Review of the Economic Development Department

1. Review of the Economic Development Department Governance, Strategy & Economic Sustainability Committee Tuesday 20 October 2009

2. Introduction Economic Development is a Department of Council which currently covers the following areas:- • Business development • Tourism development • Community & Visitor Servicing • Events • Marketing & Communications

3. Purpose/Objective(Why are we here) Economic Development aims to encourage sustainable business and community activities, development and services that strengthen the local economy, enhance employment opportunities and promotes Gawler as a valued place to live, work, play and invest in.

4. Delivery(How do we do it) Business Development • Northern Adelaide Business Enterprise Centre • annual funding agreement linked to the provision of business services, training & support. • delivery of services within the Town of Gawler & maintenance of the Gawler Business Centre. • funded by industry, federal, state & local government Staff impact – relationship management, service monitoring, project partnerships (i.e. Regional Prosperity Conference) and general support.

5. Delivery(How do we do it) Business Development 2. Gawler Business Development Group (refer separate report) • Section 42 Committee of Council • Focussed on the delivery of marketing campaigns for the Gawler business community • Council annually applies a separate rate to all commercial properties (business development & marketing levy) as the groups only income source Staff impact – full administration / executive support which includes preparation and distribution of agendas, minutes, budgets, annual reports, business plans, newsletters, surveys, member communications, function organising (marketing forum)

6. Delivery(How do we do it) Tourism Development 1. Tourism Barossa • Regional tourism body with separate incorporated status • Funded by industry membership, state & local government • Council 3 year funding agreement (expires 30/6/2011) Staff impact – relationship management, representation on the board, project partnerships (Butcher Baker Winemaker Trail, Barossa Visitor Guide)

7. Delivery(How do we do it) Tourism Development 2. Gawler Tourism & Promotions Committee (refer separate report) • Implementation of Tourism Strategic Plan • Full funding provided by Council Staff impact – full administration / executive support and project delivery 3. Tourism & Events Development Grant • Provides annual funding to tourism related events Staff impact – administration of grant program (advertising, application, assessment, distribution & acquittal)

8. Delivery(How do we do it) Community & Visitor Servicing 1. Gawler Visitor Information Centre • Accredited VIC under SATC guidelines (open 7 days per week) • Services – freight service, tickets (passenger & events), accommodation & tour/ attraction bookings, itinerary development, tour guides • Product – local product sales & promotion • Merchandise – local & Australian souvenirs • Information – brochure racking for all regions across the state (provided at no cost to TOG business), Event information, promotion packs, compilation & distribution of Gawler Calendar of Events Staff impact – operations administration of 7 day a week outlet / sales / stock control/ volunteer management / policy & process /marketing/ promotion / planning

9. Delivery(How do we do it) Events 1. Internal Events • Australia Day Awards & Breakfast • History Week • Gawler Christmas Street Festival • Tour Down Under • 2009 – VIC State Conference • (Harmony Day) Staff impact – full event management including planning, logistics, engagement, marketing and promotions

10. Delivery(How do we do it) Events 2. External Events • external events using Council properties (multiple sites &/or parks & reserves) • provision of event kit & process management including event approval • Development & engagement assistance • Promotions (VIC, Calendar of Events) Staff impact - relationship management, internal co-ordination , administration & promotion

11. Delivery(How do we do it) Marketing & Communications • Gawler Community Information & Business Directory • Brochures & Flyers (across all departments of Council i.e. YAC Band Event posters, Library newsletter, Main Street Redevelopment Newsletter, tourism brochures ) • Corporate productions (Council newsletters, Annual Business Plan, Annual Report) • Town Promotional Items (Christmas Decorations, street banners) • Media relations (releases, advertising) Staff impact – planning, sales, compilation, design, printing, distribution, photographic asset management & development, media releases, editorials

12. Department Budget Summary2008/2009

13. Visitor Information CentreAt a Glance

14. Visitor Information CentreHistory Snapshot • Originally established in the Old Post Office, 61 Murray Street • Run by the Gawler Tourist Association (GTA - separate incorporated body) • In 1995 Council was successful in receiving Federal Government Funding (stimulus employment package) to construct current building • Total cost covered by the grant • GTA provided funds to complete car park • GTA continued to run Centre for the first 12 months • In approx 1996 Council took over the operations & employed F/T Manager to assist the volunteers from GTA • Since becoming Council operations has had several staffing structures, up to 3 staff to present levels

15. Visitor Information CentreCustomer Origin Summary

16. Visitor Information CentreCustomer Origin Analysis

17. Visitor Information CentreCustomer Origin Analysis Peak Visitation Months – November to April

18. Visitor Information CentreMarket Share Source – Tourism Research Australia (3/4 year average to June 2007)

19. VISITOR INFORMATION CENTREPERFORMANCE INDICATORSFinancial Actuals 2008/09 and Budget 2009/10(excludes indirect costs – building maintenance & depreciation)

20. VISITOR INFORMATION CENTREPERFORMANCE INDICATORSFinancial Actuals 2008/09 and Budget 2009/10(includes building maintenance and depreciation)

21. VISITOR INFORMATION CENTREPricing Structures

22. VISITOR INFORMATION CENTREPricing Structures

23. VISITOR INFORMATION CENTREStrengths • Location – within CBD, main road, easy access, good parking • Community support • Accreditation • First VIC in north along Main North Road • Recent refurbishment • Regional function • Size of front of house floor area • Capacity to serve both the local community & visitors

24. VISITOR INFORMATION CENTREKey Issues / Threats & Risks • Staffing structure – OH & S risk, prevents full sales capacity & service consistency • New Entrants • Limitations for expansion & diversification through geography, design & function • Succession planning • Business & Community engagement & perception • Building maintenance & upgrades

25. VISITOR INFORMATION CENTREOpportunities • Strategy & operations recognising retail philosophies & practices • Consistent branding delivery – internally & externally • Enclosure of decking area for functions & hosting • Packaging and sales (bus tours – full day) • Further engagement of local business • Integration with Pioneer Park • Diversification & integration of Information, interpretive/cultural centre, restaurant/kiosk. • Strategic Marketing Plan that includes:- • Event participation (Village Fair, Textile Weekend etc & regional events) • Local awareness campaign • Consumer database establishment • Industry network / education functions • Youth engagement through school programs • Tourism development initiatives i.e. Retail Rewards Card

26. Conclusion Town of Gawler is presently supporting its residents and business through the delivery of programs through the departments of Economic Development and Community Development. In many cases it has been identified that these projects have similar goals and aims however current structures have not fostered an integrated approach to delivery. Current staff vacancies has provided the opportunity to review the structure with the vision of creating efficiencies and improving organisation output.

27. Conclusion Even with the new structure questions still remain:- • Does Council wish to continue with supporting NABEC (RDA)? • Does Council wish to continue with supporting Tourism Barossa? • Does Council continue supporting the GBDG? (refer separate report) • How does Council continue to support local tourism & promotions? (refer separate report) • Does Council continue with the Festivals & Events Development Grant? • Does Council remain in the business of delivering community events? • Does Council remain in the business of providing a Visitor Information Centre?

28. Recommendations That: • The report on the Economic Development Department Review be received. • The Gawler Visitor Information Centre be given business unit status. • Council delegate to the Director Corporate & Community Services, Manager Business & Community Services and the Gawler Visitor Information Centre Co-ordinator the authority to set and amend fees and charges for the Centre.

29. Questions/Discussion?