Copper Coast Economic Development & Marketing Plan Parallax Design Evans+Ayers
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Precious
Copper Coast
Economic
Development &
Marketing Plan
Parallax Design
Evans+Ayers
Time
Copper Coast
Economic Contents
Development &
Marketing Plan
Executive Summary 1
Introduction 4
Findings 11
Economic Development Plan 20
Actions 25
1. Brand Affirmation 26
2. Develop Tourism Offering 32
3. Deliver Health 49
4. Generate Investment 55
5. Strengthen Education 62
Other Considerations 66
Economic Development Timeline 70
Conclusion 74
Appendices 78
i
Executive
Copper Coast
Economic
Development &
Marketing Plan
Summary
1
Copper Coast
Economic The Copper Coast Council is
Development &
Marketing Plan aiming to better understand
the dynamics that have and will
deliver growth, development and
Executive
Summary
prosperity to the region; and to
develop a plan that communicates
these qualities to drive visitation,
expenditure, investment and
development.
2
Copper Coast Regional Status Regional Offering Regional Goals
The Copper Coast Council area is at the The Copper Coast is a centre for agriculture The Copper Coast Council’s vision for
Economic northern end of South Australia’s Yorke on the Yorke Peninsula, a significant the region is for it to be ‘South Australia’s
Development & Peninsula and was established in 1996 with destination for intrastate travel and an lifestyle location of choice to live and
Marketing Plan the merger of the Kadina, Wallaroo and emerging retirement centre. It boasts rich visit’ and it aims to deliver well-being,
Moonta Councils. The regional economy cultural heritage associated with mining sustainability and prosperity through
is based on agriculture, tourism and health. in the late 19th and early 20th century, economic development, leadership and
The region boasts a family friendly coast sweeping family friendly beaches, myriad opportunity provision. These key guidelines
line, rich cultural heritage, a central medical fishing opportunities and produces some provide a framework around which annual
hub and consistent farming production. of the nation’s finest broad acre crops and strategic planning is undertaken,
Executive and seafood. however they are not quantified in concise
Summary Regional Performance and focused targets or goals.
The population at merger was 10,473 and Regional Potential
has grown to 14,295 in 2017, delivering a The Copper Coast possesses significant Recommendations
gross regional product of $545 million opportunity to grow and develop over the The recommendations in this report are
through agriculture ($110m), retail ($85m), next 10 to 20 years with steadily growing underpinned by three primary principles
health ($55), and tourism ($200m) primarily, population, a consistent and strong base or understandings. The first is that the
with government and other goods and economy, attractive tourism offerings and leadership and delivery of regional economic
services contributing $100m1. sound community infrastructure, however, growth will come from a collaborative
1. RDA Yorke + Mid North Region, to realise the region’s potential the interaction between the community and
Copper Coast Council Area Economic Review
(ID, the population experts). Since merger the region’s population has community must pro-actively and positively commercial interests, not from Council.
2. South Australian Tourism Commission,
National Visitor Survey March 2018. grown an average of 1.51% per annum, worth together in both the private and The second is that the greatest return will
3. Australian Bureau of Statistics, Populations by
Age and Sex, Regions of Australia 2015 SA.
whilst tourism grew 6% in the twelve public realms. be generated by encouraging current
months ending March 20182 driven by visitation to stay longer and spend more
intrastate ‘visiting family and friends’ travel rather than pursuing higher visitation
from Adelaide, its northern suburbs and numbers, and lastly, what gets measured
within the region itself. gets done.
The Copper Coast population has a
significant and increased aged element
with close to a third of the population
over 65, with this percentage forecast to
increase 1% every five years out to 2031.3
3
Introduction Copper Coast Economic Development & Marketing Plan 4
Copper Coast
Economic The project to produce an Economic
Development &
Marketing Plan Development and Marketing Plan
for the Copper Coast region began
with an affinity for the region
Introduction through over twenty years of
holidaying with family and friends
in Moonta Bay and surrounds, a
briefing from the Council, research
and a series of conversations with
local residents, business operators
and community leaders.
5
Copper Coast Precious Time Throughout this introduction the As the project progressed and understanding
opportunity inherent in the region revealed and awareness developed the initial concept
Economic — A State of Mind itself willingly as did the timeliness of this of ‘precious time’ that led to the title,
Development & — A Way of Thinking project and the recommendations it delivers; evolved into it needing to be; a state of
Marketing Plan — A Call to Action whilst at the same time a small but present mind; a way of thinking and a call to action.
spirit of negativity weaved its way
repeatedly through the regional narrative. The successful implementation of the
Economic and Marketing Plan detailed
Early on in the project a working title in this report will require willing, active,
‘Precious Time’ was introduced. This was and collaborative leadership from the
Introduction based on the concepts of saving, spending, community, its people, its businesses and
seeing and importantly securing ‘precious its governance, to ensure the desired
time’ for the region, through the delivery well-being, sustainability and prosperity
of services and support; maximising time outcomes are realised.
spent with family; ensuring care and
support in retirement; maintaining and
leveraging cultural heritage and planning
for a prosperous and sustainable future.
Credit: Callum Jackson
6
Copper Coast Open communication and positive Now is the time, the ‘precious time’ to
collaboration will facilitate development come together with a collaborative state
Economic and lead to common good. It is this common of mind, a cooperative way of thinking and
Development & good that needs to be understood and a compelling call to action to deliver a
Marketing Plan valued by the community, without it the common good and to ensure the qualities
region’s ability to achieve its potential will and offerings of the region are valued by
be perpetually limited and restrained by its residents and demanded in markets
the small but weighty anchor of insular across the state, the nation and ultimately
and narrow-minded negativity. around the world.
Introduction We commend to you this plan and look
forward to working with you to achieve
the goals it sets.
7
Copper Coast The Project Team Scope Process
The Economic Development and Marketing The Economic Development and Marketing
Economic Matthew Remphrey Plan will be used by the Copper Coast Plan was produced through informed and
Development & Parallax Design Council and the community to guide them comprehensive analysis of existing data,
Marketing Plan towards achieving their vision for the region relevant gap analysis, stakeholder
Marc Allgrove to be ‘South Australia’s lifestyle location of engagement, retail knowledge, creative
Evans + Ayers choice to live and visit.’ thinking, plus industry, business
management and regional development
Roberto Cardone The project identifies and prioritises experience.
Evans + Ayers the qualities and assets of the region,
Introduction understanding the markets to which they
are relevant and recommends ways to
leverage their status and contribution to
deliver prosperity and sustainability.
This includes opportunities presented by
the region’s three centres, Moonta, Kadina
and Wallaroo and their environs, including
landscapes, experiences and businesses.
The report includes a high-level review of
the region’s current status, identifies
opportunities to pursue and provides
direction for investment, development and
communication strategies to attain them. A
specific budget for the implementation of
the marketing plan was provided by the
Copper Coast Council, all other actions
proposed in the plan require Council priority
agreement and subsequent detailed
evaluation, planning and budgeting which
are beyond the scope of this document.
8Copper Coast Development 27th July 2018 — Seb Packer
Project Launch/Briefing in Kadina (Proprietor, Tree Climb, Adelaide)
Economic Schedule + — Council members , CEO Peter Harder — Judy Magarey
Development & Contributors (Acting Head of Nursing,
Marketing Plan July — October University of Adelaide)
Research + Interviews — Rachael West
— Ben Howard (University of Adelaide)
(CEO Monopoly Developments, — John Carragher
Wallaroo Shores) (Agriculture, University of Adelaide)
— Lisa Robertson — Dr Irina Santiago Brown
Introduction (Chair, Kadina CBD, (Author, Sustainable Australia
Chamber of Commerce) Winegrowing)
— Neil Sawley — Brad Higgins
(CEO, Kadina Medical Associates) (Westpac, State Manager)
— Scott Lintern — Kieran Purcell
(CFO, Drakes Supermarkets) (Macquarie, State Manager)
— Neil Windsor — Daniel Fisk
(Rate payers association) (Clean Seas)
— Stephen Stock — Adam Stanford
(Moonta Mines Heritage Trust) (Strategy + Insights Manager, SATC)
— Craig Costello — Roseanne Healy
(Wallaroo Marina Apartments) (Deputy Chair, Grains Research
— Kristen Colliver Development Corporation)
(Nook + Nourish, Moonta) — Graham Marsh
— Nicola Adams (Graham Marsh Golf Design)
(Redwing Farmstay, Miners Couch, — Richard Chamberlain
Moonta) (Richard Chamberlain Golf Design)
— Peter Murray — Tony Love
(Moonta Progress Community) (Advertiser journalist, food + wine)
— Jo Freund — Michelle Bain
(Taste of York, Moonta) (Yondah Beach House)
— Mike Newton — Helen Edwards
(SAPOL, Kadina) (SATC Regional Development Strategy)
— Jo Buchanan — Country Health SA,
(Regional Development Authority, Wallaroo Hospital Taskforce
Moonta) — Derek + Nicole Mathewman
— Brooke Liebelt (CU at Wallaroo)
9 (Yorke Peninsula Tourism)Copper Coast 4th — 6th September 2018 — Health + Well Being 25th October 2018
3-day Region Visit — Neil Sawley (Kadina Medical Associates), 1-day Region Visit —
Economic Market Visit, Industry Karen Bates (Director of Nursing) Council and Community Update
Development & Reviews & Interviews — Investment — Council update
Marketing Plan — Heritage Bill Clarke (Councillor), Mayor Paul Thomas
Stephen Stock, Mike Austin, Ben Howard (Wallaroo Shores), CEO Peter Harder
Shirley Eales, Graham Hancock Barrie Harrop (Thrive Ventures P/L), Muller Mentz
(Moonta Mines) Michael Liebelt (Mosel Surveyors) — Community update
— Food + Beverage — Aged Care/Lifestyle Lisa Robertson
Kirsten (Nook + Nourish, Moonta), Ben Jolly (Gannon Group), Jo Freund
Introduction Pam (Café Mia, Wallaroo), Judy Niotis (Star of the Sea), Brooke Liebelt
David (Smelter, Wallaroo), Alison Clare (Moonta Health), Stephen Stock
Jo Freund (Taste the Yorke, Moonta) Rosie Francis (Estia) Mark Schilling
— Seafood — Agriculture
Mark Crocker (Port Hughes Store), Mark Schilling (AG Schilling Enterprises),
Barry Whellum (Port Hughes Fishing John + Chad Kennett,
Charters), Gary ‘George’ Price,
Mark Fletcher (Commercial fisher) Nick Bruce
— Brand — Planning
Brooke Liebelt (Yorke Peninsula Tourism), Muller Mentz (Copper Coast Council)
Liz Saint (Wallaroo Shores), — Education
Mike Ellis (Yorke Peninsula Country Paul Thomas (Mayor, Copper Coast
Times), Council)
Nicola Adams (Red Wing Farmstay) — Copper Coast Community
— Events (Mike Newton,
Rohan Bock, Neville Hibbard,
Lynn Spurling (Kernewek Lowender & Malcolm Sparks)
Council Tourism Events Coordinator),
Glenys Blacker (Kernewek Lowender),
Elaine Bussenschutt (YP Field Days),
Gary Pammett (YP Field Days),
Bruce Philbey (YP Field Days),
Michael Byrne (Wallaroo Holiday Park)
Tom Chapman (The Dunes)
10Findings Copper Coast Economic Development & Marketing Plan 11
Copper Coast
Economic Economic development in the
Development &
Marketing Plan Copper Coast will be delivered by
the community and commercial
interests in the region working
Findings through four interconnected
pillars of investment and activity.
The pillars are tourism, health,
education and investment.
12Copper Coast These pillars underpin a continuous cycle of
economic development initially establishing
Economic
Development &
an affinity and engagement with the
ment
Marketing Plan
region leading to a more permanent
age Ge
relationship and the support that entails,
both in infrastructure and economic value
ng ne
generation. E ra
g
tin
Investment
n
Infrastructure
pi
gG
Findings Facilities
elo
Education
row
Dev
Retirement Employment
th
Lifestyle Development
Care Care
Support Services
Pros
y
Tourism Population
n it
Family Housing
pe
Friends Medical
Experiences Education
Affi
rit
y
Su in
g
+
sta o w
in a G r
b ilit y
13Copper Coast Goals Economic development and the activities
1. To establish regional interest, undertaken to achieve it must be measured
Economic commitment and momentum towards and motivated by challenging yet achievable
Development & collaboratively delivered economic targets. A list of six criteria are suggested
Marketing Plan growth and social benefit. below with which to track regional and plan
2. To establish community leadership that implementation performance over the next
complements Council contribution to 10 to 15 years. They are extrapolated from
implement the plan and deliver regional current trends and stretched based upon
economic growth and social benefit. incremental activity proposed in the plan.
3. To identify and prioritise key deliverables
Findings that together will commence the delivery
of regional economic growth and social
benefit.
4 RDA Yorke & Mid North Region, Copper
Coast Council Area Economic Review,
id — The Population Experts.
Growth Targets4 Now 2031 Growth
Population 14,295 20,000 2.34% pa
Gross Regional Product $550m $800m 2.78% pa
Employment 4,500 6,000 2.08% pa
Businesses 1,000 1,250 1.61% pa
Visitation 500,000 750,000 4% pa
Tourism Spend $200m $311m 4% pa + $5 p/
visit increase
14Copper Coast The plan began with identifying the key The location is family friendly and they do not leverage general consumer
areas of regional strength and the key issues possesses a rich cultural heritage. It is also understanding nor align with broader
Economic which were limiting their contribution or readily accessible from its major market promotional and communication activity.
Development & development, along with defining in macro Adelaide; early concerns about the quality Anecdotal evidence and current South
Marketing Plan terms, the segments of the population that of the roads dissipated following the Australian Tourism Commission strategy7
do and will have impact on the plan and its announcement of major infrastructure demonstrate an emphasis placed on the
implementation. investment in the Port Wakefield Road Yorke Peninsula rather than townships,
in August 20185. sub-regions or Council boundaries.
These streams were then explored and key
regional values and attributes added to The region’s brand emerged from the merger Tourism represents over a third of the
Findings surround and guide the thought process. of the three municipal councils, Kadina, gross regional product of the region, driven
Finally, the key outcomes being targeted Wallaroo and Moonta in 1997 and the largely by intrastate visitors from Adelaide
emerged, encapsulating the plan. subsequent collective name adopted by and its northern environs (Adelaide 60%-
the new entity. It has since been supported 70%, Regional SA 19%-21%, Local 10%-20%)8
> See diagram overleaf by a positioning line ‘Lifestyle Location on holidays visiting family and friends
of Choice’ which was an abridged version (Intrastate 88%-91%, VFR/Holiday 93%-
The quality of life the region offers and of the vision adopted by the Council in its 95%)9. Major holiday activity is focused on
its location will underpin economic strategic plan6, ‘South Australia’s lifestyle the beach and sea, with fishing a primary
development with a strong agricultural location of choice to live and visit.’ Whilst driver.
5 www.minister.infrastructure.gov.au/mccor- base, established intrastate tourism market both the brand and positioning statement
mack/releases/2018/august/mm137_2018.aspx
6 Pg 7, District Council of the Copper Coast, and emerging retirement economy. accurately, and in the case of the latter in
7
Strategic Plan 2015-2025.
https://southaustralia.com/places-to-go/ particular somewhat clumsily, reflect the
8
yorke-peninsula
Yorke Peninsula insights supplied by SATC.
location and reason for being of the region,
9 Pg 10, Yorke Peninsula Tourism Business Plan
2016-2017 & SATC Yorke Peninsula Regional
Profile March 2018.
Credit: South Australian Tourism Commission
15Economic Development
Yorke Peninsula Fishing Heritage Provenance
Precious Time
— A state of mind
Family
Copper Coast
— A way of thinking
— A call to action
Connection,
Communication
& Collaboration
— Brand
— Regional signage
— On line consolidation
Tourism Investment Education Health
Wellbeing & Sustainability
Opportunity & Leadership
Communication & Collaboration
Moonta Mines Ag Fund Tertiary Hub Hospital
— Plan — Value adding enterprises — Nursing — 24hr paramedics
— Destination governance — Regional entrepreneurs — Ag management — Obstetrics
— Management — Ag tech — Radiology
— Funding — Medical placements — GPs
— Allied health
South Australia
Farming
Events/Pop Ups Resources Re-purpose Facilities Aged Care
— Kernewek Lowender — Implementation — Kadina TAFE — Link to hospital
(Annual) — Advocacy — YP Field Days lecture — Home care
— YP Field Days — Lobbying
(Farm/Family Bridge) — Annual event management
Commerce — Kiosks
— Catch & cook
— Medical services
— RDA
Community
Service Infrastructure Partners Retirement/
— Benchmarking — New lifestyle village — Adelaide University Lifestyle Village
— Training — Seafood processing — Uni SA
— Advocacy — Pedestrian bridge
— Awards — Moonta Mines
— Mini golf
— Transport
Seafood Plan Regional Sustainability
— Production — Development & — Develop regional
— Availability implementation programme
— Branding
— Connection
Quality of Life
Value Adding
Mini Golf
— Design
— Dunes
Produce
— Pulses Common
— Grains
— Seafood Good
— Community
— Prosperity
— Future
Beaches Service Experience Caring
16
ProsperityCopper Coast A strong sporting and recreation community developed and not maximising the well-being. Key areas of service include
and culture exists within the Copper Coast provenance and quality of its local produce, general health, obstetrics, geriatric care
Economic which has resulted in high quality local not through lack of intent but rather through and increasingly mental health and drug
Development & facilities that attract and host myriad events, issues with the accessibility and suitability use, all of which are responding to identified
Marketing Plan competitors, and their supporters. This of product. Significant opportunity to trends including; ageing population,
community and its venues must be address these issues exists through value evolving seasonal influx, growing retiree
maintained as they contribute significantly to adding local grains and pulses and population and increasing younger and
the region’s appeal, culture and well-being. improving production, distribution, retail lower socio-economic demographic
and wholesale access to the region’s migration.11 The sector identifies palliative
The cultural heritage associated with the seafood, for which the establishment of care, transport, dementia, radiology, stroke
Findings Cornish mining history of the region is also regional proprietary branding should be management, obesity, emergency and
a valuable and defining asset, reinforced pursued. In addition, gaps exist in the indigenous cultural needs as areas that
bi-annually by the Kernewek Lowender quality of service and ability or willingness will require increasing service needs as the
festival. Engagement with this heritage is to cross promote the region’s many region develops.12 In addition, the need to
focused on the Moonta Mines site managed experiences and offerings. strengthen links and collaboration between
by the National Trust, which provides the hospital service and aged care providers
insights into the life, work and times of the The health and well-being sector of the through various activities including
miners and their families, when Moonta was regional economy10 contributes significantly increased home care provision, is recognised
the second largest town in South Australia. to its current amenity and potential. by all sector participants, as is an apparent
10 17% employment, pg 6, Copper Coast SA The Wallaroo Hospital is a regional hub shortfall in the regional stock of aged
Retail Market Profile. 4% economy, Business
SA Regional Voice Report 2018 (28.8.18). There is an emerging local ‘eating and offering general care and select specialist care and lifestyle facilities in the region
11 Wallaroo Health Service Planning, a co-design
approach, clinician engagement workshop. drinking’ offering particularly in and around services, supported by broader community now and going forward.
12 Wallaroo Health Service Planning, a co-design
approach, clinician engagement workshop.
Moonta, however this is largely under infrastructure that supports health and
Credit: South Australian Tourism Commission
17Copper Coast The health and well-being sector needs and wants of the region and its education within the region despite the
acknowledge the importance of working community are able to be met now and rapid development of modern teaching
Economic closely with the Council and local into the future. technologies and practices.
Development & community to achieve the regional needs.
Marketing Plan “Councils role is to advocate for services The importance of education in maintaining The importance of private and public
within the catchment area, as well as and developing a community is recognised investment for the region in achieving the
provide intelligence with regard to future within the region, which is well serviced targets set out in this plan and delivering
population trends. Council are also by a collection of primary and secondary the region’s ambitions obviously cannot
responsible for broader community schools in Kadina, Wallaroo and Moonta. be overstated. It is fundamental that the
infrastructure that supports health and The Kadina Memorial School is the largest region attracts and generates investment
Findings well-being local facilities for example, government school outside the Adelaide both from within and from outside its
as opposed to health service facilities.” metropolitan area.15 In addition, the boundaries. It must demonstrate the value
— Melissa Koch, Community Health importance of eduction in delivering and potential returns it represents both
Manager, Yorke and Northern Region growth, innovation, entrepreneurship and socially and economically, through its
Country Health SA Local Health Network employment is appreciated, as is the fact planning, prioritisation and implementation
Inc. SA Health, Government of South that students who leave the region to of resource allocation, infrastructure
Australia.13 undertake tertiary studies are less likely to investment, funding facilitation and
develop the strength or quality of bond or commercial activity.
State wide, the management of health affinity to the area as if they had spent a
13 Email to Marc Allgrove, Evans + Ayers, services is being reformed under the current larger proportion of these formative years
24th September 2018.
14 https://www.sahealth.sa.gov.au/wps/wcm/ South Australia government including the within it. Recent announcements regarding
connect/public+content/sa+health+internet/
about+us/governance+reforms/govern- establishment of 10 Local Health Networks the establishment of the Uni Hub Spencer
ing+boards
15 Mayor Paul Thomas, Interview 6.9.18.
(LHNs), each with its own Governing Gulf in Port Pirie16 attest to an understanding
16 https://unihubsg.org
17 https://en.wikipedia.org/wiki/Walter_Hughes
Board.14 The region’s health and well-being of these issues across the broader South
sector forms an integral and active part of Australian regional community. The region
the Yorke and Northern Health Network, enjoys strong historical links to state tertiary
requiring the development and maintenance education. In 1872 local pastoralist, and
of strong and effective relationships within miner Walter Watson Hughes provided an
this network to ensure further that the endowment of £20,000 to establish the
University of Adelaide.17 Today, however,
there is currently very limited opportunity
for students to progress to tertiary
18Copper Coast
Economic
Recommendations
1. Establish the ‘common good’
Development &
Marketing Plan concept
2. Adopt a collaborative approach
through community and
Findings commerce
3. Focus on four key areas —
Tourism, Health, Education +
Investment
4. Agree and deliver a specific
set of actions
5. Establish and agree defined goals,
targets and measurement
19Economic
Copper Coast
Economic
Development &
Marketing Plan
Development
Plan
20Copper Coast
Economic The Economic Plan takes the project
Development &
Marketing Plan findings, distils their implications and uses
them as a mechanic with which to filter
and assess ideas leading to a simple list of
Economic
Development
actions. The successful implementation of
Plan the actions will require further investment
in planning, delivery, lobbying and
advocacy on particular projects, strategies
and requirements.
The plan is based on delivering three
goals through effective, efficient and
collaborative implementation over a
10-15 year time frame and measured
by the attainment of agreed targets.
21Copper Coast
Economic
Guiding Principles
Common Good
Development &
Marketing Plan — Commerce and community
— Communication and
collaboration
Economic
Development
Plan Focus
— Deeper rather than broader
Accountability
— What gets measured gets done
22Copper Coast
Economic
Goals
1. To establish regional interest,
Development &
Marketing Plan commitment and momentum
towards collaboratively delivered
economic growth and social
Economic
Development
benefit.
Plan
2. To establish community
leadership that will compliment
Council contribution to implement
the plan and deliver regional
economic growth and social
benefit.
3. To identify and prioritise key
deliverables that together will
commence the delivery of
regional economic growth and
23 social benefit.Copper Coast Targets Growth Targets18 Now 2031 Growth
Economic
Development &
Marketing Plan Population 14,295 20,000 2.34% pa
Gross Regional Product $550m $800m 2.78% pa
Employment 4,500 6,000 2.08% pa
Businesses 1,000 1,250 1.61% pa
Visitation 500,000 750,000 4% pa
Economic Tourism spend $200m $311m 4% pa + $5 p/
Development visit increase
Plan
18 RDA Yorke & Mid North Region, Copper
Coast Council Area Economic Review,
id — The Population Experts.
Measurement Following the adoption of the plan and
implementation commencement, a regular
reporting programme must be established
to communicate progress and connect all
stakeholders—community and commerce—
instilling ownership amongst them all
with, and of, the successful economic
development of the region.
24Actions Copper Coast Economic Development & Marketing Plan 25
1
Copper Coast
Economic
Development &
Marketing Plan
Actions
Brand
26 AffirmationCopper Coast
Economic The regional brand will form the
Development &
Marketing Plan platform upon which and by which
the region’s development is com-
municated and delivered. It must
Actions
1. Brand
be unifying and understandable,
Affirmation providing direction, location and
identity. It must be aware of the
environment in which it operates,
leveraging complimentary assets
and reflecting and reinforcing the
region’s key attributes and values to
both its audience and constituents.
The brand essence, based on its
properties, attributes and values is
represented in the following
summary.
27Copper Coast Strategic Intent
To establish regional interest,
Target Audience
South Australian family holidays, retirees,
Economic commitment and momentum towards
collaboratively delivered economic
investors and policy makers.
Development & growth and social benefit.
Bea
Marketing Plan To establish community leadership
ability
che
s
that will compliment Council
ustain Fis
contribution to implement the plan S Re hin
gio g
and deliver regional economic growth rity na
lH
and social benefit. spe ea A
Pr
o lth c
ce
C
To identify and prioritise key
ss
ib
Proposition/USP
ar
deliverables that together will
ity
ilit
e
Co lues
Actions commence the delivery of regional In a place where time is precious,
un
At
y
mm
relationships valued and environment nurtured.
Va
tri
economic growth and social benefit.
Ke
1. Brand
bu
Where commerce and community collaborate
rn
Af
tes
ew
to deliver prosperity + sustainability.
f or
Affirmation
ek
da
e
b
Low
tag
ility
Heri
end
er
Moonta
Quality Time
Brand Motivators
YP Field Days
Precious time.
Mines
Quality agriculture/
aquaculture.
Holidays, family,
beaches + fishing.
Retirement.
Lifesty
ly
Fami
le
Brand Tone/Personality
Welcoming
Down to earth
Real
Local
Be l Competitors
ac ta
he s pi Local
s H o
o Port Pirie, Clare Valley,
Se ro Southern Yorke Peninsula
afo a l la
Prope s W
Key Reasons to Believe od r ti es/Facts/Symbol State
Who? Agr i r i t a ge Kangaroo Island, Fleurieu Peninsula,
cu l t u r e H e
South Australian families. M in in g Robe, Riverland, Beachport
What? National
Family, fishing, beaches, produce. Ballarat, Swan Hill
Why? International
28 Caring, nurturing, growing. BaliCopper Coast Name The region’s brand name, Copper Coast, Strategy + Management
emerged from the merger of the three To review the brand interplay,
Economic Yorke Peninsula’s municipal councils, Kadina, Wallaroo communication platforms (including online,
Development & Copper Coast and Moonta in 1996 and the subsequent advertising and signage) and priority
Marketing Plan collective name adopted by the new entity. regional offerings/experiences to develop
It has since been supported by a positioning applications that reinforce the strengths
line ‘Lifestyle Location of Choice’ which was and values of the regional offering and
an abridged version of the vision adopted encourage visitors to spend more time and
by the Council in its strategic plan, ‘South money in the region by broadening their
Australia’s lifestyle location of choice to live regional interaction. Along with motivating
Actions and visit.’ residents to assume an increasingly positive
1. Brand outlook on the region and to proactively
Affirmation Whilst both the brand name and positioning advocate on its behalf.
statement accurately, and in the case of
the latter in particular somewhat clumsily, Management should be led by a defined
reflect the location and reason for being role within Council, supported by a small
of the region, they do not leverage general committee consisting of relevant regional
consumer understanding of where you are representatives
located, nor align with broader promotional
and communication activity from agencies Outcome
such as SATC who only reference Yorke Consistent, positive and clear regional
Peninsula. We therefore are suggesting a branding and messaging informing a
new brand name for the region — Yorke marketing plan, actions and implementation
Peninsula’s Copper Coast. strategies/responsibilities.
Aim Development Costs + Returns
To establish regional confidence, regional Costs associated with review and plan
advocacy and regional cohesiveness development along with implementation will
through the development of a consistent deliver significant returns with consistent,
regional marketing and communications affirming messaging and increasing regional
plan. To establish messaging which awareness and positivity.
reinforces and links the qualities and values
of the region, articulates the relationship/ Funding
roles of the Yorke Peninsula/Copper Coast Council funded development and
brands and encourages residents to ‘love implementation (advised budget of $300K
the place they live’ and to advocate on its from the original tender document) and an
behalf. annual allowance for continued presence
29 and evolution within and beyond the region.Copper Coast Marketing Plan Objective As such, the Marketing Plan focuses
The objective of this Marketing Plan is to aid on driving and achieving these
Economic Building Confidence in the overarching objective of the Copper recommendations, within a $300,000
Development & Coast Council to position the region as annual budget.
Marketing Plan “South Australia’s lifestyle location of choice
to live and visit”, and to drive economic Who are we talking to?
development within the region. — Residents
— Local business and industry
Key recommendations of this report are: — Shack owners
— Delivery of regional economic growth — Holiday makers
Actions will come from a collaborative interaction (Adelaide’s northern suburbs focus)
1. Brand between the community and commercial — Grey nomads
Affirmation interests, not from Council.
— The greatest return will be generated
by encouraging current visitation to
stay longer and spend more rather than
pursuing higher visitation numbers.
Billboard Photography Credit: South Australian Tourism Commission Credit: South Australian Tourism Commission
30Copper Coast Marketing Plan This is a useful technique for understanding
and identifying a region’s Strengths and
Economic SWOT Analysis Weaknesses, what Opportunities can be
Development & exploited and the Threats faced. Used
Marketing Plan in a regional context, it helps to carve a
sustainable and ownable brand position in
the market.
Actions
Strengths — Proximity to Adelaide Weaknesses — Distance from Adelaide
1. Brand — Family friendly deters day trippers
Affirmation — Fishing, beaches, outdoor — Public transport in region
activities — Accommodation options
— Proximity to nature and — Health and Aged Care
Innes National Park — Availability of fresh seafood
— Clean air, land, sea — Stalled projects
— Sustainable farming and (The Dunes, Wallaroo
agriculture Shores, Wallaroo Marina)
— History tourism
— Affordable
Opportunities — Wallaroo Marina and Threats — Competitor regions
Wallaroo Shores activation — Lack of collaboration
— Connect Wallaroo North between council,
Shore to town centre community and commerce
— Aquaculture — Inter-town rivalry
— Access to fresh caught
seafood (Western King
Prawn)
— Farm/sea to plate
— Agritourism
— Provenance
31Copper Coast Marketing Plan Positioning is arguably the most important at hand create a space Yorke Penisula’s
sentence in any brand strategy. It is a Copper Coast can own. The positioning
Economic Positioning Statement concise description of what a brand does has to communicate equally to all target
Development & differently to its competition, and how they audiences (families, holiday makers, grey
Marketing Plan wish to be perceived. The region’s strengths nomads, retirees, investors and policy
(clean air, land, sea; family friendly; outdoor makers) across all topics (lifestyle, tourism,
leisure activities; sustainable agriculture; agriculture, manufacturing, industry, health
affordability) paired with the opportunities and aged care, etc).
Actions
1. Brand
Affirmation
Yorke Peninsula’s
Copper Coast
Naturally better.
32Copper Coast Marketing Plan A Brand Passport is a concise snapshot
showing who we are, what we offer, what
Economic Brand Passport we stand for, how we behave and who we’re
Development & talking to.
Marketing Plan
Actions
What we offer What we stand for
1. Brand
Affirmation Precious time; clean air, land, sea; Family, Quality Time,
sustainable agriculture/aquaculture; Heritage, Community,
family friendly holidays, beaches and fishing; Prosperity, Sustainability
quality retirement.
Who we are
Yorke Peninsula’s Copper Coast
Naturally Better.
How we behave Who cares
Welcoming Residents, local business and industry
Down to earth shack owners, holiday makers
Real grey nomads, retirees, investors,
Local policy makers
33Copper Coast 1. Brand Identity program 2. Website 4. Signage
Budget: $50,000 Budget: $50,000 Budget: $100,000+
Economic Completed Year 1 Completed Year 1 To be completed over a 2-3 year time frame
Development &
Marketing Plan Brand is reputation. It is what people say Develop a new tourism website for Yorke — Lobby DPTI to change highway signage
about you when you’re not in the room. Peninsula’s Copper Coast to marry the to reference Kadina, not Bute.
Brand positioning and identity allows you tourism and municipal aims, providing — Entry signage to each town highlighting
to control that conversation. a single source of information about the and selling the attractions of each town.
region, its attractions, history and lifestyle. — Exit signage from each town highlighting
A key pillar of the Marketing Plan will be and selling the attractions of nearby
Actions to address the region’s Brand Identity. 3. Digital Campaigns towns, with travel times.
1. Brand Leading this is a name change to “Yorke Budget: $50,000 — Outdoor campaign from Port Wakefield,
Affirmation Peninsula’s Copper Coast” and a revised Completed Year 1 selling the attractions of Yorke
Positioning. This change leads with a region Peninsula’s Copper Coast.
familiar to all South Australians, leverages — External Facebook and Google
SATC promotional activities, locates the advertising campaigns highlighting 5. Print campaign
Copper Coast and recognises the positive regional attractions and targeting shack Budget: $100,000+
connotations of the name “Copper Coast” in owners, holiday makers (Adelaide’s Completed Year 1
a marketing and tourism context. northern suburbs focus) and grey nomads
— Internal Facebook and Google — Develop a quarterly newspaper extolling
The brand identity program is to include: advertising campaigns highlighting the region, local heroes, success stories,
— How Brand Strategy (promise, Economic Development Plan findings upcoming events, etc. Newspaper to be
positioning, personality, attributes) and recommendations, what makes the delivered to all residents, and distributed
comes to life region special and local success stories, through cafés, hotels, restaurants,
— Logo targeting residents and local business boutiques and convenience stores. The
— Colour palette owners. publication to be developed by Council
— Typographic standards with the YP Times developing content.
— Tone of voice It is important that this initiative is fully
— Graphic language funded and not rely on advertising.
— Collateral
— Advertising
— Signage and livery
— Photographic style
— Brand extensions, community and
regional marks (ie “Grown in YPCC”,
“Made in YPCC”, Proudly YPCC”, etc)
— Comprehensive Brand Identity
34 Style Guide2
Copper Coast
Economic
Development &
Marketing Plan
Actions
Develop
Tourism
35
OfferingCopper Coast
Economic Tourism is a major contributor
Development &
Marketing Plan to the state’s economy and its
growth. The current 2020 state
plan includes a target of growing
Actions
2. Develop Tourism
the state’s tourism economy to $8B.
Offering Recent review in preparation for
the development of the 2030 plan
proposes increasing that target
19 http://tourism.sa.gov.au/research-and-statis-
tics/strategies/tourism-plan-2030 to $12.8B based on current
trajectories.19
36Copper Coast South Australian Tourism Hold Share Performance since plan set South Australian Tourism Current
Economic 2020 Growth Projection20 Full Potential Lineal Trend
2030 Growth Projection20 Projected
Development &
Marketing Plan 9 $14.0b $12.8b
$8.0b
8 $12.0b
$6.7b
(as at Mar 2018)
$6.7b $10.0b
7 $10.8b
$8.0b
Actions
6
$5.1b $6.1b $6.0b
2. Develop Tourism 5
$4.0b
Offering 4 $2.0b
3 $.0b
Dec 09
Dec 09
Dec 06
Dec 06
Dec 08
Dec 08
Dec 30
Dec 05
Dec 05
Dec 20
Dec 20
Dec 29
Dec 26
Dec 07
Dec 07
Dec 28
Dec 24
Dec 23
Dec 25
Dec 22
Dec 27
Dec 10
Dec 10
Dec 16
Dec 16
Dec 19
Dec 19
Dec 14
Dec 14
Dec 18
Dec 18
Dec 13
Dec 13
Dec 15
Dec 15
Dec 21
Dec 12
Dec 12
Dec 17
Dec 17
Dec 11
Dec 11
20 http://tourism.sa.gov.au/research-and-statis-
tics/strategies/tourism-plan-2030
Hold Share Performance since plan set South Australian Tourism Current
Full Potential Lineal Trend Projected
2030 Growth Projection20
$14.0b $12.8b
$8.0b
$12.0b
$6.7b
(as at Mar 2018)
$6.7b $10.0b
$10.8b
$8.0b
$6.1b $6.0b
$4.0b
$2.0b
$.0b
Dec 09
Dec 06
Dec 08
Dec 30
Dec 05
Dec 20
Dec 20
Dec 29
Dec 26
Dec 07
Dec 28
Dec 24
Dec 23
Dec 25
Dec 22
Dec 27
Dec 10
Dec 16
Dec 16
Dec 19
Dec 19
Dec 14
Dec 18
Dec 18
Dec 13
Dec 15
Dec 15
Dec 21
Dec 12
Dec 17
Dec 17
Dec 11
37Copper Coast The five key pillars that have underpinned As a consequence of the aforementioned
the state’s tourism strategy are forecast trends the profile of the visitor to South
Economic to remain unchanged going into the 2030 Australia has changed as per images below,
Development & plan. The five pillars; drive demand, work however in the Copper Coast intrastate
Marketing Plan better together, support what we have, travel accounts for over 90% of all visitation
increase recognition of the value of tourism and as such should remain the focus of
and use events to drive visitation; are all effort and investment.
very relevant to the Copper Coast tourism
market and opportunity.
Actions From a state perspective, significant focus
2. Develop Tourism has been placed on increasing international
Offering (doubled in the last 10 years) and interstate
visitation (+29%), however the key trends to
be leveraged by the Copper Coast are the
71% increase in day trips over the period and
18% growth in intrastate travel.
20 http://tourism.sa.gov.au/research-and-statis-
tics/strategies/tourism-plan-2030
200820 201820
International
11%
International
Domestic
Domestic 17%
Day Trips
21% Day Trips
24%
Interstate
34%
Interstate
31%
Intrastate Intrastate
34% 28%
38Copper Coast The March 2018 South Australian Tourism
Commission Market Update reports almost Tourism Visitation
Economic half a million visitors per annum to the
SATC March 18 Update
Development & Copper Coast, contributing over $200
Marketing Plan million to the economy. The table to the Visition per annum 485,000
right demonstrates the potential scale of Annual contribution $200,000,000
tourism in the region if current growth rates
Contribution per visit $412.37
are maintained, along with the impact of
focusing on providing a greater number Extra value per visit $5.00
of experiences to visitors with an aim to Growth rate 4%
Actions increase the value of each visit. At current Domestic overnight trips growth rate 5%
2. Develop Tourism growth and expenditure rates the value of
Offering
Domestic day trips growth rate 3%
regional tourism will grow to well in excess
of $300 million per annum by 2026, plus if Domestic nights growth rate 9% (6% State)
an extra $5 contribution can be extracted
from each visit a further $25 million could
be generated over the period. Reinforcing
the value in focusing on intrastate travel
Projected Revenue
and increasing the opportunities for visitors After Extra Value Per
to spend money whilst in the region. Visit Is Implemented
Year Visitors per annum, Annual Annual contribution Extra value
projected growth contribution incl. extra value of $5
of 4% p.a per visit
2019 504,400 $208,000,000 $210,522,000 $2,522,000
2020 524,576 $216,320,000 $218,942,880 $2,622,880
2021 545,559 $224,972,800 $227,700,595 $2,727,795
2022 567,381 $233,971,712 $236,808,619 $2,836,907
2023 590,077 $243,330,580 $246,280,964 $2,950,383
2024 613,680 $253,063,804 $256,132,202 $3,068,399
2025 638,227 $263,186,356 $266,377,490 $3,191,135
2026 663,756 $273,713,810 $277,032,590 $3,318,780
Total $23,238,279
39Copper Coast The vast majority of visitation to the The coastal lifestyle quality of the Yorke
region is classified as leisure visitation21 Peninsula and its Copper Coast is reinforced
Economic (VFR — visiting friends and relatives and/ as a differentiator in the table overleaf,
Development & or holidaying), combined these reasons for which summarises and compares the visitor
Marketing Plan travel represent 93% of travel purpose. strategies of neighbouring and comparable
regions.
The top four activities undertaken by
visitors to the region are going to the beach
(53%), eating out (51%), family gatherings
(42%) and fishing (35%). The graph below,
Actions supplied by the South Australian Tourism
2. Develop Tourism Commission, clearly highlights the position
Offering of the Yorke Peninsula as South Australia’s
premier fishing destination; a unique and
reinforceable attribute.
21 SATC Yorke Peninsula Regional Profile
Visitors undertaking fishing Interstate Residents
Regional SA Residents
activities in South Australia
Adelaide Residents
40%
35%
30%
25%
20%
15%
10%
5%
0%
Yorke Eyre Fleurieu Limestone Riverland Murray- Adelaide Kangaroo Flinders &
Peninsula Peninsula Peninsula Coast lands Island Outback
(Pt Augusta)
40Copper Coast
Economic South Australian Regional
Visitor Strategy Comparison22
Development &
Marketing Plan Barossa Flinders Ranges + Outback Kangaroo Island Yorke Peninsula Total state
Spend $190m $425m $123m $198m $6,6b
% state regional total 8% 17% 5% 8%
(Excl. ADL)
Actions Employment 800 2,600 700 1,600 36,000
2. Develop Tourism % state regional total
(Excl. ADL)
4% 14% 4% 9%
Offering No. of businesses 372 516 143 461
% state regional total 7% 10% 3% 9%
(Excl. ADL)
ATDW 283 151 143 314
% state regional total 76% 29% 100% 68%
(Excl. ADL)
22 South Australian Regional Visitor Strategy
2020, published May 2018.
Identity focus Wine + regional events Wildlife, landscape, indigienous Nature, artisan producers Coastal, lifestyle, nature
Events — Vintage Festival — Kangaroo Island Races — Kernewek Lowender
— Gourmet Weekend — Marathon — YP Field Days
Accommodation target 5 star property Caravan + camping Upgrade 4-5 star accommodation
Capability International marketing Digital marketing Digital marketing, skilled staff Customer service
Infrastructure Wayfinding/signage Accessibility/transport Coastal Roads + coastal
Touring route Epicurean Way Explorers Way Southern Ocean Drive Coastal Way
41Copper Coast
Economic The tourism development
Development &
Marketing Plan recommendations following this
page are informed by current
trends, supported by the region’s
Actions
2. Develop Tourism
attributes, guided by the plan’s
Offering principles and underpinned by
the key pillars of the state’s current
and evolving tourism strategy.
42Copper Coast Moonta Mines Aim Outcome
To develop and leverage the Moonta Mines Hub created to welcome and retain
Economic — Plan site and heritage through destination/ visitors, providing a focused experience,
Development & — Destination experience creation to drive increased encouraging dwell time/expenditure and
Marketing Plan Governance regional awareness, demand, visitation and raising the quality of the Moonta Mines
— Management expenditure. offering.
— Funding Strategy + Management Hub
Project and asset ownership and To include improved courtyard (landscaping,
management between the Heritage Trust, signage, parking), small retail space/café,
Actions Council and volunteers needs to be defined upgraded sweet shop and upgraded train
2. Develop Tourism to ensure good governance and delivery. service (signage, audio, lighting).
Offering In addition, funding models and sources
need to be agreed, targeted and secured,
along with a delivery timeline and reporting
structure established.
Credit: Callum Jackson Credit: South Australian Tourism Commission
43Copper Coast Development Costs + Returns Council Loan Proposition is based on the
Based on the ‘Locales’ site development and ability of the National Trust to secure a
Economic business case report, an indicative budget $500k loan, following which the Copper
Development & of $2M for the project is forecast. Potential Coast Council would approach the South
Marketing Plan annual revenues based on pricing reviews23 Australian government for matching funds
and increased visitation should exceed or apply for a state regional development
$500K per annum across all elements of the grant. Once this funding is secured, a pitch
new experience/hub. A detailed business for support from the Building Better Regions
plan and model should form an integral part Fund would be collaboratively developed
of the strategy, management and delivery of based on the TRC/Locales Moonta Mines
Actions this project, including staffing requirements report.24 Further funding may be accessible
2. Develop Tourism going forward. through State Heritage to allow a Site
Offering Conservation Plan to be produced.25
Funding
Review Council loan proposition along
with national heritage and state tourism
development grants.
23 Pricing review, collective access pricing, see Development Costs24
http://www.visitglenforest.com/index.php
24 Moonta Mines Heritage Area, Site develop-
ment Plan + Business Case (Locales/TRC), Courtyard $150,000
June 2018.
25 Email, Copper Coast Council CEO Peter
— Arrival/parking
Harder, 4/10/18 + Jo-anne Buchanan, RDA
Yorke + Mid North. Theatrette $600,000
—40 people. Fitout, equipment & design
Information centre, Retail space + cafe $720,000
— Fitout existing building, small cafe facility (20 pax)
Toilets $50,000
Sweet shop upgrade $40,000
Train upgrade $300,000
— Signage, audio & lighting
Total $1,830,000
Current revenue $447,520
Potential revenue (Repriced) $603,120
44Copper Coast Events + Pop Ups Aim Strategy + Management
The Copper Coast region offers many Plan, Prioritise + Resource
Economic — Kernewek events of varying scale and content along Review KL strategy with committee to
Development & Lowender with annual New Year’s celebrations which ensure appeal to a younger audience,
Marketing Plan — YP Field Days attract significant numbers of visitors and increase in profile, become annual event
— Pop Ups generate a high level of expenditure. The (reduce seasonality) and receive potential
— Catch + Cook region should focus on developing and SATC funding. Ensure YP Field Days are
delivering the two major festivals, Kernewek scheduled in school holidays, include
Lowender and the Yorke Peninsula Field regional showcases and becomes a SA
days, along with establishing F+B pop ups to Major Event. Develop pop up proposals for
Actions showcase the region, drive visitation and local business consideration (ie Moonta Bay
2. Develop Tourism generate SATC support. Innovative F+B kiosk + Gelati). Undertake a feasibility study
Offering events during peak periods will enhance the into the ‘Catch + Cook’ concept.
region’s food and beverage culture and
offering, encourage entrepreneurship and Outcome
provide business development Successful delivery of two major events
opportunities. Existing businesses should be to ensure inclusion on major event calendar,
encouraged to develop events which innovative delivery of 1-3 pop ups across
showcase regional produce, in particular region and the development of a third
26 YP Field Days visitation promoted to be seafood and the ability to catch it, as well as annual regional event showcasing and
between 30,000-40,000, in 2017 the num-
bers were said to be 20,000, meeting 4/9/18 grains and the many ways to transform reinforcing the local family/fishing
YP Field Days committee, Dunes Pt Hughes.
them including brewing, baking and positioning.
cooking.
School Holidays
The 2015 YP Field Days were held on the 29/9 to 1/10,
in the first week of term 3 school holidays in South
Australia. In 2017 the event was held from the 26th-
29th of September, the last three days of term 3 of
the schooling year just prior to the holiday break.
Feedback presented by YP Field Day committee
members suggested that this had a significant
impact on visitor numbers, down by almost a third
to 20,000.26 The 2019 Field Days are again scheduled
to be on the last three days (24th-26th of September)
Credit: South Australian Tourism Commission Credit: Kernewek Lowender
of term 3, potentially impacting visitation again.
45Copper Coast Development Costs + Returns
Maintain Council support through Caravan Park Revenue Growth
Economic sponsorship and review increasing it by
During Kernewek Lowender Events27
Development & prioritising the two events. Focus Council
Marketing Plan event staff on these events PLUS the
development of a third event and 2-3 pop up Kernewek Lowender Activity Year Revenue Growth rate
opportunities. Evaluate based on visitation,
profile generation and operator occupancy. 2010 $99,346
These tables highlight the impact of events KL 2011 $126,919 28%
in driving visitation by showcasing the
Actions regional caravan park revenue lift in years
2012 $156,175 23%
2. Develop Tourism when the Kernewek Lowender festival KL 2013 $194,198 24%
Offering is held. Furthermore they highlight the 2014 $164,449 -15%
impact of prioritising and targeting greater KL 2015 $235,667 43%
expenditure over greater visitation. On the 2016 $195,913 -17%
assumption of 40,000 attendees to the
KL 2017 $260,603 33%
event all of whom spend $10, a 5% increase
in visitation to Kernwek Lowender will
generate a $20,000 increase in value, whilst
27 Supplied by Copper Coast Council CEO. an extra $5 expended per visit generates
and extra $200,000 in value. Kernewek Lowender + YP Field Days Growth
Funding
Council sponsorship (cash/resource), Kernewek Lowender YP Field Days
Events SA, participation + attendance fees.
Attendance 40,000 20,000
Cost per visitor $10 $10
Value $400,00 $200,000
Attendance increase 5% 5%
Attendance 42,000 21,000
Value $420,000 $221,000
Increase spend per visitor $5 $5
Value addition $200,000 $100,000
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