/ enhance visitor signposting where appropriate Marketing investment to target key visitor segments and build identity, working in collaboration with regional partners where appropriate Achieving a significant increase in ADTW participation as an enabler for taking advantage of State/Regional tourism networks Review gateway and entry points Targeted investment in CBD ‘beautification’, upgrading infrastructure in key visitor precincts Deliver the potential of Chinchilla’s natural history and heritage (including cactoblastis story) Establish a program to improve customer/visitor knowledge and insight Opportunity to develop locally produced/unique Chinchilla souvenirs
Widening of the Warrego Highway will cause disruption Negative perceptions from some regarding linkages with resources industry Competition from other destinations who offer similar products and experiences A degree of economic negativity associated with housing over-supply Failure to work in partnership will mean benefits are not fully capitalised upon
CBD located off the highway – effective signing important The area can improve its RV-friendliness parking, signing etc Identity not clear from a visitor perspective Limited marketing investment at present Chinchilla experiences and products not extensively distributed via mainstream tourism channels – TEQ, Southern Queensland County Tourism etc (individual events and products do not use ATDW) Lack of off-the-shelf products and experiences that can be distributed through tourism trade channels Tourism partnerships underdeveloped (within Western Downs and with regional partners) Lack of quality data at local level to inform tourism investment decisions.
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5. POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER Elements to consider in positioning include; •
Strong events program including the Chinchilla Melon Festival and Art@Kogan
•
Developing and using the largely untold stories to build a greater depth of experiences and a distinct identity
•
Altered economic circumstances with postconstruction phase of resources sector
•
Strong heritage, natural heritage nature-based tourism assets.
and
Tourism District
Vision
for
Chinchilla
and
An established regional visitor destination where authentic visitor experiences and a thriving events program contribute to the Chinchilla district being a great place to live and work. Community, industry and regional partners working together to; Attract increased number of visitors from target visitor markets (Touring, VFR and Business) Build longer average visitor length of stay and resulting visitor expenditure) Building a positive identity in target audiences (community, visitors, and stakeholders).
Delivery Roles and Responsibilities To be confirmed to discussion with Chinchilla and district community and Western Downs Regional Council.
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6. ACTION PLAN Table 1 shows a summary of proposed projects and their alignment against Southern Queensland Country Destination Tourism Plan themes.
Summary Table 1: Alignment of Project Proposals with Southern Queensland Country DTP Themes
Preserve the Region’s Nature and Culture
Southern Queensland Country DTP Themes Target a Deliver Quality Building Offer Iconic Balanced Service and Strong Experiences Portfolio of Innovation Partnerships Markets
Growing Investment and Access
APLNG-Eligible Projects Western Downs Tourism and Natural History Interpretative Centre Chinchilla Town Brand Visitor Interpretation of Kogan Public Art and History Regional APLNG-Eligible Projects Impacting on Chinchilla and District 100 Tourism Messages Project
CBD Wi-Fi Project
Community Radio Signage – Western Downs Greater Western Downs Tourism Marketing Project Greater Western Downs Local Tourism Organisation (LTO) - proposal to establish a sustainable tourism network/ partnership Project Proposals Provision of signage to the Cactoblastis monument
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Project Ideas Identified via Community Consultation (which have not yet been developed as projects or proposals) Delivering on Chinchilla’s RV-Friendly status Chinchilla beautification program Establishing a Chinchilla evening economy Program to improve customer/visitor knowledge and insight Opportunity to develop locally produced/unique Chinchilla souvenirs Establish scenic flights experience Program to capitalise on the schools and education market Marketing program to grow visitation and Chinchilla brand identity
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APLNG-Eligible Projects The following projects were identified by the Chinchilla and District Community and via regionally identified/developed initiatives. The projects have been ranked in priority order by the Chinchilla and District Project Reference Group.
Project Description
Lead & Support Delivery Organisations
Timing
KPI / Target Project Output
Local Reference Group Priority Project Ranking
2016
Delivery of one year marketing program – 10 % growth in visitor numbers
1=
Greater Western Downs Tourism Marketing Project The application of an amount to be determined of current APLNG WDRC committed funds to collect and market Western Downs tourism attractions, opportunities, events, arts and culture, natural history, indigenous and post-settlement history, local produce and cuisine, industry including multifaceted agribusiness and energy extraction and production, heroes, stories and pathways (tourism product) by: Creating a Western Downs tourism identity as a tourism region Identifying and collecting existing Western Downs tourism products Packaging Western Downs tourism products Collaboratively and regionally marketing Western Downs tourism including by way of a website, tourism App and coordinated tourism signage and by electronic and print media.
Western Downs Chambers of Commerce/ WDTIP Reference Groups, WDRC/ APLNG
Establish and implement a tourism research program to inform marketing campaigns and activity. The research plan will be development alongside detailed marketing planning and will include Regional Visitor survey to gain an accurate understanding of customer motivations, origins and activities Build a customer database (including via the VICs) to 14
be utilised for marketing and research purposes Business survey to build understanding of business perspectives on customer behaviour/ motivations. This Project will operate for a period of one (1) year during the process of establishment of a Western Downs Local Tourism Organisation*. The 6 WDTIP Tourism District Reference Groups anticipate that this work be performed by a dedicated full-time tourism officer expert in publicity engaged by WDRC for the purpose. It is anticipated that this person will then move into the Western Downs local Tourism Organisation upon establishment after membership of a Western Downs local Tourism Organisation establishment steering committee. Western Downs Tourism Association/Network proposal to establish a sustainable tourism network/ partnership
The establishment of a regional Western Downs tourism development business unit either as: A Local Tourism Organisation (LTO) operating per SQCT guidelines; An independent self-sustaining not for profit entity; or A business unit of WDRC. Its purpose being: To create a Western Downs tourism identity as a tourism region for each community to create a Town Brand as part of Greater Western Downs To identify and/or collect Western Downs tourism attractions, opportunities, events, arts and culture, natural history, indigenous and post-settlement history, local produce and cuisine, industry including multifaceted agribusiness and energy extraction and
WDRC, APLNG, WD Chambers of Commerce, WDTIP Reference Groups
2016
Establish Steering Committee Establish tourism identity and grow Western Downs visitor numbers Development of a business plan for design and operation of a dedicated Western Downs tourism business unit Collation and identification of Western Downs tourism opportunities and events log Package and market Western Downs tourism
1=
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production, heroes, stories and pathways (tourism product) To develop a detailed Business Plan for operation of the business unit Employment of qualified tourism staff, for example, a full-time tourism marketing and publicity, an admin assistant, a researcher to collect our tourism product Engage/contract photography and videography production, graphic design and IT website and App design specialisation To package Western Downs tourism products To collaboratively market Western Downs tourism including by way of a website, tourism App and coordinated tourism signage To asses and determine, coordinate development, seek funding and assist to deliver completion of identified Western Downs tourism projects To create and place coordinated tourism signage (which may have been created per the regional Marketing Project Plan).
Western Downs Tourism and Natural History Interpretative Centre Seed Funding to create Plans, Drawings and obtain approvals to establish the Western Downs Tourism and Natural History Interpretive Centre in Chinchilla.
events and attractions
Chinchilla and District Reference Group, CCCI, Chinchilla Historical Society, WDRC, APLNG , Fulton Trotter & Partners or Jan Bimrose & Assocs (after tender/ submission/ selection), Queensland Museum, SQCT
April 2016 – March 2017
Visitor Interpretation of Kogan Public Art and History This project seeks to expand on the interpretative signage that currently exists in the community precinct, along the Q150 walkway in Kogan, through the installation of additional signs that explain the stories of
Art@Kogan ‘Hugh Sawrey Country’ Association Inc./ WDRC
February 2016 – September 2016
Establishment of a Western Downs Tourism and Natural History Interpretative Centre as the central hub of the Western Downs Tourism Pathways and Tourism Products
3
Develop and install a program of interpretative panels which; Unify and add value to existing interpretation
4
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each of the public art projects completed in recent years. These signs will acknowledge those created the artworks including sculptures, when they were commissioned and/or unveiled, what they represent, interpretation and their significance to Kogan’s history and culture. It includes a large tourist map identifying this area as Hugh Sawrey Country, with a changeable section for notices.
Chinchilla Town Brand The creation of the words, images and materials and key strategic activities to create a town brand for Chinchilla & Districts and the integration of the Brand into the Chinchilla & Districts community. Signage displaying the Brand is proposed to form part of, to be funded by and to be consistent with the regional coordinated tourism signage initiative proposed by the Regional Marketing Project Plan. Community Radio Signage – Western Downs To provide road sign signage to promote tourism in the
CCCI and Chinchilla and Districts WDTIP Reference Group/ WDRC/ APLNG
April 2016 – July 2016
4ddd Community Radio/ WDRC/ community groups/ local chambers
2016
Compliment and explain the significance of public art projects Increase marketability of cultural identity through our history and art focus Identify links with destinations synonymous with Hugh Sawrey Encourage visitors to build a connection with local identity Add another element of interest for returning visitors Highlight the value of Sawrey’s talent in recording life in the bush. To establish a Chinchilla town brand and ethic, consistent with Western Downs Regional Tourism identification and marketing that will increase tourism and benefit business and community Provision of signage
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6
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Western Downs by providing the radio frequencies for drivers into the towns. To provide signage on each major road into, Dalby, Tara, Wandoan, Meandarra and Moonie with the radio frequencies of community radio in each area.
100 Tourism Messages Project Creation of 100 x 30 seconds tourism messages promoting the benefits of tourism and special tourist attractions (and destinations) in the Western Downs region. These messages will be played throughout the day on 4ddd Community Radio in Dalby, Tara, Wandoan, Meandarra and Moonie and online at www.radio4ddd.com.au
4ddd Community Radio/ WDRC/ community groups/ local chambers
2016/17
 Enhanced tourism information by community radio
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Western Downs Regional Council
2016-18
 Provision of free public wi-fi in CBDs
8
CBD Wi-Fi Project A program to provide free public Wi-Fi in the CBD areas of Chinchilla, Dalby, Jandowae, Miles, Tara & Wandoan.
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Project Proposals The following project proposals were identified by the Chinchilla and District Community and via regionally identified/developed initiatives: Project Description
Lead & Support Delivery Organisations
Timing
Provision of signage to the Cactoblastis monument
Cole Family decedents WDRC
TBC
KPI / Target Project Output
Improve visitor orientation through delivery of a co-ordinated tourism signposting scheme
Lead & Support Timing KPI / Target Project Output Delivery Organisations Project Ideas Identified via Community Consultation (which have not yet been developed as projects or proposals) Delivering on Chinchilla’s RV-Friendly status TBC Chinchilla beautification program TBC Establishing a Chinchilla evening economy TBC Program to improve customer/visitor knowledge TBC and insight Opportunity to develop locally produced/unique TBC Chinchilla souvenirs Establish scenic flights experience TBC Program to capitalise on the schools and education TBC market Marketing program to grow visitation and Chinchilla TBC brand identity Project Description
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7. APPENDIX – CHINCHILLA PRODUCT AND EXPERIENCE AUDIT
A full experience and product audit is currently being prepared. .
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