Bussell, Lorna (3A)

Bondi’s Yin and Yang Managing the complementary opposites that are Bondi

Bondi – a seaside resort

Bondi Beach For more than a century, Bondi has been a living symbol of the “Aussie Summer” Australia’ National Heritage Board

Bondi Residents • 10,722 residents • 5,400 couples with no children (50%) • 2,260 families • Average weekly income $1,050 weekly • Average age 33 yrs • 50% of residences are rented

Bondi Businesses • 250+ businesses located in the Bondi Town Centre • 44.8% Cafes & Restaurants • 18.8% Clothing and Footwear

Bondi Visitors

Seasonal Occupancy Rates

The Yin and Yang of Bondi “ ‌literally meaning "shadow and light", is used to describe how polar opposites or seemingly contrary forces work together to form a whole ...â€?

A summer visitor education and management campaign

A winter destination marketing campaign

Social Media “The Internet was used by approximately 76% of travellers planning leisure trips online. Most see the Internet as a very useful or essential tool for planning many/most aspects of a trip including where to stay overnight, planning travel routes, potential places to visit, attractions to visit, as well as learning about what to do.�

US Travel Organisation

Bondi Summer

Bondi Summer Beach

Bondi Summer Streets

Streets

Visitor Management My Bondi Summer - a carrot & stick approach

My Bondi Summer Campaign

Branding

Education

Regulation

Water & Sun Safety

Alcohol Free Zones

Managed events

Christmas Day Sunburnt Christmas Party

New Year’s Eve

New Year’s Eve

Shorething

Family Friendly Event

My Bondi Summer

Branding

My Bondi Summer Communication Material

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40,000 Guide & Map Website/Blog Facebook Page Twitter Banners Posters Advertising in Time Out, The Word, local media

My Bondi Summer Web Site

• • •

60% from Australia and New Zealand 13.5% USA 9.5% Europe

• •

10.5% Asia 5% England and Ireland

My Bondi Summer Web Site Top 5 most popular content/articles • Surviving the Ocean • Havaiana’s Thong Challenge • Flickerfest opening • UV Index – don’t get burnt in Bondi • Bondi Rescue Story

My Bondi Summer Facebook •1096 Facebook friends achieved with a cumulative 534,875 friends/reach.

•100,000+ visits achieved in January •80% aged between 18 and 34

Christmas Day – Sober Santa

Christmas Day – Sober Santa

Christmas Day – Sunburnt Party

New Year’s Eve - Bondi

New Year’s Eve – Dudley Page

Bondi Winter

Bondi Winter Streets

Bondi Winter Magic

Bondi Winter Magic Communication Material

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30,000 Guide & Map Website/Blog Facebook Page Twitter Page Banners Posters Advertising in regional NSW paper and travel guide, local media, Escape NSW

Bondi Winter Magic Website

Bondi Winter Magic Web Site • 505,356 Visits (June to July) (approx 825 visits per day) • 231,257 pages visited • 731 Facebook fans with 260,033 reach • 39,477 pages visited from Facebook referrals

Bondi Winter Magic Web Site 88,500 Goggle listing for “Bondi Winter Magic 2012” Traffic Sources: 78% - Google 15% - Direct 7% - WeekendNotes.com & Sydney.com

Bondi Winter Magic Ice Skating on the Beach

Bondi Winter Magic

Ice Skating on the Beach

Bondi Winter Magic Busking on the Streets

Bondi Winter Magic Busking on the Streets

Bondi Winter Magic Bondi the Beautiful Fair

Bondi Winter Magic Bondi the Beautiful Fair

Bondi Winter Magic Art on the Streets

Bondi Winter Magic Campaign Results 46% of visitors (ex those from Bondi) came from the Sydney Metropolitan area, 13% Regional NSW and 10% International 31% of Interstate Visitors, 35% of overseas visitors and 20% of NSW visitors had spent or planned to spend between $25-$49 70% of non-Bondi visitors were planning to stay in Bondi between 2 to 4 hours with 15% of non-Bondi visitors were planning to stay overnight.

10% minimum increase in sales reported by 70% of businesses 11% increase in car park and meter useage in Bondi Town Centre

“Waverley’s economic strength lies in being a service provider.

The service industry sector relies on customer and visitor satisfaction to generate repeat visitation and loyalty.

Waverley currently does not support alternative economic generators such as industrial / manufacturing or primary production in its area. It is therefore vitally important that Waverley Council continues to support its service providers by providing a professional and healthy economic climate in which they can conduct their business�.