Project Examples

Recent Tourism & Economic Planning Projects

South Coast Region NSW :: Jenny Rand & Associates
South Coast Region, NSW Destination Management Plan
Jenny Rand & Associates (JRA) worked with the South Coast NSW Regional Tourism to prepare the South Coast DMP.  The Plan integrated the DMPs that had been prepared for each of the six LGAs, three of which (Shellharbour, Kiama and Shoalhaven) had been prepared by JRA.  

With the primary goal being to increase visitor expenditure within the South Coast Region, the DMP focuses on

•    Encouraging and facilitating development that will take the Visitor Economy forward, be sustainable and deliver quality year-round visitor products and experiences.
•    Ensuring that the infrastructure and services needed to meet the needs and expectation of visitors and facilitate and support the growth of the Visitor Economy are in place.
•    Consistent with brand values, providing a diversity of quality attractions, activities and visitor experiences,
•    Protecting and preserving the Region’s natural, historic, cultural and lifestyle assets which form the basis for and influence with how visitors react to and bond with the area.
•    Providing the directions for market development and diversification.
•    Building effective partnerships between all levels of government, the tourism sector, regional businesses and the South Coast community.
Narrabri Shire Destination Management Plan
In 2009 JRA prepared the Narrabri Shire Tourism Development & Marketing Plan (2009-13) and has recently completed the Destination Management Plan (2013-2018) for the Shire.  

The 2009 Plan focused on market diversification, building capacity in the township of Narrabri and developing products and experiences in the surrounding hinterland.  Implementation of the Plan’s recommendations has contributed to investment in new accommodation, products & services and a significant increase in visitation.  It also enabled the Narrabri Tourism Unit to secure more than $150,000 in grant funding for product and infrastructure development.   The implementation of the Tourism Plan and the results achieved, led to Narrabri Shire Council winning the 2012 CountryLink Inland Tourism Award for Local Government Tourism, followed by runner-up (Silver) at the NSW State Tourism Awards.

The 2013 DMP builds on the foundations put in place by the 2009 Plan with the focus being on working regionally and sub-regionally to develop products and experiences, including touring routes; building the events sector focusing on conferences, sport and entertainment; growing the touring, special interest and activity based markets; and working with the smaller towns and villages to attract and ‘hold’ visitors and encourage increased expenditure.
Economic Development Strategy - Cessnock City :: Jenny Rand & Associates
Economic Development Strategy – Cessnock City
Cessnock City, in the Hunter Region of NSW, is facing significant challenges.  Population is forecast to double to over 100,000 over the next 25 years, at a time when traditional coal mining and manufacturing industries are in decline, and growth in the wine and tourism sectors has slowed.  Parts of the LGA are socially and economically disadvantaged, with low education and skills levels and high unemployment.  In other parts of the LGA, the vineyard, rural and bushland areas and the small villages are facing significant pressure from development.

The Economic Development Strategy was developed within the framework of retaining and protecting the rural and bushland setting of the LGA, while at the same time accommodating growth and attracting employment generating investment.  

The Plan identified potential growth sectors and business opportunities that are consistent with Council’s environmental, lifestyle and social objectives.  It focuses on putting in place the foundation blocks needed to support and stimulate appropriate and sustainable growth – planning controls and policies that protect key assets; strong leadership from Council and the business organisations; effective communication across economic sectors; business and workforce development; release of suitable land; and improvements to and amplification of infrastructure and services.

The Plan also provides strategies to grow from within, supporting and nurturing existing businesses and activities to increase productivity and sustainability and stimulate growth and employment.
Kamilaroi Highway :: Jenny Rand & Associates
Kamilaroi Highway - Potential for Aboriginal Tourism - Product Scoping Study
The Kamilaroi Highway is the only Highway in Australia named after the Aboriginal people. The Highway, which extends from Willow Tree on the Great Dividing Range to Bourke in the NSW Outback, traverses the heart of the traditional lands of the Kamilaroi people as well as the lands of the Aboriginal people of the Brewarrina and Bourke areas. Travellers exploring this route are increasingly looking for information on the Kamilaroi people (past and present) as well as Aboriginal products and experiences.

As part of developing the products and experiences along the Highway corridor, the Kamilaroi Highway Marketing Group is exploring opportunities to work with Aboriginal communities to showcase the rich Aboriginal heritage and culture that exists within the Highway corridor, educate travellers, break-down barriers, build visitation and encourage the development of viable and sustainable Aboriginal businesses.

Working with the Kamilaroi Highway Marketing Group, JRA evaluated existing Aboriginal-related products and experiences and scoped the potential to develop new products and experiences. The study included identifying and assessing opportunities for developing interpretative and display materials relating to the heritage and culture of the Aboriginal communities within the Highway corridor as well as presenting day issues and programs; and explored opportunities to establish nature-based and cultural businesses including tours, education and performance programs, native food production and art and artefact production and distribution.

Feasibility Assessments Projects

Evans Head Bowling Club :: Jenny Rand & Associates
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.
Wests Tamworth Leagues Club :: Jenny Rand & Associates
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.
Gladstone Entertainment Convention Centre :: Jenny Rand & Associates
Gladstone Entertainment Convention Centre
When Gladstone City Council was proposing to extend the Gladstone Entertainment Centre to include conference and function facilities, an office tower and public car park, Jenny Rand and Associates was retained by Queensland Treasury to work with the Project Design Team to assess each of the different design options from a market and operational perspective, and to assess the likely trading and financial performance and return on investment for each option.

The market assessment focused on the potential use of the different spaces within the Centre to ensure the design capacity and flexibility of the space met market needs. The operational assessment evaluated the different configurations in terms of ease of movement between areas for both patrons and staff, staff levels required to service the space, and the linkages, efficiency and capacity of the front and back of house (eg dock-kitchen-garbage) spaces.

The financial assessment involved the preparation of likely use scenarios, trading forecasts, cashflow analysis (ability to service debt) and return on investment analysis. The financial assessment was used by Queensland Treasury as the Business Case Assessment for granting approval to proceed and providing development funds.
Coonamble Hot Artesian Water Eco Spa & Caravan Park :: Jenny Rand & Associates
Coonamble Hot Artesian Water Eco Spa
Coonamble Shire Council, with funding assistance from the Commonwealth Government under the TQUAL Program, commissioned Jenny Rand and Associates to assess the feasibility of establishing a hot artesian water Eco Spa in Coonamble and to identify a preferred site for the development. The Study assessed the likely availability and suitability of artesian water for the spa; technical, engineering and legal requirements; potential sites for the development; potential markets for the spa; the competitive environment; preliminary costs of establishing and operating the eco spa; and the likely economic and social benefits for the town.

The Study found that the Eco Spa was likely to be viable, with the preferred option being to develop the spa in conjunction with the redevelopment of the Riverside Caravan Park. The project proceeded to detailed design, with JRA working with Council to prepare the Design Brief and oversee the design process. Once development cost estimates were available, JRA assessed the financial feasibility of the combined Caravan Park – Eco Spa project. The Project has received Development Approval. JRA is now assisting Council in preparing tender documentation for the lease of the site, project development and on-going management.

Business & Strategic Planning Projects

Gunnedah Visitor Information Centre :: Jenny Rand & Associates
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.  

The study recommended that the VIC be relocated to the Gunnedah town centre and co-located with the Art Gallery and Civic Theatre.  This move took place in November 2014.   The initial results have been extremely encouraging with visitation up over 35% on the same period last year, with spin off benefits including an increase in visitation to the adjoining art gallery and nearby cafes, ‘freeing-up’ staff resources and a reduction in operating costs.
Crossing Theatre, Narrabri :: Jenny Rand & Associates
Crossing Theatre, Narrabri
The Crossing Theatre in Narrabri is one of the largest conference venues in Inland NSW, with facilities including a 1000 seat auditorium, function and meeting rooms, two cinemas and a café and bar.  

Jenny Rand & Associates was retained by Narrabri Shire Council to undertake a Performance Review of the Theatre and advise on possible business models and management options.

The Performance Review involved a detailed assessment of the physical capacity and suitability of the venue, planning and licensing issues, bookings and patronage, existing and past management structures and practices, marketing and promotional activities, staffing structure, operations and financial performance and reporting.  The Review also evaluated the market place and competitive environment and identified opportunities to consolidate and strengthen existing markets, build new markets and value-add to increase revenue.

A number of potential management options were identified, evaluated and costed.  As part of this evaluation, we explored Council and community objectives and expectations in relation to the operation of the Theatre and services delivered, with these objectives forming part of the evaluation criteria.  The Management of the Theatre was brought back ‘in-house’ and placed on a more commercial footing.
Boggabri Caravan Park Redevelopment :: Jenny Rand & Associates
Boggabri Caravan Park Redevelopment - Business Plan & Plan of Management
Coonamble Shire Council, with funding assistance from the Commonwealth Government under the TQUAL Program, commissioned Jenny Rand and Associates to assess the feasibility of establishing a hot artesian water Eco Spa in Coonamble and to identify a preferred site for the development. The Study assessed the likely availability and suitability of artesian water for the spa; technical, engineering and legal requirements; potential sites for the development; potential markets for the spa; the competitive environment; preliminary costs of establishing and operating the eco spa; and the likely economic and social benefits for the town.

The Study found that the Eco Spa was likely to be viable, with the preferred option being to develop the spa in conjunction with the redevelopment of the Riverside Caravan Park. The project proceeded to detailed design, with JRA working with Council to prepare the Design Brief and oversee the design process. Once development cost estimates were available, JRA assessed the financial feasibility of the combined Caravan Park – Eco Spa project. The Project has received Development Approval. JRA is now assisting Council in preparing tender documentation for the lease of the site, project development and on-going management.
Toboggan Hill Park - Port Stephens
Toboggan Hill Park - Port Stephens
Located near Nelson Bay in Port Stephens, Toboggan Hill Park is a popular attraction. The Park’s attractions and facilities include the toboggan runs, maze, tractor-train rides, climbing wall, indoor amusements, jumping castle, kiosk and picnic facilities. The Park Operators wanted to expand the attraction base of the Park to include an additional toboggan run, an adventure ropes course and a ‘snake run’ slide. Prior to undertaking the development, the Operators needed to negotiate an extension of their site lease from the Department of Lands.

Jenny Rand and Associates was commissioned to prepare the Feasibility Study and Business Case Assessment required by the Department of Lands as part of the lease negotiations. The Business Case Assessment evaluated the current performance of the Park; the suitability of the site and location for the proposed new attractions; visitation to the area; and the competitive environment. It also included trading forecasts (profit and loss), cashflow and return on investment analyses for various staged development programs, operating scenarios and lease terms and conditions.

Grant Funding Applications & Industry Award Submissions

Jenny Rand was a Judge of the 2014 Inland NSW Tourism Awards :: Jenny Rand & Associates
Inland & NSW Tourism Industry Awards - Tourism Moree
Congratulations to Tourism Moree who are now ‘Hall of Famers’ for both the Inland NSW Regional Tourism Awards and NSW State Tourism Awards.  Tourism Moree won their first Inland Tourism Award for Visitor Services in 2010, took a year off, before winning gold in 2012, 2013 and 2014.  Tourism Moree also won the NSW award for Visitor Services in 2012, 2013 and 2014, and a bronze award at the 2013 Australian Tourism Awards.  Jenny Rand & Associates has worked closely with Tourism Moree preparing their Tourism (DMP), Marketing & Business Plans as well as their Awards Submissions.
Bourke Aboriginal Enterprise & Employment Project Plan :: Jenny Rand & Associates
Bourke Aboriginal Enterprise & Employment Project Plan
Jenny Rand & Associates assisted Bourke Shire Council and the Community Working Party to prepare documentation, including a Project Plan, to support a funding application under the Indigenous Advancement Strategy Program. The Project Plan provided a detailed description of the proposed Enterprise and Employment Project; defined the Project goals, objectives and desired outcomes; detailed the proposed management structure and operational framework; set performance targets and KPIs and the associated monitoring and reporting program; detailed the project budget and timelines; and provided a risk assessment.
Moree Regional Airport – RTIF Funding Application :: Jenny Rand & Associates
Moree Regional Airport – RTIF Funding Application
As part of an application under the Regional Tourism Infrastructure Fund for Regional Airports, Moree Plains Shire Council commissioned Jenny Rand and Associates to prepare a report on the ‘Role, Contribution & Significance of the Moree Regional Airport to the Visitor Economy of Moree Plains Shire and the North West Region of NSW’. The Report identified and evaluated the role and importance of Moree Regional Airport and the availability of commercial passenger services for the local and regional Visitor Economy; and the opportunities that upgrading the Airport would provide for growing visitation and yield to Moree and the surrounding region. It also addressed how the proposed upgrade of the Airport was consistent with State, Regional and Local Government priorities, including consistency with the Community Strategic Plan and Destination Management Plan for Moree Plains Shire.
Boggabri Drovers Campfire Event - Tourism Industry Awards :: Jenny Rand & Associates
Boggabri Drovers Campfire Event - Tourism Industry Awards
From the inaugural event held in 2006, Boggabri Drovers Campfire has grown to become a signature, award-winning event for North Western NSW. Jenny Rand & Associates has been working with the Tourism Manager from Narrabri Shire Council to put in place the plans, policies and procedures needed to host and grow the event. When the Drover’s Committee decided to enter the Inland and NSW Tourism Awards, JRA provided advice on the data that needed to be collected at the event and the documentation required to support the application. Boggabri Drover’s Campfire won a silver award at the 2014 Inland NSW Tourism Awards and decided to enter the NSW State Awards. JRA prepared the submission for the NSW State Awards, with Drovers announced as a finalist – a significant achievement for a small, community run event.