Chief Executive Officer - Puffing Billy Success Profile - October 2020
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Chief Executive Officer Puffing Billy Success Profile – October 2020
Table of Contents Advertisement 4 About Puffing Billy 6 Puffing Billy’s Strategic Plan 8 Puffing Billy’s Visitors 9 Purpose, Vision, Mission 10 Puffing Billy’s Aspirations 11 Infrastructure Projects 12 Role Overview 14 Key Deliverables to Be Achieved Within 2 Years 15 Experience / Background / Skills 16 Attributes 16 For Further Information 18 www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY
www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY
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Chief Executive Officer
Iconic tourist destination
Respect its heritage but realise development opportunities
Lead a passionate and diverse workforce
Puffing Billy is much more than a train ride – it transports visitors on a magical journey that becomes a cherished
lifetime memory. It is Australia’s foremost operating steam railway and one of the largest steam and heritage
railways in the world. With history spanning a period of 120 years, remarkably for more than half that time, it
has operated as a volunteer-based not-for-profit body. Under the Emerald Tourist Railway Act 1977, the
organisation is a statutory authority with a Board and employs approximately 100 staff with the addition of over
400 valued volunteers.
Reporting to the Chairperson and Board, this role will take accountability for the implementation of the
organisational strategy and a range of operational plans to realise the future opportunities for this iconic railway
and the recovery post Covid. In doing so you will achieve all recommendations from the Ombudsman’s report
and have identified approaches to overcome the changed economic environment. With a diverse range of
stakeholders, including the Puffing Billy Preservation Society, volunteer groups, partners, tourism bodies, all
three tiers of government and the community; the CEO will be actively engaged. Key to the success of the role
will be a transparent and trusting relationship with the Board, strong governance practices and above all, the
delivery of a safe operation and positive experience for all to enjoy.
Excited by a challenge you bring a demonstrated experience leading organisational reform in a complex
customer service-focused environment. You appreciate good governance having worked with a
Board/Committee/Council in the past, are commercially astute and are well regarded for your ability to engage
and manage a diverse range of stakeholders. An appreciation of rail or tourism operations would be highly
desirable but not essential. With the scheduled completion of a new state-of-the-art $23 million Lakeside
Visitor Centre at Emerald Lake Park, this is an exciting time to lead this iconic organisation into a bright future!
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About Puffing Billy Puffing Billy is Australia’s foremost operating steam railway, and one of the largest narrow-gauge steam and heritage railways in the world. Its history spans a period of 119 years. Remarkably, for more than half that span, it has operated as a volunteer-based not-for-profit body. The Puffing Billy Railway is operated by the Emerald Tourist Railway Board which conducts services of up to six trains a day, every day except Christmas Day. In 2018/2019 the Railway carried 487,543 patrons. The journey aboard Puffing Billy takes you through the magnificent Dandenong Ranges, located only one hour east of Melbourne. With lush fern gullies brushing past and Mountain Ash trees towering overhead, Puffing Billy makes for a wonderful opportunity to relax and breathe in the fresh air whilst the train makes its way through the temperate rainforest. Visitors from around the world enjoy travelling aboard Puffing Billy as a stand-alone experience or as part of a Melbourne day tour. If you are a Melbourne local, you can bring friends, kids, other family members or interstate visitors, pack a picnic and travel aboard this historic Melbourne attraction. Step back in time as you enjoy this authentic experience. Parents and grandparents can relive their own childhood memories whilst introducing the next generation to this unforgettable part of Victorian history. The 2’6” gauge line to Gembrook opened in 1900, initially to carry produce, livestock and timber to Ferntree Gully, where the freight was transferred to broad gauge trains. However, it quickly became a great favourite of Melburnians, seeking a leisurely way of visiting “the hills”. The Railway closed in 1954 after a major landslide near Menzies Creek, and a succession of “Young Sun” specials was organised by the Melbourne daily newspaper to farewell the Railway. The success of these specials brought about the formation of the Puffing Billy Preservation Society which quickly reopened the Railway for the public to enjoy. Don't forget to capture some amazing photos whilst the train travels over the historic Monbulk Creek Trestle Bridge! Couples can enjoy a different type of Puffing Billy experience by having lunch aboard the First Class dining carriages. Other special events include Day Out With Thomas, as well as our Murder Mystery dinners! www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 6
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Puffing Billy’s Strategic Plan Puffing Billy Railway's four-year Strategic Plan 2019-2023 is now available for viewing at the following website - https://puffingbilly.com.au/wp-content/uploads/Puffing-Billy-Railway-Strategic-Plan-2019-2023.pdf. The four-year plan is taken from earlier work predecessors undertook on the Masterplan, broadened to encompass all other fundamental factors. Input was taken from the fantastic response volunteers gave from December 2018 to January 2019, a series of workshops with senior management and formal Board reviews. The plan encompasses everything from preserving the cultural and heritage rail significance, through to safety and support for our most valued asset, our people, more work nurturing our environment and actions like partnerships to ensure a sustainable future for the business. The Railway's ongoing success is a product of the following seven key strategic elements. These key elements are listed below: Heritage Integrity - Preserve cultural and heritage rail significance. Tourism Experience & Customer Satisfaction - Provide an iconic heritage rail experience for visitors. Safety - Achieve safety and operational excellence. Operational Capabilities - Engage with our community, businesses, and tourism partners. Environmental Management - Commit to environmental sustainability. Organisational Culture - Lead an inspired people and a responsive, resourceful organisation. Finance - Sustainable future. Pursuant to the provisions of the Financial Management Act 1994 and the Audit Act 1994, the Board presents its Annual Report in respect of the year ending 30 June 2017. The report is prepared in accordance with all Victoria legislation. www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 8
Puffing Billy’s Visitors
Domestic
Melbourne, Regional Victoria, Interstate
Families, Couples, Baby Boomers, Seniors, Education, Corporate, Community Groups, Special interest
Groups
International
Tour Groups, Free Independent Travellers, Visiting Friends and Relatives (VFR), Meetings, Incentive,
Conference and Events (MICE), Education
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Purpose, Vision, Mission Our Purpose To preserve and share Puffing Billy Railway, its stories, community and environment. Our Vision To preserve and share a world renowned, community-based heritage rail experience, which captures both natural beauty and rich social history of Victoria’s Dandenong Ranges. Our Mission We provide a unique opportunity for visitors to immerse themselves in our rich local history, environment and communities; foster and harness the passion our volunteers and staff have for heritage rail or community interaction. Puffing Billy’s Values and Behaviours Safety We care for the safety and wellbeing of our visitors, our people and the community One Team Working towards each other’s success. Respect Treat others how we/you want to be treated, recognise and celebrate the input of all Excellence We harness the drive, dedication, embrace change and strive to continuously improve our work Fun Enjoy what we do Integrity Act with honesty and open, transparent communication and engagement Legacy As custodians we take pride in preserving a valuable legacy for current and future generations: history, culture, memories, environment, knowledge, assets www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 10
Puffing Billy’s Aspirations Preserve cultural and heritage rail significance We are preserving an Era of Significance, in harmony with current standards and practical requirements. Provide an iconic heritage rail experience for visitors Our Heritage railway experience tells a story of the history of our railway and its importance to the to the community and the role it has played in the economy. We aim to deliver products and services associated with our railway, which create magical memories, which encourage our visitors to promote the experience through generations of local visitors, as well as our overseas visitors, being promoters of our attraction. Achieve safety and operational excellence Safety is our number one priority and is fundamental to our ambition of operational excellence. Developing a reputation for an exemplar Child Safe Culture and leading partners in operational safety and compliance. Commit to environmental sustainability Our heritage railway experience is complemented by a rail corridor which passes through the stunning Dandenong Ranges. We are committed to minimising our impact on the environment in which we operate and collaborating with the community and key stakeholders, in supporting the conservation of native wildlife and healthy ecosystems. Engage with our community, business and tourism partners Strong, valuable relationships with our volunteers, local community, businesses and key stakeholders are fundamental for our success and dependent on genuine engagement and communications. We partner up with others in the tourist and heritage sector, playing a lead role in sharing information and resources. Lead an inspired people and a responsive, resourceful organisation We harness and celebrate the passion and commitment of every one of our staff and volunteers. Nurturing and growing our valued volunteers and their experience that represents our brand on the journey, every day. Our organisation is resourceful, resilient, and agile in responding to the inevitable challenges we face. We are transforming the culture, into an environment that harness people’s passion, accept different views and work towards each other’s success. Sustainable future We embrace the resource opportunities we have with the Emerald Tourist Railway Board Directors to ensure good, effective governance for a sustainable business future. We will diversify our commercial activities to remain financially independent and reinvest in Puffing Billy’s future and community. We will do this by continually evolving and developing unique experiences for the visitors, incorporating quality local products and produce. www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 11
Infrastructure Projects The focus of attention continued to be on the Emerald Lake Park Discovery Centre development during the 2018-19 Financial Year with this project progressing significantly as a result. Key project milestones included the approval of an amendment to the Cardinia Planning Scheme for the project, execution of a Heads of Agreement with Cardinia Shire Council to purchase the land required for the development and the execution of a Grant Agreement with the Victorian State Government to formalise the $8.2M funding announcement made in the previous year. A competitive tender process to secure a Project Superintendent organisation was finalised in February 2019 whilst a request for tender process for the construction of the Discovery Centre was undertaken during April to June and issued to a select invitee list of appropriately qualified and experienced builders from the Department of Treasury and Finance’s Construction Supplier Register. Following the execution of an appropriate Evaluation Plan, a preferred tenderer was identified and final contract negotiations commenced with a view to execution and commencement of construction early in 2019-20. As of June 2019, the construction of the Lakeside Discovery Centre remains on target with completion of the project due in the second quarter of 2019-2021. This year also saw the commencement and completion of a number of other Master Plan related capital projects. These included: • Menzies Creek Indented Bus Bay project which significantly improved the safety and amenity of local residents and passengers by reducing congestion on the local School Road. • Extension of the Emerald Finance Office building. • Demolition and reconstruction of a new Way & Works Office. • Construction of a heritage-styled signal box at Lakeside Station. The resources necessary for the railway to continue to implement the Puffing Billy Railway Master Plan 2017 were further strengthened in June 2019 when the Hon. Martin Pakula MP, Minister of Tourism, Sport and Major Events, pledged a further $6.3M for Master Plan and related strategic projects. This welcome announcement complements the previously announced $8.2M from the Victorian State Government for the Discovery Centre project. It will be pivotal in Puffing Billy Railway delivering the projects necessary for the railway to best respond to the opportunity presented in the continued growth of Victoria’s international and domestic visitor economy Lakeside Visitor Centre Development, Emerald Lake Park By early 2021, Puffing Billy Railway will have a new, state-of-the-art $20M Lakeside Visitor Centre at Emerald Lake Park in Emerald. The new Visitor Centre will enhance the Puffing Billy experience by featuring a café, function spaces, significantly upgraded toilet facilities, retail, food and beverage options and interpretation spaces for school groups and families. The new site will become the hub of the railway and shall be instrumental in opening up the Lakeside to Gembrook section of the train line for use all year round. Funding Sources $8.2M from the Victorian State Government $5.5M from the Federal Government $6.3M from Puffing Billy Railway www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 12
About the Lakeside Visitor Centre (LVC) Project Governance Group (PGG) Under the oversight of the Lakeside Visitor Centre (LVC) Project Governance Group (PGG), this project has now progressed from Design Development into the Construction Documentation phase. The PGG was formed with the introduction of the new Board and comprises of Board members, representatives of government and ETRB management. This Group plays a critical role in reviewing key deliverables, timelines, costs, statutory requirements and ensuring that the result will deliver to the intent of the Master Plan and strategic goals of the railway. As is appropriate, any key actions and decisions arising from the PGG are then forwarded to the Board for formal ratification. First internal renders released Upon viewing the artist's impressions, you will see that externally the Lakeside Visitor Centre is black and shiny like the locomotives that are the signature of the railway, which ultimately recedes into the shadows of the bush. The new Lakeside Visitor Centre is a silhouette backdrop - grounded in place - to the hero that is the Puffing Billy Railway. More information about the Puffing Billy Annual can be viewed here: https://puffingbilly.com.au/wp-content/uploads/Annual-Report-Puffing-Billy_27-October-Final.pdf www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 13
Role Overview Title Chief Executive Officer Location Belgrave Reports to Chairperson and Board of Directors Salary Subject to skills and experience of the preferred candidate Contract Term Executive employment contract up to 5 years www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 14
Key deliverables to be achieved within 2 years Strategy and implementation The CEO has effectively aligned the numerous plans in place across the organisation and presented a clear and concise strategy for the organisation that addresses the Ombudsman’s recommendations and the changed economic environment. All recommendations of Ombudsman have been taken into consideration with the strategy and have been delivered upon. The strategy includes a greater use of technology as part of future planning and growth for Puffing Billy Railway. Stakeholder relationships The CEO has made significant impact building solid relationships with a diverse range of stakeholders including: Puffing Billy Preservation Society, Volunteer groups, State, Local and Federal government, Commercial Partnerships, Visit Victoria, Local Tourism authority, the Board and broader community to name a few. Leadership of staff and volunteers The CEO has reviewed the structure and aligned to best deliver on the strategy for the organisation. The staff and the broader leadership team is strongly supportive of the CEO and the organisations direction. Staff and volunteers feel connected and empowered and are proud of their contribution to the overall success of the organisation and its contribution to the community and tourism. Organisational culture and safety All staff have a clear understanding of their duties, clear KPI’s and a way of measuring their performance against the KPI’s. KPI’s should focus on outputs as well as behaviours and should reflect child safety. Reporting and relationship with the Board A proven executive leader, you will have proactively seized opportunities to build trusted, cohesive and productive working relationships with the Board to deliver on the organisations vision, respond to challenges and opportunities and provide exceptional services to the community. The Board is satisfied with the quality and frequency of Board reporting and there is a high degree of trust in the relationship between Board and CEO. www.davidsonexecutive.com.au ADELAIDE BRISBANE MELBOURNE SYDNEY 15
Post COVID-19 commercial and financial recovery
The CEO has lead the organisation out of the financial impacts from COVID and has delivered strong commercial
outcomes.
Governance and record keeping
The CEO has ensured all facilities of the archived office have been jointly managed and all record keeping to the
best of their abilities up to date and arcuate.
An efficient and effective records management systems has been implemented.
Experience / Background / Skills
Proven executive experience in complex customer service focused environment
Demonstrated experience leading organisational reform
Strong stakeholder management skills, especially with community and customers
Strong understanding of governance and experience working with a Board/Council/Committee
Experienced executive leader of a diverse workforce, possibly including blue and white collar
professional, experience with volunteers would be beneficial
A strong understanding of government and authorities and a highly regulatory environment would be
highly desirable
An appreciation of rail or tourism operations would be desirable but not essential
Attributes
High energy
Open, honest, and transparent
High level of integrity
Strong leadership and team development skills
Calm and resilient character
Growth mindset and reflective
Community and customer service orientation
Strong communicator
Strategic thinker
Mindset of excellence and continuous improvement / innovation
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For Further Information
Jarrod McLauchlan Natasha Diamond
Senior Partner Partner
Davidson Executive and Boards Davidson Executive and Boards
0407 808 517 0412 822 348
Jarrod.McLauchlan@davidsonwp.com Natasha.Diamond@davidsonwp.com
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