Yarra Ranges Tourism Key Activities CEO Report – September 2014
KEY STRATEGY AREA: INDUSTRY AND STAKEHOLDER ENGAGEMENT
Upcoming Industry
Events
DRT Networking Event at The Piggery Café, Burnham Beeches on Monday 6 October.
Yarra Valley 1920’s Ball - The Memo Healesville Sat 11 October 7.30-11pm. Tickets
are on sale now. Details are on Partners website www.yarrarangestourism.com.au
Victorian Tourism
The Tourism Awards are held on Monday 27th October 2014 at the Melbourne
Awards
Exhibition Centre. It is the one big dinner for Tourism in Victoria. Yarra Ranges
27 October
Tourism has been assisting five-first time operators via a Mentors Program
including: Cherryhill Orchards, Lakeside Cottage, Hedgend Maze, Yarra Valley
Conference Centre plus Murrindindi Council.
We have booked two tables under the region for the event.
KEY STRATEGY AREA: SUSTAINABLE ORGANISATION
Yarra Ranges Council
Partnering Agreement
Yarra Ranges Tourism is delighted to announce the confirmation of their partnering
agreement with Yarra Ranges Council for the next two years. This agreement
includes the additional development of Events marketing.
Office Refurbishment
Following around 12 months of negotiation with the landlord of the 12/38-40 Bell St
Office, the internal fit out has finally been completed. The work has included
suspended ceiling and plasterwork that has finally sealed the office off from the
outdoor elements.
Change of Accounting Since July 1, the organisation has been converting over to the Cloud Based
System
Accounting Software of XERO. This work is nearly complete and has created
efficiencies within the business. Bookkeeping and accounts preparation is now being
handled offsite.
The new software also allows any customers or suppliers who use the same platform
to directly integrate their accounts receivable and payable into the Yarra Ranges
System – creating two way efficiencies for both parties for the processing of
accounts.
KEY STRATEGY AREA: DIGITAL
New Digital Platform
Update
The NewpathWEB team have been working on the following

Login section for operators to update their accommodation and tours.

User to 'save' and 'share' their itineraries (within 'Things to Do' and 'Places to
Stay').

Driving directions (going from A to B then onto C).

Blog section.

Shopping cart for purchases other than bookings, e.g. tours or packages
(possibly using eWay).

'Home' page to be finalised.

An interactive map of the whole region with hover-over pop-ups of operators
as the user scrolls through the region. The idea was to have checkboxes down
the side with suggested routes, eg. 'A Cider and Ale Trail', 'Wine Trail',
'Accommodation', etc. as well which will then highlight the relevant operators.
However, there have been delays due to the difficulty of integrating with the TXA
and Bookeasy applications as per our requirement. A solution was proposed last
week where the Yarra Ranges Tourism team will manage the categories (eg. Bed and
Breakfast, Self-contained, etc) and have just the availability and pricing information
pulled from the two booking engines on the operator’s individual page. Newpath
are currently working with TXA and Bookeasy to implement the revised solution.
While the website is being worked on, the staff have been looking at partners on the
current site and either removing those who are no longer members or updating
their information in preparation for the new website. Examples of the categories
can be seen at http://nit-fixedyar.landingpages.tv/places-to-stay-category
and http://nit-fixedyar.landingpages.tv/things-to-do-category
Social Media
Performance
Facebook
Online Video
Production
Website performance
compared to other
Yarra Valley & Dandenong Ranges Facebook has 21,471 likes, up 248 from August
2014.
Recent posts have included Tesselaar tulip Festival and accommodation packages at
CountryPlace, Cycling in the Dandenong Ranges, Hot Air Ballooning, Open Studio’s,
Warburton Trail, Napoleone Brewery and Cider house and Meletos, Strathvea
Festival. Post activity over the last month was down due to staff illness.
As part of our strategy to increase content, the following videos were completed in
the past month. All Videos are loaded to our consumer websites and You Tube
Account, are periodically shared on social media and shared with Tourism Victoria
for their website:
William Ricketts Sanctuary http://youtu.be/DrtUYzb6K-A
National Rhododendron Gardens http://youtu.be/C5Z7cy0fwJ8
Alfred Nicholas Gardens http://youtu.be/Kd0YgKSm9Y8
Alowyn Gardens http://youtu.be/jW01a1qEVUE
SkyHigh Mt Dandenong http://youtu.be/VXk_dgyxuzo
Local operators wishing to use these videos on their websites, particularly for the
Public Attractions, are welcome to do so by accessing the You Tube Links above.
Web Statistics for Aug/Sept 2014
Overall traffic is up this month but traffic was slightly down last month reflecting the
off peak visitation period.
Website
Unique Visits
Page Views
Experiencethedandenongs
Experienceyarravalley
Visityarravalley
9,908
↑ 1217 from July
10,276
↑ 277 from July
26,407
↑ 1421 from July
34, 384
↑ 3306 from July
67,714
↓ 1274 from July
80,048
↑ 3636 from July
Definitions:
Unique visits – refers to the number of distinct individuals requesting pages from the website during a
given period, regardless of how often they visit.
Page views - refers to the total number of views each page of the website receives. The more page
views, the more traffic it is receiving.
KEY STRATEGY AREA: MARKETING
YE June 2014 Visitor
Arrivals Statistics
There has been a change in methodology in the National Visitor Survey undertaken
by Tourism Research Australia. They have introduced surveys being undertaken by
mobile phones. This could mean a indifference of approx. 6%.
All visitors arrivals were up for the region as follows:
Domestic Overnight Travel – 6.7% increase (707,000 visitors) Expenditure ↑6.7%
Market share was down 0.3% for visitation and down 0.1% for nights. Melbourne is
largest source market (43%) and regional Victoria (34%)
Domestic Daytrip Travel also increased by 12.1% (3.48 million) and our market share
Marketing campaign
- new website launch
Marketing Plan
Development
Jo Bagg representing
SETT in Singapore at
National Association of
Travel Agents
Singapore
Marysville Marketing
Campaign
increased by 1.1% - 12.8%
International Overnight Travel increased by 47.8% (38,000) and nights increased by
37.2% the change in methodology does not affect International. Mornington
Peninsula are also experiencing large increases in International visitation achieving
the same percentage increase in visitation but they receive 10,000 more visitors.
Yarra Ranges Tourism is developing a marketing campaign to drive visitation to the
new consumer websites visityarravalley.com.au and visitdandenongranges.com.au.
The campaign objectives are to:
a. Create awareness
b. Deliver measurable traffic – page views, unique visitors to our website
c. Motivate conversion – target specific market groups with specific
packages
d. Increase sign-ups to our database
e. Leverage the consumer base on our doorstep (Melbournians)
f. Grow social community and increase engagement – especially Facebook.
Dig+Fish agency was appointed the partner to define the creative and buy the
media. A lead message was created that becomes the creative umbrella to reinforce
escape is on our doorstep. Summary of the key elements of the campaign are as
follows: Compelling product offerings will be communicated to the specific market
segment, focusing on proximity to Melbourne, world class experiences across Food
and Wine, Arts & Culture, Nature and Adventure and Gardens & Nursery (yet to be
confirmed). Packages will reinforce escape is on your doorstep no matter how much
time you have 4hrs/8hrs/24hrs/48hrs experiences.
A marketing plan is being developed incorporating research undertaken by Tourism
Victoria over recent years. The plan will be endorsed by the Marketing Sub
Committee and then will be available for the industry to use as a reference when
developing their own plans
Jo represented the South East Touring Triangle at the NATAS event on August 29-31.
Over 55,000 consumers were expected to visit the expo, looking for the year end
holiday. Under the Australian banner, in the Melbourne booth, Jo spoke with
hundreds of visitors each day - most were very well educated about the regions and
had already booked a trip to Australia, now looking for things to see and do. Others
enquired about the ‘best’ time to visit, as well as specific questions relating to food
and wine, fruit picking, farm stays and self-drives.
We are now in the last months of Marysville and Surrounds Tourism and Events
Program 2011 to 2014. Projects that have recently been completed or are currently
in progress include:
 Completion of the Marysville & Surrounds Brand Book
 Re-development of the website www.marysvilletourism.com
 Development of a campaign to launch the brand positioning, including creation
of brand assets that can be used by industry beyond the life of the program.
The campaign will be delivered over two phases; phase one SeptemberNovember and phase two March-April, including radio, online and print.
 PR activity to coincide with the second phase of the campaign, leveraging the
opening of the Vibe Hotel Marysville.
 Completion of a Marysville and Surrounds Touring Tear-off Map with buy-in
from 31 operators and a distribution of 40,000 copies.
 MOU in place between Yarra Ranges Tourism and Marysville Triangle Business
& Tourism Inc. regarding the final year of funding support for the Marysville
Lake Mountain Visitor Information Centre.
 Project management of the Yarra Ranges and Murrindindi Event Strategies, due

for completion by early-mid November.
Legacy report including program highlights, case studies and learnings, to be
completed prior to the program conclusion in December 2014.
Melbourne Promotion
with Concierges
Sally represented the region, along with Puffing Billy and Eco Lead Beater Tours at
the Destination Melbourne event to showcase products to VIC staff from all over
Victoria and Hotel Concierges. Other Victorian regions were also well represented.
Sally targeted Melbourne Concierges who are keen to promote the Yarra Valley and
Dandenong Ranges. As follow up, she is supplying copies of the new YV map and
OVGs, digital versions of trails and festivals.
Image collection from
We are updating our regional image library, and offering access to our Tourism
Operators that can be
Partners via our Flickr album. Operators will be able to use the images as part of our
publicly shared
objective to raise the standard of imagery on operator’s websites. This includes
generic regional images and some iconic venues. TarraWarra Museum of Art are the
first venue to supply.
KEY STRATEGY AREA: VISITOR SERVICING/ TOURISM EXCELLENCE
Regional Events
Attraction Strategy
NEW Yarra Valley Map
Dandenong Ranges
Map
Calendar of Events for
Training / workshops
Visitor Information
Centres
Free Wi Fi Hotspots
Yarra Ranges Tourism, Yarra Ranges Council and Murrindindi Council have been
interviewing companies that tendered to conduct the Yarra Ranges and Marysville
Event Strategy. An appointment will be made prior to the Board Meeting.
This will provide direction and guidelines on how to best support regional tourism
events with the new funding provided annually by Yarra Ranges Council for
sponsorship of regional events. The strategy will be completed by November 2014.
The A2 fold map project is now complete. It attracted a total of 172 advertisers: 63
Accommodation; 40 Activities, Arts and Attractions; 20 x Tours, Gardens, Spas and
Wedding Venues; 49 Restaurants, Cafes (38 of these were Wineries).
Distribution: maps are available from the four regional VICs and our office in Yarra
Quantity: 100,000 printed copies and a digital version for regional and operator’s
websites. Maps will be distributed to Melbourne Hotels and VIC.
Sally Coyle will begin work on an A2 fold out map for the Dandenong Ranges region
including the southern area of Emerald and Gembrook in October. An expression of
interest will be sought from Tourism operators in the area with preferential rates
offered to Yarra Ranges Tourism Partners.
Sally is currently working on an Training Events Calendar and will be posted up on
the Yarra Ranges Tourism website by 30th September.
Yarra Valley VIC - Wendy Allardice recently retired from the VIC after 7 years of
valuable service. Discussions are ongoing about filling her hours.
 Two new volunteers have recently been recruited, with another drive needed in
the coming months ready for the busy Christmas period.
 Discussions have occurred with Council regarding a landscape plan and signage.
 Total number of enquiries for August 2014 was 2,291 compared with 1,935 for
same time last year. The number of walk-in visitors increased by 20% and phone
calls also increased by 36% (could be attributable to returning phone messages
for accommodation bookings).
Dandenong Ranges VIC – the Centre will be included on a three-month maintenance
program for the gutters. Quotes are also being obtained for small building works for
the fixing the ceilings of the Centre.
Total number of enquiries for August 2014 was 1,166 compared with 1,248 for same
time last year. The number of walk-in visitors decreased by 10% and phone calls
increased by 37%.
Coombe, The Melba Estate construction is the final venue to be included in the new
Network. Finally completing the installation phase of this project. While all sites are
now operational all partner business-listing details are in the process of being
uploaded to the Hub. The final step will be establishing signage promoting the
service at each venue.
The portals are live and can be accessed here:
http://dandenongranges.thewifihub.com/index.php
http://yarravalley.thewifihub.com/index.php
6 Week Decoding
This workshop is currently underway with Despina Karatzias, formally of Global
Social Media
Ballooning and now an accredited trainer with ATDW. Ten people are taking this
Workshop
weekly workshop. If you would like to join the next series please register with Sally
Coyle sally@yarrarangestourism.com.au
KEY STRATEGY AREA: PRODUCT DEVELOPMENT
Business Events
Working Group
The Business Events Working Group was formed with 15 operators taking on the
Venue/Accommodation partnership @ $800 and 7 Attraction/Supplier @ $500. It
means that the group will have approx. $15,000 to develop a marketing campaign.
YRT is obtaining quotations to develop a Business Events Manual for the website as
well as can be distributed to partners electronically.
Coldstream Trail
The develop of a trail involving eleven businesses bound by the Maroondah Hwy, St
Huberts Rd and Melba Hwy has been completed with the completion of an A3 tear
of guide to be distributed at each business to visitors. The trail features some
fantastic family friendly venues that are accessible 7 days. It also includes the newly
opened Coombe The Melba Estate, Napoleone Brewery and cider House and
Meletos. The work that has been prepared for the physical collateral is now being
used to develop an interactive digital online profile for trail. The Group will be
discussing launch ideas for the trail in the coming weeks.
The trail will adopt a social media #yvcoldstreamtrail in posts
Cider and Ale Trail
Updated map has been produced to include the new breweries at Kellybrook Ryder
Bros and Napoleone and in time for the Royal Melbourne Show where four of the
eight producers are exhibiting this year. The trail is available from any of the eightboutique cider and ale producers and from the four regional VICs. A digital version is
on the website. The group pays for external Facebook social media by Charles
Cunningham who is a recognised “Brewster blogger” and now includes #yarra valley
in his blog.
Arts and Culture
Following a recent workshop the group have determined key factors about Arts and
Culture in the Yarra Valley and Dandenong Ranges. The outcomes of this workshop
are now being used to develop a stronger brand position and narrative for Arts and
culture product in the region for future promotion. Through the working Yarra
Ranges Tourism also helped support the development of an online video to promote
Open Studios.
UP COMING KEY REGIONAL EVENTS- for consideration for Board attendance
Tesselaar Tulip Festival
Sept 11th to Oct 7th
Shedfest Yarra Valley
Wine Festival
Sat 11th and Sun 12
October 10-5pm
Healesville Heritage
Festival, 8, 9th
November
See over half a million tulips in full colour, live entertainment, market stalls,
tempting food. www.tulipfestival.com.au adults $22 Children under 16 free if
accompanied by an adult.
Eight unique experiences along the Yarra Valley’s Warburton Highway,
www.shedfest.com.au $15 entry at first stop and receive a Spiegelau Souvenir Glass
– your ticket to taste wines on offer at all participating wineries – with lots of food
on offer as well.
Celebrating Healesville’s 150 Birthday a celebration, over 150 exhibits on 15 acres
set around the Healesville Railway station. Showcasing working steam engines, the
best of local music and a tribute to the regions historic timber industry.
www.healesville-heritage-festival.com