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Attachment B - Human Movement Data Study
ROYAL MAIL HOTEL, TEWANTIN Human Movement Data Parking Study Prepared for Australian Venue Co August 2024
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This report is dated 21/08/2024and incorporates information and Urbis has made all reasonable inquiries that it believes is necessary in Urbis staff responsible for this report were:
events up to that date only and excludes any information arising, or preparing this report but it cannot be certain that all information
event occurring, after that date which may affect the validity of Urbis material to the preparation of this report has been provided to it as
Ltd’s (Urbis) opinion in this report. Urbis prepared this report on the there may be information that is not publicly available at the time of its Director Andy Johnston
instructions, and for the benefit only, of Australian Venue inquiry.
Co(Instructing Party) for the purpose of a Human Movement Data In preparing this report, Urbis may rely on or refer to documents in a Senior Consultant Ryan Peel
and Traffic Study ( (Purpose) and not for any other purpose or use. language other than English which Urbis will procure the translation of
Urbis expressly disclaims any liability to the Instructing Party who into English. Urbis is not responsible for the accuracy or completeness
relies or purports to rely on this report for any purpose other than the of such translations and to the extent that the inaccurate or incomplete
Purpose and to any party other than the Instructing Party who relies or translation of any document results in any statement or opinion made
purports to rely on this report for any purpose whatsoever (including in this report being inaccurate or incomplete, Urbis expressly disclaims
the Purpose). any liability for that inaccuracy or incompleteness.
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cycles, industrial disputes, labour difficulties, political action and statements and opinions are correct and not misleading bearing in
changes of government or law, the likelihood and effects of which are mind the necessary limitations noted in the previous paragraphs. Project code P0047239
not capable of precise assessment. Further, no responsibility is accepted by Urbis or any of its officers or
All surveys, forecasts, projections and recommendations contained in employees for any errors, including errors in data which is either Report number 3
or made in relation to or associated with this report are made in good supplied by the Instructing Party, supplied by a third party to Urbis, or
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Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 2
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INTRODUCTION Urbis has been engaged by Queensland Venue Co Figure 1: Site Location Pty Ltd to provide traffic and transport engineering advice in relation to the proposed Royal Mail Hotel redevelopment (including demolition of the on-site bottle-shop, as well as expanding the built form to incorporate additional outdoor dining space) for the existing Hotel facility, located at 118 Poinciana Ave & 26 Diyan St, Tewantin. A traffic impact assessment (TIA) was previously undertaken by Urbis, dated 27/06/2023 which outlined the traffic aspects of the overall development. Noosa Shire Council (NSC) issued a Site request for further particulars (Ref: MCU23/0090, DBW23/0073 & RAL23/0012) dated 16/10/2023 in response to the TIA report. Urbis prepared an initial response to the request for further particulars dated 05/04/2024. A request for further advice was issued by NSC dated 19/06/24. This purpose of this report is to understand the travel patterns and behaviours of visitors to the Royal Mail Hotel, and the associated car park. Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 3
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HUMAN MOVEMENT DATA
Methodology and Assumptions
HMD has been sourced from the third-party provider Azira. Azira’s location data Figure 2: Data Collection Zones
is aggregated from a variety of high-quality sources, including first-party data
from Azira’s own apps, partnered applications and locational data derived from
mobile advertising.
Across Australia, the Azira dataset has over 10 million unique devices that have
been active in the last thirty days. These devices contribute to Azira’s vast
database of locational ‘pings’. Each one of these devices may give a locational
‘ping’ when using an application that contains Azira’s locational software,
intermittently throughout the day depending on the application's agreement with
Azira, or when interacting with advertisement containing Azira’s software.
Information relating to each ‘ping’ includes a de-identified device identifier, date, Hotel
time, latitude and longitude. Azira then cleans all locational data received to
ensure that the data provided to clients is both accurate and actionable. Car Park Bottle
Lastly, it is important to note that the raw number of visits counted from the
HMD is a representation of activity patterns. The visit counts are best used to
understand patterns of behaviour and relative levels of activity in areas and
Shop
across time periods. It is a sample and should be treated as such. The mobile
phone data assessment includes the following constraints:
• The data was collected over a long period of time to ensure accurate trends
could be corroborated (01 January 2023 – 01 July 2024).
• Four separate data collection zones were configured to analyse the data 96 Poinciana
trends, including the Royal Mail Hotel, the existing Liquorland bottle shop,
the hotel car park, and the 96 Poinciana Avenue shopping precinct and Avenue Royal Mail
•
parking lot.
Three sets of data was sourced for the 18 month period:
Hotel
• Pin Data – GPS recorded data entries
• Common Daytime / Evening Location – estimated by determining where
a device most frequently appears during both the “non-work” hours (6pm-
8am and work hours (8am-6pm).
• Pre-Post Data – 60min prior and 60min post GPS data of the hotel car
park.
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 4
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PARKING COUNTS SUMMARY
Parking surveys were conducted by Austraffic from Friday
16 June 2023 to Saturday 17 June 2023 to determine the
demand of the Royal Mail Hotel car park. Friday and
Saturday afternoon surveys were conducted to coincide
with the anticipated peak use hours of the site. Across the Figure 3: Parking Count Summary
survey period, during periods of peak demand, the site had
the following capacity:
• Friday: 62 vehicles (12:30PM – 12:45PM)
• Saturday: 31 vehicles (12:00PM – 12:15PM and 1:30PM
– 1:45PM)
A summary of the two-day parking occupancy at the hotel
is shown in Figure 3. Under the assumption that this
reflects typical parking demand for the site, the car park
currently has an excess of parking supply to meet demand.
Given the central location of the site car park and
surrounding land uses (commercial, restaurant, retail), it
was theorised in the TIA that the parking survey results
included occupancy of vehicles that weren’t associated with
the hotel, and was likely to be an overestimate of the hotel
parking demand.
Further parking counts were sourced from AVC sites in
south-east Queensland to understand tavern and hotel
parking trends. As shown in Figure 3, the Royal Mail site
follows a far different trend to other tavern sites, as it
experiences the peak occupancy demand earlier on a
Friday (corresponding to likely school traffic), whereas the
other sites experience peak occupancy after the typical
retail closure times (5:00PM). Additionally, the occupancy
of the Royal Mail Hotel car park experiences was much
lower on a Saturday, not following the typical occupancy
trends of the other AVC sites.
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 5
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CAR PARK OCCUPANCY TRENDS
Figure 5: Hourly Visitor Distribution
The visitor ping data was distilled to understand the weekly and daily travel
15.00%
patterns of the Royal Mail Hotel and the adjacent car park. Figure 4 demonstrates
Hourly Visitor Distribution
the average ping data across the precinct experiences over a week. As
demonstrated, Fridays are shown to be the busiest day of the week, with
approximately 20% of all visits occurring. 10.00%
Figure 5 below demonstrates the hourly visitor distribution for both the Royal Mail
5.00%
Hotel and the car park. As shown, the hotel experiences the peak busy period at
approximately 12:00PM-1:00PM, corroborating the parking counts undertaken by
Austraffic.
0.00%
0:00:00
1:00:00
2:00:00
3:00:00
4:00:00
5:00:00
6:00:00
7:00:00
8:00:00
9:00:00
10:00:00
11:00:00
12:00:00
13:00:00
14:00:00
15:00:00
16:00:00
17:00:00
18:00:00
19:00:00
20:00:00
21:00:00
22:00:00
23:00:00
The on-site car park is shown to experience peak demand at 3:00PM, and drop off
significantly around 5:00PM, further corroborating the parking counts undertaken
by Austraffic. Time (Hour Starting)
As such, the parking counts collected and utilised within the TIA are shown to Car Park Hotel
accurately reflect (shown in Figure 6). The Friday parking occupancy on Figure 6
demonstrates the peak occupancy at 12:00PM relating to the Hotel peak demand,
with a secondary peak occurring at 3:00PM due to car park peak demand.
Figure 6: Hourly Visitor Distribution and Parking Occupancy Overlay
Figure 4: Date / Time Visitor Summary 80%
14.00%
Hourly Visitor Distribution
20.00% 70%
Car Park Occupancy
12.00%
60%
10.00% 50%
15.00% 8.00% 40%
6.00% 30%
4.00% 20%
10.00%
2.00% 10%
0.00% 0%
0:00:00
1:00:00
2:00:00
3:00:00
4:00:00
5:00:00
6:00:00
7:00:00
8:00:00
9:00:00
10:00:00
11:00:00
12:00:00
13:00:00
14:00:00
15:00:00
16:00:00
17:00:00
18:00:00
19:00:00
20:00:00
21:00:00
22:00:00
23:00:00
0:00:00
5.00%
0.00% Time (Hour Starting)
Car Park HMD Visitors Hotel HMD Visitors
Friday Parking Occupancy Saturday Parking Occuapncy
Visits Visitors
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 6
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PRECINCT VISITS
A heatmap based on the visits to the precinct is shown in Figure 7. As demonstrated, the
majority of locations picking up Human Movement Data are shown in the 96 Poinciana Avenue It is likely that the high visitor zones along the 96 Poinciana Avenue
precinct. The heatmap below demonstrates intensity of visitor locations to the site across the precinct boundaries relate to pedestrian walking through Tewantin.
entire data collection period. Additionally, there is a pedestrian ramp adjacent to 96 Poinciana
Avenue providing connection from the street to the Woolworths and
wider shopping precinct (shown in blue in Figure 8). Furthermore,
Figure 7: Precinct Heatmap
the vehicle ramp connecting the at-grade parking to the
underground Woolworths parking (shown in pink in Figure 8) is
likely to have contributed to the high visitor zones at the rear of the
precinct heatmap.
The heatmap also demonstrates that the Royal Mail Hotel
experiences it’s highest visitor volumes, corresponding to the
Poinciana Avenue entry and at the public bar.
Figure 8: Poinciana Avenue Shopping Centre
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 7
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PRECINCT CROSS-UTILISATION
Figure 9: Precinct Cross-Utilisation
The charts shown to the right represent the
cross utilization between the zones of the 96
Royal Mail Hotel Site. For visitors seen in the Poinciana Bottle- Parking Royal
parking lot, 15% were seen to then use the Zone Name Ave Shop Lot Mail Hotel Elsewhere Total
Royal Mail hotel, 12% utilised the on-site
bottle-shop, 22% were seen in the 96 96 Poinciana Avenue 1% 13% 8% 78% 100%
Poinciana Avenue shopping/parking precinct. Bottle-Shop 3% 36% 9% 52% 100%
The vast majority (51%) of visitors registered Parking Lot 22% 12% 15% 51% 100%
in the parking lot were not also seen in a Royal Mail Hotel 15% 3% 16% 66% 100%
different on-site precinct, but therefore were
travelling elsewhere in Tewantin.
100%
It is notable that of users of the parking lot,
only 15% were directly attributable to the 90%
hotel. Another 12% were to the bottle shop
which is being removed as part of the 80%
Development Application. 52% 51%
70%
66%
As demonstrated by the results, the majority of
60% 78% Elsewhere
visitors were not seen to cross utilise between
the different precincts, but would travel to or Royal Mail Hotel
from other areas in Tewantin and beyond. 50%
Parking Lot
9%
40% 15% Bottle-Shop
It should be noted that the base location
numbers are not equal between the four 96 Poinciana Ave
zones (ie 52% of parking lot numbers is not 30%
12%
approximate to 51% of bottle-shop numbers). 16%
The 96 Poinciana Avenue zone had the 20% 36%
8% 3%
highest number of base volumes, followed by
the parking lot, the Royal Mail Hotel, and 10% 22%
finally the bottle-shop. 13% 15%
0% 1% 3%
96 Poinciana Avenue Bottle-Shop Parking Lot Royal Mail Hotel
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 8
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POST-DATA VISITS
Figure 10: Car Park 0 – 60 minute post visit
The analysis included 60-minute
post data of the Royal Mail Hotel
carpark – ie for visitors who where
recorded in the Royal Mail Hotel Car
Park, what were their movements
for the following 60 minutes.
Figure 10 demonstrates the location
based travel behaviour for visitors of
the Royal Mail Hotel (left to right
from top left: 0-15min post record,
15-30min post record, 30-45min
post record, 45-60min post record).
As demonstrated, the highest
concentration of post- data points
are shown at the adjacent
Woolworths and Poinciana Avenue
Shopping Precinct.
Further clusters of post-data were
seen at the Tewantin RSL, The Inlet
Residences, the Marina and the
Noosa Shire Council office.
This clearly shows that the Royal
Mail car park is being used as a
town centre car park, and that most
users of the car park are not
stopping exclusively at the Royal
Mail Hotel. Further analysis on this
is undertaken on Page 10
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 9
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EXTERNAL POST-DATA VISITS
The further clusters mentioned previously were further
Figure 11: Car Park 60 minute post visit breakdown.
investigated to further understand the travel patterns of visitors
recorded in the Royal Mail Hotel car park.
25000
As shown in Figure 11, the vast majority (15,214) of visitors were
recorded in the Poinciana Place Shopping Centre within 15
minutes of being recorded in the hotel car park. An additional
20000
7,855 (total of 23,069) visitors were recorded in the following 45
minutes in the shopping centre location.
Recorded Visits
15000 In comparison, only 4,386 visitors were recorded in the Royal
Mail Hotel within 60 minutes after parking, less than a quarter of
the number recorded in the shopping centre. As such, it is highly
45-60
likely that the hotel car park is being utilised for those shopping at
10000 30-45 the nearby Woolworths and smaller retail stores. The actual
15-30 parking demand generated by the hotel is therefore expected to
be considerably lower than posited by Noosa Shire Council.
0-15
5000
A further 2,051 visitors were recorded utilising the following
locations:
• The Inlet Residences guest area – 968 records
0
Royal Mail Poinciana The Inlet Marina Tewantin RSL Noosa Shire
• Tewantin RSL – 560 records
Hotel Place Residences Council • The Tewantin Marina – 300 records
Shopping • Noosa Shire Council office – 223 records.
Centre
External Locations
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 10
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KEY FINDINGS AND CONCLUSIONS
Using Human Movement Data, this report was understand the
travel patterns and behaviours of visitors to the Royal Mail Hotel,
Recommendations Timing
and the associated car park. This study has found that:
• The parking occupancy data for the Royal Mail site follows a The parking demand of the Royal Mail Hotel has been
far different trend to other tavern sites, as it experiences the demonstrated to be lower than originally anticipated. This responds
peak occupancy demand earlier on a Friday (corresponding to directly to Item 1 of the Further Advice Assessment issued by -
likely school traffic), whereas the other sites experience peak Noosa Shire Council. As such, the current parking provisions for the
occupancy after the typical retail closure times (5:00PM). future development of the site should be accepted.
Additionally, the occupancy of the Royal Mail Hotel car park
experiences was much lower on a Saturday, not following the
typical occupancy trends of the other AVC sites. Continue to monitor any issues relating to on-site parking. Ongoing
• HMD data demonstrated that the hotel experiences the peak
busy period at approximately 12:00PM-1:00PM, and that the Should there be significant issues with overspill of hotel parking in
on-site car park is shown to experience peak demand at the future, AVC may investigate putting in place parking restrictions
3:00PM, and drop off significantly around 5:00PM, further Ongoing
and tow away parking to enforce that the site is for exclusive use of
corroborating the parking counts undertaken by Austraffic. the hotel, and is not a town centre parking area.
• The majority of visitors to the hotel precinct were shown on the
precinct boundary, likely relating to the pedestrian ramp
adjacent to 96 Poinciana avenue and the vehicle ramp to the
underground Woolworths car park.
• The majority of visitors were not seen to cross utilise between
the different precincts, but would travel to or from other areas
in Tewantin and beyond. Only 15% of visitors recorded in the
car park were later seen in the Royal Mail Hotel.
• The highest concentration of post- data points are shown at
the adjacent Woolworths and Poinciana Avenue Shopping
Precinct.
As such, the car park for the Royal Mail Hotel has shown to be
utilised by visitors travelling elsewhere in Tewantin. The actual
parking demand generated by the hotel is likely then to be
considerably lower.
Royal Mail Hotel – HMD Parking Study 21/08/2024 Page 11
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