Hinterland 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 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. 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 Montalto Enchanted Adventure Polperro Winery
5 4 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 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 TOURISM AND GOVERNMENT LINKAGES 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: 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 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 Local Council Tourism Plans Mornington Peninsula Shire Council Frankston City Council
7 6 Destination Characteristics POPULATION GROWTH 142,147 132,194 168,865 151,700 2012 2021 Frankston Mornington Peninsula 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 EXPENSIVE & EXCLUSIVE VISITORS ARE VISITORS ARE Compared to other destinations in Regional Victoria Arthurs Seat Eagle
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. 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 This comprised of: 45-54 YEARS OLD $200K+ HOUSEHOLD INCOME STAY RENTED HOUSE, APARTMENT OR UNIT VISIT FOR THE PURPOSE OF A HOLIDAY VISIT WITH FAMILY OR FRIENDS TRANSPORT SELFDRIVE LIVE IN MELBOURNE 49% FEMALE 51% MALE Visitor Profile 4,381,759 TOTAL DOMESTIC DAYTRIPPERS 1,557,634 TOTAL DOMESTIC OVERNIGHTS 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 The Mornington Peninsula (including Frankston) attracted a total of 5.9 million visitors spending $1.143 billion for the year ending 30 June 2022. 10.1% OF TOTAL VISITOR EXPENDITURE REGIONAL VICTORIA 12.8% OF DAYTRIPPER VISITOR EXPENDITURE REGIONAL VICTORIA 15.7% OF TOTAL REGIONAL DAYTRIPPER VISITORS Lakeside Villas at Crittenden Estate
11 10 About the Local Area Clusters of wineries, boutique accommodation and food producers are prominent around Red Hill and Main Ridge. The precinct also contains a diversity of tourism attractions including galleries, mazes and u-pick experiences. Hinterland attracted 413,770 domestic and overnight visitors (171,248 nights) spending $57.15 million, representing 4% of total visitation and 8% of nights to the Mornington Peninsula Region. They spent on average $162 per night in region ($27.8 million). Source: Visitor Journey Report 2022 and National Visitor Survey June 2022 , TEVE Report on 2021 Trends. BASS TRAIT 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 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 ANDY RD BROWNS RD NEPEAN HWY FRANKSTON DANDENONG RD MORNINGTON TYABB RD TUCKS RD SHANDS RD SHOREHAM RD GOLF LINKS RD WESTERN PORT HWY MORNINGTON FLINDERS RD PENINSULA LINK MOOROODUC HWY MORNINGTON PENINSULA FWY EASTLINK COWES FLINDERS ROSEBUD COWES FRANKSTON SOMERVILLE MORNINGTON DROMANA HASTINGS MOUNT ELIZA CAPE SCHANCK 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 The hilly Hinterland area of the Mornington Peninsula region is best known for its wineries, cellar doors and fine restaurants. Hinterland 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 Mornington Peninsula Shire Council Accommodation Cafes and Restaurants Wineries Breweries Motor vehicle hiring Attractions State Park Committee for Mornington Peninsula Hinterland Tourism Association Peninsula Business Network Mornington Peninsula Vignerons Association 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) $ 2% 2012 4% 2022 18% 2012 8% 202 TOTAL VISITORS SHARE 10% 2012 7% 2022 63.23M 2012 57.15M 2022 Lancemore Lindenderry Red Hill Heronswood House and Garden Green Olive Red Hill
13 12 Success Factors Positioning The Hinterland precinct of the Mornington Peninsula is recognised as the heart of the wine region with vines lacing the hills and valleys. It is also home to amazing producers who grow apples, olives and strawberries and features the region’s most iconic craft market in Red Hill. As a destination the Hinterland is home to the biggest concentration of wineries, boutique accommodation, artisan produce and speciality shopping. The major challenge of this region is investment and accessibility. Given the area has a significant green wedge overlay the development is restricted. Additionally, there is little to no transport in the area and therefore it is predominantly accessed by personal vehicles. Small tour operators have created successful businesses by providing access to the region. VISITOR BENEFITS • Wineries and cellar doors • Restaurants and farmgates • Boutique accommodation • Attractions • State Parks, Gardens and Mazes • Iconic Craft Market • Walking trails • Scenic drives Challenges The following key challenges were identified throughout the consultation. • There are issues with the roads and parking - for example, no parking for the Enchanted Adventure in Arthurs Seat – and foot traffic such as pathways for mums with prams. • There is a need to ensure tourism industry/staff are aware of the product offering within the local area to share information about experiences nearby and a lack of inward focused staff tourism training. • The accessibility offered by Peninsula Link has reduced the need for multi-night staying. • Seasonality means there are challenges with dispersing visitors – major events should not be scheduled during peak periods but rather considered to drive the off-peak season. • Property costs are growing and as such workers in the area are unable to afford to live here. 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 The heart of Mornington Peninsula’s agritourism region JimmyRum Enchanted Adventure Maze Montalto Crittenden Estate
15 14 Key Priorities Next Actions The following key priorities were agreed on throughout the consultation process: The following table represents the next steps that the Mornington Peninsula Regional Tourism Board will initiate in activating the Local Area Action Plan for Hinterland: STEP ACTION TIMING 1. Publish Northern Mornington LAAP to stakeholders December 2. Establish the ideal representatives to form part of the December Northern Mornington Advisory Committee 3. Confirm membership to the Advisory Committee January by way of invitation, agreeing time commitment 4. 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 Hinterland 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 The Complete Experience Beautiful surroundings Explore opportunities to maintain the beauty, peace and quiet of the local area. An Easy Journey Signage and Information Develop a strategy to promote the walkability/ accessibility of the area. Investigate opportunities to increase in public parking in popular areas. An Easy Journey Infrastructure Investigate opportunities to increase in public parking in popular areas. An Easy Journey Infrastructure Explore ways to better manage the foot traffic/accessibility of walkways, especially for disability access and pram and trolley use. The Complete Experience Product Development Create packaged deals/itineraries for visitors to explore and experience what the area has to offer, with a focus on the off-peak season. A Sustainable Tourism Industry Recruitment Identify opportunities to migrate staff to the area including potentially targeting school leavers through a ‘Gap Year’ concept. A Sustainable Tourism Industry Business Practices Clarify business development regulations to improve ease of access to business opportunities. Mont Rouge Estate
visitmorningtonpeninsula.org 4/2a Carbine Way, Mornington VIC 3931 P 03 5925 9346 E info@mprtb.com
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