Economic Development & Investment Strategy 2015 2020 - WARRNAMBOOL
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WARRNAMBOOL Economic Development & Investment Strategy 2015 - 2020
02
Table
of contents
Economic Development & Investment Strategy | 2016 - 2020
Summary 4
Background 6
Recent achievements of our
Warrnambool community 7
Economic aontext 14
Local insight with policy context 15
Economic Development and the role of
Warrnambool City Council 15
Our Vision for 2020 16
Warrnambool Strategy – Priorities 18
Warrnambool Economic Overview 25
Planning for a Warrnambool Economy
of the Future 37
Consulting with our Local Business Leaders 41
The Warrnambool Advantage 42
Threats and Challenges 44
Warrnambool Strategy – Priorities 45
Economic Leadership and Collaboration 45
Infrastructure and Transport 47
Investment Attraction and Business
Support 51
Skills and Employment 55
Visitor Economy and Regional City
Liveability 57
Implementation 59
Warrnambool is the largest City in
the Great South Coast region.
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04
Summary
Warrnambool is the largest City in
the Great South Coast region.
Our City is the major service centre
in the region and provides an
extensive range of services which
extend well beyond the borders
Economic Development & Investment Strategy | 2016 - 2020
of the Warrnambool Municipal
boundary.
Employment strengths are in This Strategy recognises that some
the service sectors of health and initiatives may be beyond the direct
community, education, food control of Warrnambool City Council
processing, government, retail trade (‘Council’) but require a partnership
and tourism. Industrial and business with a combination of other levels of
activities also occur in the City that government, public sector entity or
supports the broader agricultural private enterprise.
and other industry value adding
activities. As the regional capital of the
Great South Coast, Warrnambool
Warrnambool is a highly liveable also plays a key role in providing
coastal regional city with a strong employment opportunities
track record of steady and sustained for residents of neighbouring
population and economic growth. municipalities.
Warrnambool’s ongoing economic
challenge is to create employment Some of the initiatives outlined in the
opportunities in the City to keep document will have positive impacts
pace with population growth. that will extend well beyond the City
of Warrnambool and benefit the
Based on population growth Great South Coast region.
forecasts there will be a need for
our City to create an additional This Strategy will remain broad
4,000+ new jobs over the next in focus and pointed towards
20 years. 2020, but will have associated
with it an annual Implementation
This Warrnambool Economic Action Plan which further details
Development and Investment actions, priorities, resources and
Strategy (“the Strategy”) responsibilities.
was developed in-house by
Warrnambool City Council with input The list of priorities are extensive,
from many of our business and however intentionally not exhaustive
community leaders. to provide adjustment to future
changing market dynamics as well
The purpose of the Strategy is to as new opportunities that may
provide direction and promotion emerge during the implementation
of the many initiatives considered of the Strategy.
most necessary to ensure continued
growth and prosperity of our local
economy.
Warrnambool is a
highly liveable coastal
regional city.
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Background
Council’s previous Economic
Development and Investment
Strategy was developed and
endorsed by Council in 2010. It was
undertaken in conjunction with
Moyne Shire Council and outlined
strategic objectives and a number of
Economic Development & Investment Strategy | 2016 - 2020
recommended projects to progress.
The vast majority of these projects
have either been completed or
require a review to determine
whether they remain a high
priority into the future.
The Strategy developed in
2010 required a 5-year review
be undertaken to ensure that work
streams respond to the current
structural changes, challenges and
opportunities in our local economy.
This Strategy is the culmination of the
2015 review.
Recent achievements Land Supply
Over the past
of our Warrnambool • Our City has seen unprecedented
community
levels of land rezoned for
residential and industrial
decade, the
Warrnambool is one of Victoria’s
purposes. Warrnambool
progressive, growing regional
cities. Over the past decade, the
• In 2004, Warrnambool had as
little as three years’ residential community has
achieved many
Warrnambool community has and industrial land supply.
achieved many milestones that Today there is adequate zoned
have contributed to our City’s residential and industrial land to
vibrancy, economic growth and
diversification. Examples of
accommodate our City’s growth
well beyond 2030.
milestones.
economic growth and development
in our City over the past decade • There is an estimated 25+
include: years’ zoned residential land
supply across five greenfield
Population Growth residential growth areas – North
Dennington, South Dennington,
• An additional 3,200 persons have North of the Merri, North East,
chosen to call Warrnambool and Hopkins.
home, representing an average
annual growth rate of 1.1%. • Our City’s second general
industry hub is now open for
• Over the past decade the vast business. Gateway Business
majority of population growth Park fronting Horne Rd is a
in the Great South Coast region 65-hectare industrial zoned
has been concentrated in business park.
Warrnambool.
07 warrnambool.vic.gov.au
North Dennington
Residential
North of the Merri
Residential
North East
South Dennington
Residential
Residential
West Warrnambool Long Term
Industrial Precinct Growth Area
Gateway
Business Park
Economic Development & Investment Strategy | 2016 - 2020
Hopkins
Residential
An estimated 25+ years zoned residential land supply
across five growth areas and a second general industry
(Gateway Business Park) now open for business.
North East Warrnambool: One of five residential
growth areas rezoned for development
Commencement of the
$30 million Warrnambool
Integrated Cancer Care Centre.
Building Approvals
Concept design – Warrnambool Integrated
• The progress made towards Cancer Care CentreConcept Development
increasing land supply in our
City has translated to relatively
consistent levels of building
activity.
• Over the past decade the value
of building works (residential
and commercial) approved for
construction in Warrnambool has
exceeded $1 billion.
• An average of 230 new
residential dwellings have
been constructed each year
since 2005.
Stage 1 Warrnambool Hospital Development
Healthcare and Emergency
Services Infrastructure
• The completion of the $100
million redevelopment of the
Warrnambool Hospital – one of
the largest projects in the history
of our City.
• Commencement of the
$30 million Warrnambool
Integrated Cancer Care Centre
(including the community
fundraising of $5 million).
• Completion of Stage 1 Waterfront
Apartments, Lyndoch Living.
• Major expansion of St John of
God Hospital.
• Mercy Place Aged Care Stage 1
and Stage 2 development.
• Completion of new Warrnambool
Ambulance Station.
• Commencement of new CFA Fire
Station under way.
Lyndoch Living
• Completion of independent living Waterfront Apartments
units for young people at Foyer
Warrnambool.
• New HEMS rescue helicopter
and facility established at
Warrnambool Regional Airport.
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Economic Development & Investment Strategy | 2016 - 2020
Deakin University Campus Student Accommodation
Education and Early Years • Expansion to many of
Infrastructure Warrnambool’s Primary and
Secondary Schools via the
• Development of Deakin Federal Government Building
University Warrnambool Campus Education Revolution Program.
student accommodation.
• Commencement of three new
• Development of Deakin private sector early years
University Warrnambool Medical facilities.
School.
• Funding secured for major
• Construction of new St John’s upgrade to the Special Education
Primary School, Dennington. School.
• Major expansion of Emmanuel • New $12.5 million building at
Secondary College. South West TAFE.Infrastructure and Major Projects • Funding secured for the
Winchelsea to Colac duplication
• Construction of $12 million of of the Princes Highway.
new roads connecting residential
and industrial growth areas • $15 million for the construction of
of Warrnambool: Horne Rd, 6 new passing lanes constructed
Coghlans Rd, Aberline Rd. on the Princes Highway between
Colac and the South Australian
• Completion of the new border.
$5 million Regional Aviation Park
and runway upgrade at the • Completion of the $10 million
Warrnambool Regional Airport. rail siding at Weerite to enhance
rail passenger and freight
• $18 million upgrade to movements.
Warrnambool Telstra Exchange.
• Completion of $3.6 million Brine
• Commencement of NBN Receival facility in Warrnambool
construction brought forward to treat industrial brine waste.
from 2020 to 2016.
• $1.6 million upgrade to the
Warrnambool Intermodal
Terminal.
• Major works on flood mitigation
in North Warrnambool.
• Completion of the new regional
State Government Primary
Industries headquarters in
our region.
• Commencement of the
duplication of the Princes
Highway Waurn Ponds to
Winchelsea.
• Completion of Warrnambool –
Port Fairy Rail Trail.
Warrnambool Regional Airport – $5 million
Aviation Park Development
Warrnambool Intermodal Terminal
Commencement Development
of the new
$5 million Regional
Aviation Park.
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Business Development and Support • New Warrnambool Bus Lines
route and depot development.
• Midfield Group’s recent planning
approval for a $70 million • Strengthening of economic
investment to build a new relationship with our Sister City in
cold store and dairy plant in China, the City of Changchun.
Warrnambool – the largest single
private sector investment in the • A secondee from Changchun
history of our City. Municipal Government living and
working in Warrnambool for 8
• Proposed 1A Liebig St months during 2015 to facilitate
development, a $20 million high trade, investment, education and
density (apartments) residential tourism opportunities between
complex in our City Centre. our two cities.
Economic Development & Investment Strategy | 2016 - 2020
• Major new development • Delivery of the Building Better
or expansion of retail and Regional Cities Housing
commercial office complexes Affordability Program in
including 4 new supermarkets. North Dennington – Winner
of 2014 National Economic
• Major development or expansion Development Australia (EDA)
of a variety of private and Award for Community Economic
community sector entities in Development.
Warrnambool including Western
District Employment Access,
Westvic Staffing Solutions,
Maddens Lawyers, Sinclair
Wilson, Brophy Family and Youth
Services, Wannon Water, and
various property, real estate and
construction related businesses.
• Major redevelopment across
most car dealerships.
• Return of Sharp Airlines Regular
Passenger Air services between
Warrnambool and Melbourne. Delivery of
• Delivery of the successful Great
South Coast Skilled Migration
the Building
Program.
Better Regional
Cities Housing
Affordability
Program in North
Dennington.
Concept design – 1A
Liebig Street residential
developmentVisitor Economy and Regional
City Liveability
• $9 million redevelopment of
Warrnambool Lighthouse
Theatre.
• $3 million development of
Warrnambool Foreshore Pavilion.
• Growth in the number and
quality of restaurants and cafes
in central Warrnambool.
• Renewal of Flagstaff Hill
Maritime Village under way.
• Major events such as May
Racing Carnival, Speedway,
Fun4Kids, as well as numerous
state and regional sporting
carnivals and championships
and various industry conferences
and expos.
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Economic
Context
Warrnambool is
the eighth-largest
economy outside
metropolitan
Melbourne with
Economic Development & Investment Strategy | 2016 - 2020
a Headline Gross
Regional Product
(GRP) of $1.4 billion
in 2013.
The rate of GRP growth over the The City of Warrnambool’s
10-year period 2003-2013 was 1.9% unemployment rate has generally
per annum, the fourth-highest GRP been at the lower range compared
growth rate of all regional cities in to other regional cities in Victoria
Victoria (behind Bendigo, Ballarat and broadly comparable with the
and Geelong). State Average.
Warrnambool continues to attract The wider region’s level of youth
new residents to our City, averaging unemployment is high relative to
a rise of around 330 persons each metropolitan Melbourne and other
year to our population. As at June regions across the State.
2014, Warrnambool’s population
was estimated to be 33,500 Findings from the Annual
persons. Warrnambool Business Confidence
Survey show a discernible
Warrnambool has a diverse industry softening in perceptions of business
base with employment access to confidence in our City over the past
a range of services sector and five years.
manufacturing sector industries.
The population is growing, but
The key industry sectors by ageing – requiring new jobs to
employment are: be generated, new residential
• Health and Social Services dwellings and new types of
infrastructure services and facilities
• Retail
to accommodate demographic
• Education changes in our community.
• Manufacturing
This Strategy identifies a range
• Tourism.
of new and ongoing initiatives
Warrnambool’s economy is considered most necessary to
influenced by the Great South Coast not only build on the significant
region, which provides a market economic momentum of the past,
catchment of 120,000 residents but also to endeavour to address
around our City. some areas of our economy that
have underperformed in recent
In recent years, Warrnambool’s years.
unemployment rate has been in the
range of 5.1% - 6.5%.Local Insight with Economic Development and the role
Policy context of Warrnambool City Council
This Strategy has been informed
This section presents an overview Council will support, facilitate,
by listening to a range of our
of Warrnambool City Council’s advocate, and undertake a range of
local business leaders, tapping
role in economic development. economic development initiatives,
into their local insight, knowledge
This information should be used but will not necessarily always be
and understanding of our region’s
to better understand Council’s the party responsible for delivering
strengths and weaknesses.
capacity to influence economic a particular outcome; this will be
Data has been obtained from the objectives, acknowledging that it has delivered in partnership with a range
Australian Bureau of Statistics, jurisdictional and funding limitations. of other stakeholders.
Regional Development Victoria These limitations must be understood
when moving from the strategy This Strategy is designed to represent
and various other sources
vision and priority areas to the a commitment by business, industry,
referenced throughout this
implementation plan. and all tiers of government who
document.
are united in their desire to see the
Local insights have been an Promoting the economic viability City of Warrnambool realise its full
important part of the development and sustainability of the local economic potential.
of this Strategy to validate community is a primary objective
of local government under the Where Council can continue to
the data collected concerning
Local Government Act. Council has play an effective role in economic
the economic performance of
a valid and important part to play development are in the key areas of:
Warrnambool.
in promoting and facilitating local
• Facilitating Investment
This Strategy draws upon policy economic development. Council
and strategic guidance from a is, in many cases, the first point of • Through the Planning Scheme,
wide range of documents at levels contact for local businesses and the supporting appropriate
of Federal and State Government, community in relation to day-to-day development that is attractive to
Regional Cities Victoria, Barwon concerns of our local businesses. new investors and supports local
South West, Great South Coast businesses
region and Warrnambool City As well as stimulating the economy
Council. through being one of the City’s • Efficient and effective
largest employers, Council delivers a infrastructure
Key Council and regional major capital expenditure program
strategies considered in where, through procurement • Business Support
formulating the development strategies, a high proportion of local
of the priorities in this Strategy spend supports local businesses. • Supportive governance structures
include:
Local Government does not ‘drive’ • Providing strategic leadership on
• Council Plan
economic development. This is the economic development issues to
• City Centre Structure Plan role of business and industry. Local promote our City’s reputation and
• Warrnambool Planning Scheme Economic Development is one that improve business confidence
• Destination Warrnambool Plan is business and industry led and
government supported. • Fostering links between research
• Events Strategy and learning institutions and
• Health and Wellbeing Plan Council must work with government business to encourage industry
• Land Use Strategy and industry stakeholders to innovation
maximise resources to assist in
• Recreation and Culture Plan • Connecting local businesses to the
delivering better economic outcomes
• GSC Regional Strategic Plan for our City. region, state, nation and globe.
• GSC Food and Fibre Action Plan
• GSC Regional Transport Plan.
15 warrnambool.vic.gov.au16
Our Vision
for 2020
Our vision is that by 2020, the City of
Warrnambool will be acknowledged
across our nation as a progressive
and vibrant regional city.
The coastal regional city of Warrnambool City Council will have
Warrnambool will continue to serve continued to play a strong and
Economic Development & Investment Strategy | 2016 - 2020
as the dominant settlement and proactive facilitation role in suitable
service centre for the Great South investment proposals within our
Coast region. key economic precincts, including
but not limited to, our City’s second
By 2020, Warrnambool businesses general industry hub Gateway
will feel engaged, supported, Business Park, and the new Aviation
and encouraged to grow. New Park at Warrnambool Regional
businesses and industries are Airport.
attracted to Warrnambool because
of its strategic location, skilled and At long last, additional rail services
growing workforce and high quality to and from Melbourne will be
infrastructure. operating. The Princes Highway
duplication from Waurn Ponds to
Public and private investment has Colac will be complete, together
continued around the City, with clear with additional passing lanes west
and consistent Council strategies, of Colac through to Warrnambool.
policies and plans in place to give
a level of certainty for investors and We envisage that both Deakin
developers. University Warrnambool Campus
and South West TAFE will have
Warrnambool will continue growing increased student numbers off the
its population and attracting new back of industry relevant course
and improved services to the Great offerings – further consolidating the
South Coast region. Warrnambool’s presence and profile of higher and
growth will offer economic and further education in our City.
social spill-over benefits for
the wider region, including the A growing concentration of
attraction of new or higher order international students will reside in
services and facilities. Warrnambool whilst studying at our
City’s University or South West TAFE.
The $30 million Integrated
Cancer Care Centre development Deakin University’s Medical School
will be completed and servicing a will continue to go from strength
large catchment across South West to strength, with some graduates
Victoria. Funding for the $100 million choosing to call Warrnambool
Stage 2 Warrnambool Hospital home.
development will be secured with
construction under way. New Residential Growth Areas
will continue to expand and form
Our City Centre will have benefited active new communities, driven by
from significant private and public steady population growth and the
investment, generating renewed availability of jobs.
interest and increased activity as the
premier regional centre of the Great High speed broadband will be
South Coast. readily available across our City
driving innovation and challenging
traditional models of doing business.Warrnambool will increasingly be
known as a Centre of Excellence in
Our City’s education attainment
rates will be on the rise, and youth By 2020,
Warrnambool
food processing benefiting from our unemployment rates on the decline,
surrounding agricultural sector that courtesy of intensive engagement
plays such a vital economic role in and integration across all levels
our broader region. of our Education sector, business
community, and other stakeholders.
businesses will
Our largest private sector employer
Midfield Group will continue to be Warrnambool will continue to offer feel engaged,
headquartered in Warrnambool
and will employ many thousands of
residents the strength of a dynamic
regional city while still maintaining supported, and
encouraged
residents (directly and indirectly) in relative affordability in housing,
our City. accessible childcare, and a high
standard, safe living environment
Warrnambool’s labour force will have
continued to grow and will have
compared to Australia’s
metropolitan cities.
to grow.
addressed areas of skills shortages
becoming a drawcard for attracting By 2020 Warrnambool’s economy
new and existing industry growth to will be further diversified and
the area. thriving, evidenced by continued
growth in Gross Regional Product,
Significant investment in tourism labour force numbers, relative low
infrastructure and promotion of unemployment rates, and higher
our City as a destination will trigger than present workforce participation
material growth in our visitation levels compared to other Victorian
numbers. Existing and new major regional cities.
events will keep our City vibrant
throughout the year. Our vision is ambitious but
achievable.
Warrnambool will have a long
awaited new library deserving of
our progressive regional city and the
large regional catchment it serves. 17 warrnambool.vic.gov.au18
Warrnambool Strategy
- Priorities
Our vision is that by 2020, the City of
Warrnambool will be acknowledged
across our nation as a progressive
and vibrant regional city.
Our vision for Warrnambool will be
achieved by leading, advocating,
Economic Development & Investment Strategy | 2016 - 2020
supporting and working with a wide
range of partners to implement
or influence priorities categorised
under five key areas:
1. Economic Leadership
and Collaboration
2. Infrastructure and Transport
3. Investment Attraction
and Business Support
4. Skills and Employment
5. Visitor Economy and
Regional City Liveability.
These priorities will be expanded
upon later in the Strategy.1. Economic Leadership and Collaboration
• Convene an Economic • Foster strong relationships with • Support and participate in
Development Advisory relevant State and Federal economic development initiatives
Group which draws together Government Departments to driven by Regional Cities Victoria
representatives from Council, ensure co-ordination and support and the Great South Coast
business and industry, for economic development Economic Growth Pillar Group.
government and other initiatives at the local level in
stakeholders. Warrnambool. • Support active collaborative
alliances between Council
• Identify and mentor potential and business membership
business and community leaders
to promote our City’s competitive
Supporting organisations that have the
expressed objective of supporting
strengths, values and attributes.
economic economic development and
training programs in our City
development
• Strengthen the profile and and wider region.
awareness of Council’s
investment facilitation and • Create a regional network of
business services offering, the
celebration of achievements
and training existing international expertise
and relationships to help forge
made by local businesses and
general showcasing of the City’s
programs in our stronger business and industry
linkages outside the region.
competitive strengths.
City and wider • Ensure the priorities contained in
region.
this Strategy are aligned with the
principles of the Warrnambool
Planning Scheme to encourage
appropriate development.
19 warrnambool.vic.gov.au20
2. Infrastructure • Advocate to the Victorian
Government seeking the
and Transport upgrade of the Warrnambool
Railway Station.
• Support the development of
• Advocate for the development Warrnambool Regional Airport
of the $100 million Stage 2 including the construction of a
Warrnambool Hospital. lengthened and strengthened
main runway.
• Form a working group
of business and industry • Promote, and where possible,
‘champions’ of digital technology support the return of the flight
to promote the capabilities Passenger service between
Economic Development & Investment Strategy | 2016 - 2020
and benefits of high speed Warrnambool – Melbourne.
broadband.
• Advocacy for further upgrades
• Work with telecommunication to the Princes Highway west of
providers to ensure the delivery Colac to Warrnambool.
of high speed broadband
infrastructure and services • Support the Wannon Water
across the City, with a specific Authority’s ongoing investment in
focus on project locations where water-security infrastructure.
productivity and innovation will
be maximised. • Target investment attraction to
business and industry requiring
• Support the renewal activities of high quality water resources.
the Warrnambool City Centre.
• Investigate the feasibility of new
• Lead and advocate for and emerging waste to energy
increased passenger rail treatment plants and processes.
services and modernised rolling
stock between Melbourne and • Support research and
Warrnambool. development in clean energy
sources, particularly solar, wind
• Continue to support and and gas.
advocate for the priorities of
the Warrnambool – Melbourne • Partner in the development of a
Rail Freight service and the new library and learning centre.
associated Warrnambool
Intermodal Terminal.
• In partnership with stakeholders Advocate for the
and the Victorian Government,
investigate the need for a
Warrnambool Freight Study.
development
• Investigate the development of the $100
of car parking on the Vic
Track-owned land at the million Stage 2
Warrnambool Railway Station.
Warrnambool
Hospital.3. Investment • Prepare an industry sector
development prospectus for high Identify the
Attraction and
needs of our
value industries that offer the
greatest potential to succeed.
Business Support
• Development and promotion of
Warrnambool as a regional centre
City’s key
• Identify the needs of our City’s key
of excellence for food production.
economic
economic precincts and facilitate
precincts.
• Collaborate with the Victorian
appropriate investment within Government towards supporting
these precincts. our region’s Food and Fibre
agenda and attract resources to
• Work with property agencies to
increase regional exports.
identify investment-ready sites.
• Support the implementation plans
• Develop an investment prospectus
of the Great South Coast Food
promoting the City’s attributes
and Fibre Plan and the Western
and opportunities to attract new
Victorian Dairy Strategy.
businesses and industries to
Warrnambool. • Continue to strengthen economic
relationships with our Sister City
• Work with partners to research
of Changchun in China (and other
industry sector business cases to
global markets) to create new
grow high value industries in our
markets for our region’s products,
City such as:
and leverage potential tourism,
- Food and agriculture education and other opportunities
- Tourism
- International education
- Health and wellbeing
- Water and waste services.
21 warrnambool.vic.gov.au22
Economic Development & Investment Strategy | 2016 - 2020
• Advocate for and support • Host both formal and informal
businesses seeking international networking events targeting
export licenses to grow the a range of business sizes and
volume and range of our local diverse sector backgrounds.
products to the world, and in
particular Asia. • Deliver the annual Warrnambool
Business Festival.
• Develop case studies to
demonstrate and promote the • Develop and analyse up-to-date
opportunities for our region from economic and demographic
the activation of the Free Trade data for investors and businesses
Agreements with China, Japan in our City, including the annual
and Korea. Warrnambool Business Survey.
• Investigate the development • Working with partners, prepare
of a Micro Business hub model a Residential Aged Care
in Warrnambool focused on Sector Plan designed to better
providing offices for start-up understand the dynamics
businesses and other business and fundamentals of this
support services. growth industry and to explore
approaches to accelerate its
• Continue the successful growth in Warrnambool.
Warrnambool Business Visitation
Program. • Develop and advocate for
alternative funding models
• Facilitate mentoring and high to finance more economic
quality training workshops that development initiatives in
meet the needs of small business our City.
owners, home businesses, and
start-ups.4. Skills and • Partner in a “Warrnambool
Careers Expo” designed to bring
Work with
Employment together educators, employers,
industry
students and unemployed
• In partnership with Deakin
persons in a collaborative
environment. partners
University’s Warrnambool
Campus, support the
• Work with industry partners to
identify major skills shortages in
to identify
implementation of the Deakin
Warrnambool 2020 Strategic
our City’s workforce and provide
timely updates to industry and
major skills
Plan. government.
shortages
• Advocate and support for the
in our City’s
• Advocate support from the
promotion of Warrnambool as a Victorian and Australian
“University City” through shared Governments for the
initiatives with Deakin University
Warrnambool Campus.
reintroduction of support for
Warrnambool and region to
workforce.
reinstate its successful Skilled
• Continue to support the Migration Program.
development of Deakin
University’s Warrnambool • Work with partners to get our
Medical School. local providers NDIS ready and
maximise the local economic
• Advocate to the Victorian and skills benefits from this
Government seeking the significant change to the service
appropriate resourcing of model.
Warrnambool-based South West
TAFE to ensure the provision of • Advocate to the State and
a responsive vocational training Federal Governments for the
sector and apprentice support relocation of further public sector
programs designed to serve the jobs to the regions, including
needs of local employers. Warrnambool.
• Facilitate and support education
providers with school-to-
work and higher education to
work links with industry and
businesses.
• Leverage and support
opportunities for Warrnambool’s
Deakin University, South West
TAFE and secondary schools
to increase the intake of
international students.
• Support and contribute towards
actions of the Great South
Coast Beyond the Bell Project to
improve Education attainment
levels.
23 warrnambool.vic.gov.au24
5. Visitor Economy and Regional
City Liveability
• Support the promotion and • Support the development of inner-
implementation of priorities of the city living to add vibrancy and
Great Ocean Road Tourism Board activity to our Warrnambool City
Master Plan and Destination Centre.
Action Plan for the Warrnambool
Tourism area to include: • Ongoing support for the
development and maintenance
- Develop and consistently of recreational, arts and cultural
promote a unique market facilities, essential for supporting
Economic Development & Investment Strategy | 2016 - 2020
positioning and brand for and promoting the liveability and
Warrnambool attractiveness of our City.
- Develop product and • Support the growth of creative
experiences to match visitor industries and awareness of
demand and improve seasonal their economic value across our
dispersal business community.
- Implement the Flagstaff Hill • Support the assessment of new
Master Plan to revitalise the tourism proposals, including
visitor experience appropriate and sustainable
development on Crown Land
- Develop a visitor service proposals.
excellence culture and capacity
program
- Determine and promote the
value of the visitor economy to
the community.
• Investigate the need for
and feasibility of a regional
scale conference facility in
Warrnambool.
• Work with partners to investigate
the attraction of new major events
worthy of further development
–including sporting, cultural,
food and agricultural events and
conferences.Warrnambool
Economic Overview
• One of the 50 largest Australian
cities by population.
• A high amenity coastal location
with access to higher order A track
record of
educational, health and business
• Our City is located 260 kilometres services.
south-west of Melbourne and
linked direct by the Princes
Highway.
• The key industry sectors in terms
of present employment are:
sustained
• Freight and passenger services for
- Healthcare and social services and steady
- Food processing
population
both rail and air operate direct to
and from Melbourne. - Retail trade
growth.
- Education and training
• Warrnambool is the largest city in
the Great South Coast region with - Tourism
a current resident population of - Construction.
33,500 persons but serves a wider
regional catchment of 120,000. • An 18,000+ labour force.
• A track record of sustained • Around a third of our City’s
and steady population growth, employment base is public
increasing by over 3,200 persons sector – schools, hospitals and
over the past decade, and government.
growing by about 1.1% per annum.
• Estimated 25+ years of zoned
residential and industrial land.
• A diverse economy with major
employers including Midfield
Group, Southwest Healthcare,
Fonterra, Deakin University,
South West TAFE, Warrnambool
City Council, Sinclair Wilson,
Wheelie Waste, Chitticks Bakery,
Owen Truss, Westvic Container
Export, Ryans Transport, WDEA
Enterprises, Westvic, CriTech
Plumbing, Matthew’s Petroleum
Services, PFD, major retailers
and supermarket chains, car
dealerships, banking institutions,
Wannon Water Authority, and
various State Government
departments, agencies and
schools.
25 warrnambool.vic.gov.au26
This section provides
a summary of the key
economic fundamentals
of the Warrnambool
economy. It is not intended
to be exhaustive but to
provide a snapshot of
how our local economy is
performing, the drivers of
Economic Development & Investment Strategy | 2016 - 2020
our economy, and where
areas of future economic
growth might occur.
Warrnambool: Population 2004-2014
34,000 In many instances, population
33,000 growth follows jobs growth. Growth
or decline in a population has a
32,000
direct impact on levels of total
Persons
31,000
private and public expenditure
30,000 in our local economy. Population
29,000 growth provides the underlying
28,000
basis for growth in labour resources,
improvements in skills levels and
27,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 development of investment and jobs
within our area.
The estimated resident population of
1.6% the City of Warrnambool was 33,500
1.4% people in 2014. The population grew
Growth Rate (%)
on average by 1.1% per annum in
Average Annual
1.2%
1.0% the period 2004-14, which made it
0.8%
the fifth-fastest growing regional
city in Victoria. In terms of absolute
0.6%
numbers, this represented an
0.4%
approximate net increase of over
0.2%
3,200 residents.
0.0%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Source: ABS Cat.3218.0Warrnambool: Net Migration 2006-2011
Warrnambool’s net migration
gain during the period 2006-11
Queensland was mainly driven by gains from
Southern
-145 nearby municipalities, particularly
Grampians
Corangamite, Southern
+96
Western Grampians and Glenelg.
Ballarat
Australia -69 Over one-quarter of the city’s new
-111
residents were from Melbourne
(net migration was +13), possibly
South attracted by the city’s coastal
Australia Greater
Geelong amenity and range of services.
+58 About 280 overseas immigrants
-160
Warrnambool(C) have settled in Warrnambool over
Glenelg
this period.
+85 Corangamite
+237 The city’s largest net losses were to
Greater Geelong, Queensland and
Net migration 2006-2011 Western Australia.
50 to 99
100 to 200
200+
Dotted line denotes outflow
Overseas migration not shown
27 warrnambool.vic.gov.au28
Great South Coast: Population 2004-2014
1.5%
1.0%
Growth Rate (%)
0.5%
Average Annual
-2,000 -1,000 1,000 2,000 3,000 4,000
-0.5% Warrnambool
Moyne
Economic Development & Investment Strategy | 2016 - 2020
-1.0% Glenelg
Absolute growth in Population (Persons) Southern Grampians
Note: Size of circle denotes total population in 2014 Corangamite
Source: ABS Cat 3218.0
The concentration of population growth across the Great South Coast region has occurred in Warrnambool
with some moderate growth in neighbouring Moyne Shire. The historical growth of Warrnambool has
balanced out population decline across the other municipalities in the Great South Coast region.
Regional Cities Victoria: Population 2004-2014
2.1%
Ballarat
1.8% Geelong
1.5% Wodonga
1.2% Warrnambool
Growth Rate (%)
Average Annual
Bendigo
0.9%
Shepparton
Mildura
0.6%
Latrobe
0.3%
Wangaratta
-0.3% Swan Hill
-0.6%
-2,000 3,000 8,000 13,000 18,000 23,000 28,000
Absolute growth in Population (Persons)
Note: Size of circle denotes total population in 2014
Source: ABS Cat 3218.0
There are 10 regional cities in Victoria. Warrnambool is the eighth largest regional city by population and the
fifth fastest growing over the past decade, behind Ballarat, Bendigo, Geelong and Wodonga.Warrnambool: Growth in Headline Gross Regional Product (GRP) 2003-2013
3.9%
3.6% Bendigo
3.3%
Geelong
3.0%
2.7%
Average Annual GRP
2.4% Warrnambool
Growth Rate (%)
2.1% Ballarat
1.8%
Horsham Wodonga
1.5%
1.2%
0.9%
0.6% Shepparton
0.3%
Mildura
-0.3%
-0.6% Latrobe
-0.9%
-500 500 1,000 1,500 2,000
Absolute Growth in GRP ($ millions)
Note: Size of circle denotes total Gross Regional Product in 2013
Source: Regional Development Victoria
Warrnambool is the eighth-largest economy outside metropolitan Melbourne with a Headline Gross Regional
Product (GRP) of $1.4 billion in 2013. GRP grew by $241 million in the period 2003-13. The rate of growth was
1.9% per annum, the fourth-highest growth rate of all regional cities in Victoria.
Warrnambool Employment by Industry
Mining
Agriculture, Forestry & Fishing
The following six sectors account for over two
Information Media & Telecommunications
thirds of employees whose place of work is
Arts & Recreation Services located within Warrnambool:
Rental, Hiring & Real Estate Services
• Healthcare and social assistance
Electricity, Gas, Water & Waste Services
• Retail trade
Administrative & Support Services
• Education and training
Financial & Insurance Services
• Accommodation and food services
Transport, Postal & Warehousing
• Construction
Other Services
• Manufacturing (vast majority of which
Wholesale Trade is food processing).
Professional, Scientific & Technical Service
Public Administration & Safety
Manufacturing
Construction
Accommodation
Education & Training
Retail Trade
Health Care & Social Assistance
0 500 1,000 1,500 2,000 2,500 3,000
Source: ABS Census 2011
No. Jobs
29 warrnambool.vic.gov.au30
Warrnambool: Change in industry sector of employment, 2006-2011
Over the period 2006-2011 the largest change in
Retail Trade the jobs held by the resident population has been
Information Media & Telecommunications the growth of the health care and social assistance
Rental, Hiring & Real Estate Services industry, adding almost 400 jobs to our local
economy.
Inadequately described or not stated
Mining This scale of growth is commensurate with the
Other Services
regional services role that our City plays for the
wider region and also significant investment in
Manufacturing
healthcare infrastructure sector over this period.
Financial & Insurance Services Material employment growth over this period also
Agriculture, Forestry & Fishing occurred in Accommodation and Food services,
Transport, Postal & Warehousing
Education, Construction, Arts and Recreation
Services, Professional Services and Public
Administrative & Support Services Administration.
Economic Development & Investment Strategy | 2016 - 2020
Electricity, Gas, Water & Waste Services
The only sector that contracted over this period was
Wholesale Trade
the retail sector which reported a small decline in
Public Administration & Safety employment.
Professional, Scientific & Technical Service
Arts and Recreation Services
Construction
Education & Training
Accommodation & Food Services
Health Care & Social Assistance
-50 0 +50 +100 +150 +200 +250 +300 +350 +400
Source: ABS Census 2006 and 2011
Warrnambool Employment by Industry
Mining
Arts & Recreation Services
Agriculture, Forestry & Fishing
Warrnambool’s economy generates output of
Other Services
over $3 billion each year accounting for over 20%
Administrative & Support Services of the region’s economic output from less than 1%
Information Media & Telecommunications of the land area.
Transport, Postal & Warehousing
Public Administration & Safety
Accommodation and Food Services
Electricity, Gas, Water & Waste Services
Professional, Scientific & Technical Service
Education & Training
Wholesale Trade
Retail Trade
Financial & Insurance Services
Health Care & Social Assistance
Construction
Manufacturing
Rental, Hiring & Real Estate Services
$0 $50 $100 $150 $200 $250 $300 $350 $400 $450
Source: Remplan $ millionsWarrnambool: Business Counts, June 2014
2,000 1,862
1,800
1,600
1,400
No. Businesses
1,200
1,000
718
800
600
373
400
200 89
3
0
Non 1-4 5-19 20-199 200+
employing
No. employees
Source: ABS Cat. 8165.0 Note: This count only includes businesses which actively
traded ingoods or services during the reference period
There are over 3,000 businesses in the City and 1,862 (or 61%) of these are non-employing/self employing
operators. A further 1,091 (or 36%) are small businesses which employ up to 19 employees. Eighty-nine
businesses (or 3%) employ between 20-199 staff. Three businesses in our City employ greater than 200
employees. This structure means economic development policies incorporate strategies that support
existing SMEs to grow. It has been demonstrated that a high percentage of growth in an economy often
comes from existing businesses.
Warrnambool: Unemployment 1998-2015
12.00%
10.00% 9.80%
Unemployment rate (%)
8.00%
6.00%
5.00%
4.00%
2.00%
0.00%
98
99
00
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
20
20
20
20
20
20
20
19
19
20
20
20
20
20
20
20
20
20
Source: Small Area Labour Markets, DEEWR
Since 1998, Warrnambool’s unemployment has reached a high of 9.8% in 1998 and as low as 4.1%
in 2008. In recent years, Warrnambool’s unemployment rate has been in the range of 5.0% - 6.5%.
31 warrnambool.vic.gov.au32
Regional cities: Unemployment rate 2010-2015
9.00%
8.20%
8.00%
Geelong
Shepparton
Unemployment rate (%)
7.00%
Wodonga
Bendigo
6.00% LaTrobe
Mildura
Economic Development & Investment Strategy | 2016 - 2020
5.00% Ballarat
5.00% Warrnambool
4.00%
3.00%
2010 2011 2012 2013 2014 2015
Source: Small Area Labour Markets, DEEWR
Over the five-year period 2010 – 2015, the City of Warrnambool’s unemployment
rate has been at the lower range compared to other regional cities in Victoria.
As at June 2015, Warrnambool reported the lowest unemployment rate of all
regional cities in Victoria.
Region 2010 2011 2012 2013 2014 2015
Warrnambool 5.3% 6.0% 5.1% 5.6% 6.5% 5.0%
Victoria 5.3% 5.0% 5.5% 5.9% 6.6% 5.9%
Australia 5.2% 5.1% 5.2% 5.7% 6.1% 5.9%
Source: Small Area Labour Markets, DEEWR
As at June quarter 2015, Warrnambool’s unemployment rate (5.0%) was below
both the State rate (5.0%) and above the National rate (6.1%).Warrnambool: Value of Building Approvals 2003/04 - 2014/15
$250
$205
$200
$150
$ Millions
$115 $116
$107 $109 $106 $105 $106
$99
$100 $83 $85
$76
$50
$0
2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15
Source: ABS Cat. 8731.0
The value of total building approvals for new residential and non-residential buildings is a leading indicator for
building activity. Over the past decade, Warrnambool has averaged over $100 million in new building activity
each year. Since the record value of building approvals reported in 2009/10 (attributed to the $100 million+
Warrnambool Hospital Stage 1 development), Warrnambool’s building activity has been softening in recent
years but strengthened in 2014/15 ($116 million).
Warrnambool: Value of Building Approvals -
Residential versus Non-Residential 2003/04 - 2015/15
$200
$150
$129
$ Millions
$100 $16
$41 $52
$47 $49 $47 $46 $35
$21 $27
$18
$50 $90
$76 $73 $64
$58 $59 $62 $60 $59 $59 $58 $64
$0
2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15
Residential Non-Residential
Source: ABS Cat. 8731.0
33 warrnambool.vic.gov.au34
Regional labour hub
Warrnambool is an important
regional employment hub.
Around 2,500 of its workers
reside in other regional
Victorian LGAs, mainly in
neighbouring Moyne and
nearby Corangamite.
Economic Development & Investment Strategy | 2016 - 2020
Warrnambool: Education attainment
A relatively lower proportion of Warrnambool residents hold degree Highest Qualification Level 2011
or diploma qualifications compared to the State average.
100%
A relatively lower proportion of people in Warrnambool hold degree
or diploma qualifications compared to the State average. 90%
This is reflected in the proportion of workforce in high skilled jobs 80%
% Population aged 15+Years
(54.7%) which is below the state average (57.3%). However, a greater
than average proportion hold vocational qualifications reflecting the 70%
area’s strong service and food manufacturing base. 60%
During the period 2006-2011 the number of Warrnambool residents 50%
with qualifications increased, with above state average growth
40%
in Certificate qualifications (19.1% increase compared to 17.2%
in Victoria). However, growth in university qualifications was 30%
below state averages. For the region to improve its value add
20%
potential, its vocational strengths need to be matched with further
encouragement of higher education. 10%
0%
VICTORIA Warrnambool
Change in Share of Residents with Qualification 2006-2011
Not stated or
4%
inadequately described
Change in Proportional share
3%
2% No Qualification
1%
Certificate
0%
-1% Advanced Diploma/
Diploma
-2%
-3% Bachelor or Higher
Degree
-4%
Bachelor or Higher Advanced Certificate No Qualification
degree Diploma/Diploma
Warrnambool Victoria
Source: Regional Deveopment
Victoria, NIER 2013The importance of Education and the growth
of the Services Industry
Employment by Industry*
Cumulative growth since August 1991
m
The evidence is clear. Since the early
1990s, some 3.5 million of the 4 million
3
jobs created in Australia have been
service industry jobs such as health,
Services** education, personal services, retailing,
finance, engineering, information
2
technology, software design,
telecommunications.
1 Over 3½ million jobs were obtained
with a qualification of Certificate
II to IV, Diploma or higher. Less
0 than 500,000 jobs were created
Goods production with employment qualifications of
Certificate I or compulsory secondary
-1 school education.
1994 1999 2004 2009 2014
* Excludes agriculture, forestry & fishing
** Also includes public administration & safety and
goods distribution
Source: ABS, RBA
Employment by Qualification Requirement*
Cumulative growth since August 1991
m
High
2
1
Medium
Low
0
-1
1994 1999 2004 2009 2014
* Categories are based on occupations (as defined in
ANZSCO) that require skill levels commensurate with certain
levels of education, training or experience; ‘high’ indicated
Diploma or higher or equivalent experience; ‘medium’
indicated Certificates II to IV (as defined by the Australian
Qualifications Framework) or equivalent experience; ‘low’
indicates Certificate I or compulsory secondary school
education.
Source: ABS, RBA
35 warrnambool.vic.gov.au36
Warrnambool: Economic measures by top 4 industry sectors
EMPLOYMENT OUTPUT ($) WAGES AND SALARIES ($)
18,000+ workers $3 billion $840 million
1. Health Care 1. Manufacturing 1. Health Care
2. Retail 2. Rental, Property 2. Education
3. Education 3. Construction 3. Retail
Economic Development & Investment Strategy | 2016 - 2020
4. Accommodation & Food 4. Health Care 4. Financial Services
EXPORTS ($) VALUE ADDED ($) NUMBER OF BUSINESSES
$720 million $1.5 billion 3,000+ businesses
1. Manufacturing 1. Rental, Property 1. Construction
2. Health Care 2. Health Care 2. Agriculture
3. Utilities 3. Financial Services 3. Rental, Property
4. Accommodation & Food 4. Education 4. Retail
Source: Remplan, ABS
The above tables list Warrnambool’s top four It is evident that Warrnambool’s economy, for a
industry sectors by a number of measures: resident population of 34,000 persons, is driven
• Employment by a diverse range of activity and that different
sectors contribute in different ways.
• Output
• Wages and salaries
• Exports
• Value added
• Number of businesses.Planning for a Warrnambool
Economy of the Future
Warrnambool: Population forecast An estimated
2011-2036
4,000+
State Government Population Forecasts project our City’s population to
increase by 25% over the period 2011-2031, an increase of approximately
additional
8,200 persons and circa 4,200 additional households.
jobs will need
Warrnambool 2011 2016 2021 2026 2031 Change %
to be created
Total Population 32,667 34,060 35,847 38,264 40,895 ▲ 8,228 ▲ 25%
in our City
Households 13,332 14,091 15,076 16,286 17,541 ▲ 4,209 ▲ 31%
over the next
Source: VIF 2014
20 years.
An estimated 4,000+ additional jobs will need to be created in our City over
the next 20 years to sustain the projected rates of population growth. If the
State Government forecasts for Warrnambool (which have been historically
conservative) are exceeded, perhaps significantly greater than 4,000 jobs
must be generated over the next twenty years.
What will be the key drivers of our City’s future
economic growth and where will the jobs
come from?
An economy of the future must play to our strengths, and be guided by
emerging global trends. Naturally, trends can change over time as new
opportunities emerge, lines blur between sectors and the economic landscape
transforms. The aim is to take a mid to long term view based on underlying
trends and informed by the present, to ensure our City is as well positioned as
possible for the future.
Whilst this Strategy is designed for a time horizon of five years (2015-2020),
a number of priorities will be included in this Strategy to progress medium
to longer term planning of how our City’s economy will look in the future i.e.
planning of how our City moves from protecting the jobs of today, to creating
the jobs of the future.
37 warrnambool.vic.gov.au38
Australia’s estimated current, next and future areas of
growth by sector 2013 - 2033
FUTURE WAVES NEXT WAVES
Global opportunity (GGDP growth, higher is stronger)
Gas
Tourism Agribusiness
> GGDP
Health
International Education
Wealth Management
Water and waste services +10%
GGDP
Retail and wholesale
Business and Other education and training
property Public administration
services Transport and logistics
Telecommunications CURRENT WAVE
~ GGDP Oil
Banking
Economic Development & Investment Strategy | 2016 - 2020
Construction Mining
-10%
ICT GGDP
< GGDP
Manufacturing
Media
Australian advantage (right is stronger)
Note: GGDP = Global Gross Domestic Product. Size of bubble denotes size (GDP) of Australian
industry sector. Source: Deloitte Access Economics (2014)
Recent research by Deloitte The aforementioned research is This list of strategic sectors is not
identified a number of long term based on Australian industry sector exhaustive. Market conditions can
high growth industry sectors: projections. However, the findings change quickly and this Strategy will
are not lost on Warrnambool reconsider focusing efforts towards
That are projected to grow particularly as many of these high other identified opportunities.
significantly faster than global growth industry sectors already
gross domestic product (GGDP) form an integral part of our City’s A future economy is likely to be less
over the next 10 to 20 years; and economy and/or comprise sectors reliant on local consumption and
where our City and regional generate wealth through export,
Where Australia has a source high value industries and new
attributes are well aligned to
of comparative advantage that investment.
leverage further growth.
is difficult for other nations to
match. Targeting the attraction and While challenges lie ahead, we
expansion of long term, high growth should be encouraged our City
Long term, high growth sectors and wider region has the potential
sectors has potential to contribute
identified include areas such as ‘growth engines’ that will determine
high value adding, knowledge-
agribusiness, health, tourism, our prosperity for generations to
driven jobs to the City.
international education, water and come.
waste services, and gas. Additionally, growth in these
high value sectors will stimulate We will see growth if business and
other parts of the economy and government take an aligned view of
encourage further jobs growth. where the Warrnambool advantage
can be best used to exploit the
opportunities of the future.You can also read
