Project Examples

Project Examples

Tourism & Economic Development Planning Projects


Dungog Shire Destination Management Plan

With stunning natural assets, a rich heritage, highly creative community and an enviable lifestyle, the challenge for Dungog Shire is to manage its growing visitor economy to increase expenditure locally, generate jobs and attract investment without compromising its natural, heritage and lifestyle assets. Visitation has traditionally been concentrated in the National Parks and State Forests along the northern edge of the Shire, with visitors passing through the towns and villages enroute to these localities.

The DMP focuses on leveraging assets and opportunities to encourage visitors to stay in and explore the towns and villages. With outdoor, adventure and nature-based activities as the core theme, the DMP identified opportunities to build on the success of the Dungog Mountain Bike Park and Common bush walking and horse riding trails and utilise assets within and surrounding the towns and villages to grow cycle tourism (road cycling, mountain biking and gravel grinding), bush walking, horse riding and paddling. Supporting this are strategies for place-making, building a strong second tier of arts-based attractions and activities, growing the events sector, enhancing infrastructure and capitalising on emerging markets – touring caravans and RV’s, touring motorcycles, agri-tourism and accessible tourism. 

The DMP has been adopted by Dungog Shire Council and Dungog Regional Tourism (industry group), with the Plan providing a shared-vision for growing the Shire’s visitor economy.

Brewarrina Shire Destination Management Plan

Located in Outback NSW, Brewarrina Shire is home of the Brewarrina Fish Traps – the oldest man-made structure in the world. The Shire also has some of the best camping spots along the Barwon – Darling River, a hot artesian bore bath at Goodooga, the Culgoa River and National Park, the Brewarrina Aboriginal Cultural Museum and several culturally significant Aboriginal sites. Funding and resource constraints, limited accommodation and competition from Lightning Ridge to the east and Bourke to the west, are significant challenges for the Shire. 


The DMP focuses on delivering products and experiences that will encourage travellers to stop, stay, explore and spend; and to move between Brewarrina and Goodooga. Priority projects identified in the DMP included activation of the Barwon River corridor with walking and cycling trails and improvements to the camping areas; enhancing the presentation of Brewarrina through street art and landscaping and strengthening links between precincts; enhancing and expanding Aboriginal products and experiences; and levering the Goodooga bore baths, Culgoa National Park, rivers and heritage and cultural assets in the northern part of the Shire to draw visitors into Goodooga and channel them south to Brewarrina.


The feasibility of expanding the accommodation in Brewarrina was also assessed with this study exploring options to develop a new motel, provide cabins in the caravan park, and establish a small, riverside eco-resort.

Weddin Shire Destination Management Plan

With links to Henry Lawson and a town centre dating from the gold rushes, Weddin Shire has concentrated on its heritage.  In commissioning the DMP, Council was looking for a framework to assist in raising the profile and building awareness of the Shire, build visitation and increase expenditure within the area.

 

As part of the planning process a comprehensive destination analysis was undertaken. Evaluation of assets within the Shire and surrounding region identified opportunities for Weddin Shire to diversify its product and market base and shift its focus from heritage to outdoor and nature-based activities and to build the events sector.

 

The DMP identified a range of product development opportunities which included assets that could be harnessed immediately to encourage visitors to stop and explore, as well as aspirational projects such as the Grenfell to Greenethorpe Rail Trail. It also provided actions to enhance the Shire’s heritage attractions to increase their appeal and competitiveness.

Liverpool Plains Shire Economic Development Strategy and Destination Management Plan

The Liverpool Plains Shire Economic Development Strategy incorporated a detailed analysis of the Shire and regional economies as well as local industries and economic activities. The Plan identified potential growth sectors and business opportunities, including opportunities to ‘grow from within’ by supporting and nurturing local businesses and industry sectors to increase their productivity and sustainability, and stimulate investment and employment.

 

Tourism was identified as a key opportunity to bring ‘new dollars’ into the local community, with this helping to improve the turnover and cashflow of local businesses. Following on from the Economic Development Strategy a Destination Management Plan was prepared. The Plan identified opportunities to strengthen and enhance existing attractions, capitalise more effectively on the sunflowers, build the agri-tourism and event sectors and develop a network of trails. 

Feasibility Assessments Projects


The Wests Entertainment Group - Wests Tamworth Leagues Club

With the strong growth forecast for Tamworth and the surrounding region, the Wests Entertainment Group has embarked on a significant refurbishment of the Wests Tamworth League Club and an extension to include a motel and conference and function centre. Prior to proceeding the extension, the Club wanted to ensure that proposed motel and conference facilities would open up new markets for both the Club and Tamworth and be financially viable.


Jenny Rand & Associates was retained by the Club to prepare a market and financial feasibility assessment. This included assessing the suitability of the location, evaluating the market and competitive environments, and providing usage and financial forecasts. The study results were favourable and the project proceeded to detailed design and costing. Once the plans were drawn up and the project costed, Jenny Rand & Associates was asked to re-visit the feasibility study and review the proposed plans in light of current market and economic conditions, re-run the financial models with the detailed project costs and proposed financing scenario, and review the design plans from a market and operational perspective. Prior to the DA being lodged the Plans were modified to increase the flexibility and functionality of the conference, meeting and function rooms and the operational efficiency of both the motel and the conference – function centre.

Temora Aviation Museum

Temora Aviation Museum is one of the iconic attractions in the Riverina Region of NSW. The Museum has a collection of historic ex-military aircraft dating from the 1930’s and is home to the Warbirds Downunder Air Show. 

 

As part of a push to become self-funding, the Museum is looking to introduce new activities and experiences to build and diversify its visitor and revenue base. Working with the Museum, JRA assessed the feasibility of developing additional display space to house permanent and temporary exhibitions and cater for functions, conference and meetings; and a café – restaurant and bar.

 

The feasibility assessment identified potential markets for the proposed facilities and activities, evaluated the competitive environment, identified potential locations for the new facilities and provided preliminary trading forecasts.

Evans Head Bowling Club

Located in the small coastal town of Evans Head on the NSW North Coast, the Bowling Club was exploring options to capitalise more effectively on its assets and improve its cashflow year round. The Club’s Board was considering building a motel on the block of land adjacent to the Club, but were concerned about proceeding as the village had a lot of accommodation and the market was highly seasonal. Before proceeding the Club engaged Jenny Rand & Associates to assess whether a motel was likely to be viable and the financial implications for the Club. 

Working with the Club’s Board, we defined its objectives, the outcomes being sought from the project and the Club’s financial position. We then reviewed the strategic plans for the area and the planning controls, undertook a detailed assessment of the location, market and competitive environment. The research identified a number of ‘gaps’ in the market as well as development opportunities that were likely to arise in the mid to longer term. Development scenarios were formulated and financial models prepared.


Rather than a motel or serviced apartments, the feasibility study recommended the development of 4 star cabin complex, providing a mix of one, two and three bedroom self-contained cabins and 3 modular motel units. Not only did the cabins best meet the market opportunities identified, they were far more cost effective to develop, generated a higher return on investment and very short pay-back period, and provided the Club with the flexibility to sell-off the cabins and redevelop the site in the future as the town grows.

Armidale Performing Arts Centre

JRA was part of the Brewster Hjorth Architects (BHA) team engaged by the Department of Education to assess the feasibility of incorporating a large performing arts centre in the re-development of Armidale High School. JRA was responsible for assessing the likely demand for and use of the centre by the High School, other local schools and the Armidale regional community and evaluating the competitive environment. The market assessment was used to determine the type and capacity of spaces and facilities to be included in the new centre, with this forming the basis for the conceptual layout plans prepared by BHA. JRA also identified and evaluated potential management and operational models and prepared preliminary trading forecasts to explore the financial implications of each model.

Harden Country Club

Harden Country Club is expanding and restructuring its operations to ensure ongoing viability. The Clubhouse is approaching the end of its physical life and the Club is exploring options to grow its existing business and introduce new revenue streams to ensure that it remains competitive and viable and better meets the needs of the local community. Options being considered include:


  • Motel accommodation
  • Cabin accommodation
  • Function, conference and meeting facilities
  • Drive-through bottle shop
  • Recreational activities including Topgolf Swing Suites, Ten Pin Bowling Alley, Mini Bowling and other activities such as mini golf, splash pad, traverse climbing walls, laser tag and inflatables.

 

The feasibility study identified and assessed potential markets and the competitive environment for each of these activities and identified gaps in the marketplace and potential opportunities. Preliminary trading forecasts were prepared to explore the financial implications of each activity for the Club.

Business & Strategic Planning Projects


Gunnedah Visitor Information Centre

Visitation to the Gunnedah Visitor Centre was low and in decline, and likely to fall further with the proposed re-routing of the Oxley Highway through Gunnedah. Gunnedah Shire Council commissioned Jenny Rand & Associates to review the provision and performance of information services in Gunnedah, to determine the type of services needed to meet existing and likely future visitor needs and expectations, and if a VIC was needed, the optimal location for the Centre. 


The study took into consideration a range of factors including the performance of the VIC (patronage, services provided, staffing and funding etc); future traffic flows; existing and likely future visitor activity nodes; distribution of accommodation, attractions and visitor facilities; the changing market place; the impact of emerging technologies on how consumers access information and book travel and the implications for information delivery; as well as research undertaken throughout Australia on the delivery of visitor information and the role and contribution of Visitor Information Centres. 


Based on the study recommendations, the VIC was moved to the Gunnedah town centre and co-located with the Art Gallery and Civic Centre. Visitation to both the VIC and the adjoining art gallery has increased significantly. The former VIC has been redeveloped as the Mackellar Centre, celebrating the works of Dorothea Mackellar.


Sydney Harbour National Park – Middle Head & Georges Head Precinct

JRA was part of the Environmental Partnership team that prepared the Master Plan for the Middle Head and Georges Head Precinct of the Sydney Harbour National Park. JRA’s role was to provide strategic advice on the adaptive re-use and revenue generating potential of the heritage buildings, fortifications and open space areas within the precinct. Activities assessed included accommodation options; conference, meeting and function facilities; tours; events and activities; and cafés and restaurants. Factors taken into consideration included the inherent characteristics of the location and the buildings; compatibility with NPWS policies and objectives; flexibility and adaptability to respond to changing needs; potential markets and visitor numbers; revenue generating potential; and operations and management.

Bega Valley – Review of Tourism Services

Bega Valley Shire was entering a growth phase with new tourism products and experiences in the pipeline and new markets emerging. In particular, the growth of cruising into the Port of Eden, the introduction of international flights to Canberra Airport and the shift in focus from beach holidays to outdoor and adventure-based activities, provided significant opportunities for the Shire.

 

At the Shire-wide level, Bega Valley Shire Council had in place a contract with Sapphire Coast Tourism (SCT) to deliver a broad range of tourism services. At the local level, there were several town-based tourism associations also providing services.   With the SCT contract coming up for renewal and the changing marketplace, it was timely for Council to review tourism services.

 

JRA was commissioned by Bega Valley Shire Council to undertake the Review. This involved evaluating the current structure, resourcing and funding of tourism across the Shire. JRA then assessed opportunities for growth and what was required in terms of core functions (product development; provision of infrastructure, facilities and services; information services; market development; marketing and promotion; and industry training and support) to capitalise on these opportunities and coordinate and drive growth.  Once the services needed were defined, the Review identified, assessed and costed possible service delivery models.

Grant Funding Applications & Industry Awards Submissions


Dungog Regional Tourism – Camping and Outdoor Recreation Infrastructure

JRA prepared Dungog Regional Tourism’s application to the Regional Growth – Environment and Tourism Fund seeking $1.332 million to upgrade camping areas, outdoor venues and recreation facilities at 6 localities in Dungog Shire. The application included preparing a Business Case Assessment as well as estimates of visitation and visitor expenditure that would result from the project. The application was successful.

Wentworth Shire – Airport and Road Infrastructure

JRA has worked with Wentworth Shire to prepare Business Case Assessments and Grant Applications under the Growing Local Economies Fund for three key infrastructure projects:

  • Wentworth Airport upgrade to provide all-weather 24/7 air access for Code2B aircraft (21 seaters). The project incorporates sealing the runway, improving the taxiway and apron, providing aircraft parking and installing lighting and communication systems. The application was successful with Council securing a $9.12 million grant.
  • Sealing Arumpo Road (84km) from Buronga on the Murray River to the Mungo National Park and the Willandra Lakes World Heritage area. Council was seeking a grant of $41.347 million.  The application was unsuccessful.
  • Sealing the last remaining section (26km) of Pooncarie Road to provide all-weather access from Menindee Lakes to Pooncarie and south to Wentworth. The application was successful with Council securing a $9.1 million grant.

 

Temora Shire – Air Park Estate & Pilot Training Academy

JRA assisted Temora Shire Council to prepare Business Case Assessments and Grant Applications under the Growing Local Economies Fund for two projects at Temora Airport: 

  • Airpark Estate Expansion, with Council seeking $3.658 million for the construction of 40 airpark lots, new taxiways and roadways, and provision of services (water, sewer, gas, electricity, telecommunications, and storm water drainage) and landscaping. The application was successful.
  • Temora Airport Pilot Training Academy – establishing a campus to accommodate the Sydney Flight College and 200 students. This is a $28.8 million project with Council seeking $21.6 million from grant funding. Council has successfully secured some funding under the GLE fund and is seeking the remainder of the funding under other programs.

Nundle Woollen – Industry Awards Submissions & Grant Applications

JRA has assisted Nundle Woollen Mill in preparing submissions for the Inland, Regional and NSW Tourism Awards. In 2013 and from 2015 to 2019, the Mill won gold at the Inland NSW and Regional NSW tourism awards (Cultural and Heritage Attractions). In 2016 the Mill won the Judges Award – all categories. The Mill went on to win Gold at the NSW awards in 2014, 2016 and 2018 and Silver in 2015, and Silver at the Australian Tourism Awards in 2016. 

 

In 2021, JRA also assisted the Mill apply for grant funding under the Refresh and Renew Tourism Fund and the Experience Enhancement Fund, with funds secured to update and expand the Mill’s interpretive signage and introduce digital displays.

“We have worked with Jen for almost 10 years with a number of regional and state tourism award winning submissions as well as successful grant applications. Jen is a very clear thinker, an excellent wordsmith, thorough in the process and a joy to work with. But beware, Jen will take you and your business places where you haven’t been, she will make you think and she will inspire you to do better”
-  Nick Bradford, Owner, Nundle Woollen Mill

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