2021-08-10 Services & Organisation Committee Meeting Agenda

SERVICES & ORGANISATION COMMITTEE MEETING AGENDA                                   10 AUGUST 2021


6. Brand Development Initiative
The report by the Property Advisor Commercial Property to the Services & Organisation Committee
Meeting dated 11 August 2020 reported that brand and website development was proposed as
part of a broader marketing and communications project for the Noosa Holiday Parks.
The rebranding component for the holiday parks has been completed, including logos, graphics,
value proposition development, unique selling propositions and icons. The new branding is inspired
by Noosa’s natural environment and is unique to each park, whilst retaining the Noosa Holiday
Parks umbrella branding approach.
Broader marketing improvements including a new website are under development and scheduled
for launch in August 2021.

Previous Council Consideration
Ordinary Meeting, 18 February 2021, Item 5, Page 6
That Council note the report by the Property Advisor Commercial Property to the Services &
Organisation Committee Meeting dated 9 February 2021 providing an update on operations of the
Noosa Holiday Parks Business Activity to 31 December 2020.
Ordinary Meeting, 20 August 2020, Item 5, Page 6
That Council note the report by the Property Advisor – Commercial Property to the Services &
Organisation Committee Meeting dated 11 August 2020 providing an update on operations of the
Noosa Holiday Parks Business Activity to 30 June 2020.
Finance
Holiday park profits are used to offset general rate increases otherwise required to fund non-
revenue generating Council activities and programs. Ensuring that the Holiday Parks business
activity meets its full cost recovery obligations under legislation ensures Council also meets its
ongoing financial sustainability policy objectives.
Risks & Opportunities
Risks
       Ongoing possibility that Covid-19 infection rates will increase in Queensland or a localised
        hotspot will occur, requiring the implementation of Covid-safe control measures with reduced
        occupancy or park closures. Decisions to introduce risk control measures will be guided by
        the Queensland Health directives and the State Government.
       Reduced profitability as a result of Covid-19 induced occupancy limits (noting that some
        conservatism was built into 2021/22 budget assumptions).
Opportunities
       Review of the operating model at Noosa River Holiday Park is underway to determine the
        optimal future contracting and tenure approach.
       Contribution to Council’s sustainability objectives through the introduction of on-charging for
        electricity at Noosa River Holiday Park which is due to commence in late 2021 (which is
        expected to change customer behaviour regarding electricity consumption).
Consultation
External Consultation - Community & Stakeholder
Nil.
Internal Consultation
Director Corporate Services
Property Manager
Management Accountant

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