For your convenience the reference documents are now available to download from Sapphire Coast Tourism's Web site
http://www.sapphirecoast.com.au/heritagetourismproject.php
To save you some time we have pointed out the relevant parts of particular interest for the project and some highlights.
a. The Sapphire Coast Heritage Strategy
The aim of the Sapphire Coast Heritage Tourism
Strategy is to identify key heritage
tourism stories that will inspire the “Experience Seeker” market to
visit the region, extend their length of stay and increase spending in the
local economy;
The deliverables of this are:
· A strategy
that delivers heritage tourism and leverages the Australia’s Coastal Wilderness brand in order to encourage
additional visitors to the destination;
· Identification
of key heritage tourism experiences that
align with the needs of the “Experience Seekers” target market to extend
visitor’s length of stay and dispersal across the region;
· A suite of strategies to effectively deliver, develop,
market and manage key experiences that are distinctive for the Sapphire
Coast and create a competitive edge for the destination.
b. The BVSC
Draft Development Control Plan 2012
The
draft of this document went on Public Display in September 2012 and, together
with the LEP, forms the land use planning and development controls for the Bega
Valley Shire local government area.
This plan seeks to ensure that future development is consistent with the
desired future character and community vision for the Bega Valley Shire’s
towns, villages, urban settlements and rural areas.
The
document is comprehensive and of particular interest to the Heritage Strategy
are:
section 2
section 3.1 Residential Locality Objectives
section 4.1 Rural Development Objectives
section 5.9 Signage and Advertising
section 5.9.4 Applications for signage page 162 an
info graphic on signage applications
section 7 site specific requirements in particular
section 7.3.4.3 colours
c. The BVSC Adopted Tourism Signage Plan
The Tourism and Facility Signage Plan is an element of the Tourism
Options Review completed by Bega Valley Shire Council in 2010. Its final
conclusion was the rationalisation of existing uninformative, confusing and
outdated signage and replacement with consistently coloured, coded and branded
signage, which will ease the visual pollution and traffic confusion in the
Shire.
The
info graphic mentioned in section 5.9.4, page 162 above, gives a
straightforward overview of the regulatory expectations regarding signage.
Reading C concurrently with B – 5.9.4 - helps clarify what could be seen as a
quagmire.
We
are particularly interested in
3. Town Signage/Information Bay (page11)
6. Town exit signage/information Bay (page 17)
3. Brand, information and Icons (page 18) (sic)
d. The
Brand Toolkit, Australia’s Coastal Wilderness
This relatively short, well designed and
thoughtful document is what should be driving this project. What is our
competitive advantage?
Find the uniqueness – your Destination Positioning
The first step involved locals distilling what
Australia’s Coastal Wilderness has that isn’t found anywhere else in the world.
Destination Positioning workshops were held throughout
the Landscape.
The goal was to discover and document the core positioning
that distinguishes Australia’s Coastal Wilderness from other Landscapes
throughout Australia.
This agreed Destination Positioning is not about an
advertising campaign, a new logo or even a tag line. Positioning is the engine
that drives the way you offer and deliver your product now and for decades to
come. It permeates all experiences, creative approaches, communication and
marketing.
It’s what differentiates you. It’s your competitive
advantage.
This
is the unique voice of Australia’s Coastal Wilderness. Positioning underpins
the words and images we use to sell our Landscape to the world. The more
consistently we all use those words and images, the stronger our message.
e. Australia’s
Coastal Wilderness Experiences Development Strategy
This is a comprehensive document and everyone should
read it.
Australia’s Coastal Wilderness Positioning Statement
“This hidden pocket of Australia’s endless coastline is where you can
get close and share your love of nature. Immerse yourself in the natural beauty of tall forests, lakes
and beaches in this unspoilt coastal wilderness”
Looking at Australia’s Coastal Wilderness
through the three Tourism Australia lenses (below) it is clear that the
destination builds on Australia’s ‘pillars’ of people, environment and
lifestyle. It appeals to the core Australian holiday ‘motivations’ for
self-fulfilment, relationships, health, freedom and provides a range of
settings to deliver many of the core ‘experiences’, especially beaches, nature
and Indigenous.
There is no place in Australia that can deliver this experience like
Australia’s Coastal Wilderness. The natural beauty and its unique mix of
isolation and sensitive development with its relative proximity to the major
population centres make it truly unique.
