1. Focus Group Update

A. Destination Maniototo

John Grant updated the meeting on their activities thus far. (Full report at the bottom of this page)

We have been working on our objectives, looking at branding, logos, slogans, websites etc, taking stock of what we have.

We need to do some fundamental research, develop an understanding of what stakeholders want before we make any decisions.

We will be better placed then to engage with CODC Tourism.

B. Streetscaping and Beautification

Tanya gave an overview of their work and ideas thus far. (Full report at the bottom of this page)

Currently focused on Ranfurly only, we are starting here before including all the Maniototo.

Lots of hard work has already been done by the community, for example for the Ranfurly125 celebrations, and we can build on this.

There are many reasons to make a place beautiful: increase in sales, drives tourism, increased community engagement, cornerstone of economic development.

We have lots of ideas to work with:

Telling a story through artwork and planters. Work with council using local photographers.
Plantings, Lighting – solar lit fairy lights garlanding buildings, more murals, photography hotspots, events, regular markets.
Matariki festival could be an annual event, bringing people into the town in winter. Currently working with Ewan Mason to create lighting for this year.
Dry gardens, installations, that lead people from the rail trail into town.

C. Discussion followed:

Stu Duncan suggested the lighting ideas would be a perfect opportunity to engage with council to ask for funding for this. As a community we need grant requests to ensure we get money for the next round of funding. This group could give the council a wish list.

Stu noted that the more the group keeps the council informed the more we can ask for money as we can provide evidence of the need for this to the council.

He also suggested engaging with experts such as Jane Faulkner for planting design given her breadth of experience with local conditions.

Dylan Rushbrook commented that it was inspiring to see an active group with lots of fresh ideas and thought the Maniototo Business Group was leading the way in Central

2. Antz Longman – CODC Head of Destination Tourism Central Otago

Antz said that this on of the few regional tourism groups that sits within council.

Part of his role was finding out what the community wants, and it was great to see local destination management at work.

Antz referenced the Central Otago Destination Management Plan talking about the building blocks and the short term goals, 10 year plan and the 50 year vision – all of these working with different parts of the community.

He mentioned the development of the Central Otago Touring Route, that it was a long process to work through but will add value in time to the places being driven through.

Antz said they had partnerships such as the Rail Trail Trust and the operators. They discuss behavioural changes, analysed data etc to ensure that the Rail Trails remains a premium experience.

Recently they participated in TRENZ (NZ’s largest international tourism business event) promoting the region. Plus they took a group from MeetingNewz through Central and along the Central Otago Touring Route.

Destination Tourism is keen to support product development and enhance/support tourism business any way they can.

Question asked – is technology being used on the Touring route providing users with notifications?

Currently using what already exists and working with others to develop. Antz mentioned an example of this interactive technology being used in Lawrence. They have developed an interactive map of Gabriels Gully that users purchase for $25 and then use the QR codes to guide them. This addressed the fact that people are reluctant to pay for an App. Destination Tourism would be happy to work with the business group to develop something like this.

Events are a powerful pull to draw people into an area – and Destination Tourism are happy to support these. The more advance notice they have the better for marketing.

3. Vicki McLean – Owner, The Central App

Vicki informed the meeting that she has owned The Central App now for four years. The app is independent and privately owned. It’s focus is exclusively Central Otago and the promotion of Central Otago. It has become the go-to place for info on Central with 40,000 searches a month.

They have just added a Business-2-Business button – Business Pulse – and would like to develop this further. We want to help each other out, and we are all looking to save time.

They will be hosting an AI expert from Australia soon, this event has been funded by local business.

They are focusing on creating content that is useful to the end user: the News is read by 18,000 people a month.

If you have an event you wish to promote you can purchase a button to advertise it. This will assist in increasing your reach with Central App tools enhancing your SEO. And you can download events from the App.

4. Other Business

Stu Duncan: stressed the importance of making a submission to the CODC Annual Plan. This will support funding being available when future applications/submissions are made. Annual Plan submissions close on 26 May.

The lights on the railway building for instance could become a council asset.

Business group could be putting forward submissions.

Stu also commented – please give feedback, good and bad.

Sam Inder: this season on the rail trail has been 20% behind the 10-year average.

He noted that it was important not to take the trail for granted. There are vulnerabilities where businesses are moving on, some hotels are marginal or closing. The services at Middlemarch aren’t good and really need investment.
He said that many people comment on how lovely the area is and how they want to come back for more.
He noted also that there is more competition now, but most people want to do all the trails, not just one.

Job Opportunity: Sam mentioned that the group will be looking for a secretary as the current one is retiring, and they will be actively looking for a replacement.

Richard Smith: outlined difficulties he had been having with parking constraints and the road management issues arising from the roadworks planned around his business. There had been road cones around his business for three days with no activity. This has had a huge impact on his business.

Stu Duncan will follow up – he holds the lead in the Roading Portfolio.

Focus Group Report

Destination Maniototo

Meeting discussion and suggested next steps:

Agreed that we should work through the process of reviewing the current Maniototo brand position and managing any relevant developments to the strategy and the various brand assets.

This doesn’t mean reinventing everything that is in place but will validate what we have and identify areas for improvement.

If can be proactive and present a united front, we will be better placed to successfully engage CODC Tourism and capitalise on their resources.

Objective:

To have a brand strategy that is relevant to the regions natural and built assets, its resident stakeholders and projects a positive destination image for tourists, businesses, and investors. This will enhance improvement in reputation and drive economic growth through increased visitors, longer stay and greater per visitor spend.

Key elements of the Maniototo Destination Brand Strategy will include:

Prior to rushing into tactical initiatives like signage, advertisements and any other specifics, key elements of the destination strategy need to be decided upon and developed.

1. Unique Value Proposition: Clearly define the Maniototo’s unique selling points across cultural heritage, natural attractions, activities, and experiences. This can be carried out through focus groups, brainstorming and surveys with local stakeholders. The Maniototo Business Group is an ideal vehicle for this.

2. Target Audience: Identify the characteristics and needs of the ideal target market segments for visitors, investors, new residents, and businesses. ie that match the Maniototo’s destination strengths, attributes, and experiences. Some research is available through CODC tourism but there are also opportunities for primary research through Otago University tourism and business schools.

3. Brand Positioning: Define the destination’s personality, tone, and messaging to differentiate it from other regions and subregions and that accurately represents what is uniquely Maniototo. This process can largely be informed by carrying out 1 and 2 above.

4. Visual Identity and communication themes: Develop a consistent visual language, word stock, including logos, colours, typography, video content and photography. Through engaging relevant service suppliers from throughout the region. Endeavour to leverage CODC resources and budgets.

5. Storytelling: Craft compelling narratives that showcase the destination’s history, culture, and experiences. Much of this will be available and is already compiled. There may be some new stories that emerge from an internal population engagement process.

6. Digital Presence: Establish a strong online presence through one major website ensuring that it is current, relevant, functional and appealing and also build a social media audience through developing and distributing compelling content. Having a Maniototo specific presence on the CODC website appears obvious from a resourcing and potential audience perspective.

7. Regional Partnerships and Collaborations: Leverage relationships with local businesses and stakeholders to amplify a consistent brand message. This is achieved through the various internal engagement processes above, which will not only provide information but will maximise buy-in through involvement. This can be such things as making approved regional photography available to businesses and encouraging use of a Maniototo logo and/or slogan.

8. Experiential Marketing: Create and iconic experiences, develop events (new and existing) that bring the Maniototo brand to life and reinforce key messages.

9. Measurement and Evaluation: Monitor and assess the strategies effectiveness through metrics like visitor numbers, economic impact, and brand awareness. This is done through using available research sources and quantitative and qualitative visitor and resident research.

Streetscaping and beautification

The hard work that the business group and the local people of Ranfurly provided by sprucing up the Main Street for the Railway 125 celebrations, has provide a great foundation to build on to attract more tourisim to our Main Street. I believe we have a great platform to build on for the future moving forward.

Why? The reason why streetscaping is important is plain to see: we all love to adore a pretty place. Beautiful flower beds, trees planted, vibrant flags, public art, facade improvements, informative photos and stories about our country town, fairly lights on our prominent buildings, a pretty place can just easily be praised as taken for granted.

Beautiful streets increase sales
Beautiful places drives tourism-the opportunity to photograph something for one's self and share this experience with friends and family is one that tourists plan.
Beautification increases community engagement. Well-keep places don't happen by chance they are a result of a community that cares.
The perfect opportunity to showcase our town.
Beautiful places are the cornerstone of economic development- families move here, companies relocate, small businesses open, tourists are welcomed and send the message of our town for more revenue.

What? What if we could create an inclusive, fun, interactive, environmentally conscious and sustainable town environment. Create flow and movement of people around the town giving the opportunity for all businesses to be seen and explored. Tell stories through art, pictures and plantings. Celebrate the Māniatoto landscape through colours that reflect the majestic environment unique to the Māniatoto and materials that reflect the community living here.

How? By creating biodiversity in our town centre with large agricultural pots of small trees to provide shade and dappled light, dry garden beds of herbs and flowers, grasses and aromatic plants, hanging plants, encourage plantings where the main street opens up to the rail trail it brings sensory stimulation through scent, touch and sight. A relaxed Ranfurly town could become a town of fairy lights. Solar lit exterior fairy lights garlanding buildings. Creating a magical experience driving through for all and at the same time becoming known for its delightful facades of plants and lights.

Continue to build the art-on-walls around the town with murals that invite photography snaps. Fashion shoots, wedding photos, groups of friends and families and our biking tourists. Art installations using currently dead spaces, photographs of our landscapes that inform tourist about our Māniatoto region places to go see for themselves and outlying hamlets on permeant metal stands that are placed about the town to encourage people to walk about to see them.

Create beautiful natural spaces to wander through between the rail track and main street with seating set amidst/connected to the environment. Eg wooden logs, large stones with simple old school games to play.

Promote an annual market and events calendar for Ranfurly and bring markets/farmers markets to the main street spaces created. Encouraging movement of people and good vibes.

Who? Working with the community and council collaboration these projects could be launched. The garden club, High School, Artists, Photographers, Interest Groups, Business community and volunteers. Nothing in itself is a big project and all are able to be done in isolation of others, thereby enabling small groups to complete any project without unnecessary delay and as they are able to schedule it.

When? Matariki seams like a great time to lighten up our stunning Railway building

Planting in the spring- giving time for groups to be allocated to a space/project each

Artscape- again temperature dependent and mid spring onwards seems like a good time

Photography installations- working with Council for approval and funding

Markets/live music/buskers/jugglers are all things that lift energy and entertain locals and visitors alike. If we can target dates and promote for Summer its possible annual events can be built upon. Creating Matariki in the Māniatoto event annual event.

Maniototo

17 October 2024

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Māniototo Business Group