2016-08-09 S&O Agenda Item 8, Attachment 1 - CCIQ Noosa Convention and Cultural Centre Initiative Pre-feasibility Study

     CCIQ Noosa #3 Noosa Convention & Cultural Centre Initiative
     Pre-feasibility Study                                                                                                      April 2016


                              a.    Current Noosa MICE20 capability is capped at around 250 delegates with only
     Purpose /                      three facilities being able to offer these numbers and having even less
     Perceived                      capacity to attract associated and highly-profitable exhibitions attached to
                                    meetings, exhibitions, conventions and importantly cultural tourism events
      Benefits                      which have an even higher multiplier flow-on effect.
                              b.    While the current venues can cater to these numbers for conference sessions
                                    (with theatre-style seating), no venue can cater for a sit-down function for
                                    more than 220 delegates.
                              c.    A well executed move to shift a larger portion of Noosa’s tourism demand
                                    away from general tourism and into the higher yield MICE sector is indicated
                                    as possible, practical and economically sensible21
                              d.    Seasonally, Tourism Noosa members and tourism generally have unused
                                    inventory capacity of some 15%. Aiming to move 20% of current visitation
                                    towards MICE allocation substantially increases industry and business
                                    profitability, stabilises the economy22, expands add-on and ancillary
                                    businesses and creates extra capacity in services while also lifting local
                                    employment opportunities, all driven by the creation of new state-of-the-art
                                    infrastructure
                              e.    Such a move is strengthened further when an adequate, modern and
                                    purpose built performance space is included – servicing convention and event
                                    needs for an auditorium space and local demand for a larger, modern and
                                    dedicated performance facility with ‘resident’ users23
                              f.    Re-generation of The Junction Precinct
                              g.    Placing a new major infrastructure development on the access boundaries of
                                    Hastings Street and Gympie Tce without overloading either’s ambiance
                              h.    Enable Noosa to bid for larger MICE and performance events than currently
                                    possible via co-operative, town-wide multi-venue bids24
                              i.    Provide superior ‘dry25’ facilities for existing Events / Festivals / Weddings
                                    Market26 (e.g. compared to marquees in Lions’ Park)


                                   Performance Criteria:                              MICE criteria:

General Design               1.1.     The Study Team initially                        1.4.2.      A visually iconic design
Specs / Criteria                      favoured a multi-purpose venue                  1.4.3.      A sustainable design, capable of
                                      which could satisfy both MICE                               meeting 6-Star Green Building
                                      (Meetings, Incentives,                                      Council of Australia
                                      Conventions, & Exhibitions) and                             accreditation. Integrate a
                                      Performing Arts’ requirements.                              sustainable convention centre



     20
        Meetings, Incentives, Conventions and Exhibitions
     21
        Brisbane Marketing (formerly Brisbane Convention and Visitors Bureau did this successfully in the ‘90s)
     22
        Tourism visitation accounts for 72% of the Noosa economy but is predominantly short stay (risks profitless volume scenario).
     Transitioning a larger share to the high-yield MICE sector makes economic sense.
     23
        Noosa Arts Theatre, Noosa Long Weekend Festival and Noosa Regional Gallery
     24
        Another advantage is ticket prices for performances can be more affordable and potentially attract more visitors and production costs
     can be amortised across a bigger number of seats
     25
        Alternative back-up venue thereby reducing risk of event failure due to weather
     26
        A high-yield growth market for Noosa




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