Support material for the “Outback Visitor Information Centres : Best Practice in Tourism and Business Operations" cross border meeting.
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1. More than 1250 businesses across nine outback regions in
five states are members of DesertKnowledge Australia Outback
Business Networks (OBN). Cited benefits of the
cross-regionalnetworks include a broadened customer base, access to
new clients, increased marketshare, professional development
particularly in the area of communication technology and
collaborative marketing opportunities.Case Study: Station Stays
SAThe need to get together to share ideas and discuss issues has
led to a newcollaborative business marketing opportunity for remote
outback pastoraltourism operators in South Australia. Working
across regions in the far north ofSA, operators have created the
Station Stays SA, Flinders Ranges and OutbackCluster.They are now
looking at building this cluster further through linking up
withsimilar organisations such as Outback Beds in NSW and Bush Beds
in WA. Station Stays is a winner.Outback Business Networks is
facilitating these discussions.Im increasingly confident that the
pastoral tourismIndividually these businesses did not have the
capacity to market themselves network is a great asset
toeffectively nor seek professional development support. Tourism
was seen as anus as a point of difference.opportunity to diversify
from their primary production enterprises to provideadditional
income and business resilience during pastoral industry
downturns.Peter Calahan, RegionalOperations are primarily family
run and resource poor in terms of time and staff.Tourism Manager,
FlindersRanges and Outback.From an initial meeting facilitated by
OBN in 2009, attended by 13 operators, thecluster has grown to 19
active business participants across an area of more than10,000
square kilometres. Participants have pooled marketing resources to
achieve more national and internationalexposure through a website
at www.stationstayssa.com.au and other collaborative marketing
material.Case Study: Overlanders WayClustering by eight shires and
nine Visitor Information Centres along the Overlanders Way highway,
connectingTownsville to Tennant Creek, has created new wealth
opportunities for small towns that would otherwise miss out onmajor
tourism dollars. It has also won industry accolades for its
partners in the Outback Queensland Tourism Awards.Established more
than 10 years ago, the partners in the cluster, which shares a
common link to the highway, saw thatby working together to promote
the route as a collective tourism experience, they would be able to
compete withmajor stand- alone tourism attractions elsewhere.Desert
Knowledge Australia Outback Business Networks took the idea
further. Coming on board in 2010, OBN facilitateddiscussions that
saw the cluster develop from a state-centric project to become a
national leader in cross-bordercollaboration by bringing in Tennant
Creek in the NT as a pivotal partner.Today the 1550 km route is
marketed as one of the great tourist drives in Australia, linking
the wonders of the WorldHeritage listed Great Barrier Reef to the
rugged Aussie Outback.Partners in the cluster believe their
marketing efforts including website, television, signage and WiFi
strategies will lead to a 30% increase in traveller numbers
recorded at Visitor Information Centres over the next 12 months
andsubsequent flow on to local businesses.
2. Case Study: Yamatji Aboriginal Contractors AssociationOutback
Business Networks is facilitating the formation of theYamatji
Aboriginal Contractors Association (YACA), consistingof seven
members across the Yamatji region, in the Mid WestGascoyne region
of Western Australia.The objective of YACA is to create a
membership basedorganisation that develops and nurtures business
opportunitiesfor Indigenous entrepreneurs. The stakeholders
themselves areshaping the development process. Good communication,
culturalsensitivity and good planning are vital in these early
stages.The formation of the cluster will make it easier for
companiesand government to conduct business by providing a direct
portalto Aboriginal businesses and contractors in the Mid West
region.OBN recently arranged a presentation of the members to the
Geraldton Iron Ore Alliance, with the immediate result ofa contract
for one of the members.With the assistance of OBN, YACA members are
now seeking funding for the next steps, including assessing
optionssuch as formation of a legal entity as an association,
developing a business plan and constitution, marketing
theirservices and seeking new members.Case Study: Art of Business A
rare opportunity for professional advice on how to turn an
arts-based hobby into a business attracted 26 participants
representing 18 remote and regional businesses to an Art of
Business seminar in Alice Springs in November 2011. Forty percent
of the participants were Indigenous and many had travelled hundreds
of kilometres to attend the day-long seminar, which was organised
through OBN. The presenter was internationally renowned artist Jill
Yelland. The training included marketing, promotion and structuring
a small business to create a foundation for business survival. OBN
partnered with Alice Springs based craft organisation Central Craft
to promote and host the event.The day was a huge success. Seminar
participants have asked to be kept informed of further
professionalJill was an inspiration, she had development support
opportunities. OBN will facilitate this by creating anmuch
knowledge to pass on, opportunity for an on-line cluster using the
Desert Knowledge Commons.and it was great to re-connectand meet a
lot of our existingand new members. I lookforward to continuing to
work For more information call 1800 603 866with Outback Business
Networks Aboriginals BenetAccountwww.desertknowledge.com.au