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Frankston Destination Development Plan

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1. Contents 1. Contents .............................................................................................................................................................................................................................. 1

2. Executive Summary ............................................................................................................................................................................................................. 3

3. The Mornington Peninsula Region - Regional Overview.................................................................................................................................................... 5

4. Frankston & Surrounds ........................................................................................................................................................................................................ 7

5. Visitor Numbers and Economic Contribution ................................................................................................................................................................... 10

7. Tourism Market Segments ................................................................................................................................................................................................. 13

7. Mornington Peninsula’s Market Segments ........................................................................................................................................................................ 16

8. SWOT Analysis ................................................................................................................................................................................................................. 18

9. Frankston’s Tourism Development Needs......................................................................................................................................................................... 19

9.1 Product Gaps .................................................................................................................................................................................................................... 19

9.2 Infrastructure Gaps........................................................................................................................................................................................................... 21

10. Destination Development, Marketing and Communications Objectives ......................................................................................................................... 22

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2. Executive Summary Frankston City as part of the Mornington Peninsula tourism region has in the past been overlooked as the thriving hub for the strategic

attraction and dispersal of visitors for the region. Now in 2014, Frankston City Council is developing a coordinated approach to developing

tourism in the City in collaboration with industry, the community and across government. With the inception of the Mornington Peninsula

Regional Tourism Board (MPRTB) Frankston’s tourism potential is being realised and the need to strengthen investment into developing the

City’s product offering, industry and presentation to the visitor market is coming to the forefront.

A regional Destination Management Plan (DMP) is currently being developed by the regional tourism industry and coordinated by MPRTB

which will lead the direction for strategic development across the region, with Frankston earmarked to be the region’s tourism hub. With

this in mind, the Frankston Destination Development Plan (DDP) has been developed to ensure that Frankston is well placed to meet the

challenge and stand as the capital of the Mornington Peninsula tourism region into the future as the regional DMP is implemented.

In the coming years it is important for Frankston City Council to lead this progression, working alongside MPRTB as well as the Local Tourism

Association, Frankston Tourism Inc (FTI) to ensure a coordinated approach from all stakeholders including business and the local community.

The development of Frankston as a visitor destination needs to be collaborative and coordinated to ensure that activities address identified

gaps and meet market needs to reinforce Frankston’s strengths while developing brand loyalty with visitors and industry.

The Frankston Destination Development Plan provides an overview of tourism in the region, highlighting Frankston’s strengths, weakness and

opportunities as they relate to achieving the primary objective for Frankston to be the capital of the Mornington Peninsula.

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In order to achieve this objective Frankston will need to apply a strategic framework to improve its visitor services including product offering

and facilities, its industry capabilities, its branding and promotion and its community awareness and participation in tourism.

The DDP outlines the City’s gaps in product offering, infrastructure and ability to address the markets’ needs. To ensure that Frankston has a

holistic approach to developing tourism and lead to sustainable growth in visitors and industry into the future, the key areas of focus for this

plan include:

Destination Development

Destination Marketing

Industry Development and

Local Resident Promotion and Capacity Development

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3. The Mornington Peninsula Region - Regional Overview

The Mornington Peninsula tourism region is made up of five (5) experience

destinations, each with its own unique visitor experiences, characteristics

and product strengths. These experience destinations include; Southern

Peninsula, Peninsula Hinterland, Westernport Bay, Northern Peninsula and

Frankston and Surrounds.

The official boundaries of the region are defined by the northern Frankston

City municipal border and includes the Mornington Peninsula Shire

municipality. The regional product includes attractions from neighbouring

French Island, Cranbourne and Pearcedale, within Metropolitan Melbourne.

The Mornington Peninsula tourism region is a popular summer holiday destination. With its enviable bayside location, thousands of families

flock to beachside holiday homes, apartments and camping grounds annually to celebrate and relax with loved ones. The region is renowned

for its diverse product offering, catering for families, couples, groups and individuals and experiences range from boutique and indulgent to

affordable fun. As well as the beachfront; food, wine and farm gate produce are popular visitor experiences and national parks, reserves and the

Peninsula Hot Springs give the region international notoriety for spa and wellness experiences.

Each visitor experience destination on the Mornington Peninsula has distinct strengths and personality; however their tourism product

offerings work in harmony with the overall regional brand essence. This diversity allows visitors to explore and create their own experience to

suit their needs and desires; from a beachside family holiday in Frankston to an indulgent couples spa weekend or adventure in nature, each

experience connected by an undertone of sophistication and indulgence.

Mornington Peninsula Region – Tourism Experience Destinations

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As a predominantly self-drive region, the dominant tourism market for the region is Victorians (primarily Melbournians), with only 14% of

visitors from interstate and 3% from international markets. As the region is largely perceived as a day tripper destination, visitor nights are

estimated at 20% interstate and 12% international. 78% of overnight visitation in the south of the region is attributed to holiday home owners

(of which there are 24,000) however only 8% of these holiday homes are available for holiday rental.

The region is most strongly associated with beaches, restaurants, wineries, visiting friends and relatives, shopping, golf, indulgence and

romance, spa, coastal scenery, cinema, parks and gardens and festivals1. The region as a whole however, lacks any iconic attractions or

landmarks.

The core tourism products for the Mornington Peninsula tourism region as defined by the Mornington Peninsula Regional Tourism

Strategic Plan, tell a story of a gourmet, indulgent escape in a beachside location2.

Events and Business Events

Wine, Food and Farm Gate

Family Fun and Bay

Nature/ Adventure

Golf

Spa and Wellness

Villages and Shopping

Arts and Culture

1 Summary of RAPS 2011 Findings, Mornington Peninsula, Tourism Victoria – Roy Morgan Research 2011

2 Strategic Plan, Mornington Peninsula Regional Tourism Board, November 2012

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4. Frankston & Surrounds

Frankston is located at the northern entrance to the Mornington Peninsula tourism region, approximately 40

minutes from Melbourne CBD and 1 hour from Melbourne Tullamarine Airport. Easily accessible by rail and

road, there are five (5) major arterial roads and freeways which lead to the City including; Nepean Highway,

Frankston-Mornington Peninsula Freeway, EastLink, Westernport Highway and Peninsula Link. The Frankston

train line begins in Melbourne city and follows the bayside corridor to the city’s centre. The train station is the

transit interchange for bus services further south into the Mornington Peninsula tourism region and into

Cranbourne and Dandenong and VLine train service to Stony Point.

Within this regional profile, Frankston is the largest urban, administrative and retail centre.3 It’s easy access and location makes it the ideal

place to begin a Mornington Peninsula experience for day-trippers, overnight visitors and for those staying longer.

Frankston is home to the first Level 1 accredited Visitor Information Centre when travelling south from Federation Square, Melbourne. The City

is the first port of call for visitor information and visitors have access to regional shopping experiences, artist and cultural events and festivals,

dining and entertainment, world class beaches and family friendly activities, all in one easy central location.

Frankston attracts approximately 848,000 visitors per annum, 11% of overall visitors to the Mornington Peninsula tourism region, 5% of

overnight visitors and 17% of the day tripper market and attracts the highest number of international visitors in the region (6,000 in 2012-

2013)4.

3 Mornington Peninsula Region Destination Management Plan, November 2013

4 Size of the Tourism Industry, Mornington Peninsula Sub Regions, Urban Enterprise 2012

Frankston & Surrounds Tourism Experience Destination

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The enthusiasm and permanence of Frankston’s residents (52% have lived in the municipality for 21 years or more) provides longevity for the

City’s tourism potential with Visiting Friends and Relatives (VFR) repeatedly visiting (30% of the City’s visitor market), creating a loyal market

strength for the City. In addition, 93.8% of residents agree that visitors are important to the Frankston community and 80.2% agree that seeing

Frankston promoted as a visitor destination improves their perception of the City and municipal pride5. This strong community support

strengthens Frankston’s potential to be a robust tourism destination.

The City’s accessibility and community support are coupled with recognised tourism products which complement the regional product offering:

Arts and Culture

Business Events and Conferencing

Events and Festivals

The Waterfront

Dining options

Parks, gardens and natural environment

Shopping and Markets

5 Living the Local Life – Your Frankston, Your Story – Community Survey, December 2012

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Frankston’s identified ‘Hero’ tourism products include6:

Frankston Waterfront Precinct including the boardwalk and Olivers Hill scenic lookout

McClelland Sculpture Park + Gallery

Sand Sculpting Australia Exhibition

Frankston Arts Centre

Major Festivals and Events

Future Hero Products:

The Peninsula Aquatic and Recreation Centre (PARC) has been identified as a future hero product for the City and it is recognised that with

promotion that focusses on the visitor markets, this facility has the potential to attract large numbers of visitors to the City.

Frankston’s major events and festivals including Frankston’s Christmas Festival of Lights, the Frankston Waterfront Festival and Ventana

Fiesta are hero products for tourism however there is a need to develop the program further to attract off-peak and shoulder season visitation

to the City.

6 Frankston City Tourism Brand Positioning, Paoli Smith, May 2014

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5. Visitor Numbers and Economic Contribution Tourism is central to Frankston and the Mornington Peninsula’s economy, lifestyle and future, impacting investment and product development

opportunities, economic growth, jobs creation and improvements to the liveability of the municipality. A healthy tourism industry is

fundamental to improved economic stability.

Tourism visitation to the Mornington Peninsula Tourism Region7:

1,117,000 domestic overnight visitors;

4,125,000 domestic daytrip visitors; and

32,000 international visitors; and

In 2012-2013, the tourism industry directly contributed an estimated $678.74M to the Mornington Peninsula economy (3.4% of gross revenue)

and directly employed approximately 10,184 (10.3% of regional employment)8.

While there are barriers in Frankston with some businesses not recognising their part in tourism, it is undeniable that tourism plays a

significant role in the City’s economy, contributing an estimated $235.85M (2.6% of total economy) and creating $113.78M in additional value.

Tourism businesses on the Mornington Peninsula are predominantly Micro (1-4) and Small (5-19) businesses in terms of employment. 44.3%

of tourism businesses on the Peninsula are non-employing businesses9. Within Frankston, Tourism employs 1,548 people (4.2% of the City’s

employment) and contributes $71.4M in wages and salaries10.

7 Tourism Research Australia – Mornington Peninsula Regional Profile 2012-13

8 REMPLAN, January 2014

9 Tourism Research Australia – Mornington Peninsula Regional Profile 2012-13

10 REMPLAN, January 2014

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Average Visitor Expenditure Profile – Mornington Peninsula (2012-13)11

Expenditure Visitors Nights

Average stay

Average trip expenditure

Average nightly expenditure

$ million '000 '000 Nights $ $ Domestic day 292 4,125 np np 71 np Domestic overnight 390 1,117 3,659 3 349 107 International np 32 503 16 np np

Domestic Visitation

Visitation to the Mornington Peninsula is predominantly undertaken by day trippers with 14% of visitors from interstate and 3% from the

international market. With a reliance on the daytrip market, estimations attribute 20% and 12% of visitor night to the interstate and

international markets respectively. Domestic visitors to Frankston expend most on retail (23c out of every dollar), transport (17c out of every

dollar) and food and accommodation (17c out of every dollar).

Domestic Daytrip Visitors

56% of the domestic daytrip market visits the Peninsula for a holiday/leisure and 33% to visit friends and relatives (VFR). This market spends

the most on food and drinks ($130M), fuel ($69M) and shopping ($58M)12.

Domestic Overnight Visitors

Those visiting the Peninsula for holiday/leisure represent 67% of total visitor nights

with the visiting friends and relatives (VFR) market following at 26%. Business visitors

contribute 5% of total domestic visitor nights.

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Tourism Research Australia – Mornington Peninsula Regional Profile 2012-13 12

Tourism Research Australia – Mornington Peninsula Regional Profile 2012-13

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Food and Wine (56%), Nature Based (16%) and Culture and Heritage (8%) are listed as the top 3 experiences sought in the region by the

Domestic Overnight Market. Greatest expenditure for this market is for food and drink ($177M), accommodation ($98M) and fuel ($49M).

International Visitation

The Mornington Peninsula attracted an estimated 32,000 international visitors in 2012-201313.

The mature international markets for the region include;

United Kingdom,

Europe (in particular France, Germany, Netherlands and Switzerland),

New Zealand and

South East Asia (Singapore and Malaysia).

North America (USA and Canada) have been identified as the region’s second tier mature markets for international visitation.

The emerging international markets for the region are: China and India. China and India have the greatest forecasted growth at 7% and

Indonesia is estimated to have 6% growth.

36% of international visitors to the Peninsula are visiting for holidays/leisure

(13% of international visitor nights) and 53% visiting friends and relatives

(51% of international visitor nights). 74% of international visitors are day-

trippers to the region and 64% of total international visitor nights are in

unpaid accommodation, indicating that the majority are visiting and staying

with friends and relatives.

Frankston holds a 19% share of international visitor numbers to the region14

and 31% of international visitor nights (average 24 nights).

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Tourism Research Australia – Mornington Peninsula Regional Profile 2012-13 14

Tourism Research Australia – Mornington Peninsula Regional Profile 2012-13

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7. Tourism Market Segments The key target market for domestic tourism as defined by Tourism Victoria, are Lifestyle Leaders. This segment has also been identified as

the key market for Mornington Peninsula Regional Tourism and for this reason it is paramount that Frankston leverage off this market.

Lifestyle Leaders make up approximately 30% of the total population of Australia’s visitors and is based on a psychographic profile and as such

extends across all regions, age and lifecycle groups however can tend to skew to younger individuals (aged 18 – 34 years).

Target Market Description – Lifestyle Leaders

Lifestyle Leaders are described as professional, progressive and educated individuals who actively seek out information and like to discover

and be the first to try new things. This segment has a higher discretionary spend (average personal income of $53K p.a. and household income

of $107K) and tend to indulge more than the average Australian, in particular on travel. This is reflected in their busy social life and extensive

social networks and as such these individuals tend to be considered as trusted advisors and have the ability to influence others’ decision

making.

Lifestyle Leaders are most likely to be reflected in the following Roy Morgan Value Segments:

Socially Aware;

Visible Achievement;

Young Optimism; and

Traditional Family Life

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Demographics

The primary age ranges are 35 to 49 years (30%), 25 to 34 years (23%) and 50 to 60 years (20%).

When considering household lifecycle, Lifestyle Leaders are most likely to be; mid-life households (32%), young parents (23%), young couples

(11%) and young singles (11%).

Travel Choices

Research into this segment showed that in the previous 3 months, 41% of Lifestyle Leaders

had taken a weekend away, 35% travelled by air and 46% took a day trip in a car15.

When considering overnight stays, the majority (42%) stayed with friends and relatives

with 24% choosing to stay in a serviced apartment or self-contained house, or a hotel or

motel and 20% stayed in a caravan, tent or cabin.

When taking overnight trips, 45% of Lifestyle Leaders visit friends and relatives,

32% visit restaurants and enjoy food and wine and 25% go shopping. National

parks, parks and gardens and wildlife and scenery are also key activities for this

market.

Media and Communication Preferences

Speaking to this market means avoiding mainstream commercial media. They are

heavy internet and print media users. Unsolicited communications will have the

greatest cut-through with this market.

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Holiday Tracking Survey, Roy Morgan Research, Year Ending December 2011

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Frankston’s Market Segment Demographics and Domestic Visitation

The demographics of Frankston’s target markets reflect those of Tourism Victoria and the Mornington Peninsula focussing on mature couples

(aged 55+ years), young families (adults aged 35 – 54 years with young children) and young people (individuals, couples and groups aged 18 –

34 years)16.

Using statistics gathered at the Frankston Visitor Information Centre, at major events in the City and also through tourism specific research

projects, Frankston has identified its key catchment areas as Melbourne, Bayside, Inner East, Outer East, South East and North East.

Following Tourism Victoria’s lead, Frankston will continue to promote to Lifestyle Leaders in the domestic tourism market. Frankston is

positioned well to address the needs of the key market segments defined for the Mornington Peninsula, however some product development

and refinement is required.

Frankston’s International Market Segments

The Frankston Visitor Information Centre attracts

approximately 15% international visitors each year17

on average and Frankston is reported as the top

destination visited by internationals while in the region

(attracting 6,000 international visitors in 2012-13)18.

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Destination Branding Research Project, Frankston City Council, December 2013 17

Frankston Visitor Information Centre, Annual Statistics 2013 18

Tourism Research Australia – Mornington Peninsula Regional Profile 2012-13

Frankston’s Top International Visitor Countries align with Tourism Australia’s key

international tourism markets

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7. Mornington Peninsula’s Market Segments

With the Lifestyle Leaders target market as a common basic principle, the following market segments have been formed and reflect the key

target market segments for the entire Mornington Peninsula tourism region. It is important to note that the market segments are not mutually

exclusive and individuals can fall into more than one category.

Frankston has many of the elements necessary to address the markets’ needs however there is a lack of connectivity between the product

offerings and visitor infrastructure such as signage to support the visitor experience.

Inspired by Nature Market Segment Outline Addressed by Frankston & Surrounds Frankston’s Gap in Delivery Enjoy nature-based tourism: walking, cycling, wildlife and landscapes as well as ecotourism experiences, active holidays and taking regular breaks. Holidays set in nature and away from crowds, however no prerequisite to ‘rough it’ as creature comforts also of importance.

· 500 parks, gardens and reserves set on the outskirts creating natural escapes for visitors to discover. · Neighbouring Cranbourne Botanic Gardens and Moonlit Sanctuary offer authentic and interactive Australian experiences with indigenous flora and fauna.

· Lack of tourism infrastructure within parks and reserves

Food and Wine Lifestylers Market Segment Outline Addressed by Frankston & Surrounds Frankston’s Gap in Delivery Enjoy social activities: food and wine, regularly dine out and spend more. Seek quality in and out of the home. Sophisticated tastes and try new foods. Balanced approach, appreciate health without compromising on taste.

· City Centre restaurant precinct · Home to numerous quirky cafes · Waterfront dining options (Hero) · Local producers: Blue Bay Cheese, Flavour Pearls, Chocolate Grove and Brambles Berry Farm

· Lack of logical connectivity between dining options and other tourism activities · No hero dining venues · No collaborative marketing or promotion

Creative Opinion Leaders Market Segment Outline Addressed by Frankston & Surrounds Frankston’s Gap in Delivery Look to experience and involve themselves in cultural and creative pursuits, open to taking risks and new experiences and ideas.

· Eclectic blend of food, arts, culture, shopping · Element of discovery at lesser known gems; Seaford’s mesmerising foreshore or

· No logical linkages between products offered · No packaging to enhance visitor experience · Products not strategically marketed

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Value being the first to know, individuality and authenticity. Easily spot fake or paid endorsements. Extensive social networks, will spread positive word of mouth.

Sweetwater Creek’s cascading waterfalls, stumble across authentic restaurants while indulging in the friendly hospitality in an undiscovered seaside destination.

Enriched Wellbeing Market Segment Outline Addressed by Frankston & Surrounds Frankston’s Gap in Delivery Enjoy good quality, authentic experiences, regardless of price. Aim to reflect their environmental and social concerns in their actions. Like to indulge while balancing healthy preferences and holidaying preferences. Tendency for experiences that enrich and rejuvenate. Like to pass on their experiences of authentic stories.

· Balance of life by the sea and city living. · Enjoy relaxed moments by the bay, at a day spa or beauty salon; enjoy boutique shopping, fresh produce and authentic cuisine. · Discover a relaxed, slower lifestyle where nature and city living combine. · Events showcase cultures and the lifestyle (Hero Product)

· Product offerings are disjointed · Do not deliver the product promise · The products do not marry to make a complete story · The city has been built for liveability, not visitors

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8. SWOT Analysis

Frankston & Surrounds are well positioned to address many of the current market needs for the Lifestyle Leader segment. The City does not

need to address every market need or product category in the MPRTB Strategic Plan, however Frankston does need to strategically promote to

leverage off market segments which are already visiting and design its product offering to complement and enhance the regional experience.

Boasting a dining precinct which showcases authentic international

cuisine as well as modern Australian, quirky boutique cafes and casual

dining venues, visitors can experience unique dining and social

experiences including waterfront dining which is a rare treat in

Melbourne. In Frankston, visitors are treated to the regional shopping

centre and also a myriad of boutique independent stores in the city’s side

streets and entertainment precincts. Within minutes, the City transforms

from a bustling, urban city into a tranquil nature-based oasis, with over

500 parks, gardens and natural reserves ready to be discovered. Blending

art with nature at the McClelland Sculpture Park + Gallery and the Coastal

Arts Trail, Frankston offers a diverse tourism product.

There are limitations to Frankston’s tourism product offering and the

City’s planning and tourism infrastructure is in its infancy. The City must address basic needs (hygiene) of visitors and residents by providing

good quality and clean public facilities, directional signage, parking, customer service, people friendly paths, transport options and perceived

safety, coupled with an environment which offers fun and relaxation19.

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Destination Branding Research Project, Frankston City Council, December 2013

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9. Frankston’s Tourism Development Needs

9.1 Product Gaps

Frankston is a melting pot of activity for tourism ranging from nature-based activities, arts, culture and events to shopping, dining and

adventure inside or outside.

Despite the diversity of the product offerings, there is no logical connection for visitors to understand and make the most of their time here.

Couple this with perceived reputation and safety concerns, a lack of supporting infrastructure and uncoordinated marketing and messaging,

the gaps outweigh the strengths in all product categories. There are however a number of plans already in place to address these gaps and

enhance the visitor experience offered in Frankston.

Key Strengths Gaps Actions/ Relevant Plans Arts and Culture McClelland Sculpture Park + Gallery Frankston Arts Centre Coastal Arts Trail

· Lack of transport and linkages between City and the gallery (and vice versa). · No cooperative promotion or dispersal plans, signage or aids

MPRTB Regional Destination Management Plan (DMP) Frankston Arts Strategy MPRTB Arts & Culture Strategy (Draft) Public Arts Strategy

Family Fun and Bay Frankston Waterfront Precinct (as well as Frankston Visitor Information Centre) – accessibility Mix of playgrounds Seaford Foreshore

· Lack of complementary product on the waterfront which highlights the city’s assets (i.e. fresh fish sales, farmers markets, twilight summer markets, open-air/ pop-up restaurants) · No connectivity between waterfront and City centre

Long Island/ Frankston Yacht Club Master Plan Open Space Strategy

Business Events and Conferencing Frankston Arts Centre, Frankston International, Peninsula on the Bay, Gateway Performing Arts Centre Monash University, Pragmatic Training Chisholm Institute

· Parking issues · Lack of adequate accommodation options · Don’t maximise University/ TAFE facilities · No links between existing centres and experiences to offer packages to organisers

Business Events and Conferencing Bureau

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Events and Festivals Host to internationally renowned events (Sand Sculpting Australia Exhibition and IRONMAN Asia-Pacific Championship Melbourne). Frankston’s Christmas Festival of Lights, Frankston Waterfront Festival and Ventana Fiesta. Events Attraction – One off events

· No hero event to promote tourism product strengths (Sand Sculpting is one hero, but product is limited) ·No dispersal plans ·Lack of events which encourage repeat or extended visitation and discovery ·Calendar does not extend year-round to maintain visitation

Frankston City Council Events Framework MPRTB Regional Events Strategy Tourism Victoria Events Strategy

Food, Wine and Farm Gate Diverse dining options including waterfront dining and authentic international cuisine. Local producers: Brambles Berry Farm, Blue Bay Cheese, Flavour Pearls and Chocolate Grove.

· No farm gate produce, wineries or coordinated approach or identifiable precinct for visitors to understand diverse offering · Unclear connection between Food, Wine and Farm Gate and Frankston dining offerings

Food, Wine and Farm Gate (MPRTB)

Nature/ Adventure Over 500 parks and gardens. Internationally significant Seaford Wetlands. Guided Ranger Walks Peninsula Stand Up Paddle Boarding, BMX Track, Skate Park, Rock Climbing and other indoor/outdoor activities

· Lack of interpretive signage · No coordinated approach to promotion, packaging or linkages with other activities

Parks and Reserves Booklet

Spa and Wellness Retail massage, alternative healing and beauty treatment facilities

· No iconic facility in exclusive or reclusive setting · Little connectivity to Peninsula Hot Springs

MPRTB Regional DMP

Golf Five golf courses from elite to public · Not promoted with regional product, no links to regional

product offering · Largely membership based rather than pay-to-play

MPRTB Regional DMP

Villages, Shopping and Markets Regional Shopping Centre Weekly and monthly markets

· Minimal quality boutiques around shopping centre · Infrastructure needs updating for people friendly environment (currently car priority) · Markets/ shopping experiences - no coordinated promotion/ logical links with overall product

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9.2 Infrastructure Gaps

Frankston City Council and MPRTB research has identified the following infrastructure needs for the City.

Current Situation Gaps Actions/ Relevant Plans Accommodation 10 accommodation providers - 352 rooms and 577 beds

· Tiered backpacker accommodation · Not enough inner city self-service apartments · Family accommodation options · Additional 4.5 – 5 star accommodation options

Mornington Peninsula Regional DMP Frankston CAA Structure Plan Frankston Investment Attraction Plan Economic Development Strategy

Signage

Minimal signage, uncoordinated · Lack of clear way-finding signage to attractions outside city centre · Lack of distinct precincts and minimal interpretive signage

Mornington Peninsula Regional DMP Frankston CAA Structure Plan

Business Events Facilities

Current facilities suit small conference market.

· No clear plan for the development of business events in City · No linkages between facilities and experience offerings

Mornington Peninsula Regional DMP Economic Development Strategy

Transport

Transit interchange

· Reliable/efficient transport services outside central Frankston · Frankston Train Station appearance and links to other sites · Lack of operated tour buses (e.g. hop-on/ hop-off)

DPTLI Transit Interchange Upgrade

Dining Good variety of restaurants Authentic international cuisine

· Lack of hero restaurant or dining option · Minimal high quality family venues · Restaurant precinct has no identity, can be missed

Frankston Tourism Inc Strategy Economic Development Strategy Frankston Yacht Club Development

Historical Attractions Ballam Park Homestead & Mulberry Hill

· No year-round attraction for visitors · Limited opening hours – Sundays only or by group bookings

Events Major events without dispersal plans. No hero event which showcases tourism offering

· Lack of event spaces to hold larger open-air events · Lack of events throughout year (October-April peak time)

Open Space Strategy Mornington Peninsula Regional DMP Frankston City Council Events Framework

Family Fun and Bay · Lack of waterfront activity infrastructure i.e. fish market, twilight

markets, open-air cinemas

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10. Destination Development, Marketing and Communications Objectives

In light of Frankston’s visitor profile, tourism strengths and strategic potential for visitation growth, the following objectives have been identified to ensure that the City sustainably develops to make the most of its opportunities in tourism into the future. The key focus areas for this plan include:

Destination Development,

Destination Marketing,

Industry Development and

Local Promotion and Capacity Development.

A number of plans will flow out of these objectives and provide Frankston City Council, industry and the community with clear direction into the future that supports Frankston’s growth as a tourism destination. It is anticipated that the following objectives will be collaboratively achieved with Council implementing, supporting, leading or facilitating the necessary actions to achieve the City’s tourism vision.

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DESTINATION DEVELOPMENT

Strategy Example Actions/ Projects

1.1 Develop and implement a plan to improve visitor experiences throughout the City

including the development of strategic points of interest, flexible transport options and

signage

E.g. Creation of photo spots around the City

1.2 Support regionally significant plans from Regional, Local, State and Federal Bodies

including leading the development and implementation of the Regional DMP and Regional

Events Strategy and supporting the Business Events and Conferencing Bureau and

implementation of the Tourism Employment Plan and FAA Structure Plan

E.g. Support for FAA Structure Plan

1.3 Work collaboratively with MPRTB, MPT, FTI, MPSC and industry to develop and support

the implementation of strategic marketing and communications outcomes to build

awareness of the regional product offering and develop the region

E.g. Participate in Mornington Peninsula Official Guide for

Visitors

1.4 Support the delivery of FTI strategic plans and advocacy initiatives E.g. Provide support and advice to deliver strategic actions

1.5 Develop and implement visitor dispersal plans to increase awareness and participation

in Frankston visitor offering including the creation of strategically located satellite Visitor

Information Centres

E.g. Develop satellite Visitor Information Centre at Frankston Station

1.6 Develop and implement a Media and Communications Plan to improve Frankston’s

relationship with Tourism Australia, Tourism Victoria, Business Events Victoria and

Destination Melbourne

E.g. Participate in the visiting journalist program with Tourism Australia

1.7 Implement the Events Framework to guide the development of new events in the City in

line with the State and Regional Events Strategies to strengthen Frankston’s position as a

leader in the development and delivery of major events in the region

E.g. Develop events which highlight the City’s hero tourism products

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DESTINATION MARKETING

Strategy Example Actions/ Projects

2.0 Develop and implement an annual Marketing and Communications Plan for Frankston to

target regional, state and national markets including brand development program,

refreshing promotional material and development of online content strategies

E.g. Develop and implement a tourism brand for Frankston

2.1 Develop and implement an annual Marketing and Communications Plan, including online

content strategy to promote the City’s major events and dispersal at major events E.g. Creation of online content strategy

2.2 Continue to develop online tools to communicate and disperse visitors to the City

including expanding the distribution channels of the Frankston Visitor Guide

E.g. Investigate online promotional opportunities to emerging markets

2.3 Provide the tools to improve the visual presentation of Frankston and increase the

capacity of business to present a unified message in relation to the city in promotional

collateral

E.g. Create suite of promotional material for use by business and local residents to aid promotion of the City

2.4 Support the implementation of the Frankston Visitor Information Centre Marketing Plan

to inform, attract and disperse visitors

E.g. Provide artwork, messaging and distribution points for promotion of the Frankston Visitor Information Centre

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INDUSTRY DEVELOPMENT

Strategy Example Actions/ Projects

3.0 Develop and implement a plan to facilitate Frankston businesses to improve their online

presence E.g. Creation of e-toolkit for businesses to link with Tourism

Australia, Tourism Victoria and online review systems

3.1 Develop a program to encourage Frankston businesses to continuously improve through

participation in local, regional and state industry programs

E.g. Rewards program to encourage participation in T-QUAL Accreditation program

3.2 Develop industry to work collaboratively to create holistic offerings to attract business

events and conferences. Work alongside MPRTB and the Mornington Peninsula Business

Events and Conferencing Bureau to develop the capability of Frankston businesses to attract

and host large scale conferences

E.g. Identify Frankston’s current strengths in Business Events and Conferencing

3.3 Develop and implement a plan to facilitate business participation in Regional

Development Programs including welcoming international visitors

E.g. Link businesses with industry training opportunities for welcoming international visitors

3.4 Facilitate regional collaboration and coordination between Visitor Information Centres

to develop industry, gather and distribute statistics and share information across the region

E.g. Maintain relationships with MPRTB to ensure Frankston’s VIC and statistics are included in all relevant strategies

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LOCAL PROMOTION AND CAPACITY DEVELOPMENT

Strategy Example Actions/ Projects

4.0 Develop tools to facilitate local input and discussion about

Frankston’s tourism offering by the local community

E.g. Creation of local awards and ambassador program

4.1 Develop a plan and tools to encourage and facilitate

participation in Frankston events

E.g. Develop social media campaigns

4.2 Create and implement a Marketing and Communications Plan

to develop the international student market

E.g. Develop program to encourage blogging by international students

4.3 Continue the success of the Focus on Frankston Photography

and Video Competition

E.g. Re-launch the Focus on Frankston Photography and Video Competition every 18

months

4.4 Continue the success of Frankston TV and expand the program

to include a tourism focus

E.g. Develop a tourism component on Frankston TV to provide content for online and

promotions

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11. Year 1 Action Plans

DESTINATION DEVELOPMENT

Review the existing Route 12 Cultural Drive and apply for funding to develop a Moving Museum

Lead the implementation of the Regional Destination Management Plan and participate in the delivery of the MPPI Tourism Employment Plan

Work with Frankston Tourism Inc to develop and implement a plan to strengthen industry participation and capacity

Develop a staged plan for the development of satellite Visitor Information Centres throughout the municipality

Review the Event Attraction Framework to be in line with the objectives of the DDP and new brand strategy for tourism

DESTINATION MARKETING Develop and implement an annual Marketing and Communications Plan

Develop and implement a tourism brand for Frankston

Undertake four journalist familiarisations across the year – highlighting key experience strengths

Review and implement a Business and Marketing Plan for the Frankston Visitor Centre to position the centre as the central point for visitor dispersal

INDUSTRY DEVELOPMENT Develop and distribute an E-toolkit for businesses to link in with relevant industry bodies

Develop and implement a plan to facilitate business participation in Regional Development Programs

Develop an industry resource kit to facilitate a stronger representation of Frankston in local, regional and state promotions.

LOCAL PROMOTION AND CAPACITY DEVELOPMENT Implement the Focus on Frankston Photography and Video Competition

Develop a tourism component on Frankston TV

Create a ‘Frankston, Enjoy Every Moment’ local tourism section in Frankston City News

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12. Year 2 Action Plans

DESTINATION DEVELOPMENT

Work alongside the Mornington Peninsula Regional Tourism Board (MPRTB) to revitalise the Arts, Culture and Heritage product segment

Develop supporting visitor infrastructure renewal program

Develop and implement a plan to diversify visitor services throughout the municipality

Review the Event Attraction Framework to be in line with the objectives of the DDP and new brand strategy for tourism

DESTINATION MARKETING Develop and implement an annual Marketing and Communications Plan for the promotion of tourism in Frankston

Undertake four journalist familiarisations across the year – highlighting key experience strengths

Review and implement a Business Plan for the Frankston Visitor Centre to position the centre as the central point for visitor dispersal

Create complimentary marketing campaigns to run alongside major attractions and iconic event advertising

INDUSTRY DEVELOPMENT Develop and distribute an E-toolkit for businesses to link in with relevant industry bodies

Develop and implement a plan to facilitate business participation in Regional Development Programs

Develop an industry resource kit to facilitate a stronger representation of Frankston in local, regional and state promotions.

LOCAL PROMOTION AND CAPACITY DEVELOPMENT Develop and implement a Visiting Friends and Relatives Program

Develop a tourism component on Frankston TV