PLANNING STUDY - Towong Shire
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Prepared by Southern Cross Parks
for Towong Shire Council
August 2014
PLANNING STUDY
Disclaimer The information in this report is presented in good faith and on the basis that Southern Cross Parks, nor their agents or employees, are liable (whether by reason of error, omission, negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any statement, information or advice given in this publication.
CONTENTS 2 Executive Summary
4 1: Introduction
1.1 Background to the site
1.2 Report overview
6 2: An overview of the
Caravan and
Camping Industry
2.1 Caravan and camping in Australia
2.2 General trends for caravans
and campgrounds
2.3 Caravan and camping in High
Country Victoria/Murray East
2.4 Key opportunities
14 3: Review and report
on condition of
park facilities
3.1 Review of current facilities
3.2 Competitor review
3.3 Rate review
3.4 Guest review of facilities
3.5 SWOT analysis
19 4: Review of Reference
Group reports,
opinions and Guidelines
4.1 Review of key documents
4.2 Information about the Tallangatta
Holiday Park ‘experience’
4.3 Suggestions for enhancing
the ‘experience’
4.4 C
ompliance issues identified
during stakeholder consultation
4.5 Guidelines and processes
25 5: Strategic
development vision
for the Tallangatta
Holiday Park
5.1 Vision
5.2 Management principles
5.3 Management model
5.4 Current park layout
5.5 Current site analysis
5.6 Proposed structure
5.7 Proposed park layout
5.8 Key elements
5.9 Staging solution for proposed
park redevelopments (5 years)
5.10 Infrastructure requirements
37 6: Marketing suggestions
6.1 Brand
6.2 Digital
6.3 Cycling/special events
6.4 Other
36 7: Summary and
recommendations
7.1 Short term priority
7.2 Medium term priority
7.3 Long term priority
Executive Southern Cross Parks was engaged by The planning study identifies a
the Towong Shire Council to prepare number of key trends in the caravan
Summary a planning study for the Tallangatta and camping industry including:
Holiday Park which currently includes
›› Caravanning visitor night numbers
45 annual, 5 permanent, 75 powered
have declined over the past decade,
sites and 25 camp sites.
despite caravan registrations growing.
The land within the park is owned the ›› 50% of caravanners are 35–54 years of
State of Victoria and its management age, while a further 25% are active
and control is vested in the Goulburn seniors 55–70 years of age.
Murray Water Authority (GMW).
›› The number of domestic overnight
The park’s future is somewhat
visitors to Tallangatta (which is part
uncertain and is the subject of a
of the Murray East region) has
strategic review by GMW. Given the
declined over the past five years.
importance of the park to the town of
The domestic overnight market
Tallangatta and the region as a whole,
share of caravan parks has grown
the Towong Shire Council would like
strongly for the same period and
to look at future management and
makes up approximately 14% of
redevelopment options for the park.
all accommodation visitor nights
in Murray East. The majority
of these visitors are either on
a short trip or alternatively a
longer trip of 15 or more days.
›› Caravanning guests are seeking
better quality facilities, drive-
through sites and ensuite cabins.
›› Many caravan parks have replaced
powered sites with cabins to
improve profitability and service
new markets including corporate
organisations, sporting groups,
families and ‘Grey Nomads’.
With the exception of Christmas and
Easter, the park experiences poor
occupancy and the facilities at the
Tallangatta Holiday Park are well below
industry standards. Therefore, significant
improvements are needed to deliver a
quality and consistent guest experience.
Most caravan park visitors
are adult couples (43.8%)
2
As part of the report, extensive The vision for the park is supported by Southern Cross Parks has also reviewed
consultation was undertaken with a series of management objectives, a management options for the park and
stakeholders and guests (past and change in the site utilisation to include recommends Towong Shire Council
present) to ascertain what improvements more onsite accommodation options, pursue a leasing model for future
could be made to the park. Suggestions new relocatable amenities/camp kitchen, park management following the
included new toilets, new cabins, level drive-through powered sites and a installation of a range of communal/
drive-through sites, new camp kitchen, master plan which includes a range common facilities. Furthermore,
installation of a playground and overall of capital works improvements such as: Southern Cross Parks recommends
better presentation of the park. that the Council partner with a suitable
›› Improvements to the presentation of the
Lessee who would be responsible for
The consultants also identified some front of the park including landscaping,
the installation of onsite accommodation.
issues that future management would pull-in bays and a new office/deck
need to resolve before moving forward ›› Installation of new onsite Research undertaken by Southern
including the number of sites, their accommodation including lakefront Cross Parks shows the model would
location and also the fees currently paid villas, safari tents and ensuite sites provide a Lessee with a suitable rate
by the annual site holders. Furthermore, of commercial return in the medium
›› Installation of a new amenities
it is mandatory that the park complies to long term. Moreover, the report
block/camp kitchen/laundry
with the Department of Sustainability suggests that there are number of
and Environment Policy Statement – ›› Installation of new management couples who would
Improving Equity of Access to Crown amenities block/laundry express interest if the park was to be
Land Caravan and Camping Parks. ›› Renovation of a redundant tendered out. Likewise, the consultants
building to use as camp kitchen are of the view that this option offers the
Against this background Southern Cross
›› Installation of extra BBQs, landscape best model for both current and future
Parks prepared the following strategic
fencing around the perimeter of guests, and also the broader community.
development vision for the park:
the park and removal of excess Suggested steps to achieve this
‘To conserve and enhance the unique road pavement in order to create outcome and a possible time line
location of the park through the a more sustainable park. are included within the report.
provision of a range of unique
accommodation and guest facilities
that cater for current and future guests’
needs and, at the same time, maximise
the return to the local community.’
‘To conserve and enhance
the unique location of the park
through the provision of a range
of unique accommodation and
guest facilities that cater for
current and future guests’ needs
and, at the same time, maximise
the return to the local community.’
3
1: Introduction 1.1: Background to the Site The park currently contains:
The Tallangatta Holiday Park is located ›› Office
on the southern banks of Lake Hume. ›› Manager’s residence
The park is a short walk from the centre ››1 x main amenities block with male
of the town of Tallangatta and located and female toilets/showers and laundry
370km north-east of Melbourne and
››1 x smaller amenities blocks with
is 40km south-east from the regional
male and female toilets/showers
centres of Albury/Wodonga.
›› 2 x older style ensuite amenities
The park is currently owned by blocks with male and female
Goulburn Murray Water who toilets/showers
have operated the park under
››1 x park shelter/camp kitchen
management for the last 2 years.
The park is currently managed by a ››1 x redundant building that in
caretaker who is employed by Goulburn the past has been used as a
Murray Water. The park had previously meeting place/camp kitchen
been leased out; however, it became ›› Park lights and internal sealed roads.
unviable for the previous lessee due
to fluctuating guest numbers directly
related to water levels within Lake Hume.
Exactly half of the
8.5 million domestic caravan
and campground visitors in
Australia were aged 30
to 54 years.
4
Existing site utilisation within the 1.2: Report Overview The report and its recommendations
park is as follows: are based on extensive consultation,
This report has been prepared by
››45 x Powered annual sites industry experience and financial
Southern Cross Parks for the Towong
modelling, and is supported
››4 x Permanent sites Shire Council in response to a
by guest focused solutions. The
››73 x Powered sites tender for a comprehensive plan for
recommendations are designed to
the sustainable development and
›› 25 Camp sites provide realistic and practical outcomes
operation of the Tallangatta Holiday Park.
›› These figures equate to 147 total sites* that can be realised within five years.
The Tallangatta Holiday Park
* The park is licensed for 150 sites; At the same time, the aim of the report
Planning Study includes:
however, three sites have been is to provide an operational model
removed as part of CFA compliance. ››An overview of the caravan that will maintain a sustainable and
and camping industry operational presence at the Tallangatta
Goulburn Murray Water have recently
invested in risk mitigation works at ›› Review and report on condition Holiday Park for the next 21 years.
the park, including new fire hydrants of park facilities
and testing and upgrade of power ›› Review of reference group reports,
heads. The park is now fully opinions and guidelines
compliant with all CFA requirements. ›› Strategic Development Vision for
The park receives solid visitation the Tallangatta Holiday Park
from older couples and families ›› Marketing suggestions
during the Christmas/New Year and ›› Summary and recommendations
Easter period and park occupancy
rates can be up to 100% at these
times. For the remainder of the year,
the park receives low visitation.
5
2: An overview of 2.1: Caravan and 2.1.3: Who were they?
camping in Australia
the caravan and Exactly half of the 8.5 million domestic
camping industry 2.1.1: What are the recent trends?
caravan and campground visitors in
Australia were aged 30 to 54 years, while
the caravanning and Total nights number of accommodation around one quarter are active seniors
camping industry in Australia for international and aged 55 to 70 years. This sector (active
domestic caravan and campgrounds seniors) grew rapidly in 2011, with
was 45.3 million nights in 2011. This visitors increasing by 12% to 2.6 million.
represents around 10% of all visitor Compared to 2000 estimates, trips by
nights in Australia. Total visitor nights active caravan and campground seniors
using this form of accommodation is were up 90% while accommodation
currently lower compared to a decade nights were up 23% and expenditure
high of 48.6 million nights in 2003. was up 77% (in nominal terms).
Most nights in caravan and campground The profile was very different for the
accommodation in Australia were much smaller international visitor
domestic visitors, with around 41 million segment, with nearly half (46%) of all
nights in 2011, or around 91% of caravan international caravan and campground
and camp ground nights. (Source TRA visitors aged 20 to 29 years in 2011.
Caravan and Camping Snapshot 2012) However, this group also contributed
2.1.2: What did they purchase? to a higher proportion of visitor
nights (67%). (Source TRA Caravan
In 2012, visitors staying in commercial
and Camping Snapshot 2012)
caravan parks and campgrounds
spent $576 per location (excluding
accommodation cost); this compares
to $213 for non-commercial campers.
Average daily spend of visitors
(excluding accommodation cost) was
$73 per day, compared to $53 per day
for non-commercial campers. (Source
BDO Economic Contribution Report
of Commercial Camping 2012 13)
6
2.1.4: Where did the international 2.1.6: How did they Victoria has the largest fleet of
visitors come from? research their trip? caravans and campervans in Australia,
Around two thirds (67%) of international The majority (81%) of international with approximately 131,000 registered
caravan and campground visitors were caravan and campground visitors vehicles (27.6%) of the total 475,000
from Europe, with visitors from the used the internet to book their travel in Australia. Likewise, Victoria has
United Kingdom (19%) and Germany to Australia. The internet was also the largest percentage of registered
(15.7%) holding the highest share. the primary source of information caravans in Australia at 28.2%.
Of the other leading international prior to their visit, with 61% of Australian Bureau of Statistics data
tourism markets, New Zealand (with international visitors using this source. suggests that people are tending to
9.5% share) and the United States purchase larger/heavier caravans.
One-fifth (20%) of domestic caravan
(6.3%) were significant international The percentage of the caravan
and campground visitors used the
markets for the industry. (Source TRA population in the 501 – 900 Tare
internet to book their trip, with 38%
Caravan and Camping Snapshot 2012) weight range reduced from 33% to
using the internet in seeking information
for their trip, while 18% also referred to 29% of the total population, while
2.1.5: Where did they
‘own experience from previous visits’ to the 1601 – 2000 and the 2011 – 2500
stay in Australia?
assist with trip planning. (Source TRA weight ranges each increased.
One-third (or 14.7 million nights) of
Caravan and Camping Snapshot 2012)
the 45.3 million nights by visitors
using caravan and campground 2.1.7: Caravan and Campervan Data
accommodation in Australia were
From March 2008 to January 2011,
spent in New South Wales. The
registration of campervans and
next highest share of caravan and
caravans across Australia
campground visitors were recorded
rose by 14.56%.
for Queensland (21%), Victoria (18.5%),
and Western Australia (12.1%). From March 2008 to January 2011, the
number of registered campervans
Overall, around 90% of the total caravan
and caravans across Australia
and campground nights were by visitors
increased by 60,337, up to 474,806.
who stayed in caravan and campground
accommodation outside Australia’s Between 2008 and 2011, the ratio of
capital city tourism regions. This statistic caravans to campervans registrations
emphasises the importance of the has stayed the same, with campervans
caravan park sector to regional areas. comprising 11% and caravans
comprising 89% of total registrations.
The majority (81%) of international
caravan and campground visitors used
the internet to book their travel to Australia.
7
2.2: General trends for ›› Over the same period, industry ›› Park improvement and
caravans and campgrounds revenue has gone from $500m development is high on the
to $1.2bn, which works out to list of priorities; however, capital
Over the last 15 years, some strong
be about 6.75% growth rate per expenditure has recently slowed
trends have emerged in the tourist
annum (compared with CPI rate ›› Over time, consumer expectations
park industry. These include:
of 2.7% over the same period) have increased significantly and
›› Tourist Park establishments have ›› The past two years has seen a today’s consumer is looking for quality
decreased by approximately 280 slowdown in revenue growth of parks with a range of guest facilities
parks between December 1997 tourist parks (5% growth from including camp kitchens, drive-through
and March 2012. This figure equates June 2010 to March 2012) sites, ensuite sites, resort style cabins,
to approximately four or five parks wireless internet and, in the case of
›› Occupancy rates have risen,
every quarter over the past 15 years families, good quality playgrounds.
although, on a typical night, the
›› The reduction in numbers of average park would have in excess (Source BDO Economic Contribution
tourist parks has resulted in a of 50 powered or unpowered sites Report of Commercial Camping 2013)
reduction in onsite van numbers, unused and available for occupancy
as well as the number of powered
›› Cabin numbers have more than
and unpowered sites
doubled, leading to a higher number
of employees per park on average
Figure A: High Country Vic (‘000)
1600
1400
1200
1000
800
600
400
200
0
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03-11
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09-13
Figure A: Murray East (‘000) - 24 month moving average
1600
1400
1200
1000
800
600
400
200
0
09-01
03-02
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82.3: Caravan and camping ›› International caravan park visitor
in Tallangatta numbers to Murray East are very
small – less than a 500 visitors
›› Tallangatta is part of the High Country
per year.
Victoria tourism region and also part of
the Murray East tourism region, which ›› Number of visitors staying at a
includes the Lake Hume catchment. resort/hotel/motel has softened over
The overnight domestic market in both the last 12 months. Free camping by
the High County tourism region and the side of the road is quite small, but
the Murray East region is weakening. still accounts for just over 1,500 visitors.
After a disappointing start to 2009, the Figure B
number of caravan park visitors to the
Murray East region has grown
significantly, with approximately
140,000 domestic overnight caravan
park visitors in September 2013.
Currently, caravan parks have a 14%
The past two years has
share of all accommodation in the
Murray East tourism region. This
ratio is higher compared to the
national average share between
parks and other forms of tourist
seen a slowdown in
accommodation. Figure A
revenue growth of tourist
parks (5% growth from
June 2010 to March 2012)
Figure B: Hotel Resort, Motel (‘000) – 24mma
50
40
30
20
10
0
09-01
03-02
09-02
03-03
09-03
03-04
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03-08
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03-11
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09-12
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09-13
Figure B: Van, Camp near Road, Private Property (‘000) – 3 year average
60
50
40
30
20
10
0
09-01
03-02
09-02
03-03
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9››Victoria provides the bulk of visitors, ›› Older people are the largest ›› Most Murray East caravan park
mainly from Melbourne. Victoria component of the Murray East visitors visit the area with the
accounts for 71.9% of the Murray Caravan park market. The in-park intention of having a holiday (80.0%).
East commercial caravan park market. survey also found that the Tallangatta ››Visiting friends and relatives is the next
›› The in-park survey found that 45% Holiday Park had a high proportion biggest segment, although it is much
of guests lived more than 200kms of visitors over the age of 60 (40%). smaller than for holiday purposes.
from Tallangatta and a majority of ›› Numbers of younger people are also ›› Murray East Caravan Park visitors are
those lived in Werribee, Geelong, above the national average. Figure D above average in sports and outdoor
Ballarat or Melbourne. Moreover, ›› Most caravan park visitors are adult activities. They are below average
55% of visitors lived within couples (43.8%). Family groups are in in outdoor and nature. Figure F
200kms from Tallangatta and quite a large component, accounting
were predominantly from for 25.5% of the market, but this
Albury/Wodonga. Figure C is below the national average
within the tourism industry.
›› Friends and relatives travelling together
make up 22% of all tourist park visitors.
Figure E
Figure C: Origin (%) – 5 year average
VIC 71.0
NSW 21.6
SA 4.7
OTHER 1.8
Figure D: Age Profile (%) – 5 year average
All Caravan Park Visitors – AUS
Murray East Park Visitors
65+ 17.3
31.5
45-65 26.8
34.8
25-44 20.2
34.0
15-24 13.9
22.0
10Figure E: Travel Party (%) – 5 year average
30.9
43.8
ADULT COUPLES
32.9
25.5
FAMILY GROUPS
14.5
22.0
FAMILY & RELS/ NO KIDS
7.9
5.7
FAMILY & RELS/ WITH KIDS
7.7
3.5
ALONE
Figure F/1: Purpose of Travel (%) – 5 year average
80.1
79.1
HOLIDAY
11.2
9.7
FAMILY & RELS
3.9
6.8
OTHERS
6.1
4.7
BUSINESS
Figure F/2: Activities (%) – 5 year average
22.3
22.7
ARTS/FESTIVALS/HERITAGE
46.8
50.4
SPORTS/ACTIVE OUTDOORS
59.7
16.2
OUTDOORS/NATURE
28.0
20.8
LOCAL ATTRACTIONS
11Figure G: Length of Total Trip (%) – 5 year average
All Caravan Park Visitors – AUS
Murray East Park Visitors
3.6
0.8
22 or More Nights
4.5
17.3
15-21 Nights
13.2
18.8
8-14 Nights
29.4
21.5
4-7 Nights
15.6
14.5
3 Nights
22.1
24.5
2 Nights
11.6
3.0
1 Night
12›› Most caravan park visitors are ›› Retirees/Grey Nomads (e.g. caravan 2.4.2: Key products
either on a short trip or alternatively clubs, special interest groups). In order to build on the current
a longer trip of 15 or more days. People at this stage of their lives are markets and attract new markets to the
›› The in-park survey results showed also a strong and growing market Tallangatta Holiday Park it is imperative
a much greater number of visitors for Tallangatta Holiday Park as they that the park addresses the quality
staying for more than ten (10) nights have time to travel (preferably during of product provided: this includes
(45%). However, this figure is, in off-peak season). They are generally accommodation and experience.
part, a reflection of the time of the seeking experiences that enable them
to discover new things and to connect In terms of accommodation, the
year the survey was undertaken
with people and the environment. Tallangatta Holiday Park needs to
(i.e. early January) Figure G
offer a range of different options
›› SINKS/DINKS (new market based
2.4: Key opportunities including quality and unique onsite
around cycling and the retro nature of
accommodation. Examples of suitable
Based on the market research and guest Tallangatta). This demographic group
types of accommodation products could
surveys, Southern Cross Parks has is an important potential market for
include 2-bedroom relocatable villas,
identified the following opportunities Tallangatta Holiday Park due to their
safari tents and ensuite vintage caravans
for the Tallangatta Holiday Park. high-yield nature and willingness
designed to transport guests back to
to pay for quality experiences.
2.4.1: Key markets a time when things were ‘simpler’.
Long weekends and special events
››Young families/older families are particularly important to this In terms of experience, it is essential
(some of these visitors are current market and a great way of building that the Tallangatta Holiday Park
users but some will be new users). a connection with the destination. provides the usual guest facilities
People at this stage of their lives are a They are generally seeking escape including modern amenities/camp
core market for the Tallangatta Holiday from the city/pressures of everyday kitchen, free Wi-Fi and a contemporary
Park. They generally travel during life, adventure and stimulation playground. Furthermore, the park
school holidays so it is important to be (including new experiences – also needs to act as a ‘honey pot’
aware of this pattern to ensure family both high and low energy). to attract other tourism services/
members form/maintain a relationship activities including but not limited
with Tallangatta Holiday Park. For the to coffee/cake, ice creams, bike hire
older families, the potential exists to and/or servicing and canoe hire.
encourage short break travel without
the kids. This market is looking for
escape-style experiences that enable
them to leave the responsibilities of the
everyday and, at the same time, allow
them to connect and bond as a family.
133: Review and 3.1: Review of The main amenity block is located on
current facilities the eastern side of the park adjacent
report on condition to the office/reception is brick and
of park facilities 3.1.1: Overall impressions contains three male toilets, one
Overall, the Tallangatta Holiday Park is urinal and three showers, while the
relatively easy to find and directional ladies section contains five toilets
signage is of a reasonable standard. and three showers. The facility also
The first impressions of the park includes a laundry. Image B
from the road are not positive due to
The second amenity block is located
poor ‘sense of arrival’ signage, poorly
on the western side of the park
presented front entrance and lack of
adjacent to office/reception and is
landscaping. Furthermore, pull-in bays
also brick and contains two male
are needed to allow for other vehicles
toilets, one urinal and three showers,
to be able to move in and out of the park
while the ladies section contains three
whilst visitors are checking in. Image A
toilets and three showers. Image C
Although Tallangatta Holiday
The ensuite style amenity blocks are
Park is situated on a lake, first
on the eastern side of the park and
impressions of the park are spoilt
contain one men’s toilet in one building
by warning signs, gas bottles and
and a disabled bathroom, ladies toilet
the back of an old amenity block.
and one shower in the other building.
3.1.2: Amenity Blocks Of the amenity facilities, these were
The park has two larger amenity in the worst condition. Image D
blocks and two smaller ensuite style
amenity blocks and all four are in
need of refurbishment and/or upgrade.
Nevertheless, on inspection, all of the
amenity blocks were very clean.
Image A Image B Image C
Image A Image B Image C
143.1.3: Camp Kitchens/BBQ’s 3.1.5: Roads 3.1.7: Security
The park does not have a camp The roads appear to be in reasonable The park is currently unfenced and is
kitchen; however, it has a building that condition and have been well bordered by a number of public roads.
could serve this purpose in the short maintained. The majority of the road The northern edge of the park borders
term. The building is located adjacent network is gravel; a material that suits a public path which runs alongside the
to the western amenities block and this type of tourist park. The road edge of the Lake Hume Dam.
is open at one end and contains an network is larger than currently needed Park Managers advised consultants that
open fire. There are two BBQ’s within and there is an opportunity to rationalise security has not been a problem at the
the park and a third adjacent to the it as part of a park redevelopment. park in the past; however, a number
north western boundary. Image E of guests commented on this issue.
3.1.6: Services
3.1.4: Manager’s While guest feedback was divided
Water pressure and electricity services
Residence/Reception on this issue, possible solutions could
appear to be sufficient for a park of
include more security lighting, security
The existing residence is in need of this size. The consultants noted that
cameras, signage including speed limit
remodelling and is not of a suitable plumbing work related to CFA fire
signs and natural fencing using suitable
standard to attract and retain resident safety compliance was underway at the
flora. Given the open nature of the park,
managers. The separate reception is park over the Christmas and New Year
it was felt that traditional fencing would
located at the top of a relatively steep period. Further investigation revealed
compromise the amenity of the park.
grassed area, is not user friendly for that this work has now been completed.
elderly guests, and presents an overall
negative impression. Furthermore,
the facility does not face out onto
the entrance road, which means
that managers cannot see who is
entering and leaving the park.
Image D Image E
Image D Image E
153.2: Competitor Review
Tallangatta Boathaven Lake Hume Great Aussie
Facilities
Holiday Park Holiday Park Tourist park Holiday Park
Star Rating ★★ ★★★★ ★★★ ★★★★
Lakeview Villas
• • •
Pool
• • •
Playground
• • •
Jumping Pillow
• • •
Meeting Room
• • •
Wi-Fi
• • •
Kiosk
• • •
Boat Ramp
• • • •
Onsite Café
• • •
Camp Kitchen
• • •
Park Descriptions Tallangatta Holiday Park High quality holiday park Traditional caravan park High quality holiday park
offering guest a range of offering reasonable offering guests a range of
accommodation options range of accommodation accommodation options
and activities. Well suited options and activities. and activities. Well suited
to family market and part Number of annual to family market. Number
of Big 4 group. Number sites as well. of annual sites as well.
of annual sites as well.
3.3: Rate Review
Tallangatta Boathaven Lake Hume Great Aussie
Rates
Holiday Park Holiday Park Tourist park Holiday Park
Powered Sites $20 - $25 $45 - $58 $32 - $42 $27 - $48
Un-Powered Sites $15 - $20 $40 - $52 $25 - $35 $21 - $46
Lake View Villas – $175 - $270 $147 - $210 $175 - $270
Annuals $1,350 $5,500 - $6,500 $4,000 –
163.4: Guest Review ›› No camp kitchen Guests were asked to rate a range
of Facilities ›› No playground of amenities at the park and the
responses are detailed in Figure H
Guest feedback was collected ›› Laundry facilities are inadequate,
via face-to-face interviews and ‘Very hard to get the washing
also via community consultation. done with only two machines.’
Most negative comments centred ›› Lack of contact information and
on the following items: marketing, ‘How can you contact the
›› Sloping sites and the narrowness park when the phone number doesn’t
of sites, ‘The sites are tight and work and they have no website.’
it means you have to push your ›› Lack of onsite accommodation,
van into position by hand.’ ‘We used to bring friends and family
›› Quality of the amenities facilities, but now they have nowhere to stay
‘Toilets haven’t been upgraded in since the cabins were sold off ’
20 years’ ‘Prefer the toilets don’t
get upgraded as I would like
the prices to stay the same.’
Figure H: Tallangatta Caravan Park – Amenity Ratings (score out of 5)
4.6
VALUE FOR MONEY
4.6
PARK LOCATION - SERVICES NEARBY
4.5
AMBIENCE
4.3
CLEANLINESS/MAINTENANCE
4.0
PARK FACILITIES (SIZE, EASE ACCESS, SECURITY)
3.5
PARK TOILETS
2.0
PARK FACILITIES (KITCHEN/MEETING PLACE)
173.5: SWOT Analysis
Strengths Weaknesses
Water views Quality of facilities
Location of the park and access to town Lack of marketing
Proximity to other regional attractions e.g. ski fields, wineries Size of sites
Proximity to the High Country Rail Trail Lack of onsite accommodation
Shady grassed sites Poor signage and access at the front of park
Layout is easy to work with from a redevelopment point of view No playground
CFA compliance work undertaken Amenities blocks in very poor condition
Uncertainty about water levels in Lake Hume
Topography of the site – sloping sites
Current fee structure is not sustainable
Low occupancy with the exception of Christmas and Easter
Heavily reliant on annual income
No meeting area for groups
Opportunities Threats
New management model for the park offering tenure Long-term ownership of the park
Build all year round occupancy Continued indecision about the park ownership
Introduce new range of facilities Annuals leave due to enforcement of Department of Sustainability
including new amenities/camp kitchen and Environment Policy Statement – Improving Equity of
Access to Crown Land Caravan and Camping Parks
Attract new markets
Introduce onsite accommodation
Reposition the park and develop appropriate marketing materials
Establish a series of micro businesses at the park including bicycle
hire, canoe hire and stand up paddle board hire, coffee and cake
Provide interpretive info. about Lake Hume and the destination
Build a new playground within the park
Establish reasonable tariff
184: Review of 4.1: Review of Key Documents 4.1.3: Tallangatta Tomorrow – Lake
Hume Foreshore Redevelopment
Reference Group 4.1.1: Towong Shire – Zero
reports, opinions Energy Feasibility Study
The Tallangatta Tomorrow project was
an extensive township-wide planning
and Guidelines The Towong Shire Council has a project undertaken in 2011/12.
Renewable Energy and Sustainable This project involved comprehensive
Development Strategy. Through its research, consultation and engagement
initiative – Pure Energy Towong – over with residents, visitors, businesses
150 solar energy systems have been and community groups to devise
installed in residences within the shire. strategies to prepare Tallangatta for a
This scheme has resulted in Towong vibrant future and to enable it to reach
Shire being responsible for 10% of the its potential as a prosperous regional
domestic renewable energy generated township. The Master Planning project
in Victoria (2008 figures), with just identified a number of ‘big ideas’ and
0.11% of the State’s population. some of these projects have already
4.1.2: Towong Shire Council been delivered including the Sandy
Plan 2013 – 2017 Creek Bridge and the Tallangatta
Bowls Club Redevelopment.
The Towong Shire Council Plan identifies
a number of objectives, priorities and One of the ‘big ideas’ related to the
goals for the Shire. From the plan, Lake Hume Foreshore Redevelopment
it is clear that the Shire is focused on is the development and upgrade of the
sustainability and delivering efficiencies Tallangatta Holiday Park. Other projects
for its rate payers. Furthermore, the include the upgrade and extension
Towong Shire Council will continue to of the Foreshore Trail, upgrade of the
focus on external funding to assist in Foreshore park, encouragement
delivering the ‘big ticket items’ of water sports activities and the
identified in various strategies. development of a water
The redevelopment of the retention wetlands.
Tallangatta Holiday Park has been
identified in the key result areas
(under community wellbeing).
194.1.4: Tallangatta Caravan Park – ›› The report also identified three The Strategy also identifies a
Business Options Pre-Feasibility Study options for redevelopment: number of existing events including
The Tallangatta Caravan Park: Business ›› Refurbishment model the Man from Snowy River Bush
Options Pre-Feasibility Study looked Festival, Tallangatta 50’s Festival, Mitta
›› Repositioning model
at the potential markets for the Muster and the Tallangatta Farm
››A Resort model. Expo. Through consultation, the
tourist park and future options for
management and development. The It is worth noting that none of report’s authors highlight a number
report highlighted the fact that there the options suggested involved of event opportunities including a
had been a lack of investment in current or future guest feedback. hero nature based event, rail trail
Tallangatta Holiday Park for a number event, multi-sport event and a 5–6 day
4.1.5: Towong Shire Tourism
of years and that there is a direct epic cycling challenge for women.
Strategy – 2010–2013
correlation between Lake Hume water The strategy also highlights the need
The Towong Shire Tourism Strategy
levels and Towong Region Commercial for new product and recommends
recognises the strength of the
Caravan and Camping Occupancy. the redevelopment and upgrade
‘Towong’ experience is its authentic and
The report identified three uncomplicated lifestyle, the villages, the of the Tallangatta Holiday Park.
options for management: events and the characters. The strategy 4.1.6: Lake Hume Caravan
›› Commercially leased identifies five strategic priorities: and Camping Draft Policy
with management ›› Building a unique identity Directions – March 2011
›› Council leased & operated ›› Targeted marketing The Lake Hume Caravan and
›› Council leased with ››Value adding to the experience Camping Draft Policy Directions
management outsourced. identifies a number of objectives
›› Engaging stakeholders
and guiding principles aimed at
›› Building and developing infrastructure. delivering greater consistency in the
management of camping by public
bodies, including local government
and Goulburn-Murray Water.
20Key objectives of the draft policy Priority markets for NE Victoria Tourism Some comments by users of the
include ensuring caravan and camping include Melbourne, Greater Victoria holiday park are listed below:
visitors have a range of accommodation and nearby areas of NSW & ACT.
›› ‘A stunning location even when the
options that maximise the benefits
The tourism plan provides a range of water levels of the dam are low.’
to the local community, as well as
objectives and also outlines a range of ›› ‘A great park close to the centre
ensuring all camping opportunities
tactical options relating to events and of town, cafes and supermarket.’
support ‘competitive neutrality’.
also cycling and nature based tourism.
›› ‘Full of potential but has
4.1.7: North East Victoria Tourism 4.2: Information about not yet been realised.’
Board – Strategic Plan and the Tallangatta Holiday ›› ‘Secret spot known only to a few.’
Implementation Actions – 2012 - 2014 Park ‘experience’
›› ‘Several generations of my family
The NE Victoria Tourism Board Strategic
Feedback on the Tallangatta Holiday have been coming to this park.’
Plan identifies a number of goals and
Park ‘experience’ was obtained ›› ‘The right redevelopment of the
success indicators for NE Victoria.
through interviews with guests in park could stimulate tourism
The plan also highlights the challenges
the park, business owners, tourism to the Tallangatta township.’
facing the region and acknowledges
representatives, Goulburn Murray
that these are not inconsistent with those ›› ‘Facilities are basic but that keeps
Water and Towong Shire Councillors.
facing the Towong Shire. Challenges prices down and the crowds away.’
are centred around four key areas: These comments by users were
›› Branding reinforced in discussions with the
manager of Tallangatta Holiday Park
››Access
as well as Towong Shire Council’s
›› Product strength and long term Manager Economic Development,
sustainability of the industry who received similar feedback.
›› Regional Tourism Organisation
sustainability
Key objectives of the draft policy
include ensuring caravan and camping
visitors have a range of accommodation
options that maximise the benefits
to the local community, as well as
ensuring all camping opportunities
support ‘competitive neutrality’.
214.3: Suggestions for 4.4: Compliance issues 4.4.1: Management of Annual
enhancing the ‘experience’ identified during Permit Holders in the Park
stakeholder consultation The park is licenced for 100 long-term
The following suggestions arose from
consultation with park users, current Although the stakeholder consultation sites and currently 45 of these are
managers, business owners, tourism did not specifically seek to identify occupied by annual site holders.
representatives, Goulburn Murray compliance issues, it would be remiss Under the policy statement, annual
Water and Towong Shire Councillors: not to identify these issues in the report. permit holders are entitled to only install
a caravan and annex on the camp site
›› Improve laybys and sense The land within the park is owned by for a 12 month period. Moreover, the
of arrival for the park the State of Victoria and its management site can only be used by the permit
›› Reception to be enlarged to include and control is vested in the Goulburn holder for no more than 60 consecutive
deck and coffee/cake service Murray Water Authority (GMW). Both days per year and a maximum of
the consultants and GMW are of the total of 180 days per year. Annual
›› New kids playground, jumping
opinion that the park is Crown Land site holders currently are issued with
pillow and flying fox
and as such it needs to abide by all an annual site agreement and these
›› New onsite accommodation rules, regulations and policies of the
including cabins, safari tents expire on the 30th June each year.
Department of Sustainability and
and ensuite ‘retro’ caravans Environment including the June (2013) Currently, a number of practices
›› New relocatable amenities/ Policy Statement Improving Equity of within the park are at odds with ‘the
camp kitchen facility Access to Crown Land Caravan and value of a Crown land park, which all
›› Refurbishment of eastern empty Camping Parks. Victorians must be able to access’.
building to become a camp The policy states that Crown The Policy Statement –
kitchen/meeting place for groups land caravan and camping Improving Equity of Access to Crown
›› Establishment of more BBQ parks should provide: Land Caravan and Camping Parks
facilities within the park ››Affordable holiday highlights a clear policy direction
›› Boom gate at the eastern end opportunities for all Victorians and the consultants have identified a
of the park to enable boats to number of areas where, in their opinion,
›› Fair and equitable access to all sites
exit in the morning thereby the current management practices
›› Sustainable use of land and are not consistent with the policy
minimising disturbance to natural resources
guests and as a safety feature. objectives and direction. Figure I
›› Contribution to recreation and tourism
through providing short term access
›› Income to Committees of Management
to fund improvements to the parks
and the adjoining reserves
›› Social, environmental and
economic benefits.
Furthermore, the policy asserts that
they must not be managed for:
›› Exclusive long term occupancy
›› Permanent residency
›› Individual profiteering
›› Poor environmental outcomes.
Source: Department of Sustainability and
Environment May (2010) Policy Statement
Improving Equity of Access to Crown
Land Caravan and Camping Parks
22Figure I
Policy Objective Policy Direction Current Practice Best Practice
To enable parks to better 1.1Committees of Management No clear policies in place Clear policies in place and
respond to increasing and park managers must and no clear Committee Committee of Management
demand for sites and implement systems and of Management
facilities, particularly processes to provide both
during peak new and existing campers
holiday periods. with fair and reasonable
opportunity to stay in
Crown land caravan
and camping parks.
1.2 L
ong-term permit sites must No clear long-term park plan in Master Plan or similar
be managed through park place, beyond the park licence
plans as part of a balanced
mix of accommodation
types, while maintaining
adequate park access for
the traditional transit and
short-term camping visitors.
This includes providing
a minimum number of
sites for camping.
1.3 A
minimum of 10% of sites
within the park must be
made available to new
site holders as follows:
• 10% of casual sites must Guest occupy same Ensure regular turnover of
be available to new sites each year casual sites and cabins
permit holders during
each peak season*
• 10% of all seasonal permits N/A
must be made available to
new permit holders during
each defined season*
• 10% of cabins must be made N/A
available to new permit
holders each peak season*
• 10% of 12-month permits View from some residents Ensure regular turnover
must be made available to that they own the site. of 12-month permits
new permit holders each year
* Seasons as defined Numerous unregistrable mobile Ensure the conditions and
by the Committee of dwellings with hard annexes limitations of permits on Crown
Management and Land are clearly communicated
park manger, No Master Plan to users e.g. The site is hired
applicable to No Information Sheets for a 12-month tenure and
each park there is no guarantee for
Permit holders profiteering a term beyond the yearly
from the sale of sites agreement. Unregisterable
mobile dwellings are not
Poor presentation of caravans
permitted in Crown Land
caravan and camping parks.
Minimise profiteering e.g.
Do not allow on-site sales.
Do not allow subletting of
long-term permit sites
Fees are not sustainable Ensure accommodation mix
and do not cover the full and price structure cover
costs of running the park costs for park and reserve
management e.g. individually
meter electricity and water
usage where possible
Few tourists and heavily Expand the client base and
reliant on annuals for well respond to growing markets
over 75% of revenue e.g. Establishing new markets,
increasing off-peak usage
To ensure affordable and 2.1Caravans must not be sold Caravans are currently Establish a process for
equitable access to Crown on site within Crown land being sold on-site stopping on site- sales e.g.
land caravan and caravan and camping parks reasonable transition period,
camping parks say 12 months, 12-month
permits are not transferable
234.4.2: Management of Permanent ›› If Council decided to enter into a ›› Council and/or a potential lessee
Residences in the Park new arrangement with either GMW will need to consider the master
The park currently has five permanent or the Crown for the management of plan and process, including the
elderly residents living in the park. the Holiday Park then it does have the recommendation to reconfigure the
The park licence does not permit power to lease areas of land within park so that 12-month permit sites are
permanent residents and this use is the reserve subject to approval by the consolidated into one area. Council
clearly contrary to the Department of Minister. Approval of a commercial and/or a potential lessee are under no
Sustainability and Environment’s Policy lease would be subject to meeting obligation to renew an annual permit;
Statement of Improving Equity of the following three principles: however, they may offer existing permit
Access to Crown Land Caravan and -- Benefit to the public through leasing holders alternate sites within the park
Camping Parks May (2010). at the end of the 12-month period
-- Consistency and
The consultants recommend a transparency in leasing ›› Council and/or a potential lessee
process of non-replacement of these will need to communicate that
-- M
anagement of the leased land to be
permanent residences as they become permit renewal is not guaranteed
in an ecologically sustainable manner.
vacant through natural attrition. and provide information sheets
›› Rental rates set for commercial (or similar) to current permit holders.
4.4.3: Fire Safety Compliance use such as a holiday park are
›› Current permits expire at
Discussions with Goulburn Murray to be at full market rates which
the end of June 2015.
Water have indicated that the park can be discounted if there is a
‘community use’ component. ›› The Department of Sustainability
is now fire safety compliant. Work
and Environment’s Policy Statement
completed over the past 18 months ›› Council is required to seek advice
of Improving Equity of Access to
has involved replacement and upgrade from the Department of Sustainability
Crown Land Caravan and Camping
of water pipes and installation of the and Environment prior to entering
Parks May (2010) had a 2-year
appropriate number of hose reels. discussions with potential lessees.
implementation phase to allow
4.5: Guidelines and processes ›› The Department of Sustainability and Committees of Management, park
Environment has draft leases available managers and users sufficient time
Following consultation with stakeholders, that are to be used by Committees
a number of actions, guidelines and to adjust. The policy is now in place.
of Management when entering
processes necessary to implement ›› The consultation revealed goodwill
commercial leases. The maximum
changes at the Tallangatta Holiday towards the Holiday Park and any
term of lease would be 21 years.
Park have been identified including: proposal to improve the quality
›› Council will need to consider its policy of services. This goodwill can be
›› The issue of long-term management re the unlicensed caravan parking at maintained by keeping local residents
of the site needs to be resolved the Showground. Will the Showground and the business community onside.
Committee continue to be allowed
to offer discounted camping yet not
have to meet the necessary rules
and regulations of licensed caravan
parks? This is a competition policy
issue and any potential new lessee
of the Tallangatta Holiday Park may
have grounds for being aggrieved
if the unlicensed park continues
to operate without regulation.
245: Strategic 5.1: Vision The Strategic Development Vision
proposed for the Tallangatta
Development This Development Vision Plan for the
Holiday Park is outlined below:
Vision for the Tallangatta Holiday Park is based on
Tallangatta a ‘Vision Statement’ that is intended ‘To conserve and enhance the
to guide the Towong Shire Council unique location of the park through
Holiday Park in its long term management of the the provision of a range of unique
Reserve. The ‘Vision Statement’ is accommodation and guest facilities
supported by a series of suggested that cater for current and future guest
management principles which needs and, at the same time, maximise
should guide the overall planning the return to the local community.’
and management of the Reserve.
5.2: Management principles
The Strategic Development Vision is
supported by a series of proposed
management principles: Figure J
Figure J
proposed management principles
Regulatory Compliance To ensure the holiday park complies with all applicable statutory standards.
Health Safety and Risk Management To provide and maintain facilities in a manner which minimises risk to holiday
park users and park management and promotes a healthy lifestyle.
Business Management To maintain a management and operational structure which ensures
commercial viability, promotes timely and responsible decision-making and is
responsive to environmental, legal, social and technological imperatives.
Environmental Management To ensure that the environment of the holiday park is managed and protected in
accordance with sound ecological principles and for the enjoyment of guests.
Sustainability To ensure principles of ecological and environment sustainability
are incorporated into the design and management of the
accommodation, facilities and infrastructure within the holiday park.
Facilities for Guests and their Visitors To manage and provide an appropriate range of ecologically
sustainable, recreational and communal facilities for all users of the
park including caravanners, campers and cabin users.
Tourist Sites and Accommodation To optimise income to the holiday park by providing a range of quality
tourist accommodation including opportunities for families, couples and
groups within the bounds of ecologically sustainable development.
255.3: Management model 5.3.1: Council Staffing Negatives include:
The selection of a management model The management option that some ›› The chain of command becomes
is entirely dependent on whether the Councils have adopted in the past difficult when important operational
Towong Shire Council decides to fund is to simply use Council employees. decisions need to be made about the
the total redevelopment of the park In essence, the Towong Shire Council Holiday park, i.e. employees do not
itself, or transfers this or some of the would employ staff caretakers to look have the authority to make all decisions,
responsibility to a lessee. If Towong after the Tallangatta Holiday Park issues can take longer to resolve
Shire Council is prepared to undertake and live on-site. These caretakers
›› Local Government Industrial
the capital works required to upgrade would be remunerated under an
Awards are not geared to the
the park, there are four management award and paid by Council.
tourism industry or to meet the large
options for Council to consider. Positives include: over-time costs often incurred when
The management options for a Council running a successful holiday park
›› The system is flexible allowing the
redevelopment of the park are: movement of staff from one section ›› Staff recruitment policy within a
of Council’s operations to another. Council structure can sometimes make
›› Council staffing of the
it difficult to access external candidates.
management of the park ›› The system is simple in that there
is no need for a tender process ›› Office hours of a Council operation
›› Contract management
or lengthy contract documents are not compatible with the 7 day a
›› Leasing week, 24 hour a day call out basis
other than job specifications.
›› Management licensing. of the holiday park industry.
If Council is not prepared to fund the Over time, this arrangement has proven
proposed capital works then there is to have many negative aspects and
just one option available: the long term the majority of Councils have moved
leasing of Tallangatta Holiday Park to an away from this style of management.
investor prepared to inject the capital
necessary to redevelop the park.
The management options for the park are:
› Council staff management
› Contracted park management
› Leasing
› Management licensing
265.3.2: Contracted park management The Courts held that the distinction Positives include:
Contracted park management of between an employee and a
››Allows for the appointment of industry
caravan parks and camp grounds contractor was based on a series
qualified management teams
within local government arose through of ‘tests’. It was not a matter of
the arrangements passing all ›› The manager handles all
Councils trying to contain spiralling
tests, but rather, being assessable operational matters, including
labour costs which they had no control
in light of all criteria. In summary, reservations and marketing
over. The Local Government Industrial
Awards were not designed for this the criteria are as follows: ›› By means of the tender process,
type of business. Contracts enabled the market determines the cost
›› The degree of control over the
councils to engage contractors whose to Council for this service
performance of the work
working conditions and remuneration ›› Minimum standards and procedures
››Ability to delegate or employ
were controlled by the Agreement can be documented in the contract
others to perform the obligations
(Management Contract) as distinct to ensure high delivery standards in
from the relevant Industrial Award. ›› Exclusive service facilities, infrastructure and services
›› Is the contract based on results? ›› Well written contracts clearly
Initially, the changes were subtle –
employees were called contractors ›› Who bears the expenses and risks? articulating roles and responsibilities
and paid a lump sum or commission ›› Is there provision for leave and for all parties involved enable
to provide caretaking or management other employee entitlements? decisions to be made more easily
services. Very soon, this arrangement ›› The method of appointment ››An entrepreneurial contractor may be
was challenged in the Courts and more motivated to work the long hours
›› Description of the relationship.
through taxation rulings. It was required to ensure a park’s success
found that simply calling a person a These rulings led to the appointment ››Administration within Council
contractor did not permit an employer of management companies rather is simplified
to sidestep the taxation and award than individual contractors. These
›› Guests view the manager as
provisions relating to employees. appointments were made via a tender
‘the owner of the business’.
process and were originally filled
by husband and wife teams that Negatives include:
formed a company for the purpose
›› There is a requirement for a
of the operation. More recently,
detailed management contract
larger management companies
responsible for overseeing multiple ›› Less control than directly
parks have entered the market. employing staff.
Selection criteria for holiday park
management would normally involve:
›› Prior experience in a management role
›› Knowledge of the caravan park industry
›› High quality communication skills
›› Knowledge and/or experience
in marketing a small business
›› Knowledge of the building and
maintenance requirements
of a caravan park
›› Computer skills
›› Tender price.
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