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Appendix G Economic Study - 14-16 Mary Street, Noosaville - Bounce Hostels 15.6.2018
Attached to the e-mail Visitor Accommodation Type 4 Conventional - 122 beds (Engineering Report, Economic Study, Geotechnical Investigation, Flood Certificate, Accoustic Report, Management Plan) MCU18/0102.msg.
Appendix G – Economic Study MATERIAL CHANGE OF USE TO ESTABLISH RESIDENTIAL USES - VISITOR ACCOMMODATION TYPE 4 CONVENTIONAL 14-16 Mary Street, NOOSAVILLE described as Lots 3 & 4 on RP 122928 Applicant: Bounce Hostel Noosa Pty Ltd ATF The Bounce Hostel Unit Trust Date: 15th June 2018 Unit 5, 100 Pickering Street, Enoggera 1
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Page 2
Preliminary Economic Impact
Assessment
Bounce Noosa Backpacker Accommodation
Development, 14-16 Mary Street, Noosaville
Draft Report V1.1
Dated: 25 February 2018
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Disclaimer: Sister City Partners Limited (SCP) has prepared this report in good faith on the information
provided by and / or gained from primary and secondary party sources. SCP has made every endeavour
to verify the information provided or gained. However, SCP cannot guarantee the accuracy of the
information provided to it, and shall not be responsible for any losses or damages incurred by decisions
made or not made, and actions taken or not taken, on the basis of the information contained in this
document. In using the information contained in this report, the reader releases SCP and its office holders,
employees and contractors from any responsibility for such actions and the consequences of such actions.
© 2018 Sister City Partners Limited & Warwick Powell
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Author’s Qualifications and Experience
Warwick Powell has over 20 years’ experience in identify and assessing social and
economic impacts across a broad range of public policy propositions and development
activities and initiatives.
After graduating with First Class Honours (Bachelor of Arts), from Griffith University in
1991 when his research and academic achievements were recognised by the
awarding of the University Medal for Academic Excellence, he deferred a Department
of Foreign Affairs International Studies Scholarship (China) and began work as the
Research Officer to Kevin Rudd, then Director-General of the Office of the Cabinet
(Queensland Government). There, he was responsible for undertaking analysis and
reviews of a broad range of Government policy initiatives covering areas such as
languages education in schools, closure of factories and impacts on local communities
including mitigations, regional economic development programs, community facilities
infrastructure development needs and programs (e.g. community halls, community
health centres) etc. He also worked directly with the Directors-General to undertake
twice-yearly audits of Departmental performance against Governmental priorities and
policy benchmarks.
With a broad, whole-of-government background, he was appointed in 1994 to the role
of Policy Advisor to the Minister for Mines and Energy – a role that required coalface
assessments of the impacts of proposed policies and actions on communities. He was
intimately involved in evaluating the economic implications of the introduction of
National Competition Policy in the State’s electricity supply industry (including
economic impacts on consumers and businesses; implications for employment etc.),
as well as the social impacts of proposed high voltage transmission line projects in
various parts of Queensland (e.g. Gordonvale and Eastlink). He also evaluated the
social benefits, impacts and economic benefits/costs of expanding Government
support of renewable energy initiatives.
In his Government career, he was also a Policy Analyst in the Economics Unit of the
Department of Premier and Cabinet where he undertook ongoing research and
analysis of economic data and prepared briefs for Cabinet consideration and action.
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Since 1997, Warwick has worked in private practice, undertaking studies on social and
economic impacts, social attitudes and such like of a broad range of public and private
projects and initiatives. When an Associate Member of the Australian Market Research
Society, he coordinated, managed and implemented large scale and intimate
quantitative and qualitative research projects addressing community reactions to
specific urban, social and economic situations and proposals cognisant of industry best
practice and the latest developments in research and applied statistical methods.
He has undertaken social and economic impact assessment studies for projects
involving the provision of public recreational infrastructure, community infrastructure in
areas such as GP needs, schooling demand and retirement accommodation
opportunities, as well as private-sector residential developments, housing affordability
initiatives, retail projects (large and small), transit-oriented initiatives, workers’
accommodation villages, retirement villages and aged care, high-rise mixed use
developments and such like.
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Table of Contents
1. INTRODUCTION 6
1.1 KEY FINDINGS 6
2 BACKPACKING IN CONTEXT 8
2.1 SECTOR DYNAMICS 8
2.1.1 VISITORS AND ACCOMMODATION 8
2.1.2 BUSINESSES 11
2.1.3 EMPLOYMENT 11
2.2 NOOSA SHIRE LOCAL ECONOMIC PLAN 13
3 ASSESSMENT OF PROJECT IMPACTS 15
3.1 RELEVANCE TO LOCAL ECONOMIC PLAN 15
3.2 ESTIMATES OF ECONOMIC IMPACT 16
3.2.1 CONSTRUCTION PHASE IMPACTS 16
3.2.2 OPERATIONAL PHASE IMPACTS 19
4 CONCLUSION 21
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1. Introduction
This is a preliminary economic impact assessment of a proposed 122-bed backpacker
accommodation facility located on lands at 14-16 Mary Street, Noosaville. The subject
site is approximately 2,296m2. The proposed development includes 2 levels of
accommodation and facilities, and basement car parking. Total Gross Floor Area is
625m2. The facility will provide backpacker accommodation facilities and ancillary
services. Ancillary facilities include IT lounge, lockers and swimming pool (with sun
deck). Kitchen, dining, and lounge facilities are also planned for guest use. The overall
design style is evocation of Queensland-style architecture, featuring pitched roofs,
expansive eaves, verandas and large doors and windows.
The economic impact assessment considers:
• The overall context of the backpacker tourist sector in Noosa, and recent trends
and developments in this tourism sector;
• The Noosa Shire Local Economic Development Plan; and
• The estimated impacts on economic output and employment during both the
construction phase and the subsequent operational phase of the facility.
The report does not consider town planning considerations or questions of economic
need. It is solely focused on evaluating the anticipated economic impact of the project
in terms of its contribution to regional output and employment during construction and
operation.
1.1 Key Findings
By way of a summary, the key findings of the assessment are:
1. The project contributes to Noosa’s ongoing strategic development of the tourism
sector as a key priority area.
2. The project has clear economic benefits in both direct and flow-on employment
terms.
1. This is the case during the initial 8 months of construction during which 44 full
time equivalent jobs across diverse sector and roles can be expected to be
supported.
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2. Furthermore, the economic impact modelling estimates that a further 11 full
time equivalent jobs across diverse sectors and occupations will be supported
as a result of the ongoing operations of the proposed aged care facility.
3. The project is consistent with the strategic aspirations articled in the Noosa Shire
Local Economic Plan, to diversify Noosa’s economic base by supporting the
development of smart industries that leverage off the region’s competitive
advantages in sectors like tourism.
4. The project contributes to the ongoing reinforcement of Noosa’s brand positioning
in the area of tourism, and its general attractiveness as a tourism destination for a
diverse cross-section of domestic and international visitors, in accordance with the
region’s Tourism Strategy.
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2 Backpacking in Context
Backpacking and the associated ‘adventure tourism’ range of activities is a growing
market segment globally and plays an important role in Australia’s overall tourism
sector. Unsurprisingly, it is also an important component of the Noosa tourism industry.
This section places backpacking in Noosa into context, focusing on core statistics in
relation to visitations and accommodation, before broadening out to contextualise the
sector vis-à-vis the Shire’s regional economic strategic frame.
2.1 Sector Dynamics
2.1.1 Visitors and Accommodation
Tourism is a key component of the Noosa regional economy.
According to the Noosa Economic Profile 2017 Update prepared by Lucid Economics
for Noosa Shire Council, 1 for the year ending September 2017, overnight visitation
generated an estimated $715m for the Noosa regional economy.
Add to this day trip visitors, the total visitor spend was over $842m. On this basis, Lucid
Economics comments that, “overnight visitation directly contributes 9.2% of total GRP
and 12.7% of total employment, which is more than double the rates at the State level.
Including day trip visitors, tourism directly contributes 10.6% to GRP and 14.9% to
employment, which makes it a significant contributor to the local economy” (p. 37).
For the year ending September 2017, the Noosa region welcomed over 2 million
overnight and day-trip visitors. These visitors spent approximately $285m in the year
to September 2017. The following table summarises that visitor statistics.
1
Source:
https://www.noosa.qld.gov.au/documents/40217326/40227860/Noosa%20Economic%20Profile%202017%20Feb%2
02018
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TABLE 1: NOOSA REGION VISITOR STATISTICS (YEAR ENDING SEPTEMBER 2017)
VISITORS NIGHTS SPEND
Domestic Overnight 897,000 3.692m $652m
International Overnight 170,000 1.195m 102.8m
Day Trip 976,000 - $69.8m
Total 2.043m 4.887m $824.7m
Source: Tourism Noosa
The vast majority of overnight visitors are domestic, comprising approximately 84% of
all overnight visitors to Noosa. The major domestic market are Brisbane, Sydney and
Melbourne. International visitors are mainly drawn from: UK, New Zealand, Germany,
USA and Canada.
International Visitor Survey data from Tourism Research Australia points to a sustained
pattern of growth in international backpacker visitations to Noosa. 2 In the five years
from Year Ending September 2012 to the Year Ending September 2017, international
backpacker visiting Noosa has increased from 57,883 to 89,956. This is an increase
of 32,073 or 55.4% over the period. Refer to the Table below for details.
2
Visitors who spent at least 1 night of their stay in a backpacker hostel
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TABLE 2: INTERNATIONAL BACKPACKERS IN NOOSA
PERIOD - YEAR ENDING NUMBER
September 2012 57,883
December 2012 58,487
March 2013 61,915
June 2013 64,063
September 2013 67,451
December 2013 64,929
March 2014 66,369
June 2014 66,785
September 2014 69,467
December 2014 73,320
March 2015 74,721
June 2015 74,583
September 2015 75,094
December 2015 70,983
March 2016 68,880
June 2016 71,039
September 2016 72,183
December 2016 83,175
March 2017 84,921
June 2017 88,642
September 2017 89,956
Source: Tourism Research Australia International Visitor Survey
According to ABS data, in Noosaville there were (in March 2016) a total of 23 tourism
accommodation providers with more than 15 beds, providing 649 rooms and 2,417 bed
spaces. This complements the 19 establishments in Noosa Heads providing 1,193
rooms with a total of 3,601 bed spaces. In these two localities, therefore, there is
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presently an estimated 42 establishments providing 1,842 rooms and 6,218 bed
spaces. Occupancy for the March 2016 Quarter were on average 59.4% and 64.8%
respectively, coming off summer highs of 72.9% and 72.4% for January 2016
respectively.
These occupancy levels are at or above industry averages, suggesting that with
demand growth (or with a desire to grow demand) additional accommodation capacity
will be needed to ensure there is sufficient supply capacity to deal with fluctuating
levels of demand over time.
2.1.2 Businesses
There are an estimated 1,048 tourism businesses in the Noosa Shire (2016). The
majority (60%) are businesses that employ at least 1 to 4 persons. The remainder are
non-employers (ie., are self-employed businesses). See table below for details.
TABLE 3: TOURISM BUSINESS, NOOSA SHARE (2016)
TOURISM BUSINESSES TOTAL
Non-employing 421
1 to 4 employees 352
5 to 19 employees 219
20 or more employees 61
Total 1,048
Source: Tourism Research Australia
2.1.3 Employment
Tourism is a significant employer in Noosa. According to the Queensland Government
Statisticians Office, tourism-related industries 3 employ almost 6,000 persons. 4 It is
also important to recognise that Retail Trade and Accommodation & Food Services
contribute disproportionately to employment in Noosa when compared to
Queensland’s workforce profile. In Noosa, these two industries employ 29.5% of the
workforce, compared to 17.3% of the Queensland workforce. Indeed, the
3
Retail and Accommodation and Food Services are the two most directly associated with tourism.
4
Source: ABS Census of Population and Housing 2016; QGSO Queensland Regional Profiles: Workforce Profile:
Noosa (S) LGA
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Specialisation Ratio for these two sectors shows just how important tourism is to
Noosa’s overall economic wellbeing (refer Table below).
TABLE 4: INDUSTRY OF EMPLOYMENT, NOOSA (S) LGA AND QUEENSLAND, 2016
INDUSTRY NOOSA (NUMBER) NOOSA (%) QLD (%) SPECIALISATIO
N RATIO
Retail Trade 2,891 14.4 9.9 1.45
Accommodation and 3,047 15.1 7.4 2.06
Food Services
Total 5,938 29.5 17.3
Source: QGSO (2018) Queensland Regional Profiles: Workforce Profile: Noosa (S) LGA
Employment in these two industries also offers a diverse range of skills opportunities.
According to QGSO data, blue collar employment in Retail Trade makes up 16.4% of
that industry’s employment with 83.5% of Retail Trade work being white collar. For
Accommodation & Food Services, 38.3% is blue collar and 61.1% is classier as white
collar.
2.2 Tourism Strategy Noosa 2017-2022
The Tourism Strategy Noosa 2017-2022 (Tourism Strategy) document, prepared by
Tourism Noosa, provides an overarching vision to the ongoing sustainable
development of the industry in Noosa. The Tourism Strategy is driving towards Noosa
being “recognized as Australia’s most relaxing, desired and sustainable tourism
destination” (p. 3). In doing so, it has four strategic priorities:
• Engaging Marketing;
• Outstanding Events;
• Empowering Industry and Product Development; and
• Elevate Sustainability.
Expanding the region’s capacity to attract and service the backpacking segment
(including the broader adventure tourism cohort) is an important element towards the
achievement of these strategic priorities.
While the region’s strengths are widely acknowledged (see for example page 7 of the
Tourism Strategy), making the most of these attributes requires concerted effort to
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overcome challenges and address threats. In terms of challenges, the following two
are the most relevant in terms of the proposed development:
• Lack of availability of short-term room stock. The proposed development
specifically contributes towards increasing the availability of short-term room stock;
and
• Degree of seasonality peaks and lows. The target market (backpacking / adventure
tourism) can contribute to filling lows when cost of travel – including
accommodation – is relatively low.
By contributing to the region’s ability to addressing these challenges, the proposed
development also goes towards supporting Noosa’s ability to address potential threats
including:
• Increasing competition from destinations that are re-investing in their product. The
proposed development adds new infrastructure to the region, and contributes to
the ongoing enrichment of the overall tourism product offer from the region.
• Lack of investment in new and existing product, particularly accommodation. The
proposed development directly contributes to new accommodation product.
The proposed development also contributes towards the realization of opportunities
identified in the Tourism Strategy, including the following:
• Promote the range of hinterland, nature-based and adventure experiences to help
disperse visitors throughout the region. By increasing the availability of
accommodation targeted at the backpacker / adventure traveler market, the
proposed development contributes to the overall infrastructure necessary to attract
a broader-based of visitation.
• Balance visitor numbers between segments. The proposed development is
focused on a particular market segment, which can contribute to the overall
broadening of the visitor demographic base.
• Capitalise on the emerging youth influence bringing new business. The proposed
development’s target audience is likely to have a significant representation from
the youth segment.
2.3 Noosa Shire Local Economic Plan
Noosa is well-positioned to capitalise on the growing opportunities in national
(domestic) and international visitations to Australia. Noosa is already recognised as a
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significant tourism destination in its own right, and strategies identified to consolidate
and leverage off from its historic brand presence and existing market.
The next section of the report addresses the Noosa Shire Local Economic Plan in more
detail.
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3 Assessment of Project Impacts
This section presents an assessment of project impacts in terms of:
• Its compatibility and contribution to the strategic priorities of the Local Economic
Plan; and
• The estimated direct and indirect economic impacts arising from the
construction and operational phases of the project.
3.1 Relevance to Local Economic Plan
The Noosa Shire Local Economic Plan (2015) lays out the strategic foundations for
areas of critical interest in the long-term sustainable development of Noosa. At the
outset, the Plan recognises that Noosa is “one of Australia’s most desirable places to
live, work and visit, thanks to its outstanding beauty, mild tropical weather and enviable
lifestyle opportunities” (p 5). The Plan looks to build a diverse economy, while at the
same time recognising the centrality of tourism to the vitality of the region’s economic
base. The Noosa Shire Local Economic Plan notes that:
“Noosa is well known as a tourism destination and tourism is a large part of
the local economy that can provide a strong platform of leverage for other
parts of the economy” (p. 8).
The SWOT analysis concluded that one of Noosa’s key strengths was its existing
tourism market with opportunities to expand the diversify the local industry being
recognised as one of the key imperatives for the future. To this end, the Noosa Shire
Local Economic Plan states that it will focus on, inter alia, “leveraging and enhancing
Noosa’s brand; [and] recognising and supporting sustainable tourism as an ongoing
key economic driver” (p. 11). Tourism has been identified as priority sector (p. 14).
The main activity areas to drive tourism development going forward aims to support:
• Increased visitor yield / spend;
• Wider visitor dispersal; and
• Increased visitor satisfaction (p. 22).
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The proposed development contributes to increased visitor yield and spend, by
providing additional opportunities for visitors to stay in Noosa and enjoy the wider travel
experiences that the region has to offer. Ultimately, increasing yield and spend requires
high quality products and experiences that match the market demographic.
3.2 Estimates of Economic Impact
Input-output analysis is one way of estimating the economic impacts of a project. We
consider two phases:
• Construction; and
• Operations.
3.2.1 Construction Phase Impacts
For construction, we assume that total construction cost is $5m. 5 The duration of
construction is estimated to be 8 months (that is, less than one year). The economic
impacts by industry are shown in the following table. In summary, the construction of
the proposed development is estimated to generate:
• $5.36m of total impact on Gross Regional Product, comprising:
• $1.56m in direct economic impacts; and
• $3.8m in flow-on impacts;
• 44 full time equivalent jobs supported, comprising:
• 15 full time equivalent jobs supported directly; and
• 29 full time equivalent jobs supported as flow-on impacts.
The flow-on economic impacts are expectedly diverse, impacting on just about all
sectors in the Noosa and the wider Sunshine Coast economy. Aside from the
construction sector, the three sectors that can be expected to benefit the most from an
employment point of view are:
• Retail trade;
• Manufacturing; and
5 Source: Project proponent communications.
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• Professional, Scientific and Technical Services.
What this points to is how Construction activity itself contributes to the diversification
of the region’s economy, in line with the objectives of the Noosa Shire Economic Plan;
and in particular, we can see that two sectors in which there are medium to high skills
occupations (Manufacturing; and Professional, Scientific and Technical Services) are
set to support ongoing employment as a result of the construction of the proposed
facility.
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TABLE 5: ECONOMIC IMPACTS DURING CONSTRUCTION (12 MONTHS)
Gross Regional Production ($M) Employment (FTE)
Industry Sector Direct Flow-on Total Direct Flow-on Total
Agriculture, Forestry and 0.0 0.0 0.0 0 0 0
Fishing
Mining 0.0 0.0 0.0 0 0 0
Manufacturing 0.0 0.4 0.4 0 3 3
Electricity, Gas, Water and 0.0 0.1 0.1 0 0 0
Waste Services
Construction 1.6 0.6 2.2 15 6 20
Wholesale Trade 0.0 0.2 0.2 0 1 1
Retail Trade 0.0 0.2 0.2 0 3 3
Accommodation and Food 0.0 0.1 0.1 0 2 2
Services
Transport, Postal and 0.0 0.1 0.1 0 1 1
Warehousing
Information Media and 0.0 0.1 0.1 0 0 0
Telecommunications
Financial and Insurance 0.0 0.5 0.5 0 2 2
Services
Rental, Hiring and Real Estate 0.0 0.6 0.6 0 1 1
Services
Administrative and Support 0.0 0.3 0.3 0 3 3
Services
Professional, Scientific and 0.0 0.2 0.2 0 1 1
Technical Services
Public Administration and 0.0 0.0 0.0 0 0 0
Safety
Education and Training 0.0 0.1 0.1 0 1 1
Health Care and Social 0.0 0.1 0.1 0 1 1
Assistance
Arts and Recreation Services 0.0 0.0 0.0 0 0 0
Other Services 0.0 0.1 0.1 0 2 2
Total $1.56m $3.8m $5.36m 15 FTE 29 FTE 44 FTE
*Numbers have been rounded. Employment impacts <0.5 not registered.
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3.2.2 Operational Phase Impacts
For annual operations, we assume that total expense is $880,000 per year. The
economic impacts by industry are shown in the following table. The impacts are
estimated for the Noosa economy and the wider Sunshine Coast region, as spill-over
effects can be expected. In summary, the annual operational impacts of the proposed
development are estimated to be:
• $1.01m of total impact on Gross Regional Product, comprising:
• $0.44m in direct economic impacts;
• $0.57m in flow-on impacts;
• 11 full time equivalent jobs supported, comprising:
• 7 full time equivalent jobs supported directly; and
• 4 fully time equivalent jobs supported as flow-on impacts.
As can be seen from the table, the ongoing impacts on the region’s economy are
diverse, with employment benefits spread across nearly all industries. (Only mining is
not impacted.) The dominant impact is in the Accommodation and Food Services
sector, with an estimated 4 full time equivalent jobs supported annually as a result of
the project. This represents 36% of all full time equivalent jobs supported by the
project.
The remaining employment benefits are spread across other industry sectors,
generating a diverse range of employment. This is consistent with the Noosa Shire
Economic Plan’s Focus of Actions, which seeks to:
“Encourage business growth in sectors that provide a wider range of
employment options and pay scales” (p. 2).
The project is also able to “leverage local expertise to support the diversification of the
local economy” (p. 12) by building on the competitive advantage of Noosa in the
tourism sector in general.
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TABLE 6: ECONOMIC IMPACTS DURING OPERATIONS (ANNUAL)
Gross Regional Production ($M) Employment (FTE)
Industry Sector Direct Flow-on Total Direct Flow-on Total
Agriculture, Forestry and 0.0 0.0 0.0 0 0 0
Fishing
Mining 0.0 0.0 0.0 0 0 0
Manufacturing 0.0 0.1 0.1 0 0 0
Electricity, Gas, Water and 0.0 0.0 0.0 0 0 0
Waste Services
Construction 0.0 0.0 0.0 0 0 0
Wholesale Trade 0.0 0.0 0.0 0 0 0
Retail Trade 0.0 0.0 0.0 0 0.5 0.5
Accommodation and Food 0.2 0.0 0.2 4 2 6
Services
Transport, Postal and 0.0 0.0 0.0 0 0 0
Warehousing
Information Media and 0.0 0.0 0.0 0 0 0
Telecommunications
Financial and Insurance 0.0 0.1 0.1 0 0 0
Services
Rental, Hiring and Real Estate 0.0 0.1 0.1 0 0 0
Services
Administrative and Support 0.0 0.0 0.0 0 0 0
Services
Professional, Scientific and 0.0 0.0 0.0 0 0.5 0.5
Technical Services
Public Administration and 0.0 0.0 0.0 0 0 0
Safety
Education and Training 0.0 0.0 0.0 0 0 0
Health Care and Social 8.3 0.0 0.0 0 0 0
Assistance
Arts and Recreation Services 0.0 0.0 0.0 0 0 0
Other Services 0.2 0.0 0.2 3 0.5 3.5
Total $0.44m $0.57m $1.01m 7 FTE 4 FTE 11 FTE
*Numbers have been rounded. Employment impacts <0.5 not registered.
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4 Conclusion
The above analysis points to the following key conclusions:
1. The project contributes to Noosa’s ongoing strategic development of the tourism
sector as a key priority area.
2. The project has clear economic benefits in both direct and flow-on employment
terms.
1. This is the case during the initial 8 months of construction during which 44 full
time equivalent jobs across diverse sector and roles can be expected to be
supported.
2. Furthermore, the economic impact modelling estimates that a further 11 full
time equivalent jobs across diverse sectors and occupations will be supported
as a result of the ongoing operations of the proposed aged care facility.
3. The project is consistent with the strategic aspirations articled in the Noosa Shire
Local Economic Plan, to diversify Noosa’s economic base by supporting the
development of smart industries that leverage off the region’s competitive
advantages in sectors like tourism.
4. The project contributes to the ongoing reinforcement of Noosa’s brand positioning
in the area of tourism, and its general attractiveness as a tourism destination for a
diverse cross-section of domestic and international visitors in accordance with the
region’s Tourism Strategy.
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