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DESTINATION MANAGEMENT PLAN - PHASE 2 ENGAGEMENT · Attachment 2 - Phase 2 Draft DMP Engagement and Communications Summary_For Council Report
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ATTACHMENT 2
Engagement and Communications
Summary
Project title:
Draft Destination Management Plan (DMP) Phase 2
KEY DATES :
PCG and ERG engagement May
Key Stakeholder Engagement and June/July
Councillor workshop
Community Engagement 5 August – 14 Sept
Review and refining of DMP Oct/Nov
Adoption of DMP Nov/Dec
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Page 2
Phase 2 Engagement As part of the wider DMP development, this second phase of engagement is to test whether the community values and feedback that was heard in phase 1 of engagement has been reflected in the draft DMP, in particular the, four strategic directions (principles) and associated actions. This will be done by: • Delivering a clear, innovative strategic comms campaign to reintroduce the project back to the community. • Explaining the draft DMP approach and actions and • Inviting the community to engage and provide their feedback on the draft DMP. Engaging and informing all stakeholders including business groups, tourism industry, community and environment groups to ensure wide distribution and demographic response. To facilitate greater participatory engagement (where everyone can have a say) the engagement methodology includes a diverse range of engagement methods for the community to choose how they would prefer to provide their input. To facilitate greater insight into how the broader community feels (i.e beyond people who may be already engaged, have an existing position or who are in the most highly sampled age groups in the Shire), Council will test demographically and statistically significant engagement methods through piloting a representative Community Panel. This will enable Council to compare and contrast participatory feedback (Your Say survey open to all) with Community Panel feedback (demographically and statistically representative) to determine how the broader community feels about a draft DMP and have the confidence to make decisions based on evidence-based community engagement data.
Page 3
What is a DMP?
A DMP provides a strategic framework for managing the environmental, social, and economic
sustainability of visitor activity in a destination. We know that environmental and community
values are important to residents and that the hosting of visitors is an important part of the local
economy. A DMP will help manage the relationships between residents, visitors, businesses, and
government so that we can protect and enhance Noosa as a great place to live and to visit.
The purpose of the DMP is to:
• Establish a framework for the stewardship of the destination that balances community and
business interests and that protects our unique quality of life and future sustainability.
• Support quality visitor experiences that respect and connect with our core values.
• Balance the needs of Noosa’s communities with a vibrant local economy and enhanced
lifestyle.
Why do we need a Destination Management Plan?
Globally, the way we travel is changing. Visitors are seeking to connect more deeply to the places
they visit. They are more concerned with the impact of their travel. They want to reduce their
impact and are increasingly willing to give back and make a positive contribution to the places
they visit. There is an opportunity for this DMP to be a leading example of destination stewardship
because Noosa is different by nature.
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Key messages Evaluation approach
• Council has developed a community-focused draft Evaluation of the Community Engagement process will
Destination Management Plan (DMP) to protect and enhance consider the success factors and include both
Noosa’s unique lifestyle, environment and character– observational and qualitative analysis, including:
ensuring tourism continues to benefit our shire in the right – Number of participants in workshops; hrs invested
way. by the community
• The DMP is more than just a strategy – it is a commitment to – Participation in ‘Have your say'
protect what makes Noosa special and a roadmap to ensure
that tourism strengthens Noosa. – Community panel participation
• Noosa’s DMP is different to others in that it’s not about – Social media reach
finding ways to attract more visitors. It focuses on a – Participation in coffee chats
regenerative approach, aiming to leave Noosa better than we
– Level of engagement in workshops and other
found it – by improving our environment, supporting local
methods
businesses and easing pressure on infrastructure.
– Identification of actions/recommendations to
• Council undertook more than 1,300 hours of community
improve final DMP.
engagement and collected more than 3000 pieces of
community feedback in September 2023 to gauge
community sentiment and inform the development of the
draft DMP.
• The message from this community feedback was clear – the
Noosa community wants change, a focus on
community priorities and a shift towards tourism that
regenerates our shire.
• Now is the time for residents, businesses, tourism operators
and community groups to review the draft DMP and tell us if
we got it right. Every voice matters.
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How will it be achieved?
The community engagement process for phase 2 will seek to:
• Use diverse engagement tools and methods.
• Draw from diverse data inputs including local knowledge, lived experience, global best practise and other sources
of information to gather accurate, robust and meaningful insights to refine and finalise the DMP.
Purpose • To reflect back the issues, impacts and challenges currently faced by the community as a result of the
fluctuating nature of tourism peak periods and the range of impacts on the community, environment and
economy in the Noosa shire as identified in Phase 1.
• To reflect back community-voiced actions and recommendations to understand community values and
identify opportunities to work towards a more balanced relationship between the visitor and community.
• To present a draft Destination Management Plan (DMP) that recognises community values and identifies
opportunities and actions to balance community values and tourism.
Goals • To engage a wide stakeholder group that includes, the general community, environment, community and
business organisations, groups and associations, the tourism industry and general business owners.
• To ensure that every stakeholder has an opportunity to participate in the phase 2 process.
• To ensure that the broader community are kept informed along the way and that it is clear how
the community feedback will be considered as part of finalising the DMP.
Success factors • A strategic and comprehensive communications strategy and effective collateral.
• Up to 6 well-attended facilitated workshops around the Shire.
• A series of coffee chats or listening post events around the Shire.
• A range of additional ways for the community to provide input, such as online surveys, email submissions,
quick poll on key engagement questions.
• Additional workshops with targeted community, business, youth groups as requested.
• Workshop participation is broad and reflective of the wider community and consists of broad, respectful and
constructive discussion.
• The workshop process and feedback lead to greater knowledge of the issues and a sense of community
ownership of the DMP process.
• Statistically valid survey responses
• Broad and wide reach via social media and media campaign
Page 6
Engagement Methods
Tool Primary target Data Rationale Analysis/Use of data
‘Your say’ survey All community and Questions based on Captures quantitative and qualitative data Number of data points
stakeholders themes - quantitative on level of support or otherwise for the
Thematic analysis
data to identify vision, principles and proposed actions.
priorities, desired
actions and some open
ended.
Information Sessions All targeted Qualitative Designed around a sequence: (1) Each workshop will be summarised into:
(In person) (Targeted stakeholders e.g. Quantitative presentation of draft DMP and actions
Observational • key observations and insights
Sector) up to 6 Tourism Noosa,
Hastings Street • Digital or handwritten data collected.
Association,
Environmental
Groups
Shire wide Information All community at Qualitative As above Each workshop will be summarised into:
Session (In person) various locations Quantitative
Observational • key observations and insights
(Broader community)
x6 • Digital or handwritten data collected.
Webinar (online) TBD All, caters to those Qualitative Designed around a sequence: (1) The webinar will be set up to be broadcast style .
not able to attend Quantitative presentation of draft DMP 4 strategic The webinar, like the workshops, will be
face-to-face Observational themes and actions. Direct to your say summarised into:
workshops noosa to provide feedback. - Key observations and insights
- Digital data collected.
Representative Randomly selected Quantitative Up to 400 people will be invited to Data collected via survey and matched to
Community Panel participants complete the Your Say survey on a demographic profile
(Survey deployment separate, replicated closed project page.
n=400approx) Numbers will be monitored relative to the
stratified sample pulled from the Opt-In
database of residents who would like to
participate in research and/or community
engagement projects.
Page 7
Engagement Methods
Tool Primary target Data Rationale Analysis/Use of data
Social Media and All community – Qualitative Raises broad awareness via various Thematic analysis, sentiment data
media campaign specific targets Quantitative media methods, social, radio, print
young people,
young families
Representative Randomly Qualitative Using all data sources, and in particular, Data from before and after will be compared
Community Panel selected the community panel survey results as and contrasted to understand what changes
(Deliberative Polling) participants they emerge, one or two key issues the and what information is material to said
(if required) Quantitative community is concerned about will be shift/change.
selected. Approx 40 people
(demographically representative as best This can be used to better inform engagement,
we can achieve) are invited for a face-to- education and implementation ongoing.
face workshop of about a half day.
Participants are polled first on their
perspectives on the topic, then provided
a range of data, info and considerations
on the topic and the poll is rerun after
that to see what, if anything, changes.
Coffee Chats / Captures ‘passive Informal Captures contemporary Conversations recorded (i..e vox pops) and/or
Listening Posts and active users’ conversations. information/sentiment in the field notes taken.
who may not With verbal community, lived experience, local
Themes are identified and are used to support
attend workshops. consent, can be knowledge, tacit information through
analysis of the workshop data and ‘survey data.
Directing people audio recorded and informal conversations.
to complete online transcribed using Leverages some existing touch points i.e.
survey. AI. Citizenship Ceremony (diversity), Living well,
Noosa Seniors, Library, Aquatic Centre,
And coffee shops used in Phase 1- Noosaville
Foreshore , Cooroy, Sunshine Beach, Peregian,
Pomona, Tewantin, Noosa info centre?
Page 8
Communication Methods
Tactic/channel Description/ tasks Target audience
Your Say project page Provide a landing page with full DMP and integrated website, Community -all
register for events and provide input via survey and register for info
sessions, background and resources ( fact sheets, FAQ's)
Fact Sheets x 5 and FAQ's Provide any additional data to help inform community decision- Community -all
making and input
Provide project info and council contact for Provide information to the Council Customer Service Team on how Community -all
Customer Service/IPAN system to find out about the project
Noosa Shire letterbox drop (postcards) 40,000 Provide a postcard size flyer prompting questions and outlining Community -all
methods of engagement – online, workshops
Media releases prior and during the engagement Broadcast the project and the engagement opportunities to the Community -all
process public
Social and print media Community -all
Radio Community -all
Council E-News/Pelican Brief Community -all
DMP Video Emotive video about Noosa and why a DMP Community -all
Draft DMP launched on Your Say page To report community feedback, stimulate discussion and ask for Community -all
feedback
Creative social and radio media campaign to Promote the workshops and build awareness of draft DMP via Community –all
promote participation in phase 2 engagement council channels and other media specific targets young
activities people, young families
Close the loop - Community notification of results Promotion and notification of key actions resulting from all Community - all
engagement activities
Page 9
Outputs from the Community Engagement
Outputs from the engagement period will be a consultation and
engagement report outlining at a minimum:
• Background context
• Methodology and process
• Executive Summary
• Summary of feedback on the Draft DMP and associated actions.
• Analysis of data by each method.
• Analysis of demographic and social profile compared to
participation (identification of silences), gaps.
• Recommended refinement of Draft DMP i.e. what the data is
clearly indicating .
• Summary of anonymised qualitative and quantitative feedback by
method.