Naracoorte Caves Connection Project. Business Workshop. November 9th, 2017

Transcription

1 Naracoorte Caves Connection Project Business Workshop November 9th, 2017

2 Caves Connection Objectives To position Naracoorte township as a visitor destination for the Caves experience. To ensure they are well connected To ensure Naracoorte and the Limestone Coast businesses share in the benefits from the Caves To uncover new commercial opportunities linked to the Caves

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4 UNIQUE = The World Heritage Listed Naracoorte Caves Experience

5 The Opportunity

6 Great Ocean Road 1,969,000 visitors Expenditure $1,203 million

7 Limestone Coast 579,000 visitors Grampians 805,000 visitors Expenditure $347 million

8 Naracoorte Caves 53,400 visitors

9 MJ Tourism Sales 11,200 visitors

10 Naracoorte Caves - Total Visitors / / /9 2009/ / / / / / / /17

11 Naracoorte Caves - Av Monthly Visitors to Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

12 Your Customers Come from Adelaide, Overseas, SA Regions, Melbourne Visita&on by Postcode - 3 Months Data excluding 'no record' They are Families, Retirees, Backpackers/ Couples They are here to see nature, natural environments and interesting towns They come in private cars and caravans Other States NSW Regional 7% 2% Sydney 3% Melbourne 10% Vic Regional 6% Adelaide 33% Intena&onal 25% SA Regional 14% They get information from the internet, auto clubs and tourism centres/websites

13 What are they worth? Average GOR visitor spent 2.8 nights and $610 in region Average Grampians visitor spent 2.3 nights and $431 in region Every additional 10,000 visitors to Naracoorte injects another $5 million into the local economy

14 What are they worth? They generate income and employment for a regional economy They bring life, vibrancy and diversity They underpin the availability of community services and facilities to everyone

15 What are they worth?

16 Principles of Branding

17 HARVEY NORMAN 3.10pm, July 15th, 2012

18 ipod nano 4Gb CreaFve Zen V 4Gb Price $229 Price $69 Market share 68% Market share 3%

19 WOOLWORTHS 3.40pm, July 15th, 2012

20 Nescafe Instant Coffee Woolworth Instant Coffee 100g 100g Price $ 9.69 Price $ 3.99

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22 Farm Pride 700g eggs Woolworths Select 700g eggs Price $ 4.99 Price $4.69 Market share 6% Market share 61%

23 Farm Pride Free Range 700g eggs Price $ 6.99 Woolworths Select 700g eggs Price $4.69

24 BRAND = COMMODITY + PERSONAL MEANING

25 BRAND = LOWEST PRICE + MARGIN

26 BRAND = TRANSACTION + REPEAT PURCHASE

27 PERSONAL MEANING = THINGS WE VALUE THINGS THAT MAKE LIFE EASIER THINGS THAT MAKE LIFE BETTER THINGS THAT MAKE LIFE MORE ENJOYABLE THINGS THAT MAKE LIFE MORE SECURE

28 The least of things with a meaning is worth more than the greatest of things without it Carl Jung

29 STRONG BRANDS DISTINCTIVE RELEVANT Harley Davidson Cadbury Toyota CommBank Grand Canyon Great Wall, China Mona, Hobart Las Vegas Barossa Fiji

30 What do you have that visitors would find meaningful?

31 Kangaroo Island Case Study

32 Kangaroo Island Isolated No accommodation Dead Kangaroos + Not much to do

33 Kangaroo Island Brand Values Personal Relationships Connected with unspoilt nature Discover the things that really matter in life Authenticity Peaceful Restored Seclusion (Island)

34 Kangaroo Island Brand Stories Nature is the world s soul. The reason communifes rise up to protect and preserve it, is that it is fundamental to our concepts of humanity and well being. Gemng back in touch with nature connects us to the core values of respect, humility and beauty/awe. Much of what happens on Kangaroo Island is connected to nature. It s products, experiences and lifestyle are all affected by its unique environment and natural features. Kangaroo Island is not clean and green. But it is unspoilt. Whether it is a secluded beach, a well managed NaFonal Park, prolific wildlife or a sparkling, clean ocean, these are all precious elements that give and reflect Kangaroo Island s soul. Connected with unspoilt nature Personal Relationships Discover the things that really matter in life Overall, we have lost faith and trust in big business, government and, ironically even, religion. Increasingly, the only thing we can rely on is those close to us. We want to spend more Fme with family and friends, get more involved in our communifes, know who our neighbours are and who we do business with in general we want to become more reengaged with our daily lives and the people in it. Kangaroo Island is a place where strangers wave at you, they talk with passion and enthusiasm about their products and services. They aren t out to sell you anything, just share what they do and why they do it. But it is also a place where you can rebuild and reconnect with the people important to you, through shared experiences and Fme out. Authenticity It has become more and more difficult to have an experience that isn t manufactured, processed, or otherwise staged to some degree. The truly authenfc experience has become a rare commodity, and thus, an object of desire. People are Fred of being managed and manipulated and hunger for the straight story, the genuine arfcle, the true taste of foods. They want to understand where their food comes from, experience nature that s not packaged, slick, surrounded by fibreglass. Importantly, authenfc doesn t mean perfect. They want the people they meet to be genuine, not facades for selling something, scripted or polished. Peaceful Restored Seclusion (Island) The busyness of daily life and the need to keep up with the Joneses has reached a point where people feel they have lost touch with their priorifes. Thus they are seeking to scale back and get more involved in the acfvifes that restore some balance in their lives. They want to rebuild relafonships, get back in touch with nature, relax and eat healthy foods. Kangaroo Island is an anfdote for stress and busyness. It is peaceful and not pressured by Fme. It is an escape and an opportunity to restore some balance in your life, whether it be as a tourist or though the momentary consumpfon of the Island s healthy and genuine products. How many Fmes have you heard the phrase when I get on that boat (or plane), I feel I m leaving my worries behind Kangaroo Island is first and foremost an island. A place physically, and mentally, separated from a mainland. It is not something to complain about, but embrace. There are increasingly fewer and fewer places where you can get away from it all. This also means products and experiences that are physically and mentally different, protected and isolated from everyday roufnes, mainland issues (contaminafon, disease etc) and sameness.

35 Kangaroo Island Brand Kangaroo Values Island - Brand By Sector Values - By Sector Unspoilt/Natural Clean/Safe Traceable/Protected Quality Personal character Ingenious Artisan Quality Harmony with nature Personal character Discover the things that really matter in life Freedom Connected with nature Pioneering/resourceful Supportive community Peaceful/Restorative Personal connection Accessible wildlife Unspoilt environment Secluded coastlines Inspired by nature Connected community Personal character

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39 Workshop Task To develop three (3) business ideas in each of five areas that use or leverage Naracoorte s proximity to the world heritage listed Naracoorte Caves: Accommodation Food & Beverage Tours and Experiences Events & Public Space Souvenirs and Local Products

40 The Rules The ideas must connect Naracoorte to the Caves They must be fun, interesting but achievable

41 The Caves Experience Word Associations

42 Accommodation - Madonna Inn, San Luis Obispo

43 Tours/Experiences - Kangaroo Island Wilderness Trail

44 Food Beverage - Highlander

45 Events and Public Space - Dandenong

46 Souvenirs & Gifts - Wooden skeletons

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