ROBYN FENECH General Manager

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• ROBYN FENECHGeneral Manager
• Cape Naturaliste Tourism Association
• Busselton, Dunsborough the Margaret River Wine
  Region
• Western Australia

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Cape Naturaliste Tourism Association
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Operating Structure

• Elected Board of Management (12)
• Administration Centre at Busselton Visitor Centre
• General Manager
• 5 operating centre Managers
• 32 staff full time, part time and casual

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Industry Support 400 members

• 33 Accommodation (10,000 short-stay beds)
• 14 Services
• 11 Wineries
• 11 Dining
• 9 Attractions / Activities

• Membership Income - 120,000

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Competitive Advantage

• Intrastate reputation as a seaside holiday
  destination
• 3 hours south of Perth
• Repeat visitation by the Perth / regional WA
  intrastate market
• Strong growth in the numbers of interstate
  fly/drive visitors

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Competitive Advantage

• Attractions and awareness of the Margaret River
  Wine Region
• North facing Bay is unique, complemented by a
  mild climate
• Diversity and quality of Member product
  accommodation, tours, attractions, services etc
• Highest number of short stay beds in regional WA
  around 10,000 beds

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Visitor Centres
Busselton
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Visitor Centres
Dunsborough
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Visitor Centre Operations

• Tourism accredited by Tourism Council WA
• Audit for Level 1 Visitor Centre accreditation
  almost complete
• Busselton Visitor Centre 102,000 walk in visitors
  
• Dunsborough Visitor Centre 100,000 walk in
  visitors

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Visitor Information Provided

• What to see and do in the local area and region
• Licensed travel agent (not air travel)
• Maps, brochures, event information
• Accommodation, tour and travel booking service
• Event ticket sales

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• Web site front end, automated reservation system
  back end
• Approximately 20,000 unique visitors per month 3
  months out from launch
• 280,000 page views per month

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Viability

• Operating Budget - 1.6 million
• Visitor Centres make a combined loss of around
  70,000 p/a
• Marketing Unit loses 40,000 p/a
• Viability hinges on profitable operation of cave
  and lighthouse

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Ngilgi Cave

• 10 hectare bushland reserve in prime location
• Leasehold (Crown land) tenure
• Show cave tours, adventure tours, night tours
• Café on site operated under lease by private
  operator
• 50,000 visitors per year
• 126,000 net operating profit

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Cape Naturaliste Lighthouse

• Leased National Park reserve
• Light tower
• 3 lighthouse keepers cottages
• Entry / interpretation / retail area
• Various outbuildings
• 32,000 visitors per year
• 40,000 net operating profit

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Commission Earnings

• 2 million accommodation tours sales _at_ 12.5
  commission
• 230,000 net income

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Industry Contributions

• Annual membership fees range from 165 to 650
• 120,000 total membership income per annum
• 246,000 raised through cooperative marketing
  contributions

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Contract Services

• Marketing contract for Busselton Jetty /
  Underwater Observatory
• 35,000 contract fee and 60,000 spend budget

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Local Government Support

• 50,000 to assist with visitor servicing (Visitor
  Centre operations)
• Direct sponsorship of international Ironman
  Busselton WA event
• Foreshore, boat facilities, parks and gardens,
  public facilities etc.

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Debt Funding

• Three loans for capital works projects
• 367,000 outstanding to be paid over next 9 years
• Annual servicing cost of around 40,000

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Debt Funding

• Lighthouse interpretation, heritage building
  refurbishment, asbestos remediation
• Visitor Centre construction of new Busselton
  Interpretive Centre 7 years ago
• Cave - environmental care, internal stairs,
  public facilities and interpretation

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Business Growth

• Develop new income sources
• Counter risk
• Increasing net worth and security

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Online Reservation System

• Expected 10 15 growth in commission income
• Higher visibility
• Secure payment gateway facility
• Reduced bank fees
• Low staff intervention in on-line business (now
  
  around 15 of all bookings)

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Café at Lighthouse

• Geographically isolated
• Surrounding National Park attraction and walk
  trail network
• Provide low level food service, good coffee
• Increase average discretionary spend per head
  from 45c to 1.50
• Café fit-out 40,000
• Staff training / supervision

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Pharophile Accommodation

• Convert 2 heritage lighthouse keepers cottages
  to short stay accommodation
• Business plan estimates
• 50 occupancy
• 100 average tariff per night
• 36,500 gross income
• Operating cost 45 of gross
• 20,000 net income p/a

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Other New Business Ideas

• Internet lounge at Busselton Visitor Centre
• Night tours of cave for teens package sold
  through nearby resorts
• Brochure distribution / racking for tours and
  attractions via local accommodation properties
• Lease bush land in cave reserve to a seasonal
  camping operator

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Thank You
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