Frankston Surrounds L O C A L A R E A A C T I O N P L A N 2 0 2 2
3 2 Acknowledgments The development of the Frankston Local Area Action Plan has been facilitated by the Mornington Peninsula Regional Tourism Board (MPRTB). MPRTB acknowledges support provided by Department of Jobs, Precincts and Regions State Government Victoria that has assisted with the development of the Local Area Action Plans. Mornington Peninsula Regional Tourism Board acknowledges and pays respect to the Bunurong/ Boon Wurrung people, the traditional custodians of these lands and waters. FACILITATORS WhereTo Research Mornington Peninsula Regional Tourism Board 4/2a Carbine Way Mornington VIC 3931 P 03 5925 9346 E info@mprtb.com visitmorningtonpeninsla.org Introduction to the Local Area Action Plan Best destination management ensures tourism adds value to the economy and the social fabric and ecology of communities. The Mornington Peninsula developed its first destination management plan in 2012 when the Mornington Peninsula Regional Tourism Board was first established. Back then, it was appropriate to the lifecycle stage of the local visitor economy, and the fact that this was the first plan to be prepared, that a top-down approach was used. Fast forward 10 years the Mornington Peninsula visitor economy has grown and become more sophisticated. It is now appropriate to work on a bottomup approach when planning, and herein lies the purpose of the Local Area Action Plans (LAAPs). What is a Local Area Action Plan? The LAAPs is the identification of local needs to ensure that the visitor economy thrives. The aim of the plan is to provide a mechanism for local visitor economy stakeholders to identify priority strategies to specifically address challenges to enhance the local visitor economy in support of the greater region’s vision. How will the Local Area Action Plan be Used? The LAAPs will be a dynamic document which will be managed by the establishment of an Advisory Committee. The Committee will be a collaboration of community, industry and local government stakeholders to the Mornington Peninsula Regional Tourism Board. The LAAPs will be the guiding document that the Committee will utilise to document priorities and their current status for the particular local area. Furthermore, the LAAPs will be the key communication tool from the LAAP Advisory Committee to the broader stakeholder network and will be published on the Mornington Peninsula Regional Tourism Board Corporate Portal.
5 4 The Mornington Peninsula region consists of five tourism precincts. Each of these precincts have distinctive characteristics in terms of their tourism attractions, their communities and their level of tourism development activity. The five regions are: How does the Local Area Action Plan link into other Strategic Documents? The Local Area Action Plan is designed to work in a framework of other plans and strategies. VICTORIAN VISITOR ECONOMY RECOVERY AND REFORM PLAN Product and infrastructure to strengthen our tourism offer Industry Strengthening Destination Marketing Events Strategic collaboration and partnerships 5 LOCAL AREA ACTION PLANS Frankston and Surrounds Northern Mornington Peninsula Hinterland Mornington Peninsula Western Port Mornington Peninsula Southern Mornington Peninsula State Government Local Council Tourism Plans Frankston City Council Mornington Peninsula Shire Council MPRTB LAAP Committees Advocacy Department of Jobs, Precincts and Regions Investment Attraction Local Representatives Destination Management Destination Marketing Industry Development MORNINGTON PENINSULA DESTINATION MANAGEMENT PLAN Connected Communities An Easy Journey The Complete Experience A Sustainable Tourism Industry BASS STRAIT PORT PHILLIP WESTERN PORT FRENCH ISLAND EASTLINK M1 ARTHURS SEAT RD BALNARRING RD RED HILL RD BITTERN DROMANA RD FRANKSTON FLINDERS RD WHITE HILL RD CRANBOURNE FRANKSTON RD CRANBOURNE To Melbourne TOORADIN TO MELBOURNE POINT NEPEAN C783 C784 B110 C777 C777 C777 A780 C777 C787 M11 M11 M11 M3 BONEO RD TRUEMANS RD BONEO RD NEPEAN HWY ESPLANADE PT NEPEAN RD SANDY RD MELBOURNE RD BROWNS RD DUNDAS ST NEPEAN HWY FRANKSTON DANDENONG RD MORNINGTON TYABB RD TUCKS RD SHANDS RD SHOREHAM RD BAXTER TOORADIN ROAD WESTERN PORT HWY MORNINGTON FLINDERS RD PENINSULA LINK MOOROODUC HWY MORNINGTON PENINSULA FWY EASTLINK HOTHAM RD QUEENSCLIFF COWES FLINDERS ROSEBUD COWES FRANKSTON SOMERVILLE MORNINGTON DROMANA RYE BLAIRGOWRIE PORTSEA HASTINGS MOUNT ELIZA CAPE SCHANCK SORRENTO MAIN RIDGE SEAFORD CARRUM DOWNS RED HILL BALNARRING TYABB LANGWARRIN SKYE SHOREHAM POINT LEO MOOROODUC STONY POINT SOMERS SAFETY BEACH TOOTGAROOK ARTHURS SEAT TUERONG MOUNT MARTHA TOURISM AND GOVERNMENT LINKAGES Local Area Action Plan The key focus areas when formulating the plan were the following regional priorities: State government development partnership Local government support Connection with Indigenous community Local Area Action Plans implemented through local committees Collaborations within the local industry, associations and groups Engagement with external stakeholders Residents who understand the economic importance of tourism Way finding so visitors can find what they need when they need it including digital engagement Transport infrastructure and options that allow easy navigation Accessibility for all visitors on both land and sea Diverse and balanced product offering Clear unique selling proposition for the region Local immersions Events/functions Dispersal Enabling innovative product development A beautiful surrounds - nature and aesthetics Industry Best practice Integration of products across the region Workforce development and recruitment/retention opportunities including transport, education Environmentally sustainable practices • An initial survey to all industry and stakeholders via a questionnaire examining the key issues for the region; • An online round table consultation with industry, business and community by each local area discussing the results and diving deeper into area’s survey results; • One on one consultation with key industry leaders whose feedback would cross over multiple local areas • Local Government Workshop with Officers and Elected Officials FRANKSTON AND SURROUNDS NORTHERN MORNINGTON PENINSULA WESTERN PORT HINTERLAND SOUTHERN MORNINGTON PENINSULA The development of the Local Area Action Plan was initiated in late 2021 and finalised in the first half of 2022, and has involved extensive input from industry, Local and State Government. The process to formulate the plan is outlined below and serves as good information in understanding how bottom-up feedback from the local area is gathered. How was the Local Area Action Plan Developed? Consultation in preparing the Local Area Action Plans included: CONNECTED COMMUNITIES THE COMPLETE EXPERIENCE A SUSTAINABLE TOURISM INDUSTRY AN EASY JOURNEY
7 6 Destination Characteristics COMPLEX GEOGRAPHY HAS SOME OF THE MOST SUBURBS IN VICTORIA whilst also having some of the most disadvantaged. OF THE MORNINGTON PENINSULA IS NOT ACCESSIBLE BY PUBLIC TRANSPORT ZONED AS GREEN WEDGE 85% 70% 53% OF VISITORS ARE LIKELY TO VISIT THE BEACH ON THE MORNINGTON PENINSULA 1.7 TIMES MORE LIKELY TO VISIT A WINERY ON THE MORNINGTON PENINSULA TWICE AS LIKELY TO PLAY GOLF ON THE MORNINGTON PENINSULA Compared to other destinations in Regional Victoria Compared to other destinations in Regional Victoria 142,147 132,194 168,865 151,700 2012 2021 Frankston Mornington Peninsula POPULATION GROWTH EXPENSIVE & EXCLUSIVE VISITORS ARE VISITORS ARE Compared to other destinations in Regional Victoria Source: MPRTB Destination Management Plan 2012 and TEVE Research 2021
9 8 The Visitor Economy Tourism is an important industry for the Mornington Peninsula and visitors to the region are major contributors to the strength of the local economy. The Mornington Peninsula (including Frankston) attracted a total of 5.9 million visitors spending $1.143 billion for the year ending 30 June 2022. Australian borders were closed for the entirety of 2021 and therefore there was no international visitation or spend in the region during this time. The industry generated employment of 10,900 jobs (2020) of which represented 9.2% of total employment in the region. Source: National Visitor Survey YE December 2021 and TEVE Research 2021. This comprised of: 4,381,759 TOTAL DOMESTIC DAYTRIPPERS 1,557,634 TOTAL DOMESTIC OVERNIGHTS 10.1% OF TOTAL VISITOR EXPENDITURE REGIONAL VICTORIA 12.8% OF DAYTRIPPER VISITOR EXPENDITURE REGIONAL VICTORIA 15.7% OF TOTAL REGIONAL DAYTRIPPER VISITORS 1,411,000 INTRASTATE VISITORS STAYING 2.95 NIGHTS $448M DOMESTIC DAY VISITORS SPENDING $695M DOMESTIC OVERNIGHT VISITORS SPENDING 118K INTRASTATE VISITORS STAYING 5.9 NIGHTS 45-54 YEARS OLD $200K+ HOUSEHOLD INCOME LIVE IN MELBOURNE STAY RENTED HOUSE, APARTMENT OR UNIT VISIT FOR THE PURPOSE OF A HOLIDAY WITH FAMILY AND FRIENDS TRANSPORT SELFDRIVE 49% FEMALE 51% MALE Visitor Profile VISITORS TO THE MORNINGTON PENINSULA ARE PREDOMINANTLY TO BE:
11 10 About the Local Area Attracting a large visitor sector connecting to family and friends, the Frankston and surrounds region is host to coastal beaches and industrial precincts which have seen the development of several award-winning breweries and distilleries. Frankston also boasts the region’s largest retail precinct and an impressive Arts and Culture offering through the McClelland Gallery, Street Art and performance art at Frankston Arts Centre. Visitors to the area take advantage of the 10km coastline boardwalk cycling and walking the trail. Frankston and surrounds attracted 739,330 domestic and overnight visitors (460,071 nights) spending $114.7 million, representing 11% of total visitation and 3% of nights to the Mornington Peninsula Region. They spent on average $139 per night in the region ($63.9 million). COVID times aside, the visitation to Frankston and surrounds over a five year period were relatively flat. Source: Visitor Journey Report 2022 and National Visitor Survey December 2021, TEVE Report on 2021 Trends. EASTLINK M1 BALNA CRANBOURNE FRANKSTON RD CRANBOURNE To Melbourne TOORADIN TO MELBOURNE C783 C784 C777 A780 C777 M11 M11 M3 NEPEAN HWY ESPLANADE NEPEAN HWY FRANKSTON DANDENONG RD MORNINGTON TYABB RD GOLF LINKS RD WESTERN PORT HWY PENINSULA LINK MOOROODUC HWY MORNINGTON PENINSULA FWY EASTLINK FRANKSTON SOMERVILLE MORNINGTON MANA HASTINGS MOUNT ELIZA SEAFORD CARRUM DOWNS TYABB LANGWARRIN SKYE MOOROODUC SAFETY BEACH TUERONG MOUNT MARTHA Frankston and surrounds is the largest urban centre on the Mornington Peninsula. Frankston and Surrounds Stakeholders GOVERNMENT INDUSTRY ORGANISATION National Tourism Australia Air Transport State Visit Victoria Air Transport Rail Transport VTIC Regional Southern Metropolitan Partnership Taxi Bus Uber Water Mornington Peninsula Regional Tourism Board Local Frankston City Council Accommodation Cafes and Restaurants Clubs, pubs taverns and bars Cultural Attractions Breweries, Distilleries Motor vehicle hiring Committee for Frankston Frankston Tourism EastLink Monash University YEAR 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 2012 2022 Number of Overnight Visitors Number of Daytrippers Total Visitors NUMBER OF PEOPLE OVERNIGHT VISITORS SHARE DAYTRIPPERS SHARE EXPENDITURE (DIRECT) $ 3% 2012 5% 2022 11% 2012 17% 2022 TOTAL VISITORS SHARE 11% 2012 11% 2022 63.9M 2012 113.8M 2022 Frankston Arts Centre Dainton Brewery Peninsula Kingswood Country Golf Club
13 12 Success Factors Positioning Frankston and surrounds is considered the gateway to the Mornington Peninsula region. With that comes a desire to be a place of beauty at key entry points. Stakeholders identified the key challenges in attracting visitors to the area to be the view that Frankston is not part of the Mornington Peninsula with premium experiences which complimented the greater region. As a destination in itself the Frankston and surrounding area is the urban hub and major retail precinct with award-winning street art and major shopping precincts which are attracting large investment in Bayside Shopping Centre and Karingal. Award-winning breweries and distilleries have also made their home in the industrial precincts of the local area. The major challenge for this area was considered to be a perception that there was ‘nothing to see here’ and getting visitors to stop in the local area as part of their journey and leveraging collaborations with like-product in neighbouring local areas. VISITOR BENEFITS • An urban destination with award-winning street art and urban crafters • Day and night-time activities • Entertainment • Key attractions include art covering both outdoor sculpture, performance and street art • Significant retail precincts • Events • Easily accessible through metropolitan rail Challenges The following key challenges were identified through the consultation • Lack of collaborative marketing – there is a need for support and assistance to improve integration of product offerings within the local area. • Visitors are not staying, both interstate and intrastate – the area is used more as a thoroughfare than a destination. • Signage and wayfinding to increase visitation to the local area, especially when coming off the freeway, is lacking. Visitors need to be encouraged to explore the area. The majority of entry to the region is via Eastlink and Nepean Highway and both arrival/gateways could be improved. • Infrastructure – no real easy way to access the region except via car. Buses are good but there is a strong desire for easier access via trains. Grow shoulder visitation in shoulder/off-peak periods and mid-week Drive visitor dispersal throughout the region Increase tourism industry yield through length of stay Maximise visitor Expenditure Enable a premium visitor experience REGIONAL OBJECTIVES Gateway to the Greater Mornington Peninsula Region Frankston Arts Centre That Spirited Lot Cruden Farm Peninsula Kingswood Country Club Cruden Farm
15 14 Key Priorities Next Actions The following key priorities: The next steps that the Mornington Peninsula Regional Tourism Board will initiate in activating the Local Area Action Plan for Frankston and surrounds: STEP ACTION TIMING 1. Publish Frankston and surrounds December LAAP to stakeholders 2. Identify the ideal representatives to form part December of the Frankston and surrounds Advisory Committee 3. Confirm membership to the Advisory Committee January by way of invitation, agreeing time commitment 4. Conduct quarterly meeting January/February • Confirm Chair • Establish meeting cycle • Establish Success Factors • Rate and allocate priorities • Report 5. Republish updated LAAP to stakeholders after March quarterly meeting once ratified by the Mornington Peninsula Regional Tourism Board Progress of implementing the Local Area Action Plans will take place 3 times per year in conjunction with a reporting framework to be established with the Mornington Peninsula Regional Tourism Board. This may result in the plan being updated and published throughout the year. The Local Area Action Plan for Frankston and surrounds will not feed up into the Destination Management Plan for the Mornington Peninsula as it is likely to be a part of Greater Melbourne for Destination Management. OBJECTIVE PRIORITY AREA ACTION ITEM An Easy Journey Signage and information Explore opportunities to connect Frankston with the Mornington Peninsula region through consistent signage and information particularly at the gateway (for example, service lane signage to a brewery). An Easy Journey Infrastructure Identify ways to leverage the public transport connections available from Frankston and build a visitor journey from Frankston An Easy Journey Infrastructure Develop options to improve the aesthetic of the entry to the region The Complete Experience Product Development Investigate collaborative relationships to create marketing opportunities to encourage visitors to extend their stays within the local area and/or the region Peninsula Kingswood Country Club
visitmorningtonpeninsula.org 4/2a Carbine Way, Mornington VIC 3931 P 03 5925 9346 E info@mprtb.com
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