Coober Pedy Strategic Tourism Plan 2015-20
Version Number
1
Next Review
9
September 2015
January 2016
ACTION PLAN
1.
Increasing visitation and economic yield created by tourism
Actions
Measures
Responsible parties
Completion
Date
Responsible parties
Completion
Date
Design and develop marketing programs aimed at the main target
Overall tourism expenditure in Coober Pedy (yearly)
market listed above, working with the CPRBTA, DCCP, and the SATC.
Recognise and focus on Coober Pedy’s competitive advantage and
Intrastate visitor expenditure in Coober Pedy (yearly)
better tell the story around these experiences.
Interstate visitor expenditure in Coober Pedy (yearly)
Create new products and tailor existing products to be aimed at the
target market listed above.
International visitor expenditure in Coober Pedy
(yearly)
Define ways to encourage South Australians to discover or rediscover
Coober Pedy.
Regional dispersal
All tourism businesses must be listed with the ATDW as soon as
possible to utilise the Explorers Way Touring Route effectively.
Work with the tourism businesses to upgrade customer service levels
where necessary.
Start dialogue with the neighbouring Outback towns to develop
bundling opportunities both for future marketing and development.
Undertake familiarisations with other towns within the region.
2. Extending length of stay
Actions
Measures
Commission a study into multiple day itineraries and create a network Overall visitor night stays in Coober Pedy (TRA, IVS & NVS
of tourism operators willing to take part in potential bundling
yearly results)
opportunities.
Intrastate visitor night stays in Coober Pedy (as above)
Sell / market / promote those itineraries within the state, but also
interstate and eventually internationally.
Interstate visitor nights stays in Coober Pedy (as above)
International visitor night stays in Coober Pedy (as above)
3.
Demand, awareness and appeal
Actions
Measures
Responsible parties
Completion
Date
Responsible parties
Completion
Date
The DCCP and the CPRB&TA, with the help of the SATC, can organise The SA Outback Tourism Exchange / Expo / Forum becomes
studies into doing a SA Outback Tourism Exchange / Expo / Forum in a reality and will be run in 2017.
2017, as well as research and development of a plan to enter the
MICE market in the future (2016).
The MICE market is tapped into and Coober Pedy has
increased numbers of conferences post 2016.
Communication between Tourism Operators – the DCCP – RDA Far
North – SATC – Tourism Australia - needs to improve immediately.
4.
Service and product quality
Actions
Measures
Organise industry familiarisation (famils) trips (Tourism Operators) to Famil trips for Coober Pedy Tourism Operators organised by
other Regions, accreditation programs, awards, destination
the CPT&EC in conjunction with the CPRB&TA, RDAFN,
marketing, conferences and networking opportunities.
FROSAT and the SATC which can be scheduled throughout
the year.
Develop and implement a tourism questionnaire tourists questions
like; “Why did you come to Coober Pedy?”, “How did you travel
Conduct industry workshops covering topics such as
here?”, “What did you do whilst you were here?”, “Is it what you
customer service, industry accreditation and business
expected?”, “How could it be improved?”
development.
Organise Mystery Shopping with external customers randomly
judging local businesses on the services provided.
Increase operator knowledge of the local Tourism businesses, by
holding Tourism Workshops with local tourism business owners
presenting to the overall tourism community; with a snap shot of
what they offer, followed up with a field trip to those businesses.
Undertake market research first i.e. ask operators if a customer
service workshop was held, would you attend?
The DCCP to organise a review of operations of the VIC, drawing on
input from the SATC, and make necessary changes, as well as
organising famil trips for the VIC staff to visit other VICs in the
Flinders Ranges and Outback Region and also other areas.
Results from the tourism questionnaire can be used to keep
more precise statistics, as well as helping develop future
ideas.
Businesses that have been Mystery Shopped can use the
results to improve staff training and recognise gaps in the
product and services they provide.
Tourism Workshops will enable improved cross-selling
between different tourism businesses and open up
opportunities for businesses to perhaps work together in
cluster groups to increase overall sales.
12 monthly review of operations for the VIC and famil trips
to other VIC’s organised.
5.
Overcoming current obstacles
Actions
Measures
Responsible parties
Completion
Date
Responsible parties
Completion
Date
Attract grants / funding to be used to improve, rebuild or create new Successful grant / funding applications.
infrastructure to enhance Coober Pedy as an overall tourism product.
Changing of signage both entrances to the town via the
Work with the DPTI to upgrade signage along the Stuart Highway.
Stuart Highway.
DCCP to work with RDAFN and the other Councils within the Far
Free Wi-Fi within the town areas and better mobile signal
North Region to fund and progress the RDAFN Wi-Fi Project, creating outside of the township.
better communication through the Flinders Ranges and Outback.
Cheaper costs for REX flights, additional flights each day and
Develop ideas with REX to achieve higher visitor numbers via Air
statistics that show larger visitor numbers coming to Coober
Travel.
Pedy by plane.
The DCCP and the Coober Pedy Area School could create a “Tourism Tourism industry in Coober Pedy sees a growth in job
Program” for High School students, leading to possible job creation creation for people aged between 15 and 21.
within the local industry.
DCCP to work on issues relating to Power, Waste and cost of living.
6.
Development through clustering / bundling (i.e. collaboration and networking)
Actions
Measures
CPT&EC, CPRB&TA, RDAFN and the SATC to hold workshops for the Improved offerings of new “combined” products, stronger
tourism operators in Coober Pedy to gain knowledge and information sales within the cluster groups and better economic results.
on: the definition of bundling / cluster groups, the benefits of working
with others, how to work together in cluster groups; how to recognise Ongoing support for cluster groups and promotion of
the potential of other businesses to improve your own, creating new bundling ideas and strategies.
products.
CPT&EC, CPRB&TA, RDAFN and the SATC to work with cluster groups
to foster the relationships and develop product and help with
marketing and PR.
7.
Marketing and its effectiveness
Actions
Continue to work with the SATC to market and promote Coober Pedy
and the surrounding areas effectively.
Utilise cluster group and bundling opportunities to lower marketing
and PR costs and create new products.
Measures
Responsible parties
Completion
Date
Responsible parties
Completion
Date
Increase Coober Pedy’s position within South Australia’s
overall tourism product and utilise every opportunity to
promote and market the town Intrastate, Interstate and
Overseas.
Create a Marketing Plan and update it yearly. This can include
Those that band together in cluster groups (bundles) show
attending Consumer and Trade Shows (Caravan and Camping Shows, both increased visitation and economic improvements in
ATE), a new Town Map, increasing Familiarisation trips (Media and
lowering the costs of marketing and promotion.
Trade), TVC and print media opportunities.
A 12 month Marketing Plan is created leads to improved
Better communication between industry and government (operators visitor numbers, an increase to overall visitor nights, and
– DCCP – RDAFN – SATC – TA).
better industry awareness of Coober Pedy and cements
Coober Pedy as a major tourism destination in Australia.
More information being relayed throughout.
8.
Leveraging the Explorers Way Touring Route.
Actions
Measures
DCCP to work with the DPTI to lower the speed limit (to 80kmph) coming to The DCCP and DPTI change signage accordingly on the Stuart
and away from Coober Pedy along the Stuart Highway, to promote travellers Highway to benefit tourism in the town, leading to an increase in
to slow down and maybe turn into the township instead of driving straight
visitor numbers and overall night stays.
passed it.
A new or improved entrance to the town leads to an increase in
Look at creating a new entrance to the town that would increase a tourist’s visitor numbers and overall night stays.
attention, causing them to stop and check out the town and / or stay a night The majority of the Tourism Businesses in Coober Pedy are listed
(or more).
on the ATDW.
A new “touring loop” is created and marketed alongside the
Continue to work with the local Tourism Operators to get them to sign up to Explorer’s Way, with industry recognition. An increase in visitor
use the ATDW, which will then include them in the information provided by numbers along the new route.
the Roadmaps website and promotions.
Updates from the SATC in relation to the Explorer’s Way Touring
DCCP to work with the neighbouring townships to create a new “touring
Route.
loop”, to be promoted alongside the Explorer’s Way Touring Route.
DCCP to lobby the SATC to maintain good and effective communication with
Tourism NT in relation to the Explorer’s Way and Coober Pedy’s position as
part of the overall product.
9.
Using what we have efficiently, professionally and economically
Actions
Measures
Crocodile Harrys
The DCCP to do further research / study into the potential for Crocodile Harry’s as a
major attraction for the town, particularly looking at preserving the site as a Cultural
Icon and an important historical “Art Site” not just for Coober Pedy but for SA.
Crocodile Harrys
The DCCP formulates a plan for the site and carry out necessary work, applies for available
funding and runs it as a major attraction for the town. This may require employing
someone to look after the site and charging tourists to view it.
Underground Living
The CPT&EC, CPRB&TA, RDAFN and the SATC can work with all tourism businesses
(accommodation / restaurants / attractions / tours) that provide a product or
experience that involves underground living to look at ways to improve and/or create
new product to showcase this part of Coober Pedy.
Underground Living
Current products are redeveloped / improved upon and new products are developed,
funded and created.
The overall visitor experience of Underground Living is enhanced by having better products
and some new to experiences to sell. Feedback from tourists via surveys tracking the
success of the revamped or new experiences.
Indigenous / Cultural Tourism in Coober Pedy
Meetings with all stakeholders to be organised to start planning a process towards
Indigenous / Cultural Tourism in Coober Pedy
developing new ideas. There needs to be a collaboration between the three language Meetings organised and a draft plan created outlining potential ideas for new products and
groups (Antakirinja, Matuntjara and Yankunytjatjara), AMYAC, the Breakaways Coan outline of what is required to achieve those goals. Once these products have been
Management Board and DCCP, with help from other groups (CPT&EC, CPRB&TA,
decided upon and assigned to a particular company, individual or group, then possible
RDAFN, FROSAT and SATC); to pursue various avenues to create new product that
funding opportunities can be looked at and applied for. Success of marketing and
incorporates their culture and the landscape they hold dear. Possible funding and
promotion strategies to create product awareness within the industry and with travellers
support for all new projects / products / companies that are created. Marketing and PR in general. Visitor satisfaction and visitation numbers.
driven by DCCP and the SATC to publicise the new products to industry bodies and the
Tourism market. Newly created products / tourism ventures will have the support of Increase the use of Social Media
the DCCP, CPRB&TA, RDAFN, FROSAT and SATC.
Workshops completed. Increase of tourism businesses listed on the ATDW. More
businesses using Social Media in more effective ways.
Increase the use of Social Media
Arrange a series of workshops over 2015/16. Additional help and training to those
The Drive-In
businesses that require it. Funding for training opportunities.
The redevelopment of the Drive-In is agreed upon by all stakeholders, funded and created.
The Drive-In becomes a major tourist attraction for Coober Pedy and leads to an increase
The Drive-In
in visitation and overnight stays for the town.
Develop a proposal / plan to develop the Drive-In as a major tourist attraction,
including costs, responsibilities and viability. Look for funding and support for the
CP Opal Fields Golf Club
project.
A report is completed in relation to the tourism potential of the Golf Club and how to
develop it as a Tourism business. Increase in paid memberships to the Golf Club both local
CP Opal Fields Golf Club
and externally through member ship drive initiatives. The Opal Field Golf Club is a pivotal
Maybe an outside consultant could give a critical assessment of the golf club and it’s part of developing a MICE product / Conference package for Coober Pedy.
potential. A member drive should be done using local advertising to drum up new
members. The Golf Club can play a major role in the Conference Market (MICE) and
Public Noodling Area
this needs developing, which is where a study is a good idea.
DCCP does the necessary research and a plan is created to improve / rebuild / relocate to
Public Noodling Pit Area. The next step is to fund the necessary work and complete the
Public Noodling Area
tasks. The local Opal stores could participate (if not already) by throwing their unusable
DCCP to look into what is required to enhance the functionality of the Public Noodling rough opal into the various public noodling pits. The tourists who participate (especially
Area for Tourism and the costs involved. Opal shops to be asked to donate their
families) won’t mind the lack of authenticity but rather will treasure the memories of
unusable rough opal towards enhancing the visitor experience at the Public Noodling finding opal. Interpretive signage will be designed, funded and established at the Public
Area. New interpretive signage to be created to enhance upgrade the attraction.
Noodling.
Responsible
parties
Completion
Date
10. Raising the tourism profile of Coober Pedy
Actions
Measures
Responsible parties
Completion
Date
Responsible parties
Completion
Date
Responsible parties
Completion
Date
Commission a study by the DCCP, CPRB&TA and CPT&EC to look at
Research and consultation processes are carried out on the topic,
rebranding ideas for Coober Pedy. Time should be taken to look at re-jigging which then leads to a definitive way forward in regards to the
“Coober Pedy” as a brand, a catch phrase other than ‘Opal capital of the
branding of Coober Pedy either by keeping “Opal capital of the
world’, to stay modern and grow with the times . The name, “Coober Pedy”, world” as the main brand theme and strategy or replacing that with
is already a household name in SA and well known nationally and
something new.
internationally. “Coober Pedy” therefore should be the main brand name to
be mentioned in advertising and promotion. Very “unique” place and product Coober Pedy is marketed and promoted in the future under the
(one of a kind, true “outback” town, real olden days feel, quirky and unusual). determined branding.
Workshops to gauge public opinion and get their consultation.
Incorporate this in the promotion of Coober Pedy as a destination i.e. part of
the overall brand “Coober Pedy”.
11. Developing Air and Rail Tourism
Actions
Formulate a new Air Tourism Strategy for Coober Pedy and the Outback
Region.
Measures
New Air Tourism Strategy implemented.
Improved services / product offerings for travellers on the Ghan.
Work with GSR to develop better options for Rail Tourism.
Work with Greyhound Buses to make the service to Coober Pedy better.
Better bus service for the journey between Adelaide and Coober
Pedy.
12. Events
Actions
Measures
Foster the “hero” events that are already running and work with Events SA to All “hero” events are programmed and run successfully, with
make the current events for Coober Pedy more successful and funded for the increased visitor numbers and economic spend. These events
future.
experience growth each year and become widely known through
the state and the rest of Australia.
Create new events that not only showcase what Coober Pedy is about and
offers, but also increases visitation, economic spent and overnight stays.
Funding opportunities are successful and the events are financially
secure for the next year.
New events are created, funded and run in the next year or two.