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
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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�.