Western Port 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. Pt Leo Estate Quealy Winemakers
5 4 The Mornington Peninsula Region Tourism 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 an 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 Mornington Peninsula Shire Council Frankston City 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 where the following regional priorities: State government development partnership Local government support of products across Connection with Indigenous of products across Local Area Action Plans implemented through local committees housing 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 local area discussing the results and diving deeper into area’s survey results; • One on one consultation with key industry leaders who’s 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 first half of 2022. The establishment of the plan has involved extensive input from industry, Local and State Government. The process of the plan is summarised 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 Cape Schanck Lighthouse 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
9 8 The Visitor 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: Tourism is an important industry for the Mornington Peninsula and visitors to the region are major contributors to the strength of the local economy. RACV Cape Schanck St Andrews Beach
11 10 About the Local The area provides access to the relatively undeveloped French Island and Phillip Island offering more to explore. The precinct has good harbour facilities that support fishing and boating activities for the water lovers. This region has also undergone the most transformative change with significant investment from RACV Cape Schanck, Pt. Leo Estate and Jackalope. Western Port attracted 827,540 domestic and overnight visitors (428,120 nights) spending $137.16 million, representing 14% of total visitation and 10% 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 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 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 BROWNS RD DUNDAS ST 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 RYE WRIE 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 Western Port features established townships and industrial areas and stretches across the natural Southern Ocean coastline. Western Port 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 and Distilleries Attractions State Parks Golf Courses Committee for Mornington Peninsula Western Port 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) $ 10% 2012 12% 2022 10% 2012 12% 2022 TOTAL VISITORS SHARE 14% 2012 10% 2022 137.16M 2012 151.74M 2022 Merricks General Wine Store St Andrews Beach Brewery Pt Leo Estate
13 12 Success Factors Positioning Western Port is considered relatively untouched and undiscovered. The destination allows visit, to roam at their own pace finding space. Stakeholders identified the key challenges in attracting visitors to the area are predominantly due to the lack of infrastructure. The lack of connectivity to the rest of the region making the visitor journey easy. As a destination Western Port has attracted key investment from RACV, Jackalope and Pt Leo Estate which have provided for game-changing experiences that have driven a key change in visitation to the region. This is clearly evidenced in the statistics over the ten-year period. The major challenge for this area is its accessibility along with the challenges post-pandemic of the continuous drive to attract key investors into the region creating new products or events that will continue to invite and attract visitor staying and spending in the region. VISITOR BENEFITS • The quiet side of the Mornington Peninsula with significant luxury experiences • Key attractions including outdoor sculpture and natural assets in the Biosphere • Distinct villages all offering varying differences eg Tyabb Vintage and Antiques, Flinders Art Galleries • Golf Courses • Award-winning wineries Challenges The following key challenges were identified throughout the consultation. There is a lack of adequate signage on the Mornington Peninsula Freeway – for example, better signage for Hastings could help to increase visitation to the town, and signage for Somerville’s hidden secrets such as the southernmost Mangrove and walks available. There are infrastructure issues including: • Specifically Tucks Road in winter – large potholes and water pooling – which requires better upkeep • Congestion occurring during events – there is a need to identify ways to alleviate the congestion and assist traffic flow • Hasting’s railway crossing – the absence of boom gates causes safety issues and there is an issue with maintenance along the line e.g. graffiti at station. There are mobile reception blackouts – not all phone services work in the area. E.g., Optus is the only option in Somerville. A lack of reasonably priced accommodation and lack of transport available for staff interested in working in the area contributes to workforce shortages. There is no real identity for this region - visitors are lacking information/ marketing on what to do/see/experience 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 A place and space to roam, relax and rest Flinders Jackalope The National Golf Club Naturaliste Tours
15 14 Key Priorities Next Actions The following key priorities were agreed on throughout the consultation process: The next steps that the Mornington Peninsula Regional Tourism Board will initiate in activating the Local Area Action Plan for Western Port: STEP ACTION TIMING 1. Publish Western Port December LAAP to stakeholders 2. Establish 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. 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 Western Port 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 and disperse printed tourism material (such as itineraries for bush walking, bird watching, restaurants etc) to increase way finding and length of stay. An Easy Journey Signage and Information Investigate opportunities for better signage for towns off the Freeway such as Hastings and Somerville. An Easy Journey Signage and Information Establish the Westernport offer (USP) to be reflected in marketing opportunities to draw in visitors to the local area. An Easy Journey Infrastructure Explore opportunities to address maintenance issues specifically on Tucks Road (potholes, water pooling hazard) and at Hastings Railway crossing and train line. An Easy Journey Infrastructure Investigate ways to improve traffic management when major events are being held. An Easy Journey Infrastructure Explore opportunities for better vehicular connectivity to Philip Island. An Easy Journey Infrastructure Investigate ways to provide better foot access to restaurants and accommodation. The Complete Experience Product Development Explore ways to make use of the horse trails along Bungower Road and Tyabb trails for bushwalking to provide visitors with more bushwalking and bird watching activities.
visitmorningtonpeninsula.org 4/2a Carbine Way, Mornington VIC 3931 P 03 5925 9346 E info@mprtb.com
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